In this guest post, Richard Spencer (pictured), the director of iSentia’s social media agency Two Social, says Aussie firms wanting to get into the massive Chinese market should be better utilising social media to do it. here, he explains how…
With more social media users than the US and Europe combined, China is well on its way to becoming the largest digital economy in the world.
So, how can Australian businesses capitalise on this using social media?
Let’s start with the example of Bobbie the Bear; the creation of Robert Ravens, a lavender farmer in northeast Tasmania. A cute purple teddy bear filled with lavender, that doubles as a hot water bottle, Bobbie first hit the market in 2011. Although popular with tourists, he certainly was not in demand in China – Australia’s second largest inbound tourist market.
Fast forward a few years, and Bobbie became an overnight sensation in China after a well-known Chinese actress with over 13 million followers vouched for his magical abilities to treat aches and pains.
Today Bobbie is a household name in China. More than 65,000 visitors flocked to the lavender farm to buy the fluffy toys in the past year, he has his own Facebook Page, YouTube channel and now ABC Commercial is making Bobbie a TV star with his own show targeting the Chinese market.
In digital advertising terms, the value of a key opinion leader (KOL) being supportive of your product or brand in China cannot be overestimated.
The numbers speak volumes. The Chinese digital economy alone is worth $US1 trillion – that’s 2/3 the size of Australia’s whole economy.
In common with the rest of the world, China’s social media market is confusing, diverse, ever changing and shifting at a speed which most organisations find it difficult to match. The Great Firewall of China keeps the ‘western’ social media behemoths firmly away from Chinese Netizens and so the landscape is less familiar to markets in Australia and New Zealand and is dominated by local networks owned and managed by the major Chinese tech players.
While Weibo is arguably the best known of the Chinese social networks, the biggest of which is Sina Weibo (Weibo being the general term for micro blogging), WeChat from Tencent is both the largest and fastest growing of the major social networks. Over 468 million people use WeChat every month and penetration rates in all of China’s top tier cities, or those with a population exceeding 10 million people, exceeds 90 per cent in all cases.
So, I guess you are wondering where to start? There are four key ingredients to unlocking this powerhouse.
Know their digital economy and learn how this impacts in Australia
Find out who is talking about your brand, and consider how to position yourself against local and international competitors
Target Chinese consumers residing in China and living in Australia. Weibo and We Chat are king!
Keep abreast of the conversations happening about your brand within this community
The digital revolution is just beginning and China is an opportunity that Australian and New Zealand businesses cannot ignore.
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]