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11 on ’11 Burson-Marsteller China. March 2011. Digital Insight Series. China Digital Communications Trends in the Year of the Rabbit.

Burson-Marsteller China Digital Trends for 2011

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Page 1: Burson-Marsteller China Digital Trends for 2011

11 on ’11

Burson-Marsteller China.

March 2011.

Digital Insight Series.

China Digital

Communications

Trends

in the Year of the

Rabbit.

Page 2: Burson-Marsteller China Digital Trends for 2011

Looking back.

@ Tiger

20*10

The year 2010 proved a milestone for digital

penetration, communications, marketing and

innovation in China.

With rich media stories such as the continued

ascendancy of Renren and Kaixin001, the fevered

speculation around Google‟s „exit‟ from China, the

start of new social concepts such as Location-

Based Services [LBS] and Group Shopping the

coming of age of Social Media as a mainstream

channel for communications and marketing in

China was writ as de-facto by the end of 2010.

Perhaps the most interesting trend was the

phenomenal rise of Sina‟s microblogging platform –

Weibo, leading to spectacular issues, online crises,

rumors, gossip, and more dynamic ways for

businesses to market and communicate.

Page 3: Burson-Marsteller China Digital Trends for 2011

Evolving strategies and

presences.

@ Rabbit

20*11 Many companies in China still continue to struggle with the new realities of the real-time “Social” Web. Social

technology advancements have so fast and furiously altered

the landscape of corporate reputation, brand management,

public relations and market influence.

Burson-Marsteller‟s Corporate Social Media Study,

published last November, revealed how large organizations

and multinationals, particularly, have yet to sustain

cohesive strategies around Digital Engagement and Social.

This is likely to change quickly over the next two years. If

2009 and 2010 was a period of “digital foreplay” for

companies at large, then 2011 and 2012 are pegged to be

the year of “digital embrace.”

Page 4: Burson-Marsteller China Digital Trends for 2011

New technology adoption.

@ Digital Embrace

*11 Defining future communications trends is never

an easy task. Nowhere is this more true than on

the world‟s largest and most dynamic internet

market, with over 460 million internet users,

actively participating and spending more time on

the web than anywhere else.

2011 promises to be an even more interesting year. Of

course, China is a vast country, filled with a diversity of

consumer behavior and experience – from international

metropolis‟ like Shanghai and Beijing, to tier 2 and 3 cities.

But there are predications we can safely make, based on

our understanding of China‟s fascinating digital

communications landscapes.

Zaheer Nooruddin

Lead Digital Strategist

[email protected]

Page 5: Burson-Marsteller China Digital Trends for 2011

@ China NetMicroblog Trends

Page 6: Burson-Marsteller China Digital Trends for 2011

Presence re-activation

1. According to Burson-Marsteller

Asia-Pacific‟s 2010 Corporate

Social Media Study, while many

companies rushed to establish

online presences in 2007 and

2008, more than half of these

lapsed into inactivity. Below, you

can see a screenshot of Sinopec‟s

abandoned Sina Weibo presence.

In 2011, re-activating lapsed

presences and launching new,

more targeted ones by

businesses will be a trend.

Realizing that Social Media is here to stay, companies that first

adopted social media presences early on but without cohesive

social strategies will try again.

Page 7: Burson-Marsteller China Digital Trends for 2011

Infographics

2. Data visualization take center stage in how key information is

communicated to stakeholders in 2011. Why? Because in a

world where information overload for customers, clients and

colleagues is a critical issue, nothing works better.

Why use infographics?

We know that the Internet has made the sharing of data and

information easier than ever. Great, right? Well, not always.

This onslaught of numbers, statistics and facts can leave some

people more confused than when they started, meaning you

lose their attention. Infographics visualize complex data,

turning into a digestible byte, meaning that data is more likely

to affect change in an audience. In China‟s cluttered digital

information highway, standing out is the key to being heard-

infographics can help do that.

Page 8: Burson-Marsteller China Digital Trends for 2011

Private social networks

3. Dogged by issues of data security and control, companies will

increasingly choose to invest in developing their owned social

web sites within which to engage their audiences discreetly –

retaining strategic control of the experience.

P&G‟s “BeingGirl” social site, created to engage a young, female

audience around issues of beauty, have gone a long way to

prove that private, branded social networks are a smart strategic

bet for businesses.

Page 9: Burson-Marsteller China Digital Trends for 2011

@ China NetUser Trends

Page 10: Burson-Marsteller China Digital Trends for 2011

Social-savvy execs

4.

Like their western peers, CEOs and executives in China will

realize the need to open and curate their own presences online –

expect more sustained Executive Blogging than ever before in

2011.

And it looks like they‟re already on their way - 3 of the top 20, 5 of

the top 30 and 10 of the top 50 microbloggers on Sina Weibo are

executives.

Google China‟s former CEO, Kai-Fu Lee, is widely known across

China, not as the president of Innovation Works, but also as a

famous online personality. Lee is a popular personal blogger and

microblogger- his microblog is ranked #9 on Sina Weibo. Lee also

runs a popular website to help young Chinese people with their

careers in IT.

.

Page 11: Burson-Marsteller China Digital Trends for 2011

Networked mobility

5.

As more consumers connect to the net via mobile and use apps to

share and connect, more opportunities for targeted messaging and

pervasive experiences by businesses will be available then ever

before. Ericsson projects this number exploding to 800 million by

2015.

The rise of the

Smartphone in China, by

all projections, is set to

be staggering. According

to statistics from

Enfodesk by the end of

2010, the number of

mobile Internet users in

China had grown nearly

19% from the same

period in 2009, reaching

288 million; the market is

now valued at over RMB

63.7 billion.

Page 12: Burson-Marsteller China Digital Trends for 2011

Online presence integration

6. This year, those companies that have been worked hard at

building their social footprint will finally integrate these

channels with their corporate presences. SNS pages and

externally hosted blogs will become increasingly visible on

corporate websites. Who wins? Everyone.

The online shopping site Taobao makes it simple to share

your recent purchases with your network through various

social media - showing your friends what brands and

products you support.

Page 13: Burson-Marsteller China Digital Trends for 2011

@ China NetUser Trends

Page 14: Burson-Marsteller China Digital Trends for 2011

Social search

7. Paid search and technical SEO is just a step in the battle for

content visibility online. Companies will understand this point and

invest more in targeting audiences via the seeding of digital

messaging wherever they live online - in SNS and forums.

The potential and power of searching for information in real-time

using the social web has recently been thrust into China‟s

spotlight as netizens tapped into social networks to reunite

missing children with their parents. Dr. Yu Jianrong, a professor

of the Chinese Academy of Social Science, set up a Sina

microblog account encouraging netizens to post photos of

missing and young beggars. To date, the microblog has posted

1,000 photos, gained 100,000 followers and reunited six children

with their families.

Page 15: Burson-Marsteller China Digital Trends for 2011

Today, there are around 30

location-based service (LBS)

companies on the Chinese web.

As location-based networks grow, companies will market

products using these platforms and services – adding relevance

to their marketing campaigns like never before.

A relative newcomer to the LBS scene is qieke.com, a rebranded

travel site, which is currently compatible with iOs, Symbian and

Android phones. Qieke has partnered with more than 100

brands, including Lenovo and Starbucks, to offer special deals

and discounts for users who check-in to certain locations.

According to the company, the site already has 1 million users,

100,000 of which are active.

Tencent and Sina‟s services. With Nokia‟s 250 million China

customers and the influence of Tencent and Sina on Chinese

netizens, this is sure to grow the power of LBS in China.

8. Location-based comms

And, according to Analysys International, by the end of Q3 2010,

these sites claimed between three and four million active users.

Page 16: Burson-Marsteller China Digital Trends for 2011

@ China Net Usage Habits

Page 17: Burson-Marsteller China Digital Trends for 2011

Social Commerce

9.

Fast to adapt: Renren. China‟s

largest social network, quickly moved

to introduce “group shopping”

features. Having launched in March

of last year, Taobao‟s group shopping

site, ju.taobao.com, had sold over

RMB 200 million worth of products to

over 5 million users. Perhaps the

most striking sale of the year was

when the site sold 205 Mercedes-

Benz Smart Cars in just 3 ½ hours.

According to CNNIC, the number of online shoppers in China

increased by nearly 50% in 2010 to 160 million users. Science

and Technology Daily pegs group sales in China is already a RMB

409 million industry.

The convergence of

social networking and

shopping began last

year with China‟s

largest e-commerce

portals developing

social networking

features. As of June

2010, only 6% of these

buyers were using

group buying services,

but 80% had plans to

try them in the future.

Social commerce,

driven by group

shopping, will gain in

2011.

We‟re just beginning to

see the power and scale

of group buying in the

China market.

Page 18: Burson-Marsteller China Digital Trends for 2011

Mobile “domain”ation

10.According to CNNIC‟s February

2011 statistics, 66% of China‟s

457 million Internet users

accessed the web via mobile

phones. With the ascendance of

the Mobile Experience as a

primary enabler of influence,

communications and marketing,

companies will begin to stake

their claims on customer

attention by seriously investing

in mobile web strategic

presences like never before.

One company that is an early adopter of the Mobile Web is

Ctrip.com, a travel planning site. Ctrip launched the mobile

version of its website, m.ctrip.com, in April of last year. The

new site allows users to easily book flights and hotels across

China through their mobile device.

Continuing its commitment to mobile options, Ctrip officially

launched three application options for users - Google and

Nokia apps can be downloaded directly from the site, while the

iPhone app is available on the App Store.

Page 19: Burson-Marsteller China Digital Trends for 2011

@ China NetUser Trends

Page 20: Burson-Marsteller China Digital Trends for 2011

Better Intel & Analytics

11. Fueled by the adoption of smarter online monitoring and

intelligence services, companies will for the first time in

2011 take charge of their online analytics, measuring

digital programs against ROI in more meaningful ways in

the bargain.

CIC, a provider of social media intelligence, has teamed

up in November with Sina Weibo to leverage the

incredible amount and quality of content on the

microblog.

The partnership “is expected to lead to

new models and methodologies to bring

value to enterprises via social media

intelligence and analysis.”

Page 21: Burson-Marsteller China Digital Trends for 2011

Digital Comms

Trends.

Presence re-activation

Infographics

Private networks

Social-savvy execs

Networked mobility

Presence integration

Social search

Location-based comms

Social commerce

Mobile “domain”ation

Better analytics

11

Page 22: Burson-Marsteller China Digital Trends for 2011

1. Presence Reactivation

• Burson-Marsteller Asia Pacific‟s 2010 Corporate Social Media Study

http://www.slideshare.net/bursonmarstellerchina/bursonmarsteller-asiapacific-social-media-

study

5. Networked Mobility

• Tencent Digital: http://digi.tech.qq.com/a/20110214/001092.htm

7. Social Search

• The Age: http://www.theage.com.au/world/chinese-parents-tap-into-social-media-in-search-

for-missing-children-20110210-1aojm.html

8. Location-based Comms

• Wall Street Journal: http://blogs.wsj.com/chinarealtime/2010/12/22/checking-in-china-sees-

rush-of-foursquare-imitators/

• Tech Crunch: http://techcrunch.com/2010/02/23/location-based-services-revenue/

• Penn-Olson: http://www.penn-olson.com/2011/01/30/nokia-sina-tencent-location-based-

service-in-china/

9. Social Commerce

• Marbridge Consulting: http://www.marbridgeconsulting.com/marbridgedaily/2010-11-

05/article/40556/cnnic_china_has_140_mln_group_buying_site_users

• China Internet Watch: http://www.chinainternetwatch.com/843/taobaos-juhuasuan/ ;

• China Daily: http://usa.chinadaily.com.cn/business/2011-01/20/content_11888955.htm

• Science and Technology Daily: http://www.stdaily.com/kjrb/content/2011-

01/12/content_265267.htm

• CNN: http://www.cnngo.com/shanghai/shop/taobao-sells-205-benzes-just-over-three-

hours-653638

10. Mobile “domain”ation

• China Internet Watch: http://www.chinainternetwatch.com/926/china-internet-users-2011/

• China Hospitality News: http://www.chinahospitalitynews.com/en/2010/04/06/15851-ctrip-

com-launches-mobile-website/

• Pacific Epoch: http://pacificepoch.com/china-investment-research/sector/hotels-and-

travel/articles/ctrip-releases-new-look-mobile-booking/

11. Intel & Analytics

• CIC blog: http://www.seeisee.com/sam/2010/12/01/p2741

Net Trends Usage statistics: China Internet Watch

Sources

Page 23: Burson-Marsteller China Digital Trends for 2011

Points Of View.

Burson-Marsteller China regularly publish digital

perspectives on digital and related communications

topics. See more at: http://www.slideshare.net/bmasia or

http://www.slideshare.net/bursonmarstellerchina

Page 24: Burson-Marsteller China Digital Trends for 2011

DigiTrendSpotting.

For further information on China‟s 11 Digital

Trends for 2011, please contact:

Zaheer Nooruddin

Director, Lead Digital Strategist

Burson-Marsteller (Greater China)

86.1471603.0394

Email: [email protected]

Twitter: @BMDigitalChina

Chris Deri

CEO & Market Leader

Burson-Marsteller China

8610.5816.2678

Email: [email protected]: @Chris.Deri

Page 25: Burson-Marsteller China Digital Trends for 2011

About Burson-Marsteller China

Burson-Marsteller, a leading global public relations and

communications firm, entered China in 1985 at the invitation of the

Xinhua News Agency, becoming one of the first global public relations

firms to operate in the People's Republic of China. Today, we provide

evidence-based communication and advisory services to clients from

our offices in Beijing, Shanghai, Guangzhou and Chengdu.

Burson-Marsteller guides clients towards success in the rapidly evolving

and growing China market. Our services include corporate

communications, brand and product marketing, issues and crisis

management, and government relations and public policy consulting.

We provide these services to clients in major industry verticals such as

energy, banking, insurance, telecommunications, technology,

healthcare, automotive, chemicals, retail, property and fast moving

consumer goods.

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