The Entrepreneur’s Journey
• She is a Vlogger (video blogger), entrepreneur, and Internet celebrity. • Her YouTube channel has more than 2.2 billion views and 14.8 million subscribers. • She is known for creating food and handicraft preparation videos in her hometown. • She lives in a remote area in Sichuan province.
1 The Entrepreneur’s Journey
2 Week 9 Social Media Marketing
3
Influencer business
5 Influencer business
• Rely completely on social media; • Start from content output with modest cost before a real product shows up; • Good looking or charming, reliable personalities; • Business market: Followers; • Continuous good content outputs; • Close connection between personal reputation and the product.
6 Bilibili, also nicknamed B Site in China, is a Chinese video sharing website based in Shanghai, themed around animation, comic, and games (ACG), where users can submit, view and add overlaid commentary on videos. In September 2020, the company launched its first Bilibili Video Satellite 首先 顾问 7 (Wikipedia, 2021)
YouTube is an online video platform owned by Google. It is the second most-visited website in the world. In total, users watch more than one billion hours of YouTube videos per day, and hundreds of hours of video content are uploaded to YouTube servers every minute. 首先 顾问 8 “I’m Chen Ou, I’m my own ambassador.”
Fake product scandal
Performance and stock price suffered
Retreat from social media
9 Traditional business
10 Traditional business
• Social media is an approach to promotion; • Innovation • Market research, specific target market, understand customers, Product-market fit • Need start-up funds in the first place • Adopt Influencer marketing strategy
11 Traditional business
12 RED
Xiaohongshu, also known as RED is a social media and e- commerce platform. The app allows users and influencers to post and share product reviews, travel blogs and lifestyle stories via short videos and photos
300 million Registered users 70% Generation Z 80% Females
(Wikipedia, 2021) 13 Chinese pinyin: Dǒuyīn
TikTok is a Chinese video-sharing social networking service owned by ByteDance. It is used to create short dance, lip-sync, comedy and talent videos. The format lends itself to quick jokes and dance routines, easy to remember and easy to copy. TikTok and Douyin are similar to each other, but run on separate servers and have different content to comply with Chinese censorship restrictions.
(Wikipedia, 20 (Estienne, 2014)
Sina Microblog
As microcosm of Chinese society, Weibo has attracted a wide range of users, including celebrities and public figures, organizations such as media outlets, businesses, government agencies and charities, as well as the general public.
Weibo enables users to express and share their ideas, opinions and stories in the form of text and attached multimedia, including images, music, and short videos. 首先 顾问 15 Other industries
Target audience
Vision & Value
Product 16 Other industries
Social media promotes other areas of business
Provide tips and helpful info. Post job opportunities
17 (Wikipedia contributors, 2021)
Twitter is an American microblogging and social networking service on which users post and interact with messages known as "tweets". Registered users can post, like, and retweet tweets, but unregistered users can only read them.
LinkedIn is a business and employment-oriented online service. it is mainly used for professional networking, including employers posting jobs and job seekers posting their CVs.
To start, build, and track professional relationships
首先 顾问 18 The Entrepreneur’s Journey
Social media or not?
• Ask first if your customers are there? • Think about you company’s values: do they fit with those of social media? • If marketing in your industry is highly regulated, ask whether social media is worth the effort? • Perhaps other areas of your business, aside from your product, could benefit from a social presence?
19 Reference
• Estienne, S. (2014, March 14). Sina Weibo, 'China's Twitter,' files for IPO in US (Update). Phys.org. https://phys.org/news/2014-03-weibo- china-twitter-ipo.html. • Hope, B. (2020, May 8). Who is Jumei founder Chen Ou, the entrepreneur who made then lost billions? South China Morning Post. https://www.scmp.com/magazines/style/news- trends/article/3083532/who-jumei-founder-chen-ou-chinese-millennial. • SevenVentures. (2018, January 22). 4 businesses that don't do social media. The restless CMO. https://www.therestlesscmo.com/post/4- businesses-that-dont-do-social-media. • Wikipedia contributors. (2021, April 21). Li Ziqi (vlogger). In Wikipedia, The Free Encyclopedia. Retrieved 01:39, April 25, 2021, from https://en.wikipedia.org/w/index.php?title=Li_Ziqi_(vlogger)&oldid= 1019038493 • Wikipedia contributors. (2021, April 22). TikTok. In Wikipedia, The Free Encyclopedia. Retrieved 05:46, April 25, 2021, from https://en.wikipedia.org/w/index.php?title=TikTok&oldid=10191965 32 20 Reference
• Wikipedia contributors. (2021, February 15). Xiaohongshu. In Wikipedia, The Free Encyclopedia. Retrieved 05:42, April 25, 2021, from https://en.wikipedia.org/w/index.php?title=Xiaohongshu&oldid=100 6935593 • Wikipedia contributors. (2021, April 23). YouTube. In Wikipedia, The Free Encyclopedia. Retrieved 01:49, April 25, 2021, from https://en.wikipedia.org/w/index.php?title=YouTube&oldid=101947 4929
21 Week 9 THANK YOU!
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