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Microblog revolutionizing china's social business development (Highlights of CIC and SINA White Paper)
- 2. Executive Summary
In the US, the relentless expansion of Twitter and Facebook continues to change the entire Internet
landscape. Nowadays, social media is as equally integral a part of people’s online lives as other key Internet
services; search engines, portals or e-commerce platforms. The extended 3rd party applications
incorporated by social media platforms help to quickly form an immersive eco-system and have aided the
perpetuation of this social business revolution.
Sina Weibo officially launched in August of 2009, ushering in the dawn of the microblog in China. By
October of 2011, the number of registered users of Sina Weibo had reached 250 million; the volume of
tweets per day had increased to 90 million, with almost 50,000 companies having opened branded accounts.
Thus highlighting that Sina Weibo is not only an information and communication tool, but also a powerful
marketing and business platform for enterprises.
CIC has been pioneering the conceptual and practical shift “From Social Media to Social Business” and
defined the term “social business” in 2010. In short, every business needs to be a social business. That is,
one which leverages the power of social interaction occurring inside and outside the organization.
© 2011 CIC • SINA 1
- 3. Executive Summary
The evolution “From Social Media to Social Business” outlined by CIC was recognized by Sina and other
industry representatives. In November of 2010, CIC and Sina formed a strategic partnership and in order to
better drive China’s social business revolution. CIC will augment this collaboration with Sina in October 2011
with the release of the co-branded white paper <CIC•SINA – Microblog Revolutionizing China’s Social
Business Development >. This white paper will discuss the features and market values of the microblog
medium, thoroughly explore the microblog led social business revolution and help brands and agencies
comprehensively understand and leverage the platform in the Chinese market.
This whitepaper has 3 parts:
1. The exponential growth and development of the microblog in China is facilitating a battle for the role of
key “Social Portal” in the Chinese Internet landscape. We are moving into the “Platform Era”.
2. With the rapid development and enterprise implications of microblog accounts and microblog marketing,
ever more companies are focusing on their owned media.
3. Microblog’s rapid development proves the possibility of social business. Social business is no flight of
fancy, it’s composed by a series of business objective and business practice.
Note: Download Chinese version from here
© 2011 CIC • SINA 2
- 4. Weibo Activates Related Internet Applications, Creating an Online Ecosystem and
Corresponding Content Cycle
Communication and Diverge, inspire and
interaction around create new views,
the content. topics and content.
Vote Tweet
Weibo
An open platform
Retweet Comment
provides an
Applications
abundance of
convenient tools.
Monitoring / Weibo based content
Analysis
can return to the soil,
Open rejoining the ecological
Content from other Platform
Interactive content cycle
platforms is shared to Management
Weibo.
Account
Ideas, Management
Topics, Content
Internet platforms
provide a huge volume of
information to Weibo, like Video Blog BBS Portal Media Ads E-commerce
nutrients from the soil.
Source: CIC
© 2011 CIC • SINA 3
- 5. EVOLUTION OF THE SOCIAL PORTAL
As a social portal, Weibo aggregates and channels content that has been curated by
your peer group
Traditional “Edited” Search Search Social Social
Portal Information Engine Information Portal Information
Netizens accept information provided Netizens actively seek out information Netizens communicate with peers on social
by websites. from search engines. As a result, they portal sites and form communities. This
only get the information community shares information.
Information comes from Website recommended by the search engine.
editors. Information comes from peer group –
Information comes from search “Group Intelligence”
engine algorithms.
© 2011 CIC • SINA 5
4
- 6. China’s Internet Giants Develop Social Products to Create a “Social Portal”.
An open policy facilitates applications by 3rd party developers, enriching the “social
portal” as an inclusive Internet platform; Weibo is leading China’s Internet into
the "platform era."
CIC studied the top 10 internet companies in China, finding We also find that all of these companies have an open
each was developing a range of social products in the move platform. Applications in open platforms increase “stickiness”.
towards “social portal”. Some of the market leaders have Sina Weibo currently has 3500+ applications and another
almost created an entire social product line. 7000+ awaiting approval.
Link of original infographic
Source: CIC
Note: “the Social Power of China’s internet giants” is updated to July, 2011
© 2011 CIC • SINA 5
- 7. Microblog Marketing - User Characteristics:
76% of Sina Weibo users are between 19 and 30 years old and are more highly
educated than the average netizen.
Age1:Sina Weibo users are younger; 76% are aged 19-30. Gender2:Males are more than females in elder group.
62.6%
3.2% 4.1% 4.3% 57.7% 58.4%
53.9%
50.3%
12.4% <15
42.3%
46.1% 49.7%
41.6%
37.4%
15-18 Male
19-22
36.5% 23-30 Female
39.5%
31-40
>40 15-18 19-22 23-30 31-40 >40
Education3:67% hold a college degree or above. Location4:13% of Sina Weibo users from Guangdong, followed by
Jiangsu, Zhejiang and Beijing.
16%
Bachelor 42% 12%
12%
College 25% 8%
11% Sina Weibo
24% 4%
High School
34% Overall Netizen
0%
8%
Heilongjia…
Overseas
Qinghai
Yunnan
Sichuan
Neimenggu
Guizhou
Fujian
Henan
Liaoning
Shanghai
Anhui
Chongqing
Xinjiang
Ningxia
Jiangsu
Hebei
Shaanxi
Tianjin
Guangdong
Zhejiang
Hainan
Gansu
Beijing
Shandong
Jiangxi
Hongkong
Macau
Jilin
Hunan
Taiwan
Guangxi
Shanxi
Tibet
Hubei
Middle School
35%
Primary 0%
School 9%
Source: 1,2,4 are provided by Sina; 3 us provided by Millward Brown and CNNIC
的
© 2011 CIC • SINA 6
- 8. Segmenting Sina Weibo by Netizens’ Interests and Behavioral Characteristics:
Marketers should develop a sound understanding of their target audience and
incorporate relevant features within campaigns
Characteristics of microblog based
subcultures. Through analysis of user information,
Entertainment Sports
Education we can develop a profile based on interest and
Entertainment Politics
Celebrity behavior. Weibo topics can be initially divided into
M,13-17 Tech
F,13-17 entertainment, emotional and pragmatic. For
M,18-22 Art People Law
Resourceregion example, young men and women are entertainment
Constellatory F,46-60 M,46-60
M,23-30 Pragmatic
M,31-45 Media focused, where as older men and women are
F,18-22 Org.
Activity Environment relatively pragmatic. In particular, older men focus on
Religion Sex Economy
Life politics, economy and legality; older women are
Emotional Elite
F,23-30 F,31-45 more strongly drawn to emotional topics, like life and
family and issues of gender.
Behavioral traits of microblog based
Retweet
subcultures. Sina Weibo users show different
engagement behavior based on their profile;
Change Skin
F,13-17 F ,46-60 onlookers, followers, participants and seekers. Young
Be Retweeted men and women are, in the main, participants and
F,18-22 M,13-17 Browsing followers; they aim to transmit, comment and
Search People M,46-60
F,23-30 Create New Content Search Content
F,31-45 communicate. Older men and women seek out
Add Follows
Be Commented M,18-22
Receive PM accounts based on interest in a particular topic. Sina
Comment M,23-30
PM Add Fans M,31-45
Weibo’s onlookers are generally over the age of 46
and receive information more passively from those
they follow.
Source: Sina F=Female; M=Male
© 2011 CIC • SINA 7
- 9. Brands planning effective Weibo marketing must draw on experience gained listening
企业如何应用微博进行营销-以微博为基础的整合营销
to; netizen involvement, interaction, marketing integration, measurement and
evaluation, before updating the marketing strategy
Listen, Engage, Integrate, Measure and Optimize ( LEIMO ) model, enterprises take the initiative to listen to consumers on brand
evaluation and feedback, actively participation of consumers , integrating the social platform on the pay media, self-media and free
media into the overall marketing plan, and through the establishment of a standardized index and model of marketing effectiveness
evaluation of marketing strategy, optimization, to application of social media platform.
Listen Engage Integrate Measure
Listen to the consumer Active dialogue with Social media will Based on analysis of
and gain insight into consumers; integrate pay media, IWOM and the digital
their psychology from resonant and timely self-media and free landscape, we
brand related dialogue marketing; the media into marketing establish a measure to
and online social establishment of a operations. monitor, track, analyze
behavior. long-term and evaluate the
relationship. marketing effect.
Optimize
Source: Sina, CIC
© 2011 CIC • SINA 8
- 10. Weibo Improvement Increases Enterprise Engagement:
Management of owned media is not limited to brand account management. It can
also be developed to take full advantage of additional resources. Brands can use
Weibo as a touch point with consumers and efluencers, augmenting loyalty and
increasing stickiness.
I:Brand Official Account
I: The window of the brand, maintaining
brand image and providing a touch
point for consumers.
II :Weibo Platform II: Collect related information of all brands,
building a database to extract IWOM
and gather consumer feedback.
Brand Account
III :Amount of Weibo Users III: Followers include current and potential
I II III IV V consumers; the most direct
contributors and disseminators.
IV:Brand Weibo Event IV: Create activities online and offline to
improve fans’ loyalty.
V:Brand App V: Related applications, including third
party developed, can be creative
means of generating IWOM.
© 2011 CIC • SINA Source: 2011 IWOM Watch Microblog Special Edition 9
- 11. Enterprise Pays More Attention to Owned Media After Emergence of Weibo
Fans
Content Interaction
Weibo provides brands with a strong, owned media platform.
Besides short term marketing effectiveness, brands can build
and maintain brand assets in Weibo, integrating bought and
media and earned media presence.
Brands should be aware that content, fans, interaction are
only just the tip of the iceberg in owned media management.
Process Information
Owned media operation via Weibo should first be central to
Strategy strategy; requiring enterprise to rearrange internal processes,
update social media industry knowledge and internal
communications. A Weibo operations team needs to be
developed to run new technology and communication tools.
Talent Technology Corporations can release information to the public, maintain
interaction with followers and manage their account
effectively. This will result in positive IWOM and more earned
media.
Source: CIC
© 2011 CIC • SINA 10
- 12. Social business is no flight of fancy, it’s composed of a series of business objective
and business practice.
Social Business in Three Steps Typical social business objective
I. Specifying social business aims is at the heart of social engagement. These are typical social business objectives, enterprises should set
It’s also is the core of enterprise socialization strategy; social business goals, then select the suitable platform, tool and
method for implementation of social business strategy.
II. Based on social business objectives, enterprises can develop innovative
social business behavior;
III. After joining the community, enterprise must continuously evaluate and Brand
Building
optimize behavior in order to better achieve the established social
business objectives. Client
Others
Management
I. Social Biz
Objective
Talent Social Marketing
II. Org. Action Optimization Business Optimization
III. Evaluation &
Optimization
Strategy
Social Sales
Research
Accelerated
Innovation
Source: inspired by Altimeter-A Framework for Social Analytics
© 2011 CIC • SINA 11
- 13. Weibo Facilitates Observation of Enterprise Behavior Relating to Social Business
Weibo proved the feasibility of social business. Reputation Account
Evaluation Evaluation Crisis Zone A
Monitoring
Zone A: Many enterprises have realized the Fans
Reputation
importance of social business in Zone A. Some & Crisis
Analysis
have already integrated these objectives to their …… Management
Interaction
daily operations and KPI. Client Analysis
Others Service &
interaction
Brand
Building
Zone B : Leading enterprises are trying to carry
Client
out social business objectives in Zone B. Others
Management
Relevant research and additional study is taking
shape step by step.
Social
Recruiting Weibo
Recruiting
Talent
Optimization
Business Marketing
Optimization
Marketing Campaign
App. via Weibo &
Zone C : The exploration stage of new social
Evaluation
Promotion
business and Weibo based brand activity.
Social Sales Strategy
Research
Accelerated
Innovation
Enterprise can chart social business Zone C Weibo
Sales
Business
Intel.
maturity in relation to this “compass” Industry
Dynamics
E-Comm Crowd Analysis
Integration Sourcing
Competitor
Study
Consumer Trend
insight watch
Zone B
© 2011 CIC • SINA 12
- 14. About CIC
CIC is China's leading social business intelligence provider. CIC enables businesses to fully leverage
the power of social media and (Internet Word of Mouth) IWOM intelligence across the organization.
Since coining the term IWOM in 2004, CIC has pioneered the industry to help companies meet their
social media marketing and social business needs by providing customized research, consulting
services, syndicated reports, as well as technical solutions and platforms all via an objective, third party
perspective. In addition to helping companies leverage social media intelligence for more informed
decisions, CIC is monetizing the social business industry in China by creating an integrated social
business support system.
info@cicdata.com
weibo.com/seeisee www.linkedin.com/companies/359113 www.slideshare.net/CIC_China
www.douban.com/host/cic www.jiepang.com/cic www.tudou.com/home/iwomchina
@cicdata CIC_CN
© 2011 CIC • SINA 13
- 15. About Sina
SINA is an online media company and MVAS provider in the People’s Republic of China and for
the global Chinese communities. With a branded network of localized websites targeting Greater
China and overseas Chinese, the Company provides services mainly through SINA.com (online
news and content), Weibo.com (microblog) and SINA Mobile (MVAS). Through these businesses
and properties and other business lines, SINA offers an array of services including region-focused
online portals, MVAS, microblog, blog, video and music streaming, photo sharing, online games,
email, search, classified listings, fee-based services, e-commerce and enterprise e-solutions.
Sina Weibo is the microblogging services provided by Sina.com. It is not only the most influential
Social Network in China, but also an Open Platform to get, share and broadcast information
based on users' relations. Users can post updates in 140 characters or upload images through
webpage, WAP page or mobile phone SMS/MMS.
© 2011 CIC • SINA 14