Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
2015 All rights reserved
Jun 2nd , 2015
CMRS Digital Solutions Limited reserves all rights on all the information contained in this document
NGO Day 2015
Maximizing Shareholder Engagement in the 21st Century
Ralph Szeto
2015 All rights reserved
1. Audience & Trends
3
2015 All rights reserved
Increasing exposures…
3
2015 All rights reserved
4
Increasing, increasing, exposures…
2015 All rights reserved
Media : From Mass to “Virtual Mass”
PASSIVE RECIPIENTS
ACTIVEINTERPRETERS
ENGAGEDPARTICIPANTS
radio
outdoor
film
press
TVambient
mobile
internet
guerilla
interactive TV
podcastingforum
blogging
instant messaging
One-to-many One-to-one Many-to-many
5
2015 All rights reserved
6
Vital part of daily communication in today’s world
Enabling people to make contact with the press of a button
Connecting and engaging corporations targeted audiences through on-going dialogue
and branded content in a regular basis
Variance in individual & business usages
Connect & Engage
2015 All rights reserved
Digital & Social Media Users in HK
7
4.6M are online users,
with 84% penetration
rate
2.7M mobile internet users,
equivalent to 59% of total online users
16M mobile subscribers; Smartphone
penetration is 63% (Q1
2014)
64%+ online users search information
online
41% of total online users watch online
video
Base : Online user (Recency of using internet Past Week)Source : Nielsen Media Index, HK OFCA, Ipsos MediaCT
2015 All rights reserved
8
Increasing popularity of online video• Over 60% of internet users watch video
at least once/week (see Fig. 1)
• YouTube and TVB.com are prominent sites for watching online video (see Fig. 2)
Fig. 1Source: The Connected Consumer Survey 2014 Note: Answers may not sum to 100% due to rounding, no answers, don't knows.
Fig. 2Source: ComScore Target: Entertainment websites (P18+) Period: Apr 2014 (3 mth average)
#Trend 1 - Increasing Consumption of Online Videos
2015 All rights reserved
9
People go online with smartphone more than laptop
Source: The Connected Consumer Survey 2014Note: Answers may not sum to 100% due to rounding, no answers, don't knows.
How do people go online with different devices?
Source: Millward Brown – AdReaction Survey 2014
How long do people spend with different devices?
80% internet users using smartphone to go online
Average spending 2.7 hours on smartphone, the longest among all devices
# Trend 2 - More Time Spend of Social Media on Mobile
2015 All rights reserved
10
• Facebook mobile traffic percentage growing from 78% in Q1 2014 to 83% in Q3. Twitter also increased from 78% in Q1 to 80% in Q3.
• Hong Kong internet users visiting Facebook on desktop decreased by 11% in October 2013 to October 2014. That of Weibo also saw a decrease of 10%.
83% 80% 78%
% of Users accessing Facebook/Twitter/Weibo on mobile devices
Source: Quarterly Results of each platform, Q3 2014 & ComScore, Oct 2014
# Trend 2 - More Time Spend of Social Media on Mobile
2015 All rights reserved
#Trend 3 - Increasing Consumption of Short Videos
• Study on videos posted to Facebook News Feed saw a steady decline in completion rate when they were longer.
• Videos with top 25% best completion rate were all shorter than 21 seconds, while top 50% were mostly within one minute.
• YouTube saw a similar situation, as videos in the 31-60 second range gained more views than those with other length. Engaging videos in the 5-10 minute range mainly came from Software and Services industry.
Source: Socialbakers, Apr 2014
Source: Socialbakers, Jul 2014
2015 All rights reserved
12
Emerging Video Content in Social Media
• Key social media platforms provide more support for video content which makes video even more popular
Facebook• Enable auto preview video without sound for 15s • Posting video directly in FB has bigger image than
sharing youtube link on FB • Video ad gains higher CTR and OTS vs. image ad
Instagram• Enable auto preview of 15 seconds video
#Trend 3 - Increasing Consumption of Short Videos
2015 All rights reserved
#Trend 4 - Facebook Native Videos Work Well
13
• More videos are found directly uploaded on Facebook and are gaining better results including interactions, play rate and cost etc. compared to an embed one from YouTube.
Facebook Native Videos performance(AdPolar, Jan 2014)
• 2.5x higher CTR (Click-through Rate)
• 30% higher video play rate (number of clicks on the ad unit which are video play clicks)
• 10% lower cost per engagement (e.g., post comments, shares and likes)
• 3.5x lower CPC (Cost per Click)
• 5.5x lower cost per video play
2015 All rights reserved
14
Omnimedia 全媒體
“全媒體”是指包括了傳統的紙質媒介、局域電視網、國
際互聯網,以及移動互聯網等等傳輸渠道,並涵蓋視聽等人們接受信息的全部感官的各種傳播形態的總和。”
“通過融合的廣電網路、電信網路以及互聯網路進行傳播(三網融合),最終實現用戶以電視、電腦、手機等多種
終端均可完成信息的融合接收(三屏合一),實現任何人、任何時間、任何地點、以任何終端獲得任何想要的
信息(5W)。
#Trend 5 - Omnimedia
2015 All rights reserved
Print Web
Mobile Facebook fan page
15
#Trend 5 - Omnimedia
2015 All rights reserved
16
2. Stakeholder Engagement
Basic Principles
2015 All rights reserved
Stakeholder Engagement
Kick off meeting
Social media
guidelines
Stakeholder seminar
Social media
workshop
2015 All rights reserved
Guidelines - Proposed Contents
18
• Overview
• Why social media
• Objectives
• Responsible parties
• Choosing the right social media platform(s) - Facebook, YouTube, WeChat, Weibo, etc.
Part I - Set the scene
• Listen, Content, Engage, Influence, Promote, Customer Service, etc.
• Determining the strategy – locate your customer
Part II - Purpose of Using Social Media in marketing
• How to apply for an initiative
• Necessary information for applying an initiative
Part III - Set up social media services in corporation
2015 All rights reserved
19
• Content curations
• Content planning, generation &approval
• Tone and manner
• Monitoring and listening
• Moderating and responding (including spamming & seeding)
• Escalation procedure for issue management
• Deleting a post & closing a platform
Part IV : Operations & Best Practice
• Privacy
• Property right
• Rules of each social media platform
Part IV : Local laws and regulations
Guidelines - Proposed Contents (Cont’d)
2015 All rights reserved
3. Engagement Strategy – We-Like
3
2015 All rights reserved
21
What’s “We-Like”
Content liked by your…
Audience
Brand
Channel
Partner
Sales
2015 All rights reserved
22
We-Like Content Strategy
The 4Ps
#1 Point
#2 Pillar
#3 Partner
#4 Promotion
2015 All rights reserved
• SMS
• Other Messaging Channels
• Forum
• Blog
• News (web, mobile & social media)
• Web site
• Mobile app/ site
• Interactive kiosk
• facebook fan page
• facebook App
• Other social media sites
Engagement Branding
Customer Relation
Word-Of-Mouth
User generated content
Produced content
23
#1 Point : Touching Audiences
ABC
2015 All rights reserved
#1 Point : Content & Channel
24
Traditional Digital/ Mobile & Social
Single Multiple
Passive Active & Engage
Single-minded Multiple, Customized
& No involvement & Involvement
One-way Friendly
Estimated Precise
Periodic Instant
Objective
Audience
Message
Tone & Manner
Measurement
Result
2015 All rights reserved
25
Household Content
Cooking Content
Membership
Product Info
Sharing Channel
Family Health
Content ABC
#1 Point : Audiences
& Reference
brands
2015 All rights reserved
26
Multi-media Mobile Friendly Website
Extended outreach Enable searchable video
content
Content
Traffic Gateway to connecting
with potential (CN) audiences
Extended CRM channel
Channel to engage with potential audiences
Provide sharable content
#1 Point : Channels
ABC & Reference brands
2015 All rights reserved
27
#1 Point : Traditional Media
• Passive
• One-way
• One-to-many
• Panel
• Sample
• Reach & frequency
• Awareness
• Recall
• CPM - Print
• Cost Per Rating Points (CPRPs) - TV
Cost efficiency
Objective
Measurement Communication Modes
2015 All rights reserved
28
#1 Point : Web, Social & Mobile Media
• Interactive
• Two-ways
• One-to-one
• Many-to-many
• Panel
• Sample
• Ad serving
• Site tracking
• Response
• Revenue
• Awareness
• Recall
• Response
• Purchase
• Loyalty
• CPM
• Cost per click
• Cost per view
• Cost per action
• Interaction time
• Targeting Cost efficiency
Objectives
Measurement Communication Modes
2015 All rights reserved
29
#1 Point : Role of Channels
Awareness
User engagement
Perception shift
Emailing
Immediate
Low to medium
Low to medium
Forum marketing
Immediate
Medium to high
Medium to high
Blog marketing
Medium
Medium to high
Medium to high
Social network
Immediate to medium
Medium to high
Medium to high
Mobile marketing
Immediate to medium
Medium to High
Medium to high
Key Roles
2015 All rights reserved
#2 Pillar : Content Direction
30
Community Content Communication Commerce
Building up all-rounded understanding of the
brand & content
Always-on & seasonal content to engage with
audiences
Customer interactionAfter-sale service
Drive conversion & induce sales
ABC
2015 All rights reserved
31
Casual Content
General Tips
Festive Content
Tactical Promotions
KOL Sharing/ Live Chat
Branded Content Sharing
Campaigns
Events
Always on Activation
#2 Pillar : Content Direction
ABC
2015 All rights reserved
32
KC飯局 : Fans are invited to join the private dinner held by SCB X Food Blogger KC.
#2 Pillar – Activation Reference
2015 All rights reserved
#3 Partner - KOL
33
KOLs – Parenting, Young Families, Housewives, Singles
Joint promotions with potential partners to extend the outreach
龍鳳媽媽專欄作者、美容生活親子博客有一仔一女
笨B媽媽親子博客有一仔一女
路邊攤繪本作家,現為全職主婦有一BB女
大少奶's Delicatessen散文與食譜作者、專欄作家、飲食博客;有一子
我的港女老婆漫畫家妻子,懶懶的家庭主婦、飲食博客沒有子女
素顏天使
單身,生活潮流博客、前《太陽報》時事專欄「潮女敢言」作者、《路訊網》兩性關係專欄
2015 All rights reserved
#4 Promotion
34
Existing customer touch points and 3rd party channels
BrandeDM, Web, mobile & social
media sites
In-store, event & on-the-street
engagement, etc.
3rd party Web & mobile sites, search
engines
2015 All rights reserved
35
4. Case Studies
2015 All rights reserved
Web site
Fan page
Mobile App
Microblog
YouTube
36
Omnimedia - Reference
2015 All rights reserved
Snoopy @ Harbour City Y14
37
Silver AwardAsia - Best Use of Social Media
(Oct 2014)
Campaign Background
• Harbour City positioned themselves as “art-malls”: holding art events and also compete for artists partners.
• As to create new attractions and mega events for tourist promotion.
• Reinforce Harbour City as – Hong Kong’s must visit – through delivering an unforgettable experience for ALL
Snoopy crossover exhibits:
Traditional Japanese crafts by calligrapher Mr. Yoshiteru Otani and various artists + First time display outside Japan as a gimmicky element.
38
Campaign Overview
39
Our Strategy
40
Snoopy Content
Exhibition
Happenings
Snoopy (facebook icon)
Celebrities
41
Customized Snoopy Content
Milk Magazine– Facebook fan page
July 14, 2014
https://www.facebook.com/milkhk/photos/pb.354547767268.-
2207520000.1406280059./10152600759992269/?type=3&theater
1,888 Likes, 41 Comments, 209 Shares
Milk Magazine
Harbourcity– Facebook fan pageJuly 14, 2014
https://www.facebook.com/HarbourCity/photos/a.101322733639.91086.99339583639/10152331764998640/?type=1
545 Likes, 5 Comments, 62 Shares
42
Crossover with Local Illustrators
43
Fun posts
44
Facebook app – Create your own Snoopy
45
Joint Promotion with Sina Weibo
46
Joint Promotion with Yahoo! Hong Kong & Taiwan
47
2015 All rights reserved
48
5. Case Studies
2015 All rights reserved
Segmented Stakeholder Channels
49
12,944 Likes (Jun 1st, 2015)
Web Site
3,812 Follower (Jun 1st, 2015)
B2C B2B
2015 All rights reserved
Challenges
50
• Diversified schemes and tools catering different stakeholders
• Build up a solid fan base for the upcoming events
2015 All rights reserved
Solutions – Company Page
51
• The use of Company Page as the Parent page with higher no. of followers, to share corporate updates, and important initiatives of Showcase Pages in an adjusted tone & manner from the corporate perspective
URL: http://linkd.in/1HAQGHf
2015 All rights reserved
Solutions – Showcase Pages & Featured Groups
52
• Five Showcase Pages have been created to cater to unique audiences who are interested in specific schemes and tools
• Two Featured Groups has been created as communities for BEAM society members with different level of expertise
2015 All rights reserved
Showcase Pages : BEAM Plus
53URL: http://linkd.in/1MmdQrf
BEAM Plus Showcase Page features the effective use of environmental tool for buildings, successful stories, as well as BEAM Plus project exhibitions in Hong Kong.
The target audiences of the page include building professionals, occupants or tenants of a new building, and etc.
2015 All rights reserved
HKGBC Green Building Product Labelling Scheme
54
URL: http://linkd.in/1ComAFh
HKGBC Green Building Product Labelling Scheme Showcase Page shares the latest updates of the scheme on various aspects such as raw materials, manufacturing process, embodied carbon, toxicity, etc. to benefit eco-product suppliers and industry practitioners.
2015 All rights reserved
Benchmarking and Energy Saving Tool (BEST)
55
URL: http://linkd.in/19yTMQe
Benchmarking and Energy Saving Tool (BEST) Showcase Page delivers the best practices of commercial architectures like office buildings, shopping malls to promote energy efficiency for office premises in multi-tenancy office buildings.
Commercial property developers and office occupants are part of the target audiences.
2015 All rights reserved
Eco-Product Directory
56
URL: http://linkd.in/1GFWJMd
Eco-Product Directory Showcase Page provides manufacturers, suppliers, building professionals and developers the latest industry trends, as well as technical information and benchmark for their easy reference.
2015 All rights reserved
HK G-share
57
URL: http://linkd.in/1Hey0N6
HK G-share Showcase Page targeting the mass, shares the latest featured materials on the platform with public and construction industry practitioners, to further the awareness of waste reduction and the reuse of useful materials in Hong Kong.
2015 All rights reserved
Featured Groups: HKGBC BEAM Professional
58
URL: http://linkd.in/1BISA4u
HKGBC BEAM Professional Featured Group provides a platform for HKGBC accredited BEAM professionals to exchange their insights and experience with each other.
The page also shares mandatory continuing professional development (CPD) events with members of the group.
2015 All rights reserved
HKGBC BEAM Affiliate
59
URL: http://linkd.in/1BVni9o
HKGBC BEAM Affiliate Featured Group offers a platform for passionate members who have been accredited by HKGBC to receive the latest HKGBC updates on the BEAM related happenings.
The page also shares mandatory CPD events with the approved members of the group.
2015 All rights reserved
Solutions - Advertising
60
• Precise targeting on Follower ads and intensive monitoring on Direct Sponsored Content Update to maximize the paid acquisitions
2015 All rights reserved
More about us…
61
2015 All rights reserved
CMRS business contact
Ralph SzetoManaging Partner
+852 2806 [email protected]
www.cmrs.com.hk
62