How To Measure Your Social Media Efforts In China: Which Stage Are You At?

Are marketers in China measuring social media properly? Our data says NO. Marketers, if you are wondering at which stage you are for social media measurement and how you should improve it, the report “Social Media Measurement In China” is right for you.

In the report, we surveyed interactive marketers in China and found that most marketers are still at the early stage of social media measurement.

  • Social measurement is not new but very challenging. Nearly every social marketer we surveyed is measuring their social efforts. However, most consider effective measurement to be their top challenge in social marketing.
  • Marketers are measuring the wrong things. Most marketers we surveyed in China say increasing brand favorability is their primary social marketing objective, but most don’t conduct brand-impact surveys to measure it. Instead, the top three metrics that marketers use are number of fans/followers, number of comments, and number of shares.

We state in the report that marketers in China mature through three stages of social measurement:

  • Stage 1: Measure volume metrics, such as number of fans and number of shares.
  • Stage 2: Measure engagement, such as participation rate and fan activity.
  • Stage 3: Measure business success, such as brand awareness and sales contribution.
Read more

Effectively Harnessing Chinese Video Platforms For Marketing Success

If you still consider online video advertising merely as a complement to TV advertising in China, then you are wrong. My latest report “Marketers Embrace The Power Of Digital Video In China” tells you why.

In this report, based on the analysis of Chinese online consumers’ video consumption behavior and marketers’ spending intention, we conclude that online video is becoming mainstream to both Chinese consumers and marketers.

  • Consumers embrace online video and ad-supported entertainment. Forrester’s Technographics® data shows that 95% of metro Chinese online adults watch videos on a computer at least monthly, compared with 49% in the US. Also, 72% of metro Chinese online adults prefer advertising-supported free content over pay-per-view content.
  • Marketers are shifting ad budget from TV to online video in China. Unlike in the US and Europe where online video is taking budget from print or direct mail, marketers in China begin to shift ad budget from TV to online video.
Read more

Identify The Right Social Platform For Your Marketing Efforts In China

Greetings from Beijing! Allow me to introduce myself — my name is Xiaofeng Wang, and I’m a new analyst at Forrester, having just joined in November 2012. My coverage focuses on digital marketing, and, specifically, how marketers should harness the power of social media in China.

After working at Sina Weibo (a major Chinese social media platform) for around three years, I joined Forrester with a lot on my mind regarding social media in China. A highly fragmented platform landscape, the lightning-speed evolution of technology, and marketers’ struggle to identify the right platform to engage audiences effectively all weighed heavily as I set out to write my first report. I’m pleased to announce the outcome of my analysis, entitled “Winning Social Media Marketing In China,” is now live on our website. 

In the report, we divide the development of Chinese social media into three different dynasties: the Kaixin001/Renren dynasty, the Weibo dynasty, and the WeChat dynasty. Each social dynasty is defined by different features, which are the key reasons behind their adoption. For example, anonymity and casual connections contributed to the initial boom of Weibo, while WeChat is increasingly attracting privacy-conscious users. By tracing the rise and fall of a handful of social giants, the report helps marketers understand what features matter the most to Chinese consumers and the marketers who want to target and engage them.

Read more