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11 on ’11
China Digital
Communications
Trends

    Year of the
in the
Rabbit.
Burson-Marsteller China.

March 2011.
Digital Insight Series.
20*10
@ Tiger
The year 2010 proved a milestone            for digital
penetration,    communications,     marketing     and
innovation in China.

 With rich media stories such as the continued
 ascendancy of Renren and Kaixin001, the fevered
 speculation around Google‟s „exit‟ from China, the
 start of new social concepts such as Location-
 Based Services [LBS] and Group Shopping the
 coming of age of Social Media as a mainstream
 channel for communications and marketing in
 China was writ as de-facto by the end of 2010.

 Perhaps the most interesting trend was the
 phenomenal rise of Sina‟s microblogging platform –
 Weibo, leading to spectacular issues, online crises,
 rumors, gossip, and more dynamic ways for
 businesses to market and communicate.


Looking back.
20*11
@ Rabbit
Many companies in China still continue to struggle
with the new realities of the real-time “Social” Web. Social
technology advancements have so fast and furiously altered
the landscape of corporate reputation, brand management,
public relations and market influence.

Burson-Marsteller‟s Corporate Social Media Study,
published last November, revealed how large organizations
and multinationals, particularly, have yet to sustain
cohesive strategies around Digital Engagement and Social.

This is likely to change quickly over the next two years. If
2009 and 2010 was a period of “digital foreplay” for
companies at large, then 2011 and 2012 are pegged to be
the year of “digital embrace.”




Evolving strategies and
presences.
*11
@ Digital Embrace
    Defining future communications trends is never
    an easy task. Nowhere is this more true than on
    the world‟s largest and most dynamic internet
    market, with over 460 million internet users,
    actively participating and spending more time on
    the web than anywhere else.


2011 promises to be an        even more interesting year. Of
course, China is a vast country, filled with a diversity of
consumer behavior and experience – from international
metropolis‟ like Shanghai and Beijing, to tier 2 and 3 cities.
But there are predications we can safely make, based on
our   understanding     of   China‟s     fascinating   digital
communications landscapes.

                               Zaheer Nooruddin
                               Lead Digital Strategist
                               zaheer.nooruddin@bm.com




New technology adoption.
@ China Net
Microblog Trends
1.
Presence re-activation

                                   According to Burson-Marsteller
                                   Asia-Pacific‟s 2010 Corporate
                                   Social Media Study, while many
                                   companies rushed to establish
                                   online presences in 2007 and
                                   2008, more than half of these
                                   lapsed into inactivity. Below, you
                                   can see a screenshot of Sinopec‟s
                                   abandoned Sina Weibo presence.




In 2011, re-activating lapsed
presences and launching new,
more    targeted      ones  by
businesses will be a trend.

Realizing that Social Media is here to stay, companies that first
adopted social media presences early on but without cohesive
social strategies will try again.
2.
Infographics
Data visualization take center stage in how key information is
communicated to stakeholders in 2011. Why? Because in a
world where information overload for customers, clients and
colleagues is a critical issue, nothing works better.




                   Why use infographics?

We know that the Internet has made the sharing of data and
information easier than ever. Great, right? Well, not always.
This onslaught of numbers, statistics and facts can leave some
people more confused than when they started, meaning you
lose their attention. Infographics visualize complex data,
turning into a digestible byte, meaning that data is more likely
to affect change in an audience. In China‟s cluttered digital
information highway, standing out is the key to being heard-
infographics can help do that.
3.
Private social networks
Dogged by issues of data security and control, companies will
increasingly choose to invest in developing their owned social
web sites within which to engage their audiences discreetly –
retaining strategic control of the experience.

P&G‟s “BeingGirl” social site, created to engage a young, female
audience around issues of beauty, have gone a long way to
prove that private, branded social networks are a smart strategic
bet for businesses.
@ China Net
User Trends
4.
Social-savvy execs




Like their western peers, CEOs and executives in China will
realize the need to open and curate their own presences online –
expect more sustained Executive Blogging than ever before in
2011.
.

And it looks like they‟re already on their way - 3 of the top 20, 5 of
the top 30 and 10 of the top 50 microbloggers on Sina Weibo are
executives.

Google China‟s former CEO, Kai-Fu Lee, is widely known across
China, not as the president of Innovation Works, but also as a
famous online personality. Lee is a popular personal blogger and
microblogger- his microblog is ranked #9 on Sina Weibo. Lee also
runs a popular website to help young Chinese people with their
careers in IT.
5.
Networked mobility

The       rise     of   the
Smartphone in China, by
all projections, is set to
be staggering. According
to      statistics    from
Enfodesk by the end of
2010, the number of
mobile Internet users in
China had grown nearly
19% from the same
period in 2009, reaching
288 million; the market is
now valued at over RMB
63.7 billion.


As more consumers connect to the net via mobile and use apps to
share and connect, more opportunities for targeted messaging and
pervasive experiences by businesses will be available then ever
before. Ericsson projects this number exploding to 800 million by
2015.
6.
Online presence integration
This year, those companies that have been worked hard at
building their social footprint will finally integrate these
channels with their corporate presences. SNS pages and
externally hosted blogs will become increasingly visible on
corporate websites. Who wins? Everyone.




 The online shopping site Taobao makes it simple to share
 your recent purchases with your network through various
 social media - showing your friends what brands and
 products you support.
@ China Net
User Trends
7.
Social search
Paid search and technical SEO is just a step in the battle for
content visibility online. Companies will understand this point and
invest more in targeting audiences via the seeding of digital
messaging wherever they live online - in SNS and forums.




The potential and power of searching for information in real-time
using the social web has recently been thrust into China‟s
spotlight as netizens tapped into social networks to reunite
missing children with their parents. Dr. Yu Jianrong, a professor
of the Chinese Academy of Social Science, set up a Sina
microblog account encouraging netizens to post photos of
missing and young beggars. To date, the microblog has posted
1,000 photos, gained 100,000 followers and reunited six children
with their families.
8.
Location-based comms
Tencent and Sina‟s services. With Nokia‟s 250 million China
customers and the influence of Tencent and Sina on Chinese
netizens, this is sure to grow the power of LBS in China.


                              Today, there are around 30
                              location-based service (LBS)
                              companies on the Chinese web.



And, according to Analysys International, by the end of Q3 2010,
these sites claimed between three and four million active users.

As location-based networks grow, companies will market
products using these platforms and services – adding relevance
to their marketing campaigns like never before.

A relative newcomer to the LBS scene is qieke.com, a rebranded
travel site, which is currently compatible with iOs, Symbian and
Android phones. Qieke has partnered with more than 100
brands, including Lenovo and Starbucks, to offer special deals
and discounts for users who check-in to certain locations.
According to the company, the site already has 1 million users,
100,000 of which are active.
@ China Net
Usage Habits
9.
Social Commerce
According to CNNIC, the number of online shoppers in China
increased by nearly 50% in 2010 to 160 million users. Science
and Technology Daily pegs group sales in China is already a RMB
409 million industry.
                                        The convergence of
                                        social networking and
                                        shopping began last
                                        year    with    China‟s
                                        largest    e-commerce
                                        portals      developing
                                        social       networking
                                        features. As of June
                                        2010, only 6% of these
                                        buyers    were    using
                                        group buying services,
                                        but 80% had plans to
Fast to adapt: Renren. China‟s
                                        try them in the future.
largest social network, quickly moved
                                        Social       commerce,
to introduce “group shopping”
                                        driven     by     group
features. Having launched in March
                                        shopping, will gain in
of last year, Taobao‟s group shopping
                                        2011.
site, ju.taobao.com, had sold over
RMB 200 million worth of products to
over 5 million users. Perhaps the       We‟re just beginning to
most striking sale of the year was      see the power and scale
when the site sold 205 Mercedes-        of group buying in the
Benz Smart Cars in just 3 ½ hours.      China market.
10.
Mobile “domain”ation
                                 According to CNNIC‟s February
                                 2011 statistics, 66% of China‟s
                                 457 million Internet users
                                 accessed the web via mobile
                                 phones. With the ascendance of
                                 the Mobile Experience as a
                                 primary enabler of influence,
                                 communications and marketing,
                                 companies will begin to stake
                                 their     claims on customer
                                 attention by seriously investing
                                 in    mobile     web    strategic
                                 presences like never before.


 One company that is an early adopter of the Mobile Web is
 Ctrip.com, a travel planning site. Ctrip launched the mobile
 version of its website, m.ctrip.com, in April of last year. The
 new site allows users to easily book flights and hotels across
 China through their mobile device.

 Continuing its commitment to mobile options, Ctrip officially
 launched three application options for users - Google and
 Nokia apps can be downloaded directly from the site, while the
 iPhone app is available on the App Store.
@ China Net
User Trends
11.
Better Intel & Analytics
 Fueled by the adoption of smarter online monitoring and
 intelligence services, companies will for the first time in
 2011 take charge of their online analytics, measuring
 digital programs against ROI in more meaningful ways in
 the bargain.

 CIC, a provider of social media intelligence, has teamed
 up in November with Sina Weibo to leverage the
 incredible amount and quality of content on the
 microblog.

                       The partnership “is expected to lead to
                       new models and methodologies to bring
                       value to enterprises via social media
                       intelligence and analysis.”
11
Digital Comms
Trends.
     Presence re-activation
     Infographics
     Private networks
     Social-savvy execs
     Networked mobility
     Presence integration
     Social search
     Location-based comms
     Social commerce
     Mobile “domain”ation
     Better analytics
Sources
1. Presence Reactivation
•     Burson-Marsteller Asia Pacific‟s 2010 Corporate Social Media Study
      http://www.slideshare.net/bursonmarstellerchina/bursonmarsteller-asiapacific-social-media-
      study
5. Networked Mobility
•     Tencent Digital: http://digi.tech.qq.com/a/20110214/001092.htm
7. Social Search
•     The Age: http://www.theage.com.au/world/chinese-parents-tap-into-social-media-in-search-
      for-missing-children-20110210-1aojm.html
8. Location-based Comms
•     Wall Street Journal: http://blogs.wsj.com/chinarealtime/2010/12/22/checking-in-china-sees-
      rush-of-foursquare-imitators/
•     Tech Crunch: http://techcrunch.com/2010/02/23/location-based-services-revenue/
•     Penn-Olson: http://www.penn-olson.com/2011/01/30/nokia-sina-tencent-location-based-
      service-in-china/
9. Social Commerce
•     Marbridge Consulting: http://www.marbridgeconsulting.com/marbridgedaily/2010-11-
      05/article/40556/cnnic_china_has_140_mln_group_buying_site_users
•     China Internet Watch: http://www.chinainternetwatch.com/843/taobaos-juhuasuan/ ;
•     China Daily: http://usa.chinadaily.com.cn/business/2011-01/20/content_11888955.htm
•     Science and Technology Daily: http://www.stdaily.com/kjrb/content/2011-
      01/12/content_265267.htm
•     CNN: http://www.cnngo.com/shanghai/shop/taobao-sells-205-benzes-just-over-three-
      hours-653638
10. Mobile “domain”ation
•     China Internet Watch: http://www.chinainternetwatch.com/926/china-internet-users-2011/
•     China Hospitality News: http://www.chinahospitalitynews.com/en/2010/04/06/15851-ctrip-
      com-launches-mobile-website/
•     Pacific Epoch: http://pacificepoch.com/china-investment-research/sector/hotels-and-
      travel/articles/ctrip-releases-new-look-mobile-booking/
11. Intel & Analytics
•     CIC blog: http://www.seeisee.com/sam/2010/12/01/p2741

Net Trends Usage statistics: China Internet Watch
Points Of View.
Burson-Marsteller China regularly publish digital
perspectives on digital and related communications
topics. See more at: http://www.slideshare.net/bmasia or
http://www.slideshare.net/bursonmarstellerchina
DigiTrendSpotting.
 For further information on China‟s 11 Digital
 Trends for 2011, please contact:



 Zaheer Nooruddin
 Director, Lead Digital Strategist
 Burson-Marsteller (Greater China)
 86.1471603.0394
 Email: zaheer.nooruddin@bm.com
 Twitter: @BMDigitalChina



 Chris Deri
 CEO & Market Leader
 Burson-Marsteller China
 8610.5816.2678
 Email: chris.deri@bm.com
 Twitter: @Chris.Deri
About Burson-Marsteller China
Burson-Marsteller, a leading global public relations and
communications firm, entered China in 1985 at the invitation of the
Xinhua News Agency, becoming one of the first global public relations
firms to operate in the People's Republic of China. Today, we provide
evidence-based communication and advisory services to clients from
our offices in Beijing, Shanghai, Guangzhou and Chengdu.

Burson-Marsteller guides clients towards success in the rapidly evolving
and growing China market. Our services include corporate
communications, brand and product marketing, issues and crisis
management, and government relations and public policy consulting.
We provide these services to clients in major industry verticals such as
energy, banking, insurance, telecommunications, technology,
healthcare, automotive, chemicals, retail, property and fast moving
consumer goods.

Join the conversation at:

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D/BM China Digital Trends 2011

  • 1. 11 on ’11 China Digital Communications Trends Year of the in the Rabbit. Burson-Marsteller China. March 2011. Digital Insight Series.
  • 2. 20*10 @ Tiger The year 2010 proved a milestone for digital penetration, communications, marketing and innovation in China. With rich media stories such as the continued ascendancy of Renren and Kaixin001, the fevered speculation around Google‟s „exit‟ from China, the start of new social concepts such as Location- Based Services [LBS] and Group Shopping the coming of age of Social Media as a mainstream channel for communications and marketing in China was writ as de-facto by the end of 2010. Perhaps the most interesting trend was the phenomenal rise of Sina‟s microblogging platform – Weibo, leading to spectacular issues, online crises, rumors, gossip, and more dynamic ways for businesses to market and communicate. Looking back.
  • 3. 20*11 @ Rabbit Many companies in China still continue to struggle with the new realities of the real-time “Social” Web. Social technology advancements have so fast and furiously altered the landscape of corporate reputation, brand management, public relations and market influence. Burson-Marsteller‟s Corporate Social Media Study, published last November, revealed how large organizations and multinationals, particularly, have yet to sustain cohesive strategies around Digital Engagement and Social. This is likely to change quickly over the next two years. If 2009 and 2010 was a period of “digital foreplay” for companies at large, then 2011 and 2012 are pegged to be the year of “digital embrace.” Evolving strategies and presences.
  • 4. *11 @ Digital Embrace Defining future communications trends is never an easy task. Nowhere is this more true than on the world‟s largest and most dynamic internet market, with over 460 million internet users, actively participating and spending more time on the web than anywhere else. 2011 promises to be an even more interesting year. Of course, China is a vast country, filled with a diversity of consumer behavior and experience – from international metropolis‟ like Shanghai and Beijing, to tier 2 and 3 cities. But there are predications we can safely make, based on our understanding of China‟s fascinating digital communications landscapes. Zaheer Nooruddin Lead Digital Strategist zaheer.nooruddin@bm.com New technology adoption.
  • 6. 1. Presence re-activation According to Burson-Marsteller Asia-Pacific‟s 2010 Corporate Social Media Study, while many companies rushed to establish online presences in 2007 and 2008, more than half of these lapsed into inactivity. Below, you can see a screenshot of Sinopec‟s abandoned Sina Weibo presence. In 2011, re-activating lapsed presences and launching new, more targeted ones by businesses will be a trend. Realizing that Social Media is here to stay, companies that first adopted social media presences early on but without cohesive social strategies will try again.
  • 7. 2. Infographics Data visualization take center stage in how key information is communicated to stakeholders in 2011. Why? Because in a world where information overload for customers, clients and colleagues is a critical issue, nothing works better. Why use infographics? We know that the Internet has made the sharing of data and information easier than ever. Great, right? Well, not always. This onslaught of numbers, statistics and facts can leave some people more confused than when they started, meaning you lose their attention. Infographics visualize complex data, turning into a digestible byte, meaning that data is more likely to affect change in an audience. In China‟s cluttered digital information highway, standing out is the key to being heard- infographics can help do that.
  • 8. 3. Private social networks Dogged by issues of data security and control, companies will increasingly choose to invest in developing their owned social web sites within which to engage their audiences discreetly – retaining strategic control of the experience. P&G‟s “BeingGirl” social site, created to engage a young, female audience around issues of beauty, have gone a long way to prove that private, branded social networks are a smart strategic bet for businesses.
  • 10. 4. Social-savvy execs Like their western peers, CEOs and executives in China will realize the need to open and curate their own presences online – expect more sustained Executive Blogging than ever before in 2011. . And it looks like they‟re already on their way - 3 of the top 20, 5 of the top 30 and 10 of the top 50 microbloggers on Sina Weibo are executives. Google China‟s former CEO, Kai-Fu Lee, is widely known across China, not as the president of Innovation Works, but also as a famous online personality. Lee is a popular personal blogger and microblogger- his microblog is ranked #9 on Sina Weibo. Lee also runs a popular website to help young Chinese people with their careers in IT.
  • 11. 5. Networked mobility The rise of the Smartphone in China, by all projections, is set to be staggering. According to statistics from Enfodesk by the end of 2010, the number of mobile Internet users in China had grown nearly 19% from the same period in 2009, reaching 288 million; the market is now valued at over RMB 63.7 billion. As more consumers connect to the net via mobile and use apps to share and connect, more opportunities for targeted messaging and pervasive experiences by businesses will be available then ever before. Ericsson projects this number exploding to 800 million by 2015.
  • 12. 6. Online presence integration This year, those companies that have been worked hard at building their social footprint will finally integrate these channels with their corporate presences. SNS pages and externally hosted blogs will become increasingly visible on corporate websites. Who wins? Everyone. The online shopping site Taobao makes it simple to share your recent purchases with your network through various social media - showing your friends what brands and products you support.
  • 14. 7. Social search Paid search and technical SEO is just a step in the battle for content visibility online. Companies will understand this point and invest more in targeting audiences via the seeding of digital messaging wherever they live online - in SNS and forums. The potential and power of searching for information in real-time using the social web has recently been thrust into China‟s spotlight as netizens tapped into social networks to reunite missing children with their parents. Dr. Yu Jianrong, a professor of the Chinese Academy of Social Science, set up a Sina microblog account encouraging netizens to post photos of missing and young beggars. To date, the microblog has posted 1,000 photos, gained 100,000 followers and reunited six children with their families.
  • 15. 8. Location-based comms Tencent and Sina‟s services. With Nokia‟s 250 million China customers and the influence of Tencent and Sina on Chinese netizens, this is sure to grow the power of LBS in China. Today, there are around 30 location-based service (LBS) companies on the Chinese web. And, according to Analysys International, by the end of Q3 2010, these sites claimed between three and four million active users. As location-based networks grow, companies will market products using these platforms and services – adding relevance to their marketing campaigns like never before. A relative newcomer to the LBS scene is qieke.com, a rebranded travel site, which is currently compatible with iOs, Symbian and Android phones. Qieke has partnered with more than 100 brands, including Lenovo and Starbucks, to offer special deals and discounts for users who check-in to certain locations. According to the company, the site already has 1 million users, 100,000 of which are active.
  • 17. 9. Social Commerce According to CNNIC, the number of online shoppers in China increased by nearly 50% in 2010 to 160 million users. Science and Technology Daily pegs group sales in China is already a RMB 409 million industry. The convergence of social networking and shopping began last year with China‟s largest e-commerce portals developing social networking features. As of June 2010, only 6% of these buyers were using group buying services, but 80% had plans to Fast to adapt: Renren. China‟s try them in the future. largest social network, quickly moved Social commerce, to introduce “group shopping” driven by group features. Having launched in March shopping, will gain in of last year, Taobao‟s group shopping 2011. site, ju.taobao.com, had sold over RMB 200 million worth of products to over 5 million users. Perhaps the We‟re just beginning to most striking sale of the year was see the power and scale when the site sold 205 Mercedes- of group buying in the Benz Smart Cars in just 3 ½ hours. China market.
  • 18. 10. Mobile “domain”ation According to CNNIC‟s February 2011 statistics, 66% of China‟s 457 million Internet users accessed the web via mobile phones. With the ascendance of the Mobile Experience as a primary enabler of influence, communications and marketing, companies will begin to stake their claims on customer attention by seriously investing in mobile web strategic presences like never before. One company that is an early adopter of the Mobile Web is Ctrip.com, a travel planning site. Ctrip launched the mobile version of its website, m.ctrip.com, in April of last year. The new site allows users to easily book flights and hotels across China through their mobile device. Continuing its commitment to mobile options, Ctrip officially launched three application options for users - Google and Nokia apps can be downloaded directly from the site, while the iPhone app is available on the App Store.
  • 20. 11. Better Intel & Analytics Fueled by the adoption of smarter online monitoring and intelligence services, companies will for the first time in 2011 take charge of their online analytics, measuring digital programs against ROI in more meaningful ways in the bargain. CIC, a provider of social media intelligence, has teamed up in November with Sina Weibo to leverage the incredible amount and quality of content on the microblog. The partnership “is expected to lead to new models and methodologies to bring value to enterprises via social media intelligence and analysis.”
  • 21. 11 Digital Comms Trends. Presence re-activation Infographics Private networks Social-savvy execs Networked mobility Presence integration Social search Location-based comms Social commerce Mobile “domain”ation Better analytics
  • 22. Sources 1. Presence Reactivation • Burson-Marsteller Asia Pacific‟s 2010 Corporate Social Media Study http://www.slideshare.net/bursonmarstellerchina/bursonmarsteller-asiapacific-social-media- study 5. Networked Mobility • Tencent Digital: http://digi.tech.qq.com/a/20110214/001092.htm 7. Social Search • The Age: http://www.theage.com.au/world/chinese-parents-tap-into-social-media-in-search- for-missing-children-20110210-1aojm.html 8. Location-based Comms • Wall Street Journal: http://blogs.wsj.com/chinarealtime/2010/12/22/checking-in-china-sees- rush-of-foursquare-imitators/ • Tech Crunch: http://techcrunch.com/2010/02/23/location-based-services-revenue/ • Penn-Olson: http://www.penn-olson.com/2011/01/30/nokia-sina-tencent-location-based- service-in-china/ 9. Social Commerce • Marbridge Consulting: http://www.marbridgeconsulting.com/marbridgedaily/2010-11- 05/article/40556/cnnic_china_has_140_mln_group_buying_site_users • China Internet Watch: http://www.chinainternetwatch.com/843/taobaos-juhuasuan/ ; • China Daily: http://usa.chinadaily.com.cn/business/2011-01/20/content_11888955.htm • Science and Technology Daily: http://www.stdaily.com/kjrb/content/2011- 01/12/content_265267.htm • CNN: http://www.cnngo.com/shanghai/shop/taobao-sells-205-benzes-just-over-three- hours-653638 10. Mobile “domain”ation • China Internet Watch: http://www.chinainternetwatch.com/926/china-internet-users-2011/ • China Hospitality News: http://www.chinahospitalitynews.com/en/2010/04/06/15851-ctrip- com-launches-mobile-website/ • Pacific Epoch: http://pacificepoch.com/china-investment-research/sector/hotels-and- travel/articles/ctrip-releases-new-look-mobile-booking/ 11. Intel & Analytics • CIC blog: http://www.seeisee.com/sam/2010/12/01/p2741 Net Trends Usage statistics: China Internet Watch
  • 23. Points Of View. Burson-Marsteller China regularly publish digital perspectives on digital and related communications topics. See more at: http://www.slideshare.net/bmasia or http://www.slideshare.net/bursonmarstellerchina
  • 24. DigiTrendSpotting. For further information on China‟s 11 Digital Trends for 2011, please contact: Zaheer Nooruddin Director, Lead Digital Strategist Burson-Marsteller (Greater China) 86.1471603.0394 Email: zaheer.nooruddin@bm.com Twitter: @BMDigitalChina Chris Deri CEO & Market Leader Burson-Marsteller China 8610.5816.2678 Email: chris.deri@bm.com Twitter: @Chris.Deri
  • 25. About Burson-Marsteller China Burson-Marsteller, a leading global public relations and communications firm, entered China in 1985 at the invitation of the Xinhua News Agency, becoming one of the first global public relations firms to operate in the People's Republic of China. Today, we provide evidence-based communication and advisory services to clients from our offices in Beijing, Shanghai, Guangzhou and Chengdu. Burson-Marsteller guides clients towards success in the rapidly evolving and growing China market. Our services include corporate communications, brand and product marketing, issues and crisis management, and government relations and public policy consulting. We provide these services to clients in major industry verticals such as energy, banking, insurance, telecommunications, technology, healthcare, automotive, chemicals, retail, property and fast moving consumer goods. Join the conversation at: