9 Facts About Microblog Marketing In China
2013
Introduction

China’s leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu
(t.sohu.com) an...
1. Microblog Is A Major Online Service
By March 2013, monthly users on microblog has reached 285M on desktop devices and 8...
2. Microblog Is Used More On Desktop Devices
In 2013Q1, accumulated effective viewing time on microblog reached 715M hours...
3. More Female Users Are On Desktop Devices, Fewer Age Groups Have More
Users On Mobile Devices
In 2012, gender split for ...
4. Online shopping & Leisure Are The Most-cared Types of Company Microblog
In 2012, the top 5 types of company microblog t...
5. Microblog Helps Raise Company Reputation
In 2012, company microblog’s most recognizable effects on users include the in...
6. Sales & Useful Information Are The Best Content For Company Mircoblog
In 2012, among the content published by company m...
7. Marketing Activities On Company Microblog Has High Engagement Rate
In 2012, as many as 67.5% of microblog users have en...
8. Most Accepted Types Of Engagement With Microblog Marketing
In 2012, the most accepted ways for users’ engagement with m...
9. Increased Brand Info & Reputation Are Major Results
In 2012, microblog marketing’s major results as recognized by users...
A digital link to your business in China
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Email: info@advangent.com
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9 Facts About Microblog Marketing In China

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China’s leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu (t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company microblogs as an effective marketing tool to promote their brands and products, as well as engage with microblog users to increase awareness, loyalty and participation of various promotion campaigns. This presentation lists 9 facts about the effectiveness of company microblog as a marketing tool.

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9 Facts About Microblog Marketing In China

  1. 1. 9 Facts About Microblog Marketing In China 2013
  2. 2. Introduction China’s leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu (t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company microblogs as an effective marketing tool to promote their brands and products, as well as engage with microblog users to increase awareness, loyalty and participation of various promotion campaigns. This presentation lists 9 facts about the effectiveness of company microblog as a marketing tool. *The content of this presentation comes from the research report ‘2013 Microblog Marketing Report’ published by iResearch. Research data was collected through online survey using iUserSurvey. A total of 56,000 sample users participated in this survey, 45,000 questionnaire samples were analyzed and 7,376 effective survey questionnaires were collected for the research. 43 major Chinese websites participated in this survey.
  3. 3. 1. Microblog Is A Major Online Service By March 2013, monthly users on microblog has reached 285M on desktop devices and 88M on mobile devices. This trend indicates that microblog has become a major online service on both desktop and mobile devices. Million Monthly Users On Microblog Between Jan 2012 and Mar 2013 500 400 300 200 100 0 2012-01 2012-03 2012-05 2012-07 2012-09 2012-11 2013-01 2013-03
  4. 4. 2. Microblog Is Used More On Desktop Devices In 2013Q1, accumulated effective viewing time on microblog reached 715M hours via desktop devices, surpassing the time spend on other online services for 4 consecutive weeks. Million hours Microblog Search Community* News & info Media homepage Independent SNS* Viewing Time On Microblog Vs. Other Online Service 2011Q3 738 754 650 724 410 885 2011Q4 735 698 652 594 370 694 2012Q1 736 715 678 589 382 611 2012Q2 795 714 684 647 407 558 2012Q3 884 682 758 743 468 504 2012Q4 803 680 639 623 449 401 2013Q1 715 605 598 489 379 313 *Community includes Baidu Tieba, Tencent Group Space, Tianya, Mop and etc. SNS includes Renren, Kaixin, Douban and other independent SNS websites.
  5. 5. 3. More Female Users Are On Desktop Devices, Fewer Age Groups Have More Users On Mobile Devices In 2012, gender split for male and female users is 55% vs.45% on desktop devices and 58.4% vs. 41.6% on mobile devices. For age split, the largest age groups are between 25-35 on mobile devices and below 24 and above 40 on desktop devices. Gender split Age split
  6. 6. 4. Online shopping & Leisure Are The Most-cared Types of Company Microblog In 2012, the top 5 types of company microblog that users care about most are: online shopping, entertainment & leisure, consumer electronic products, restaurant & eating and fashion & accessories. Microblog users are more likely to get information about consumer products from company’s microblog, making microblog an important platform for information sharing and feedback. Types Of Company Microblog Users Care About
  7. 7. 5. Microblog Helps Raise Company Reputation In 2012, company microblog’s most recognizable effects on users include the increase of the company’s influence and reputation, as well as users’ willingness to recommend the company’s product to friends. Company Microblog’s Effects On Microblg Users Strongly disagree Disagree Neutral Agree Strongly agree
  8. 8. 6. Sales & Useful Information Are The Best Content For Company Mircoblog In 2012, among the content published by company miroblog, users care most about sales and promotion, followed by useful information about living and various industries or businesses. However, users care much less about information regarding the company’s brand or product. Information Microblog Users Care Most
  9. 9. 7. Marketing Activities On Company Microblog Has High Engagement Rate In 2012, as many as 67.5% of microblog users have engaged with marketing activities on company microblog. Microblog Users’ Engagement With Marketing On Company Microblog
  10. 10. 8. Most Accepted Types Of Engagement With Microblog Marketing In 2012, the most accepted ways for users’ engagement with microblog marketing include retweet, poll, retweet and @friend. However users are less interested in sharing their knowledge and experience of the brand, or participating in offline campaign. Types Of Engagement On Company Microblog
  11. 11. 9. Increased Brand Info & Reputation Are Major Results In 2012, microblog marketing’s major results as recognized by users are better understanding of the company’s brand and product, followed by stablization of users’ loyalty to the brand. Company Microblog’s Effects On Users Strongly disagree Disagree Neutral Agree Strongly agree
  12. 12. A digital link to your business in China
  13. 13. Website: www.advangent.com Email: info@advangent.com Facebook: on.fb.me/13lRQqX Twitter: twitter.com/Advangent Youtube: bit.ly/13soRjV Slideshare: www.slideshare.net/advangent

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