new chinese social media:

papa

An introduction by Totem Media.

The problem to be solved.

wechat and weibo dominate china’s social media landscape but there are a growing

number of new, intriguing offerings

this is the first in a set of reports exploring up-and-coming social media in china,

helping global brands better understand content channels in china.

About this presentation

what is papa

30m users

is a

social audio app

papa

Soundcloud for china

000,000

Growth trajectory of papa

10

20

30

40

2012 2013 2014

10m

20m

launch

30m

voice function on Wechat oct 2012

content first social network

Voice messaging has been one of the most important features in WeChat

It has deeply affected user habits

Giving rise to PAPA and voice story telling the beginning of a “podcast” culture between users?

“The WeChat effect”

Account Settings

MessagesMessages from friends, celebrities and other accounts being followed + virtual gifts. Customer Response.

Add a PostVoice Messages + pictures to tell a story. UGC &Brand Stories.

Papa - Key Functions

Audio stories Listed by topic area.

Audio stories By those you follow.

Papa - a post ShareTo other social networks:

LikeAnd connect

with others who like it.

Control PanelPlay, stop, fast-forward.

Introduction of the storySynopsis of the post

Add to personal collection

Voice comments

Audience Comment

Virtual GiftsReward the creator with a virtual reward for a good post.

who uses it

Who uses it

who uses it

6%

21%

44%

22%

7%

25 - 29

30-34

19 - 24

male

monthly active users (Aug ’13)

female

age distribution

<19

>35

content-first social network

Papa will not compete with WeChat and Weibo as the primary communications hub. It doesnt offer the multitude of functions that WeChat does for being networked.

Papa is a social network very much focused on content first. It offers users a form of entertainment and expression through user (and brand) created stories.

For advertisers it is unique, as Papa allows for them to create compelling stories (value) for audiences - built around a very specific/focused format - in audio.

media and celebrities

Papa, like Weibo, is a good platform for celebrities and media to present themselves through content, as opinion leaders. It looks to follow a similar

top-down structure with KOLs (celebrities) setting the agenda - and brands using those KOLs to drive follower acquisition.

media and celebrities: examples

Yi NengjingPublic Welfare Fundation

Li BingbingWildlife Protection in Africa

Chen Kun Voice of China

how brands use it

totem

Customized background image for brands - campaign banner.

Setup a “Branded Public Account”

1 2apply to have

it verified

3

Newest, hottest UGC posted here.

“Sticky posts”...posts by brands and users.

Papa is designed for creative content and story tellingAds native to Papa make strong use of verbal narratives with support of imagesCoke, Mini and Oppo have been among the best at getting “branded content” right

product placements

A 25 episode documentary about journeying into Tibet, from Dec 16 - 31Mini used pictures and voice narration to share each step of the journeyLinked to Tudou (where video documentary played) and other SNS, it got strong viral support with a total of; 292,636 views, 2,096 likes and 648 comments

Users asked to share their wishes and special plans for celebrating Christmas 2013 in the comment section of the Coca-Cola Papa account The audio stories were played 56,075 times, with 535 Comments and 185 LikesThe filters were used 1.9million times

Coke created 12 short stories comparing attitudes about life experiences (romance, study, travel...) among different couples Playing off modern Chinese slang expressions, by combining characters (words) on 12 pairs of bottles

Oppo invited five opinion leaders to create emotional stories about “love at first site” ...matching the brand message (of “love at first site”)They also invited users to share a snapshot of themselves and petsThe content campaign on Papa was timed to support the launch of Oppo’s N1 smartpone

Chris Baker, Managing DirectorEmail: chris@totemmedia.netTwitter/WeChat: Talktototem