THE POLITICAL AND ECONOMIC POWER OF SOCIAL MEDIA. Charles Mok
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1 THE POLITICAL AND ECONOMIC POWER OF SOCIAL MEDIA Charles Mok
2 Social media has become ubiquitous 2 How many of you actively use at least one social media everyday? How much time do you spend on social media? How many platform do you use it on PC, tablet, smartphone, smart TV? Facebook, Twitter, Weibo, Google+, Foursquare?
3 A networked population 3 Household broadband penetration rate % (August 2012, OFCA) Mobile penetration: 222.6% (August 2012, OFCA) Mobile internet penetration rate [2.5G and 3G/4G mobile subscribers]: 59% (August 2012, OFCA) 54 percent are on social networks, 4 million social network users in HK 100 percent reported some sort of mobile device (many reporting multiple units)
4 4 Social Media a changing force
5 5 Social media is much more than the platforms Behaviour Lifestyle Technology Social Media Relationships
6 6 Communications landscape Denser, more complex, and more participatory Discussion Forums Media sharing Social networking Online media Mobile applications
7 7 Rumors are spread quickly
8 8 But eventually truths are exposed
9 Social media in business and politics 9 Politics Build relationship with stakeholders and influencers Disseminate information quickly to shape public discourse Call for action especially signature campaign, rally, protest etc. The need to manage and respond to crisis Business Build relationship with customers Respond to market competitors Call for action through sales promotion and discounts Manage and respond to crisis
10 10 Social media has the power to make a leader Source: Barack Obama facebook
11 11 Source: Facebook, Tencent Weibo
12 and the power to unmake one 12 Source: Facebook
13 power to bring revolution to the square 13 Source: flickr
14 14 and the power to show the voice of people online and offline Source: Facebook, Google Trend
15 15 Application of social media in politics
16 Social media and public policy 16 Source: Facebook
17 Engage in public speech and shape the agenda 17 Source: Facebook
18 Disseminate information 18 Source: Facebook
19 and call for massive and rapid action 19 D&G 門 口 萬 人 影 相 活 動 Source: ODN
20 20 Strengthen civil society by articulating and debating Source: Facebook, Twitter
21 Rewriting the rules 21 Government Opinion leaders Traditional media Political groups Social Media: medium to influence and empower the civil society
22 How social media shapes public opinion 22 Media production (video, photos, text) Collective action and urge for change Dissemination with opinion by sharing From conversations to actions From ideas to opinions Forming opinion through conversation Echo by influencers via social media Pick up by traditional media (multiply influence)
23 23 Mobilization in networked politics Case studies
24 24 Stop Express Rail Line campaign ( ) Call for action with social media Source: Facebook
25 Gather and inform through online media 25 Source: 香 港 獨 立 媒 體
26 26 Online mobilization by both supporting and opposing camps Source: Facebook
27 Mobilization via social media 27 Source: Facebook
28 28 Live broadcast via tweets and photos Re-tweet and tagging (#stopxrl) Source: Twitter, Twitpic
29 Spreading tactical messages via social media 29 Source: Wikimedia Commons (by Hkfotopoint), 香 港 獨 立 媒 體
30 30 Anti-nationalist education campaign ( ) Source: Facebook
31 Building exposure and audience 31 Source: Facebook
32 Building alliance 32 Source: Facebook
33 Power of like and share 33 Source: Facebook
34 Generating support from wider public 34 Source: Facebook
35 Mobilization through social network 35 Source: Facebook
36 36 Power when social media meets traditional media Source: Apple Daily, Facebook
37 Obama s Q&A session on social media 37 Google+ Reddit Twitter Source: Twitter, Google+, Reddit
38 38 Community s wisdom Number 10 UK View and sign and see Government responses to completed petitions Aim enable as many people as possible to make their views known
39 39 The White House We the People online petition
40 40 Request to impeach Obama received an official response from the White House
41 Use of social media in public consultation Attempt to consult through Facebook: 3-hour forum on Facebook 運 輸 基 建. 公 眾 參 與 前 瞻 Source: Facebook
42 Use of social media in public consultation Act Now campaign 42 Source: Facebook
43 43 Use of social media in public consultation Attempt to consult via Facebook: Land supply consultation (reclamation outside Victoria Harbour) Source: Facebook
44 44 Hong Kong Government Social media and Apps Source: GovHK
45 HK Government: Purpose of Using 45 Social Media Online political participation as a trend Showing openness in policy formulation Raise Government's online presence Strengthen communications between Govt and citizens (esp. young people) Participate in online debates to shape public opinion 45
46 E-engagement 46 The need for engagement Points to consider What is the purpose? What are the target audience?
47 E-engagement 47 Points to consider (cont d) Are the tools/platforms right for the purpose/audience? A 'managed' approach for the campaign Connect to the campaign in the 'real world' How to measure the results?
48 Typical Constraints Faced by 48 Governments Balance between transparency and bureaucracy Mentality toward open government Lack of guidelines / rules of engagement But, these concerns are not too different from those of the corporate world
49 Issues to consider 49 Engagement: Genuine or for show? Stage in policy formation: early stage or at the end? Result of engagement: Responsive or black-hole?
50 50 HK Government s new stance on online strategy to shape public opinion? Source: TVB
51 Social media in business 51 Marketing Product Development Sales Customer Service Business Management Crisis Management
52 Marketing 52 The draw: reach, relationship, engaging in conversation, influence by peer Example: Ikea Facebook Showroom (2009)
53 Product development 53 YouTube: new product demonstrations Twitter: reach larger audience and receive quick feedback Facebook app: social co-creation with fans Example: Crowd-funding for product development
54 Sales 54 Special promotion Contests Lucky draw
55 Customer service 55 Resolve disputes Address issues Source: Facebook
56 Business management 56 Human resources training, recruitment Internal communication instant messaging, video conferencing Collaboration cloud storage and real-time collaboration platform
57 57 Crisis Management: Executive apology - FedEx Source: Youtube
58 Looking ahead: prospects of social 58 media SoLoMo : Social, location, mobile Visual content rules in storytelling Social in Search Big data Business value: From marketing to productivity improvement and process streamlining C-suite driving social media adoption: From bottom-up to top-down
59 Where to start? 59 Identify your objective Choose your metrics and tools Listen Connect and engage Act and evolve
60 Thank you 60 Charles Mok Legislative Councillor (Information Technology) Facebook: Charles Mok B
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