IN2marcom

interactive and influential social media marketing communications in China

Lenovo ThinkPad T420s Viral Videos

Posted on | June 23, 2011 | 1 Comment

Lenovo, one of the world’s largest laptop brands, has developed a series of online viral videos for their latest flagship product – the ThinkPad T420s. It comes with a powerhouse of proven features such as faster graphics performance, faster boot up, faster wireless connections, faster data transfer, etc.

This is a good attempt for Lenovo to utilizes viral marketing on their high-end product range, with aims to gradually shift consumer perception from an older image to one that is younger, more vibrant and unorthodox. In these videos, office executives are seen enjoying the benefits of their superbly fast laptops.

Parking Lot

Washroom

Copier Room

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Category: Brand Case
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CNNIC’s 26th China Internet Statistical Report: 420 Million Netizens

Posted on | August 11, 2010 | 1 Comment

In last month, China Internet Network Information Center (CNNIC) released the 26th Statistical Survey Report on the Internet Development in China for the first half year of 2010. As usual, I put together a summary of this report to give you a quick high-level understanding of the up-to-date Chinese Internet landscape.

I. Netizen Size

By June 30, 2010, the number of Chinese netizens exceeded 400 million, up 9.4% from late 2009 and increasing by 36 million within six months. In line with the sustained increase in the number of Internet users, the popularization rate of the Internet has been rising steadily in China.

  • The total number of netizens in China had increased to 420 million
  • The Internet penetration rate reached 31.8%
  • 364 million netizens (86.7% of total) access the Internet via broadband
  • 277 million netizens (66.0% of total) access the Internet via mobile phones while 49 million (11.7% of total) ONLY use mobile phones to access Internet

II. Netizen Demographic

The proportion of male users to female users in China had been 55:45, with a slight increase of male users. The age structure of Chinese Internet users was optimized constantly, showing a trend of maturity. The proportion of users aged 30 to 39 increased considerably within six months. Internet users are still tilting gradually to low education and low income.

  • Gender:

- 54.8% male netizens and 45.2% female netizens

  • Age:

- 1.1% under 1
- 31.8% between 10 – 19
- 28.1% between 20 – 29
- 22.8% between 30 – 39
- 11.3% between 40 – 49
- 4.9% between 50 – 59
- 2.0% 60 or older

  • Education:

- 9.2% with elementary or lower
- 27.5% with up to middle school
- 40.1% with up to high school or basic technical training
- 12.0% with college school
- 11.3 with a bachelors degree or higher

  • Profession:

- 30.7% Students
- 7.9% Employees in Party, government, and institute
- 3.8% Executives
- 15.1% Enterprise Staff
- 9,9% Technical professionals
- 1.7% Rural migrant workers
- 3.1% Workers in industries and service industries
- 16.7% Self-employed/Freelancer
- 4.7% Agricultural, forestry, husbandry, fishery laborers
- 2.0% Retirees
- 4.2% Jobless, laid-off and unemployed people
- 0.3% Others

  • Income (RMB):

- 8.1% no income
- 20.5% Under 500
- 13.5% 500 – 1000
- 13.9% 1000 – 1500
- 14.4% 1500 – 2000
- 14.4% 2000 – 3000
- 10.1% 3000 – 5000
- 2.8% 5000 – 8000
- 2.3% Above 8000

  • Structure:

- 72.6% urban netizens, and 27.4% rural netizens

III. Netizen Behavior (Internet Access)

Home is still the primary place netizens browse Internet. Less and less people went to Internet Cafes, while more and more people surfing the Internet in the office. Netizens spent more time (increased 1.1 hours a week) on Internet than half year ago. The utilization rates of both mobile phone and laptop grew up.

  • Access Places:

- 88.4% from home
- 33.6% from Internet cafes
- 33.2% from office

  • Access Time:

- average 19.8 hours a week

  • Access Devices:

- 73.6% via desktop computers
- 65.9% via mobile phones
- 36.8% via laptop computers
- 0.8% via other devices

IV. Netizen Behavior (Internet Application)

Although Google made a big operation change in the China market, the popularity of search engine service still showed a positive increase. With the hot phenomenon of Microblogging in the first half year of 2010, social networking service became even more popular. Net literature earned a sustaining growth rate with iPad’s launch globally and up-and-coming SNDA Bambook locally. Online shopping, paying, and banking is a lightspot with over 30% increase in utilization rate.

  • Popular Internet Applications:

- 82.5% netizens are using online music service
- 78.5% netizens are using online news service
- 76.3% netizens are using search engine service
- 72.4% netizens are using instant messaging service
- 70.5% netizens are using online gaming service
- 63.2% netizens are using online video service
- 56.5% netizens are using email service
- 55.1% netizens are using blog service
- 50.1% netizens are using social networking service
- 44.8% netizens are using net literature
- 33.8% netizens are using online shopping service
- 31.5% netizens are using BBS/forum
- 30.5% netizens are using online paying service
- 29.1% netizens are using online banking service
- 15.0% netizens are using online stock speculation service
- 8.6% netizens are using online travel reservation

Below is the full report (in Chinese), and you can also download it here in PDF.

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Category: Industry Movement
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[China Social Media Jobs]: Chrysler Looks For A Digital & Social Media Specialist

Posted on | August 9, 2010 | No Comments

Chrysler is an automotive company widely known for its speed, creativity and innovation. Ever since 1983, Chrysler has a long commitment to the Chinese Market. It currently offers a rich product portfolio to Chinese customers – including Chrysler PT Cruiser; the Jeep® Commander, Jeep® Grand Cherokee, Jeep® Compass and both the two-door and the four-door Jeep® Wrangler Sahara and Rubicon; the Dodge Caliber and Dodge JCUV. Chrysler is planning to introduce even more products to meet the demand from Chinese customers.

Position: Digital Media & Social Media Specialist (Shanghai)

Key Responsibilities:

I. Objectives of Job

  • Lead digital media buying, planning and execution
  • Lead social media management
  • Assist with digital marketing planning and execution on project basis

II. Tasks of Job

  • Develop digital campaign media strategy, taking leading role in project management
  • Social media management-including BBS, twitter, social network, etc
  • Daily/weekly/monthly/quarterly report coordination and implementation
  • Coordinate with integration work of each functional team from marketing department
  • Industry case study and share

Requirements:

I. General Skills

  • 3-4 years working experience
  • Good communication skill and presentation skill
  • Good command of English for speaking, listening and writing

II. Functionality Skills and Technical Skills

  • Digital marketing experience in auto industry-agency/inhouse
  • Better with PR experience
  • Have a good understanding on marketing trend and Chinese custome

III. Management and Leadership Skills

  • Has strategic thinking
  • Junior manager skill is required

IV. Education and Personal Traits

  • At least university degree (Marketing/Communication/Journalism is preferred)
  • Strong team work spirit
  • Willing to help and support others
  • Open minded and creative

If you are qualified and interested in this job, you can send your resume to ChinaHR@chrysler.com. Please also refer to IN2marcom in the email.

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Category: In-house Position, Social Media Jobs in China
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Personal Announcement: Joining Waggener Edstrom Worldwide

Posted on | July 12, 2010 | No Comments

I left my position Digital Strategist & Manager of Social Media in Razorfish at the beginning of this month and is now joining Waggener Edstrom Worldwide as Digital Strategies Lead, China.

Waggener Edstrom Worldwide is a global, integrated communications agency. It is the NO.2 independent PR agency in the world. It offers seven global practices: Consumer Marketing, Corporate Communications, Analyst Relations, Healthcare, Public Affairs, Technology and WE Social Innovation, along with its digital strategies group, WE Studio D.

Leaving Razorfish is a hard decision for me, because of the great people, great works, and great clients. The achievements we have got in past one year is so amazing, which makes me feel great honor being part of it. The agency’s “experiences that build businesses” mantra is now in my heart and becoming one of my philosophies for digital marketing.

However, the exciting opportunity at Waggener Edstrom (WE) is the one I cannot miss. Firstly, I am enthusiastically exploring the value of social media in different disciplines. After many years of social media research & analytics and social media marketing, social media communication is the right way I want to move. Secondly, as the China Digital Lead, the position offers me more leadership roles rather than the middle-level management responsibilities in past jobs. Thirdly, being a member of WE Studio D APAC Team, my roles enable me work across the region with our Hong Kong office, Singapore office, and even Korea & Japan alliance. Such exciting collaboration will definitely bring me more regional experience and become a strong add-on to my local expertise.

Changes on this blog:

  • I will expand the scope of IN2marcom from Mainland China to Greater China. So you will see some Hong Kong cases soon and maybe Taiwan’s in the near future.
  • More insights and learning on social media across various marcom disciplines.

Things WON’T be changed:

  • It’s still an individual professional blog. The views expressed on this blog are my personal opinions and do not necessarily reflect the views of my current and former employers.
  • As an independent blogger, I will still share great case studies from any agency and brand, even it is WE’s competitor and our clients’ rival. I will also criticize, but it’s NOT related to my current position.

So keep visiting, commenting, sharing and retweeting please!

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Category: Personal Statement
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IN2marcom Is Blocked In China

Posted on | July 6, 2010 | 2 Comments

Since late June 2010,  IN2marcom.com has been blocked by China’s Great Firewall.

I tried to transfer my hosting from one server to another, however,  it still didn’t work. It seems GFW not only blocks the IP but also the domain.

I have no idea why government censors my little weblog. It’s all about professional marketing communication in China’s digital and social media spaces, no political content and statement. The only thing might be associated is that I had reported the “Green Dam – Youth Escort” censorship software (click here and here) and quoted by BBC and ChinaSMACK.

As a solution, I’ve launched a mirror site IN2marcom.jasonzhanjia.com for readers in China. Meanwhile, a new Feedsky feed has burned for subscribing. For global readers, IN2marcom.com and its FeedBurner feed are still working well.

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Category: Personal Statement
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How Does A Luxury Brand Impress Chinese On Internet

Posted on | May 19, 2010 | 1 Comment

On last Saturday night, Christian Dior unveiled Nouvelle Vague-inspired 2011 cruise collection in a massive tent along Shanghai’s celebrated Bund. The show coincided with the re-opening of Dior’s revamped boutique in luxury shopping mall Plaza66 and the inauguration of a retrospective exhibition.

In addition to those “Parisian chic”, how to make a big impact on Internet, where new generation of Chinese ladies spend more time on?

It’s always a challenge for luxury brand to engaging with consumers digitally since it has to keep at a distance with the audience. Finally, Dior found its way to impress the Chinese ladies through a heavily invested and exposure media strategy.

Cooperating with top lady portals / verticals like MSN China, Sina Lady, Onlylady, and Yoka, Dior wholly re-skinned these beauty and fashion communities with its “Lady Blue Shanghai” campaign theme for a couple of days.

What’s your thought on it?

Update (2010.5.20)

“Sales of luxury goods grew 12% in 2009, to $9.6 billion, accounting for 27.5% of the global market, according to Bain & Co. In the next five years, China’s luxury spending will increase to $14.6 billion, making it the No. 1 luxury market globally. In 2009, China overtook the U.S. to become the world’s second-largest luxury-goods market, behind Japan. Roughly half of the luxury goods purchased in China are bought as gifts.”

source: AdAge China

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Category: Brand Case
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[China Social Media Jobs]: enovate Looks For A Social Media Editor

Posted on | May 19, 2010 | No Comments

enovate is an insights and design firm located in Shanghai, China. It combines on the ground consumer insights and an experienced strategy team to develop innovative solutions for China’s emerging consumer market. It works with multinational and Asia based brands, agencies, and investors looking to expand and push the boundaries of innovation in the growing China consumer market.

enovate now looks for an Social Media Editor who would be responsible for supporting enovate business development, brand development, and marketing by extending enovate’s online presence. The candidate will create, curate, publish, and track content on various platforms: enovate’s website and newsletter, other online publications, SNS, micro-blogs, etc. This position provides candidates a stepping-stone to join our research and trends insights team.

Position: Social Media Editor (Shanghai)

Key Responsibilities:

I. Content Development

  • Manage Chinese and English language content for enovate: content theme development, brainstorms, and content assignments
  • Develop a monthly podcast on current themes and youth trends
  • Recruit and coordinate contributors
  • Develop content for external sites (such as PSFK and AdAge)

II. Grow and Track

  • Ensure content dissemination through various channels
  • Use Twitter, Sina Weibo, LinkedIN, etc. to engage others
  • Develop press releases and assist the Director on marketing major reports
  • Continue to track enovate’s online presence with established metrics, and develop new ones where necessary
  • Represent enovate at relevant social media, web, mobile, and business development conferences

Requirements:

  • Passionate about various facets of Chinese Youth culture
  • Excellent English written communications skills; Advanced Chinese language proficiency
  • Enthusiastic social media / online community participant
  • Familiarity with Chinese online space (SNS, Blogs, BBS, Sina Weibo, etc…)
  • A deep understanding of how to use social media tools to communicate and build relationships
  • Effective time management skills, with the ability to organize and prioritize efficiently
  • Knowledge of Illustrator and Photoshop a big plus

How to apply:

Send Resume, Cover Letter, and Writing Sample to Nick@enovatechina.com (subject line: job inquiry)

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Category: Agency Position, Social Media Jobs in China
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[China Social Media Jobs]: W+K Looks For A Social Connections Manager

Posted on | May 12, 2010 | No Comments

W+K Shanghai is a creative communications agency focused on connecting with China and the world through innovative and powerful ideas. Creatively driven and independently led, like all of W+K’s offices, it provides creative solutions to clients who want to develop long lasting and engaging relationships with their customers.

WKSH is now looking for a Social Connections Manager that will assist in branded social media efforts, from strategy and planning, to implementation and analysis. The successful candidate will be a committed power user of social media communities and tools in China, with a solid understanding of how to drive audience engagement and transmit content across Chinese online social networks, BBS forums and blogs.

Position: Social Connections Manager (Shanghai)

Responsibilities:

  • Act as the digital guardian of brand voice across online communities
  • Develop and execute online community engagement and content strategies aligned to brand and business goals.
  • Manage branded properties by blogging, posting content, responding to comments and feedback, extending service commitment to social media outlets
  • Conduct outreach and build relationships with online influencers and local community groups
  • Monitor online conversations and activity across social spaces, synthesize, and make recommendations for action
  • Build and manage performance and engagement metrics reporting and analysis

Basic Requirements

  • Passionate about the web, and highly knowledgeable of the China online landscape, from both a technology and cultural perspective
  • Excellent communication skills, and fluent in online expression
  • Analytic Skills, able to track performance, analyze information and transform this into actionable insights
  • Proactive, and able to work within a dynamic working environment

Additional Requirements

  • 2+ years experience in interactive, social media, or PR
  • Native level Mandarin (written, spoken)
  • Conversational level English
  • Experience with online social media and insight tools
  • Proven track record owning and curating an online community that has generated substantial following

If you are qualified and interested in this job, please send your resume to jobs@in2marcom.com and DO include “W+K Social Connections Manager” in your email title.

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Category: Agency Position, Social Media Jobs in China
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