IABC held an interesting seminar yesterday with 3 guest speakers discussing their thoughts and experiences with Social Media in China. This post is about Allen Wang’sÂ¬Â¨â€šÃ„â€ speech profiling his social networking site babytree.com and what it means to do social media successfully in China.
Allen Wang is one of the founding members of babytree.com, a social networking site targeted at young Chinese mom’s. In China there is an expression for the generation of Chinese people born during the 1980’s (80âˆšÃ‡âˆšâ„¢âˆšÂ©), which refers to the generation of young people that grew up after the ‘single child policy’ was brought about. And who during the mid to late nineties, whilst in high school were among the first in China to start using the internet. So as this generation matures as a consumer group, they are now proving to be one of the key demographics to target through the internet.
In his presentation, Allen enlightened us by explaining that the 80’s born women who are now mom’s are taking centre stage as consumers. The women who are without siblings, and therefore lacking in role models, support and experience in how to bring up their babies, are turning to the internet to find out more about raising a child or preferred products to buy for their children.
Babytree.com enters by giving these young Chinese mom’s a platform to meet, discuss, share, recommend and more. Allen and his partners, in what appears almost obvious in retrospect, have realized that there is a unique opportunity to bring these mom’s together in an online environment, where they can feel ownership over the site and where they can find useful tools to communicate. In doing so Babytree has built a niche marketing platform for businesses to utilize to get their products targeted to this specific group.
In reality this gives a win – win situation to both the mom’s and the businesses that look to serve them products that ultimately should benefit them. The mom’s help to keep the products useful, by talking and discussing the good and bad points. Businesses get to learn what their consumers really think about their products, so from a marketing perspective it makes a lot of sense for a business to get involved with this kind of Social Network.
At the end of his presentation Allen gave 6 useful tips for marketers to think about when looking to use Social Media, here are the main points:
Overall Allen Wang gave us a lot of food for thought and covered a lot of ground. Personally I came away understanding more about how finding a niche user group and providing them with interesting tools is a powerful way to build an interactive audience through which marketers can learn and push useful products.
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