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    DSI China Presentation Slides

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    Barrett Miles
    This document provides a framework for understanding social media trends in China. It outlines the major social media platforms used in China, including microblogs, online games, search engines, and e-commerce sites. Examples are given of both Western platforms that are banned in China and domestic Chinese alternatives. The document also offers recommendations for companies to tailor their social media strategies to the Chinese market and cautions that strategies from other markets may not transfer directly. Constant monitoring is advised given the rapidly changing social media environment in China.

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    DSI China Presentation Slides

    Uploaded by

    Barrett Miles
    92 views19 pages
    This document provides a framework for understanding social media trends in China. It outlines the major social media platforms used in China, including microblogs, online games, search engines, and e-commerce sites. Examples are given of both Western platforms that are banned in China and domestic Chinese alternatives. The document also offers recommendations for companies to tailor their social media strategies to the Chinese market and cautions that strategies from other markets may not transfer directly. Constant monitoring is advised given the rapidly changing social media environment in China.

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    This document provides a framework for understanding social media trends in China. It outlines the major social media platforms used in China, including microblogs, online games, search engines, and e-commerce sites. Examples are given of both Western platforms that are banned in China and domestic Chinese alternatives. The document also offers recommendations for companies to tailor their social media strategies to the Chinese market and cautions that strategies from other markets may not transfer directly. Constant monitoring is advised given the rapidly changing social media environment in China.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    92 views19 pages

    DSI China Presentation Slides

    Uploaded by

    Barrett Miles
    This document provides a framework for understanding social media trends in China. It outlines the major social media platforms used in China, including microblogs, online games, search engines, and e-commerce sites. Examples are given of both Western platforms that are banned in China and domestic Chinese alternatives. The document also offers recommendations for companies to tailor their social media strategies to the Chinese market and cautions that strategies from other markets may not transfer directly. Constant monitoring is advised given the rapidly changing social media environment in China.

    Copyright:

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    of 19

    A FRAMEWORK FOR UNDERSTANDING SOCIAL MEDIA TRENDS IN CHINA

    Dr. P Candace Deans Barrett Miles

    Why China?
    Attractiveness and importance as a market for businesses: Market size Unbelievable recent economic growth 420 million Internet users as of June, 2010
    Represents a penetration of only about 30% of total population

    450 400 350 Millions 300 250 200 150 100 50 0 23


    2000

    China Internet Users 2000-2010

    384

    420

    253 137 162

    34
    2001

    59
    2002

    69
    2003

    94
    2004

    103

    2005

    2006

    2007

    2008

    2009

    2010

    Background
    July 2009: Chinese government bans popular Western social media sites The Great Chinese Firewall Led to emergence of domestic companies

    Social Networks
    Western/global China

    Online Games and Virtual Goods


    Estimated 15 million urban white-collars spend more than 5 hours a day on Happy Farm, according to data from the games creator, Five Minutes TenCent did $719 million USD in revenue from sales of virtual goods alone in 2008
    h-p://venturebeat.com/2009/10/29/china-qq-farm-happy-farm-games

    Search Engines / Web portals


    Western/global China

    Video
    Western/global China

    Microblog
    Western/global China

    2010: ~ 17 million users

    Used by over 90% of Chinese Internet users - Forbes 2011 estimate: ~140 million users

    E-commerce
    Western/global China

    190 million registered users in May 2010 2009 year transaction volume: $29 Billion USD

    Blogs, Forums, User Review


    Western/global China

    Sample Case Study Lessons


    PepsiCo: used lot of right sites and channels but campaign still ineffective because the content theme did not align / appeal to target audience Sony and Clinique had great success reaching target through creating engaging TV miniseries broadcast on Todou and Youku GM was very effective by sponsoring an online game -Parking Lot- relevant to brand and products

    Recommendations for companies


    Strategies from one market don't necessarily transfer to China Primary users = youths & young professionals Government poses risk/challenges Games highly popular and present great sponsorship opportunity Mobile is critical: +65% users of Internet users Blogs directly impact purchasing decisions

    What to watch for


    Potential entrance of Western companies into China Potential expansion of Chinese companies to international markets Chinese social, cultural and/or political changes due to access to information and others--which has never existed before

    Broad social implications


    Social media's role in "Arab Spring" sociopolitical revolutions Similar story in China with rising unrests Chinese government actions amid concern for social unrests

    Conclusions
    Rapidly changing environment so constant/ continual monitoring is necessary U.S. companies need to know that popular Western sites may be banned or censored in China Companies need to have specifically tailored social media strategy for the China market

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