Imagination's creative strategy team provide an inside look at the present state of the social media environment in China and the newest emerging trends.
Chinese Social Media - Quick Guide to Important SitesChris Baker
Updated July 2015:
A brief overview of some of the new, up-and-coming social media sites in China.
The two biggest platforms - WeChat & Weibo - get most of the attention in discussions about social media in China. There is however a growing number of important supporting players, representing the next wave of social.
We have prepared short introductions to a few that we think are interesting ...the sites/apps that we use in managing social media campaigns for brands in China:
- Douban
- Nice
- Lofter
- Momo
- Maimai
- Tantan
- Zhihu
- Meipai
- Papa
- Demohour
- Meilishuo
- Guokr
- Baidu Tieba
- Baidu Baike
In Travel:
- Daizhe
- Chanyouji
- Bread trip
- Qyer
And, included from our report in 2014:
- Weishi
- Nian
- Pianke
- Jue-so
- P1
WeChat is a free messaging service from China that gains popularity rapidly. Besides standard features It includes voice messaging and videochat. By doing an search online, this slidedeck was made to answer the question what WeChat is and how companies can effectively use this service.
Sources:
http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/
http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-brands/38568/
http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies
http://bigblueball.com/im/top-10-instant-messaging-apps/
www.wechat.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-the-future-of-communications/
http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-marketing/
http://www.digitaljungle.com.cn/wechat-marketing-service
http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/
http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/
2017 projects to be a year where social and content marketing make a major leap forward. Social is swiftly moving into the center of marketing plans for brands in China.
In 2016, there were a number of important developments that inform the year ahead, including; the rapid emergence of live video, further integration social with ecommerce, and increased investments into social ads and KOLs.
In this social marketing preview of 2017, we have highlighted 10 trends that will prove to be critical for marketers. The trends represent the most current conversations taking place with brands and agencies in China.
These trends are placed in the context of China as a digital-first market - with hot competition between Alibaba and Tencent for dominance.
For the first time, WeChat has opened its books and shared some very interesting data from its home market. This is an English translation of the original Chinese deck released Jan 27, 2015.
WeChat is China's dominant social media platform with over 570 million daily active users, serving as an "ecosystem" where people can communicate, access services and information, make payments, and integrate many aspects of daily life entirely within the WeChat app. The document outlines examples of how brands can connect with users on WeChat throughout a sample day, from using voice assistants in the morning to ordering food delivery, accessing entertainment, and socializing in the evenings. It emphasizes integrating online and offline experiences, using mini-programs, and providing useful services to build loyalty and drive sales within WeChat's massive built-in audience.
Chinese shoppers are rushing online to buy products from Overseas - A trend called "Hai Tao."
Increasing support for domestic consumption has lead to the establishment of the Shanghai FTZ which makes cross-border ecommerce easier and cheaper. And increasing liberalisation of global credit cards (and online payment systems) has further improved the prospect of going outbound to shop.
Its a very high growth space, with forecasts of RMB1.0 Trillion in Chinese outbound shopping by 2018.
WeChat, initially a Chinese social messaging app, seeks to go beyond social networking and entertainment through gaming, new devices and opportunities. As mobile commerce and mobile payment transactions boom in the world, Tencent via their flagship app WeChat are positioning themselves to become a key international player. How are WeChat and Tencent disrupting market leaders all over the world?
This document summarizes social media and marketing in China. It begins with background on Chinese social media usage statistics and censorship. It then focuses on the two dominant platforms - Weibo and WeChat. For each, it provides an overview and description of key features. It explains how brands can create official accounts on each platform and highlights strategies for marketing in China using Weibo and WeChat. The document concludes with a brief section on media censorship in China.
Chinese Social Media - Quick Guide to Important SitesChris Baker
Updated July 2015:
A brief overview of some of the new, up-and-coming social media sites in China.
The two biggest platforms - WeChat & Weibo - get most of the attention in discussions about social media in China. There is however a growing number of important supporting players, representing the next wave of social.
We have prepared short introductions to a few that we think are interesting ...the sites/apps that we use in managing social media campaigns for brands in China:
- Douban
- Nice
- Lofter
- Momo
- Maimai
- Tantan
- Zhihu
- Meipai
- Papa
- Demohour
- Meilishuo
- Guokr
- Baidu Tieba
- Baidu Baike
In Travel:
- Daizhe
- Chanyouji
- Bread trip
- Qyer
And, included from our report in 2014:
- Weishi
- Nian
- Pianke
- Jue-so
- P1
WeChat is a free messaging service from China that gains popularity rapidly. Besides standard features It includes voice messaging and videochat. By doing an search online, this slidedeck was made to answer the question what WeChat is and how companies can effectively use this service.
Sources:
http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/
http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-brands/38568/
http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies
http://bigblueball.com/im/top-10-instant-messaging-apps/
www.wechat.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-the-future-of-communications/
http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-marketing/
http://www.digitaljungle.com.cn/wechat-marketing-service
http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/
http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/
2017 projects to be a year where social and content marketing make a major leap forward. Social is swiftly moving into the center of marketing plans for brands in China.
In 2016, there were a number of important developments that inform the year ahead, including; the rapid emergence of live video, further integration social with ecommerce, and increased investments into social ads and KOLs.
In this social marketing preview of 2017, we have highlighted 10 trends that will prove to be critical for marketers. The trends represent the most current conversations taking place with brands and agencies in China.
These trends are placed in the context of China as a digital-first market - with hot competition between Alibaba and Tencent for dominance.
For the first time, WeChat has opened its books and shared some very interesting data from its home market. This is an English translation of the original Chinese deck released Jan 27, 2015.
WeChat is China's dominant social media platform with over 570 million daily active users, serving as an "ecosystem" where people can communicate, access services and information, make payments, and integrate many aspects of daily life entirely within the WeChat app. The document outlines examples of how brands can connect with users on WeChat throughout a sample day, from using voice assistants in the morning to ordering food delivery, accessing entertainment, and socializing in the evenings. It emphasizes integrating online and offline experiences, using mini-programs, and providing useful services to build loyalty and drive sales within WeChat's massive built-in audience.
Chinese shoppers are rushing online to buy products from Overseas - A trend called "Hai Tao."
Increasing support for domestic consumption has lead to the establishment of the Shanghai FTZ which makes cross-border ecommerce easier and cheaper. And increasing liberalisation of global credit cards (and online payment systems) has further improved the prospect of going outbound to shop.
Its a very high growth space, with forecasts of RMB1.0 Trillion in Chinese outbound shopping by 2018.
WeChat, initially a Chinese social messaging app, seeks to go beyond social networking and entertainment through gaming, new devices and opportunities. As mobile commerce and mobile payment transactions boom in the world, Tencent via their flagship app WeChat are positioning themselves to become a key international player. How are WeChat and Tencent disrupting market leaders all over the world?
This document summarizes social media and marketing in China. It begins with background on Chinese social media usage statistics and censorship. It then focuses on the two dominant platforms - Weibo and WeChat. For each, it provides an overview and description of key features. It explains how brands can create official accounts on each platform and highlights strategies for marketing in China using Weibo and WeChat. The document concludes with a brief section on media censorship in China.
China Social Media Marketing: How to get started!Rogier Bikker
This document provides an overview of social media marketing in China and steps to effectively utilize social media. It begins with background on the size of China's internet population and names of popular social platforms like Weibo. It then outlines four steps to use social media: 1) Listen to online conversations, 2) Be present on relevant networks, 3) Participate in discussions, and 4) Engage users. The document concludes with a case study example of how Miffy toy brand could increase awareness in China through activities like traveling to meet fans on different social platforms.
Updated June 2015:
A brief introduction to China's hottest social media platform - WeChat (Weixin) - with insights, case studies and analysis for brands.
Includes latest data on registered users and active users and comparisons to Weibo.
Provides information on user profiles and case studies for brands who have successfully used WeChat, including; Burberry, Coach, Tesla, China Southern Airlines, Xiaomi, Glico, Cadillac, Tencent, Olay, La Perle, Zanadu, Star Wars and BMW.
Outlines SIX ways for brands to use WeChat effectively:
1. Creating Branded Accounts
2. Micro-Contents (regular engagement)
3. For Customer Service/Loyalty
4. Driving O2O and Location Based Social
5. For Ecommerce (Sales)
6. Through "push" advertising
WeChat is the key to unlocking Content x Commerce in China.
We look into WeChat to better understand the; (1)The Overall Ecosystem, (2)Audience paths for brands ...AND (3)How Content (social media) and Commerce come together.
Includes some examples by industry of branded accounts - specifically for travel/tourism, retail and health.
The lessons learned from brands in China (on WeChat) offer important clues to Global marketers on how conversational, social marketing will evolve through Facebook Messenger, iMessage, WhatsApp, Apple's iMessage...etc.
An event hosted in London, UK by Digital Jungle (www.digitaljungle.agency) to outline the key facts on the Chinese social and digital landscape. Additionally, Digital Jungle CEO & Founder, Dr. Mathew McDougall provided practical ideas and tips for brands looking to enter this market from a brand and eCommerce perspective. Mr Roy Graff, Digital Jungle's UK Managing Director provided the audience with Chinese insights related to the tourism and inbound marketing.
A question facing anyone wanting to do marketing in China. WeChat is the marketer's tool of choice in the Middle Kingdom. But what is it? And how do you use it for marketing? This simple presentation takes you through the basics, and shows which New Zealand organisations are already using WeChat for marketing to China.
Papa - An introduction to China's SoundCloud/InstagramChris Baker
This presentation provides a brief introduction to PAPA, one of China's newest social media. Like SoundCloud/Instagram, PAPA is a mobile social network focused on sharing great content.
Users on PAPA share audio, voice and music through an "instagram-like" social app.
We show how the application works, its function and UI, together with analysis on how brands in China are using it to improve audience engagement.
Dr. Mathew McDougall, CEO & Founder of Digital Jungle presents at the Asia Summit in Rotorua, New Zealand. His presentation discusses the Chinese Internet landscape, Chiense social media and experiences from Auckland International Airport.
See what’s new, what’s hot, and what’s been improved across your favorite social platforms during Q3. Our latest Social Media Trends Report covers it all.
A comprehensive look at the 2016 social media trends in business and how you can utilize them. A sneak peak into 2017 and how to prepare the marketplace using social media.
WeChat has become the dominant mobile messaging platform in China through continuous innovation and integration of new features. It started as a basic messaging app but evolved into a platform integrating third-party services and bots. Popular bots on WeChat provide services like weather updates, transportation booking, and digital assistants. However, most bots currently take a hybrid approach using both conversational interfaces and graphical menus due to limitations of natural language processing. By opening its platform, WeChat has allowed services like ride-hailing, e-commerce, and travel to be deeply integrated, driving increased user engagement and stickiness on the platform.
DPC #5 - Mobile Marketing Made Different (WeChat Marketing)Leik Hong, Leow 廖翊翃
WeChat currently is the number #1 #communication #apps used in China. More than 650 millions global users are currently communicating with this apps.
If you are in business and you are still not utilising the social power of WeChat, then you are missing out a big piece of the marketing pie.
In this presentation Coach LeikHong shared how you can use some of the features available on WeChat as a marketing and lead generation tools.
Enjoy! Please do LIKE and Comment if you find the material is useful.
Thank you.
2020 Social Introduction To Social Media In India2020 Social
This document discusses how social technologies are changing media, business, society and individuals. It begins by outlining five questions about how social technologies are impacting these areas. It then provides examples of various social platforms and how they define the relationship between users and the social object. The document discusses how social technologies are giving people more real and persistent online identities and blurring the lines between online and offline relationships. It also explores how social technologies are enabling new models of social change, participatory news and changing traditional media organizations. Finally, it outlines how social technologies are reshaping marketing, advocacy and customer service in business.
A visual map of the ecommerce ecosystem inside of WeChat, showing the key channels for sales inside of the application. It is specifically focused on helping brands understand how best to sell inside WeChat.
This presentation provides interesting information about the Chinese automotive buyer. These car buyers are more sophisticated, socially and digitally connected than ever before -- for those wanting to reach this consumer then the ideas outlined in this presentation will help guide your digital marketing approach.
As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit).
Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030.
Internet in China has entered the social media era, and Weibo is among the most influential social media site used in the country.
___
About SoMeT = A new model for destination marketing. SoMeT is a program that gathers the top destination marketers from around the globe. SoMeT conferences take place three times a year in Europe, Australia, and United States.
Follow SoMeT on Twitter: https://twitter.com/SoMeTourism
Like SoMeT on Facebook: https://www.facebook.com/SoMeTourism
Learn about where the next SoMeT global conference is taking place http://www.sometourism.com/
This document summarizes the status of major social media platforms in 2016. It reports that Facebook has over 1.7 billion monthly active users, YouTube receives 4 billion daily video views, and Snapchat has over 100 million daily active users. It also outlines key capabilities and features of platforms like Facebook, Twitter, Linkedin, YouTube, Snapchat and Instagram. The document discusses trends like the growth of live streaming and 360 degree video on social media. It concludes with statistics on customer expectations for brand responses on social media.
Around the globe, universities are facing funding pressures for their various programs and have moved to offset this by attracting full fee paying students, primarily from China. This presentation outlines the use of Social Media as a way to attract and acquire Chinese students.
Continuing our series of studies into Digital, Social and Mobile use around the world, this report explores the connected landscape in China in August 2015. It shares the latest active user figures for fixed and mobile internet; shares details of the most active social media platforms, and outlines user behaviour across mobile devices and e-commerce. For more info, please visit http://bit.ly/DSMCN15
2016 is quickly approaching and so we took the opportunity to pull together some thoughts on where social media in China is...and what's going to be important next year.
China Social Media Marketing: How to get started!Rogier Bikker
This document provides an overview of social media marketing in China and steps to effectively utilize social media. It begins with background on the size of China's internet population and names of popular social platforms like Weibo. It then outlines four steps to use social media: 1) Listen to online conversations, 2) Be present on relevant networks, 3) Participate in discussions, and 4) Engage users. The document concludes with a case study example of how Miffy toy brand could increase awareness in China through activities like traveling to meet fans on different social platforms.
Updated June 2015:
A brief introduction to China's hottest social media platform - WeChat (Weixin) - with insights, case studies and analysis for brands.
Includes latest data on registered users and active users and comparisons to Weibo.
Provides information on user profiles and case studies for brands who have successfully used WeChat, including; Burberry, Coach, Tesla, China Southern Airlines, Xiaomi, Glico, Cadillac, Tencent, Olay, La Perle, Zanadu, Star Wars and BMW.
Outlines SIX ways for brands to use WeChat effectively:
1. Creating Branded Accounts
2. Micro-Contents (regular engagement)
3. For Customer Service/Loyalty
4. Driving O2O and Location Based Social
5. For Ecommerce (Sales)
6. Through "push" advertising
WeChat is the key to unlocking Content x Commerce in China.
We look into WeChat to better understand the; (1)The Overall Ecosystem, (2)Audience paths for brands ...AND (3)How Content (social media) and Commerce come together.
Includes some examples by industry of branded accounts - specifically for travel/tourism, retail and health.
The lessons learned from brands in China (on WeChat) offer important clues to Global marketers on how conversational, social marketing will evolve through Facebook Messenger, iMessage, WhatsApp, Apple's iMessage...etc.
An event hosted in London, UK by Digital Jungle (www.digitaljungle.agency) to outline the key facts on the Chinese social and digital landscape. Additionally, Digital Jungle CEO & Founder, Dr. Mathew McDougall provided practical ideas and tips for brands looking to enter this market from a brand and eCommerce perspective. Mr Roy Graff, Digital Jungle's UK Managing Director provided the audience with Chinese insights related to the tourism and inbound marketing.
A question facing anyone wanting to do marketing in China. WeChat is the marketer's tool of choice in the Middle Kingdom. But what is it? And how do you use it for marketing? This simple presentation takes you through the basics, and shows which New Zealand organisations are already using WeChat for marketing to China.
Papa - An introduction to China's SoundCloud/InstagramChris Baker
This presentation provides a brief introduction to PAPA, one of China's newest social media. Like SoundCloud/Instagram, PAPA is a mobile social network focused on sharing great content.
Users on PAPA share audio, voice and music through an "instagram-like" social app.
We show how the application works, its function and UI, together with analysis on how brands in China are using it to improve audience engagement.
Dr. Mathew McDougall, CEO & Founder of Digital Jungle presents at the Asia Summit in Rotorua, New Zealand. His presentation discusses the Chinese Internet landscape, Chiense social media and experiences from Auckland International Airport.
See what’s new, what’s hot, and what’s been improved across your favorite social platforms during Q3. Our latest Social Media Trends Report covers it all.
A comprehensive look at the 2016 social media trends in business and how you can utilize them. A sneak peak into 2017 and how to prepare the marketplace using social media.
WeChat has become the dominant mobile messaging platform in China through continuous innovation and integration of new features. It started as a basic messaging app but evolved into a platform integrating third-party services and bots. Popular bots on WeChat provide services like weather updates, transportation booking, and digital assistants. However, most bots currently take a hybrid approach using both conversational interfaces and graphical menus due to limitations of natural language processing. By opening its platform, WeChat has allowed services like ride-hailing, e-commerce, and travel to be deeply integrated, driving increased user engagement and stickiness on the platform.
DPC #5 - Mobile Marketing Made Different (WeChat Marketing)Leik Hong, Leow 廖翊翃
WeChat currently is the number #1 #communication #apps used in China. More than 650 millions global users are currently communicating with this apps.
If you are in business and you are still not utilising the social power of WeChat, then you are missing out a big piece of the marketing pie.
In this presentation Coach LeikHong shared how you can use some of the features available on WeChat as a marketing and lead generation tools.
Enjoy! Please do LIKE and Comment if you find the material is useful.
Thank you.
2020 Social Introduction To Social Media In India2020 Social
This document discusses how social technologies are changing media, business, society and individuals. It begins by outlining five questions about how social technologies are impacting these areas. It then provides examples of various social platforms and how they define the relationship between users and the social object. The document discusses how social technologies are giving people more real and persistent online identities and blurring the lines between online and offline relationships. It also explores how social technologies are enabling new models of social change, participatory news and changing traditional media organizations. Finally, it outlines how social technologies are reshaping marketing, advocacy and customer service in business.
A visual map of the ecommerce ecosystem inside of WeChat, showing the key channels for sales inside of the application. It is specifically focused on helping brands understand how best to sell inside WeChat.
This presentation provides interesting information about the Chinese automotive buyer. These car buyers are more sophisticated, socially and digitally connected than ever before -- for those wanting to reach this consumer then the ideas outlined in this presentation will help guide your digital marketing approach.
As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit).
Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030.
Internet in China has entered the social media era, and Weibo is among the most influential social media site used in the country.
___
About SoMeT = A new model for destination marketing. SoMeT is a program that gathers the top destination marketers from around the globe. SoMeT conferences take place three times a year in Europe, Australia, and United States.
Follow SoMeT on Twitter: https://twitter.com/SoMeTourism
Like SoMeT on Facebook: https://www.facebook.com/SoMeTourism
Learn about where the next SoMeT global conference is taking place http://www.sometourism.com/
This document summarizes the status of major social media platforms in 2016. It reports that Facebook has over 1.7 billion monthly active users, YouTube receives 4 billion daily video views, and Snapchat has over 100 million daily active users. It also outlines key capabilities and features of platforms like Facebook, Twitter, Linkedin, YouTube, Snapchat and Instagram. The document discusses trends like the growth of live streaming and 360 degree video on social media. It concludes with statistics on customer expectations for brand responses on social media.
Around the globe, universities are facing funding pressures for their various programs and have moved to offset this by attracting full fee paying students, primarily from China. This presentation outlines the use of Social Media as a way to attract and acquire Chinese students.
Continuing our series of studies into Digital, Social and Mobile use around the world, this report explores the connected landscape in China in August 2015. It shares the latest active user figures for fixed and mobile internet; shares details of the most active social media platforms, and outlines user behaviour across mobile devices and e-commerce. For more info, please visit http://bit.ly/DSMCN15
2016 is quickly approaching and so we took the opportunity to pull together some thoughts on where social media in China is...and what's going to be important next year.
After signing up for your Facebook Profile account and building a Fan Page your next step is optimization. Siging up for Facebook Profile account and building Fan page, the next step is optimization. This PPT tells you some usefu
On April 11th, one night after returning to Holland from 2 years of volunteering as a marketing consultant for charity organisations in Xi’an, China, me and Jessica Sun gave a 45 minute lecture on Social Media in China at the Social Media in 1 Day seminar.
After a short introduction, using one and a half minute of the Xi’an TV report on my work as a volunteer, we explained the Great Firewall, which makes usage of western social media impossible in China. Next we introduced the most popular social media in the country and gave some tips and answered a few questions from the audience.
The full lecture can now be downloaded as a 45 minute audio recording (apologies for the low quality), which can be listened to in combination with the handouts of the presentation. When the mobile application Weixin/WeChat is discussed you can watch the video below that was shown during the lecture. These resources can be found here: http://home.failsafe.nl/?p=548
The document discusses how social media and digital technologies are impacting social responsibility and activism. It gives examples of how Google stood up for human rights in China by threatening to pull out over hacking of activists' emails. It also discusses how Twitter and social media were crucial in spreading information about the 2010 Haiti earthquake and facilitating donations. The document advocates that brands are now defined by how all users interact with them on social media rather than top-down messaging.
Measuring the Effectiveness of your Media StrategyLars Voedisch
Do you need to determine the journalists covering specific subject matter to pitch and prepare an executive for an interview?
Do you know your Competitive share of voice in the different lines of business?
Are you entering into new segments and markets and want a media pulse?
Dow Jones take on how to get quick answers to these pressing questions.
This document provides guidelines for a communication brief for Bisleri water. It outlines that the brand essence is that Bisleri provides safe and pure water. The target person thinks the world is not as safe as portrayed and doesn't want to share water bottles. The brand character is that Bisleri is a personal water bottle, as personal as underwear. The business objective is to double sales of 500ml Bisleri bottles by persuading people to buy their own rather than share. The consumer barrier is the habit of sharing bottles. The critical insight is that people don't like sharing bottles that others have drunk from and prefer drinking directly from their own bottle. The campaign challenge is to make people buy their own
The World Programme for Human Rights Education (2005-ongoing) is a long term plan adopted by UN member states to integrate human rights education into primary and secondary school systems. It highlights actions for ministries of education and civil society to work in partnership on this effort. The plan focuses on educational policies, their implementation, learning environments, teaching methods, and training for school staff. It aims to convey fundamental human rights principles in a practical way relating to students' lives, while empowering them to address their own rights needs.
JWT has been Airtel's advertising agency since 1987. In 2010, JWT helped Airtel rebrand by designing a new lowercase logo and launching the tagline "Dil jo chahe, pass laye" with a song by A.R. Rahman. JWT's campaign for Airtel's new 3G services shows a couple bidding goodbye through a mobile video call. The rebranding cost Rs. 300 crore and emphasizes emotional connection through emphasizing EQ in campaigns for services like Airtel Money and Airtel Music.
- The document discusses IMC plans for two low-cost airline brands - one for short haul flights within 4 hours and one for long haul flights over 4 hours.
- The short haul brand uses Airbus 320 planes with 180 seats in economy class, while the long haul brand uses Airbus 330 planes with business and economy class and 377 total seats.
- The key issue is to increase the long haul brand's awareness from 12.5% to 40% over 6 months through a marketing solution. The solution is to help people better understand what "X" stands for in the long haul brand name.
China, human rights and international relations 1shivraj negi
The document discusses the EU arms embargo on China following the 1989 Tiananmen Square protests. It provides background on human rights issues in China, the protests and crackdown, and the international reaction. The EU imposed an arms embargo and cut relations with China. Over time, debates emerged within the EU on lifting the embargo as China became an important economic partner. Countries have interpreted the embargo differently. While trade has increased, the EU and China have an ambiguous security relationship due to continuing human rights concerns and territorial issues like Tibet and Taiwan.
Branding Brief on Coca Cola and New Coke Marie Rouxel
The document discusses Coca-Cola's failed launch of New Coke in 1985. It aimed to compete with Pepsi but consumer tests overlooked brand loyalty. When New Coke replaced the original, a public backlash ensued. Coca-Cola re-launched the original as Coca-Cola Classic and invested more in marketing the brand's emotional meaning to avoid such mistakes. Today it focuses on brand awareness, loyalty, and connecting with consumers through advertising, social media, and sponsoring global events.
International relations involve interactions between states as well as non-state actors like NGOs and individuals. It includes diplomatic relations between governments, as well as transnational interactions like international trade and travel. The international community consists of states and international organizations that are bound by international law. International organizations play roles in specialized tasks, dispute resolution, and providing collective security on issues like defense and economic cooperation. Maintaining territorial integrity and national security are key objectives of states' foreign policies. Global conflicts can arise due to reasons like power struggles, ideological clashes, and disputes over territory or resources, but can be lessened through diplomacy, arms control, sanctions, and international organizations.
Social media in China is dominated by all-in-one platforms like Tencent and SinaMicroblog. Tencent, founded in 1998, has over 500 million active users on its suite of services including QQ messaging, online games, and payment systems. It generated $1.96 billion in profit in 2010 primarily from sales of virtual goods. SinaMicroblog, launched in 2009, has over 140 million users and occupies 90% of China's microblogging market as a hybrid of Twitter and Facebook. Chinese social media users are motivated to connect with friends, express opinions anonymously, gain information on products, and find entertainment, especially as China has policies limiting other sources.
Social networks in China are growing rapidly and evolving.
1) China already has the most social network users in the world, over 300 million in 2012, and that number is expected to continue growing significantly.
2) Social networks in China are dominated by local brands like Renren, Qzone, and WeChat, which have hundreds of millions of users each. These local networks began as copies of Western sites but are now innovating with new features.
3) Social network use is increasingly mobile in China, with over 70% of Chinese internet users now accessing the web via mobile. Messaging through apps like WeChat is hugely popular with Chinese users.
This document discusses social media usage in China. It notes that over 513 million people in China use the internet, accounting for 38.3% of the population. Most internet users are under 40 years old and live in cities. The most popular activities on the internet include communication, entertainment, and information searching. The top six websites in China are QQ, Baidu, Sina Weibo, Taobao, Youku, and Tencent Weibo. These sites have adapted to Chinese language and culture while imitating pioneers from other countries.
Netpop | Connect Social Networkers China 2008 TeaserNetpop Research
1) Social networking has become very popular in China, with 46 million Chinese regularly contributing to social networking sites, 6 million more than in the United States.
2) The two largest social networking sites in China are Xiaonei and 51.com, which each have around 23-24% of Chinese broadband users.
3) Different social networking sites attract different types of users. Xiaonei users tend to be younger students who access the web from mobile devices, while 51.com users are mostly lower-income men who connect with fewer people.
Social media usage in China stems from several key factors related to China's rapid social and economic changes. The massive migration from rural to urban areas has driven more need for communication to stay connected to family and friends. Additionally, China's large population and the government's inability to strictly control the internet has led to the thriving of home-grown social networks. Sites like QZone, RenRen, and Sina Weibo have become segmented to attract different demographic groups and have seen explosive growth and engagement from Chinese users.
This presentation is an overview of Digital China.
It shows the three big Players (Alibaba, Tencent, Baidu) and their most important Applications and Numbers. The big players are also compared to their western Counterparts Amazon, Facebook and Google.
The Presentation also contains a summary of the Chinese social media channels like WeChat, Weibo and QQ and the social media user behaviour. Trends are also an important topic, Live Streaming, Social Shopping and User-generated Videos are described. A strong emphasis lies on WeChat, WeChat User behaviour and Demographics and WeChat official accounts.
Evaluating Social Media Tools That Work for YouTony Obregon
This document discusses evaluating social media tools and provides guidance on selecting the right tools. It begins by defining a social media tool as anything that makes your job easier. It then lists common reasons for using social tools like brand monitoring, engagement, and productivity. The document outlines trends in tool consolidation, their use across business units, and multipurpose functionality. Popular tool categories of social monitoring, content publishing, measurement, and influencer identification are described. Key questions to consider and typical budget ranges are provided. Finally, several free social media tools are highlighted.
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A sharing section I gave about the two hotest social networks in China, Sina Weibo and WeChat. What the latest development and how stiff the competition is.
This document provides a summary and guidelines for Spring Professional's social media entry and operations in mainland China. It begins with an introduction to China's social media landscape and guidelines for entering the market. Section two discusses specific strategies for social media channels, keywords, content, and competitors. Section three covers performance measurement and analysis of Spring Professional's operations. Key findings regarding influential content and website conversions are presented in section four. The document uses Spring Professional's experience in China as a case study.
The document summarizes the key characteristics of social networks and e-commerce in China. It finds that Chinese social networks are highly personalized through groupthink and word-of-mouth recommendations. They are also highly integrated, allowing e-commerce transactions directly through social platforms. Additionally, minority influencers known as key opinion leaders have significant power to shape public opinion. The model has proven effective, in contrast to the separate social media and e-commerce spheres that still dominate in the United States.
This document discusses the popular Chinese social media platform WeChat and how businesses use it. WeChat has over 1 billion monthly active users and is used for more than just social networking. It allows businesses to connect with customers through official accounts for branding, e-commerce, customer service, recruitment, and more. Popular features for businesses include push notifications, embedded videos and surveys, and mini-programs which are sub-applications within WeChat.
The document summarizes a social media workshop agenda that covers key social media outlets like LinkedIn, Facebook, and Twitter. It provides statistics on the size and demographics of major social networks and discusses how to develop a social media strategy and use social media to generate inquiries for a business. The workshop teaches attendees how to create social media profiles, engage with customers, and measure the results of their social media marketing efforts.
Engaging In Chinese Social Media - Best Practice In China's Social MediaDr. William J. Ward
1) The document discusses best practices for engaging with social media in China, including an overview of the Chinese social media landscape and key platforms like Sina Weibo and Tencent Weibo.
2) It provides statistics on Chinese social media users, including demographics, usage times, and spending habits.
3) The document outlines experiments the authors conducted on Chinese blogging and social media sites and makes recommendations for using Chinese social media effectively.
The document discusses a guest speaker presentation about Sina Weibo, a Chinese microblogging platform. It provides an overview of Weibo's functions and features, statistics on its usage in China, examples of how it has been used for social impact, and cases of companies using Weibo for marketing.
Social Media in Political Campaign for Himachal Pradesh Elections 2018 Part 1uditsingh
The document discusses the importance of using social media in political campaigns. It notes that social media has become an essential tool for political parties to communicate as younger voters are increasingly using social media platforms. Specific social media platforms and tactics discussed include Facebook, Twitter, Google+, YouTube, increasing followers, posting photos and videos, interacting with comments/messages, conducting live sessions, and using WhatsApp and mobile apps to further engage voters. The document aims to provide strategies for political parties and candidates to better utilize social media to increase their visibility, interact directly with voters, and decrease the distance with constituents.
Digital trends to watch in 2014 focuses on several key trends in digital media in Thailand. These include the rise of simultaneous multi-screening on multiple devices, greater diversity of social media platforms beyond just Facebook, the growth of micro-video content on platforms like Line, and an increased focus on social media return on investment metrics beyond just likes. Marketers are also advised to utilize retargeting ads, omni-channel marketing across online and offline, digital out of home screens, and effective storytelling across multiple platforms.
This document discusses social media and explores its importance. It provides statistics on social media usage, definitions of key terms like Facebook and Twitter, examples of how businesses are using social media, and tips for getting started with social media including creating accounts and building networks. The target is to educate readers on social media and its growing role and impact.
The document provides an overview of a workshop on social media, eMarketing and digital public relations. It discusses objectives like understanding social media strategies and engagement. It defines social media and its evolution. It also covers topics like social networks and their users in China, the role of a social media curator, developing a social media presence and engagement. Metrics, reputation and crisis management on social platforms are also summarized.
It goes without saying that every brand should have a presence on social media. Learn how brands can build awareness, engagement, and sales by using the right platform, posting relevant content, and authentically communicating with their followers.
The document provides an overview of Airbnb's social media strategy. It includes an audit of Airbnb's current social media presence and performance across platforms like Facebook, Instagram, Twitter, and YouTube. It also analyzes customer demographics, traffic sources, competitors, and sets objectives to increase traffic and engagement over the next year. The strategy identifies tactics like paid advertising, owned content, and monitoring social conversations to achieve its goals.
This PowerPoint presentation looks at social media and network statistics and predicts the trends relevant for users, consumers, and marketers in 2015.
Social media are computer-mediated tools that allow people and organizations to create, share and exchange information in virtual communities and networks. Project-based learning using social media provides skills like collaboration, communication, and problem-solving, which are necessary for real-world problem solving. The most popular social media sites are Facebook with over 1.65 billion users, WhatsApp with over 1 billion users, and Facebook Messenger with 900 million users. Social media is increasingly being used for political news and involvement, allowing information to spread quickly among networks for better or worse.
Social media encompasses platforms like Facebook, Twitter, and LinkedIn that allow users to share information with groups. It provides companies direct access to customers and opportunities to understand their interests. One quarter of the world's population uses social media daily. Facebook has over 1.3 billion users while Snapchat and Instagram are growing quickly. Companies use social media for goals like targeting new customers, generating leads, and building brand awareness. Popular trends include paid promotions, video posts, using multiple platforms, and image-based content. Strong social media presences are important as most customers research online and many are active bloggers. Common social media strategies include focusing on specific goals, experimenting creatively, championing social media use, or transforming organizations.
Similaire à Chinese Social Media Brief: Overview, SNS Analysis and Key Trends (20)
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
UR BHatti Academy dedicated to providing the finest IT courses training in the world. Under the guidance of experienced trainer Usman Rasheed Bhatti, we have established ourselves as a professional online training firm offering unparalleled courses in Pakistan. Our academy is a trailblazer in Dijkot, being the first institute to officially provide training to all students at their preferred schedules, led by real-world industry professionals and Google certified staff.
Chinese Social Media Brief: Overview, SNS Analysis and Key Trends
1. Chinese Social Media Brief
25 April 2014
Imagination / China Social Media Brief/ April 2014
2. 2
Chinese Social Media Brief
#1
Overview
of Chinese
social media
#2
Social Networking
Sites analysis
#3
Key trends
3. 3
Chinese Social Media Brief
#1
Overview
of Chinese
social media
#2
Social Networking
Sites analysis
#3
Key trends
4. Imagination / China Social Media Brief / April 2014
Chinese social media
Overview
The most fragmented and competitive
social media landscape, each social media
site and e-commerce platform has at least
two major players.
5. Imagination / China Social Media Brief / April 2014
Chinese social media
China VS America
total population:
netizen population:
mobile netizen population:
netizen average age:
urbanization rate:
social media user population:
social media user penetration
among population:
social media user penetration
among netizens:
time spent online weekly:
time spent on SNS daily:
1.3 billion
591 million
464 million
25 years
72%
598 million
45%
91%
21 hours
46 minutes
317 million
245 million
182 million
42 years
82%
228 million
72%
67%
23 hours
37 minutes
6. Imagination / China Social Media Brief / April 2014
Chinese social media
Understanding the user
The world’s most socially
engaged and active netizens
> 7 out of the top 10 active regions on social
networking sites (SNS) are in China’s tier1 2 cities.
30% and 50% of Chinese social media users
are creating and curating original content on
SNS, compared with 1% and 9% in the West
respectively.
Highly trust and rely on SNS as source of
information.
80% of Chinese social media users say they use
social media channels to search for information
about products and brands.
66% of Chinese social media users follow on
average 8 brands, while 33% of Americans have
ever followed a brand on social media sites.
Heavily influenced
social shoppers
43% of China’s netizens are interested
in products shared by friends on social
networking platforms.
51% of Chinese car buyers decide against a
brand after reading negative comments on
social media sites.
More than 50% of Weibo users access
e-commerce platforms after noticing relevant
information on Weibo.
7. Imagination / China Social Media Brief / April 2014
The Renren /
Kaixin001 dynasty
Real name
Real connection
The Weibo dynasty
Anonymity
Casual connections
The WeChat dynasty
Privacy
Mobility
Chinese social media
Evolution
China has been experiencing a light-speed SNS evolution.
2008 – 2009 2010 – 2013 2014 – ?
8. 8
Chinese Social Media Brief
#1
Overview
of Chinese
social media
#2
Social Networking
Sites analysis
#3
Key trends
9. Imagination / China Social Media Brief / April 2014
Chinese social media site
Overview
The most popular Chinese social media sites
0
Qzone Wechat Tencent
Weibo
Sina
Weibo
Pengyou Renren
100
200
300
400
500
600
700
800
Registered users
Monthly active users
Note: The figure of Sina Weibo Monthly Active Users is represented by Daily Active Users
10. Imagination / China Social Media Brief / April 2014
Chinese social media site
Qzone
Implications:
For brands that are looking for maximum message
coverage among younger social users, especially in
lower tier cities.
For brands that require flexibilities to highly
customize their pages and micro-sites to integrate
multimedia content and applications.
For brands that want to communicate to specific
demographic groups by using Tencent's targeting
self-serving system (GDT) to choose where, when
and to whom to display their ads on the platform.
Overview:
Tencent Group’s biggest open platform.
China’s biggest social networking site in terms of
registered and active users, paid service subscribers
and quantities of updated feeds.
Demographics:
Users are largely recruited from Tencent’s top
instant messenger QQ.
The active users tend to be lower end netizens,
new netizens and users of lower ages from Tier
2, 3, 4 cities.
11. Imagination / China Social Media Brief / April 2014
Chinese social media site
Qzone user page
Activity classification
What others are following
Status updates
Someone you may know
Send a birthday gift
Feed classification
Game and Application
All feeds
What others are playing
12. Imagination / China Social Media Brief / April 2014
Chinese social media site
Qzone brand page
Activity classification
Verified account
Interactive zone
Active follower
Latest feeds
Posts
Shared videos
Album
13. Imagination / China Social Media Brief / April 2014
Chinese social media site
Qzone key figures
Posts on the first
day of 2014
1 billion
Monthly active users
623 million
Posts on the first
hour of 2014
28 million
Active users from mobile
terminal increased by
10.4%
Average photos
uploaded daily
200 million
Active APP users
184 million
14. Imagination / China Social Media Brief / April 2014
Chinese social media site
Sina Weibo
Implications:
Weibo is best for thought leadership and
broadcasting messages on a more public scale to
increase brand awareness and campaign reach.
For brands that intend to use this platform as their
key and primary information hubs and trigger
points to drive traffic to other digital platforms.
The stand-out attribute of recreation usage on Sina
Weibo gives marketers an edge when marketing
with fun and leisure related content.
Overview:
Weibo means micro-blogging in Chinese. Sina
Weibo was China’s first opened micro-blogging
service in 2009.
A hybrid of Facebook and Twitter. However it
launched multi-media functions one and half
years earlier than Twitter.
Currently there are 404,000 enterprise accounts
on this platform.
Recreation and emotion are the top 2 topics on
Sina Weibo.
Demographics:
Sina Weibo enjoys high penetration among
Chinese high end groups with monthly income
of over RMB 8000 from Tier 1 cities.
90% of Sina Weibo users are between 15
to 34 years old.
86% of web users are active members of
Sina Weibo.
15. Imagination / China Social Media Brief / April 2014
Chinese social media site
Sina Weibo user page
Hot topics
All feeds
Someone you may
be interested in
Popular micro-blogs
Status update and
content sharing
Feed classification
Follower classification
Official applications
Popular tools
16. Imagination / China Social Media Brief / April 2014
Chinese social media site
Sina Weibo brand page
On going activities
Survey research
Account contact
External links
Account introduction
Followers, Fans, Posts
Focal area
New feeds
17. Imagination / China Social Media Brief / April 2014
Chinese social media site
Sina Weibo key figures
Daily active users
from mobile terminals
38 million
Average daily posts
130 million
Daily active users
60 million
Total posts on the first
minute of Horse Year
808298
Enterprise accounts
0.4 million
YOY increase
20%
YOY increase
52%
YOY increase
55%
18. Imagination / China Social Media Brief / April 2014
Chinese social media site
WeChat
19. Imagination / China Social Media Brief / April 2014
Chinese social media site
WeChat
Implications:
For brands that want to improve their
customer service by creating real-time and
more personal conversations.
For brands that aim to engage and seek
support with their most devoted fans by
in-depth communications.
The internal mini-site functions of service
accounts give service-oriented companies an
edge when providing basic services.
For brands that want to broadcast original
and highly relevant content to their followers
once a day, which can be almost guaranteed
to be read.
A potential new channel for e-commerce
business with smaller product lines or those
who sell on convenience.
Overview:
Originally Tencent group’s mobile text and voice
messaging application.
Evolving to a versatile platform with introductions
of offline to online payment, gaming, LBS,
e-commerce and social networking features.
Registered users reached 600 million in only
3 years.
Companies registering their service or subscription
accounts reached more than 2 million
in only 15 months.
Demographics:
WeChat enjoys higher penetration among affluent
Chinese groups with monthly income of more than
RMB 3000 compared to other social networking
sites, making up of 58% of the total WeChat users.
61% of WeChat users are male and 39% are
female users.
80% of users are below 35 years old.
20. Imagination / China Social Media Brief / April 2014
Chinese social media site
WeChat
WeChat
Instant messaging SNS Gaming
E-commerce
Payment LBS / O2O Office Accounts Smart Home
Text message
Voice message
Walkie talkie
Video chat
Group chat
Send contents from other
apps
Picture exchange
Stickers
Geographic location
Upload posts with text
or photo
Browse friends’updates
Comments/likes
Share others’links
“Look around”to find and
talk with strangers
“Drift bottle”to send
message to strangers
Mobile gaming
Check friends’scores
Invite friends to play
E-commerce
An e-commerce
button, directly
displaying some
products
Merchants sold via
brands’service accounts
Payment
Consumption on WeChat
Consumption on
other apps
Scan QR code to
pay for purchase
on PC website or
at offline store
Scan QR codes for offline
payment
Scan QR codes to search
for and buy products on
WeChat
Navigation using the
location friends send to
you
Search for discounts and
group buying activities
nearby
Subscription account
Send followers push
notification once
everyday
Service account
Send followers push
notification once a
monthin a new chat
window
Customized menu with
up to 15 functions
Sell products within
service accounts
Skyworth TV allows users
to control their TV
through WeChat
Search and pay for
movie and drama
through iCNTV account
on WeChat and syncs
them with Skyworth TV
21. Imagination / China Social Media Brief / April 2014
Chinese social media site
WeChat
Fever for next self-service advertising platform.
Tencent is testing to integrate some trial
WeChat subscription accounts with its self-
service advertising system Guangdiantong (GDT).
Currently WeChat supports text link ads at the
bottom of mobile pages and the average click-
through rate is around 3.5. As WeChat is promising
to become more open, targeting advertising on
WeChat will be supported and competed fiercely
with more formats of ads.
WeChat forecast in 2014
From selling convenience to a versatile lifestyle
service platform.
After Tencent taking 20% of stake in Dianping-a
restaurant rating and group buying website-it is
predicted that Tencent would focus its strategy
on broader O2O market segments to seize the
dominant position in the O2O field. With access to
Dianping’s huge local lifestyle information a new
category of “Food No.1” was added on WeChat
in Febuary 2014. It is expected that WeChat would
leverage more location base services, such
as table booking and group buying in the
near future.
From e-commerce to social shopping.
Currently WeChat is selling limited merchants from
its B2C platform Yixun directly. With partnering up
with Meilishuo, a Chinese Pinterest clone, WeChat
is going to add a new fashion channel to its mobile
payment service later in 2014.
Offline purchase payment with WeChat will be a
new norm.
Initiating a trial run with Wangfujing’s flagship
store in Beijing WeChat was available to
complete payment in store on February 14th 2014.
Tencent is expected to roll out a new POS solution
in larger scale to start O2O payments for general
merchandise.
22. Imagination / China Social Media Brief / April 2014
Chinese social media site
WeChat
Instant
messaging via
voice, text,
video call
Friends
Discovery
Games
Add contacts
by Wechat
ID, QQ and
mobile
contacts
Starbuck
official
Account
page
Intimate
social
networking
circle
Mobile
Payment
service
Instant
messaging
via voice, text,
video call
Lays brand
campaign
23. Imagination / China Social Media Brief / April 2014
Chinese social media site
WeChat key figures
Monthly active users
272 million
Time spent per user
monthly in Sep 2013
226 minutes
YOY Increase
124.3%
YOY Increase
148%
Average photos
uploaded daily
200 million
Message sent within
one minute on Year
of the Horse’s eve
10 million
24. Imagination / China Social Media Brief / April 2014
Chinese social media site
Renren
25. Imagination / China Social Media Brief / April 2014
Chinese social media site
Renren
Implications:
For brands whose communication content strategy
is highly oriented towards college students and
young professionals.
With an official censorship policy and a specific
category limitation for small business, big brands
enjoy more flexibility for customizing their business
pages.
The feature of real name guarantees more
authentic metrics in terms of followers, responds
and reposts to measure campaigns’ effectiveness
and ROI.
Overview:
A equivalent Facebook of China.
Renren retargeted its users on post-90s and
repositioned from SNS (social networking services)
to SMS (short message service) to reinforce instant
messaging and group messaging.
Uploading photos and updating status make up of
70% of user generated content.
Demographics:
Most of users are university students and
recent graduates.
Around 7 in 10 (69%) of Renren users tend to be
light users who visit its website less than once a
day.
52% of total Renren registered users are post 90s.
More than 75% of the total 54 million monthly
active users are post 90s.
26. Imagination / China Social Media Brief / April 2014
Chinese social media site
Renren user page
Friends recommended
Useful functions
Account recommendation
Update posts
Feed classification
Group classification
Useful tools
Popular application
New feeds
27. Imagination / China Social Media Brief / April 2014
Chinese social media site
Renren brand page
Timeline
Hot topics
On going activity
Message board
Content classification
New feeds
28. Imagination / China Social Media Brief / April 2014
Chinese social media site
Renren key figures
Percentage of users
access to Renren
through mobile
80%
Average numbers of
friends each user follows
187
Time users spent
online monthly
9 hours
Average number
of friends each
post-90s follows
253
Brands each user
follows on average
6 brands
Average number
of friends each
post-80s follows
137
29. Imagination / China Social Media Brief / April 2014
High
Satisfaction
Adoption
Low High
Promising Essential
OvervalueExperimental
Qzone
Douban
Tudou
Kaixin001
Jipang
Renren
Tencent Weibo
Youku
WeChat
Sina Weibo
Chinese social media site
Which platform to watch in 2014?
Social marketing ROI:
In 2013 Weibo yielded effective results to only 47% of companies in terms of branding and sales promotion.
Only 24.2% of companies had a positive opinion in terms of WeChat's effectiveness in producing results.
Source: Forrester social marketing survey, Q2 2013
30. Imagination / China Social Media Brief / April 2014
Chinese social media site
Which platform to watch in 2014?
Social platform investment
forecast in 2014:
More companies are further increasing the use and
investment on Wechat. Nearly 60% of companies
surveyed by PR Newswire say that they will increase
their budgets allocated to WeChat in 2014.
Sina Weibo is still the most popular platform for
companies and brands. Even around 50% of
companies surveyed will increase their budgets to
Sina Weibo in 2014, a noticeable drop from 69%
in 2013.
Key conclusion:
While WeChat is strong in networking, self
expression and communicating with friends,
Sina Weibo is better for getting news, acquiring
information about brands and organizations.
Sina Weibo is strong in increasing brand awareness
and campaign converge but WeChat is better
with consumer engagement and brand loyalty
development.
WeChat is emerging as a social shopping and
E-commerce platform. With the introduction and
openness of integration payment system to all
business, WeChat is gaining popularity for B2C
business to be the next influential e-commerce
platform.
The effects of brand campaigns on Wechat can’t be
tracked and measured meanwhile social marketing
on Sina Weibo is more matured and effective in
terms of ROI measurement.
31. Imagination / China Social Media Brief / April 2014
Case study
Best practice
WeChat red envelop game
WeChat has developed a social media equivalent
of the traditional red envelopes containing money
that are given at Chinese New Year. A gifting feature
allows a user to either send money direct to a person
or, alternatively, to send an amount to a group of
friends and let the app divide the cash randomly
among them. The results was that 4.82 million
engaged users on new year’s eve and 20 million
envelopes handed out. The main benefit for Wechat
is the fact that users who play the game must have
their WeChat’s payment systems activated.
The launch of Hongmi phone on Qzone
In 2013 Xiaomi collaborated with Qzone exclusively to
launch its Hongmi phone where users could reserve
Hongmi phones on its official page. Since it began
on 31st July 2013 the reservation reached 1 million
in half an hour and 5 million in 3 days. 100,000
Hongmi phones were sold out in 90 seconds and the
total reservation reached 7.45 million. The fan base
reached 13 million since Xiaomi’s certified official
page was opened in 13 days comparing to 2 million
fans on its Sina Weibo official account and 1 million
on Wechat.
32. 32
Chinese Social Media Brief
#1
Overview
of Chinese
social media
#2
Social Networking
Sites analysis
#3
Key trends
33. Imagination / China Social Media Brief / April 2014
Chinese social media site
Key Trends
Humanization
Monetized influence
Personalization
Overcoming skepticism
34. Imagination / China Social Media Brief / April 2014
Chinese social media
Humanization
China's population has been greatly influenced by
family relationship, togetherness; social harmony
and a great nation rather than individualism and
freedom. This cultural difference explains why
Chinese consumers place much more emphasis
on brands’ sharing behaviours than Germans,
Americans or French. Smart phones and social
media take this truth to the next level by allowing
brands to better connect with consumers and be
part of their life 24/7/365.
It challenges brands in China to humanize
to open up their company and culture, and
inviting customers in for co-creations of their
products, service or processes. The pioneering
brands experience the business value of brand
humanization by acting like partners rather
than owners.
Being considered meaningfully different by target
consumers produced a 37% higher contribution to
brand value.
Zara, which is seen by Chinese consumers as a
'Dreamer’, increased brand value by 60% in 2013.
Nivea has a clear personality in China with a brand
value rise of 36% compared to 2012.
35. Imagination / China Social Media Brief / April 2014
Chinese social media
Humanization – Case studies
Coca Cola
In 2013 Coca Cola launched a nickname bottle
campaign on Sina Weibo. It allowed consumers to
customize their own bottles by choosing prominnet
buzz words as their nicknames that the brand had
collected from Chinese social networking channels.
Firstly utilizing Weibo’s E-wallet, Coca Cola enabled
consumers to customize and pay for the order on one
single platform. With RMB20 every social user can
have a chance to realise his/her star dreams and show
his/her own Coca Cola bottle on social networking
sites. This campaign saw 20% sales increase
compared to the same period the year before.
Volkswagen
People’s Car Project was an integrated campaign and
social media platform, asking Chinese car drivers to
submit their ideas for car designs of the future. To
sustain repeat engagement the campaign integrated
five social networks, implemented social and
gamification features, and an on-going plan for new
functions, content and incentives. The best and most
unique ideas are incoporated into current cars and
influence future car development, culminating in the
production of a final concept car. The program grew
awareness and brand perception, and returned year-
on-year sales increases.
36. Imagination / China Social Media Brief / April 2014
Chinese social media
Monetized influence
When celebrities and key opinion leaders have been
utilised maturely for sponsored content on Chinese
social networking sites, their social influence on
business value has been questioned.
At the same time, monetized fan economics
revealing the power of die hard fans on the
business are emerging, capturing the interest and
care of advertisers.
34% of businesses feels that their social strategy
is connected to business outcomes.
The founding executive editor of Weird Magazine
Kevin Kelly once argued that to be a success
online, you don’t need a huge audience. You just
need 1000 true fans, who are willing to pay you.
Boston Consulting Group studies show that 7%
of the customers drive 40% of sales.
37. Imagination / China Social Media Brief / April 2014
Zhenyu Luo
The Logic Show producer and host Zhenyu Luo
was the first person to utilize WeChat to promote his
paid membership by charging his followers RMB 1200
for a two year subscription. In 6 hours he has received
1.6 million membership fees from his 5500 die-hard
fans.
Kun Chen
Chinese celebrity Kunchen, who is followed by 63
million fans on Sina Weibo created his self official
paid account on Wechat. It costs RMB168 yearly to
follow his account to get access to his selected and
exclusive content such as his voice morning greeting.
Additionally, he used this account to promote his new
books, records and movies.
38. Imagination / China Social Media Brief / April 2014
Chinese social media
Personalization
The development of social media has influenced the
way in which brands reach and interact with their
consumers. The emerging communication channels
of consumer’s preference challenge advertisers to
adapt and react quickly. More importantly, the focus
on personal two-way communications seems to be
fundamental to enter consumers’ lives and hearts.
Consumers in emerging markets are leading the
way in their use of newer channels for brand
interaction: 35% of Chinese and 29% of Indian
consumers have used a brand's smartphone app to
engage with a brand to which they are loyal in the
past six months, compared with 17% of US and
14% of UK consumers.
In addition, an average 39% of consumers in Brazil,
India and China had actually interacted with a
brand they were loyal to using social networks in
the past six months, compared with only 14% of
mature market consumers.
39. Imagination / China Social Media Brief / April 2014
Chinese social media
Personalization – Case Studies
Starbucks
Starbucks initiated a WeChat campaign named
Naturally Awake. By connecting with Starbucks'
official account users can send an emoticon message
to Starbucks, who replies with a link to a song
that fits their mood base on the sent emoticon.
It was one of best practices utilizing WeChat to
deliver personal content without manpower in
the back end.
Louis Vuitton
As one of the pioneering brands to open its WeChat
official account, Louis Vuitton started to employ
one to one personal customer service on WeChat in
late 2012. By connecting with Louis Vuitton official
account, consumers can ask any questions and will
receive direct answers from real and professional
customer advisors from 10AM to 7PM everyday.
40. Imagination / China Social Media Brief / April 2014
Chinese social media
Overcoming skepticism
As China's population grows with Internet
and media rigorously censored by the Chinese
government, the nature of social media makes
it the preferred information source for Chinese
netizens. They value a lot the voice of their friends
and influential bloggers on social networking sites
about companies and their brands, products and
service.
However, the rising number of manipulated
fans and artificial writers is creating massive and
unreliable content on SNS. When it comes to
advertising, Chinese netizens are very savvied,
particularly critical with brands that get it wrong or
don’t respect fans.
If the message is unauthentic or too promotional
fans will jump out to question, which puts the
brands' authenticity in risk.
A recent Alibaba survey found that 59% of online
merchants consider trust the largest obstacle to
online business growth in China. Online fraud
has cost Chinese consumers at least ¥30.8 billion
(US$4.8 billion), and 32% of Chinese web shoppers
have reportedly fallen victim.
Some 64% of Chinese customers are worried about
food safety issues, a total peaking at 68% for
31–40 year olds.
China registered a brand advocacy score of 30%,
compared with the US on 13%, the UK on 12%
and Brazil on 6%.
Owned advertising, in the form of content and
messaging on brand websites, was the second
most-trusted advertising source in 2013, with 80
percent of Chinese respondents indicating they trust
this platform, up 20 percentage points and from a
sixth-place ranking in 2011.
41. Imagination / China Social Media Brief / April 2014
Chinese social media
Overcoming skepticism – Case Studies
McDonald's
On March 15th 2013, CCTV reported that one
McDonald's store in Beijing sold overdued food.
However, for Chinese consumers who are facing
much more severe food scandals everyday, this news
raised a question among social networking platforms
”Do you believe CCTV or McDonald's? Further social
users were initiating a campaign to show their
brand trust of going to McDonald's the next day
of the news.
Vanish
From the insight that simply saying “new and
improved stain removal products” is not
convincing enough for Chinese skeptical consumers,
Vanish launched a social campaign “do it yourself
to believe it”. Stain removal testing kits were
developed and sent to mothers who had applied to
take part in. Within 8 weeks 63,000 mothers had
used the kits and created online and offline reviews
and recommendations, creating a successful
product launch.