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Routes Online presentation (Berlin, Germany - October 5th, 2011)
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Dr. Mathew McDougall CEO, Founder; Digital Jungle
The Chinese Social Media Universe - 中国社会媒体概况
Asian is starting to dominate in terms of content creation, engagement online and number of netizens
43% of all internet users are from Asia
But because of Chinese Government interventions, the Chinese
Internet landscape is quite different. For example, China has blocked Facebook, Twitter, YouTube, etc. in the West
So with this, China has development sites like Renren, Weibo, Youku,
etc.
Here is a comparison of Western and Chinese social media sites
Chinese Social Media Universe Fast Facts
(Source: China Internet Network Information Center June, 2011)
As of the end of June 2011, Chinese netizens reached to 485 Million Internet Users
Average duration for netizens to surf internet is18.7 hours per week- an increase of 0.4 hour compared to the end of 2010
There were 318 million users of blogs, increased 23.18 million compared with those at the end of 2010
301 million users of online video sharing sites.
Netizens accessing the Internet at Internet café 33.76 million
In the first half of 2011, Chinese microblog users increased from 63.11 million to 195 million rapidly, increasing 132 million
in half a year, with a growth rate as high as 208.9%
my weibo ID: sinotechian
There are 318 million mobile phone netizens with an increase of 14.94 million compared to the end of 2010
Online shopping users had reached 173 million. Chinese users of group buying grew from 18.75 million at the end of
2010 to 42.20 million in middle 2011
By the end of Jun 2011, Chinese users of travel booking engines increased to 36.86 million
Interesting Chinese usage information
So… are there some tips we can use to leverage Chinese social media for Tourism
• Monitor the channels they’re using.
• What are they saying about your brand?
• What are they saying about competitors’ brands?
• Pre-empt reputational crises. Be ready to respond when necessary.
1. Listen to them
• Remember our Chinese netizens are different in behavior and in online intent
• Consider what are their motivations for using social media (are you wanting to reach a broad or narrow demographic)?
• How do they interact with different social media channels?
• How to they interact with each other across these channels?
• What drives them to participate and spread messages?
• What kinds of messages will they be receptive to?
2. Understand them
• Don’t simply jump on the social media bandwagon.
• When engaging Chinese through social media you must know which medium is right for your message and your objective
• i.e. when to use corporate blogs vs. forums vs. social networking sites.
• After selecting your channels, make sure your brand is highly visible to the public.
3. Be visible to them
• Why should Chinese netizens engage with your brand and spread your message?
• Is it a social currency?
• Does it leverage opinion leadership among their peers?
• Timely and compelling content?
• Access to exclusive promotions?
• Incorporate incentives that will drive interest and participation.
4. Know what incentives work for them
• Be authentic and transparent in communicating across social media.
• Try to add legitimate value to netizens’ online experiences.
• Most importantly, don’t try to deceive this group– they are smart and it will only lead to backlash and reputational damage.
5. Gain and maintain their trust
Gaining insights from Chinese social media using technology
Leading Chinese Social Media platforms
SIP:Enterprise
Determine online buzz by competitor
Buzz by time then by Airline
Today’s social media technology
What do people think?
Where are people talking?
Which channels are people talking in?
Understanding your Weibo account
Weibo Analysis
• Fans • Followers • Content • Geography • Comment Age • Demographics
0 10 20 30 40 50 60 70 80 90
100
Awareness & PercepBon
Loyalty & SaBsfacBon
Service
Facility
Cleaniness
Food & Beverage
Competitive analysis
Using technology to gain greater understanding
An airline or airport can understand how they compare in key areas
5 Parting Thoughts
In China, censorship has not stopped Social Media but simply changed the players and modified online behavior from the West
Also, impacting business like never before. Companies must look at their online brand health, online reputation and product promotions
Tools & Technologies are available for monitoring and analyising your Chinese social media programs (however, not as many as for
Western social media)
Social media is not simply random posting on various media’s but using conscious engagement strategies targeting specific netizens
Chinese online user behavior is different to the West – Chinese are more social, trusting and entertainment oriented
Chief ExecuBve Officer
Dr. Mathew McDougall!
My presentations on Slideshare: www.slideshare.net/digitaljungle
Follow on Twitter: @sinotechian
Connect on Linkedin: www.linkedin.com/in/drmathewmcdougall
Read my blog: www.dmic.asia
Connect on Facebook: www.facebook.com.sinotechian
Follow on Weibo: sinotechian
Also, don’t miss out on my new book! “The Chinese Social Media Universe” !