China Social Media Overview

@PamDidner

Here it is

Fun Fact

1 Time Zone

Fun Fact

4 Municipalities

Beijing Shanghai

Chongqing Tianjin

Fun Fact

31 Provinces

Fun Fact

Average Age: 36.7

56 Minorities 80 Dialects

Fun Fact

Fun Fact

~190 cities with > 1M people

Fun Fact

1.3B people

Big and Diversified

City Tiers

Population size GDP Economic Growth Historical / cultural significance.

Tier I and 2 Cities (Developed)

Tier 3-4 (Developing)

Tier 5 – Counties/Towns/Villages (Emerging)

Understand Demographics

h"p://www.resonancechina.com/the-­‐vast-­‐poten4al-­‐beyond-­‐chinas-­‐4er-­‐1-­‐ci4es/  

Big Brother is watching

Censorship

FB, Twitter, Google, WordPress, YouTube & other sites are banned

Source:  the  Economist  video  

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.

Netizens spoke!

Source:  the  Economist  video  

Forced government to

take aggressive actions to fight air pollution

Compare with Los Angeles

Compare with

Cleveland

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)

Big brother AND

every one else are watching

Government is watching and listening

Freedom with a

boundary

Yet, Chinese are as social as us

Spend 4-5 hours per day on-line

Western social media platforms are

banned

Don’t worry!

China developed

home-grown tools

Weibo

Source: Ogilvy China

Some tools are arguably

BETTER than the US social

media platforms

A bit of FB, IM, Gaming, Social with strangers, Dating etc…

The tools are different, our behaviors are the same…

Source:  Digital  Jungle  YouTube  video  

Chinese love their devices, just like us.

Value the family

Respect their elders

and take care of their

young

We are similar

•  Family •  Holiday

Celebration •  Career •  Health •  Financial Stability •  Safety

We’re different

•  Cultural Differences

•  Language Barriers

•  Religious Beliefs

•  Laws and Regulations

•  Usage Behavior

•  MKT Channel Fragmentation

•  Information overload

•  Short attention span

•  Decision-making process

•  Limited budget

Face the same purchasing challenges

Deep down

How should we plan content marketing between China and the

US?

Content marketing is different from company to company

Working Model

Headquarters Local or Region

Work together to plan & create content

Align on

•  Business / marketing objectives

•  Target Audience •  Editorial Topics •  Roles and

Responsibilities •  Budget Allocation •  Success Metrics

Business objectives: •  Increase revenue •  Decrease cost

Marketing objectives: •  Build brand equity •  Create/retain

customers •  Enables sales

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.

Start with audience persona

Global persona vs. Local persona

Understand your audience

via:

•  Buyer Research •  Seller Interviews •  Keyword search •  Social listening

Local-driven

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

Determine who creates content

•  Who leads vs. who follows

•  Decentralization vs. Centralization

Centralization vs. Decentralization

•  Products and Services

•  Management Preference

•  Budget Allocation •  Organizational

Structure

Search Determined by •  Product •  Topic •  Content Local-driven

Marketing to China •  Define business models/

communication approach

•  Be open-minded •  Make mistakes

•  Make more mistakes

•  Hire great partners and team members