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Kantar Introduction
3
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EMEA North America South America Asia Pacific
5
We leverage our scale
We are the 2nd largest
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world and the number 1 in
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We work with over half of
the companies in The
Fortune 500
>50%
We have been working
with 17 of our Top 20
clients for over 20 years
(the other 3 didn’t exist
20 years ago!)
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We conducted over
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conversations across
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We have 5.5 million online
panelists in 38 countries
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Our 5 year old archive
contains 14 billion
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media posts from 124
countries & in 86
languages
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across 135 markets
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communications research
for 92 of the world’s
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We also track 96% of all
global advertising spend
across all media type
92% & 96%
China Social Media Impact Report 2017-- Growth in the Social Media Era
7
Growth of Social Media Platforms
No.1
General Manager of Media & Consumption Behaviour Research, CTR
8
China netizen behaviour data analysis platform @Smart DMP
Sample
Size
18,500 April 2017
Monitoring
Period
100%
Android
OS
@Smart DMP
9
While usage penetration and daily active user base keep
increasing among all WeChat users, its popularity among 18
to 25 years old had a slight decrease.
Data Source: CTR China Netizen Behaviour Analysis Platform SmartDMP, 04, 2016, 04 2017
Usage Penetration Rate Daily Active User Rate
93.3 94.1 94.5 86.6
Overall 18-25 y/o
2016 2017
56.850.2
59.9 52.7
Overall 18-25 y/o
2016 2017
Usage Penetration Rate: The percentage of an app’s users in a given month.
Daily Active User Rate: The percentage of an app’s DAU compared in a given month.
WeChat Users’ Changes（%）
10
Weibo penetration rate had a significant increase, and its
influence among younger generation rose.
Weibo Users’ Changes（%）
Usage Penetration Rate Daily Active User Rate
32.0 32.2 35.7
45.9
Overall 18-25 y/o
2016 2017
8.2 9.99.8 12.0
Overall 18-25 y/o
2016 2017
Data Source：CTR China Netizen Behaviour Analysis Platform SmartDMP, 04, 2016, 04, 2017.
11
QQ penetration rate remains unchanged, but usage is
increasing among younger users.
Data Source：CTR China Netizen Behaviour Analysis Platform SmartDMP, 04, 2016, 04, 2017.
QQ Users Changes（%）
Usage Penetration Rate Daily Active User Rate
84.3 79.1
83.6 81.1
Overall 18-25 y/o
2016 2017
37.3 38.339.5 41.7
Overall 18-25 y/o
2016 2017
12
CNRS-TGI Product Introduction
CNRS-TGI is the Largest National Continuous Survey of Urban
Residents in China
• CNRS-TGI covered 60 cities, nearly 100,000 samples per year,
representing 180 million urban residents in China;
• CNRS-TGI provides clients with single source study on consumers’
consumption behavior, media contact, lifestyle and the attitude.
Data involved：
• Survey time：04, 2016 - 03, 2017
• Sample Size：83,118
CNRS: China National Resident Survey
13
Old age groups represent the social media growth
hotspots
Data Source：CNRS-TGI, 07, 2014 – 06, 2015, 07,2015 - 06, 2016, 04, 2016, 03, 2017.
Social media’s penetration rates across age groups Average age of social media users
31.2 32.4
33.1
2015 2016 2017
2016（%） 2017（%）YOY Pct
Growth
Growth
rate (%)
15-19 66.9 69.4 2.5 3.7%
20-29 75.8 77.3 1.5 1.9%
30-39 57.7 61.4 3.7 6.3%
40-49 56.9 63.8 6.9 12.1%
50-59 26.7 34.2 7.5 28.3%
60+ 9.7 13.4 3.7 38.2%
Penetration Rate: The percentage of respondents who chose “I used social media yesterday” to total surveyed urban residents.
14
“Makeup before leaving home” has been accepted by more female social media users.
Social media users aren’t necessarily always on the go: they prefer to stay home if
nothing special is going on. Inner beauty has a greater recognition among them, and
they are more increasingly ready to join charitable causes.
Data Source: CNRS-TGI, 07, 2015 - 06, 2016, 04, 2016, 03, 2017.
% of social media users agreeing to lifestyle statements（INDEX）
Statement 2016 2017
I can not go out without makeup (Female) 126 127
I prefer to stay home if nothing necessary 104 106
I’d like to join charity activities 108 111
Beauty is from inside 107 110
15
Are Social Media Users Happy?
No.2
16
Social media could be any types of media with social functions. It not only refers to the well-
known apps like WeChat, Weibo, QQ and Momo, but also includes social functions of video,
news, and e-commerce. Hence, sub-categories of social media in this part of survey include:
Social media is everywhere‘Social media’ in a broader sense
1. WeChat
2. Weibo
3. Dating social networks ( eg: Momo, Jiayuan.com)
4. Messengers (eg: QQ, LINE, Mi Talk, excluding WeChat)
5. BBS ( eg: Baidu Tieba, Tianya, QQ Zone, Douban, Renren, Facebook)
6. Life service apps with reviews (eg: Meituan, Qunar, Dianping)
7. News media with social functions (eg: Toutiao, Tencent News)
8. E-commerce with social functions (eg: Taobao, JD, Xiaohongshu)
9. Online video media or live-broadcasting platform with social functions (eg: Youku,
Bilibili, Douyu TV)
17
Empowered by new interactive features such as comment and danmaku, video websites/app,
especially livestreaming platforms, are offering new social options in digital space.
Mango TV, the video app launched by Hunan Satellite TV Station, is expanding quickly among the
young users.
Social media is everywhereEg: Mango TV
Data Source：CTR China Netizen Behaviour Analysis Platform SmartDMP, 04, 2017.
Mango TV mobile app’ coverage（%）
9.8
12.7 10.4
22.4
All Netizens 18-25 Y/O Netizens
2016 2017
18
Through Q&A, comments and other types of communication ways, fast-rising news aggregator
Jinri Toutiao already offers lots of social functions.
Toutiao user base has increased by leaps and bounds.
Social media is everywhere Eg: Toutiao
Data Source：CTR China Netizen Behaviour Analysis Platform SmartDMP, 04, 2016, 04, 2017. .
Toutiao’s Usage Rate（%）
13.1
4.2
28.0
7.6
Usage penetration Daily active user rate
2016 2017
19
Toutiao – User profile
Male, 69% Female, 31%
<25, 18.4% 25-34 , 41% 35-44 , 28% 45-54, 10.9%
Tier 3 Cities and below, 40%
Tier 2 Cities, 40% Tier 1 cities, 20%
Gender
Age
City Tier
Data Source：CTR China Netizen Behaviour Analysis Platform SmartDMP, 04, 2017.
20
Penetration rate for Toutiao is quite even among all city
tiers.
Toutiao’s penetration among netizens in different city tiers（%）
27.8 27.1 29.0
Tier 1 Cities Tier 2 Cities Tier 3 and Below
Data Source：CTR China Netizen Behaviour Analysis Platform SmartDMP, 04, 2017.
Are Social Media Users Enjoying Social Media?
22
OnlineSurvey
Methodology Sample’s Overview Gender Distribution Age Distribution
Source:
Lightspeed online
panel
Sample size：
2010
Sample’s
requirement
Social Media User48.8% 51.2%
13.1%
39.3%
29.6%
18.0%
<26 26-35 36-45 >45
Positive impact on people’s lives
23
BASE：N=2010
70% 70% 69%
61%55%
52%45%
38% 38%
Acquaintance-Social Know More Things
Q6. What positive influences have social media brought to your life?
Social media affect many facets of life. Its most recognized positive function is to
help people keep track of friends and family members, followed by follow hot
topics and learn new knowledge.
Know
what’s
going on
with
friends
Get to
know new
hot topics
Expand
my social
circle
Help me
make better
purchasing
decisions
Relieve
real life
pressure
Improve
self-
confidence,
and
enhance
social skills
Solve
problems
in real life
Easily
communic
ate with
friends
and family
members
Widen my
scope of
knowledge
Positive impact – gender specific
24
BASE: N（M）=980 N（F）=1030
48%
42%
35%
56%
49%
42%
Male Female
Q6. What positive influences have social media brought to your life?
Female users feel social media is helpful in making purchasing decisions,
relieving pressure and enhancing self-confidence.
Relieve
real life
pressure
Improve self-
confidence, and
enhance social
skills
Help me
make better
purchasing
decisions
Relieve real life pressure
25
BASE：N（pre-70s）=307 N（70s）=496 N（80s）=748 N（90s）=444
29%
45%51% 50%
81%
71%66%
62%
Pre-70s 70s 80s 90s Pre-70s 70s 80s 90s
Q6. What positive influences have social media brought to your life?
Younger generations see social media as an important channel of
relieving stress. Older generations use it for effectively communicating
with friends and family members
Easily communicate with friends and family members
Less print book reading
Lack of protection over my personal information
and privacy
My eye-sight is getting worse
Lack of sleep
Lack of concentration
Affected by negative values online
Make me detached and impulsive
Negative impact on interpersonal relationships
in real life
Disturbing people’s regular work/life
I can’t bear friends are leading a better life on
WeChat comments.
48%
43%
48%
42%
27%
22%
21%
19%
16%
8%
Worries brought by social media (%)
26
BASE：N=2010
89.1%,It has
negative influence
Negative impact
Q7. What negative influences have social media brought to your life?
On the dark side, social media also creates negative impacts. Most
mentioned options include: less print book reading, health concern
and lack of privacy protection.
Loss of quality
reading
Privacy concern
Health concern
% of mentioning of negative impact – different age groups
27
11%
16%13%
3%
18%
23% 23%
5%
23%
31%
20%
11%
31%34%
29%
12%
Pre-70s 70s 80s 90s
Make me detached and
impulsive.
Lack of concentration Affected by negative values
online
I can’t bear friends are leading
a better life on WeChat
comments
BASE：N（Pre-70s）=307 N（70s）=496 N（80s）=748 N（90s）=444
Q7. What negative influences have social media brought to your life?
Younger users are more aware of negative impact brought by social media.
They are more cautious against impulsiveness, loss of concentration, negative
values online and etc.
Purposefully limit frequency and total
time spent on social media. Use the
social media only when necessary.
Stay away from social media in certain
occasions ( eg: when with family)
Stay away from social media during
fixed time (eg: working hours)
Turn off social media notifications.
Remove social media apps that have
disturbed my life.
Disable Moments feature from WeChat
Other ways
Have you taken measures to control the negative impact? If so , what measures have you taken?
28
BASE：N=1915
89%Yes.
54%
39%
37%
35%
23%
12%
9%
Q8. Which one(s) of the following measures have you taken to control negative influences of social media?
Among users who realize the negative impact of social media, 90%
have taken actions to control the damage, and self-discipline was the
most chosen path.
I have taken measures to control negative impact (%) Turn off social media notifications (%)
29
BASE：N（Pre-70s）=307 N（70s）=496 N（80s）=748 N（90s）=444
81%
90% 90%92%
Pre-70s 70s 80s 90s
Q8. Which one(s) of the following measures have you taken to control negative influences of social media?
27%
36%38% 39%
Pre-70s 70s 80s 90s
Relatively speaking, younger users have responded strongly towards
social media’s negative impact. Around 40% of the 90s respondents
said they turned off social media app notification.
30
BASE：N=2010
21%
43%
32%
4%
20%
40%
36%
4%
To protect my privacy, I only read but never comment.
I post on social media but without mentioning anypersonal details.
I actively post on social media, but I won't leak any corepersonal details.
I don't worry about privacy at all when posting on socialmedia.
All users 90s
Concerns over privacy (%)
Q9. Which one of the following sentences would best describe your attitudes toward privacy on social media?
More than 95% users admit they pay attention to the level of personal
information they share on social media.
31
BASE：N=2010
61%
38%
51%
45%
44%
40%
42%
34%
14%
13%
4%
3%
Humourous and funny
Visual appeal or beautifully designed
It is about a category I'm interested in
It is about a brand I'm interested in
The content is relevant to me.
The ads have actor/actress or characters I'm interested in.
Reward（lucky draw, coupon, loyalty points and etc)
Lots of my friends are responding to it
It doesn't arrive after too many ads
I have never seen the ad before
I don't like any social ads
I like all social ads
Creative
element
Relevance to the
audience
Q10. Regarding ads in social media timeline, such as WeChat Moments ads, which one(s) of the following best describes your attitude?
Most social media users selectively pay attention to social ads. The most important
factor is whether it is “humorous and interesting”. The second most important factor is
the ads’ relevance with the audience.
What kinds of ads will you watch on social media?
Kantar Millward Brown: AdReaction Survey
• All interviewing conducted via online self-complete questionnaire
• Male 50% and Female 50%
39
23,900+
Countries
Respondents
AdReaction study has been conducted since 2001, delivering insights on consumers’
perceptions on advertising, particularly in digital world.
Chinese consumers want ad (in all formats) with humour, music and
interesting stories.
Ad feature which would gain more positive feedback from consumer
AdReaction 2016 China Report
Q: Which characteristics make you more positive towards ads?
54%
49%
45%
42%
35%
25%
21%
Is funny or humourous
Tells an interesting story
Has good music
Features augmented reality
Uses special effects (like action sequences, explosions,space scenes)
Features a famous celebrity
Features an online/ social media celebrity
34
BASE：N=2010
21%
51%
21%
6%
Basically, they are relevant to me and I have agood experience.
Sometimes they are relevant sometimes not, butbasically it's acceptable.
Most of the ads are not relevant to me, and adstargetting scheme needs to be improved.
Not relevant at all.
Relevance of social ads (%)
Q11. What do you think of the relevance of ads that shown to you on social media?
Generally, most users feel social ads are quite relevant to
them.
35
What has social media brought to
us? Good or Bad?
79.8Social Media Overall Satisfactory Score
The overall evaluation score is the weighted average of all
types of social media’s score. Users will rate different
types of social media based on social media’s impact to
their life. And then, using normalization processing to
calculate the weight and to generate the final evaluation
score.
83.5 81.7 81.2
79.7 78.4 78.2
77.5 76.0
71.2
50
55
60
65
70
75
80
85
90
36
WeChat Life service
apps/sites
Social
within E-
commerce
Social
within
News
apps
Messenger
apps
Weibo BBS Social within
Video/livestr
eaming
Dating
social
networks
N=1816 N=1085 N=1142 N=1069 N=1293 N=1001 N=988 N=781 N=404
Satisfactory ratings for social media sub-categories (0-100 scale)
Q12. Generally speaking, do you think the following types of social media made your life better or worse?
Overall Score：79.8
WeChat is the most satisfying app, followed by life service apps with
reviews, and social functions within e-commerce apps.
37
Social Media’s usage rate & users’ evaluation
WeChat stands out in both usage rate and user ratings, and dating
social networks haven’t made an impact in China yet.
Life service Social within E-commerce
Social within News
Messengers
BBS
Social within video/
livestreaming
Dating social networks
70
72
74
76
78
80
82
84
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Usage Rate
Average Usage
Rate 48.4%
Satis
facto
ry s
core
Average User Rating 79.8
User groups’ rating for WeChat
38
Male Female Pre-70s
70s 80s 90s Tier 1Cities
Tier 2Cities
Tier 3Cities
Tier 4Cities
83.1 84.0 84.2 82.5 84.5 83.9 85.9 84.6 82.1 83.1
Everybody loves WeChat!
Tier 1
cities
Tier 2
cities
Tier 3
cities
Tier 4
cities
Weibo’s rating from different age groups
39
BASE：N（Pre-70s）=307 N（70s）=496 N（80s）=748 N（90s）=444
76.5 78.2 78.4 79.3
Pre-70s 70s 80s 90s
Weibo receives higher rating among younger users
Rating for dating social networks from different age groups
40
BASE：N（Pre-70s）=307 N（70s）=496 N（80s）=748 N（90s）=444
66.5
Pre-70s
71.3
70s
73.5
80s
70.7
90s
80s’ users give highest rating for dating social networks,
probably because it is most in demand among them due to
their life stage
Rating for social within video/livestreaming app/sites from different age groups
41
BASE：N（Pre-70s）=307 N（70s）=496 N（80s）=748 N（90s）=444
73.7 73.5 78.2 76.9
Pre-70s 70s 80s 90s
Social function within video/livestreaming platform is
popular among 80s and 90s
Ratings for social within news apps from different user groups
42
Overall Pre-70s 70s 80s 90s Male Female Tier 1cities
Tier 2cities
Tier 3cities
Tier 4cities
79.7 81.9 79.9 80.1 77.0 79.7 79.8 82.3 80.7 77.1 80.1
Social function within news apps gets a score of 79.7, and
is preferred to by users in tier 1 cities.
43
Leveraging social media to realize growth
No.3
44
Characteristics of national panel4 regions/ 8 sub regions/ 5 city-tiers
North 1
• Heilongjiang
• Jilin
• Liaoning
North 2
• Beijing
• Tianjin
• Hebei
• Shandong
• Shanxi
West 1
• Chongqing
• Shaanxi
• Sichuan
West 2
• Guangxi
• Guizhou
• Yunnan
East 1
• Shanghai
• Jiangsu
• Zhejiang
East 2
• Anhui
• Henan
South 1
• Guangdong
• Fujian
South 2
• Hubei
• Hunan
• Jiangxi
5 City Tiers
Key Cities
Provincial Capitals (A)
Prefecture Cities (B)
County-level Cities (C)
Counties (D)
National Panel
40,000 sample households
Projecting to 167 million urban
households
45
China mobile data coverage and definition
National Panel
12 thousands sample households
Projecting to 46 millions urban households
Light/heavy social media users: mobile owners who use social media less or
equal/more than average
46
Heavy social user on category preference
What makes meaningful social buzz?
China social media phases
1.
49
2009 2012 2014
Criticize Social Evils
Gogoboi, 包先生, 老罗 and
etc.
Professional knowledge
sharing such as fashion,
technology and etc.
薛蛮子, 罗永浩 and etc.
Humanity, people's
livelihood, current affairs
张大奕, 周扬青 and etc.
Lovely face with nice figures,
most of them settled Taobao
store
Political Entertaining
Interactive Commercialized
Weibo was bornWeChat Public Accounts appeared
Social platform expansion
Knowledge Sharing Star Promotion Beauty Cyber Star Diversified KOLs
杨幂, 范冰冰 and etc.
Celebrities started to promote
themselves on Weibo
E-commerce platform connected with Weibo
papi酱, 故宫淘宝, 道大叔and etc.
Highly entertaining; more
cooperation with brands
Various form of Weibo contents
Representative:
Features:
Active
Platforms:
The Evolution of Chinese KOLs
50
British Council utilized live-streaming to introduce different universities in
UK, including the environment, orientation week and curriculum designs, to
attract overseas students via real-time interactive Danmaku/comments.
Received nearly 6 Million viewers （5,840,706）
Collected 7,969 Danmaku/comments
Research Coverage3Research Metrix2
Systematic, quantitative
& qualitative analysis
Research Universities1
21
Universities
Netease News App
Livestreaming
channel across 3
month
Data coverage: 14th Sep. – 13th Nov. 2016 on NetEase live-streaming platform, 5,840,706 views, 7,969 Danmaku/comments, 989 sentimental Danmaku/comments.
Cost &
Tuition
Live-streaming
Quality
Hosts’
Appearance
Hosts’
Appearance
General
Appreciation
University
Information
51
Consumers cared about the overall live-streaming “visual quality”. Hence,
apart from the actual content, hosts’ appearance is also an important aspect,
whereas leveraging Cyber Star could effectively expand the influence
of live-streaming performances.
9% Positive Danmaku 5% Negative Danmaku86% Neutral Danmaku
Data coverage: 14th Sep. – 13th Nov. 2016 on NetEase live-streaming platform, 5,840,706 views, 7,969 Danmaku/comments, 989 sentimental Danmaku/comments.
52
High Visual Quality
Good video quality could provide an immersive viewing experience (including good weather, ambience and etc.)
Hosts’ attractive appearance could increase favorability
Courtesy and language accuracy needs to be considered
Sharing & Interaction
Personal experience sharing could win affinity
Trending topics discussion to show expertise
Interact with netizens’ regularly to strengthen bonding
Strong Technical Support
Video volume, and shooting distance needs to be monitored to ensure comfortable viewing experience
Smooth network connection required to avoid signal jam
How Social Media Is Monetizing Advertising?
2.
Brand/Platform and industry
experts’ joint marketing to drive
traffic into cash
Expert KOL publish “Limited
Edition” can trigger purchase
intent of fans
Precise marketing through
O2O and APP connections
Grass-root KOLs drive rapid
growth in brand popularity
Main Features of Key Opinion Leader Economy
9
55
Industry expert promotion, drive traffic into cash
67,643 32,611 189,451
Link
#KB20# Series Product Promotion
Ecommerce
Link
+
Short Video
Brand Marketing + Professional athlete + Platform
NBA player：Kobe Bryant
NBA MVP award
5-times NBA champion
18-times All-star
Black Mamba
4,964,815
@KobeBryant
7,000 Items
1 Day
2,583,000 RMB
Brand/Platform and industry
experts’ joint marketing to drive
traffic into cash
Expert KOL publish “Limited
Edition” can trigger purchase
intent of fans
Precise marketing through
O2O and APP connections
Grass-root KOLs drive rapid
growth in brand popularity
Main Features of Key Opinion Leader Economy
11
Creative Content + Grass roots + Beauty APPs + KOL recommendation (mutually)
57
The most down to earth beauty KOL, recommend products effectively
Model, Cyber Star,
Beauty specialist
@邢晓瑶
3,554,747
三分钟化妆五分钟出门//3 Mins
makeup, 5 Mins to go LinkHOT
50,380 67,048 172,377
KOL recommendation (mutually):
1,028 34 2,800
女孩子不能懒！// No lazy girls Link
@雪梨Cherie
Model, Cyber Star, Taobao shop owner
3,554,747
@死鱼眼_耀眼的野坂健一：求推荐刷子！！完全不知道买多少个刷子够基础// please
recommend brush！Do not know many brush
is enough for basic makeup
@XYyyOo：我想问这种用手抹的口红是什么// I
want to know lipstick name applying by fingers
@茅笑莹阿姨：求卧蚕笔啊啊// please tell me
eye shadow pen name!!
Netizens feedback:Beauty products used
in the video
Brand/Platform and industry
experts’ joint marketing to drive
traffic into cash
Expert KOL publish “Limited
Edition” can trigger purchase
intent of fans
Precise marketing through
O2O and APP connections
Grass-root KOLs drive rapid
growth in brand popularity
Main Features of Key Opinion Leader Economy
13
Fashion
Premium
Rich blonde
Delicacy
包先生 Givenchy
Givenchy and 包先生 fans image analysis
Expert KOL + Huge Fan Base
French Luxury
Fashion Brand
Elegance, dignity,
delicacy
59
Expert KOL and Luxury Brand jointly Publish Limited Edition Bag
@包先生A fashion KOL
Loves bag
包先生 recommended Givenchy several times
Ave. headline reads:
100,000+
包先生+
Givenchy
60
The Only Purchasing Channel
80 Bags
12 Minutes
1,192,000 RMB
包先生 X Givenchy
Fans Limited Edition:
Givenchy Horizon
Special color for 包先生’s fans:
Baby Pink
Expert KOL and Luxury Brand jointly Publish Limited Edition Bag
Brand/Platform and industry
experts’ joint marketing to drive
traffic into cash
Expert KOL publish “Limited
Edition” can trigger purchase
intent of fans
Precise marketing through
O2O and APP connections
Grass-root KOLs drive rapid
growth in brand popularity
Main Features of Key Opinion Leader Economy
16
Precision marketing + Fans endorsement
62
Precise marketing through O2O and APP connections
Ave. headline reads:
40,000+
Followers:
528,079
@悦食中国
Professional domestic
food platform
Food recommendation + food drama
series + food documentary film
Food field
+
Various form of
contents
COPY PHOTO VIDEO
//CCTV’s 2017 documentary film <Solar Terms – Chinese Wisdom in Time> | The
Twenty-Four Solar Terms Song. We have different traditions for each solar terms.
However, for foddies, we care more about “What should we eat for that day?”
Besides, noodle in Summer Solstice, dumpling in Winter Solstice, what else? Why
we need more sweets and less sour in Spring? Why Autumn grows fat? Click on the
link to discover wisdom of elders.
63
High purchasing power fans group + EC platform
Cross-industry
cooperation
+
O2O Ecommerce platform
Self-owned
Ecommerce platform:
Cross-industry
cooperation:
Precise marketing through O2O and APP connections
Magazine
Food
Offline
Activities
1880 RMB/per person
悦食中国 悦食家
Brand/Platform and industry
experts’ joint marketing to drive
traffic into cash
Expert KOL publish “Limited
Edition” can trigger purchase
intent of fans
Precise marketing through
O2O and APP connections
Grass-root KOLs drive rapid
growth in brand popularity
Main Features of Key Opinion Leader Economy
19
How to select high quality KOLs and celebrities efficiently?
3.
Enfluencer Radar™ is designed to discover, identify
and evaluate potential candidates for collaboration.
Enfluencer Radar™
21
Cross-platform social media data integration,
including:
WeChat, Weibo, Live website,
BBS, APP, Video website, E-
commerce and other We-Media
platforms.
Selecting from a pool of 3,000+key opinion leaders,
including:
Experts, Artists, Designers,
Photographers, Travelers, Fashion &
Beauty, Delicacy, Entertainment,
Games, Fitness & health, etc......
Ins
tan
t
me
ss
ag
e
ACG
Interaction
EC
Live-Streaming
Video
InteractionAPP
Comprehensively qualitative
and quantitative evaluations,
enabled:
Efficient selection
of high quality key
opinion leaders
Enfluencer Radar™
22
68
A Weighted Index Used For Enfluencer Radar
According to below matrix:
Enfluencer Radar™
Enfluencer Radar™
TOP50 Ranking – Q1, 2017
3.1
70
20
19
7
4
Beauty &Fashion
Entertainment
Lifestyle
Emotion
包先生Fashion Expert
咪蒙Media editor and columnist
英国那些事儿Overseas Informative Blogger
PAPI酱Popular Video Blogger
Examples of EnfluencersEnfluencers Category Distribution
Enfluencer Radar™ TOP50 Categorization – Q1, 2017
71
Enfluencer Radar™
Index
Exposure
Index
Sentiment
Index
Influence
Index
Engagement
Index
TOP50Highest Index
130.74 128.47 119.59 159.69 125.72
TOP50Benchmark
101.11 98.42 105.65 110.26 84.56
TOP50Lowest Index
93.97 75.19 84.62 94.68 64.62
Enfluencer Radar™ TOP50 Ranking Benchmark – Q1, 2017
• Reads, viewership,
publishing indicators
• Number of owned
account, Shops and etc.
• Other related exposure
indicators
咪蒙表现TOP50基准
72
Exposure InfluenceSentiment Engagement
• Purchase Intention
• Credibility
Cross-platform interactive
indicators
104.9398.42
91.9784.56
102.90110.26
102.88105.65
咪蒙 Enfluencer Radar™ Index：101.97
Love Rate:
Pink = Above TOP50 Benchmark
Green = Below TOP50 Benchmark
Example: 咪蒙 Enfluencer Radar™ Index – Q1, 2017
73
1.
PAPI酱Popular Video Blogger
130.74
2.
118.97同道大叔
Well-known
constellation blogger3.
吴雁Website editor and
commentator
113.20
5.英国那些事儿
Overseas Informative
Blogger
110.84
4.
gogoboi
Fashion icon and columnist
110.89
19. 101.97咪蒙
Media editor and columnist
Enfluencer Radar™ TOP50 Name Cloud – Q1, 2017
*Note, 吴雁’s official Weibo and WeChat name is 思想聚焦.
128.47
117.25
159.69
110.27
Exposure Index
Sentiment
Index
Influence Index
Engagement
IndexPAPI酱 related word cloud
Love Rate:
Netizens welcomed
PAPI酱’s content and
personal styles
Cooperation
between brands
also received the
netizens’ attention
PAPI酱 has won support and
endorsement from netizens
Top Enfluencer
Followers: 20,640K
Ave. Retweets: 40,000+
Ave. Comments: 6,000+
Followers: 2,504K
Ave. Views: 1,300,000+
Ave. Comments: 8,000+
Active Platforms:
PAPI酱Enfluencer Radar™ Index:
130.74
29
120.80
117.21
129.42
100.21
Love Rate:2nd Enfluencer
同道大叔Enfluencer Radar™ Index:
118.97
同道大叔 is tagged with
Constellation topics
Netizens favored 同道大叔’s adorable comic figures
同道大叔 related word cloud
Followers: 12,100k
Ave. Retweets: 3,000+
Ave. Comments: 3,000+
Ave. Views: 1,500,000+
Ave. Likes: 2,500,000+
Followers: 12,300K
Active PlatformExposure Index
Sentiment
Index
Influence Index
Engagement
Index Celebrities benefited
from 同道大叔’s
constellation related
videos
30
105.14
110.32
119.84
125.72
Love Rate:3rd Enfluencer
吴雁 (思想聚焦*)
Enfluencer Radar™ Index:
113.20
吴雁 is good at
leveraging emotional
contents to win
influences
吴雁 held a pool of followers with
interests that also attracted brands’
cooperation across different industries
Emotional but warm contents
received resonance from netizens
吴雁 related word cloud
Followers: 18,790K
Ave. Retweets: 2,000+
Ave. Comments: 2,000+
Ave. Reads: 60,000+
Ave. Likes: 3,000+
Active Platform
*Note,吴雁 ‘s official Weibo and WeChat name is 思想聚焦.
Exposure Index
Sentiment
Index
Influence Index
Engagement
Index
31
77
Enfluencer Radar™ TOP50 Ranking – Q1, 2017
*Note,吴雁 ‘s official Weibo and WeChat name is 思想聚焦.
78
Enfluencer Radar™ TOP50 Ranking – Q1 (after June 8)
1.2.
3.
4.
5.
19.
12.
*Note,吴雁 ‘s official Weibo and WeChat name is 思想聚焦.
79
Enfluencer Radar™ TOP50 Distribution – Q1, 2017
1.2.
3.
4.
5.
19.
12.
*Note,吴雁 ‘s official Weibo and WeChat name is 思想聚焦.
82
Top 5 implications to brands
With the diversification of social media platforms, brands need to utilize
different types of platforms to target different generation targets 1
Other than WeChat, Weibo and E-commerce social platform, news platforms
with social function is an emerging platform. Brands need to better utilize it
for brand impact. 2
83
Top 5 implications to brand
In the virtual social world that is filled with impetuousness and vanity, brands
should publish contents emphasizing on substance and quality which would
create higher brand connection3
Not all the categories need to rush chasing after social media frequent users.
Currently, categories that are niche, more lifestyle oriented, or with
extraverted nature would be in a better position to cash more from this
group.
4
84
Top 5 implications to brand
Use the right platform to push the right content at the right moment to the
right consumer targets – it is the fundamental strategy for brands when
facing consumers’ upcoming tendency in shut-down info push function. 5
