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Social Media Landscape Hong Kong - August 2013
This document provides an overview of the social media landscape in Hong Kong. It discusses how social media is used widely in Hong Kong, including for news, communication, and mobile applications. The document also covers trends in China, such as the rapid growth of online shopping and different strategies for social media use in northern and southern China. Key recommendations include learning local platforms, having clear goals, being authentic, focusing on engagement over followers, and experimenting while adapting quickly.
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Social Media Landscape Hong Kong - August 2013
- 1. Social Media Landscape HongKong 24th August, 2013
- 2. Knock-‐out Game: How Social are You?
- 3. Insert image(s) in this space FLEISHMAN-‐HILLARD 3 • PIERS MORGAN – CNN (LARRY KING REPLACEMENT) Do you s3ll get Bri3sh papers in the morning? I ve just stopped ... TwiGer s become my number one news source. But…he was spoGed reading newspapers!
- 8.
- 9. C2C: real-‐Eme producEon Available within 2 hours in China! Available within 24 hours in China!
- 10. Social media is more than…SNS
- 11. People are using social media for…
- 12. Government officials University management Pop stars And more… They are on social media, too
- 13. Social media helps your brand building
- 14. Social media can also destroy your brand
- 15. Rapid migraEon to mobile
- 16. In Hong Kong, we use smartphone for… Sources: Google Our Mobile Planet survey (2011) visit social networks 93% 88%look for local information mul3-‐task when using smartphone 86% 71% play games shop on mobile 33%
- 25. Source: CIC Data 2012 60 Seconds on the Internet in China…
- 26. Online Shopping Boom in China
- 27.
- 28. How do you get started? 28
- 29. Get to know your local plaQorms
- 30. Set clear, measureable goals 30
- 31. Use Search Wisely Pay aGen3on to the cultural differences between the northern and southern parts of China. e.g. Jacket: 棉衣 or 棉服 in Southern China; 棉猴 in North-‐Eastern part of China
- 32.
- 33. Where is it all going?
- 34. Top Take-‐Aways • Before you begin, learn how the plaorms work and how people use them • Apply different tac3cs for different parts of China (search and social) • Be authen3c and down to earth: a person not a corpora3on • Don t focus on fan numbers BUT look at what they say and share • S3ck with it and be pa3ent (an abandoned account screams failure or jumping on the bandwagon ) • Don t let an intern manage your online marke3ng • Use the right management tools (email, search and social ) • If someone follows you, pay aGen3on. If they are interes3ng, follow back • Be prepared: keyword buying strategies, content plans, influencer incen3ves. • Experiment...and adapt quickly • Pay for exper3se – you will save a lot of money and 3me!
- 35. Thank You! 谢谢！ Napoleon Biggs Chief Strategy Officer, Gravitas Group Founder & Host, Web Wednesday Direct +852 3759 5988 | Mobile +852 9278 5898 Email: napoleon.biggs@gravitas.com.hk Blog: www.webwednesday.asia TwiGer: www.twiGer.com/webwednesday Community: facebook.com/webwednesday
Editor's Notes
- #4 But people still read news online. Content created by traditional media, now consumed online. I ’m a digital guy, but I still enjoy reading newspapers. In fact, I discover many articles that I then share online. When I was advising Yew Ming ’s team back in 2006, I introduced Twitter to CNN’s editorial team only to be told that “they didn’t like it because it removed the serendipity of news reporting”. But, quite the opposite. Only 2% of people create content (verify) Remember @cnnbreakingnews? Now Kristine Lu Stout, create content. But event driven
- #7 Human digits: from hands on the keyboard to the mouse to hands on screen to gestures (kinect & wii) and voice recognition Get images of keyboard, mouse, wii, kinect, voice (google voice on mobile), google goggles
- #12 Business use social media;
- #13 Who are on social media
- #15 D &G
- #16 China: 800 million mobile phone accounts, 400 million mobile internet access Weibo - 50% of access via mobile phone Facebook: 27%
- #33 The Sudden Change in the Social Commerce Industry: The social commerce industry that had the online shopping industry under its control since 2010 has now reached its low ebb. Since the successes of the three major social commerce services- Tiketmonster, Coupang, WeMakePrice- approximately 20 new social commerce services emerged on a daily basis. However, the quality of the products, customer service, and financial issues has always been the issue. These factors led to in numerous failures, making it hard to survive in the industry. Moreover, the three major social commerce services are also currently insecure. http://english.yonhapnews.co.kr/n_feature/2011/04/06/2/4901000000AEN20110406005400320F.HTML Lotte Shopping Mall kicks off a family sale thru its facebook fan page in an online-group buying type. This is quite distinguished since online-group buying sales are almost exclusively tried by so-called ‘social commerce businesses’ , not by traditional shops or big mall. https://www.facebook.com/lotteyoungplaza?sk=app_254087251282935
- #35 Before you begin, educate yourself about what Twitter is, how it works and its mores and customs 2. Be genuine – think personable, not personal (and don ’t take it too seriously) 3. Don ’t worry about how many followers you have 4. Communicate with your customers and stockholders (not your employees) 5. Ask questions 6. Answer questions 7. Don ’t just broadcast – engage, engage, engage 8. Find the right balance between too little and too much 9. Stick with it and be patient (an abandoned account screams failure or bandwagoning) 10. Many professionals and entrepreneurs are interested in the day-to-day lives (business and leisure) of successful CEOs. You probably were too before you became one yourself. When you were starting out, who did YOU look up to? Why? What was it about them that inspired you? Think about it, because that ’s the angle you want to take in your tweets The good news? You can do all of this in less than 30 minutes a day.