Date post: | 12-Nov-2014 |
Category: |
Social Media |
Upload: | pam-didner |
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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$>7,000)
Big brother AND
every one else are watching
Government is watching and listening
Freedom with a
boundary
Yet, Chinese are as social as us
Spend 4-5 hours per day on-line
Western social media platforms are
banned
Don’t worry!
China developed
home-grown tools
Source: Ogilvy China
Some tools are arguably
BETTER than the US social
media platforms
A bit of FB, IM, Gaming, Social with strangers, Dating etc…
The tools are different, our behaviors are the same…
Source: Digital Jungle YouTube video
Chinese love their devices, just like us.
Value the family
Respect their elders
and take care of their
young
We are similar
• Family • Holiday
Celebration • Career • Health • Financial Stability • Safety
We’re different
• Cultural Differences
• Language Barriers
• Religious Beliefs
• Laws and Regulations
• Usage Behavior
• MKT Channel Fragmentation
• Information overload
• Short attention span
• Decision-making process
• Limited budget
Face the same purchasing challenges
Deep down
How should we plan content marketing between China and the
US?
Content marketing is different from company to company
Working Model
Headquarters Local or Region
Work together to plan & create content
Align on
• Business / marketing objectives
• Target Audience • Editorial Topics • Roles and
Responsibilities • Budget Allocation • Success Metrics
Business objectives: • Increase revenue • Decrease cost
Marketing objectives: • Build brand equity • Create/retain
customers • Enables sales
Translate business objectives to marketing objectives Business: Increase <xx>% of <product> revenue <$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