Digital consumer 数字消费者
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The document discusses the changing digital media landscape in China. It notes that while internet penetration is currently only 32% in China, representing a huge potential market opportunity, internet users can be divided into mobile-only, fixed, and dual users. Most Chinese internet users are relatively new, with two-thirds having been online for three years or less. Rural internet penetration remains low compared to urban areas. The document also explores trends around Chinese digital consumers preferring genuine issues and people over celebrities, the growing role of virtual goods and currency online, and the rise of online shopping and group buying.
![信息消费与通信趋于成熟，而产品消费刚刚起步
Information Consumption and Communication Mature, Product
Consumption Just Starting
[Unit: %] 互联网应用 Internet Usage
100
Digital Entertainment
82.5 Traditional Internet Applications
76.3 78.5
80 72.4
70.5 Internet Media
63.2 E-Business
60 56.5 55.1
50.1
40 31.5 33.8
30.5
20 15.0
8.6
0
搜
支
股
旅
博
购
新
音
论
邮
社
游
即
视
索
交
票
客
戏
件
乐
坛
闻
付
时
物
游
频
Bo
通
网
M Vi G Se Em Ne Bl Sh Pa St Tr
us am og ar
信
络
de ar ai ws op ym oc av
i c o e IM ch l /S SN ds pi k/ el
En pa /B ng en Fu
ce S BS t
gi nd
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数据来源: 26th CNNIC中国互联网研究报告
20
Source: 26th CNNIC China Internet Study Report
Copyright © 2010 The Nielsen Company. Confidential and proprietary.](https://image.slidesharecdn.com/digitalconsumer-101216223221-phpapp02/85/Digital-consumer-20-320.jpg)
Digital consumer 数字消费者
- 1. 数字世界 The Digital World Steve Hasker 媒体研究 总裁 President, Media Products The Nielsen Company Title of Presentation
- 2. 数字世界引领着媒体市场前所未有的变化 The Digital World is Driving Unprecedented Shifts in Media 1. 逐渐碎片化的 消费者行为 Consumer behavior fragmenting 2. 新兴平台的涌现 Unprecedented 3. 持续的内容变化 New platforms Content changing emerging shifts in media forever 4. 商业模式和 广告形式的转移 Business models and ad formats shifting 2 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 3. 1. 逐渐碎片化的消费者行为 Consumer Behavior is Fragmenting 他们使用什么、何时以及如 不同媒体的花费时间Time across media 何消费媒体？ What, when, and how 美国人每天平均花费分钟 they consume Average minutes per day in the US * * 每位iPhone用户拥有 * 手机 * * * * 37个应用程序 新兴媒体 游戏 * * 37 apps Emerging * 网络 * per iPhone user 书籍 * 其他 * 在全球领域… 音乐 * 70% 观看网络视频 传统媒体 11% 观看手机视频 平面媒体 Globally… Traditional 70% watch online video 11% watch mobile video 广播 * 超过60%电视观众 收看时同时进行 其他活动 * 60%+ TV 电视 viewers multitask * * * 3 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
- 4. 2. 崭新平台正以前所未有的速度急速发展 New Platforms Are Emerging Faster Than Ever Before 触达全球5亿用户所需年份 Years to reach 1925 1950 1970 2000 2005 06 07 08 09 2010 500M global users OTA Cable Satellite Digital cable, IPTV, OTT 电视 DVR, VOD TV * 网络 Short clips Streaming vid, User-generated Social, lifecast Online * 手机 Mobile video Smartphones, media apps 2x Mobile phones 4 可携式媒体 Portable media players Tablets Portable media 10x 4 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 5. 3. 社交网络与用户制作视频彻底改变了内容的普及程度 Availability of Content is Forever Changed by Social Networks and User Generated Video 参与制作內容的网民百分比 % of Internet users that have created content 社交轮廓 上传照片 上传视频 撰写博客 • 在2010年10月，占据了整体 Social profile Uploaded Uploaded Written 视频流的55%；其中，70%的 photos videos blog 内容来自美国以外的市场 Accounted for 55% of total streams Oct ’10, 70% of which were from outside U.S. * * * * • 过去60天上传的视频数量比 过去30年美国三大电视网络 制作的视频节目还要多 More video uploads in 60 days than all 3 major US networks created in 30 years! * * * * • 每周有35亿的內容在 * * * facebook上与他人分享 • 3.5 billion pieces of content are shared every week 数据来源：Nielsen VideoCensus 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 6. 4. 结果：商业模式和广告形式起了根本性的变化 Result: Fundamental Shifts in Business Models and Advertising Formats 美国市场DVD销售额 US DVD Sales 全球广告花费转移 实际销量（百万） Physical unit sales (mn) Shifts in global ad spend 995 $4380亿美元 $*B $4230亿美元 $*B 892 808 19% 网络与手机 * * 户外广告 * 销售额 目录广告 sales * * * * 广播 * 杂志 * 数字内容订购量（百万） digital subscriptions (mn) 61% 报纸 * * * 13% DVD租量 6 * DVD rental 6 7 电视 * * 视频流 9 254% +DVD 6 3 Stream * * + DVD * * * 6 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 7. 7 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 8. 中国的数字消费者 The Chinese Digital Consumer 费乐山 Shan Phillips The Nielsen Company 8 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
- 9. 她为什么拥有那么多面条？ Why Does She Have So Many Noodles? 9 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 10. 中国只有百分之三十二的人使用互联网 Internet Only Reaches 32% of China’s Citizens 非互联网用户 Non-users: 901M 互联网用户 Internet Users: 420M 一个方格=1000万人 1 square = 10 million People 数据来源: 26th CNNIC中国互联网研究报告 10 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 11. 大量的非互联网用户说明市场潜力巨大 Non Users Represent a Huge Opportunity 非互联网用户 Non-users: 901M 互联网用户 Internet Users: 420M 一个方格=1000万人 1 square = 10 million People 数据来源: 26th CNNIC中国互联网研究报告 11 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 12. 中国的互联网用户可分为三类 China’s Internet Users Can Be Divided Into Thee Groups 非互联网用户 Non-users: 901M 移动互联网用户 Mobile Internet: 49M 固定互联网用户 Fixed Internet 143M 固定与移动互联网用户 Fixed and Mobile Internet: 228M 一个方格=1000万人 1 square = 10 million People 数据来源: 26th CNNIC中国互联网研究报告 12 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 13. 中国有4900万“仅用移动互联网”用户 China has 49 Million “Mobile Only” Users 非互联网用户 Non-users: 901M 移动互联网用户 Mobile Internet: 49M 固定互联网用户 Fixed Internet 143M 固定与移动互联网用户 Fixed and Mobile Internet: 228M 一个方格=1000万人 1 square = 10 million People 数据来源: 26th CNNIC中国互联网研究报告 13 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 14. 两亿七千多万移动互联网用户 277 Million Users of the Mobile Internet 非互联网用户 Non-users: 901M 移动互联网用户 Mobile Internet: 49M 固定互联网用户 Fixed Internet 143M 固定与移动互联网用户 Fixed and Mobile Internet: 228M 一个方格=1000万人 1 square = 10 million People 数据来源: 26th CNNIC中国互联网研究报告 14 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 15. 中国的四亿两千万互联网用户是谁，他们在网上做什么？ Who Are the 420 Million Netizens and What Do They Do on the Net? 非互联网用户 Non-users: 901M 移动互联网用户 Mobile Internet: 49M 固定互联网用户 Fixed Internet 143M 固定与移动互联网用户 Fixed and Mobile Internet: 228M 一个方格=1000万人 1 square = 10 million People 数据来源: 26th CNNIC中国互联网研究报告 15 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 16. 中国的互联网用户日益年长 China’ Internet Users Are Getting Older 互联网用户的平均年龄在提高——现在41% 的互联网用户超 过30岁。 Average age of Internet Users going up- now 41% are over 30 years of age. 数据来源: 26th CNNIC中国互联网研究报告 16 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 17. 用户上网时间越来越长 People are Spending More Time On The Internet 平均每个互联网用户每周花费近20个小时上网。 Average Internet user spends almost 20 hours on line a week 数据来源: 26th CNNIC中国互联网研究报告 17 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 18. 大多数的中国用户网龄并不长 Most Chinese are Just Discovering the Internet 大约2/3的中国网民网龄低于3年，而有一半的网民网龄低于 2年。 About two-thirds of Chinese have been online for three years or less, and half for less than two 数据来源: 26th CNNIC中国互联网研究报告 18 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 19. 农村互联网渗透率仍较低 Rural Internet Penetration is Low 大约一半的中国城镇人口使用互联网，1/7的农村人口使用 互联网。 About half of China’s urban population uses the internet, one in every seven rural residents uses the internet. 数据来源: 26th CNNIC中国互联网研究报告 19 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 20. 信息消费与通信趋于成熟，而产品消费刚刚起步 Information Consumption and Communication Mature, Product Consumption Just Starting [Unit: %] 互联网应用 Internet Usage 100 Digital Entertainment 82.5 Traditional Internet Applications 76.3 78.5 80 72.4 70.5 Internet Media 63.2 E-Business 60 56.5 55.1 50.1 40 31.5 33.8 30.5 20 15.0 8.6 0 搜 支 股 旅 博 购 新 音 论 邮 社 游 即 视 索 交 票 客 戏 件 乐 坛 闻 付 时 物 游 频 Bo 通 网 M Vi G Se Em Ne Bl Sh Pa St Tr us am og ar 信 络 de ar ai ws op ym oc av i c o e IM ch l /S SN ds pi k/ el En pa /B ng en Fu ce S BS t gi nd ne s 数据来源: 26th CNNIC中国互联网研究报告 20 Source: 26th CNNIC China Internet Study Report Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 21. 三大主流消费趋势 Exploring Three Major Consumption Trends • 对真人真事的关注超过名人 Preferring genuine issues and people to celebrities • 虚拟货币和虚拟商品成为网络体验的一部分 Virtual Currency and Goods a Key Part of the Online Experience • 网购和团购威力正现 On line shopping and group buying are gaining power 21 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 22. 中国数字媒体消费者对真人真事的关注超过名人 China’s Digital Consumers Prefer Genuine Issues and People to Celebrities Li Yuchun (李宇春) won the 2005 nationwide singing contest “Super Girl” in 2005. It popularized Mobile SMS based fan voting and created a heated debate around what was a Chinese Women 22 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 23. 中国数字媒体消费者对真人真事的关注超过名人 China’s Digital Consumers Prefer Genuine Issues and People to Celebrities Xi Li Ge (犀利哥), which roughly means “brother sharp” is a Homeless Man with Good Fashion Sense became an internet sensation- dubbed the “prince of beggars”- China’s Human Meat Search Engine (人肉搜索) validated he was a real person, not a creation of the digital world 23 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 24. 中国数字媒体消费者对真人真事的关注超过名人 China’s Digital Consumers Prefer Genuine Issues and People to Celebrities Yao Chen (姚晨), is the Microbloger in China with the most fans (粉丝)- More than 4 million- she is not considered a great beauty but rather an honest person who shares her life openly on her blog 24 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 25. 中国数字媒体消费者对真人真事的关注超过名人 China’s Digital Consumers Prefer Genuine Issues and People to Celebrities Ma Nuo (马诺) , a model from Beijing, became the center of controversy recently when she appeared on the popular dating program "If You're the One" on Jiangsu Satellite TV. When Ma was asked by a male contestant if she would go for a ride on his bicycle she responded “"I'd rather cry in a BMW than laugh on the backseat of a bicycle" Netezens dubbed her “Gold Digging Girl (拜金女) 25 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 26. 虚拟货币和虚拟商品成为网络体验的重要部分 Virtual Currency and Goods a Key Part of the Online Experience • 许多中国网民相比装饰自己的房间更喜欢装 饰自己的虚拟房间 Many of China’s Internet Users prefer decorating their virtual rooms to decorating a physical room • 大约80% 的腾讯收入来自于互联网增值服务 ，不到7%来自广告Almost 80% of Tencent’s Revenues come from “Internet Value Added Services”- less than 7% from Advertising • 中国的监管当局“关注”虚拟货币的发展 Virtual Currency is a Concern for China’s Regulators 26 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 27. 网购和团购市场巨大而且发展迅猛 On Line Shopping And Group Buying Are Large and Getting Bigger • 中国网购市场规模达到390亿美元，成为世界第二大网 购市场，紧随美国1560亿美元之后 On Line Shopping in China is worth $39 billion. That makes it the world’s second-biggest, after the U.S. ($156 billion). • 并且，网购可以越来越大——只有1/3的中国网民在线 购物，而美国则有2/3网民在线购物And it could get much, much bigger — only a third of China’s internet users currently shop online, compared with two-thirds in the U.S. • 甚至在那些迄今为止从不用网购的人中，他们仍在作出 购买决策前在网络上搜索信息 Even among the majority who have so far spurned e-commerce, their use of the internet to research purchasing decisions is nonetheless extensive. 数据来源:/Source: McKinsey Insights China, Nielsen Analysis 27 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Source: Frost & Sullivan April 2010
- 28. 网购和团购市场巨大而且发展迅猛 On Line Shopping And Group Buying Are Large and Getting Bigger • 团购在中国迅猛增长，有大约200家”GroupOn”的克隆网站 Group buying now emerging with almost 200 “GroupOn” clones • 中国早就有团购 Group buying pre- dates the GroupOn craze 数据来源:/Source: McKinsey Insights China, Nielsen Analysis 28 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Source: Frost & Sullivan April 2010
- 29. 互联网营销制胜之道 Winning the Digital Consumer • 了解互联网上的热门话题 Understand the key issues driving online sentiment • 在互联网上创建“真实的”消费者互动 Create an “authentic” online interaction with consumers • 鼓励消费者讲出亲身经历的故事 Look for ways to let consumers tell your story for you • 使虚拟产品或虚拟货币成为互联网营销的一部分 Integrate virtual goods and currency into your online marketing • 了解您的产品品类的网络销售动态，并制定合适的产品网络销售策略 Understand online buying for your products and have an online sales strategy 29 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 30. 30 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 31. 数字电视的震撼力 The Power of Digital Television 马正德 Jed Meyer 尼尔森大中华区媒体研究董事长 Managing Director, Media Services Nielsen Greater China 31 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
- 32. 32 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 33. 33 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 34. 34 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 35. 数字化改变了一切 Digital is changing everything 35 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 36. 中国正转向数字化 China’s moving to digital 地方化 国家联播网 Decentralized National Network 模拟 数字 Analog Digital 播送 互动 Broadcasting Interactive 观看电视 使用电视 Watching TV Using TV 36 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 37. 这正是为什么我们创立了尼尔森网联 That’s why we created Nielsen CCData 全球营销研究业界领 导者 Global leader in Research industry 媒体研究的本地专家 Local specialist in media study 37 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 38. 尼尔森网联：中国数字电视市场的先锋 Nielsen CCData: Pioneer in China’s DTV market 38 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 39. 全方位的测量服务 Holistic Measurement Services 用户如何观看电视？ How do users watch TV? 使用者如何使用 新服务？How do users use 定性测量 new services? “Qualitative measurement” 39 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 40. 创新的受众测评 Innovative Audience Measurement 更具粒度 的分析 40 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 41. 综合的测量方案 Comprehensive Toolbox 单向有线电视网 1-way cable TV network 双向有线电视网 2-way cable TV network 其他复杂的 有线电视网 Other complex cable TV network 41 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 42. 尖端的技术方案 Cutting Edge Technology 42 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 43. 了解用户的收看、态度与习惯 Understand User’s Tuning, Attitudes and Habits 测量 受众轮廓 Measure Audience Profile 态度 Attitudes 43 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 44. 增值业务普查测量 Census Level Measurement of Value Added Services 44 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 45. 媒体主与内容提供商 Media Owners Content Providers 有线电视运营商 Cable 广告代理商 Operators Advertisers Agencies 45 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 46. 华数个案研究 Wasu Case Study 如何为我的广 我的ARPU为 告定价？该怎 何？可以增长 么销售呢？ 吗？怎么做 商业议题 How to set the 呢？ Business Questions pricing for my What’s my advertising ARPU? Can it and how to be increased sell it? & how? 运营支撑 广告销售支持 Operation issues Advertising support sales support 46 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 47. 杭州文广集团个案研究 Hangzhou Media Group Case Study 有多少人观看 观众是谁？他 我的节目？ 们喜欢我的节 How many 商业议题 目吗？ people have Business Questions Who are they watched my & do they programs? enjoy the programs ? 调查支持受众的结构以及 庞大的样本 他们对节目的态度 收视数据支持 Survey support Massive sample structure of audience and tuning data support their attitude to programs 47 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 48. 肯德基个案研究 Yum! Case Study 观看过我的电视 我在数字电视 广告的观众能记 播的广告GRP 住的层次以及反 是多少？ 应如何？ What’s the 商业议题 What’s the Business Questions recall level & GRP of my campaign on action of audience from DTV? my TVC? 调查支持进行广告活动 广告数据支持 Survey support Ad data Conduct Ad campaign support 48 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 49. 尼尔森协助您驾驭并且制胜 于中国的数字时代 Nielsen helps you navigate and win in China’s Digital era 数字化步伐 Pace of Digitalization 49 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 50. 50 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 51. 51 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 52. 我们都生活在公众当中： 社交媒体、消费者与广告主 We Live In Public: Social Media, the Consumer, and the Advertiser Jesse Goranson The Nielsen Company 52 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
- 53. 社交网络的普及化标志着在全球范围的行为变化 Social Networking Represents a Global Change in Behavior 86% 0.1% 79% 76% 77% 77% 76% Sep‐10 2.2% 75% 74% 2.2% 0.0% 2.6% 1.7% 0.1% 72% Sep‐09 4.6% 1.9% 63% 2.4% 58% 2.7% 85.9% 73.4% 77.1% 76.7% 74.1% 74.6% 74.4% 70.1% 70.0% 60.3% 55.7% 活跃网民登录会员社区的百分比 % Active Online Audience that visits a Member Community 全球平均 巴西 西班牙 意大利 美国 US 日本 法国 英国 澳大利亚 德过 瑞士 Global Brazil* Spain Italy Japan** France UK Australia Germany* Swizerland* ** Japan data is from August 2010 as September 2010 was not yet available 53 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 54. 社交媒体正改变着我们如何使用手机 Social is Changing How We Use Mobile Phones 308% 2008年8月至2010年8月美国全国使用手机访问各类上网服务人数增长率 Mobile Internet Audience Growth by Service Type, US: 2008- 2010 August 2008 – August 2010, National 200% 144% 122% 119% 118% 114% 114% 105% 103% 102% 102% 99% 98% 社交网络 搜索 购物 银行服务 餐饮 娱乐 视频 健康 音音乐 新闻 旅游 游戏 门户网站 电子邮件 Social Searching Shopping Banking Dining Entertainment Videos Health Music News Travel Games Portals E-Mail Networking 54 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 55. . . . 社交媒体也将改变我们如何观看电视 …And Social Will Change How We Watch TV 同时使用电脑电视的百分比 同时使用电脑电视的份额 Percentage of Simultaneous Share of Simultaneous PC TV Usage PC TV Usage 4.1%的电视花费时间（分钟） 4.1% of TV minutes • 每周至少使用一次 At least once a week: • 25%的体育类节目 25% of sports programs • 20%的新闻类节目 20% of news programs Source: Nielsen Cross-Platform Panel- Single Source Base: Homes with Internet Access 55 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 56. Facebook案例分析：“社交图" Facebook Case Study: “The Social Graph" 56 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 57. Facebook案例分析：“产品策略" Facebook Case Study: Product Strategy 1 2 3 社交图 讨论流 平台 The Graph The Stream Platform 57 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 58. Facebook案例分析：“广告创新" Facebook Case Study: Ad Innovations 58 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 59. Facebook案例分析：“广告创新" Facebook Case Study: Ad Innovations Meg Griffing Sloan, Ryan Ali与他们 的6位朋友是美国维珍航空的粉丝 59 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 60. 社交媒体对广告主产生什么启发作用？ What Does Social Mean for Advertisers? 上网分享正面的产品使用经验的可能性 Likeliness of sharing a positive product experience online 消费者乐于倡议，也同样愿意进行批评。三分之二的消费者认同正面经验的分享 Consumers are willing advocates - as well as critics. Two thirds of consumers believe in sharing positive experiences 60 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 61. 在社交媒体上致胜的关键之处 Winning in Social Media 制定您的策略：保持积极主动性 Design your strategy: be proactive 注重沟通平台、信息和资源 Platforms, messages, resources 但牢记：这是彼此的对话 But remember, it’s a conversation 聆听并回应，要具有创意 Listen and respond, be creative 真实性：避免防御性 Authenticity: don’t be defensive 注重需要传达的信息与媒介的合适配合 Strive to make the message match the medium 与其推销产品，不如让受众参与社区服务工作、开发新功能等 Rather than advertising products, engage the audience in community service efforts, new feature development, etc. 61 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 62. 62 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 63. 社交媒体在中国的发展趋势 Social Media Trends in China 李 昕 Steven Li 尼尔森在线研究总经理 Managing Director, on-line research The Nielsen Company, China 63 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
- 64. 最受网民喜爱的互联网应用 Most Favored Internet Applications 快速发展的社交网络媒体 Fastest Growing Social Media Category 400 分类流量 --2010 周平均 Category Traffic- 2010 Weekly Average 300 独立访问者(百万) Unique Browser (Million) 200 100 0 站 站 站 站 件 站 站 站 站 站 站 站 站 站 站 站 网 网 网 网 邮 网 网 网 网 网 网 网 网 网 网 网 乐 频 技 戏 子 经 育 车 产 游 户 务 区 尚 户 录 娱 视 科 游 电 财 体 汽 房 旅 门 商 社 时 门 目 合 子 及 及 合 类 综 电 人 活 综 分 个 生 域 和 区 索 搜 数据来源: 尼尔森华瑞网标 64 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 65. 中国的社交媒体发展现状 China’s Social Media Landscape 65 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 66. 中国社交媒体的发展趋势 China Social Media Trends of Interest • 本土公司主导市场 Again, the local players are dominating the market • 盈利模式相对滞后 The market is still under-monetized… • BBS很受欢迎，集中了80%以上的内容 BBS is the most popular social behavior, over 80% of social media content are in BBS • 新用户喜欢游戏，老用户喜欢读帖、转帖 Games are main traffic driver among beginners, while posts forwarding/reading is more popular among experienced • 草根英雄更吸引眼球 “Grass roots” celebrity tracking dominates online conversations in China. • 中国网民更喜欢分享负面评论 Most likely sharing negative reviews than positive 66 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 67. 利用社交媒体行销的窍门 Tips for Effective Brand Marketing on Social Media 用户体验很重要，鼓励你的用户参与其中… User Experience Comes First… Brand/product survey increases social media interaction and consistently performs above ROI expectations Virtual product placement within SNS games boosts awareness and reach. It Advertisers buys virtual currency is becoming one of the most profitable 80% of people on Chinese SNS inputs their real implement promotion. Creating to methods of revenue for SNS. profile when giving comments. This virtual user loyalty programs name and makes SNS the most trusted source for consumers. E-Commerce + SNS platform generates direct sales from SNS Social media games is becoming a quick platform stimulus method to boost interaction and new members. 67 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 68. 利用社交媒体行销的窍门 Tips for Effective Brand Marketing on Social Media 用他们的语言来沟通，利用他们的名人做推广 Be Relevant – Speak Their Language, Leverage Their Celebrities… “Grass Roots” catch 中文 原意 在社交媒体中的意思Social words In Chinese Original Meaning media Meaning 小黑 Little black ThinkPad Notebook 网络用语 烤土豆 Toasted potato Intel Duo Core II chip Social Media Celebrities vs. Real World Celebrities 80.00% 57.88% 草根名人的影响力超过了 60.00% 现实生活中的名人 40.00% 22.33% 13.31% 20.00% 3.24% 3.24% 0.00% Grass roots celebrities outperform real life celebrity Han Han Zhang Ziyi Brother YaoMing Yuan in popularity… Sharp Tengfei 68 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 69. 利用社交媒体行销的窍门 Tips for Effective Brand Marketing on Social Media 一切始于聆听… Starts with listening… 听什么？怎么听？在哪儿听？ How do you listen today? What method of Listening？ What are the most valuable information to listen? Open Communication Survey Brand Image Customer Experience Focus Groups Product Launch Improvement Areas Online BBS, Blogs, SNS, Microblog… 69 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 70. 70 Copyright © 2010 The Nielsen Company. Confidential and proprietary.