1. © 2011 CIC
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The Social Business Landscape in China:
How China Based Organizations are Integrating Social Business
Intelligence Across the Organization
April 6, 2011
© 2011 CIC
The Leading Social Business Intelligence Provider in China

2. © 2011 CIC
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The Chinese Social Media Landscape

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CHINA NETIZENS ARE MORE ENGAGED THAN AMERICANS
US: Forrester Research's North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US), 4,766 respondents
Asia Pacific: Forrester Research's Asia Pacific Technographics® Survey, Q2 2009, 7,652
http://www.forrester.com/empowered/tool_consumer.html

4. © 2011 CIC
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THE CHINESE INTERNET COMMUNITY IS MORE DEVELOPED THAN
THE WEST

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7,192,757 Followers
6,265,047 Followers

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THE CHINESE INTERNET COMMUNITY IS MORE DEVELOPED THAN
THE WEST

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Government 2.0 and Human Flesh Search Engine

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“About Me”
“About Topics”
“Shared moments with friends”
THE COMPLEX, DIVERSE CHINESE SOCIAL MEDIA LANDSCAPE
Blogs
231
BBS
132
SNS
210
Data Source: The 26th Statistical Survey Report on the Internet Development in China by CNNIC, July 2011 ( including active and non-active users)
Microblog
100+
“About Being First to Show or Know”
Inspired by Brian Solis

9. © 2011 CIC
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Chinese social media is a unique, massive source of business
intelligence
• Social media is millions of consumers broadcasting comments about and
recommending brands, products and services
• Compared to other markets, Chinese social media is:
– Bigger
– More active
– More diverse/complex (1000’s of key sources, not just 2)
– Different (unique China sources; no Facebook, no Twitter)
– Filled with more talk about brands, products and services
– More trusted by consumers for purchase decision
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Chinese social media is a unique, massive source of
business intelligence
• THE CHALLENGE TO SOLVE: Unlocking business intelligence
within Chinese social media ‘chatter’ which is:
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–fundamentally changing communications…
–fundamentally changing business…
In ways which are absolutely unique in China

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PHASE 1 of SOCIAL MEDIA:
Mapping social media to marketing
to inform smarter communications
AKA Social Media and Marketing

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PR
CREATIVE
MR
BI
DIGITAL
MEDIA
SOCIAL MEDIA PHASE 1: Mapping social media to the comms
organization

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Industry
Average Monthly Collected
Comments
CIC Archived Comments
Approx Unique
Consumers
Auto 13,000,000 317,488,586 3,200,000
Mobile phone 8,000,000 184,308,424 14,000,000
Sports 3,200,000 81,740,371 1,800,000
Baby care 2,000,000 73,129,805 3,200,000
Beauty 2,000,000 45,425,648 2,700,000
Hardware 3,000,000 39,758,732 2,200,000
Pharma 1,500,000 32,931,308 840,000
Education 500,000 3,934,147 260,000
Luxury 500,000 3,447,589 443,000
• EVERY MONTH: An average of 60 million consumer comments about brands, products and
services collected
• SINCE 2004: 2 billion online consumer comments with over 6.6 billion identified brand,
product and attribute mentions by tens of millions of consumers dating back to 2004
BUSINESS INTELLLIGENCE: There are massive numbers of brand,
product and service related comments
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WEB SOURCED CONSUMER COMMENTS ARCHIVED BY CIC
Confidential

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RESEARCH: What categories are most discussed? What is your
‘share of voice’?
Skin Care
70.4%
Makeup
20.5%
Fragrance
5.8%
Body
Care
1.9%
Nail Care
1.2%
Industry Buzz Rank by Category,
Oct. 2009 ~ Mar. 2011
Skin Care
70.0%
Makeup
29.4%
Others
0.6%
Client Buzz Rank by Category,
Oct. 2009 ~ Mar. 2011
Data Source: CIC Cosmetic Social Data Panel

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Hottest Categories for Hair Care Product
Most Mentioned Attributes by Netizens
R&D: Virtual call backs and virtual U&A studies can contribute to
product development intelligence

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CREATIVE/IDEATION: Netizens creativity can inspire
communications and product

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The higher the rate is, the more active
the buzz of the site is
* Conversation Participation Rate (CPR) - average post
no. in every conversation
* CPR =
Total Post No.
Total Conversation No.
Note:
MEDIA PLANNING: Select social media partners based on
engagement quality

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Buzz Volume
Higher
219,250
Lower
141,094
Participation (CPR)
Lower
6.1
Higher
12.5
Community
character
Prefer to show off Prefer to discuss and share
Preference on emotional
topics
Not very popular Popular
Topic orientation
Cutting-edge
General
Ordinary
Personal & detail
Comparison of Yoka and Onlylady, Q2 2009
MEDIA PLANNING: Select social media partners based on site
culture

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Hot
Lifestyle
Topic
Dealing with family
members
调查：你们愿意和婆婆一起住么 //
Survery：are you willing to live with
your mother-in-law? link
Work life balance
打算辞掉银行工作去读书或者卖煎饼，
可行吗？// I want to quit my job in the
bank and return to university or get an
easy job, is it a good plan? link
Economic issue in life
嫁了一个经济条件不好的老公，婚后你
们过的还好吗？// Married with a poor
husband, are you happy in the
marriage? link
Renting & Cohabitation
异性同居一定会日久生情吗？// Will every
heterosexual cohabiting roommates become
a couple? link
Relationship & Sex
怎么办..暗恋上了男朋友的朋友 // What
should I do? I fell for a friend of my
boyfriend link
Office story
和两个男上司上床后，我当了行政主管
的职位 // After having sex with two
guys from high level, I got the position
of Admin Supervisor link
Note: The bubble size represents the discussing heat of the topic, which is roughly estimated by related buzz volume
PLANNING + INSPIRATION: Plan content based on understanding
of site culture/content

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PLANNING + INSPIRATION: Write copy based on language of
netizens

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BUZZ MY HEART: The first ‘webisode’ to be put on ‘regular’ TV

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MAPPING OUT INFLUENCE: Clusters of interests led by nodes of
influence
Team / Athlete
heavy talkers
Sponsor heavy talkers

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EXECUTION: Pinpointing different elements of influence across
individuals and communities

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2,534 2,390
3,776
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March April May
Others
Door
Lamp
Wheel
Magotan exterior main attributes buzz share
March – May 2009
Source: Total buzz of Magotan exterior: March=4,471 posts April=4,059posts May=5,352posts
BRAND REPUTATION: What is driving the buzz?
Magotan wheel dominated its exterior buzz and drove the exterior buzz increasing

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NETIZEN POWER: Owner’s communities diligently network to find
problems
Owners hoped this problems
could be fixed
望17DZ重视广大车主权益，莫让
大家伤心！/ I hope FAW-VW could
pay attention to the owner’
right(Link)
希望可以解决问题/ Hope this
problem could be fixed(Link)
一汽大众已正式下发文件给全国的
4S店，告知各4S店迈腾啃胎是正
常现象/ FAW-VW released
document to its all 4S stores:
Magotan wheel wearing was a
normal phenomenon. (Link)
FAW-VW answered this problem
was normal
所以我认为我们大家一起闹起来，
直到这个迈腾论坛的吵闹，影响新
车的销售才会停息！/ I think all of
us should complained together,
until our complaint impact the
sales of Magotan(Link)
Netizens extended their
complaints impact

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Negative Topics
Topic: Consumers‘ Day（3.15）
Quote:
HP accused of selling dodgy
laptops
Comments:
Many negative articles
regarding HP graphics card
issue
3 days before
Consumer Day
NETIZEN POWER: Timely tracking to uncover potentially negative
issues
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NETIZENS ORGANIZING THEMSELVES: Chinese have a long history
of banding together to strengthen their voice
Negative Topics Early Warning Index
Quote:
HP accused of flogging
dodgy laptops
Comments:
Many negative articles was
concerned HP. What
happened of HP?
3 days before Day for
Protecting
Consumers’ Right
Search from all
negative articles to
figure out what
happened of HP
Keyword cloud
HP
laptop
Key finding:
Huge quantity consumers complain
HP laptop has quality problems, and
consumers have organized to ask for
be taken good care by HP service
department.
Result:
3 days later, HP laptop problem
was exposed by CCTV, and the
biggest brand crisis of China HP
was exploded.
There are more than 20 QQ-
groups of angry HP consumer
countrywide
Consumers
organizing
themselves
Angry HP
consumers on
street
Consumers organize
class action law-suit
148365.com(法易网) organized lawyers
holding the news release conference
Consumers go to the lawyers for help
Outside HP Service Office
Consumers to show their anger
“consumers hurt by HP’s flickering screen”
Outside HPService Office
Consumers hold banner to push HP solve the
lowquality screen
“We strongly demand HP to fix bad screens”
Outside China HP Tower
“HP is socially irresponsible”
2006
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PR
CREATIVE
MR
BI
DIGITAL
MEDIA
SOCIAL MEDIA PHASE 1: Mapping social media to the comms
organization

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PHASE 2 of SOCIAL MEDIA:
Mapping social media to business drivers for
action that leads to increased sales or
decreased costs
AKA Social for Business Impact

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Hot Leads
Overall 2347
Posts of one
messages 1710
Posts Repeated
messages 637
I want to buy a MPV for my family but
not sure which is better: Buick GL8
or Mazda 5?
HOT LEADS IDENTIFICATION: 4,000 expressions of purchase intent
everyday (increase sales)
Overall Average Auto Hot Leads Per Day
(Tracked by CIC)

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confidential
GROUP PURCHASE: 660 auto group purchase mentions every day
(increase sales)
• 1st car was sold after 24 seconds,
• 55 cars in six minutes
• 116 cars by the 1st hour
• 143 cars by 2nd hour
• 205 cars sold by three and a half
hours.
• The event ended 21 days in advance.
Mercedes Benz sells 200 Smart cars in three
hours on Taobao

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Link
Between 10 Feb 2011 and 3 Aug 2011, Dell has
posted 1,000 posts on Weibo and now has
20,850 fans. We solved many technical and non-
technical problems as well as sold some Dell
products. We are always here to listen to you
and hope to interact with you.
Link
Customer: 2 of my classmates who bought Dell
computer for less than a year both had problems. One
with screen, the other with keyboard.
Dell Andy: Can send me message on Weibo? Can’t
use QQ during office hours.
Customer: You noticed my complaint?
Dell Andy: I’m Dell’s technical support. Send me your
serial number and I can help you.
SOCIAL CRM: customer support on Weibo (Twitter of China)
(reduce costs)

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YTD Growth YTD Growth YTD Growth Avg
club.women.sohu.com 3,045,283 -21% 124,213 11% 24,271 -9% 26
bbs.lady.163.com 1,156,158 4% 197,981 133% 27,801 -60% 13
rosebeauty.com.cn 940,617 53% 42,482 43% 11,417 47% 26
bbs.55bbs.com 856,654 -7% 127,995 249% 14,869 -68% 22
tianya.cn 798,169 211% 162,440 627% 19,688 -55% 14
forum.taobao.com 737,033 -29% 123,915 -20% 6,502 -30% 6
bbs.yoka.com 649,321 19% 76,684 51% 13,309 -30% 7
bbs.trends.com.cn 527,472 24% 29,667 67% 5,259 -35% 21
bbs.onlylady.com 378,058 1% 50,043 147% 9,005 -42% 11
19lou.com 269,165 77% 66,386 569% 11,755 -78% 14
bbs.eladies.sina.com.cn 243,060 27% 38,297 64% 13,476 10% 5
post.baidu.com 217,571 -19% 29,912 -19% 8,739 -18% 7
bbs.rayli.com.cn 142,969 48% 30,266 44% 7,985 -24% 6
bbs.mpdaogou.com 96,598 33% 20,383 274% 3,188 -58% 9
bbs.vogue.com.cn 79,032 -2% 9,224 25% 1,062 -37% 19
Data Source
Posts Posters Conversations
Post/
poster
SOCIAL CRM: engage consumers in communities (reduce costs)

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The Unique Challenges of China
• Very engaged, ‘social savvy’ netizens (social is not new)
• Complex, diverse, often anonymous and definitely unique social media
landscape (data collection, social crm and ‘social graphing’)
• Language differences (text mining)
• Cultural/net cultural differences (interpretation)
• Very active ‘consumer owned’ communities (branded/customer community
strategy)
• End users (marketers and organizations) less sophisticated (don’t make
solution too complicated/expensive; see Omniture)
• Complexity of ‘global’ vs ‘local’ organization
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SOCIAL BUSINESS: Crossing the chasm in China
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700 People attended Beijing and Shanghai CIC social business forums in March 2011

36. This document is for private commercial use only. Distribution
to third parties and/or publication in whole or in part is strictly
prohibited without expressed written consent of CIC.
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CIC的书面许可，本文件或文件中的任何内容不得转交给第三
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