SlideShare ist ein Scribd-Unternehmen logo
1 von 42
Downloaden Sie, um offline zu lesen
Social Media in China
                                    Florence Chua
    Director, Association Management & Consulting
                           MCI China | Beijing office
Agenda


  • China Internet Environment & User
  • China Social Media Landscape
  • Leveraging Social Media for Awareness &
    Engagement
     – Discuss: Challenges and Opportunities
     – Association Examples
  • Q&A




                                               2
China Internet Environment




                             3
China Internet Environment




                             Source: CIC Social Business White Paper
 Internet penetration:
 China 32% vs. US 77%
China Internet User




                                     457 million internet users in
                                     2010; 750 million by 2015




                        233 million online via
                   mobile devices; 333 million
                                                           by 2012
  Sources: McKinsey Understanding China’s Digital Consumers;
  CIC Social White Paper
                                                                     5
China Internet User



        40 hours online/ week                   93 hours online/ week

        4 hours on instant                      2.6 hours on instant
        messaging/ week                         messaging/ week


        20 mins/ week on email 5.5 hours/ week on
                                                email




   Source: McKinsey Understanding China’s Digital Consumers

                                                                        6
7
China Internet User


          >25% users write >10 posts on forum, blogs, SNS every day.




                                         Source: China Social Network Report
                                                                               8
China Internet User


           54% of Chinese internet users own or visit blogs




                                                              9
China Internet User




                      10
China Social Media Landscape


 Trusted source to find
 information about
 brands:
 -    Awareness
 -    Engagement
 -    Peer reviews




 Source: OgilvyOne


                               11
China Social Media Landscape



     SNS       Blog     Micro-Blog      Community         BBS       Video Sharing



  Kaixin.com Sina Blog Sina Micro-Blog Baidu Post Bar   Tianya.cn    Tudou.com


               Baidu   Tencent Micro-
  Renren.com                            Douban.com      Mop.com      Youku.com
               Space       Blog

                        Sohu Micro-
  Tianji.com   Qzone                                     55bbs        Qiyi.com
                           Blog

 Wealink.com




                                                                                 12
Social Networking Sites

            Kaixin.com          RenRen.com           Tianji.com           Wealink.com


USP/s       - Largest SNS in    - Most popular       - Leading business   - Similar to
            China               SNS among            SNS in China         Tianji.com (less-
                                students                                  reputed)
            - Mostly for
            entertainment       - Search for ex-
                                classmates
Feature/s   - Writing diary;    - Writing diary;     - Post resume        - Recruitment
            sharing photos, &   sharing photos &
            videos              videos               - BBS                - Writing diary

            - Web games         - Web games          - Search for         - Q&A
                                                     companies & staff
                                                                          - Initiate activities
User/s      White-collar/       Students,            - HR                 - HR
            company             especially college
            employees                                - Professionals      - Professionals
Facebook vs. Kaixin001




   February 2011 – >100 million Kaixin accounts


                                                  14
Example




          15
Micro-blogs in China

               Sina                       Tencent

USP/s          Most popular micro-blog    - Largest micro-blog network in
               platform in China.         China

                                          - Micro-blog is connected with
                                          its IM product (QQ) with a
                                          huge user base

Feature/s      - Social and business      - Social and business
               information                information

               - Forward information;     - Forward information; sharing
               sharing (pics & videos);   (pics & videos); comments on
               comments on micro-blogs    micro-blogs

User/s         - White-collar urbanites   - QQ users
               - Organizations            - Young generation
               - Celebrities              - Tends to be from 2nd/3rd tier
               - Companies                cities
Twitter vs. Sina Weibo




      May 2011 - 140 million Sina Weibo users


                                                17
Example: HP China




                    Since 2011 June…
Example: Ministry of Health No Smoking Campaign




               Since 2011 May…
Example: BMW China




              Since 2010 Feb…




                                20
Example: BMW China




    •   Live show report
    •   Launching new model/s
Video Sharing in China

            Youku.com                             Tudou.com

USP/s       - Largest video sharing website       - User-generated content

            - Partnerships with TV stations for   - Interface is more user-friendly
            content

Feature/s   - Sharing videos                      - Sharing videos

            - Watch movies, TV programs           - Watch movies, TV programs

Users       >200 million users/ month             180 million users/ month
Youtube vs. Youku




>200 million Youku users per month
Example: Dove Integrated Social Media Campaign
Reasons for Exponential Internet Adoption


  •   Freedom of expression
  •   “Personal space”
  •   One-child policy
  •   Migrant workers
  •   Graduates being posted to 2nd/3rd tier cities
  •   Growing middle class
  •   Social watchdog
Leveraging Social Media for Awareness & Engagement




      Small group discussion
      What are the perceived
         challenges and
         opportunities?
Leveraging Social Media for Awareness & Engagement


  Challenges
  • Keeping up with fast-changing developments
    and trends
  • Many platforms to choose from
  • Language
  • Local/cultural relevance
  • Monitoring and participating
Leveraging Social Media for Awareness & Engagement


  Opportunities
  • Gain better understanding of stakeholders’
    preferences and needs
  • Build effective (cost & time-to-market)
    awareness and engagement campaigns
  • Be locally relevant to your stakeholders
  • Reduce marketing spend on direct mailers,
    print advertising etc.
Associations
Leading by Example
Example: US Cotton Association




                      Since 2010 July…
Example: World Luxury Association




               Since 2011 March…
Example: Chinese Obstetricians & Gynecologists Assocation




                      Since 2010 June…
Example: ISPE


 International Society for Pharmaceutical
 Engineering (ISPE)
 • Leverage Sina Weibo to communicate with Chinese
   professionals about ISPE products and services
 • Started in Feb 2011 – 590 fans
 • Updates:
    – upcoming trainings and annual conference
    – number of participation in student poster competition
    – web learning
    – new releases




                                                              33
Example: ISPE




                34
Example: PMI (China) Congress


 Project Management Institute (China)
 • Utilize integrated social media strategy to promote
   China congress
    – Tianji.com (LinkedIn equivalent)
    – Sina Weibo (Twitter equivalent)
         • China congress account (475 - June 2011);
           PMI China (1,122 – 2011 March); Managing
           Director (13,187 – June 2010)
    – LinkedIn
    – Baidu Baike (Wikipedia equivalent)
 • Started congress weibo in June 2011
 • Updates: speakers, topics, registration, promotions
   etc.
                                                         35
Example: PMI (China) Congress




               •   Create Congress brand awareness
               •   Post latest PMI Congress news
               •   Interact with community




                                                     36
Example: PMI (China) Congress




            Initial event info on this website; post latest PMI
            Congress news; connect to PM related accounts




                                                                  37
Example: PMI (China) Congress




                       •   Initial event info on this website
                       •   Post latest PMI Congress news
                       •   Add PM related accounts




                                                                38
Example: PMI (China) Congress




           •   - Chinese wikipedia equivalent
           •   - improve searchability




                                                39
How to Get Started?




                   PLAN                    MONITOR

   RESEARCH                     BUILD
                ‐ Marketing                  ‐ Fans
                 highlights                ‐ Comments
   ‐ Identify                    ‐ Find
                  ‐ Key                    ‐ Forwards
   ‐ Analyze     messages       ‐ Follow
                                            ‐ Website 
    ‐ Select                     ‐ Fun
                ‐ Incentives                  traffic
                ‐ Frequency
8 Tips to Get Started

•   Think Chinese, use Chinese language
•   Know your target audience and their preferred
    platforms
•   Leverage hot topics to capture interest
•   Multi-user communication - be engaging but sensitive
•   Dialogue-type communication style – less is more!
•   Incentivize
•   Focus on immediate benefits
•   Less thinking, more networking

                                                           41
Questions?
florence.chua@mci-group.com

Weitere ähnliche Inhalte

Was ist angesagt?

IWOM Watch Compilation 2011
IWOM Watch Compilation 2011IWOM Watch Compilation 2011
IWOM Watch Compilation 2011Kantar Media CIC
 
Using Social Media for Continuity & Emergency Management (intro)
Using Social Media for Continuity & Emergency Management (intro)Using Social Media for Continuity & Emergency Management (intro)
Using Social Media for Continuity & Emergency Management (intro)Georges Cowan
 
Ngy Ea Presentation- Selling the Alliance
Ngy Ea Presentation- Selling the AllianceNgy Ea Presentation- Selling the Alliance
Ngy Ea Presentation- Selling the AlliancePorts-To-Plains Blog
 
The Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned AttentionThe Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned AttentionEnergize
 
Assignment 10 group coursework presentation of research part 2.5
Assignment 10   group coursework presentation of research part 2.5Assignment 10   group coursework presentation of research part 2.5
Assignment 10 group coursework presentation of research part 2.5ksumbland
 
Invoke Live: Social Networking - JUL2010 (Invoke)
Invoke Live: Social Networking - JUL2010 (Invoke)Invoke Live: Social Networking - JUL2010 (Invoke)
Invoke Live: Social Networking - JUL2010 (Invoke)Sociatria.com
 
Assignment 10 group coursework presentation of research part 2.5
Assignment 10   group coursework presentation of research part 2.5Assignment 10   group coursework presentation of research part 2.5
Assignment 10 group coursework presentation of research part 2.5Abc Abc
 
Web 2.0 Presentation
Web 2.0 PresentationWeb 2.0 Presentation
Web 2.0 PresentationSteve Rath
 
Fundraising and Social Media - Davethecfre at CLPGH Foundation Center
Fundraising and Social Media - Davethecfre at CLPGH Foundation CenterFundraising and Social Media - Davethecfre at CLPGH Foundation Center
Fundraising and Social Media - Davethecfre at CLPGH Foundation CenterDave Tinker, CFRE
 
Talk About Phones June 2007 White Paper Slides (English)
Talk About Phones June 2007 White Paper Slides (English)Talk About Phones June 2007 White Paper Slides (English)
Talk About Phones June 2007 White Paper Slides (English)Kantar Media CIC
 
Construction: Getting Social
Construction: Getting SocialConstruction: Getting Social
Construction: Getting Socialpwcom.co.uk Ltd
 
Strategic Analysis of Facebook
Strategic Analysis of FacebookStrategic Analysis of Facebook
Strategic Analysis of FacebookVishal Sharma
 
Intead nafsa may 4 china digital media
Intead nafsa may 4 china digital mediaIntead nafsa may 4 china digital media
Intead nafsa may 4 china digital mediaMichael Waxman-Lenz
 
Q3 WP Topic one-The Chinese IWOM Landscape_EN
Q3 WP Topic one-The Chinese IWOM Landscape_ENQ3 WP Topic one-The Chinese IWOM Landscape_EN
Q3 WP Topic one-The Chinese IWOM Landscape_ENKantar Media CIC
 
Using secured social networks for crisis management
Using secured social networks for crisis managementUsing secured social networks for crisis management
Using secured social networks for crisis managementGeorges Cowan
 
Construction PR and marketing in the digital age
Construction PR and marketing in the digital ageConstruction PR and marketing in the digital age
Construction PR and marketing in the digital agepwcom.co.uk Ltd
 

Was ist angesagt? (19)

IWOM Watch Compilation 2011
IWOM Watch Compilation 2011IWOM Watch Compilation 2011
IWOM Watch Compilation 2011
 
Using Social Media for Continuity & Emergency Management (intro)
Using Social Media for Continuity & Emergency Management (intro)Using Social Media for Continuity & Emergency Management (intro)
Using Social Media for Continuity & Emergency Management (intro)
 
Ngy Ea Presentation- Selling the Alliance
Ngy Ea Presentation- Selling the AllianceNgy Ea Presentation- Selling the Alliance
Ngy Ea Presentation- Selling the Alliance
 
The Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned AttentionThe Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned Attention
 
Assignment 10 group coursework presentation of research part 2.5
Assignment 10   group coursework presentation of research part 2.5Assignment 10   group coursework presentation of research part 2.5
Assignment 10 group coursework presentation of research part 2.5
 
Invoke Live: Social Networking - JUL2010 (Invoke)
Invoke Live: Social Networking - JUL2010 (Invoke)Invoke Live: Social Networking - JUL2010 (Invoke)
Invoke Live: Social Networking - JUL2010 (Invoke)
 
Assignment 10 group coursework presentation of research part 2.5
Assignment 10   group coursework presentation of research part 2.5Assignment 10   group coursework presentation of research part 2.5
Assignment 10 group coursework presentation of research part 2.5
 
Web 2.0 Presentation
Web 2.0 PresentationWeb 2.0 Presentation
Web 2.0 Presentation
 
Fundraising and Social Media - Davethecfre at CLPGH Foundation Center
Fundraising and Social Media - Davethecfre at CLPGH Foundation CenterFundraising and Social Media - Davethecfre at CLPGH Foundation Center
Fundraising and Social Media - Davethecfre at CLPGH Foundation Center
 
Work 2.0 Tech Best Practices Aenc
Work 2.0   Tech Best Practices   AencWork 2.0   Tech Best Practices   Aenc
Work 2.0 Tech Best Practices Aenc
 
Talk About Phones June 2007 White Paper Slides (English)
Talk About Phones June 2007 White Paper Slides (English)Talk About Phones June 2007 White Paper Slides (English)
Talk About Phones June 2007 White Paper Slides (English)
 
Construction: Getting Social
Construction: Getting SocialConstruction: Getting Social
Construction: Getting Social
 
Strategic Analysis of Facebook
Strategic Analysis of FacebookStrategic Analysis of Facebook
Strategic Analysis of Facebook
 
Intead nafsa may 4 china digital media
Intead nafsa may 4 china digital mediaIntead nafsa may 4 china digital media
Intead nafsa may 4 china digital media
 
Q3 WP Topic one-The Chinese IWOM Landscape_EN
Q3 WP Topic one-The Chinese IWOM Landscape_ENQ3 WP Topic one-The Chinese IWOM Landscape_EN
Q3 WP Topic one-The Chinese IWOM Landscape_EN
 
Using secured social networks for crisis management
Using secured social networks for crisis managementUsing secured social networks for crisis management
Using secured social networks for crisis management
 
Construction PR and marketing in the digital age
Construction PR and marketing in the digital ageConstruction PR and marketing in the digital age
Construction PR and marketing in the digital age
 
Facebook analysis and study
Facebook analysis and studyFacebook analysis and study
Facebook analysis and study
 
Scanlon social media 2010
Scanlon social media 2010Scanlon social media 2010
Scanlon social media 2010
 

Andere mochten auch

Integration of Irreversible Gates in Reversible Circuits Using NCT Library
Integration of Irreversible Gates in Reversible Circuits Using NCT LibraryIntegration of Irreversible Gates in Reversible Circuits Using NCT Library
Integration of Irreversible Gates in Reversible Circuits Using NCT LibraryIOSR Journals
 
A crisis of fat? - Background information
A crisis of fat? - Background informationA crisis of fat? - Background information
A crisis of fat? - Background informationXplore Health
 
Jc2434 world aid_sday_results_en
Jc2434 world aid_sday_results_enJc2434 world aid_sday_results_en
Jc2434 world aid_sday_results_enJornal do Commercio
 
Codigodedefensasocialdelestadolibreysoberanodepuebla
CodigodedefensasocialdelestadolibreysoberanodepueblaCodigodedefensasocialdelestadolibreysoberanodepuebla
CodigodedefensasocialdelestadolibreysoberanodepueblaAlejandro Amador
 
Ssrn id2203122
Ssrn id2203122Ssrn id2203122
Ssrn id2203122Samir Sami
 
Pacific Trails MICE Presentation 2013
Pacific Trails MICE Presentation 2013 Pacific Trails MICE Presentation 2013
Pacific Trails MICE Presentation 2013 RakeshKhetrapal
 

Andere mochten auch (6)

Integration of Irreversible Gates in Reversible Circuits Using NCT Library
Integration of Irreversible Gates in Reversible Circuits Using NCT LibraryIntegration of Irreversible Gates in Reversible Circuits Using NCT Library
Integration of Irreversible Gates in Reversible Circuits Using NCT Library
 
A crisis of fat? - Background information
A crisis of fat? - Background informationA crisis of fat? - Background information
A crisis of fat? - Background information
 
Jc2434 world aid_sday_results_en
Jc2434 world aid_sday_results_enJc2434 world aid_sday_results_en
Jc2434 world aid_sday_results_en
 
Codigodedefensasocialdelestadolibreysoberanodepuebla
CodigodedefensasocialdelestadolibreysoberanodepueblaCodigodedefensasocialdelestadolibreysoberanodepuebla
Codigodedefensasocialdelestadolibreysoberanodepuebla
 
Ssrn id2203122
Ssrn id2203122Ssrn id2203122
Ssrn id2203122
 
Pacific Trails MICE Presentation 2013
Pacific Trails MICE Presentation 2013 Pacific Trails MICE Presentation 2013
Pacific Trails MICE Presentation 2013
 

Ähnlich wie Social Media in China ASAE am11

Lecture 12 Social Media.ppt
Lecture 12 Social Media.pptLecture 12 Social Media.ppt
Lecture 12 Social Media.pptManishKarki12
 
CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012
CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012Connie Crosby
 
Lightspeed Financial Presentation - BDI 2/9/11 Financial Services Social Comm...
Lightspeed Financial Presentation - BDI 2/9/11 Financial Services Social Comm...Lightspeed Financial Presentation - BDI 2/9/11 Financial Services Social Comm...
Lightspeed Financial Presentation - BDI 2/9/11 Financial Services Social Comm...Business Development Institute
 
Merged may 19 webinar
Merged may 19 webinarMerged may 19 webinar
Merged may 19 webinarsslesperance
 
Social Media Webcast Slides
Social Media Webcast SlidesSocial Media Webcast Slides
Social Media Webcast SlidesTina Lambert
 
Social Media: It's All About Relationships
Social Media: It's All About RelationshipsSocial Media: It's All About Relationships
Social Media: It's All About RelationshipsTina Lambert
 
Social media as communication tool draft
Social media as communication tool  draftSocial media as communication tool  draft
Social media as communication tool draftMamoun Matar
 
A Social Media Strategy for TDM
A Social Media Strategy for TDMA Social Media Strategy for TDM
A Social Media Strategy for TDMSmart Commute
 
Social Media for Business - Soton MBA
Social Media for Business - Soton MBASocial Media for Business - Soton MBA
Social Media for Business - Soton MBALisa Harris
 
Social Media Webcast Handouts 10.2.09
Social Media Webcast Handouts 10.2.09Social Media Webcast Handouts 10.2.09
Social Media Webcast Handouts 10.2.09Tina Lambert
 
Social Media for Government
Social Media for GovernmentSocial Media for Government
Social Media for GovernmentLara Solomon
 
Navigating the Social Media Landscape In China
Navigating the Social Media Landscape In ChinaNavigating the Social Media Landscape In China
Navigating the Social Media Landscape In ChinaGravity Media
 
Nycon social media nyfa presentation
Nycon social media nyfa presentationNycon social media nyfa presentation
Nycon social media nyfa presentationAndrew Marietta
 
Building Your Practice Profile Through Social Media
Building Your Practice Profile Through Social Media Building Your Practice Profile Through Social Media
Building Your Practice Profile Through Social Media Connie Crosby
 
Lasa cyp social media
Lasa cyp social mediaLasa cyp social media
Lasa cyp social mediaMiles Maier
 
Chinese Social Media Demographic (eBook)
Chinese Social Media Demographic (eBook)Chinese Social Media Demographic (eBook)
Chinese Social Media Demographic (eBook)Dr Matt McDougall
 
Empowerment Technologies
Empowerment TechnologiesEmpowerment Technologies
Empowerment TechnologiesMichelle Faina
 

Ähnlich wie Social Media in China ASAE am11 (20)

Lecture 12 Social Media.ppt
Lecture 12 Social Media.pptLecture 12 Social Media.ppt
Lecture 12 Social Media.ppt
 
CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012
CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
 
Lightspeed Financial Presentation - BDI 2/9/11 Financial Services Social Comm...
Lightspeed Financial Presentation - BDI 2/9/11 Financial Services Social Comm...Lightspeed Financial Presentation - BDI 2/9/11 Financial Services Social Comm...
Lightspeed Financial Presentation - BDI 2/9/11 Financial Services Social Comm...
 
Merged may 19 webinar
Merged may 19 webinarMerged may 19 webinar
Merged may 19 webinar
 
Social Media Webcast Slides
Social Media Webcast SlidesSocial Media Webcast Slides
Social Media Webcast Slides
 
Social Media: It's All About Relationships
Social Media: It's All About RelationshipsSocial Media: It's All About Relationships
Social Media: It's All About Relationships
 
Social media as communication tool draft
Social media as communication tool  draftSocial media as communication tool  draft
Social media as communication tool draft
 
Social Media
Social MediaSocial Media
Social Media
 
A Social Media Strategy for TDM
A Social Media Strategy for TDMA Social Media Strategy for TDM
A Social Media Strategy for TDM
 
Social Media for Business - Soton MBA
Social Media for Business - Soton MBASocial Media for Business - Soton MBA
Social Media for Business - Soton MBA
 
Social Media Webcast Handouts 10.2.09
Social Media Webcast Handouts 10.2.09Social Media Webcast Handouts 10.2.09
Social Media Webcast Handouts 10.2.09
 
Social Media for Government
Social Media for GovernmentSocial Media for Government
Social Media for Government
 
Navigating the Social Media Landscape In China
Navigating the Social Media Landscape In ChinaNavigating the Social Media Landscape In China
Navigating the Social Media Landscape In China
 
Leveraging social media for business
Leveraging social media for businessLeveraging social media for business
Leveraging social media for business
 
Nycon social media nyfa presentation
Nycon social media nyfa presentationNycon social media nyfa presentation
Nycon social media nyfa presentation
 
Building Your Practice Profile Through Social Media
Building Your Practice Profile Through Social Media Building Your Practice Profile Through Social Media
Building Your Practice Profile Through Social Media
 
Social media
Social mediaSocial media
Social media
 
Lasa cyp social media
Lasa cyp social mediaLasa cyp social media
Lasa cyp social media
 
Chinese Social Media Demographic (eBook)
Chinese Social Media Demographic (eBook)Chinese Social Media Demographic (eBook)
Chinese Social Media Demographic (eBook)
 
Empowerment Technologies
Empowerment TechnologiesEmpowerment Technologies
Empowerment Technologies
 

Mehr von Peter Turner

Getting more roi from engagement through stronger relationships here abroad ...
Getting more roi from engagement through stronger relationships here  abroad ...Getting more roi from engagement through stronger relationships here  abroad ...
Getting more roi from engagement through stronger relationships here abroad ...Peter Turner
 
Benchmarking member & customer relationship strength.cesse2017
Benchmarking member & customer relationship strength.cesse2017Benchmarking member & customer relationship strength.cesse2017
Benchmarking member & customer relationship strength.cesse2017Peter Turner
 
October 4th Webinar Slides - AWWA Creating Community – Better India Through B...
October 4th Webinar Slides - AWWA Creating Community – Better India Through B...October 4th Webinar Slides - AWWA Creating Community – Better India Through B...
October 4th Webinar Slides - AWWA Creating Community – Better India Through B...Peter Turner
 
ASAE Annual2014 Selling Successfully in Europe
ASAE Annual2014 Selling Successfully in EuropeASAE Annual2014 Selling Successfully in Europe
ASAE Annual2014 Selling Successfully in EuropePeter Turner
 
ASAE Intnl Conference 2013_ Deep Dive into Emerging Markets
ASAE Intnl Conference 2013_ Deep Dive into Emerging MarketsASAE Intnl Conference 2013_ Deep Dive into Emerging Markets
ASAE Intnl Conference 2013_ Deep Dive into Emerging MarketsPeter Turner
 
MCI Global Services Overview 2012
MCI Global Services Overview 2012MCI Global Services Overview 2012
MCI Global Services Overview 2012Peter Turner
 
Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Par...
Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Par...Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Par...
Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Par...Peter Turner
 
Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Marke...
Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Marke...Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Marke...
Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Marke...Peter Turner
 
Cesse 2012 Management Institute - Tarnbir Kaur, CAE - Essential Operations to...
Cesse 2012 Management Institute - Tarnbir Kaur, CAE - Essential Operations to...Cesse 2012 Management Institute - Tarnbir Kaur, CAE - Essential Operations to...
Cesse 2012 Management Institute - Tarnbir Kaur, CAE - Essential Operations to...Peter Turner
 
Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & S...
Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & S...Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & S...
Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & S...Peter Turner
 
Cesse 2012 Management Institute Nikki Walker - Bringing It All Together
Cesse 2012 Management Institute Nikki Walker - Bringing It All TogetherCesse 2012 Management Institute Nikki Walker - Bringing It All Together
Cesse 2012 Management Institute Nikki Walker - Bringing It All TogetherPeter Turner
 
Cesse 2012 Management Institute Nikki Walker - Opportunities & Challenges
Cesse 2012 Management Institute Nikki Walker - Opportunities & ChallengesCesse 2012 Management Institute Nikki Walker - Opportunities & Challenges
Cesse 2012 Management Institute Nikki Walker - Opportunities & ChallengesPeter Turner
 
China - Pathways to gaining market access and building demand - ASAE IC2012....
China  - Pathways to gaining market access and building demand - ASAE IC2012....China  - Pathways to gaining market access and building demand - ASAE IC2012....
China - Pathways to gaining market access and building demand - ASAE IC2012....Peter Turner
 
India Land of Opportunity - ASAE IC 2012 Tarnbir Kaur,CAE
India Land of Opportunity - ASAE IC 2012 Tarnbir Kaur,CAEIndia Land of Opportunity - ASAE IC 2012 Tarnbir Kaur,CAE
India Land of Opportunity - ASAE IC 2012 Tarnbir Kaur,CAEPeter Turner
 
MCI Global Delegate Acquisition Program
MCI Global Delegate Acquisition ProgramMCI Global Delegate Acquisition Program
MCI Global Delegate Acquisition ProgramPeter Turner
 
Global Content Dissemination Webinar 1 18 12
Global Content Dissemination Webinar 1 18 12Global Content Dissemination Webinar 1 18 12
Global Content Dissemination Webinar 1 18 12Peter Turner
 
Sustainability Reporting A 21st Century Value Prop for Your Assn
Sustainability Reporting A 21st Century Value Prop for Your AssnSustainability Reporting A 21st Century Value Prop for Your Assn
Sustainability Reporting A 21st Century Value Prop for Your AssnPeter Turner
 
Avinash Chandarana.Crossroads of Culture
Avinash Chandarana.Crossroads of Culture Avinash Chandarana.Crossroads of Culture
Avinash Chandarana.Crossroads of Culture Peter Turner
 
CESSE'11 using market & customer insight to make better decisions. final
CESSE'11   using market & customer insight to make better decisions. finalCESSE'11   using market & customer insight to make better decisions. final
CESSE'11 using market & customer insight to make better decisions. finalPeter Turner
 
Cesse'11 Using Market & Customer Insight to Make Better Decisions. final
Cesse'11   Using Market & Customer Insight to Make Better Decisions. finalCesse'11   Using Market & Customer Insight to Make Better Decisions. final
Cesse'11 Using Market & Customer Insight to Make Better Decisions. finalPeter Turner
 

Mehr von Peter Turner (20)

Getting more roi from engagement through stronger relationships here abroad ...
Getting more roi from engagement through stronger relationships here  abroad ...Getting more roi from engagement through stronger relationships here  abroad ...
Getting more roi from engagement through stronger relationships here abroad ...
 
Benchmarking member & customer relationship strength.cesse2017
Benchmarking member & customer relationship strength.cesse2017Benchmarking member & customer relationship strength.cesse2017
Benchmarking member & customer relationship strength.cesse2017
 
October 4th Webinar Slides - AWWA Creating Community – Better India Through B...
October 4th Webinar Slides - AWWA Creating Community – Better India Through B...October 4th Webinar Slides - AWWA Creating Community – Better India Through B...
October 4th Webinar Slides - AWWA Creating Community – Better India Through B...
 
ASAE Annual2014 Selling Successfully in Europe
ASAE Annual2014 Selling Successfully in EuropeASAE Annual2014 Selling Successfully in Europe
ASAE Annual2014 Selling Successfully in Europe
 
ASAE Intnl Conference 2013_ Deep Dive into Emerging Markets
ASAE Intnl Conference 2013_ Deep Dive into Emerging MarketsASAE Intnl Conference 2013_ Deep Dive into Emerging Markets
ASAE Intnl Conference 2013_ Deep Dive into Emerging Markets
 
MCI Global Services Overview 2012
MCI Global Services Overview 2012MCI Global Services Overview 2012
MCI Global Services Overview 2012
 
Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Par...
Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Par...Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Par...
Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Par...
 
Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Marke...
Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Marke...Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Marke...
Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Marke...
 
Cesse 2012 Management Institute - Tarnbir Kaur, CAE - Essential Operations to...
Cesse 2012 Management Institute - Tarnbir Kaur, CAE - Essential Operations to...Cesse 2012 Management Institute - Tarnbir Kaur, CAE - Essential Operations to...
Cesse 2012 Management Institute - Tarnbir Kaur, CAE - Essential Operations to...
 
Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & S...
Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & S...Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & S...
Cesse 2012 Management Institute - Florence Chua - Locally Relevant MARCOM & S...
 
Cesse 2012 Management Institute Nikki Walker - Bringing It All Together
Cesse 2012 Management Institute Nikki Walker - Bringing It All TogetherCesse 2012 Management Institute Nikki Walker - Bringing It All Together
Cesse 2012 Management Institute Nikki Walker - Bringing It All Together
 
Cesse 2012 Management Institute Nikki Walker - Opportunities & Challenges
Cesse 2012 Management Institute Nikki Walker - Opportunities & ChallengesCesse 2012 Management Institute Nikki Walker - Opportunities & Challenges
Cesse 2012 Management Institute Nikki Walker - Opportunities & Challenges
 
China - Pathways to gaining market access and building demand - ASAE IC2012....
China  - Pathways to gaining market access and building demand - ASAE IC2012....China  - Pathways to gaining market access and building demand - ASAE IC2012....
China - Pathways to gaining market access and building demand - ASAE IC2012....
 
India Land of Opportunity - ASAE IC 2012 Tarnbir Kaur,CAE
India Land of Opportunity - ASAE IC 2012 Tarnbir Kaur,CAEIndia Land of Opportunity - ASAE IC 2012 Tarnbir Kaur,CAE
India Land of Opportunity - ASAE IC 2012 Tarnbir Kaur,CAE
 
MCI Global Delegate Acquisition Program
MCI Global Delegate Acquisition ProgramMCI Global Delegate Acquisition Program
MCI Global Delegate Acquisition Program
 
Global Content Dissemination Webinar 1 18 12
Global Content Dissemination Webinar 1 18 12Global Content Dissemination Webinar 1 18 12
Global Content Dissemination Webinar 1 18 12
 
Sustainability Reporting A 21st Century Value Prop for Your Assn
Sustainability Reporting A 21st Century Value Prop for Your AssnSustainability Reporting A 21st Century Value Prop for Your Assn
Sustainability Reporting A 21st Century Value Prop for Your Assn
 
Avinash Chandarana.Crossroads of Culture
Avinash Chandarana.Crossroads of Culture Avinash Chandarana.Crossroads of Culture
Avinash Chandarana.Crossroads of Culture
 
CESSE'11 using market & customer insight to make better decisions. final
CESSE'11   using market & customer insight to make better decisions. finalCESSE'11   using market & customer insight to make better decisions. final
CESSE'11 using market & customer insight to make better decisions. final
 
Cesse'11 Using Market & Customer Insight to Make Better Decisions. final
Cesse'11   Using Market & Customer Insight to Make Better Decisions. finalCesse'11   Using Market & Customer Insight to Make Better Decisions. final
Cesse'11 Using Market & Customer Insight to Make Better Decisions. final
 

Social Media in China ASAE am11

  • 1. Social Media in China Florence Chua Director, Association Management & Consulting MCI China | Beijing office
  • 2. Agenda • China Internet Environment & User • China Social Media Landscape • Leveraging Social Media for Awareness & Engagement – Discuss: Challenges and Opportunities – Association Examples • Q&A 2
  • 4. China Internet Environment Source: CIC Social Business White Paper Internet penetration: China 32% vs. US 77%
  • 5. China Internet User 457 million internet users in 2010; 750 million by 2015 233 million online via mobile devices; 333 million by 2012 Sources: McKinsey Understanding China’s Digital Consumers; CIC Social White Paper 5
  • 6. China Internet User 40 hours online/ week 93 hours online/ week 4 hours on instant 2.6 hours on instant messaging/ week messaging/ week 20 mins/ week on email 5.5 hours/ week on email Source: McKinsey Understanding China’s Digital Consumers 6
  • 7. 7
  • 8. China Internet User >25% users write >10 posts on forum, blogs, SNS every day. Source: China Social Network Report 8
  • 9. China Internet User 54% of Chinese internet users own or visit blogs 9
  • 11. China Social Media Landscape Trusted source to find information about brands: - Awareness - Engagement - Peer reviews Source: OgilvyOne 11
  • 12. China Social Media Landscape SNS Blog Micro-Blog Community BBS Video Sharing Kaixin.com Sina Blog Sina Micro-Blog Baidu Post Bar Tianya.cn Tudou.com Baidu Tencent Micro- Renren.com Douban.com Mop.com Youku.com Space Blog Sohu Micro- Tianji.com Qzone 55bbs Qiyi.com Blog Wealink.com 12
  • 13. Social Networking Sites Kaixin.com RenRen.com Tianji.com Wealink.com USP/s - Largest SNS in - Most popular - Leading business - Similar to China SNS among SNS in China Tianji.com (less- students reputed) - Mostly for entertainment - Search for ex- classmates Feature/s - Writing diary; - Writing diary; - Post resume - Recruitment sharing photos, & sharing photos & videos videos - BBS - Writing diary - Web games - Web games - Search for - Q&A companies & staff - Initiate activities User/s White-collar/ Students, - HR - HR company especially college employees - Professionals - Professionals
  • 14. Facebook vs. Kaixin001 February 2011 – >100 million Kaixin accounts 14
  • 15. Example 15
  • 16. Micro-blogs in China Sina Tencent USP/s Most popular micro-blog - Largest micro-blog network in platform in China. China - Micro-blog is connected with its IM product (QQ) with a huge user base Feature/s - Social and business - Social and business information information - Forward information; - Forward information; sharing sharing (pics & videos); (pics & videos); comments on comments on micro-blogs micro-blogs User/s - White-collar urbanites - QQ users - Organizations - Young generation - Celebrities - Tends to be from 2nd/3rd tier - Companies cities
  • 17. Twitter vs. Sina Weibo May 2011 - 140 million Sina Weibo users 17
  • 18. Example: HP China Since 2011 June…
  • 19. Example: Ministry of Health No Smoking Campaign Since 2011 May…
  • 20. Example: BMW China Since 2010 Feb… 20
  • 21. Example: BMW China • Live show report • Launching new model/s
  • 22. Video Sharing in China Youku.com Tudou.com USP/s - Largest video sharing website - User-generated content - Partnerships with TV stations for - Interface is more user-friendly content Feature/s - Sharing videos - Sharing videos - Watch movies, TV programs - Watch movies, TV programs Users >200 million users/ month 180 million users/ month
  • 23. Youtube vs. Youku >200 million Youku users per month
  • 24. Example: Dove Integrated Social Media Campaign
  • 25. Reasons for Exponential Internet Adoption • Freedom of expression • “Personal space” • One-child policy • Migrant workers • Graduates being posted to 2nd/3rd tier cities • Growing middle class • Social watchdog
  • 26. Leveraging Social Media for Awareness & Engagement Small group discussion What are the perceived challenges and opportunities?
  • 27. Leveraging Social Media for Awareness & Engagement Challenges • Keeping up with fast-changing developments and trends • Many platforms to choose from • Language • Local/cultural relevance • Monitoring and participating
  • 28. Leveraging Social Media for Awareness & Engagement Opportunities • Gain better understanding of stakeholders’ preferences and needs • Build effective (cost & time-to-market) awareness and engagement campaigns • Be locally relevant to your stakeholders • Reduce marketing spend on direct mailers, print advertising etc.
  • 30. Example: US Cotton Association Since 2010 July…
  • 31. Example: World Luxury Association Since 2011 March…
  • 32. Example: Chinese Obstetricians & Gynecologists Assocation Since 2010 June…
  • 33. Example: ISPE International Society for Pharmaceutical Engineering (ISPE) • Leverage Sina Weibo to communicate with Chinese professionals about ISPE products and services • Started in Feb 2011 – 590 fans • Updates: – upcoming trainings and annual conference – number of participation in student poster competition – web learning – new releases 33
  • 35. Example: PMI (China) Congress Project Management Institute (China) • Utilize integrated social media strategy to promote China congress – Tianji.com (LinkedIn equivalent) – Sina Weibo (Twitter equivalent) • China congress account (475 - June 2011); PMI China (1,122 – 2011 March); Managing Director (13,187 – June 2010) – LinkedIn – Baidu Baike (Wikipedia equivalent) • Started congress weibo in June 2011 • Updates: speakers, topics, registration, promotions etc. 35
  • 36. Example: PMI (China) Congress • Create Congress brand awareness • Post latest PMI Congress news • Interact with community 36
  • 37. Example: PMI (China) Congress Initial event info on this website; post latest PMI Congress news; connect to PM related accounts 37
  • 38. Example: PMI (China) Congress • Initial event info on this website • Post latest PMI Congress news • Add PM related accounts 38
  • 39. Example: PMI (China) Congress • - Chinese wikipedia equivalent • - improve searchability 39
  • 40. How to Get Started? PLAN MONITOR RESEARCH BUILD ‐ Marketing  ‐ Fans highlights ‐ Comments ‐ Identify ‐ Find ‐ Key  ‐ Forwards ‐ Analyze  messages ‐ Follow ‐ Website  ‐ Select ‐ Fun ‐ Incentives  traffic ‐ Frequency
  • 41. 8 Tips to Get Started • Think Chinese, use Chinese language • Know your target audience and their preferred platforms • Leverage hot topics to capture interest • Multi-user communication - be engaging but sensitive • Dialogue-type communication style – less is more! • Incentivize • Focus on immediate benefits • Less thinking, more networking 41