Jaani Heinonen (TEM) esitys CMAD2013 tapahtumassa

1. Kiinan SoMe
+
SoMe & Uudet Työtavat TEMissä
Jaani Heinonen
Elinkeino- ja innovaatio-osasto
28.1.2013

2. Social media in China:
Case studies and
opportunities
Team Finland/FinNode Future Session

3. Chinese spend 40%
of their time online
in social media
* Source: Data Center of the Chinese Internet
(DCCI)

4. KEY FIGURES
· 564 million Chinese netizens, as of December 2012
· 309 million Weibo users, up by 58.7m on 2011
· 202 million mobile Weibo users, accounting for 65.6%
of all Weibo users
In addition, WeChat (formerly Weixin), similar to
WhatsApp, has now passed 300 million registered
users worldwide.
CNNIC (31st Statistical Report on
Internet Development)

5. Why is social media important in
China?
Smartphone addiction phenomenon
低头族
420 million mobile netizens

6. Social media in China today
• Empowering netizens to
voice opinions
• Highly persuasive
• Users value advice
from Opinion Leaders
• 88% middle class
online
• 75% believe what they
read
6

7. Social Media Landscape @China 2012
http://www.resonancechina.com/2012/03/13/updat
ed-2012-china-social-media-landscape/

8. Starbucks success on Sina Weibo
Name: 星巴克中国 (Starbucks China)
• Starbucks launched a Sina Weibo
Homepage: http://e.weibo.com/starbucks
account in May 2010. Their goals were
to: enhance brand awareness among Fans: 433,705
consumers aged 25-40 in China; Posts: 2,612
promote products; and directly
communicate with customers.
• Starbucks commenced to inform Weibo
users of new product launches. Fans
were interacted with through tactics such
as: a survey launch, leveraging hot topics
and festivals, and responding to
Starbucks-tagged posts.
• Starbucks has attracted more than
433,000 fans and draws 100+
comments on average per post.
8

9. Netizens flame KFC over soymilk
• In July 2011, a netizen alleged on Sina
肯德基 (KFC)
Weibo that KFC’s soymilk was made by Name:
soybean powder rather than with fresh Homepage: http://e.weibo.com/kfcchina
ingredients. Fans: 184,864
• A picture of soybean powder boxes was Posts: 490
uploaded to back up the claim, along with
the line “KFC deceived me”. This post was
forwarded 30,000 times, leading to the
reporting of the issue by most tier-one
media in China.
• KFC issued a statement on both its website
and Sina Weibo (both KFC and Yum-
branded) 17 days after the issue was first
discussed online.
• KFC’s late response hurt consumer trust.
9

10. Case Study – Foreign Companies
(KFC – Timeline)
Statement issued
on July 29, 2011
Story
spreads, Story reported by
finding its mainstream
Image media
forwarded way into
(more than BBS forums
Image 16k times, such as
uploaded generating ChinaDaily
to Weibo 1.9k BBS
adding comments)
Netizen “KFC
snapped deceived
boxes on me”
July 12,
2011
10

11. Qyer.com flying high on Sina Weibo
• Beijing travel website Qyer.com launched a
Sina Weibo account in June 2010. Their Name: 穷游网 (Qyer.com website)
goals were to improve brand awareness Homepage: http://e.weibo.com/go2eu
and “create a bridge” between Sina Weibo Fans: 498,650
and the Qyer website. Posts: 13,800
• Fans are interacted with through the
sharing of travel tips and other useful travel-
related messages, such as flight discount
and hostel recommendations.
• Qyer.com also forwards netizen’s posts that
include travel content and photos.
• To date Qyer.com has attracted nearly
500,000 fans to its Weibo account and its
messages have seen many reposts.
11

12. Annil accused by netizens
• In June 2012 a netizen claimed on Weibo that Name: 安奈儿Annil
her daughter was missing, and begged other
Homepage:
users to forward her post to help find her
daughter. http://e.weibo.com/annilkidswear
Fans: 498,650
• She added that her daughter wore a dress by
Posts: 13,800
children’s apparel company Annil when she
became missing, and accordingly posted a photo.
The post was quickly forwarded by thousands of
concerned netizens.
• A day later, netizens learned that the girl was not,
in fact, missing. Annil was then accused of
exploiting people’s sympathy to gain public
exposure and increase brand awareness.
12

13. Annil allegation persists
• On June 26, Annil issued a statement on
Weibo claiming that it didn’t fabricate the
story. On the contrary, the company said
that it was deceived by the post as well.
Based on 135 comments published,
however, most netizens remained
unconvinced.
• The issue was also reported by various
media, especially key general media in
Jiangsu.

14. Lessons
• China’s digital landscape is complex! Identify the right platform for
your goal(s) through an audit
• Sina Weibo is not the same as Twitter. It helps to be familiar with its
rich features, from polls to live chats, to achieve a bigger impact
• Be aware that China employees may also use social media, and that
they may post something inappropriate
• Negative information spreads quickly in Chinese social media.
React to issues with speed – have a holding statement and Q&A
ready to share if necessary
• Equally, rumours are rife in Chinese social media. Netizens believe
what they read, whether true or not. Correct misperceptions with
facts, and build relationships with influencers
14

15. 5 actions to consider
1. Monitor social media to get a feel for
Chinese nuances and commentary
around your brand/industry
2. Identify influencers early, both friendly
and unfriendly, and begin outreach
3. If you are big enough, consider an
internal social media policy. A social
media presence is not necessary
4. Again, consider internal social
engagement guidelines. Not all
negative comments warrant a
response
5. Social media principles that include
honesty, authenticity and
transparency also apply in China
15

16. For further information please contact:
Matt Brady, mbrady@apcoworldwide.com
Eric Cheng, eric.cheng@finpro.fi
Kristiina Tolvanen, kristiina.s.tolvanen@jyu.fi
Sari Arho-Havrén, sari.arhohavren@finnode.fi
Jaani Heinonen, jaani.heinonen@tem.fi

17. SoMe & Uudet Työtavat TEM:issä

18. Case Yammer

19. Case Facebook

20. Case EIO lab

24. KIITOS!
Teollisuusneuvos Jaani Heinonen
Elinkeino- ja innovaatio-osasto
jaani.heinonen@tem.fi