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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2

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4

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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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