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Mastering the Chinese Market with Effective Social Media Strategies

Dive into the Chinese market with insights from May 2012 to strategize your social media approach. Learn how to leverage the unique characteristics of the vast and challenging market in China to reach success. Understand the key assumptions to tailor your strategies effectively.

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Mastering the Chinese Market with Effective Social Media Strategies

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  1. Winning the China market through Social Media

    May, 2012
  2. My two assumptions for today 1. You all know something about China
  3. China is a BIG market
  4. China is a different market
  5. China is a 困难 market
  6. My two assumptions for today You all know something about China You don’t know much about China
  7. My Challenge
  8. Social media is the most effective channel to reach, engage & convert consumers in China So I just want to convince you one thing:
  9. Why ?
  10. Social media is as BIG as the market
  11. 500 million + Netizens 300 Million SinaWeibo users 250 million More than one SNS Profiles 150 million BBS Users Source: CNNIC, SinaWeibo
  12. 2 years 300 million + Active Users
  13. male netizens56% 44% female netizens Source: 27thStatistical Survey Report on the Internet Development in China (Dec 2010), CNNIC
  14. 1.1% under 10 27.3% between 10 to19 29.8% between 20 to 29 years old 23.4% between 30 to 39 years old 12.6% between 40 to 49 3.9% between 50 to 59 1.9% 60 or older Source: 27thStatistical Survey Report on the Internet Development in China (Dec 2010), CNNIC
  15. And it’s INFLUENTIAL
  16. Chinese consumers spend a lot of time online Source: HighTable.com
  17. Avg. user spends 70 mins per month
  18. 80% netizens use BBS to search for information of the product they plan to buy, and 62% netizens ask other BBS users for opinions before make purchases1 56% netizens say Internet is their primary channel for airing views and opinions2 User-generated content influences 58% of all purchase decisions in China, compared with 19% in the US3 Source: 1) The Phenomenon of Chinese BBS by iResearch Consulting Group, November 2007 2) 27thStatistical Survey Report on the Internet Development in China (July 2010), CNNIC 3) Netpop / Nations: China and the U.S. in a Web 2.0 World by Netpop, November 2007
  19. Source: HighTable.com Source: McKinsey
  20. But it’s also very不同 (DIFFERENT)
  21. What you may be familiar with? Popular social media platforms Facebook – #1 choice of platform for marketers due to its reach (it is has the widest user group globally) Twitter – #1 microblog, Real-time channel, changing the way users react to news and events Youtube - #1 Video sharing site (with over 24 hours of videos uploaded each minute*) Foursquare / Location Based Service – #1 LBS service, users check in at various locations and earn virtual badges or receive real-world incentives (coupons)
  22. China’s equivalent Teenage College Student White-collar
  23. And much more… * Image source from Ogilvy One
  24. More brands have jumped into the social media as well
  25. Source: 2012 CIC whitepaper
  26. So, how to use Social Media to grow your business in China ?
  27. Set Clear Objectives & Strategies Think English, Speak Chinese Choose Platform(s) Wisely Choose the Right Partners
  28. Set Clear Objectives & Strategies Social media does not equal to ePR It can help you accomplish many marketing objectives Building brand / product awareness Social CRM: acquiring new customers, increase loyalty of existing customers Driving commerce (online & offline) New products and features will further broaden opportunities
  29. We can build a brand and launch a new product…
  30. We can have rich engagement with our customers …
  31. We can have rich engagement with our customers …
  32. We can effectively drive traffic to our online stores …
  33. We can even sell directly …
  34. We can provide better services to our customers …
  35. Think English, Speak Chinese Global Strategy Local Ideas Global Assets Local Creative / Content Global Agencies Local Partners Global Media Plan Local Platform Selection
  36. A good example
  37. Choose your platform wisely ?
  38. Choose the right partners Internal teams Media Agency Social Media Specialist ATL Agency Digital Agency

  39. Thank You

    lizhou@staff.sina.com.cn LinkedIn.com/in/kenlizhouhong Weibo.com/kenlizhouhong
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