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2014 Redefining China Social Platform
 

2014 Redefining China Social Platform

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This is a deck on understanding of China‘s social media environment

This is a deck on understanding of China‘s social media environment

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    2014 Redefining China Social Platform 2014 Redefining China Social Platform Presentation Transcript

    • Redefining China's Social Platforms 2014 Rethinking User Value Business Value of Social Platforms Issued by:
    • Page 2 Chapter 1 Cause ·Social marketing is the most important new marketing method ·China’s social platforms are under differentiation development Chapter 2 Research process ·Redefining social platforms based on consumer value ·The research covers four typical user types in first, second, and third tier cities ·Five major social platforms are studied Chapter 3 Redefining social platforms based on user value ·User behavior differentiation of social platforms ·Relationship differentiation of social platforms ·Differences between social tool and social media ·Product setting differences between social tool and social media ·User psychological differences between social tool and social media Chapter 4 Business value of social platforms ·Six steps of social marketing ·The capability of social platforms to implement each step of social marketing ·Weibo is more comprehensively influential due to its openness ·How to conduct social marketing through Weibo and Wechat CONTENTS
    • Page 4Page 3 Currently social marketing is the most important and widely applied new marketing concept. 71% of advertisers consider social marketing far more important than other new marketing concepts, and 75% of enterprises are applying this concept into practice. Its importance is rooted in China’s fast-developing social platforms and the enhancement of consumer rights. The concept and operation of social marketing also achieved continuous development during practice. Social marketing is the most important new marketing method China’s social platforms are under differentiation development. ·Weibo and Wechat remain the largest and most influential platforms in the Chinese market. ·However, new platforms with social attributes (e.g. Yixin, Laiwang) are mushrooming. These platforms are different in function setting, resource and user relationship. ·Due to the development of mobile Internet, mobile end-users and PC end-users have become equally important. China’s social platforms are under differentiation development Extremely important % Data source: 2013 Report on China’s One Hundred Advertisers by Millward Brown and Media 360 Importance rating of new marketing strategies by one hundred advertisers Social marketing is the most important new marketing method China’s social platforms are under differentiation development Listen to consumers Trigger demand Share Maintain customer relationship PurchaseStimulate action 71 66 57 56 49 46 34 16 12 Social marketing Word-of mouth marketing Cross screen convergence Content marketing Influence marketing Relationship marketing SOLOMOCO Sponsorship marketing n-game marketing Millward Brown proposes the six steps of social marketing. CHAPTER 1 CAUSECHAPTER 1 CAUSE
    • Page 6Page 5 The study of consumers should be conducted first in order to understand the develop- ment of China’s social platforms, because the long-term development of all the products and services rely on the realization of consumer value. Millward Brown and its affiliated qualitative research brand Firefly conducted a series of surveys and completed the report: 2014 Redefining China’s Social Platforms. This report is open to marketers of China’s enterprises and brands and provides them with an opportunity to recognize the user value and business value of social platforms. Redefining China’s social platforms As a world-leading marketing research body, Millward Brown focuses on brand, communication and media research. Firefly, a sub-brand of Millward Brown, emphasizes qualitative research. Firefly is an information and consulting business division under the Kantar – WPP group. Firefly is a research engine pushing forward the development of New Media by: ·Proposing that beyond-seo and Internet advertising can help establish a brand ·Proposing IGRP and cross-screen convergence together with Miaozhen to reach MixReach ·Proposing cross-media evaluation standards ·Releasing Brand Digital Asset List together with Baidu Pushing forward the development of New Media Millward Brown issued 2014 Redefining China’s Social Platforms Four typical user types Group of influential opinion leaders Group with increasing consumption capability Emerging new low and middle-income group Group who has earliest contact with social media Cities covered: The survey was conducted in Dec., 2013. Research method: Qualitative consumer forum and one-on-one interview Research subject: (four typical consumer types) The survey covers four typical user types from first, second and third tier cities. ·First tier : Shanghai, Beijing ·Second tier : Wuhan ·Third tier : Mianyang 台 湾 兰州 银川 呼和浩特 哈尔滨 长春 沈阳 西安 重 庆 市 贵阳 昆明 南宁 长沙 广州 香港 南昌 福州 武汉 合肥 南京 上海 杭州成都 郑州 济南 北京 天津 石家庄 太原 拉萨 海口 乌鲁木齐 西宁 青 海 宁 夏 河 北 山 西 陕 西 甘 肃 四 川 山 东 湖 北 安 徽 河 南 辽 宁 黑 龙 江 江 苏 湖 南 浙 江 福 建 江 西 广 东 贵 州 海 南 云 南 Shang haiWu hanMian yang Bei jing VIP Middle class “Diaosi” Student CHAPTER 2 Research process The survey covers four typical user types from first, second and third tier cities CHAPTER 2 Research process
    • Page 8Page 7 ·China’s social platforms have formed into two development trends of social tool and social media ·Tool platforms make a certain behavior demand go online. It emphasizes more on initiative, purpose and real-timing, with Wechat as the main representative ·Media platforms center on interest content. Its emphasis is more on openness, diversity and emotion-oriented content, with Weibo as the typical representative ·Specifically, the two development trends of social tool and social media show distinct differences Behavior: Wechat: Communication-oriented, focusing on the small world; Weibo: Information-oriented, looking around the big world Relationship chain: Wechat: strong real relation- a replication of actual interpersonal relations; Weibo: weak relation, identified by interest – a projection of real self Product setting: Wechat: Lower threshold, focusing on real time and easy communication; Weibo,establishing social prestige and encouraging participation in social affairs User positioning: Wechat: “Me in the eyes of others (me) ”; Weibo: Free me (i) ·China’s social platforms will continue to differentiate between social tool and social media, and the two trends will co-exist through their differences. The major competitors of social tool are other non-social utilities, while those of social media are other media ·The success of new social platforms relies on clear and precise positioning Key findings - Utilization and Mediumization co-exist in social platforms Wechat Sina Weibo t.cn Representing mirco-blog Platforms QQ QQ space included Renren Renren.com Douban Douban.com Five major social platforms Five major social platforms are studied CHAPTER 2 Research process Key findings - Utilization and Mediumization co-exist in social platforms CHAPTER 2 Research process This research aims to discuss the user behavior and psychological value of major social platforms. Five social platforms are selected as research subjects based on their user coverage rate and activeness. Five major social platforms are studied
    • Page 10Page 9 ·When practicing social marketing, Weibo is more comprehensively influential, especially with a clear advantage in pre-sales word-of-mouth marketing and maintenance, therefore Wechat is more suitable for one-to-one after-sales service -Weibo: Free expression and active response; communication model is easy to form hot topics; users receive marketing information in a more open way -Wechat: prudent expression; keyword filtering and screening; user has lower accep- tance of marketing information; the closed and linear communication model is unlikely to create dramatic hot topics ·Weibo is more comprehensively influential due to its open media property -Open and public platform -Open data -Participation in TV program -Participation in marketing packages Key findings - Weibo is more comprehensively influential in social marketing due to its openness Tool-oriented Making a certain behavior demand go online (e.g. messaging and voice communication) Initiative, purpose and real time-orienteda Information-oriented Receiving information of interest and feeling satisfied Openness, diversity and emotion-oriented User behavioral differentiation of social platforms—from tool-oriented to information-oriented Real time interaction Interpersonal relationship Knowing updates Receiving information Interest & Hobbies One-to-one chatting Group chatting Original release One-to-one chatting Group chatting Know about friend updates Content forwarding Know about celebrity updates Reading news Interest group Know about interest circles Check for interest information Know about friend updates Wander for fun Six steps of social marketing Listening to consumer Trigger demand Stimulate action Maintain customer relation PurchaseShare 1 2 3 45 6 Key findings - Weibo is more comprehensively influential in social marketing due to its openness CHAPTER 2 Research process User behavioral differentiation of social platforms—from tool-oriented to information-oriented CHAPTER 3 Consumer value on social platforms
    • Page 12Page 11 Weibo looks around the big world, while Wechat focuses on the small world Extroverted Outer World Others Inner world Self-centered Inner heart Relationship differentiation on social platforms—From realistic relationship to interest-based network Real relationship Strong relation Emphasizing privacy My identity: real-name, clear individual identity, and real interpersonal relations Individual information is well known by the relation chain on the platform. Interest-based Network Weak relation Emphasizing mutual interest My identity: anonymous, exist merely based on interest, just a part or a projection of myself. QQ Space Renren Wechat Weibo Douban Hot social issues Humor & Jokes Celebrity & News BigworldSmallworld Weibo looks around the big world, while Wechat focuses on the small world CHAPTER 3 Consumer value on social platforms Relationship differentiation on social platforms - From realistic relationship to interest-based network CHAPTER 3 Consumer value on social platforms Acquaintances Friends updates Interests and hobbies (books/movies) Updates of old classmates Personal updates
    • Page 14Page 13 The development of China’s social platforms has differentiated into two major trends of social tool and social media Social tool is based on real relation, which utilizes real behavioral demand, with Wechat as a representative Social media is based on content, which groups people with similar interest, with Sina Weibo as a representative China’s social platforms have two development trends of social tool and social media Product setting is the basis of social platform differentiation, while product differenti- ation is the basis of developmental differentiation of social platforms. The setting of each social product must comply with its basic positioning logic. Taking Weibo and Wechat as example, Weibo is featured with social property. It is a socialized information release platform which transmits public information and has certain governmental functions. Wechat is featured with personal property. It is a social communication tool focusing on friend circle and personal relationships. Product setting differentiation is the logical basis of the differentiation of social tool and social media Tool-oriented Information-oriented Interest-based network Real relationship Weibo (social media platform) Wechat (Social tool platform) Multiple to multiple One-way following Forwarding and commenting known Individual and media on the same platform PC end and Mobile end equally important Open data One to one, one to multiple Two-way following Forwarding and commenting not known Media separated Mainly mobile end (higher timeliness) Closed data Weibo Douban Renren Wechat QQ China’s social platforms have two development trends of social tool and social media CHAPTER 3 Consumer value on social platforms Product setting differentiation is the logical basis of the differentiation of social tool and social media CHAPTER 3 Consumer value on social platforms
    • Page 16Page 15 Weibo: a medium encouraging participation in social affairs “Since friends’ comments are inundated by other comments, mostly I read the mircoblogs by celebrities and grassroots VIPs. It is interesting” --Interviewee from Mianyang “I use Wechat to chat with friends, or know what they have been doing, where they go for fun or what good food they eat” -- Interviewee from Wuhan Wechat: a tool which facilitates communication between friends One circle, Celebrity Enterprise have larger voice Size of the icon indicates voice volume ·Mainly scanning for interesting contents ·Trying to make one’s voice heard and draw attention ·Equal and timely communication between friends Friends &Relatives Celebrity / Enterprise Celebrity/Enterprise Different circles, voice of ordinary people is enlarged Online friends Online friends Acquaintances Acquaintances Weibo: a medium encouraging participation in social affairs CHAPTER 3 Consumer value on social platforms Wechat: a tool which facilitates communication between friends CHAPTER 3 Consumer value on social platforms ProductsettingConsumerexperience Friends &Relatives ·Number of followers= one’s reputation on Weibo ·Hits, comments and forwarding remain visible to all users ·Encouraged by a sense of social achievement, users will participate more in creating and discussing contents on the platform ·More forwarding and comments ·Establish social image and participate more in social affairs ·Following and replies visible only to friends ·Common users unable to know whether the content is forwarded or saved ·The platform doesn’t encourage participation in social affairs, and too much participation tends to inspire dislike ·User mainly focuses on communication between friends, and updates information that only caters to friend’s needs ProductsettingConsumerexperience
    • Page 18Page 17 Weibo and Wechat exhibit distinct differences in platform attribute and consumer psychology. It is in line with future trends for Weibo to further reinforce the differences, develop its unique characteristics and co-exist with Wechat. A platform connecting the small world to the big world A platform for users to show a better and stronger self A platform for users to gain a larger voice and enhance personal influence A platform for users to follow and absorb diverse information A platform for users to better maintain the small personal world A platform to reinforce real identity A platform to enhance interaction among friends and maintain personal relationship A platform which screens out irrelevant information Psychological differences between Weibo and Wechat users ·Different relationship chains result in different driving forces of use. Different individual projections cannot co-exist in one platform ·Wechat weighs more on the high-intimacy relationship chain, while Weibo weighs more on the low-intimacy relationship chain ·Since the high-intimacy chain needs continuous maintenance, user character on Wechat is “Me in the eyes of others” (me). Most actions are driven by the need to further reinforce and identify one’s position in the real society: a good leader, employee, client or mother, etc ·Instead, since there are fewer high-intimacy chains in Weibo, “i” have more freedom to discover myself and establish a new image (i) “ i” in Weibo, “ me” in Wechat ·More thoughts ·More concerned with current politics ·More fashionable and have diverse interests ·Higher sense of public merits and social morality ·More social influence Psychological differences between Weibo and Wechat users CHAPTER 3 Consumer value on social platforms “ I ” in Weibo, “ Me ” in Wechat CHAPTER 3 Consumer value on social platforms Friends & Relatives Acquaintances Online friends
    • Interest-based network Interpersonal relations Tool-oriented Information-oriented Page 20Page 19 Future of social platforms: Consumers use social tool and social media at the same time China’s new social platforms keep emerging, but their success lies in positioning differ- entiation. The more real the relationship is, the more difficult it is to convert. Development of new social platforms is determined by positioning differentiation 定位的 差异化 Workmate What’s app Phone Msn QQ QQ Wechat Wechat Laiwang Momo Renren Renren LINE Weibo Tieba Weibo Tencent Sohu Douban Tieba Douban Yixin Yixin Feixin YY YY Acquaintance Friend Common interest Generally consumers own accounts of different platforms and disperse different user functions in these platforms. Use of social tool and social media are inter-independent and co-exist with differentiation. The major competitors of social tool are other non-social utilities, while those of social media are other media. Stranger Expert Communication Work arrangement Shopping communication Tool-oriented Work discussion Friend share Expressing one’s mood Media-oriented Spreading opinion Entertainment Inquiring Acquiring diverse information Future of social platforms: Consumers use social tool and social media at the same time CHAPTER 3 Consumer value on social platforms Development of new social platforms is determined by positioning differentiation CHAPTER 3 Consumer value on social platforms
    • Page 22Page 21 Six steps of social marketing Six steps of social marketing Six steps of social marketing 1. Listening to consumer 4.Purchase 5.Share 6.Maintain customer relation 3.Stimulate action 2.Trigger demand Social platform capacity to realize each step of social marketing Identify market opportunity Crisis management & control Research and observation Data openness User intention of consumption-related discussion User quantity Coverage rate Content attractiveness User acceptance of marketing info Content credibility Coordination with other media Convenience Affordability Open and public sharing Sharing intention Customer information Customer accessibility Copyright: Millward Brown Deliver info. to current andpotential users Wide coverage Create hot topics Affectively attract and persuade clients Change attitude of target receivers Stimulate client behavioral intention Purchase platform (online & offline) Word-of-mouth among users Establish reputation Customer service Re-sale Marketing effects Requirements Social media Social tool Six steps of social marketing CHAPTER 4 Business value of social platforms CHAPTER 4 Business value of social platforms 1. Listening to consumer 4.Purchase 5.Share 6.Maintain customer relation 3.Stimulate action 2.Trigger demand Data openness User intention of consumption-related discussion User quantity Coverage rate Content attractiveness User acceptance of marketing info Content credibility Coordination with other media Convenience Affordability Open and public sharing Sharing intention Customer information Customer accessibility Requirements Social platform capacity to realize each step of social marketing
    • Page 24Page 23 Weibo: Media embracing individual opinion and free speech Wechat: Tool with restricted and prudent speech Weibo: Focuses more on entertainment, open attitude to marketing information Wechat: Focuses more on affairs, dislikes irrelevant marketing information ◆Chasing hot topics, subjective judgments and free speech ·Adore one of the cute kids in Where are we going? Dad1 ·Express ideas about the trial result of Li Tianyi Case and Li’s parents ·Express understandings of the 18th CPC National Congress resolutions ◆Actively participating in enterprise and brand image discussions ·Participate in discussions of inside stories of a certain brand or new product exposure ·Commenting on brands and enterprises under heated debate, talk about use experience and exchange experience with others ·People use Weibo to entertain themselves and look for “affairs” with an open mind ·Hot topics are followed, so that marketing information will be followed when it appears as a hot topic ·All interesting information is read in a wide manner, and marketing information is highly accepted by users “I’m just looking for fun in Weibo. I read everything, and it’s OK to have some advertisements, just not too much.” --Interviewee from Wuhan CHAPTER 4 Business value of social platforms Weibo: Media embracing individual opinion and free speech Wechat: Tool with restricted and prudent speech CHAPTER 4 Business value of social platforms Weibo: Focuses more on entertainment, open attitude to marketing information Wechat: Focuses more on affairs, dislikes irrelevant marketing information ◆Hot topics highly related to oneself and people around, restricted speech ·Remind users to keep themselves safe and only send information about common sense of life ·Unable to send provocative information because of family in Wechat ·Less irrelevant information to avoid annoying others ◆Enterprise and brand image relies on real consumption experience so the recommendation is highly credible ·One’s particular use experience assures recommendation: I recently bought a baby chair and found it very useful, so that I would like to recommend it to mothers within the friend circle. Note 1: A hot Chinese reality show featuring five fathers and their kids as they travel to different rural areas in China. ·People use Wechat to see if they are “looked for” by some affairs with a nervous mind ·Upon receiving information, user’s first reaction is to “sieve out” useful information; what matters is whether the information is relevant or useful to “me” ·Irrelevant information will be filtered or screened, marketing information is disliked “Once Wechat rings I think friends are looking for me and I want to see it. Therefore I screen irrelevant groups or shopping groups” --Interviewee from Beijing
    • Copyright: Millward Brown Six steps of social marketingMarketing effects Note: Size of the circle represents the supporting capacity of the step. Broken circle indicates related function layout. Social media Social tool Page 26Page 25 Capacity of social tool and social platforms to support social marketing Weibo: Short-term concentrated impact on target receivers Information is under explosive diffusion in Weibo through wave to wave from the tipping point to periphery. The diffusion is in relative disorder. Keyword: real-time, concentration, explosion Wechat: Small but steady impact on target receivers Information is in a linear flow. Information is forwarded to private users one-by-one from the publisher (public account). The diffusion channel is relatively closed. Keyword: time linearity, vertical, closeness Information diffusion difference of social tool and social media to support social marketing AudienceAudience Audience Forward Source Audience Audience CHAPTER 4 Business value of social platforms Information diffusion difference of social tool and social media to support social marketing CHAPTER 4 Business value of social platforms Capacity of social tool and social platforms to support social marketing Information reprocessing Original tipping point Second tipping Second tipping Second tipping Third tipping Third tipping Identify market opportunity Crisis management & control Research and observation Deliver info. to current andpotential users Wide coverage Create hot topics Affectively attract and persuade clients Change attitude of target receivers Stimulate client behavioral intention Purchase platform (online & offline) Word-of-mouth among users Establish reputation Customer service Re-sale 1. Listening to consumer 4.Purchase 5.Share 6.Maintain customer relation 3.Stimulate action 2.Trigger demand
    • Solve brand crisis Clear up misunderstanding Customer relationship management Understand consumer demand Define brand together with consumers Timely interaction Create hot topics in communication Promote implementation of marketing activities Customer relation management Guide sales Apart from providing enterprise-client communication channels, social platforms are also beneficial to all-media marketing Page 28Page 27 Weibo is more comprehensively influential due to its open media property An open and public platform Participation in marketing packages Participation in TV program Open data “It’s good for food safety. The official KFC Weibo clarifies that all its food materials are safe.” - A VIP user from Wuhan “Once Nokia organized an online poll asking for customer’s Lumia use experience, so that the Product & Technology Dept. can improve the product according- ly. I find it very considerate. ” - A middle-class woman from Beijing “Stars of Where are we going? Dad all have Weibo, so that we can interact with them or the program group, express our opinions and participate in discussions” - Diaosi woman from Mianyang “We can communicate directly with the producer. Last time I sent a message to Lamv through Wechat, asking that we were out of fluorescent green pens, and they told me where to buy them.” - A middle-class man from Shanghai Authentic reputation on Weibo rapidly promotes real-time program popularity ·Before “Where are we going? Dad” was broadcast, its Weibo promotion was low-key. The discussion stayed at a few hundred or thousand pieces before 11 October, but surged to 180-thousand after its broadcast, so it really pushed the discussion to a high level ·Hot topics can create all-member concern during the process ·Stars and staff further enhance topic heat ·Psychologists, constellation columnists, and sociologists spontaneously publish papers and inspire in-depth discussion ·Many real moms get involved, and share their own viewing experience combining their parenting experiences so as to stimulate discussion ·With Weibo keeping the the topic sizzling, more people wanted to watch the show, so that sharing and discussion became more heated and every episode was improved CHAPTER 4 Business value of social platforms Weibo is more comprehensively influential due to its open media property CHAPTER 4 Business value of social platforms Authentic reputation on Weibo rapidly promotes real-time program popularity
    • Page 30Page 29 Weibo: Presale reputation establishment and maintenance Wechat: One-to-one after-sales customer service ·Durex proposes a topic discus- sion :#Best fan#,#No bullshit#, #Daily guessing#, etc ·Interact with Weibo users and tell jokes ·Inset brand into hot topics to promote brand, such as making shoe cover with Durex in Beijing storm ·Characteristics of Durex official Weibo: Many original micro-blogs with same style Humorous, stylish and interesting Brand image is well embedded ·Regular content forwarding such as Durex Lecture ·Listen to consumer’s questions and timely conclude feedback of “Weekly question collection” ·Proposed “I want welfare” free lucky draw to attract followers and enhance impact ·Characteristics of Durex official Wechat: Content forwarded is closely related with the brand Communication with consumers are rapid and well-targeted, which helps improve the brand-consumer relationship How to conduct social marketing through Weibo and Wechat Case: Weibo and Wechat marketing of Durex Reinforce brand image and maintain brand popularity Enhance consumer-brand relation CHAPTER 4 Business value of social platforms Weibo: Presale reputation establishment and maintenance Wechat: One-to-one after-sales customer service CHAPTER 4 Business value of social platforms How to conduct social marketing through Weibo and Wechat Case: Weibo and Wechat marketing of Durex “I followed the Weibo of “Shanghai Release”, which regularly releases news about Shanghai, such as debate of whether to raise water fees or not: moreover, it can offer you services if you follow its Wechat. For instance, if you ever get lost in Pudong, you can ask for directions through Wechat.” - A Diaosi woman from Shanghai Suggestions and complaints Form purchasing interest Use experience sharing After-sales demand “I followed CMBC bank’s Weibo. It mostly releases news, but we are able to check savings if we follow the Weibo, so it is very convenient.” - A middle-class woman from Beijing Enterprise marketing process One-to-one customized service Timely monitoring and response by enterprise Suitable communication Create hot topics Presale Sales target reached After-sale