Social Media in China - Marketing Interactiveassets.marketing-interactive.com/masterclass/2018H1/23...
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Social Media in China Understanding the influence and impact of Chinese social media, and how to harness to drive your brand’s marketing and strategy Kantar Media CIC – MasterClass
Transcript of Social Media in China - Marketing Interactiveassets.marketing-interactive.com/masterclass/2018H1/23...
Social Media in China
Understanding the influence and
impact of Chinese social media, and
how to harness to drive your brand’s
marketing and strategy
Kantar Media CIC – MasterClass
Contents
2
The era of big data listening
大数据的聆听时代
Social listening methodology
社会化聆听方法论
Social listening KPIs and application (by platform)
社会化聆听的常见指标及应用（分平台）
Case study
案例分析
1Social Eco-system Overview
互联网思维的变革----社会化生态系统的构建
2Introduction of WeChat
微信简介
3WeChat Function Overview
微信功能概览
4Best Practice on WeChat
微信最佳案例
5Social Listening KPI & Definition
社会化聆听的指标与定义
6 Q&A
The era of big data listening
大数据的聆听时代
Why Social Listening?
4
More resources are required for
questionnaire design, data collection and
processing in traditional survey. But when
compared to social listening, AI and
machine learning techniques can deliver
better insights in a more efficient way. We
can now pay more attention in
ANALYZING BIG DATA and
LOOKING FOR INSIGHTS
Social Listening means MORE DATA.
For instance, around 50W
conversations were collected for the
Laundry Category monthly, more
conversations are expected now
because the amount of social network
users have been greatly expanded
since then
A dilemma for traditional survey is
the difficulty to get real comments
from respondents. Social listening
data collected from online platforms
are generated by user voluntarily
and reflects VALUABLE TRUE
OPINIONS
Social listening helps identify
NICHE OPINIONS and WHITE SPACE, which are hard to catch
through traditional market research without requirement for large
investment. And the findings may inspire further product research &
development
Kantar Media CIC has the best social media coverage in China
5
Best BBS/forum data collection technology
• Full data collection with all posts & replies since 2004
• Over 500 sites and 30,000 forums
E-Commerce data coverage
• Coverage of major sites including Taobao/ Tmall, JD, Dangdang,
Amazon.cn, Jumei, etc.
WeChat public accounts
• Published data and subscription/service accounts
Cross-site data aggregation
• Online news, video sites, blogs, Q&A, review sites
Strategic partnership with major social media platforms
• Top data API Access
• Largest data volume collected out of all partners
6
Listen, Know, Participate
Social listening methodology
社会化聆听方法论
Social Media Term Definition – IWOM
8
Word of Mouth (WOM): Passing of information by verbal means, especially recommendations, but also general information,
in an informal, person-to-person manner, rather than by mass media, advertising, organized publication, or traditional
marketing. Word of mouth is typically considered as spoken communication, although web dialogue, such as blogs, BBS
and emails are often now included in the definition
口碑相传：即口头传递信息，特别指推荐产品，也指由人与人之间一般的交流产生的信息，而不是通过大众媒体（广告、出版物、传统营销）传递的。口碑相传通常被认为是一种口头沟通，随着网络科技的发展，网络对话例如博客、论坛和电子邮件开始成为了口碑相传的新沟通方式
Internet Word of Mouth(IWOM):Text and multimedia content related to companies, products or services shared by netizens,
including brands and consumers, via online community platforms such as BBS (online message boards), blogs, SNS and
video sites .
网络口碑：公司或消费者（合称网民）通过论坛（BBS）、博客、社交网站和视频分享等网络渠道和其他网民共同分享的关于公司、产品或服务的文字及各类多媒体信息。
Social Media Term Definition – E-community
9
E-community: E-community contains three key elements: platform, topics and members. platforms indicate the
communicating platforms such as BBS, comments, blog, Wikipedia, Instant Messaging and so on. Community topics are
the messages which can meet the special needs of the community members or arose their common interests so as to join
the community activities. Community members are those who gather and live in the community. All these elements form the
real culture and environment of E-community.
网络社区：网络社区包括三个关键要素：社区平台，社区内容和社区成员。
—— 社区平台：指社区成员快捷、便利的相互交流的平台，如论坛、评论、博客、维基百科、圈子或社会性网络、即时通讨等；
—— 社区内容：指可以满足社区成员的特定需求，或引起他们共同兴趣爱好从而参与社区活动的信息；
—— 社区成员：即在这个社区中聚集和生活的每一个人。
这些要素聚集在一起，最终形成了一种网络社区文化和大环境，从而成为真正意义上的网络社区。
Social Media Term Definition – KOL
10
KOL (Efluencer): the active and influential online users who often express opinions online via posting or disseminating
messages, articles related to brand/product/service on online platforms like BBS, Blog, SNS, Weibo and other social media
sites. Also called key opinion leader.
意见领袖: 网络活跃用户，往往是发帖较多、具有一定威信和影响力的人。他们通常在论坛，博
客，社交网站等社会化媒体平台发表戒传播对品牌、产品或朋务的相关讨论以及相关多媒体信息，也泛指在网络社区中积极发表个人观点和意见的网民。
Social Media Term Definition – Buzz
11
Buzz:Online discussion via online channels is considered as buzz. The word originates from the "sound" of lots of people
talking (also, the sound that a bee makes)
网络讨论：在网络社区媒体中发布的各种网络留言被称之为网络讨论。原意可追溯为许多人说话的声音（也是蜜蜂发出的嗡嗡声）。
Buzz Volume: The amount of IWOM discussion within online communities, which can be related to a particular
brand/product/driver/attribute, it is usually measured by the number of posts, conversations or posters; the higher numerical
value indicates hotter discussion within the online community.
讨论量：指网络社区中的帖子数、对话数或者发帖人数，这些帖子、对话和发帖人可以与品牌/产品/讨论要素等相关，讨论量越高意味着该网络社区越活跃。
Buzz Driver: Posts that are relevant to a specific aspect of industry/brand/product/campaign such as price, ad., package,
spokesman, etc.
讨论要素: 驱动某个行业/品牌/产品/活动讨论产生或讨论量增减的某种讨论要素，例如：广告、价格、代言人等
From Data Collection to Analysis Report
12
API
Web
Crawling
PC
terminal
Mobile
terminal
Data
Collection
Relational Database: Oracle、SQL Server、MySQL, etc.
NoSQL database: MongoDB, etc.
Distributed storage: Hadoop, etc.
Data
Storage
Data
Cleaning
Data
Mining
Report
Data Analysis & Modelling:
R & Python
Data Visualization
Mainstream Mining Engine
• Spark
Social listening KPIs and application (by platform)
社会化聆听的常见指标及应用（分平台）
Main KPIs by Platform - BBS
14
CPR
IWOM KPI ON BBS
PR TCF
PPR
Main KPIs by Platform - BBS
15
Main KPIs by Platform - Weibo
16
Follower
Tag
Main KPIs by Platform - Weibo
17
To have a clear
picture of the
propagation path
Main KPIs by Platform – Weibo Tweet Travel
18
Retweet after
filteringExposure
Layer
Exposure: Total Fans Number
of Retweeted Netizens
Low
Quality
Fans
Main KPIs by Platform – WeChat
19
Readership Like
Article:7
Main KPIs by Platform – E-commerce
20
No. of Reviews Conversation
Product/brand
Content KPIs - Sentiment
21
Net Sentiment Rate (NSR): Online discussion
via online channels is considered as buzz. The
word originates from the "sound" of lots of
people talking (also, the sound that a bee
makes)
NSR=(Positive Buzz - Negative
Buzz)/(Positive Buzz + Negative Buzz)
净喜好度：主体基于主观感受得出的对客体的态度、看法或判断。CIC的情感分析是以句子为基本单位，并针对不同行业特性的。
——正面情感：表明主体对客体的喜爱、赞扬、偏爱等类似情感。通常指网民对品牌，产品，属性等的正面评价。
—— 负面情感：表明主体对客体的憎恨、厌恶、不情愿等类似情感。通常指网民对品牉，产品属性等的负面评价。
Brand KPIs - Brand Pulse Social Index
22
+ +
Brand
AffinityBrand EngagementBrand Buzz
Brand Pulse Social Index(BPSI)
Brand & Love co-mentions
+ + +BB
S + + + + +BB
S
Brand / Product mention
+ + +BB
S
#retweet
#comments #likes#replies #likes #
BB
S
A B E
Facebook, Twitter, Weibo have same metrics: retweet/share, comment and
like, and hashtags.
Instagram Twitter WeChat
Metrics comparing: Facebook/Twitter/IG and WeChat/Weibo
Retweet/Share Comment LikeMetrics Reads LikeMetrics
WeChat has reads, like and
comments. Share to friends or
moments is also available but is
not tracked unlike FB/TW
Case Study : GE Brand Performance Evaluation
Case Introduction
The GE case is a brand performance evaluation to demonstrate how owned media
plays an important role to deliver the brand value.
25
1Account Structure
Introduction of GE’s official accounts
group on WeChat and Weibo
Corporate Purpose
To evaluate how the brand performance of
owned media on Weibo & WeChat in
communication strategy.
Content Strategy & Performance
The content strategy on Weibo & WeChat
and how the performance is.
Key Takeaway
2
3 4
1Function focus and content study of
Weibo & WeChat official accounts.
GE has many accounts on Weibo and WeChat. They are independently managed and for
different purposes
26
Corporation
Account Subsidiary Account
Promote GE mother
brand value
Build GE brand within their
business areas/ industries
As a corporation official account, GE China is much more active than subsidiary accounts on
both Weibo and WeChat
27
Promote GE brand value through engaging with
netizens on social media
Follower: 84,940
Weibo: 2,840
News releasing
Knowledge and experience
sharing
Online program launching
Engaging games/ activities
Quick news
Knowledge and experience sharing
Online program launching
Followers are mainly the
practitioners in relevant
industries as well as pre and
current employees of GE
GE创想志/ GE Gereports
• A media program specifically launched in China market in order
to share GE news with Chinese consumers so as to build GE
brand equity in China
• Major topics include sharing of lasted technologies, industry
trends, GE’s achieves, etc.
Besides articles posted on subscription, GE China also engaged netizens with their
programs, hot topics, and recruitment information
28
Recruitment information: release the job related information
Contact GE
“CHINA FOR THE WORLD”: a program led by GE
under “One Belt One Road” strategy
“Digital industry”: list articles related to this topic
“GE’s friends network”: list the news of cooperating with other brands/
companies in China
“ChanGEr”: news and stories about GE employees
“Previous articles”
0
50
100
150
200
250
300
350
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Views Likes
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
2016 2017
Articles integrating with social hot news gained relatively high views and high likes
in past 12 months
29
C919，当你翱翔天际，我们随风同行！C919, when you fly in the sky, we go
with the wind (Link)
Views Likes
Views and Likes of Articles during Nov, 2016 – Oct, 2017
Total number of articles (Nov, 2016 – Oct, 2017): 154
Average number of article per month (Nov, 2016 – Oct, 2017): 13
Views Likes
Top 69,640 338
Median 3,553 27
Avg. 5,378 39
特朗普上台，美国公司是否将撤出中国？ Will US
companies withdraw from
China if Mr. Trump comes to
power? (Link)
用125年，我们完成了一次工业进化论! In 125 years, we
have completed an
industrial evolution. (Link)
Top Article: Article from CEO was powerful to catch attention, and netizens showed
very positive attitudes towards the strategy in China mentioned by CEO
30
Views Likes
Quantity 23,936 338
Rank 4 1
Will US companies withdraw from
China if Mr. Trump comes to power?Author
Rachel Duan
段小缨
CEO of GE China
Comments from netizens:
Rachel Duan, CEO of GE China, wrote this article to confirm
that GE will maintain its strategy of further localization, more
investment and transformation in China market after Trump
took office. All these contents gained positive feedbacks
from netizens
Keep trying, GE will become more powerful
GE must be in China… … put your efforts and
become succeed in China
It’s good to keep up with the trends
It’s needed for GE to improve local sales and service
Top Article: Combined with big event (C919 first flight), this article gained high attention
from netizen and helped GE build its brand equity
31
Views Likes
Quantity 69,640 280
Rank 1 2
C919, when you fly in the sky, we go
with the wind
Described all GE’s involvement in production
of C919 aircraft in time sequence
It’s a big event for all Chinese, and GE gained
very positive image through involvement in this
eventGood for GE!
Great for GE’s involvement!
It’s the style of global big company,
reliable.
Pride of my great motherland!
Top Article: Introduction of GE’s innovation and achievements within past 125 years
made Chinese netizens feel very good to GE brand
32
In 125 years, we have completed
an industrial evolution
Views Likes
Quantity 41,053 162
Rank 2 4
This article is to celebrate GE’s 125th anniversary. A long list of major innovations and achievements from GE
over past 125 years in this article was appealing to netizens and helped them understand more about GE
Top Articles Posted on GE China Official WeChat Account
33
Title LinkQuantity of
Views
Rank of
Views
Quantity
of Likes
Rank of
LikesPublic Time
C919，当你翱翔天际，我们随风同行！C919, when you fly in the sky, we go with the wind
Link 69,640 1 280 2 May, 2017
用125年，我们完成了一次工业进化论In 125 years, we have completed an industrial evolution
Link 41,053 2 162 4 Apr, 2017
过年回家，你能解释清自己是干什么的吗？Can you explain what you are doing during the Spring Festival?
Link 27,442 3 147 6 Jan, 2017
特朗普上台，美国公司是否将撤出中国？Will US companies withdraw from China if Mr. Trump comes to power?
Link 23,936 4 338 1 Feb, 2017
来自伊梅尔特的临别寄语From Mr Immelt's parting message
Link 21,331 5 96 13 Aug, 2017
李克强总理一行参观GE中国科技园Premier Li KeQiang visited GE China science and technology park
Link 21,263 6 133 8 Nov, 2016
共促Predix™落地中国，GE与中国电信续写数字工业蓝图Mutual Predix ™ landing in China, GE and China telecom continued
blueprint digital industry
Link 19,410 7 141 7 Mar, 2017
虚拟与实体经济孰轻孰重，这是一个伪命题吗？Is it a false proposition that the virtual and the real economy weigh more?
Link 17,674 8 193 3 Jul, 2017
GE与哈电的三生三世Three life of GE and Hadian
Link 13,886 10 102 12 Mar, 2017
“全球化”不再“in”了吗？Is "globalisation" no longer "in"?
Link 12,337 13 162 5 Dec, 2016
The brand made GE more approachable on Weibo with regularly published
games/ activities and diversified visuals to improve engagement with netizens
34
Quick News, usually posted together on WeChat Games/ diverse visuals to engage with netizens
Knowledge sharing
C919 first flight
GE’s 125th anniversary
CEO’s talk about China strategy
IconCartoon
GE China leveraged industry influencers and media accounts to expand
brand social influence
35
Engagement: 661
Exposure: 30,438,000
Layers: 6
Industry influencers played key role in social
distribution (Link)
Industry Influencer
Industry Influencer
Industry Influencer
Industry Influencer
Media
Engagement: 481
Exposure: 45,366,000
Layers: 2
Media
Media
Media
Media
Industry Influencer
Medias and livestreaming broadcast contributed to the social
communication (Link)
GE China places emphasis on WeChat channels to engage with followers and develop brand image through in-
depth, high quality articles, while leveraging Weibo for more casual content and driving followers to engage
further on WeChat channels.
36
Function Focus
• GE WeChat accounts offer various functions (e.g. recruiting, online media Programmes) on account menu to
engage with followers and deliver brand value. Furthermore, GE WeChat accounts specialize in deep-dive articles
about GE latest news and industry trends.
• Weibo is a platform with large audience pool, which is used to drive traffic to WeChat channels, hence GE China
utilizes Weibo’s news and short content format to post content teasers that drive traffic to WeChat content for an in-depth
follow up and also leveraging its public format to interact with netizens through gamification.
Content Study
• On WeChat, GE China’s hot articles mainly are brand history & latest corporate news to promote brand equity, and PR
articles that shifts the public attention from sensitive news by offering a positive perspective (CEO talk about
Trump’s nomination).
• On Weibo, GE is looking for exposure by leveraging industry KOL’s retweeting buzz. GE also tweets large number of
short news and release games to engage with netizens and drive traffic to WeChat with link to WeChat attached.
Case Study: How B2B Brands Leverage Weibo & WeChat to Promote Brand Value
© Kantar Media
About Kantar Media
Kantar Media is a global leader in media intelligence, providing clients
with the data they need to make informed decisions on all aspects
of media measurement, monitoring and selection. Part of Kantar, the
data investment management arm of WPP, Kantar Media provides the
most comprehensive and accurate intelligence on media consumption,
performance and value.
For further information, please visit us at www.kantarmedia.com
About Kantar Media CIC
Asia-Pacific branch Kantar Media CIC is China's and the APAC region’
leading social and digital business intelligence provider. Powered by
proprietary technology, the experts from Kantar Media CIC enable
enterprises to fully leverage the power of social media and other
Internet based big data intelligence across the organization. Since
2004, Kantar Media CIC has pioneered social technology, research
and consulting. Founded as CIC, it was acquired by WPP’s Kantar
Media in 2012.
For further information, please visit us at: www.ciccorporate.com
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