Social Media Marketing (SM) News
Social Media Sheds Light on Shanghai World Expo2010 |
09 Feburary 2010 |
Here's the question: if a leading global research firm is to create an analytical report on China's reception of the Shanghai World Expo 2010, which of the following should be used?
- Online Survey
- Telephone Survey
- Social networking sites in the Chinese Internet
The answer is C. Indeed, Ogilvy Public Relations Worldwide has been using the data derived from social networking sites in China to construct a monthly report on people's comments on Shanghai World Expo 2010 since last December. The importance of social media data cannot be ignored as a lot about brand-building and more has been revealed in these reports. In the first issue, 128,854 Expo-related comments are taken from 13,994 blogs, bulletin boards, news and social networking sites. Topics range from tickets, sponsors, pavilions, countries to cities and many more. Global partners of Expo2010 like China Mobile, General Motors, Bank of Communications and State Grid enjoy extra publicity as their online presence accounts for almost 50% among all sponsors. On the other hand, non-sponsors take up more than 80% of the cluster of data, as shown in posts from Sina, Sohu and Neteases.
More interesting data involves the most discussed cities where Taipei overtook Hong Kong as the second most discussed city – an inevitable result after the announcement of pop singer Wang Leehom appointed to be goodwill ambassador. The ranking shows the very close relation between online and offline activities where everything in the offline world is readily responded by the online world.
Regarding the huge numbers of Chinese netizens involved in the report, it is sensible to predict that social media networking sites will become the strategically important hub for collecting customers' views and conducting marketing campaigns in the Chinese market.
The digital world is swift in amassing and spreading customer-related data in the most efficient way. It is happening in China, and many other parts of the world.
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