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9 Facts About Microblog Marketing In China 2013
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9 Facts About Microblog Marketing In China

Jan 14, 2015

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Business

Advangent

China’s leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu (t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company microblogs as an effective marketing tool to promote their brands and products, as well as engage with microblog users to increase awareness, loyalty and participation of various promotion campaigns. This presentation lists 9 facts about the effectiveness of company microblog as a marketing tool.
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Page 1: 9 Facts About Microblog Marketing In China

9 Facts About Microblog Marketing In China

2013

Page 2: 9 Facts About Microblog Marketing In China

Introduction

China’s leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu

(t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company

microblogs as an effective marketing tool to promote their brands and products, as well as engage with

microblog users to increase awareness, loyalty and participation of various promotion campaigns. This

presentation lists 9 facts about the effectiveness of company microblog as a marketing tool.

*The content of this presentation comes from the research report ‘2013 Microblog Marketing Report’ published by iResearch.

Research data was collected through online survey using iUserSurvey. A total of 56,000 sample users participated in this

survey, 45,000 questionnaire samples were analyzed and 7,376 effective survey questionnaires were collected for the

research. 43 major Chinese websites participated in this survey.

Page 3: 9 Facts About Microblog Marketing In China

1. Microblog Is A Major Online Service

By March 2013, monthly users on microblog has reached 285M on desktop devices and 88M on mobile devices. This trend indicates that microblog has become a major online service on both desktop and mobile devices.

500

400

300

200

100

2012-01 2012-03 2012-05 2012-07 2012-09 2012-11 2013-01 2013-03

0

Million

Monthly Users On Microblog Between Jan 2012 and Mar 2013

Page 4: 9 Facts About Microblog Marketing In China

2. Microblog Is Used More On Desktop Devices

In 2013Q1, accumulated effective viewing time on microblog reached 715M hours via desktop devices, surpassing the time spend on other online services for 4 consecutive weeks.

2011Q3 2011Q4 2012Q1 2012Q2 2012Q3 2012Q4 2013Q1Microblog 738 735 736 795 884 803 715Search 754 698 715 714 682 680 605Community* 650 652 678 684 758 639 598News & info 724 594 589 647 743 623 489Media homepage 410 370 382 407 468 449 379Independent SNS* 885 694 611 558 504 401 313

Viewing Time On Microblog Vs. Other Online Service

*Community includes Baidu Tieba, Tencent Group Space, Tianya, Mop and etc. SNS includes Renren, Kaixin, Douban and other independent SNS websites.

Million hours

Page 5: 9 Facts About Microblog Marketing In China

3. More Female Users Are On Desktop Devices, Fewer Age Groups Have More Users On Mobile Devices

In 2012, gender split for male and female users is 55% vs.45% on desktop devices and 58.4% vs. 41.6% on mobile devices. For age split, the largest age groups are between 25-35 on mobile devices and below 24 and above 40 on desktop devices.

Gender split Age split

Page 6: 9 Facts About Microblog Marketing In China

4. Online shopping & Leisure Are The Most-cared Types of Company Microblog

In 2012, the top 5 types of company microblog that users care about most are: online shopping, entertainment & leisure, consumer electronic products, restaurant & eating and fashion & accessories. Microblog users are more likely to get information about consumer products from company’s microblog, making microblog an important platform for information sharing and feedback.

Types Of Company Microblog Users Care About

Page 7: 9 Facts About Microblog Marketing In China

5. Microblog Helps Raise Company Reputation

In 2012, company microblog’s most recognizable effects on users include the increase of the company’s influence and reputation, as well as users’ willingness to recommend the company’s product to friends.

Strongly disagree Disagree Neutral Agree Strongly agree

Company Microblog’s Effects On Microblg Users

Page 8: 9 Facts About Microblog Marketing In China

6. Sales & Useful Information Are The Best Content For Company Mircoblog

In 2012, among the content published by company miroblog, users care most about sales and promotion, followed by useful information about living and various industries or businesses. However, users care much less about information regarding the company’s brand or product.

Information Microblog Users Care Most

Page 9: 9 Facts About Microblog Marketing In China

7. Marketing Activities On Company Microblog Has High Engagement Rate

In 2012, as many as 67.5% of microblog users have engaged with marketing activities on company microblog.

Microblog Users’ Engagement With Marketing On Company Microblog

Page 10: 9 Facts About Microblog Marketing In China

8. Most Accepted Types Of Engagement With Microblog Marketing

In 2012, the most accepted ways for users’ engagement with microblog marketing include retweet, poll, retweet and @friend. However users are less interested in sharing their knowledge and experience of the brand, or participating in offline campaign.

Types Of Engagement On Company Microblog

Page 11: 9 Facts About Microblog Marketing In China

9. Increased Brand Info & Reputation Are Major Results

In 2012, microblog marketing’s major results as recognized by users are better understanding of the company’s brand and product, followed by stablization of users’ loyalty to the brand.

Strongly disagree Disagree Neutral Agree Strongly agree

Company Microblog’s Effects On Users

Page 12: 9 Facts About Microblog Marketing In China

A digital link to your business in China

Page 13: 9 Facts About Microblog Marketing In China

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