effective social media outreach in china
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If you are still thinking using Facebook, Youtube or Twitter to reach out to China, you areTRANSCRIPT
www.techsailor.comEngaging Your Customers Online
by Rex Huang
1 Oct 2010
Social Media Outreach in China
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1 China’s Social Media Landscape
Image adapted from: http://www.seeisee.com/sam/2008/11/27/p648
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You won’t see these in China… cause they are banned!
Outside of China, we talk about…
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In China, we talk about…
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China’s social media landscape is highly fragmented
With multiple players competing in same category of service
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2 Three Key Elements
Channels
Execution
Content
For a good social media outreach campaign
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Using tourism as an example, how do you choose between these channels?
Or would you want to work with all of them?
Your Message
Element 1 – Channel Selection
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Step 1 Know Each Channel (Content, Demographics, Interactions)
Step 2 Filtering (Region, Age Group, Gender, Topics)
Step 3 Eliminate & Prioritize by Budget & Nature of Campaign
Step X Viral Leverage. How to leverage “ 非诚勿扰” , “ 犀利哥”…
Element 1 – Channel Selection
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Why all these men are well known through Social Media in China?
Element 2 – Content Creation
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Why all these micro blogs are reposted for so many times?
Element 2 – Content Creation
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Key factors to good content creation
Deep understanding of the Chinese Internet Culture
Sensitive to the Current Trend
Experience (Know what works better)
Element 2 – Content Creation
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A good Social Media Marketing team must have Campaign Facilitator
Designer & Editor
Access to Relevant Key Opinion Leaders
Element 3 – Campaign Execution
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Who are Key Opinion Leaders?
Element 3 – Campaign Execution
These are netizens with an influence over a large crowd (e.g. huge fan / follower /readership base
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Recap of the 3 Key Elements
Channels
Execution
Content
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Thank you
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