Winning the China market through Social Media May, 2012.

Winning the China market through

Social Media

May, 2012

My two assumptions for today

1. You all know something about China

China is a BIG market

China is a differentmarket

China is a 困难 market

My two assumptions for today

1. You all know something about China

2. You don’t know much about China

My Challenge

Social media is the most effective channel to

reach, engage & convert consumers in China

So I just want to convince you one thing:

Why ?

Social media is as BIG as the market

500 million

+Netizens

250 millionMore than one SNS Profiles

300MillionSina Weibo

users

150 millio

nBBS Users

Source: CNNIC, Sina Weibo

2 years

300 million + Active Users

male netizens 56% 44% female netizens

Source: 27th Statistical Survey Report on the Internet Development in China (Dec 2010), CNNIC

1.1% under 1027.3% between 10 to19

29.8% between 20 to 29 years old 

23.4% between 30 to 39 years old12.6% between 40 to 49

3.9% between 50 to 591.9% 60 or older

Source: 27th Statistical Survey Report on the Internet Development in China (Dec 2010), CNNIC

And it’s INFLUENTIAL

Source: HighTable.com

China India Brazil Russia Indonesia USA Japan

2.7

0.5

0.9

1.7

0.9

2.3

2.9

Number of hours online per day

Chinese consumers spend a lot of time online

Avg. user spends 70 mins per month

80% netizens use BBS to search for information of the product they plan to buy, and

62% netizens ask other BBS users for opinions before make purchases1

56% netizens say Internet is their primary channel for airing views and opinions2

User-generated content influences 58% of all purchase decisions in China, compared with 19% in the US3

Source: 1) The Phenomenon of Chinese BBS by iResearch Consulting Group, November 2007 2) 27th Statistical Survey Report on the Internet Development in China (July 2010), CNNIC 3) Netpop / Nations: China and the U.S. in a Web 2.0 World by Netpop, November 2007

Source: HighTable.com

Source: McKinsey

But it’s also very

不同 (DIFFERENT)

What you may be familiar with?

Facebook – #1 choice of platform for marketers due to its reach (it is has the widest user group globally)

Twitter – #1 microblog, Real-time channel, changing the way users react to news and events

Youtube - #1 Video sharing site (with over 24 hours of videos uploaded each minute*)

Popular social media platforms

Foursquare / Location Based Service – #1 LBS service, users check in at various locations and earn virtual badges or receive real-world incentives (coupons)

China’s equivalent

White-collar College Student

Teenage

And much more…

* Image source from Ogilvy One

More brands have jumped into the social media as well

April 2011

May 2011

Jun 2011

Jul 2011 Aug 2011

Sep 2011

Oct 2011

Nov 2011

Dec 2011

Jan 2012

Feb 2012

Mar 2012

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Number of companies with Weibo accounts

Source: 2012 CIC whitepaper

So, how to use Social Media to grow your business in China ?

1. Set Clear Objectives & Strategies

2. Think English, Speak Chinese

3. Choose Platform(s) Wisely

4. Choose the Right Partners

Social media does not equal to ePR

It can help you accomplish many marketing objectives

Building brand / product awareness

Social CRM: acquiring new customers, increase loyalty of existing customers

Driving commerce (online & offline)

New products and features will further broaden opportunities

Set Clear Objectives & Strategies

We can build a brand and launch a new product…

We can have rich engagement with our customers …

We can have rich engagement with our customers …

We can effectively drive traffic to our online stores …

We can even sell directly …

We can provide better services to our customers …

Think English, Speak Chinese

Global Strategy Local Ideas

Global Assets Local Creative / Content

Global Agencies Local Partners

Global Media Plan Local Platform Selection

A good example

Audience Alignment Product Offerings Cost Efficiency

Choose your platform wisely

?

Choose the right partners

Social Media Specialist ATL

Agency

Media Agency Digital

Agency

Internal teams

Thank [email protected]

LinkedIn.com/in/kenlizhouhong

Weibo.com/kenlizhouhong