Social Media in China:What You Know & What You May Not Know YUN XU (RING)
Internet in China The number of Chinese citizens online (or Netizens) stands at approximately 560 million– more than the population of Europe- with a further 10 million new users added per month. And the number of Chinese mobile phone netizens has Popularisation Rate of Internet reached 420 million. Population of Netizens2 (Source: CNNIC (2012) http://www.cnnic.net.cn/en/index/0O/index.htm) (Source: Razorfish (2012) http://www.ibbonline Source: http://english.peopledaily.com.cn/90882/7704757.html and http://it.sohu.com/20130115/n363498542.shtml
Something about China3 Source: Free Software Foundation (2010)http://www.fsf.org/facebook
Something Else about China4
Social Media in China5 (Source: TechinAsia, 2012, http://www.techinasia.com/techinasia/wp-content/uploads/2012/03/CIC-2012-China-Social-Media-Landscape.pdf)
Thinking about the Number Now 24% of Global Internet Content is in Chinese Source: Smartling (2012) http://www.smartling.com/globalweb#people-online6 Source: Hitwise (2012) http://thenextweb.com/asia/2011/05/27/sina-weibo-more-dominant-in-china-than-twitter-is-in-the-us/
Sina Weibo!7 Source: CICC (2011): http://www.howvc.com/Html/ipo/ibank/analyzer-opinion/089061.html
Fast Lane8 Source: ChinaMedia360 http://chinamedia360.com/News/NewsDetail.aspx?nid=F108FF3B95BA64A7
Sina Weibo? Evolution? Revolution? Profitable?9
The Netizens in China Comparison on Age Structure of Net Citizens from December 2009 to June 2010 Source: CNNIC (2010)10
What do they do online? PARTICIPATING11
56.3% of users admitted Influential Media that they know brands through online channels; 58.7% actually made purchase decisions based on user- generated online info; When making a purchase, 89.9% of users pay attention to online WOM With government control over what media stories are reported, social media has also become a trustworthy source of12 Source: Making sense of Internet World of Mouth, CIC 2009 information.
Numbers and Facts about Weibo • Sina Weibo accounted for one out of 106 Internet visits in China; • Twitter accounted for one out of 227 Internet visits in the UK; • Twitter accounted for one out of 434 Internet visits in the US;14 Source: Experian Hitwise (2012) Source: the Economic Times (2012)
Weibo vs. Twitter• Source: http://www.bbc.co.uk/news/magazine-18887804
• Sina Weibo racks up 731,102 posts during first minute of Chinese New Year which again surpassed Twitter’s own record for posts per minute. Source: http://thenextweb.com/asia/2013/02/11/sina-weibo-chinas-twitter-clocks-731102-tweets-during-first-minute-of-chinese-new-year/
Top Users in the UK • NO.1 Rio Ferdinand http://www.weibo.com/rioferdinand • No.6 Emma Watson http://www.weibo.com/emmawatson • No.7 Burberry http://www.weibo.com/burberry17
Consumer WoM in China’s Social Media Part1 British Discount Broadcasting Station :18
Consumer WoM in China Social Media Part2 British Shopping Station Number of Followers: 5230019
Consumer WoM in China Social Media Part3 International Brands on China Weibo • Brand: Coach New York • Number of Followers: 359,564 • Number of posts: 1344 • Youku embedded into Weibo Page20
Consumer WoM in China Social Media Part421
Consumer WoM in China Social Media Part522
Successful Example of Weibo Marketing
Summary China’s social media landscape is constantly growing, innovating, evolving. By the time you see this presentation, the facts may have already changed. Consumers are adopting new technologies and interacting with them in different ways.26
Social Media Marketing• Social networked marketing?• Where are the platforms?• Who are there on social media?• What are the implications on marketing strategies?
• The most useful marketing tools in social media?• e-WOM:People use WOM recommendations to provideinformation and to support and reinforce theirpurchasing decisions (Fill 2011).• User-Generated Content (UGC)UGC refers to primarily distributed online mediacontent created or produced by the generalrather than by paid professional (Daugherty etal. 2008).
UGC+e-WOM• Online interpersonal influence• Peer-to-peer recommendations• The most meaningful consequence of e-WOM:WOM adoptionThe attitude changes of an e-WOM receiver as aresult of accepting the message advocated bythe communicator (Li and Zhan 2011).
Game theory and collaboration
• So, what is the best scenario and how to make it happen?
Email marketing: DEAD?
Questions• What are the factors that proliferate online WOM communication?• Give an example of a company using social media and briefly analyse how it is doing the marketing job with the social media tools? (please notice that social media is much more then Facebook and Twitter)
Further Reading• What is the Difference between Chinese netizens and US net users? Available at: http://www.techinasia.com/major-difference- chinese-netizens-netizens/