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Chinese social media marketing 101

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Chinese social media, Chinese social media platforms, Chinese netizen online behavior, Sina Weibo marketing, WeChat, Oversea Chinese

Chinese social media, Chinese social media platforms, Chinese netizen online behavior, Sina Weibo marketing, WeChat, Oversea Chinese


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  • http://mashable.com/2012/07/02/china-social-networks/http://thenextweb.com/asia/2012/05/16/chinas-sina-weibo-passes-300m-registered-users-reveals-mobile-usage-is-higher-than-pc/
  • http://www.canada.com/vancouversun/news/westcoastnews/story.html?id=294f2cfd-3fcf-49a6-b864-42b56624dd78http://www.therecord.com/news/local/article/770945--waterloo-mayor-first-in-canada-to-blog-on-china-s-blog-site
  • http://www.engadget.com/2012/11/16/sina-weibo-400-million-users/ http://browse.feedreader.com/c/Resonance_China/157954996
  • China is currently the ninth major source country of overnight travelers to Canada, up from fourteenth just eight years ago.
  • From 2000 to 2008, Chinese travelers spent an average of $1,819 during the time they were in Canada, the highest among all travelers from the top 15 source countries. In 2008, the overall spending of Chinese travelers in Canada reached $263 million, up from $120 million in 2000. The total spending by Chinese traveler to Canada represented 2.3 percent of the total that travelers from the top 15 source countries spent in the country.
  • http://www.asiapacific.ca/statistics/immigration/immigration-arrivals/immigration-asia-top-country-sources-percentage
  • The Chinese community is an important part of local economy in many countries around the world.
  • Transcript

    • 1. XQ. January, 2013
    • 2. Agenda• Culture of Social in China• Top Chinese Social Media Platforms• User Demographics and Behaviors• The Big Player: Sina Weibo• Case Studies• LAT Multilingual Services
    • 3. CULTURE OF SOCIAL IN CHINA
    • 4. BILINGUAL IS NOTBICULTURAL
    • 5. WHO ARE THE CHINESESOCIAL MEDIA USERS  Most of the social media users are young, mid- income and educated Chinese.  Users who spend more time on social media sites are young, well educated and high-income urban Chinese
    • 6. WHY SOCIAL MEDIA SUITS THECHINESE CONSUMER  Geographic Disconnection: Rural-to-urban migrations  Social Disconnection: The loneliness of China’s one-child generation and the need to be part of a collectivity  Information Disconnection: Distrust of information from controlled media
    • 7. CHINESE SPENDMORE AND MORETIME SOCIALIZINGONLINE
    • 8. A “SAFE” WAYTO EXPRESS OPINION 73% of Chinese netizens agreed with the statement: “Online, I feel free to say and do things I wouldn’t do or say offline,” compared to only 32% of US netizens.*
    • 9. A LARGE PART OF SOCIAL LIFE 86% of Chinese live “some of their lives ” online, compared to 42% of American youth.
    • 10. HOW DO THEY USE IT Brand, company information sharing Current affairs discussion Jokes Self-help information sharing Music, movie, sports information sharing Personal stories sharing 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%
    • 11. CHINESE NETIZENS ARE VERY MUCH OPEN TOHAVING SOCIAL INTERACTIONS WITH BRANDS
    • 12. 71% 60% 49%Watch commercials on SNS ads makes them more Read blogs produced byYouku & others aware of brands brands43% 43% 39%Take part in branded Friending a brand SNS ads lead them to search forcompetition more info on brands34% 23% 21%SNS ads makes them more likely to Blog about a brand, product Make a video about abuy a brand or service product/brand and share
    • 13. CHINESE SOCIAL MEDIA ECOSYSTEM
    • 14. CHINESE SOCIAL MEDIAECOSYSTEM ISCOMPLICATED
    • 15. CHINESE SOCIAL MEDIAIS MAINSTREAM • On average, each have 2.78 • 80%+ log in at least once a Social Media accounts week • 228 million bloggers in 2012 • Average of 20 hours/week spent on socializing online
    • 16. AND IT IS HUGE USA 315 million 450 million > + CANADA 35 million80 % of Chinese Netizens are on Social Media platforms564 million Chinese are internet users420 million Chinese are mobile internet users
    • 17. POPULARSOCIAL MEDIA PLATFORMS62 million 162 million 210 million 400 million 748 million As of Q3. 2012
    • 18. MICROBLOG IS THE MOSTPOPULAR PLATFORM
    • 19. ONLINE VIDEOS
    • 20. POPULAR VIDEO PORTALS Popularity Number of users
    • 21. SAME SAME,BUT DIFFERENT “Less than 8% of content on video sites is generated by users. Around 50% of the videos are TV programs, movies, soap operas and sports. The rest are commercials and Youtube videos.”
    • 22. THE KEY PLAYER SINA WEIBO
    • 23. “400 million accounts, over 130 thousand corporateaccounts, millions of international and domesticcelebrities, businessmen and politicians are on Weibo, includingTom Cruise, Brad Pitt, Bill Gates, Gregor Robertson, KevinRudd, Christine Lagarde, etc.Sina Weibo has been a darling of both domestic and internationalbrands. The platform offers brands a quality, diversified targetaudience and sophisticated engagement tools. 56% of Weibo’s400 million users follow at least one brand.100 million new posts a day.”
    • 24. USERS ARE YOUNGAND WELL-EDUCATED Although most registered users are male, active users are female. 65% active users are female. 70% content concerning brands from woman.
    • 25. PURPOSE OF USING SINA WEIBO
    • 26. Entertainment and“fun” content arereposted most oftencompared to twitterMagnitude of repostsare also much higherthan twitter
    • 27. CASE STUDIES
    • 28. Appendix: Tables & Additional info •Mainland vs Hong Kong immigration •Annual growth of Chinese travelers (to Canada) •Spending habits of Chinese travelers •Chinese immigrants to the US •Overseas Chinese – top 10 countries
    • 29. MORE PRC IMMIGRANTSTHAN THOSE FROMHONG KONG
    • 30. NUMBER OF CHINESE TRAVELERSGROWING 10% ANNUALLY
    • 31. AND THEY SPENDTHE MOST
    • 32. CHINA RANKS 1ST IN INVESTMENTIMMIGRANTS IN THE US According to the statistics released by its Department of Homeland Security, the United States approved the settlement of 1,971 investment immigrants from the Chinese mainland in 2009, surpassing the entire number of 1,360 foreign immigrants who came to the US in the previous year. Obtaining a US EB-5 visa (for immigrant investors) requires at least $500,000, or over RMB 3.4 million.
    • 33. CHINESE CUSTOMERSARE AN IMPORTANT ECONOMICFORCE WORLDWIDE