Establishing Your Digital & Social Online Presence in China - Zaheer Nooruddin
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A presentation by Zaheer Nooruddin, lead digital Studio D Waggener Edstorm agency leader Asia Pacific and China
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Establishing Your Digital & Social Online Presence in China - Zaheer Nooruddin
- 1. Establishing a Digital Presence in China D/BM l Digital and Social Media Influence at Burson-Marsteller Burson-Marsteller China China Zaheer Nooruddin Lead Digital Strategist Twitter @zooruddin Twitter @DBM_China www.DBMChina.com February 6 2012 D/BM l Listen Plan Mobilize
- 2. D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize Digital China at a Glance
- 3. China’s 1.4 billion D/BM l Digital and Social Media Influence at Burson-Marsteller China 50% 50% Rural Urban Source: World Bank D/BM l Listen Plan Mobilize
- 4. China Digital Behavior D/BM l Digital and Social Media Influence at Burson-Marsteller China Source: China Internet Watch D/BM l Listen Plan Mobilize
- 5. China Digital Reach • 1.4 billion Population are nearly 1.4 D/BM l Digital and Social Media Influence at billion in China • 500 million Number of Internet users with growth rate 19% annually, ranks No.1 in Burson-Marsteller China the world • 1 million new Internet users every month • 303 million Mobile Internet users reach 303 million, accounting for 66% computer Internet users • 18 hours Average time online 18 hours per week and 2.6 hours every day Source: World Bank，InternetWorldStats, China Internet Watch，2011 D/BM l Listen Plan Mobilize
- 6. Digital broadband usage 460 million D/BM l Digital and Social Media Influence at Burson-Marsteller China 98% broadband penetration Source: China Internet Watch D/BM l Listen Plan Mobilize
- 7. China on the GO D/BM l Digital and Social Media Influence at Burson-Marsteller China Mobile web usage 303 million 66% of PC Internet Users Source: China Internet Watch D/BM l Listen Plan Mobilize
- 8. An Evolved Webscape D/BM l Digital and Social Media Influence at Social Personal Burson-Marsteller China • e.g. Social networks • e.g. Blogs Transactional • e.g. e- Commerce Interactive • e.g. Forums Informational • e.g. Corporate websites D/BM l Listen Plan Mobilize
- 9. Share 41% of time online spent on Weibo and SNS 32 hours per month Discuss Connect spent online, more than with any other media, including TV D/BM l Digital and Social Media Influence at Weibo Play BBS SNS Entertain 23% of time online Gaming Video spent watching video Trade Burson-Marsteller China Check In China’s Mobile E-Shop D/BM Web access by mobile is dominated by Gaming, Email and Video. 910M mobile users, 500M 10% of time online spent on e- commerce; Taobao leads with 310M mobile internet users, 88% of C2C and 48% of B2C expected to grow exponentially market share Learn News Dating Meet 385M users of IM in China, 2nd in application popularity, only to Search Wiki IM Search Educate Chat Search is the most dominant means of Locate finding information about people, products and brands Source: GroupM Sept 2011 Digital Media D/BM l Listen Plan Mobilize Report, CNNIC July 2011 Report
- 10. D/BM l Digital and Social Media Influence at Burson-Marsteller China Top 5 Web Reach in China D/BM l Listen Plan Mobilize
- 11. Social media vs. Mainstream media reach in China D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
- 12. China Real-Time Tweeting 300 Million+ users Qt: which microblogging D/BM l Digital and Social Media Influence at service is the most famous in China? Burson-Marsteller China Source: DCCI 2010 Microblog Survey D/BM l Listen Plan Mobilize
- 13. Top social platforms in China 1. Qzone - China’s largest social network is back of the 637 million active accounts for D/BM l Digital and Social Media Influence at Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the quality of its nickname- based social graph. Burson-Marsteller China 46.0% Reach Monthly Page View 8,600M D/BM l Listen Plan Mobilize
- 14. Top social platforms in China 2. Pengyou – Tencent’s latest entry into the real-name social networking space D/BM l Digital and Social Media Influence at with many student and white-collar users. Still not very aggressively going into the business partnership. Burson-Marsteller China 17.8% Reach Monthly Page View 2,100M D/BM l Listen Plan Mobilize
- 15. Top social platforms in China 3. D/BM l Digital and Social Media Influence at Renren – China’s leading real-name social network. Founded in 2005 and previously called Xiaonei with a lot of student users. With its re-branding to Renren (Chinese pinyin, means “everyone”), it has been expanding its target audience groups. Burson-Marsteller China 16.0% Reach Monthly Page View 3,300M D/BM l Listen Plan Mobilize
- 16. Top social platforms in China 4. Sina Weibo – The red-hot microblogging service that threatens China’s social D/BM l Digital and Social Media Influence at networks with a new model. Can microblogging surpass social networking in terms of popularity in China? Its features now far surpass those of Twitter, including threaded comments, pictures, videos, IM, and LBS. Burson-Marsteller China 9.0% Reach Monthly Page View 1,300M D/BM l Listen Plan Mobilize
- 17. Top social platforms in China 5. Kaixin001 – Popular amongst white-collar workers via its social games and D/BM l Digital and Social Media Influence at post-forwarding features. But as the social games mania has died down and the appeal of its post- forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling. Burson-Marsteller China 4.7% Reach Monthly Page View 1,200M D/BM l Listen Plan Mobilize
- 18. D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize 3 China Digital Insights
- 19. D/BM l Digital and Social Media Influence at Burson-Marsteller China 1. In China we believe D/BM l Listen Plan Mobilize
- 20. 2. In China we believe D/BM l Digital and Social Media Influence at All business functions converge online. Digital presence must be addressed with holistic Burson-Marsteller China strategy that provides D/BM l Listen Plan Mobilize
- 21. 3. In China we believe D/BM l Digital and Social Media Influence at People trust other people the most.* Burson-Marsteller China *McKinsey Quarterly, October 2011 D/BM l Listen Plan Mobilize
- 22. D/BM l Digital and Social Media Influence at Burson-Marsteller China Think Different D/BM l Listen Plan Mobilize China Digital Planning
- 23. Think Holistically to Succeed D/BM l Digital and Social Media Influence at Burson-Marsteller China Social Website Influencers Search Analytics Media D/BM l Listen Plan Mobilize
- 24. China digital user experience Unique characteristics D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
- 25. Social media channels Fragmented and home-grown D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
- 26. Search Optimization Hm, what’s D/BM l Digital and Social Media Influence at ? Burson-Marsteller China SEO and SEM are powerful strategies, but in China both Your brand require local insight, planning and implementation to succeed D/BM l Listen Plan Mobilize
- 27. Analytics D/BM l Digital and Social Media Influence at Burson-Marsteller China … drives crisis preparedness, web strategy planning, content creation, insight, reputation management and real-time fact-based decision-making BUT international monitoring platforms do NOT work in China D/BM l Listen Plan Mobilize
- 28. Track Your Online Presence in China D/BM l Digital and Social Media Influence at Your brand Your marketing Burson-Marsteller China Your competitors Your reputation Your influencers D/BM l Listen Plan Mobilize
- 29. D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
- 30. Influencer Mapping Local tracking & outreach D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
- 31. Optimize Your Effectiveness Your brand D/BM l Digital and Social Media Influence at Your marketing Your Your content company Burson-Marsteller China Your Your issue competitors Your Your competitors product Your influencers Your reputation D/BM l Listen Plan Mobilize
- 32. D/BM l Digital and Social Media Influence at Burson-Marsteller China China Digital Strategic Consultants D/BM l Listen Plan Mobilize
- 33. Digital Burson-Marsteller China Evidenced-Based D/BM l Digital and Social Media Influence at Using the right tools to track issues that are critical to a company, gauging buzz and sentiment online is key. Audits & Benchmarking Burson-Marsteller China Regular reporting on Measurement Reporting & Planning & and ROI to business Optimization Programming benefit. Developing a strategic Once planning Activation & framework of Online Mobilizing Engagement, based on framework is in place, set up and begin experience, research and insights. engagement. D/BM l Listen Plan Mobilize
- 34. 4 Steps to Establishing Your Presence in China D/BM l Digital and Social Media Influence at Define objectives, audiences, channels, and 1. benchmark content, conversations, Audit sentiment, competitors Optimize through KPI analytics-driven reporting for effectiveness in reputation management and marketing Burson-Marsteller China 4. China Web 2. Report Presence Strategy Build a corporate and brand website, social media Nurture Influencers, community extension awareness, leads framework and process generation, sales 3. campaigns Program D/BM l Listen Plan Mobilize
- 35. Introducing D/BM D/BM l Digital and Social Media Influence at D/BM is Burson-Marsteller China's integrated digital and social media influencer practice. D/BM monitors corporate and brand reputation and issues, Burson-Marsteller China identifies influencers and fosters Listen advocates, by developing Influencers Identify Leads communities and content that enable superior Mobilize Communities communications and marketing in the digital age. PR Issues Reputation Crises Marketing D/BM l Listen Plan Mobilize
- 36. Our Thinking & Process D/BM offers fully-managed integrated social media solutions – from audits and intelligence, D/BM l Digital and Social Media Influence at to strategy, to engagement, to measurement and optimization Listening Planning Mobilization Optimization Burson-Marsteller China D/BM Strategy Programming Report Practice Search Measure Alerts Plan Mobilize Insight Design Develop KPI ROI Influence Listen Content Analyze D/BM l Listen Plan Mobilize
- 37. Our China services We identify emerging digital influencers, plan digital communications, mobilize D/BM l Digital and Social Media Influence at corporate and consumer-driven content to promote reputation and amplify marketing 1 2 3 4 5 6 Audits Strategy Reporting Crisis Content Influence Trainings Planning Digital Crisis Digital Content Influencer Digital Crisis Burson-Marsteller China Digital Digital Comms Management Development Identification Simulation Reputation Assessment Digital Crisis Influencer Social Social Media Social Media Preparedness Management Media Competitor Comms Content Policies Digital Management Benchmarking Talent Digital Crisis Preparedness & Response Recruitment Social Digital Content Media for Digital & Mobile Seeding & B2B Digital Distribution Social Media Lead Auditing Integration Digital Issues & Generation Crisis Analysis SEO Digital Issues & Social Media Community Management Crisis Counsel D/BM l Listen Plan Mobilize
- 38. We develop Integrated Digital Strategy D/BM l Digital and Social Media Influence at Burson-Marsteller China Decentralized Hub and spoke Dandelion Twins Description • No clear coordination • A central account and • Message originally comes • One official account, one between accounts several sub-accounts, the from one account, other (or more) influential • Message travels between sub-accounts are equal accounts retweet that individual accounts and accounts randomly. • Message originally comes • No strict and distinct several sub-accounts Retweet and comment on from the central account, hierarchy between accounts • If the individual accounts each other to increase then sub-accounts retweet • Accounts interact with each are more influential, influence that other when necessary message is spread out • Looks authentic • No much connection or more broadly through interaction between sub- them accounts Example • Wanda studios • Adidas China • Jet Li personal weibo + “One Foundation” official weibo Source: Altimeter Group, 新浪微博商务部, SocialBeta D/BM l Listen Plan Mobilize
- 39. D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize Our China Digital Reports
- 40. Thank you D/BM l Digital and Social Media Influence at For more on our China consultancy, email Zaheer Nooruddin zaheer.nooruddin@bm.com Burson-Marsteller China Leon Zhang leon.zhang@bm.com Visit Digitalbursonmarsteller.com Bmchina.com.cn Follow us on Twitter @DBM_China Follow us on Weibo BMChina D/BM l Listen Plan Mobilize