2011 SBS Singapore | The Social Business Landscape in China

The Social Business Landscape in China: How China Based Organizations are Integrating Social Business Intelligence Across the OrganizationApril 6, 2011
The Leading Social Business Intelligence Provider in China
© 2011 CIC

The Chinese Social Media Landscape

CHINA NETIZENS ARE MORE ENGAGED THAN AMERICANS
US: Forrester Research's North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US), 4,766 respondents
Asia Pacific: Forrester Research's Asia Pacific Technographics® Survey, Q2 2009, 7,652
http://www.forrester.com/empowered/tool_consumer.html

THE CHINESE INTERNET COMMUNITY IS MORE DEVELOPED THAN THE WEST

5
7,192,757 Followers
6,265,047 Followers

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THE CHINESE INTERNET COMMUNITY IS MORE DEVELOPED THAN THE WEST

Government 2.0 and Human Flesh Search Engine

THE COMPLEX, DIVERSE CHINESE SOCIAL MEDIA LANDSCAPE
Blogs
231
“About Me”
BBS
132
“About Topics”
SNS
210
“Shared moments with friends”
Microblog
100+
“About Being First to Show or Know”
Inspired by Brian Solis
Data Source: The 26th Statistical Survey Report on the Internet Development in China by CNNIC, July 2011 ( including active and non-active users)

Chinese social media is a unique, massive source of business intelligence
Social media is millions of consumers broadcasting comments about and recommending brands, products and services
Compared to other markets, Chinese social media is:
Bigger
More active
More diverse/complex (1000’s of key sources, not just 2)
Different (unique China sources; no Facebook, no Twitter)
Filled with more talk about brands, products and services
More trusted by consumers for purchase decision
9

Chinese social media is a unique, massive source of business intelligence
THE CHALLENGE TO SOLVE: Unlocking business intelligence within Chinese social media ‘chatter’ which is:
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fundamentally changing communications…
fundamentally changing business…
In ways which are absolutely unique in China

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PHASE 1 of SOCIAL MEDIA:
Mapping social media to marketing
to inform smarter communications
AKA Social Media and Marketing

SOCIAL MEDIA PHASE 1: Mapping social media to the comms organization
CREATIVE
MEDIA
DIGITAL
MR
BI
PR

BUSINESS INTELLLIGENCE: There are massive numbers of brand, product and service related comments
WEB SOURCED CONSUMER COMMENTS ARCHIVED BY CIC
EVERY MONTH: An average of 60 million consumer comments about brands, products and services collected
SINCE 2004: 2 billion online consumer comments with over 6.6 billion identified brand, product and attribute mentions by tens of millions of consumers dating back to 2004
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Confidential

RESEARCH: What categories are most discussed? What is your ‘share of voice’?
Industry Buzz Rank by Category,
Oct. 2009 ~ Mar. 2011
Client Buzz Rank by Category,
Oct. 2009 ~ Mar. 2011
Data Source: CIC Cosmetic Social Data Panel

R&D: Virtual call backs and virtual U&A studies can contribute to product development intelligence
Hottest Categories for Hair Care Product
Most Mentioned Attributes by Netizens

CREATIVE/IDEATION: Netizens creativity can inspire communications and product

* Conversation Participation Rate (CPR) - average post no. in every conversation
Note:
Total Post No.
* CPR =
Total Conversation No.
MEDIA PLANNING: Select social media partners based on engagement quality
The higher the rate is, the more active the buzz of the site is

MEDIA PLANNING: Select social media partners based on site culture
Comparison of Yoka and Onlylady, Q2 2009

PLANNING + INSPIRATION: Plan content based on understanding of site culture/content
Relationship & Sex
怎么办..暗恋上了男朋友的朋友 // What should I do? I fell for a friend of my boyfriend link
Dealing with family members
调查：你们愿意和婆婆一起住么 // Survery：are you willing to live with your mother-in-law? link
Renting & Cohabitation
异性同居一定会日久生情吗？// Will every heterosexual cohabiting roommates become a couple? link
HotLifestyleTopic
Work life balance
打算辞掉银行工作去读书或者卖煎饼，可行吗？// I want to quit my job in the bank and return to university or get an easy job, is it a good plan? link
Office story
和两个男上司上床后，我当了行政主管的职位 // After having sex with two guys from high level, I got the position of Admin Supervisor link
Economic issue in life
嫁了一个经济条件不好的老公，婚后你们过的还好吗？// Married with a poor husband, are you happy in the marriage? link
Note: The bubble size represents the discussing heat of the topic, which is roughly estimated by related buzz volume

PLANNING + INSPIRATION: Write copy based on language of netizens

BUZZ MY HEART: The first ‘webisode’ to be put on ‘regular’ TV

MAPPING OUT INFLUENCE: Clusters of interests led by nodes of influence
Team / Athlete heavy talkers
Sponsor heavy talkers

EXECUTION: Pinpointing different elements of influence across individuals and communities

BRAND REPUTATION: What is driving the buzz?
Magotan wheel dominated its exterior buzz and drove the exterior buzz increasing
Magotan exterior main attributes buzz share
March – May 2009
Source: Total buzz of Magotan exterior: March=4,471 posts April=4,059posts May=5,352posts

NETIZEN POWER: Owner’s communities diligently network to find problems
Owners hoped this problems could be fixed
FAW-VW answered this problem was normal
Netizens extended their complaints impact
所以我认为我们大家一起闹起来，直到这个迈腾论坛的吵闹，影响新车的销售才会停息！/ I think all of us should complained together, until our complaint impact the sales of Magotan(Link)
望17DZ重视广大车主权益，莫让大家伤心！/ I hope FAW-VW could pay attention to the owner’ right(Link)
希望可以解决问题/ Hope this problem could be fixed(Link)
一汽大众已正式下发文件给全国的4S店，告知各4S店迈腾啃胎是正常现象/ FAW-VW released document to its all 4S stores: Magotan wheel wearing was a normal phenomenon. (Link)

NETIZEN POWER: Timely tracking to uncover potentially negative issues
Topic: Consumers‘ Day（3.15）
3 days before Consumer Day
Quote:
HP accused of selling dodgy laptops
Comments:
Many negative articles regarding HP graphics card issue
Negative Topics
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NETIZENS ORGANIZING THEMSELVES: Chinese have a long history of banding together to strengthen their voice
2006
Consumers organizing themselves
3 days before Day for Protecting Consumers’ Right
There are more than 20 QQ-groups of angry HP consumer countrywide
Key finding:
Huge quantity consumers complain HP laptop has quality problems, and consumers have organized to ask for be taken good care by HP service department.
Result:
3 days later, HP laptop problem was exposed by CCTV, and the biggest brand crisis of China HP was exploded.
Quote:
HP accused of flogging dodgy laptops
Comments:
Many negative articles was concerned HP. What happened of HP?
Consumers organize class action law-suit
Keywordcloud
148365.com(法易网) organized lawyers holding the news release conference
Consumers go to the lawyers for help
HP laptop
Search from all negative articles to figure out what happened of HP
Angry HP consumers on street
Early Warning Index
Negative Topics
Outside HP Service Office
Consumers to show their anger
“consumers hurt by HP’s flickering screen”
Outside HPService Office
Consumers hold banner to push HP solve the lowquality screen
“We strongly demand HP to fix bad screens”
Outside China HP Tower
“HP is socially irresponsible”
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SOCIAL MEDIA PHASE 1: Mapping social media to the comms organization
CREATIVE
MEDIA
DIGITAL
MR
BI
PR

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PHASE 2 of SOCIAL MEDIA:
Mapping social media to business drivers for action that leads to increased sales or decreased costs
AKA Social for Business Impact

HOT LEADS IDENTIFICATION: 4,000 expressions of purchase intent everyday (increase sales)
Overall Average Auto Hot Leads Per Day
(Tracked by CIC)
I want to buy a MPV for my family but not sure which is better: Buick GL8 or Mazda 5?

GROUP PURCHASE: 660 auto group purchase mentions every day (increase sales)
Mercedes Benz sells 200 Smart cars in three hours on Taobao
1st car was sold after 24 seconds,
55 cars in six minutes
116 cars by the 1st hour
143 cars by 2nd hour
205 cars sold by three and a half hours.
The event ended 21 days in advance.
confidential

SOCIAL CRM: customer support on Weibo (Twitter of China) (reduce costs)
Between 10 Feb 2011 and 3 Aug 2011, Dell has posted 1,000 posts on Weibo and now has 20,850 fans. We solved many technical and non-technical problems as well as sold some Dell products. We are always here to listen to you and hope to interact with you.
Link
Link
Customer: 2 of my classmates who bought Dell computer for less than a year both had problems. One with screen, the other with keyboard.
Dell Andy: Can send me message on Weibo? Can’t use QQ during office hours.
Customer: You noticed my complaint?
Dell Andy: I’m Dell’s technical support. Send me your serial number and I can help you.

SOCIAL CRM: engage consumers in communities (reduce costs)

The Unique Challenges of China
Very engaged, ‘social savvy’ netizens (social is not new)
Complex, diverse, often anonymous and definitely unique social media landscape (data collection, social crm and ‘social graphing’)
Language differences (text mining)
Cultural/net cultural differences (interpretation)
Very active ‘consumer owned’ communities (branded/customer community strategy)
End users (marketers and organizations) less sophisticated (don’t make solution too complicated/expensive; see Omniture)
Complexity of ‘global’ vs ‘local’ organization
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SOCIAL BUSINESS: Crossing the chasm in China
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700 People attended Beijing and Shanghai CIC social business forums in March 2011

THANK YOU
Shanghai Office:
Suite 108, Block A, UDC Innovative Plaza
125 Jiangsu North Road
Shanghai, PR China 200042
Tel: 021-5237 3860
Fax: 021-5237 3632
www.ciccorporate.com
Beijing Office:2909/, Block C, Central International Trade Center6A Jianguomenwai Avenue, Chaoyang DistrictBeijing, 100022, China
This document is for private commercial use only. Distribution to third parties and/or publication in whole or in part is strictly prohibited without expressed written consent of CIC.
本文件是针对CIC客户的相关品牌和企业的商业文件。未经CIC的书面许可，本文件或文件中的任何内容不得转交给第三方，同时也不得发表本文件或文件中的任何内容。

2011 SBS Singapore | The Social Business Landscape in China

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