Introduction to Social Media in Asia

Introduction to social media in Asia!

Gaurav Mishra | Gauravonomics!
Asia Director of Social Media,
MSLGROUP!

Integration of digital, social, mobile!

06.29.2010 | P2

The
Convergence of The convergence of digital, mobile and social is critical in Asia
Digital, Mobile because mobile phones are the primary device for web access in
most Asian markets (all ﬁgures in millions).!
and Social in
Asia!

What if 790m
Last PC-ﬁrst
mobile phone
internet market
owners go
in the world!!
online via 3G!!

900 ! 879 !
791 ! Worldʼs most More
800 !
700 ! advanced Facebook
600 ! mobile web users than PC
500 ! 457 ! market!! internet users!!
400 ! 305 ! 286 !
300 ! 214 ! 220 !
200 ! 100 ! 116 9980 !
! ! 70 !
40 ! 493935 !
! ! 3430 !
!
100 !
- !
China! India! Japan! South Indonesia! USA!
Korea!

Mobile! Internet! Mobile Internet!

The
Both social platforms (Facebook, Twitter, LinkedIn) and mobile
Convergence of platforms (iPhone, Android, Blackberry) have open application
Digital, Mobile ecosystems, leading to an integrated experience.!
and Social!
Social web!
Integrated
experience!

Mobile web! Mobile apps!

Open
application
ecosystems!

The
Convergence of In China, the main social platforms Tencent (QQ), Sina and Renren
Digital, Mobile are also moving towards open application ecosystems, leading to a
comparable integrated experience.!
and Social in
China! Social web!
Integrated
experience!

Mobile web! Mobile apps!

Open
application
ecosystems!

The
Convergence of In China, popular social platforms Sina Weibo, RenRen, Qzone and
Digital, Mobile Youku all have popular iPhone apps.!
and Social in
China!

Source: Sina Weibo, RenRen, Qzone, Youku!

The
Convergence of In India, popular social platforms Ibibo has a iPhone app. RockeTalk,
Digital, Mobile SMSGupShup and Mig33 are popular mobile social networking
platforms.!
and Social in
India!

Source: Mig33, SMSGupShup, RockeTalk, Ibibo!

Introduction to social media in Asia!

06.29.2010 | P8

Social media China, India, Japan, South Korea and Indonesia are amongst the
world map! biggest internet markets in the world.!

Source: Global Web Index, The size of the bubbles shows the internet user base in
the country. The length of the bars shows the percentage of active internet users in the
country who engage in social media activities.!
!

Social Facebook is the predominant social network in most of the world,
networking except, in China, Brazil, Russia, Japan and Korea.!
world map !

Indiaʼs main
social platforms
!

Social Professional Micro- Location Video-
Networking Networking Blogging Check-in Sharing
Service! Service! Service! Service! Service!
United States! Facebook! LinkedIn! Twitter! Foursquare! YouTube!

India! Facebook! LinkedIn! Twitter! Foursquare! YouTube!
!
!

Indonesiaʼs
main social
platforms
!


Indonesia! Facebook! LinkedIn! Twitter! Koprol! YouTube!
!
!

Japanʼs main
social platforms
!


Japan! Mixi! LinkedIn! Twitter! Foursquare! Nico Nico
! Douga!
!

Mixi is preferred in Japan because it has avatar
based proﬁles, closed groups and a virtual world
environment.!

Koreaʼs main
social platforms
!


Korea! Cyworld! LinkedIn! Twitter! Foursquare! YouTube!
!
!

Cyworld is preferred in Korea because it has
avatar based proﬁles, closed groups and a virtual
world environment.!

Chinaʼs main
social platforms
!


China! Renren! LinkedIn! Sina Weibo! Jiepang! Youku!
!
!

Censorship plays a role, but many Chinese social
platforms are more sophisticated than the global
platforms.!

Introduction to social media in China!

06.29.2010 | P16

The internet user base in China is twice the size of the internet user
China Social base in the US. Plus, 40% of Chinese internet users are content
Infographics
! creators, compared to 20% of US internet users.!

Source: Forrester Research (2008-09)!

Renren Social
Networking
Platform!

•  Popular social network amongst
college students.!
•  Most popular in tier 1 and tier 2
cities, but gaining popularity in
tier 3 cities.!
•  Most popular content is personal
status updates and photos.!
•  95 million active users.!

Source: Renren, infographic from Ogilvy!

Kaixin001
Social
Networking
Platform!

white collar professionals.!
cities.!
•  Most popular content is games
and viral photos/ videos.!

Source: Kaixin, infographic from Ogilvy!

Qzone Social
Networking
Platform!

younger students.!
•  Linked with Tencentʼs popular
QQ IM platform.!
•  Most popular in tier 3 cities.!
•  Most popular content is personal
journals and photos.!

Source: Qzone, infographic from Ogilvy!

PengYou Social
Networking
Platform!

•  Tencentʼs new social networking
platform for white collar
professionals.!
•  Linked with Tencentʼs popular
QQ IM platform.!
•  Most popular in tier 3 cities.!

Source: Pengyou!

Douban Social
Networking
Platform!

intellectuals, artists and
creatives.!
cities.!
•  Most popular content is reviews
of books, movies and music.!

Source: Douban, infographic from Ogilvy
!

Online video
platforms in
China !

•  China has more than 300 million
online video users.!
•  Youku and Tudou are Chinaʼs
main online video platforms.!
•  Both platforms are dominated by
licensed professional content
and even original branded
content, instead of user
generated content.!
•  Youku has more than 200 million
active users. !

Source: Youku and Tudou!

Blogging
platforms in
China!

bloggers.!
•  Sina, Sohu and 163 have the
most popular blogging platforms.!
•  Most social networks also have
blogging features, but are
primarily used for personal
diaries.!
•  All the main blogging platforms
have also launched weibos.!
•  Over time, blogging and
microblogging platforms will
merge in China. !

Source: Sina blog, Sohu blog, 163 blog!

Micro-blogging
platforms in
China !

microblog users.!
•  Sina, Sohu and QQ all have
popular microblogging platforms,
or weibos.!
•  Sina Weibo is the most popular
microblogging platform with 70
million active users. !
•  Most popular content on weibos
includes personal status
updates, website links and viral
photos/ videos.!

Source: Sna Weibo, Sohu Weibo,
QQ Weibo!

Sina Weibo
user profile!
Celebrities

•  Sina Weibo is used by a wider Journalists
variety of influencers including
journalists, CEOs and senior
government officials.! Entrepreneurs
•  As a result, Sina Weibo has
emerged as a particularly Influencers
powerful platform for corporate
communications.!
Govt. officials

Organizations

CEOs on Sina
Weibo!

•  High proﬁle CEOs like Li Kaifu
and Hu Shuli have even
announced their resignation on
Sina Weibo.!
•  As a result, Sina Weibo has
become an important source of
breaking news type stories for
mainstream media journalists. !

Source: Li Kaifu, Hu Shuli !

CEOs on Sina
Blogs!

•  Several CEOs have created their
blogs on Sina Blogs and other
blogging platforms.!
•  As blog posts prominently show
up in search results, blogs have
become an important source of
background research and
sources for mainstream media
journalists. !

Source: Li Kaifu, Ma Yun, Wangshi !

Impact of social
web on
journalists in
China !

As per research done by Sina, journalists in China rely on a wide range of social
web platforms to search for stories and sources.!

Vertical social
networks in
China !

•  China has several popular niche
B2B and B2C portals with blog,
microblog and SNS functionality.!

Source: Hexun Weibo, Bie Lai Wu Yang,
Hua Ming Book, !

Hexun blogs
and microblogs
for ﬁnance!

•  Finance portal Hexun has a
blogging and microblogging
network dedicated to business
and ﬁnance topics. !

Source: Hexun Weibo!

Ushi
Professional
Networking
Platform!

•  Ushi is a bilingual professional
networking platform with
features like groups and
microblogs.!

Source: Ushi!

Tech Web IT

BBS

•  IT industry portal Tech Web has
an active BBS and blog, with
more than 400 IT related post
per day.!

Source: Techweb!

5G: Vertical IT
industry SNS

•  5G is an active vertical IT
industry SNS.!

Source: 5G!

Bie Lai Wu
Yang: Vertical
medical SNS

•  Bie Lai Wu Yang links people
based on their medical records.
It has 300K registered users who
upload their medical records and
engage in more than 3500 daily
discussion about diseases.!

Source: Bie Lai Wu Yang!

HAVC8: Vertical
HAVC industry
SNS

•  HAVC8 is a vertical HAVC
industry SNS, more than 150k
registered users, that means
around 30% HAVC industry play
join in this network. Concurrent
users more than 3,000 people.!

Source: HVAC8!

Archina:
Vertical
architecture
portal!

•  Archina is a vertical architecture
portal with blog, weibo and
microblog.!

Source: Archina!

Chinese
consumers
want warmth
and
reassurance!

•  Chinese consumers are
struggling to reconcile the
grandeur of their dreams with
the difﬁculties of their day-to-day
reality. !
•  Hit TV soap ʻDwelling
Narrownessʼ or ʻSnail Houseʼ
captured the lives of Chinaʼs
ʻhouse slavesʼ and led to active
discussions on blogs and BBS
forums. !
•  Chinese consumers are seeking
warmth and reassurance from
brands.!

Source: Wikipedia, WSJ, FT, NPR!

Chinese
consumers are
deﬁning
individuality as
substance!

•  Author and professional race car
driver Han Han is the new
Chinese youth idol. Han Han
ranked 2nd in ʻ2010 Time 100
online pollʼ for most inﬂuential
people of the yearʼ. Chinese
youth idolize him for critically
speaking out on social issues.!
•  Apparel brand VANCLʼs
campaign featuring Han Han
went viral and netizens created
their own spoofs of the ad:
“Loves the Internet, loves
freedom, loves sleeping late…
I'm Hanhan, I represent myself,
Iʼm the same as you, I'm Fán
Kè” (the brandʼs Chinese name
means ʻordinary personʼ). !

Chinese
netizens are
seeing
themselves as
citizens
!

•  A university professor set up a
Sina Weibo account to
aggregate photos of child street
beggars posted by netizens
throughout China, hoping to
reunite them with their parents.!
•  Within the ﬁrst week, 415 child
beggar photographs were
uploaded.!
•  The Public Security Bureau has
supported the initiative and
Baidu has created a website to
help reunite missing children
with their parents. !

Source: Baidu Xunren!

Case study:
Coca-Cola Live
Positively in
China !

•  Coca-Cola has created a China-
focused Live Positively website,
on which it promotes initiatives
like Earth Hour.!

Source: Coca-Cola Live Positively!

Introduction to social media in India!

06.29.2010 | P42

The Pink
Chaddi
Campaign !

•  Online campaign mobilized its
50000 Facebook fans to send
more than 2000 pink panties as
Valentineʼs Day gift to Indian
right wing Hindu nationalist party
Sri Ram Sena.!

Source: Pink Chaddi Campaign!

Bloggers for
Advani
!

•  Bloggers for Advani Google
Group.!
•  Part of the support eco-system
for Advaniʼs web-savvy PM
campaign, along with Friends of
BJP.!

Source: Bloggers for Advani

Shashi Tharoor
on Twitter
!

•  Former external affairs minister
and UN under-secretary general
Shashi Tharoor uses Twitter to
engage with his supporters and
detractors and set an agenda for
public debate.!

Source: @shashitharoor !

Anand
Mahindra on
Twitter
!

•  The highly respected industrialist
uses Twitter to weigh in on
topics of public interest and even
answer customer complaints in
public.!

Source: @anandmahindra !

Tata Tea Jaago
Re!

•  From “waking up” to “civic
consciousness”!
•  More than 600,000 registrations!
•  Catalyzed an entire ecosystem
of citizen action initiatives!

Source: Jaago Re!

India Example:
Ching's Secret
!

•  Chinese packaged food brand
Chingʼs Secret has attracted
more than 6,75,000 fans on
Facebook by sharing recipes
and engaging fans in witty
conversations.!

Source: Chingʼs Secret on Facebook!

MSLGROUPʼs social media offering!

06.29.2010 | P49

MSLGROUPʼs MSLGROUP has created a fully integrated social media offering
social media across the PLAN-BUILD-ENGAGE phases.!
offering!

1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations

MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and
social media enterprise change across the consumer activation, corporate
reputation, and employee engagement use cases.!
offering!

1! 2! 3!

•  Distill actionable insights and •  Link back participation and
foresights from conversations action to business objectives
and communities using our through our proprietary
proprietary What IF People's VERITE measurement
Lab approach.! approach.!
!
•  Discover a shared purpose •  Provide strategic counsel
and brand story that connects across the consumer
the brand values with activation, corporate
evangelists passions.! reputation, and employee
! engagement use cases.!
•  Create platforms and
programs to organize and •  Design and deliver training
energize brand evangelists, programs to help build
co-create shareable content, enterprise capabilities to
and trigger participation and participate in the conversation
action.! economy.!

MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing
social media web, mobile, and social applications, through in-house specialists
and partners.!
offering!

1! 2! 3!

•  Design and develop private or •  Set up, optimize and manage
public community platforms digital assets across channels
using our proprietary What IF and geographies.!
white label community tool.! !
! •  Leverage on-site and off-site
•  Design and develop social search engine optimization for
applications using the higher search rankings.!
Facebook, LinkedIn and
Twitter APIs.!
!
•  Design and develop mobile
applications on the Apple,
Android, and Blackberry
platforms.!

MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content,
social media communities, and conversations, through dedicated specialists and
integrated communications teams.!
offering!

1! 2! 3!

•  Build long-term relationships •  Track and participate in
with key online inﬂuencers conversations related to the
beyond the "big-box" blogs brand, the category or the
using our proprietary social heartbeat on the
Multiloguer inﬂuencer broader social web.!
relationship management tool.! !
•  Leverage targeted paid
•  Leverage creative storytelling media, primarily social
and rich multimedia content to advertising and search
bring alive the brand story.! advertising, to support owned
media and earned media.!
•  Create triggers for community
members to participate and
act, on the community
platforms owned by the brand.!

Letʼs stay in touch!

mslgroup.com | gauravonomics.com
gauravonomics on Google/ Skype!
Facebook/ Twitter/ LinkedIn/ SlideShare!

Introduction to Social Media in Asia

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