china social media overview
DESCRIPTION
An overview of the social media landscape in China.TRANSCRIPT
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China Social Media Overview
@PamDidner
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Here it is
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Fun Fact
1 Time Zone
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Fun Fact
4 Municipalities
Beijing Shanghai
Chongqing Tianjin
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Fun Fact
31 Provinces
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Fun Fact
Average Age: 36.7
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56 Minorities 80 Dialects
Fun Fact
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Fun Fact
~190 cities with > 1M people
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Fun Fact
1.3B people
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Big and Diversified
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City Tiers
Population size GDP Economic Growth Historical / cultural significance.
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Tier I and 2 Cities (Developed)
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Tier 3-4 (Developing)
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Tier 5 – Counties/Towns/Villages (Emerging)
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Understand Demographics
h"p://www.resonancechina.com/the-‐vast-‐poten4al-‐beyond-‐chinas-‐4er-‐1-‐ci4es/
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Big Brother is watching
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Censorship
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FB, Twitter, Google, WordPress, YouTube & other sites are banned
Source: the Economist video
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It doesn’t mean you
can’t complain
PM 2.5: Air Pollution Monitoring Standard PM (Particulate Matter) 2.5 micrometers: particles are so small that they can get into the lungs, causing serious health issues.
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Netizens spoke!
Source: the Economist video
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Forced government to
take aggressive actions to fight air pollution
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Compare with Los Angeles
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Compare with
Cleveland
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Spoke loudly about corruption
Activists say the watch on China's railway minister Sheng Guangzu's wrist is a Rolex Oyster Perpetual (US$>7,000)
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Big brother AND
every one else are watching
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Government is watching and listening
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Freedom with a
boundary
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Yet, Chinese are as social as us
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Spend 4-5 hours per day on-line
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Western social media platforms are
banned
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Don’t worry!
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China developed
home-grown tools
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Source: Ogilvy China
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Some tools are arguably
BETTER than the US social
media platforms
A bit of FB, IM, Gaming, Social with strangers, Dating etc…
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The tools are different, our behaviors are the same…
Source: Digital Jungle YouTube video
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Chinese love their devices, just like us.
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Value the family
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Respect their elders
and take care of their
young
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We are similar
• Family • Holiday
Celebration • Career • Health • Financial Stability • Safety
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We’re different
• Cultural Differences
• Language Barriers
• Religious Beliefs
• Laws and Regulations
• Usage Behavior
• MKT Channel Fragmentation
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• Information overload
• Short attention span
• Decision-making process
• Limited budget
Face the same purchasing challenges
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Deep down
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How should we plan content marketing between China and the
US?
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Content marketing is different from company to company
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Working Model
Headquarters Local or Region
Work together to plan & create content
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Align on
• Business / marketing objectives
• Target Audience • Editorial Topics • Roles and
Responsibilities • Budget Allocation • Success Metrics
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Business objectives: • Increase revenue • Decrease cost
Marketing objectives: • Build brand equity • Create/retain
customers • Enables sales
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Translate business objectives to marketing objectives Business: Increase <xx>% of <product> revenue <$xM> by expanding to <segment> Marketing: Establish <Product> as the preferred choice for <whom> in the <segment> by building awareness and driving demand.
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Start with audience persona
Global persona vs. Local persona
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Understand your audience
via:
• Buyer Research • Seller Interviews • Keyword search • Social listening
Local-driven
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Jointly agree on annual editorial topics
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2013 Dec
Topics Cloud Product Launch #1 Mobility Product
Launch #2 Big Data
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Determine who creates content
• Who leads vs. who follows
• Decentralization vs. Centralization
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Centralization vs. Decentralization
• Products and Services
• Management Preference
• Budget Allocation • Organizational
Structure
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Search Determined by • Product • Topic • Content Local-driven
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Marketing to China • Define business models/
communication approach
• Be open-minded • Make mistakes
• Make more mistakes
• Hire great partners and team members