through the array of Chinese social networks has become a battlefield once only
seen in the middle of Bagdad. However
there are a few basics one can do when establishing an effective social media
plan to connect and ultimately sell your brand to Chinese. This goes for all Chinese, not just the 1.4 billion
residing in a city ending with ‘jing’ (Or any other city in China).
Forget facebook and Twitter. Yes this may be tough to digest; however it’s
just a complete fallacy if you expect to tap into the conversations, friend
networks and forums that mandarin/Cantonese speaking Chinese populate. They are
blocked in China by Government censorship (deal with it) and the local networks
have had a massive head start to establish themselves as global players. Chinese
everywhere of any relationship to the mainland frequent sites such as Douban,
Renren, Kaixin001 and they shop on TaoBao.
How much of your communication is directed on these channels?
Use Blogger Influence. No one is more influential than a peer to peer
referral. Chinese especially adopt their
favorite bloggers as their own. Be sure
to research key online bloggers whom have a large following within your
category and engage with them. Include them
in your strategy, allow for gifts, pay (if need be) and support them–it will
pay you back ten-fold.
Understand Latest Online language. It seems obvious and one would easily contuse this
with just know in the language–Chinese simplified characters that is. But a savvy online social media strategy
includes effective conversational marketing and content driving with up-to-date
fashionable online language. It can
change from month to month, so be sure to stay abreast of it and most of all
use it. If you haven’t guessed yet, Chinese is the most used language online.
social network space offers a plethora of opportunity to create dedicated online
social media campaigns to drive traffic to your destination. Either playing out on a host’s network (aka Renren
fan page) or driving direct to your own exclusive website. These networks each offer pro’s and con’s when
participating, so be sure to gain local insight as to where to invest your
time. A big network doesn’t mean it’s
easy to drive value from it, unless you plan on investing big dollars–in which
case you can afford to go everywhere.