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Social Network

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by

Yujing Wang

on 21 January 2014

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Transcript of Social Network

Social Networks
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What can we do to protect ourselves and our families when using social networking websites?
More than 1.5 billion people are social...
300 million in China
40% of their time online on social media
PUBLIC
PRIVATE
Limited branding presence
Sperate from your site
Personal overlap
3rd party data ownership
No event specific capability
Lower % opt-in
Purely on paper

Full branding control
Delivered from your site
Sperate professional profile
Full management/reporting
Full event capability
Significantly higher % opt-in
Mobile phone capability

Why does social make
so much sense?
Interaction
efficiency
qualified
viral
+ROI
WE KNOW

MARKETING
NEED TO HARNESS

THE POWER OF SOCIAL
So how to
proceed?
People like
peolpe
business
IS
social...
gain +++
ROI
What Topic They Focus?
others
exclusive information
entertainment
communication
后天hot issue in focus
Wechat User Complaint
not enough useful
information 28.6%
lack platform they want to focus
23.9%
Easy use
19.2%
user friendly features
20%
not good user experience
34.5%
more timely information
15.1%
others 2.9%
同to much useless platform
21.6%
wechat!
Analysis of Participation
cancel attention
never heared
hear of
frequent user
use wechat in lately half year
haven't use wechat lately half year
Time Frame
Target audience
dr.
master
undergraduate
vocational college
high school
middle school
or below
middle/high level
management
middle/high level
professional
fundamental management
junior pro
student
no job
User Distribution
Guangdong, Beijing, Jiangsu rank the highest

PC Internet daily hour
Mobile/Tablet Internet daily hour
PC Internet Time Distribution
Mobile/ Tablet Internet Time Distribution
Internet Devices
Smart Phone 83%
Laptop 71%
Desktop 65%
Normal Phone 11%
Tablet 29%
Role Congnition
show "myself" in reality
To be an important part in
friends circle
To be an influential person
participate event/activity
celebrity supporter
spectator
others
Information Source
follow friends and retransmission
ads/ activities
products' promotion
weibo search engine
friends recommendation
normal user
NO
FACEBOOK
NO
TWITTER
NO
YOU TUBE

Sharp your own social media strategy
Fully understand the nuances of the country's consumers, content and platforms.
Artificial writers to seed positive content.
Management of social media crises.
Identify the source of negative posts and base countermeasures.
Don't risk drawing wrong conclusions about consumer behavior and brand preferences.
Make content authentic and user oriented.
Adopt a test-and-learn approach.
Support overarching brand goals with sustained social-media efforts.
Full transcript