Trend of Social Media in Hong Kong @PNC 2010 CityU HK 2010.12.01

1. Trends in Social Media
in Hong Kong
PNC 2010
Charles Mok
Internet Society Hong Kong
December 1 2010

2. Topics

An overview

Popular services

Use in business

Use in civil society

Use by government

Conclusions and key trends

3. Social Media

Realization of Web 2.0

Interactive

Sharing

Free

User created/
generated content

4. YouTube

Pre-Facebook era

巴士阿叔 (2006)

福佳始終有你 (2007)

Video over text?
http://www.youtube.com/watch?v=H20dhY01Xjk
http://www.youtube.com/watch?v=2j3vh55SSVw

5. Where are the blogs?

Behind other Chinese language markets

Language proficiency issues?

Xanga phenomenon

6. Forums: discuss

7. Forum: HKGolden

8. Facebook

>3.5M accounts?

9. Twitter

10. Sina Weibo

11. Mobile Smartphones

Leveraging on good
local infrastructure

iPhone dominance?

iPad

Android

Others: RIM, MS
Windows 7, Nokia,
etc.

Shift to Apps

12. Examples of Popular Apps

Open Rice

HK Junkcalls

Informational: e.g. MTR

Press: e.g. Apple Daily

Social media: e.g.
Facebook, Twitter,
Google (Gmail, Maps etc)

13. Social Media in Business

Emphasis in Facebook

Lack of understanding of key metrics

Lack measurement

Just counting likes?

From Facebook to iPhone apps

How to leverage on future opportunities in
building word-of-mouth influence, crisis
management, etc.?

14. Social Media Marketing

15. Social Media Marketing

Integration with other
social media apps and
real world activities

16. Social Media in Business

How to leverage on future opportunities beyond
marketing and promotion:

Building word-of-mouth influence

Corporate online identity

Crisis management, etc?

Overlook the key benefit of social media:

Community building

Relationship

...the more intangible benefits

17. Social Media in Civil Society

Citizen journalism: e.g. InMedia

Wikipedia

Facebook groups

Show of opinions

Measurement by numbers

18. Facebook Activism

19. Anti-XRL

20. 蘋果日報蘋果日報 10-01-0910-01-09
東方日報東方日報 10-01-0710-01-07

21. Anti-XRL Stats on New Media

500 Facebook groups concerning the railway
construction, and one has 2,000 users

122 posts on Inmedia with 170,000 views

680 videos opposing the rail link posted on
YouTube

First use of hashtag on Twitter for a social
action call #stopxrl

Role of social media in Legislative Council
filibuster

22. Politicians on Social Media

23. Social Media by Government

Post XRL Facebook disaster

24. Act Now Campaign

Chief Executive begins to focus on Facebook

25. Philippines Hostage Incident

Facebook page – 深切哀悼菲律賓遇害港人

26. Chief Executive in Social Media
上亞厘畢道 Upper Albert Road

28. Government on Weibo

香港政府新聞網

29. Social Media Trends of Government

Concern about real-time and direct nature of
social media

Wish to use the Internet for e-engagement

But worry about negative comments and backfiring

Feel lack of control

Lacking guidelines to operate

Only the Chief Executive can do

Lack strategy to build community and
relationship with people

30. Keys to e-engagement

如何在社交媒體實踐電子公民參與？（胡俊明，
傳媒透視， 2010/11 ） :

Up-to-date 實時

Transparency 透明度

Patience 忍耐

31. Key Trends

Lack local creativity

Focus on outside platforms

Shift to mobile

Civil society usage

'Free'

Call to actions

Accumulated experience and enhanced
sophistication

Communities formed

32. Key Trends

Hong Kong's role in relation to China's social
media

First outpost outside the Great Firewall

Going back inside the GFW: e.g. increased
presence in Weibo

A 'role model'

Threats

Global trend of more controls

Local laws: IP, obscenity, security, privacy etc.
− Conflicting priorities

33. 莫乃光 Charles Mok
mok@hknet.com
http://www.charlesmok.hk
http://www.isoc.hk