Winning the China market through Social Media May, 2012.

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Presentation transcript:

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 different market

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 million More than one SNS Profiles 300 Million Sina Weibo users 150 million BBS Users Source: CNNIC, Sina Weibo

2 years 300 million + Active Users

male netizens 56% 44% female netizens Source: 27 th Statistical Survey Report on the Internet Development in China (Dec 2010), CNNIC

1.1% under % between 10 to % between 20 to 29 years old 23.4% between 30 to 39 years old 12.6% between 40 to % between 50 to % 60 or older Source: 27 th Statistical Survey Report on the Internet Development in China (Dec 2010), CNNIC

And it’s INFLUENTIAL

Source: HighTable.com 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 purchases 1 56% netizens say Internet is their primary channel for airing views and opinions 2 User-generated content influences 58% of all purchase decisions in China, compared with 19% in the US 3 Source: 1) The Phenomenon of Chinese BBS by iResearch Consulting Group, November ) 27 th 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

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 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 StrategyLocal Ideas Global AssetsLocal Creative / Content Global AgenciesLocal Partners Global Media PlanLocal Platform Selection

A good example

Audience AlignmentProduct OfferingsCost Efficiency Choose your platform wisely ?

Choose the right partners Social Media Specialist ATL Agency Media Agency Digital Agency Internal teams

Thank YouThank You LinkedIn.com/in/kenlizhouhong Weibo.com/kenlizhouhong