2013 China Microblog Marketing Report
13
9 Facts About Microblog Marketing In China 2013
description
China’s leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu (t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company microblogs as an effective marketing tool to promote their brands and products, as well as engage with microblog users to increase awareness, loyalty and participation of various promotion campaigns. This presentation lists 9 facts about the effectiveness of company microblog as a marketing tool.
Transcript of 2013 China Microblog Marketing Report
9 Facts About Microblog Marketing In China!2013!
Introduction!
Chinaʼs leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu
(t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company microblogs as an effective marketing tool to promote their brands and products, as well as engage with
microblog users to increase awareness, loyalty and participation of various promotion campaigns. This presentation lists 9 facts about the effectiveness of company microblog as a marketing tool. !
*The content of this presentation comes from the research report ʻ2013 Microblog Marketing Reportʼ published by iResearch. !
Research data was collected through online survey using iUserSurvey. A total of 56,000 sample users participated in this
survey, 45,000 questionnaire samples were analyzed and 7,376 effective survey questionnaires were collected for the
research. 43 major Chinese websites participated in this survey. !
1. Microblog Is A Major Online Service!
By March 2013, monthly users on microblog has reached 285M on desktop devices and 88M on mobile devices. This trend indicates that microblog has become a major online service on both desktop and mobile devices. !
500!
400!
300!
200!
100!
2012-01 2012-03 2012-05 2012-07 2012-09 2012-11 2013-01 2013-03!0!
Million!Monthly Users On Microblog Between Jan 2012 and Mar 2013!
2. Microblog Is Used More On Desktop Devices!
In 2013Q1, accumulated effective viewing time on microblog reached 715M hours via desktop devices, surpassing the time spend on other online services for 4 consecutive weeks. !
0!
100!
200!
300!
400!
500!
600!
700!
800!
900!
1000!
2011Q3! 2011Q4! 2012Q1! 2012Q2! 2012Q3! 2012Q4! 2013Q1!
Microblog!Search!Community!News & info!Media homepage!Independent SNS!
2011Q3! 2011Q4! 2012Q1! 2012Q2! 2012Q3! 2012Q4! 2013Q1!Microblog! 738! 735! 736! 795! 884! 803! 715!Search! 754! 698! 715! 714! 682! 680! 605!Community*! 650! 652! 678! 684! 758! 639! 598!News & info! 724! 594! 589! 647! 743! 623! 489!Media homepage! 410! 370! 382! 407! 468! 449! 379!Independent SNS*! 885! 694! 611! 558! 504! 401! 313!
Viewing Time On Microblog Vs. Other Online Service!
*Community includes Baidu Tieba, Tencent Group Space, Tianya, Mop and etc. SNS includes Renren, Kaixin, Douban and other independent SNS websites.!
Million hours!
3. More Female Users Are On Desktop Devices, Fewer Age Groups Have More ! Users On Mobile Devices!
In 2012, gender split for male and female users is 55% vs.45% on desktop devices and 58.4% vs. 41.6% on mobile devices. For age split, the largest age groups are between 25-35 on mobile devices and below 24 and above 40 on desktop devices. !
58.4%!
55.0%!
41.6%!
45.0%!
0.0%! 20.0%! 40.0%! 60.0%! 80.0%!
Mobile!
Desktop!
Female!Male!
Gender split ! Age split!
39.20%
21.90%
14.10%
11.30%
13.60%
33.20%
31.30%
16.30%
11.50%
7.70%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
Below 24
25-‐30
31-‐35
36-‐40
Above 40
Mobile
Desktop
4. Online shopping & Leisure Are The Most-cared Types of Company Microblog!
In 2012, the top 5 types of company microblog that users care about most are: online shopping, entertainment & leisure, consumer electronic products, restaurant & eating and fashion & accessories. Microblog users are more likely to get information about consumer products from companyʼs microblog, making microblog an important platform for information sharing and feedback. !
Types Of Company Microblog Users Care About!
47.70% 41.30%
38.50% 38.50%
33.60% 31.80% 31.40%
30.40% 27.80% 27.40% 27.40% 27.10% 27.00%
24.70% 23.60%
21.90% 19.40%
18.50% 17.50% 16.80%
15.50% 10.30%
6.20%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
Online shopping
Consumer electronic products
Fashion & accessories
IT companies
Financial services
CommnicaMons & services
Travel & hotel
Medical & health
Beauty & health
CosmeMc & body care
Overseas educaMon
Government organizaMon & other
5. Microblog Helps Raise Company Reputation!
In 2012, company microblogʼs most recognizable effects on users include the increase of the companyʼs influence and reputation, as well as usersʼ willingness to recommend the companyʼs product to friends. !
6.10%
7.20%
5.20%
5.60%
8.80%
10.30%
9.90%
9.70%
29.30%
30.10%
32.50%
33.60%
31.30%
29.40%
30.30%
30.80%
24.70%!
23.10%!
22.50%!
20.40%!
0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! 80%! 90%! 100%!
Know some companies I didn't know before!
Would recommend to friends some companies and brands I like!
Gained more trust for the company's brand!
Gained more favorable opinion for the company's brand!
Strongly disagree! Disagree! Neutral ! Agree! Strongly agree!
Company Microblogʼs Effects On Microblg Users!
6. Sales & Useful Information Are The Best Content For Company Mircoblog!
In 2012, among the content published by company miroblog, users care most about sales and promotion, followed by useful information about living and various industries or businesses. However, users care much less about information regarding the companyʼs brand or product. !
30.50%!
30.40%!
15.10%!
12.00%!
11.90%!
Sales & promotion!
Living & various industries/businesses!
Entertainment & fun!
Activities that can get users involved!
Brands & products!
Information Microblog Users Care Most!
7. Marketing Activities On Company Microblog Has High Engagement Rate!
In 2012, as many as 67.5% of microblog users have engaged with marketing activities on company microblog. !
67.50%!
32.50%!
Yes!No!
Microblog Usersʼ Engagement With Marketing On Company Microblog!
8. Most Accepted Types Of Engagement With Microblog Marketing!
In 2012, the most accepted ways for usersʼ engagement with microblog marketing include retweet, vote, retweet and @friend. However users are less interested in sharing their knowledge and experience of the brand, or participating in offline campaign. !
55.50%!
52.50%!
46.10%!
40.40%!
33.60%!
27.30%!
0.00%! 10.00%! 20.00%! 30.00%! 40.00%! 50.00%! 60.00%!
Retweet campaign!
Participate in the company's vote or researh !
Retweet campaign and @friend!
Pay attention to the company or its brand!
Tweet about the subject to share knowledge & experience!
Participate in campaigns offline!
Types Of Engagement On Company Microblog!
9. Increased Brand Info & Reputation Are Major Results !
In 2012, microblog marketingʼs major results as recognized by users are better understanding of the companyʼs brand and product, followed by stablization of usersʼ loyalty to the brand. !
Strongly disagree! Disagree! Neutral ! Agree! Strongly agree!
Company Microblogʼs Effects On Users!
4.50%
4.40%
5.40%
7.40%
9.20%
9.00%
10.90%
14.10%
33.20%
38.20%
36.60%
36.40%
33.40%
30.70%
30.30%
26.80%
19.80%
17.80%
16.80%
15.40%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Know more about the company/brand/product
Will conMnue to use this brand/product
Gained beTer opinion of the company/brand/product
Willing to retweet or recommend the company/brand/product on Weibo
A digital link to your business in China
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