The document discusses strategies for utilizing social media for brand engagement, focusing on continuous dialogue and consumer insights. It highlights the importance of content strategy, targeted audience engagement, and various communication tools to enhance brand-customer relationships. Additionally, it emphasizes the growth of social media usage and the integration of payment features in e-commerce platforms.

1. 1Ralph Szeto
C-All-Likes 2018

2. 2
Social Media Communications
All About Dialogues
Engagement
Continuous dialogue with audience
Content
From brand stories, tips, event, call-for-actions,
services and causal topics, etc.
Integration
Internal & 3rd party communication activities &
channels

3. The 5Cs
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4. 1st C
Consumer Insights
Social Listening
• Monitor various social media sites that mention
corporations, brands and products, etc.
• Understand consumer behavior, public perception &
competitors’ reputation
Branded Channels Analysis
• Review : channel, content, tactics, campaign, etc.
• Benchmark and KPI setting
Technology empower corporations & brands to
understand awareness, perceptions and
competitive intelligence, etc.
From buzz to action
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5. Engagement Branding
Customer
Relation
Word-Of-
Mouth
User generated
content
Produced
content
Corp
Buzz from diversified digital touch points
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6. Monitor, Intelligence & Insights
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7. Objective & Role
• For Branding? Marketing? Customer
Relationship Management (CRM)? Talent
Recruitment ? Sales ?
2nd C
Community
Target Audience
• General consumers ? Youngsters ? Sneaker
lovers ? Foodies ? Various segments ?
SNAPCHAT PINTERESTINSTAGRAM TWITTERFACEBOOK LINKEDIN
Define Well
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8. Community Content Communication Commerce
A virtual place
engaging audiences
and corps
The ways in
engaging with
audiences
On-going dialogue,
customer interaction
& audience outreach
Conversion, pay &
sales
Corp
The C-All-Likes
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9. 99
Source: Q3 2017 Results of Facebook, Twitter, LinkedIn, Q2 2017 Results of WeChat (Tencent), Weibo;
We are Social’s Guide to Digital and Social 2017
LinkedIn Advertising Platform; Facebook Audience Insight, Nov 2017;
Monthly Active Users of
Leading Social Media Platforms
Social Media - Glocal

10. 10
Male
Female
Total at Sep ‘17 300,000 660,000 250,000 102,000 82,000
Total at Mar ‘17 250,000 490,000 170,000 62,000 45,000
Growth % 20.0% 34.7% 47.1% 64.5 82.2%
Total user base of 21-30 segment is larger than 13-20 segment
31-40 segment showed high growth with user base of similar size to 13-20 segment
Source: Facebook Ad Manager
Becoming Mass Social

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Marketing/ Many-to-Many CRM/ One-to-One Sales (China)
Role of Social Media Channels
Fan Page Chatbot

12. 3rd C
Content
1. Categorized content
• “Always-on” and “Activation”
2. Through-the-line activities & happening
• Offline events, print ads or press conferences
To ensure all content to align with the objectives, we’ve to
continuously develop content strategy & set content pillars
Engaging content is KEY for all social media sites
to achieve the set objectives of corporation,
brand, campaign, etc.
Content’s King, Queen, Prince….
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13. CMRS Digital Solutions Limited reserves all rights on all the information contained in this
document 13
Always on Activation
Casual
Content
General
Tips
Festive
Content
Branded
Content
Sharing
Event
Campaign
Tactical
Promotions
KOL Sharing
/ Live Chat
Brand
Always-On & Activation
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14. 14
All-in Animation
AIA Hong Kong
Carousel ad for story telling
AIA Hong Kong
Bit-sized video/GIF
QV Skincare Hong Kong
Live photo format timeline
game

15. 15
Think & Watch Vertically

16. 4th C
Communications
Social media is a platform for companies to engage
& interact with customers continuously
What do companies use to better the
communication with customers?
Communication tools are created to improve the
connection between customers and companies.
How does communication tools help specifically?
Communication tools bring about new functionalities
and real-time interactive business opportunities.
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Inter-Connecting All Cs

17. LIVE with Life
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No longer a one-person thing
More for KOL collaboration
Native video arrives at LinkedIn

18. Weather Forecast
By incorporating Artificial Intelligence into social media platforms, chatbot
enables brand to establish a more intimate relationship with audiences
NewsShopFlight Ticket Booking
Chatbot : Beyond Chat
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19. Brand
eDM, Web, mobile & social
media sites
In-store, event & on-the-
street engagement, etc.
3rd party
Web & mobile sites, KOL, paid media
including social platforms, search engines
Communicate Messages Across Touch Points
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20. Catch Likes On-the-Go
1
2
Traffic
- Busiest Times
Demographic data
1 Enable Store visit
Objective
3 Ad reach
2 Retarget visitors
drive from ad
Location Tab on page
Location place/ page created
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21. Custom Audience : Align, Integrate & Precise
Customer data:
Email, phone
(Existing Customer)
Video viewer
App users
(One click to action)
Website viewer
Page engaged
users
Enhance the Ad
targeting
Facebook allow ad targeting to
specific audiences using extra
data, eg. App users, email list,
photo no., website visitor, etc,
This will enhance the accuracy
of the targeting, probably
increasing the engagement
rate.
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22. 5th C
Commerce
While social e-commerce platforms are definitely
increasing, the integration of payment features are also
increasing due to impulse purchases.
With the commencement of the Payment Systems and
Stored Value Facilities Ordinance in Nov 2015, mobile
payment solutions have been launching in HK
Social Pay
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23. Know more about us
CMRS Group
ralphszeto@cmrs.com.hk
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