The best practices in Chinese social media marketing

1. Xiaoye Zhou
@yierzhou
#CNSocialMedia
Syracuse University
BEST PRACTICES OF
SOCIAL MEDIA MARKETING IN CHINA

2. • Theoretical Linkage
• Social Media Landscape Worldwide
• Chinese Social Media Landscape
• Social Media Marketing in China
• Successful Example – Durex China
• Suggestions
BEST PRACTICES OF
SOCIAL MEDIA MARKETING IN CHINA
#CNSocialMedia

3. THEORETICAL LINKAGE
Word to Mouth Marketing:
#CNSocialMedia
An organization takes active steps to encourage
WOM, whereas normal WOM implies that the
sender is not rewarded.

4. Cultural Discount:
#CNSocialMedia
THEORETICAL LINKAGE
“One group of people” enjoy a set of cultural
products less than another group of people
does (Lee 2008).
Reasons: “the lack of relevant
background knowledge, and/or
the problem of language”
(Lee, 2008).

5. THEORETICAL LINKAGE
Advertisements via mass media are not as
efficient as in the past (Weber 2009; Weinberg
2009).
Social web is where people with a common
interest can gather to share
thoughts, comments, and ideas (Weber 2009).
#CNSocialMedia

6. THEORETICAL LINKAGE
The influence of social media is larger in the
beginning stages of the buying process (Evans
2010, 112-115).
#CNSocialMedia

7. SOCIAL MEDIA MARKETING
COM 600
SOCIAL MEDIA
#CNSocialMedia
Source: McKinsey Quarterly

8. SOCIAL MEDIA LANDSCAPE
WORLDWIDE
#CNSocialMedia
Source: www.emarketer.com

9. SOCIAL MEDIA LANDSCAPE
WORLDWIDE
#CNSocialMedia
Source: ComScore
Reach of Social Network within Total Internet Users (2013)

10. #CNSocialMedia
CHINESE SOCIAL MEDIA LANDSCAPE

11. #CNSocialMedia
Source: CIC

12. CHINESE SOCIAL MEDIA LANDSCAPE
Source: Edelman Digital
#CNSocialMedia

13. Global digital marketing means: Global and Chinese.
Chinese co. are operated independently from global.
Twitter and Facebook do marketing outside China.
Michael Scissons
@Scissons
Entrepreneur in Residence
at AB-inBev
Founder of Grid Ventures
Contributor to Bloomberg
WHY IS SOCIAL MEDIA MARKETING
IN CHINA IMPORTANT ?
#CNSocialMedia

14. A whole different ballgame.
Facebook and Twitter
advertising strategies are
nonexistent.
Google SEO isn‟t active. Sookie Lioncourt
@sookielioncourt
Writer
Blogger
#CNSocialMedia
WHY IS SOCIAL MEDIA MARKETING
IN CHINA IMPORTANT ?

15. #CNSocialMedia
Source: www.dr4ward.com
WHY IS SOCIAL MEDIA MARKETING
IN CHINA IMPORTANT ?

16. #CNSocialMedia
Source: eMarketer
WHY IS SOCIAL MEDIA MARKETING
IN CHINA IMPORTANT ?

17. #CNSocialMedia
Source: TechRice
WHY IS SOCIAL MEDIA MARKETING
IN CHINA IMPORTANT ?

18. DOS
Internet language.
Building brand, not selling product.
Efficient to boost sales for Fast
Moving Consumer Goods.
In accordance with overall brand
positioning, but in a little relaxed
and lively way.
Yu Chen
Media Manager
Public Relation
VOLVO China
VOICES ON
CHINESE SOCIAL MEDIA MARKETING
#CNSocialMedia

19. Yu Chen
Media Manager
Public Relation
VOLVO China
DONTs
Generate direct sales
Hard to find something in common
to satisfy everyone on social
media.
#CNSocialMedia
VOICES ON
CHINESE SOCIAL MEDIA MARKETING

20. There needs to be a „connection‟
between the consumer and the
brand.
It is this connection that gets lost
in translation when companies
attempt an ill-prepared marketing
campaign Sookie Lioncourt
@sookielioncourt
Writer
Blogger
#CNSocialMedia
VOICES ON
CHINESE SOCIAL MEDIA MARKETING

21. SUCCESSFUL EXAMPLES - DUREX
#CNSocialMedia
• Sina Weibo ID:
http://weibo.com/durexinchina
• Theme: Love Sex
• Registered: Feb. 1st, 2011
• 111,00+ tweets
• 1 mln+ followers on Weibo
V.
5,000+ on Twitter

22. WHAT’S THERE ON SOCIAL PAGE
#CNSocialMedia
 Corporate matrix (Weibo account)
 Quick Response Code
for purchase
 Hyperlink to official website,
corporate website, online store

23. #CNSocialMedia
Hashtags
CONTENT
- “Gossip”
Why do you follow Durex?
What is your favorite lie?
What‟s your dream profession?

24. #CNSocialMedia
CONTENT
Combine post with news story
- Echo latest joking from a Taiwanese singer:
mainland Chinese are too poor to eat eggs.

25. #CNSocialMedia
CONTENT
- What different types of people do
in the “Earth Hour”
Combine post with news story

26. #CNSocialMedia
Emerging with local culture
CONTENT
- Translation of a pop song:
I remember you are behind me, I remember I am
trembling, I remember I feel overwhelmed.
The most beautiful firework, the longest hug.

27. #CNSocialMedia
Original rather than retweet
CONTENT
- The tweet to celebrate
the number of follower hit 1 million

28. #CNSocialMedia
Interaction with followers
– keyword search every 2 hours
CONTENT

29. • Social team:
3 within company + 1 outsource company.
• Target:
2-3 tweets with 1000+ comments/month.
• 3 rounds of examinations:
Editor, Creative Director, Head of company.
• What will never be talked about:
religion, politics, extreme pornography.
#CNSocialMedia

30. • Prizes to encourage followers to retweet ads.
• Soft ads and conceal product info within it.
• Don‟t think about becoming popular overnight.
• Tactics is minor, while strategy is crucial.
#CNSocialMedia

31. SUGGESTIONS ON
CHINESE SOCIAL MEDIA MARKETING
#CNSocialMedia
• Mandarin speaker and writer
• Local culture
• Current affairs
• No religion or politics
• Internet language

32. Xiaoye Zhou
@yierzhou
#CNSocialMedia
Syracuse University
THANK YOU