Facebook failed in China

Even social marketing is effective and efficient with lower cost, but some limitations and cautions we must be consider. For example, Facebook and Twitter are successful over the world, but those are blocked to access in China. Most sensitive topics and contents are blocked and “He Xie” by China government. Although there are few illegal methods to “Fan Qiang” to access those blocked websites, government policies affect the effective and efficient of social marketing strategies. For example, Shenzhen Window of World had been create fanpage in Facebook, but there only 25 “like” it which represents that Facebook ad may not work in China.

Are there any social marketing tools replace Facebook in China? Yes, Weibo acts as Twitter that allows receiving information after they subscribe as a Weibo fans. When there are any new events or promotion, the fans are received immediately and draw their attentions. Since the contents may be “He Xie” by China government, we need to carefully to consider and issue any kinds of information. Otherwise, the account may be “He Xie” which is the limitation of social marketing in China.

Even though most Chinese are “Fan Qiang” to access different websites to receive information, the popularity of Facebook or Twitter may not as effective as using Weibo to promote locally. At the end, social marketing strategies are working locally by Weibo and internationally by Facebook, Twitter and Youtube. 

ChimeLong and Disneyland had their own social media communication survive ways. Different target market due to different social media limitation!

In China, the freedom of speech is not high. A lot of famous foreign internet social media channels such as Facebook, Youtube are banned there. It is adding the difficulty for China theme park to communicate with global citizens due to cannot do social media marketing actively in popular channels. Comparing to Walt Disney, Disneyland can use so many popular channels to inform its audiences.

How can ChimeLong fight back to Disneyland?? Although China banned certain famous foreign social media, China is also allowing other media for netizens to generate their opinion. For example,

1.          QQ

2.          Weibo

3.          Renren.com

4.          KaiXin.com

5.          Forum in official wedsite. 

Those media are allowed by Chinese Government to let ChimeLong to do social media marketing. However, why can we search the result of ChimeLong in the banned channels??

It is because the foreign ChimeLong attendees had post their own experience in the banned social media outside of China!! That is the real user’s opinion and experience!! The credibility is much higher than the official advertisements!!  

Theme Park in China ChimeLong Water Park is very different from Disneyland.

Disneyland is emphasizing its fantasy magic experience so that Disneyland does not have a lot of exciting mechanical rides. Disneyland also has a lot of cartoon characters, but ChimeLong Water Park only has a Tiger character.

In my opinion, these different comes from cultural different. As Disneyland is a world brand, it is aiming at the world customers. The standardized characters are essential.

And its position is fantasy experience, so it does not have a lot of exciting mechanical rides.

The ChimeLong Water Park is aiming at Chinese residents. It is emphasizing its exciting facilities. The entertainment objective is more important than fantasy experience. You may see the video below~

However China has a lot of conversation limitation, especially in the internet. Famous social media channels such as Facebook, youtube are banned by Government. So Chinese Chimelong only focuses on the allowed channels such as renren.com, weibo.com or kaixin.com. So to reach the globalization audience, Disneyland is more successful than ChimeLong.

Which Social Media Channels Should Be Using ...

In August 2008, NP360 created their YouTube channel “www.youtube.com/user/ngongping360hk”. However, they haven’t been widely used since last May 2011 for their launch of “Drumpoline Music Carnival”. The video has only received 145 numbers of views, and there are only 5 people subscribed their channel. Meanwhile, their channel did not lead the viewers to join the “Drumpoline” campaign. And the above numbers show that NP360 didn't use YouTube to social or connect with their visitors probably.