Trends in Social Media in Hong Kong

PNC 2010

Charles MokInternet Society Hong Kong

December 1 2010

Topics

An overview Popular services Use in business Use in civil society Use by government Conclusions and key trends

Social Media

Realization of Web 2.0 Interactive Sharing Free User created/

generated content

YouTube Pre-Facebook era

巴士阿叔 (2006)

福佳始終有你 (2007)

Video over text?

http://www.youtube.com/watch?v=H20dhY01Xjk

http://www.youtube.com/watch?v=2j3vh55SSVw

Where are the blogs?

Behind other Chinese language markets Language proficiency issues? Xanga phenomenon

Forums: discuss

Forum: HKGolden

Facebook

>3.5M accounts?

Twitter

Sina Weibo

Mobile Smartphones

Leveraging on good local infrastructure

iPhone dominance? iPad Android Others: RIM, MS

Windows 7, Nokia, etc.

Shift to Apps

Examples of Popular Apps

Open Rice HK Junkcalls Informational: e.g. MTR Press: e.g. Apple Daily Social media: e.g.

Facebook, Twitter, Google (Gmail, Maps etc)

Social Media in Business

Emphasis in Facebook Lack of understanding of key metrics Lack measurement

Just counting likes? From Facebook to iPhone apps How to leverage on future opportunities in

building word-of-mouth influence, crisis management, etc.?

Social Media Marketing

Social Media Marketing

Integration with other social media apps and real world activities

Social Media in Business

How to leverage on future opportunities beyond marketing and promotion: Building word-of-mouth influence Corporate online identity Crisis management, etc?

Overlook the key benefit of social media: Community building Relationship ...the more intangible benefits

Social Media in Civil Society

Citizen journalism: e.g. InMedia Wikipedia Facebook groups

Show of opinions Measurement by numbers

Facebook Activism

Anti-XRL

蘋果日報 蘋果日報 10-01-0910-01-09

東方日報 東方日報 10-01-0710-01-07

Anti-XRL Stats on New Media

500 Facebook groups concerning the railway construction, and one has 2,000 users

122 posts on Inmedia with 170,000 views

680 videos opposing the rail link posted on YouTube

First use of hashtag on Twitter for a social action call #stopxrl

Role of social media in Legislative Council filibuster

Politicians on Social Media

Social Media by Government

Post XRL Facebook disaster

Act Now Campaign

Chief Executive begins to focus on Facebook

Philippines Hostage Incident

Facebook page – 深切哀悼菲律賓遇害港人

Chief Executive in Social Media

上亞厘畢道 Upper Albert Road

Government on Weibo

香港政府新聞網

Social Media Trends of Government

Concern about real-time and direct nature of social media

Wish to use the Internet for e-engagement But worry about negative comments and backfiring Feel lack of control

Lacking guidelines to operate Only the Chief Executive can do

Lack strategy to build community and relationship with people

Keys to e-engagement

如何在社交媒體實踐電子公民參與？（胡俊明，傳媒透視， 2010/11） : Up-to-date 實時 Transparency 透明度 Patience 忍耐

Key Trends

Lack local creativity Focus on outside platforms

Shift to mobile Civil society usage

'Free' Call to actions Accumulated experience and enhanced

sophistication Communities formed

Key Trends

Hong Kong's role in relation to China's social media First outpost outside the Great Firewall Going back inside the GFW: e.g. increased

presence in Weibo A 'role model'

Threats Global trend of more controls Local laws: IP, obscenity, security, privacy etc.

Conflicting priorities

莫乃光 Charles Mok

mok@hknet.com

http://www.charlesmok.hk

http://www.isoc.hk