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China 2016: INSIGHTS | SOCIAL MEDIA

CHINA STYLE SOCIAL MEDIA MARKETING 






JOSEPH TSANG

Head of Digital,
Greater China Grey Group,
Greater China
Joseph.Tsang@grey.com 
 


Social Media Marketing is flooding across China, with all marketers claiming to be focusing on the discipline and aggressively seeking social media experts to join their team.

But, just ask yourself, of all the many so-called social campaigns you encounter every day, how many of them do you remember? The answer is likely to be that almost none of them are stored “in mind”. This maybe because China Style Social Media Marketing often makes the mistake of being “fake” social marketing.

Many marketers come up with content, for example, a  social topic, a video, a poster, a quiz, an HTML5 page – then leverage Key Online Leaders (KOL) to amplify it and pray for consumers to read, like and share. But this is not true social marketing; rather it’s just the creation of “self-absorbed” content.

A true social media campaign shouldn’t start only in social media but in a daily life experience felt by real consumers, enhanced by cultural insights and brand positioning. Following hot topics and blindly blending in brand elements will only put consumers o . Marketers should of course have a clear social media strategy but make sure it is led by the brand and consumer understanding, not the medium itself.