Transformational Global eBusiness via Social Media

1. Transformational Global
eBusiness via Social Media
20th Aug. 2016
HK PolyU
Dr. Bryan Wong, PhD LLM
eBusiness Entrepreneur www.drbryanwong.com

2. Transformational:
1. Demonetization
•Newspapers, IDD, SMS
•Maps, Torch, GPS, Camera…..

5. Transformational:
2. Anyone, Anywhere, Anytime
• No traditional constrain, e.g. factory,
office, assets & employee
• Riding on mobile networking boom
• Apps & Social Media
• So suddenly

6. Transformational: 3. Sharing Economy

7. Transformational 4: Legal Uncertain
•Unlawful?
• illegal?
•Not Yet legal?

8. Transformational: 5.

9. Global Matching for
Common Interests
• Before you want
• Big Data
• Tickets booked
• VIP package planned

11. You
Business Model
Member
account

12. You
Member
account
Negotiated saving back to customer
Bulk Purchase
Advance booking

13. You
Member
account
Negotiated saving back to customer
Bulk Purchase
Advance booking
Your
Friends

15. 2012
World’s Leading Travel Booking Site
2013
North America’s Leading Travel
Agency
World’s Leading Travel Club
2014
Africa’s Leading Travel Club
Europe’s Leading Travel Club
Asia’s Leading Online Travel Agency
Asia’s Leading Travel Club
United States’ Leading Travel Agency
North America’s Leading Travel Club
North America’s Leading Online Travel Agency
World’s Leading Travel Club
World’s Leading Online Travel Agency

17. 2011 2012 2013 2014 2015 2016
Revenue (USD)
$91M
#94
$143M
#75
$195M
#65
$352M
#47
$693M
#32
WORLDVENTURES
Source:
www.directsellingnews.com
Revenue and Ranking by DSN

18. How can it happen?

19. Have you tried their services?

20. Sharing Economy vs Traditional Assets

21. Mobile Social Media do matter!

22. Source: Go-Globe
Mobile = Organs
Social media =Un-detachable

23. Social Media, not just for Social
•3S: Social, Sharing, Sentimental
•Purposes….group buying,
common interest
•User experience: Key Opinion
Leaders (KOL)
But Never “Sellcial” Media

24. “Sellcial” media
•No interpersonal relationship
•Frequently repeated updates
•lengthy-words
•flooding photos
•price disclosed
•Brainwashing
•Sell by “Showing everything”

25. KOL
• Previously, like Pop-stars, Movie
stars
• Evangelism since Apostles age
• Good news messengers
• Words of Mouth
• Experience & Emotional
• Organic growth community
• Enjoyment of sharing, benefits…

26. Why it has to be real?
• “I also believe (in a social media world) that only sharing
happy or successful stories gives a distorted and
unbalanced view of real life.
• …..Professionally, as charismatic business leaders we
share stories to educate, entertain and encourage
people to go into battle alongside us, believe in us and
even buy from us.” Andy Harrington

27. eBusiness via Social Media
Advantages:
• Real time, instant information
• Multi-channels, viral spreading
• Fast spreading, cross boundary
• Free $
• Reach out to unknown/potential customers, i.e. cold market

28. Changes of Advertising media
Traditional
Advertising
• TV, Newspapers
• General, all age,
gender, race, culture,
religion, income, etc.
Social Media Targeted
Advertising
• Pop-up window
• Sponsored videos
• Specific audiences
Social Media Soft
Marketing
• Personal Post
• Local Real experience
• Global Followers
• Likes

29. Targeted ads on FB really aren’t so Targeted.
• Company spending US$ 8B in
ads, 30% in online ads, saying
that hyper targeting on FB
did not prove as effective as
the company thought it
would be.
• “we targeted too much and
went too narrow.” CMO P&G

30. Social Media vs Targeted Advertising
• Soft selling vs Explicit (pop-up windows adv, do you watch it?)
• Innovative vs Expected (No curiosity)
• “Don’t Let Them Realize What You Are Doing”
• Real neighborhood vs Celebrity (Who is more real?)
• Quality vs Price oriented
• Comment/Feedback/Feeling vs Slogan/ “madeup story”

31. Common sense is Not common !
•Poor example of personal branding
X No identity!

32. X Negative content

33. X Lazy & silly
content

34. Successful Social Media Marketers are…
•Impressive personal branding
•Educational
•Story telling
•Image Director
•KOL
•Influential Entrepreneur

35. Impressive
personal
branding

37. Social Media is Ecosystems
• Middle class hungry for many WANTS
• Membership, Bulk Purchase, More bargaining power, Price decrease
• E.g. Travelling, Dining, Education & Signature Events

38. What’s NEXT?
Sir Richard Branson said, ….
https://www.facebook.com/michael.sloggett.3/videos/1015717699584
5174/?__mref=message_bubble