Published on February 13, 2014
Calvin Chan VP of Insight, AdMaster Beijing
Understanding the unique behaviours and psychology of Chinese consumers
The Social Media Nations # of Registered Users Facebook QQ Sina Weibo Twitter WeChat Google+ LinkedIn V Kontakte Line RenRen 1,150 Million 825 Million 503 Million 500 Million 400 Million 343 Million 238 Million 210 Million 200 Million 178 Million
Social Media Usage Young people (aged 18-24) used SNS mainly for keeping in touch with old friends People 35+ used blogs to obtain news & information, as well as share experience for product uses People aged 25-34 liked both Weibo & WeChat while People 40+ preferred WeChat
When it comes to purchase decision, social media users are commonly influenced by their friends and colleagues 90.0 83.6 81.9 80.0 75.0 68.1 70.0 59.9 56.5 60.0 63.5 66.4 57.8 50.8 48.8 50.0 38.5 40.0 30.0 67.3 31.7 30.3 28.1 28.9 24.7 22.4 20.3 20.0 9.1 6.9 10.0 8.6 6.7 0.0 P18-24 Celebrity P25-34 People w/ social status P35-39 Relatives Colleagues P40+ Friends Strangers Q: 请问在微博/微信媒体网站中，哪个/些人的信息会影响到您的购买决策？ Data source: AdMaster
Profiles, Psychology & Behaviors of Chinese social media users Post 80’s 90’s Mostly living in Guangdong Like entertainment Sarcastic and showing off Love Traveling but lack of actions Passionate about Sports Enjoy Freedom Local
Which Paid Media helped drive better Earned Media? Data source: AdMaster
Case sharing: Integrate Social Media with TV sponsorship for brand building or new product launch • Case sharing: “I’m A Singer” significantly drove online buzz for “Wahaha Ge Wa Si” Period of study: Jan 1- 17, 2013 (pre-show), Jan 18-Feb 17 (after broadcast) Data source: AdMaster
Using Social Media analytics to evaluate the TV campaign • Brand Awareness, Emotions and Purchase Intent obviously impacted by the popularity of the show Period of study: Jan 1- 17, 2013 (pre-broadcast), Jan 18-Feb 17 (after broadcast) Data source: AdMaster
The Do’s & Don'ts when it comes to engaging with Chinese Consumers
Case sharing (“not-so-good” example): “Instant Chicken” issue fired Consumer concern over KFC • Starting from Nov 23th, the instant chicken widely spread through the social network. During the period, over 90% KFC related voices were about the issue; • The issue exploded on Nov 23th, and kept alive within the following month which showed consumers’ major concern over this issue. Data source: AdMaster
“Instant Chicken” issue fired Consumer concern over KFC The rather “official” claim from KFC didn’t ease consumers’ concern. If brand didn’t show a very sincere attitude, the issue may ignite an even more negative crisis.
Case sharing: Huge turnout for Coke’s successful Summer Campaign Selecting Top keywords from consumer responses to customize for the nickname bottles “Need the whole collection[all 24]!” “Creative new packaging.” “Over 10 variations!” “New Coca-Cola branding?” “What a cute design!” “I want it!” “So excited!” Period: 2013.5.1 0a.m. – 2013.5.31 5p.m. Data source: AdMaster
Don’t miss out the last one mile - converting iWOM into Sales (Social Commerce) June 2013 Coca Cola & Sina & Kuaishubao co-launched the “nickname bottle” Weibo users had to tweet & @Kuaishubao to order a customized bottle for themselves Results: Day 1, 300 bottles in 1 hour Day 2, 500 bottles in 30 mins Day 3, 500 bottles in 5 mins Day 4, 300 bottles in 1 min
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