v1.0 copyright 2014 | lat multilingual | all rights reserved prepared by: lesley ning april 2015

of 15 Copyright 2015 | LAT Multilingual | All Rights Reserved Current Chinese social media landscape Most popular platforms and their features The revolution of SNS platforms Key trends in 2015 Implications and recommendations

of 15 Copyright 2015 | LAT Multilingual | All Rights Reserved PlatformOverviewUsers Tencent WeChat Registered users reached 600 million in 3 years. Companies registering WeChat official accounts reached more than 2 million in 15 months. Affluent groups with monthly income in 1 st and 2 nd tier cities 61% of WeChat users are male and 39% are female 80% of users are below 35 years old Sina Weibo Started in 2009, Sina Weibo has became Chinas most influential micro-blogging site. 38 Million (86% of total number of users) daily active users Currently 404,000 enterprise accounts 90% of Weibo users are between 15 to 34 year old. Tencent Qzone Chinas biggest social networking site in terms of registered and active users, paid service subscribers and number of updated feeds. The active users tend to be located in lower tier cities Major users are students

of 15 Copyright 2015 | LAT Multilingual | All Rights Reserved Online Users 2013-2014 The number of online users of Weibo and Qzone has dropped in 2014, WeChat beats Qzone and became the #1 platform that has the most online users. Source: cn.kantar.com

of 15 Copyright 2015 | LAT Multilingual | All Rights Reserved Key Trends in 2015 Quality Content: unique, creative, shareable Mbaobao #Why not change for a new bag# Weibo and WeChat campaign: using a unique topic and letting users create their own poster and share with friends.

of 15 Copyright 2015 | LAT Multilingual | All Rights Reserved Key Trends in 2015 Personalized content for each audience McDonalds Cherry Blossom Ice cream Cone Run campaign is a great example of using Location Based Services(LBS) function to understand target markets: who they are, where they are and what they prefer.

of 15 Copyright 2015 | LAT Multilingual | All Rights Reserved Key Trends in 2015 Utilize all visual channels Internet users interest for images, videos and graphics continues to increase. Mercedes Benz sponsored reality show travelling couples gained 4.3 billion views. A great marketing campaign to promote the brands culture.

of 15 Copyright 2015 | LAT Multilingual | All Rights Reserved Key Trends in 2015 Brand localization: getting it right Content localization goes beyond translating to another language. It is important to transcreate the content for your target market. Coca-Colas customized campaign in China using Chinese buzzwords was a huge success to reach Chinese youth.

of 15 Copyright 2015 | LAT Multilingual | All Rights Reserved Key Trends in 2015 Collaborative Marketing reaches new heights A PizzaHut-sponsored short video campaign published and promoted on Youku- Tudou gets over 10 million views and over 100M conversations, breaking new sales records.

of 15 Copyright 2015 | LAT Multilingual | All Rights Reserved Summary: WeChat is by far the most popular Chinese social platform these days. Make sure you are taking advantage of this great tool! A few key points to remember: Content is king! No matter what language or market you share your content in. Provide quality content that is unique, creative and shareable Try to personalize your content for each audience and each market Utilize all your visual channels, videos, graphics, images etc. When localizing your marketing content, dont just translate. Transcreate. Collaborate with other venues/platforms to reach new heights

v1.0 copyright 2014 | lat multilingual | all rights reserved prepared by: lesley ning april 2015

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