From McKinsey‘s Mesuring of WOMM (Word of Mouth Marketing) Report (June, 2010): As ordinary customers in one of the greatest developing markets around the world, Chinese consumers’ purchasing decisions are easily influenced by the reviews or recommendations of their friends. That’s why WOMM is more and more valued by both prestige & common brands in China market.
This illustration is chosen from Nielsen‘s APAC Social Media Report (June, 2010): The 4 dominators are colored brown and they are: BBS section, including mop.com, bbs.sina.com.cn, tianya.cn, bbs.qq.com, club.sohu.com; Social Network section, including kaixin001.com, renren.com; Blog section, including blog.sina.com.cn, blog.sohu.com, hi.baidu.com, blog.hexun.com; Microblog section, including t.sina.com.cn, digu.com, t.sohu.com, t.qq.com.
A graph from Frands Report from OgilvyOne Worldwide: It is obvious that China’s netizens spend a lot of time and energy on the aquisition of information. The second is to communicate with friends and search for news. The graph above gives an excellent view of China netizen social media activities.
Picked up from Edelman‘s China Digital Brand Index: During the period of 2010 FIFA World Cup which has helped drive a record of amount of social media traffic, Samsung worked with 3 major portals including Sina, Sohu and Tudou.com to launch social ads and initiate online competitions. As a result, Samsung became the buzziest brand [...]
Selected from Roland Berger and CIC Strategy Consultants’ Chinese Consumer Report 2010: China netizens prefer to share their reviews or experience through internet in recent years, and they have changed from discussing simple topics, to becoming active participants in all things digitally social. From discussing topics through BBS, to discussing their lives on IM, and expanding [...]
From CIC, China’s netizen’s preferred activities online. We see a distinct preference for Entertainment driven activities, followed by events and lottery. China’s social environment, both online and offline push emphasis for low-cost methods of interaction on the web, be it social or entertainment driven. This leads us to rewards for interaction. China’s netizens tend to be practical, [...]
Complied by L2, the below graph shows brand buzz on one of China’s most popular SNS sites RenRen.com (a Facebook clone) and Qzone. From this we get a pretty good idea of buzz in English and Chinese, but further, we get a sense of populations across these social network sites. You could almost see these [...]
Nielsen’s recent social media report release gives great insight into the region; but let’s focus on China specifically. Some of the key elements to note; of which we’ve discovered through our own campaigns; is that BBS’s dominate China social media, and this is where buzz campaigns and engagement are typically generated. Looking deeper; social gaming [...]
Budweiser partners with wwwins Isobar to launch a 2010 FIFA World Cup ‘Bud Babe Call’ campaign for Anheuser-Busch InBev, using state-of-the-art interactive voice response (IVR) technology. Launching at midnight on June 10th for the duration of the 2010 World Cup, the campaign marks the first time IVR is introduced into China. The Budweiser Soccer Babe [...]
How do Chinese netizens prefer to interact with Brands? According to CIC netizens prefer neutral 3rd party BBS (bulletin board systems) for brand information, rather than corporate owned digital assets. This makes sense; rather than looking for canned content; finding Brand information on BBS’s give a sense of authenticity and truthful opinion; consumers go to BBS to find real information [...]
Before Chinese netizens purchase products, do they go online to check what others say? According to CIC they certainly do. Topping the list are mobile phones; followed closely by consumer electronics. Seeing as how mobile phones are owned by everyone (thereby more people searching/reviewing), as well as how China’s youth identify with their phones as close friends, it’s no [...]
From Synovate China Media Atlas; social media usage of China’s netizens. Chinese tend to spend more time meeting new people than maintaing current relationships. Higher income’d netizens tend to be the most social; and have access to digital tools in which to be social with.
From INSEAD; Allen Wang, founder of babytree.com, a social networking site in China talks about how he grew his membership to 12 million. Wang states he did nothing special; but focused more on the practical usage of the site for the sites target market: Chinese mothers. Focus on usability; mothers can upload 50 photos at [...]
Source: Marbridge Consulting. The Data Center of the China Internet (DCCI) and Chinese social platform and service provider Comsenz have jointly released the 2010 China Social Network Service Report. According to the report, 71.8% of social network service (SNS) users reported using large-scale SNS (such as Renren, Kaixin001) on a regular basis, while 27.9% reported [...]
I recently attended a conference in Shanghai titled: “Social Media 2.0: Unleashing the power of conversations to achieve company business objectives”; it featured Jeremiah Owyang, Partner, Altimeter Group, Silicon Valley, USA, Sam Flemming, Chairman & Founder of CIC and Bryce Whitwam, General Manager, Wunderman Shanghai, Nicolas Zurstrassen, Action Sports GM, Nike. Below is the slideshare version of [...]
The drive to express online is a central motivation for the Chinese. Due to China’s strong censorship and control of traditional media, the internet becomes a major destination to receive balanced views, see how others think and react to events, and share and express one’s individuality. The above stats from BCG show how social China’s [...]
From Techcrunch; China social media site analysis; business process distinctly different from the West. Taking cues from China’s massive internet base, as well as Chinese online culture, local players have not only dominated the China social web, but thrive and prosper. This gives us insight into how to interact with Chinese on the social web; looking at massive population, [...]
SmartBlog recently posted an article listing China’s social media stats. This was in response to a panel held by South by Southwest. Here’s a list of major stats; for more visit the previous links. Chinese social networking habits: 384 million Internet users in China, 75% of whom are under 34. 221 million bloggers. 222 million [...]
According to Forrester Research of Chinese Social Technographics, in China, social media adoption is huge, with 40% of Chinese online adults creating blogs, publishing web pages. 44% posting ratings of products and contributing to blogs, 71% reading blogs, watching video and reading customer ratings. A quick snapshot; local social network 51.com has over 120 million [...]
McKinsey quarterly reports that in China, web services, blogs, social netowrking are teh most important web 2.0 technologies; with blogs and social networking coming in second and third respectively. The least important? Podcasts, interesting enough. This may be due to low bandwidth in China compared to other parts of the world. Related articles from around [...]