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China social media landscape 2012 simple guidelines on how best to choose social embassy

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  • 1. 2012 CHINA SOCIAL MEDIA LANDSCAPE for BUSINESS SIMPLE GUIDELINE ON HOW BEST TO CHOOSE YOUR SOCIAL EMBASSY Linked Douban In E- Comm Sina Weibo INFLUENCE Renren erce Brand Sites QQ Weibo SNS + APPs QQ Zone Weixin News Portals 0 KAIXIN 001 Groupon FREQUENCYInfluence is a measure of the channels’ influence on consumers and the consumer buzz ecosystemFrequency measures how frequent active users log-in and take actionsThe size of circle indicates the size of active users SINA WEIBO QQ WEIBO Renren NO. OF USERS/ 300M 350M 200M ACTIVE USERS 50M 40M 30M ACTIVE USER Age:18-45/celebrities & Age: 18-35/university Age:14-30/youth groups/ DEMOGRAPHIC elites/office animals/1st & 2nd students/white collars/1st & students/2nd & 3rd tier cities S tier cities tier 2nd cities Real-life moments/social topics WHAT THEY Personal updates/breaking Personal updates/fun blog /breaking news/celebrity BUZZ ABOUT news/fun news/viral content posts/movies & videos gossip/elite fights KEY Elites/celebrities/industry KOLs/media & grass-roots Peers/groups with shared INFLUENCERS KOLs/media celebrities interests/public pages Content marketing/ Viral content/KOL HOW TO Social games/tab page community interaction/KOL engagement/incentive ENGAGE campaigns/KOL engagement engagement campaigns CREATED BY @LIBLOG LIJIANSPORTS@GMAIL.COM ALL RIGHTS RESERVED JUNE 20, 2012

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