social media in china asae am11

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Social Media in China Florence Chua Director, Association Management & Consulting MCI China | Beijing office

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Page 1: Social Media in China ASAE am11

Social Media in ChinaFlorence Chua

Director, Association Management & ConsultingMCI China | Beijing office

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Agenda

• China Internet Environment & User• China Social Media Landscape• Leveraging Social Media for Awareness &

Engagement– Discuss: Challenges and Opportunities– Association Examples

• Q&A

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China Internet Environment

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China Internet Environment

Internet penetration:

China 32% vs. US 77%

Source: CIC Social Business White Paper

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China Internet User

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457 million internet users in

2010; 750 million by 2015

233 million online via

mobile devices; 333 million by 2012

Sources: McKinsey Understanding China’s Digital Consumers; CIC Social White Paper

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40 hours online/ week

4 hours on instant messaging/ week

20 mins/ week on email

China Internet User

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93 hours online/ week

2.6 hours on instant messaging/ week

5.5 hours/ week on email

Source: McKinsey Understanding China’s Digital Consumers

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>25% users write >10 posts on forum, blogs, SNS every day.

Source: China Social Network Report

China Internet User

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54% of Chinese internet users own or visit blogs

China Internet User

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China Internet User

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China Social Media Landscape

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Trusted source to find information about brands:

- Awareness

- Engagement

- Peer reviews

Source: OgilvyOne

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China Social Media Landscape

SNS Blog Micro-Blog Community BBS Video Sharing

Kaixin.com Sina Blog Sina Micro-Blog Baidu Post Bar Tianya.cn Tudou.com

Renren.com Baidu Space

Tencent Micro-Blog Douban.com Mop.com Youku.com

Tianji.com Qzone Sohu Micro-Blog 55bbs Qiyi.com

Wealink.com

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Social Networking Sites

Kaixin.com RenRen.com Tianji.com Wealink.com

USP/s - Largest SNS in China

- Mostly for entertainment

- Most popular SNS among students

- Search for ex-classmates

- Leading business SNS in China

- Similar to Tianji.com (less-reputed)

Feature/s - Writing diary; sharing photos, & videos

- Web games

- Writing diary; sharing photos & videos

- Web games

- Post resume

- BBS

- Search for companies & staff

- Recruitment

- Writing diary

- Q&A

- Initiate activities

User/s White-collar/ company employees

Students, especially college

- HR

- Professionals

- HR

- Professionals

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Facebook vs. Kaixin001

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February 2011 – >100 million Kaixin accountsFebruary 2011 – >100 million Kaixin accounts

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Example

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Micro-blogs in China

Sina Tencent

USP/s Most popular micro-blog platform in China.

- Largest micro-blog network in China

- Micro-blog is connected with its IM product (QQ) with a huge user base

Feature/s - Social and business information

- Forward information; sharing (pics & videos); comments on micro-blogs

- Social and business information

- Forward information; sharing (pics & videos); comments on micro-blogs

User/s - White-collar urbanites- Organizations- Celebrities- Companies

- QQ users- Young generation- Tends to be from 2nd/3rd tier cities

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Twitter vs. Sina Weibo

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May 2011 - 140 million Sina Weibo usersMay 2011 - 140 million Sina Weibo users

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Example: HP China

Since 2011 June…

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Example: Ministry of Health No Smoking Campaign

Since 2011 May…

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Example: BMW China

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Since 2010 Feb…

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Example: BMW China

• Live show report• Launching new model/s

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Video Sharing in China

Youku.com Tudou.com

USP/s - Largest video sharing website

- Partnerships with TV stations for content

- User-generated content

- Interface is more user-friendly

Feature/s - Sharing videos

- Watch movies, TV programs

- Sharing videos

- Watch movies, TV programs

Users >200 million users/ month 180 million users/ month

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Youtube vs. Youku

>200 million Youku users per month>200 million Youku users per month

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Example: Dove Integrated Social Media Campaign

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Reasons for Exponential Internet Adoption

• Freedom of expression• “Personal space”• One-child policy• Migrant workers• Graduates being posted to 2nd/3rd tier cities• Growing middle class• Social watchdog

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Leveraging Social Media for Awareness & Engagement

Small group discussionWhat are the perceived

challenges and opportunities?

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Leveraging Social Media for Awareness & Engagement

Challenges• Keeping up with fast-changing developments

and trends• Many platforms to choose from• Language• Local/cultural relevance• Monitoring and participating

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Leveraging Social Media for Awareness & Engagement

Opportunities• Gain better understanding of stakeholders’

preferences and needs• Build effective (cost & time-to-market)

awareness and engagement campaigns• Be locally relevant to your stakeholders• Reduce marketing spend on direct mailers,

print advertising etc.

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Associations Leading by Example

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Example: US Cotton Association

Since 2010 July…

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Example: World Luxury Association

Since 2011 March…

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Example: Chinese Obstetricians & Gynecologists Assocation

Since 2010 June…

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Example: ISPE

International Society for Pharmaceutical Engineering (ISPE)• Leverage Sina Weibo to communicate with Chinese

professionals about ISPE products and services• Started in Feb 2011 – 590 fans • Updates:

– upcoming trainings and annual conference– number of participation in student poster competition– web learning– new releases

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Example: ISPE

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Example: PMI (China) Congress

Project Management Institute (China)• Utilize integrated social media strategy to promote

China congress – Tianji.com (LinkedIn equivalent)– Sina Weibo (Twitter equivalent)

• China congress account (475 - June 2011); PMI China (1,122 – 2011 March); Managing Director (13,187 – June 2010)

– LinkedIn– Baidu Baike (Wikipedia equivalent)

• Started congress weibo in June 2011 • Updates: speakers, topics, registration, promotions

etc.

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Example: PMI (China) Congress

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• Create Congress brand awareness• Post latest PMI Congress news• Interact with community

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Example: PMI (China) Congress

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Initial event info on this website; post latest PMI Congress news; connect to PM related accounts

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Example: PMI (China) Congress

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• Initial event info on this website• Post latest PMI Congress news• Add PM related accounts

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Example: PMI (China) Congress

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• - Chinese wikipedia equivalent• - improve searchability

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How to Get Started?

RESEARCH

‐ Identify‐ Analyze ‐ Select

PLAN

‐Marketing highlights‐ Key 

messages

‐ Incentives ‐ Frequency

BUILD

‐ Find‐ Follow‐ Fun

MONITOR

‐ Fans‐ Comments‐ Forwards‐Website traffic

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8 Tips to Get Started

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• Think Chinese, use Chinese language

• Know your target audience and their preferred platforms

• Leverage hot topics to capture interest

• Multi-user communication - be engaging but sensitive

• Dialogue-type communication style – less is more!

• Incentivize

• Focus on immediate benefits

• Less thinking, more networking