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It’s not everyday the folks from Facebook Palo Alto come to tour Hong Kong. In a rare visit to Asia, Ogilvy will host four senior leaders from Facebook’s Palo Alto HQ for an interactive  panel session on vertical marketing via Facebook.

“Facebook On: Advanced Best Practices for Brands,” a panel moderated by Thomas Crampton, Ogilvy’s Asia-Pacific director of social media, will offer brands and agencies advanced tips for leveraging the world’s largest social network.

Panelists include:

Mike Fox, Director of Global Vertical Marketing, Facebook

Doug Frisbie, Automotive Lead, Facebook

Maz Sharafi, Retail Lead, Facebook

Jane Schachtel, Tech Lead, Facebook

Moderator, Thomas Crampton, Ogilvy & Mather APAC, Director of Social Media

If you’re in Hong Kong on Monday, 13 February, please join us! Due to the focus and advanced level of this session, RSVPs will be accepted from brand managers and agencies only. Space is limited. Seats will be allocated on a first-come, first-served basis. Request a seat here: bit.ly/advancedfacebook

With Social Media Week just a few days away, we’re proud to be hosting several events in Hong Kong, including “Social Media for Brand Managers,” a panel with Intel, Cathay Pacific, Sina and Synovate.

We often see companies who are fixated on driving fan acquisition. But what to do once you’ve gotten a ‘like’?

Join us Tuesday, 14 February as we discuss driving value through social media, not just buzz.

We’ll be kicking off at 2:30pm with a half hour of networking followed by a 1-hour panel discussion starting at 3pm.

Register online here: http://socialmediaweek.org/event/?event_id=1654

We look forward to seeing you!

If there was one thing that attendees at the Facebook Studio Live event “Aussies On Facebook” took away last Thursday 2nd February, it is that Facebook isn’t going anywhere any time soon. Not that we thought it was…

In the atmospheric space of some repurposed railway workshops in Eveleigh, the Facebook team certainly executed an impressive looking event – custom made posters decorated the walls and very delicious treats greeted us on arrival at the impressive Carriageworks buildings (check out some photos of the event on the Facebook Studio photo album). As the second day of Facebook Studio Live Sydney (check out my colleague Tanya’s blog post on the first day which she and Annabel attended), Thursday’s event focused around ongoing research from two research companies that Facebook has been working closely with. Nielsen Research Australia and Greenberg Brand Strategy were there to provide more insight into just exactly what Australian’s get up to on an everyday basis on Facebook. And it appears that it’s a lot. From an active online population of 16.4 million people, 10.8 million of them are on Facebook. On average those people are spending 7 hours and 6 minutes a month browsing Facebook – beating the US and UK to be the most active country on Facebook!

There were A LOT of stats that were shown and discussed during that very fast few hours – I was scribbling down numbers so fast that I didn’t even have time to put the context around them. Instead of sharing more of these statistics (potentially misinterpreted by me due to a lack of context), I wanted to use this post to share some of the key learnings I took away after the whirlwind presentations:

1) Just HOW different each region is – we were shown some interesting stats about what recommendations people trust the most. Friends obviously feature highly in this (part of the power of Facebook), but what was fascinating was that a blogger’s recommendation of a product or brand went a lot further in Hong Kong than it did in Australia – by a massive margin actually. What’s the learning here? Make sure your strategy is regionally specific, and set regionally specific KPIs. One size doesn’t fit all when it comes to social media.

2) Just HOW much Facebook forms a part of everyday life – as someone who has been on Facebook now since my university days, and now working in the social space for the last few years, this isn’t a revelation – but it was just reinforced by the information presented last Thursday. People are checking Facebook as a ritual, morning, lunchtime, then as they’re sitting at home watching TV at night they’re simultaneously catching up on what they missed during the afternoon on Facebook, chatting with friends through Facebook chat and sharing thoughts on the TV programs they’re watching. Which leads well into my next point…

3) Just HOW much dual consumption of media there is – again, not so much a revelation but a timely reminder. Even in the last couple of years there have been some very impressive integrated campaigns, and personal experience within our company is showing us that brands are getting better at integrating their agencies and ideas. But it’s still not quite there – there is a lot of opportunity lost. Across almost all demographics the highest activity times for Facebook was from 5-8pm – and people said that they were often watching TV at the same time. This dual consumption offers so much opportunity to brands – a longer lasting relationship that starts with an ad on TV, a sponsored story on Facebook, a friend liking a page, then YOU liking the page – and suddenly you’ve got an interested, interactive potential customer who’ll see updates from you in a space that they visit daily. Wow.

4) And FINALLY – the responsibility of Facebook – this was a comment from the audience during the Q&A session at the end, but it really resonated for me. A lot of Facebook’s power is that it is personal. Very, very personal. The number one activity on Facebook by users was “Posting messages”.  Number two was “Commenting on Photos, Videos and Links”, no. 3 was “Keep In Touch”, no. 4 was “Announce/Share some personal news” and no. 5 was “Post photos”. Those are all very personal activities, activities that brands need to step into very carefully. Integrating a brand into that space is a delicate job, but that’s not to say experimentation isn’t good either – in fact, Facebook very much encouraged it.

The above are just a few thoughts pulled from a very inspiring few hours – there was a lot more interesting information and realisations which came out of the day and will be making their way into future presentations and blog posts. For now, what is keeping my mind ticking over is the potential. If I was excited two years ago when I left university at the potential of social media, I’m even more excited now. As the online and offline worlds come together more and more, what new opportunities will open up? Well… that’s something we’ll discover together.

KakaoTalk vs Line

Koreans say ‘KakaoTalk me’ instead ‘Text me’. This phenomenon shows how KakaoTalk is actively used by Koreans. KakaoTalk has over reached a billion daily messages! The number of messages delivered on KakaoTalk is exponentially increased over the past year. The number of message amount sent over KakaoTalk per minute is equivalent to the number of Google search created and the number of stories created on Newsfeed of Facebook each minute. Read More 

While KakaoTalk is dominating Korea, Line is rapidly conquering foreign countries. Line currently retains a large number of users in Europe which became its driving force of the growth. Moreover, Line reported on January 27th that the number of users is increased by 5 million within a month after it reached 10 million downloads. Read More

카카오톡, 하루 메시지 전송 10억건 돌파 vs. 네이버 `라인` 카카오톡 아성 깰 수 있을까

요즘은 ‘문자해’라는 말 대신 ‘카톡해’라는 말을 한다고 하죠. 카카오톡의 위력이 정말 대단한데요. 최근 하루 메시지 전송 건수가 무려 10억건을 돌파했다고 합니다.

카카오톡이 국내에서 입지를 굳건히 하고 있을 때, NHN의 모바일 메신저 ‘라인’은 해외 사용자 증가로 급성장하면서 국내 1위 업체 카카오톡의 아성을 넘보고 있습니다.

NHN은 라인이 유럽 등 해외 사용자수의 급증으로 지난해 12월25일 1000만 다운로드를 돌파한지 한 달 만에 사용자 수가 500만명이나 늘었다고 27일 밝혔습니다.

Social Trend – Social TV, Social Game, LB Social Shopping

What’s hot trend in social media? Let’s look into latest news in social TV, social game, and LB social shopping.

1.     ‘Watch, Talk, and Share’ through Social TV

The idea of ‘TV+SNS = Social TV’ is catching users’ eyes and rising as a hot trend in social media. KTH launched ‘TV Talkers’ which allows sharing audiences’ opinions on the same program they are watching through smartphones. Also it allows app users to recommend TV programs each other to make their opinions are reflected on the program ratings. Read More

 2.     Naver, intensifying its business on social game by providing ‘App player’

Naver has launched an ‘App player’ which integrates the management system for social games. This benefits users to play with their friends more easily because it does not require the boding on Naver blog or Me2day between the players. Read More

 3.     NHN, launching a LB social shopping

NHN has announced that they are planning to launch a social shopping business with location based system in the first year of 2012. Currently many social commerce sites provide LB coupons to users. It is expected that NHN’s new business would go into a battle against social commerce sites. Read More

소셜 트렌드 – 소셜 티비, 소셜 게임, 그리고 위치기반 소셜 쇼핑

요즘 각광받고 있는 소셜 트렌드인 소셜 티비, 소셜 게임 그리고 위치기반 소셜 쇼핑에 대해 알아봅시다. .

1.    ″보고 말하고 평한다″…2012년 소셜TV 앱이 뜬다

종편 출범으로 지상파와 케이블TV 등의 시청률 경쟁이 더욱 거세진 가운데, TV와 SNS가 접목된 앱들이 주목을 받고 있습니다. 그 중 KTH가 최초로 선보인 ‘TV 토커스’는 같은 채널을 보고 있는 시청자들이 스마트폰을 통해 의견을 제시하고 추천글을 올리며 소통하는 앱인데요. 이전의 TV 앱이 방송을 볼 수 있게 하는데 그쳤다면 TV 토커스는 SNS를 통해 시청자들이 직접 시청률 집계에 자신들의 의사를 반영할 수 있다고 합니다.

2.    네이버 `소셜 게임` 강화…소셜 앱 통합관리 서비스

네이버가 소셜 게임을 통합 관리할 수 있는 앱 플레이어 서비스를 소셜 앱스에 추가하였는데요. 블로그나 미투데이를 통해 친구를 맺지 않더라도 친구 초대를 통해 쉽게 게임을 즐길 수 있다는 장점이 있다고 합니다.

3.    NHN, `위치기반 소셜쇼핑` 사업 나선다

NHN이 이르면 상반기 위치기반 서비스를 이용한 소셜쇼핑 사업을 전개할 전망이라고 합니다. 현재 소셜커머스 업체들이 위치기반 쿠폰 서비스를 이미 제공하고 있어 NHN의 새로운 사업은 소셜커머스 업체들과 경쟁하게 될 것으로 보입니다.

Daum provides a real time Twitter people rankings

Daum Communications provided a real time Twitter people rankings. This ranking is based on the frequency of mentions people talked on Twitter. Now, about 5.4 million Korean Twitter users are allowed to check who is the man of the moment. Read More

 다음, ‘실시간 트위터 인물 검색‘ 서비스 시작

다음커뮤니케이션이 트위터에서 많이 회자되는 인물의 순위를 실시간으로 확인할 수 있도록 ‘실시간 트위터 인물 검색’ 서비스를 시작합니다. 트위터 이용자들은 544만명의 회원들 중 누가 화제가 되고 있는지 실시간으로 확인이 가능해졌네요.

Trust SNS? Yes (43%) vs No (40%)

It is reported that 43% of the participants answered they would trust information on SNS whereas other 40% says ‘No’ to the question. Nonetheless, it is interesting the portion of young answerers have tendency to trust more SNS than baby boomers. In the age of 19 to 29, the portion of positive answers on the question was 47.7% which was 10% higher than the negative answers. This phenomenon was similarly showed in the age of 30s. In contrast, the negative answers on the question in the age of 50s and 60s were 10% higher than the positive answers. Read More

“SNS 신뢰한다” 43% vs. “안한다” 40%

TV와 소셜미디어의 결합을 통해 소비자의 시청 행태도 변화하고 있습니다. 최근 한 조사에 따르면, 한국 소비자의 55%는 외출시 모바일 기기를 통해 TV를 시청하며, 그 중 71%는 스마트폰으로 TV를 시청한다고 합니다. 이는 16개의 조사 대상국 가운데 가장 높은 비율입니다. 또한 응답자 중 76%가 ‘소셜TV’를 시청하면서 소셜 플랫폼을 통해 비슷한 관심사를 가진 다른 시청자들과 의견을 교환하는 것으로 나타났습니다.

www.facebook.com/OgilvyPRSeoul

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With Facebook’s news today that it filed to raise $5 billion in an initial public offer and most analysts predicting that Facebook’s valuation will fall somewhere between a whopping $85 billion and $100 billion, everyone is talking about Facebook. Will Facebook’s IPO create hundreds of millionaires across employees and the tech industry? Will the site that had 845 million daily active users and earned $1 billion late last year on sales eventually peak with people everywhere clambering now as a result of the IPO filing to invest in the social network? Or will potential investors be deterred because of Zuckerberg’s majority control? No one knows for sure, but when our team at Ogilvy was offered the opportunity to attend Sydney’s first ever Facebook Studio Live event yesterday, we jumped at the prospect of getting the chance to spend the day with undoubtedly the world’s biggest and most powerful social network.

So, what happened at Facebook Studio Live? Hundreds of agency heads, clients and industry professionals gathered together on a rainy Wednesday afternoon at the trendy space at Carriageworks in Eveleigh. There has always been a cloud of mystery and secrecy that surrounds the Facebook brand, which was evident upon arrival. Small Facebook branded moleskins were handed out and guests not knowing what to expect were ushered into dark auditorium with microkitchens on either side of the room that included unlimited refreshments and snacks, we later learned a staple feature of every Facebook office. The crowd got to hear from superb speakers about the Facebook hacker culture, the evolution of Facebook over the past decade, creative solutions for advertising, and the deepest level of Facebook insights and metrics available to brands with additional ad spend (of course.) My top four key takeaways I took from the day are summarised below:

1) The most successful social campaigns have impact through ALL of the following: connections, engagement, influence, and integration. The best social marketers in the world don’t create campaigns that just have the BIG idea any more, they create social programs that scale in all four categories. How do you do this? It all starts with the standard creative brief and asking two key questions a) What is the key engagement insight? b) What is the social insight?

2) Don’t underestimate the power of the conversation calendar. More and more marketers are fighting for the same short-attention span on Facebook. So, what does this mean for brand pages? Facebook is about creating authentic relationships and creating a community management strategy and conversation calendar that demonstrates the following:

• Understand what motivates social behavior
• Have a clear purpose and authentic voice
• Create many meaningful and light-weight experiences
• Posting is like a dinner party, be a brilliant conversationalist
• Creative is both an art and a science

3) Facebook Studio online offers a fantastic wealth of global information and resources available to all marketers, brands, and agencies. The site aims to celebrate the great work of agencies and marketers and inspire others, while sharing resources to help strengthen existing Facebook campaigns. Take for example the Flair Fashion Tag campaign. This highly innovative and creative Facebook app developed by Belgian agency Duval Guillaume Modem allowed people to easily tag pieces of clothing in photos and share them with friends. All “fashion tags” were then displayed on the Flair Facebook Page and the top submissions were also featured in a magazine, a nice integration between Flair’s offline and online presence. This campaign was one of the first ever to be featured on the site and even earned a Media Lion at Cannes last year.

4) The possibilities for brands on Facebook are boundless. Facebook allows brands to connect with consumers in a digital world with the same authenticity as the real world. According to Mark D’Arcy, Director of Creative Solutions at Facebook, successful Facebook campaigns for brands focus on utility, relevance, caring/sharing, and light-weight design, rather than disruption. If used smartly and strategically, a Facebook brand page is one of the most amazing devices for storytelling and understanding consumer insights.

There are just a few of the takeaways I took away from Sydney’s first ever Facebook Studio Live. I will be sharing more content and key learnings over the next few weeks!

Remember the old days where you would tack up a postcard, a few pictures of your friends and some inspirational or funny images you found in a magazine on a little board in your room? The board of inspiration to share with your friends and remind yourself what keeps you driven?

Pinterest – a fairly new social media platform takes this to a whole new level. Pinterest helps you aggregate your favourite content and share it on a virtual bulletin board. According to compete data between September and December 2011 Pinterest traffic increased more than fourfold and brought in 7.51 million UMVs in December. Interestingly the site (according to Experian Hitwise) is especially popular among women, accounting for 58% of Pinterest’s traffic. Is this just an indication of how women like to interact with content and the skew of female to male social application users or could this have deeper implications? Check out this infographic showing whether Pinterest is the next social commerce game changer: http://8.mshcdn.com/wp-content/uploads/2012/01/pinterest-infographic.jpg

Is Pinterest the next social commerce game changer?

What I find so powerful about Pinterest is that it is content rich. The fact that you have to include an image in your posts helps drive people to think about how their message is received in a visual sense rather than slapping a slab of text down on the page and forcing people to come to their own unguided conclusions.

How it works for those of you who haven’t jumped ship (FYI – It is by invite only which adds to the exclusivity of it all, but side note- it is not very difficult to get an invitation!) is that you have the option to create multiple self-titled boards. This could range from “My favourite foods” to “Places to travel.” The idea is to get themes happening so people know what you are interested and there is more structure to your content. You can pin things on to your page by locating content as mentioned before OR scroll through other peoples content and re-pin it to your wall.  This would be the Twitter equivalent of Re-Tweeting. You can also perform the standard social actions of liking, commenting, sharing it on your social platforms and saving the images. In my opinion, Pinterest is kind of like the point between Instagram and Tumblr

As a business tool, Pinterest would be a great way to share your brand’s  products and services in a creative and virtual environment. Boards can be used as product categories and a way of engaging with people who would not normally see your products in a creative space.

This great summary by Mashable which explains the How To Guide for Pinterest and gives some great ideas of how the platform can be used for business. (See more here: http://mashable.com/2011/12/26/pinterest-beginners-guide/) Also check out the 21 Must Follow Pinterest Users: http://mashable.com/2012/01/29/pinterest-users-to-follow/

How can you use it for your business?

1. You can create boards for types of products you sell.
2. Add boards for “things we love this week” or “Sale items”
3. Service providers can create boards for “Tips and Tricks”
4. Create a public board where you can get input from your customers, such as “Top picks”
5. Once Pinterest opens its doors to everyone (and no longer invitation only), consider offering a discount to just Pinterest subscribers – all they have to do is follow a specific board or like a specific pin.
6. You can also tweet your pins.
7. Add a Pin It button to your website, or specific product pages so you make it easier for others to share your products/company with others.

What else can you do on Pinterest?

1. On a personal note, you can add it to your Facebook timeline, which you can’t do on any of the other social bookmarking sites yet.
2. Curate lists on specific topics and share them, or keep them private. For example, maybe you are planning a wedding or redecorating your  room in your home, you can create pins of your different ideas.
3. Bloggers, you can add a pin to your blog or website to allow easy sharing of your content.

I would highly suggest checking it out even if it may not be right for your brand – rather to get a sense of where content sharing is moving and how visual and content rich platforms are quickly becoming a 2012 social trend.

Sources:

http://mashable.com/2012/01/29/pinterest-retail-infographic/

http://mashable.com/2012/01/29/pinterest-users-to-follow/#453218-Style-Me-Pretty

http://blog.shareaholic.com/wp-content/uploads/2012/01/Pinterest_Logo.png

http://cdn2.digitaltrends.com/wp-content/uploads/2011/12/pinterest-cover-story.jpg

In the past few days of January 2012 India has overtaken Indonesia to become the second largest Facebook country in the world with 43,497,980 users. India is adding about 2m new users each month. The most significant fact however is not India dethroning Indonesia, but the fact that only 3% of India population has joined; only Pakistan, Russia and Nigeria have such relatively low penetration rates.  This leaves a huge growth potential for India, and as more people join Facebook it will likely transform the digital landscape there, as it has done in Indonesia and Philippines.

It’s also worth noting that Japan has added 500,000 users and Korea 347,000 users in the past month – Japan has the highest growth rate (8.01%) of the top 25 countries – so we also expect to see the social media landscape changing rapidly in both these markets in 2012.

Facebook Asia – January 2012 (as quoted from Socialbakers.com).