Social Media: Challenging the Status Quo 23 April 2012 Hong Kong

Download Social Media: Challenging the Status Quo  23 April 2012  Hong Kong

Post on 25-Feb-2016

33 views

Category:

Documents

0 download

DESCRIPTION

Social Media: Challenging the Status Quo 23 April 2012 Hong Kong. #3Shots. What It Is. Monthly Dialogue B2B Social Media Short, sharp insights Sharing Insights & Experiences Dialogue, Drinks & Networking. #3Shots. What Its Not. Who am I?. - PowerPoint PPT Presentation

TRANSCRIPT

Kreab Gavin Anderson Credentials for McKinney Rogers June 2010

Social Media: Challenging the Status Quo 23 April 2012 Hong Kong

copy and paste image from image bank here#3Shots.What It Is.

Monthly Dialogue B2B Social Media Short, sharp insightsSharing Insights & ExperiencesDialogue, Drinks& Networking

2

#3Shots.What Its Not3

Who am I?Returned to Kreab Gavin Anderson in December 2011.

Leads the Hong Kong Social Media Practice. Also experienced in corporate, financial and crisis communications.

Recently used on-line community engagement program for a highly controversial multi-million dollar infrastructure project.

Previously ran global communications at Ford Motor Credit Company.

Lived and worked in New York, Sydney, Hong Kong and Detroit.

4Walter JenningsPartner

FacingChina4

Social Media: Challenging the Status Quo in Japan23 April 2012 Hong Kongcopy and paste image from image bank hereWho am I?Joined Kreab Gavin Anderson in August 2011.

Leads the Japan public affairs practice; specialist in social media, CSR, corporate and financial communications.

Task Force chairman of the American Chamber of Commerce in Japan (ACCJ) and Vice-Chairman of TELL, a Japanese non-profit that provides mental health services to Japans international community.

Previously ran communications and external relations at AIG/Chartis in Japan and Korea.

Worked at Microsoft in corporate affairs and government facing roles across Asia based in Tokyo and Singapore.

6Jonathan Kushner Partner

jonkushjp6The blossoming of a social revolution in Japan?

copy and paste image from image bank hereJapan: Digital Statistics100 million internet users (out of 128 million total population)100% mobile penetration, 100 million mobile internet subscribersMore people now connect to the internet via mobile than from PC (29% versus 27%)99% of the population has a 3G enabled phoneTop social networks are Mixi (24.7M), Twitter (17.6M) and Facebook (5.2M) and growing!Roughly a quarter of worldwide tweets emanate from Japan (April 2011)81% of Japanese web users visit blogs every month, spending over an hour on averageJapanese blog more than anyone else with over a million posts every monthInternet industry contributes about $250 billion to the Japanese economy annuallyConsumer e-commerce is worth $86 billion and online social gaming is worth $2.6 billion

8

The world changed with 3.11910

A magnitude 9.0 earthquake and tsunami struck northeastern Japan on 11 March 2011, resulting in nearly 20,000 lives lost

Communications interrupted as telephone service and mobile mail services went down.

Twitter and other social media became an essential lifeline to contact loved ones.

In the days and months that followed, social media became a tool for sharing information about the ensuing nuclear crisis.

The Great East Japan Earthquake (3.11) and Social Media

Building safety is confirmed. Thanks to our global team collaboration, Person Finder went up and running within two hours of the first earthquake impact.

However, we went on to launch a number of new and unique services on our own in Japan---shelter maps, traffic condition based on actual GPS signals provided by passenger vehicles (Honda, Toyota, Nissan), etc.

Most of us had a no way to go home that night. One of our webmasters actually experienced Hanshin quake 1995 while in Kyoto. We kept launching services which we thought would be useful, listening to our users through tweets etc.

Person Finder

Webmaster

11

Companies employed social media for the first time12

Japanese government increased its social media presenceSpecial home page set up by the Prime Ministers Office for earthquake information (http://www.kantei.go.jp/foreign/incident/index.html)

The Prime Ministers Office began tweeting in English @JPN_PMOand secured over 53,600 followers. Other public figures in Japan such as US Ambassador John Roos (@AmbassadorRoos) also developed substantial followings.English version of Facebook also set up (Prime Ministers Office of Japan).Chinese language homepage and Sina Weibo account created.

BeforeAfter

13Social Media: Challenging the Status Quo in China23 April 2012 Hong Kong

China: Digital Statistics10 million new Internet users every month58% of Internet users spend 3 hours daily; 17% spend 3 hours watching Television41% of time online spent in social networks465 million watch videos on-line26.5 million visit YouKu daily40% are Content CreatorsMore than twice the rate of the USA

15

485 million Internet users in China413 million people live in Europe

16

distance. time.lack of trust.Ready for Speed66% of Chinese Internet Users access via Mobile PhonesChina Mobile: The worlds largest wireless network operator667.19 million subscribersMost on 2G network based on the GSM standard3G networks send data 10x fasterthan 2G networks3G speeds are 14Mbps downlink & 5.8Mbps uplink 17

China is investing US$11 billion over next three years in 4G roll-outTo qualify as 4G speeds of up to 100Mbps must be reached for a moving user and 1 Gbps for a stationary user.Asia-Pacificmobile internet userswill nearly double from 623.3 million in 2011 to more than 1.22 billion in 2015 eMarketer

19

USA population reached 300 million in 2006. European settlers arrived in 1620.

Sina Weibo reached 300 million last month. It was launched in August 2009.Bo Xilai: SynopsisPreviouslyProminent CCCP leader of Chongqing municipalityHigh ProfilePopulist Bully PulpitCrack Down on CrimeMaoist IdeologueRed Revival Suggested appointment to Central CommitteeCurrentlyStripped of all CCCP rolesWife Gu Kailai imprisoned on murder chargesNo public appearancesAlready under some degree of control20

The most dramatic political event since the sacking of Chen Liangyu in Shanghai in 20062122ONE RUMOUR, WHICH HAS NOW BEEN DISCREDITED BY MOST ANALYSTS, HAD IT THAT ZHOU AND BO TOGETHERATTEMPTED A MILITARY COUPTHAT CULMINATED IN A SHOOT-OUT AT ZHONGNANHAI.Rumour Mill In Overdrive!

Social media platforms such as Sina Weibo and Baidu Tieba are filtering posts with keywords such as "Bo Xilai", "Gu Kailai" and "Heywood".

Attempts to search these phrases return no results. - BBC News 11/4/12Around the BlockadeHashtags#ImportantNews#WoodVPN subscription23China's internet users have managed to tweet - and re-tweet - some 1m posts on the latest developments so far.

dialogue:what reallyhappenedto Bo?

24china spring?

25what is the future of The Great Firewall?

From WallyDownUndy on 10 January 2012: Last week a Hong Kong couple tried to take photographs in front of the Dolce & Gabbana store in Harbour Citymall on Canton Road in Tsim Sha Tsui. Details are sketchy, but a security guard and a sales person stopped them from photographing. It was stated that Mainland tourists can take photos but not Hong Kong locals. The man posted this on Facebook and his comments were flagged by local newspaper Apple Daily(circulation 280,000 - thanks Sunny!).The next day, this tabloid newspaper sent a photographer - who was also sent away. Again it was explained that local Hong Kongers couldnt take photographs, while Mainland tourists could. This was too good a story for Apple Daily to pass up. According to Wikipedia, this mix of fashion and controversy is tailor made:Apple Dailys popularity as Hong Kongs second best selling newspaper, according to AC Nielsen, is derived from its concentration on celebrity coverage, brash news style, sensationalist news reportage and its anti-government political positions. (Source: Wikipedia)From the coverage in Apple Daily, the issue escalated through social media. It appears the discrimination by a luxury retailer became a political issue, as some fear preferential treatment of Mainlanders means local rights are being overlooked. Others protest the power of large scale brands.On Sunday a protest was held where over a thousand attended. Throngs blocked the entrance to the store. All carried cameras.In response Dolce & Gabbana issued a statement denying their staff made the comments. No apology was offered. Yesterday, inflammatory remarks attributed to a D&G salesperson were widely circulated on-line. then reprinted in todays mainstream newspapers. The South China Morning Post reprinted her accusations:Woman claiming to be Dolce & Gabbana employee calls protesters ignorantShe used other terms - apparently labelling the protesters mentally retarded (see article above).This is a classic example of a crisis that is spiralling out of control. In the absence of clarity from Dolce & Gabbana the on-line and mainstream media are making the news. In response the company needs to come out publicly and address these issues before the press. A large-scale media conference could prove unruly. But a series of in-person interviews offer a better opportunity to get the message across.And first and foremost, this needs to start with an apology - whether its over the misunderstanding, the way the issues has escalated unreasonably, or the initial comments themselves. If not, D&G risks long-term brand damage.What should have been a one day wonder is turning into another week of front page headlines.

26

does it strain our relations?

From WallyDownUndy on 10 January 2012: Last week a Hong Kong couple tried to take photographs in front of the Dolce & Gabbana store in Harbour Citymall on Canton Road in Tsim Sha Tsui. Details are sketchy, but a security guard and a sales person stopped them from photographing. It was stated that Mainland tourists can take photos but not Hong Kong locals. The man posted this on Facebook and his comments were flagged by local newspaper Apple Daily(circulation 280,000 - thanks Sunny!).The next day, this tabloid newspaper sent a photographer - who was also sent away. Again it was explained that local Hong Kongers couldnt take photographs, while Mainland tourists could. This was too good a story for Apple Daily to pass up. According to Wikipedia, this mix of fashion and controversy is tailor made:Apple Dailys popularity as Hong Kongs second best selling newspaper, according to AC Nielsen, is derived from its concentration on celebrity coverage, brash news style, sensationalist news reportage and its anti-government political positions. (Source: Wikipedia)From the coverage in Apple Daily, the issue escalated through social media. It appears the discrimination by a luxury retailer became a political issue, as some fear preferential treatment of Mainlanders means local rights are being overlooked. Others protest the power of large scale brands.On Sunday a protest was held where over a thousand attended. Throngs blocked the entrance to the store. All carried cameras.In response Dolce & Gabbana issued a statement denying their staff made the comments. No apology was offered. Yesterday, inflammatory remarks attributed to a D&G salesperson were widely circulated on-line. then reprinted in todays mainstream newspapers. The South China Morning Post reprinted her accusations:Woman claiming to be Dolce & Gabbana employee calls protesters ignorantShe used other terms - apparently labelling the protesters mentally retarded (see article above).This is a classic example of a crisis that is spiralling out of control. In the absence of clarity from Dolce & Gabbana the on-line and mainstream media are making the news. In response the company needs to come out publicly and address these issues before the press. A large-scale media conference could prove unruly. But a series of in-person interviews offer a better opportunity to get the message across.And first and foremost, this needs to start with an apology - whether its over the misunderstanding, the way the issues has escalated unreasonably, or the initial comments themselves. If not, D&G risks long-term brand damage.What should have been a one day wonder is turning into another week of front page headlines.

27how did social media influence politics in Hong Kong?

From WallyDownUndy on 10 January 2012: Last week a Hong Kong couple tried to take photographs in front of the Dolce & Gabbana store in Harbour Citymall on Canton Road in Tsim Sha Tsui. Details are sketchy, but a security guard and a sales person stopped them from photographing. It was stated that Mainland tourists can take photos but not Hong Kong locals. The man posted this on Facebook and his comments were flagged by local newspaper Apple Daily(circulation 280,000 - thanks Sunny!).The next day, this tabloid newspaper sent a photographer - who was also sent away. Again it was explained that local Hong Kongers couldnt take photographs, while Mainland tourists could. This was too good a story for Apple Daily to pass up. According to Wikipedia, this mix of fashion and controversy is tailor made:Apple Dailys popularity as Hong Kongs second best selling newspaper, according to AC Nielsen, is derived from its concentration on celebrity coverage, brash news style, sensationalist news reportage and its anti-government political positions. (Source: Wikipedia)From the coverage in Apple Daily, the issue escalated through social media. It appears the discrimination by a luxury retailer became a political issue, as some fear preferential treatment of Mainlanders means local rights are being overlooked. Others protest the power of large scale brands.On Sunday a protest was held where over a thousand attended. Throngs blocked the entrance to the store. All carried cameras.In response Dolce & Gabbana issued a statement denying their staff made the comments. No apology was offered. Yesterday, inflammatory remarks attributed to a D&G salesperson were widely circulated on-line. then reprinted in todays mainstream newspapers. The South China Morning Post reprinted her accusations:Woman claiming to be Dolce & Gabbana employee calls protesters ignorantShe used other terms - apparently labelling the protesters mentally retarded (see article above).This is a classic example of a crisis that is spiralling out of control. In the absence of clarity from Dolce & Gabbana the on-line and mainstream media are making the news. In response the company needs to come out publicly and address these issues before the press. A large-scale media conference could prove unruly. But a series of in-person interviews offer a better opportunity to get the message across.And first and foremost, this needs to start with an apology - whether its over the misunderstanding, the way the issues has escalated unreasonably, or the initial comments themselves. If not, D&G risks long-term brand damage.What should have been a one day wonder is turning into another week of front page headlines.

28implications forSE Asia?

29questions?

30Corporate CommunicationsMedia relationsChange managementCorporate branding and positioning Reputation managementCrisis communicationsIssues managementCSR programmesInternal communicationsFinancial Communication...