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Chinese Search & Social MediaA Winning Combination
ICEF ANZA Seminar Program – April 4, 2018
Presented by Charles Coxhead
A Winning Combination2
Search & Social
• 640 million mthly active searchers*• Intent driven discovery• Brand presence
• 889 million mthly active WeChat users**• Engagement and conversation• Brand authority
* Source: Baidu ** Source: Tencent
3
Search Marketing
Search Share in China March 20184
Baidu Shenma Haosou Sogou Google Other
• Baidu – Dominant search engine• Shenma – built their share based on
usage of their popular web browser (est. 20% of total browser market in China, 30% on mobile) – Backed by Alibaba
• Haosou – Gained a foot hold in search by leveraging the popularity of their anti-virus product in China
• Sogou – Leveraged popularity of their pinyin input software to gain search share – Partner with Tencent
Source: Statcounter
Mobile Search Share in China March 20185
Baidu Shenma Sogou 360 Search Google Other
• Baidu even more dominant in mobile• Shenma’s mobile share also much
bigger on mobile (they own est. 30% of mobile browser market)
Source: Statcounter
Search in China is getting more complex6
Shopping Search
Video Search
Weibo Search
Travel Search
Classified Search
Life Search
Map Search
WeChat Search News SearchAPP Search
…and BTW voice search may change everything7
Xiaoya AI SmartSpeaker
JD DingDong Smart Speaker
Tmall Genie Smart Speaker
Breaking Down Baidu Results Pages8
Image Credit: BuiltVisible
Baidu Paws Account9
https://xiongzhang.baidu.com
Baidu SEO: Site Architecture10
• Keep site structure simple, with content accessible in
as few clicks as possible.
• Avoid Flash or JavaScript as much as possible. You are
better off with plain HTML.
• Don’t use iFrames
• Keep URL structure short and use Pinyin (Romanised
version of Chinese characters).
• Go mobile responsive, it is the simplest way to ensure
a good experience on mobile and desktop.
Baidu SEO: Page Titles and Meta Data11
• Make sure title tags and meta data are unique,
descriptive and keyword optimised with Simplified
Chinese.
• Baidu Title tag character limit is 80.
• Meta descriptions and meta keywords do factor into
ranking for Baidu.
• Meta description character limit is 200, meta
keywords is 100. Write descriptions for people.
• Image alt tags and heading tags (H1 etc) also have
increased prominence in Baidu’s ranking algorithm –
be sure to optimise in Chinese accordingly.
Baidu SEO: Content12
• Your site content must be unique, optimised
Simplified Chinese.
• Never rely on machine translation. Ensure your
content is correctly localised and is well-informed by
keyword trends from Baidu’s keyword research tool.
• Fresh content also counts in Baidu, so ensure you’ve
got an outlet such as a blog or news section to
provide freshly optimised content on a regular basis
(and tie this in with your WeChat content strategy).
Baidu SEO: Other meta tags13
• Baidu does support the canonical tag, so if you have a
complex site (e.g. faceted navigation on ecommerce site)
then this is important.
• Baidu also supports the nofollow and noarchive tags
which may be useful for deduplicating content on
complex ecommerce sites.
• Baidu doesn’t (yet) support the hreflang tag so be sure
to correctly use the HTML lang attribute to define the
language of the page e.g. <html lang=“zh-hans”>
Baidu SEO: Hosting, Domains & Site Performance14
• A .cn domain is ideal, but a CN specific sub domain is
also fine.
• If you can’t host inside China then get properly
optimized hosting for your CN sub-domain in Hong Kong
(Alicloud is great).
• Site speed is a real issue for almost all foreign sites trying
to rank in China. Like Google, Baidu wants to optimize for
user experience and so will favor sites that load quickly
for domestic Chinese searches. Without a well optimized
site that loads quickly you will struggle to rank well.
• Use http://www.webkaka.com/ to test site speed.
Recent Baidu Algorithm Updates15
• Baidu Hurricane
• Baidu Lighting
• Baidu Mobile Search Landing Page Experiences
Encourage Original Content
CollectionOriginal Re-Publish
Recent Baidu Algorithm Updates16
• Baidu Hurricane
• Baidu Lighting
• Baidu Mobile Search Landing Page Experiences
Mobile Page Loading Speed
Recent Baidu Algorithm Updates17
• Baidu Hurricane
• Baidu Lighting
• Baidu Mobile Search Landing Page Experiences
• Banner Ad is Too Big • Pop-up Ads • Pop-up for App Downloads • Too Much Text Ads
asadasdasd
University of Tasmania Case Study18
BEFORE
Implemented a new mobile responsive website on performance optimized Hong Kong based hosting solution
Source: Sinorbis
University of Tasmania Case Study19
上海
澳门香港
上海
澳门香港
fast slow
Loading speed map for UTAS English website
Average loading speed: 6.4s
Loading speed map for UTAS Chinese webpages on optimised platform
Average loading speed: 0.3s
Source: Sinorbis
University of Tasmania Case Study20
BEFORE
Source: Sinorbis
OLD WEBSITE(2014-2015)
NEW WEBSITE(2016-2017)
DIFFERENCE
-
-
+41%
39.13%
22.24%
-62%
2:49
5:00
+100%
4.14
6.79
+64%
-
-
+44%
STUDENTS RECRUITED
SESSIONS BOUNCE RATE AVERAGE SESSION DURATION
PAGES PER SESSION
21
WeChat Marketing
The WeChat Ecosystem22
Social Interaction
Communication
Text Messages /Voice Chat / Group
Chat / Free Call /Video Call / Walkie
Talkie
Games &
Tickets
Social Sharing
WeChat Shake For Friends / For Music
/ For TV
People Nearby / send location
Location based
service
Wallet &
M-Commerce
• 889 Million active monthly users• 10Million+ Official Accounts• 200k+ third party developers
“WeChat is a way of life”23
3%
8%
15%
21%18%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
<10 min 10~30 min 30 min~1hour
1~2 hours 2~4 hours 4 hours+
Daily ave. time users spent on WeChat, 2016
58%
54%
40%
34%
33%
25%
13%
11%
6%
6%
4%
0% 20% 40% 60% 80%
Browsing & posting on…
Sharing information
Reading public accounts
Sending/receiving money
Mobile payments
Sharing stickers/emoji
WeChat Shake
WeChat sports
Gaming
Social commerce
Others
Top 10 things people do on WeChat, 2016
2017 WeChat user and business ecosystem report, Tencent Penguin Intelligence , April 2017
Different Types of WeChat Accounts for Business24
Key features
Subscription Account Service Account
Unverified Verified Unverified Verified
Visibility of the account Less visible, grouped in
subscription folder More visible, in default screen of WeChat
Message broadcast frequency Once per day 4 times per month
Direct communication with followers
Customised menu
Built-in WeChat store
WeChat payment Partially
Other advanced features Partially
Approach your WeChat content with users in mind25
6%
7%
9%
18%
20%
39%
39%
49%
0% 20% 40% 60%
Other
Incentive & Rewards
Don't repost
Niche content
Trendy topic
Emotionally trouching
Interesting
Useful
4%
22%
45%
50%
51%
0% 20% 40% 60%
None of above
Articles
Short videos
Text
Pictures
What type of content do you like to see?What kind of articles will you share on WeChat?
11am -1pm , 6pm-10pm are the best time to post WeChat articles
2016 WeChat impact report, Tencent Penguin Intelligence , March 2016
Be visual and creative with WeChat content26
Expand reach on WeChat with native ads27
WeChat Moment Ads WeChat Banner Ads
Chinese influencers (KOLs)28
Advertorials / Product
Placement
Interactive campaigns
supported by KOLs
Product Reviews
Sponsored Articles
Combined With Direct Sales
Celebrity Diversified KOLs Beauty cyber
star Industry KOLs Community
“H5” games29
Branded Emoji30
“Boss Allen”
Simple approach for success on WeChat31
Integrate WeChat with mobile responsive
website to optimize user experiences
Select the right WeChat account fit your
marketing objectives
Develop informative & interesting content to
engage with the audience
Leverage different campaign strategy
(WeChat ads, H5 games, KOLs) to generate traffic
and promote your brand
A Winning Combination32
Search & Social
• Intent driven discovery• Brand presence
• Engagement and conversation• Brand authority
