Leveraging China’s online business networks for marketing By Val Kaplan
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Leveraging China’s online business networks for marketing
By Val Kaplan
Agenda
Connecting online – cultural aspect
China’s main professional networking sites
Users demographics
LinkedIn.com
Dajie.com
Tianji.com
Renhe.cn
Wealink.com
Ushi.com
• Business network is meant to be nurtured
and guarded, not shared with others
• Most valuable connections are the secret
ones
• Why would you trust someone you never
met?
• Proliferation of fake credentials
Chinese traditional perception of
networking
Could online guanxi really exist?
• Guanxi involves a higher degree of trust
that can’t be built purely online
• Online business networks will not replace
guanxi but may be able to augment it
• Guanxi is becoming less dominant for
younger generation of professionals – the
main marketplace for online business
networks
2014 iResearch
User Age Distribution
18-2420%
25-3433%
35-4425%
45-5414%
55-647%
65+1%
18-2422%
25-3038%
31-3522%
36-409%
41-507%
50+2%
China Business Networks
2013 LinkedIn
2014 iResearch
Gender Ratio
Male67%
Female33%
2013 LinkedIn
Male67%
Female33%
China business networks
2014 iResearch
China Business Social Networking
User Education Level
2%
9%
21%
57%
9%
2%
Education level
Below high school
High school diploma
Advanced diploma
Bachelor's degree
Master's degree
PhD
2014 iResearch
Top Regions of China Business
Social Networking Users
15%
11%
10%
8%
7%5%5%
5%
4%
4%
26%
Users’ geography
Guangdong
Beijing
Shandong
Jiangsu
Shanghai
Henan
Zhejiang
Hebei
Liaoning
Fujian
China’s Top Business Social Networking Websites
926
369
98 8426
0
100
200
300
400
500
600
700
800
900
1000
Dajie.com Wealink.com Renhe.cn Tianji.com Ushi.com
Nu
mb
er o
f d
aily
use
rs (
tho
usa
nd
)
Most active networks (daily users)
2014 iResearch
China’s Top Business Social Networking Websites
30,000,000
20,000,000
7,000,000 5,000,000
1,200,000
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Dajie.com Tianji.com Renhe.cn Wealink.com Ushi.com
Nu
mb
er o
f re
gist
ered
use
rs
Total number of registered users
Companies own numbers
Sites general profile
• Largest worldwide
• 6 million users in China
• Largest in China
• Lower level professionals
Dajie
• 2nd largest in China
• White collar
Tianji
• 3rd largest in China
• White collar & VIP
Renhe
• Very active
• Only for recruiting
Wealink
• Relatively small
• White collar
Ushi
Stats
Source: http://press.linkedin.com/about
• Officially launched on May 5, 2003
• Members in 200+ countries
• Available in 20 languages
• Most members are from N. America
• In Q3 2014, 75% of new members
were from outside the US
• 4+ million company pages
• 6+ million members in China
Stats
Source: http://press.linkedin.com/about
Financial Metrics
Trends
• 41% of people with 500+ connections (up from
30% in 2013)
• 16% are paid members (18% last year)
• 58% of members spend on site 2+ hours a week
(up from 48% last year)
• Favorite activity – group participation (42%)
• Favorite feature - individual status updates (39%)
• Company page usage jumped from 24% to 57%
• 70% of users give the site a 4 or 5 rating (out of
5), up 9% from users’ responses last year
Source: http://www.forbes.com/
Presence in China
• Currently, 6+ million
users in China
• Plans to eventually
reach140 million
• Members work in
80,000+ leading
companies, such as
Lenovo, Tencent etc.
• Struggles with
censorship issues
30 million registered users 63% with less than 3 years
work experience
Stats
Main focus – recruitment of university students
Focus
• Organizes campus job fairs
• Holds special events for graduates
• Blog focused company profiles
Activities
• Twitter-like feeds (140 characters)
• Professional profile (similar to LinkedIn)
• Q&A section
• Knowledge database
• Company reviews (from employee perspective)
• Interview experience
• Welfare/benefits discussions
• Salary reviews
Features
• Media and news on companies
• Employee search in specific companies
• Circles: companies and alumni
• Online skills tests and assessments
• Polls
• Recommended books section
• Ads: CPM and PPC based
• Mobile app
Features
Home page
News feed
Microblog
Company page
Company news
feed
Ratings
Education page
Ads for courses
Banner ads
Online tests
Feature results
on profile
Skill tests
Polls
Mostly about
employment in
various companies
Polls for users
Q&A Section
Answers are rated
by users
Questions for
community
Books
One of the revenue
Sources for Dajie
Mostly books
on business and
investments
Summary
Size
• Largest – 30 million users
Audience profile
• Mostly young with limited professional experience, job seekers
Marketing value
• Educational institutions, courses providers, companies that employ fresh graduates
Drawback
• Very few decision makers, limited value for B2B marketing
• 2nd largest (after Dajie) by total users (20 million)
• More business oriented
• Professional profile setup similar to LinkedIn
• Suggests connections based on similar
background, workplace, education
• Profile ratings based on connections
• Events section
Features
• News feed from followed companies
• Company search
• Company page
• Your connection to a specific company
• Career help section
• WeChat app
• Newsletter
• Ads: CPM based
• Mobile app
Features
Company page
Corporate news
feed
Vacancies section
How you are
connected
Company search
Company search
by various criteria
Education section
Most popular – ads for
MBA programs
Ads options
CPM
Banners,
Text links,
Rich media
100-140 RMB
per CPM
Ads options
Newsletter
RMB 4 per mailing with
minimum 50,000 mailings
Summary
Size
• 2nd largest – 20 million users
Audience profile
• More established professionals
Marketing value
• B2B companies, educational institutions, courses providers, companies that employ skilled professionals
Drawback
• No PPC based advertising, expensive CPM
Features
• 7 million registered members
• Twitter-like feeds (140 characters)
• Tweets can be synced with Weibo
• Can post videos and pictures
• Professional profile (similar to LinkedIn)
• Industry news in profile view
• Events section
Features
• Magazine style section (by interest)
• Prominent investment & finance section
• Job seeker section
• Companies directories
• Research on companies and management
• Premium account (upgrade) – access to
VIP circles
Industry news
Articles are
organized in
sections
Company profile
Corporate profile
Management
Company search
People search by
company
VIP membership
• Access to VIP circles
• Search priority
• More then 300
connections
• Mass invitations
• More features on
profile
• Access to quality
financial reports
• Invisible mode
• Etc…
Advertising
• Top banner – 30k RMB per month
• Emails – 1.5 RMB per mailing
• CPM – 2-5 RMB
• Self-service promotion –
10 RMB per month; free to VIP users
• On search page
• On discussion page
①
②
④, ⑤
Summary
Size
• 3rd largest – 7 million users
Audience profile
• Large proportion of white color professionals and executives, finance and investment sector
Marketing value
• B2B companies, investment and financial services, good for researching companies and executives
Drawback
• Substandard support, confusing structure, no PPC ads
Features
• 5 million registered users
• Active: ~370,000 daily users
• Almost full access without registering
• Entirely for job seekers and recruiters
• 90% of ads are from recruiters and
recruiting companies
• Mobile app
Home page
All about recruiting
Recruiters can verify
their profiles
90% of ads are jobs
related
Company search
Company search is
geared towards
job seekers
Company page
Vacancies
Company ratings
Salaries and benefits
info
Location
Summary
Size
• 5 million registered users and millions of unregistered users
Audience profile
• Job seekers and recruiters
Marketing value
• Only for companies that are recruiting
Drawback
• 100% geared towards recruiting, no quality profiles
Features
• ~1.2 million registered users
• Most well known outside of China
• English version
• Closest to LinkedIn in functionality
• Claims to have higher level professionals
• Groups: open/closed, moderated
• Q&A section
• Events section
• Mobile app
Home page
Newsfeed from
connections and
followed companies
Company page
Corporate profile
News, blog
Jobs
Q&A page
Only in Chinese
Discussion groups
99% in Chinese
Open/closed
Moderated
Group sections:
• Discussion
• Ads
• Jobs
• Events
• Members
Advertisement
Limited CPM options
Focused on brand
engagement through
Q&A, quizzes or
events campaigns
Sponsored newsletter
Summary
Size
• Relatively small – 1.2 million users
Audience profile
• White collar professionals
Marketing value
• B2B/B2C companies, companies that employ skilled professionals
Drawback
• No PPC based advertising, limited CPM ads, requires expensive contract for marketing campaign
Related Documents
