Kestrel Lee - Executive Creative Director of Integrated Marketing, Social Media and e-Commerce for Zeno Asia @kestrellee Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world. An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.

2. Kestrel Lee
Executive Creative Director
Integrated Marketing, Social Media and eCommerce

3. Critical drivers for Chinese consumers' engagement and
loyalty in a competitive market

4. CONSUMER CULTURE STANDS IN THE WAY OF
MARKETING TO CHINA
Stores in the UK have had to close
down through recession and, says
Amaze, "due to massive changes in
how people use technology".
A wider choice, convenience and the ease
with which mobile and Internet shopping
can be conducted will lead to the
inevitable - a high street, not of stores in
which purchase decisions will be made
and carried out, but of showrooms in
which browsers can find products they
want and then use technology to have
shipped to their door.
http://www.amaze.com/news/newsitems/Amaze_generation_newest_release.aspx

5. MEDIA HAS VASTLY CHANGED TOO
TRADITIONAL
OWNED
HYBRID
SOCIAL
Attention span has split as well. People need to hear
something multiple times from different media sources
– to believe anything these days.

6. How to consistently
generate insightful
and interactive
content for your
social media
audience, and to
enhance customer
experience 24/7VER

7. Social media listening via companies like CIC, Digital
Jungle, Skye Media, Brandtology is a must.
Crisis Management
品牌危机处理
Brand
Management
品牌日常管理
Market
Management
市场分析和管理
Weak Signal Alert
Brand
Positioning
And Planning
Product Insights
Reputation /
Risk Assessment
Marketing Mix/
Advertising
Management
Voice of the
Consumer
Competitive
Intelligence

8. Social media listening identified key brand
topics to be addressed by your social strategy.
Using social media
listening to set KPIs
-
-
-
To create a brand
reputation via
branded content, PR
and communication
channels?
To create a online
sales channel?
As a customer
response channel?

9. Social media listening via Baidu's various social
search platforms is easy, informative and free.
Bosch was searched mostly
• In the cities of Shanghai,
Shenzhen, Beijing and Wuhan
• By male with the age from 20 –
40
• By the graduates or with above
education degree
• By the group with occupation of
Automobile, IT and Education
Baidu Website Page
Baidu News Page
Baidu Zhidao Page
Baidu Video Page

10. Do social media listening via search, not social
networks to pinpoint the right consumer
conversations to penetrate

11. It's either news or entertainment on social
networks like Sina Weibo
This American Presidential Election related post is taken from Durex’s Sina
Weibo account. It was posted on November 7th and within 24 hours had
accumulated over 55,000 forwards and 14,000 comments.
The Chinese sentence at the top reads “The difference between Obama and
Romney is…”

12. Integrating retail shopping with
millennial emotions is key
Dove Gifting’s Chinese Valentine’s Campaign
https://www.youtube.com/watch?v=x9Yq-ASSc78
This campaign was to drive Dove gifting sales in the 3-4 weeks before Chinese Valentine’s Day.
Using the insights that Chinese netizens looked online for gift ideas for their loved ones in the
weeks before the day, we brought to life an online romance that grew sales and momentum via
social networks. To create this tribute to true love, the story was told via relevant and fun
content updated and spread organically daily through Weibo.
12

13. Changes in millennial media lifestyle
changing shopper marketing
Video viewing and sharing is
the dominant social media
behaviour in China

14. Changes in millennial media lifestyle
changing shopper marketing
-
-
ONLINE TV vs Traditional TV
Media trend: brands more popular with the younger crowd spends much
less on TV and newspapers advertising, which are better for everyday,
non-premium brands like rice and cooking oil.
25
Traditional TV
OTV
Penetration %
20
15
10
5
Data Source: CMMS Y2012 Spring & 中国网络
视频用户及媒体价值研究报告
0
15-19 20-24 25-29 30-34
35-39 40-44 45-49 50-54
年龄段

15. Changes in millennial media lifestyle
changing shopper marketing
-2 key social commerce
behavior:
- Showrooming:
visiting a store to check
out what they want, then
going online to find out
more and buying it via
ecommerce.
- Webrooming: reading
every available online
sources and asking all
friends before coming to
the store for a purchase.
Wealth of information and third party opinion
on social media is disrupting traditional
marketing funnels

16. Using emotional
touch-points
between brands and
consumer for B2C or
B2B social media
campaigns: Case
Studies

17. Creating emotion-based marketing
through social purpose branding
Once a product is
known for being
reliable, functional
and usable,
what’s next?

18. Creating emotion-based marketing
through social purpose branding
Brands Need to Stand
for Something or They
Mean Nothing Online.
For example, Taobao turned
Singles' Day (a play on 11.11 i.e.
November 11th) to 'Tianmao
Day‘, which led to 3 billion RMB
in inventory sold in 1 evening

19. Using emotions to create memorable
shopper moments
What happens when a
childhood friend of a brand lose
out to more aggressive modern
brands like Häagen Dazs, Ben
& Jerry’s? Copy their marketing
methods?
Or should it remind its people
what Wall’s ice-cream used to
mean as a brand and a social
activity among its young
customers? To remind them
that Wall’s is about sharing
happiness to those around you?
http://v.youku.com/v_show/id_XMjk0MzUxNzE2.html