Prepared by Rudi Leung -- May 21, 2013HELLO! HKSOCIALSOCIAL MEDIA BATTLEBEHIND THE GREAT WALL
WeChat vs. Weibo
Who wins the Weibo vs. WeChat war could have asignificant impact on Chinese society.Weibo has put a spotlight on social is...
CHINA’S INTERNET MARKET
® 2012 Tribal DDB Hong KongFlickr Image: Source564M Internet Users In China (2012 Q4)Source: How Many People Use the Top S...
564M Internet Users In China (2012Q4)420M Mobile Internet Users (2012 Q4)Internet Image: SourceSource: How Many People Use...
564M Internet Users (420M Mobile Net Users)Source: Social Mediai In Asia “CNNIC The 31th Statistical Report on Internet De...
CHINA’S SOCIAL MEDIA LANDSCAPE
Internet Image: SourceConsumers In China Spend 46 Minutes A DayVisiting Social-Media SitesSource: Great Wall Of Numbers Ma...
“If they [foreign social media experts andfirms] are not tracking and engaging onChinese social media they will not be tal...
Source: “CIC China Social Media Landscape 2013” April 2, 2013If you compare the China’s socialnetworks with the western on...
HOW BIG ARE WEIBO & WECHAT?
Flickr Image: SourceTwitter Has >500M Users (2013 Q1)Source: How Many People Use the Top Social Media, Apps & Services? Ap...
Source: Engadget “Sina Weibo passes 500 million user mark, hows your site coming along? Feb 21, 2013
WeChat Reached 300M Users In 2013 Q1
40M Of WeChat’s 300M Users Live Outside China
WeChat vs. Weibo• WeChat is outreaching overseas’users especially SEA and India• Weibo remains China focus
WHAT EXACTLY ARE WEIBO & WECHAT?
One To One(One To Many) ConversationsMany To Many ConversationsA Hybrid Of Various SNS/MIM Platforms
InstantMessageGroupChatEmoticon/StickerQR CodeScannerTimeline PhotoFiltersOpen API WalkieTalkieVoice /Video ChatMobileWall...
WeChat vs. Weibo• Both platforms are becoming mobile-centric (more LBS functions)• Functions are getting more competitive&...
WHAT’S THE DIFFERENCES FOR BRANDS?
Running a branded account on WeiboYour glories, your embarrassments…Your happy customers, your angry customers…Everybody i...
Managing a branded account on WeChatIt’s like wearing your own shoes.You’re the only person who knows how it feels.Interne...
WHAT ARE THEIR BUSINESS APPROACHES?
Weibo Paid Media-Banner Ads & Promoted Posts
Weibo Rich Context Mini-Website Approach
WeChat O2O (Offline To Online) Activation
WeChat vs. Weibo• Weibo is driving towards a PaidMedia business model & e-commerce• WeChat is maintaining an “ad-free”envi...
WHERE IS KEY BATTLE FIELD?
Weibo Wallet – Weibo Is Tapping Into E-Commerce
50K Units Of Xiaomi Mobile Sold Within 5 Minutes 14 Seconds
666 Units Smart 2013 Special Edition Sold Within 9 Hours
WeChat vs. Weibo• Both platforms will bundle the appwith membership/credit cards• Driving coupons delivery, smallamount pa...
§  The battle between WeChat & Weibo will continue§  For marketers who care about customers from China, it is notan “eit...
THANK YOU!Weibo/WeChat/Twitter/Instagram/Vine @rudileung
Social media battle behind the great wall 201304012
Social media battle behind the great wall 201304012
Social media battle behind the great wall 201304012
Social media battle behind the great wall 201304012
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Social media battle behind the great wall 201304012

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A sharing section I gave about the two hotest social networks in China, Sina Weibo and WeChat. What the latest development and how stiff the competition is.

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Social media battle behind the great wall 201304012

  1. 1. Prepared by Rudi Leung -- May 21, 2013HELLO! HKSOCIALSOCIAL MEDIA BATTLEBEHIND THE GREAT WALL
  2. 2. WeChat vs. Weibo
  3. 3. Who wins the Weibo vs. WeChat war could have asignificant impact on Chinese society.Weibo has put a spotlight on social issues fromcensorship to corruption to environmental problems
  4. 4. CHINA’S INTERNET MARKET
  5. 5. ® 2012 Tribal DDB Hong KongFlickr Image: Source564M Internet Users In China (2012 Q4)Source: How Many People Use the Top Social Media, Apps & Services? April 3, 2013 Flickr Images: Source
  6. 6. 564M Internet Users In China (2012Q4)420M Mobile Internet Users (2012 Q4)Internet Image: SourceSource: How Many People Use the Top Social Media, Apps & Services? April 3, 2013
  7. 7. 564M Internet Users (420M Mobile Net Users)Source: Social Mediai In Asia “CNNIC The 31th Statistical Report on Internet Development in China" Jan 15, 2013
  8. 8. CHINA’S SOCIAL MEDIA LANDSCAPE
  9. 9. Internet Image: SourceConsumers In China Spend 46 Minutes A DayVisiting Social-Media SitesSource: Great Wall Of Numbers March 20, 2013
  10. 10. “If they [foreign social media experts andfirms] are not tracking and engaging onChinese social media they will not be talkingto most of their Chinese customers who areonline.Facebook, Twitter, and YouTube are basicallyirrelevant on the Chinese Internet.”Source: Great Wall Of Numbers March 20, 2013
  11. 11. Source: “CIC China Social Media Landscape 2013” April 2, 2013If you compare the China’s socialnetworks with the western ones,you can easily identify at leastfive or six equivalent/cloneversionsWhile the China’s versionsusually dominate the localmarket
  12. 12. HOW BIG ARE WEIBO & WECHAT?
  13. 13. Flickr Image: SourceTwitter Has >500M Users (2013 Q1)Source: How Many People Use the Top Social Media, Apps & Services? April 3, 2013
  14. 14. Source: Engadget “Sina Weibo passes 500 million user mark, hows your site coming along? Feb 21, 2013
  15. 15. WeChat Reached 300M Users In 2013 Q1
  16. 16. 40M Of WeChat’s 300M Users Live Outside China
  17. 17. WeChat vs. Weibo• WeChat is outreaching overseas’users especially SEA and India• Weibo remains China focus
  18. 18. WHAT EXACTLY ARE WEIBO & WECHAT?
  19. 19. One To One(One To Many) ConversationsMany To Many ConversationsA Hybrid Of Various SNS/MIM Platforms
  20. 20. InstantMessageGroupChatEmoticon/StickerQR CodeScannerTimeline PhotoFiltersOpen API WalkieTalkieVoice /Video ChatMobileWalletMobileGamesDesktopVersionLookAround-LBS✔ ✔ ✓✗ ✓✗✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ComingSoon✔ ✔ ✔✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
  21. 21. WeChat vs. Weibo• Both platforms are becoming mobile-centric (more LBS functions)• Functions are getting more competitive& comparative
  22. 22. WHAT’S THE DIFFERENCES FOR BRANDS?
  23. 23. Running a branded account on WeiboYour glories, your embarrassments…Your happy customers, your angry customers…Everybody is watching.
  24. 24. Managing a branded account on WeChatIt’s like wearing your own shoes.You’re the only person who knows how it feels.Internet Image: Source
  25. 25. WHAT ARE THEIR BUSINESS APPROACHES?
  26. 26. Weibo Paid Media-Banner Ads & Promoted Posts
  27. 27. Weibo Rich Context Mini-Website Approach
  28. 28. WeChat O2O (Offline To Online) Activation
  29. 29. WeChat vs. Weibo• Weibo is driving towards a PaidMedia business model & e-commerce• WeChat is maintaining an “ad-free”environment & focusing on O2Oactivation(pathway to m-commerce)
  30. 30. WHERE IS KEY BATTLE FIELD?
  31. 31. Weibo Wallet – Weibo Is Tapping Into E-Commerce
  32. 32. 50K Units Of Xiaomi Mobile Sold Within 5 Minutes 14 Seconds
  33. 33. 666 Units Smart 2013 Special Edition Sold Within 9 Hours
  34. 34. WeChat vs. Weibo• Both platforms will bundle the appwith membership/credit cards• Driving coupons delivery, smallamount payments, & group-buying
  35. 35. §  The battle between WeChat & Weibo will continue§  For marketers who care about customers from China, it is notan “either or” decision§  No matter how similar their functions are, WeChat & Weiboare very different by nature§  Therefore, marketers need different content &communication strategy for each platform Conclusion
  36. 36. THANK YOU!Weibo/WeChat/Twitter/Instagram/Vine @rudileung

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