I recently attended a conference in Shanghai titled: “Social Media 2.0: Unleashing the power of conversations to achieve company business objectives”; it featured Jeremiah Owyang, Partner, Altimeter Group, Silicon Valley, USA, Sam Flemming, Chairman & Founder of CIC and Bryce Whitwam, General Manager, Wunderman Shanghai, Nicolas Zurstrassen, Action Sports GM, Nike.
Below is the slideshare version of Jeremiah’s presentation. It’s focus is on universal Social strategy, with a focus on Western media.
Jeremiah also wrote about his experience and learnings while he was in Shanghai; here are a few excerpts; for the full article, click here.
- China’s online sphere already large and growing –with increased disposable income.The largest internet population in the world, 400mm of the 1.3 billion Chinese citizens are online, nearly one third and growing also with an increase in wealth. Google’s announcement of AdMob indicated they are tracking the top visited websites across the world, and wow, has the landscape changed. See this list of the visited websites around the globe, many of them are Chinese such as Baidu (#8), Tencent QQ (#9), and Sina (#11).
- Chinese internet marketing requires a specialized approach. The Chinese online community is vastly different than the West, There are different tools, websites, behaviors, and as a result different takes. I’ve outlined my findings from 3 years ago, if you want to see my previous field notes in this four part series.
- Brands and consumers go to Social Networking Sites (SNS) –not create their own. In the west, it’s common for brands to have their own online community that’s branded using a community platform. Yet, from what I heard, it’s more common for brands to join customers where they are in SNS sites like QQ, in order to reach consumers. They will often have to ‘pay to play’ the SNS sites to participate. Secondly, I met with CIC, who paid me to speak at their event, they are a brand monitoring company that focuses specifically on the online discussion in mainland China for brands.