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SNS Sites In China – Who Recommends What?

The 1st Brand Recommenders Platform in China

www.holaba.com.cn 2010,May

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About Holaba - Holaba Asks 1 Question

Holaba SNS Brand War Campaign

Key Findings SNS Brand War Campaign

Holaba’s Value

Holaba & Net Promoter Score ® Methodology

Index

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Holaba asks its users 1 question and measures the recommendation power of brands and consumers.

How likely are you to recommend this brand/product to your friend/family?

About Holaba - Holaba Asks 1 Question

Holaba - The first structured brand Recommenders platform:

20 Categories240+ Subcategories5,000+ Brands45,000+ Products

Launched in May 2009, Holaba grows rapidly. Currently Holaba has more than 50,000 registered users, 10,000 daily UV, monthly 5,000 new users on average.

Holaba SNS Brand War Campaign

Holaba has launched several Brand War campaigns since its launch.

Each campaign focuses on a specific sub category, such as mobile phones, online games &sports & leisure wear. People are invited to come to Holaba to score and review the brands and their related products.

On the front end, a winning brand is selected according to the average score and the number of people who rate that brand. Users can play lucky draw during the campaign, and those who givethe highest score to the winning brand may get a chance to play the final lucky draw.

On the back end, each brand’s status of recommendation can be analyzed (by the Holaba clients) and segmented based on the NPS methodology.

About Brand War Campaign

The data of the case study is from the SNS Brand War.

– Time: 2010/02/26 - 2010/05– Categories/brands: 18 brands from the SNS sub-category

– Participants: 9,624– Number of scores: 60,094– Number of reviews: 4,277

Gender

66%

34%

Men

Women

Age

7%9%

52%

29%

3%

>44

35-44

25-34

18-24

<18

Location

23%

30%10%

6%

11%

14%

6%

North China

East China

Southw est China

Northeast China

Central China

South China

Northw est China

Working status

28%

48%

10%

6%8%

Student

Full-time job

Part-time job

Self employ

Others

SNS Brand War Campaign – Users’ Profile

SNS Brand War Campaign – Front End

This is a “Brand War” among 18 Popular SNS sites.

Participants in the gamehave to score 6 sites.

Participants can not give different sites the same score.

Participants may write a review for 1 or more sites, but they don’t have to.

Those who invite their friends to participate in the game will get extra lucky draw chances.

SNS Brand War Campaign Page

16 SNS sites get more than 2000 Scores.

Holaba & Net Promoter Score ® Methodology

How likely are you to recommend this Product/Brand to a colleague or friend?

Promoters

10 9 8 7 6 5 4 3 2 1 0Passives Detractors

NPS®Not at all likelyNeutralExtremely likely

10 9 6 5 4 3 2 1 08 7

% of Promoters(10s & 9s)

% of Detractors(0 through 6)-

=

Traditional Method NPS Complex, low response rate

Too much information, no focus

Just the history data

No suggestion for action

Simple and practical, easy to answer

Easy to calculate

Proactive - Predictive

Clear suggestion for action

• Net Promoter® is both a loyalty metric and a discipline for using customer feedback to fuel profitable growth in your business. Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

• Apple, GE, Philips, Dell, LG, eBay and other world-class firms are embracing the concept of NPS and have successfully implemented Net Promoter ® programs within their organizations.

Holaba asks its users 1 question

Popularity index Shopping index Holaba-score.

About Holaba Index

Holaba prepares and publishes the overview of each Brand War Campaign including general findings and brands rankings of Popularity Index, Shopping Index and Holaba Score. More in-depth analysis can be done on Holaba Dashboard.

Is the number of netizens that gave a score to your brand. It expressesthe mix between past market share, actual market share, future market share and near future market share. It doesn’t express satisfaction nor loyalty.

Is the average score of all the scores given to your brand. Expresses the mix between satisfaction and loyalty to your brand and helps other netizens in their pre-shopping phase. The higher the score,the more our registered users like your brand.

This score – unlike the 2 others – is NOT visible to the general public.Only paying clients have access. It is a reliable indication of the recommendation power of your brand and gives a good idea on futuregrowth or decline of your market share.

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Key Findings - SNS Brand War

The Holaba Score of a brand shows significant differences among people with different profiles.

See more details in the following slides.

5gme gets the lowest Holaba score (-59%) and the lowest Shopping Index (5.3).

Tencent SNS, Baidu,Kaixin001 and Renren are leading SNS brand in China. Especially Tencent SNS is definitely the top one brand in China, whose Holaba score, Shopping Index and Popularity Index all rank first place in Holaba Brand War Campaign.

Tencent SNS are the most popular SNS brand in the game, with 7393 scores ,77% of participants score it. Baidu SNS and Kaixin001 with 6567 and 6437 scores respectively take the second and third place in the popularity index ranking. Cyworld get the least scores(1509).

Tencent, with a Holaba Score of 34.4%, is most likely to increase its market share.

Baidu (HS=16%) is the second highest brands, followed by Renren (HS=10.3%).

Tencent SNS also gets the highest Shopping Index (8), it is the only brand that reaches 8 marks among 18 SNS brands. The following brands are Baidu (7.7) and Kaixin001(7.5) .

Key Findings – SNS General Rankings

Recommendation power(Holaba score)

Popularity Index(Number of scores)

Shopping Index(Average score)

SNS General Rankings

Tencent 34.4

Baidu 16

Renren 10.3

kaixin001 8

51 -23.7

Kaixin -32.4

5460 -33.7

u.8264 -36.1

Tongxue -38.3

Myspace -39.6

360Quan -40.1

Sohu -40.8

Yeejee -44.6

Wangyou -45.2

Mayi -45.7

Ipartment -46.5

Cyworld -49.1

5gme -59

Tencent 7393

Baidu 6567

kaixin001 6437

Renren 5433

51 4028

Kaixin 3188

Tongxue 2893

Ipartment 2695

5460 2508

u.8264 2372

360Quan 2332

Sohu 2296

Yeejee 2267

5gme 2184

Myspace 2132

Mayi 2113

Wangyou 1747

Cyworld 1509

Tencent 8

Baidu 7.7

kaixin001 7.5

Renren 7.5

51 6.7

Kaixin 6.4

u.8264 6.3

Tongxue 6.3

360Quan 6.2

Myspace 6.2

5460 6.2

Sohu 6.1

Yeejee 6.1

Wangyou 6.1

Mayi 6

Ipartment 5.9

Cyworld 5.8

5gme 5.3

Tencent SNS – Key Findings

People aged under 18 years old are most positive to recommend Tencent SNS among all the age groups.

Shanghai women are most negative to recommend Tencent SNS among Beijing , Guangdong and Shanghai women, while Guangdong women recommend Tencent most , and its Holaba Score is much higher than Tencent SNS total Score.

People from different parts of China have different recommendation power on Kaixin001, which reaches a highest HS of 17% in Central China and fells to -10.1% in Southwest China.

Kaixin001 - Key Findings

Past users are most likely to recommend Kaixin001, followed by current users.

Renren - Key Findings

People aged 19-29 years old recommend Renren most , with the Holaba score of 19%.

People from Northeast China are most positive to recommend Renren , while South China people are less likely to recommend Renren, in fact its HS is the lowest in all regions of China.

Keywords of reviews about Renren SNS: Acquired by Japanese, useful to find classmates , becomes more and more commercial.

Insight from Reviews – SNS BW Key Findings

Keywords of reviews about Kaixin001 SNS: Killing time, Like to read transferred posts .

Insight from Reviews – SNS BW Key Findings

Tencent SNS Brand Planet

The circles in orange color index Tencent users strongly recommended brands, the blue ones are the non-recommended brands. The most recommended brand is Adidas and the most non-recommended is Eastcom.

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Holaba’s Value

Rate the brands/products

Publish comments

Recom-

mender

Brand

Consumer data

Future market share indicator

Targeting communication

New product launch Promotion

Recommendation index

Brand news Brand/product comments

Opinion leader

Points incentive

Reader

OnlyBuild up influence

Platform power

To Know More …

Holaba helps Brands and their Agencies by providing:

• Data to immediately improve their overall marketing through better segmentation

(Age, gender, location, usage experience and the positive or negative relation with a given brand)

• Real time 1st impressions about a brand’s future market share using our dashboard

• Clear profiles of both the positive and negative recommenders as well as the more neutral consumers.

• Access to your recommenders and non-recommenders through targeted marketing communication (Example: Customized surveys to selected users, product and brand pages)

• In-depth customized data-analysis reports

• Brand War Game participation

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*Holaba Scores for Brands as well as Products are exclusively available for our customers.

Contact Us

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Work with Holaba to get a better insight in

Your Brands’ or Products’ Recommendation Power

The Consumers who really make the difference

If you like to know more about the findings of the SNS Brand War, our

Future surveys and Holaba’s permanently ongoing data gathering, please contact us.