An introduction to changes in travel and shopping behaviour, driven by widespread mobile and social adoption. Includes case studies on Burt's Bees (O2O marketing triggered by changes in weather), Starbuck China (social gifting), and Maersk shipping (content marketing). Talk by Napoleon Biggs, presented to Puratos Group at the launch of their Asian Development Centre in Hong Kong on Wednesday 1st March, 2017

1. Tasting a Digital Tomorrow
It’s all about the Ingredients!
Presented by Napoleon Biggs
(@webwednesday)
1st March, 2017

2. Let’s start with a game!
Please all rise!
I will call out a list of digital
behaviours.
If you don’t do it, then
please sit down…
…and remain seated!

3. Let me take you on a journey…

4. Find good deals

5. Prepare for the trip

6. Plan my itinerary

7. Share the Love!

8. AND I’M NOT THE ONLY ONE….

9. Hong Kong
42
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
MILLION MILLION MILLION MILLION MILLION
URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION:
JAN
2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
HONG KONG
7.37 6.26 5.50 12.18 4.90
100% 85% 75% 165% 66%

10. 61
PERCENTAGE OF THE
POPULATION USING
MOBILE MESSENGERS
PERCENTAGE OF THE
POPULATION WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF THE
POPULATION PLAYING
GAMES ON MOBILE
PERCENTAGE
OF THE POPULATION
USING MOBILE BANKING
JAN
2017
MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
PERCENTAGE OF THE
POPULATION USING
MOBILE MAP SERVICES
SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW
TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
72% 81% 60% 47% 65%
Hong Kong

11. 62
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED
AN ONLINE
RETAIL STORE
PURCHASED A
PRODUCT OR
SERVICE ONLINE
MADE AN ONLINE
PURCHASE VIA A LAPTOP
OR DESKTOP COMPUTER
JAN
2017
E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW
TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
73% 59% 59% 43% 39%
Hong Kong

12. Hong Kong
56
JAN
2017
MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW
TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
72%
69%
64%
42%
40%
33%
29%
25%
24%
20%
20%
17%
FACEBOOK
YOUTUBE
WHATSAPP
FB MESSENGER
INSTAGRAM
WECHAT
GOOGLE+
LINE
TWITTER
SINA WEIBO
LINKEDIN
SKYPE

13. China
34
JAN
2017
MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW
TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
62%
48%
47%
45%
34%
31%
21%
WECHAT
YOUKU
QZONE
SINA WEIBO
TUDOU
TENCENT WEIBO
RENREN

14. SO WHO’S DOING IT WELL?

15. • Complete sell-out of 1,000 samples within 45 minutes of launch!
• Over 2,000 customer records collected, including verified mobile number and email address.
• Reduced sample wastage by ensuring 100% product redemption.
• Boost in footfall to Burt’s Bees outlets where staff cross-sold seasonal Christmas gift packages.
Burt’s Bees Taps into O2O
Hong Kong turns cold! Timely offer on Facebook Drives extra footfall to stores

16. Starbucks Social Gifting
“用星说” (Say it with Starbucks)
New social gifting feature on Weixin (WeChat).
Buy a coffee for a friend via WePay and send a
digital gift card (image or video).
Your friend redeems at any Starbucks stores in
China.

17. Maersk Content Marketing
Maersk generated 150 business leads from a social media campaign, using
compelling images to tell the story of how its shipping containers navigate the
frozen Baltic Sea.
Interested parties downloaded a brochure about the company’s anti-freeze
services and became “hot leads” for the local sales people to contact.

18. Influencer Marketing
• Papi Jiang (papi酱): 17M Weibo followers.
• Short video skits reached more than 290M views.
• Sold ad slot on auction to Lily & Beauty cosmetics for
RMB22M (US$3.4M)!
• Now being usurped by live video
streaming KOLs
• Selling product directly on Taobao
• Rejuvenating Weibo!

19. Digital Trends for 2017
HOOTSUITE’S PERSPECTIVE: 2017 TRENDS
Social catches up with search for discovery. Search is still king for helping consumers research and
evaluate products and services, but social is starting to rival search for discovery, especially among younger
buyers.
Social commerce shows new promise. Social commerce has been hyped before. However, adoption in
APAC and new features by Instagram and Pinterest makes this an inevitable evolution in consumer behaviour
on social.
Dark social rising. Fueled by mobile and messaging, dark social is gaining ground. Dark social is critical
for marketers to understand, as if you only track social traffic with traditional web analytics, you’re
drastically underreporting the value that social delivers to your business.
Video ignites social advertising. Last year, we saw the domination of social video. The next evolution
is to combine the emotional power of social video with the scale and reach of social advertising.
Organisations turn to connected workforces. Organisations are increasingly investing in the online reach
and customer influence of their workforces with employee advocacy, social selling, and digital skills training.
Click here to download our 2017 Social Media Trends Toolkit to

20. The Future is here!

21. Useful Resources
A good book A useful website
(+ podcast)
A community of digital
innovators & marketers

22. Thank you! 谢谢！