Kestrel LeeExecutive Creative DirectorIntegrated Marketing, Social Media and e-Commerce

Discover the key differences between social media in Australia and China; and how to market to the increasingly affluent Chinese youth market

538 million people online“39% penetration”

318 million on mobile internet“180 million smart phones to be sold in 2013”

Weibo users: 274 million“About being the first to show or be in the know”

Video users: 350 million“About sharing video entertainment or information”

BBS users: 156 million“About specific topics”

SNS users: 251 million“About sharing moments with friends”

Chinese: More Social Media Platforms, One or Two Niche Activities

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Source: CIC Data (Oct 2012)

Different Chinese cities. Different social media habits.

• Tier 1 cities: Shanghai, Beijing, Guangzhou and Shenzhen

- Renren for students and graduates- Sina Weibo for executives- QQ for messaging and file sharing- Youku and Tudou for video sharing and viewing- Search, search bars and wiki on Baidu

• Tier 2 cities: Hangzhou, Chengdu, Nanjing etc.- QQ for social gaming, messaging, file sharing.- Lite blogging via Sina Weibo & Tencent Weibo- Renren by students

Content is key

Culture is a must

Commerce is a result of content and culture working together with social media

Co-Creation with Chinese consumers

The 4 C’s for business success in China

Blogs are still alive and growing in China• From Dec 2011, China’s blogs have grown to 31.9 million from 2010 with a growth

rate of 8.2% although average usage rate on blogs fell by 2.3.

• Blogs are still heavily used by the Chinese people although usage rates have dropped. The common practice is to write a blog post and use social media to create awareness of their blog post.

From Synovate China Media Atlas; activities after online communication.

Drive brand search, not product search, as search leads to social media conversations and behaviour

Search is social in China and the Chinese peoplestarts with search in their online behaviour

The millennials in China love brand experiences that also is inline with self expression

China millennials favour and take action for brands with experiences different from their parents

China millennials trust friends, not brands. And search

China millennials are strong brand influencers onfriends, families, even elders and superiors

An exclusive look into the China millennial behavior from Edelman's global 8095 millennial study done in 2010 and updated in 2012:http://www.edelman.com/insights/intellectual-property/8095-exchange/

China millennials see their online selves as their real selves

VIRTUAL ME // REAL ME

“In my real life, I exist as a ‘virtual me.’ I go to work. I try to live up to the expectations and pressures from parents, my coworkers and society. Then, I go home. I open my computer, I put on some music and I start to dance. That’s the real me.”// REBECCA XIA

[Without the Internet] I would lose the passion to see the world outside of my parent’s eyes.”// “LIZ,” 22

I would rather be a common person in daily life, but I have to be uncommon online. It’s my own choice.

// “CHENG E.T”

China millennials are apt to take action on brands offline based on what they read online

China millennials are open to co-creation and giving product feedback on the brands they like

They don’t want to buy a phone or a TV. They buy the promise of an emotional pay-off.

It’s a friend to keep them company, a community of likeminded explorers, a platform where personal style can be expressed, where personal aspirations can be voiced, created, supported... where ‘magic’ can happen.

Creating this emotional connection is essential.

EMOTIONS // WHAT MATTERS MOST

China millennials are emotional impulse buyers

China's emerging consumer class is more emotional than previous generations of shoppers and firms must shift their marketing strategies to keep pace with the nation's new standard setters, consultants at McKinsey said in a new report.

These wealthier consumers, more emotionally driven and brand-conscious than their current mass market counterparts, will make up 51 per cent of city-dwellers by 2020, up from 6 per cent in 2010

http://in.reuters.com/article/2012/09/25/china-economy-consumers-survey-idINL5E8KP0OQ20120925