Chinese Social Media: An Overview
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This document summarizes social media and marketing in China. It begins with background on Chinese social media usage statistics and censorship. It then focuses on the two dominant platforms - Weibo and WeChat. For each, it provides an overview and description of key features. It explains how brands can create official accounts on each platform and highlights strategies for marketing in China using Weibo and WeChat. The document concludes with a brief section on media censorship in China.
![A Microblogging social
platform
Over 600 million
registered accounts
(End 2015)
261 million monthly
active users(MAU)( 2016)
91% use it on mobile
Pronounced as [wei b:]
WEIBO
Source: Weibo.com](https://image.slidesharecdn.com/chinesesocialmediabybochen-samuel-161020193912/85/Chinese-Social-Media-An-Overview-9-320.jpg)
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Chinese Social Media: An Overview
- 2. AGENDA Background of Chinese social media Introduction to Weibo Marketing in China with Weibo Introduction to WeChat Marketing in China with WeChat Censorship in China
- 3. Over 700 million internet users (2016) 70% of social media users are under the age of 35 Chinese spend five to six more hours online per week than Americans Average of almost 90 minutes per day on social networks 38% of consumers make product purchase decisions based on recommendations on social networks SOCIAL MEDIA IN CHINA Source :Internet Live Stats makeawebsitehub.com/chinese-social-media-statistics/
- 4. Chinese Internet Service Providers (IPS) block access to Facebook, Twitter, YouTube, and Google (Instagram was blocked from 2013 to 2015) Facebook posts, Twitter feeds, YouTube videos and Google Maps are unseen and unheard to Chinese internet users CHINESE SOCIAL MEDIA US SOCIAL MEDIA Source:services.intead.com/chinese-social-media
- 5. CHINESE SOCIAL MEDIA LANDSCAPE
- 6. WEIBO AND WECHAT Weibo and WeChat currently dominate Chinese social media landscape
- 8. WeChat and Weibo: the new social universe. WEIBO AND WECHAT Picture: bluenotes.anz.com
- 9. A Microblogging social platform Over 600 million registered accounts (End 2015) 261 million monthly active users(MAU)( 2016) 91% use it on mobile Pronounced as [wei b:] WEIBO Source: Weibo.com
- 10. Mix of Facebook and Twitter features Easy and fast to acquire followers Allows translation of Chinese sentences Used in over 190 countries Can create accounts through Facebook WEIBO Source: Weibo.com
- 11. Create questions and polls, post photos and videos, create events and invite friends Find new friends, events, interesting spots around you (GPS) Play games, watch live video, listen to music, shop, purchase movie tickets Subscribe to newsletters Can secret follow people WEIBO KEY FEATURES
- 12. Can delete comments under your post, or close the comment section Upload directly via mobile 140 character limit per post (roughly 7080 words in English) The more hours users spend logged in, the higher their level becomes Can follow trending topics & emoticons by hour, day or week Can track data of how many people visit your account or read your posts WEIBO KEY FEATURES
- 13. WEIBO PAGE
- 14. MARKETING IN CHINA WITH WEIBO A strong factor in a foreign companys brand introduction and success in the Chinese market Register an account and have it verified (people tend to follow accounts that have v) Start marketing by publishing content, sharing videos and photos Promote yourself by featured in advertising banners (homepage, login), mobile banners, app recommendations, promotional ads Online campaign for interactive games, voting or submissions Create pages with live broadcast for events, parties, conferences, fashion shows or seminars
- 15. THEY ALL DID IT!
- 16. THEY ALL DID IT
- 17. All-in-one communication s app 697 million users (End of 2015) Connect with the people of your choice WECHAT
- 19. KEY FEATURES (CONT.) Source: wechat.com
- 20. WECHAT PAGE
- 21. Brands can create official accounts tailored to their strategies Two basic types of official accounts WECHAT MARKETING IN CHINA
- 22. The most basic choice of the official accounts For daily news and content broadcasting Allowed to push one message per day For media or small-mid size brands Best for content marketing Able to apply customized menus WECHAT SUBSCRIPTION ACCOUNT Source: wechat.com
- 23. Allows you to push four messages per month For providing services instead of broadcasting messages (government, banks, etc.) To provide prompt response and service Free customized menu Support Wechat Pay WECHAT SERVICE ACCOUNT Source: wechat.com
- 25. Chinese users cannot view an account which is set up outside of China A foreign company can open a Chinese official account through WeChat Website INTERNATIONAL WECHAT ACCOUNT Source: wechat.com
- 26. MEDIA CENSORSHIP IN CHINA Search Blocking: unable to search for certain sensitive keywords Search Censorship: prohibited from searching for messages containing certain keywords Message Deletion: Chinese government instructs media to remove all content relating to some specific keywords or events Source: firstmonday.org/article/view/3943/3169
- 27. THANK YOU.
Editor's Notes
- #14: hereis what a typcal weibo page looks like