The Buzz Generation- Reaching Youth & Young Professionals

THE BUZZ GENERATION IN CHINA

How to use Social Media Marketing (SMM) to engage the Chinese ‘BUZZ generation’ 2

Who are these ‘Buzz Generation’ folk? 3

The ‘Buzz Generation’…. They are Young, but have a lot of Pressure They are Online, but lack of real engagement Want to be Cool, but also working hard They want to share, but want own space

How they access the web. 195m Chinese under the age of 25 use the internet, with 74% accessing via a mobile phone

How influential are they. 56.3% of users said that they “got to know brands” through online channels. 81% check online 58.7% actually made purchase decisions based comments before on user-generated online info (compared to only 19% purchasing a product. in U.S.). Even when not making a purchase, 89.9% of users still pay attention to online comments.

Where do we go from here? HELLO! HELLO! Brand Consumers Own the Conversation….. not just the creative

What should companies do to reach this group? 8

1. Listen to them. • 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

2. Understand them … and how they’re different from netizens in other markets and sectors. • What are their motivations for using social media? • 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?

3. Be visible to them. Don’t simply jump on the social media bandwagon. When engaging these ‘buzz generation’ consumers 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.

4. Know what incentives work for them Why should these ‘buzz generation’ folks engage with your brand and spread your message? Is it social currency? Opinion leadership among peers? Timely and compelling content? Access to exclusive promotions? Incorporate incentives that will drive interest and participation.

5. Gain and maintain their trust. 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.

The World is changing

The social media landscape is constantly growing, innovating, evolving.

Consumers are adopting new technologies and interacting with them in different ways.

And new conversations can engage millions of netizens in a matter of days, or even hours.

By the time you view this presentation, the facts will have changed.

Knowing the market requires you to stay informed! Here is the leading tool to get you started…..

Online Reputation Management SinoBuzz™ is an online reputation management solution, a powerful tool for monitoring and managing online brand, measuring public awareness, sentiment, influence, and tracing authoritative sources. [click for more information] It provides insights into customer retention and loyalty through analysis of customer comments towards brands, products, services and sponsored events.

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The Buzz Generation- Reaching Youth & Young Professionals

by Dr Matt McDougall on Sep 01, 2010

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The Buzz Generation- Reaching Youth & Young Professionals — Presentation Transcript