1. 2012 CHINA
SOCIAL MEDIA LANDSCAPE for BUSINESS SIMPLE GUIDELINE ON HOW BEST TO
CHOOSE YOUR SOCIAL EMBASSY
Linked Douban
In
E-
Comm
Sina Weibo
INFLUENCE
Renren erce
Brand
Sites
QQ Weibo
SNS +
APPs QQ Zone Weixin
News
Portals
0 KAIXIN
001 Groupon FREQUENCY
Influence is a measure of the channels’ influence on consumers and the consumer buzz ecosystem
Frequency measures how frequent active users log-in and take actions
The size of circle indicates the size of active users
SINA WEIBO QQ WEIBO Renren
NO. OF USERS/ 300M 350M 200M
ACTIVE USERS 50M 40M 30M
ACTIVE USER Age:18-45/celebrities & Age: 18-35/university
Age:14-30/youth groups/
DEMOGRAPHIC elites/office animals/1st & 2nd students/white collars/1st &
students/2nd & 3rd tier cities
S tier cities tier 2nd cities
Real-life moments/social topics
WHAT THEY Personal updates/breaking Personal updates/fun blog
/breaking news/celebrity
BUZZ ABOUT news/fun news/viral content posts/movies & videos
gossip/elite fights
KEY Elites/celebrities/industry KOLs/media & grass-roots Peers/groups with shared
INFLUENCERS KOLs/media celebrities interests/public pages
Content marketing/ Viral content/KOL
HOW TO Social games/tab page
community interaction/KOL engagement/incentive
ENGAGE campaigns/KOL engagement
engagement campaigns
CREATED BY @LIBLOG LIJIANSPORTS@GMAIL.COM ALL RIGHTS RESERVED JUNE 20, 2012