The document discusses how a company can use social media, specifically Facebook, to market its products more effectively as traditional advertising methods are becoming less effective. It provides examples of how gaming companies like Playstation HK and Xbox360 HK utilize Facebook through regular posts of new games, events, competitions and responding to user questions to engage customers and build their brands. The document recommends companies create an official Facebook page to communicate directly with fans through images, videos and interactive content.

1. Social Media

2. Background
• Our company still relies on old way to
market products
• To get customers attention by advertising
in print and broadcast media
• e.g. newspapers, magazines, TV
– 2009 Wii Sports Resorts TV ad
– 2010 Wii Fit Plus TV ad
– 2012 Just Dance Wii Print Ad. on free
newspaper, Headline

3. • However, market place for advertising
nowadays gets more cluttered and
customers have a finite amount of
attention
• It is more difficult to get target customers
notice of company`s advertisements
• e.g.Headline Daily from 3/7-5/7, nearly
50% content inside are commercial
advertisments, one advertisement follow
one full page of news

4. e.g yahoo HK, there are
3 to 4 advertisements on the
top half part

5. • Moreover, it creates wastes of company`s
advertising resources
• e.g. According to my Saturday research in
APITA after Just Dance Wii print
advertisements being allocated in
Headline Daily such free newspapers
• About 80-85% of customers had NOT
even see Just Dance Wii print ad

6. Present Situation
• Therefore, our company started
promotions in-stores
• e.g. Videos in department stores booths,
pamphlets and promotion card boards
• e.g. Just Dance Wii trial play around Hong
Kong in different stores and even in big
shopping malls like The One and APM
recently
• e.g. As well as Mario Party 9 video,
pamphlets, leaflets in stores

7. • Other companies also face this advertising
disaster and has new policies
• e.g McDonald`s, Adidas change in making
advertising campaigns more often to keep
customers "interesting and fresh"
• And develop them into a long-term brand
recognition campaign

8. e.g New products being launched some months after one,
maintaining fresh brand recognition
e.g Nike has its long term brand recognition campaign "Impossible is Nothing"
throughout the world, and uses Hong Kong celebrities to adorse the products in
order to localise the brand

9. What should do next?
• Traditional media no longer suitable for
advertisments and maximum desire effects
• With rise of social media, e.g. facebook
weibo (in China), there are increasing numbers
of companies start to create own facebook page
and weibo account to develop new relationship
with customers
• From previous one-way communication to two-
way communication, customers are able to
give feedback to the company, and company
can have immediately notice of any hot
comments

10. Facebook in Hong Kong
• According to Socialbakers 2012
• http://www.socialbakers.com/facebook-statistics/hong-kong

12. • It is believed that numbers of views can be
ensured
• Different age Hong Kong residents are
using facebook as well
• Facebook can reach customers of a
variety of age group than those traditonal
media e.g. newspapers or specific
segmentation of magazines

13. Advantages
• 1) Free to advertise and promote which
saves up advertising expenses
• 2) Earn word of mouth by users sharing
on facebook because people love to share
good things to friends, family
• The power of transmitting a message is
huge as well as the speed of spreading a
message

14. e.g. Hong Kong KFC uses famous drama artist as andorser and create an event
asking customers to leave "SO GOOD" meal experience at KFC and share to friends
in order to get a chance to win the drama show tickets. The share of that event
increased sharply from its normal share rate of about 1 to 2 times to 119 times.

15. Advantages
• 3) Two-way communication provides a
win-win situation
• Company and customers have interactive
information exchange
• Company can track latest customers`
reactions, questions towards any new
information and products
• Customers can have more direct
communication with their beloved brands
by giving comments

16. e.g. Xbox360 HK in March 2012 had 20% off discount of their accessories. While
customers have questions of where to buy those discounted accessories, Xbox360 can
quickly reply them in order to smooth any potential customers' buying wants.

17. e.g Like is the most common use button in facebook and can be viewed as customer's
self expression. They Like an information, page reflect their needs and wants of some
benefit in exchange for their Like, e.g. exclusive information. Playstation HK public the
information of new white PS Vita launching on 29th June, which excited their loyal fans
on facebook and resulting 360 Likes in that post.

18. Advantages
• 4) Fast, Quick, Latest and Update
information for fans
• Placing information on facebook does not
need to wait for media processing, e.g.
sumbit the copy of advertisement to the
print company and wait for some days
• Company can use facebook to have last
minute calling for customers to participate
an event while traditional media probably
may not help

19. e.g. Playstation HK used facebook to update their trial of new White PS Vita in Mong
Kok and Causeway Bay on 23rd June (right) and in Tsim Sha Tsui on 2nd July (left). It
calls customers to participate the trial play that day and ensures fans who miss the news
in traditional media can still aware the trial day immediately. Loyal fans so that will not
miss the campaign.

20. • Our company can probably
use that in our trial plays
• For Saturday research in
APITA, I recognize a group
of potential customers miss
our trial plays but they want
to
• So using facebook in this
way can somehow let those
customers who do not visit
our website can still notice
trial play information

21. Advantages
• 5) Give company the customers`
permission to advertise
• Offers customers an opportunity to
volunteer to be marketed to and gurantees
them paying more attention to marketing
message
• Encourages customers to participate in a
long-term, interactive marketing campaign
with giving rewards

22. • Rewards, incentive can include
information, entertainment, sweepstakes
etc as example give above
• e.g. Playstation HK fans are rewarded by
latest, exclusive information of new white
PS Vita launch, as well as Xbox360 20%
discount on accessories

23. Advantages
• 6) Facebook campaigns have to turn
strangers into friends and friends into
customers, ideally, lifetime customers

24. Steps to open
1) Choose Build a fan page at the bottom of facebook page
Reference: http://steachs.com/archives/1891

25. Steps to open
2. Choose the category of fan page.
(We choose the right hand side one, Brand or Product)

26. Steps to open
Then click that square and we choose our category of Game/Toy

27. Steps to open
Read through the statements of building a fan page

28. Name:
All letters in capital letter are NOT ALLOWED. e.g. X NINTENDO HK
References: https://www.facebook.com/page_guidelines.php

29. Cover Layout:
i) information related to price or any buying words, information CANNOT be used
e.g. X 10% Discount Off, $1999 Discount set, Avaliable in JUSCO, APITA ....
ii) Contact information e.g. website, telephone no, email etc
should be put in About Section
iii) facebook function includes Like and Share words, logos cannot be include
there or any arrows that point to Like and Share are NOT ALLOWED
=Therefore, it is recommend that Cover Layout should just put an image without
words in order to prevent breaking the rule.

30. Advertisements on fan page:
It is prohibited to upload third party advertisements
e.g. Our company fan page cannot upload APITA 5% Discount off advertisement no
matter our products are being price cut as well

31. Benefits or discounts:
Make sure all restrictions e.g. deadline of discount, only certain places have discount
promotion, should be clearly show to facebook users.

33. Promotion campaign:
i) All promotion campaigns should use Apps on Facebook.com
(https://developers.facebook.com/docs/guides/canvas/) to manage,
while the meaning of manage include: collecting candidates
information, lucky draw, choosing winners and announcing winners
ii) Company CANNOT ask users to Like or Share certain Wall post
directly in order to get the application of campaign automatically
iii) Company CANNOT use facebook functions e.g. Like as the voting
system of campaign
iv) Winners announcement CANNOT be done by facebook functions,
e.g. facebook chatting inbox message or a Wall Post with winners
information
Facebook Advertising Guideline: https://www.facebook.com/ad_guidelines.php

34. e.g. O Playstation HK gives another link and customers should go there to complete
the survey in order to gain rewards. They are not suggested to answer the survey in this
Wall Post under the picture.

35. Steps to open
3. Upload a profile picture

36. Steps to open
Type in brief information of company

37. Steps to open
Create own website address in order favour the search of fan page

38. Steps to open
4. Soon the page is ready. The upper part is for
managing and checking any update Like, messages etc

39. Steps to open
5. Row down to lower part, the fan page layout is like the below.
Start decorate Cover Layout (Top Banner), Profile Picture and input any related
and useful important in About Section.

40. How to manage?
Using Fan Page owner to edit the page instead of personal account.

41. How to manage?
Upload a profile picture
(Click Add personal photo > Upload photo)

42. Then, choose the
picture you want
from computer and
enter.
Wait for few
seconds and the
picture will be
displayed as
profile picture

43. How to manage?
Editing information
(Click Edit the page > Update personal information)

44. In Basic
Information,
enter the
information you
want to show in
fans page there
Click Save when
finished.
Information will be
show in fan page

45. How to manage?
Cover Layout
(Click Add Cover > Upload Photo)

46. Select the banner
you want and
enter
Adjust the banner until the
position of it is ideal
Click Save

47. Wait for a while and the banner will be uploaded and displayed

48. How to manage?
Manage any images being upload and use
Click into Photos

49. Click into the ablum
which has the photo
that you want to edit
or delete
Click into that photo
and at right bottom,
Click Select >
Delete

50. How to manage?
Type in the message you want to tell fans in the Situation
Box,
click Post when finished

51. Edit or delete the Wall Post that you do not want
(Click the Pen icon box on top left corner)

52. By clicking Star button, wall post box can change to longer rectangle shape.
By clicking the Star button again, it can change back to shorter rectangle.

53. How to manage?
Upload Video
(Select Photos/Videos > Upload Photos/Videos

54. How to manage?
Create an event
Select Activities > Click Activites

55. Then, fill in the name,
descriptions, place, date
and time for the event
Click Build to submit
Click Share
(Right hand side)

56. Choose Share on your Fan
Page
Type short, simple sentence to
make fans aware of the event
Click Share the activity when
finished

57. Now you see the activity is ready on fans page

58. What competitiors do?
• Playstation HK and Xbox360 HK already
opened their facebook pages for some
years
• May we now going to see what have been
done by them and what are they doing
now on facebook

59. Playstation HK
• Join facebook since
12th October 2010
• 80,382 Likes

60. Cover Layout: Use and change it frequently whenever new product is launched
Playstation HK changes the cover layout with Playstation Vita White. A simple, eye
catching image is always the best way to get customers first eye attention
About: " Welome to Playstation HK Fans page, this is the official page for Sony
Computer Entertainment Hong Kong Limited Playstation. Once you Like this fan page,
you can get the latest information."
Profile picture: Use Playstation logo to be easily identify

61. Most fans age between 18-24 years old

62. There were 28 past activities they promoted on facebook,
with detail names, dates, places

63. Photos: There are 204 photo ablums and can be divided 6 main categories

64. 1) Facebook voting promotion events (Total: 10 ablums)
(Ask fans to vote their preference and get chances to win prizes.)
e,g [LOLLIPOP CHAINSAW] 電鋸甜心 e.g. Under Siege event, fans Tag
No.1 ♥♥♥ asks fans to vote their Game themselves on one Avatar, give reasons
Girl. 5 lucky draws will taken place, free about that and get a chance to win Under
software LOLLIPOP CHAINSAW will be Siege Media Kit (11 Likes and 1 Share)
given (211 Likes and 2 Shares)

65. 2) Press activities and promotional events (Total: 68 ablums)
(Both in Hong Kong and outside Hong Kong,
for Hong Kong, fans events and trial plays are also included.)
e.g. E3 (Electric Entertainment Expo),
NEVER STOP PLAYING Playstation Press e,g, Asia Game Expo in August Hong
Conference in Los Angeles in June2012 Kong 2011 (76 Likes)
(117 Likes)

66. e.g. Trial play in Hung Hom in October 2011
(41 Likes and 1 Share)
e.g. Trial play in Hung Hom in October 2011
(41 Likes and 1 Share)

67. 3) Games (Total: 70 ablums)
(Characters screen captures, games design...)
e.g. One Piece game launched in April e.g Street Fighter X Tekken, posted in
2012 , showing a character screen captures March 2012, showing the characters only
(126 Likes and 11 Shares) appeared in this game PS3 version
(153 Likes and 3
Shares)

68. ４ )Promotional campaigns with prizes motivated （ Total 26
ablums ）
(It uses prizes e.g. movie tickets as incentive to attract fans to pay attention,
any price promotions are there as well e.g. discount off.)
e.g. Christmas discounts for games in e.g. Free movie tickets "Drive" for
December 2011 (5 Likes) fans in November 2011 (125 Likes
and 14 Shares)

69. 5) Products (Consoles and Accessories) (Total: 14 ablums)
e.g. New colours of PS3
console in September 2011
(2 Likes)
e.g. MHP3 limited edition for PSP in 2011
(33 Likes)

70. 6) Others (Total: 16 ablums)
(Include Wall photos, Cover Layout images, profile pictures and uncategorize
items...)

71. Previous post
Playstation HK organized different
competitions for fans, players to
participate
e.g. GHOST RECON Future Soliders e.g. Street Fighters 25th Anniversary
online competition on 11th July 2012 Memorial Competition Hong Kong Region
(103 Likes and 11 on 6th July 2012
Shares) (136 Likes and 15 Shares)

72. Pre-launch promotion trailers, videos are sound to fans and make
them excited about the coming products
e.g. Street Fighter X Tekken, PS Vita version pre-launch trailer on 24th June 2012
(189 Likes and 30 Shares)

73. During festivals or special days, Playstation created wall post for that and
try to use that opportunity to promote and advertise
e.g. Mother`s Day in May 2012, Playstation HK posted a wall post and add a link directed fan
to their webpage, provided suggestions on which games are suitable to buy for mothers. i.e
sports, dance games for mother staying fit. (131 Likes)

74. Playstation HK used facebook on 31st March 2012 to notice fans about demo
play booth locations, places so fans do not miss chance to try the games
(167 Likes and 2 Shares)

75. When fans Likes reach or over
certain numbers, Playstation post
a Wall Post express Thanks to
loyal fans and persuade them keep
supporting both the company and
facebook page when the Likes
reach 70,000 on 31st March 2012.
(193 Likes)

76. Questions related to company,
games or even promotional
events can also be raise to
fans and enables fans to have
interactive with company.
6th January 2012
(293 Likes and 19 Shares)

77. When new products information are
saturated, DO NOT STOP there,
there is other way to have relationship
with customers.
Playstation HK post the first version
Playstation on fan page in order to
share the itimacy with fans, especially
loyal fans who started supporting
Playstation from its very first version till
now version 3.
This post successfully get 2692
Likes and 49 Shares. Such recall
of past, old but nice, great experience
can somehow get fans much
attention. 1st August 2012

78. 29th July 2012
Playstation organized 25th anniversary Street
Fighter competition at The One.
Photos of the campaign were surely uploaded
for fans to see how`s the event. More
important, it is valuable to see how fans think
and feel of the event.
Then using comments leave, company can
improve the event next time.
Fans reflected the event area is too
small, and TV position is too low.
Those at the back cannot see what is
happening and made them feel
uninterested.

79. Xbox 360 HK
• Join facebook since
12th July 2009
• 17,456 Likes

80. Cover Layout: This area is the largest area that fans can notice when they firstly enter
the fans page. Xbox360 puts England and sports edition consoles there to match the
London Oylmpic trend
About: "This fan page belongs to Xbox360 HK official. We provide you the fastest and
latest Xbox360 information, welcome to join"
Profile Picture: Use Xbox360 brand icon as profile picture

81. Most facebook fans comes from age 25- 34 years old
(It is relatively older than Playstation HK one, 18-24 years old)

82. There were 59 activities hold before.

83. There are 185 photos ablums and can be divided into 5 main categories.

84. 1. Press events with promotional functions (Total 74 ablums)
e.g. Xbox360 organized
dance lessons with mYoga
and promoted Dance
Central (14 Likes)
July 2012
e.g. Kinect Star Wars
Roadshow in Easter 2012
(74 Likes and 2 Shares)

85. 2. Games (Total: 84 albums)
(Including Xbox360 Hot games recommend for a week)
e.g. Hot Games:
Top 3 in February
(14 Likes and 1 Share)
e.g. Halo 4 (65 Likes)

86. 3. Hardware products (Total: 13 ablums)
e.g. Kinect Star Wars limited
edition console in March 2012
(78 Likes and 17 Shares)
e.g. Controller and bluetooth
earphone (39 Likes)

87. 4. Special offers (Discount promotions) (Total: 7 ablums)
e.g 2011 Kids` Day Promotion
(4 Likes)
e.g. 2011 Special offer price
of charger hardware

88. 5. Others (Total: 7 ablums) include profile pictures, cover layout etc.

89. Previous Post
For 2012, 14th Animation-Comic-Game Hong Kong, Xbox360 post a poster
on wall on 18th July, a week before the exhibition start, to announce fans
that there will be new games to try and must-have items

90. Xbox360 is willing to post frequently their games video, preview
On 16th July 2012, there are already 3 videos posted, GEARS of WAR
Judgment and Deadpool the Game.

91. There are Xbox LIVE posts as well. They run online membership and fans
can use points owned to exchange software or hardware

92. Xbox360 reported there were users cannot link to Xbox LIVE, reflected
they were handling the errors. This can give users some kind of
confident and make the company image more responsible

93. 29th September 2012, there was typhoon signal no.8 and Xbox360 use
facebook to recommend fans wo stayed home should play Gears of
War and Fifa football (227 Likes)

94. 4th April 2011, Xbox360 posted a Wall Post to invite fans joining Gears
of War 3 competition (68 Likes)

95. In order to have close relationship with facebook users, Xbox360 pay
attention to the issues happen in Hong Kong or over the World. Like the
tsunami in Japan 11th March 2011, Xbox360 issued a Wall Post to show care.

96. 25th July, 2 days before
ACGHK start, Xbox360 HK
post the promotion
information on facebook to
attract people

97. 29th July 2012 ACGHK
Xbox organized competitions in the exhibition. Once player win and reach certain requirements
level, free games are given.
But fans leave comments saying that the games are extremely old which may just costs few ten
dollars. They are not satisified with such prizes.
Getting fans the real and direct comments are useful as well.

98. What other companies doing?
• Besides competitors, it is also worth to see
other business in Hong Kong, how they do
their marketing with facebook
• Popular and successful cases include
Ocean Park Hong Kong and Disneyland
Hong Kong.

99. Ocean Park Hong Kong
• 348,529 Likes
• When Disneyland Hong
Kong set up in 2009,
many people thought
Ocean Park would face
visitors no. decrease
crisis
• But in truth, it does not
have that problem and
the visitors no. are even
higher than Disneyland
Hong Kong

101. 24th June 2012 7401 Likes and 369 Shares
The new Penguin World is going to open in mid July, Ocean Park put the exclusive photo of
that, which surprise the users and make them feel excited, creating 7401 Likes and 369
Shares, which is the greatest Likes numbers last month.

102. 25th June2012 1618 Likes and 142 Shares
Videos are sound to users as well. Ocean park upload a video of the new coming animals in
the park, penguin. It promotes the new penguin world insignificantly while users have joy with
the video which create desire to take a look of the penguin when it opens.

103. 5th July 2012
Ocean Park used facebook to motivate
users keep track of their fan page as they
are going to announce the night party begin There are 1669 Likes and 75 Shares.
on 14th July.
Users who want to know the details have to
keep looking the fan page in order to get
latest information.

104. 12th July 2012 12,752 Likes, 410 Shares
On the opening ceremony of new area,
Penguin Ice World, famous artisit, Andy
Lau is being invited to be the guest.
With his popularity, the post already get
12,752 Likes, 410 Shares.
But creative description is also important
in making the post fun.
The desrciption is translated as following
"When Superstar Andy Lau got close to
the penguins, they come closely in group.
Do the penguins want the signature of
Superstar as well?"

105. 25th July 2012
3825 Likes and 595 Shares
Later, Ocean Park post the latest
information of night party.
Only Hong Kong residents can pay
$120 to play in Ocean Park at night.
First because of price, second
because of Hong Kongers premium
roles, this results in 595 Shares as
going to Ocean Park is friends,
families` activity.
Fans help spreading the
news.

106. Fans ask is the
promotion avaliable
on only Weekends
while Ocean Park
replied to these
questions and
smooth the
promotion process.

107. Disneyland Hong Kong
• 135, 523 Likes
• １ st Disneyland in
China, this name
catches much attention
and numbers of visitors
from China
• However, it records
profits in these 2-3
years only

109. 3rd July, for the new area open, Grizzly Gulch Sneak Peek, 2034 likes and 163 shares.

110. 29th June 2012
Announce of typhoon signal no.3, outdoor games are all close. This kind of incident information
announcement is also important to users while there were 693 likes.

111. 1st August 2012
Choosing the right time to post the information is key point, too. At lunch time, DIsneyland HK
posted the suggestion of having new lunch if visiting the park. Again, some customers thought the
food were yummy while some reflected the food were expensive, less in quantality and crowd
environment.

112. Weibo
Social Media

113. Background

114. Users spend 60 minutes in average a day browsing Weibo, which provides
a sound marketing environment for business.

118. Weibo in Hong Kong

119. What`s difference with Facebook
• 1) Layout is simple
• Weibo just provides a text box with
maximum 140 words type in, with photo
uploading area
• While facebook includes status box,
audios, events, apps, games etc, which is
more complex and stick with details

120. Friends who
Status also like this
page
Pages liked
Recent actions
Within a page, facebook provides more than 4 interfaces, which sometimes
makes users hard to catch up the updated information.

121. Only status with Fixed information
Fixed Functions
photos are shown Follow, Fans and Post
Weibo interface is comparatively simple that ables to show the most important
information in the center, while two sides are fixed information.

122. • 2) Easy to trace back previous updates
• What can be trace back in weibo are only
words with photos
• While facebook has too many interfaces,
any latest movement, e.g. Likes of other
pages, Photos upload, Join an event etc
will ALL be update

123. • 3) Longer time to open a page
• Open a page for company, Weibo needs
2-3 documents and some times to
validate the account
• Facebook does not need documents and
can quickly open a page

124. Application
Operation
form with
License When operation license and Weibo
company`s
chop account name is different, need to
hand in supplementary documents

125. • 4) Homepage has more information
• Weibo has own homepage with different
information, explores users to worldwide
hot issues and encourages users to
participate in sharing, discussing
• Facebook homepage is personal home
page that limits users within friends issues
only

126. There are local, international e.g. SIngapore, Japan, news in homepage.

127. New voting is opened and
let users represent their
ideal.
e.g. How do you feel
LiuXuang was out from
11OM hundles?

128. There is a daily hot issue discuss in the homepage as well. Users can freely
and easily replied their comments towards the discussion topic.
E.g. Above saying: China 110M Hundles athlete, Liu Xiang has out from the
competition, how do you think?

129. There is Hong Kong popular ranking in homepage too.
The sina weibo homepage is far more interesting, with various contents
thatn facebook`s one.

130. • 5) Celebrities effect
• Many Hong Kong celebrities own weibo
accounts and fans need not to wait for
approving as friends, they can directly
follow their idols
• While celebrities open a personal account
in facebook, they have to click each time
when there is new friend want to be added

131. Open a business weibo
• For business to open a weibo account,
there is a specific one, Enterprise Weibo
Page
• Enterprise Weibo 2.0 is the latest version
provided
• http://hk.weibo.com/info/verify.html
• http://hk.weibo.com/info/eweibo.html

132. 1.When enter into weibo
homepage, slide to the
bottom, click Company.

133. 2. Choose Brand

134. 3. From left hand
side catogory,
choose
Consumed
Electrical
Products >
Game products

135. Taiwan
Beijing
Hong
Kong
Chongqing
Then you will see which companies have opened a weibo account in
different cities of China.

136. http://a.weibo.com/reg/reg_guide.php?lang=zh-cn
4. Click Open enterprise weibo

137. • Due to open a weibo account for
enterprise needs documents to provded,
therefore an example of open the account
cannot be take place like what has been
done in facebook.

138. Playstation Hong Kong
• Among our
competitors, only
Playstation has a
Weibo account
• Having 42,165 Fans
followed
• With 1,993 weibo posts
published

139. Getting the icon V is extremely important. It proves this weibo account is the
only one official account which enables fans recognize the page more
easily and have confident in it. The information shared there are of highest
credibility.

140. The latest update of weibo was 18th May.
And the information was about PS Vita Hatsune Miku limited edition
launched on 30th August 2012.
There are products pre-launced photos uploaded too.

141. By doing public relations, giving new free game to celebrities, it earns free
promotions and word of mouth in weibo.
E.g. Playstation gave the new software, Sleeping Dogs, to famour TV artist, Vincent
Wong. Then, Vincent Wong updated in his weibo with games photos, said thanks to
Playstation and stated he is going to play them all before his next job tasks.
In this case, the artisit performed free promotion for the company and it enables more
people can notice as not just Playstation weibo fans, as well as the artisit`s followers.

142. Playstation uses weibo to publish
game information mostly.
And because of weibo style, only
1 photo can be upload per each
status, therefore, it is common to
see photos collage into 1 and
upload there.

143. Information posted in weibo and facebook
are different.
It is NOT RECOMMEND to have same
information, same post at weibo and
facebook account at same time because it
creates redundancy for users and makes
them ignoring.

144. Example-Harbour City
• http://www.marketing-interactive.com/news/22555
• The article above interviewed Karen Tam, who
do marketing successfully on social media,
weibo and facebook as well as iphone apps for
Harbour City
• "She explained one post on Weibo can reach
maximum eyeballs because of its '@' function to
keep related users in the loop, unlike a status on
Facebook which is more 'liked' than 'shared', or Karen Tam
Twitter which has limited reach in China." (pictured right),
• "When marketing on social media, brands need to be
senior manager -
sensitive of what's happening to the users, like a promotions and
advertising at
real friend does," Harbour City

145. Comparasion
• Compared facebook and weibo, facebook is
more easy to develop a customized page while
weibo needs official documents and time.
• For application, both facebook and weibo have
own advantages.
• Facebook share power is great and different
functions, photos, videos, events can be posted.
• Weibo with celebrities effect, there is high
visibility of a message, photo.

146. How social media helps?
• Traditional marketing approach is one to
many, a company produces a message and
tries to touch as many people as it can.
• However, it is no longer workable as a person
faces too many advertising messages, pictures
a day, company cannot make sure whether a
person can still remember the message after
exploring many information a day.

147. • New approach is one to specific. A company
figures out which group of people are customers,
then design, tailor-make a message for them
only in order to maximize their consume power.
• 1. Social media helps that way. e.g. Facebook,
those who like and become fans of fan page are
surely loyal fans of the brand.
• Therefore, they are willing to pay attention to
brand`s message, information.

148. • While doing marketing on those group, the
attention and receive power of a message is
relatively higher than those just pure customers
outside the brand.

149. • 2. Social media acts as cost-free channel to
promote.
• On social media, the format of a message is no
longer be limited. The message can be words,
pictures, videos, audio, or even games.
• Traditional media has limitations, e.g.
newspaper can support only words with pcitures,
it cannot show the excitement.

150. • For TV, time is too short but cost is expensive. It
cannot show details.
• Internet probably is better, but people notice the
message by chance as the advertisements
changed every time when you enter a website.
• Social media can work to subsidied the
traditional media as well.

151. • 3. Social media serves as a platform to collect
first-hand data.
• Customers are easiler to leave comments and
thoughts towards any promotions, information on
social media.
• They are more willing to leave comments as
they think the feedbacks can be directly
transmitted to the company, and it is no harm
and pressure because they need not to give
comments face to face, person to person like in
an interview mode.

152. Conclusion
• Social media marketing has grown popular in
Hong Kong these few years. In order to catch
the opportunity, it`s time for our company to
practice besides traditional marketing.
• Since our company is passive in building
relationship with customers, most relationships
end after customers buy the products, which
results customers turn to competitors` market
after some years.

153. • A new relationship with customers is needed
as customers nowadays do not just look for
tangibles goods quality but also intangible
goods, e.g. customers services, company and
customers relationships management.
• Although without social media, the company can
still run its marketing, what matters is without
social media, the company cannot move a step
forward and develop a new sight.