Conducting Social Media
Effectively in China
Tactics for monitoring,
measuring and analyzing social
media campaigns
Dr Mathew McDougall
CEO, SinoTech Group

Today’s Social Media Marketing Discussion

Web 2.0 Adoption In China
Comparison Index to Global Average Share of Daily Usage on Various Categories
Reading Blogs Writing Blogs
Korea
China
France
Germany
Japan
UK
US
China ranks above daily Global average in reading & writing blogs,
Source: Universal McCANN

Comparison Index to Global Average Share of Daily Usage on Various Categories
Social Network Uploading Photo
Korea
China
France
Germany
Japan
UK
US
China ranks above daily Global average in social networks & photo
upload.
Source: Universal McCANN

Comparison Index to Global Average Share of Daily Usage on Various Categories
Uploading Video Watching Video Clips
Korea
China
France
Germany
Japan
UK
US
China ranks above daily Global average in uploading & watching videos.
Source: Universal McCANN

Comparison Index to Global Average Share of Daily Usage on Various Categories
Downloaded Podcasts Subscribed RSS
Korea
China
France
Germany
Japan
UK
US
China ranks above daily podcast download & RSS subscribes.
Source: Universal McCANN

What about the BBS landscape in China..
Per Day Time Spent on BBS Sites
60% of users- at least 3 BBS sites more than 3 times each week.
98% of Internet users have contributed to a BBS by publishing articles,
replying to posts, participating in polls, etc..
Time Spent/Day % of Users
1-3Hrs 36.3%
3-8Hrs 44.7%
More than 8 Hrs 15.1%
Source: iResearch
The BBS in China acts as a medium that can rapidly spread ‘buzz’
either positive or negative… remember “Carrefour” or “Fu Rong-
”

Online Entertainment: Video Sites
Top 10 Video Sites by Unique Visitors
CNNIC Stats
 Over 180 million online video users in China by
the end of 2008.
 65.9% user view online videos by visiting video
site, 63.7% through recommendation by friends,
56.3%though search engine, and 42.5% through
links of other websites.
 Over 86.3% users would like to watch movies
and TV episodes online.
 About 94.1% users tend to use IM, as QQ or
MSN, to share videos with friends.
Source: Comscore CNNIC

China IM: Market Share & Demographics
1. QQ is the undisputed
leader(40.3M peak concurrent
users).
2. IM is popular among 18-30.
Source: CNNIC Analysis International

What Does This Mean for You?
• Word of Mouth will always be the best
form of advertising for your organization
• Friends will always take advice from
friends (trust)
• But with Social Media, the definition of
“Friends” has changed drastically
• It’s not a question of if but when you will
join the conversation
• More importantly, how will you be able to
determine if social media has been
effective

Regular Members
Best Members
Influencers

Example: Social Velocity

Identify Personas
– The success of your viral campaign will depend greatly on how well
you have researched the marketplace and analyzed your target
demographic
• Creating customer personas allows you to determine one or more
key target groups into a simple demographic profile
Characteristics Persona 1 Persona 2 Persona 3
Gender
Ethnicity
Zip Code
Age
Education Level
Internet Usage
Habits
Goals
Problems/Needs

Social Media Plans
The success of your
social marketing
campaign will depend
also on how well you
have planned the
campaign.

Social Messaging Plans
Understanding of what your core messages are for the various social media
channels.

What To Consider When Measuring SMM
Each SMM campaign
needs relevant
measurement criteria
There is not ONE single KPI for all Social Media
campaigns

What to Measure?
Before determining what the measurement criteria should be.. Think
about what you are trying to achieve.
Brand building Relationship management
Service development Reputation management
Audience interaction Audience feedback
Customer support Community building

Consider a Variety of Factors
− WHO: Personas of Participants (Demo & Psychographics, Credibility)
− HOW: The “Action” (Social Velocity, Conversation Volume & Share)
− WHAT: The “Item” (Timeliness, Clarity, Depth)
− WHERE: Location (Reach, Awareness, Audience)
− OUTCOME: Key Performance Indicators (Goals, ROP)

How to Measure- What can I Use?
1. Automatic Monitoring products (don’t forget Google Alerts)
2. URL Analytics Tracking of Website Visitors
3. Email Analytics Tracking
4. Refer-A-Friend/Send-To-A Friend Tracking Platform (i.e., Add Me Widget)
5. Blog Reader Surveying

My Personal Favorite
Return on Participation
With 3 Key Element
Sentiment
Reach
Authority

Sentiment Measurement
What Is It?
− Sentiment: “an attitude toward something; regard; opinion”
− Positive sentiment actively recommends/promotes products/services to
others… Monitor the negative side.
− Sentiment Measurement: processes used to apply an index against content
based on natural language
Where Should I Measure?
The online discussion is not limited to Blogs in China so sentiment measurement
should not be restricted to just Blogs….. You also need to measure sentiment
on:
– BBS
– Websites
– Search Engine

Authority- The Nature of Conversation
Authority- What Is It?
− Authority: “right to respect or acceptance of one's word, command, thought,
etc.; commanding influence”
Example- “Authority” News sites are greater than blogs, Specific bloggers for a
specific topic area are higher than an other bloggers in another topic area…

Reach: The Referability
• Who knows about me? What’s my share of voice?
• Another element is the Referability Score with the audience: Sum of all
referrals that come from an initial advocate
• For Example:
Consumer 1 referred 2 people
1 of those 2 people was Consumer 2 who referred 5 people
Consumer 1’s Total Participation = 2 + 5 = 7
Important to monitor each level to determine best advocates

Final Measurement Points To Remember
• Traffic to site can be measured by referral sites, organic listings,
etc.
• Amount of conversation threads – number of comments you
receive
• Overall brand image - if one month they slam your brand, and
the next they are singing your praises, that is a success
• Amount of times something is shared with other people
• Using analytics, set up goals to track conversions through KPI
paths
• Number of inbound links to a page or site – which can
subsequently affect your natural search rankings

Helpful Tool # 1: SinoBuzz
• Unique tool to evaluate the online sentiment, reach and authority of content
being generation on the web. Absolutely critical measure in determining
useful measures of success in social media.
• http://www.sinotechgroup.com.cn/index.php/product

Helpful Tool # 2: Twitalyzer
• Unique tool to evaluate the activity of any Twitter user and report on relative
influence, signal-to-noise ratio, generosity, velocity, clout, and other useful
measures of success in social media.
• http://www.twitalyzer.com/twitalyzer/index.asp

Helpful Tool # 3: Facebook Grader
• Helps you measure the power and reach of your Facebook user account or
business page
• http://facebook.grader.com/

For More Information
Twitter: www.twitter.com/sinotechgroup
Blog: insight.eyetraffic.com
To learn more about how to Measure
Social Media Effectively– please contact:
Dr Mathew McDougall
E-mail: matt@sinotechgroup.com.cn
Twitter: @sinotechian
Toll Free: 1-888-868-MKTG (6584)

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