1. Establishing a Digital
Presence in China
D/BM l Digital and Social Media Influence at
Burson-Marsteller
Burson-Marsteller China
China
Zaheer Nooruddin
Lead Digital Strategist
Twitter @zooruddin
Twitter @DBM_China
www.DBMChina.com
February 6 2012
D/BM l Listen Plan Mobilize

2. D/BM l Digital and Social Media Influence at
Burson-Marsteller China
D/BM l Listen Plan Mobilize
Digital China at a Glance

3. China’s 1.4 billion
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
50% 50%
Rural Urban
Source: World Bank
D/BM l Listen Plan Mobilize

4. China Digital Behavior
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
Source: China Internet Watch
D/BM l Listen Plan Mobilize

5. China Digital Reach
• 1.4 billion Population are nearly 1.4
D/BM l Digital and Social Media Influence at
billion in China
• 500 million Number of Internet users
with growth rate 19% annually, ranks No.1 in
Burson-Marsteller China
the world
• 1 million new Internet users every month
• 303 million Mobile Internet users reach
303 million, accounting for 66% computer Internet
users
• 18 hours Average time online 18 hours
per week and 2.6 hours every day
Source: World Bank，InternetWorldStats, China Internet Watch，2011
D/BM l Listen Plan Mobilize

6. Digital broadband usage
460 million
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
98% broadband penetration Source: China Internet Watch
D/BM l Listen Plan Mobilize

7. China on the GO
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
Mobile web usage
303 million
66% of PC Internet Users
Source: China Internet Watch
D/BM l Listen Plan Mobilize

8. An Evolved Webscape
D/BM l Digital and Social Media Influence at
Social
Personal
Burson-Marsteller China
• e.g. Social
networks
• e.g. Blogs
Transactional
• e.g. e-
Commerce
Interactive
• e.g. Forums
Informational
• e.g. Corporate websites
D/BM l Listen Plan Mobilize

9. Share
41% of time online
spent on Weibo
and SNS
32 hours per month
Discuss Connect
spent online, more
than with any other
media, including TV
D/BM l Digital and Social Media Influence at
Weibo
Play BBS SNS
Entertain
23% of time online
Gaming Video spent watching video
Trade
Burson-Marsteller China
Check In China’s
Mobile E-Shop
D/BM
Web access by mobile is
dominated by Gaming, Email
and Video. 910M mobile users,
500M 10% of time online spent on e-
commerce; Taobao leads with
310M mobile internet users, 88% of C2C and 48% of B2C
expected to grow exponentially market share
Learn News
Dating Meet
385M users of IM in China, 2nd in
application popularity, only to Search
Wiki IM
Search
Educate Chat
Search is the most dominant means of
Locate finding information about people, products
and brands
Source: GroupM Sept 2011 Digital Media
D/BM l Listen Plan Mobilize Report, CNNIC July 2011 Report

10. D/BM l Digital and Social Media Influence at
Burson-Marsteller China
Top 5 Web Reach in China
D/BM l Listen Plan Mobilize

11. Social media vs. Mainstream
media reach in China
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
D/BM l Listen Plan Mobilize

12. China Real-Time Tweeting
300 Million+ users Qt: which microblogging
D/BM l Digital and Social Media Influence at
service is the most famous
in China?
Burson-Marsteller China
Source: DCCI 2010 Microblog Survey
D/BM l Listen Plan Mobilize

13. Top social platforms in China
1.
Qzone - China’s largest social network is back of the 637 million active accounts for
D/BM l Digital and Social Media Influence at
Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the quality of its nickname-
based social graph.
Burson-Marsteller China
46.0% Reach
Monthly Page View
8,600M
D/BM l Listen Plan Mobilize

14. Top social platforms in China
2.
Pengyou – Tencent’s latest entry into the real-name social networking space
D/BM l Digital and Social Media Influence at
with many student and white-collar users. Still not very aggressively going into the business partnership.
Burson-Marsteller China
17.8% Reach
Monthly Page View
2,100M
D/BM l Listen Plan Mobilize

15. Top social platforms in China
3.
D/BM l Digital and Social Media Influence at
Renren – China’s leading real-name social network. Founded in 2005 and previously
called Xiaonei with a lot of student users. With its re-branding to Renren (Chinese pinyin, means
“everyone”), it has been expanding its target audience groups.
Burson-Marsteller China
16.0% Reach
Monthly Page View
3,300M
D/BM l Listen Plan Mobilize

16. Top social platforms in China
4.
Sina Weibo – The red-hot microblogging service that threatens China’s social
D/BM l Digital and Social Media Influence at
networks with a new model. Can microblogging surpass social networking in terms of popularity in
China? Its features now far surpass those of Twitter, including threaded comments, pictures, videos, IM,
and LBS.
Burson-Marsteller China
9.0% Reach
Monthly Page View
1,300M
D/BM l Listen Plan Mobilize

17. Top social platforms in China
5.
Kaixin001 – Popular amongst white-collar workers via its social games and
D/BM l Digital and Social Media Influence at
post-forwarding features. But as the social games mania has died down and the appeal of its post-
forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling.
Burson-Marsteller China
4.7% Reach
Monthly Page View
1,200M
D/BM l Listen Plan Mobilize

18. D/BM l Digital and Social Media Influence at
Burson-Marsteller China
D/BM l Listen Plan Mobilize
3 China Digital Insights

19. D/BM l Digital and Social Media Influence at
Burson-Marsteller China
1. In China we believe
D/BM l Listen Plan Mobilize

20. 2. In China we believe
D/BM l Digital and Social Media Influence at
All business functions converge online. Digital
presence must be addressed with holistic
Burson-Marsteller China
strategy that provides
D/BM l Listen Plan Mobilize

21. 3. In China we believe
D/BM l Digital and Social Media Influence at
People trust other
people the most.*
Burson-Marsteller China
*McKinsey Quarterly, October 2011
D/BM l Listen Plan Mobilize

22. D/BM l Digital and Social Media Influence at
Burson-Marsteller China
Think Different
D/BM l Listen Plan Mobilize
China Digital Planning

23. Think Holistically to Succeed
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
Social
Website Influencers Search Analytics
Media
D/BM l Listen Plan Mobilize

24. China digital user experience
Unique characteristics
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
D/BM l Listen Plan Mobilize

25. Social media channels
Fragmented and home-grown
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
D/BM l Listen Plan Mobilize

26. Search Optimization
Hm, what’s
D/BM l Digital and Social Media Influence at
?
Burson-Marsteller China
SEO and SEM are powerful
strategies, but in China both Your brand
require local insight, planning
and implementation to succeed
D/BM l Listen Plan Mobilize

27. Analytics
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
… drives crisis preparedness, web strategy planning,
content creation, insight, reputation management
and real-time fact-based decision-making
BUT international monitoring platforms do
NOT work in China
D/BM l Listen Plan Mobilize

28. Track Your Online Presence in China
D/BM l Digital and Social Media Influence at
Your brand
Your marketing
Burson-Marsteller China
Your competitors
Your reputation Your influencers
D/BM l Listen Plan Mobilize

29. D/BM l Digital and Social Media Influence at
Burson-Marsteller China
D/BM l Listen Plan Mobilize

30. Influencer Mapping
Local tracking & outreach
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
D/BM l Listen Plan Mobilize

31. Optimize Your Effectiveness
Your brand
D/BM l Digital and Social Media Influence at
Your marketing
Your Your content
company
Burson-Marsteller China
Your
Your issue competitors Your
Your competitors product
Your influencers
Your reputation
D/BM l Listen Plan Mobilize

32. D/BM l Digital and Social Media Influence at
Burson-Marsteller China
China Digital
Strategic Consultants
D/BM l Listen Plan Mobilize

33. Digital Burson-Marsteller
China Evidenced-Based
D/BM l Digital and Social Media Influence at
Using the right tools to track
issues that are critical to a
company, gauging buzz and
sentiment online is key.
Audits &
Benchmarking
Burson-Marsteller China
Regular reporting
on Measurement
Reporting & Planning &
and ROI to business
Optimization Programming
benefit.
Developing a strategic
Once planning Activation & framework of Online
Mobilizing Engagement, based on
framework is in place,
set up and begin experience, research and insights.
engagement.
D/BM l Listen Plan Mobilize

34. 4 Steps to Establishing Your
Presence in China
D/BM l Digital and Social Media Influence at
Define objectives, audiences, channels, and
1. benchmark content, conversations,
Audit sentiment, competitors
Optimize through KPI analytics-driven
reporting for effectiveness in
reputation management and
marketing
Burson-Marsteller China
4. China Web 2.
Report Presence Strategy
Build a corporate and brand
website, social media
Nurture Influencers, community extension
awareness, leads framework and process
generation, sales 3.
campaigns Program
D/BM l Listen Plan Mobilize

35. Introducing D/BM
D/BM l Digital and Social Media Influence at
D/BM is Burson-Marsteller China's integrated digital and social media influencer practice.
D/BM monitors corporate and
brand reputation and issues,
Burson-Marsteller China
identifies influencers and fosters Listen
advocates, by developing Influencers
Identify Leads
communities and content that
enable superior Mobilize Communities
communications and marketing
in the digital age.
PR
Issues Reputation
Crises Marketing
D/BM l Listen Plan Mobilize

36. Our Thinking & Process
D/BM offers fully-managed integrated social media solutions – from audits and intelligence,
D/BM l Digital and Social Media Influence at
to strategy, to engagement, to measurement and optimization
Listening Planning Mobilization Optimization
Burson-Marsteller China
D/BM Strategy
Programming Report
Practice
Search Measure
Alerts
Plan Mobilize
Insight
Design Develop KPI
ROI
Influence
Listen Content
Analyze
D/BM l Listen Plan Mobilize

37. Our China services
We identify emerging digital influencers, plan digital communications, mobilize
D/BM l Digital and Social Media Influence at
corporate and consumer-driven content to promote reputation and amplify marketing
1 2 3 4 5 6
Audits Strategy
Reporting
Crisis Content Influence Trainings
Planning
Digital Crisis Digital Content Influencer Digital Crisis
Burson-Marsteller China
Digital Digital Comms Management Development Identification Simulation
Reputation
Assessment
Digital Crisis Influencer Social
Social Media Social Media
Preparedness Management Media
Competitor Comms Content Policies
Digital Management
Benchmarking Talent
Digital Crisis Preparedness & Response Recruitment Social
Digital Content Media for
Digital & Mobile Seeding & B2B
Digital Distribution Social Media Lead
Auditing
Integration Digital Issues & Generation
Crisis Analysis
SEO Digital Issues & Social Media Community Management
Crisis Counsel
D/BM l Listen Plan Mobilize

38. We develop
Integrated Digital Strategy
D/BM l Digital and Social Media Influence at
Burson-Marsteller China
Decentralized Hub and spoke Dandelion Twins
Description • No clear coordination • A central account and • Message originally comes • One official account, one
between accounts several sub-accounts, the from one account, other (or more) influential
• Message travels between sub-accounts are equal accounts retweet that individual accounts and
accounts randomly. • Message originally comes • No strict and distinct several sub-accounts
Retweet and comment on from the central account, hierarchy between accounts • If the individual accounts
each other to increase then sub-accounts retweet • Accounts interact with each are more influential,
influence that other when necessary message is spread out
• Looks authentic • No much connection or more broadly through
interaction between sub- them
accounts
Example • Wanda studios • Adidas China • Jet Li personal weibo +
“One Foundation” official
weibo
Source: Altimeter Group, 新浪微博商务部, SocialBeta
D/BM l Listen Plan Mobilize

39. D/BM l Digital and Social Media Influence at
Burson-Marsteller China
D/BM l Listen Plan Mobilize
Our China Digital Reports

40. Thank you
D/BM l Digital and Social Media Influence at
For more on our China consultancy, email
Zaheer Nooruddin
zaheer.nooruddin@bm.com
Burson-Marsteller China
Leon Zhang
leon.zhang@bm.com
Visit Digitalbursonmarsteller.com
Bmchina.com.cn
Follow us on Twitter @DBM_China
Follow us on Weibo BMChina
D/BM l Listen Plan Mobilize