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Xiaoye Zhou
@yierzhou
#CNSocialMedia
Syracuse University
BEST PRACTICES OF
SOCIAL MEDIA MARKETING IN CHINA
• Theoretical Linkage
• Social Media Landscape Worldwide
• Chinese Social Media Landscape
• Social Media Marketing in Chin...
THEORETICAL LINKAGE
Word to Mouth Marketing:
#CNSocialMedia
An organization takes active steps to encourage
WOM, whereas n...
Cultural Discount:
#CNSocialMedia
THEORETICAL LINKAGE
“One group of people” enjoy a set of cultural
products less than ano...
THEORETICAL LINKAGE
Advertisements via mass media are not as
efficient as in the past (Weber 2009; Weinberg
2009).
Social ...
THEORETICAL LINKAGE
The influence of social media is larger in the
beginning stages of the buying process (Evans
2010, 112...
SOCIAL MEDIA MARKETING
COM 600
SOCIAL MEDIA
#CNSocialMedia
Source: McKinsey Quarterly
SOCIAL MEDIA LANDSCAPE
WORLDWIDE
#CNSocialMedia
Source: www.emarketer.com
SOCIAL MEDIA LANDSCAPE
WORLDWIDE
#CNSocialMedia
Source: ComScore
Reach of Social Network within Total Internet Users (2013)
#CNSocialMedia
CHINESE SOCIAL MEDIA LANDSCAPE
#CNSocialMedia
Source: CIC
CHINESE SOCIAL MEDIA LANDSCAPE
Source: Edelman Digital
#CNSocialMedia
Global digital marketing means: Global and Chinese.
Chinese co. are operated independently from global.
Twitter and Fac...
A whole different ballgame.
Facebook and Twitter
advertising strategies are
nonexistent.
Google SEO isn‟t active. Sooki...
#CNSocialMedia
Source: www.dr4ward.com
WHY IS SOCIAL MEDIA MARKETING
IN CHINA IMPORTANT ?
#CNSocialMedia
Source: eMarketer
WHY IS SOCIAL MEDIA MARKETING
IN CHINA IMPORTANT ?
#CNSocialMedia
Source: TechRice
WHY IS SOCIAL MEDIA MARKETING
IN CHINA IMPORTANT ?
DOS
Internet language.
Building brand, not selling product.
Efficient to boost sales for Fast
Moving Consumer Goods.
I...
Yu Chen
Media Manager
Public Relation
VOLVO China
DONTs
Generate direct sales
Hard to find something in common
to satisf...
There needs to be a „connection‟
between the consumer and the
brand.
It is this connection that gets lost
in translation...
SUCCESSFUL EXAMPLES - DUREX
#CNSocialMedia
• Sina Weibo ID:
http://weibo.com/durexinchina
• Theme: Love Sex
• Registered: ...
WHAT’S THERE ON SOCIAL PAGE
#CNSocialMedia
 Corporate matrix (Weibo account)
 Quick Response Code
for purchase
 Hyperli...
#CNSocialMedia
Hashtags
CONTENT
- “Gossip”
Why do you follow Durex?
What is your favorite lie?
What‟s your dream professi...
#CNSocialMedia
CONTENT
Combine post with news story
- Echo latest joking from a Taiwanese singer:
mainland Chinese are to...
#CNSocialMedia
CONTENT
- What different types of people do
in the “Earth Hour”
Combine post with news story
#CNSocialMedia
Emerging with local culture
CONTENT
- Translation of a pop song:
I remember you are behind me, I remember ...
#CNSocialMedia
Original rather than retweet
CONTENT
- The tweet to celebrate
the number of follower hit 1 million
#CNSocialMedia
Interaction with followers
– keyword search every 2 hours
CONTENT
• Social team:
3 within company + 1 outsource company.
• Target:
2-3 tweets with 1000+ comments/month.
• 3 rounds of exami...
• Prizes to encourage followers to retweet ads.
• Soft ads and conceal product info within it.
• Don‟t think about becomin...
SUGGESTIONS ON
CHINESE SOCIAL MEDIA MARKETING
#CNSocialMedia
• Mandarin speaker and writer
• Local culture
• Current affai...
Xiaoye Zhou
@yierzhou
#CNSocialMedia
Syracuse University
THANK YOU
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Social Media Marketing in China

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The best practices in Chinese social media marketing

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Transcript of "Social Media Marketing in China"

  1. 1. Xiaoye Zhou @yierzhou #CNSocialMedia Syracuse University BEST PRACTICES OF SOCIAL MEDIA MARKETING IN CHINA
  2. 2. • Theoretical Linkage • Social Media Landscape Worldwide • Chinese Social Media Landscape • Social Media Marketing in China • Successful Example – Durex China • Suggestions BEST PRACTICES OF SOCIAL MEDIA MARKETING IN CHINA #CNSocialMedia
  3. 3. THEORETICAL LINKAGE Word to Mouth Marketing: #CNSocialMedia An organization takes active steps to encourage WOM, whereas normal WOM implies that the sender is not rewarded.
  4. 4. Cultural Discount: #CNSocialMedia THEORETICAL LINKAGE “One group of people” enjoy a set of cultural products less than another group of people does (Lee 2008). Reasons: “the lack of relevant background knowledge, and/or the problem of language” (Lee, 2008).
  5. 5. THEORETICAL LINKAGE Advertisements via mass media are not as efficient as in the past (Weber 2009; Weinberg 2009). Social web is where people with a common interest can gather to share thoughts, comments, and ideas (Weber 2009). #CNSocialMedia
  6. 6. THEORETICAL LINKAGE The influence of social media is larger in the beginning stages of the buying process (Evans 2010, 112-115). #CNSocialMedia
  7. 7. SOCIAL MEDIA MARKETING COM 600 SOCIAL MEDIA #CNSocialMedia Source: McKinsey Quarterly
  8. 8. SOCIAL MEDIA LANDSCAPE WORLDWIDE #CNSocialMedia Source: www.emarketer.com
  9. 9. SOCIAL MEDIA LANDSCAPE WORLDWIDE #CNSocialMedia Source: ComScore Reach of Social Network within Total Internet Users (2013)
  10. 10. #CNSocialMedia CHINESE SOCIAL MEDIA LANDSCAPE
  11. 11. #CNSocialMedia Source: CIC
  12. 12. CHINESE SOCIAL MEDIA LANDSCAPE Source: Edelman Digital #CNSocialMedia
  13. 13. Global digital marketing means: Global and Chinese. Chinese co. are operated independently from global. Twitter and Facebook do marketing outside China. Michael Scissons @Scissons Entrepreneur in Residence at AB-inBev Founder of Grid Ventures Contributor to Bloomberg WHY IS SOCIAL MEDIA MARKETING IN CHINA IMPORTANT ? #CNSocialMedia
  14. 14. A whole different ballgame. Facebook and Twitter advertising strategies are nonexistent. Google SEO isn‟t active. Sookie Lioncourt @sookielioncourt Writer Blogger #CNSocialMedia WHY IS SOCIAL MEDIA MARKETING IN CHINA IMPORTANT ?
  15. 15. #CNSocialMedia Source: www.dr4ward.com WHY IS SOCIAL MEDIA MARKETING IN CHINA IMPORTANT ?
  16. 16. #CNSocialMedia Source: eMarketer WHY IS SOCIAL MEDIA MARKETING IN CHINA IMPORTANT ?
  17. 17. #CNSocialMedia Source: TechRice WHY IS SOCIAL MEDIA MARKETING IN CHINA IMPORTANT ?
  18. 18. DOS Internet language. Building brand, not selling product. Efficient to boost sales for Fast Moving Consumer Goods. In accordance with overall brand positioning, but in a little relaxed and lively way. Yu Chen Media Manager Public Relation VOLVO China VOICES ON CHINESE SOCIAL MEDIA MARKETING #CNSocialMedia
  19. 19. Yu Chen Media Manager Public Relation VOLVO China DONTs Generate direct sales Hard to find something in common to satisfy everyone on social media. #CNSocialMedia VOICES ON CHINESE SOCIAL MEDIA MARKETING
  20. 20. There needs to be a „connection‟ between the consumer and the brand. It is this connection that gets lost in translation when companies attempt an ill-prepared marketing campaign Sookie Lioncourt @sookielioncourt Writer Blogger #CNSocialMedia VOICES ON CHINESE SOCIAL MEDIA MARKETING
  21. 21. SUCCESSFUL EXAMPLES - DUREX #CNSocialMedia • Sina Weibo ID: http://weibo.com/durexinchina • Theme: Love Sex • Registered: Feb. 1st, 2011 • 111,00+ tweets • 1 mln+ followers on Weibo V. 5,000+ on Twitter
  22. 22. WHAT’S THERE ON SOCIAL PAGE #CNSocialMedia  Corporate matrix (Weibo account)  Quick Response Code for purchase  Hyperlink to official website, corporate website, online store
  23. 23. #CNSocialMedia Hashtags CONTENT - “Gossip” Why do you follow Durex? What is your favorite lie? What‟s your dream profession?
  24. 24. #CNSocialMedia CONTENT Combine post with news story - Echo latest joking from a Taiwanese singer: mainland Chinese are too poor to eat eggs.
  25. 25. #CNSocialMedia CONTENT - What different types of people do in the “Earth Hour” Combine post with news story
  26. 26. #CNSocialMedia Emerging with local culture CONTENT - Translation of a pop song: I remember you are behind me, I remember I am trembling, I remember I feel overwhelmed. The most beautiful firework, the longest hug.
  27. 27. #CNSocialMedia Original rather than retweet CONTENT - The tweet to celebrate the number of follower hit 1 million
  28. 28. #CNSocialMedia Interaction with followers – keyword search every 2 hours CONTENT
  29. 29. • Social team: 3 within company + 1 outsource company. • Target: 2-3 tweets with 1000+ comments/month. • 3 rounds of examinations: Editor, Creative Director, Head of company. • What will never be talked about: religion, politics, extreme pornography. #CNSocialMedia
  30. 30. • Prizes to encourage followers to retweet ads. • Soft ads and conceal product info within it. • Don‟t think about becoming popular overnight. • Tactics is minor, while strategy is crucial. #CNSocialMedia
  31. 31. SUGGESTIONS ON CHINESE SOCIAL MEDIA MARKETING #CNSocialMedia • Mandarin speaker and writer • Local culture • Current affairs • No religion or politics • Internet language
  32. 32. Xiaoye Zhou @yierzhou #CNSocialMedia Syracuse University THANK YOU
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