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Kiinan SoMe + SoMe & Uudet Työtavat TEMissä


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Jaani Heinonen (TEM) esitys CMAD2013 tapahtumassa

Jaani Heinonen (TEM) esitys CMAD2013 tapahtumassa

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  • 1. Kiinan SoMe +SoMe & Uudet Työtavat TEMissä Jaani Heinonen Elinkeino- ja innovaatio-osasto 28.1.2013
  • 2. Social media in China: Case studies and opportunitiesTeam Finland/FinNode Future Session
  • 3. Chinese spend 40%of their time online in social media * Source: Data Center of the Chinese Internet (DCCI)
  • 4. KEY FIGURES· 564 million Chinese netizens, as of December 2012· 309 million Weibo users, up by 58.7m on 2011· 202 million mobile Weibo users, accounting for 65.6%of all Weibo usersIn addition, WeChat (formerly Weixin), similar toWhatsApp, has now passed 300 million registeredusers worldwide. CNNIC (31st Statistical Report on Internet Development)
  • 5. Why is social media important inChina? Smartphone addiction phenomenon 低头族 420 million mobile netizens
  • 6. Social media in China today• Empowering netizens to voice opinions• Highly persuasive • Users value advice from Opinion Leaders • 88% middle class online • 75% believe what they read 6
  • 7. Social Media Landscape @China 2012 ed-2012-china-social-media-landscape/
  • 8. Starbucks success on Sina Weibo Name: 星巴克中国 (Starbucks China)• Starbucks launched a Sina Weibo Homepage: account in May 2010. Their goals were to: enhance brand awareness among Fans: 433,705 consumers aged 25-40 in China; Posts: 2,612 promote products; and directly communicate with customers.• Starbucks commenced to inform Weibo users of new product launches. Fans were interacted with through tactics such as: a survey launch, leveraging hot topics and festivals, and responding to Starbucks-tagged posts.• Starbucks has attracted more than 433,000 fans and draws 100+ comments on average per post. 8
  • 9. Netizens flame KFC over soymilk• In July 2011, a netizen alleged on Sina 肯德基 (KFC) Weibo that KFC’s soymilk was made by Name: soybean powder rather than with fresh Homepage: ingredients. Fans: 184,864• A picture of soybean powder boxes was Posts: 490 uploaded to back up the claim, along with the line “KFC deceived me”. This post was forwarded 30,000 times, leading to the reporting of the issue by most tier-one media in China.• KFC issued a statement on both its website and Sina Weibo (both KFC and Yum- branded) 17 days after the issue was first discussed online.• KFC’s late response hurt consumer trust. 9
  • 10. Case Study – Foreign Companies (KFC – Timeline) Statement issued on July 29, 2011 Story spreads, Story reported by finding its mainstream Image media forwarded way into (more than BBS forums Image 16k times, such as uploaded generating ChinaDaily to Weibo 1.9k BBS adding comments) Netizen “KFC snapped deceived boxes on me” July 12, 201110
  • 11. flying high on Sina Weibo• Beijing travel website launched a Sina Weibo account in June 2010. Their Name: 穷游网 ( website) goals were to improve brand awareness Homepage: and “create a bridge” between Sina Weibo Fans: 498,650 and the Qyer website. Posts: 13,800• Fans are interacted with through the sharing of travel tips and other useful travel- related messages, such as flight discount and hostel recommendations.• also forwards netizen’s posts that include travel content and photos.• To date has attracted nearly 500,000 fans to its Weibo account and its messages have seen many reposts. 11
  • 12. Annil accused by netizens• In June 2012 a netizen claimed on Weibo that Name: 安奈儿Annil her daughter was missing, and begged other Homepage: users to forward her post to help find her daughter. Fans: 498,650• She added that her daughter wore a dress by Posts: 13,800 children’s apparel company Annil when she became missing, and accordingly posted a photo. The post was quickly forwarded by thousands of concerned netizens.• A day later, netizens learned that the girl was not, in fact, missing. Annil was then accused of exploiting people’s sympathy to gain public exposure and increase brand awareness. 12
  • 13. Annil allegation persists• On June 26, Annil issued a statement on Weibo claiming that it didn’t fabricate the story. On the contrary, the company said that it was deceived by the post as well. Based on 135 comments published, however, most netizens remained unconvinced.• The issue was also reported by various media, especially key general media in Jiangsu.
  • 14. Lessons• China’s digital landscape is complex! Identify the right platform for your goal(s) through an audit• Sina Weibo is not the same as Twitter. It helps to be familiar with its rich features, from polls to live chats, to achieve a bigger impact• Be aware that China employees may also use social media, and that they may post something inappropriate• Negative information spreads quickly in Chinese social media. React to issues with speed – have a holding statement and Q&A ready to share if necessary• Equally, rumours are rife in Chinese social media. Netizens believe what they read, whether true or not. Correct misperceptions with facts, and build relationships with influencers 14
  • 15. 5 actions to consider1. Monitor social media to get a feel for Chinese nuances and commentary around your brand/industry2. Identify influencers early, both friendly and unfriendly, and begin outreach3. If you are big enough, consider an internal social media policy. A social media presence is not necessary4. Again, consider internal social engagement guidelines. Not all negative comments warrant a response5. Social media principles that include honesty, authenticity and transparency also apply in China 15
  • 16. For further information please contact:Matt Brady, mbrady@apcoworldwide.comEric Cheng, eric.cheng@finpro.fiKristiina Tolvanen, kristiina.s.tolvanen@jyu.fiSari Arho-Havrén, sari.arhohavren@finnode.fiJaani Heinonen,
  • 17. SoMe & Uudet Työtavat TEM:issä
  • 18. Case Yammer
  • 19. Case Facebook
  • 20. Case EIO lab
  • 21. KIITOS!Teollisuusneuvos Jaani Heinonen Elinkeino- ja innovaatio-osasto