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Winning the China market through
Social Media
May, 2012
My two assumptions for today
1. You all know something about China
China is a BIG market
China is a differentmarket
China is a 困难 market
My two assumptions for today
1. You all know something about China
2. You don’t know much about China
My Challenge
Social media is the most effective channel to
reach, engage & convert consumers in China
So I just want to convince you one thing:
Why ?
Social media is as BIG as the market
500 million
+Netizens
250 millionMore than one SNS Profiles
300MillionSina Weibo
users
150 millio
nBBS Users
Source: CNNIC, Sina Weibo
2 years
300 million + Active Users
male netizens 56% 44% female netizens
Source: 27th Statistical Survey Report on the Internet Development in China (Dec 2010), CNNIC
1.1% under 1027.3% between 10 to19
29.8% between 20 to 29 years old
23.4% between 30 to 39 years old12.6% between 40 to 49
3.9% between 50 to 591.9% 60 or older
Source: 27th Statistical Survey Report on the Internet Development in China (Dec 2010), CNNIC
And it’s INFLUENTIAL
Source: HighTable.com
China India Brazil Russia Indonesia USA Japan
2.7
0.5
0.9
1.7
0.9
2.3
2.9
Number of hours online per day
Chinese consumers spend a lot of time online
Avg. user spends 70 mins per month
80% netizens use BBS to search for information of the product they plan to buy, and
62% netizens ask other BBS users for opinions before make purchases1
56% netizens say Internet is their primary channel for airing views and opinions2
User-generated content influences 58% of all purchase decisions in China, compared with 19% in the US3
Source: 1) The Phenomenon of Chinese BBS by iResearch Consulting Group, November 2007 2) 27th Statistical Survey Report on the Internet Development in China (July 2010), CNNIC 3) Netpop / Nations: China and the U.S. in a Web 2.0 World by Netpop, November 2007
Source: HighTable.com
Source: McKinsey
But it’s also very
不同 (DIFFERENT)
What you may be familiar with?
Facebook – #1 choice of platform for marketers due to its reach (it is has the widest user group globally)
Twitter – #1 microblog, Real-time channel, changing the way users react to news and events
Youtube - #1 Video sharing site (with over 24 hours of videos uploaded each minute*)
Popular social media platforms
Foursquare / Location Based Service – #1 LBS service, users check in at various locations and earn virtual badges or receive real-world incentives (coupons)
China’s equivalent
White-collar College Student
Teenage
And much more…
* Image source from Ogilvy One
More brands have jumped into the social media as well
April 2011
May 2011
Jun 2011
Jul 2011 Aug 2011
Sep 2011
Oct 2011
Nov 2011
Dec 2011
Jan 2012
Feb 2012
Mar 2012
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Number of companies with Weibo accounts
Source: 2012 CIC whitepaper
So, how to use Social Media to grow your business in China ?
1. Set Clear Objectives & Strategies
2. Think English, Speak Chinese
3. Choose Platform(s) Wisely
4. Choose the Right Partners
Social media does not equal to ePR
It can help you accomplish many marketing objectives
Building brand / product awareness
Social CRM: acquiring new customers, increase loyalty of existing customers
Driving commerce (online & offline)
New products and features will further broaden opportunities
Set Clear Objectives & Strategies
We can build a brand and launch a new product…
We can have rich engagement with our customers …
We can have rich engagement with our customers …
We can effectively drive traffic to our online stores …
We can even sell directly …
We can provide better services to our customers …
Think English, Speak Chinese
Global Strategy Local Ideas
Global Assets Local Creative / Content
Global Agencies Local Partners
Global Media Plan Local Platform Selection
A good example
Audience Alignment Product Offerings Cost Efficiency
Choose your platform wisely
?
Choose the right partners
Social Media Specialist ATL
Agency
Media Agency Digital
Agency
Internal teams
