Introduction to social media in Asia! Gaurav Mishra | Gauravonomics! Asia Director of Social Media, MSLGROUP!
Integration of digital, social, mobile! 06.29.2010 | P2
TheConvergence of The convergence of digital, mobile and social is critical in AsiaDigital, Mobile because mobile phones are the primary device for web access in most Asian markets (all ﬁgures in millions).! and Social in Asia! What if 790m Last PC-ﬁrst mobile phone internet market owners go in the world!! online via 3G!! 900 ! 879 ! 791 ! Worldʼs most More 800 ! 700 ! advanced Facebook 600 ! mobile web users than PC 500 ! 457 ! market!! internet users!! 400 ! 305 ! 286 ! 300 ! 214 ! 220 ! 200 ! 100 ! 116 9980 ! ! ! 70 ! 40 ! 493935 ! ! ! 3430 ! ! 100 ! - ! China! India! Japan! South Indonesia! USA! Korea! Mobile! Internet! Mobile Internet!
The Both social platforms (Facebook, Twitter, LinkedIn) and mobileConvergence of platforms (iPhone, Android, Blackberry) have open applicationDigital, Mobile ecosystems, leading to an integrated experience.! and Social! Social web! Integrated experience! Mobile web! Mobile apps! Open application ecosystems!
TheConvergence of In China, the main social platforms Tencent (QQ), Sina and RenrenDigital, Mobile are also moving towards open application ecosystems, leading to a comparable integrated experience.! and Social in China! Social web! Integrated experience! Mobile web! Mobile apps! Open application ecosystems!
TheConvergence of In China, popular social platforms Sina Weibo, RenRen, Qzone andDigital, Mobile Youku all have popular iPhone apps.! and Social in China! Source: Sina Weibo, RenRen, Qzone, Youku!
TheConvergence of In India, popular social platforms Ibibo has a iPhone app. RockeTalk,Digital, Mobile SMSGupShup and Mig33 are popular mobile social networking platforms.! and Social in India! Source: Mig33, SMSGupShup, RockeTalk, Ibibo!
Introduction to social media in Asia! 06.29.2010 | P8
Social media China, India, Japan, South Korea and Indonesia are amongst the world map! biggest internet markets in the world.!Source: Global Web Index, The size of the bubbles shows the internet user base inthe country. The length of the bars shows the percentage of active internet users in thecountry who engage in social media activities.!!
Social Facebook is the predominant social network in most of the world,networking except, in China, Brazil, Russia, Japan and Korea.!world map !
Indonesiaʼs main social platforms ! Social Professional Micro- Location Video- Networking Networking Blogging Check-in Sharing Service! Service! Service! Service! Service!United States! Facebook! LinkedIn! Twitter! Foursquare! YouTube!Indonesia! Facebook! LinkedIn! Twitter! Koprol! YouTube! ! !
Japanʼs main social platforms ! Social Professional Micro- Location Video- Networking Networking Blogging Check-in Sharing Service! Service! Service! Service! Service!United States! Facebook! LinkedIn! Twitter! Foursquare! YouTube!Japan! Mixi! LinkedIn! Twitter! Foursquare! Nico Nico ! Douga! ! Mixi is preferred in Japan because it has avatar based proﬁles, closed groups and a virtual world environment.!
Koreaʼs mainsocial platforms ! Social Professional Micro- Location Video- Networking Networking Blogging Check-in Sharing Service! Service! Service! Service! Service!United States! Facebook! LinkedIn! Twitter! Foursquare! YouTube!Korea! Cyworld! LinkedIn! Twitter! Foursquare! YouTube! ! ! Cyworld is preferred in Korea because it has avatar based proﬁles, closed groups and a virtual world environment.!
Chinaʼs mainsocial platforms ! Social Professional Micro- Location Video- Networking Networking Blogging Check-in Sharing Service! Service! Service! Service! Service!United States! Facebook! LinkedIn! Twitter! Foursquare! YouTube!China! Renren! LinkedIn! Sina Weibo! Jiepang! Youku! ! ! Censorship plays a role, but many Chinese social platforms are more sophisticated than the global platforms.!
Introduction to social media in China! 06.29.2010 | P16
The internet user base in China is twice the size of the internet userChina Social base in the US. Plus, 40% of Chinese internet users are contentInfographics ! creators, compared to 20% of US internet users.! Source: Forrester Research (2008-09)!
Renren Social Networking Platform!• Popular social network amongst college students.!• Most popular in tier 1 and tier 2 cities, but gaining popularity in tier 3 cities.!• Most popular content is personal status updates and photos.!• 95 million active users.! Source: Renren, infographic from Ogilvy!
Kaixin001 Social Networking Platform!• Popular social network amongst white collar professionals.!• Most popular in tier 1 and tier 2 cities.!• Most popular content is games and viral photos/ videos.!• 40 million active users.! Source: Kaixin, infographic from Ogilvy!
Qzone Social Networking Platform!• Popular social network amongst younger students.!• Linked with Tencentʼs popular QQ IM platform.!• Most popular in tier 3 cities.!• Most popular content is personal journals and photos.!• 190 million active users.! Source: Qzone, infographic from Ogilvy!
PengYou Social Networking Platform!• Tencentʼs new social networking platform for white collar professionals.!• Linked with Tencentʼs popular QQ IM platform.!• Most popular in tier 3 cities.!• 80 million active users.! Source: Pengyou!
Douban Social Networking Platform!• Popular social network amongst intellectuals, artists and creatives.!• Most popular in tier 1 and tier 2 cities.!• Most popular content is reviews of books, movies and music.!• 20 million active users.! Source: Douban, infographic from Ogilvy !
Online video platforms in China !• China has more than 300 million online video users.!• Youku and Tudou are Chinaʼs main online video platforms.!• Both platforms are dominated by licensed professional content and even original branded content, instead of user generated content.!• Youku has more than 200 million active users. ! Source: Youku and Tudou!
Blogging platforms in China!• China has more than 230 million bloggers.!• Sina, Sohu and 163 have the most popular blogging platforms.!• Most social networks also have blogging features, but are primarily used for personal diaries.!• All the main blogging platforms have also launched weibos.!• Over time, blogging and microblogging platforms will merge in China. ! Source: Sina blog, Sohu blog, 163 blog!
Micro-blogging platforms in China !• China has more than 150 million microblog users.!• Sina, Sohu and QQ all have popular microblogging platforms, or weibos.!• Sina Weibo is the most popular microblogging platform with 70 million active users. !• Most popular content on weibos includes personal status updates, website links and viral photos/ videos.! Source: Sna Weibo, Sohu Weibo, QQ Weibo!
Sina Weibo user proﬁle! Celebrities • Sina Weibo is used by a wider Journalists variety of inﬂuencers including journalists, CEOs and senior government ofﬁcials.! Entrepreneurs • As a result, Sina Weibo has emerged as a particularly Inﬂuencers powerful platform for corporate communications.! Govt. ofﬁcials Organizations
CEOs on Sina Weibo!• High proﬁle CEOs like Li Kaifu and Hu Shuli have even announced their resignation on Sina Weibo.!• As a result, Sina Weibo has become an important source of breaking news type stories for mainstream media journalists. ! Source: Li Kaifu, Hu Shuli !
CEOs on Sina Blogs!• Several CEOs have created their blogs on Sina Blogs and other blogging platforms.!• As blog posts prominently show up in search results, blogs have become an important source of background research and sources for mainstream media journalists. ! Source: Li Kaifu, Ma Yun, Wangshi !
Impact of social web on journalists in China !As per research done by Sina, journalists in China rely on a wide range of socialweb platforms to search for stories and sources.!
Vertical social networks in China !• China has several popular niche B2B and B2C portals with blog, microblog and SNS functionality.! Source: Hexun Weibo, Bie Lai Wu Yang, Hua Ming Book, !
Hexun blogsand microblogs for ﬁnance!• Finance portal Hexun has a blogging and microblogging network dedicated to business and ﬁnance topics. ! Source: Hexun Weibo!
Ushi Professional Networking Platform!• Ushi is a bilingual professional networking platform with features like groups and microblogs.! Source: Ushi!
Tech Web IT BBS• IT industry portal Tech Web has an active BBS and blog, with more than 400 IT related post per day.! Source: Techweb!
5G: Vertical IT industry SNS • 5G is an active vertical IT industry SNS.! Source: 5G!
Bie Lai Wu Yang: Vertical medical SNS • Bie Lai Wu Yang links people based on their medical records. It has 300K registered users who upload their medical records and engage in more than 3500 daily discussion about diseases.! Source: Bie Lai Wu Yang!
HAVC8: VerticalHAVC industry SNS • HAVC8 is a vertical HAVC industry SNS, more than 150k registered users, that means around 30% HAVC industry play join in this network. Concurrent users more than 3,000 people.! Source: HVAC8!
Archina: Vertical architecture portal!• Archina is a vertical architecture portal with blog, weibo and microblog.! Source: Archina!
Chinese consumers want warmth and reassurance!• Chinese consumers are struggling to reconcile the grandeur of their dreams with the difﬁculties of their day-to-day reality. !• Hit TV soap ʻDwelling Narrownessʼ or ʻSnail Houseʼ captured the lives of Chinaʼs ʻhouse slavesʼ and led to active discussions on blogs and BBS forums. !• Chinese consumers are seeking warmth and reassurance from brands.! Source: Wikipedia, WSJ, FT, NPR!
Chinese consumers are deﬁning individuality as substance!• Author and professional race car driver Han Han is the new Chinese youth idol. Han Han ranked 2nd in ʻ2010 Time 100 online pollʼ for most inﬂuential people of the yearʼ. Chinese youth idolize him for critically speaking out on social issues.!• Apparel brand VANCLʼs campaign featuring Han Han went viral and netizens created their own spoofs of the ad: “Loves the Internet, loves freedom, loves sleeping late… Im Hanhan, I represent myself, Iʼm the same as you, Im Fán Kè” (the brandʼs Chinese name means ʻordinary personʼ). !
Chinese netizens are seeing themselves as citizens !• A university professor set up a Sina Weibo account to aggregate photos of child street beggars posted by netizens throughout China, hoping to reunite them with their parents.!• Within the ﬁrst week, 415 child beggar photographs were uploaded.!• The Public Security Bureau has supported the initiative and Baidu has created a website to help reunite missing children with their parents. ! Source: Baidu Xunren!
Case study:Coca-Cola Live Positively in China !• Coca-Cola has created a China- focused Live Positively website, on which it promotes initiatives like Earth Hour.! Source: Coca-Cola Live Positively!
Introduction to social media in India! 06.29.2010 | P42
The Pink Chaddi Campaign !• Online campaign mobilized its 50000 Facebook fans to send more than 2000 pink panties as Valentineʼs Day gift to Indian right wing Hindu nationalist party Sri Ram Sena.! Source: Pink Chaddi Campaign!
Bloggers for Advani !• Bloggers for Advani Google Group.!• Part of the support eco-system for Advaniʼs web-savvy PM campaign, along with Friends of BJP.! Source: Bloggers for Advani
Shashi Tharoor on Twitter !• Former external affairs minister and UN under-secretary general Shashi Tharoor uses Twitter to engage with his supporters and detractors and set an agenda for public debate.! Source: @shashitharoor !
Anand Mahindra on Twitter !• The highly respected industrialist uses Twitter to weigh in on topics of public interest and even answer customer complaints in public.! Source: @anandmahindra !
Tata Tea Jaago Re!• From “waking up” to “civic consciousness”!• More than 600,000 registrations!• Catalyzed an entire ecosystem of citizen action initiatives! Source: Jaago Re!
India Example: Chings Secret !• Chinese packaged food brand Chingʼs Secret has attracted more than 6,75,000 fans on Facebook by sharing recipes and engaging fans in witty conversations.! Source: Chingʼs Secret on Facebook!
MSLGROUPʼs social media offering! 06.29.2010 | P49
MSLGROUPʼs MSLGROUP has created a fully integrated social media offering social media across the PLAN-BUILD-ENGAGE phases.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations
MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and social media enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations • Distill actionable insights and • Link back participation and foresights from conversations action to business objectives and communities using our through our proprietary proprietary What IF Peoples VERITE measurement Lab approach.! approach.! ! • Discover a shared purpose • Provide strategic counsel and brand story that connects across the consumer the brand values with activation, corporate evangelists passions.! reputation, and employee ! engagement use cases.! • Create platforms and programs to organize and • Design and deliver training energize brand evangelists, programs to help build co-create shareable content, enterprise capabilities to and trigger participation and participate in the conversation action.! economy.!
MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing social media web, mobile, and social applications, through in-house specialists and partners.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations • Design and develop private or • Set up, optimize and manage public community platforms digital assets across channels using our proprietary What IF and geographies.! white label community tool.! ! ! • Leverage on-site and off-site • Design and develop social search engine optimization for applications using the higher search rankings.! Facebook, LinkedIn and Twitter APIs.! ! • Design and develop mobile applications on the Apple, Android, and Blackberry platforms.!
MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content, social media communities, and conversations, through dedicated specialists and integrated communications teams.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations • Build long-term relationships • Track and participate in with key online inﬂuencers conversations related to the beyond the "big-box" blogs brand, the category or the using our proprietary social heartbeat on the Multiloguer inﬂuencer broader social web.! relationship management tool.! ! • Leverage targeted paid • Leverage creative storytelling media, primarily social and rich multimedia content to advertising and search bring alive the brand story.! advertising, to support owned media and earned media.! • Create triggers for community members to participate and act, on the community platforms owned by the brand.!
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