Social Media Marketing in China

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The best practices in Chinese social media marketing

The best practices in Chinese social media marketing

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  • 1. Xiaoye Zhou @yierzhou #CNSocialMedia Syracuse University BEST PRACTICES OF SOCIAL MEDIA MARKETING IN CHINA
  • 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. 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. 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. 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. THEORETICAL LINKAGE The influence of social media is larger in the beginning stages of the buying process (Evans 2010, 112-115). #CNSocialMedia
  • 7. SOCIAL MEDIA MARKETING COM 600 SOCIAL MEDIA #CNSocialMedia Source: McKinsey Quarterly
  • 8. SOCIAL MEDIA LANDSCAPE WORLDWIDE #CNSocialMedia Source: www.emarketer.com
  • 9. SOCIAL MEDIA LANDSCAPE WORLDWIDE #CNSocialMedia Source: ComScore Reach of Social Network within Total Internet Users (2013)
  • 10. #CNSocialMedia CHINESE SOCIAL MEDIA LANDSCAPE
  • 11. #CNSocialMedia Source: CIC
  • 12. CHINESE SOCIAL MEDIA LANDSCAPE Source: Edelman Digital #CNSocialMedia
  • 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. 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. #CNSocialMedia Source: www.dr4ward.com WHY IS SOCIAL MEDIA MARKETING IN CHINA IMPORTANT ?
  • 16. #CNSocialMedia Source: eMarketer WHY IS SOCIAL MEDIA MARKETING IN CHINA IMPORTANT ?
  • 17. #CNSocialMedia Source: TechRice WHY IS SOCIAL MEDIA MARKETING IN CHINA IMPORTANT ?
  • 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. 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. 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. 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. 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. #CNSocialMedia Hashtags CONTENT - “Gossip” Why do you follow Durex? What is your favorite lie? What‟s your dream profession?
  • 24. #CNSocialMedia CONTENT Combine post with news story - Echo latest joking from a Taiwanese singer: mainland Chinese are too poor to eat eggs.
  • 25. #CNSocialMedia CONTENT - What different types of people do in the “Earth Hour” Combine post with news story
  • 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. #CNSocialMedia Original rather than retweet CONTENT - The tweet to celebrate the number of follower hit 1 million
  • 28. #CNSocialMedia Interaction with followers – keyword search every 2 hours CONTENT
  • 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. • 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. SUGGESTIONS ON CHINESE SOCIAL MEDIA MARKETING #CNSocialMedia • Mandarin speaker and writer • Local culture • Current affairs • No religion or politics • Internet language
  • 32. Xiaoye Zhou @yierzhou #CNSocialMedia Syracuse University THANK YOU