{"id":4537,"date":"2021-11-25T11:24:32","date_gmt":"2021-11-25T03:24:32","guid":{"rendered":"https:\/\/berniewong.net\/?p=4537"},"modified":"2021-11-25T11:24:36","modified_gmt":"2021-11-25T03:24:36","slug":"a-recap-on-cpa-australias-social-selling-why-you-should-care-and-how-to-do-it-right","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/a-recap-on-cpa-australias-social-selling-why-you-should-care-and-how-to-do-it-right\/","title":{"rendered":"A Recap on CPA Australia\u2019s Social Selling: Why You Should Care and How to Do It Right"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Managing brands&nbsp;through social media requires you to capture the right trends and&nbsp;speak the right language. Last 11<sup>th<\/sup> of November, <a href=\"https:\/\/berniewong.net\/zh-hk\/\">Bernie Wong<\/a>, Founder of <a href=\"https:\/\/social-stand.com\/facebook-welcomed-a-new-oversight-board\/\">Social Stand<\/a>, participated in a 1-hour digital workshop about Social Selling, Why You Should Care, and How to Do It Right. The event was organized by the SME Committee&nbsp;of&nbsp;<a href=\"https:\/\/www.cpaaustralia.com.au\/\">CPA Australia<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/es.linkedin.com\/in\/yuka-nakasone-7b381b\">Yuka Nakasone<\/a>, Chief Strategist at <a href=\"https:\/\/www.globalbridge.es\/\">Global Bridge<\/a>. moderated the panel discussion about social media management with:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/uk.linkedin.com\/in\/timothyhughessocialselling\">Tim Hughes<\/a>, CEO &amp; Co-Founder of <a href=\"https:\/\/dlaignite.com\/\">DLA Ignite<\/a>,&nbsp;<\/li><li><a href=\"https:\/\/uk.linkedin.com\/in\/lahceneguerrouj\">Lahc\u00e8ne Guerrouj<\/a>, Manager for Content Marketing Strategy EMEA <a href=\"https:\/\/www.salesforce.com\/\">Salesforce<\/a>.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">As mentioned by Yuka, Bernie represented the Asian Region to give a more holistic view of social media management for business.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/a-recap-on-cpa-australias-social-selling-why-you-should-care-and-how-to-do-it-right\/#Social_Media_Use_Around_the_World\" >Social Media Use Around the World<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/a-recap-on-cpa-australias-social-selling-why-you-should-care-and-how-to-do-it-right\/#The_Pandemic_Inference_for_Social_Media_Use\" >The Pandemic Inference for Social Media Use<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/a-recap-on-cpa-australias-social-selling-why-you-should-care-and-how-to-do-it-right\/#DOs_and_DONTs_on_Social_Media_with_the_Audience\" >DO\u2019s and DON\u2019Ts on Social Media with the Audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/a-recap-on-cpa-australias-social-selling-why-you-should-care-and-how-to-do-it-right\/#Social_Media_on_B2B_Marketing\" >Social Media on B2B Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/berniewong.net\/zh-hk\/a-recap-on-cpa-australias-social-selling-why-you-should-care-and-how-to-do-it-right\/#How_to_Bridge_the_Generation_Gaps_in_Social_Media_Marketing\" >How to Bridge the Generation Gaps in Social Media Marketing<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Social_Media_Use_Around_the_World\"><\/span><strong>Social Media Use Around the World<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The panel discussion started with Yuka sharing some important social media statistics provided by <a href=\"https:\/\/sg.linkedin.com\/in\/eskimon\">Simon Kemp<\/a>, founder, and CEO of Kepios. They are the latest statistical updates as of October 2021:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>There are 4.55 billion active social media users all over the world.<\/li><li>That is equivalent to 57.6% of the global population.<\/li><li>The annual increase in the number of social media users is +9.9%, or 409 million. It is equivalent to an increase of more than 1 million daily or 30 new users every single second.<\/li><li>A typical online global user spent an average of 2 hours and 27 minutes using social platforms. Based on this current rate, the world will spend a combined total of more than 4 trillion hours using social media in 2022. So&nbsp;<\/li><li>Around the world, social media users used at least 6.7 social platforms monthly. These social platforms include chat apps, collaborative pinballs, Q&amp;A services, social networks, and video platforms.<\/li><li>More than 7 in 10 users of the Internet ages 16 to 64 say that they research brands, products, and services on Google and other social platforms. Among younger users (ages 16 to 24), they are more likely to use social media over Google.<\/li><li>More than 1 in 3 users of the Internet ages 16 to 64 say that they rely on social media for news.<\/li><li>4 in 5 working-age users of the Internet say that they use social media to communicate with colleagues, partners, and suppliers. So, social media is just as relevant in the B2B and B2C world.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Thus, social media is much more than a homogenous opportunity.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Pandemic_Inference_for_Social_Media_Use\"><\/span><strong>The Pandemic Inference for Social Media Use<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The panel has noted that the pandemic has accelerated the growth of social media, especially social selling.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bernie, for one, termed it as social commerce, a merger of a part marketing and a part of sales. He also discussed the rise of bite-sized or snackable content. He said that social media users used to love them. Bernie has cited an example of a client \u2013 <a href=\"https:\/\/hk.canon\/en\/consumer\">Canon HK<\/a>, who tried selling cameras for $3,000 to $4,000 during the pandemic.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before the pandemic, customers use to buy Canon cameras in physical stores for the ambassador or salesperson to further assist them with how the camera works. During the pandemic, Canon shifted into posting bite-sized videos from their ambassadors to further educate people on how the camera works. It makes them present and visible on social media platforms. It also allows them to build trust among social media communities and users.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bernie further highlighted the importance of being authentic in social media. He has pointed out that live selling became a big hit in China and the whole world because it does not only hard sell something. Live streams help display authenticity by bringing value to the audiences.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Live streaming is an old-fashioned thing where people see a TV commercial and call a number to order the product. Then, it shifted online because modern consumers demand brands to be authentic instead of just hard selling. Besides, it is easier to order during live streaming as clients do not have to leave the social media platform.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bernie has noted that most live streamers in Hong Kong use Facebook and Instagram. But Taobao and Amazon still hold a primary position over live selling.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"DOs_and_DONTs_on_Social_Media_with_the_Audience\"><\/span><strong>DO\u2019s and DON\u2019Ts on Social Media with the Audience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As of October 2021, the top 5 most-used social media platforms is Facebook. YouTube, WhatsApp, Instagram, and Messenger. Interestingly, the top 3 favorite social media platforms globally are WhatsApp, Facebook, Instagram, Twitter, and TikTok.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Bernie, WhatsApp and WeChat are the most famous social platforms. With live streaming, Bernie highlights that the trend is what they called &#8220;price war.&#8221; Most brands offer 50% to 70% discounts to boost sales. Bernie has noted the importance of thinking about bringing value instead of hustling during live streaming. It is because marketers need to build a community. So, they need to catch up with their audiences during live streaming instead of treating it as a one-off show.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Social_Media_on_B2B_Marketing\"><\/span><strong>Social Media on B2B Marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For B2B, content marketing is the key. It is building an authentic blog. It is providing a lot of relevant information and values to the target audiences. It is a pre-sales stage. When a target audience searches for something, content boosts brand awareness, B2B conversions, and trust.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Bridge_the_Generation_Gaps_in_Social_Media_Marketing\"><\/span><strong>How to Bridge the Generation Gaps in Social Media Marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bernie has noted reading a book entitled \u201c<a href=\"https:\/\/www.amazon.com\/Value-Proposition-Design-Customers-Strategyzer\/dp\/1118968050\">Value Proposition<\/a>\u201d written by Alex Osterwalder. The book highlighted that every customer has a pain point, and brands should provide pain reliever to those pain points. As such, Bernie believed that <a href=\"https:\/\/berniewong.net\/zh-hk\/services\/\">\u793e\u4ea4\u5a92\u9ad4\u71df\u92b7<\/a> doesn\u2019t need to bridge the generation gaps. Instead, you should tell a different story for every target audience group.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Every brand should show how a product solves a pain point in a different way. For example, the recent McDonald&#8217;s milkshake story. Kids love McDonald&#8217;s milkshakes. But for truck drivers, it keeps them awake. So, brands should try to discover the customer&#8217;s pain points by reading reviews in different marketplaces. One-star or two-star reviews can give insights into the target customers\u2019 pain points.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Reference<\/strong>: <a href=\"https:\/\/www.youtube.com\/watch?v=7d4iNODbDKk&amp;list=PL6uIqKfoBxngCEdig6uUwN2wBLySSCBUl&amp;index=5\">https:\/\/www.youtube.com\/watch?v=7d4iNODbDKk&amp;list=PL6uIqKfoBxngCEdig6uUwN2wBLySSCBUl&amp;index=5<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Managing brands&nbsp;through social media requires you to capture the right trends and&nbsp;speak the right language. Last 11th of November, Bernie Wong, Founder of Social Stand, participated in a 1-hour digital workshop about Social Selling, Why You Should Care, and How to Do It Right. The event was organized by the SME Committee&nbsp;of&nbsp;CPA Australia. Yuka Nakasone, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4545,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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