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Trend of Social Media in Hong Kong @PNC 2010

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

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Trend of Social Media in Hong Kong @PNC 2010

  1. 1. Trends in Social Media in Hong Kong PNC 2010 Charles Mok Internet Society Hong Kong December 1 2010
  2. 2. Topics  An overview  Popular services  Use in business  Use in civil society  Use by government  Conclusions and key trends
  3. 3. Social Media  Realization of Web 2.0  Interactive  Sharing  Free  User created/ generated content
  4. 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. 5. Where are the blogs?  Behind other Chinese language markets  Language proficiency issues?  Xanga phenomenon
  6. 6. Forums: discuss
  7. 7. Forum: HKGolden
  8. 8. Facebook  >3.5M accounts?
  9. 9. Twitter
  10. 10. Sina Weibo
  11. 11. Mobile Smartphones  Leveraging on good local infrastructure  iPhone dominance?  iPad  Android  Others: RIM, MS Windows 7, Nokia, etc.  Shift to Apps
  12. 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. 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. 14. Social Media Marketing
  15. 15. Social Media Marketing  Integration with other social media apps and real world activities
  16. 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. 17. Social Media in Civil Society  Citizen journalism: e.g. InMedia  Wikipedia  Facebook groups  Show of opinions  Measurement by numbers
  18. 18. Facebook Activism
  19. 19. Anti-XRL
  20. 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. 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. 22. Politicians on Social Media
  23. 23. Social Media by Government  Post XRL Facebook disaster
  24. 24. Act Now Campaign  Chief Executive begins to focus on Facebook
  25. 25. Philippines Hostage Incident  Facebook page – 深切哀悼菲律賓遇害港人
  26. 26. Chief Executive in Social Media 上亞厘畢道 Upper Albert Road
  27. 27. Government on Weibo  香港政府新聞網
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 莫乃光 Charles Mok mok@hknet.com http://www.charlesmok.hk http://www.isoc.hk

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