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.

1. new chinese social media:
papa
An introduction by Totem Media.

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. what is papa

4. 30m
users
is a
social audio app
papa
Soundcloud
for china

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. 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. 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. 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. who uses it

10. Who uses it

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. 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. 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. media and celebrities: examples
Yi Nengjing
Public Welfare Fundation
Li Bingbing
Wildlife Protection in Africa
Chen Kun
Voice of China

15. how brands use it

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. 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. product
placements

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. 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. 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

23. 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

25. Chris Baker, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem