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

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 FREQUENCY
Influence is a measure of the channels’ influence on consumers and the consumer buzz ecosystem
Frequency measures how frequent active users log-in and take actions
The 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