Youth.gov.

hk
Social Media Strategy Research

Internet Users Facts

7,108,100
Total Population

100%
Urban

4,878,713
Internet Users

69%
Internet Penetration

Users on Top Social Network

3,828,000

54%
Social Network Penetration

Demographic Profile of Internet Users

Gender
Male Female

Age
48% 52%
15-24 25-34 35-44 19%

12% 23%

22% 24%

Most Popular Website & Social Media

Research Most Popular Social Media

1st Facebook 2nd YouTube 3rd Forum
200
180 160

140
120 1 100

2
3

80
60 40 20 0 Facebook YouTube Forum Weibo Blogging Twitter

Device
Mainly use desktop / laptop computers About 50% interviewees browse Facebook, YouTube, Blog by smart phone
Blog

Forum Weibo Youtube

Facebook

0%

20%

40%

60%

80%

100%

Mobile Time Change

With the existing of smart phone, people use forum and Facebook more, but the time spent on mobile phone does not change
Forum

Weibo

Youtube Facebook

0%

20%

40%

60%

80%

100%

Time Slog
7-9 pm is the most popular time to use Facebook, YouTube, Weibo and Forum

Facebook YouTube

Weibo
Forum

Facebook Demographics
Largest age group is 15-24 with total of 1,302,000 users.
5% 8% 4%

<14 15-24

15%

36%

25-34 35-44 45-54

32%

55>

Facebook - Frequency
Use 4 times or above in a day
2% 2% 6% 49% 41%

(Notification)

YouTube Frequency
Use 1-3 times a day

3% 28% 20% 49%

Weibo Frequency
Use 1-3 times a day
2%

21%

14%

25%

38%

Forum - Frequency
Use 1-3 times a day

18% 23%

23%

36%

Social Media Landscape

Strength
Collective High Transparency Word-Of-Mouth Advertising and Personalization Integrated Services

Weakness
Many Advertisements Privacy Controls and Concerns Too Many Applications
0 49 50 100 150 109 126

Facebook

Opportunity
Ongoing Global Expansion

Threats
Next disruptive products Google+? Privacy Regulations

Strength
Entertaining Many Categories Content is International

Weakness
Many Advertising Restricted Content Slow Loading Time
120 100 108 66

200 145 150 100 50 0 109

154

80 60 40

56

YouTube

20 0

Opportunity
Providing more accurate search result with better algorithm Increasing in partnership with TV & movie producers

Threats
Copyright Infringements Emerging Video Sites

Strength
In-line with current trend Entertaining Content Interactive
35 26 23 0 10 20 30 40

Weakness
Restricted Content Too Many Advertisements Strict Regulations
0 5 10 15 20 25 11 16 26 30

Sina Weibo

Opportunity
Enhancing Direct communication between advertisers and users Cross selling platform Corporate portal

Threats
Competition QQ Weibo User Fickless Cannibalization of Sina portal ad revenues

Strength
In-line with current trend Interesting Content Interactive
0 20 40 60 97 80 76 80 100 120

Weakness
Restricted Content Too Many Advertisements Unauthentic Content
0 10 20 29 30 40 50 60 70 45

65

Forum

Opportunity
Share a news by the post to many audience With the power of search engine the news can spread out more quickly

Threats
Very keen competition since there are lots of different kinds of forum on the internet Limited opportunity for future development

SOCIAL MEDIA STRATEGY REVIEW

Facebook Fanpage

Forums Social Mentioning

Top Title Web Site Board 1 2 3 4
Youth.gov: Sonny Tilder [HQ] ? , ! ! ..3hong kong XD

Uwants Discuss HK Uwants Discuss HK

Uwants

Video Channels

Blog

Twitter

Observation: Youth.gov.hk Mainly Focus on Facebook Strategy

FACEBOOK STRATEGY ANALYSIS

Used Strategies
Announce Events Get Feedback

Grow Traffic

Share Industry News

Hold Contests

Be consistent with the posts

K-matrix data

Successfully Achieve Fans Expectation

Why people likes a fans page

0% 20% 40% 60% 80% 100%

K-matrix data

Successfully Meet Fans Needs

What Fans Do in Fans Page

0% 20% 40% 60% 80% 100%

Case 1: Obama

Social Media Used

Facebook

YouTube

Twitter

Twitter

Official Site

Official Site

Widgets

Case 2: Joseph Kony 2012

Facebook

Facebook

YouTube

Call for Action

Twitter

Twitter

90% of viewers shared the Kony 2012 video prior to researching the issues further.

YouTube

Why YouTube?
Largest Online Video Platform 1. 4 billion of hits per day 2. 60 hours of videos are uploaded per minute 3. 800 million audience per month 4. 3 billion hours of videos are watched per month

Successful Cases: Kony 2012

Objective: Make Kony Famous Results: 76 million views in 9 days Offers a Call for Action which is easy to perform ( Share in SM Platforms)

Successful Cases: Will it Blend?

Objective: Boost Sales of Blendtecs Products Results: Online Sales Boost by 500%

What have YouTube performed well?

REACH
Goals: 1. Reach more Target Audience 2. Increase Visibility of YPs video
YouTube 1 2 3 4 5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

ENGAGE
Goals: 1. Share to other Social Media Platform
1 2 Facebook 3 4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 5

1 2 3

4 5 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

What should be improved?

ACTIVATE
Goals: 1. Enter the Youth Portal 2. Sign up as Youth Portals member

1 2 3 4 5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NURTURE
Goals: 1. Encourage Subscription of YT Channel

1 2 3

4
5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Reach- Suggestion
SEO on YouTube (Topic/Description/Tag)

Engage/Activate- Suggestion
Funnel to YP by: 1. YouTube Annotations 2. Video Descriptions 3. Call to Actions Ad Encourage Share on SM Platforms

Engage/Activate- Suggestion
Encourage Share

Engage/Activate- Suggestion
Call for Action(YouTube Annotations)

Engage/Activate- Suggestion
Call for Action(Video Description)

INCLUDE URL/CALL FOR ACTION

Nurture- Suggestion
1. YouTube Annotations 2. YT Channel Management

Sina WeiBo Campaign and Manage

Why Sina Weibo?

Over 140 million users in the World Over 2 million users in Hong Kong Around 20% of youth in HK are Sina Users

Successful Case

100,000 retweet at one day

How to perform?

REACH
Goals: 1. Reach more Target Audience 2. Increase the Awareness through Sina Weibo Gain the Verification

REACH
Create own community group Build relationship Interaction

REACH

REACH
According to a research, there are over 40% visitors to Like a page is because of prize or reward

1. Q&A and reward 2. Sina Weibo Medal

Engage / Activate - Q&A and reward

Engage / Activate - Q&A and reward

Engage / Activate - WeiBo Medal

Get the WeiBo Medal by complete the tasks Using the current video competition for visitors to complete the task

Engage / Activate - WeiBo Medal

Reason:
WOM Increase the awareness Attract more news fans Share more news about Youth

Engage / Activate - WeiBo Medal

Engage / Activate - WeiBo Medal

Step 1: Like the official Weibo of Youth Step 2: Select the video that most interesting Step 3: Tag 3 friends to share the news of this medal activity Step 4: Get the medal

Nurture

1 2 3

4
5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Forum

Objective
Bring forum users to the website

Why forum?
There are 65% teenagers have the habit of using forum, and 60% of them visit forum more than 1 a day
20% 4% 6% 8% 9%

11%

16%

13%

13%

Features
When you publish a new post, it usually rank top by the forum system. If no one reply the post, the post will be replaced by other new post, making the position of the post sinking

 By our survey, 64% teenagers use forum temporarily, for half hour to an hour, or even 15 minutes to 30 minutes.
2% 4%
35% 9%

21%

29%

Therefore, we should ensure the post rank in the top page

Three Main method 1. Use the identity of youth.gov.hk to publish new post to introduce official activities. 2. Use the identity of forum users to publish new post so as to encourage discussion 3. Actively participate in the high click rate post with the activities being mentioned using the identity of forum users

Reach
Reach: the set of activities needed to raise prospects' attention for your brand, product or service 1. Find suitable categories to publish a new post 2. Find related topic to reply something related to youth.gov.hk

Engage
Engage: the gradual, typically multi-channel, often recursive set of activities needed to engage the prospects you just won 1. Post a link 2. Post related photo and video 3. Voting

Activate
Activate: the activities needed for your prospects to take, eventually, the actions you wanted them to take 1. Use other users identify to encourage discussion

Nurture
Nurture: the activities needed to nurture the customer relationship you just managed to create 1. Seeding 2. Interaction

Method 1
Use the identity of youth.gov.hk to publish new post to introduce official activities.

Convenience for the people who searching for related information to access the post by search engine According to our survey, most people have the habit of using search engine, and they trust the search result.
Series1 Series2 1 2 3 4 5 0% 20% 40% 60% 80% 100%

Series3

Series4
Series5

0%

20%

40%

60%

80%

100%

Method 2
Use the identity of forum users to publish new post so as to encourage discussion

Series1 Series2 Series3 Series4 Series5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Series1 Series2 Series3 Series4 Series5

 Content of discussion related to daily life Content of discussion related to personal hobbies Therefore the post should be placed in the related category based on their content

Series1 Series2 Series3 Series4 Series5

0%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Method 3
Actively participate in the high click rate post with the activities being mentioned using the identity of forum users

Series1

Series2
Series3 Series4 Series5

20

40

60

80

100

120

140

160

Advertisement banned
Series1 Series2 Series3 Series4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Series5

Series1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Series2 Series3

Facebook

Recommendation
1. managing the account
A. Re-schedule the posting time B. Hiring seeder to like or comment on the post C. Attract people to like the page

Recommendation
A.Re-schedule the posting time
140 120

100

Facebook
80

YouTube Weibo

60

Twitter
40

Forum Blogging

20

Recommendation
1. Re-schedule the posting time
7pm - 11am peak hour of user using Facebook
Especially at 9pm 11pm

Usually Youth.gov.hk making post at the afternoon around 2-5

Recommendation

Recommendation
There are only very few people online at Facebook
140 120

100

80

Facebook YouTube Weibo

60

Twitter
40

Forum

20

Blogging

Recommendation
Average a post cannot be seen at the new feed after the post is posted for around 3 hours

Recommendation
Therefore chance of seeing the post is low The time of posting should be re-schedule to around the peak hours
7pm 9pm 9pm 11pm 11pm 1am

Recommendation
B. Hiring seeder to like or comment on the post

Recommendation
A post will be toped up by a action on it
like / comment Which is the engagement

Recommendation
A post will disappear in the news feed page IF there is no people like or comment

Recommendation
Youth.gov.hks posts has few people to engage

Recommendation
As a result, the post will be toped by others easily
As other posts have engagement

Therefore, someone need to engage the posts of Youth.gov.hk

In order to top them up to the top of the news feed More chance to be seen by people

Recommendation
C. Attract people to like the page People cannot get the message from Youth.gov.hk They didnt like the page

Recommendation
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5

Recommendation
Facebook 1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2

3
4 5

1 2 3 4 5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Recommendation
The circled items are the most concern about why they like a page
Agree that item over 50% of total

The page of youth.gov.hk

Should consider the item mentioned in the about graph.