The good folks at CIC has created a huge info-graphic gathering 115 brands on WeChat, which could be categorized into 23 different categories, like non-profit, sports, cosmetics, lifestyle, F&B and so on.
From L2 Digital IQ index report, of the 20 beauty brands, ninety percent of beauty brands are on at least two platforms. Benefit Cosmetics holds 7 platforms, while Estee Lauder is presented on six. All of the beauty brands maintain a presence on Sina Weibo. The 20 brands that are being weighted on the L2 [...]
WPP’s BrandZ just released its annual report on the top 50 most valuable brands in China. A conclusion from learning their social media engagement is that, China’s most valuable brands are increasingly present in social media. Their presence cuts across most categories. State Owned Enterprises (SOEs) especially increased their engagement. Of the six newcomers among the Top [...]
Aside from things like search engine optimization for Baidu, luxury brands in China need to get themselves on the right social platforms. The L2 report finds that social media adoption is up on every site, with Twitter-esque Sina Weibo still number one. Compared to 2011, video site Youku has the largest growth.
Compared to 2011, car makers again make a strong showing on China’s most important social service – Sina Weibo. Cadillac is top in terms of fans/followers on Weibo in this luxury segment, and fashion labels Dior and Coach are playing catch-up. Data source: L2
Clickfox‘s latest research shows compared to the price or promotion, customers care more about product quality. Two major motivation for brands loyalty are quality (88%) and customer service (72%); in order to win consumer loyalty, the consumers care most for “first impression” (48%) and service experience (40%).
A think tank for digital innovation, L2, grades brands on their carefully crafted approach to social marketing and web presences for Chinese consumers and came up with a “digital IQ” ranking list. The top 10 brands in 2012 are Estee Lauder, Audi, Chow Tai Fook, Lancome, Volvo, BMW, Buick, Land Rover, Benefit, and Burberry.
The L2 Think Tank grading structure of the luxury brands’ “digital ranking” is 30 percent each for doing social media and localizing your site, and 20 percent each for digital marketing and mobile compatibility. To make the grade, brands need to do a lot of optimization, social outreach, and clever online marketing.
Thank you for an excellent 2012; it has been a great ride, and we’ve enjoyed every bump, turn, and sudden acceleration along the way. The team at Resonance would like to take this quick moment to wish our partners, clients, and readers the best of everything in 2013. Have a great holiday; see you on [...]
From Adage; a quick comparison between Sina Weibo and Twitter with a little Tencent Weibo thrown in as well. Although Tencent’s numbers are higher, we’ve found engagement to be of significantly lower quality vs Sina Weibo; just something to keep in mind for those planning their China social media campaigns.
Great infographic from CIC comparing Tencent WeChat and Sina Weibo. The platforms are complementary, with few overlapping functions allowing Tencent’s WeChat to enhance a current social media marketing mix dominated by Sina Weibo.
From Nielsen: Micro-blog reaches 97% of all mainstream China social media users, while SNS’s penetration is about 70%. LBS has about 10% usage rate. 66% of connected consumers are both Micro-blog and SNS users.
From Nielsen: Chinese consumers use social media for many reasons including connecting socially, entertainment, news and services. Different platforms have different focus except for Micro-blog, which now serves all 4 types of needs. SNS is mainly used for social and fun.
According to Nielsen: SNS have more real name users which indicates a more real-life based social network, while microblogs have more casual users, thus being prone to being more open and sharing more personal information.
From a quantitative survey among marketers in Asia-Pacific conducted by Buddy Media, More than 43% of brands and agencies anticipate spending 5-15% of their advertising budgets on social media in two years, compared to 23.2% who currently do so. The percentage of respondents expecting to spend 15-25% of their ad budgets on social media jumped from 4.8% to 20%.
From Nielsen: Micro-blog usage is generally increasing with incremental usage mainly focusing on news, videos and photos; while SNS shows little space for further growth, its new focus is on video sharing and getting dining information.
In the latest infographic “User analysis across top Chinese social networks” produced by GMI China, Sina takes the lead in the overall number of followers and the average time on site, with nearly 240 million users spend 11.5 hours on weibo per month.
On Aug 15 Tencent announced the unaudited consolidated results for the second quarter and the first half year of 2012. Tencent was the most popular social network in China, reporting 597.6 million monthly active user accounts for its Qzone virtual identity social network. Revenues from Tencent’s community and open platforms (which include Qzone and Pengyou) increased 7.8 percent quarter-over-quarter [...]
According to CNNIC’s latest report issued on July 2012, over 70% weibo users search hot trending news which is ranked at the top position, followed by friends and celebrity. It is noteworthy that 27.5% search brand info and 19.6% search company on Weibo.
Next year, eMarketer predicts, ad spending in China will reach nearly $53 billion, surpassing total spending in Japan for the first time, to make China the No. 2 country in the world in terms of ad spending. The US will remain far ahead, with more than three times as many ad dollars, but rising spending [...]
From Adchina: The most popular applications for Chinese mobile internets users are reading news and instant messaging, however, the ratio shows significant decline compared with 2011. At the same time, social networking, video entertainment, online shopping have achieve significant growth, most notbly is Social media usage has grown from 7% to 18%.
From emarketer: 54% Chinese social media users say their buying behavior is influenced by which brands friends like, almost twice as high than the average of other asian countries. India and Indonesia followed China, at 44% and 39%, respectively.
Data from iResearch: By June 2012, Renren has over 100 million active users from the overal 250 million users. Some key data: 51% are age from 23~30; 63% users are while collar; Every Renren user follow 3 brand account.
From ISUX: A Qzone report, analysed 510 million mentions tweeted by Qzone users during 2012 new year period, reflected the top things on Chinese people’s mind. Among men’s tweets, the most mentioned are promotion, house, car, pay raise, win a lottery; while hot topics among women are relationship, marriage, losing weight, party, travelling. People born in [...]
From iResearch: iResearch released a key statistics on online video this April, the revenue of China’s online video in Q1 2012 reached 1.78 billion yuan, a 78.5 % increase over Q1 2011 and 3.8 % decrease compare to Q4 2011. After a tough 2011 competition, Youku and Tudou’s merger in 2012 leads a win-win trend, the typical copyright [...]
From eMarketer: Sina Weibo enjoys an incredible growth, which overshadow its competitors. Tencent, however, has more than 700 million QQ users. According to data tracked within JiaThis network, Tencent’s Qzone and QQ accounted for 40% and 22% of social shares during March 2012, compare to 26% for Sina Weibo and 12% for Renren. (All other [...]
From Slideshare.net: As social media marketing plays a more important role to maximize advertising benefits in China, a detailed and thoughtful plan is a must for luxury brands to leverage social platforms. General tactics can be developed in three perspectives: platform, people and culture. An Offline to Online (O2O) campaign approach can increase brand [...]
From Slideshare.net: Luxury efluencers means netizens who have influence and effective interaction with luxury fans. Based on luxury buzz content, there are 4 clear behavioral characteristics in the online community: shopaholic, style guru, fashionista, brand fan. Luxury efluencers refer to both style gurus and fashionistas. Interactions consist of conversations (opinions expressed and emotions exchanged) [...]
From TechRice: Agency MXMM recently conducted a survey on employer branding and recruitment on Chinese social networks, as above infographic shows. 51% of survey participants have been using SNS for such purpose, a large majority of them have already had successful hires. Renren and Sina weibo are HR-professionals’ most used channels. Unlike LinkedIn dominated space in [...]
Big ideas require high ceilings. Resonance China recently moved into our new office space at the corner of Urumuqi Road and Changle Road in Shanghai’s Jing’an district. The new office will support Resonance’s growth toward becoming China’s leading luxury, fashion, boutique social branding agency. Neighboring Resonance’s office is Wieden+Kennedy, one of the world’s most creative [...]
From CNZZ: In Feb.2012, 628 social network sites in China has daily visits, 2.17% increase compare to Jan.2012, but 0.47% decrease over Feb.2011; SNS active users remain a steady growth, daily visits have reached 82,020,000, 3.57% growth compare to Jan.2012, 15.78% growth over Feb.2012.
From Techweb: Tencent released 2011 financial report on Mar.14 2012, its total revenue increased 45% to ¥28.5 billion. Great profits but it had slowed down compare with a 87.2% strong growth in 2008, 73.9% in 2009. One reason is new business lines (weixin, weibo, pengyou, e-commence) are still under initial promotion; Another is the big Penguin has a [...]
From eNET: Renren, the leading real name social networking internet platform in China, announced 15 Chinese consumers’ favorite brands or companies, each of which ranked top in its field. For the first time, Renren made a survey in the name of “Renren Favorites” from hundreds of millions of internet users, to select their most trusted brands or companies [...]