1. SNS Sites In China – Who Recommends What?
The 1st Brand Recommenders Platform in China
www.holaba.com.cn 2010,June 1
2. Index
About Holaba - Holaba Asks 1 Question
Holaba SNS Brand War Campaign
Holaba & Net Promoter Score Methodology
Key Findings SNS Brand War Campaign
Holaba’s Value
Holaba’
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3. About Holaba - Holaba Asks 1 Question
Holaba asks its users 1 question and measures the
recommendation power of brands and consumers.
How likely are you to recommend this brand/product to your friend/family?
Holaba - The first structured brand Recommenders platform:
20 Categories Launched in May 2009, Holaba grows rapidly.
240+ Subcategories Currently Holaba has more than 50,000
5,000+ Brands registered users, 10,000 daily UV, monthly
45,000+ Products 5,000 new users on average.
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4. Holaba SNS Brand War Campaign
About Brand War Campaign
Holaba has launched several Brand War campaigns since its launch.
Each campaign focuses on a specific sub category, such as mobile phones, online games &
sports & leisure wear. People are invited to come to Holaba to score and review the brands and
their related products.
On the front end, a winning brand is selected according to the average score and the number of
people who rate that brand. Users can play lucky draw during the campaign, and those who give
the highest score to the winning brand may get a chance to play the final lucky draw.
On the back end, each brand’s status of recommendation can be analyzed (by the Holaba clients)
and segmented based on the NPS methodology.
The data of the case study is from the SNS Brand War.
–Time: 2010/02/26 - 2010/05/31
–Categories/brands: 18 brands from the SNS sub-category
–Participants: 10,014
–Number of scores: 62,584
–Number of reviews: 4,415
5. SNS Brand War Campaign – Users’ Profile
Users’
Gender Location
6%
23%
14% North China
34% East China
Southw est China
Men Northeast China
11%
Women Central China
South China
66% 6%
30% Northw est China
10%
Age Working status
3% 7% 8%
9% 6%
28%
29% >44 Student
10%
35-44 Full-time job
25-34 Part-time job
18-24 Self employ
<18 Others
52%
48%
6. SNS Brand War Campaign – Front End
This is a “Brand War”
among 18 Popular SNS
sites.
Participants in the game
have to score 6 sites.
Participants can not give
different sites the same
score.
Participants may write a
review for 1 or more
sites, but they don’t
have to.
Those who invite their
friends to participate in
the game will get extra
lucky draw chances.
7. SNS Brand War Campaign Page
16 SNS sites get more
than 2000 Scores.
8. Holaba & Net Promoter Score Methodology
Holaba asks its users 1 question
How likely are you to recommend this Product/Brand to a colleague or friend?
Promoters Passives Detractors
10 9 8
8 7
7 6 5 4 3 2 1 0
Extremely likely Neutral Not at all likely
NPS =
% of Promoters % of Detractors
(10s & 9s) - (0 through 6)
Traditional Method NPS
Complex, low response rate Simple and practical, easy to answer
Too much information, no focus Easy to calculate
Just the history data Proactive - Predictive
No suggestion for action Clear suggestion for action
•Net Promoter® is both a loyalty metric and a discipline for using customer feedback to fuel
Net Promoter®
profitable growth in your business. Developed by Satmetrix, Bain & Company, and Fred Reichheld.
•Apple, GE, Philips, Dell, LG, eBay and other world-class firms are embracing the concept of NPS and
Apple,
have successfully implemented Net Promoter programs within their organizations.
9. About Holaba Index
Holaba prepares and publishes the overview of each Brand War Campaign including general
findings and brands rankings of Popularity Index, Shopping Index and Holaba Score. More
in-depth analysis can be done on Holaba Dashboard.
Popularity index Shopping index Holaba-score
Is the number of Is the average score This score – unlike
netizens that gave a of all the scores given the 2 others – is
score to your brand. It to your brand. NOT visible to the
expresses Expresses the mix general public.
the mix between past between satisfaction Only paying clients
market share, actual and loyalty to your have access. It is a
market share, future brand and reliable indication of
market share and near helps other netizens the
future market share. in their pre-shopping recommendation
It doesn’t express phase. The higher power of your brand
satisfaction nor loyalty. the score, and gives a good
the more our idea on future
registered users like growth or decline of
your brand. your market share.
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10. Key Findings - SNS Brand War
Tencent SNS are the most popular SNS brand in the game, with 7692 scores ,77% of
participants score it. Baidu SNS and Kaixin001 with 6846 and 6711 scores respectively take the
second and third place in the popularity index ranking. Cyworld get the least scores(1552).
Tencent SNS also gets the highest Shopping Index (8), it is the only brand that reaches 8
marks among 18 SNS brands. The following brands are Baidu (7.7) and Kaixin001(7.5) .
Tencent, with a Holaba Score of 34.3%, is most likely to increase its market share.
Baidu (HS=15.6%) is the second highest brands, followed by Renren (HS=10.5%).
Tencent SNS, Baidu,Kaixin001 and Renren are leading SNS brand in China. Especially
Tencent SNS is definitely the top one brand in China, whose Holaba score, Shopping Index and
Popularity Index all rank first place in Holaba Brand War Campaign.
5gme gets the lowest Holaba score (-58.6%) and the lowest Shopping Index (5.3).
The Holaba Score of a brand shows significant differences among people with different profiles.
See more details in the following slides.
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12. Key Findings – SNS General Rankings2
SNS Holaba Score Rankings
34.3
Holaba Score
15.6
10.5
7.8
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13. Tencent SNS – Key Findings
People aged under 18 years old are most positive to recommend Tencent SNS among
all the age groups.
Shanghai women are most negative to recommend Tencent SNS among
Beijing , Guangdong and Shanghai women, while Guangdong women
recommend Tencent most , and its Holaba Score is much higher than Tencent
SNS total Score.
14. Kaixin001 - Key Findings
People from different parts of China have different recommendation power on Kaixin001,
which reaches a highest HS of 17% in East China and fells to -10.1% in Southwest China.
Past users are most likely to recommend Kaixin001 followed by current users.
Kaixin001,
15. Renren - Key Findings
Beijing people with age of 19-29 years old recommend Renren most , among Beijing,
Shanghai and Guangdong, with the Holaba score of 33.6%
People from Northeast China are most positive to recommend Renren , while South
China people are less likely to recommend Renren in fact its HS is the lowest in all
Renren,
parts of China.
16. Insight from Reviews – SNS BW Key Findings
Keywords of reviews about Renren SNS: Acquired by Japanese, useful to find
:
classmates , becomes more and more commercial.
17. Insight from Reviews – SNS BW Key Findings
Keywords of reviews about Kaixin001 SNS: Killing time, Like to read transferred
posts .
18. Tencent SNS Brand Planet
The circles in orange
color index Tencent users
strongly recommended
brands, the blue ones are
the non-recommended
brands. The most
recommended brand is
Adidas and the most non-
recommended is OKWAP.
19. Holaba’s Value
Holaba’
Brand
Consumer data Targeting communication
Future market share indicator New product launch Promotion
Rate the brands/products Recommendation index
Publish comments Brand news Brand/product comments
Recom- Reader
mender Only
Opinion leader Build up influence
Points incentive Platform power
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20. To Know More …
Holaba helps Brands and their Agencies by providing:
• Data to immediately improve their overall marketing through better segmentation
(Age, gender, location, usage experience and the positive or negative relation with a
given brand)
• Real time 1st impressions about a brand’s future market share using our dashboard
• Clear profiles of both the positive and negative recommenders as well as the more
neutral consumers.
• Access to your recommenders and non-recommenders through targeted marketing
communication (Example: Customized surveys to selected users, product and brand
pages)
• In-depth customized data-analysis reports
• Brand War Game participation
*Holaba Scores for Brands as well as Products are exclusively available for our customers.
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21. Contact Us
Work with Holaba to get a better insight in
Your Brands’ or Products’ Recommendation Power
The Consumers who really make the difference
If you like to know more about the findings of the SNS Brand War, our
Future surveys and Holaba’s permanently ongoing data gathering, please contact us.
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