Finding your digital voice SME Conversations Series

Agenda Digital Dialogue & The Communication Challenge China’s Digital Landscape – Usage & Behaviour Joining the Conversation (in Plain English)

Digital Dialogue & The Communication Challenge

China’s Digital Landscape – Usage & Behaviour

Joining the Conversation (in Plain English)

An exchange of ideas and opinions What is dialogue?

YOU PROSPECTIVE CUSTOMER PROSPECTIVE CUSTOMER PROSPECTIVE CUSTOMER HAPPY CUSTOMER ANGRY CUSTOMER BLOGGERS NEWS MEDIA COMPETITORS COMPETITORS COMPETITORS COMPETITORS

Can you describe your business or value proposition in a single sentence? Be Simple, Exciting and focus on what makes you Unique! What’s great about your product or service ? How is your company different from your competitors? Tell us a little about the environment or context . Features & Benefits Return on Investment Awards, Recognition People Experience Expertise Timing & Opportunity Commitment Giving back SUPPORTING MESSAGES OVERARCHING MESSAGE

China’s Digital Landscape The Numbers: 253 Million Internet users (CINIC, 2008) China represents 43.7 % of internet users in Asia (Internet World Stats, 2008) Broadband penetration is at 84.7% or 214 million users (CNNIC, 2008) Internet is third most popular mass media (WIP, 2008) 555.77 million registered mobile phone numbers (MII, 2008) 17 billion SMS messages sent during the Spring Festival holiday (MII, 2008) Internet with mobile phones has reached 73.05 million

The Numbers:

253 Million Internet users (CINIC, 2008)

China represents 43.7 % of internet users in Asia (Internet World Stats, 2008)

Broadband penetration is at 84.7% or 214 million users (CNNIC, 2008)

Internet is third most popular mass media (WIP, 2008)

555.77 million registered mobile phone numbers (MII, 2008)

17 billion SMS messages sent during the Spring Festival holiday (MII, 2008)

Internet with mobile phones has reached 73.05 million

The Chinese Internet User is Young Equally likely to be male or female College educated Low spending power

The Chinese Internet User is

Young

Equally likely to be male or female

College educated

Low spending power

What does this mean? Preference for instant gratification Comfortable downloading and playing files Entertainment & News seekers Ecommerce is on the rise Creatures of habit Used to getting things for free

Preference for instant gratification

Comfortable downloading and playing files

Entertainment & News seekers

Ecommerce is on the rise

Creatures of habit

Used to getting things for free

DIGITAL MARKETING TOOLS

M anage A cquire R etain C ustomers = MARC

M anage

A cquire

R etain

C ustomers

= MARC

Joining the Conversation Search IM/SMS User Generated Content Social Networking Services

Search

IM/SMS

User Generated Content

Social Networking Services

Join the Conversation STOP! Do you have a website? Is it localized? Can your prospects contact you? Do you have a customer database? Don’t do anything until you have set this up

STOP!

Do you have a website?

Is it localized?

Can your prospects contact you?

Do you have a customer database?

Don’t do anything until you have set this up

Search 79 percent in 2007 use search engines (WIP, 2008) Search request for single month broke through 15 billion in March (iResearch, 2008) iResearch, 2008

79 percent in 2007 use search engines (WIP, 2008)

Search request for single month broke through 15 billion in March (iResearch, 2008)

What can you do to get found? SEO Semantic mark-up Descriptive alts and titles Friendly URLs Descriptive links

SEO

Semantic mark-up

Descriptive alts and titles

Friendly URLs

Descriptive links

What can you do to get found? Descriptive titles Friendly URLS

What can you do to get found? SEO Semantic mark-up Descriptive alts and titles Friendly URLs Descriptive links SEM Keyword strategy Content strategy Organic search Inbound / Outbound links

SEO

Semantic mark-up

Descriptive alts and titles

Friendly URLs

Descriptive links

SEM

Keyword strategy

Content strategy

Organic search

Inbound / Outbound links

What can you do to get found? SEO Semantic mark-up Descriptive alts and titles Friendly URLs Descriptive links SEM Keyword strategy Content strategy Organic search Inbound / Outbound links SMO Social bookmarking (e.g. shuqian.qq, cang.baidu, etc.) RSS feeds Mash-ups (e.g. Tudou, Youku, etc.) Social pages and Blogs (e.g. Sina, MSN, Facebook etc.) Engaging the blogosphere

SEO

Semantic mark-up

Descriptive alts and titles

Friendly URLs

Descriptive links

SEM

Keyword strategy

Content strategy

Organic search

Inbound / Outbound links

SMO

Social bookmarking (e.g. shuqian.qq, cang.baidu, etc.)

RSS feeds

Mash-ups (e.g. Tudou, Youku, etc.)

Social pages and Blogs (e.g. Sina, MSN, Facebook etc.)

Engaging the blogosphere

What can you do to get found? Social Pages Social Bookmarking Linking

What can you do to get found? SEO Semantic mark-up Descriptive alts and titles Friendly URLs Descriptive links SEM Keyword strategy Content strategy Organic search Inbound / Outbound links SMO Social bookmarking (e.g. shuqian.qq, cang.baidu, etc.) RSS feeds Mash-ups (e.g. Tudou, Youku, etc.) Social pages and Blogs (e.g. Sina, MSN, Facebook etc.) Engaging the blogosphere PPC Ad words Banner Ads Affiliate linking What can you do right now to increase the ROI of your ad campaign? Pay more attention to the post click-experience. Landing Pages

SEO

Semantic mark-up

Descriptive alts and titles

Friendly URLs

Descriptive links

SEM

Keyword strategy

Content strategy

Organic search

Inbound / Outbound links

SMO

Social bookmarking (e.g. shuqian.qq, cang.baidu, etc.)

RSS feeds

Mash-ups (e.g. Tudou, Youku, etc.)

Social pages and Blogs (e.g. Sina, MSN, Facebook etc.)

Engaging the blogosphere

PPC

Ad words

Banner Ads

Affiliate linking

What can you do right now to increase the ROI of your ad campaign? Pay more attention to the post click-experience.

Landing Pages

Ad Words

Ad Words Landing Page!

IM/SMS Why is it important? Potentially more valuable than email 270m registered users on QQ China (77.2%) United States (39%) South Korea (47.8%) Youth are Heaviest IM Users 90.9% of Internet users use SMS WIP, 2008

IM/SMS

Why is it important?

Potentially more valuable than email

270m registered users on QQ

China (77.2%) United States (39%) South Korea (47.8%)

Youth are Heaviest IM Users

90.9% of Internet users use SMS

What can you do with … SMS High levels of personal engagement (e.g. “Your invited to our movie premier, text “I want to believe” to confirm your spot) Confirmation for account creation Promotions using promo codes Games (treasure hunts) Polls / Surveys Micro Payments IM Immediate gratification in a familiar format – direct contact / Integrate into website Icons, skins, emoticons etc. Screen name + Company name / service IM Alerts

What can you do with …

SMS

High levels of personal engagement (e.g. “Your invited to our movie premier, text “I want to believe” to confirm your spot)

Confirmation for account creation

Promotions using promo codes

Games (treasure hunts)

Polls / Surveys

Micro Payments

IM

Immediate gratification in a familiar format – direct contact / Integrate into website

Icons, skins, emoticons etc.

Screen name + Company name / service

IM Alerts

Relate back to your website! Retain customers / Integrate into website Service people immediately Inform/remind your contact list of your company or service Join the conversation!

Relate back to your website!

Retain customers / Integrate into website

Service people immediately

Inform/remind your contact list of your company or service

Join the conversation!

What is UGC?

Everyone has an opinion… 47m bloggers in China 20m users on Tianya, 4.7m visits and 10m posts a day 71% of Chinese Netizens use Internet Video, with Youku and Tudou each claim approx 70m unique visitors monthly UGC is the conversation! 90% are Lurkers 9% Contribute Intermittently Only 1% Contributes Heavily Jakob Neilson, 2006

47m bloggers in China

20m users on Tianya, 4.7m visits and 10m posts a day

71% of Chinese Netizens use Internet Video, with Youku and Tudou each claim approx 70m unique visitors monthly

UGC is the conversation!

How do I get involved?

Social Network Service What is a Social Networking Service? Online communities built around common interests or activities

What is a Social Networking Service?

Online communities built around common interests or activities

Community Involvement How do I get involved? Do you know where your audience is Cult of Personality – Have you maximised your profile? Leverage SNS publishing tools as a multiplier for your content Entertainment-lovers and Open-development platforms - People like being entertained - Kaixin001

How do I get involved?

Do you know where your audience is

Cult of Personality – Have you maximised your profile?

Leverage SNS publishing tools as a multiplier for your content

Entertainment-lovers and Open-development platforms - People like being entertained - Kaixin001

What Not to Do! People are watching Do not get tricked into a flame war Don’t link farm Don’t bury comments Don’t spam

People are watching

Do not get tricked into a flame war

Don’t link farm

Don’t bury comments

Don’t spam

Questions?

Finding your digital voice SME Conversations Series