The Big Questions- What will be the social media marketing role in tomorrows' China?
The report made me reflect more on the question above but did not make me change my mind (at least, the other 50% has been proved to be successful). Though it may take times, I believe social media marketing will have a bright future in China. Firstly, the increasing demand for proper marketing model from SMEs should not be neglect.
According to the National Development and Reform Commission, Department of Small and Medium-Sized Enterprises (SME) figures, as of F'05, there were 43 million SMEs in China. These SMEs are mainly 39 million individual businesses (small businesses registered with some government departments). Statistics from the State Administration for Industry & Commerce (SAIC) suggest that the number of SMEs in China is roughly 24 million.--JPMorgan: Nothing but Net 2009
The overall number of SMEs in China is large, meaning the competition would be rather intensive. These SMEs have urgent need for obtaining more business opportunities, expanding brand influence and even promoting the company culture (of course, taking account into the current economic environment, the need had better be met with favorable cost). Considering that social media marketing is an economical choice, it won't take long before more to choose it as a high-cost performance marketing model.
On the other hand, big brands keep on investing on public relationship; yet the investment will also become conservative due to the economic recession. Under such circumstances, social media marketing can be applied as part of long-term brand strategy or public relationship management. It won't spend as that much, but will bring profound significance.
Besides the enterprises' demand, I think there is also a cultural significance which supports my idea. This is the notion of 'Guanxi'(relationship) and this interplay with the society of China, from foreign policies to daily communication. What social media marketing does is to build and strengthen relationships, improving understanding and communications between enterprises and customers. It may not work immediately, but it increases the probability of becoming customer's choice in the future, as well as cultures and strengthens customers' brand loyalty.
Here are some points that outline this:
JPMorgan: Nothing but Net (2009), a temptation, as well as a problem. There is a lot need to learn: the young people (especially young students) who take a large proportion of the user base, the increasing rural user group, etc. The component of the whole base is complicated and it's important to position the target group, or it may consume the enterprise too much. After determining the target group, it comes to find where the market is, or where the target group's 'gathering place' is. In China, blogs, podcasts, and social networks are all favorite social media tools. The Blog being the most popular.
Today, China has the largest blogger community in the world, some 50 million bloggers. As for social networks, over the past year, there has been an increase in the popularity of web2.0 sites such as SNS sites like Xiaonei, mop.com, and video sites such as Tudou, Youku. Finding the right place and applying the right marketing strategies with the right ways is important.
To some enterprises, maybe there is still no relevant or suitable social media for them to perform. In that case, making an or industrial platform can be considered.
Be interested in your ideas and comments- Regards Linda
Linda Ying from SinoTech Group
Comments and ideas are highly welcome! Twitter me: @farewellcup or my blog: http://www.sinotechblog.com
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