A social media marketing presentation outlining the new 'buzz generation' in China. Some practical tips and guidelines for undertaking a social media campaign that targets a youth and young professional audience.
The ‘Buzz Generation’….
They are Young, but have a lot of Pressure
They are Online, but lack of real
Want to be Cool, but also working hard
They want to share, but want own space
How they access the web.
195m Chinese under
the age of 25 use the
internet, with 74%
accessing via a
How influential are they.
56.3% of users said that they
“got to know brands”
through online channels.
81% check online 58.7% actually made
purchase decisions based
comments before on user-generated online
info (compared to only 19%
purchasing a product. in U.S.).
Even when not making a
purchase, 89.9% of users
still pay attention to online
Where do we go from here?
Own the Conversation….. not just the creative
What should companies do
to reach this group?
1. Listen to them.
• Monitor the channels they’re using.
• What are they saying about your brand?
• What are they saying about competitors’ brands?
• Pre-empt reputational crises. Be ready to respond when necessary
2. Understand them
… and how they’re different from netizens in other markets and
• What are their motivations for using social media?
• How do they interact with different social media channels?
• How to they interact with each other across these channels?
• What drives them to participate and spread messages?
• What kinds of messages will they be receptive to?
3. Be visible to them.
Don’t simply jump on the social media bandwagon.
When engaging these ‘buzz generation’ consumers through
social media you must know which medium is right for your
message and your objective – i.e. when to use corporate
blogs vs. forums vs. social networking sites. After selecting
your channels, make sure your brand is highly visible to the
4. Know what incentives work
Why should these ‘buzz generation’ folks engage with
your brand and spread your message?
Is it social currency?
Opinion leadership among peers?
Timely and compelling content?
Access to exclusive promotions?
Incorporate incentives that will drive interest and
5. Gain and maintain their
Be authentic and transparent in communicating across
Try to add legitimate value to netizens’ online
experiences. Most importantly, don’t try to deceive this
group– they are smart and it will only lead to backlash
and reputational damage.
The social media landscape
is constantly growing,
Consumers are adopting
new technologies and
interacting with them in
And new conversations can
engage millions of netizens
in a matter of days, or even
By the time you view this
presentation, the facts will
Knowing the market
requires you to stay
Here is the leading tool to
get you started…..
SinoBuzz™ is an online reputation management
solution, a powerful tool for monitoring and
managing online brand, measuring public
awareness, sentiment, influence, and tracing
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It provides insights into customer retention and
loyalty through analysis of customer comments
towards brands, products, services and