IWOM Reports 26 February 2014

CIC has witnessed dynamic changes in the China Social Media Landscape for the 6th year. Every year, CIC publishes an update of its latest developments. This infographic has long been recognized by the industry as the most authoritative reference, which highlights and helps decipher and navigate the complexity of China social media dynamics.

 

In the past year, we have seen that different social and digital platforms offer different marketing value propositions, and in particular, the rapid surge in access of mobile internet has generated a much faster and deeper impact in China, compared to other western markets.

(Click for better reading experience)

(Figure-CIC 2014 China Social Media Landscape)

 

The 2014 landscape portrayal is split into two parts, ‘Social Marketing Core Platforms’ and ‘Interest Communities for Target Segmentation’. Starting from inside out, the platforms rings are ‘International Benchmarks’, ‘Cross-screen Distribution’, ‘Platform Category’ and ‘Business Strategies’.

 

1. Social Marketing Core Platforms

Social marketing core platforms refer to platforms with a very broad user base and absorb significant portion of user time. They could be prioritized marketing battle fields for most brands. Combining 10 years of research and consulting practice of CIC in the digital space, and data from ‘The 33rd Statistical Report on the Internet Development in China’ from CNNIC, we have listed 9 social marketing core platforms: Instant Messaging (IM including Wechat in CNNIC survey), Video/Music, Blog, Microblog, SNS, BBS, Mobile Social, Social Life and E-commerce.

We believe that all the social marketing core platforms with different value propositions are shaping the core value chain of social marketing in China. We might use a simple marketing value chain ‘Awareness Building à Content / Engagement à Service / Transactions’ to tease out these platforms as a first step.

  •  IM (Instant Messaging) and Video/Music platforms mainly serve the ‘Awareness Building’ objective, given their large user base. By the end of 2013*, IM users and video users reached 532 million and 428 million respectively, with penetration at 86.2% and 69.3%. By leveraging these platforms as media, brands can get rapid and cost effective reach and exposure.
  • Blogs, Microblog, SNS and BBS mainly serve the ‘Content/Engagement’ objective. While these platforms may also serve the ‘Awareness Building’ purpose, the key formula there is leveraging relevant contents on these platforms to motivate consumers to interact among themselves or with brands. The final goal is to establish fans communities that your brand plays a core role in.
  • Mobile Social, Social Life and E-commerce mainly serve the ‘Service/Transactions’ objective. For example, Wechat public service account is virtual CRM or the public window that allows marketers face their consumers and provide transactions and service. Dianping, a social life platform like Yelp, links local businesses and consumers, allowing businesses to understand consumer needs and have a space for tactical promotions.

In the future, CIC believes that more and more platforms will gradually extend their role in this value chain. Like Video/Music, although currently marketers mainly use pop-up advertising, they may also build direct purchase and service functions, such as VIP services, video content clicks generated e-commerce, etc. However, currently, various platforms on the entire value chain still play their unique roles, and brands can utilize the characteristics of different platforms to build their own social marketing value chain tailored for their products.

 

2. Interest Communities for Target segmentation

Interest Communities for Target segmentation, include 9 platforms: Travel Social, Dating Network, Business Social, Enterprise Social, Light Blog, Photo Social, Short-video Social, WIKI & Q&A, and Social E-commerce. These platforms are vertical consumer interest groups. Brands, depending on positioning and targeting strategy of their products, could match with the appropriate social media platforms’ contents and users, to tailor make their social media marketing strategy and programs.

Vertical interest communities are naturally segmenting consumers and may present themselves as very targeted media offering cost effective reach for brands and companies in building their media plan and promotion programs. However, as part of those platforms and its related industry value in the chain is not yet fully mature, marketers may want to wait and see.

 

3. Cross-screen Distribution

While mobility is a worldwide trend, cross-screen is a major feature of this year’s social media landscape: PC access only, both PC + mobile access, mobile access only. While PC + mobile access is still the predominant distribution format chosen by most of the social media platforms, some new emerging and popular platforms decide to have mobile only access, which sends a signal to marketers that “Mobile First” should be on their marketing agendas.

In 2014, China social media is showing some phenomena, like mobility, segmentation, transaction/service, data integration and data analytics, bringing more opportunities to social media marketing and social business. For example, Chen Kun (a super movie star in China)’ Wechat public account is actually a close-looped community based on mobile, which is equipped by mobile payment and a seamlessly connected CRM system. This innovation could inspire brands on ‘Mobile First’ and ‘Service/Transactions’ strategy. At the same time, for the brand, Microblog is still the best marketing platform to gain fast and far reaching buzz volume generating brand and campaign awareness. Marketers could curate right social content and create customized consumer experience appropriate. Many vivid cases tell us that successful marketing is to stay ahead of the game by keeping abreast of all innovations in social media platforms and any game changing practice.

* Source: 33rd Statistical Report on Internet Development in China, CNNIC.

 

Appendix: A brief history of CIC China Social Media Landscape:

2008 launch edition

 

 

 


 

 

 


For more information, please contact:

 Chander Guo

Marketing Director, CIC

Chander.guo@cicdata.com

marketing@cicdata.com

+86 – 21 – 64049191 ext 8891

 

About CIC

CIC is China’s pioneering social business intelligence company. CIC enables businesses to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since coining the term IWOM in 2004, CIC has pioneered the industry to help companies meet their social media marketing and social business needs by providing customized researchconsulting services,  as well as technology solutions , all from an objective, third party perspective. In addition to helping companies leverage social media intelligence for more informed decisions, CIC is monetizing the social business industry in China by creating an integrated social business support system.

In early 2012, as China’s pioneering social business intelligence company, CIC consented to acquisition by WPP’s Kantar Media, the media research and insight division of Kantar, expanding their social offering across Asia Pacific markets. (Press release)

CIC will continue to provide social business intelligence from an unbiased, third-party perspective, to the world’s leading brands and agencies.

 

About Kantar Media

 Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.

Posted by   @   26 February 2014 0 comments
 uncategorized 19 July 2013

In a digital age, there’s something quite satisfying about seeing traditional techniques put into practice.
In this collection, we’ve listed the top 6 stop-motion animation ads for your viewing pleasure.
Honda: Hands

Celebrating 65 years of innovation, Honda’s ad is as informative as it is amusing. Refreshing as a glass of water squeezed from the FCX Clarity.

Link(Click to watch the video)


 

Starbucks: Monday Can Be Great!

Monday seems to be everyone’s least favourite day of the week. But at Starbucks, we don’t think Mondays are all bad.

Link(Click to watch the video)

 

Moleskine: A Year in Full Colour

382 Moleskine notebooks were used to create A Year in Full Colour. A stop-motion animation that introduces the new Moleskine colors.

Link(Click to watch the video)

 

Chanel: Here Comes the Beauty Pack

Chanel’s make up gets moving… as a robot, a model, a spider…

Link(Click to watch the video)

 

McDonald’s: The Little Big Town

A bird’s eye view of this tiny world, which must have incredibly tiny nuggets.

Link(Click to watch the video)

 

Hyundai: Hyundai Card

This amazing stop-motion ad is designed to encourage you to try the new touch screens in Korea’s bus stops.

Link(Click to watch the video)

 

What’s Viral Video Cinema:  In viral video cinema, we collect all kinds of viral videos, creative ads and micro movies, covering Beauty, Sports, FMCG, IT, Luxury, Education, Auto, Food and Beverage, and many other industries and special categories. There are now more than 800 videos and 46 Playlists / Doulists in SEEISEE’s official Tudou and Youku video vault. This reserve of the latest and greatest in Viral Video Cinema is always up to date.

Tudou Doulist:seeisee微电影 / 病毒视频 / 创意广告

Youku Playlist:seeisee微电影 / 病毒视频 / 创意广告

 

 

Scan the QRcode below to read on mobile devices.



Posted by   @   19 July 2013 0 comments
 Industry Watch 2 July 2013

Thanks to commercials and endorsement, wide screen (movie theatre) is not the only way we could see big movie stars. As a trendy of micro movie / viral video marketing, invite celebrity participate in shooting become kind popular and attractive. In this collection, we hope below 6 videos could give you an inspiration of how could brand leverage the power of celebrities.

 

Jaguar : Desire (Damian Lewis)

Scheme, revenge,affair, plus Damian Lewis and a super nice car. How could you say no to those exciting elements?

Link(Click to watch the video)

GQ : The Clown (Ge You)

Can you recognize the face under that creepy makeup? Famous Chinese comedy star Ge You will show you just how bitter it can be.

Link(Click to watch the video)

 

EVA: I see you (Takeshi Kaneshiro)

I am Takeshi. Open up your mind, and you would see what I see from the heavenside layer. Deep.

Link(Click to watch the video)

 

Longchamp : Paris (Gao Yuanyuan)

Soaked in the exotic atmosphere of Paris, a beautiful Chinese actress is the very embodiment of elegance.

Link(Click to watch the video)

 

GE: Agent of Hospital (Agent Smith)

What’s Mr Smith doing in the hospital? Probably not murdering Neo. Probably.

Link(Click to watch the video)

 

Toyota: Time Archive (Joe Zheng)

Imagine all our memories sealed in an archive. When our loved ones leave us, this might be the place you want to see.

Link(Click to watch the video)

 

What’s Viral Video Cinema: 

In viral video cinema, we collect all kinds of viral videos, creative ads and micro movies, covering Beauty, Sports, FMCG, IT, Luxury, Education, Auto, Food and Beverage, and many other industries and special categories.

There are now more than 800 videos and 46 Playlists / Doulists in SEEISEE’s official Tudou and Youku video vault. This reserve of the latest and greatest in Viral Video Cinema is always up to date.

Tudou Doulist:seeisee微电影 / 病毒视频 / 创意广告

Youku Playlist:seeisee微电影 / 病毒视频 / 创意广告

 

Scan the QRcode below to read on mobile devices.

Posted by   @   2 July 2013 0 comments
 Industry Watch 8 June 2013

This week’s Viral Video Cinema is under the spell of “fairytales and magic”.

In our dreams, toys can walk around, wolves love Oreos, dragons fill the skies, fairies and witches are everywhere, and you might be Hogwarts’ finest magician. Today, we’ll bring you to this wonderland and show you how brands can utilize fairytales and magic in their marketing.

 

Toyota Rav4:

If a fairy shows up at your door, please think twice before you make any wishes.

Link (Click to watch the video)

 

Oreo

What do the “big bad wolf”, the “shark” and the “vampire” have in common?

Link (Click to watch the video)

 

Logitech

Do you miss the time when you and grandpa kept little secrets?

Link (Click to watch the video)

 

Qualcomm:

This looks like a preview for an epic Hollywood movie… but you never know the ending.

Link (Click to watch the video)

 

Ikea:

Living teddy, electromagnetic robot, clever monkey… If your child has such fun with these good friends, does that mean you’ll like IKEA’s kitchen?

Link (Click to watch the video)

 

 

What’s Viral Video Cinema: 

In viral video cinema, we collect all kinds of viral videos, creative ads and micro movies, covering Beauty, Sports, FMCG, IT, Luxury, Education, Auto, Food and Beverage, and many other industries and special categories.

There are now more than 800 videos and 46 Playlists / Doulists in SEEISEE’s official Tudou and Youku video vault. This reserve of the latest and greatest in Viral Video Cinema is always up to date.

Tudou Doulist:seeisee微电影 / 病毒视频 / 创意广告

Youku Playlist:seeisee微电影 / 病毒视频 / 创意广告

 

Scan the QRcode below to read on mobile devices.

Posted by   @   8 June 2013 0 comments
 uncategorized 7 June 2013

This volume of Viral Video Cinema showcases high tech products.

 

2013′s Google I/O, Google’s annual developer conference, certainly carried the spark of IT inspiration beyond the industry, the geeks and the most ardent tech enthusiasts; new cars, new cell phones, new web platforms and futuristic fashions make great ads.

We’ve collected a few of the most high tech focused viral videos, to offer you a tantalizing glimpse of a future made easier, more fun and more fashionable through the world’s latest technology.

 

Cadillac:

“Bring the Future Forward”: Brad’s in the new Cadillac, demonstrating developments in the luxury journey.

Link (Click to watch the video)

 

Facebook:

“What does Facebook Home look like?”: A closer look at the social network, featuring an actor named Mark Zuckerberg.

Link (Click to watch the video)

 

Samsang:

iPhone’s are out and “Old” – see how the new generation show off their Samsung by the pool.

Link (Click to watch the video)

 

Audi:

If you’re a fan of Star Trek, or Audi, or even The Lord of the Rings, you’re going to love this.

Link (Click to watch the video)

 

Lacoste:

Clothes so different they could come from the future?

Link (Click to watch the video)

 

Fiat:

A Fiat experience designed for sharing, so you’re free to pick up the phone and get social.

Link (Click to watch the video)

 

What’s Viral Video Cinema: 

In viral video cinema, we collect all kinds of viral videos, creative ads and micro movies, covering Beauty, Sports, FMCG, IT, Luxury, Education, Auto, Food and Beverage, and many other industries and special categories.

There are now more than 800 videos and 46 Playlists / Doulists in SEEISEE’s official Tudou and Youku video vault. This reserve of the latest and greatest in Viral Video Cinema is always up to date.

Tudou Doulist:seeisee微电影 / 病毒视频 / 创意广告

Youku Playlist:seeisee微电影 / 病毒视频 / 创意广告

 

Scan the QRcode below to read on mobile devices.

Posted by   @   7 June 2013 0 comments
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