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Content for China: Insights in marketing to the world’s largest internet market
Owain Lloyd-WilliamsInternational Lead [email protected]
Chinese Web, Mobile and Social Media: The Key Facts
• 642 million active internet users
• 629 million active social media accounts
• 565 million mobile users
• 88% users have multiple accounts
• 25 hours a week on average spent online
Chinese Search Engine Market Share Q4 2014
Baidu
Google HK
Sogou & Soso
Other
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%
79.48%
11.91%
5.54%
3.07%
Baidu SEO - OverviewFactor
Page Title High High
Meta Description Low High
Meta Keywords - High
Heading Tags Medium High
Alt Tags Low High
Internal Anchor Text High Medium
External Anchor Text Low Medium
Quantity of Inbound Links Medium High
Quality of Inbound Links High Low
Sitemap Medium Medium
Site speed Low High
Active users across social media platforms in China
QQ: 829 million WeChat: 438 million
Baidu Tieba: 200 millionSina Weibo: 200 million
RenRen: 206 million
Kaixin: 206 million
What kind of content works for Weibo?
Cultural
• Over 300 million “thank you parents” messages on Mother’s & Father’s day
Contemporary
• 2 billion World Cup-related interactions
Humour
• Word play and language evolution often manifesting in memes
Current popular topics include:
Travel and food
Pollution and quality of life
Big data and commercial tips and
trends
http://builtvisible.com/messages-in-the-deep-zhongwen-simp
Baidu Feng Yun Bang – localised data
http://top.baidu.com/region?fr=topindex
Baidu Feng Yun Bang – localised data
http://top.baidu.com/region?fr=topindex
Key Takeaways:− China’s content space is busy, bustling and rich
− It’s netizens are smart, savvy and have an eye for good content
− Peer recommendation is vital to online engagement
− Things are modernising, though don’t forget content is still deeply rooted in culture
− You’re going to hear a lot more of Weibo, WeChat and Baidu in the future
− Opportunity is aplenty, things are always changing, and now is as fascinating time as ever to jump in!
Thank you. Questions are more than welcome!
Owain Lloyd-WilliamsInternational Lead [email protected]