IWOM Reports 9 February 2017

The Chinese social media landscape is one of the most unique, fragmented and dynamic in the world. In the 12 years that Kantar Media CIC has been analysing Chinese social media, the rate of change has only gotten faster. Here we take the pulse of China’s social landscape and present five changes and developments that brands, agencies and tech players should understand for 2016.

Please click the link for the landscape:

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  1. BATS, the core of the China’s social and digital landscape

Baidu, Alibaba, Tencent and Sina (AKA ‘BATS’) together have upwards of eight different social media and/or e-commerce platforms, each with hundreds of millions of active users. They are the absolute core of China’s social and digital landscape because of their cumulative almost 4 billion users. These apps are at the heart of making the Chinese Internet VIRAL, INFORMATIVE and PRACTICAL (VIP). The “I” and the “P” are particularly important in differentiating China from the rest of the world. Trusted Information in China can be scarce, while the plentiful Information on social media such as news, word of mouth, and rumours is often the type of content that cannot be found anywhere else. This makes social media more important in China than most global markets. The Practicality of Chinese social media is unmatched due to the deep integration of payment solutions and services such as, Alibaba’s Alipay and Tencent’s Tenpay. For over 700 million netizens, WeChat is the go to platform not only for e-commerce transactions, but also P2P transfer, bill payment and even mutual fund investment. Nowhere else in the world is there a complete social media ecosystem connecting internet word of mouth and payment so seamlessly.

  1. Developing E-commerce categories reflect the complexity of China’s retail market

As the number of consumers’ increases, the desire for a wide variety of products grows as well. Even today, some products are not always readily available offline or even on some of the largest E-commerce platforms like Taobao, Tmall, JD and Yihaodian. We are seeing an increasing number of E-commerce categories emerging in China. Some of these new platforms include, group sales sites such as Nuomi (糯米) and Meituan (美团); flash sales sites such as Glamour Sales (魅力惠); second hand sales sites such as Xianyu(闲鱼); crowdfunding sites such as JD Finance (京东众筹); O2O sites such as ticketing service Gewara (格瓦拉) and cross boarder retail platforms such as “Little Red Book(小红书).”

Now that payment is so integrated with social media, we are seeing the boundary between social media and E-commerce becoming blurred. Traditional E-commerce sites are integrating social features such as Taobao’s Weitao (微淘), Tmall’s Fun (范儿), JD’s Discover (发现), and Yihaodian’s Yipintang (一品堂). Not to mention, social platforms integrating E-commerce, such as Little Red Book (小红书).

  1. Video continues to rise as it fragments

Traditional video sites like Youku and iQiyi continue to be important platforms. These platforms allow netizens to watch legal versions of local and imported long form content like TV dramas. Recently, many other sites have started to integrate Danmaku, the “rapid fire,” in-time netizen commentary, where the text appears right on your video screen. Danmaku was initially an innovation from the original Danmaku sites, Acfun and Bilibili, which show more youthful content like Anime, Cartoon and Games. Other video categories include short video apps like Meipai and Miaopai. These two apps have recently become a primary source of UGC on the social web. “Live” video broadcasting apps similar to Periscope, including Panda TV and Zhanqi TV, have also gained traction with consumers and even the watchful eye of government regulators. Brands like Maybelline have started to use live video platforms to promote their products. Maybelline quickly sold over 10,000 units of lipstick in two hours, via a live video broadcast hosted by celebrity spokesperson @Angelababy.

  1. Q&A reinvigorated with AMA as platform for deep engagement

Have you ever wanted to ask a celebrity how much money she has? If you haven’t, at least now you have the option on “Ask Me Anything” sites like Fenda and Zhihu Live. Recently, these platforms have gained significant traction.

For a fee ranging from a few hundred to a few thousand RMB, Fenda allows netizens to ask celebrities questions. Recently, celebrity Wang Sicong made over US$45,000 on Fenda for answering questions involving his personal gossip. Another platform, Zhihu Live provides a platform featuring experts from various industries. The app launches private sessions which allow KOLs to share information and insight with netizens. This gives netizens who are interested in certain categories the ability to easily communicate with industry leaders. Brands can consider how to utilize these sites to more effectively leverage their key opinion leaders (KOL) and celebrities.

  1. KOL landscape evolves with Wang Hong

Recently, the rise of “Wang Hong” (网红) has added a layer of complexity to the Key Opinion Leader (KOL) landscape. We are now dividing KOL’s into three basic categories: experts, “Wang Hong,” and celebrities.

Experts tend to focus on their specific fields, like beauty or fashion, where they are able to persuade and inform the masses with their expertise and experience. Wang Hong, such as QKXLJ (呛口小辣椒) focus on turning their online fame into an actual business. This is achieved by creating unique personal brands. Wang Hong tap into their social media following to promote and sell their products, leading to e-commerce sales that could not have been achieved without their social media promotion. Wang Hong are more willing to share their personal life on social platforms which can make them seem more “authentic.” Celebrities that are famous online and offline command a premium price, yet do not appear as “authentic” as Wang Hong. With this increasingly complex KOL landscape, brands need to pay more efforts to obtain the right “fit” to optimize media impact.

 

In summary: the China social landscape is unique, fragmented, and dynamic

Underpinning these 5 trends is the everlasting trifecta of defining characteristics of the China social media landscape mentioned earlier: unique, fragmented and dynamic. In the West, you may be able to get away with a two platform strategy consisting of Facebook and Google. However, in China, there are not only unique platforms that do not exist anywhere else, but also multiple, overlapping platforms, as well as, multiple, overlapping ecosystems all of which are in constant flux. An environment like this requires persistent diligence in order to understand, plan and execute for maximum and appropriate impact.

 

About Kantar Media CIC   

Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media and social media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.

Asia-Pacific branch Kantar Media CIC is China’s and regional leading social and digital business intelligence provider. The experts from Kantar Media CIC enable enterprises to fully leverage the power of social media and other Internet based big data intelligence across the organization. Since 2004, Kantar Media CIC has pioneered social technology, research and consulting. Founded as CIC, it was acquired by WPP’s Kantar Media in 2012.

 

For further information, please contact:

 

Renay Cheng

Senior BD & Marketing Manager

Tel+86 21 6404 9191*8761

Emailrenay.cheng@cicdata.com

Websitewww.ciccorporate.com

Posted by   @   9 February 2017 0 comments
 uncategorized 18 March 2016

If every business needs to become a social business, every business needs the “software” to enable competency. A social business support system is a more effective use of social business intelligence across the organization. If a company wants to have a comprehensive understanding of Social Media in China and the rest of the Asia Pacific region, the best way is cooperating with a local third-party social media listening provider.

Recently, Forrester Research published <The Forrester WaveTM: Asia Pacific Enterprise Social Listening Platforms, Q1 2016> report. Based on Forrester’s 30-criteria evaluation of enterprise social listening platform providers in the Asian Pacific, this report details Forrester’s findings of how well each vendor fulfills the 30-criteria and where these vendors stand in relation to each other, thus helping marketing professionals select the right partner for enterprise social listening needs. According to Campaign China’s coverage of the report, Kantar Media CIC is not only one of the seven most prominent providers in APAC, but also an optimum comprehensive provider for companies who need local expertise to expand their business in China. Amidst all these providers, what are the relevant strengths of Kantar Media CIC?

 

Strong Background and Leading Industry Pioneer

Kantar Media CIC created the social listening industry and founded the first social media research and consulting firm in China in 2004. In 2008, the first real-time social listening tool was launched, and the first China social media landscape map was published. Since then Kantar Media CIC has maintained a leading industry position in China. In order to expand the market into the Asia Pacific and Globally, Kantar Media CIC agreed to be acquired by WPP’s Kantar Media, a global leader in media intelligence, in 2012. WPP is the world’s largest advertising company by revenue. Furthermore, Kantar Media CIC defined key terms (e.g., “IWOM” and “Social Business”) for the industry, a true pioneer in China’s social listening industry. Additionally, Kantar Media CIC owns patented social listening technology that gives them a competitive advantage in the industry.

 

Comprehensive Data Coverage and Advanced Technology

Presently, Kantar Media CIC has the best social media coverage in China. To realize cross-site data aggregation, Kantar Media CIC has established strategic partnerships with major social media platforms, blog and BBS service providers as well as reputable E-commerce platforms. The best tech platform is not only supporting 12 dimensions across 15 key industries, but also supporting multiple languages, equipped with automatic language recognition and sentiment & semantic analysis. In the past decade, Kantar Media CIC has served over 400 domestic and international clients, working with many leading companies and brands within a variety of industries. Meanwhile, Kantar Media CIC has received an excellent reputation from its clients and has been highly regarded by its third party sources.

 

Diverse Services Satisfies All Kinds of Client Needs

IWOMcooperator provides additional WeChat tools such as Brand PR monitoring, Keyword tracking and related analysis. With the highest level of API access for major social media platforms and Chinese natural language processing, Kantar Media CIC offers a unique social listening platform and Social Listening Command Center which uses real-time data and analysis to provide big screen visualizations for brands to make well-informed decisions.

IWOMcooperator provides real time data output, while the research and consulting service offers in-depth WeChat brand account reporting services. As an expert in the social media listening industry, our agile reporting solution offers both comprehensive and personalized reports. Equipped with the largest database, elite analytic teams, and industry expertise, we are dedicated to delivering the best social media insight in the industry.

 

About Kantar Media CIC 

Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media and social media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.

Asia-Pacific branch Kantar Media CIC is China’s and regional leading social and digital business intelligence provider. The experts from Kantar Media CIC enable enterprises to fully leverage the power of social media and other Internet based big data intelligence across the organization. Since 2004, Kantar Media CIC has pioneered social technology, research and consulting. Founded as CIC, it was acquired by WPP’s Kantar Media in 2012.

For further information, please visit us at www.ciccorporate.com.

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

 

Posted by   @   18 March 2016 0 comments
 uncategorized 13 November 2015

For years, brands have been using social media, PR and other marketing disciplines in isolated silos. Nowadays, buyer’s and stakeholder’s journeys are powered by so many sources, devices and mediums that it’s become difficult to really engage with them in this way. But there’s good news. Social media is becoming more and more integrated to websites and linked to companies’ overall marketing strategies. From “social only” campaigns, many marketers and communications professionals have now switched their focus to fully integrated campaigns which link seamlessly to customer service, sales or PR.

In a similar way, the ‘social media command centre’ has evolved to reflect this synergistic marketing approach. Until recently, it was often just a dedicated room where a few employees could keep track of mentions on social platforms and engage in social conversations happening around brands or topics. It looked impressive (big digital walls, amazing large screens, fascinating data visualization, elegant glass façade….) but how can you have an overall view of your brand if you just track the basic figures of shares, likes or retweets? How can you gain decisive insight if you just monitor social media without allowing other departments to add their data to the table?

Welcome to the age of big data and insight command centres. Following the release of a recent case study by Forrester on the Kantar Media CIC + Nestle China social intelligence and command centre, we spoke to Sam Flemming, Founder and CEO of Kantar Media CIC, about these changes and what it means for businesses.

If you want to download The New Age of Social Media Command Center white paper, please contact us.

Renay Cheng, Kantar Media CIC

renay.cheng@cicdata.com   86 21 6404 9191 * 8761

Posted by   @   13 November 2015 0 comments
 uncategorized 9 November 2015

Chinese youth born between 1985 and 1995 bear the unique trademarks of their generation, and increasingly have the material resources to be active consumers, making them the hottest consumer group in the current market. Kantar Media CIC recently released “85-95 Generation Skincare Report” painting a detailed profile of this young target audience with detailed analysis.

 

Posted by   @   9 November 2015 0 comments
 uncategorized 6 November 2015

September 22, 2015: In the first quarter of 2015, China’s B2C category for Mothers and Infants reached RMB26.36 billion in transactions, a 51.9% growth from the first quarter of 2014. This study, titled China’s B2C Market Quarterly Monitoring Report – Quarter 1, 2015[1] sends a clear message to marketers: industries surrounding mothers and infants is on a fast path to growth.

 

However, marketing to mothers can prove tricky. Due to past food scandals and the close, personal connection mothers have to their infant’s nutrition, word of mouth support proves the most effective marketing tool. In the advent of today’s online social communities, much of this discussion is happening through WeChat, which offers a rich variety of content. However, to the media research landscape, this can pose as new and uncertain terrain.

 

Kantar Media CIC, a China’s leading social and digital business intelligence provider with over ten years’ experience in research and analysis, and Ogilvy China jointly issued the results of a study focused on WeChat content for mothers and infant Nutrition, with in-depth analysis of half years’ Wechat data (December 2014 to May 2015).

 

WeChat content was collected by Kantar Media CIC from 92 leading, influential mother and infant WeChat public media accounts, plus 12 mother and infant care KOL public accounts as well as 24 brand accounts. According to Kantar Media CIC’s unique text mining & data analysis technique, in-depth research focused on the different types of content, each created and then conducted a comparative analysis of their focus and reach. This research will prove essential to marketers when they work to create effective content strategy and guidelines that target expecting and new mothers.

 

The content in each of the three different categories displayed a different type of reach. For instance KOLs, as opinion leaders, specialize in providing practical experience in childcare for the audience, while brands focus more on products, services and answering questions. According to our survey, brand accounts have the greatest amount of original content, media has the highest forwarding rate and KOLs tend to boast the greatest audience reach.

 

 

Media, brands and KOLs focus on different facets, but complement each other

Within these three types of public accounts – Media, KOL and Brand – the KOL accounts tend to express leadership in mother and infant expertise and knowledge. Among the few KOLs highlighted in this study, WeChat attention tended to surround well-known nutritionists and pediatricians. For example, microblogging accounts of pediatricians like “Cuiyu Tao Family Parenting [崔玉涛家庭育儿]” and “Nutritionist Care Center [营养师顾中一]” garner a large amount of fans. In addition, KOLs using other online and social media tools exhibit a more flexible way to spread their reach; popular pediatrician Bao Xiulan set up a “Healthy Energy” microsite and “Rice Cake Mama” has a well-known online radio channel on Himalaya FM.
In contrast, media accounts tend to offer social and messaging functions, with names like “Parenting Networks [育儿网]” and “Kung Fu Mom and Kid Education [功夫妈咪孩子教育]”, which focus on topics like nutrition, parenting and discussion forums. These create interactive lifestyle platforms that build comprehensive communities of mothers. Brand accounts tend to focus on providing customer service, with information like weather services, consultation, product authentication and marketing-related activities meant to generate customer loyalty.

 

The takeaway from this evaluation concludes that original content has the advantage of leveraging media reach, and creates a more powerful influence on the audience. At the same time, brands should focus on developing their own KOLs, establishing the brand in the field of mother and infant nutrition to establish public leadership.

 

Infant nutrition content is well documented, but pregnant mothers need more

 

The mother and infant segment demands target content for their target audiences.  Bid farewell to mass marketing, it’s time to create precise content!

*Data base: A total of 1,634 infant nutrition articles were collected on WeChat from Dec 2014 to May 2015.

 

Among the accounts studied, infant nutrition topics account for 48.7% of all content. However, looking deeply into the different stages of infant development (Figure 1), the most information available focuses on infants aged 0-6 months while nutrition information for those 3-6 years is lacking, accounting for only 0.3% of the total amount of content.

 

The most important part of infant nutrition content is divided into four sections: Daily diet, Illness, Growth & Health and Food Taboo. Food Taboo is clearly insufficient. (Figure 2).  Brands should focus on strengthening their online nutrition content focused on children aged 3-6 years old, plus more on “food taboos”.

[Figure 2] Topics discussed for infant nutrition

*Data base: A total of 1,634 infant nutrition articles were collected on WeChat from Dec 2014 to May 2015.

 

Compared with the infant nutrition content, nutrition for pregnant women is woefully insufficient (only 1.7%) (Figure 3) – it’s incredibly general and there’s very little content that focuses on the different trimesters of a pregnancy, least of all the first trimester.
[Figure 3] Content comparison of nutrition for pregnant women versus infant nutrition

*Data base: A total of 3,355 infant nutrition articles were collected on WeChat from Dec 2014 to May 2015.

 

This is a clear opportunity for brands to beef up content. By focusing on content across different trimesters and different facets of pregnancy including diet, developmental knowledge and peer interaction, the can ultimately increase brand viscosity.

 

Multimedia and cross-subject content works

For today’s readers, WeChat posts with images, charts and video boast a much higher amount of readership (Figure 4).  Data shows that KOL accounts that resonating the most with fans involve charts and images. In contrast, the brand accounts seem to still be lagging behind in terms of this content.

 

 

[Figure 4]  Articles with richer display boasted higher engagement

*Data base: A total of 3,355 infant nutrition articles were collected on WeChat from Dec 2014 to May 2015..

No. of media articles: 2,605; No. of KOL articles: 430; No. of brand articles: 320.

 

In addition, connecting infant nutrition and mom topics with other “associated” topics can help spread the word. (Figure 5) For infant nutrition content, there are many “associated” areas that promote crossover, including ones like beauty, health, home appliances and children’s products. For example, in articles or forums discussing the prevention of infant eczema, skin care brands are often mentioned. Brands need to take advantage of associated domain content to create a diversified revenue model and broaden WeChat content from different angles.

 

 [Figure 5] Word Cloud of “Associated” topics

*Note: Data was collected from Dec 2014 to May 2015, CIC baby care industry BBS and Weibo Panel.

 

Research method:

This White Paper puts various infant nutrition-related WeChat Accounts into three categories: media, KOLs, and brands. With Kantar Media CIC’s patented text mining technology and advanced semantic analysis tools, we analyzed the performance of 128 infant nutrition-related WeChat l Accounts  in the past six months, uncovered a wide array of trending topics that are infant nutrition related, and evaluated various brands’ presence on WeChat from a social media perspective. In addition, based on Kantar Media CIC’s analysis of various M&B forums and Sina Weibo accounts, we further investigated other topics being discussed in infant nutrient-related online conversations, and explored potential opportunities for brands to better connect with their consumers via social media.

 

Credits:

Sam Flemming, CEO & Funder, Kantar Media CIC

Kantar Media CIC Monica Zhao, Head of Research Innovation, Kantar Media CIC

Theresa Loo, Chief Knowledge Officer, Ogilvy & Mather China

 

[1] Research conducted by Analysis, titled[中国B2C市场季度监测报告2015年第1季度]

 

 

 

 

About Kantar Media CIC

Kantar Media CIC is China’s leading social and digital business intelligence provider, enabling enterprise to fully leverage the power of social media and other Internet based big data intelligence across the organization. Since 2004, Kantar Media CIC has pioneered social technology, research and consulting. In early 2012, CIC was acquired by WPP’s Kantar Media.  Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.

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

Website: www.ciccorporate.com

 

About Ogilvy & Mather

Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for three consecutive years, 2012, 2013, and 2014; and the EFFIEs World’s Most Effective Agency Network for two consecutive years 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.

 

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

Posted by   @   6 November 2015 0 comments
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