Calvin Chan - VP of Insight, AdMaster Beijing Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world. An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.

2. Calvin Chan
VP of Insight, AdMaster Beijing

3. Understanding the
unique behaviours
and psychology of
Chinese consumers

4. The Social Media Nations
# of Registered Users
Facebook
QQ
Sina Weibo
Twitter
WeChat
Google+
LinkedIn
V Kontakte
Line
RenRen
1,150 Million
825 Million
503 Million
500 Million
400 Million
343 Million
238 Million
210 Million
200 Million
178 Million

5. Social Media Usage
Young people (aged 18-24) used SNS mainly for keeping in touch
with old friends
People 35+ used blogs to obtain news & information, as well as
share experience for product uses
People aged 25-34 liked both Weibo & WeChat while People 40+
preferred WeChat

6. When it comes to purchase decision, social media users are
commonly influenced by their friends and colleagues
90.0
83.6
81.9
80.0
75.0
68.1
70.0
59.9
56.5
60.0
63.5
66.4
57.8
50.8
48.8
50.0
38.5
40.0
30.0
67.3
31.7
30.3
28.1
28.9
24.7
22.4
20.3
20.0
9.1
6.9
10.0
8.6
6.7
0.0
P18-24
Celebrity
P25-34
People w/ social status
P35-39
Relatives
Colleagues
P40+
Friends
Strangers
Q: 请问在微博/微信媒体网站中，哪个/些人的信息会影响到您的购买决策？
Data source: AdMaster

7. Profiles, Psychology & Behaviors of Chinese social media users
Post 80’s 90’s
Mostly living in Guangdong
Like entertainment
Sarcastic and showing off
Love Traveling but lack of
actions Passionate about Sports
Enjoy
Freedom
Local

8. Which Paid Media helped drive better Earned Media?
Data source: AdMaster

9. Case sharing: Integrate Social Media with TV
sponsorship for brand building or new product launch
• Case sharing: “I’m A Singer” significantly drove online buzz for “Wahaha Ge Wa Si”
Period of study: Jan 1- 17, 2013 (pre-show), Jan 18-Feb 17 (after broadcast)
Data source: AdMaster

10. Using Social Media analytics to evaluate the TV campaign
• Brand Awareness, Emotions and Purchase Intent obviously impacted by the popularity of the
show
Period of study: Jan 1- 17, 2013 (pre-broadcast), Jan 18-Feb 17 (after broadcast)
Data source: AdMaster

11. The Do’s & Don'ts when it
comes to engaging with Chinese
Consumers

12. Case sharing (“not-so-good” example):
“Instant Chicken” issue fired Consumer concern over KFC
•
Starting from Nov 23th, the instant chicken widely spread through the social network. During the
period, over 90% KFC related voices were about the issue;
•
The issue exploded on Nov 23th, and kept alive within the following month which showed consumers’
major concern over this issue.
Data source: AdMaster

13. “Instant Chicken” issue fired Consumer concern over KFC
The rather “official” claim from KFC didn’t ease consumers’ concern. If brand didn’t show a very sincere
attitude, the issue may ignite an even more negative crisis.

14. Case sharing: Huge turnout for Coke’s successful Summer Campaign
Selecting Top keywords from consumer responses to customize for the
nickname bottles
“Need the whole
collection[all 24]!”
“Creative new packaging.”
“Over 10 variations!”
“New Coca-Cola
branding?”
“What a cute design!”
“I want it!”
“So excited!”
Period: 2013.5.1 0a.m. – 2013.5.31 5p.m.
Data source: AdMaster

15. Don’t miss out the last one mile - converting iWOM into Sales
(Social Commerce)
June 2013
Coca Cola & Sina & Kuaishubao co-launched the “nickname bottle”
Weibo users had to tweet &
@Kuaishubao to order a
customized bottle for
themselves
Results:
Day 1, 300 bottles in 1 hour
Day 2, 500 bottles in 30 mins
Day 3, 500 bottles in 5 mins
Day 4, 300 bottles in 1 min