Quality Alchemist (品質煉金術師): HKSTP TecONE Seminar on Win Customers Effectively via Social Media

2016年5月4日星期三

HKSTP TecONE Seminar on Win Customers Effectively via Social Media

The TecONE seminar named “Win Customers Effectively via Social Media” was organized by Hong Kong Science & Technology Parks Corporation (HKSTP) on 4^th May 2016. Social Media platforms are dominating our lives. In order to sustain sales growth, forging your brand and hence acquiring new customers effectively, these channels are essential. This talk covered usage of social media in Hong Kong and adspend (the amount of money spent on advertising for a product or activity) by different mediums. Mr. Keith Tang (Head of Account Servicing, Fimmick Ltd.) was the guest speaker and his topic named “Digital Solution for the Digital Age”.

Mr. Keith Tang briefed his company “Fimmick” background and introduced their SMART marketing. SMART means Social, Mobile, Analytics, Relationship management and Technology. He said they were focused on Analytics.

Then Mr. Tang discussed the budget shift from Conventional to Digital. The budget ratio is about 20% (Conventional) and 80% (Digital) in USA and China. But Hong Kong is very behind. The Adspend distribution by different medium in USA was shown in the following diagram. Mobile Internet is number 1 and much higher than TV.

The world map of social networks in Jan 2016 was also discussed that Facebook is almost worldwide except Russia and China.

Then Mr. Tang mentioned the top active social media platforms in Hong Kong. The top 5 were Whatsapp, Facebook, Facebook Messager, Wechat and Line.

After that Mr. Tang briefed Facebook’s brand value that it was ranked number 17 in Global Top 100 – Technology in 2015 and number 5 in the largest companies by Market Cap. Therefore, he defined that Facebook is an ad platform! He also introduced another term named “Facebook Artificial Intelligence Research (FAIR)”. It is a big data analytics to find “Your Ad Preferences”. The question is how to managing a Facebook page when NO FANS and NO LIKES. The organic reach concept is paid for reaching that excess your fans size.

Or it needs to pay for Target reach which is only for specific target audience.

At the end, Mr. Tang introduced three key success factors and they were Reach, Engagement and Conversion. A quick solutions were Advertising, Content Marketing and Fast Checkout. For Content Marketing, Facebooking Story telling approach is employed for effectiveness. The conversion is expected to be Fast Check-out (PAID). Three tips are Few steps (e.g. 3 Clicks), Few SKU - stock keeping unit (e.g. 10 SKU) and Timely Offer (e.g. Social Media Integration).