uncategorized 28 May 2015
The Chinese social media landscape is one of the most unique, fragmented and dynamic in the world. In the 10 years that Kantar Media CIC has been listening to Chinese social media, the rate of change has only gotten faster. We’ve just taken the pulse of China’s 2015 social landscape, as we have every year since 2008; here are six changes and developments that brands, agencies and tech players should understand.

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WeChat continues to dominate, while its role and influence evolves

For anyone doing anything with China or with Chinese consumers, the impact and dominance of mobile app WeChat is obvious. It is everywhere and seemingly does everything. With WhatsApp-type messaging, an addictive Facebook-like news feed called Moments, a PayPal-like wallet, mutual fund products, taxi ordering, restaurant reservations and many other built-in applications, WeChat is more than just another social platform, it is an indispensable social media Swiss army knife that melts the lines between online and offline. It’s an operating system for getting things done in life.

WeChat users’ Moments content, similar to Facebook newsfeeds where consumers share content with each other, cannot currently be tracked by brands. However, WeChat public accounts managed by brands, celebrities, key opinion leaders and media, can be tracked, and they are playing an increasingly important role as a new form of owned, earned and paid media and as a place to wield influence. Just as brands, celebrities, key opinion leaders and media can have a Twitter or Facebook account, they can have a WeChat account to push out content that serves as the magazine articles for the new generation. Brands can track the owned media performance of their own and competitors’ accounts. And they can track the earned and paid media performance of KOL, celebrity and media accounts to make more informed media buying and content strategy decisions.

Weibo is still relevant, since it takes the pulse of what’s viral

While some say that the Twitter-like Weibo platform is dying, we believe this is an extreme overreaction. It is true that grassroots content has moved to WeChat Moments. However, Weibo is still the place to keep your finger on the pulse of what’s buzzing in the country. And while WeChat public accounts are increasing in importance, a tweet on Weibo can reach hundreds of millions of accounts, versus WeChat, where the most popular articles receive hundreds of thousands of reads. Brands, especially mass, luxury, fashion and beauty brands that tap celebrities and KOLs, should absolutely include Weibo in the mix of their social strategy.

Interest communities have gone mobile

Before WeChat, before other social platforms like Weibo, Kaixin, RenRen and blogs, there were basic online forums, known in China as BBS (bulletin board systems). These vertical interest communities have now gone mobile in the form of vertical interest apps. Some, like Autohome and Liba, are simply mobile versions of the PC versions of BBS, while others like Red (for luxury travelers), Dayima (for women) and Lamabang (for moms) are native mobile apps with communities, some of which can host millions of active conversations. We see this as a significant evolution, signaling a decentralization of the landscape away from WeChat. The key categories include auto, parenting, fashion, health and others. From our pilot work with clients, we have seen that these apps serve as great sources of targeted consumer intelligence as well as targeted media.

New forms of expression emerge

With parents, grandparents, teachers and/or bosses all on WeChat (like Facebook in the West), the “kids” need to find unique spaces and their own ways of communicating. Two examples are Nice (a photo app similar to Instagram) and Meipai (a video app with parallels to Vine). Though brands like Ray Ban and Bulgari have begun to put campaigns there, neither app has gained dominance, as there are multiple competing apps in their categories. We expect the fragmentation of the landscape through such categories of apps to continue, which means brands will need to remain vigilant to find the right place to engage their audience in the right way.

E-commerce reviews explode

With the massive growth of e-commerce in China has come an explosion of product reviews — like those found on Amazon in the West, but often more detailed. As a rich source of user generated content, CIC currently tracks reviews across nine e-commerce sites in China and has found that 70% of all the buzz for some brands come from e-commerce reviews, with 30% coming from BBS, Weibo and other sources. Tracking this rich content is a “must” for brands as a source of consumer intelligence as well as an influential media.

Retailer-generated content is a ‘fourth media’

E-commerce sellers, especially those with small- or medium-sized stores on Taobao or WeChat, aggressively market products in categories like beauty, fashion and electronics. Some of these stores are official distributors, but many are not. The stores engage with consumers, promote on social media, and post content on their own sites. There is no guarantee that what they post is “on message” or even accurate. The stores may be small, but they make an impact accounting for upwards of 40-50% of the buzz for some fashion brands. The buzz is not just spam, but genuinely informative and useful content that educates and influences consumers’ perceptions with advice and suggestions on how to use the products. Brands are on top of paid, owned and earned, but for this “fourth media,” which is beyond their control and influence, the must be vigilant in systematically tracking such content to determine if and to what extent it is making an impact on brand perception and/or sales.

 

As founder/CEO of Kantar Media CIC, Sam Flemming has been listening to Chinese social media since 2004. 

 

The 2008-2014 China Social Media Landscapes:

              

Posted by   @   28 May 2015 0 comments
 uncategorized 28 January 2015

Global research leader Kantar will hold a media roundtable in Beijing on February 3rd 2015, where the ‘Kantar China Social Media Impact Report 2015’ will be unveiled. Kantar would like to share the latest trends in Chinese social media based on the findings of professional surveys. Kantar Media CIC, China’s leading social business intelligence provider, will be joining this meeting by contributing its advanced analysis technology and ability on social media, especially on Weibo and WeChat, to the organization.

It is the second consecutive year that Kantar has released the ‘Kantar China Social Media Impact Report 2015’, which is a professional report that analyses the way social media influences Chinese lives. The report employs a large sample continuous tracking survey, Weibo big data semantic analysis, WeChat official accounts big data analysis, and a real-ID-based online polling platform. Covering 60 cities with a sample of nearly 66,000 people, while analysing nearly 2 million Weibo posts and tracking over 700 million reading behaviours on WeChat official accounts, the report presents a detailed picture of Chinese social media consumption, behaviour, and values. The report, again, invites social media users to self-assess and rate the influence that social media has on them, such as Weibo and WeChat, to track the way that they feel social media has changed in the past 2 years. Through multi-faceted data analysis, the report also takes a look into how brands should interact with consumers on rapidly changing social media platforms.

CIC will be dedicated to providing Weibo and WeChat analysis, based on its unique NLP (Nature Language Process) and Text Mining technology, to reinforce Kantar’s ability on analysing social media. By studying Weibo hot topics as well as WeChat content and engagement, we will continue bringing our professional value to the Kantar media roundtable.

A number of senior executives from Kantar and its operating companies in China, including Kantar Media CIC, will attend the media roundtable to present the report and answer any of the media’s questions.

 

For more information, please contact:
Renay Cheng
Senior BD & Marketing Manager

Kantar Media CIC
renay.cheng@cicdata.com  

 

About Kantar
Kantar is the data investment management division of WPP and one of the world’s largest insight, information and consultancy groups. By connecting the diverse talents of its 12 specialist companies, the group aims to become the pre-eminent provider of professional and accurate market insights for the global business community. Its 30,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.

In China, Kantar employs nearly 1,500 professional researchers covering Beijing, Shanghai, Guangzhou, Wuhan, Chengdu and Fuzhou. The company aims to help its global customers launch businesses in China and to support Chinese enterprises as they expand globally.

 

 

About Kantar China Insights
Kantar China Insights  (www.cn.kantar.com) showcases all the latest data on China held by Kantar and its subsidiary companies. It offers journalists an instantly accessible free database of deep statistics and expert commentary on business, tech and consumer issues.

 

 

About Kantar Media CIC
Kantar Media CIC is China’s leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, Kantar Media CIC has pioneered social business technology, research and consulting. We first coined the term IWOM and were the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront of China’s internet and social business revolution. In order to help companies effectively leverage this social business intelligence, Kantar Media CIC provides customized researchconsulting servicessyndicated reports and industry trend watches ,rich in actionable insight .
Kantar Media CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw out insight that leads to more effective action. Kantar Media CIC gathers and mines over 500 million naturally occurring consumer comments every month, from a range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites. We then apply our unique methodology to provide a comprehensive picture of the social media landscape and its implications for business. To date, Kantar Media CIC has archived almost 12 billion mentions of brands and products, from over 2 billion consumer comments. Kantar Media CIC’s data coverage has now expanded to include e-commerce, search and other timely, insight rich digital sources. Through recently acquired Fisheye Analytics, Kantar Media CIC’s reach now extends to 67 languages around the world.

 

In early 2012, as China’s leading social business intelligence provider, Kantar Media CIC was acquired by WPP’s  Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry.

 

Contact us: +86 21 6404 9191*8761 / marketing@cicdata.com

Corp. Website:  www.ciccorporate.com

Posted by   @   28 January 2015 0 comments
 uncategorized 6 January 2015

(Dec.11th, 2014) Today Kantar Media CIC held its fantastic celebration – “The Next Golden Decade Starts Now: 10 years of social media, intelligence and insight” to celebrate Kantar Media CIC’s 10th anniversary. As China’s leading social business intelligence provider, Kantar Media CIC invited many clients, media partners as well as several social media professionals to review the development process of Kantar Media CIC and social media in China during the last decade, and more importantly, look forward to the next ten years in big data era with Kantar Media CIC’s founder/CEO Sam Flemming.

As the first social intelligence firm in Asia Pacific, and one of the first in the world, Kantar Media CIC has always been at the forefront of China’s internet and social business revolution. By continuously providing customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight to our clients, Kantar Media CIC has been ‘making sense of the buzz’ by turning social chatter into business intelligence and insight to answer business questions across its clients’ organizations. Now with the arrival of Big Data era, Kantar Media CIC released its market initiative “Making Sense of Big Data” on the celebration, which demonstrates its ongoing commitment to distill insights from not only social, but additional ‘real time’ ‘consumer insight rich’ digital data sources including e-commerce, search, and online news. And with the support coming from WPP’s Kantar Media acquisition of CIC in 2012 and Fisheye Analytics, CIC is capable of taking its’ vision born in China to the world with a platform that can serve 190 markets in 67 languages.

Sam Flemming, founder and CEO of Kantar Media CIC, announced this new marketing strategy at the beginning of the celebration along with foundation of CDIU (CIC Digital Intelligence Union), a union that will provide clients, agencies and media partners a platform to work together to bring to the fore the true business value of social and digital intelligence. Then Hannelore Grams, Head of Digital Marketing & Social Media GCR in Nestle, Ken Hong, Weibo Marketing Strategy General Manager, and Zan Jing, CEO of LaMaBang mobile community shared their thoughts and experience in social media, command centers, digital intelligence as well as mobile social communities. Honored guests including Eddy Wang from Content Marketing Center GM from Tudou, and WPP China CEO Bessie Lee also joined presenters to have two panel discussions about social media and its challenges and opportunities in the future in China. At the second half of celebration, Linda Xu, Executive Director from Kantar Media CIC Research Consulting & Knowledge Center, demonstrated very tangibly CIC’s vision of social and other digital insights coming from CIC’s solutions can impact business decisions from CIC’s vision. And Sam, wrapped up the celebration by looking into the future of Kantar Media CIC and digital and social media.

On the basis of a great 10 years of success, CIC is well poised for another golden decade.

For more information, please contact:
Renay Cheng
Senior BD & Marketing Manager
Kantar Media CIC
renay.cheng@cicdata.com  

 

About Kantar Media CIC

 
Kantar Media CIC is China’s leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, Kantar Media CIC has pioneered social business technology, research and consulting. We first coined the term IWOM and were the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront of China’s internet and social business revolution. In order to help companies effectively leverage this social business intelligence, Kantar Media CIC provides customized researchconsulting servicessyndicated reports and industry trend watches ,rich in actionable insight .
Kantar Media CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw out insight that leads to more effective action. Kantar Media CIC gathers and mines over 500 million naturally occurring consumer comments every month, from a range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites. We then apply our unique methodology to provide a comprehensive picture of the social media landscape and its implications for business. To date, Kantar Media CIC has archived almost 12 billion mentions of brands and products, from over 2 billion consumer comments. Kantar Media CIC’s data coverage has now expanded to include e-commerce, search and other timely, insight rich digital sources. Through recently acquired Fisheye Analytics, Kantar Media CIC’s reach now extends to 67 languages around the world.

 

In early 2012, as China’s leading social business intelligence provider, Kantar Media CIC was acquired by WPP’s  Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry.

 

Contact us: +86 21 6404 9191*8761 / marketing@cicdata.com

Corp. Website:  www.ciccorporate.com

Posted by   @   6 January 2015 0 comments
 uncategorized 12 November 2014

SamFlemming , founder & CEO, Kantar Media CIC, shares insights about how brand owners should integrate China’s pop culture with its internet culture to develop a smart social media strategy. Video

Posted by   @   12 November 2014 0 comments
 IWOM Reports 14 October 2014

From 2011 to 2013, Kantar Media CIC published “From Social Media to Social Business” white paper series which served as a “step-by-step guide,” helping enterprises develop their understanding of Chinese social media and ultimately realize their social business objectives. Kantar Media CIC first defined social business for China in 2010 as “an organization designed consciously around social tools, social media, and social networks,  as a response to outgrowth of the web 2.0 technology space and its reshaped brand-consumer communication and business discipline.” After 4 years development, “Social Business” is becoming more than just a concept; it is penetrating every aspect of enterprises’ daily operation.

With the continuous development and maturation of enterprise social business practices, Kantar Media CIC, as the leading China social business research and consulting company in China, has also made adjustments in the research direction of social business phenomena, moving from advocating entry-level concepts to practical consulting and design. During the research and consulting process, we are frequently confronted with this question: How can we create an excellent social business organization? Different answers are needed for different enterprises; First, it should be clear that what the remarkable features that distinguish excellent social business organizations from ordinary ones are. In order to find this answer, we have carried out the “China Enterprise Social Business Survey” for two consecutive years to collect extensive attitudes and perceptions towards social business from professionals of various functional departments. After drawing inspirations from various enterprises’ social business evolution and the leading ones’ practical experiences, today Kantar Media CIC officially releases 2014 From Social Business to Big Data white paper—Insights from CIC’s 2013-2014 China Enterprise Social Business Survey, to provide suggestions for enterprises social business advancement to big data.

It is our hope that the “From Social Business to Big Data white paper—Insights from CIC’s 2013-2014 China Enterprise Social Business Survey”, the cohesion of Kantar Media CIC thoughts and practices, could help Chinese enterprises to recognize and correctly understand social business and gain value from it through our demonstration and analysis of the leading enterprises. As enterprises march into the ‘Big Data’ era, it is becoming clear that social intelligence is just one part of the big data pool that enterprises can leverage and that many of the lessons learned from social business can be applied to ‘big data business.’ Kantar Media CIC will continue to deepen its exploration and research in the field of social business, even expanding into ‘big data,’ including social, search, e-commerce, and other ‘insight rich,’ and timely sources of data.

 

Click the “Link” to read the full version of‘2014 Social Business to Big Data White Paper’.

Posted by   @   14 October 2014 0 comments
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