V1.0 Copyright 2014 | LAT Multilingual | All Rights Reserved
Prepared by: Lesley Ning April 2015
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Reserved Current Chinese social media landscape Most popular
platforms and their features The revolution of SNS platforms Key
trends in 2015 Implications and recommendations
Slide 3
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Reserved The following is a summary analysis of the latest
resources currently available online.
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Reserved Chinese Social Media Landscape The Chinese Social media
ecosystem is fragmented and complicated.
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Reserved Popular Chinese Social Media Sites Source: Imagination /
China Social Media Brief / April 2014
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Reserved PlatformOverviewUsers Tencent WeChat Registered users
reached 600 million in 3 years. Companies registering WeChat
official accounts reached more than 2 million in 15 months.
Affluent groups with monthly income in 1 st and 2 nd tier cities
61% of WeChat users are male and 39% are female 80% of users are
below 35 years old Sina Weibo Started in 2009, Sina Weibo has
became Chinas most influential micro-blogging site. 38 Million (86%
of total number of users) daily active users Currently 404,000
enterprise accounts 90% of Weibo users are between 15 to 34 year
old. Tencent Qzone Chinas biggest social networking site in terms
of registered and active users, paid service subscribers and number
of updated feeds. The active users tend to be located in lower tier
cities Major users are students
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Reserved Source: Imagination / China Social Media Brief / April
2014
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Reserved Online Users 2013-2014 The number of online users of Weibo
and Qzone has dropped in 2014, WeChat beats Qzone and became the #1
platform that has the most online users. Source: cn.kantar.com
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Reserved Key Trends in 2015 Quality Content: unique, creative,
shareable Mbaobao #Why not change for a new bag# Weibo and WeChat
campaign: using a unique topic and letting users create their own
poster and share with friends.
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Reserved Key Trends in 2015 Personalized content for each audience
McDonalds Cherry Blossom Ice cream Cone Run campaign is a great
example of using Location Based Services(LBS) function to
understand target markets: who they are, where they are and what
they prefer.
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Reserved Key Trends in 2015 Utilize all visual channels Internet
users interest for images, videos and graphics continues to
increase. Mercedes Benz sponsored reality show travelling couples
gained 4.3 billion views. A great marketing campaign to promote the
brands culture.
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Reserved Key Trends in 2015 Brand localization: getting it right
Content localization goes beyond translating to another language.
It is important to transcreate the content for your target market.
Coca-Colas customized campaign in China using Chinese buzzwords was
a huge success to reach Chinese youth.
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Reserved Key Trends in 2015 Collaborative Marketing reaches new
heights A PizzaHut-sponsored short video campaign published and
promoted on Youku- Tudou gets over 10 million views and over 100M
conversations, breaking new sales records.
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Reserved Summary: WeChat is by far the most popular Chinese social
platform these days. Make sure you are taking advantage of this
great tool! A few key points to remember: Content is king! No
matter what language or market you share your content in. Provide
quality content that is unique, creative and shareable Try to
personalize your content for each audience and each market Utilize
all your visual channels, videos, graphics, images etc. When
localizing your marketing content, dont just translate.
Transcreate. Collaborate with other venues/platforms to reach new
heights
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Reserved Questions? Tweet us @LAMultilingual with the hashtag
#LATSocial