Cesse'11 Using Market & Customer Insight to Make Better Decisions. final
Social Media in China ASAE am11
1. Social Media in China
Florence Chua
Director, Association Management & Consulting
MCI China | Beijing office
2. Agenda
• China Internet Environment & User
• China Social Media Landscape
• Leveraging Social Media for Awareness &
Engagement
– Discuss: Challenges and Opportunities
– Association Examples
• Q&A
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4. China Internet Environment
Source: CIC Social Business White Paper
Internet penetration:
China 32% vs. US 77%
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
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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
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11. China Social Media Landscape
Trusted source to find
information about
brands:
- Awareness
- Engagement
- Peer reviews
Source: OgilvyOne
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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
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13. Social Networking Sites
Kaixin.com RenRen.com Tianji.com Wealink.com
USP/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-
classmates
Feature/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 activities
User/s White-collar/ Students, - HR - HR
company especially college
employees - Professionals - Professionals
16. Micro-blogs in China
Sina Tencent
USP/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 base
Feature/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-blogs
User/s - White-collar urbanites - QQ users
- Organizations - Young generation
- Celebrities - Tends to be from 2nd/3rd tier
- Companies cities
17. Twitter vs. Sina Weibo
May 2011 - 140 million Sina Weibo users
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22. Video Sharing in China
Youku.com Tudou.com
USP/s - Largest video sharing website - User-generated content
- Partnerships with TV stations for - Interface is more user-friendly
content
Feature/s - Sharing videos - Sharing videos
- Watch movies, TV programs - Watch movies, TV programs
Users >200 million users/ month 180 million users/ month
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. Leveraging Social Media for Awareness & Engagement
Small group discussion
What are the perceived
challenges and
opportunities?
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. 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.
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
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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.
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36. Example: PMI (China) Congress
• Create Congress brand awareness
• Post latest PMI Congress news
• Interact with community
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37. Example: PMI (China) Congress
Initial event info on this website; post latest PMI
Congress news; connect to PM related accounts
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38. Example: PMI (China) Congress
• Initial event info on this website
• Post latest PMI Congress news
• Add PM related accounts
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39. Example: PMI (China) Congress
• - Chinese wikipedia equivalent
• - improve searchability
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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. 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
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