The Social Media Landscape in China
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A high level overview of the social media in China, including market trends and approaching the market for international brands.
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The Social Media Landscape in China
- 1. The Social Media Landscape in China Nov 2013
- 12. In 2013, social media users have grown by Source: CNNIC
- 13. Source: CNNIC
- 16. Source: CNNIC
- 17. China’s Social Consumer China’s Social Consumer
- 18. Source: CNNIC
- 20. Source: CNNIC
- 21. Down from 70% in 2011
- 22. 28% Of internet users are rural
- 24. Source: CNNIC
- 25. Over half of users have clicked to a product after seeing it on Weibo
- 33. Platforms
- 40. Allow full range of social activities including photo sharing, games, and profile personalisation. Mass Market China’s Facebook Highest Active User % Area Focused Largest User base University Students Higher penetration in Tier 1 cities Gigs, News, Events Lowest Engagement Low Active User % Event Guide
- 49. Source: Warc
- 55. Case Studies
- 57. Source: Warc
- 58. Source: Warc
- 63. Ashley McVey Head of Strategy Next Digital
Editor's Notes
- 1 in 5 people in the world are chinese.
- And 44% of them are connected to the internet
- Flatter growth line over the past year compared with the previous 5.Not at the end of 2013 though.
- Creative – some type of growth arrow in the slide…
- Creative changed – henrik happy with the sizing of this now?Dialouge – still have an expected 3.3m people to come online in 2013
- Creative changed – henrik happy with the sizing of this now?Dialouge – still have an expected 3.3m people to come online in 2013
- Mirrors the growth rate of the economy which as it starts to grow is slowly opening doors to other services.
- 22.35 hours is the average in australia
- Fastest growing age bracket is actually 40-60 years old.
- And are growing at a much smaller rate than urban chinese internet users.Growth rates are much slower than urban – rural is growing at 0.55% per year compared with 3.5 the previous year.
- There are over 230,000 brands using sinaweibo.There are over 1000 brands using Tencents new Wechat
- Competitors act differently and across social media can be defamatory and deliberately misleading.
- The Chinese government are intervening in socially created content to stem what's called “false rumours” from being written and spread. Whilst it is initially to address political dialogue it is a small leap to include corporations in this type of legislation.NOT HARD TO DO IN A COUNTRY WITH nearly 600 MILLION INTERNET USERS
- Remove number of posts
- Importance here is the difference between tier one and tier two cities. Each one has a reach of its own.
- Change title to Adapt Strategy
- China found the US character tested really badly with local audiences – that they displayed undesirable characteristics in people.The result was an ad focused on team work and collaboration. Much like the advert for adidas.