Maximizing Shareholder Engagement in the 21 Century 1_Ralph Szeto.pdf · Solutions –Showcase...

2015 All rights reserved

Jun 2nd , 2015

CMRS Digital Solutions Limited reserves all rights on all the information contained in this document

NGO Day 2015

Maximizing Shareholder Engagement in the 21st Century

Ralph Szeto


1. Audience & Trends

3


Increasing exposures…

3


4

Increasing, increasing, exposures…


Media : From Mass to “Virtual Mass”

PASSIVE RECIPIENTS

ACTIVEINTERPRETERS

ENGAGEDPARTICIPANTS

radio

outdoor

film

press

TVambient

mobile

internet

guerilla

interactive TV

podcastingforum

blogging

instant messaging

twitter

facebook

One-to-many One-to-one Many-to-many

5


6

Vital part of daily communication in today’s world

Enabling people to make contact with the press of a button

Connecting and engaging corporations targeted audiences through on-going dialogue

and branded content in a regular basis

Variance in individual & business usages

Connect & Engage

http://www.facebook.com/r.php



Digital & Social Media Users in HK

7

4.6M are online users,

with 84% penetration

rate

2.7M mobile internet users,

equivalent to 59% of total online users

16M mobile subscribers; Smartphone

penetration is 63% (Q1

2014)

64%+ online users search information

online

41% of total online users watch online

video

Base : Online user (Recency of using internet Past Week)Source : Nielsen Media Index, HK OFCA, Ipsos MediaCT


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Increasing popularity of online video• Over 60% of internet users watch video

at least once/week (see Fig. 1)

• YouTube and TVB.com are prominent sites for watching online video (see Fig. 2)

Fig. 1Source: The Connected Consumer Survey 2014 Note: Answers may not sum to 100% due to rounding, no answers, don't knows.

Fig. 2Source: ComScore Target: Entertainment websites (P18+) Period: Apr 2014 (3 mth average)

#Trend 1 - Increasing Consumption of Online Videos


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People go online with smartphone more than laptop

Source: The Connected Consumer Survey 2014Note: Answers may not sum to 100% due to rounding, no answers, don't knows.

How do people go online with different devices?

Source: Millward Brown – AdReaction Survey 2014

How long do people spend with different devices?

80% internet users using smartphone to go online

Average spending 2.7 hours on smartphone, the longest among all devices

# Trend 2 - More Time Spend of Social Media on Mobile


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• Facebook mobile traffic percentage growing from 78% in Q1 2014 to 83% in Q3. Twitter also increased from 78% in Q1 to 80% in Q3.

• Hong Kong internet users visiting Facebook on desktop decreased by 11% in October 2013 to October 2014. That of Weibo also saw a decrease of 10%.

83% 80% 78%

% of Users accessing Facebook/Twitter/Weibo on mobile devices

Source: Quarterly Results of each platform, Q3 2014 & ComScore, Oct 2014

# Trend 2 - More Time Spend of Social Media on Mobile


#Trend 3 - Increasing Consumption of Short Videos

• Study on videos posted to Facebook News Feed saw a steady decline in completion rate when they were longer.

• Videos with top 25% best completion rate were all shorter than 21 seconds, while top 50% were mostly within one minute.

• YouTube saw a similar situation, as videos in the 31-60 second range gained more views than those with other length. Engaging videos in the 5-10 minute range mainly came from Software and Services industry.

Source: Socialbakers, Apr 2014

Source: Socialbakers, Jul 2014


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Emerging Video Content in Social Media

• Key social media platforms provide more support for video content which makes video even more popular

Facebook• Enable auto preview video without sound for 15s • Posting video directly in FB has bigger image than

sharing youtube link on FB • Video ad gains higher CTR and OTS vs. image ad

Instagram• Enable auto preview of 15 seconds video

#Trend 3 - Increasing Consumption of Short Videos


#Trend 4 - Facebook Native Videos Work Well

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• More videos are found directly uploaded on Facebook and are gaining better results including interactions, play rate and cost etc. compared to an embed one from YouTube.

Facebook Native Videos performance(AdPolar, Jan 2014)

• 2.5x higher CTR (Click-through Rate)

• 30% higher video play rate (number of clicks on the ad unit which are video play clicks)

• 10% lower cost per engagement (e.g., post comments, shares and likes)

• 3.5x lower CPC (Cost per Click)

• 5.5x lower cost per video play


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Omnimedia 全媒體

“全媒體”是指包括了傳統的紙質媒介、局域電視網、國

際互聯網，以及移動互聯網等等傳輸渠道，並涵蓋視聽等人們接受信息的全部感官的各種傳播形態的總和。”

“通過融合的廣電網路、電信網路以及互聯網路進行傳播(三網融合)，最終實現用戶以電視、電腦、手機等多種

終端均可完成信息的融合接收（三屏合一），實現任何人、任何時間、任何地點、以任何終端獲得任何想要的

信息（5W）。

#Trend 5 - Omnimedia


Print Web

Mobile Facebook fan page

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#Trend 5 - Omnimedia


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2. Stakeholder Engagement

Basic Principles


Stakeholder Engagement

Kick off meeting

Social media

guidelines

Stakeholder seminar

Social media

workshop


Guidelines - Proposed Contents

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• Overview

• Why social media

• Objectives

• Responsible parties

• Choosing the right social media platform(s) - Facebook, YouTube, WeChat, Weibo, etc.

Part I - Set the scene

• Listen, Content, Engage, Influence, Promote, Customer Service, etc.

• Determining the strategy – locate your customer

Part II - Purpose of Using Social Media in marketing

• How to apply for an initiative

• Necessary information for applying an initiative

Part III - Set up social media services in corporation


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• Content curations

• Content planning, generation &approval

• Tone and manner

• Monitoring and listening

• Moderating and responding (including spamming & seeding)

• Escalation procedure for issue management

• Deleting a post & closing a platform

Part IV : Operations & Best Practice

• Privacy

• Property right

• Rules of each social media platform

Part IV : Local laws and regulations

Guidelines - Proposed Contents (Cont’d)


3. Engagement Strategy – We-Like

3


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What’s “We-Like”

Content liked by your…

Audience

Brand

Channel

Partner

Sales


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We-Like Content Strategy

The 4Ps

#1 Point

#2 Pillar

#3 Partner

#4 Promotion


• Email

• SMS

• Other Messaging Channels

• Forum

• Blog

• News (web, mobile & social media)

• Web site

• Mobile app/ site

• Interactive kiosk

• facebook fan page

• facebook App

• Other social media sites

Engagement Branding

Customer Relation

Word-Of-Mouth

User generated content

Produced content

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#1 Point : Touching Audiences

ABC


#1 Point : Content & Channel

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Traditional Digital/ Mobile & Social

Single Multiple

Passive Active & Engage

Single-minded Multiple, Customized

& No involvement & Involvement

One-way Friendly

Estimated Precise

Periodic Instant

Objective

Audience

Message

Tone & Manner

Measurement

Result


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Household Content

Cooking Content

Membership

Product Info

Sharing Channel

Family Health

Content ABC

#1 Point : Audiences

& Reference

brands


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Multi-media Mobile Friendly Website

Extended outreach Enable searchable video

content

Content

Traffic Gateway to connecting

with potential (CN) audiences

Extended CRM channel

Channel to engage with potential audiences

Provide sharable content

#1 Point : Channels

ABC & Reference brands


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#1 Point : Traditional Media

• Passive

• One-way

• One-to-many

• Panel

• Sample

• Reach & frequency

• Awareness

• Recall

• CPM - Print

• Cost Per Rating Points (CPRPs) - TV

Cost efficiency

Objective

Measurement Communication Modes


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#1 Point : Web, Social & Mobile Media

• Interactive

• Two-ways

• One-to-one

• Many-to-many

• Panel

• Sample

• Ad serving

• Site tracking

• Response

• Revenue

• Awareness

• Recall

• Response

• Purchase

• Loyalty

• CPM

• Cost per click

• Cost per view

• Cost per action

• Interaction time

• Targeting Cost efficiency

Objectives

Measurement Communication Modes


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#1 Point : Role of Channels

Awareness

User engagement

Perception shift

Emailing

Immediate

Low to medium

Low to medium

Forum marketing

Immediate

Medium to high

Medium to high

Blog marketing

Medium

Medium to high

Medium to high

Social network

Immediate to medium

Medium to high

Medium to high

Mobile marketing

Immediate to medium

Medium to High

Medium to high

Key Roles


#2 Pillar : Content Direction

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Community Content Communication Commerce

Building up all-rounded understanding of the

brand & content

Always-on & seasonal content to engage with

audiences

Customer interactionAfter-sale service

Drive conversion & induce sales

ABC


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Casual Content

General Tips

Festive Content

Tactical Promotions

KOL Sharing/ Live Chat

Branded Content Sharing

Campaigns

Events

Always on Activation

#2 Pillar : Content Direction

ABC


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KC飯局 : Fans are invited to join the private dinner held by SCB X Food Blogger KC.

#2 Pillar – Activation Reference


#3 Partner - KOL

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KOLs – Parenting, Young Families, Housewives, Singles

Joint promotions with potential partners to extend the outreach

龍鳳媽媽專欄作者、美容生活親子博客有一仔一女

笨B媽媽親子博客有一仔一女

路邊攤繪本作家，現為全職主婦有一BB女

大少奶's Delicatessen散文與食譜作者、專欄作家、飲食博客；有一子

我的港女老婆漫畫家妻子，懶懶的家庭主婦、飲食博客沒有子女

素顏天使

單身，生活潮流博客、前《太陽報》時事專欄「潮女敢言」作者、《路訊網》兩性關係專欄

https://www.facebook.com/lungfungmama.twins?fref=ts

https://www.facebook.com/bbmamababa?fref=ts

https://www.facebook.com/lobintan.fanclub?fref=ts

https://www.facebook.com/taisiu9?fref=ts

https://www.facebook.com/myHKwife?fref=ts

https://www.facebook.com/plainfaceangel?fref=ts


#4 Promotion

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Existing customer touch points and 3rd party channels

BrandeDM, Web, mobile & social

media sites

In-store, event & on-the-street

engagement, etc.

3rd party Web & mobile sites, search

engines


35

4. Case Studies


Web site

Facebook

Fan page

Instagram

Mobile App

Microblog

YouTube

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Omnimedia - Reference


Snoopy @ Harbour City Y14

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Silver AwardAsia - Best Use of Social Media

(Oct 2014)

Campaign Background

• Harbour City positioned themselves as “art-malls”: holding art events and also compete for artists partners.

• As to create new attractions and mega events for tourist promotion.

• Reinforce Harbour City as – Hong Kong’s must visit – through delivering an unforgettable experience for ALL

Snoopy crossover exhibits:

Traditional Japanese crafts by calligrapher Mr. Yoshiteru Otani and various artists + First time display outside Japan as a gimmicky element.

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Campaign Overview

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Our Strategy

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Snoopy Content

Exhibition

Happenings

Snoopy (facebook icon)

Celebrities

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Customized Snoopy Content

Milk Magazine– Facebook fan page

July 14, 2014

https://www.facebook.com/milkhk/photos/pb.354547767268.-

2207520000.1406280059./10152600759992269/?type=3&theater

1,888 Likes, 41 Comments, 209 Shares

Milk Magazine

Harbourcity– Facebook fan pageJuly 14, 2014

https://www.facebook.com/HarbourCity/photos/a.101322733639.91086.99339583639/10152331764998640/?type=1

545 Likes, 5 Comments, 62 Shares

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https://www.facebook.com/milkhk/photos/pb.354547767268.-2207520000.1406280059./10152600759992269/?type=3&theater



https://www.facebook.com/HarbourCity/photos/a.101322733639.91086.99339583639/10152331764998640/?type=1

Crossover with Local Illustrators

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Fun posts

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Facebook app – Create your own Snoopy

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Joint Promotion with Sina Weibo

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Joint Promotion with Yahoo! Hong Kong & Taiwan

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5. Case Studies


Segmented Stakeholder Channels

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12,944 Likes (Jun 1st, 2015)

Web Site

3,812 Follower (Jun 1st, 2015)

B2C B2B


Challenges

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• Diversified schemes and tools catering different stakeholders

• Build up a solid fan base for the upcoming events


Solutions – Company Page

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• The use of Company Page as the Parent page with higher no. of followers, to share corporate updates, and important initiatives of Showcase Pages in an adjusted tone & manner from the corporate perspective

URL: http://linkd.in/1HAQGHf

http://linkd.in/1HAQGHf


Solutions – Showcase Pages & Featured Groups

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• Five Showcase Pages have been created to cater to unique audiences who are interested in specific schemes and tools

• Two Featured Groups has been created as communities for BEAM society members with different level of expertise


Showcase Pages : BEAM Plus

53URL: http://linkd.in/1MmdQrf

BEAM Plus Showcase Page features the effective use of environmental tool for buildings, successful stories, as well as BEAM Plus project exhibitions in Hong Kong.

The target audiences of the page include building professionals, occupants or tenants of a new building, and etc.

http://linkd.in/1MmdQrf


HKGBC Green Building Product Labelling Scheme

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URL: http://linkd.in/1ComAFh

HKGBC Green Building Product Labelling Scheme Showcase Page shares the latest updates of the scheme on various aspects such as raw materials, manufacturing process, embodied carbon, toxicity, etc. to benefit eco-product suppliers and industry practitioners.

http://linkd.in/1ComAFh


Benchmarking and Energy Saving Tool (BEST)

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URL: http://linkd.in/19yTMQe

Benchmarking and Energy Saving Tool (BEST) Showcase Page delivers the best practices of commercial architectures like office buildings, shopping malls to promote energy efficiency for office premises in multi-tenancy office buildings.

Commercial property developers and office occupants are part of the target audiences.

http://linkd.in/19yTMQe


Eco-Product Directory

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URL: http://linkd.in/1GFWJMd

Eco-Product Directory Showcase Page provides manufacturers, suppliers, building professionals and developers the latest industry trends, as well as technical information and benchmark for their easy reference.

http://linkd.in/1GFWJMd


HK G-share

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URL: http://linkd.in/1Hey0N6

HK G-share Showcase Page targeting the mass, shares the latest featured materials on the platform with public and construction industry practitioners, to further the awareness of waste reduction and the reuse of useful materials in Hong Kong.

http://linkd.in/1Hey0N6


Featured Groups: HKGBC BEAM Professional

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URL: http://linkd.in/1BISA4u

HKGBC BEAM Professional Featured Group provides a platform for HKGBC accredited BEAM professionals to exchange their insights and experience with each other.

The page also shares mandatory continuing professional development (CPD) events with members of the group.

http://linkd.in/1BISA4u


HKGBC BEAM Affiliate

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URL: http://linkd.in/1BVni9o

HKGBC BEAM Affiliate Featured Group offers a platform for passionate members who have been accredited by HKGBC to receive the latest HKGBC updates on the BEAM related happenings.

The page also shares mandatory CPD events with the approved members of the group.

http://linkd.in/1BVni9o


Solutions - Advertising

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• Precise targeting on Follower ads and intensive monitoring on Direct Sponsored Content Update to maximize the paid acquisitions


More about us…

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http://www.youtube.com/user/CMRSHK

http://www.youtube.com/user/CMRSHK

http://www.facebook.com/cmrshk

http://www.facebook.com/cmrshk

http://www.linkedin.com/company/cmrs-digital-solutions-limited

http://www.linkedin.com/company/cmrs-digital-solutions-limited


CMRS business contact

Ralph SzetoManaging Partner

+852 2806 [email protected]

www.cmrs.com.hk

62

mailto:[email protected]

Maximizing Shareholder Engagement in the 21 Century 1_Ralph Szeto.pdf · Solutions –Showcase...

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