Alissa Green Work A Week In Hong Kong Presentation


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Dear Hong Kong Colleagues,

Please enjoy my presentation for the 2010/2011 GolinHarris NY Work a Week in Hong Kong challenge.

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  • East Meets West Image
  • Alissa Green Work A Week In Hong Kong Presentation

    1. 1. GolinHarris Work A Week In Hong Kong Challenge Meet: Alissa Green
    2. 2. Our Time Together <ul><li>About Alissa </li></ul><ul><li>The GH Hong Kong Challenge </li></ul><ul><li>Opportunity for Increased GH Collaboration </li></ul><ul><li>Q&A </li></ul>
    3. 3. Alissa the Digital Native
    4. 4. Alissa the GH Social Media Guru <ul><li>Voice of Brand Across Social Media </li></ul><ul><li>Developed Consumer Response Strategy </li></ul><ul><li>Managed Live Facebook Q&A, Twitter Giveaways, </li></ul><ul><li>Blogger Promotions </li></ul><ul><li>Engaged in Blogger Research & Outreach </li></ul><ul><li>Produced Consumer Conversation Sentiment Summary on Weekly Basis </li></ul><ul><li>Developed Twitter Activation Strategy </li></ul><ul><li>Conducted Targeted Blogger Research </li></ul><ul><li>Taught Social Media Risks/Rewards for Healthcare Space </li></ul><ul><li>Created Global Social Media Crisis Guidelines </li></ul><ul><li>Working with Designer to Create Custom Facebook Apps </li></ul>And . . .
    5. 5. The Work a Week Challenge: Further GolinHarris Global Goals Increase: Social Media Proficiency Inter-Office Collaboration
    6. 6. The Setting GolinHarris Global has to work together as a team to be competitive in Asia, U.S., and everywhere in between <ul><li>Social Media has succeeded in US but is still new-ish to Asia </li></ul><ul><li>Mobile is growing in U.S. but best innovation occurring in the East </li></ul><ul><li>Lack of knowledge sharing currently between GH offices </li></ul><ul><li>Social media and mobile is building most client’s business </li></ul><ul><li>Agencies that can prove that they understand both social media and mobile will have a competitive edge with clients </li></ul><ul><li>NY Dialogue team with social media focus </li></ul><ul><li>HK team with mobile insights </li></ul><ul><li>Booming social media use in Asia; mobile use in US </li></ul><ul><li>HK marketers benefitting from growing Hong Kong economy </li></ul>Assets Barriers Imperatives Drivers
    7. 7. The Characters GolinHarris Hong Kong, GolinHarris New York & Our Clients
    8. 8. Hong Kong Motivations What the HK Consumer Really Cares About Sources: Nielsen, Tech Crunch, AdAge 77% of HK pop. use social media 90% of HK netizens watch online video 93% mobile penetration rate in HK In 2010, Social Media Usage Overtook Google Usage in Asia Hong Kong Economy is Expanding = Greater Marketing Opportunities Consumers increasing 2010 discretionary spending by 2-3% Online advertising up 31% in Q2 2010 compared to Q2 2009 Hong Kong deemed #1 most free economy
    9. 9. U.S. Motivations What the US Consumer Really Cares About U.S. Sees Rapid Growth of Smartphone Usage in 2010 28% of U.S. mobile subscribers currently use smartphones 41% of new mobile buyers in last 6 months opted for smartphone By 2011, 50% of US mobile Users will be using smartphones : That’s 142.8 Million Users Source: Nielsen
    10. 10. What Does Social Media Use Look Like in Hong Kong?
    11. 11. What Does Video Social Media Use Look Like In Hong Kong? Source: ComScore
    12. 12. Predicted Shift in Hong Kong & US SM Campaigns Mobile Social Media Today Tomorrow Tomorrow Today
    13. 13. Inspiration PLATFORM INSIGHT <ul><li>The GH Hong Kong office can benefit from the social media expertise of the NY office </li></ul><ul><li>The GH NY office can benefit from the mobile learning from the HK office </li></ul><ul><li>GH Global can benefit from increased inter-office collaboration and sharing </li></ul>Let’s Get (More) Connected
    14. 14. Live Video Chats Between GH Offices Lunch & Learn Sessions Direct Experience Client Brainstorms Case Studies The Road to HK/NY Office Collaboration
    15. 15. Plot Let’s Get (More) Connected GH Clients and Staff Will Be Best Served By Inter-Office Collaboration Taking Social Media East <ul><li>Social Media Survey </li></ul><ul><li>Facebook Best Practice Case Studies </li></ul><ul><li>Brainstorms with </li></ul><ul><li>HK Teams </li></ul><ul><li>HK Client Resource </li></ul>Bringing Mobile West Leaving a Lasting Collaborative Mark <ul><li>GH HK Case Studies (& SOSM) </li></ul><ul><li>Meet with HK Mobile Developers through Meetups </li></ul><ul><li>Present to GH NY & Dialogue </li></ul><ul><li>East Meets West Social Media Facebook Page </li></ul><ul><li>Monthly 30 min U-Stream Session across GH Global </li></ul><ul><li>5 NYSM Brainstorms for HK Office </li></ul>Message Platform Strategies Tactics
    16. 16. Taking Social Media East
    17. 17. Learning What Information The HK Team Would Like to Know More About Taking A Survey. . . Before Work A Week Begins
    18. 18. Sharing A Few Best Practices: For Example. . .Facebook <ul><li>The advent of custom applets with Buddy Media </li></ul><ul><li>Conducting live social media events </li></ul><ul><li>Working with official Facebook rules </li></ul><ul><li>Understanding why fans are on client pages (Wave 5 research) </li></ul>
    19. 19. Working with the HK Office and Your Clients To Think Of Ways Social Media Can Help Set up brainstorm sessions by client team Once we’ve come up with a few winning thoughts . . . work with the HK team to explain our innovations with the client
    20. 20. Bringing Mobile West
    21. 21. HK Sharings = NY Learnings <ul><li>Speak with GH Hong Kong teams about mobile experiences </li></ul><ul><li>Tap HK office for additional mobile resources </li></ul><ul><li>Meet with HK app developers through </li></ul><ul><li>Coordinate Hong Kong mobile article for Speaking of Social Media </li></ul>
    22. 22. Leaving A Lasting Collaborative Mark
    23. 23. Longstanding Ways To Further GolinHarris Collaboration <ul><li>Hold Live GH UStream live video chat monthly (alternate times for each office) </li></ul><ul><ul><li>Tap new global office each month to share case studies and best practices </li></ul></ul><ul><ul><li>Lead with Hong Kong office during Work A Week </li></ul></ul><ul><li>Create East Meets West Social Media Facebook Page </li></ul><ul><ul><li>Only open to GH employees </li></ul></ul><ul><ul><li>Will conduct five HK social media brainstorms in NY in 2011 </li></ul></ul>
    24. 24. Questions ? To learn more about Alissa, please visit her: Twitter profile: @AlissaGreen LinkedIn page: Blog: 多謝 (Thank You)!