new chinese social media: papa An introduction by Totem Media.
Jul 16, 2015
new chinese social media:
papa
An introduction by Totem Media.
The problem to be solved.
wechat and weibo dominate china’s social media landscape but there are a growing
number of new, intriguing offerings
this is the first in a set of reports exploring up-and-coming social media in china,
helping global brands better understand content channels in china.
About this presentation
what is papa
30m users
is a
social audio app
papa
Soundcloud for china
000,000
Growth trajectory of papa
10
20
30
40
2012 2013 2014
10m
20m
launch
30m
voice function on Wechat oct 2012
content first social network
Voice messaging has been one of the most important features in WeChat
It has deeply affected user habits
Giving rise to PAPA and voice story telling the beginning of a “podcast” culture between users?
“The WeChat effect”
Account Settings
MessagesMessages from friends, celebrities and other accounts being followed + virtual gifts. Customer Response.
Add a PostVoice Messages + pictures to tell a story. UGC &Brand Stories.
Papa - Key Functions
Audio stories Listed by topic area.
Audio stories By those you follow.
Papa - a post ShareTo other social networks:
LikeAnd connect
with others who like it.
Control PanelPlay, stop, fast-forward.
Introduction of the storySynopsis of the post
Add to personal collection
Voice comments
Audience Comment
Virtual GiftsReward the creator with a virtual reward for a good post.
who uses it
Who uses it
who uses it
6%
21%
44%
22%
7%
25 - 29
30-34
19 - 24
male
monthly active users (Aug ’13)
female
age distribution
<19
>35
content-first social network
Papa will not compete with WeChat and Weibo as the primary communications hub. It doesnt offer the multitude of functions that WeChat does for being networked.
Papa is a social network very much focused on content first. It offers users a form of entertainment and expression through user (and brand) created stories.
For advertisers it is unique, as Papa allows for them to create compelling stories (value) for audiences - built around a very specific/focused format - in audio.
media and celebrities
Papa, like Weibo, is a good platform for celebrities and media to present themselves through content, as opinion leaders. It looks to follow a similar
top-down structure with KOLs (celebrities) setting the agenda - and brands using those KOLs to drive follower acquisition.
media and celebrities: examples
Yi NengjingPublic Welfare Fundation
Li BingbingWildlife Protection in Africa
Chen Kun Voice of China
how brands use it
totem
Customized background image for brands - campaign banner.
Setup a “Branded Public Account”
1 2apply to have
it verified
3
Newest, hottest UGC posted here.
“Sticky posts”...posts by brands and users.
Papa is designed for creative content and story tellingAds native to Papa make strong use of verbal narratives with support of imagesCoke, Mini and Oppo have been among the best at getting “branded content” right
product placements
A 25 episode documentary about journeying into Tibet, from Dec 16 - 31Mini used pictures and voice narration to share each step of the journeyLinked to Tudou (where video documentary played) and other SNS, it got strong viral support with a total of; 292,636 views, 2,096 likes and 648 comments
Users asked to share their wishes and special plans for celebrating Christmas 2013 in the comment section of the Coca-Cola Papa account The audio stories were played 56,075 times, with 535 Comments and 185 LikesThe filters were used 1.9million times
Coke created 12 short stories comparing attitudes about life experiences (romance, study, travel...) among different couples Playing off modern Chinese slang expressions, by combining characters (words) on 12 pairs of bottles
Oppo invited five opinion leaders to create emotional stories about “love at first site” ...matching the brand message (of “love at first site”)They also invited users to share a snapshot of themselves and petsThe content campaign on Papa was timed to support the launch of Oppo’s N1 smartpone
Chris Baker, Managing DirectorEmail: [email protected]/WeChat: Talktototem