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Social Media Landscape
In China

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Summary
• While many brands use social media,
– Few have a living, breathing social media strategy and plan.
– Fewer are succeeding in monetizing social media efforts.
– Even fewer use social media to its fullest extent.
• Brands are succeeding in social media by,
– Delivering relevant content.
– Engaging with users.
– Developing and managing a social media program that adjusts the
changing environment, even in China.

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Social Media Discovery

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Social Media Landscape in China
RenRen
Leading Chinese social
networking site. Its history as
a student social network has
helped it to develop a
presence across the whole of
China.
Douban
Largest Chinese website
devoted to movies, books,
music and general creativity,
and its objective is to connect
people based on shared
interests.
Kaixin001
Appeals more to Chinese
white collar workers. It
invests a great deal of time
and resource into creating in-
network games.
Sina Weibo
Largest micro-blogging site
in China, and growing
rapidly. Its users are white
collar workers, aged between
20-30 years old, and 48% of
users access the micro-blog
on their phones.

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Expanded Social Media Landscape
QQ
Also known as Tencent QQ, is a
free instant messaging
program in China. Besides the
chat feature, QQ has also
developed other features
including games, blogs, etc.
Tudou
Video-sharing website where
users can upload, view and
share video clips.
Youku
Chinese video hosting
service and is the second
largest video site in the world
with ranking just after
YouTube.
PPTV
Peer-to-peer streaming video
freeware. It is part of a new
generation of P2P
applications, that combines
P2P and Internet TV,
calledP2PTV.

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Insight on Chinese Social Media Users
235 Million
Social Users
The Chinese Internet
population is the largest in the
world with over 298 million
users, 235 million social
network users and 181 million
bloggers. 70% of users in
China are under 30 years old.
54% Manage
A Profile
180MM Video
Viewers
China has the largest internet
audience in the world with
180 million regular viewers
of online video content.
Very Active
Bloggers
90% of the Chinese Internet
population actively reads
blogs. 81% are actively writing
blogs. The Chinese value the
independence and freedom of
communication as a larger
part of their lifestyle.
SOURCE: iRESEARCH, OGILVY ONE, CASBAA, WAVE 4 UM
Last year, 202.4 million
Chinese people engaged in
some aspect of social media.
Within this population, 111.8
million have managed a
social network profile.

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Social Media Segments- Priority
1. Social
Enthusiasts
People who spend more time
on social media sites than
other group (about 15% of the
population), two thirds of
which post online daily about
their activities and are most
prone to use social media to
make purchasing decisions.
2. Re-senders 3. Readers
People who tend to spend
most of their social media
time reading others blogs
and posts rather than actively
commenting or writing. They
comprise around 14% of the
population and actively
collect data before making a
purchasing.
A group of people that use
social media mainly to
promote themselves (about
14% of the population); 69%
of these spend money on
things they see on social
media.
SOURCE: MCKINSEY CHINA
4. The
Opinionated
The group of people tend to be
very vocal (also around 14%
of the population) and can
become a danger to a brand if
not managed appropriately.
They don’t like ads and are
very vocal if they have a mad
experience with a brand.

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Social Media Segments- No Priority
5. QQ
Spillovers
6. Inactives
The group of people, like the
QQ Spillovers, do not
participate much despite
occasionally going to social
media sites.
People who are using
Tencent’s QQ instant
messaging service, but are
not participating in conver-
sations in a meaningful way.
SOURCE: MCKINSEY CHINA

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Chinese Government Control
PRC Defends
Censoring
In 2010, the government of the
People’s Republic of China
(PRC) defends its right to
censor the Internet claiming
that the country has the right
to govern it to avoid harmful
affects of illegal information
on state security, public
interest and children.
No Gambling Firewalls
Today, the Chinese system
blocks content by prevent-
ing IP addresses from being
routed through China. It
consists of standard firewalls
and proxy servers at the
Internet gateways. The system
also selectively engages in DNS
poisoning when sites are
requested.
The Ministry of Public Security
announced in late 1997 that no
unit or individual may use the
Internet to create, replicate,
retrieve, or transmit the
following kinds of information
including: Promoting feudal
superstitions, sexually
suggestive material, gambling,
violence, murder.
Agency Input
The solution to government
control is to embrace it.
Partner with in-country digital
or social media partners,
create content within China,
and work around direct
references to gambling.

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Insights To Guide Messaging Direction
Youthful &
Interactive
Social media campaigns
should focus on the youthful
age of the internet’s core
audience. It should also play
on the individual’s
susceptibility to shared
opinions and values, by
making the campaign as
interactive as possible around
the brand/product.
Liberating
Watching
Videos
Chinese netizens demonstrate
the use of social media for
entertainment purposes when
considering almost 90% of all
users said they actively
watched video clips online.
The campaign should aim to
make the Chinese netizen feel
liberated by offering them
opportunities to express
themselves within the
campaign: this could be done
via profiles, avatars, BBS and
blogging elements within the
campaign.
Make It Fun
Compared to the West, social
media in China should focus
more on fun and entertain-
ment, and less on communi-
cation and information. The
Chinese netizen is usually an
experienced entertainment-
seeker who uses social media
to play games and watch video
clips, communicating passively.

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Come To-Life In Social Media Like Many
Other Major Brands
Top Social Site

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Sina Weibo Is the Leader, Today
Source: RedTech Advisors; as of 1Q 2012
Active Users
Sina Weibo users represent
87% of activity with 100MM
posts/ day. 30% of Sina users
post 3+ messages/day.
It’s Facebook
Meets Twitter
With more than 300MM
register internet users, Sina
Weibo holds 57% market
share in number of users.
160,000 corporate users are
expected to double by end of
2012
China
Microblogs

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Sina Weibo Delivers a Great Platform
Better
Interactivity
Users can comment on other
users’ comments and
updates.
Better
Accessibility
Facebook, Twitter and
YouTube are all blocked in
China. Firewall climbing is
complicated and illegal.
Better
Interface
More
Content
A lot more can be expressed
with 140 characters in
Chinese than in any other
language.
Images, videos, audios, and a
large number of emoticons
can be posted.

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Sina Weibo Provides Analytics
Page View
Demographics Of Fans
Fan Growth

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Brands Can Get Active With a Range
of Messaging on Sina Weibo
Robust
Activities
Through the voice of the brand, a
marketers can post 2-5 pieces of
content/day for fans.
Brands can actively seek-out and
engage persons or entities through
social sites or blogs.
Truly requires a 24/7/365
operator and engagement. Fans
are browsing and shopping at all
hours of the day– especially the
global consumer.
Special Offer
Discount
Daily Greeting
Video Sharing
Event
News Release

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Optional Add-Ons

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Extend Your Brand Message in
Chinese To Facebook & Twitter
Centralizes
Messaging
The trifecta of top social
sites enables Caesars
Palace to more easily
lead this communication
channel, control
messaging and gain
critical consumer insight.
Reach More
Immigrants
Ability to reach more of
the Chinese-speaking
population anywhere in
the world is telescoped
out by extending Sino
Weibo efforts to
Facebook and Twitter.
Go Deeper In
China
Despite government
restrictions and
firewalls, a new report
reveals that there are 63
million Chinese on
Facebook and 35 million
on Twitter.

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Extend Your Brand’s Social Plan
With Video Marketing on Youku
Bigger Video-
Sharing
China’s No.1 video-
sharing website like
YouTube, generates 203
million monthly unique
visitors from homes and
offices + 56 million from
Internet cafes.
Long Viewing
Time
Youku represents 40%
share of total user time
spent viewing online
videos among Chinese
Internet users.
Strengthen
Social Plan
If enough video content
is in-hand or in-develop-
ment, Gravity Media
recommends launching a
video social plan
extension with Youku.

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Strengthen Social Plan with a
Chinese Website
More
Comfortable
Chinese customers are
more comfortable with
Chinese sites. Plus,
Chinese firewalls make it
difficult (impossible) to
direct traffic to US-site.
Get Market
Assessment
Website analytics will
help to rate the market
potential Chinese
citizens interested in
your brand, product or
service.
Learn Their
Behavior
Site will help to gain
important behavior and
characteristics of
potential Chinese
customers.
Strengthen
Social Plan
Gravity Media recomm-
ends developing and
launching a 10-page
SEM/SEO-friendly site
for the U.S.-based
brands, but served
within China.

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Recommendation
Increase
Relevance
Create additional content
that will resonate with
Chinese people.
Extend
Messages
Filter, adapt and use
current social media
content.
Make It
Personal
Engage and deepen the
relationship with fans
and prospects in China.
24/7/365 engagement
including outreach.
Add
Personality
Chinese people seek fun
and entertainment in
social media. Deliver it.

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Thank you.
Yuriy Boykiv
CEO
yboykiv@mediagravity.com
P: 646.486.0000 M: 917.750.0764
East Coast:
104 West 26th Street, 6th Floor
New York, NY 10001
West Coast:
275-A McCormick Avenue, Suite 100
Costa Mesa, CA 92626