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DMPS – Online Marketing Workshop

Tap into the power of Social Media

Marketing

All Rights Reserved, The Hong Kong Polytechnic University

• Ken Fong– Adjunct Associate Professor, PolyU HK

– Advisor, Chartered Institute of Marketing (HK)

– Chartered Marketer, Chartered IT Professional, FCIM, FHKIoD, FPVCBS

– Vice Chairman, The Professional Validation Center of Hong Kong Business Sector (PVCBS)

– Honorary Chairman (Life) and Chairman (2009-2011), Hong Kong Wireless Technology Industry Association

– Founding Chairman (2003-2005), Hong Kong Retail Technology Industry Association

– Contact• Email: ken@fong.com.hk

• Facebook: http://www.facebook.com/kenkkfong

• Blog: Kencept.blogspot.com

Course Leader and Visiting Lecturer

• How many of you have purchased something

on the Internet in the last 6 months?

• How many times have you used the Internet

as an information source, before buying

offline?

The Internet’s impact on you?

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How has the Internet transformed consumer behaviour?

AIDMA is a linear process AISAS is a cyclical process

Attention

Interest

Desire

Memory

Action

Attention

Interest

Search

Action

Share

Environment of Hong Kong – Internet and eCommerce

• Registered customer accounts with broadband access > 2.13M

• Household broadband penetration rate >82%

• 4.87M internet users (68.8%)• Spent an average of 25.9 hours

online on average in Dec 2010• 11.9 hours per month on

online video• 125.1 searches per searcher in

Jan 2011

• 2/5 use online services to search restaurant

• Spend 1.5% total online times on retail sites, far behind Japan (5.7%) and China (4.5%) and global average (2.6%)

• 47% online consumer trust online product review when doing purchase decision

Key types of digital media channels

Search Marketing

-SEO

-PPC

Viral Marketing

Mobile Marketing

and Advertising

Opt-in e-mail

Social Media and

Online PR

Interactive

Advertising

Offline

Communication

Offline

CommunicationWebsite and

Micro Site

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Ask Yourself

Who do you trust more?

A. Advertisement B. Friends

Word of mouth is not new,

it just got more and better

channels

1955 Word-of-Mouth (WOM) is 7x more effective than newspaper

advertising, 5x stronger than a personal sales pitch and 2x as

effective as radio advertising

1967 36% of surveyed consumers reported learning of an innovation

through word-of-mouth, while 48% reported being influenced by

WOM when making a purchase decision

2001 Studies found that WOM is 10x more effective than media

advertising

2008 58% trust other people like themselves (as media) - Edelman Trust

Barometer, 2008

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And the TRUTH is…

“Word of mouth” has always been the most

effective form of marketing. People have

always trusted their friends opinions

Word of Mouth and Social Media – Similar, but Different!

Word of Mouth Marketing is giving people a reason to talk.

Social Media is simply one of many channels for Word of Mouth to occur. Just as is a telephone.

It benefits from the fact that it can scale quickly due to its online nature.

The point is, they are related, but different.

What is Social Media 社群媒體社群媒體社群媒體社群媒體?

Social media combines “a wide range of online, word-of-

mouth forums including blogs, company sponsored discussion

boards and chat rooms, consumer-to-consumer e-mail,

consumer product or service ratings websites and forums,

Internet discussion boards and forums, microblogs” (Mangold

& Faulds, 2009, p.358).

– Social media integrates technology & social interaction

with pictures, videos, words, and audio.

– It also allows people to share different perspectives and

sharing information / stories / experiences among online

communities.

What is Social Network 社交平台社交平台社交平台社交平台?

• Kind of Social Media

• History of SNS:

– BBS -> Guest book -> Forum -> Blog -> SNS ->

Micro-blog + SNS

• Content of traditional website is more topic-

centric, while content of SNS is more

individual-centric

• Reflecting of social relations among people

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Popular Social Media Social Media vs. Traditional Online Marketing

x Facebook/ Twitter / Weibo (微博)

Trust

Cost

x Youtubex Blog x PPC

x Banner

x EDM

Then How?

• Engagement

• Influencers

• Internet Memes 網絡快速爆紅現象 Engagement

• Definition: – The purpose of listening and interacting with your key

stakeholders virtually – these conversations range from compliments to complaints to specific needs.

• Examples of brands that have high levels of engagement: Starbucks, Dell, and Toyota

• Why are these brands successful? – The understand that each social media channel (eg. Facebook,

web sites, blogs, Twitter, etc.) provides people a different dimension of engagement.

– Centralized coordination of social media throughout companies.

– Senior management was part of the social media process (eg. CEO of Starbucks & MyStarbucks.com)

Influence

• Definition: – The ability to shape and shift messages that grabs a

person’s attention and inspires them to act upon this.

• Breakdown of influencers– Traditional influencers (newsmakers, reporters, analysts,

etc.)

– New media influencers• These individuals create their own social networking communities

and have their own followers (bypassing gatekeepers)

• Bloggers are just the beginning – people are establishing themselves as prominent authorities of influence online.

• Has expert content on their blog, web site , etc. – as well developing relationships w/ followers & peer-to-peer conversations.

Internet Meme 網路迷因網路迷因網路迷因網路迷因/ 網絡快速爆紅現象網絡快速爆紅現象網絡快速爆紅現象網絡快速爆紅現象• Definition:

– A phrase used to describe a catchphrase or concept that spreads quickly from person to person via the Internet.

• Types of Internet Memes

– Self-promotion (usually created by a group / individual to gain personal recognition)

– Viral marketing and guerrilla marketing to create marketing "buzz" for product or service.

– Rumors & Hoaxes (falsehoods spread virally)

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How to make it Viral?

“Get your private, free email from Hotmail at

http://www.hotmail.com”

- Free web-based email by year 1996

- Every outbound message conveyed an advertisement and a subtle implied

endorsement by the sender

- Hotmail grew a subscriber base more rapidly than any company in the history

of the world ...faster than any new online, Internet, or print publication ever.

Gain 12 million subscribers in 18 months

- Spent US$500k while the competitors spent US$20 million

How to make it Viral?

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Six Degrees of Separation

150Dunbar's number is a theoretical cognitive limit to the number of

people with whom one can maintain stable social

relationships.

Facebook user has 130 friends on the site on average22

Dunbar's number

1015

• In order to be successful in social network

marketing, you need to be influential and have

a lot of friends

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Then How? Social Media in Hong Kong

• SNS > 76% reach in HK

(Global 70%)

• >3.6M Facebook Users

(74% of online

population)

• Average 116 friends

• 6.5 hours per week

• Blog site > 55% reach

(Global 70%)

• Sina Weibo > 500,000

users in HK and double

by end of 2011

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What is Social Media Marketing?如何思考廣告如何思考廣告如何思考廣告如何思考廣告…… 時間時間時間時間+ 預算預算預算預算 = 廣告企劃案廣告企劃案廣告企劃案廣告企劃案?

唔糸錢既問題唔糸錢既問題唔糸錢既問題唔糸錢既問題，，，，在乎你有無心做姐在乎你有無心做姐在乎你有無心做姐在乎你有無心做姐！！！！~ Celia Lau, Kongsolo

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術他是傳媒焦點他是傳媒焦點他是傳媒焦點他是傳媒焦點……

Source: Celia Lau, Kongsolo

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術Social Media Marketing 由他說起由他說起由他說起由他說起……

Source: Celia Lau, Kongsolo

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學……

Source: Celia Lau, Kongsolo

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學…… 我要排名高我要排名高我要排名高我要排名高!!!!

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學…… 我要人睇到我我要人睇到我我要人睇到我我要人睇到我!!!!

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What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學雞蛋仔的宣傳哲學…… 我要上我要上我要上我要上OpenRice!!!!第5名! What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔的宣傳行動雞蛋仔的宣傳行動雞蛋仔的宣傳行動雞蛋仔的宣傳行動…… Facebook喺喺喺喺Media Hub

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔的宣傳行動雞蛋仔的宣傳行動雞蛋仔的宣傳行動雞蛋仔的宣傳行動…… 要多人氣撐要多人氣撐要多人氣撐要多人氣撐!!!!!1442Fans

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔雞蛋仔雞蛋仔雞蛋仔Facebook行動行動行動行動…… 增加增加增加增加Fans

Source: Celia Lau, Kongsolo

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔雞蛋仔雞蛋仔雞蛋仔Facebook行動行動行動行動…… 回饋回饋回饋回饋Fans

Source: Celia Lau, Kongsolo

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔雞蛋仔雞蛋仔雞蛋仔Facebook行動行動行動行動…… Engagement 與顧客互動與顧客互動與顧客互動與顧客互動

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What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔雞蛋仔雞蛋仔雞蛋仔Facebook行動行動行動行動…… Word of Mouth

Source: Celia Lau, Kongsolo

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔雞蛋仔雞蛋仔雞蛋仔Facebook行動行動行動行動…… 形象建立形象建立形象建立形象建立Source: Celia Lau, Kongsolo

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔雞蛋仔雞蛋仔雞蛋仔Facebook行動行動行動行動…… 優惠推廣優惠推廣優惠推廣優惠推廣Source: Celia Lau, Kongsolo

What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔雞蛋仔雞蛋仔雞蛋仔Facebook行動行動行動行動…… 客源流入客源流入客源流入客源流入Source: Celia Lau, Kongsolo雞蛋仔的持續創新雞蛋仔的持續創新雞蛋仔的持續創新雞蛋仔的持續創新– Smartphone 打卡打卡打卡打卡What is Social Media Marketing? –雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術雞蛋仔行銷術

Let’s take a 10-minute break

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Twitter

• Twitter now has over 200 million active users.

• New users are signing up at the rate of 300,000 per

day

• 180 million unique visitors come to the site every

month

• Twitter users are, in total, 200 million Tweets per day

• Twitter use on mobile devices has increased by 182%

in the past year (2010/2011).

• Twitter's active users, 37 percent use their phone to

tweet

Twitter

• A user can post a “tweet” with no more than 140

characters

• Users who “follow” the person posting the tweet will

be notified and see the tweets of all person he

follows

• One can include photos or link in a tweet

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Case studies 蘭香茶餐廳蘭香茶餐廳蘭香茶餐廳蘭香茶餐廳 Case studies 蘭香茶餐廳蘭香茶餐廳蘭香茶餐廳蘭香茶餐廳• No need high budget

• No need very good idea

• No need high technology

• No need expensive equipment

• Need heart

• Need to promote your page

anywhere

• Need incentive for fans

• Need discipline

• Need to choose the right media

- Web 2.0 website

- By far the most popular social networking web

site

- Turned from a friend-finder web site to a mini

game site

- A popular online PR tool for many

corporations

Facebook Why Facebook?

• More than 800M active users

worldwide > US population

(600M one year ago)

• 50% of our active users log on to

Facebook in any given day

• Average user has 130 friends

• Average user is connected to 80

community pages, groups and

events

• Average user creates 90 pieces of

content each month

• 350M active mobile users

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http://www.facebook.com/press/info.php?statistics

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Why Facebook?

• Facebook knows almost ALL about a user

• Name

• Geographic

• Gender

• Age

• Education

• Relationship

• User’s favorite

• The advertisement will be very targeted49

• To promote your brand on Facebook, you can:

– Use Facebook advertisement service (CPC)

– Create an application

– Create a person (生力仔)

– Create a fan page/ group

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Why Facebook?

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Promote as a person

• Pros

– Higher trust level

• Friend’s friend

• Seems more responsible

• Less commercial

• There can be many fan pages by one person, but one

person suppose to have only one facebook profile

– Friend suggestion

• Cons

– Not likely to be found in Facebook search

– Max 5,000 friends52

Promote as a person

Facebook fan page

Create a presence that looks and behaves like

user profiles to connect and engage with your

customers and amplify your voice to their

friends.

Facebook Fans Growth

HK.NextMedia

Source: http://statistics.allfacebook.com/pages/single/-/105259197447/

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My903.com

Source: http://statistics.allfacebook.com/pages/single/-/8792258557/

Facebook Fans Growth

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Facebook Fans Growth

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Why Fans Matter

• Direct Brand Engagement

• Personal, Real-Time

Feedback

• Word-of-Mouth

• Active Engagement = Strong

SEO

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What is Fan page

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How to get more fans: Page Creation How to get more fans: Page Creation

• Pay attention to

page name

• Within 20

characters

• SEO!

• Keyword, keyword

and keyword

• Page name cannot

be changed > 100

fans 62

How to get more fans: URL

• Good

– http://www.facebook.com/abctrading

– http://www.facebook.com/minicooperusb

• Bad

– http://www.facebook.com/minicooperusbflashdrive

– http://www.facebook.com/usb1977

• Worst

– No URL

– Facebook will give you a URL if you did not assign a name, the

format is:

• http://www.facebook.com/pages/(location)/xxx-yyy-zzz/12345678901/

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How to get more fans: URL

• Secret!

– 85% Facebook fan pages doesn’t has it’s own URL

– Get your own URL

– Use: http://www.facebook.com/username

– Facebook seldom promote this link

– Must have 25 fans

– Don’t use Facebook suggestion

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• Number of fans and followers

• How about the Quality of them?65

Evaluation of social media marketing and viral marketing DAU & MAU

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DAU - The number of unique daily active users who interact with your application in

any way

MAU – Sum of DAU for past 30 days

Q: What is the MAU if you have 100 fans and they visit your fan page one time

everyday?

To measure degree of engagement

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Demographics

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Target segments

http://www.facebook.com/insights/

Other evaluation methods

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• Measure the performance of different

platform Social Media Marketing

Add a referral parameter in your link

E.g. http://www.youwebsite.gov.hk/?referral=003

Other evaluation methods

Referrer ID From Referrer Number of click

001 Banner 578

002 eDM 95

003 Facebook 1086

004 Twitter 156

• Many analytic tools in the market

• Most famous and free analytics tool: Google Analytics

Application on Facebook

• Application requires programming on

Facebook, and require the following

knowledge:

• iFrame

• FBML

• PHP

• ASP

• SQL

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Thank You

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