Social Media in China - China Gravy ltd - Bangkok Entrepreneurs - July 2013

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Introduction to Social Media in China - China Gravy ltd - Bangkok Entrepreneurs - July 2013

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  • 2006 Top 20 Chinese university majored in Journalism 2 years as radio representative for a healthcare company—promote their product through Media –6 years ago Worked for few start ups in china with foreign boss or partner ---get to learn every step of entrepreneurship ---marketing & management 3 years ago while working as a partner at a Italian architectural firm, got offer From Admissioando ---start to get involved in social media Right time and great first hand experience on social media marketing Clients GMATAsai,SAT, Malaysia immigration Haohaoping, Admsssionado. Spa
  • ID TAKE THIS OUT
  • ID TAKE THIS OUT
  • Social Media in China - China Gravy ltd - Bangkok Entrepreneurs - July 2013

    1. 1. Social Media IN CHINA
    2. 2. Deana Gao 高 琼  Chinese  Journalism  Marketing/Start ups  Social Media  Traveler  Entrepreneur
    3. 3. Chinese Internet Usage: Going CRAZY 1 billion 10,000 persons 564 million! No. of internet users Internet penetration rate
    4. 4. Chinese Internet Users 1980s: Our first ―computer.‖ 1990s: Our first ―real‖ computer. 2013: “My desk.”
    5. 5. AND…WHO EXACTLY IS ON SOCIAL MEDIA ?  EVERY Internet user in China
    6. 6. Chinese Social Media Users: By Age Internet users Social Media Users
    7. 7. Most Western Social Media Sites? BLOCKED in China.
    8. 8. Western Social Media: Blocked in China  Facebook  Youtube  Twitter  Pinterest  Google plus  LinkedIn  MySpace  Foursquare  Instagram Not just social media sites —lots of OTHER websites are blocked in China as well. Check it out HERE: http://www.blockedinchina.net/ Why?
    9. 9. Chinese Social Media Landscape: 2013
    10. 10. Top 10 Social Media Sites in China
    11. 11. Top 5 Social Media Sites for Marketing  Weibo  Renren  Tencent  Douban  Weixin (Wechat)
    12. 12. Chinese versus US Social Media  Weibo  Renren  Tencent  Douban  Weixin (Wechat)  Twitter +Some Facebook  Facebook  MSN/Gchat, Yah oo Chat etc.  The website formerly known as MySpace  Whatsapp or Line
    13. 13.  www.weibo.com  Weibo --Microblog  Sina Weibo was launched in 14th August 2009 by Sina Corporation, which owns the biggest portal website sina.com  Sina bought the domain Weibo.com in 7th April 2011. Today, so-called ―Weibo‖ means ―Sina Weibo‖  This is the most powerful and popular social media platform in China. Sina Weibo – What is it ?
    14. 14. Weibo in Action
    15. 15. Weibo on iPad& iPhone Weibo on IPad Weibo on IPhone
    16. 16. Icon Inf o Verification Verification Org Verification Followers Weibo VS Twitter Re-twittes & Comments Pic & Video Posts
    17. 17. What do they do?  Real-life moments  Social topics  Breaking news  Celebrity gossip  Elite Types‘ fights  Follow Current news issues 31%  Follow friends 31.0%  Make new friends 14.5%  Follow superstars and well- known professionals 12.3%  Follow industry updates 14.5% Whom do they follow?
    18. 18. Who uses Weibo?  Media  Celebrities & ‗Elites‘  Office Workers  1st and 2nd Tier Cities  Companies and Businesses  ME!  [56.4% Chinese social media users are on Weibo]
    19. 19. Why Weibo for marketing?  Easy to find potential clients / partners.  Users Trust It. (Based on CNNIC report, Chinese trust Weibo more than China official media.)  High-end Target Market. Users are in 1st and 2nd Tier cities and accept new ideas and are comfortable with online shopping or trading.  Easy, quick information updates.  Easy to interact with followers.  New media– influential and has high credibility
    20. 20. How to use it for your business. E-COMMERCE Knowledge MarketingBRANDING
    21. 21. Tencent (QQ)—What it is • Founded in 1999 • First IM program in China • Still China‘s biggest social platform • March 20th 2013, there were 798.2 million active QQ accounts /Average 160MIL online users everyday
    22. 22. Online users (wow.)  http://im.qq.com/online/
    23. 23. The Functions of QQ  Instant Message  E-mail  Pengyou  Shop  Weather  Anti-virus  Qzone  Tencent Weibo  Games  Music  ETC …
    24. 24. The Tencent Family Qzone--2005 Pengyou--2009 Tencent weibo -2010 Wechat 2011 What is Tencent
    25. 25. Q zone –What is it?  Qzone is social networking website under QQ  It permits users to keep blogs, diaries, update photos and listen to music  It‘s (on paper) the largest social network website in China  By September 2012,there were 597 million users. 150 million Qzone users update their accounts at least once a month Qzone
    26. 26. Tencent Weibo–What is it? • Exactly the same as Sina Weibo but… belongs to a different company
    27. 27. Tencent Weibo VS Sina Weibo What is Tencent
    28. 28. Who uses Qzone and Tencent Weibo ?  350 MIL users / 40MIL active users  Age 14-30 yrs  Students  2nd and 3rd Tier cites  Grass-roots celebrities  Companies and businesses  ME!  Who uses them?
    29. 29. What is Renren? Look familiar?  We Chinese are good at “math” and “learning from others” Renren—What is it?
    30. 30. Renren—What is it?  Founded in 2005  Renren – literally means ―everyone‖  200MIL users /30MIL active users  Age 18-35  University Students  White collar folks  1st and 2nd tier Cities
    31. 31. What is Renren? Fan page on RenrenFan page on Facebook Same, same But…Chinese!
    32. 32. Douban– What is it?  Founded in 2005  Social network that shares films, books, interests, music, and activities  Online events, as well as off-line event organization  A large number of ―intellectual‖ types, announcing poetry events, coffee chats, enrichment stuff, etc.
    33. 33. What is Douban? Interest Living Shopping Society Art VS Music Art Science Fan pages
    34. 34. Who’s on Douban ?  August 2012, 62 million users, covering 700 cities around the world…  1st -2nd tier cities, although over 80% are in 1st tier cities  Highly educated people (Professionals, Artists, etc.)  Follow their interest groups  Comment and share booksfilmsmusicarts  Events –Find/organize/participate events –Meet up  Online ‗Flea markets‘  Forums  Search their interested items – topics /events etc.
    35. 35. Why use Douban for marketing?  Highly-educated group–so, more ‗precision‘ marketing  Divided into different groups—easy to find different target groups of people  Better and trustworthy content exchange  Great for cultural industries  Great for ‗Elite Artists‘ etc.
    36. 36. Wechat—What is it?  Released in Jan 2011, 300MIL Registered Users on 2103  Belongs to Tencent Holdings Ltd (QQ. Qzone, Tencent Weibo)  Mainland China, HK, Taiwan, South-East Asia  Smartphone users  ―The Next Big Thing‖ in Chinese social media...
    37. 37. What is Wechat?
    38. 38. How to use Wechat for marketing ?
    39. 39. Should I use Chinese Social Media? Personally? …Yep.  Tap into the Chinese market…without moving, or ―becoming Chinese.‖  Learn about potential clients and partners.  Learn about your competitors.  Meet people from far away. Over 1 billion of them.  And also…IT‘S FUN !  Some Chinese social media platforms have interfaces in English with limited functionality—so give it a shot! You don’t even have to use your real name…
    40. 40. How to get started? (Well, with these three.)  Weibo.  QQ.  WeChat.
    41. 41. Should my company use Chinese Social Media? …Yep.  We like to think about the POST framework.  People—whom do you want to target?  Object—what is your goal?  Strategy—which one to use? What‘s the plan?  Technology—how to use the right platform and extra apps to execute that plan?
    42. 42. Key words to remember in Chinese social media.  Young  Elite  ―Freedom‖  Real-time  Influential
    43. 43. Thank you!  Find us on Facebook and Twitter: China Gravy  E-mail at deana@chinagravy.com  Check out our website : http://www.chinagravy.com

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