Social Media in China ASAE am11

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Social Media in China ASAE am11

  1. 1. Social Media in China Florence Chua Director, Association Management & Consulting MCI China | Beijing office
  2. 2. Agenda • China Internet Environment & User • China Social Media Landscape • Leveraging Social Media for Awareness & Engagement – Discuss: Challenges and Opportunities – Association Examples • Q&A 2
  3. 3. China Internet Environment 3
  4. 4. China Internet Environment Source: CIC Social Business White Paper Internet penetration: China 32% vs. US 77%
  5. 5. China Internet User 457 million internet users in 2010; 750 million by 2015 233 million online via mobile devices; 333 million by 2012 Sources: McKinsey Understanding China’s Digital Consumers; CIC Social White Paper 5
  6. 6. China Internet User 40 hours online/ week 93 hours online/ week 4 hours on instant 2.6 hours on instant messaging/ week messaging/ week 20 mins/ week on email 5.5 hours/ week on email Source: McKinsey Understanding China’s Digital Consumers 6
  7. 7. 7
  8. 8. China Internet User >25% users write >10 posts on forum, blogs, SNS every day. Source: China Social Network Report 8
  9. 9. China Internet User 54% of Chinese internet users own or visit blogs 9
  10. 10. China Internet User 10
  11. 11. China Social Media Landscape Trusted source to find information about brands: - Awareness - Engagement - Peer reviews Source: OgilvyOne 11
  12. 12. China Social Media Landscape SNS Blog Micro-Blog Community BBS Video Sharing Kaixin.com Sina Blog Sina Micro-Blog Baidu Post Bar Tianya.cn Tudou.com Baidu Tencent Micro- Renren.com Douban.com Mop.com Youku.com Space Blog Sohu Micro- Tianji.com Qzone 55bbs Qiyi.com Blog Wealink.com 12
  13. 13. Social Networking Sites Kaixin.com RenRen.com Tianji.com Wealink.comUSP/s - Largest SNS in - Most popular - Leading business - Similar to China SNS among SNS in China Tianji.com (less- students reputed) - Mostly for entertainment - Search for ex- classmatesFeature/s - Writing diary; - Writing diary; - Post resume - Recruitment sharing photos, & sharing photos & videos videos - BBS - Writing diary - Web games - Web games - Search for - Q&A companies & staff - Initiate activitiesUser/s White-collar/ Students, - HR - HR company especially college employees - Professionals - Professionals
  14. 14. Facebook vs. Kaixin001 February 2011 – >100 million Kaixin accounts 14
  15. 15. Example 15
  16. 16. Micro-blogs in China Sina TencentUSP/s Most popular micro-blog - Largest micro-blog network in platform in China. China - Micro-blog is connected with its IM product (QQ) with a huge user baseFeature/s - Social and business - Social and business information information - Forward information; - Forward information; sharing sharing (pics & videos); (pics & videos); comments on comments on micro-blogs micro-blogsUser/s - White-collar urbanites - QQ users - Organizations - Young generation - Celebrities - Tends to be from 2nd/3rd tier - Companies cities
  17. 17. Twitter vs. Sina Weibo May 2011 - 140 million Sina Weibo users 17
  18. 18. Example: HP China Since 2011 June…
  19. 19. Example: Ministry of Health No Smoking Campaign Since 2011 May…
  20. 20. Example: BMW China Since 2010 Feb… 20
  21. 21. Example: BMW China • Live show report • Launching new model/s
  22. 22. Video Sharing in China Youku.com Tudou.comUSP/s - Largest video sharing website - User-generated content - Partnerships with TV stations for - Interface is more user-friendly contentFeature/s - Sharing videos - Sharing videos - Watch movies, TV programs - Watch movies, TV programsUsers >200 million users/ month 180 million users/ month
  23. 23. Youtube vs. Youku>200 million Youku users per month
  24. 24. Example: Dove Integrated Social Media Campaign
  25. 25. Reasons for Exponential Internet Adoption • Freedom of expression • “Personal space” • One-child policy • Migrant workers • Graduates being posted to 2nd/3rd tier cities • Growing middle class • Social watchdog
  26. 26. Leveraging Social Media for Awareness & Engagement Small group discussion What are the perceived challenges and opportunities?
  27. 27. Leveraging Social Media for Awareness & Engagement Challenges • Keeping up with fast-changing developments and trends • Many platforms to choose from • Language • Local/cultural relevance • Monitoring and participating
  28. 28. Leveraging Social Media for Awareness & Engagement Opportunities • Gain better understanding of stakeholders’ preferences and needs • Build effective (cost & time-to-market) awareness and engagement campaigns • Be locally relevant to your stakeholders • Reduce marketing spend on direct mailers, print advertising etc.
  29. 29. AssociationsLeading by Example
  30. 30. Example: US Cotton Association Since 2010 July…
  31. 31. Example: World Luxury Association Since 2011 March…
  32. 32. Example: Chinese Obstetricians & Gynecologists Assocation Since 2010 June…
  33. 33. Example: ISPE International Society for Pharmaceutical Engineering (ISPE) • Leverage Sina Weibo to communicate with Chinese professionals about ISPE products and services • Started in Feb 2011 – 590 fans • Updates: – upcoming trainings and annual conference – number of participation in student poster competition – web learning – new releases 33
  34. 34. Example: ISPE 34
  35. 35. Example: PMI (China) Congress Project Management Institute (China) • Utilize integrated social media strategy to promote China congress – Tianji.com (LinkedIn equivalent) – Sina Weibo (Twitter equivalent) • China congress account (475 - June 2011); PMI China (1,122 – 2011 March); Managing Director (13,187 – June 2010) – LinkedIn – Baidu Baike (Wikipedia equivalent) • Started congress weibo in June 2011 • Updates: speakers, topics, registration, promotions etc. 35
  36. 36. Example: PMI (China) Congress • Create Congress brand awareness • Post latest PMI Congress news • Interact with community 36
  37. 37. Example: PMI (China) Congress Initial event info on this website; post latest PMI Congress news; connect to PM related accounts 37
  38. 38. Example: PMI (China) Congress • Initial event info on this website • Post latest PMI Congress news • Add PM related accounts 38
  39. 39. Example: PMI (China) Congress • - Chinese wikipedia equivalent • - improve searchability 39
  40. 40. How to Get Started? PLAN MONITOR RESEARCH BUILD ‐ Marketing  ‐ Fans highlights ‐ Comments ‐ Identify ‐ Find ‐ Key  ‐ Forwards ‐ Analyze  messages ‐ Follow ‐ Website  ‐ Select ‐ Fun ‐ Incentives  traffic ‐ Frequency
  41. 41. 8 Tips to Get Started• Think Chinese, use Chinese language• Know your target audience and their preferred platforms• Leverage hot topics to capture interest• Multi-user communication - be engaging but sensitive• Dialogue-type communication style – less is more!• Incentivize• Focus on immediate benefits• Less thinking, more networking 41
  42. 42. Questions?florence.chua@mci-group.com

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