Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & Social Media


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First hybrid meeting presenter who presented to us from Beijing via Blue Sky's virtual KOL technology platform.

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Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & Social Media

  1. 1. Locally Relevant Marketing & Communicationto Build Your Brand & Enhance Customer Value Florence Chua, Director, Association Management & Consulting MCI China July 2012 In partnership with 2
  2. 2. Agenda Who Am I? Why Localize? Understanding Customer Needs Elements of Successful Localization Localization In Progress 10 Tips to Get Started 3
  3. 3. Who am I - Florence Chua Based in Beijing, China Over 13 years working experience in Asia with corporations and associations Savvy with brand/product positioning and messaging on mass media platforms, and direct marketing Provide advisory and implementation support to international associations growing in Asia Successfully led marketing & communication campaigns for inaugural conferences, membership drive, certification growth etc. Spearheaded market research projects to assess potential and devise strategy for associations entering the China market
  4. 4. WhyLocalize? 5
  5. 5. Why Localize? 1.3 billion population Sustainable Growth Localization Culture Customer Price 6
  6. 6. Why Localize? 7
  7. 7. The Story of KFC – Most Successful Foreign Brand First foreign fast food restaurant to enter China in 1987 3,300 KFCs – No. 1 fast food chain with 40% market share Recipe: Empower local management + Adapt to local palates + Right partnerships 8
  8. 8. The Story of KFC Social networks Bargain hunters Order online 9
  9. 9. UnderstandingCustomer Needs
  10. 10. Market Research is Integral Country market is TOO BIG a market – focus on cities or cluster of cities Cities are distinctly different in terms of size, GDP, key industries etc. Conduct market research to gain understanding of customer preferences, behavior, values Incentivize Don’t simply take their words for it - verify Do it regularly Build customer relationships for quality feedback 11
  11. 11. Market Research is Integral 12
  12. 12. Psychographic of Chinese Consumer Professional development is authorized top-down, and cost should be borne by company Values certification as a mean to distinguish oneself in the competition and be seen as credible – instant gratification Price sensitive – “cost effective” Brand conscious (credibility) Low brand loyalty Prefer to save for big ticket items (house, car, luxury products) Personal privacy is low, but increasing Lifestyle: traveling, online shopping, singing karaoke No religion (influenced by Confucius teachings) 13
  13. 13. Elements ofSuccessful Localization MCI GrowGlobally.org Webinar Series 2011 14
  14. 14. Local Tactics Focus on multi-channel marketing and communications: - Chinese website (built-in Bulletin Board System) - Search Engine Optimization (Baidu) - Social media (equivalents of Twitter, Facebook, LinkedIn, Youtube) - Direct mail (Chinese mailing address is more accurate) - High mobile phone usage (SMS/MMS, micro-blogging) - Tele-marketing - Word-of-mouth - Media relations - Events 15
  15. 15. China Internet Usage 420 million Chinese internet users; 720 million forecasted by 2015 233 million Chinese users logged online via mobile devices; 333 million forecasted by 2012 Online 2.7 hours per day versus 2.3 hours for American users and will reach 3.1 hours per day by 2015 Chinese consumers spend 4 hours/week on instant messaging versus 2.6 hours/week by US consumers 20 minutes/ week on email versus 5.5 hours/week 16
  16. 16. 17
  17. 17. 54% of Chinese internet users own or visit blogs 18
  18. 18. More than 25% users write 10 ormore posts on forum, blogs, SNS 19
  19. 19. China Social Media Landscape Twice as likely to chat and three times more likely to micro-blog/ blog than American users Up to 92% of internet users are likely to use social media Social media is a trusted source to find information about brands Blog posting: Behind China’s Great Firewall on Growglobally.org 20
  20. 20. LocalizationIn Progress 21
  21. 21. Localize: Retain branding look and feel Mandarin- language Easy to glance Highly informative 22
  22. 22. BBS (Bulletin Board System) isa commonly used Q&A channel 23
  23. 23. Following Fans 24
  24. 24. Lead generation 25
  25. 25. Localize: Retain branding look and feel Mandarin- language e-newsletter Sender & Subject line Asia Conference promotion Member’s interview 26
  26. 26. Fans Following CommentForward 27
  27. 27. 10 Tips toGet Started 28
  28. 28. 10 Tips to Get Started Must use Mandarin language Build brand awareness to create credibility Right pricing Stand out from the competition Focus on immediate benefits Need to incentivize Leverage latest news/trends to capture eyeballs Dialogue-type communication Viral marketing to build effective word-of-mouth Media relations is paid PR 29
  29. 29. Contact Information About This Presentation Florence Chua florence.chua@mci-group.com