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Social media battle behind the great wall 201304012

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Hungry Digital Limited
Hungry Digital Limited

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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Prepared by Rudi Leung -- May 21, 2013 HELLO! HKSOCIAL SOCIAL MEDIA BATTLE BEHIND THE GREAT WALL
WeChat vs. Weibo
Who wins the Weibo vs. WeChat war could have a significant impact on Chinese society. Weibo has put a spotlight on social issues from censorship to corruption to environmental problems
CHINA’S INTERNET MARKET
® 2012 Tribal DDB Hong Kong Flickr Image: Source 564M Internet Users In China (2012 Q4) Source: How Many People Use the Top Social Media, Apps & Services? April 3, 2013 Flickr Images: Source
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
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
CHINA’S SOCIAL MEDIA LANDSCAPE
Internet Image: Source Consumers In China Spend 46 Minutes A Day Visiting Social-Media Sites Source: Great Wall Of Numbers March 20, 2013
“If they [foreign social media experts and firms] are not tracking and engaging on Chinese social media they will not be talking to most of their Chinese customers who are online. Facebook, Twitter, and YouTube are basically irrelevant on the Chinese Internet.” Source: Great Wall Of Numbers March 20, 2013
Source: “CIC China Social Media Landscape 2013” April 2, 2013 If you compare the China’s social networks with the western ones, you can easily identify at least five or six equivalent/clone versions While the China’s versions usually dominate the local market
HOW BIG ARE WEIBO & WECHAT?
Flickr Image: Source Twitter Has >500M Users (2013 Q1) Source: How Many People Use the Top Social Media, Apps & Services? April 3, 2013
Source: Engadget “Sina Weibo passes 500 million user mark, how's 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) Conversations Many To Many Conversations A Hybrid Of Various SNS/MIM Platforms
Instant Message Group Chat Emoticon/ Sticker QR Code Scanner Timeline Photo Filters Open API Walkie Talkie Voice / Video Chat Mobile Wallet Mobile Games Desktop Version Look Around- LBS âś” âś” âś“âś— âś“âś— âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” Coming Soon âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś”
WeChat vs. Weibo • Both platforms are becoming mobile- centric (more LBS functions) • Functions are getting more competitive & comparative
WHAT’S THE DIFFERENCES FOR BRANDS?
Running a branded account on Weibo Your glories, your embarrassments… Your happy customers, your angry customers… Everybody is watching.
Managing a branded account on WeChat It’s like wearing your own shoes. You’re the only person who knows how it feels. Internet Image: Source
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 Paid Media business model & e-commerce • WeChat is maintaining an “ad-free” environment & focusing on O2O activation(pathway to m-commerce)
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 app with membership/credit cards • Driving coupons delivery, small amount payments, & group-buying
§  The battle between WeChat & Weibo will continue §  For marketers who care about customers from China, it is not an “either or” decision §  No matter how similar their functions are, WeChat & Weibo are very different by nature §  Therefore, marketers need different content & communication strategy for each platform Conclusion
THANK YOU! Weibo/WeChat/Twitter/Instagram/Vine @rudileung

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Social media battle behind the great wall 201304012

  • 1. Prepared by Rudi Leung -- May 21, 2013 HELLO! HKSOCIAL SOCIAL MEDIA BATTLE BEHIND THE GREAT WALL
  • 3. Who wins the Weibo vs. WeChat war could have a significant impact on Chinese society. Weibo has put a spotlight on social issues from censorship to corruption to environmental problems
  • 4.
  • 6.
  • 7. ® 2012 Tribal DDB Hong Kong Flickr Image: Source 564M Internet Users In China (2012 Q4) Source: How Many People Use the Top Social Media, Apps & Services? April 3, 2013 Flickr Images: Source
  • 8. 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
  • 9. 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
  • 11. Internet Image: Source Consumers In China Spend 46 Minutes A Day Visiting Social-Media Sites Source: Great Wall Of Numbers March 20, 2013
  • 12. “If they [foreign social media experts and firms] are not tracking and engaging on Chinese social media they will not be talking to most of their Chinese customers who are online. Facebook, Twitter, and YouTube are basically irrelevant on the Chinese Internet.” Source: Great Wall Of Numbers March 20, 2013
  • 13. Source: “CIC China Social Media Landscape 2013” April 2, 2013 If you compare the China’s social networks with the western ones, you can easily identify at least five or six equivalent/clone versions While the China’s versions usually dominate the local market
  • 14. HOW BIG ARE WEIBO & WECHAT?
  • 15. Flickr Image: Source Twitter Has >500M Users (2013 Q1) Source: How Many People Use the Top Social Media, Apps & Services? April 3, 2013
  • 16. Source: Engadget “Sina Weibo passes 500 million user mark, how's your site coming along? Feb 21, 2013
  • 17. WeChat Reached 300M Users In 2013 Q1
  • 18. 40M Of WeChat’s 300M Users Live Outside China
  • 19. WeChat vs. Weibo • WeChat is outreaching overseas’ users especially SEA and India • Weibo remains China focus
  • 20. WHAT EXACTLY ARE WEIBO & WECHAT?
  • 21. One To One(One To Many) Conversations Many To Many Conversations A Hybrid Of Various SNS/MIM Platforms
  • 22. Instant Message Group Chat Emoticon/ Sticker QR Code Scanner Timeline Photo Filters Open API Walkie Talkie Voice / Video Chat Mobile Wallet Mobile Games Desktop Version Look Around- LBS âś” âś” âś“âś— âś“âś— âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” Coming Soon âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś” âś”
  • 23. WeChat vs. Weibo • Both platforms are becoming mobile- centric (more LBS functions) • Functions are getting more competitive & comparative
  • 25. Running a branded account on Weibo Your glories, your embarrassments… Your happy customers, your angry customers… Everybody is watching.
  • 26. Managing a branded account on WeChat It’s like wearing your own shoes. You’re the only person who knows how it feels. Internet Image: Source
  • 27. WHAT ARE THEIR BUSINESS APPROACHES?
  • 28. Weibo Paid Media-Banner Ads & Promoted Posts
  • 29. Weibo Rich Context Mini-Website Approach
  • 30. WeChat O2O (Offline To Online) Activation
  • 31. WeChat vs. Weibo • Weibo is driving towards a Paid Media business model & e-commerce • WeChat is maintaining an “ad-free” environment & focusing on O2O activation(pathway to m-commerce)
  • 32. WHERE IS KEY BATTLE FIELD?
  • 33. Weibo Wallet – Weibo Is Tapping Into E-Commerce
  • 34. 50K Units Of Xiaomi Mobile Sold Within 5 Minutes 14 Seconds
  • 35. 666 Units Smart 2013 Special Edition Sold Within 9 Hours
  • 36.
  • 37.
  • 38. WeChat vs. Weibo • Both platforms will bundle the app with membership/credit cards • Driving coupons delivery, small amount payments, & group-buying
  • 39. §  The battle between WeChat & Weibo will continue §  For marketers who care about customers from China, it is not an “either or” decision §  No matter how similar their functions are, WeChat & Weibo are very different by nature §  Therefore, marketers need different content & communication strategy for each platform Conclusion