China’s leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu (t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company microblogs as an effective marketing tool to promote their brands and products, as well as engage with microblog users to increase awareness, loyalty and participation of various promotion campaigns. This presentation lists 9 facts about the effectiveness of company microblog as a marketing tool.

1. 9 Facts About Microblog Marketing In China!
2013!

2. Introduction!
Chinaʼs leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu
(t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company
microblogs as an effective marketing tool to promote their brands and products, as well as engage with
microblog users to increase awareness, loyalty and participation of various promotion campaigns. This
presentation lists 9 facts about the effectiveness of company microblog as a marketing tool.
!
*The content of this presentation comes from the research report ʻ2013 Microblog Marketing Reportʼ published by iResearch. !
Research data was collected through online survey using iUserSurvey. A total of 56,000 sample users participated in this
survey, 45,000 questionnaire samples were analyzed and 7,376 effective survey questionnaires were collected for the
research. 43 major Chinese websites participated in this survey.
!

3. 1. Microblog Is A Major Online Service!
By March 2013, monthly users on microblog has reached 285M on desktop devices and 88M on mobile
devices. This trend indicates that microblog has become a major online service on both desktop and
mobile devices. !
Monthly Users On Microblog Between Jan 2012 and Mar 2013!
Million!
500!
400!
300!
200!
100!
0!
2012-01
2012-03
2012-05
2012-07
2012-09
2012-11
2013-01
2013-03!

4. 2. Microblog Is Used More On Desktop Devices!
In 2013Q1, accumulated effective viewing time on microblog reached 715M hours via desktop devices,
surpassing the time spend on other online services for 4 consecutive weeks. !
Viewing Time On Microblog Vs. Other Online Service!
Million hours!
1000!
900!
800!
700!
Microblog!
600!
Search!
500!
Community!
400!
News & info!
Media homepage!
300!
Independent SNS!
200!
100!
0!
2011Q3!
2011Q4!
Microblog!
Search!
Community*!
News & info!
Media homepage!
Independent SNS*!
2012Q1!
2011Q3!
738!
754!
650!
724!
410!
885!
2012Q2!
2011Q4!
735!
698!
652!
594!
370!
694!
2012Q3!
2012Q1!
736!
715!
678!
589!
382!
611!
2012Q2!
795!
714!
684!
647!
407!
558!
2012Q4!
2012Q3!
884!
682!
758!
743!
468!
504!
2013Q1!
2012Q4!
803!
680!
639!
623!
449!
401!
2013Q1!
715!
605!
598!
489!
379!
313!
*Community includes Baidu Tieba, Tencent Group Space, Tianya, Mop and etc. SNS includes Renren, Kaixin, Douban and other independent SNS websites.!

5. 3. More Female Users Are On Desktop Devices, Fewer Age Groups Have More !
Users On Mobile Devices!
In 2012, gender split for male and female users is 55% vs.45% on desktop devices and 58.4% vs. 41.6%
on mobile devices. For age split, the largest age groups are between 25-35 on mobile devices and below
24 and above 40 on desktop devices. !
Gender split !
Age split!
Above
40
45.0%!
Desktop!
36-­‐40
55.0%!
Female!
31-­‐35
Male!
7.70%
13.60%
11.50%
11.30%
16.30%
Mobile!
58.4%!
Below
24
0.0%! 20.0%! 40.0%! 60.0%! 80.0%!
0.00%
Desktop
31.30%
41.6%!
25-­‐30
Mobile
14.10%
21.90%
33.20%
39.20%
10.00%
20.00%
30.00%
40.00%
50.00%

6. 4. Online shopping & Leisure Are The Most-cared Types of Company Microblog!
In 2012, the top 5 types of company microblog that users care about most are: online shopping,
entertainment & leisure, consumer electronic products, restaurant & eating and fashion & accessories.
Microblog users are more likely to get information about consumer products from companyʼs microblog,
making microblog an important platform for information sharing and feedback. !
Types Of Company Microblog Users Care About!
Government
organizaMon
&
other
Overseas
educaMon
6.20%
10.30%
CosmeMc
&
body
care
Beauty
&
health
Medical
&
health
Travel
&
hotel
CommnicaMons
&
services
Financial
services
IT
companies
Fashion
&
accessories
15.50%
16.80%
17.50%
18.50%
19.40%
21.90%
23.60%
24.70%
27.00%
27.10%
27.40%
27.40%
27.80%
30.40%
31.40%
31.80%
33.60%
Consumer
electronic
products
Online
shopping
0.00%
10.00%
20.00%
30.00%
38.50%
38.50%
41.30%
40.00%
47.70%
50.00%
60.00%

7. 5. Microblog Helps Raise Company Reputation!
In 2012, company microblogʼs most recognizable effects on users include the increase of the companyʼs
influence and reputation, as well as usersʼ willingness to recommend the companyʼs product to friends. !
Company Microblogʼs Effects On Microblg Users!
Gained more favorable opinion for the company's brand! 5.60%
9.70%
33.60%
Gained more trust for the company's brand! 5.20%
9.90%
32.50%
Would recommend to friends some companies and brands I like! 7.20%
10.30%
Know some companies I didn't know before! 6.10%
8.80%
0%!
Strongly disagree!
Disagree!
10%!
30.80%
30.30%
Neutral !
30%!
22.50%!
29.40%
30.10%
29.30%
20%!
20.40%!
23.10%!
31.30%
40%!
Agree!
50%!
60%!
24.70%!
70%!
Strongly agree!
80%!
90%! 100%!

8. 6. Sales & Useful Information Are The Best Content For Company Mircoblog!
In 2012, among the content published by company miroblog, users care most about sales and
promotion, followed by useful information about living and various industries or businesses. However,
users care much less about information regarding the companyʼs brand or product. !
Information Microblog Users Care Most!
11.90%!
30.50%!
Sales & promotion!
12.00%!
Living & various industries/businesses!
Entertainment & fun!
Activities that can get users involved!
15.10%!
Brands & products!
30.40%!

9. 7. Marketing Activities On Company Microblog Has High Engagement Rate!
In 2012, as many as 67.5% of microblog users have engaged with marketing activities on company
microblog. !
Microblog Usersʼ Engagement With Marketing On Company Microblog!
32.50%!
Yes!
No!
67.50%!

10. 8. Most Accepted Types Of Engagement With Microblog Marketing!
In 2012, the most accepted ways for usersʼ engagement with microblog marketing include retweet, vote,
retweet and @friend. However users are less interested in sharing their knowledge and experience of
the brand, or participating in offline campaign. !
Types Of Engagement On Company Microblog!
Participate in campaigns offline!
27.30%!
Tweet about the subject to share knowledge & experience!
33.60%!
40.40%!
Pay attention to the company or its brand!
Retweet campaign and @friend!
46.10%!
Participate in the company's vote or researh !
52.50%!
55.50%!
Retweet campaign!
0.00%!
10.00%!
20.00%!
30.00%!
40.00%!
50.00%!
60.00%!

11. 9. Increased Brand Info & Reputation Are Major Results !
In 2012, microblog marketingʼs major results as recognized by users are better understanding of the
companyʼs brand and product, followed by stablization of usersʼ loyalty to the brand. !
Company Microblogʼs Effects On Users!
Willing
to
retweet
or
recommend
the
company/brand/product
on
Weibo
7.40%
Gained
beTer
opinion
of
the
company/brand/product
Will
conMnue
to
use
this
brand/product
4.40%
9.00%
Know
more
about
the
company/brand/product
4.50%
9.20%
Strongly disagree!
Disagree!
10%
26.80%
36.60%
5.40%
10.90%
0%
36.40%
14.10%
30.30%
38.20%
Neutral !
30%
Agree!
16.80%
30.70%
33.20%
20%
15.40%
17.80%
33.40%
40%
50%
60%
Strongly agree!
70%
19.80%
80%
90%
100%

12. A
digital
link
to
your
business
in
China

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