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.
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!
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%
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
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
Notas do Editor
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
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
Business use social media;
Who are on social media
D &G
China: 800 million mobile phone accounts, 400 million mobile internet access Weibo - 50% of access via mobile phone Facebook: 27%
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
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.