social media, mobile and digital trends
TRANSCRIPT
Social Media, Mobile and Digital Trends – Now and Future
Copyrig
ht: Internet M
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Let’s Begin
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Why Digital Matters
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What’s the Difference
• Mass Targeted • Hard to Track
Tradi2onal FORCED
• Niched Targeted • Easy to Track
Digital OPT-‐IN
Global Social Networking Sites
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Generous Mobile Growth
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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
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Hong Kong Stats
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HK Online Usage Experian Hitwise Hong Kong
Top Search Engines Experian Hitwise Hong Kong
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Popular SNS Sites Experian Hitwise Hong Kong
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Digital Landscape
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China Digital Landscape
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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
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Closing the Generation Gap
2-‐34
35-‐49
50-‐75
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Biggest Impact to Change
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Smart Phones Tablets
Informa2on Visual
A look At Technology
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Lee Opening CWB MTR • Use of QR Code • Loca2on Based • Links to Google Map for loca2on of the store
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China Daily
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Vita Juice
Celebrities • 6 Million Sino Weibo Fans • Cross Cultural Public Rela2ons • Global Fan Base
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Government
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Retail
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Jason’s Market
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Politics
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Nothing has changed, but change itself Pr
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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
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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.
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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
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Loyalty • Fresh content gives loyal customers reasons to con8nue to engage with your company
• Useful Mobile Apps con8nue to be used
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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.
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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.
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Workplace & Security
Guidelines
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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
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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
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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
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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
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Trending Verticals
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1 – Real Estate
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2 -‐ Travel
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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
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4 -‐ Fashion
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5-‐ Blogger, ButterBoom.com • Direct Marke2ng Channel for targeted consumer market • Broad plajorm vs. Individualis2c • Tie in to Social Media
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6 -‐ Education The Open University of Hong Kong • Online Learning Environment • Distance Learning • Lower cost to manage • Increase courses • Use of Tablets
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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
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8 -‐ Foodies, Hong Kong Tatler
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9 – Simplify Complex Topics • YouTube used to educate business and branding • Receive feedback and opinions • Reduce Customer Service Calls
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10 – Daily News • Deliver news to over 1million subscribers daily
• Increase adver2sing
• Use of video and audio content
• Easy to share news ar2cles
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11 – Social Good
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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
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Does Print Media Still Work? The Need for Marke2ng Mix
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Fast Media “The authority on Sai Kung and Clearwater Bay living.”
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
Targeted
Very Targeted
Highly Customized to Readership
Event Promotions
Targeted Articles of Interest with related Ads
Questions?
Get Busy Doing !or!
Get Busy Losing!!
Contact Art Lee at: Facebook.com/artglee @artstribe hkLinkedin.com/in/artglee [email protected] InternetMarke2ngCoach.hk
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