Dissect social media marketing beat

for citizens

Jun 25th, 2010

More choices are leading to audience fragmentation

From mass “virtual mass”

PASSIVE RECIPIENTS

ACTIVEINTERPRETERS

ENGAGEDPARTICIPANTS

radio

outdoor

film

press

TV email

mobile

internet

guerilla

interactive TV

podcasting

forum

blogging

instant messaging

twitter

facebook

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

Digital media landscape’s just

continuously and quickly

Internet users in HK = 4.9 million

Discuss HK = 1.6 million

facebook = 2.6 million

* Source: Internet World Stats (Jun 10) and ComScore World Metrix, Hong Kong, (Mar 2010)

* Source: Hitwise – April 2010

Major social media sites in Hong Kong

Over 87%Hong Kong Internet users’re involving social media sites *

Forum

Social network

WikisBlog

Video community

Micro blogging

Same as TV, it’s a medium

Connecting brand and customer

Appearing in more than one forms

Social media - comes from two words …

Media

Social

User engagement

Customer relation

Two-ways communication

Digital community

Content generated by users

Engaging customers

Interlinking

Trans-posting

Content, comment and experience sharing

Key characteristics of social media

• Direct (text)

• Indirect (visual/ video)

• Ad

• Event

• Page

• Group

• Application

• Ad

• Event

• Direct

• Survey

• Polling

• SMS

• Site

• Application

Mobile Email

Forum & blog

Social network

Diversified usages

Awareness

Citizen engagement

Perception shift

Email

Immediate

Low to medium

Low to medium

Forum

Immediate

Medium to high

Medium to high

Blog

Medium

Medium to high

Medium to high

Social network

Immediate to medium

Medium to high

Medium to high

Mobile

Immediate to medium

Medium to High

Medium to high

With different functions to connect citizens

Function

Traditional media

Online media

Social media

From panel-based to precise consumer insights

From Opportunity-To-See (OTS) to Interaction

From periodic to almost real time reporting

More dynamic responses with citizens

Case sharing個案分享

Case study 個案

Caritas Hong Kong Youth and Community Service明愛青少年及社區服務

Life Architect 生活建築師

We want them to say “NO” to drugs …

Many activities and campaigns’ve been launching …

What can we do to reach those existing and potential drug abusing

teenagers there ?

We understand they’re spending a lot of time on the internet

Take野

爆糖雷野

玩曲

渣批

搭棚由K河

What does these terms mean ?

Research Reach ReplyRe-

contactResult

Lead identification

Spotting insight and intelligence

Evaluating importance and

relevance

Research Reach ReplyRe-

contactResult

What’re the most discussed topics about drugs ?

Naming 毒品名稱

Units 毒品單位

People 人物

Tools 吸食工具

Reasons 吸食原因

Behaviors 各類行為

Related activities 相關活動

Tours 迷幻團

Location地點

Feeling 吸食後感受

Research Reach ReplyRe-

contactResult

“唔好索K啦..爆糖算啦”

3Boys2Girls

“爆糖會上癮”

“爆糖會上癮刀唔明點解d人成日話索k爆糖會上癮我尋晚第一次食,都冇乜特別但味道怪怪,好似食左粒過左期既糖咁以後都唔食” 我的討論區

“宜家d女膠到嘔-,- 問我有冇k賣 煩銀到p咁”

3Boys2Girls

“好想bu野..2bad..5係條癮又返黎呀??呢幾日完全唔想食野..心神恍惚大獲啦....>”

Xanga

What’re existing and potential drug abusers

sharing their experiences ?

Research Reach ReplyRe-

contactResult

Where’re their most active forums, blogs and social

network sites ?

Forum

Blog

Social network

Wikis

Research Reach ReplyRe-

contactResult

1. Connecting the targets

on the social media sites

2. Provide them information

of related information and services

3. Continuous

dialogues and guidance with targets

4. Track their

responses on social media sites and

emails sentForum

seeding

Forum seeding & web siteForum, MSN, email or calls

Email communication

Research Reach ReplyRe-

contactResult

http://playsafe.caritas.org.hk/

Outreaching on web, servicing on ground

Source : Ming Pao, Apr 6th , 2010

Research Reach ReplyRe-

contactResult

“C兄，唔好再爆糖啦！”“我個fd索野被差佬拉左，有社工搵律師幫佢

“爆糖會上癮ga !”

“唔K la”

“索K會死架 ”

“唔使怕既，明愛有得索K驗身”

Before rolling out any activities, programs and

policies, listen to citizens’ voices on the web

How “sociable” of targeted citizens ?

Engage and interact with them

through appropriate social media channels and right tactics

Speaking with citizen at web 2.0

Thank you !

Ralph Szeto

Business Development Director

Tel 2806 1832/ 9100 9567

Website www.cmrs.com.hk

Email ralphszeto@cmrs.com.hk