2014 redefining china social platform
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This is a deck on understanding of China‘s social media environmentTRANSCRIPT
Redefining China's Social Platforms
2014 Rethinking User ValueBusiness Value of Social Platforms
Issued by:
Page 2
Chapter 1 Cause ·Social marketing is the most important new marketing method ·China’s social platforms are under differentiation development
Chapter 2 Research process ·Redefining social platforms based on consumer value ·The research covers four typical user types in first, second, and third tier cities ·Five major social platforms are studied
Chapter 3 Redefining social platforms based on user value ·User behavior differentiation of social platforms ·Relationship differentiation of social platforms ·Differences between social tool and social media ·Product setting differences between social tool and social media ·User psychological differences between social tool and social media
Chapter 4 Business value of social platforms ·Six steps of social marketing ·The capability of social platforms to implement each step of social marketing ·Weibo is more comprehensively influential due to its openness ·How to conduct social marketing through Weibo and Wechat
CONTENTS
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Currently social marketing is the most important and widely applied new marketing concept. 71% of advertisers consider social marketing far more important than other new marketing concepts, and 75% of enterprises are applying this concept into practice.
Its importance is rooted in China’s fast-developing social platforms and the enhancement of consumer rights.
The concept and operation of social marketing also achieved continuous development during practice.
Social marketing is the most important new marketing method
China’s social platforms are under differentiation development.
·Weibo and Wechat remain the largest and most influential platforms in the Chinese market.
·However, new platforms with social attributes (e.g. Yixin, Laiwang) are mushrooming. These platforms are different in function setting, resource and user relationship.
·Due to the development of mobile Internet, mobile end-users and PC end-users have become equally important.
China’s social platforms are under differentiation development
Extremely important %
Data source: 2013 Report on China’s One Hundred Advertisers by Millward Brown and Media 360
Importance rating of new marketing
strategies by one hundred advertisers
Social marketing is the most important new marketing method
China’s social platforms are underdifferentiation development
Listen to consumers
Trigger demand
ShareMaintain customer relationship
Purchase Stimulateaction
7166
57 5649
46
34
1612
Social marketing
Word-ofmouth
marketing
Crossscreen
convergence
Content marketing
Influence marketing
Relationship marketing
SOLOMOCO Sponsorship marketing
n-game marketing
Millward Brown proposes the six steps of social marketing.
CHAPTER 1 CAUSECHAPTER 1 CAUSE
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The study of consumers should be conducted first in order to understand the develop-ment of China’s social platforms, because the long-term development of all the products and services rely on the realization of consumer value.
Millward Brown and its affiliated qualitative research brand Firefly conducted a series of surveys and completed the report: 2014 Redefining China’s Social Platforms.
This report is open to marketers of China’s enterprises and brands and provides them with an opportunity to recognize the user value and business value of social platforms.
Redefining China’s social platforms
As a world-leading marketing research body, Millward Brown focuses on brand, communication and media research. Firefly, a sub-brand of Millward Brown, emphasizes qualitative research.
Firefly is an information and consulting business division under the Kantar – WPP group.
Firefly is a research engine pushing forward the development of New Media by:
·Proposing that beyond-seo and Internet advertising can help establish a brand
·Proposing IGRP and cross-screen convergence together with Miaozhen to reach MixReach
·Proposing cross-media evaluation standards
·Releasing Brand Digital Asset List together with Baidu
Pushing forward the development of New Media
Millward Brown issued 2014 Redefining China’s Social Platforms
Four typical user types
Group of influential opinion leaders
Group with increasing consumption capability
Emerging new low and middle-income group
Group who has earliest contact with social media
Cities covered:
The survey was conducted in Dec., 2013.
Research method: Qualitative consumer forum and one-on-one interview
Research subject: (four typical consumer types)
The survey covers four typical user types from first, second and third tier cities.
·First tier : Shanghai, Beijing
·Second tier : Wuhan
·Third tier : Mianyang
台湾
兰州
银川
呼和浩特
哈尔滨
长春
沈阳
西安
重
庆市
贵阳
昆明
南宁
长沙
广州香港
南昌
福州
武汉
合肥南京
上海
杭州成都
郑州
济南
北京
天津
石家庄太原
拉萨
海口
乌鲁木齐
西宁青
海
宁夏
河
北
山
西 陕
西
甘
肃
四 川
山 东
湖 北
安
徽
河 南
辽 宁
黑
龙
江
江 苏
湖
南
浙江
福 建
江
西
广 东
贵 州
海 南
云
南
ShanghaiWu
hanMianyang
Beijing
VIP
Middle class
“Diaosi”
Student
CHAPTER 2 Research process
The survey covers four typical user types from first, second and third tier cities
CHAPTER 2 Research process
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·China’s social platforms have formed into two development trends of social tool and social media
·Tool platforms make a certain behavior demand go online. It emphasizes more on initiative, purpose and real-timing, with Wechat as the main representative
·Media platforms center on interest content. Its emphasis is more on openness, diversity and emotion-oriented content, with Weibo as the typical representative
·Specifically, the two development trends of social tool and social media show distinct differences
Behavior: Wechat: Communication-oriented, focusing on the small world; Weibo: Information-oriented, looking around the big worldRelationship chain: Wechat: strong real relation- a replication of actual interpersonal relations; Weibo: weak relation, identified by interest – a projection of real selfProduct setting: Wechat: Lower threshold, focusing on real time and easy communication; Weibo,establishing social prestige and encouraging participation in social affairsUser positioning: Wechat: “Me in the eyes of others (me) ”; Weibo: Free me (i)
·China’s social platforms will continue to differentiate between social tool and social media, and the two trends will co-exist through their differences. The major competitors of social tool are other non-social utilities, while those of social media are other media
·The success of new social platforms relies on clear and precise positioning
Key findings - Utilization and Mediumization co-exist in social platforms
Sina Weibot.cn
Representing mirco-blog Platforms
QQQQ space included
RenrenRenren.com
DoubanDouban.com
Five major social
platforms
Five major social platforms are studied
CHAPTER 2 Research process
Key findings - Utilization and Mediumization co-exist in social platforms
CHAPTER 2 Research process
This research aims to discuss the user behavior and psychological value of major social platforms. Five social platforms are selected as research subjects based on their user coverage rate and activeness.
Five major social platforms are studied
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·When practicing social marketing, Weibo is more comprehensively influential, especially with a clear advantage in pre-sales word-of-mouth marketing and maintenance, therefore Wechat is more suitable for one-to-one after-sales service
- Weibo: Free expression and active response; communication model is easy to form hot topics; users receive marketing information in a more open way
- Wechat: prudent expression; keyword filtering and screening; user has lower accep-tance of marketing information; the closed and linear communication model is unlikely to create dramatic hot topics
·Weibo is more comprehensively influential due to its open media property- Open and public platform- Open data- Participation in TV program- Participation in marketing packages
Key findings - Weibo is more comprehensively influential in social marketing due to its openness
Tool-oriented Making a certain behavior demand go online (e.g. messaging and voice communication) Initiative, purpose and real time-orienteda
Information-orientedReceiving information of interest and
feeling satisfiedOpenness, diversity and
emotion-oriented
User behavioral differentiation of social platforms—from tool-oriented to information-oriented
Real time interaction
Interpersonal relationship
Knowing updates
Receiving information
Interest &
Hobbies
One-to-one chatting
Group chatting
Original release
One-to-one chatting
Group chatting
Know aboutfriend updates
Content forwarding
Know aboutcelebrity updates
Reading news
Interestgroup
Know about interest circles
Check for interest information
Know about friend updates
Wander for fun
Six steps of social marketing
Listening to consumer
Trigger demand
Stimulateaction
Maintaincustomerrelation
PurchaseShare
1 2
3
45
6
Key findings - Weibo is more comprehensively influential in social marketing due to its openness
CHAPTER 2 Research process
User behavioral differentiation of social platforms—from tool-oriented to information-oriented
CHAPTER 3 Consumer value on social platforms
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Weibo looks around the big world, while Wechat focuses on the small world
Extroverted
Outer World
Others
Inner world
Self-centered
Inner heart
Relationship differentiation on social platforms—From realistic relationship to interest-based network
Real relationship Strong relationEmphasizing privacyMy identity: real-name, clear individual identity, and real interpersonal relationsIndividual information is well known by the relation chain on the platform.
Interest-based NetworkWeak relation
Emphasizing mutual interestMy identity: anonymous, exist merely
based on interest, just a part or a projection of myself.
QQ Space
Renren
Douban
Hot social issues
Humor & Jokes
Celebrity & News
Big
wo
rldS
ma
ll wo
rld
Weibo looks around the big world, while Wechat focuses on the small world
CHAPTER 3 Consumer value on social platforms
Relationship differentiation on social platforms - From realistic relationship to interest-based network
CHAPTER 3 Consumer value on social platforms
AcquaintancesFriends updates
Interests and hobbies (books/movies)
Updates of old classmates
Personal updates
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The development of China’s social platforms has differentiated into two major trends of social tool and social media
Social tool is based on real relation, which utilizes real behavioral demand, with Wechat as a representative
Social media is based on content, which groups people with similar interest, with Sina Weibo as a representative
China’s social platforms have two development trends of social tool and social media
Product setting is the basis of social platform differentiation, while product differenti-ation is the basis of developmental differentiation of social platforms. The setting of each social product must comply with its basic positioning logic. Taking Weibo and Wechat as example,
Weibo is featured with social property. It is a socialized information release platform which transmits public information and has certain governmental functions.
Wechat is featured with personal property. It is a social communication tool focusing on friend circle and personal relationships.
Product setting differentiation is the logical basis of the differentiation of social tool and social media
Too
l-orie
nte
d
Info
rma
tion
-orie
nte
d
Interest-based network
Real relationship
Weibo (social media platform) Wechat (Social tool platform)
Multiple to multiple
One-way following
Forwarding and commenting known
Individual and media on the same platform
PC end and Mobile end equally important
Open data
One to one, one to multiple
Two-way following
Forwarding and commenting not known
Media separated
Mainly mobile end(higher timeliness)
Closed data
Douban
Renren
China’s social platforms have two development trends of social tool and social media
CHAPTER 3 Consumer value on social platforms
Product setting differentiation is the logical basis of the differentiation of social tool and social media
CHAPTER 3 Consumer value on social platforms
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Weibo: a medium encouraging participation in social affairs
“Since friends’ comments are inundated by other comments, mostly I read the mircoblogs by celebrities and grassroots VIPs. It is interesting”--Interviewee from Mianyang
“I use Wechat to chat with friends, or know what they have been doing, where they go for fun or what good food they eat”-- Interviewee from Wuhan
Wechat: a tool which facilitates communication between friends
One circle, CelebrityEnterprise have larger voice
Size of the icon indicates voice volume
·Mainly scanning for interesting contents
·Trying to make one’s voice heard and draw attention
·Equal and timely communication betweenfriends
Friends &Relatives
Celebrity / Enterprise Celebrity/Enterprise
Different circles, voice of ordinary people is enlarged
Online friends Online friends
Acquaintances Acquaintances
Weibo: a medium encouraging participation in social affairs
CHAPTER 3 Consumer value on social platforms
Wechat: a tool which facilitates communication between friends
CHAPTER 3 Consumer value on social platforms
Pro
du
ct s
ettin
gC
on
su
me
r ex
pe
rien
ce
Friends &Relatives·Number of followers= one’s reputation on Weibo
·Hits, comments and forwarding remain visible to all users
·Encouraged by a sense of social achievement, users will participate more in creating and discussing contents on the platform
·More forwarding and comments
·Establish social image and participate more in social affairs
·Following and replies visible only to friends
·Common users unable to know whether the content is forwarded or saved
·The platform doesn’t encourage participation in social affairs, and too much participation tends to inspire dislike
·User mainly focuses on communication between friends, and updates information that only caters to friend’s needs
Pro
du
ct s
ettin
gC
on
su
me
r ex
pe
rien
ce
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Weibo and Wechat exhibit distinct differences in platform attribute and consumer psychology. It is in line with future trends for Weibo to further reinforce the differences, develop its unique characteristics and co-exist with Wechat.
A platform connecting the small world to the big world
A platform for users to show a better and stronger self
A platform for users to gain a larger voice and enhance personal influence
A platform for users to follow and absorb diverse information
A platform for users to better maintain the small personal world
A platform to reinforce real identity
A platform to enhance interaction among friends and maintain personal relationship
A platform which screens out irrelevant information
Psychological differences between Weibo and Wechat users ·Different relationship chains result in different driving forces of use. Different individual
projections cannot co-exist in one platform
·Wechat weighs more on the high-intimacy relationship chain, while Weibo weighs more on the low-intimacy relationship chain
·Since the high-intimacy chain needs continuous maintenance, user character on Wechat is “Me in the eyes of others” (me). Most actions are driven by the need to further reinforce and identify one’s position in the real society: a good leader, employee, client or mother, etc
·Instead, since there are fewer high-intimacy chains in Weibo, “i” have more freedom to discover myself and establish a new image (i)
“ i” in Weibo, “ me” in Wechat
·More thoughts
·More concerned with current politics
·More fashionable and have diverse interests
·Higher sense of public merits and social morality
·More social influence
Psychological differences between Weibo and Wechat users
CHAPTER 3 Consumer value on social platforms
“ I ” in Weibo, “ Me ” in Wechat
CHAPTER 3 Consumer value on social platforms
Friends & Relatives
Acquaintances
Online friends
Interest-based network
Interpersonal relations
To
ol-o
rien
ted
Info
rma
tion
-orie
nte
d
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Future of social platforms: Consumers use social tool and social media at the same time
China’s new social platforms keep emerging, but their success lies in positioning differ-entiation. The more real the relationship is, the more difficult it is to convert.
Development of new social platforms is determined by positioning differentiation
定位的差异化
WorkmateWhat’s app
Phone
Msn
Laiwang
Momo
Renren
Renren
LINE
Tieba
Tencent Sohu
Douban
Tieba
Douban
Yixin
YixinFeixin
YY
YY
Acquaintance Friend Common interest
Generally consumers own accounts of different platforms and disperse different user functions in these platforms.
Use of social tool and social media are inter-independent and co-exist with differentiation.
The major competitors of social tool are other non-social utilities, while those of social media are other media.
Stranger Expert
Communication
Workarrangement
Shopping communication
Tool-oriented
Work discussion
Friend share
Expressing one’s mood
Media-oriented
Spreading opinion
Entertainment
Inquiring
Acquiring diverse information
Future of social platforms: Consumers use socialtool and social media at the same time
CHAPTER 3 Consumer value on social platforms
Development of new social platforms is determined by positioning differentiation
CHAPTER 3 Consumer value on social platforms
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Six steps of social marketing
Six steps of social marketing Six steps of social marketing
1. Listening to consumer
4.Purchase
5.Share
6.Maintain customer relation
3.Stimulate action
2.Trigger demand
Social platform capacity to realize each step of social marketing
Identify market opportunityCrisis management & controlResearch and observation
Data opennessUser intention of
consumption-related discussionUser quantity
Coverage rateContent attractiveness
User acceptance of marketing info
Content credibilityCoordination with other media
ConvenienceAffordability
Open and public sharingSharing intention
Customer informationCustomer accessibility
Copyright: Millward Brown
Deliver info. to current andpotential usersWide coverageCreate hot topics
Affectively attract and persuade clientsChange attitude of target receiversStimulate client behavioral intention
Purchase platform (online & offline)
Word-of-mouth among usersEstablish reputation
Customer serviceRe-sale
Marketing effects RequirementsSocial
media
Social
tool
Six steps of social marketing
CHAPTER 4 Business value of social platforms
CHAPTER 4 Business value of social platforms
1. Listening to consumer
4.Purchase
5.Share
6.Maintain customer relation
3.Stimulate action
2.Trigger demand
Data opennessUser intention of
consumption-related discussionUser quantity
Coverage rateContent attractiveness
User acceptance of marketing info
Content credibilityCoordination with other media
ConvenienceAffordability
Open and public sharingSharing intention
Customer informationCustomer accessibility
Requirements
Social platform capacity to realize each step of social marketing
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Weibo: Media embracing individual opinion and free speech Wechat: Tool with restricted and prudent speech
Weibo: Focuses more on entertainment, open attitude to marketing information Wechat: Focuses more on affairs, dislikes irrelevant marketing information
◆Chasing hot topics, subjective judgments and free speech
·Adore one of the cute kids in Where are we going? Dad1
·Express ideas about the trial result of Li Tianyi Case and Li’s parents
·Express understandings of the 18th CPC National Congress resolutions
◆Actively participating in enterprise and brand image discussions
·Participate in discussions of inside stories of a certain brand or new product exposure
·Commenting on brands and enterprises under heated debate, talk about use experience and exchange experience with others
·People use Weibo to entertain themselves and look for “affairs” with an open mind
·Hot topics are followed, so that marketing information will be followed when it appears as a hot topic
·All interesting information is read in a wide manner, and marketing information is highly accepted by users
“I’m just looking for fun in Weibo. I read everything, and it’s OK to have some advertisements, just not too much.” --Interviewee from Wuhan
CHAPTER 4 Business value of social platforms
Weibo: Media embracing individual opinion and free speechWechat: Tool with restricted and prudent speech
CHAPTER 4 Business value of social platforms
Weibo: Focuses more on entertainment, open attitude to marketing informationWechat: Focuses more on affairs, dislikes irrelevant marketing information
◆Hot topics highly related to oneself and people around, restricted speech
·Remind users to keep themselves safe and only send information about common sense of life
·Unable to send provocative information because of family in Wechat
·Less irrelevant information to avoid annoying others
◆Enterprise and brand image relies on real consumption experience so the recommendation is highly credible
·One’s particular use experience assures recommendation: I recently bought a baby chair and found it very useful, so that I would like to recommend it to mothers within the friend circle.
Note 1: A hot Chinese reality show featuring five fathers and their kids as they travel to different rural areas in China.
·People use Wechat to see if they are “looked for” by some affairs with a nervous mind
·Upon receiving information, user’s first reaction is to “sieve out” useful information; what matters is whether the information is relevant or useful to “me”
·Irrelevant information will be filtered or screened, marketing information is disliked
“Once Wechat rings I think friends are looking for me and I want to see it. Therefore I screen irrelevant groups or shopping groups” --Interviewee from Beijing
Copyright: Millward Brown
Six steps of social marketingMarketing effects
Note: Size of the circle represents the supporting capacity of the step. Broken circle indicates related function layout.
Social
media
Social
tool
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Capacity of social tool and social platforms to support social marketing
Weibo: Short-term concentrated impact on target receiversInformation is under explosive diffusion in Weibo through wave to wave from the tipping point to periphery. The diffusion is in relative disorder.
Keyword: real-time, concentration, explosion
Wechat: Small but steady impact on target receiversInformation is in a linear flow. Information is forwarded to private users one-by-one from the publisher (public account). The diffusion channel is relatively closed.
Keyword: time linearity, vertical, closeness
Information diffusion difference of social tool and social media to support social marketing
Audien
ceAu
dien
ce Audience
Forward
Source
Audience
Audience
CHAPTER 4 Business value of social platforms
Information diffusion difference of social tool and social media to support social marketing
CHAPTER 4 Business value of social platforms
Capacity of social tool and social platforms to support social marketing
Information reprocessing
Original tipping point
Second tipping Second tipping
Second tipping
Third tipping
Third tipping
Identify market opportunityCrisis management & controlResearch and observation
Deliver info. to current andpotential usersWide coverageCreate hot topics
Affectively attract and persuade clientsChange attitude of target receiversStimulate client behavioral intention
Purchase platform (online & offline)
Word-of-mouth among usersEstablish reputation
Customer serviceRe-sale
1. Listening toconsumer
4.Purchase
5.Share
6.Maintain customerrelation
3.Stimulate action
2.Trigger demand
Solve brand crisis
Clear up misunderstanding
Customer relationship management
Understand consumerdemand
Define brand together with consumers
Timely interaction
Create hot topics in communication
Promote implementation of marketing activities
Customer relation management
Guide sales
Apart from providing enterprise-client communication channels, social platforms are also beneficial to all-media marketing
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Weibo is more comprehensively influential due to its open media property
An open and public platform
Participation in marketing packages
Participation in TV programOpen data
“It’s good for food safety. The official KFC Weibo clarifies that all its food materials are safe.”- A VIP user from Wuhan
“Once Nokia organized an online poll asking for customer’s Lumia use experience, so that the Product & Technology Dept. can improve the product according-ly. I find it very considerate. ”- A middle-class woman from Beijing
“Stars of Where are we going? Dad all have Weibo, so that we can interact with them or the program group, express our opinions and participate in discussions”- Diaosi woman from Mianyang
“We can communicate directly with the producer. Last time I sent a message to Lamv through Wechat, asking that we were out of fluorescent green pens, and they told me where to buy them.”- A middle-class man from Shanghai
Authentic reputation on Weibo rapidly promotes real-time program popularity
·Before “Where are we going? Dad” was broadcast, its Weibo promotion was low-key. The discussion stayed at a few hundred or thousand pieces before 11 October, but surged to 180-thousand after its broadcast, so it really pushed the discussion to a high level
·Hot topics can create all-member concern during the process
·Stars and staff further enhance topic heat
·Psychologists, constellation columnists, and sociologists spontaneously publish papers and inspire in-depth discussion
·Many real moms get involved, and share their own viewing experience combining their parenting experiences so as to stimulate discussion
·With Weibo keeping the the topic sizzling, more people wanted to watch the show, so that sharing and discussion became more heated and every episode was improved
CHAPTER 4 Business value of social platforms
Weibo is more comprehensively influential due to its open media property
CHAPTER 4 Business value of social platforms
Authentic reputation on Weibo rapidly promotes real-time program popularity
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Weibo: Presale reputation establishment and maintenance Wechat: One-to-one after-sales customer service
·Durex proposes a topic discus-sion :#Best fan#,#No bullshit#,#Daily guessing#, etc
·Interact with Weibo users and tell jokes
·Inset brand into hot topics to promote brand, such as making shoe cover with Durex in Beijing storm
·Characteristics of Durex official Weibo:Many original micro-blogs with same style
Humorous, stylish and interesting
Brand image is well embedded
·Regular content forwarding such as Durex Lecture
·Listen to consumer’s questions and timely conclude feedback of “Weekly question collection”
·Proposed “I want welfare” free lucky draw to attract followers and enhance impact
·Characteristics of Durex official Wechat:Content forwarded is closely related with the brand
Communication with consumers are rapid and well-targeted, which helps improve the brand-consumer relationship
How to conduct social marketing through Weibo and Wechat Case: Weibo and Wechat marketing of Durex
Reinforce brandimage and maintain
brand popularity
Enhance consumer-brand relation
CHAPTER 4 Business value of social platforms
Weibo: Presale reputation establishment and maintenance Wechat: One-to-one after-sales customer service
CHAPTER 4 Business value of social platforms
How to conduct social marketing through Weibo and Wechat Case: Weibo and Wechat marketing of Durex
“I followed the Weibo of “Shanghai Release”, which regularly releases news about Shanghai, such as debate of whether to raise water fees or not: moreover, it can offer you services if you follow its Wechat. For instance, if you ever get lost in Pudong, you can ask for directions through Wechat.” - A Diaosi woman from Shanghai
Suggestions andcomplaints
Form purchasinginterest
Use experiencesharing
After-sales demand
“I followed CMBC bank’s Weibo. It mostly releases news, but we are able to check savings if we follow the Weibo, so it is very convenient.”- A middle-class woman from Beijing
Enterprise marketing process
One-to-one customized service
Timely monitoring and response by
enterprise
Suitable communication
Create hot topics
Presale
Sales target reached
After-sale