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CIC 2011 White Paper: From Social Media to Social Business Topic 1: An Overview of the Evolution of Chinese Social Media
From Social Media to Social Business Topic One An Overview of the Evolution of Chinese Social Media A CIC Social Business White Paper Awareness Amplification collaborate Frictionless Interaction Consumer Insight E-community Engagement social capital Think Out of the Box Social Engage resources SSC Advertising Inspiration Comment E2.0 e-fluencer Share SCRM Information crowd sourcing Microblog BuzzIWOM Marketing execution Brand Evaluation Internet Netizen Social Business Design Communities Commerce Business RSS Brand Listen Weibo Know Connect Participate Business Intelligence BBS Website WIKI LBS Media Advocacy SNS Marketing Activation Transact Intelligence Online conversation Blog Internet Word of Mouth Incubation Cultivation Development Proliferation Network Revolutionwww.ciccorporate.com
PrefaceIn the US, the relentless expansion of Twitter and Facebook continues to change the entireInternet landscape. Nowadays, social media is as equally integral a part of people’s onlinelives as other key Internet services; search engines, portals or e-commerce platforms. Theextended 3rd party applications incorporated by social media platforms help to quickly forman immersive eco-system and have aided the perpetuation of this social business revolution.Since 2006, Crowd sourcing, Enterprise 2.0 and Social CRM etc. appeared one after another.In China, the social media environment has been really heating up as traditional Internetgiants like Taobao, QQ, Baidu and Sina have joined the battle. The boundary between SNSand e-commerce being blurred by the emergence of some group purchase sites. We havealso seen big platforms starting to adopt an “Open API & Platform Strategy”, based on arealization of the importance of 3rd party applications to their success.The social business revolution is gathering momentum and we’re on the brink of a goldenopportunity to transform the relationship between commerce and communication. To betterequip enterprise to embrace and leverage the social business revolution, CIC are launching aseries of White Papers in 2011, “The Evolution from Social Media to Social Business inChina”.The series will focus on three key areas. The first, “An Overview of the Evolution of ChineseSocial Media”, will act as guide through the development of China’s unique social medialandscape, exploring the corresponding business applications at each stage. The second,“Online Efluencer Workshop”, will dive deep into the role of online efluencers; those whoactively engage communities, tapping into their deep motivation and examining the cultureof those who drive digital discussion. The third, “A Preview of Social Business Operation andManagement in China”, will introduce the practical application, exemplifying cases in whichbusinesses integrate web2.0 technology. We aim to highlight the strategic remodeling ofcommunication relations not only between brand and consumer but also corporateorganization and overall business operation.CIC are the first to advocate this concept and define “The Evolution from Social Media toSocial Business” in China, proposing the definition of “social business” and prospecting itsfuture. The business model of every enterprise and organization in China will eventuallyevolve to meet the age of “social business”. All business will become social business. March 2011 An Overview of the Evolution of Chinese Social Media i
Topic oneAn Overview of the Evolution of Chinese Social Media MarchFrom Social Media to Social Business Chinese Social Media An Overview of the Evolution of 2011
Table of contentsChapter IChina – In Step With Global Social Media DevelopmentP 01 - 1.1 The global development of social mediaP 02 - 1.2 The boom of social media in ChinaP 03 - 1.3 The unique landscape of China’s social mediaP 05 - 1.4 The history of China’s social mediaChapter IIEnterprise Adoption of Social Media in ChinaP 06 - 2.1 History of enterprise adoption of social mediaP 06 - 2.2 Incubation (1994 – 2003)P 07 - 2.3 Cultivation (2004-2006)P 11 - 2.4 Experimentation (2007-2008)P 15 - 2.5 Proliferation (2009-2010)P 22 - 2.6 Revolution (since 2011)Chapter IIIThe Connecting Threads of Chinese Social NetworksP 25 - 3.1 Personal interaction in Chinese social mediaP 27 - 3.2 A brief history of China’s weblebritiesP 29 - 3.3 Styles of the Chinese social efluencerP 37 - 3.4 Social efluencers’ workshopAn Overview of the Evolution of Chinese Social Media ii
About CIC About CIC CIC is Chinas leading social business intelligence provider. CIC enables businesses to fully leverage the power of social media and (Internet Word of Mouth) IWOM intelligence across the organization. Since coining the term IWOM in 2004, CIC has pioneered the industry to help companies meet their social media marketing and social business needs by providing customized research, consulting services, syndicated reports, as well as technical solutions and platforms all via an objective, third party perspective. In addition to helping companies leverage social media intelligence for more informed decisions, CIC is monetizing the social business industry in China by creating an integrated social business support system. CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by assembling them into easy to understand intelligence and provides interpretation which informs strategic decisions and leads to action. CIC gathers and mines over 100 million naturally occurring consumer comments every month from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of the social media landscape and its implications for business. CIC has well over 2 billion mentions of brands and products from well over 1 billion consumer comments that have been indexed and archived. CIC has strong, long term retainer relationships with multinational agencies and Fortune 500 companies, including Nike, Pepsi, Intel, L‘Oreal Group, BMW, P&G, Unilever and many more. Copyright Statement This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a violation of CIC IP copyright and CIC has the right to take legal action. An Overview of the Evolution of Chinese Social Media
CIC white paper archive Find more CIC white papers on our CIC slideshare site: www.slideshare.net/CIC_China 2010: Chinese Consumer Report (in collaboration with Roland Berger) | view 2010: Internet word of mouth proven to have impact (CIC and R3) | view 2010: ExpoSay: Shanghai Expo tickets are the focus of intense buzz in Chinas Social Media (Edition_1) | view 2009: Making Sense of IWOM Topic 1: IWOM White Paper on the Role of Internet Word of Mouth in Driving Purchase Decisions | view Topic 2: How IWOM is generated and disseminated | view Topic 3: How Brands Can Participate in Online Communities | view 2009: Chinese Consumer Report (in collaboration with Roland Berger) | view 2008: The Internet is THE community Topic 1: The Chinese IWOM Landscape | view Topic 2: Alternative Ways to Measure Internet Community Dynamics | view Topic 3: The Diversity of Chinese Net Language | view Topic 4: Reshaping the Relationship between Brands and Consumers | view 2008: Tuning into Sports IWOM | view 2008: Tuning into Notebook IWOM | view 2007: Whats Driving Auto Buzz | view 2007: The Talk About Phones | view 2007: Word of Health: China | view An Overview of the Evolution of Chinese Social Media
Contact us Shanghai: Suite 108, Block A, UDC Innovative Plaza, 125 Jiangsu North Road Shanghai, China, 200042 Tel: 021-5237 3860 | Fax: 021-5237 3632 江苏北路125号华联创意广场A栋108室, 上海, 200042, 中国 电话: 021-5237 3860 | 传真: 021-5237 3632 Beijing: 1006 / 10F, Block C, No. 60, Dongsihuanzhong Road, Chaoyang District Beijing, China, 100025 朝阳区东四环中路60号远洋国际中心C座1006室 (100025), 北京, 100025, 中国 Contact us: firstname.lastname@example.org t.sina.com.cn/seeisee www.linkedin.com/companies/359113 www.douban.com/host/cic www.jiepang.com/cic www.seeisee.com @cicdata www.seeisee.com/sam www.tudou.com/home/iwomchina CIC_CN www.slideshare.net/CIC_China An Overview of the Evolution of Chinese Social Media
Site: www.ciccorporate.comBlog: www.seeisee.comFounder Blog: www.seeisee.com/samIWOMmaster platform: www.iwommaster.comIWOMdiscover platform: discover.iwommaster.comIWOMexplorer platform: explorer.iwommaster.com An Overview of the Evolution of Chinese Social Media