social media in china asae am11
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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
China Internet Environment
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China Internet Environment
Internet penetration:
China 32% vs. US 77%
Source: CIC Social Business White Paper
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
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
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
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
Facebook vs. Kaixin001
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February 2011 – >100 million Kaixin accountsFebruary 2011 – >100 million Kaixin accounts
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
Twitter vs. Sina Weibo
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May 2011 - 140 million Sina Weibo usersMay 2011 - 140 million Sina Weibo users
Example: HP China
Since 2011 June…
Example: Ministry of Health No Smoking Campaign
Since 2011 May…
Example: BMW China
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Since 2010 Feb…
Example: BMW China
• Live show report• Launching new model/s
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
Youtube vs. Youku
>200 million Youku users per month>200 million Youku users per month
Example: Dove Integrated Social Media Campaign
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
Leveraging Social Media for Awareness & Engagement
Small group discussionWhat are the perceived
challenges and opportunities?
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
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.
Associations Leading by Example
Example: US Cotton Association
Since 2010 July…
Example: World Luxury Association
Since 2011 March…
Example: Chinese Obstetricians & Gynecologists Assocation
Since 2010 June…
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
Example: PMI (China) Congress
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Initial event info on this website; post latest PMI Congress news; connect to PM related accounts
Example: PMI (China) Congress
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• Initial event info on this website• Post latest PMI Congress news• Add PM related accounts
Example: PMI (China) Congress
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• - Chinese wikipedia equivalent• - improve searchability
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
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