An overview of the social media landscape in China.

1. China
Social Media
Overview
@PamDidner

2. Here it is

3. Fun Fact
1 Time Zone

4. Fun Fact
4 Municipalities
Beijing
Shanghai
Chongqing
Tianjin

5. Fun Fact
31 Provinces

6. Fun Fact
Average Age: 36.7

7. Fun Fact
56 Minorities
80 Dialects

8. Fun Fact
~190 cities with
> 1M people

9. Fun Fact
1.3B people

10. Big and Diversified

11. City Tiers
Population size
GDP
Economic Growth
Historical / cultural
significance.

12. Tier I and 2 Cities (Developed)

13. Tier 3-4 (Developing)

14. Tier 5 – Counties/Towns/
Villages (Emerging)

15. Understand Demographics
h"p://www.resonancechina.com/the-­‐vast-­‐poten4al-­‐beyond-­‐chinas-­‐4er-­‐1-­‐ci4es/

16. Big Brother is
watching

17. Censorship

18. FB, Twitter, Google, WordPress,
YouTube & other sites are banned
Source:
the
Economist
video

19. It doesn’t
mean you
can’t complain
PM 2.5: Air Pollution
Monitoring Standard
PM (Particulate Matter)
2.5 micrometers:
particles are so small
that they can get into
the lungs, causing
serious health issues.

20. Netizens spoke!
Source:
the
Economist
video

21. Forced
government to
take
aggressive
actions to
fight air
pollution

22. Compare with
Los Angeles

23. Compare
with
Cleveland

24. Spoke loudly about corruption
Activists say the watch on China's railway minister Sheng
Guangzu's wrist is a Rolex Oyster Perpetual (US$>7,000)

25. Big brother
AND
every one
else are
watching

26. Government
is watching
and listening

27. Freedom
with a
boundary

28. Yet, Chinese are as social as us

29. Spend 4-5 hours per day on-line

30. Western
social media
platforms are
banned

31. Don’t
worry!

32. China
developed
home-grown
tools

34. Weibo

37. Source: Ogilvy China

38. Some tools are
arguably
BETTER than
the US social
media
platforms
A bit of FB, IM, Gaming, Social with strangers,
Dating etc…

39. The tools are different,
our behaviors are the same…
Source:
Digital
Jungle
YouTube
video

40. Chinese love their devices,
just like us.

41. Value the
family

42. Respect
their elders
and take
care of their
young

43. We are similar
• Family
• Holiday
Celebration
• Career
• Health
• Financial Stability
• Safety

44. We’re different
• Cultural Differences
• Language Barriers
• Religious Beliefs
• Laws and Regulations
• Usage Behavior
• MKT Channel
Fragmentation

45. Face the same
purchasing challenges
• Information
overload
• Short attention
span
• Decision-making
process
• Limited budget

46. Deep down

47. How should we plan content
marketing between China and the
US?

48. Content marketing is different
from company to company

49. Working Model
Work together
to plan & create
content
Headquarters Local or Region

50. Align on
• Business / marketing
objectives
• Target Audience
• Editorial Topics
• Roles and
Responsibilities
• Budget Allocation
• Success Metrics

51. Business objectives:
• Increase revenue
• Decrease cost
Marketing objectives:
• Build brand equity
• Create/retain
customers
• Enables sales

52. Translate business
objectives to marketing
objectives
Business:
Increase <xx>% of <product>
revenue <$xM> by expanding to
<segment>
Marketing:
Establish <Product> as the
preferred choice for <whom> in
the <segment> by building
awareness and driving demand.

53. Start with
audience persona
Global persona vs.
Local persona

54. Understand
your audience
via:
• Buyer Research
• Seller Interviews
• Keyword search
• Social listening
Local-driven

55. Jointly agree on annual
editorial topics
2013
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Topics Product Cloud
Mobility Launch #1 Product
Launch #2 Big Data

56. Determine who
creates
content
• Who leads vs.
who follows
• Decentralization
vs.
Centralization

57. Centralization vs.
Decentralization
• Products and
Services
• Management
Preference
• Budget Allocation
• Organizational
Structure

58. Search
Determined by
• Product
• Topic
• Content
Local-driven

59. Marketing to China
• Define business models/
communication approach
• Be open-minded
• Make mistakes
• Make more mistakes
• Hire great partners and
team members