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1、APRIL2012marketing&salespracticeUnderstandingsocialmediainChinaCindyChiu,ChrisIp,andAriSilvermanTheworld’slargestsocial-mediamarketisvastlydifferentfromitscounter-partintheWest.Yettheingredientsofawinningstrategyarefamiliar.NoFacebook.NoTwitter.NoYouTube.Listingthe
2、companiesthatdon’thaveaccesstoChina’sexplodingsocial-mediaspaceunder-scoresjusthowdifferentitisfromthoseofmanyWesternmarkets.UnderstandingthatspaceisvitallyimportantforanyonetryingtoengageChineseconsumers:socialmediaisalargerphenomenonintheworld’ssecond-biggestecon
3、omythanitisinothercountries,includingtheUnitedStates.Andit’snotindecipherable.Chineseconsumersfollowthesamedecision-makingjourneyastheirpeersinothercountries,andthebasicrulesforengagingwiththemeffectivelyarereassuringlyfamiliar.SurveyingthesceneInadditiontohavingth
4、eworld’sbiggestInternetuserbase—513millionpeople,morethandoublethe245millionusersintheUnitedStates1—Chinaalsohastheworld’smostactiveenvironmentforsocialmedia.Morethan300millionpeopleuseit,fromblogstosocial-networkingsitestomicroblogsandotheronlinecommunities.2That’
5、sroughlyequivalenttothecombinedpopulationofFrance,Germany,Italy,Spain,andtheUnitedKingdom.Inaddition,China’sonlineusersspendmorethan40percentoftheirtimeonlineonsocialmedia,afigurethatcontinuestoriserapidly.Thisappetiteforallthingssocialhasspawnedadizzyingarrayofcom
6、panies,manywithtoolsmoreadvancedthanthoseintheWest:forexample,Chineseuserswereabletoembedmultimediacontent1ThesefiguresaresourcedfromInternetWorldStatsdata,asofDecember2011(USfiguresfromMarch2011).2AMcKinseysurveyonChineseconsumers,China’ssocial-mediaboom(available
7、ontheMcKinseyGreaterChinaWebsite,mckinseychina.com),alsofindsthat91percentofInternetusersinTier1toTier3citiesusesocialmedia.Tier1citiesincludeBeijing,Guangzhou,Shanghai,andShenzhen.Tier2comprisesabout40cities,Tier3about170.Thetiersaredefinedbyurbanpopulationandbyec
8、onomicfactors,suchasGDPandGDPpercapita.2insocialmediamorethan18monthsbeforeTwitteruserscoulddosointheUnitedStates.SocialmediabeganinChinain1994wi
