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China Social Media Marketing: How to get started!

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How to get started with social media marketing in China. Presented at the BenCham event in Shanghai on November 2, 2010. Tags: advertising, asia, branding, brands, china, "china sns", "china social …

How to get started with social media marketing in China. Presented at the BenCham event in Shanghai on November 2, 2010. Tags: advertising, asia, branding, brands, china, "china sns", "china social media", "china social media marketing" ,"chinese media landscape", "chinese social media", "digital marketing", "getting started", "how to", internet, marketing, miffy, "online marketing", "online marketing china", "social media", "social media marketing"

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  • 1. Shanghai, November 2, 2010 Getting started with Social Media Marketing in China
  • 2. Warming up
  • 3. Warming up How many internet users in China? 3 A: 420 mln B: 240 mln
  • 4. Warming up What’s the Chinese Twitter called? 4 A: Dianping B: Weibo
  • 5. Warming up What’s the average time Chinese internet users spend online per week? 5 A: 9 hrs B: 19 hrs
  • 6. Warming up What’s the #1 location based social network in China? 6 A: Jiepang B: Sifang
  • 7. 4 steps to use Social Media
  • 8. Model 8 Listen Be present Engage Participate
  • 9. 1. Listen
  • 10. Let’s say I’m looking for new sport shoes..
  • 11. 11 MadmenI don’t know if you should “just do it”..
  • 12. 12 Or “keep moving”..
  • 13. 13 Average American is exposed to 3000 commercial messages everyday..
  • 14. 14 Madmen76% of consumers don’t believe that companies tell the truth in ads
  • 15. Fact 67% of consumer purchase decisions are primarily influenced by word of mouth, according to McKinsey McKinsey/Thompson Lightstone 15
  • 16. You should buy this No
  • 17. You should buy this Yes
  • 18. Word of mouth is not new.. 一传十 十传百 Word of mouth is not new: “If one tells 10, 10 will tell 100.” Chinese Song Dynasty idiom
  • 19. The internet has enabled word of mouth to move from a local to a global scale
  • 20. Agenda 20 I might ask my friends on Renren, the Chinese Facebook
  • 21. Agenda 21 Or my followers on Sina Weibo, the Chinese twitter
  • 22. Agenda 22 Rose beauty origin example Or one of the millions anonymous BBS users in China
  • 23. ? So if I’m looking for sport shoes..
  • 24. Question How to listen? 24
  • 25. Use tools to monitor what’s being said about your brand..
  • 26. Or just search for your brand (or competitors!) on social networks
  • 27. 1.  Listen 2.  Be Present
  • 28. Model 28 Listen Be present Engage Participate
  • 29. China social media landscape
  • 30. Question How to be present? 30
  • 31. Setup your brand profiles on relevant social networks
  • 32. Nov ‘10: KLM will start customer service via Twitter and Facebook
  • 33. Feb ‘10: All 600 cabin crew of China Eastern Airlines on Weibo
  • 34. 1.  Listen 2.  Be Present 3.  Participate
  • 35. Model 35 Listen Be present Engage Participate
  • 36. Question Which brand ranks #1 with most followers on Sina Weibo? 36 A: Nike B: Coca Cola #1
  • 37. China Merchants Bank asks their 96k followers: “Hey sunflowers, how was your halloween?” Both wrong. Kohler takes the lead.
  • 38. Fact 50% of Chinese internet users actively write or wrote their own blog CNNIC 38
  • 39. Vice President L’oreal China writes her Sina blog in a personal way, connecting with consumers
  • 40. Question How to participate? 40
  • 41. Feb ‘10: All 600 cabin crew of China Eastern Airlines on Weibo Respond on what people are saying; join conversations
  • 42. Join the conversation China Merchants Bank asks their 96k followers: “Hey sunflowers, how was your halloween?”
  • 43. 1.  Listen 2.  Be Present 3.  Participate 4.  Engage
  • 44. Model 44 Listen Be present Engage Participate
  • 45. Pepsi on Facebook: 1.8mln people ‘like this’What do you do when 1.8mln people like you on Facebook?
  • 46. You give away millions of $ to fund ideas of the people who like you!
  • 47. Pepsi refresh project: no Super Bowl commercial but more votes than Obama election
  • 48. Model 48 Listen Be present Engage Participate
  • 49. How we did it
  • 50. Cases | Miffy 50 How to increase the brand awareness of miffy in China using social media?
  • 51. Cases | Miffy 51 Let’s bring miffy to life and let her travel around China, meeting new friends online and offline!
  • 52. 1.  Listen
  • 53. Cases | Miffy 53 We listen online..
  • 54. Cases | Miffy 54 We look at what the target group is saying about miffy; online and offline Photo of offline research We listen offline..
  • 55. 1.  Listen 2.  Be Present
  • 56. Cases | Miffy 56 We select platforms..
  • 57. Cases | Miffy 57 We set up profiles..
  • 58. Cases | Miffy We hire a social media representative..
  • 59. Cases | Miffy 59 We set up the official miffy fan community..
  • 60. 1.  Listen 2.  Be Present 3.  Participate
  • 61. Cases | Miffy 61 We write blogposts..
  • 62. Cases | Miffy 62 We write ‘tweets’..
  • 63. Cases | Miffy 63 We chat..
  • 64. Cases | Miffy 64 And write more blogposts..
  • 65. 1.  Listen 2.  Be Present 3.  Participate 4.  Engage
  • 66. Cases | Miffy 66 We engage people on QQ to invite miffy their hometown!
  • 67. Cases | Miffy 67 The fans decide where miffy will travel to!
  • 68. Cases | Miffy 68 Chengdu Guangzhou Dalian We meet the winners and give them the biggest hug!
  • 69. Cases | Miffy 69 We share our experiences with our fans, friends and followers!
  • 70. Thank you
  • 71. making brands meaningful Rogier Bikker Operations Manager +86 1860 167 2657 rogier@energize.nl www.energize.cn