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Social Media In China
Opportunities and Challenges in the Chinese market




                                                                 Lars-Alexander Mayer
                                                                     Berlin, 11.01.2012

                                                                    Rosenstraße 18, 10178 Berlin
                                              Fon +49 (0) 30 2787 60-0, Fax +49 (0) 30 2787 60-66
                                                                  Lars-Alexander.Mayer@td-berlin.com
                                                          www.td-berlin.com, info@td-berlin.com
trommsdorff + drüner at a glance




                          Management Consultancy focusing on innovation-marketing
                          Experience in Innovation- & Marketing-Projects for many years
                                75 Employees; Offices in Berlin and Beijing (China)




      Agency of trommsdorff + drüner                          A subsidiary company of trommsdorff + drüner
  specialized on Social Media, applications                    based in Beijing specialized on Social Media,
              and enterprise 2.0                                  applications and enterprise 2.0 in China




                                                                                          Lars-Alexander.Mayer@td-berlin.com
Room 1509, 15th Floor Building A, Sanlitun SOHO,
No.8 Gongti North Road, Chaoyang District, Beijing 100027

特德营销咨询(北京)有限公司
北京市朝阳区工体北路8号院三里屯SOHO A座15层1509室 北京 100027




                                                            Lars-Alexander.Mayer@td-berlin.com
MSH CHINA - Social Media Reporting




                                           IMPRESSIONS




 Gaining consumer and market insights through online monitoring.

                                                               Lars-Alexander.Mayer@td-berlin.com
BOSCH CHINA - Social Media Workshop




                                             IMPRESSIONS

                                                  Day 1       Day 2                 Day 3




 Hosting social media trainings and workshop for top-level managers

                                                                  Lars-Alexander.Mayer@td-berlin.com
DR. OETKER CHINA - Pizza Box




                                               IMPRESSIONS




 Promoting China’s first frozen pizza through on- and offline channels

                                                                   Lars-Alexander.Mayer@td-berlin.com
VOLKSWAGEN CHINA – My Blue Mobility Mobile App




                                            IMPRESSIONS




 Informing customers about sustainable driving behaviours in a playful way

                                                                 Lars-Alexander.Mayer@td-berlin.com
VOLKSWAGEN CHINA – The People’s Car Project




                                            IMPRESSIONS
                                                    Open Innovation Platform                PCP Mobile App




 Exploring Chinese people’s creative ideas for automotive innovation

                                                                               Lars-Alexander.Mayer@td-berlin.com
How China and Germany differ in terms of Social Media…

                                                                                                                                    >500
                                                                                                                            Internet Users (Mio)

                                                                 65                                                                      318
                                                                                                                                      via mobile
                                                                      14                                                                 (Mio)
                         Avg. 74 minutes                                      Avg. 150 minutes
                         online/day                                           online/day
                                                          Germany


  Consolidated social                                                       Highly segmented
  media landscape                                                                                                                            90% read
                                                                            social media landscape
                                                                                                                                             BBS regularly




                        (Million)

Social media is first of all a                                              Social media is business, with
big idea and not profit-driven                                              most networks highly profitable                                  rural           urban
Source: CNNIC reports 2009, 2010, 2011   2008 (Dez) 2009 (Dez) 2010 (Dez)               Source: CNNIC Chinese rural internet development report 2010 (Apr)


                                                                                                                                 Lars-Alexander.Mayer@td-berlin.com
China Social Media Newsletter




    If you want to stay up-to-date on Social Media in China…

    … then sign-up for our Social Media Newsletter by
    sending an E-Mail with subject line ’! to

    socialmedia@td-berlin.com




                                                        Lars-Alexander.Mayer@td-berlin.com
Career and Internships




    If you are interested in an internship or start your career…

    … then send an eMail
    with your application to

    recruiting@td-berlin.com




                                                         Lars-Alexander.Mayer@td-berlin.com
Contact


If you are looking for a German management consultancy …
… with Chinese market expertise located in Germany
… with German Thinking located in China
then contact us!


Dipl.-Ing. Lars-Alexander Mayer

Address            Rosenstraße 18, 10178 Berlin
Fon                +49 (0) 30 2787 60-0
eMail              Lars-Alexander.Mayer@td-berlin.com
XING               Xing.com/profile/LarsAlexander_Mayer



                                                          Lars-Alexander.Mayer@td-berlin.com
THANK YOU!
             Lars-Alexander.Mayer@td-berlin.com
What the PCP has achieved so far (Status 14/12/11)


                                             90.000+
                                             Car Ideas              260.000+
                                                                   Registered Users
       10.4 Million+
       Visitors To Platform

                                                            




           280.000+                                               9 Awards
              Mobile App
              Downloads                        56%
                               Online Campaign Awareness




           700.000+                                               7.6 million+
           Votes on Ideas          3 Million+                  Views On PCP Videos
                                   Fans On Social Media

                                                                  Lars-Alexander.Mayer@td-berlin.com

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Social Media In China

  • 1. Social Media In China Opportunities and Challenges in the Chinese market Lars-Alexander Mayer Berlin, 11.01.2012 Rosenstraße 18, 10178 Berlin Fon +49 (0) 30 2787 60-0, Fax +49 (0) 30 2787 60-66 Lars-Alexander.Mayer@td-berlin.com www.td-berlin.com, info@td-berlin.com
  • 2. trommsdorff + drüner at a glance Management Consultancy focusing on innovation-marketing Experience in Innovation- & Marketing-Projects for many years 75 Employees; Offices in Berlin and Beijing (China) Agency of trommsdorff + drüner A subsidiary company of trommsdorff + drüner specialized on Social Media, applications based in Beijing specialized on Social Media, and enterprise 2.0 applications and enterprise 2.0 in China Lars-Alexander.Mayer@td-berlin.com
  • 3. Room 1509, 15th Floor Building A, Sanlitun SOHO, No.8 Gongti North Road, Chaoyang District, Beijing 100027 特德营销咨询(北京)有限公司 北京市朝阳区工体北路8号院三里屯SOHO A座15层1509室 北京 100027 Lars-Alexander.Mayer@td-berlin.com
  • 4. MSH CHINA - Social Media Reporting IMPRESSIONS Gaining consumer and market insights through online monitoring. Lars-Alexander.Mayer@td-berlin.com
  • 5. BOSCH CHINA - Social Media Workshop IMPRESSIONS Day 1 Day 2 Day 3 Hosting social media trainings and workshop for top-level managers Lars-Alexander.Mayer@td-berlin.com
  • 6. DR. OETKER CHINA - Pizza Box IMPRESSIONS Promoting China’s first frozen pizza through on- and offline channels Lars-Alexander.Mayer@td-berlin.com
  • 7. VOLKSWAGEN CHINA – My Blue Mobility Mobile App IMPRESSIONS Informing customers about sustainable driving behaviours in a playful way Lars-Alexander.Mayer@td-berlin.com
  • 8. VOLKSWAGEN CHINA – The People’s Car Project IMPRESSIONS Open Innovation Platform PCP Mobile App Exploring Chinese people’s creative ideas for automotive innovation Lars-Alexander.Mayer@td-berlin.com
  • 9. How China and Germany differ in terms of Social Media… >500 Internet Users (Mio) 65 318 via mobile 14 (Mio) Avg. 74 minutes Avg. 150 minutes online/day online/day Germany Consolidated social Highly segmented media landscape 90% read social media landscape BBS regularly (Million) Social media is first of all a Social media is business, with big idea and not profit-driven most networks highly profitable rural urban Source: CNNIC reports 2009, 2010, 2011 2008 (Dez) 2009 (Dez) 2010 (Dez) Source: CNNIC Chinese rural internet development report 2010 (Apr) Lars-Alexander.Mayer@td-berlin.com
  • 10. China Social Media Newsletter If you want to stay up-to-date on Social Media in China… … then sign-up for our Social Media Newsletter by sending an E-Mail with subject line ’! to socialmedia@td-berlin.com Lars-Alexander.Mayer@td-berlin.com
  • 11. Career and Internships If you are interested in an internship or start your career… … then send an eMail with your application to recruiting@td-berlin.com Lars-Alexander.Mayer@td-berlin.com
  • 12. Contact If you are looking for a German management consultancy … … with Chinese market expertise located in Germany … with German Thinking located in China then contact us! Dipl.-Ing. Lars-Alexander Mayer Address Rosenstraße 18, 10178 Berlin Fon +49 (0) 30 2787 60-0 eMail Lars-Alexander.Mayer@td-berlin.com XING Xing.com/profile/LarsAlexander_Mayer Lars-Alexander.Mayer@td-berlin.com
  • 13. THANK YOU! Lars-Alexander.Mayer@td-berlin.com
  • 14. What the PCP has achieved so far (Status 14/12/11) 90.000+ Car Ideas 260.000+ Registered Users 10.4 Million+ Visitors To Platform   280.000+ 9 Awards Mobile App Downloads 56% Online Campaign Awareness 700.000+ 7.6 million+ Votes on Ideas 3 Million+ Views On PCP Videos Fans On Social Media Lars-Alexander.Mayer@td-berlin.com