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Transformational Global eBusiness via Social Media

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Dr. Wilfred Lin (Ph.D.)
Dr. Wilfred Lin (Ph.D.)

Transformational Global eBusiness via Social Media

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Transformational Global eBusiness via Social Media 20th Aug. 2016 HK PolyU Dr. Bryan Wong, PhD LLM eBusiness Entrepreneur www.drbryanwong.com
Transformational: 1. Demonetization •Newspapers, IDD, SMS •Maps, Torch, GPS, Camera…..
Transformational: 2. Anyone, Anywhere, Anytime • No traditional constrain, e.g. factory, office, assets & employee • Riding on mobile networking boom • Apps & Social Media • So suddenly
Transformational: 3. Sharing Economy
Transformational 4: Legal Uncertain •Unlawful? • illegal? •Not Yet legal?
Transformational: 5.
Global Matching for Common Interests • Before you want • Big Data • Tickets booked • VIP package planned
You Business Model Member account
You Member account Negotiated saving back to customer Bulk Purchase Advance booking
You Member account Negotiated saving back to customer Bulk Purchase Advance booking Your Friends
2012 World’s Leading Travel Booking Site 2013 North America’s Leading Travel Agency World’s Leading Travel Club 2014 Africa’s Leading Travel Club Europe’s Leading Travel Club Asia’s Leading Online Travel Agency Asia’s Leading Travel Club United States’ Leading Travel Agency North America’s Leading Travel Club North America’s Leading Online Travel Agency World’s Leading Travel Club World’s Leading Online Travel Agency
2011 2012 2013 2014 2015 2016 Revenue (USD) $91M #94 $143M #75 $195M #65 $352M #47 $693M #32 WORLDVENTURES Source: www.directsellingnews.com Revenue and Ranking by DSN
How can it happen?
Have you tried their services?
Sharing Economy vs Traditional Assets
Mobile Social Media do matter!
Source: Go-Globe Mobile = Organs Social media =Un-detachable
Social Media, not just for Social •3S: Social, Sharing, Sentimental •Purposes….group buying, common interest •User experience: Key Opinion Leaders (KOL) But Never “Sellcial” Media
“Sellcial” media •No interpersonal relationship •Frequently repeated updates •lengthy-words •flooding photos •price disclosed •Brainwashing •Sell by “Showing everything”
KOL • Previously, like Pop-stars, Movie stars • Evangelism since Apostles age • Good news messengers • Words of Mouth • Experience & Emotional • Organic growth community • Enjoyment of sharing, benefits…
Why it has to be real? • “I also believe (in a social media world) that only sharing happy or successful stories gives a distorted and unbalanced view of real life. • …..Professionally, as charismatic business leaders we share stories to educate, entertain and encourage people to go into battle alongside us, believe in us and even buy from us.” Andy Harrington
eBusiness via Social Media Advantages: • Real time, instant information • Multi-channels, viral spreading • Fast spreading, cross boundary • Free $ • Reach out to unknown/potential customers, i.e. cold market
Changes of Advertising media Traditional Advertising • TV, Newspapers • General, all age, gender, race, culture, religion, income, etc. Social Media Targeted Advertising • Pop-up window • Sponsored videos • Specific audiences Social Media Soft Marketing • Personal Post • Local Real experience • Global Followers • Likes
Targeted ads on FB really aren’t so Targeted. • Company spending US$ 8B in ads, 30% in online ads, saying that hyper targeting on FB did not prove as effective as the company thought it would be. • “we targeted too much and went too narrow.” CMO P&G
Social Media vs Targeted Advertising • Soft selling vs Explicit (pop-up windows adv, do you watch it?) • Innovative vs Expected (No curiosity) • “Don’t Let Them Realize What You Are Doing” • Real neighborhood vs Celebrity (Who is more real?) • Quality vs Price oriented • Comment/Feedback/Feeling vs Slogan/ “madeup story”
Common sense is Not common ! •Poor example of personal branding X No identity!
X Negative content
X Lazy & silly content
Successful Social Media Marketers are… •Impressive personal branding •Educational •Story telling •Image Director •KOL •Influential Entrepreneur
Impressive personal branding
Social Media is Ecosystems • Middle class hungry for many WANTS • Membership, Bulk Purchase, More bargaining power, Price decrease • E.g. Travelling, Dining, Education & Signature Events
What’s NEXT? Sir Richard Branson said, …. https://www.facebook.com/michael.sloggett.3/videos/1015717699584 5174/?__mref=message_bubble
Transformational Global eBusiness via Social Media

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Transformational Global eBusiness via Social Media

  • 1. Transformational Global eBusiness via Social Media 20th Aug. 2016 HK PolyU Dr. Bryan Wong, PhD LLM eBusiness Entrepreneur www.drbryanwong.com
  • 2. Transformational: 1. Demonetization •Newspapers, IDD, SMS •Maps, Torch, GPS, Camera…..
  • 3.
  • 4.
  • 5. Transformational: 2. Anyone, Anywhere, Anytime • No traditional constrain, e.g. factory, office, assets & employee • Riding on mobile networking boom • Apps & Social Media • So suddenly
  • 7. Transformational 4: Legal Uncertain •Unlawful? • illegal? •Not Yet legal?
  • 9. Global Matching for Common Interests • Before you want • Big Data • Tickets booked • VIP package planned
  • 10.
  • 12. You Member account Negotiated saving back to customer Bulk Purchase Advance booking
  • 13. You Member account Negotiated saving back to customer Bulk Purchase Advance booking Your Friends
  • 14.
  • 15. 2012 World’s Leading Travel Booking Site 2013 North America’s Leading Travel Agency World’s Leading Travel Club 2014 Africa’s Leading Travel Club Europe’s Leading Travel Club Asia’s Leading Online Travel Agency Asia’s Leading Travel Club United States’ Leading Travel Agency North America’s Leading Travel Club North America’s Leading Online Travel Agency World’s Leading Travel Club World’s Leading Online Travel Agency
  • 16.
  • 17. 2011 2012 2013 2014 2015 2016 Revenue (USD) $91M #94 $143M #75 $195M #65 $352M #47 $693M #32 WORLDVENTURES Source: www.directsellingnews.com Revenue and Ranking by DSN
  • 18. How can it happen?
  • 19. Have you tried their services?
  • 20. Sharing Economy vs Traditional Assets
  • 21. Mobile Social Media do matter!
  • 22. Source: Go-Globe Mobile = Organs Social media =Un-detachable
  • 23. Social Media, not just for Social •3S: Social, Sharing, Sentimental •Purposes….group buying, common interest •User experience: Key Opinion Leaders (KOL) But Never “Sellcial” Media
  • 24. “Sellcial” media •No interpersonal relationship •Frequently repeated updates •lengthy-words •flooding photos •price disclosed •Brainwashing •Sell by “Showing everything”
  • 25. KOL • Previously, like Pop-stars, Movie stars • Evangelism since Apostles age • Good news messengers • Words of Mouth • Experience & Emotional • Organic growth community • Enjoyment of sharing, benefits…
  • 26. Why it has to be real? • “I also believe (in a social media world) that only sharing happy or successful stories gives a distorted and unbalanced view of real life. • …..Professionally, as charismatic business leaders we share stories to educate, entertain and encourage people to go into battle alongside us, believe in us and even buy from us.” Andy Harrington
  • 27. eBusiness via Social Media Advantages: • Real time, instant information • Multi-channels, viral spreading • Fast spreading, cross boundary • Free $ • Reach out to unknown/potential customers, i.e. cold market
  • 28. Changes of Advertising media Traditional Advertising • TV, Newspapers • General, all age, gender, race, culture, religion, income, etc. Social Media Targeted Advertising • Pop-up window • Sponsored videos • Specific audiences Social Media Soft Marketing • Personal Post • Local Real experience • Global Followers • Likes
  • 29. Targeted ads on FB really aren’t so Targeted. • Company spending US$ 8B in ads, 30% in online ads, saying that hyper targeting on FB did not prove as effective as the company thought it would be. • “we targeted too much and went too narrow.” CMO P&G
  • 30. Social Media vs Targeted Advertising • Soft selling vs Explicit (pop-up windows adv, do you watch it?) • Innovative vs Expected (No curiosity) • “Don’t Let Them Realize What You Are Doing” • Real neighborhood vs Celebrity (Who is more real?) • Quality vs Price oriented • Comment/Feedback/Feeling vs Slogan/ “madeup story”
  • 31. Common sense is Not common ! •Poor example of personal branding X No identity!
  • 33. X Lazy & silly content
  • 34. Successful Social Media Marketers are… •Impressive personal branding •Educational •Story telling •Image Director •KOL •Influential Entrepreneur
  • 36.
  • 37. Social Media is Ecosystems • Middle class hungry for many WANTS • Membership, Bulk Purchase, More bargaining power, Price decrease • E.g. Travelling, Dining, Education & Signature Events
  • 38. What’s NEXT? Sir Richard Branson said, …. https://www.facebook.com/michael.sloggett.3/videos/1015717699584 5174/?__mref=message_bubble