Dr Mathew McDougall's presentation for Marcom Beijing 2010. A discussion on the state of Chinese social media and some practical tips for companies wanting to engage with this medium.

1. Social Media Marketing
Social Media in China
Presenter: Dr Mathew McDougall
MARCOM BEIJING 2010
Your Performance Marketing Company
© 2010 SinoTech Group
(China) Limited

2. So you want to know about social media in
China.

3. So you want to know about social media in
China.
This presentation will…
Give you a basic overview of China’s social media
landscape
Offer some practical advice for companies looking to
engage Chinese consumers through social media.
Provide a starting point for learning more and staying
informed about the Chinese market.
(Download this presentation to access hyperlinks for additional information)

4. China’s netizen population is increasing…
420 million users in June 2010

5. … and adoption of social media is growing.

6. What about Facebook,
YouTube and Twitter?

7. China’s digital media landscape
is dominated by local players.
Government regulated Local players

8. What makes China’s
Internet landscape
unique?

9. Who the netizens are.
Mostly urban (71.7%) – However, over 95 million rural
netizens and growing.
72.4% have a monthly household income of less than
2,000 RMB (~290 USD)
31.7% are students. 7.4% are unemployed.
Only 12.4% have a Bachelor’s degree or higher.
Source: CNNIC’s 24th Statistical Report, June 2009.

10. How they access the web.
65.9% of Chinese netizens
access the Internet by
mobile phone.
33.6% access the web
through Internet cafes.
(however, declining as
broadband access
Source: CNNIC’s 26th Statistical Report, June 2010.
increases)

11. Why they access the web.
Source: CNNIC’s 26th Statistical Report, June 2010.

12. Why they access the web.
“Chinese netizens are
looking for ways to
express … their
freedom on the
Internet.” * 73% of Chinese netizens agreed with
the statement: “Online, I feel free to
say and do things I wouldn’t do or
say offline,” compared to only 32% of
US netizens.*
*Source: “The Uniqueness of Social Media in China.”

13. How they’re participating.
Chinese users are more engaged in their online lives.
86% of Chinese youth live “some of their lives” online, compared to
42% of American youth.
Source: 2007 survey by IAC and JWT

14. How influential it is.
56.3% of users said that they
“got to know brands”
through online channels.
81% of BBS and blog 58.7% actually made
users check online purchase decisions based
on user-generated online
word of mouth info (compared to only 19%
before purchasing a in U.S.).
product.* Even when not making a
purchase, 89.9% of users
still pay attention to online
word of mouth.*
*Source: “Making Sense of Internet Word of Mouth.” CIC 2009.

15. 5 points that companies
should consider when doing
social media in China?

16. 1.. Listen to your audience.
• What are they saying about your brand? Is it positive or
negative?
• What are they saying about your competitors’ brands?
• What language are they using? Chinese, English, Japanese ….
• Is the conversation dominated by a small number of contributors
or is there widespread involvement?
• Are they located in a particular part of China or is it
geographically widespread?

17. 2. Understand local
netizens.
… and how they’re different from netizens in other markets.
• 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?

18. 3. Use the right channels.
Before you jump on the social media bandwagon ensure
you know where your target consumers are located and
how this relates in a share of voice sector comparison-
blogs vs. forums vs. social networking sites vs. micro-blogs.

19. 4. Know what incentives work
for engaging a community
Why should Chinese netizens engage with your brand
and spread your message?
Is it social currency?
Opinion leadership among peers?
Ego driven?
Timely and compelling content?
Access to exclusive promotions?
Incorporate incentives that will drive interest and
participation.

20. 5. Gain and maintain trust.
Be authentic and transparent in communicating across
social media.
Try to add legitimate value to netizens’ online
experiences. Most importantly, don’t try to deceive
netizens – it will only lead to backlash and reputational
damage.

21. Some cool things companies have done
using Chinese social media:
Apple’s social networking site campaign

22. Some cool things companies have done
using Chinese social media:
Qatar Airline campaign develops online engagement
leveraging micro-blogs and BBS

23. Some cool things companies have done
using Chinese social media:
BMW launches niche, high end social community
in China

24. Some cool things companies have done
using Chinese social media:
Clinique/Sony Product Placement and “Sufei’s
Diary”

25. Some cool things companies have done
using Chinese social media:
Accor Hotels in China “Invite a friend”

26. And some not-so-cool things they’ve
experienced across social media.

27. The Melamine Milk Powder Scandal
And some not-
so-cool things
they’ve
experienced
across social
media.

28. “Starbucks faces eviction from the Forbidden City”
And some not-so-cool things they’ve
experienced across social media.

29. Chinese netizens rally against Carrefour
And some not-
so-cool things
they’ve
experienced
across social
media.

30. The KFC Coupon Crisis
And some not-so-
cool things they’ve
experienced across
social media.

31. China’s social media
landscape is constantly
growing, innovating,
evolving.

32. Consumers are adopting
new technologies and
interacting with them in
different ways.

33. And new conversations can
engage millions of netizens
in a matter of days, or even
hours.

34. By the time you view this
presentation, the facts will
have changed.

35. Knowing the market
requires you to stay
informed!
Here is the leading tool to
get you started

36. Online Reputation
Management
[click for more information]

37. outperforming our competition
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