Engaging the chinese through social media
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Engaging the chinese through social media

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Engaging the Chinese through social media

Engaging the Chinese through social media

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  • 700 billion YouTube videos were watched, a record 700,000 new members joined Facebook every day and Twitter grew by 100 million new accounts\n
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Engaging the chinese through social media Engaging the chinese through social media Presentation Transcript

  • ENGAGING THE CHINESE THROUGH SOCIAL MEDIA AND A STRONG WEB PRESENCE © 2012 fiveseed, llc. All rights reserved.
  • ENGAGING THE CHINESE THROUGH SOCIAL MEDIA AND A STRONG WEB PRESENCE Presented By: Rosie Branstetter Principal © 2012 fiveseed, llc. All rights reserved.
  • JOIN THE CONVERSATION @fiveseed © 2012 fiveseed, llc. All rights reserved.
  • INTERNET STATISTICS‣ By 2015: 1.2 billion internet users‣ Will experience compound annual growth rates of between 9% to 20% between 2009 and 2015‣ 60% of BRIC internet users are under the age of 35 * Source: Internet World Stats, June 2010; Universal McCann, 2010 © 2012 fiveseed, llc. All rights reserved.
  • CHINA * Source: iResearch© 2012 fiveseed, llc. All rights reserved.
  • CHINA• Early adopters; 457 million Internet users and boasts the highest percentage of online users interacting with social media• Golden Shield Project enforced by the Chinese government means websites that are not approved by the Chinese government are blocked in the country, and can only be accessible through gateways like proxies• 45% of Internet users participate in some way in the social media scene, with Internet forums and blogs being a popular choice• Prefer instant messaging over email; QQ is the top messaging platform; Tencent (IM provider)• High consumption of entertainment, gaming, and news online * Source: Search Engine Watch © 2012 fiveseed, llc. All rights reserved.
  • CHINA• Alibaba offers gigantic trade platforms; recent trouble with fraud charges• RenRen (formerly Xiaonei) copied the Facebook model; started with students and has since opened to all• Kaixin001 attracts white-collar office workers by focusing on fun, addictive social games.• Qzone gained young teens and rural users via cross-promotional traffic from QQ Messenger• 51.com started strong in lower tier cities, but growth has since slowed• Douban is the open forum popular among intellectuals for movie, music and book reviews, with around 60 million registered users and 80 million active users per month * Source: Alexa; LinkedIn; Google Trends; SocialBeat; Techcrunch; China Internet Watch © 2012 fiveseed, llc. All rights reserved.
  • INTERNET USERS IN THE WORLD Asia 44.8% Ocean/Au Europe 1.1% 22.1% Middle East 3.4% Africa 6.2% Lat Am/Carr N. America 10.4% 12.0% * Source: Internet World Stats, 2011 © 2012 fiveseed, llc. All rights reserved.
  • * Source: Language Connect, 2011© 2012 fiveseed, llc. All rights reserved.
  • * Source:Vincenzo Cosenza, www.vincos.it© 2012 fiveseed, llc. All rights reserved.
  • © 2012 fiveseed, llc. All rights reserved.
  • GROWTH IN SOCIAL NETWORKING (2008 - 2011) * Source: Universal McCann, 2012 © 2012 fiveseed, llc. All rights reserved.
  • * Source: Universal McCann, 2012© 2012 fiveseed, llc. All rights reserved.
  • RISK VS ENGAGEMENT
  • SOCIAL NETWORKING‣ Most Chinese are members of multiple social networks‣ 2.8 on average * Source: Chinese Internet Network Information Center
  • SOCIAL NETWORKING USA ChinaFacebook QZone
  • SOCIAL NETWORKING
  • VIDEO SHARING China USA YouTube Youku Tudou Inc‣ Tudou and Youku merged = 49% of the Chinese market‣ 8 other key player competitors in this space © 2012 fiveseed, llc. All rights reserved.
  • MICROBLOGGING (2009 - 2011) * Source: Universal McCann, 2012 © 2012 fiveseed, llc. All rights reserved.
  • MICROBLOGGING USA China Sina WeiboTwitter “Scarf ” 300M users
  • MICROBLOGGING
  • LINKEDIN...AND?? USA ChinaLinked-In Ushi.cn © 2012 fiveseed, llc. All rights reserved.
  • THE MOBILE REVOLUTION © 2012 fiveseed, llc. All rights reserved.
  • BEST PRACTICES‣ Understand preferences; RESEARCH‣ Identify local SMEs for content creation‣ Prioritize which content to translate‣ Decide what to do with everything else‣ Avg return of $25 for every $1 spent on localization‣ “Gisting”‣ Machine vs. Human * Source: Kathleen Bostick, Lionbridge Technologies, @KathleenBostick © 2012 fiveseed, llc. All rights reserved.
  • For customized market research and international marketing strategy, please contact: Rosie Siemer at rosie@fiveseed.com © 2012 fiveseed, llc. All rights reserved.
  • THANK YOU!For customized market research and international marketing strategy, please contact: Rosie Siemer at rosie@fiveseed.com © 2012 fiveseed, llc. All rights reserved.