Event: Government 2.0 Conference-cum-Exhibition Organizer: Hong Kong Information Technology Federation (HKITF) Date: June 25, 2010 Time: 2:00 pm – 6:00 pm (TBC) Venue: 4/F Exhibition Centre, HKPC Building, Kowloon Tong Objective: With enthusiasm to promote e-Government service amongst the Government officials, general public and IT industry practitioners, Government 2.0 Conference with the support of Office of the Government Chief Information officer (OGCIO) was held on June 25, 2010 to explore the strategic directions of e-Government service in Hong Kong, investigate the possibility and challenges of using Web 2.0 tools for e-Government service. Event Agenda: http://www.tinyurl.com/gov20-agenda

1. Dissect social media marketing beat
for citizens
Jun 25th, 2010

2. More choices are leading to audience
fragmentation

3. From mass  “virtual mass”
One-to-many One-to-one Many-to-many
PASSIVE ACTIVE ENGAGED
RECIPIENTS INTERPRETERS PARTICIPANTS
twitter
film internet podcasting
interactive TV blogging
TV radio
email forum
press guerilla
outdoor mobile instant messaging
facebook

4. Digital media landscape’s just
continuously and quickly

5. Internet users in HK = 4.9 million
facebook = 2.6 million
Discuss HK = 1.6 million
* Source: Internet World Stats (Jun 10) and ComScore World Metrix, Hong Kong, (Mar 2010)

6. Major social media sites in Hong Kong
Forum
Over 87%
Hong Kong Internet users’re involving
social media sites *
Video
community
Micro blogging
Blog
Wikis
Social
network
* Source: Hitwise – April 2010

7. Social media - comes from two words …
Media
Same as TV, it’s a medium
Connecting brand and customer
Appearing in more than one forms
Social
User engagement
Customer relation
Two-ways communication

8. Key characteristics of social media
Digital community
Content generated by users
Engaging customers
Content, comment and
experience sharing
Trans-posting
Interlinking

9. Diversified usages
• SMS • Direct
• Site • Survey
• Application • Polling
Mobile Email
Social Forum
network & blog
• Page
• Group • Direct (text)
• Application • Indirect
(visual/ video)
• Ad • Ad
• Event • Event

10. With different functions to connect citizens
Social
Function Email Forum Blog Mobile
network
Immediate Immediate
Awareness Immediate Immediate Medium
to medium to medium
Citizen Low to Medium to Medium to Medium to Medium to
engagement medium high high high High
Perception Low to Medium to Medium to Medium to Medium to
shift medium high high high high

11. More dynamic responses with citizens
Traditional Social
media media
Online
media
From panel-based to precise consumer insights
From Opportunity-To-See (OTS) to Interaction
From periodic to almost real time reporting

12. Case sharing
個案分享

13. Case study 個案
Caritas Hong Kong Youth and Community Service
明愛青少年及社區服務
Life Architect 生活建築師

14. We want them to say “NO” to drugs …

15. Many activities and campaigns’ve
been launching …

16. We understand they’re spending a
lot of time on the internet
What can we do to reach those
existing and potential drug abusing
teenagers there ?

17. What does these terms mean ?
渣批 爆糖
雷野
玩曲
Take野
由K河
搭棚

18. Re-
Research Reach Reply Result
contact
Lead
Evaluating identification
importance and
relevance
Spotting insight
and intelligence

19. Re-
Research Reach Reply Result
contact
What’re the most discussed
 Naming 毒品名稱 topics about drugs ?
 Units 毒品單位
 People 人物
 Tools 吸食工具
 Reasons 吸食原因
 Behaviors 各類行為
 Related activities 相關活動
 Tours 迷幻團
 Location地點
 Feeling 吸食後感受

20. Re-
Research Reach Reply Result
contact
What’re existing and
potential drug abusers
sharing their experiences ? “唔好索K啦..爆糖算啦”
3Boys2Girls
“好想bu野..2bad..5係條癮又返黎呀??呢
幾日完全唔想食野..心神恍惚大獲啦....>”
Xanga
“爆糖會上癮”
“爆糖會上癮刀唔明點解d人成日話索k爆糖會上癮我尋晚第
一次食,都冇乜特別但味道怪怪,好似食左粒過左期既糖咁以
後都唔食” 我的討論區
“宜家d女膠到嘔-,- 問我有冇k賣 煩銀到p咁”
3Boys2Girls

21. Re-
Research Reach Reply Result
contact
Forum Where’re their most active
forums, blogs and social
network sites ?
Wikis
Blog
Social
network

22. Re-
Research Reach Reply Result
contact
4. Track their
responses on social 1. Connecting the targets
media sites and on the social media sites
emails sent
Forum
Email
seeding
communication
3. Continuous 2. Provide them information
dialogues and of related information and
guidance with targets services
Forum, MSN, Forum seeding & web site
email or calls

23. Re-
Research Reach Reply Result
contact
http://playsafe.caritas.org.hk/

24. Outreaching on web, servicing on ground
Source : Ming Pao, Apr 6th , 2010

25. Re-
Research Reach Reply Result
contact
“索K會死架 ” “C兄，唔好再爆糖啦！”
“我個fd索野被差佬拉
左，有社工搵律師幫佢
“唔K la”
“唔使怕既，明愛
有得索K驗身”
“爆糖會上癮ga !”

26. Speaking with citizen at web 2.0
 Before rolling out any activities, programs and
policies, listen to citizens’ voices on the web
 How “sociable” of targeted citizens ?
 Engage and interact with them
through appropriate social media channels and
right tactics

27. Thank you !
Ralph Szeto
Business Development Director
Tel 2806 1832/ 9100 9567
Website www.cmrs.com.hk
Email ralphszeto@cmrs.com.hk