Social Media: Chinese Love To Engage

 
My colleagues in OgilvyOne China recently released OgilvyOne Connected, a report that may surprise those not aware of the incredible levels of engagement within China’s Social Media.

The intention was to look at how Chinese consumers use Social Media to interact, both with each other and with brands.

The report assigns percentages to the different ways in which consumers in China interact online.

OgilvyOne’s research found a large number of Chinese social media users are Initiators, with 26% of all Chinese social media users regularly starting conversations, creating content and publishing their opinions online. These users are also a common starting point for new ideas, services and products.

A further 29% of Chinese social media users are “Commenters” — people who may not initiate, but who do react and comment on other people’s views. They are also the “accelerators” of new ideas, giving them momentum and wider acceptance.

The largest group, comprising 45% of social media users, are “Gawkers” — those who quietly browse, observe and look for entertaining ideas and brands that are already popular.

These findings of high engagement in China mirror Forrester Research’s Social Media Technographics from several years ago that found 13% Creators and 19% Critics within Social Media in the US, compared with 40% Creators and 44% Critics in China. (Forrester’s Creators and Critics map roughly to OgilvyOne’s Initiators and Commenters).

OgilvyOne’s Research methodology: From February to April 2010, China Polling administered online, self-completed questionnaires to Chinese social media website across 71 sites in different categories. Over 5,000 people completed the survey, of which, 1,519 were qualified samples (anyone who used social media sites the day before and those who completed the questionnaire in its entirety). Panelists were also drawn from random samplings on 12 major social media websites such as Kaixin, RenRen and others via advertising and from China Polling‟s national panel of 400,000+ participants.

h/t to my colleague at Ogilvy, Jeremy Webb who wrote about this first on our Ogilvy team blog, Asia Digital Map.

OgilvyOne Connected (Original Report)

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Technorati Tags: China, Frands, Jeremy Webb, Ogilvy, OgilvyOne, social media

How To: Use Foursquare for Business

Here are the slides from the latest presentation by our team at Ogilvy, presented as part of the series done with The Wall Street Journal and GoToWebinar on Social Media for Business.

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Technorati Tags: asia, Foursquare, Ogilvy, social media

Andrea Fenn

Andrea Fenn joined Ogilvy DI in April 2010.

Andrea is a trained journalist and a China expert: as a freelance journalist, he has written for CNN and China Daily in Hong Kong, been a photojournalist during the 2008 Beijing Olympics and published a research about the Chinese immigrant community in Italy.

As a researcher of Chinese Studies at Leiden University, he has researched Chinese politics and economics, politics in Taiwan and Chinese social media. His graduate paper focused on Chinese social media and their impact on political change in China.

Andrea is fluent in Italian, English and Mandarin Chinese, and writes in any of these languages on online media about China, Chinese media and lifestyle in China and Hong Kong. His articles can be found on chinadaily.com.cn and on andreafenn.com

He holds a cum laude Bachelor’s degree in International Relations from Vienna University, a cum laude Master’s degree in Chinese Studies from Leiden University, and a first-class Master of Journalism at the University of Hong Kong.

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Koby Geddes

Koby is a member of Ogilvy’s 360 Digital Influence team in Sydney.
Communication in the digital realm has always been an avid interest of Koby’s. A working musician for years, he leveraged the (at the time) sizeable clout of MySpace to successfully market the group directly to potential fans. This led to a groundswell of support online which helped the band win the Triple J Unearthed competition in 2006.
Aside from music, 18 months working at OMD helped him cut his teeth in the media industry, buying print ad space for a busy telecommunications client.

Realising that print media buying was not where his passion lay, the call of digital became too overpowering and he pounced on an opportunity to interview for the digital analyst position within 360 DI.

Since his successful placement in the team, Koby has worked across the FMCG, technology and consumer sectors on clients such as IBM, The Department of Climate Change, VB, Tourism Australia and Ford.

Koby currently maintains his own blog and recently was selected as a contributor to the Australian music website FasterLouder.com.au as a feature writer, reviewer and interviewer.

When not engaged online he can be spotted air drumming at his desk to metal bands and heard in most locations speaking too loudly over his headphones.

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Lucie Snape

Lucie is a Digital Strategist in Ogilvy’s 360 Digital Influence team in Sydney.

Lucie joined the Ogilvy team in May 2010 from Euro RSCG. With a Communications and Public Relations Degree she has extensive experience across publishers and agencies as well as in – house.

Lucie has always been interested in Digital Media and worked for a number of years with Fairfax Media to grow market share for their digital properties.

As social media hype gained momentum so too did her passion for collaboration between people, brand and social media marketing.

Lucie strongly believes that social networks have been in existence since time began but the emergence of technology has made them much more accessible, powerful and tangible for both individuals and brands.

Lucie has a particular interest in organic growth of online communities – identifying brand advocates, uncovering emerging trends and insights and then using these as the basis of a robust and integrated social media strategy.

Since starting at Ogilvy Lucie has worked across the Technology, Consumer, B2B and B2C sectors for clients including Jetstar, Ford, Finsia, IBM and Telstra.

She is committed to delivering the best possible results through integrated and engaging social strategies as part of the overall communications goal.

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Michael Darragh

Michael Darragh leads Ogilvy PR Worldwide’s 360° Digital Influence practice in China. He has 12 years’ digital communications experience in Asia, Australia and Europe.

Since joining Ogilvy PR/Shanghai in 2006 the company has twice been awarded Best Use of Digital at the PR Week Asia Awards for SCMP.com (2007) and Pond’s (2009) and was recently nominated for an Asian Marketing Effectiveness award, also for Pond’s . In 2008 he was awarded a Highly Commended for Public Relations in WPP’s coveted Atticus Awards.

At Ogilvy PR/Shanghai his team has worked with adidas, the Australian Government, Goodyear, Intel, Johnnie Walker, Louis Vuitton, Pfizer, Presence Switzerland, ProChile, State Grid, Unilever and Vans.

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Xie Qing

Xie Qing brings a wealth of knowledge and experience from the People’s Republic of China to Ogilvy, including over 5 years of experience in broadcast, print and digital media.
Xie Qing currently writes a regular column in the Financial Times and covered economic trends in the mainland with the New York Times Shanghai bureau.
She is also active in event organization and issues management, overseeing visits to China by foreign dignitaries and promoting products and services in both traditional and digital formats.
Xie Qing is a regular contributor to a popular Chinese blog with translations and unique material showcasing China’s growing role in the world.
She is very active tracking internet trends, start-ups, bulletin boards and blogs and identifying marketing opportunities.

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Niki Torres

Niki is an Account Executive for the Consumer & Social Marketing practice with a focus on 360°Digital Influence.

She primarily works with consumer brands that want to engage the digital market using various online platforms such as social media. Her expertise lies in execution, engaging influencers and managing online communities.

Her consumer clients include Chevron, Listerine, PSB Academy, and the Singapore 2010 Youth Olympic Games. She has also contributed to various Digital Influence projects with Dove, Abbott, Lux, Kotex, Fox Mobile, and WWF-Singapore.

Before Ogilvy, she worked in publishing for Asian Geographic and as a contributing writer for Entrepreneur (Philippines). She also served an internship with McCann as a copywriter, working with various brands that include Johnson & Johnson, Global Brands, Jollibee, Unilever, and Coca-Cola.

Niki graduated with a BA in Communications from the Ateneo de Manila University, focusing on public relations and advertising. Her research thesis showing the domestication of technology by Filipino youth received recognition.

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Allanjit Singh

Allanjit joins Ogilvy PR’s 360°Digital Influence team with over 7 years of experience in the technology space both as a research analyst and communications consultant. This new role will see him developing word-of-mouth programs and driving social media initiatives across existing and new Ogilvy clients.

Prior to joining Ogilvy, Allanjit was Account Manager at LEWIS Global Public Relations where he represented a wide array of technology companies in various fields. He conceptualized and executed communications and PR strategies as well as developed domain content on behalf of key executives. Allanjit also played a pivotal role in getting clients to launch tactical social media programs in lieu of a full blown strategy.

Having worked as a research analyst in the UAE, Malaysia, Indonesia and Singapore, Allanjit developed a keen understanding of cross-cultural competitive environments across several industries. He began his career working for innovative start-ups such as INSEAD InnovAsia and Strategic Intelligence Research, writing on new technologies, protocols and adoption challenges as well as growth potentials across developing Asian markets. Articles he penned on the above topics have been distributed at conferences and published on the Tornado Insider and Red Herring websites amongst others. Allanjit holds a Bachelor’s degree in Business Studies with a major in Marketing from the Nanyang Technological University in Singapore.

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Shalu Wasu

Shalu Wasu was the co-founder of Tickled Media private limited-an online media company involved in nurturing and growing large communities of people around proprietary content and the founder of Life Ahoy private limited-a Singapore based training company.
An MBA from Indian Institute of Management, Ahmedabad (1999), Shalu has spent 11 years in the corporate fast lane across 6 countries, 5 industries and 3 multinational companies.
Shalu became the youngest ever regional head at NIIT in 2003 (at age 26) heading a team of 150 and also the youngest ever Country Manager at Polaroid in 2005 (at age 28) heading operations for ASEAN and India.

Marketing campaigns conceptualized and executed by him grew into wide-spread social phenomena attracting participation by Prime Ministers of India and Sri Lanka, several union ministers and chief ministers apart from corporate heads, celebrities and millions of people from different walks of life, generating unparalleled publicity for the company.
Shalu also ran successful joint promotional campaigns with some of the biggest brands in the world including Microsoft, Coca Cola, Reebok, Intel and Samsung. One of the sales promotion campaigns also won the best promotion award at the India Promo Power Awards(2002-2003), competing against 450 other entries.

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Brian Giesen

Brian is an award-winning, founding member of Ogilvy’s 360 Degree Digital Influence group and passionate word of mouth marketing practitioner. Brian’s main blog is http://www.asiadigitalmap.com.

Since receiving the blessing of the Australian Department of Immigration & Citizenship to enter the country, Brian has developed and lead the 360° Digital Influence team at Ogilvy Public Relations Worldwide/Sydney.

Brian’s team of Digital Influence Strategists use the power of personal media, technology, and public relations to create comprehensive digital and word of mouth strategies for clients – including IBM, Fosters, Microsoft, Tourism Australia, Engineers Australia, TED Prize, Lance Armstrong Foundation , Sanofi-Aventis, and more. Brian speaks regularly on the state of social media in Australia and Asia Pacific, and has appeared at AdTech 2010, AdKnowledge, Frocomm, Web 3.0 Summit, the Public Relations Institute of Australia (PRIA), Future of Influence, andothers. In addition, Brian has conducted Webinars as part of an “Executive’s Guide to Social Media” partnership with the Wall Street Journal Asia which routinely receive more than 2,000 attendees each.

Brian’s previous roles at Ogilvy PR give him unusually strong perspective of the total digital landscape. As interactive marketing manager, Brian developed a deep expertise and passion in search marketing, interactive advertising, email marketing and digital PR programmes.

Prior to joining Ogilvy PR, Brian was a legislative aide for U.S. Representative Jay W. Johnson where he advised on issues of technology, education and telecommunications.

Brian holds a B.A. in Political Science from the University of Wisconsin – Madison.

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Dan Bleakman

Dan joined Howorth Communications in November 2007 as an account director working across a range of ICT and consumer tech clients.
Prior to this, Dan was an account director at Bite Communications in London, where he worked for almost six years.

Dan specialises in running enterprise software and hardware PR accounts, which in the past have included companies of the likes of Sage, Fujitsu, Oracle, Siebel Systems, Symantec and Samsung Corporate Division. However he has crossed the dark side on quite a few occasions and worked on consumer brands such as Toshiba and Xbox to name a few. Dan’s aims to drive industry-leading campaigns that go above and beyond the realms of pure print media coverage, and address the growing online media space.

As an account handler, Dan aims to convince his clients that online media is playing a much bigger role in the audiences they wish to target. To date he has successfully convinced the likes of Premier Global Services and Toshiba to start investing in Listening Programmes in Australia, Asia and Europe, and look beyond pure print media.

Dan graduated with an upper second class BA joint honours degree in management and media from the University of Leeds in England.

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