Introduction to Social Media in Asia

Introduction to social media in Asia!

Gaurav Mishra | Gauravonomics!Asia Director of Social Media, MSLGROUP!

06.29.2010 | P2

Integration of digital, social, mobile!

- ! 100 ! 200 ! 300 ! 400 ! 500 ! 600 ! 700 ! 800 ! 900 !

China! India! Japan! South Korea!

Indonesia! USA!

879 ! 791 !

116 ! 49 !

214 ! 286 !

457 !

100 ! 99 ! 39 ! 34 !

220 ! 305 !

40 ! 80 ! 35 ! 30 ! 70 !

Mobile! Internet! Mobile Internet!

The Convergence of Digital, Mobile and Social in

Asia!

The convergence of digital, mobile and social is critical in Asia because mobile phones are the primary device for web access in most Asian markets (all figures in millions).!

Last PC-first internet market in the world!!

More Facebook users than PC internet users!!

What if 790m mobile phone owners go online via 3G!!

Worldʼs most advanced mobile web market!!

The Convergence of Digital, Mobile

and Social!

Both social platforms (Facebook, Twitter, LinkedIn) and mobile platforms (iPhone, Android, Blackberry) have open application ecosystems, leading to an integrated experience.!

Integrated experience!

Social web!

Mobile apps!Mobile web!

Open application ecosystems!


China!

In China, the main social platforms Tencent (QQ), Sina and Renren are also moving towards open application ecosystems, leading to a comparable integrated experience.!

Integrated experience!

Social web!

Mobile apps!Mobile web!

Open application ecosystems!


China!

Source: Sina Weibo, RenRen, Qzone, Youku!

In China, popular social platforms Sina Weibo, RenRen, Qzone and Youku all have popular iPhone apps.!


India!

Source: Mig33, SMSGupShup, RockeTalk, Ibibo!

In India, popular social platforms Ibibo has a iPhone app. RockeTalk, SMSGupShup and Mig33 are popular mobile social networking platforms.!

06.29.2010 | P8

Introduction to social media in Asia!

Social media world map!

Source: Global Web Index, The size of the bubbles shows the internet user base in the country. The length of the bars shows the percentage of active internet users in the country who engage in social media activities.!!

China, India, Japan, South Korea and Indonesia are amongst the biggest internet markets in the world.!

Social networking world map!

Facebook is the predominant social network in most of the world, except, in China, Brazil, Russia, Japan and Korea.!

Indiaʼs main social platforms!

Social Networking

Service!

Professional Networking

Service!

Micro-Blogging Service!

Location Check-in Service!

Video-Sharing Service!

United States! Facebook! LinkedIn! Twitter! Foursquare! YouTube!

India! Facebook!!!

LinkedIn! Twitter! Foursquare! YouTube!

Indonesiaʼs main social

platforms!

Social Networking

Service!


Service!





Indonesia! Facebook!!!

LinkedIn! Twitter! Koprol! YouTube!

Japanʼs main social platforms!

Mixi is preferred in Japan because it has avatar based profiles, closed groups and a virtual world environment.!

Social Networking

Service!


Service!





Japan! Mixi! LinkedIn!!!

Twitter! Foursquare! Nico Nico Douga!

Koreaʼs main social platforms!

Cyworld is preferred in Korea because it has avatar based profiles, closed groups and a virtual world environment.!

Social Networking

Service!


Service!





Korea! Cyworld! LinkedIn!!!

Twitter! Foursquare! YouTube!

Social Networking

Service!


Service!





China! Renren! LinkedIn!!!

Sina Weibo! Jiepang! Youku!

Chinaʼs main social platforms!

Censorship plays a role, but many Chinese social platforms are more sophisticated than the global platforms.!

06.29.2010 | P16

Introduction to social media in China!

China Social Infographics!

Source: Forrester Research (2008-09)!

The internet user base in China is twice the size of the internet user base in the US. Plus, 40% of Chinese internet users are content creators, compared to 20% of US internet users.!

•  Popular social network amongst college students.!

•  Most popular in tier 1 and tier 2 cities, but gaining popularity in tier 3 cities.!

•  Most popular content is personal status updates and photos.!

•  95 million active users.!

Renren Social Networking

Platform!

Source: Renren, infographic from Ogilvy!

•  Popular social network amongst white collar professionals.!

•  Most popular in tier 1 and tier 2 cities.!

•  Most popular content is games and viral photos/ videos.!


Kaixin001 Social

Networking Platform!

Source: Kaixin, infographic from Ogilvy!

•  Popular social network amongst younger students.!

•  Linked with Tencentʼs popular QQ IM platform.!

•  Most popular in tier 3 cities.!•  Most popular content is personal

journals and photos.!•  190 million active users.!

Qzone Social Networking

Platform!

Source: Qzone, infographic from Ogilvy!

•  Tencentʼs new social networking platform for white collar professionals.!

•  Linked with Tencentʼs popular QQ IM platform.!

•  Most popular in tier 3 cities.!•  80 million active users.!

PengYou Social Networking

Platform!

Source: Pengyou!

•  Popular social network amongst intellectuals, artists and creatives.!

•  Most popular in tier 1 and tier 2 cities.!

•  Most popular content is reviews of books, movies and music.!


Douban Social Networking

Platform!

Source: Douban, infographic from Ogilvy!

•  China has more than 300 million online video users.!

•  Youku and Tudou are Chinaʼs main online video platforms.!

•  Both platforms are dominated by licensed professional content and even original branded content, instead of user generated content.!

•  Youku has more than 200 million active users. !

Online video platforms in

China!

Source: Youku and Tudou!

•  China has more than 230 million bloggers.!

•  Sina, Sohu and 163 have the most popular blogging platforms.!

•  Most social networks also have blogging features, but are primarily used for personal diaries.!

•  All the main blogging platforms have also launched weibos.!

•  Over time, blogging and microblogging platforms will merge in China. !

Blogging platforms in

China!

Source: Sina blog, Sohu blog, 163 blog!

•  China has more than 150 million microblog users.!

•  Sina, Sohu and QQ all have popular microblogging platforms, or weibos.!

•  Sina Weibo is the most popular microblogging platform with 70 million active users. !

•  Most popular content on weibos includes personal status updates, website links and viral photos/ videos.!

Micro-blogging platforms in

China!

Source: Sna Weibo, Sohu Weibo, QQ Weibo!

•  Sina Weibo is used by a wider variety of influencers including journalists, CEOs and senior government officials.!

•  As a result, Sina Weibo has emerged as a particularly powerful platform for corporate communications.!

Sina Weibo user profile!

Celebrities

Journalists

Entrepreneurs

Influencers

Govt. officials

Organizations

•  High profile CEOs like Li Kaifu and Hu Shuli have even announced their resignation on Sina Weibo.!

•  As a result, Sina Weibo has become an important source of breaking news type stories for mainstream media journalists. !

CEOs on Sina Weibo!

Source: Li Kaifu, Hu Shuli !

•  Several CEOs have created their blogs on Sina Blogs and other blogging platforms.!

•  As blog posts prominently show up in search results, blogs have become an important source of background research and sources for mainstream media journalists. !

CEOs on Sina Blogs!

Source: Li Kaifu, Ma Yun, Wangshi !

Impact of social web on

journalists in China!

As per research done by Sina, journalists in China rely on a wide range of social web platforms to search for stories and sources.!

•  China has several popular niche B2B and B2C portals with blog, microblog and SNS functionality.!

Vertical social networks in

China!

Source: Hexun Weibo, Bie Lai Wu Yang, Hua Ming Book, !

•  Finance portal Hexun has a blogging and microblogging network dedicated to business and finance topics. !

Hexun blogs and microblogs

for finance!

Source: Hexun Weibo!

•  Ushi is a bilingual professional networking platform with features like groups and microblogs.!

Ushi Professional Networking

Platform!

Source: Ushi!

•  IT industry portal Tech Web has an active BBS and blog, with more than 400 IT related post per day.!

Tech Web IT BBS

Source: Techweb!

•  5G is an active vertical IT industry SNS.!

5G: Vertical IT industry SNS

Source: 5G!

•  Bie Lai Wu Yang links people based on their medical records. It has 300K registered users who upload their medical records and engage in more than 3500 daily discussion about diseases.!

Bie Lai Wu Yang: Vertical medical SNS

Source: Bie Lai Wu Yang!

•  HAVC8 is a vertical HAVC industry SNS, more than 150k registered users, that means around 30% HAVC industry play join in this network. Concurrent users more than 3,000 people.!

HAVC8: Vertical HAVC industry

SNS

Source: HVAC8!

•  Archina is a vertical architecture portal with blog, weibo and microblog.!

Archina: Vertical

architecture portal!

Source: Archina!

•  Chinese consumers are struggling to reconcile the grandeur of their dreams with the difficulties of their day-to-day reality. !

•  Hit TV soap ʻDwelling Narrownessʼ or ʻSnail Houseʼ captured the lives of Chinaʼs ʻhouse slavesʼ and led to active discussions on blogs and BBS forums. !

•  Chinese consumers are seeking warmth and reassurance from brands.!

Chinese consumers

want warmth and

reassurance!

Source: Wikipedia, WSJ, FT, NPR!

•  Author and professional race car driver Han Han is the new Chinese youth idol. Han Han ranked 2nd in ʻ2010 Time 100 online pollʼ for most influential people of the yearʼ. Chinese youth idolize him for critically speaking out on social issues.!

•  Apparel brand VANCLʼs campaign featuring Han Han went viral and netizens created their own spoofs of the ad: “Loves the Internet, loves freedom, loves sleeping late… I'm Hanhan, I represent myself, Iʼm the same as you, I'm Fán Kè” (the brandʼs Chinese name means ʻordinary personʼ). !

Chinese consumers are

defining individuality as

substance !

•  A university professor set up a Sina Weibo account to aggregate photos of child street beggars posted by netizens throughout China, hoping to reunite them with their parents.!

•  Within the first week, 415 child beggar photographs were uploaded.!

•  The Public Security Bureau has supported the initiative and Baidu has created a website to help reunite missing children with their parents. !

Chinese netizens are

seeing themselves as

citizens!

Source: Baidu Xunren!

•  Coca-Cola has created a China-focused Live Positively website, on which it promotes initiatives like Earth Hour.!

Case study: Coca-Cola Live

Positively in China!

Source: Coca-Cola Live Positively!

06.29.2010 | P42

Introduction to social media in India!

•  Online campaign mobilized its 50000 Facebook fans to send more than 2000 pink panties as Valentineʼs Day gift to Indian right wing Hindu nationalist party Sri Ram Sena.!

The Pink Chaddi

Campaign!

Source: Pink Chaddi Campaign!

•  Bloggers for Advani Google Group.!

•  Part of the support eco-system for Advaniʼs web-savvy PM campaign, along with Friends of BJP.!

Bloggers for Advani!

Source: Bloggers for Advani

•  Former external affairs minister and UN under-secretary general Shashi Tharoor uses Twitter to engage with his supporters and detractors and set an agenda for public debate.!

Shashi Tharoor on Twitter!

Source: @shashitharoor !

•  The highly respected industrialist uses Twitter to weigh in on topics of public interest and even answer customer complaints in public.!

Anand Mahindra on

Twitter!

Source: @anandmahindra !

•  From “waking up” to “civic consciousness”!

•  More than 600,000 registrations!•  Catalyzed an entire ecosystem

of citizen action initiatives!

Tata Tea Jaago Re!

Source: Jaago Re!

•  Chinese packaged food brand Chingʼs Secret has attracted more than 6,75,000 fans on Facebook by sharing recipes and engaging fans in witty conversations.!

India Example: Ching's Secret!

Source: Chingʼs Secret on Facebook!

06.29.2010 | P49

MSLGROUPʼs social media offering!

MSLGROUPʼs social media

offering!

MSLGROUP has created a fully integrated social media offering across the PLAN-BUILD-ENGAGE phases.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

2! 3!1!


offering!

MSLGROUPʼs PLAN offering includes insights, strategy, and enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.!




2! 3!1!

•  Distill actionable insights and foresights from conversations and communities using our proprietary What IF People's Lab approach.!

!•  Discover a shared purpose

and brand story that connects the brand values with evangelists passions.!

!•  Create platforms and

programs to organize and energize brand evangelists, co-create shareable content, and trigger participation and action.!

•  Link back participation and action to business objectives through our proprietary VERITE measurement approach.!

•  Provide strategic counsel across the consumer activation, corporate reputation, and employee engagement use cases.!

•  Design and deliver training programs to help build enterprise capabilities to participate in the conversation economy.!


offering!

MSLGROUPʼs BUILD offering includes designing and developing web, mobile, and social applications, through in-house specialists and partners.!




•  Design and develop private or public community platforms using our proprietary What IF white label community tool.!

!•  Design and develop social

applications using the Facebook, LinkedIn and Twitter APIs.!

!•  Design and develop mobile

applications on the Apple, Android, and Blackberry platforms.!

•  Set up, optimize and manage digital assets across channels and geographies.!

!•  Leverage on-site and off-site

search engine optimization for higher search rankings.!

2! 3!1!


offering!

MSLGROUPʼs ENGAGE offering includes managing content, communities, and conversations, through dedicated specialists and integrated communications teams.!




•  Build long-term relationships with key online influencers beyond the "big-box" blogs using our proprietary Multiloguer influencer relationship management tool.!

•  Leverage creative storytelling and rich multimedia content to bring alive the brand story.!

•  Create triggers for community members to participate and act, on the community platforms owned by the brand.!

•  Track and participate in conversations related to the brand, the category or the social heartbeat on the broader social web.!

!•  Leverage targeted paid

media, primarily social advertising and search advertising, to support owned media and earned media.!

2! 3!1!

Letʼs stay in touch!

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Introduction to Social Media in Asia

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