10 things for a likeable 2016
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10 Things for a Likeable 2016
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Top Websites(Desktop)
Top Websites(Mobile*)
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48.1%51.9%
The Landscape10Population7.2 Million
Internet Users5.8 Million (81%)
Source: ComScore MMX and Mobile Metrix for Hong Kong, Oct 2015We are Social’s Guide to Digital and Social 2015, Jan 2015
* Google (including YouTube) and Facebook data on mobile side are not available
13.6%
25.6%
23.0%
19.6%
18.3%18-2425-3435-4445-5455+
Internet UsersGender
Internet UsersAge Group
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Facebook : Leading Social Media Site10Monthly Active Users of
Leading Social Media Platforms
Source: Q2-Q3 2015 Results of Facebook, Twitter, LinkedIn, WeChat (Tencent), Weibo, LINE (Naver); Instagram announcement, Dec 2014; We are Social’s Guide to Digital and Social 2015, Jan 2015 LinkedIn Advertising Platform; Facebook Audience Insight, Nov 2015; Global Web Index, Q3 2015* LinkedIn Hong Kong data = total number of members, not monthly active users
4.6M
3.6M
2.5M
1.6M
1.2M*
0.72M
0.43M
0.24M
0.22M
0.18M
1,550M
650M
1,000M
400M
100M
320M
222M
150M
206M
200M
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Strong Mobile & Social Media Consumption
2012 2014
99.0%84.2%
68.9%
94.7%
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2012 2014
72.9%79.9%
54.0%
77.2%
77.7%
2012
2014
90.7%
More aged 10+ use smartphone to go online
Smartphone penetrationgrows faster than the Internet Everybody uses social media
Source: Thematic Household Survey Report No. 54, Census & Statistics Department HKSAR, Apr 2015
Icons: designed by Freepik 4
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Visual-driven sites : frontrunners in growth
Source: Global Web Index, Q3 2015
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Audiences Engaging with Instagram Ads
Source: Rakuten Marketing, Sep 2015
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17X
CTR boost of an Instagrampost with ads
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Live Streaming : The Next Big Thing
Photo source: 17, Meerkat, Periscope, Facebook Mentions, V App, YouTube
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17 Meerkat Periscope
YouTube GamingFacebook Mentions V by LINE
Interact with celebrities live
Everyone can go live
Specialized live streaming
Real-time engagementwith followers
Bring offline events to online
Leverage on influencer power
YouTube LiveFacebookLive Video
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Build up social corporate imageReach out to industry professionals
Beyond B2C : B2B Social Media7
Social networking for employees Showcase products / schemes/ Best works
Photo source: Facebook, LinkedIn, YouTube8
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WeChat e-Shop(微信商城 /微商店 ) WeChat Pay
Embrace Social e-Commerce & Payment
Photo Source: Facebook, WeChat, Weibo, Twitter
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“Buy” button “Shop” Sectionon Pages “Buy” button Weibo Payment TNG Wallet
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Pay in Social Ways
Source: Hong Kong Monetary Authorityhttp://www.hkma.gov.hk/eng/key-functions/international-financial-centre/regulatory-regime-for-svf-and-rps/regulation-of-svf.shtml
6• Reinforced regulations to ensure safety and privacy of mobile
payment
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《支付系統及儲值支付工具條例》
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More Engagement with Videos Content
Source: Socialbakers “All Brands Hong Kong” benchmarkquintly Instagram Study, Q1 & Q2 2015
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93.8%
6.2%
89.8%
10.2%
Q12015
Q22015
5.9%
94.1%
7.7%
92.3%
8.9%
91.1%
Q12015
Q22015
Q32015
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Bite-sized Content Remains Popular
Source: Socialbakers Jul 2014Snapchat, Vine, Instagram, Yo
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Video length withbest completion
rate
Top 25%< 21 seconds
Top 50%< 1 minutes
Video length withbest viewership31-60 seconds
Industry that benefits from long videos
Software & Services
One-secondLooping videos
Six-secondvideos
One-wordMessaging
Ten-secondvideos
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Long-form Content is still Important
Photo source: Facebook, Weibo, LinkedIn, Twitter
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Instant Articles Facebook Notes Long Weibo Long-form Posts Unlimited-character Tweets
• In-depth content curation : brand stories, multi-media incorporation, company/influencer blogging.
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Scattered Conversations on Social Media
Photo source: Facebook
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• Facebook allows “reply to comment”
• Netizens carry conversations under brand posts
• Opportunities for brands to dive in and engage
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Photo source: Facebook, WeChat, Snapchat, Whatsapp, Viber
4 The Rise of “Dark Social”
• Dark social: private conversations, mostly via mobile messaging apps.
• Is your content easy to share on “dark social”?
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Use Data Strategically3
Consolidate from different sources
Process with selected metrics
• Response Rate• Engagement
Rate• Conversion Rate• Brand Lift• Brand Recall• Brand Attributes
Measure with designated goals
• Grow awareness• Attract
customers• Promote
products• Drive traffic
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Listen, Intelligence and Insights2Social Monitoring & Digital
Audience MeasurementSocial Content Management
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Social Media : All about Dialogue Engagement
Continuous dialogue with audience
ContentFrom stories, tips, event, call-for-
actions and causal topics, etc.
IntegrationInternal & 3rd party communication
activities & channels
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Be a Likeable Brand1Your Brand & Competitors
Social Media Channels
Target Audience
Likeable Brand
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Value Maximization with Social Media1Organization
eDM, Web, mobile & social media sites
In-store, event & on-the-street engagement, etc.
3rd party Web & mobile sites, KOL, paid media
including social platforms, search engines
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Creation
Consultancy
Insight
Engage
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Know more about us
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