social media in china ring xu
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Social Media in China:What You Know & What You May Not Know
YUN XU (RING)
Internet in China
(Source: CNNIC (2012) http://www.cnnic.net.cn/en/index/0O/index.htm)
Population of Netizen
Popularisation Rate of Internet
2
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.
3 Source: Free Software Foundation (2010)http://www.fsf.org/facebook
Something about China
4
Something Else about China
Social Media in China
(Source: TechinAsia, 2012, http://www.techinasia.com/techinasia/wp-content/uploads/2012/03/CIC-2012-China-Social-Media-Landscape.pdf)
5
6
Thinking about the Number Now
Source: Smartling (2012) http://www.smartling.com/globalweb#people-online
24% of Global Internet Content
is in Chinese
Source: Hitwise (2012) http://thenextweb.com/asia/2011/05/27/sina-weibo-more-dominant-in-china-than-twitter-is-in-the-us/
7
Source: CICC (2011): http://www.howvc.com/Html/ipo/ibank/analyzer-opinion/089061.html
Sina Weibo!
8 Source: ChinaMedia360 http://chinamedia360.com/News/NewsDetail.aspx?nid=F108FF3B95BA64A7
Fast Lane
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Sina Weibo?
Evolution? Revolution? Profitable?
The Netizens in China
Comparison on Age Structure of Net Citizens from December 2009 to June 2010Source: CNNIC (2010)
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What do they do online?
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PARTICIPATING
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
WOM
Source: Making sense of Internet World of Mouth, CIC 200912
Source: ChinaMedia360 http://chinamedia360.com/News/NewsDetail.aspx?nid=F108FF3B95BA64A7 13
Source: ChinaMedia360 http://chinamedia360.com/News/NewsDetail.aspx?nid=F108FF3B95BA64A7
Commercialization
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)
• 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/burberry
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Top Users in the UK
Consumer WoM in China’s Social Media Part1
British Discount Broadcasting Station :
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British Shopping Station Number of Followers: 52300
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Consumer WoM in China Social Media Part2
International Brands on China Weibo
• Brand: Coach New York• Number of Followers: 359,564• Number of posts: 1344• Youku embedded into Weibo Page
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Consumer WoM in China Social Media Part3
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Consumer WoM in China Social Media Part4
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Consumer WoM in China Social Media Part5
Successful Example of Weibo Marketing
Summary
China’s social media landscape is constantly growing, innovating, evolving.
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Consumers are adopting new technologies and
interacting with them in different ways.
By the time you see this presentation, the facts may have already changed.
What you can get?—Weibo Opportunities
• Huge Consumer Base• 24/7 business opportunities• Mobile app services• Multi-media promotion• Fast WOM effect• Easy to monitor• Better than Facebook and Twitter to approach
Chinese customers
What am I Looking for?
• Case studies• Effective ways of approaching consumers• Managerial Implications in using Weibo as the
primary SNS and mobile app in serving Chinese consumers
• THANK YOU!