Chinese Search & Social Media A Winning Combination. Presented by Charles Coxhead ICEF ANZA Seminar Program April 4, 2018

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1 Chinese Search & Social Media A Winning Combination Presented by Charles Coxhead ICEF ANZA Seminar Program April 4, 2018

2 A Winning Combination 2 Search & Social 640 million mthly active searchers* Intent driven discovery Brand presence 889 million mthly active WeChat users** Engagement and conversation Brand authority * Source: Baidu ** Source: Tencent

3 Search Marketing 3

4 Search Share in China March Baidu Dominant search engine Shenma built their share based on usage of their popular web browser (est. 20% of total browser market in China, 30% on mobile) Backed by Alibaba Haosou Gained a foot hold in search by leveraging the popularity of their anti-virus product in China Sogou Leveraged popularity of their pinyin input software to gain search share Partner with Tencent Baidu Shenma Haosou Sogou Google Other Source: Statcounter

5 Mobile Search Share in China March Baidu even more dominant in mobile Shenma s mobile share also much bigger on mobile (they own est. 30% of mobile browser market) Baidu Shenma Sogou 360 Search Google Other Source: Statcounter

6 Search in China is getting more complex 6 Shopping Search APP Search WeChat Search News Search Video Search Weibo Search Travel Search Map Search Classified Search Life Search

7 and BTW voice search may change everything 7 Xiaoya AI Smart Speaker JD DingDong Smart Speaker Tmall Genie Smart Speaker

8 Breaking Down Baidu Results Pages 8 Image Credit: BuiltVisible

9 Baidu Paws Account 9

Baidu SEO: Site Architecture 10 Keep site structure simple, with content accessible in as few clicks as possible. Avoid Flash or JavaScript as much as possible. You are better off with plain HTML.

10 Baidu SEO: Site Architecture 10 Keep site structure simple, with content accessible in as few clicks as possible. Avoid Flash or JavaScript as much as possible. You are better off with plain HTML. Don t use iframes Keep URL structure short and use Pinyin (Romanised version of Chinese characters). Go mobile responsive, it is the simplest way to ensure a good experience on mobile and desktop.

Baidu SEO: Page Titles and Meta Data 11 Make sure title tags and meta data are unique, descriptive and keyword optimised with Simplified Chinese. Baidu Title tag character limit is 80.

11 Baidu SEO: Page Titles and Meta Data 11 Make sure title tags and meta data are unique, descriptive and keyword optimised with Simplified Chinese. Baidu Title tag character limit is 80. Meta descriptions and meta keywords do factor into ranking for Baidu. Meta description character limit is 200, meta keywords is 100. Write descriptions for people. Image alt tags and heading tags (H1 etc) also have increased prominence in Baidu s ranking algorithm be sure to optimise in Chinese accordingly.

12 Baidu SEO: Content 12 Your site content must be unique, optimised Simplified Chinese. Never rely on machine translation. Ensure your content is correctly localised and is well-informed by keyword trends from Baidu s keyword research tool. Fresh content also counts in Baidu, so ensure you ve got an outlet such as a blog or news section to provide freshly optimised content on a regular basis (and tie this in with your WeChat content strategy).

Baidu SEO: Other meta tags 13 Baidu does support the canonical tag, so if you have a complex site (e.g. faceted navigation on ecommerce site) then this is important.

13 Baidu SEO: Other meta tags 13 Baidu does support the canonical tag, so if you have a complex site (e.g. faceted navigation on ecommerce site) then this is important. Baidu also supports the nofollow and noarchive tags which may be useful for deduplicating content on complex ecommerce sites. Baidu doesn t (yet) support the hreflang tag so be sure to correctly use the HTML lang attribute to define the language of the page e.g. <html lang= zh-hans >

14 Baidu SEO: Hosting, Domains & Site Performance 14 A.cn domain is ideal, but a CN specific sub domain is also fine. If you can t host inside China then get properly optimized hosting for your CN sub-domain in Hong Kong (Alicloud is great). Site speed is a real issue for almost all foreign sites trying to rank in China. Like Google, Baidu wants to optimize for user experience and so will favor sites that load quickly for domestic Chinese searches. Without a well optimized site that loads quickly you will struggle to rank well. Use to test site speed.

15 Recent Baidu Algorithm Updates 15 Baidu Hurricane Baidu Lighting Baidu Mobile Search Landing Page Experiences Encourage Original Content Original Re-Publish Collection

16 Recent Baidu Algorithm Updates 16 Baidu Hurricane Baidu Lighting Baidu Mobile Search Landing Page Experiences Mobile Page Loading Speed

17 Recent Baidu Algorithm Updates 17 Baidu Hurricane Baidu Lighting Baidu Mobile Search Landing Page Experiences Banner Ad is Too Big Pop-up Ads Pop-up for App Downloads Too Much Text Ads

18 University of Tasmania Case Study 18 BEFORE asadasdasd Implemented a new mobile responsive website on performance optimized Hong Kong based hosting solution Source: Sinorbis

19 University of Tasmania Case Study 19 Loading speed map for UTAS English website Average loading speed: 6.4s Loading speed map for UTAS Chinese webpages on optimised platform Average loading speed: 0.3s 上海上海澳门香港香港澳门 fast slow Source: Sinorbis

20 University of Tasmania Case Study 20 BEFORE SESSIONS BOUNCE RATE AVERAGE SESSION DURATION PAGES PER SESSION STUDENTS RECRUITED OLD WEBSITE ( ) % 2: NEW WEBSITE ( ) % 5: DIFFERENCE +41% -62% +100% +64% +44% Source: Sinorbis

21 WeChat Marketing 21

The WeChat Ecosystem 22 889 Million active monthly users 10Million+ Official Accounts 200k+ third party developers Wallet & M-Commerce Social Interaction Social Sharing WeChat Shake For

22 The WeChat Ecosystem Million active monthly users 10Million+ Official Accounts 200k+ third party developers Wallet & M-Commerce Social Interaction Social Sharing WeChat Shake For Friends / For Music / For TV Games & Tickets Communication Text Messages / Voice Chat / Group Chat / Free Call / Video Call / Walkie Talkie Location based service People Nearby / send location

23 WeChat is a way of life 23 Daily ave. time users spent on WeChat, 2016 Top 10 things people do on WeChat, % 35% 30% 25% 20% 15% 10% 5% 0% 3% 8% 15% <10 min 10~30 min 30 min~1 hour 35% 21% 18% 1~2 hours 2~4 hours 4 hours+ 0% 20% 40% 60% 80% Browsing & posting on Sharing information 58% 54% Reading public accounts Sending/receiving money Mobile payments 40% 34% 33% Sharing stickers/emoji 25% WeChat Shake WeChat sports 13% 11% Gaming Social commerce Others 6% 6% 4% 2017 WeChat user and business ecosystem report, Tencent Penguin Intelligence, April 2017

visible, in default screen of WeChat Message broadcast frequency Once per day 4 times per month Direct

24 Different Types of WeChat Accounts for Business 24 Key features Subscription Account Service Account Unverified Verified Unverified Verified Visibility of the account Less visible, grouped in subscription folder More visible, in default screen of WeChat Message broadcast frequency Once per day 4 times per month Direct communication with followers Customised menu Built-in WeChat store WeChat payment Partially Other advanced features Partially

25 Approach your WeChat content with users in mind 25 What kind of articles will you share on WeChat? What type of content do you like to see? Useful Interesting 39% 49% Pictures 51% Emotionally trouching 39% Text 50% Trendy topic Niche content 20% 18% Short videos 45% Don't repost Incentive & Rewards Other 7% 6% 9% Articles None of above 4% 22% 0% 20% 40% 60% 0% 20% 40% 60% 11am -1pm, 6pm-10pm are the best time to post WeChat articles 2016 WeChat impact report, Tencent Penguin Intelligence, March 2016

26 Be visual and creative with WeChat content 26

27 Expand reach on WeChat with native ads 27 WeChat Moment Ads WeChat Banner Ads

28 Chinese influencers (KOLs) 28 Celebrity Diversified KOLs Industry KOLs Beauty cyber star Community Advertorials / Product Placement Product Reviews Interactive campaigns supported by KOLs Sponsored Articles Combined With Direct Sales

29 H5 games 29

30 Branded Emoji 30 Boss Allen

Simple approach for success on WeChat 31 Select the right WeChat account fit your marketing objectives Integrate WeChat with mobile responsive website to optimize user

31 Simple approach for success on WeChat 31 Select the right WeChat account fit your marketing objectives Integrate WeChat with mobile responsive website to optimize user experiences Develop informative & interesting content to engage with the audience Leverage different campaign strategy (WeChat ads, H5 games, KOLs) to generate traffic and promote your brand

32 A Winning Combination 32 Search & Social Intent driven discovery Brand presence Engagement and conversation Brand authority

33 ICEF ANZA Seminar Program April 4, 2018 THANK YOU crossborderdigital.co.nz 33

Digital user behaviour in China

Digital user behaviour in China Built for the Masses 38.3% 42.1% 55.8% 53.2% 50.3% 771,980 47.9% 45.8% 731,250 688,260 617,580 648,750 772 million internet users (grown more than 50% in last 5 years)