A social media marketing presentation outlining the new 'buzz generation' in China. Some practical tips and guidelines for undertaking a social media campaign that targets a youth and young professional audience.

1. THE BUZZ GENERATION
IN CHINA

2. How to use Social Media Marketing
(SMM) to engage the Chinese ‘BUZZ
generation’
2

3. Who are these ‘Buzz Generation’ folk?
3

4. The ‘Buzz Generation’….
They are Young, but have a lot of Pressure
They are Online, but lack of real
engagement
Want to be Cool, but also working hard
They want to share, but want own space

5. How they access the web.
195m Chinese under
the age of 25 use the
internet, with 74%
accessing via a
mobile phone

6. How influential are they.
56.3% of users said that they
“got to know brands”
through online channels.
81% check online 58.7% actually made
purchase decisions based
comments before on user-generated online
info (compared to only 19%
purchasing a product. in U.S.).
Even when not making a
purchase, 89.9% of users
still pay attention to online
comments.

7. Where do we go from here?
HELLO! HELLO!
Brand Consumers
Own the Conversation….. not just the creative

8. What should companies do
to reach this group?
8

9. 1. Listen to them.
• Monitor the channels they’re using.
• What are they saying about your brand?
• What are they saying about competitors’ brands?
.
• Pre-empt reputational crises. Be ready to respond when necessary

10. 2. Understand them
… and how they’re different from netizens in other markets and
sectors.
• What are their motivations for using social media?
• How do they interact with different social media channels?
• How to they interact with each other across these channels?
• What drives them to participate and spread messages?
• What kinds of messages will they be receptive to?

11. 3. Be visible to them.
Don’t simply jump on the social media bandwagon.
When engaging these ‘buzz generation’ consumers through
social media you must know which medium is right for your
message and your objective – i.e. when to use corporate
blogs vs. forums vs. social networking sites. After selecting
your channels, make sure your brand is highly visible to the
public.

12. 4. Know what incentives work
for them
Why should these ‘buzz generation’ folks engage with
your brand and spread your message?
Is it social currency?
Opinion leadership among peers?
Timely and compelling content?
Access to exclusive promotions?
Incorporate incentives that will drive interest and
participation.

13. 5. Gain and maintain their
trust.
Be authentic and transparent in communicating across
social media.
Try to add legitimate value to netizens’ online
experiences. Most importantly, don’t try to deceive this
group– they are smart and it will only lead to backlash
and reputational damage.

14. The World is changing

15. The social media landscape
is constantly growing,
innovating, evolving.

16. Consumers are adopting
new technologies and
interacting with them in
different ways.

17. And new conversations can
engage millions of netizens
in a matter of days, or even
hours.

18. By the time you view this
presentation, the facts will
have changed.

19. Knowing the market
requires you to stay
informed!
Here is the leading tool to
get you started…..

20. Online Reputation
Management
SinoBuzz™ is an online reputation management
solution, a powerful tool for monitoring and
managing online brand, measuring public
awareness, sentiment, influence, and tracing
authoritative sources.
[click for more information]
It provides insights into customer retention and
loyalty through analysis of customer comments
towards brands, products, services and
sponsored events.

21. outperforming our competition
Beijing:  +86 (10) 6561 5818
Shanghai +86 (21) 3363 2739
Email: info@sinotechgroup.com.cn
Web: www.sinotechgroup.com.cn
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