Engaging the Chinese through social media

1. ENGAGING THE CHINESE THROUGH
SOCIAL MEDIA AND
A STRONG WEB PRESENCE
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2. ENGAGING THE CHINESE THROUGH
SOCIAL MEDIA AND
A STRONG WEB PRESENCE
Presented By:
Rosie Branstetter
Principal
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4. JOIN THE CONVERSATION
@fiveseed
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5. 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
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6. CHINA
* Source: iResearch
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7. 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
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8. 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
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9. 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
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10. * Source: Language Connect, 2011
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11. * Source:Vincenzo Cosenza, www.vincos.it
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12. © 2012 fiveseed, llc. All rights reserved.

13. GROWTH IN SOCIAL NETWORKING (2008 - 2011)
* Source: Universal McCann, 2012
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14. * Source: Universal McCann, 2012
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16. RISK VS ENGAGEMENT

17. SOCIAL NETWORKING
‣ Most Chinese are members of multiple social networks
‣ 2.8 on average
* Source: Chinese Internet Network Information Center

18. SOCIAL NETWORKING
USA China
Facebook QZone

19. SOCIAL NETWORKING

20. 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
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21. MICROBLOGGING (2009 - 2011)
* Source: Universal McCann, 2012
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22. MICROBLOGGING
USA China
Sina Weibo
Twitter “Scarf ”
300M users

23. MICROBLOGGING

24. LINKEDIN...AND??
USA China
Linked-In Ushi.cn
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25. THE MOBILE REVOLUTION
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26. 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
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27. For customized market research and international
marketing strategy, please contact:
Rosie Siemer at rosie@fiveseed.com
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28. THANK YOU!
For customized market research and international
marketing strategy, please contact:
Rosie Siemer at rosie@fiveseed.com
© 2012 fiveseed, llc. All rights reserved.