The presence of Chinese on the internet is expanding rapidly — some predictions foresee it overtaking English as the new leading language online by as early as 2014. Have you had the content of your website, app or whatever else it is you want front and center in China translated and localized? And are you still chomping at the bit to increase your visibility in China? If yes, perhaps wrapping your head around Chinese social media is the next step — with over 500 million Chinese netizens online and counting, it’s certainly something to consider.
Understanding Chinese Social Media
Let's get started right away by identifying multinational companies that are already implementing the use of Chinese social media into their game plans. We'll also discuss strategies worth considering if your business is ready to follow suit.
Youku
Youku (优) is an online video streaming platform that offers fast access to video content—both user-generated and copyrighted works. With 50 million users registered to the site, it’s no surprise that global companies are experimenting with ways to tap into this potential customer base. According to a CMM Intelligence study, the number of Chinese who watch online videos could exceed 425 million by the end of 2012. Intrigued? Keep in mind that creating good and effective video content doesn’t always equate to expensive ads and customized video channels either. There are plenty of other ways to connect with an audience and grow in China. Here are some suggestions:
- Create something relevant - Having some content is better than having none. Be original. Be creative!
- Take a chance - Make mistakes while you're small and have fewer spectators. And then learn from these mistakes.
- Teach something interesting - Give your audience a reason to trust you and an incentive to return.
- Research your options - Take advantage of other online video streaming sites like Tudou.
Sina Weibo
Sina Weibo (新浪微博) is the most popular microblogging website in China with 250 million registered users. The popularity of “Weibo” or microblogging platforms amongst the Chinese is in part due to their Twitter-like effect, making them ideal for spreading information quickly and interacting with others. And despite this trend taking place in a country where government internet continues to make headlines for its strict rules and regulations, incredible growth keeps taking place. In fact, one recent study suggests the number of microbloggers in China increased a whopping fourfold between 2010 and 2011. An increase like this is pretty hard to overlook, and multinational companies are taking notice. Here are some tips to consider:
- Translate Twitter feeds - Don't waste great content. Recycle what you've already created to save time and effort.
- Interact with viewers - Take advantage of threaded comments as a means to connect with others.
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Leverage the full range of available features - Create polls, integrate multimedia or analyze fans behaviors.
(Swatch)
RenRen
RenRen (人人网) is the largest Chinese social networking site commonly tagged as the "Facebook of China." According to recently released data about the company, the site’s number of active monthly users is 137 million—quite a jump from the revised figure of 31 million released in April 2011. As the creators of RenRen continue to up the level of their game, site users can continue to expect more add-ons, such as the recently revealed Pinterest-like feature, to be integrated into the service over time. Marketing campaigns geared towards the right audiences on social networks have the potential to be extremely powerful and global businesses that understand this can really run with them. Here are a few general rules of thumb:
- Be real, not spammy - Build lasting relationships with users, but don't bring the spam.
- Fine-tune strategies accordingly - Are you selling a product, creating buzz or something else altogether?
- Show your appreciation - Personally thank followers, mention them, and ask for feedback, input and suggestions.
- Research your options - Look into other social-networking sites like Kaixin001.
(Nike)
Jiepang
Jiepang (街旁) is China’s leading location-based check-in service that gives users the ability to share locations in real-time within social networks. At 1.5 million users, this service continues to have incredible room for growth and much like Starbucks, McDonalds and Starwood Hotels & Resorts have already accomplished, we can expect even more location-based service marketing campaigns from multinational companies in 2012. While it may not seem intuitive for some companies (those that are web-based, for example) to experiment with check-in services, think again! Brick and mortar presence or not, there are still great ways to leverage Jiepang as another means of getting cozy with the Chinese. Here are a few starting ideas:
- Keep ‘em active - Send fans on a check-in scavenger hunt, give rewards or offer incentives.
- Sync social media platforms - Encourage fans to check-in and share the news across multiple online mediums.
- Have an eagle eye- Identify competitors, keep an open eye for partners and stay up-to-date on the latest trends.
No Chinese? No Problem.
So what if you can’t actually read, write or speak even a word of Chinese? Does this mean you’re doomed from the get-go when it comes to breaking into the realm of Chinese social media? Of course not! Venturing into the territory of any unknown language may seem intimidating at first glance, but don’t be fooled! Going global is an adventure, and overcoming language barriers are part of the equation—all it takes is a little creativity and resourcefulness. Here are some tips to help nudge you in the right direction, and no, enrolling in language school isn't one of them.
- Use Google Translate's "Translate This Page" function to assist with gist translations.
- Take advantage of how-to guides to help navigate your way around various platforms.
- Ask for help. Talk to friends or friends of friends or post questions on sites like Quora when stumped.
- Guess and go! US-based social media platforms and their Chinese clones can be strikingly similar.
- Translate what matters most using myGengo services. A continuous flow of content increases visibility.
It's Grow Time
If there's one point to take away it's that the social media landscape is always evolving and forever changing. What’s new and innovative today will likely be replaced by something newer and more innovative tomorrow. And if not tomorrow, it'll be the day after! While there isn’t one fail-safe strategy that always works when reaching online users, in the case of China, the magic is in the growing number of people who continue to access the internet day after day. Communicating with these people—and doing it in their native language—will be the first step to truly establishing a foundation in China. Understand this and congratulations, your company is ready to grow!
