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Agenda
Connecting online – cultural aspect
China’s main professional networking sites
Users demographics
LinkedIn.com
Dajie.com
Tianji.com
Renhe.cn
Wealink.com
Ushi.com
• Business network is meant to be nurtured
and guarded, not shared with others
• Most valuable connections are the secret
ones
• Why would you trust someone you never
met?
• Proliferation of fake credentials
Chinese traditional perception of
networking
Could online guanxi really exist?
• Guanxi involves a higher degree of trust
that can’t be built purely online
• Online business networks will not replace
guanxi but may be able to augment it
• Guanxi is becoming less dominant for
younger generation of professionals – the
main marketplace for online business
networks
2014 iResearch
User Age Distribution
18-2420%
25-3433%
35-4425%
45-5414%
55-647%
65+1%
18-2422%
25-3038%
31-3522%
36-409%
41-507%
50+2%
China Business Networks
2013 LinkedIn
2014 iResearch
Gender Ratio
Male67%
Female33%
2013 LinkedIn
Male67%
Female33%
China business networks
2014 iResearch
China Business Social Networking
User Education Level
2%
9%
21%
57%
9%
2%
Education level
Below high school
High school diploma
Advanced diploma
Bachelor's degree
Master's degree
PhD
2014 iResearch
Top Regions of China Business
Social Networking Users
15%
11%
10%
8%
7%5%5%
5%
4%
4%
26%
Users’ geography
Guangdong
Beijing
Shandong
Jiangsu
Shanghai
Henan
Zhejiang
Hebei
Liaoning
Fujian
China’s Top Business Social Networking Websites
926
369
98 8426
0
100
200
300
400
500
600
700
800
900
1000
Dajie.com Wealink.com Renhe.cn Tianji.com Ushi.com
Nu
mb
er o
f d
aily
use
rs (
tho
usa
nd
)
Most active networks (daily users)
2014 iResearch
China’s Top Business Social Networking Websites
30,000,000
20,000,000
7,000,000 5,000,000
1,200,000
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Dajie.com Tianji.com Renhe.cn Wealink.com Ushi.com
Nu
mb
er o
f re
gist
ered
use
rs
Total number of registered users
Companies own numbers
Sites general profile
• Largest worldwide
• 6 million users in China
• Largest in China
• Lower level professionals
Dajie
• 2nd largest in China
• White collar
Tianji
• 3rd largest in China
• White collar & VIP
Renhe
• Very active
• Only for recruiting
Wealink
• Relatively small
• White collar
Ushi
Stats
Source: http://press.linkedin.com/about
• Officially launched on May 5, 2003
• Members in 200+ countries
• Available in 20 languages
• Most members are from N. America
• In Q3 2014, 75% of new members
were from outside the US
• 4+ million company pages
• 6+ million members in China
Stats
Trends
• 41% of people with 500+ connections (up from
30% in 2013)
• 16% are paid members (18% last year)
• 58% of members spend on site 2+ hours a week
(up from 48% last year)
• Favorite activity – group participation (42%)
• Favorite feature - individual status updates (39%)
• Company page usage jumped from 24% to 57%
• 70% of users give the site a 4 or 5 rating (out of
5), up 9% from users’ responses last year
Source: http://www.forbes.com/
Presence in China
• Currently, 6+ million
users in China
• Plans to eventually
reach140 million
• Members work in
80,000+ leading
companies, such as
Lenovo, Tencent etc.
• Struggles with
censorship issues
• Organizes campus job fairs
• Holds special events for graduates
• Blog focused company profiles
Activities
• Twitter-like feeds (140 characters)
• Professional profile (similar to LinkedIn)
• Q&A section
• Knowledge database
• Company reviews (from employee perspective)
• Interview experience
• Welfare/benefits discussions
• Salary reviews
Features
• Media and news on companies
• Employee search in specific companies
• Circles: companies and alumni
• Online skills tests and assessments
• Polls
• Recommended books section
• Ads: CPM and PPC based
• Mobile app
Features
Summary
Size
• Largest – 30 million users
Audience profile
• Mostly young with limited professional experience, job seekers
Marketing value
• Educational institutions, courses providers, companies that employ fresh graduates
Drawback
• Very few decision makers, limited value for B2B marketing
• 2nd largest (after Dajie) by total users (20 million)
• More business oriented
• Professional profile setup similar to LinkedIn
• Suggests connections based on similar
background, workplace, education
• Profile ratings based on connections
• Events section
Features
• News feed from followed companies
• Company search
• Company page
• Your connection to a specific company
• Career help section
• WeChat app
• Newsletter
• Ads: CPM based
• Mobile app
Features
Summary
Size
• 2nd largest – 20 million users
Audience profile
• More established professionals
Marketing value
• B2B companies, educational institutions, courses providers, companies that employ skilled professionals
Drawback
• No PPC based advertising, expensive CPM
Features
• 7 million registered members
• Twitter-like feeds (140 characters)
• Tweets can be synced with Weibo
• Can post videos and pictures
• Professional profile (similar to LinkedIn)
• Industry news in profile view
• Events section
Features
• Magazine style section (by interest)
• Prominent investment & finance section
• Job seeker section
• Companies directories
• Research on companies and management
• Premium account (upgrade) – access to
VIP circles
VIP membership
• Access to VIP circles
• Search priority
• More then 300
connections
• Mass invitations
• More features on
profile
• Access to quality
financial reports
• Invisible mode
• Etc…
Advertising
• Top banner – 30k RMB per month
• Emails – 1.5 RMB per mailing
• CPM – 2-5 RMB
• Self-service promotion –
10 RMB per month; free to VIP users
• On search page
• On discussion page
①
②
④, ⑤
Summary
Size
• 3rd largest – 7 million users
Audience profile
• Large proportion of white color professionals and executives, finance and investment sector
Marketing value
• B2B companies, investment and financial services, good for researching companies and executives
Drawback
• Substandard support, confusing structure, no PPC ads
Features
• 5 million registered users
• Active: ~370,000 daily users
• Almost full access without registering
• Entirely for job seekers and recruiters
• 90% of ads are from recruiters and
recruiting companies
• Mobile app
Summary
Size
• 5 million registered users and millions of unregistered users
Audience profile
• Job seekers and recruiters
Marketing value
• Only for companies that are recruiting
Drawback
• 100% geared towards recruiting, no quality profiles
Features
• ~1.2 million registered users
• Most well known outside of China
• English version
• Closest to LinkedIn in functionality
• Claims to have higher level professionals
• Groups: open/closed, moderated
• Q&A section
• Events section
• Mobile app
Discussion groups
99% in Chinese
Open/closed
Moderated
Group sections:
• Discussion
• Ads
• Jobs
• Events
• Members
Advertisement
Limited CPM options
Focused on brand
engagement through
Q&A, quizzes or
events campaigns
Sponsored newsletter
Summary
Size
• Relatively small – 1.2 million users
Audience profile
• White collar professionals
Marketing value
• B2B/B2C companies, companies that employ skilled professionals
Drawback
• No PPC based advertising, limited CPM ads, requires expensive contract for marketing campaign