Upload
olay-kwong
View
221
Download
0
Embed Size (px)
Citation preview
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 1/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 2/113
Internet Users Facts
54%
69%
100%
Urban
Internet Penetration
Social Network Penetration
Total Population
Internet Users
Users on Top Social Network
7,108,100
4,878,713
3,828,000
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 3/113
Demographic Profile of Internet Users
19%
22%
24%
23%
12%
Age
15-24 25-34 35-4448%52%
Gender
Male Female
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 4/113
Most Popular Website & Social Media
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 5/113
Research – Most Popular Social Media
• 1st Facebook
• 2nd YouTube
•
3rd
Forum
0
20
40
60
80
100
120
140
160
180
200
Facebook YouTube Forum Weibo Blogging Twitter
1
2
3
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 6/113
Device
• Mainly use desktop / laptop computers
• About 50% interviewees browse Facebook,
YouTube, Blog by smart phone
0% 20% 40% 60% 80% 100%
Youtube
Forum
Blog
桌上電腦
智能電話
平板電腦
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 7/113
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
0%20%
40%60%
80%100%
Youtube
Forum
大幅減少
減少
不變
增加
大幅增加
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 8/113
Time Slog
• 7-9 pm is the most popular time to use
Facebook, YouTube, Weibo and Forum
YouTube
Forum
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 9/113
Facebook Demographics
• Largest age group is 15-24 with total of
1,302,000 users.
4%
36%
32%
15%
8%
5%
<14
15-24
25-34
35-44
45-54
55>
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 10/113
Facebook - Frequency
• Use 4 times or above in a day
49%
41%
2% 2%6%
每天四次或以上
每天一次至三次
一星期一次或以上
一星期一次或以下
每次有通知(Notification)的
時候
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 11/113
YouTube – Frequency
• Use 1-3 times a day
20%
49%
28%
3%
每天四或以上
每天一次至三次
一星期一次或以上
一星期一次或以下
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 12/113
Weibo – Frequency
• Use 1-3 times a day
14%
38%25%
21%
2%
每天四或以上
每天一次至三次
一星期一次或以上
一星期一次或以下
每當有通知的時候
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 13/113
Forum - Frequency
• Use 1-3 times a day
23%
36%
23%
18%
每天四或以上
每天一次至三次
一星期一次或以上
一星期一次或以下
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 14/113
Social Media Landscape
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 15/113
Strength
• Collective
• High Transparency
• Word-Of-Mouth Advertising andPersonalization
• Integrated Services
Weakness
• Many Advertisements
• Privacy Controls and Concerns
• Too Many Applications
Opportunity • Ongoing Global Expansion
Threats• Next disruptive products – Google+?
• Privacy Regulations
49
109
126
0 50 100 150
過多應用程式
廣告過多
私隱問題
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 16/113
Strength
• Entertaining
• Many Categories
• Content is International
Weakness
• Many Advertising
• Restricted Content
• Slow Loading Time
Opportunity • Providing more accurate search result
with better algorithm
• Increasing in partnership with TV &movie producers
Threats• Copyright Infringements
• Emerging Video Sites
YouTube
0
50
100
150
200
娛樂性強 影片種類多 內容國際化
109
145 154
0
2040
60
80
100
120
瀏覽速度慢 限制內容
廣告多
56 66
108
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 17/113
Strength
• In-line with current trend
• Entertaining Content
• Interactive
Weakness
• Restricted Content
• Too Many Advertisements
• Strict Regulations
Opportunity • Enhancing Direct communication
between advertisers and users
• Cross selling platform
• Corporate portal
Threats• Competition – QQ Weibo
• User Fickless
• Cannibalization of Sina portal adrevenues
Sina Weibo
26
16
11
0 5 10 15 20 25 30
限制內容
廣告過多
嚴謹的版規
23
26
35
0 10 20 30 40
互動性強
娛樂性強
緊貼潮流
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 18/113
Strength
• In-line with current trend
• Interesting Content
• Interactive
Weakness
• Restricted Content
• Too Many Advertisements
• Unauthentic Content
Opportunity • Share a news by the post to many
audience
• With the power of search engine thenews can spread out more quickly
Threats• Very keen competition since there
are lots of different kinds of forum onthe internet
• Limited opportunity for future
development
Forum
76
80
97
0 20 40 60 80 100 120
互動性強
內容有趣
緊貼潮流
29
45
65
0 10 20 30 40 50 60 70
限制內容
內容不真確
廣告過多
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 19/113
SOCIAL MEDIA STRATEGY REVIEW
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 20/113
Facebook Fanpage
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 21/113
Forums – Social Mentioning
Top Title Web Site Board
1 Youth.gov:恐龍設計師 Sonny Tilder訪問 [HQ] Uwants 各類在線短片
2 有無人有興趣一齊玩下獨木舟?康文署搞既,好平下! Discuss HK 水上活動
3 星期日悶悶地去邊玩好! Uwants 香港本土旅遊
4 入黎講下..頭3樣可以代表hong kong既小食 XD Discuss HK 飲飲食食
5 有冇人成日一睇魚躍在花見就好想食壽司!哈哈 Uwants 休閒聊天
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 22/113
Video Channels
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 23/113
Blog
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 24/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 25/113
FACEBOOK STRATEGY ANALYSIS
Observation: Youth.gov.hk Mainly Focus on Facebook Strategy
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 26/113
Used StrategiesAnnounce Events Get Feedback
Grow Traffic Share Industry News
Hold Contests Be consistent with the posts
K-matrix data
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 27/113
Successfully Achieve Fan’s Expectation
• Why people likes a fans page
0% 20% 40% 60% 80% 100%
管理員更新的頻率
影片的數量
舉辦活動的頻率
資訊富資訊性
資訊貼近生活
K-matrix data
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 28/113
Successfully Meet Fans’ Needs
• What Fans Do in Fans Page
0% 20% 40% 60% 80% 100%
觀看影片
查閱分享的外部連結
參與活動
瀏覽其官方網站
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 29/113
Case 1: Obama
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 30/113
Social Media Used
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 31/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 32/113
YouTube
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 33/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 34/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 35/113
Official Site
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 36/113
Official Site
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 37/113
Widgets
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 38/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 39/113
Case 2: Joseph Kony 2012
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 40/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 41/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 42/113
YouTube
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 43/113
Call for Action
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 44/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 45/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 46/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 47/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 48/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 49/113
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 50/113
90% of viewers shared the Kony 2012 video prior to researching
the issues further.
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 51/113
YouTube
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 52/113
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
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 53/113
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)
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 54/113
Successful Cases: Will it Blend?
• Objective: Boost Sales of Blendtec’s Products
• Results: Online Sales Boost by 500%
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 55/113
What have YouTube performed well?
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 56/113
REACH
Goals:
1. Reach more Target Audience
2. Increase Visibility of YP’s video
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
在網絡搜尋器所得之結果
在YouTube搜尋器所得之結果
1
2
3
4
5
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 57/113
ENGAGE
• Goals:
1. Share to other Social Media Platform
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
是為朋友的上傳影片
是為朋友推介及分享 1
2
3
4
5
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
把影片分享到Facebook
1
2
3
4
5
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 58/113
What should be improved?
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 59/113
ACTIVATE
Goals:
1. Enter the Youth Portal
2. Sign up as Youth Portal’s member
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
在觀看後瀏覽影片相關網頁
1
2
3
4
5
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 60/113
NURTURE
Goals:
1. Encourage Subscription of YT Channel
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
訂閱頻道
1
2
3
4
5
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 61/113
Reach- Suggestion
SEO on YouTube (Topic/Description/Tag)
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 62/113
Engage/Activate- Suggestion
Funnel to YP by:
1. YouTube Annotations
2. Video Descriptions
3. Call to Actions Ad
Encourage Share on SM Platforms
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 63/113
Engage/Activate- Suggestion
• Encourage Share
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 64/113
Engage/Activate- Suggestion
• Call for Action(YouTube Annotations)
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 65/113
Engage/Activate- Suggestion
• Call for Action(Video Description)
INCLUDE URL/CALL FOR ACTION
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 66/113
Nurture- Suggestion
1. YouTube Annotations
2. YT Channel Management
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 67/113
Sina WeiBoCampaign and Manage
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 68/113
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
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 69/113
100,000 retweet at one day
Successful Case
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 70/113
How to perform?
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 71/113
REACH
Goals:
1. Reach more Target Audience
2. Increase the Awareness
through Sina Weibo
• Gain the Verification
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 72/113
•
Create own community group• Build relationship
• Interaction
REACH
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 73/113
REACH
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 74/113
1. Q&A and reward
2. Sina Weibo Medal
According to a research, there are over 40%visitors to “Like” a page is because of prize or
reward
REACH
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 75/113
Engage / Activate - Q&A and reward
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 76/113
Engage / Activate - Q&A and reward
/
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 77/113
Engage / Activate - WeiBo Medal
• Get the WeiBo Medal by complete the tasks
• Using the current video competition for
visitors to complete the task
/
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 78/113
• Reason:
– WOM
– Increase the awareness
– Attract more news fans
– Share more news about Youth
Engage / Activate - WeiBo Medal
/ d l
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 79/113
Engage / Activate - WeiBo Medal
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 80/113
Step 1: “Like” the
official Weibo of
Youth
Step 2: Select the
video that mostinteresting
Step 3: Tag 3 friends
to share the news of
this medal activityStep 4: Get the medal
Engage / Activate - WeiBo Medal
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 81/113
Nurture
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
粉絲之間的互動性
粉絲討論的熱烈程度
管理員更新的頻率
管理員回應留言的速度
1
2
3
4
5
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 82/113
Forum
Obj i
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 83/113
Objective
Bring forum users to the website
Wh f ?
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 84/113
Why forum?
There are 65% teenagers have the habit of usingforum, and 60% of them visit forum more
than 1 a day
4% 6%8%
9%
11%
13%13%
16%
20%一個月一次或更少
每兩星期一次
一星期一次
一星期三次或以下
每天六次或以上
每天四至五次
一星期多於三次
每天一次
每天二至三次
F t
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 85/113
Features
• When you publish a new post, it usually ranktop by the forum system.
• If no one reply the post, the post will be
replaced by other new post, making theposition of the post sinking
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 86/113
• By our survey, 64% teenagers use forumtemporarily, for half hour to an hour, or even
15 minutes to 30 minutes.
• Therefore, we should ensure the post rank in
the top page
2% 4%
9%
21%
29%
35%兩小時或以上
五分鐘或以下
一至兩小時
五分鐘至十五分鐘
半小時至一小時
十五分鐘至半小時
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 87/113
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 theidentity of forum users
R h
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 88/113
Reach
• Reach: the set of activities needed to raiseprospects' 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
E
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 89/113
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
A ti t
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 90/113
Activate
• Activate: the activities needed for yourprospects to take, eventually, the actions you
wanted them to take
1. Use other user’s identify to encouragediscussion
N t
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 91/113
Nurture
• Nurture: the activities needed to nurture thecustomer relationship you just managed to
create
1. Seeding
2. Interaction
Method 1
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 92/113
Method 1Use the identity of youth.gov.hk to publish new post to introduce official activities.
• Convenience for the people who searching forrelated information to access the post by search
engine
•
According to our survey, most people have the habitof using search engine, and they trust the search
result.
0% 20% 40% 60% 80% 100%
在網絡搜尋器所得之結果
1
2
3
4
5
0% 20% 40% 60% 80% 100%
使用搜索功能
Series1
Series2
Series3
Series4
Series5
Method 2
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 93/113
Use the identity of forum users to publish new post so as to encourage discussion
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
是為論壇中的熱門話題
點擊率
回覆數目
Series1
Series2
Series3
Series4
Series5
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
標題吸引性
為一個投票帖子
附有圖片分享
附有影片分享 Series1
Series2
Series3
Series4
Series5
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 94/113
• 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
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
討論的內容貼近生活
討論的內容與個人興趣有關
Series1
Series2
Series3
Series4
Series5
Method 3Actively participate in the high click rate post with the activities being mentioned
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 95/113
Actively participate in the high click rate post with the activities being mentioned
using the identity of forum users
0 20 40 60 80 100 120 140 160
回覆數目
回帖者之間的互動性
回帖者討論的熱烈程度
Series1
Series2
Series3
Series4
Series5
Advertisement banned
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 96/113
Advertisement banned
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
閱讀論壇上的廣告
Series1
Series2
Series3
Series4
Series5
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
點撃論壇上廣告的連結 Series1
Series2
Series3
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 97/113
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 98/113
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
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 99/113
Recommendation
A. Re-schedule the posting time
0
20
40
60
80
100
120
140
YouTube
Forum
Blogging
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 100/113
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 theafternoon around 2-5
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 101/113
Recommendation
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 102/113
Recommendation
• There are only very few people online at Facebook
0
20
40
60
80
100
120
140
YouTube
Forum
Bloggingv
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 103/113
Recommendation
– Average a post cannot be seen at the new feedafter the post is posted for around 3 hours
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 104/113
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
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 105/113
Recommendation
B. Hiring seeder to ‘like’ or ‘comment’ on the post
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 106/113
Recommendation
• A post will be toped up by a action on it – ‘like’ / ‘comment’
– Which is the engagement
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 107/113
Recommendation
• A post will disappear in the ‘news feed’ page
IF
there is no people ‘like’ or ‘comment’
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 108/113
Recommendation
• Youth.gov.hk’s posts has few people to engage
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 109/113
Recommendation
• As a result, the post will be toped by otherseasily
– As other posts have engagement
• Therefore, someone need to engage the postsof Youth.gov.hk
– In order to top them up to the top of the ‘news
feed’ – More chance to be seen by people
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 110/113
Recommendation
C. Attract people to ‘like’ the page
People cannot get the message from
Youth.gov.hk
They didn’t ‘like’ the page
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 111/113
Recommendation
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
是為朋友推介及分享
朋友讚好的人數
用戶讚好的數量
用戶談論的數量
成員之間的互動性
1
2
3
4
5
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
成員討論的熱烈程度
管理員更新的頻率
管理員回應留言的速度
圖片的數量
影片的數量
1
2
3
4
5
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 112/113
Recommendation
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
頭像吸引度
外觀模板設計吸引度
專頁上的海報吸引度
Facebook宣傳廣告吸引度
1
2
3
4
5
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
應用程式和遊戲的數量
舉辦活動的頻率
送出的獎品吸引度
資訊富娛樂性
資訊富資訊性
1
2
3
4
5
Recommendation
8/2/2019 MIM FYP Youth Combined (Version 1) (1)
http://slidepdf.com/reader/full/mim-fyp-youth-combined-version-1-1 113/113
Recommendation
• The circled items are the most concern aboutwhy 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.