As presented @ Social Media Week -SP Macro social trends - what will happen in Brazil over next 12 months Comparisons of the Chinese Social Media Scene to Brazil (two countries competing for global $$)

1. Marketing Inflection Point
@SMWSP 15-2-12
PAGE 1

2. Percent of CMOs feel underprepared
71% of CMOs -
Chief Marketing
Officers - the
world feel
unprepared to
deal with the
explosion data.
In Brazil the rate
was even
higher: 78%.
IBM CMO Study Oct 2011 PAGE 2

3. Worldwide Social Trends
• Migrating from tactical to sustainable social
• Aligning Strategies
– Global strategic playbooks / guidelines / content toolkits– local
implementation
– Integration: CRM, PR, Call Centre / SAC
• Big Data & Technology
– Analytics
– Profile amplification
• Social commerce
PAGE 3

4. Migrating from tactical to sustainable social
PAGE 4
PAGE 4

5. END OF “CATCH AND RELEASE” MARKETING
MARKETING ACTIVITY
TIME
We spend a lot of money to get peoples attention
Now we need to incorporate sustainable activities to remarket and maintain
persistent awareness / drive people to a desired action
PAGE 5
5

6. Time to make a decision is different for each
category
Demand /
Awareness
Opinion / Interest
Same general
decision process.... Consideration /
Desire
but different...
Intention
Purchase
PAGE 6

7. Influencing Purchase Decisions
Awareness Purchase
• Balance mass and segmented communication
• Content infrastructure that is both ―Push‖ and ―On demand‖
• Content that balance reactive and proactive decisons
PAGE 7
7

8. We dont know when the consumer will enter
process
Not actively considering Aware of need
Relevance Engagement
Shopping
Purchase
Using and evaluating
Ownership
7 Years
PAGE 8

9. Few messages to Many messages
Many
Few
PAGE 9

10. New options facilitating an investment shift from
demand generation to more persistent
environments
Reach
Build Awareness Persistent environments
Building Block #1 Building Block #2 Building Block #3 Building Block #4
Building reach Building Rapid Reach Building Frequency Continuity &
Push a message out to Secondary Media Reinforce message Always On content
prospects
Internet Internet Internet
Pay TV Pay TV Social marketing
Open TV Weekly mag Magazine Magazine
Cinema Video Projects POS
PR OOH Aps / Services
Email
PAGE 10
V 3.1 4-10-11

11. Content Ecosystem : Paid, Owned & Earned
OWNED
FEEDBACK EMAILS
CRM PROGRAM
NEWSLETTERS
SAC (DIGITAL)
ECOMMERCE
PACKAGING
EXTRANET
SAMPLING
COMPANY
SUPPORT/
HOTSITES
WEBSITE
APPS
DISPLAY MEDIA FORUM
PERFORMANCE
BLOGS
(OLA, SEM, CPR)
SPONSORSHIP / CROWDSOURCED
PROD.PLACEMENT CONTENT
DR, DM, EMAIL
REVIEW SITES
MKT
GAMES / TOOLS /
EARNED
WIKIPEDIA
SERVICES FLUID
PAID
MOBILE CONTENT
SOCIAL NET. SITES
(ADS, APPS, SEM)
ORGANIC
YOUTUBE
(SEO, PR)
AFFILIATE DEALS,
TWITTER
EXCHANGES
DIGITAL DISPLAYS
FLICKR/ PICASA
POS
PROMOTIONS & SYNDICATED
EVENTS, STUNTS CONTENT
ALL PLACES CONSIDER: WEB BROWSER, MOBILE BROWSER AND MOBILE APP
PAGE 11
V 3.1 4-10-11

12. Build Detailed, Linked Experience Maps
PUSH NOTIFICATIONS BLUE BOX SOCIAL INTEGRATION .COM
ACTIVATION
BE BE BE BE BE CE
BE UA UA
FB.COM/ @AMERICANEXPRE FB.COM/MEMBERSP CURRENCY.CO
YOUTUBE M
AMEX SS ROJECT
NEWS FEED. E-HUB
Distribution/ Deals UA
Syndication
MYCA
MEDIA/DRIVERS
UA
BE
FACEBOOK.COM/
FB MEDIA ACTIVATION
(MTV, LIKE, SPIN)
―Like‖ ZYNC ZYNC CENTER
89K FANS TO
CE
DATE
DIGITAL MEDIA
BE CE C UA
CE
ORGANIC
Incentive
(SEARCH, EDITORIAL, UGC) ENGAGEMENT HUB
C CE CE C
PERFORMANCE MEDIA
C CE
APPLY CENTER
DIRECT MAIL (CALL CENTERS)
CE
BROADCAST MEDIA
(TV, OOH, PRINT, RADIO)
DIRECT INDIRECT PROPOSED
CM P CM + P
12
PAGE 12 PAGE 12
V 3.1 4-10-11

13. Aligning strategies
PAGE 13
PAGE 13

14. The road to success: Curiosity and understanding
Unconsciously - Consciously - Unconsciously - Consciously -
Incompetent Incompetent Competent Competent
Brilliant, but can´t tell
I know it´s wrong, Learn from mistakes
Don´t know what you how I got there –
but I don´t want to Architected solutions,
I dont know solutions not scalable
change Art & Science
or replicable
PAGE 14

15. So much happening……………
Mapping / Lacation& Application: Advanced Design
WebsiteCustomer Relationship Strategy
Promotions
Integrated sponsorships / QR Codes / Based
packages
Value/ based segmentation mapping
Customer journey eCommerce
Affiliate Deals / Website Design Basic Ads
Dynamic messaging optimisation
Behavioural Targetting / Contextual
Mobile / WirelessConfigurators / simulators integration packages / Ad networks
/ In Car / AugmentedPR integration Mass advertising campaigns
Social
EventsIntegrated digital / traditional tactics – e.g. unified presentations
Media
Direct Marketing
Micro Sites / Hotsites
Basic
Social Marketing / Blogs / Call Centres / Telemarketing
Web Sites / Search Engine Optimisation Simulation / Collaboration Site Maintenance
Forums and events
tools Marketing
Database
Distributed Content
Content planning / architectures Cluster targeting
Email Toolkits & Playbooks
Consumer Generated Content / Crowdsourcing
Search Engine Marketing /Behavioral & Contextual Targeting Data capture / management
Aggregation tools for commentsdemographic
Target segmentation - / SEO links Call Centres
Product experience reporting tools targeting Syndicated Content segmentation – demographic
Paid Search
/ proprietary events Product Sampling / Simulcasts
Governance / Demographic Content / (ARG) Target
Content versioning
Capability roadmaps Branded
Online WOM : Viral Marketing
Web Analytics: Adv.Advertising
Banner - Clear success metrics
Desktop Tools - Softwares / Skins / Widgets test and learn
Sponsorships / Product Placement Supply Chain Integration Basic
Web Analytics: Adv. Traditional Mass Media
ServicesattributionGaming
Physical / online
/ Apps / analysis
Crowdsourcing
Traditional / Digital Strategy Integration Of SaleConsumer voting / comments
Point / Kiosks / Shopper Marketing
Basic message integration
Edugaming / Advergaming Search engine marketingTechnical innovation stunts
Consumer journey mapping Promotions
Instore signage / installations / integration
StreamingLoyalty programs
Video / Audio
Database consolidation Custom events
Process automation Core idea focussed & links between actions
Intermediary Strategic Integration
Integrated marketing communications
Seeding Innovation Domain strategy
Isolated tactical actions Fully Integrated Planning
Strategic toolkits planning
Connection Process integration
Proprietary tools / interfaces Custom tools
Store in store
Social networks talkability tracking Simple Direct e.g.Search Engine MarketingConsumer Generated Content
Endomarketing
Channel planning E mail marketing
Web Analytics: Advanced Database mining and marketing
Cross-Media Measurements
Lead management
Communications platforms Party brands / equity
Target segmentation –Third
Integrating behavioural
In-store integration e.g. sales data Data analytics
eLearning / games / roleplay
Viral / Stunts
Logistics solutions
Attribution Analysis Basic Dashboards Ongoing plots e.g. Games / storytelling
Data driven insights Data Collection
Conversation tracking & mapping
Self serve configurators
Message segmentation Search Engine Optimisation
Data Modelling
Conversation projection / stimulate topics
Calendar of conversation topics / Story CMS (Content Management Systems)
Service Development
Product Research Search projection
Data
Engine Optimisation
& Development
Advanced profiling segmentation – behavioural
Target
E-Learning basic
Emerging Content R&D
Behavioural / Automated profiling
Advanced optimisation Tactical hotsites / tactics
Product Development Test and learn structures Decentralised content distribution: existimng 3rd party sites / toolsRetargetting / remarketing
Yield management systems Open source content alliances
Behavioral & Contextual Targeting
Cross platform applications Advanced Dashboards
Contextual offers AD Network integration
Enterprise Solutions Loyalty programs
Database mining and marketing Basic direct response
PAGE 15
V 3.1 4-10-11

16. SOCIAL NETWORKING AND MICRO-BLOGGING
HAVE GROWN FASTER THAN ANY OTHER ACTIVITY
PAGE 16

17. Start by sorting the information……….
Tactics
Edugaming / Advergaming Promotions Point Of Sale / Kiosks / Shopper Marketing
Traditional Mass Media
Sponsorships / Product Placement Services / Apps / Gaming
Banner Advertising Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG)
Product Sampling
Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres
Consumer Generated Content / Crowdsourcing
Micro Sites / Hotsites Web Sites / Search Engine Optimisation Social Marketing / Blogs / Call Centres / TelemarketingDatabase Marketing
Events Direct Marketing
Mobile / Wireless / In Car / Augmented Behavioural Targetting / Contextual Ads
Affiliate Deals / eCommerce
Viral Streaming Video / Audio
/ Stunts QR Codes / Mapping / Lacation Based
Strategies
Promotions Intermediary Strategic Integration
Integrated sponsorships / packages & Application: Advanced Design
Website
Value based Customer Relationship Strategy
segmentation
Dynamic messaging / optimisation
Customer journey mapping
/ Website Design Basicpackages / Ad networks
ConfiguratorsPRsimulators Media
Social integration presentations
Basic Integrated digital / traditional tacticsintegration
– e.g. unified Mass advertising campaigns
Simulation / Collaboration tools
Forums and events Site Maintenance
Content planning / architectures
Distributed Cluster
Content
Aggregation tools for comments / SEOtargeting
demographicContextual Targetingcapture / managementPlaybooks
Target segmentation -Behavioral links Toolkits &
& Data
Target Governance //–proprietary events
segmentation reporting roadmaps
demographic
Product experience Capability tools targeting
Demographic
Web Analytics: Adv.:-Viral Marketingmetrics
Clear success
Online WOM Analytics: Adv. testChain Integration Content versioning
Web Basic
Search and comments
learn Crowdsourcing
Supply engine marketingTechnical Physical / online attribution analysis
Consumer
BasicCore idea signage / & links
message integration /between actions Integration innovation stunts
Traditional voting ConsumerDatabasemapping
Digital Strategy events
Instore focussed installations / journey consolidation / integration
Custom automation
Integrated marketing communications Processplanning Strategic toolkits
Isolated tactical actions Connectiontactics
Data interfaces
driven insights Seeding integration strategy
Innovation Loyalty Custom tools
Process Domain Integrated Planning
Proprietary tools / Tactical hotsites / programsStore
Fully
talkability tracking
Consumer Simple Search Engine Marketing in store
Endomarketing
Social networksChannel planning Generated Content Direct e.g. E mail marketing
Web Analytics: Advanced Database mining and marketing
Cross-Media Measurements
Target segmentation – platforms / equity
Integrating Third Party brands
Communications behavioural eLearning / games / roleplay Lead management
Decentralised content distribution:Behavioral & Contextual Targeting
Logistics solutionsexistimng 3rd party sites /
Data analytics
toolsRetargetting / BasicIn-store /Attributione.g. sales data
Ongoing plots e.g. trackingintegration Analysis
remarketing &response
Basic direct storytelling
Dashboards
Games
Message segmentation projectionConversationSearchData Collection
Conversation Story topics serve mapping
Self Engine Optimisation
/ stimulateE-Learning basicconfigurators
Calendar of conversation topics /
Service Development Target segmentation – behavioural Modelling
Advanced CMS Research &Engine Optimisation
Product (Content Management Systems)
profilingSearch projection Data
Advanced optimisation Development
Data
Emerging Content R&D
Product DevelopmentAutomated profilingstructures
Behavioural / source content alliances
Open Test and learn management systems
Yield
Cross platform applications
Advanced Dashboards
AD Network integration Contextual offers Enterprise Solutions
Database programs marketing
Loyalty mining and
PAGE 17
V 3.1 4-10-11

18. Start by sorting the information……….
Tactics
Edugaming / Advergaming Promotions
Traditional Mass Media Sponsorships / Product Placement Point Of Sale / Kiosks / Shopper Marketing Services / Apps / Gaming
Banner Advertising Product Sampling Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG)
Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres
Events
PAID
Micro Sites / Hotsites Web Sites / Search Engine Optimisation OWNED Generated/ Content / Crowdsourcing EARNED
Consumer
Social Marketing / Blogs Call Centres / Telemarketing
Database Marketing
Direct Marketing
Streaming Video / Audio Mobile / Wireless / In Car / Augmented Affiliate Deals / Behavioural Targetting / Contextual Ads eCommerce
Viral / Stunts QR Codes / Mapping / Lacation Based
Strategies
Content versioning Database consolidation / integration Physical / online attribution analysis Website Design Basic
Intermediary Strategic Integration Process automation Strategic toolkits Store in store Site Maintenance
Website & Application: Advanced Design Product Research & Development Web Analytics: Advanced Fully Integrated Planning Target segmentation – demographic
Customer Relationship Strategy Innovation Behavioral & Contextual Targeting Database mining and marketing Domain strategy
Customer journey mapping Data projection Cross-Media Measurements
Process integration Loyalty programs Search Engine Marketing
Value based segmentation In-store integration e.g. sales data
Social integration Custom tools Simple Direct e.g. E mail marketing
Dynamic messaging / optimisation Attribution Analysis Connection planning
Data capture / management Mass advertising campaigns Distributed Content Instore signage / installations
Communications platforms
Configurators / simulators
Traditional / Digital Strategy Integration Simulation / Collaboration tools Standard content formats Data driven insights Open source content alliances
Integrated marketing communications Toolkits & Playbooks Media packages / Ad networks Channel planning Behavioral & Contextual Targeting
Core idea focussed & links between actions Capability roadmaps Basic executional measurement Integrating Third Party brands / equity Emerging Content R&D
Ongoing plots e.g. Games / storytelling Endomarketing Demographic targeting Web Analytics: Adv. - Clear success metrics Custom branded content
Search engine marketing
DISCOVERY CONVERSATION
Governance / reporting tools TRANSACTION
Tactical hotsites / tactics
ENTERPRISE
Content planning / architectures Product experience / proprietary events
Cluster targeting Yield management systems Calendar of conversation topics / Story (BUSINESS PROCESSstunts
(MASS MARKETING)
Isolated tactical actions (SOCIAL MARKETING) Advanced profiling (PERFORMANCE MARKETING) Technical innovation
Basic Dashboards AND PRODUCT INNOVATION)
Behavioural / Automated profiling Aggregation tools for comments / SEO links Consumer Generated Content
Basic test and learn
Logistics solutions Contextual offers Conversation tracking & mapping
Decentralised content distribution: Conversation projection / stimulate topics
Data analytics AD Network integration Web Analytics: Adv.
existimng 3rd party sites / tools Proprietary tools / interfaces
Cross platform applications Database mining and marketing Data Collection
Target segmentation - demographic
) Consumer voting / comments
Self serve configurators Loyalty programs Search Engine Optimisation
Message segmentation Consumer journey mapping
Test and learn structures Online WOM : Viral Marketing Seeding
Target segmentation – behavioural Custom events
Promotions Basic message integration Advanced optimisation
Lead management Supply Chain Integration
Basic Integrated digital / traditional Social networks talkability tracking Advanced Dashboards
Basic direct response Crowdsourcing
tactics – e.g. unified presentations PR integration Service Development
Search Engine Optimisation Enterprise Solutions
Integrated sponsorships / packages Target segmentation – behavioural Data Modelling
Retargetting / remarketing Product Development
Forums and events eLearning / games / roleplay
V 3.0 28-8-11 PAGE 18
V 3.1 4-10-11

19. Building blocks for digital experience
TRANSACTION ENTERPRISE
DISCOVERY CONVERSATION (PERFORMANCE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) AND PRODUCT
MARKETING)
INNOVATION)
Productivity / UX /
Capture attention / Build afinity / Close sale /
Engagement /
Strategic function Create demand / Reduce barriers / Commerce /
Motivation /
Visibility Feedback / Agility Conversion / Efficiency
Stakeholder Confidence
Awareness /
Level of demand Consideration
Consideration / Intent Intent / Purchase Loyalty / Brand Love
Segmented groups / Segmented groups /
Targetting Collective / mass
cluster
Molecular / Individual
cluster
Usability Low / Medium Medium / High Extreme High
One way conversation Two way conversation
Two way conversation Two way conversation
(brand to consumer / (brand / consumer or
Interaction mode customer) consumer / customer)
(brand / customer) (brand / stakeholders)
Paid Earned Owned / Owned /
Content Distribution Distribution On demand On Demand
90% Distribution 10% Distribution 30% Distribution 10% Distribution
Budget 10% Content Creation 90% Content Creation 70% Content Creation 90% Content Creation
PAGE 19
V 3.1 4-10-11

20. 4 Pillars of digital experience...
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
BASIC CAMPAIGNS
ISOLATED TATICAL
Increasing sophistication
ACTIONS
WEBSITE DESIGN BASIC
SITE MAINTENANCE
ORGANISATIONAL
CAPABILITIES
INTEGRATED BRAND
BUILDING MARKETING
CRM
LOYALTY PROGRAMS
ECOMMERCE
CUSTOM TOOLS
SERVICE / PRODUCT
INNOVATION
Increasing sophistication
PAGE 20
V 3.1 4-10-11

21. Sequencing strategic needs.... detail.....
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
Entry
Conservative
Moderate
Aggressive
Leadership
PAGE 21
V 3.1 4-10-11

22. Success Metrics are different for each discipline
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
Entry
Conservative
Moderate
Aggressive
Leadership
PAGE 22
V 3.1 4-10-11

23. Tactics work across many disciplines – focus on strategy first
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
Traditional Mass Media
Banner Advertising
Entry
Micro Sites / Hotsites
Search Engine Marketing / Paid Search
Events
Streaming Video / Audio
Viral / Stunts
Conservative Promotions
onservative
Sponsorships / Embedded Content / Product Placement
Product Sampling
Web Sites / Search Engine Optimisation
Point Of Sale / Kiosks
Moderate
Email
Syndicated Content
Desktop Tools - Softwares / Skins / Widgets
Contextual Ads
Social Marketing / Blogs / Podcasting
Aggressive Mobile / Wireless / In Car
Edugaming / Advergaming
Consumer Generated Content
Services / Applications
Branded Content / Alternate Reality Games (ARG)
Leadership Call Centres
Database Marketing
Direct Marketing
eCommerce
PAGE 23
V 3.1 4-10-11

24. Big Data & Technology
PAGE 24

25. PAGE 25

26. PAGE 26

27. PAGE 27

28. PAGE 28

29. PAGE 29

30. Digital Darwinism.....make assumptions..strongest
strategy survives
Set assumptions in play
Eliminate weakest
Learn, adapt to introduce new options
Eliminate weakest
... Constantly monitor to optimise
PAGE 30

31. Dynamic Creative Optimization
Variants:
Ad size
Color
Product
Message
Call to action
Price
Social
features
Site context - Location - Behavioral
User demo - Client data - Retargeting
PAGE 31

32. PAGE 32

33. Social Commerce
PAGE 33

34. SOCIAL IS AN EXTENSION OF THE BUSINESS BUT
CONSUMERS WANT SOMETHING IN RETURN
PAGE 34

35. Source: Unruely PAGE 35

36. EMERGING MARKET CONSUMERS ARE MORE
MOTIVATED TO FOLLOW BRANDS ON SOCIAL
NETWORKS
PAGE 36

37. Enhanced Remarketing
Use Tumri to execute advanced remarketing to increase online orders by
tracking user behavior
Jacket Search
Women's Fleece Jacket Search
Pool Table Search
Tumri User
Intent
Database Women Fleece Jacket
From : $139
User Profile
Visited Product
Category
What’s User
Visited Product SKU
Interest?
PAGE 37

38. China and Brazil -
The eyes of the
world are on you
www.redant.com

39. Why are we talking about China?
 China and Brazil are competing for global investment
 Quick to get critical mass / sheer numbers
 Still excess demand, mass marketing still works
 Public want to be involved – may be repressed need being enabled
 Self sufficient – determine their own way – don‘t want to be USA
 Less complicated measurement needs – more iterative test and learn –
entrepreneurial spirit to try - learn on the fly
 Growth accelerating
 Almost 500 million Chinese citizens are active online and a quarter of
social network users in the world are Chinese
 China currently has 145 million online shoppers—second only to the U.S.
But, eCommerce is seriously under-exploited by luxury brands
 Chinese netizens create 3x more content than US Netizens
www.redant.com

40. www.redant.com

41. China – A Whole New Ball Game
 More friends online
 ‘Mars language’
 Digitally self-sustained
 Effective but expensive
www.redant.com

42. The First Hurdle…
www.redant.com

43. Tier 1 Cities
Beijing
GDP of USD 184 billion
Population of 12.46 million
Shanghai
GDP of USD 228 billion
Population of 14 million
Guangzhou
GDP USD of 138 billion
Population of 10.26 million
www.redant.com

44. The Online Audience
Knowledge Slow older
95% is power! demographic
17-21
10-29 61%
57% 90%
www.redant.com

45. CHINA INCREASINGLY DOMINATES ONLINE
BEHAVIOURS
www.redant.com

46. OVERALL, SOCIAL ENGAGEMENT HAS
MATURED
www.redant.com

47. Why the Surge in Social?
Migration Broadband One-child Mistrust
policy
www.redant.com

48. China is a Social Shopping Star
www.redant.com

49. Your Typical Chinese Netizen
 Male
 Aged 19
 Educated to high school level
 Student
 Earns under 500RMB
 Urban location
 Accesses internet from home via desktop
 Almost 20 hours a week online
 Is on at least 2 social networks
www.redant.com

50. Localisation of Content
 .com or .cn?
 Local hosting
 Versioning
 2 second rule
30%
More is more…
www.redant.com

51. Even Your Logo…
www.redant.com

52. www.redant.com

53. Vs.
 250 million
 Young, white collar audience
 Better functionality
 140 Chinese characters
 24-hour governance
 Nike and Apple are the leading
brands Dove ran a campaign encouraging Chinese
women to share their beauty stories
www.redant.com

54. Vs.
 Both started as a social
network exclusively for
college students
 Still attracts a younger
demographic
 Translates as ‗everyone
network‘
 31m active monthly users
 Very expensive for brands
www.redant.com

55. Vs.
 Most popular way for
netizens to engage with
international brands
 Youku can display
unlicensed content
 86.4% Chinese netizens
watch online video
 Longer content than Burberry streamed a live webcast of its
YouTube Milan Fashion Show on Youku
www.redant.com

56. Vs.
 1.5 million
 Young urbanites with a relatively high income
 Most access via Nokia phones
 Utilises NFC
www.redant.com

57. Vs.
 6,000+ group buying sites in
China
 Used by 42.2m Chinese
 Groupon China not working
 Meituan is the most popular
platform
www.redant.com

58. Vs.
 812.3 million
 2nd largest online
community
 674 million use QQ
 25-34
 Surf from work and
school
 87% use internet for
IM, 53% for email
www.redant.com

59. Vs.
 Baidu is key for SEO
 Brand zones
 Paid search accounts
for 31% of all online
ad spending in China
 Google left the
building in January
2010
www.redant.com

60. BBS – The Final Frontier…
 Netizens can be anonymous
 Aged 20-40 from various backgrounds
 Easy for brands to infiltrate
 User numbers are decreasing
 Core value of BBS is content, not individuals
www.redant.com

61. Targeting the KOLs
 Influencer outreach
 40% publish a blog
 KOLs as celebrities
Han Han, China’s most popular blogger
www.redant.com

62. It’s Mobile…
 755 million users
 1.5% on mobile marketing advertising
 10 million iPhones – 10.4% share
 900 times a day
 2G service
www.redant.com

63. The Current Heavyweights
 Audi – successful because it uses
multiple platforms
 Burberry – successful because it uses
new platforms
 BMW – successful because it cleverly
engages users
www.redant.com

64. 5 Core Challenges
1. Language
2. Scale
3. Cultural diversity
4. Politics
5. Technical delivery
www.redant.com

65. 5 Golden Rules
1. Aspirational
2. Educational
3. Local
4. Inspirational
5. Engaging
www.redant.com

66. thanks!
find out more at
www.redant.com
China insight article: http://www.redant.com/articles/social-
media/chinas-social-media-landscape-key-insights/
www.redant.com

67. .. Cheers
BRIAN CROTTY
EMAIL: BABELFISH.BRAZIL@GMAIL.COM
MSN: BRIAN_CROTTY@HOTMAIL.COM
SKYPE: BRIAN.CROTTY
LINKEDIN, TWITTER, FOURSQUARE, TRIPIT, FACEBOOK, ORKUT, SLIDESHARE,
WESHARE,YOUSENDIT, YOUTUBE, FEEDBURNER, WORDPRESS BLOG: BABELFISH............
PAGE 67