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Today in Hong Kong, the second annual Social Media Matters conference descended on the Grand Hyatt Hong Kong. Over 650 delegates, 250 brands and 30 speakers came together to examine social media in three key areas: mobile, creativity and data.
Topics were presented in rapid-fire 20 minute sessions to give delegates a flavor of upcoming trends and social business initiatives from some of the major players in the social space including Ford’s Scott Monty, Coca-Cola, Twitter and Nestle.
John Bell, Social@Ogilvy’s Global Managing Director, spoke about how advocacy is more than just a positive post, and that brands are still in search of the tipping point where consumers become true advocates online.
In his interview above, John shared some highlights of our recent advocacy study which showed that China has the highest number of consumer advocates, while US has the highest number of passionate consumers.
He also touched on the difference between real and fake advocacy, especially in some markets where post are paid for. Lastly, he brought to light that no product category is too boring to generate consumer advocacy and outlined the top products that consumers love talk about included cosmetics and coffee.
To get the full story of the day, we’ve included a Storify created by the Social@Ogilvy Hong Kong team, who pulled together some of the top tweets and content from #SMMHK.