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2011 SBS Singapore | The Social Business Landscape in China
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2011 SBS Singapore | The Social Business Landscape in China

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  • Chinese netizens are more involved and more creative
  • Netizens have their own language (mars language); Net language also influences popular culture, more so than TV or movies (fu wocheng)Net novels—revolutionizing the publication industry since 1999Net stars –since 2006Net cartoons- since 2007
  • Love Network, love freedom, love staying up late, love the food stalls at night, love racing, also love 29 RMB's T-SHIRT, I am not a standard-bearer, not who's endorsement, I am Han Han, I represent myself. I'm like you. I'm Fan KeI’m not afraid of pea, I’m not afraid of fire ballI don’t have plastic hat , l don’t have iron hat But I have a strong faithI want to eat your brain Because--I am ZombieI represent myself. I different from themI'm just a normal Zombie
  • Qbi, the only virtual currency in the world to be taxedHuman flesh search engine (used at sichuan earthquake) and by hangzhou city gov’t to find criminalsGov’t 2.0 in China: before Obama 2.0
  • How net language is impacting marketing (Anta + ‘4 carat’), product development and even art
  • Transcript

    • 1. © 2011 CIC 1 The Social Business Landscape in China: How China Based Organizations are Integrating Social Business Intelligence Across the Organization April 6, 2011 © 2011 CIC The Leading Social Business Intelligence Provider in China
    • 2. © 2011 CIC 2 The Chinese Social Media Landscape
    • 3. © 2011 CIC 3 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
    • 4. © 2011 CIC 4 THE CHINESE INTERNET COMMUNITY IS MORE DEVELOPED THAN THE WEST
    • 5. © 2011 CIC 5 5 7,192,757 Followers 6,265,047 Followers
    • 6. © 2011 CIC 6 6 THE CHINESE INTERNET COMMUNITY IS MORE DEVELOPED THAN THE WEST
    • 7. © 2011 CIC 7 Government 2.0 and Human Flesh Search Engine
    • 8. © 2011 CIC 8 “About Me” “About Topics” “Shared moments with friends” THE COMPLEX, DIVERSE CHINESE SOCIAL MEDIA LANDSCAPE Blogs 231 BBS 132 SNS 210 Data Source: The 26th Statistical Survey Report on the Internet Development in China by CNNIC, July 2011 ( including active and non-active users) Microblog 100+ “About Being First to Show or Know” Inspired by Brian Solis
    • 9. © 2011 CIC 9 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
    • 10. © 2011 CIC 10 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: 10 –fundamentally changing communications… –fundamentally changing business… In ways which are absolutely unique in China
    • 11. © 2011 CIC 1111 PHASE 1 of SOCIAL MEDIA: Mapping social media to marketing to inform smarter communications AKA Social Media and Marketing
    • 12. © 2011 CIC 12 PR CREATIVE MR BI DIGITAL MEDIA SOCIAL MEDIA PHASE 1: Mapping social media to the comms organization
    • 13. © 2011 CIC 13 Industry Average Monthly Collected Comments CIC Archived Comments Approx Unique Consumers Auto 13,000,000 317,488,586 3,200,000 Mobile phone 8,000,000 184,308,424 14,000,000 Sports 3,200,000 81,740,371 1,800,000 Baby care 2,000,000 73,129,805 3,200,000 Beauty 2,000,000 45,425,648 2,700,000 Hardware 3,000,000 39,758,732 2,200,000 Pharma 1,500,000 32,931,308 840,000 Education 500,000 3,934,147 260,000 Luxury 500,000 3,447,589 443,000 • 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 BUSINESS INTELLLIGENCE: There are massive numbers of brand, product and service related comments 13 WEB SOURCED CONSUMER COMMENTS ARCHIVED BY CIC Confidential
    • 14. © 2011 CIC 14 RESEARCH: What categories are most discussed? What is your ‘share of voice’? Skin Care 70.4% Makeup 20.5% Fragrance 5.8% Body Care 1.9% Nail Care 1.2% Industry Buzz Rank by Category, Oct. 2009 ~ Mar. 2011 Skin Care 70.0% Makeup 29.4% Others 0.6% Client Buzz Rank by Category, Oct. 2009 ~ Mar. 2011 Data Source: CIC Cosmetic Social Data Panel
    • 15. © 2011 CIC 15 Hottest Categories for Hair Care Product Most Mentioned Attributes by Netizens R&D: Virtual call backs and virtual U&A studies can contribute to product development intelligence
    • 16. © 2011 CIC 16 CREATIVE/IDEATION: Netizens creativity can inspire communications and product
    • 17. © 2011 CIC 17 The higher the rate is, the more active the buzz of the site is * Conversation Participation Rate (CPR) - average post no. in every conversation * CPR = Total Post No. Total Conversation No. Note: MEDIA PLANNING: Select social media partners based on engagement quality
    • 18. © 2011 CIC 18 Buzz Volume Higher 219,250 Lower 141,094 Participation (CPR) Lower 6.1 Higher 12.5 Community character Prefer to show off Prefer to discuss and share Preference on emotional topics Not very popular Popular Topic orientation Cutting-edge General Ordinary Personal & detail Comparison of Yoka and Onlylady, Q2 2009 MEDIA PLANNING: Select social media partners based on site culture
    • 19. © 2011 CIC 19 Hot Lifestyle Topic 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 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 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 Renting & Cohabitation 异性同居一定会日久生情吗?// Will every heterosexual cohabiting roommates become a couple? link 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 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 Note: The bubble size represents the discussing heat of the topic, which is roughly estimated by related buzz volume PLANNING + INSPIRATION: Plan content based on understanding of site culture/content
    • 20. © 2011 CIC 20 PLANNING + INSPIRATION: Write copy based on language of netizens
    • 21. © 2011 CIC 21 BUZZ MY HEART: The first ‘webisode’ to be put on ‘regular’ TV
    • 22. © 2011 CIC 22 MAPPING OUT INFLUENCE: Clusters of interests led by nodes of influence Team / Athlete heavy talkers Sponsor heavy talkers
    • 23. © 2011 CIC 23 EXECUTION: Pinpointing different elements of influence across individuals and communities
    • 24. © 2011 CIC 24 2,534 2,390 3,776 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% March April May Others Door Lamp Wheel 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 BRAND REPUTATION: What is driving the buzz? Magotan wheel dominated its exterior buzz and drove the exterior buzz increasing
    • 25. © 2011 CIC 25 NETIZEN POWER: Owner’s communities diligently network to find problems Owners hoped this problems could be fixed 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) FAW-VW answered this problem was normal 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) Netizens extended their complaints impact
    • 26. © 2011 CIC 26 Negative Topics Topic: Consumers‘ Day(3.15) Quote: HP accused of selling dodgy laptops Comments: Many negative articles regarding HP graphics card issue 3 days before Consumer Day NETIZEN POWER: Timely tracking to uncover potentially negative issues 26
    • 27. © 2011 CIC 27 NETIZENS ORGANIZING THEMSELVES: Chinese have a long history of banding together to strengthen their voice Negative Topics Early Warning Index Quote: HP accused of flogging dodgy laptops Comments: Many negative articles was concerned HP. What happened of HP? 3 days before Day for Protecting Consumers’ Right Search from all negative articles to figure out what happened of HP Keyword cloud HP laptop 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. There are more than 20 QQ- groups of angry HP consumer countrywide Consumers organizing themselves Angry HP consumers on street Consumers organize class action law-suit 148365.com(法易网) organized lawyers holding the news release conference Consumers go to the lawyers for help 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” 2006 27
    • 28. © 2011 CIC 28 PR CREATIVE MR BI DIGITAL MEDIA SOCIAL MEDIA PHASE 1: Mapping social media to the comms organization
    • 29. © 2011 CIC 2929 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
    • 30. © 2011 CIC 30 Hot Leads Overall 2347 Posts of one messages 1710 Posts Repeated messages 637 I want to buy a MPV for my family but not sure which is better: Buick GL8 or Mazda 5? HOT LEADS IDENTIFICATION: 4,000 expressions of purchase intent everyday (increase sales) Overall Average Auto Hot Leads Per Day (Tracked by CIC)
    • 31. © 2011 CIC 31 confidential GROUP PURCHASE: 660 auto group purchase mentions every day (increase sales) • 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. Mercedes Benz sells 200 Smart cars in three hours on Taobao
    • 32. © 2011 CIC 32 Link 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 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: customer support on Weibo (Twitter of China) (reduce costs)
    • 33. © 2011 CIC 33 YTD Growth YTD Growth YTD Growth Avg club.women.sohu.com 3,045,283 -21% 124,213 11% 24,271 -9% 26 bbs.lady.163.com 1,156,158 4% 197,981 133% 27,801 -60% 13 rosebeauty.com.cn 940,617 53% 42,482 43% 11,417 47% 26 bbs.55bbs.com 856,654 -7% 127,995 249% 14,869 -68% 22 tianya.cn 798,169 211% 162,440 627% 19,688 -55% 14 forum.taobao.com 737,033 -29% 123,915 -20% 6,502 -30% 6 bbs.yoka.com 649,321 19% 76,684 51% 13,309 -30% 7 bbs.trends.com.cn 527,472 24% 29,667 67% 5,259 -35% 21 bbs.onlylady.com 378,058 1% 50,043 147% 9,005 -42% 11 19lou.com 269,165 77% 66,386 569% 11,755 -78% 14 bbs.eladies.sina.com.cn 243,060 27% 38,297 64% 13,476 10% 5 post.baidu.com 217,571 -19% 29,912 -19% 8,739 -18% 7 bbs.rayli.com.cn 142,969 48% 30,266 44% 7,985 -24% 6 bbs.mpdaogou.com 96,598 33% 20,383 274% 3,188 -58% 9 bbs.vogue.com.cn 79,032 -2% 9,224 25% 1,062 -37% 19 Data Source Posts Posters Conversations Post/ poster SOCIAL CRM: engage consumers in communities (reduce costs)
    • 34. © 2011 CIC 34 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 34
    • 35. © 2011 CIC 35 SOCIAL BUSINESS: Crossing the chasm in China 35 700 People attended Beijing and Shanghai CIC social business forums in March 2011
    • 36. 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。 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 Center 6A Jianguomenwai Avenue, Chaoyang District Beijing, 100022, China