Social media in China and a bit other thoughtsPresentation Transcript
Social Media in China:What You Know & What You May Not Know YUN XU (RING)
Internet in China Up to December 2011, the number of net citizens in China has reached 513 million, with an increase of 56 million compared to the end of 2010. Popularisation Rate of Internet Population of Netizen2 (Source: CNNIC (2012) http://www.cnnic.net.cn/en/index/0O/index.htm)
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
Influential Media 56.3% of users admitted 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 WOM12 Source: Making sense of Internet World of Mouth, CIC 2009
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; • Sina Weibo has about 450,000 users in the United States as of late November 2011.14 Source: Experian Hitwise (2012) Source: the Economic Times (2012)
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/burberry15
Consumer WoM in China’s Social Media Part1 British Discount Broadcasting Station :16
Consumer WoM in China Social Media Part2 British Shopping Station Number of Followers: 5230017
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 Page18
Consumer WoM in China Social Media Part419
Consumer WoM in China Social Media Part520
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.24
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)