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Social Media in China                                    Florence Chua    Director, Association Management & Consulting   ...
Agenda  • China Internet Environment & User  • China Social Media Landscape  • Leveraging Social Media for Awareness &    ...
China Internet Environment                             3
China Internet Environment                             Source: CIC Social Business White Paper Internet penetration: China...
China Internet User                                     457 million internet users in                                     ...
China Internet User        40 hours online/ week                   93 hours online/ week        4 hours on instant        ...
7
China Internet User          >25% users write >10 posts on forum, blogs, SNS every day.                                   ...
China Internet User           54% of Chinese internet users own or visit blogs                                            ...
China Internet User                      10
China Social Media Landscape Trusted source to find information about brands: -    Awareness -    Engagement -    Peer rev...
China Social Media Landscape     SNS       Blog     Micro-Blog      Community         BBS       Video Sharing  Kaixin.com ...
Social Networking Sites            Kaixin.com          RenRen.com           Tianji.com           Wealink.comUSP/s       - ...
Facebook vs. Kaixin001   February 2011 – >100 million Kaixin accounts                                                  14
Example          15
Micro-blogs in China               Sina                       TencentUSP/s          Most popular micro-blog    - Largest m...
Twitter vs. Sina Weibo      May 2011 - 140 million Sina Weibo users                                                17
Example: HP China                    Since 2011 June…
Example: Ministry of Health No Smoking Campaign               Since 2011 May…
Example: BMW China              Since 2010 Feb…                                20
Example: BMW China    •   Live show report    •   Launching new model/s
Video Sharing in China            Youku.com                             Tudou.comUSP/s       - Largest video sharing websi...
Youtube vs. Youku>200 million Youku users per month
Example: Dove Integrated Social Media Campaign
Reasons for Exponential Internet Adoption  •   Freedom of expression  •   “Personal space”  •   One-child policy  •   Migr...
Leveraging Social Media for Awareness & Engagement      Small group discussion      What are the perceived         challen...
Leveraging Social Media for Awareness & Engagement  Challenges  • Keeping up with fast-changing developments    and trends...
Leveraging Social Media for Awareness & Engagement  Opportunities  • Gain better understanding of stakeholders’    prefere...
AssociationsLeading by Example
Example: US Cotton Association                      Since 2010 July…
Example: World Luxury Association               Since 2011 March…
Example: Chinese Obstetricians & Gynecologists Assocation                      Since 2010 June…
Example: ISPE International Society for Pharmaceutical Engineering (ISPE) • Leverage Sina Weibo to communicate with Chines...
Example: ISPE                34
Example: PMI (China) Congress Project Management Institute (China) • Utilize integrated social media strategy to promote  ...
Example: PMI (China) Congress               •   Create Congress brand awareness               •   Post latest PMI Congress...
Example: PMI (China) Congress            Initial event info on this website; post latest PMI            Congress news; con...
Example: PMI (China) Congress                       •   Initial event info on this website                       •   Post ...
Example: PMI (China) Congress           •   - Chinese wikipedia equivalent           •   - improve searchability          ...
How to Get Started?                   PLAN                    MONITOR   RESEARCH                     BUILD                ...
8 Tips to Get Started•   Think Chinese, use Chinese language•   Know your target audience and their preferred    platforms...
Questions?florence.chua@mci-group.com
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Social Media in China ASAE am11

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Transcript of "Social Media in China ASAE am11"

  1. 1. Social Media in China Florence Chua Director, Association Management & Consulting MCI China | Beijing office
  2. 2. Agenda • China Internet Environment & User • China Social Media Landscape • Leveraging Social Media for Awareness & Engagement – Discuss: Challenges and Opportunities – Association Examples • Q&A 2
  3. 3. China Internet Environment 3
  4. 4. China Internet Environment Source: CIC Social Business White Paper Internet penetration: China 32% vs. US 77%
  5. 5. China Internet User 457 million internet users in 2010; 750 million by 2015 233 million online via mobile devices; 333 million by 2012 Sources: McKinsey Understanding China’s Digital Consumers; CIC Social White Paper 5
  6. 6. China Internet User 40 hours online/ week 93 hours online/ week 4 hours on instant 2.6 hours on instant messaging/ week messaging/ week 20 mins/ week on email 5.5 hours/ week on email Source: McKinsey Understanding China’s Digital Consumers 6
  7. 7. 7
  8. 8. China Internet User >25% users write >10 posts on forum, blogs, SNS every day. Source: China Social Network Report 8
  9. 9. China Internet User 54% of Chinese internet users own or visit blogs 9
  10. 10. China Internet User 10
  11. 11. China Social Media Landscape Trusted source to find information about brands: - Awareness - Engagement - Peer reviews Source: OgilvyOne 11
  12. 12. China Social Media Landscape SNS Blog Micro-Blog Community BBS Video Sharing Kaixin.com Sina Blog Sina Micro-Blog Baidu Post Bar Tianya.cn Tudou.com Baidu Tencent Micro- Renren.com Douban.com Mop.com Youku.com Space Blog Sohu Micro- Tianji.com Qzone 55bbs Qiyi.com Blog Wealink.com 12
  13. 13. Social Networking Sites Kaixin.com RenRen.com Tianji.com Wealink.comUSP/s - Largest SNS in - Most popular - Leading business - Similar to China SNS among SNS in China Tianji.com (less- students reputed) - Mostly for entertainment - Search for ex- classmatesFeature/s - Writing diary; - Writing diary; - Post resume - Recruitment sharing photos, & sharing photos & videos videos - BBS - Writing diary - Web games - Web games - Search for - Q&A companies & staff - Initiate activitiesUser/s White-collar/ Students, - HR - HR company especially college employees - Professionals - Professionals
  14. 14. Facebook vs. Kaixin001 February 2011 – >100 million Kaixin accounts 14
  15. 15. Example 15
  16. 16. Micro-blogs in China Sina TencentUSP/s Most popular micro-blog - Largest micro-blog network in platform in China. China - Micro-blog is connected with its IM product (QQ) with a huge user baseFeature/s - Social and business - Social and business information information - Forward information; - Forward information; sharing sharing (pics & videos); (pics & videos); comments on comments on micro-blogs micro-blogsUser/s - White-collar urbanites - QQ users - Organizations - Young generation - Celebrities - Tends to be from 2nd/3rd tier - Companies cities
  17. 17. Twitter vs. Sina Weibo May 2011 - 140 million Sina Weibo users 17
  18. 18. Example: HP China Since 2011 June…
  19. 19. Example: Ministry of Health No Smoking Campaign Since 2011 May…
  20. 20. Example: BMW China Since 2010 Feb… 20
  21. 21. Example: BMW China • Live show report • Launching new model/s
  22. 22. Video Sharing in China Youku.com Tudou.comUSP/s - Largest video sharing website - User-generated content - Partnerships with TV stations for - Interface is more user-friendly contentFeature/s - Sharing videos - Sharing videos - Watch movies, TV programs - Watch movies, TV programsUsers >200 million users/ month 180 million users/ month
  23. 23. Youtube vs. Youku>200 million Youku users per month
  24. 24. Example: Dove Integrated Social Media Campaign
  25. 25. Reasons for Exponential Internet Adoption • Freedom of expression • “Personal space” • One-child policy • Migrant workers • Graduates being posted to 2nd/3rd tier cities • Growing middle class • Social watchdog
  26. 26. Leveraging Social Media for Awareness & Engagement Small group discussion What are the perceived challenges and opportunities?
  27. 27. Leveraging Social Media for Awareness & Engagement Challenges • Keeping up with fast-changing developments and trends • Many platforms to choose from • Language • Local/cultural relevance • Monitoring and participating
  28. 28. Leveraging Social Media for Awareness & Engagement Opportunities • Gain better understanding of stakeholders’ preferences and needs • Build effective (cost & time-to-market) awareness and engagement campaigns • Be locally relevant to your stakeholders • Reduce marketing spend on direct mailers, print advertising etc.
  29. 29. AssociationsLeading by Example
  30. 30. Example: US Cotton Association Since 2010 July…
  31. 31. Example: World Luxury Association Since 2011 March…
  32. 32. Example: Chinese Obstetricians & Gynecologists Assocation Since 2010 June…
  33. 33. Example: ISPE International Society for Pharmaceutical Engineering (ISPE) • Leverage Sina Weibo to communicate with Chinese professionals about ISPE products and services • Started in Feb 2011 – 590 fans • Updates: – upcoming trainings and annual conference – number of participation in student poster competition – web learning – new releases 33
  34. 34. Example: ISPE 34
  35. 35. Example: PMI (China) Congress Project Management Institute (China) • Utilize integrated social media strategy to promote China congress – Tianji.com (LinkedIn equivalent) – Sina Weibo (Twitter equivalent) • China congress account (475 - June 2011); PMI China (1,122 – 2011 March); Managing Director (13,187 – June 2010) – LinkedIn – Baidu Baike (Wikipedia equivalent) • Started congress weibo in June 2011 • Updates: speakers, topics, registration, promotions etc. 35
  36. 36. Example: PMI (China) Congress • Create Congress brand awareness • Post latest PMI Congress news • Interact with community 36
  37. 37. Example: PMI (China) Congress Initial event info on this website; post latest PMI Congress news; connect to PM related accounts 37
  38. 38. Example: PMI (China) Congress • Initial event info on this website • Post latest PMI Congress news • Add PM related accounts 38
  39. 39. Example: PMI (China) Congress • - Chinese wikipedia equivalent • - improve searchability 39
  40. 40. How to Get Started? PLAN MONITOR RESEARCH BUILD ‐ Marketing  ‐ Fans highlights ‐ Comments ‐ Identify ‐ Find ‐ Key  ‐ Forwards ‐ Analyze  messages ‐ Follow ‐ Website  ‐ Select ‐ Fun ‐ Incentives  traffic ‐ Frequency
  41. 41. 8 Tips to Get Started• Think Chinese, use Chinese language• Know your target audience and their preferred platforms• Leverage hot topics to capture interest• Multi-user communication - be engaging but sensitive• Dialogue-type communication style – less is more!• Incentivize• Focus on immediate benefits• Less thinking, more networking 41
  42. 42. Questions?florence.chua@mci-group.com
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