GolinHarris Work A Week

In Hong Kong Challenge

Meet: Alissa Green

Our Time Together

• About Alissa

• The GH Hong Kong Challenge

• Opportunity for Increased GH Collaboration

• Q&A

Alissa The Digital Native

Alissa The GH Social Media Guru

• Voice of Brand Across Social Media

• Developed Consumer Response Strategy

• Managed Live Facebook Q&A, Twitter Giveaways.

•Engaged in Blogger Research & Outreach•Produced Consumer Conversation Sentiment Summary on Weekly Basis

• Developed Twitter Activation Strategy

• Conducted Targeted Blogger Research

• Taught Social Media Risks/Rewards for Healthcare Space• Created Global Social Media Crisis Guidelines

• Drafted Global Social Media Toolkit

• Implementing Global Brand Facebook TabAnd . . .

Over 40% of GH NY Staff say Alissa is their“best source for social media news”

Source: GHNY office survey on 1/25/11

The Work A Week Challenge:Further GolinHarris Global

Goals• Increase Social Media

Proficiency • Cultivate Inter-Office

Collaboration

The Setting

• GolinHarris Global must work together to successfully compete in Asia, U.S., and everywhere in between

• Social Media has succeeded in US but is still somewhat new to Asia

• Mobile is growing in U.S. but best innovation occurring in the East

• Lack of knowledge sharing between GH offices

• Social media and mobile is building most clients’ business

• Agencies that can prove that they understand both social media and mobile will have a competitive edge with clients

• NY Dialogue team with social media focus

• HK team with mobile insights

• Booming social media use in U.S.; mobile use in Asia

• HK marketers benefitting from growing Hong Kong economy

Assets Barriers

ImperativesDrivers

The CharactersGolinHarris Hong Kong, GolinHarris New York & Our Clients

Hong Kong MotivationsWhat the HK Consumer Really Cares About

Sources: Nielsen, Tech Crunch, AdAge, 2011 Index of Economic Freedom

77% of HK population uses

social media

90% of HK netizens watch online video

93% mobile penetration rate in

HK

In 2010, Social Media Usage Overtook Google Usage in Asia

Hong Kong Economy is Expanding = Greater Marketing Opportunities

Consumers increased 2010 discretionary

spending by 2-3%

Online advertising up 31% in Q2 2010

compared to Q2 2009

Hong Kong deemed #1 most free

economy

U.S. MotivationsWhat the US Consumer Really Cares About

U.S. Sees Rapid Growth of Smartphone Usage in 2010

28% of U.S. mobile subscribers

currently use smartphones

41% of new mobile buyers in last 6

months opted for smartphone

By 2011, 50% of US mobile users will be

using smartphones:

That’s 142.8 million users

Source: Nielsen

What Does Social Media UseLook Like In Hong Kong?

What Does Video UseLook Like In Hong Kong?

Source: ComScore

Predicted Shift In SM / Mobile Campaigns

Mobile Social Media

Today

Tomorrow

Tomorrow

Today

Inspiration

PLATFORM

INSIGHT• The GH Hong Kong office can benefit from the

targeted social media expertise of the NY office

• The GH NY office can benefit from the mobile learning from the HK office

• GH Global can benefit from increased inter-office collaboration and sharing

Let’s Get (More) Connected

Speaking of Social Media –HK Insights

Lunch&

Learn Sessions

Direct Experience

East Meets West

Facebook Group

Case Studies

The Road To HK/NY Office Collaboration

PlotLet’s Get (More) Connected

GH Clients and Staff Will Be Best Served By Inter-Office Collaboration

Taking Social Media East

• Social Media Survey

• Facebook Best Practice Case Studies

• Brainstorms with HK Teams• HK Client

Resource

Bringing Mobile West

Leaving a Lasting

Collaborative Mark

• GH HK Case Studies

• Meet with HK Mobile Developers through Meetups

• Present to GH NY & Dialogue

• Monthly Global U-Stream Sessions

• East Meets West Social Media / Mobile Facebook Page

• Host HK Brainstorms in NY

Mes

sage

Plat

form

Stra

tegi

esTa

ctics

Taking Social Media East

Learning What Information The HK Team

Would Like To Know More AboutTaking A Survey . . . Before Work A Week Begins

Sharing A Few Best Practices: For Example. . .Facebook

• The advent of custom applets with Buddy Media

• Conducting live social media events

• Working with Official Facebook rules

• Understanding why fans are on your clients’ pages (Wave 5 Study)

Brainstorming Supplemental Social Media Ideas By Client

Once we’ve come up with a few winning thoughts . . .

Work with the HK team to share social media innovations with clients during Work a Week

Bringing Mobile West

HK Sharings = NY Learnings• Speak with GH Hong

Kong teams about mobile best practices

• Tap HK office for additional mobile resources

• Meet with HK app developers through Meetup.com

• Coordinate Hong Kong mobile article for Speaking of Social Media newsletter

Leaving A Lasting Collaborative Mark

Longstanding Ways To Further GolinHarris Collaboration

• Hold live GH U-Stream conference monthly– Tap new global office each month

to share case studies and best practices

– Lead with HK office during Work A Week

• Lead Hong Kong social media brainstorms in New York– 75% of NY office interested in

participating

Create an East Meets West SM/Mobile Facebook Page

“Be patient with clients who are afraid of this space and work

with them to reach their consumers. Managing

expectations is also key.”

“Think through your strategy and

understand the pitfalls. You don't want to be surprised by results

from your own recommendation.”

“Social media isn't just about pushing

information out...it's about

creating dialogue.”

2 out of 3 (67%) GHNY staff would participate in GH Global Facebook community as compared to Flowr (25%) or mobile app (25%)

Source: GHNY office survey on 1/25/11

Questions ？

To learn more about Alissa Green, please visit:

Twitter profile: @AlissaGreen

LinkedIn Page: www.linkedIn.com/in/AlissaGreen

Blog: www.wordpress.com/AlissaGreen

多謝 (Thank You)!