This sample China Social Branding Report shows you an excerpt of Burberry's successful China digital ecosystem, and how they use popular channels such as Weibo, WeChat, Douban, Youku and others.

1. BURBERRY
CHINA
SOCIAL
BRANDING
REPORT
SOCIAL BRANDING REPORT
©
2014
RESONANCE
CHINA
ALL
RIGHTS
RESERVED
C H I N A!

2. BURBERRY
CHINA
SOCIAL
BRANDING
REPORT
T
H
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S
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O
P
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S
J
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M
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P
L
E
REPORT SAMPLE PREVIEW
Get
the
full
version
online:
hHp://www.resonancechina.com/china-­‐social-­‐branding-­‐report/

3. BURBERRY
CHINA
SOCIAL
BRANDING
REPORT
ABOUT
THE
CSBR
Digital
markeUng
can
be
confusing,
a
state
vastly
amplified
in
China
and
its
famous
“Great
Firewall”
that
blocks
many
western
websites.
The
China
Social
Branding
report
(CSBR)
was
created
to
help
marketers
quickly
understand
China
digital
markeUng
through
the
eyes
of
the
biggest
brands
in
the
world.
We
explore
not
only
the
most
popular
digital
channels,
but
also
how
they
connect,
and
how
top
global
brands
use
these
channels
to
communicate
to
both
mass
and
targeted
niche
audiences.
LEARNING
FROM
EXAMPLE
Each
issue
of
the
report
will
focus
on
a
different
top
global
brand
in
China
and
how
it
markets
to
its
Chinese
customers.
We’ll
discover
each
of
the
brand’s
digital,
social
placorms,
what
messages
it
emphasizes
and
common
communicaUon
techniques
used
to
connect
with
audiences.
ASK
US
ANYTHING
This
report
will
open
the
door
to
deeper
quesUons.
For
this
purpose,
we’ve
created
a
subscriber
forum
at
resonancechina.com/answers
where
readers
can
ask
us
anything
about
the
report.
We’ll
have
our
researchers
and
strategists
moderaUng
the
forums
and
ready
to
answer
any
quesUons
asked
with
professional
experience
and
addiUonal
supplemental
research
when
required.
ABOUT
RESONANCE
Created
in
2009,
Resonance
is
a
preferred
China
social
media
and
branding
agency,
with
a
specific
focus
on
fashion,
luxury,
and
lifestyle
brands;
headquartered
in
Shanghai,
China.
To
find
out
more,
visit
us
at
resonancechina.com
HAVE
A
QUESTION?
ASK:
RESONANCECHINA.COM/ANSWERS
Welcome to the China
Social Branding Report.
ABOUT
CSBR
KEY
TAKEAWAYS
BRAND
WEBSITE
TMALL
SINA
WEIBO
WECHAT
YOUKU
WEISHI
DOUBAN
AMPLIFICATION
QUESTIONS
CONTACT

4. BURBERRY
CHINA
SOCIAL
BRANDING
REPORT
INDUSTRY
BENCHMARK
+
800K
700K
600K
500K
400K
300K
200K
100K
100K
200K
300K
400K
500K
600K
700K
800K
+
#
TOTAL
FOLLOWERS
BURBERRY
DIOR
CHANEL
LOUIS
VUITTON
INDUSTRY
BENCHMARK
+
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
8.0%
+
%
FOLLOWERS
>
500
BURBERRY
DIOR
CHANEL
LOUIS
VUITTON
INDUSTRY
BENCHMARK
+
50%
40%
30%
25%
20%
15%
10%
5%
5%
10%
15%
20%
25%
30%
40%
50%
+
%
ACTIVE
FOLLOWERS
BURBERRY
DIOR
CHANEL
LOUIS
VUITTON
INDUSTRY
BENCHMARK
+
2.4%
2.1%
1.8%
1.5%
1.2%
0.9%
0.6%
0.3%
0.3%
0.6%
0.9%
1.2%
1.5%
1.8%
2.1%
2.4%
+
%
VERIFIED
FOLLOWERS
BURBERRY
DIOR
CHANEL
LOUIS
VUITTON
INDUSTRY
BENCHMARK
+
400
350
300
250
200
150
100
50
50
100
150
200
250
300
350
400
+
#
AVG.
ENGAGEMENT
BURBERRY
DIOR
CHANEL
LOUIS
VUITTON
1.0%
7.0%
Staying consistent with
the industry, Burberry
pulls ahead with quality
of followers.
TOTAL
FOLLOWERS
Burberry
has
an
around
average
sized
follower
base
when
benchmarked
against
compeUtor
brands
in
the
category.
QUALITY
OF
DATABASE
Burberry
boasts
a
high
quality
follower
base
-­‐
exceeding
industry
average
acUve
follower
rates,
as
well
as
a
higher
percentage
of
verified
and
influenUal
followers
with
500+
of
their
own
fans.
FOLLOWER
ENGAGEMENT
Burberry
exhibits
a
lower-­‐than-­‐average
engagement
rate
when
benchmarked
against
compeUtor
brands
-­‐
which
reflects
the
brand’s
restrained
approach
to
using
retweet
contests
and
product
giveaways.
*Ac$ve
Followers
are
defined
as
users
with
over
30
followers,
over
30
posts,
and
ac7vity
within
the
last
week.
*%Followers
>
500
are
influen7al
users
with
500+
of
their
own
followers.
*Verified
Followers
are
defined
as
real
users
who
have
associated
their
account
with
an
official
government
ID.
*Average
Engagement
is
the
sum
total
comments
and
retweets
received
on
average
over
the
last
200
posts.
*Weibo
follower
data
accurate
as
of:
Sep.
30th,
2014

5. BURBERRY
CHINA
SOCIAL
BRANDING
REPORT
Burberry has a balance of
strategically manage to
different social channels.
OWNED
ASSETS
Burberry’s
China
website
is
the
primary
e-­‐
commerce
placorm
for
Chinese
consumers.
In
addiUon
to
current
collecUon
content,
the
site
features
runway
shows,
brand
campaigns,
product
educaUon,
and
brand
heritage.
The
brand
recently
launched
a
Tmall
flagship
store
to
expand
its
e-­‐commerce
footprint.
PRIMARY
EARNED
ASSETS
Burberry
uses
primary
social
channels
to
educate
consumers
about
the
brand
and
to
keep
them
informed
on
new
collecUons
and
current
China
campaign
iniUaUves.
SECONDARY
EARNED
ASSETS
Youku
supports
primary
social
channels
by
hosUng
video
that
allows
viewers
to
further
explore
brand
products.
PAID
MEDIA
Burberry
typically
works
with
key
opinion
leaders
to
boost
awareness
on
China
social
media.
The
brand
invites
major
celebriUes
to
aHend
fashion
shows
but
works
with
digital
influencers
to
provide
a
local
perspecUve
on
brand
elements.
BRAND
WEBSITE
WECHAT
KEY
OPINION
LEADER
SINA
WEIBO
TMALL
FLAGSHIP
STORE
YOUKU
DOUBAN
WEISHI

6. BURBERRY
CHINA
SOCIAL
BRANDING
REPORT
Burberry’s Tmall flagship
store emphasizes product
browsing and exclusive
sales promotions to drive
purchasing.
1.
STORE
LANDING
PAGE
Compared
to
the
brand
e-­‐commerce
placorm,
Burberry’s
Tmall
is
opUmized
for
product
browsing,
de-­‐emphasizing
campaign
and
brand
content
to
present
visitors
with
mulUple
items
across
categories
and
price
points.
The
brand
also
promotes
Tmall
exclusive
sales
promoUons
such
as
free
gius
with
purchase
–
in
this
example,
a
giu
with
purchases
over
RMB
2K.
2.
CATEGORY
LANDING
PAGE
As
shoppers
click
into
relevant
navigaUon
tabs
(Men/Women),
they
are
presented
with
recent
collecUon
items
and
can
click
through
to
specific
categories
and
product
lines.
1 2

7. BURBERRY
CHINA
SOCIAL
BRANDING
REPORT
HAVE
A
QUESTION?
ASK:
RESONANCECHINA.COM/ANSWERS
Have More Questions?
We’ve Got Answers Online.
ABOUT
CSBR
KEY
TAKEAWAYS
BRAND
WEBSITE
TMALL
SINA
WEIBO
WECHAT
YOUKU
WEISHI
DOUBAN
AMPLIFICATION
QUESTIONS
CONTACT
ASK
US
QUESTIONS
IN
THE
FORUMS
Digital
in
China
can
be
complex,
and
there
are
always
quesUons
that
this
report
cannot
answer.
For
this
reason
we’ve
created
a
Q&A
forum
where
you
can
log
in
and
ask
us
any
quesUon
from
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report,
and
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staff
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consultants
will
get
back
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you
with
answers
within
48
hours.
YOUR
PERSONAL
CONSULTANT
Our
consultants
are
made
up
of
our
research
and
strategy
teams,
who
have
access
to
Resonance’s
community
managers.
Everyone
on
the
forums
has
pracUcal
experience
running
social,
digital
campaigns
in
China
and
are
the
most
qualified
to
help
answer
your
quesUons.
Ask
any
unanswered
ques7ons
in
the
CSBR
forums!

8. BURBERRY
CHINA
SOCIAL
BRANDING
REPORT
谢谢
CONTACT
US
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1035
Changle
Road;
Shanghai
200031
Office:
86.21.5302.8238
x8008
Email:
info@resonancechina.com
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