Social Media Landscape Hong Kong 24th August, 2013

Knock-­‐out  Game:  How  Social  are  You?  

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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!  

Global  Love  Story!  

C2C:  real-­‐Eme  producEon  

Available  within  2  hours  in  China!  

Available  within  24  hours  in  China!  

Social  media  is  more  than…SNS  

People  are  using  social  media  for…    

Government  officials  

University    management  

Pop  stars  

And  more…  

They  are  on  social  media,  too  

Social  media  helps  your  brand  building    

Social  media  can  also  destroy  your  brand  

Rapid  migraEon  to  mobile  

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%

Source:  CIC  Data  2012  

60  Seconds  on  the  Internet  in  China…  

Online  Shopping  Boom  in  China  

Who’s  making  money?  

How  do  you  get  started?  

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Get  to  know  your  local  plaQorms  

Set  clear,  measureable  goals  

30  

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  

Embrace  group  buying  

Where  is  it  all  going?  

Top  Take-­‐Aways  •  Before  you  begin,  learn  how  the  pla\orms  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!    

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    

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