1. Winning the China market through Social Media May, 2012

2. My two assumptions for today 1. You all know something about China

3. China is a BIG market

4. China is a different market

5. China is a 困难 market

6. My two assumptions for today 1.You all know something about China 2.You don’t know much about China

9. My Challenge

10. Social media is the most effective channel to reach, engage & convert consumers in China So I just want to convince you one thing:

11. Why ?

12. Social media is as BIG as the market

13. 500 million + Netizens 250 million More than one SNS Profiles 300 Million Sina Weibo users 150 million BBS Users Source: CNNIC, Sina Weibo

14. 2 years 300 million + Active Users

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

16. 1.1% under 10 27.3% between 10 to19 29.8% between 20 to 29 years old 23.4% between 30 to 39 years old 12.6% between 40 to 49 3.9% between 50 to 59 1.9% 60 or older Source: 27 th Statistical Survey Report on the Internet Development in China (Dec 2010), CNNIC

17. And it’s INFLUENTIAL

18. Source: HighTable.com Chinese consumers spend a lot of time online

19. Avg. user spends 70 mins per month

20. 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 2007 2) 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

21. Source: HighTable.com Source: McKinsey

22. But it’s also very 不同 (DIFFERENT)

23. 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)

24. China’s equivalent White-collar College Student Teenage

25. And much more… * Image source from Ogilvy One

26. More brands have jumped into the social media as well

28. Source: 2012 CIC whitepaper

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

30. 1.Set Clear Objectives & Strategies 2.Think English, Speak Chinese 3.Choose Platform(s) Wisely 4.Choose the Right Partners

31.  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

32. We can build a brand and launch a new product…

33. We can have rich engagement with our customers …

35. We can effectively drive traffic to our online stores …

36. We can even sell directly …

37. We can provide better services to our customers …

38. Think English, Speak Chinese Global StrategyLocal Ideas Global AssetsLocal Creative / Content Global AgenciesLocal Partners Global Media PlanLocal Platform Selection

39. A good example

40. Audience AlignmentProduct OfferingsCost Efficiency Choose your platform wisely ?

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

42. Thank YouThank You lizhou@staff.sina.com.cn LinkedIn.com/in/kenlizhouhong Weibo.com/kenlizhouhong