As 2016 is approaching, it's important to plan your marketing strategy for the year ahead. So what should marketers be aware of? Here is a list of 10 things you need to keep in mind in your social media marketing plan for 2016!

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10 Things for a Likeable 2016

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Top Websites
(Desktop)
Top Websites
(Mobile*)
1
2
3
4
5
48.1%
51.9
%
The Landscape10
Population
7.2 Million
Internet Users
5.8 Million (81%)
Source: ComScore MMX and Mobile Metrix for Hong Kong, Oct 2015
We are Social’s Guide to Digital and Social 2015, Jan 2015
* Google (including YouTube) and Facebook data on mobile side are not available
13.6%
25.6%
23.0%
19.6%
18.3% 18-24
25-34
35-44
45-54
55+
Internet Users
Gender
Internet Users
Age Group
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Facebook : Leading Social Media Site10
Monthly Active Users of
Leading Social Media Platforms
Source: Q2-Q3 2015 Results of Facebook, Twitter, LinkedIn, WeChat (Tencent), Weibo, LINE (Naver);
Instagram announcement, Dec 2014; We are Social’s Guide to Digital and Social 2015, Jan 2015
LinkedIn Advertising Platform; Facebook Audience Insight, Nov 2015; Global Web Index, Q3 2015
* LinkedIn Hong Kong data = total number of members, not monthly active users
4.6M
3.6M
2.5M
1.6M
1.2M*
0.72M
0.43M
0.24M
0.22M
0.18M
1,550M
650M
1000M
400M
100M
320M
222M
150M
206M
200M
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Strong Mobile & Social Media
Consumption
99.0%
84.2%
68.9%
94.7%
2012 2014
10
72.9%
79.9%
54.0%
77.2%
2012 2014
77.7%
2012
2014
90.7%
More aged 10+ use smartphone
to go online
Smartphone penetration
grows faster than the Internet
Everybody uses social media
Source: Thematic Household Survey Report No. 54, Census & Statistics Department HKSAR, Apr 2015
Icons: designed by Freepik
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Visual-driven sites : frontrunners in
growth
Source: Global Web Index, Q3 2015
9
5

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Audiences Engaging with Instagram Ads
Source: Rakuten Marketing, Sep 2015
9
17X
CTR boost of an Instagram
post with ads
6

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Live Streaming : The Next Big Thing
Photo source: 17, Meerkat, Periscope, Facebook Mentions, V App, YouTube
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17 Meerkat Periscope
YouTube GamingFacebook Mentions V by LINE
Interact with celebrities live
Everyone can go live
Specialized live streaming
 Real-time engagement
with followers
 Bring offline events to
online
 Leverage on influencer
power
YouTube Live
Facebook
Live Video
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Build up social corporate image
Reach out to industry professionals
Beyond B2C : B2B Social Media7
Social networking for employees
Showcase products / schemes
/ Best works
Photo source: Facebook, LinkedIn, YouTube
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WeChat e-Shop
(微信商城/微商店)
WeChat Pay
Embrace Social e-Commerce & Payment
Photo Source: Facebook, WeChat, Weibo, Twitter
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“Buy” button “Shop” Section
on Pages “Buy” button Weibo Payment TNG Wallet
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Pay in Social Ways
Source: Hong Kong Monetary Authority
http://www.hkma.gov.hk/eng/key-functions/international-financial-
centre/regulatory-regime-for-svf-and-rps/regulation-of-svf.shtml
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• Reinforced regulations to ensure safety and privacy of mobile payment
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《支付系統及儲值支付工具條例》

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More Engagement with Videos Content
Source: Socialbakers “All Brands Hong Kong” benchmark
quintly Instagram Study, Q1 & Q2 2015
5
93.8%
6.2%
89.8%
10.2%
Q1
2015
Q2
2015
6.0%
94.1%
7.7%
92.3%
8.9%
91.1%
Q1
2015
Q2
2015
Q3
2015
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Bite-sized Content Remains Popular
Source: Socialbakers Jul 2014
Snapchat, Vine, Instagram, Yo
5
Video length with
best completion rate
Top 25%
< 21 seconds
Top 50%
< 1 minutes
Video length with
best viewership
31-60 seconds
Industry that benefits from
long videos
Software & Services
One-second
Looping videos
Six-second
videos
One-word
Messaging
Ten-second
videos
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Long-form Content is still Important
Photo source: Facebook, Weibo, LinkedIn, Twitter
5
Instant Articles Facebook Notes Long Weibo Long-form Posts Unlimited-character Tweets
• In-depth content curation : brand stories, multi-media
incorporation, company/influencer blogging.
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Scattered Conversations on Social Media
Photo source: Facebook
4
• Facebook allows “reply to comment”
• Netizens carry conversations under
brand posts
• Opportunities for brands to dive in and
engage
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Photo source: Facebook, WeChat, Snapchat, Whatsapp, Viber
4 The Rise of “Dark Social”
• Dark social: private conversations, mostly via mobile messaging apps.
• Is your content easy to share on “dark social”?
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Use Data Strategically3
Consolidate from
different sources
Process with selected
metrics
• Response Rate
• Engagement Rate
• Conversion Rate
• Brand Lift
• Brand Recall
• Brand Attributes
Measure with
designated goals
• Grow awareness
• Attract customers
• Promote products
• Drive traffic
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Listen, Intelligence and Insights2
Social Monitoring & Digital
Audience Measurement
Social Content Management
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Social Media : All about Dialogue
Engagement
Continuous dialogue with audience
Content
From stories, tips, event, call-for-actions
and causal topics, etc.
Integration
Internal & 3rd party communication
activities & channels
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Be a Likeable Brand1
Your Brand & Competitors
Social Media ChannelsTarget Audience
Likeable
Brand

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Value Maximization with Social Media1
Organization
eDM, Web, mobile & social
media sites
In-store, event & on-the-
street engagement, etc.
3rd party
Web & mobile sites, KOL, paid media
including social platforms, search engines

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Creation
Consultancy
Insight
Engage

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Know more about us
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