MIM FYP Youth Combined (Version 1) (1)

8/2/2019 MIM FYP Youth Combined (Version 1) (1)

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Internet Users Facts

54%

69%

100%

Urban

Internet Penetration

Social Network Penetration

Total Population

Internet Users

Users on Top Social Network

7,108,100

4,878,713

3,828,000



Demographic Profile of Internet Users

19%

22%

24%

23%

12%

Age

15-24 25-34 35-4448%52%

Gender

Male Female



Most Popular Website & Social Media



Research – Most Popular Social Media

• 1st Facebook

• 2nd YouTube

•

3rd

Forum

0

20

40

60

80

100

120

140

160

180

200

Facebook YouTube Forum Weibo Blogging Twitter

1

2

3



Device

• Mainly use desktop / laptop computers

• About 50% interviewees browse Facebook,

YouTube, Blog by smart phone

0% 20% 40% 60% 80% 100%

Facebook

Youtube

Weibo

Forum

Blog

桌上電腦

智能電話

平板電腦



Mobile – Time Change

• With the existing of smart phone, people use

forum and Facebook more, but the time spent

on mobile phone does not change

0%20%

40%60%

80%100%

Facebook

Youtube

Weibo

Forum

大幅減少

減少

不變

增加

大幅增加



Time Slog

• 7-9 pm is the most popular time to use

Facebook, YouTube, Weibo and Forum

Facebook

YouTube

Weibo

Forum



Facebook Demographics

• Largest age group is 15-24 with total of

1,302,000 users.

4%

36%

32%

15%

8%

5%

<14

15-24

25-34

35-44

45-54

55>



Facebook - Frequency

• Use 4 times or above in a day

49%

41%

2% 2%6%

每天四次或以上

每天一次至三次

一星期一次或以上

一星期一次或以下

每次有通知(Notification)的

時候



YouTube – Frequency

• Use 1-3 times a day

20%

49%

28%

3%

每天四或以上






Weibo – Frequency


14%

38%25%

21%

2%

每天四或以上




每當有通知的時候



Forum - Frequency


23%

36%

23%

18%

每天四或以上






Social Media Landscape



Strength

• Collective

• High Transparency

• Word-Of-Mouth Advertising andPersonalization

• Integrated Services

Weakness

• Many Advertisements

• Privacy Controls and Concerns

• Too Many Applications

Opportunity • Ongoing Global Expansion

Threats• Next disruptive products – Google+?

• Privacy Regulations

Facebook

49

109

126

0 50 100 150

過多應用程式

廣告過多

私隱問題



Strength

• Entertaining

• Many Categories

• Content is International

Weakness

• Many Advertising

• Restricted Content

• Slow Loading Time

Opportunity • Providing more accurate search result

with better algorithm

• Increasing in partnership with TV &movie producers

Threats• Copyright Infringements

• Emerging Video Sites

YouTube

0

50

100

150

200

娛樂性強影片種類多內容國際化

109

145 154

0

2040

60

80

100

120

瀏覽速度慢限制內容

廣告多

56 66

108



Strength

• In-line with current trend

• Entertaining Content

• Interactive

Weakness


• Too Many Advertisements

• Strict Regulations

Opportunity • Enhancing Direct communication

between advertisers and users

• Cross selling platform

• Corporate portal

Threats• Competition – QQ Weibo

• User Fickless

• Cannibalization of Sina portal adrevenues

Sina Weibo

26

16

11

0 5 10 15 20 25 30

限制內容

廣告過多

嚴謹的版規

23

26

35

0 10 20 30 40

互動性強

娛樂性強

緊貼潮流



Strength

• In-line with current trend

• Interesting Content

• Interactive

Weakness


• Too Many Advertisements

• Unauthentic Content

Opportunity • Share a news by the post to many

audience

• With the power of search engine thenews can spread out more quickly

Threats• Very keen competition since there

are lots of different kinds of forum onthe internet

• Limited opportunity for future

development

Forum

76

80

97

0 20 40 60 80 100 120

互動性強

內容有趣

緊貼潮流

29

45

65

0 10 20 30 40 50 60 70

限制內容

內容不真確

廣告過多



SOCIAL MEDIA STRATEGY REVIEW



Facebook Fanpage



Forums – Social Mentioning

Top Title Web Site Board

1 Youth.gov:恐龍設計師 Sonny Tilder訪問 [HQ] Uwants 各類在線短片

2 有無人有興趣一齊玩下獨木舟?康文署搞既,好平下! Discuss HK 水上活動

3 星期日悶悶地去邊玩好! Uwants 香港本土旅遊

4 入黎講下..頭3樣可以代表hong kong既小食 XD Discuss HK 飲飲食食

5 有冇人成日一睇魚躍在花見就好想食壽司!哈哈 Uwants 休閒聊天

http://www.uwants.com/viewthread.php?tid=11588119



http://www.discuss.com.hk/viewthread.php?tid=13982765































Video Channels



Blog



Twitter



FACEBOOK STRATEGY ANALYSIS

Observation: Youth.gov.hk Mainly Focus on Facebook Strategy



Used StrategiesAnnounce Events Get Feedback

Grow Traffic Share Industry News

Hold Contests Be consistent with the posts

K-matrix data



Successfully Achieve Fan’s Expectation

• Why people likes a fans page

0% 20% 40% 60% 80% 100%

管理員更新的頻率

影片的數量

舉辦活動的頻率

資訊富資訊性

資訊貼近生活

K-matrix data



Successfully Meet Fans’ Needs

• What Fans Do in Fans Page

0% 20% 40% 60% 80% 100%

觀看影片

查閱分享的外部連結

參與活動

瀏覽其官方網站



Case 1: Obama



Social Media Used



Facebook



YouTube



Twitter



Official Site



Widgets



Case 2: Joseph Kony 2012



Facebook



YouTube



Call for Action



Twitter



90% of viewers shared the Kony 2012 video prior to researching

the issues further.



YouTube



Why YouTube?

Largest Online Video Platform

1. 4 billion of hits per day

2. 60 hours of videos are uploaded per minute

3. 800 million audience per month

4. 3 billion hours of videos are watched per

month



Successful Cases: Kony 2012

• Objective: Make Kony Famous

• Results: 76 million views in 9 days

• Offers a Call for Action which is easy to

perform ( Share in SM Platforms)



Successful Cases: Will it Blend?

• Objective: Boost Sales of Blendtec’s Products

• Results: Online Sales Boost by 500%



What have YouTube performed well?



REACH

Goals:

1. Reach more Target Audience

2. Increase Visibility of YP’s video

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

在網絡搜尋器所得之結果

在YouTube搜尋器所得之結果

1

2

3

4

5



ENGAGE

• Goals:

1. Share to other Social Media Platform

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

是為朋友的上傳影片

是為朋友推介及分享 1

2

3

4

5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

把影片分享到Facebook

1

2

3

4

5



What should be improved?



ACTIVATE

Goals:

1. Enter the Youth Portal

2. Sign up as Youth Portal’s member

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

在觀看後瀏覽影片相關網頁

1

2

3

4

5



NURTURE

Goals:

1. Encourage Subscription of YT Channel

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

訂閱頻道

1

2

3

4

5



Reach- Suggestion

SEO on YouTube (Topic/Description/Tag)



Engage/Activate- Suggestion

Funnel to YP by:

1. YouTube Annotations

2. Video Descriptions

3. Call to Actions Ad

Encourage Share on SM Platforms




• Encourage Share




• Call for Action(YouTube Annotations)




• Call for Action(Video Description)

INCLUDE URL/CALL FOR ACTION



Nurture- Suggestion

1. YouTube Annotations

2. YT Channel Management



Sina WeiBoCampaign and Manage



Why Sina Weibo?

• Over 140 million users in the World

• Over 2 million users in Hong Kong

• Around 20% of youth in HK are Sina Users



100,000 retweet at one day

Successful Case



How to perform?



REACH

Goals:

1. Reach more Target Audience

2. Increase the Awareness

through Sina Weibo

• Gain the Verification



•

Create own community group• Build relationship

• Interaction

REACH



REACH



1. Q&A and reward

2. Sina Weibo Medal

According to a research, there are over 40%visitors to “Like” a page is because of prize or

reward

REACH



Engage / Activate - Q&A and reward



Engage / Activate - Q&A and reward

/



Engage / Activate - WeiBo Medal

• Get the WeiBo Medal by complete the tasks

• Using the current video competition for

visitors to complete the task

/



• Reason:

– WOM

– Increase the awareness

– Attract more news fans

– Share more news about Youth


/ d l



Step 1: “Like” the

official Weibo of

Youth

Step 2: Select the

video that mostinteresting

Step 3: Tag 3 friends

to share the news of

this medal activityStep 4: Get the medal




Nurture

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

粉絲之間的互動性

粉絲討論的熱烈程度


管理員回應留言的速度

1

2

3

4

5



Forum

Obj i



Objective

Bring forum users to the website

Wh f ?



Why forum?

There are 65% teenagers have the habit of usingforum, and 60% of them visit forum more

than 1 a day

4% 6%8%

9%

11%

13%13%

16%

20%一個月一次或更少

每兩星期一次

一星期一次

一星期三次或以下

每天六次或以上

每天四至五次

一星期多於三次

每天一次

每天二至三次

F t



Features

• When you publish a new post, it usually ranktop by the forum system.

• If no one reply the post, the post will be

replaced by other new post, making theposition of the post sinking



• By our survey, 64% teenagers use forumtemporarily, for half hour to an hour, or even

15 minutes to 30 minutes.

• Therefore, we should ensure the post rank in

the top page

2% 4%

9%

21%

29%

35%兩小時或以上

五分鐘或以下

一至兩小時

五分鐘至十五分鐘

半小時至一小時

十五分鐘至半小時



Three Main method

1. Use the identity of youth.gov.hk to publish

new post to introduce official activities.

2. Use the identity of forum users to publish

new post so as to encourage discussion

3. Actively participate in the high click rate post

with the activities being mentioned using theidentity of forum users

R h



Reach

• Reach: the set of activities needed to raiseprospects' attention for your brand, product

or service

1. Find suitable categories to publish a new post

2. Find related topic to reply something related

to youth.gov.hk

E



Engage

• Engage: the gradual, typically multi-channel,often recursive set of activities needed to

engage the prospects you just won

1. Post a link

2. Post related photo and video

3. Voting

A ti t



Activate

• Activate: the activities needed for yourprospects to take, eventually, the actions you

wanted them to take

1. Use other user’s identify to encouragediscussion

N t



Nurture

• Nurture: the activities needed to nurture thecustomer relationship you just managed to

create

1. Seeding

2. Interaction

Method 1



Method 1Use the identity of youth.gov.hk to publish new post to introduce official activities.

• Convenience for the people who searching forrelated information to access the post by search

engine

•

According to our survey, most people have the habitof using search engine, and they trust the search

result.

0% 20% 40% 60% 80% 100%

在網絡搜尋器所得之結果

1

2

3

4

5

0% 20% 40% 60% 80% 100%

使用搜索功能

Series1

Series2

Series3

Series4

Series5

Method 2



Use the identity of forum users to publish new post so as to encourage discussion

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

是為論壇中的熱門話題

點擊率

回覆數目

Series1

Series2

Series3

Series4

Series5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

標題吸引性

為一個投票帖子

附有圖片分享

附有影片分享 Series1

Series2

Series3

Series4

Series5



• Content of discussion related to daily life

• Content of discussion related to personal hobbies

• Therefore the post should be placed in the related

category based on their content

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

討論的內容貼近生活

討論的內容與個人興趣有關

Series1

Series2

Series3

Series4

Series5

Method 3Actively participate in the high click rate post with the activities being mentioned



Actively participate in the high click rate post with the activities being mentioned

using the identity of forum users

0 20 40 60 80 100 120 140 160

回覆數目

回帖者之間的互動性

回帖者討論的熱烈程度

Series1

Series2

Series3

Series4

Series5

Advertisement banned



Advertisement banned

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

閱讀論壇上的廣告

Series1

Series2

Series3

Series4

Series5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

點撃論壇上廣告的連結 Series1

Series2

Series3



Facebook

Recommendation



Recommendation

• 1. managing the account

A. Re-schedule the posting time

B. Hiring seeder to ‘like’ or ‘comment’ on the post

C. Attract people to ‘like’ the page

Recommendation



Recommendation

A. Re-schedule the posting time

0

20

40

60

80

100

120

140

Facebook

YouTube

Weibo

Twitter

Forum

Blogging

Recommendation



Recommendation

1. Re-schedule the posting time

– 7pm - 11am peak hour of user using Facebook

• Especially at 9pm – 11pm

– Usually Youth.gov.hk making post at theafternoon around 2-5

Recommendation



Recommendation

Recommendation



Recommendation

• There are only very few people online at Facebook

0

20

40

60

80

100

120

140

Facebook

YouTube

Weibo

Twitter

Forum

Bloggingv

Recommendation



Recommendation

– Average a post cannot be seen at the new feedafter the post is posted for around 3 hours

Recommendation



Recommendation

• Therefore chance of seeing the post is low

• The time of posting should be re-schedule to

around the peak hours

7pm – 9pm

9pm – 11pm

11pm – 1am

Recommendation



Recommendation

B. Hiring seeder to ‘like’ or ‘comment’ on the post

Recommendation



Recommendation

• A post will be toped up by a action on it – ‘like’ / ‘comment’

– Which is the engagement

Recommendation



Recommendation

• A post will disappear in the ‘news feed’ page

IF

there is no people ‘like’ or ‘comment’

Recommendation



Recommendation

• Youth.gov.hk’s posts has few people to engage

Recommendation



Recommendation

• As a result, the post will be toped by otherseasily

– As other posts have engagement

• Therefore, someone need to engage the postsof Youth.gov.hk

– In order to top them up to the top of the ‘news

feed’ – More chance to be seen by people

Recommendation



Recommendation

C. Attract people to ‘like’ the page

People cannot get the message from

Youth.gov.hk

They didn’t ‘like’ the page

Recommendation



Recommendation

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

是為朋友推介及分享

朋友讚好的人數

用戶讚好的數量

用戶談論的數量

成員之間的互動性

1

2

3

4

5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

成員討論的熱烈程度


管理員回應留言的速度

圖片的數量

影片的數量

1

2

3

4

5

Recommendation



Recommendation

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

頭像吸引度

外觀模板設計吸引度

專頁上的海報吸引度

Facebook宣傳廣告吸引度

1

2

3

4

5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

應用程式和遊戲的數量

舉辦活動的頻率

送出的獎品吸引度

資訊富娛樂性

資訊富資訊性

1

2

3

4

5

Recommendation



Recommendation

• The circled items are the most concern aboutwhy they ‘like’ a page

– Agree that item over 50% of total

• The page of youth.gov.hk – Should consider the item mentioned in the about

graph.

MIM FYP Youth Combined (Version 1) (1)

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