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new chinese social media:
papa
An introduction by Totem Media.
The problem to be solved.
wechat and weibo dominate china’s social
media landscape but there are a growing
number of new, ...
what is papa
30m
users
is a
social audio app
papa
Soundcloud
for china
000,000
Growth trajectory of papa
10
20
30
40
2012 2013 2014
10m
20m
launch
30m
voice function
on Wechat
oct 2012
content first social network
Voice messaging has been one
of the most important
features in WeChat
It has deeply affected ...
Account Settings
Messages
Messages from friends,
celebrities and other accounts
being followed + virtual gifts.
Customer R...
Papa - a post Share
To other social networks:
Like
And connect
with others who like it.
Control Panel
Play, stop, fast-for...
who uses it
Who uses it
who uses it
6%
21%
44%
22%
7%
25 - 29
30-34
19 - 24
male
monthly active
users (Aug ’13)
female
age
distribution
<19
>35
content-first social network
Papa will not compete with WeChat
and Weibo as the primary
communications hub. It doesnt
offe...
media and celebrities
Papa, like Weibo, is a good platform for celebrities and media to present
themselves through content...
media and celebrities: examples
Yi Nengjing
Public Welfare Fundation
Li Bingbing
Wildlife Protection in Africa
Chen Kun
Vo...
how brands use it
totem
Customized background
image for brands -
campaign banner.
Setup a “Branded
Public Account”
1 2
apply to have
it veri...
Papa is designed for creative content and story telling
Ads native to Papa make strong use of verbal narratives with suppo...
product
placements
A 25 episode documentary about journeying into Tibet, from Dec 16 - 31
Mini used pictures and voice narration to share eac...
Users asked to share their wishes and special plans for celebrating Christmas
2013 in the comment section of the Coca-Cola...
Coke created 12 short stories comparing attitudes about life experiences
(romance, study, travel...) among different coupl...
Oppo invited five opinion leaders to create emotional stories about “love at first
site” ...matching the brand message (of “...
Chris Baker, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem
Papa - An introduction to China's SoundCloud/Instagram
Papa - An introduction to China's SoundCloud/Instagram
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Papa - An introduction to China's SoundCloud/Instagram

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This presentation provides a brief introduction to PAPA, one of China's newest social media. Like SoundCloud/Instagram, PAPA is a mobile social network focused on sharing great content.

Users on PAPA share audio, voice and music through an "instagram-like" social app.

We show how the application works, its function and UI, together with analysis on how brands in China are using it to improve audience engagement.

Published in: Social Media, Technology, Business

Papa - An introduction to China's SoundCloud/Instagram

  1. 1. new chinese social media: papa An introduction by Totem Media.
  2. 2. The problem to be solved. wechat and weibo dominate china’s social media landscape but there are a growing number of new, intriguing offerings this is the first in a set of reports exploring up-and-coming social media in china, helping global brands better understand content channels in china. About this presentation
  3. 3. what is papa
  4. 4. 30m users is a social audio app papa Soundcloud for china
  5. 5. 000,000 Growth trajectory of papa 10 20 30 40 2012 2013 2014 10m 20m launch 30m voice function on Wechat oct 2012
  6. 6. content first social network Voice messaging has been one of the most important features in WeChat It has deeply affected user habits Giving rise to PAPA and voice story telling the beginning of a “podcast” culture between users? “The WeChat effect”
  7. 7. Account Settings Messages Messages from friends, celebrities and other accounts being followed + virtual gifts. Customer Response. Add a Post Voice Messages + pictures to tell a story. UGC & Brand Stories. Papa - Key Functions Audio stories Listed by topic area. Audio stories By those you follow.
  8. 8. Papa - a post Share To other social networks: Like And connect with others who like it. Control Panel Play, stop, fast-forward. Introduction of the story Synopsis of the post Add to personal collection Voice comments Audience Comment Virtual Gifts Reward the creator with a virtual reward for a good post.
  9. 9. who uses it
  10. 10. Who uses it
  11. 11. who uses it 6% 21% 44% 22% 7% 25 - 29 30-34 19 - 24 male monthly active users (Aug ’13) female age distribution <19 >35
  12. 12. content-first social network Papa will not compete with WeChat and Weibo as the primary communications hub. It doesnt offer the multitude of functions that WeChat does for being networked. Papa is a social network very much focused on content first. It offers users a form of entertainment and expression through user (and brand) created stories. For advertisers it is unique, as Papa allows for them to create compelling stories (value) for audiences - built around a very specific/focused format - in audio.
  13. 13. media and celebrities Papa, like Weibo, is a good platform for celebrities and media to present themselves through content, as opinion leaders. It looks to follow a similar top-down structure with KOLs (celebrities) setting the agenda - and brands using those KOLs to drive follower acquisition.
  14. 14. media and celebrities: examples Yi Nengjing Public Welfare Fundation Li Bingbing Wildlife Protection in Africa Chen Kun Voice of China
  15. 15. how brands use it
  16. 16. totem Customized background image for brands - campaign banner. Setup a “Branded Public Account” 1 2 apply to have it verified 3 Newest, hottest UGC posted here. “Sticky posts”...posts by brands and users.
  17. 17. Papa is designed for creative content and story telling Ads native to Papa make strong use of verbal narratives with support of images Coke, Mini and Oppo have been among the best at getting “branded content” right
  18. 18. product placements
  19. 19. A 25 episode documentary about journeying into Tibet, from Dec 16 - 31 Mini used pictures and voice narration to share each step of the journey Linked to Tudou (where video documentary played) and other SNS, it got strong viral support with a total of; 292,636 views, 2,096 likes and 648 comments
  20. 20. Users asked to share their wishes and special plans for celebrating Christmas 2013 in the comment section of the Coca-Cola Papa account The audio stories were played 56,075 times, with 535 Comments and 185 Likes The filters were used 1.9million times
  21. 21. Coke created 12 short stories comparing attitudes about life experiences (romance, study, travel...) among different couples Playing off modern Chinese slang expressions, by combining characters (words) on 12 pairs of bottles
  22. 22. Oppo invited five opinion leaders to create emotional stories about “love at first site” ...matching the brand message (of “love at first site”) They also invited users to share a snapshot of themselves and pets The content campaign on Papa was timed to support the launch of Oppo’s N1 smartpone
  23. 23. Chris Baker, Managing Director Email: chris@totemmedia.net Twitter/WeChat: Talktototem

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