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Social Media, Mobile and Digital Trends – Now and Future Copyright: Internet Marke2ng Coach Ltd. Hong Kong.
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Page 1: Social Media, Mobile and Digital Trends

Social  Media,  Mobile  and  Digital  Trends  –  Now  and  Future  

Copyrig

ht:    Internet  M

arke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 2: Social Media, Mobile and Digital Trends

Let’s  Begin  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 3: Social Media, Mobile and Digital Trends

Why  Digital  Matters  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 4: Social Media, Mobile and Digital Trends

What’s  the  Difference  

• Mass  Targeted  • Hard  to  Track  

Tradi2onal  FORCED  

• Niched  Targeted  • Easy  to  Track  

Digital  OPT-­‐IN  

Page 5: Social Media, Mobile and Digital Trends

Global  Social  Networking  Sites  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 6: Social Media, Mobile and Digital Trends

Generous  Mobile  Growth  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 7: Social Media, Mobile and Digital Trends

Global  Mobile  Trends  •  64%  of  mobile  phone  2me  is  spent  on  apps  (Nielsen  2012)  • Adults  spend  more  2me  on  mobile  than  newspapers  &  magazines  combined  (eMarketer  December  2011)  

•  Less  email,  more  SMS  • Mobile  Marke2ng  Budgets  Increase  •  Increase  in  Travel  Bookings  •  Social  Media  Engagement  Increase  •  Less  Laptop/Desktops  being  purchased  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 8: Social Media, Mobile and Digital Trends

Hong  Kong  Stats  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 9: Social Media, Mobile and Digital Trends

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 10: Social Media, Mobile and Digital Trends

HK    Online  Usage  Experian  Hitwise  Hong  Kong  

 

Page 11: Social Media, Mobile and Digital Trends

Top  Search  Engines  Experian  Hitwise  Hong  Kong  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 12: Social Media, Mobile and Digital Trends

Popular  SNS  Sites  Experian  Hitwise  Hong  Kong  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 13: Social Media, Mobile and Digital Trends

Digital  Landscape  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 14: Social Media, Mobile and Digital Trends

China  Digital  Landscape  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 15: Social Media, Mobile and Digital Trends

What  Digital  Provides  • A  very  targeted  approach  to  changing  human  behavior  • Tracking  measurements  of  true  ac2vity  

• Ability  to  develop  and  design  based  on  user  preferences  • A  medium  to  reach  a  larger  audience  globally  and  locally  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 16: Social Media, Mobile and Digital Trends

Closing  the  Generation  Gap  

2-­‐34  

35-­‐49  

50-­‐75  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 17: Social Media, Mobile and Digital Trends

Biggest  Impact  to  Change  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Smart  Phones   Tablets  

Informa2on   Visual  

Page 18: Social Media, Mobile and Digital Trends

A  look  At  Technology  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 19: Social Media, Mobile and Digital Trends

Lee  Opening  CWB  MTR  • Use  of  QR  Code  •  Loca2on  Based  •  Links  to  Google  Map  for  loca2on  of  the  store  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 20: Social Media, Mobile and Digital Trends

China  Daily  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 21: Social Media, Mobile and Digital Trends

Vita  Juice  

Page 22: Social Media, Mobile and Digital Trends

Celebrities  •  6  Million  Sino  Weibo  Fans  • Cross  Cultural  Public  Rela2ons  • Global  Fan  Base  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 23: Social Media, Mobile and Digital Trends

Government  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 24: Social Media, Mobile and Digital Trends

Retail  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 25: Social Media, Mobile and Digital Trends

Jason’s  Market  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 26: Social Media, Mobile and Digital Trends

Politics  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 27: Social Media, Mobile and Digital Trends

   Nothing  has  changed,  but  change  itself   Pr

operty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 28: Social Media, Mobile and Digital Trends

Building  TrafOic  

• A  specific  source  to  drive  a  specific  ac2on    • A  website,  Facebook  page,  a  video,  a  promo2on  page,  an  event  page  • Point  them  to  a  marke2ng  message  

 

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 29: Social Media, Mobile and Digital Trends

Awareness  • With  social  media,  businesses  can  foster  word-­‐of-­‐mouth  promo2ons  passed  from  customers  to  their  own  networks  with  incredible  ease.    • Share  and  Like  on  Facebook  is  a  natural  ac8vity,  resul8ng  in  brand  awareness  and  new  prospects.  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 30: Social Media, Mobile and Digital Trends

Engagement  •  We  all  want  returning  customers  to  our  site.  This  is  usually  done  with  engaging  content.  

•  Images,  videos,  ar8cles.  The  more  compelling,  the  more  likely  the  informa8on  will  be  shared/referenced.  

•  Mobile  Apps  encourage  engagement  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 31: Social Media, Mobile and Digital Trends

Loyalty  •  Fresh  content  gives  loyal  customers  reasons  to  con8nue  to  engage  with  your  company  

•  Useful  Mobile  Apps  con8nue  to  be  used    

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 32: Social Media, Mobile and Digital Trends

Evangelists  •  Social  sharing  is  quite  possibly  the  easiest  way  for  companies  to  empower  their  biggest  fans  to  evangelise  and  share  their  enthusiasm  for  your  company  with  their  friends  and  followers.    

•  Social  sharing  buEons  enable  evangelism  through  sharing  like  never  before.    

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 33: Social Media, Mobile and Digital Trends

Context  Publishing  through  social  media  outlets  is  really  all  about  context.  By  delivering  content  in  the  places  where  users  spend  their  2me,  you  have  more  chances  of  making  a  strong  impression.    

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 34: Social Media, Mobile and Digital Trends

Workplace  &  Security  

Guidelines        

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 35: Social Media, Mobile and Digital Trends

Work  Place  Concerns  •  Less  Produc2ve  • Distrac2on  •  SMS,  Checking  Apps,  Games  •  Employees  ignoring  formal  policies  • Mixing  Personal  and  Business  Viewpoints  

•  Leakage  of  Confiden2al  Informa2on  • Damaging  Company  Reputa2on  • Reduc2on  in  privacy  of  company  ac2vi2es   Pr

operty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 36: Social Media, Mobile and Digital Trends

Security  •  Loss  of  Important  Data  on  Business  Mobile  Devices  • Access  to  internal  networks  • Virus,  Malware,  disrup2on  of  service  

•  Ease  of  Sharing  Data(Photos  on  phones,  cloud  services)  • Maintaining  Company  privacy  •  Iden2ty  Thef  •  Liability  for  access  to  objec2onable  content  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 37: Social Media, Mobile and Digital Trends

Common  Practices  To  Use  and  Monitor  • Create  policies  based  on  SNS  allowed  • Allow  specific  groups  (Marke2ng,  PR,  HR)  • Use  monitoring  tools  (increased  costs)  •  Separate  Policy  for  each  department    

To  Ban  Altogether  • No  need  to  worry  about  legal,  security,  privacy  breaches  • No  need  to  worry  about  low  produc2vity  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 38: Social Media, Mobile and Digital Trends

Best  of  Both  Worlds  Social  Media  Advantages  •  Expanding  Market  Research  • Personal  Touch  •  Improve  Your  Reputa2on  •  Lower  Cost  Marke2ng  

Policy  Making  • Allow  specific  groups  (Marke2ng,  PR,  HR)  • Use  monitoring  tools  (increased  costs)  •  Separate  Policy  for  each  department    • MUST  Educate  Employees  &  Enforce  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 39: Social Media, Mobile and Digital Trends

Trending  Verticals  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 40: Social Media, Mobile and Digital Trends

1  –  Real  Estate  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 41: Social Media, Mobile and Digital Trends

2  -­‐  Travel  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 42: Social Media, Mobile and Digital Trends

3  -­‐  Restaurants  -­‐  Gourmei.com  • Web  and  Mobile  App  • Membership  to  exclusive  access  to  local  restaurants  •  Easy  to  use  as  write  offs  for  client  entertainment  • Promo2on  of  restaurants  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 43: Social Media, Mobile and Digital Trends

4  -­‐  Fashion  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 44: Social Media, Mobile and Digital Trends

5-­‐  Blogger,  ButterBoom.com  • Direct  Marke2ng  Channel  for  targeted  consumer  market  • Broad  plajorm  vs.  Individualis2c  •  Tie  in  to  Social  Media  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 45: Social Media, Mobile and Digital Trends

6  -­‐  Education  The  Open  University  of  Hong  Kong  •  Online  Learning  Environment  •  Distance  Learning  •  Lower  cost  to  manage  •  Increase  courses  •  Use  of  Tablets  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 46: Social Media, Mobile and Digital Trends

7-­‐  Wine,  Winevault.com.hk  •  From  100  to  1000+  wines  • Use  of  Cloud  Services  •  Scalable  Business,  but  limited  staff  •  Inventory,  financials,  content,  order  fulfillment   Pr

operty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 47: Social Media, Mobile and Digital Trends

8  -­‐  Foodies,  Hong  Kong  Tatler  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 48: Social Media, Mobile and Digital Trends

9  –  Simplify  Complex  Topics  •  YouTube  used  to  educate  business  and  branding  •  Receive  feedback  and  opinions  •  Reduce  Customer  Service  Calls  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 49: Social Media, Mobile and Digital Trends

10  –  Daily  News  •  Deliver  news  to  over  1million  subscribers  daily  

•  Increase  adver2sing  

•  Use  of  video  and  audio  content  

•  Easy  to  share  news  ar2cles  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 50: Social Media, Mobile and Digital Trends

11  –  Social  Good  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 51: Social Media, Mobile and Digital Trends

12  –  Music  Industry  •  Company  pre-­‐launched  (globally)  touch  pad  guitar  only  on  social  media  (Twiler,  YouTube,  Facebook,  Myspace,  etc.)  

•  10K+  Views,  alrac2ng  professional  musicians  •  Customer  Service  to  react  to  shipping  mistake  •  ~10,000  units  1st  month  at  10K  HKD  each  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 52: Social Media, Mobile and Digital Trends

Does  Print  Media  Still  Work?  The  Need  for  Marke2ng  Mix  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.  

Page 53: Social Media, Mobile and Digital Trends

Fast  Media  “The  authority  on  Sai  Kung  and  Clearwater  Bay  living.”  

Page 54: Social Media, Mobile and Digital Trends

Clear  Niche  

•  Quality  lifestyle  and  property  magazine  for  affluent  families  in  Clearwater  Bay  and  Sai  Kung  •  Circula2on  of  10,000  copies,  Readership  of  30,000+,    Free  each  month  •  Distribu2on  is  highly  targeted  •  Readers  -­‐  high  earners  educated  and  family-­‐minded  •  Highly  regarded  for  its  top-­‐quality  original  journalism  &  photography  

Page 55: Social Media, Mobile and Digital Trends

Targeted  

Page 56: Social Media, Mobile and Digital Trends

Very  Targeted  

Page 57: Social Media, Mobile and Digital Trends

Highly  Customized  to  Readership  

Page 58: Social Media, Mobile and Digital Trends

Event  Promotions  

Page 59: Social Media, Mobile and Digital Trends

Targeted  Articles  of  Interest  with  related  Ads  

Page 60: Social Media, Mobile and Digital Trends

Questions?  

Get Busy Doing !or!

Get Busy Losing!!  

Contact  Art  Lee  at:  Facebook.com/artglee  @artstribe  hkLinkedin.com/in/artglee  [email protected]  InternetMarke2ngCoach.hk  

Prop

erty  of  Interne

t  Marke2n

g  Co

ach  Ltd.  Hon

g  Ko

ng.