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.
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 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%. Read more
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 to 2.2 billion RMB ($345.7 million) riding on growth of item-based sales within applications.
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. Read more
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 in China will narrow that gap in coming years. Read more
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%. Read more
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 the 1970s’ care mostly about health, 80s’ is careers, 90s’ is schooling. People from Beijing and Shenzhen talk most about house price, while top one topic for Shanghainess is promotion. Read more
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 alliance between tv.qq, tv.sohu and iQiYi formed a great advantage to reduce the cost of online video copyright licensing, media value of comprehensive websites will rise greatly. Video websites can gain more profits in the future by rising ads unit price. To portal websites and network TV stations, as only a few enterprises are involved, their market shares in advertising revenue will gradually become stable. Read more
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 sites not included in the survey) Read more
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 awareness and make a connection with consumers; as Chinese social media platforms differ in various ways, luxury brands should take advantage of the particular strength of the platform for different marketing strategies. Read more
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