This document provides an overview of social media marketing in China and steps to effectively utilize social media. It begins with background on the size of China's internet population and names of popular social platforms like Weibo. It then outlines four steps to use social media: 1) Listen to online conversations, 2) Be present on relevant networks, 3) Participate in discussions, and 4) Engage users. The document concludes with a case study example of how Miffy toy brand could increase awareness in China through activities like traveling to meet fans on different social platforms.

1. Shanghai, November 2, 2010
Getting started with
Social Media Marketing in China

2. Warming up

3. Warming up
How many internet users in China?
3
A: 420 mln B: 240 mln

4. Warming up
What’s the Chinese Twitter called?
4
A: Dianping B: Weibo

5. Warming up
What’s the average time Chinese internet
users spend online per week?
5
A: 9 hrs B: 19 hrs

6. Warming up
What’s the #1 location based
social network in China?
6
A: Jiepang B: Sifang

7. 4 steps to use Social Media

8. Model 8
Listen Be present
Engage Participate

9. 1. Listen

10. Let’s say I’m looking for new
sport shoes..

11. 11
MadmenI don’t know if you should “just
do it”..

12. 12
Or “keep moving”..

13. 13
Average American is exposed to
3000 commercial messages
everyday..

14. 14
Madmen76% of consumers don’t believe
that companies tell the truth in ads

15. Fact
67%
of consumer purchase decisions are
primarily influenced by word of mouth,
according to McKinsey
McKinsey/Thompson Lightstone
15

16. You should buy this No

17. You should buy this Yes

18. Word of mouth is not new..
一传十
十传百
Word of mouth is not new: “If one
tells 10, 10 will tell 100.” Chinese
Song Dynasty idiom

19. The internet has enabled word of
mouth to move from a local to a
global scale

20. Agenda 20
I might ask my friends on Renren,
the Chinese Facebook

21. Agenda 21
Or my followers on Sina Weibo,
the Chinese twitter

22. Agenda 22
Rose beauty origin example
Or one of the millions anonymous
BBS users in China

23. ?
So if I’m looking for sport shoes..

24. Question
How to listen?
24

25. Use tools to monitor what’s being
said about your brand..

26. Or just search for your brand (or
competitors!) on social networks

27. 1. Listen
2. Be Present

28. Model 28
Listen Be present
Engage Participate

29. China social media landscape

30. Question
How to be present?
30

31. Setup your brand profiles on
relevant social networks

32. Nov ‘10: KLM will start customer
service via Twitter and Facebook

33. Feb ‘10: All 600 cabin crew of
China Eastern Airlines on Weibo

34. 1. Listen
2. Be Present
3. Participate

35. Model 35
Listen Be present
Engage Participate

36. Question
Which brand ranks #1 with
most followers on Sina Weibo?
36
A: Nike B: Coca Cola
#1

37. China Merchants Bank asks their
96k followers: “Hey sunflowers,
how was your halloween?”
Both wrong. Kohler takes the
lead.

38. Fact
50%
of Chinese internet users actively write
or wrote their own blog
CNNIC
38

39. Vice President L’oreal China
writes her Sina blog in a personal
way, connecting with consumers

40. Question
How to participate?
40

41. Feb ‘10: All 600 cabin crew of
China Eastern Airlines on Weibo
Respond on what people are
saying; join conversations

42. Join the conversation
China Merchants Bank asks their
96k followers: “Hey sunflowers,
how was your halloween?”

43. 1. Listen
2. Be Present
3. Participate
4. Engage

44. Model 44
Listen Be present
Engage Participate

45. Pepsi on Facebook: 1.8mln people
‘like this’What do you do when 1.8mln
people like you on Facebook?

46. You give away millions of $ to
fund ideas of the people who like
you!

47. Pepsi refresh project: no Super
Bowl commercial but more votes
than Obama election

48. Model 48
Listen Be present
Engage Participate

49. How we did it

50. Cases | Miffy 50
How to increase the brand
awareness of miffy in China
using social media?

51. Cases | Miffy 51
Let’s bring miffy to life and let
her travel around China, meeting
new friends online and offline!

52. 1. Listen

53. Cases | Miffy 53
We listen online..

54. Cases | Miffy 54
We look at what the target group is
saying about miffy; online and
offline
Photo of offline research
We listen offline..

55. 1. Listen
2. Be Present

56. Cases | Miffy 56
We select platforms..

57. Cases | Miffy 57
We set up profiles..

58. Cases | Miffy
We hire a social media
representative..

59. Cases | Miffy 59
We set up the official miffy
fan community..

60. 1. Listen
2. Be Present
3. Participate

61. Cases | Miffy 61
We write blogposts..

62. Cases | Miffy 62
We write ‘tweets’..

63. Cases | Miffy 63
We chat..

64. Cases | Miffy 64
And write more blogposts..

65. 1. Listen
2. Be Present
3. Participate
4. Engage

66. Cases | Miffy 66
We engage people on QQ to
invite miffy their hometown!

67. Cases | Miffy 67
The fans decide where miffy
will travel to!

68. Cases | Miffy 68
Chengdu
Guangzhou
Dalian
We meet the winners and give
them the biggest hug!

69. Cases | Miffy 69
We share our experiences with
our fans, friends and followers!

70. Thank you

71. making brands meaningful
Rogier Bikker
Operations Manager
+86 1860 167 2657
rogier@energize.nl
www.energize.cn