Introduction to Chinese Social Media

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  • According to CNNIC (Nov. 2013 stats) the number of Chinese internet users is 591 MillionIn 2011 there was a 54% increase in online shopping sales, Chinese shoppers spent 123 billion dollarsThe Chinese ecommerce market is expected to become the largest in the world in the next few years, surpassing the US by 2015
  • SinaWeibohas over twice as many users astwitterWeibo = Facebook, includes both personal and corporate accountsWeChat = similar to Twitter, but has additional features. Companies are starting to use it for corporate appsQQ = older messaging system, has oldest user base but is covered with ads. Users are moving away from QQ to Weibo & WeChatYouKu = YouTubeTaoBao = eBay+Facebook+Twitter+Yelp, everything rolled in one. One recent ½ hour sales campaign generated $5B Yuan in sales! 
  • Starbucks has long been popular on Chinese social media and its WeChatinitiatives are no exception. Starbucks’ most successful campaign utilized WeChat’sfeatures to ask consumers to share their mood by sending one of WeChat’s 26emoticons to the Starbucks account, to receive a song that reflected their mood. After a few months, 130,000 members had joined,having shared their emotions 238,000 times. In addition, it increased awareness andsales of their new fruity-iced drinks and increased Weibo users by 9%.
  • Introduction to Chinese Social Media

    1. 1. Presented by: Lesley Ning 26 November 2013 © LAT Multilingual, V1.0
    2. 2.  The Great Firewall in China  China has the largest internet population in the world and this number is growing fast  The Chinese marketplace is moving online © LAT Multilingual, V1.0 Page 2 of 10
    3. 3.  597 million active social network users; 420 million mobile internet users  Most of Chinese social media users are young, middle-income, well-educated urban Chinese  56% are male, on average 25 years old, and spend 46 minutes each day visiting social sites © LAT Multilingual, V1.0 Page 3 of 10
    4. 4. © LAT Multilingual, V1.0 Page 4 of 10
    5. 5. Sina Weibo WeChat QQ Youku Taobao Micro-blogging site Micromessaging app Social networking site Video sharing site E-commerce site 500 million registered users 400 million users 712 million users 300 million users 500 million registered users Tier 1 & 2 cities Tier 1 & 2 cities Tier 3 & 4 cities All All Link Link Link Link Link © LAT Multilingual, V1.0 Page 5 of 10
    6. 6. Weibo Porsche Centre Vancouver Weibo Tourism Vancouver © LAT Multilingual, V1.0 Page 6 of 10
    7. 7. Starbucks WeChat QR Code © LAT Multilingual, V1.0 Page 7 of 10
    8. 8.  Connecting with Chinese Consumers Through Social Media http://bit.ly/1a3vTxf  Luxury Brands on Chinese Social Media http://bit.ly/1a3vTxf  Great Performance on Sina Weibo: 3 Case Studies http://bit.ly/17T2CXH  5 Tips for Building Your Chinese Brand Identity http://bit.ly/1aSLfXx  Get Social on Chinese Mobile Apps http://bit.ly/HX1JRf  Getting the Chinese Vote: A Politician’s Guide to Building Relationships http://bit.ly/1cmBrSc © LAT Multilingual, V1.0 Page 8 of 10
    9. 9.  MCL Motor Cars,Vancouver  GAP – Tmall Store  Yyoga, Richmond  Jack & Jones – Tmall Store  Hilton Hotel, San Francisco  Nutrilon – Tmall Store  Science World, Vancouver  Casio – Tmall Store  Tourism BC, BC  Nikon – Youku Channel  Star Alliance, worldwide  Infinity – Youku Channel  Starbucks, China  Hermes - Youku Channel  DeBeers Jewellery, China  Piaget – Youku Channel © LAT Multilingual, V1.0 Page 9 of 10
    10. 10. Thank you! Lesley Ning T: 604.736.3833, ext 105 lesley@latmultilingual.com : @Lesley_LAT Click here to learn more about Multilingual Social Media © LAT Multilingual, V1.0 Page 10 of 10

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