Matthew Kwan, Principal Consultant of Adams Company Limited (www.adamshk.com) presented this presentation at the Brand Development Council in Hong Kong on Sep 29, 2010. Matthew Kwan highlighted the importance of building a brand over internet and using online channels including SEM, SEO, eDM, Display, Social Media...etc.

1. 香港品牌發展局
2010年「中小企品牌群策營」第四次活動
網上營銷、營得有『品』
關廣智 Matthew Kwan
Principal Consultant
Adams Company Limited
2010年9月
Copyright © 2010 Adams Company Limited. All rights reserved. 1

2. Brand is all about
PERCEPTION
What perception are you really
making???
Copyright © 2010 Adams Company Limited. All rights reserved. 2

3. www.barackobama.com
Copyright © 2010 Adams Company Limited. All rights reserved. 3

4. 全球共18億網民
中國佔4億!*
*Source: http://www.cnnic.cn/uploadfiles/pdf/2010/7/15/100708.pdf
Copyright © 2010 Adams Company Limited. All rights reserved. 4

5. Copyright © 2010 Adams Company Limited. All rights reserved.
2009年中國網購8788萬人
RMB1195.2億
平均每人消費RMB1360*
*Source: http://www.doc88.com/p-12922993098.html
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6. Copyright © 2010 Adams Company Limited. All rights reserved.
*Source: May 2010 http://www.ofta.gov.hk/en/datastat/key_stat.html
**Source: July, 2009 http://www.sarft.net/cmmb/8684.aspx
2.5G & 3G 手機用戶
HK:5.62M* PRC:740M**
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7. Website
Copyright © 2010 Adams Company Limited. All rights reserved.
建立品牌，由網站開始
The Beauty of e-Marketing is
INTERACTIVE
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8. Copyright © 2010 Adams Company Limited. All rights reserved.
4C 成功網站必殺技*
Customer
Oriented 以客為本
Contextual
Content
客戶導向內容
Community
建立支持網絡
Call
To Action 鼓勵行動
Read more about 4C 網站必剎技 on
http://e-campaign.blogspot.com/2008/07/websites-are-so-important-to-make-e.html
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9. Copyright © 2010 Adams Company Limited. All rights reserved.
搜尋器 Search Engine (SEO) & (SEM)
整體互動策略
Overall Integrated Strategy
Increase
Online
Presence
Generate
Sales
Build
Members
Community
Support
All Sales
Campaigns
社交網站 Social Network
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10. Copyright © 2010 Adams Company Limited. All rights reserved.
網上宣傳渠道
e-Marketing Channels
Search Engine
Optimization
Search Engine
Marketing e-Mails
Display
Banner Ad.
Social Media
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11. Copyright © 2010 Adams Company Limited. All rights reserved.
如何開始網上宣傳…
1. Website
2. Messaging
6. Alliances
5. Customers
Databases
3. Newsletters
4. Online
Advertising
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12. Copyright © 2009 Matthew Kwan. All rights reserved. 12
FeelFeelFeelFeel
KnowKnowKnowKnow
DoDoDoDo
Simplicity
By Bill Jensen

13. 網上營銷…終極目的??
Copyright © 2010 Adams Company Limited. All rights reserved. 13

14. Copyright © 2010 Adams Company Limited. All rights reserved.
量度結果，從何開始?
•CPMCost Per M (1000 impressions)
•CPCCost Per Click
•CPACost Per Action
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15. Copyright © 2010 Adams Company Limited. All rights reserved.
Viral Marketing &
Six Degrees of Separation
Source: http://en.wikipedia.org/wiki/Six_degrees_of_separation
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16. Source: http://205.188.238.109/time/interactive/0,31813,1874522,00.html
Copyright © 2010 Adams Company Limited. All rights reserved. 16

17. Copyright © 2010 Adams Company Limited. All rights reserved.
facebook: Over 400 million
users since it was founded in 2004
80 Languages
in the world!
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18. Copyright © 2010 Adams Company Limited. All rights reserved.
Growing over 120K
Fans in 4 days!
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19. Copyright © 2010 Adams Company Limited. All rights reserved.
Growing over 160K fans
http://www.facebook.com/pages/CotaiJet/217203543592
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20. Copyright © 2010 Adams Company Limited. All rights reserved.
Growing over 107K fans
http://www.facebook.com/uBuyiBuyHK
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21. 香港最高排名網站
Copyright © 2010 Adams Company Limited. All rights reserved.
1. Yahoo!
2. Facebook
3. YouTube
4. Google.com.hk
5. Google.com
6. Discuss.com.hk
7. Windows Live.com
8. Uwants.com
9. Next Media.com
10.Baidu.com
11.TVB.com
12.Wikipedia.org
13.香港賽馬會 hkjc.com
14.Oriental Press on.cc
15.MSN.com
16.新浪 sina.com.cn
17.淘宝网 taobao.com
18.HSBC hsbc.com.hk
19.香港高登網上聯盟
20.土豆网 tudou.com
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22. Copyright © 2010 Adams Company Limited. All rights reserved. 22
Social
Applications
Networks
*All names & brands are property of their respective owners
中國社交網站…
*All names & brands are property of their respective owners

23. Copyright © 2010 Adams Company Limited. All rights reserved.
IDEAL* 總結
•I – Identify Your Customers 對準目標
•D– Decide Your Budget 確立預算
•E – Experiment Your Options 勇於嘗試
•A– Assess Your Results 評核結果
•L– Leverage Others 借力打力
* Source: Maximizing dollars on Web marketing – SME primer by Matthew Kwan 2007 on
http://adamshk.blogspot.com
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24. Copyright © 2010 Adams Company Limited. All rights reserved.
Thank You!
Enquiries
admin@adamshk.com
+852 2723 9977
For more details, please visit
www.adamshk.com
www.twitter.com/adams_hk
blog.adamhk.com
e-campaign.blogspot.com
facebook.com/adamshk
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