Embed Size (px)
DESCRIPTION
If you are still thinking using Facebook, Youtube or Twitter to reach out to China, you are
Citation preview
www.techsailor.comEngaging Your Customers Online
by Rex Huang
1 Oct 2010
Social Media Outreach in China
www.techsailor.com
1 China’s Social Media Landscape
Image adapted from: http://www.seeisee.com/sam/2008/11/27/p648
www.techsailor.com
You won’t see these in China… cause they are banned!
Outside of China, we talk about…
www.techsailor.com
In China, we talk about…
www.techsailor.com
China’s social media landscape is highly fragmented
With multiple players competing in same category of service
www.techsailor.com
2 Three Key Elements
Channels
Execution
Content
For a good social media outreach campaign
www.techsailor.com
Using tourism as an example, how do you choose between these channels?
Or would you want to work with all of them?
Your Message
Element 1 – Channel Selection
www.techsailor.com
Step 1 Know Each Channel (Content, Demographics, Interactions)
Step 2 Filtering (Region, Age Group, Gender, Topics)
Step 3 Eliminate & Prioritize by Budget & Nature of Campaign
Step X Viral Leverage. How to leverage “ 非诚勿扰” , “ 犀利哥”…
Element 1 – Channel Selection
www.techsailor.com
Why all these men are well known through Social Media in China?
Element 2 – Content Creation
www.techsailor.com
Why all these micro blogs are reposted for so many times?
Element 2 – Content Creation
www.techsailor.com
Key factors to good content creation
Deep understanding of the Chinese Internet Culture
Sensitive to the Current Trend
Experience (Know what works better)
Element 2 – Content Creation
www.techsailor.com
A good Social Media Marketing team must have Campaign Facilitator
Designer & Editor
Access to Relevant Key Opinion Leaders
Element 3 – Campaign Execution
www.techsailor.com
Who are Key Opinion Leaders?
Element 3 – Campaign Execution
These are netizens with an influence over a large crowd (e.g. huge fan / follower /readership base
www.techsailor.com
Recap of the 3 Key Elements
Channels
Execution
Content
www.techsailor.com
Thank you
Singapore
156 Macpherson Road, #08-01, Singapore 348528Tel: +65 6748 8522Fax: +65 6836 4963
Malaysia
Lot 2-1A, Support Services, Technology Park Malaysia, Lebuhraya Puchong-Sg. Besi, Bukit Jalil, 57000 Kuala Lumpur, Malaysia. Tel: +60 38994 1750 / 1751Fax: +60 32297 5390
China
中国广东省广州市天河区黄埔大道中207 号海景花园 C 栋 1801邮编： 510665 电话 : +86 020 8567 0704传真 : +86 020 8567 0704
Email : [email protected] Website : http://www.techsailor.com
