BAT OVERVIEW Part 1 Consumer digital/social behavior & content related Part 2 Brand digital/social approach Part 3 IMPACT ON RELATIONSHIP & CULTURE Digital & Social Trends 2014
Part 1 Consumer digital/social behavior & content related
Discussion on social for the society Online relationships back to strong tie Multi-Screen Consumption Behavior 24-7 Shopping Craze Sellsumers LBS for life Aggregating the video contents part 1
Brands that are turning on social to create events, programs in order to engage the users. 2 .1 social for a good use Social for a good use is answering the user’s demands for more care about the social responsibility. Charity is for users a social status. Brands are doing this inline with their CSR efforts, it is an effective positive brand image building, which also have an viral effect. Important is that the brand building is creditable since the users have seen previous scandals with charity organizations Be creative and engage users by giving them a change to show others their goodwill Brands might be willing to combine sales and charity by giving the users a change to give while shopping. implication: 1.1 ????????????? 1.1 DISCUSSION ON SOCIAL FOR THE SOCIETY Because of the Internet, the news that hasn’t arouse extensive attention in old days now can be discussed in public and even become an index to some oversea cases and help to reveal other historical cases. No longer do people consider top news as occurrences but like to have a deeper study on it. They are willing to spread the consensus with a hope to change the society.
Sexual abuse cases of girls Huang Yang’ case The youngest murders in UK Mass of netizens followed the updated news of a infant who was missing thoroughly in a stolen car and nobody could tell whether he would survive or not. A 10 year old girl throw a baby in a elevator 1.1 DISCUSSION ON SOCIAL FOR THE SOCIETY
1.2 ONLINE RELATIONSHIPS BACK TO STRONG TIE People enjoy chatting with their friends through IM. Social networks make interpersonal relations stronger.
Communication becoming more fragmented WeChat is a very quick, momentary communication platform, but it is used at high frequency, showing that our communication has become more fragmented on social networks. Every user has several close groups The group chat function enables users to form several coteries automatically. While WeChat’s Red Packet is a product which enables users to hand out and take in red packets among friends. It was a hit in 2013 with its person-time reached 585 thousand times and 121 thousand red packets were taken in the New Year’s Eve. Weak ties becomes a source of information Compared with WeChat, Weibo has become a platform where users can scroll through information related to their interests and communicate with strangers who have the same habits. Weak ties and acquaintances offer more total information in social networks than strong ties do. From midnight to 4 pm on Chinese New Year's day, over 5 million people took part in the "Qiang Hongbao“ (red envelope with money) activity on WeChat. Over 75 million participated, and more than 2000 Hongbao were taken away. Average 94 000 Hongbao were taken per minute. 1.2 ONLINE RELATIONSHIPS BACK TO STRONG TIE
1.3 MULTI-SCREEN CONSUMPTION BEHAVIOR With TV, computers, mobile devices, tablets, people are now exposed to several screens. Many enjoy watching two or three screens at the same time.
People are surrounded by TVs, computers and tablets. The users of China Mobile Net (CMNET) on average spend 6 hours looking at media per day, among which mobile phones, computers and then TVs are the most popular. Consumers enjoy their multi-screen experience 64% of CMNET users use mobile phones as they are watching TV. “Multi-screens behavior” is common now. Ubiquity of mobile devices CMNET users surf the internet at home, office etc. People now use mobile anytime, anywhere. People are exposed to screens all day 1.3 MULTI-SCREEN CONSUMPTION BEHAVIOR
1.4 24-7 SHOPPING CRAZE More and more people shop via their mobile devices. Due to the more convenient access and new more mature security systems, people have gotten used to mobile payment. On Nov 11th, 2013, over 20% of total online payment was done by mobile phone; this volume increased upon last years’ numbers by 560%. Online shopping will be one of the key driving factors for overall mobile users in the future.
Shopping anytime anywhere QR codes, limited-time offer ads (?? miaosha) and discount offers are everywhere, pushing customers’ to buy things right away. As more and more people start to use their cell phones and computers to shop, there is much more buying immediacy, whether people are in elevators, the subway, or bus stations. Mobile payment is increasingly popular The trading volume of mobile networks totaled 167.64 billion RMB in 2013, a growth of 165.4%. As people get more used to mobile payment, many e-businesses are offering mobile payment discounts to attract more customers. Third-party payment apps gain users’ trust In last year, 100 million Alipay users made 2.7 billion payments through mobile phones; total volume was over 900 billion RMB.The total ot third party payment had an growth of 700% compared with last year. WeChat‘s payment system encourages users to bind their bank cards to it through Red Packets and taxi discounts. It achieved 200 million bank/credit card registrations within 2 days. 1.4 24-7 SHOPPING CRAZE
1.5 SELLSUMERS Social networks provide a platform for people to exchange things that they’re not using, turning consumers into sellers.
Young mothers enjoy communicating online and exchanging their unused maternal and child supplies. Secondhand trading also strengthens a product experience, which can make customer a brand spokesman. Purchasing as shopping experiences Sometimes purchasing is an experience. People who are tired of using their old stuff but don’t want to waste or throw away things create online flea markets, such as on the secondhand BBS of Taobao. Last year, the amount of second-hand sales posts increased by 50%, and the number of active users increased by 30%. Reselling unused articles is sharing resources Among the secondhand items, most popular were clothes, products for mothers and children, and electronic products. White collars, young mothers and IT fans were the major customers. People are happy to see their stuff are appreciated and bought, which saves money and helps them to update current products. The research showed that digital products are what Chinese users want to resell most. 1.5 SELLSUMERS
1.6 LBS FOR LIFE Thanks to mobile payment, online experiences are now closely related to our offline life. Over 77 million smartphones support Location Based Service. These apps have already changed people’s daily lives. Some—like the taxi-reservation apps—have even changed the traditional market system.
Expand one’s network by searching for people nearby Apps like Momo, WeChat and Weibo all have LBS function, which enables people to extend their social network by sharing their location. Find better services Share both location and information Users can share their location to others and read the comments. For instance, people comment on services on Dianping.com and use apps like Chanyouji to share their photos real-time while travelling. Thanks to LBS apps like Dianping and Didi taxi, shopping, dining out, and taking taxi have all become easier. These services offer us more options and save time. 1.6 LBS FOR LIFE
1.7 AGGREGATING THE VIDEO CONTENTS Over 90% of netizens watch videos online, surpassing the amount of traditional TV users. Through computers and mobile phones, digital TV has combined online recourses with traditional media and content.
From traditional TV to network TV Cable boxes allow people to choose specific TV programs and also watch network television. People are no longer passive in front of the TV, they can also watch live webcasts on TV for events such as the World Cup. Integration of different platforms Cable boxes and digital TV integrate traditional media and online content, making TV another access point to online videos and even a shopping center. Viewers are also creators and sharers People can make videos themselves; Instagram and Tencent Weishi are the two most popular ways to make and share one’s own short videos. The “barrage website” bilibili also allows users to interact with each other by adding comments on videos. 1.7 AGGREGATING THE VIDEO CONTENTS
Brand digital/social approach part 2
Social for a good use Point & Know enabled point of sales QR Mania Remove all the noise Intimate relations lead to customized offers Social hijack: Fast moving creative contents (FMCG) Time-triggered experience Make every story sell part 2
Insights: Has to be creditable ever since the previous scandals with charity organizations in China. Be creative and engage users by giving them many reasons to give/participate so as to gain social status. Sharing is caring, shopping for charity is an example of how brands can combine sales and charity. The positive “viral” Brands initiate programs for social good to engage digital users 2.1 SOCIAL FOR A GOOD USE Effective brand building Brands’ efforts on bringing their social initiatives online is in line with their overall CSR strategies. Their use of social to leverage their organizational initiatives makes for effective brand image building, which also can have a viral effect. Social for a good cause is answering users’ demands for more social responsibility. Charity has also become a way for users to gain social status.
WECHAT CHARITY This activity was held by employees of Tencent. When Tencent employees and their partners received moon cakes, they scanned the QR code and paid 0.1RMB through WeChat payment. Tencent then donated 0.9 RMB to charity. Motivation: hiking across huge mountains and challenging one’s self forces one to step out of their comfort zone, to remind us about what’s important. Aloys’ down to earth hiking events encourage people to face the spiritual world directly and gained high marks as a public service activity. POWERTOGO Linked to Aloys personal WeChat account where users can find more information about Powertogo, share with friends, and find other charity events. Share with friends Other charity events PowertoGo was the priority section on Aloys’s Wechat page 2.1 SOCIAL FOR A GOOD USE
Mobile @ Store POS connected online Technology and smartphones enable brands to use new point of sales in the offline store. Brands are pushing information to users by linking their offline to online and giving the users a real life utility through leveraging new gateways. This is a way to leverage a new source of information (at POS) and assisting the user’s decision making process. Enable to know more At points of sale (POS), brands are using technology to provide users information & communication; influencing, guiding, and leading users to make the decision to purchase. 2.2 POINT & KNOW: ENABLED POINT OF SALES Insights: Point of Sales in the offline stores can SUPPORT consumers with a quick answer to any buying concerns. Increased sales via impulse purchases, additional availability, and an easy purchase process.
SHOPPING MALLS BRING 020 EXPERIENCE E-commerce giant Alibaba aligned with the shopping mall giant, turning to QR codes to encourage offline-to-online shopping during the mega-sale on Nov. 11. People visited brick-and-mortar stores, selected purchases and scanned QR codes to stash items in their online shopping cart ahead of the sale. VERO MODA OFFLINE STORE LINKAGE TO ONLINE Vero Moda and Only used their offline stores to push costumers to go to the online store by leveraging the QR codes on clothes and in-store items. When the users scanned the QR code, they would enter the mobile online store, where they could directly click and pay with WeChat payment. 2.2 POINT & KNOW: ENABLED POINT OF SALES
QR codes are an inevitable gateway to branded digital and social events. They now serve as an entry to the digital experience. 2.3 QR MANIA 90’s tech getting back in business Driven by curiosity and utility QR codes have been around since the 90’s but its market is stronger now due to smartphone scanners and the increasing use of APPS like WeChat. The brands’ usage of QR codes will allow the consumer to find more information and open a new brand dimension, linking them with different platforms for different purposes Insights: Use QR codes as an entrance and bridge between online and offline Leverage a users’ curiosity and playfulness when putting your QR codes on different locations with different end purposes. Use the 4Ps of your product to provide consumer solutions for users who will scan your QR codes
Link Offline to Online (O2O) As sign for exploration Brick-and-mortar stores, scanned QRs code to go to online stores, enter competitions etc. During a Dec. 12 shopping event, Alibaba's Taobao marketplace put a QR code on its website to drive users to the app. Shoppers scanned the code 200,000 times in just one minute to try to win a lottery ticket. Tracing the production details Show customers where their fresh food was grown. On products providing more information McDonalds recently added a QR code that delivers nutritional information of their food to consumers. By putting QR codes in interesting places, this can encourage users to take action and scan. Nike pushed users to enter their Wechat and follow them in order to take part in an interactive activity and win a chance to win a customized pair of Nikes for free. Shortcut to any action 2.3 QR MANIA
Brands have come to realize that the user experience is best placed on digital, and that the solution to creating a focused user experience is to eliminate everything that is unnecessary. Users now do not accept any obstacles in the user experience and brands are showing that they know what consumers want by leveraging a fully integrated user experience that will look and feel great, but even more importantly, has utility and usability. As a brand, bring solutions to the consumer through digital and social, ex. during an app purchase, support etc. to create a flowing experience and make the everyday life of consumers easier. People drop out due to unsatisfying product experiences, service, and communication engagement. Brands & digital products are now trying to satisfy the goal of users by focusing on the core experience flow, removing everything that might be unnecessary. 2.4 REMOVE ALL THE NOISE
China Eastern understands their users’ needs, and provided their consumers with real-life utility within their brand contact point. Their WeChat account gives users a total solution and real time 1 on 1 customer service. They have the ability to choose/ book their seat and pay for the flight ticket in the app. Total solution mobile experience: China Eastern This is clear evidence that digital products are moving towards a clean and focused user experience. Jianshu is a digital notebook where the focus is on simplicity and social sharing to platforms like QQ, Weibo and Douban. The genuine blog - Jianshu 2.4 REMOVE ALL THE NOISE
Insights: Engage users with close interactions on all platforms where social mobile can do 1 to 1 sommunication Customized information and offers can be made through autoreply options on WeChat. Segment users through the following: Location, Gender, Age, Activity, Attitude etc. 2.5 INTIMATE RELATIONS LEADE TO CUSTOMIZED OFFER Foster a close relationship with consumers and get to know them in order to satisfy their needs and give them a customized offer. Brands try to collect and analyze social data for insights By digesting the information from the consumers, brands will be able to satisfy their users’ needs by leveraging a customized offer. A relevant and customized offer makes for a closer relationship The current relationships that brands have are becoming more focused on intimacy and leveraging consumer customization. Consumers will follow their own satisfying experience. As that gratification they find gets tailored and becomes more relevant, customers’ affinity and loyalty grows.
Nickname campaign empowered by social listening In addition to leveraging the nickname campaign of KOLs getting bottles with their names, Coca Cola used social listening to find out what slang words were buzzing on their TA’s social feeds. The top-trending words were later printed on bottle labels and became a huge success. Luxury offers personalized brand experience From mass scale to WeChat WeChat offers the potential for personalization and social CRM, rewriting the rules for marketers who are currently used to Sina Weibo pushing out viral content on a mass scale. Burberry Personalized experience Burberry just partnered with WeChat to give their users a customized experience. The brand took WeChat fans behind the scenes at its London runway show, offering them audio commentary from the creative team and Chinese celebrities. When fans sent Burberry a text message, the brand instantly responded with a virtual plaque engraved with their name. 2.5 INTIMATE RELATIONS LEADE TO CUSTOMIZED OFFER
Brands are catching a lot of ongoing social events and trying to be relevant and act quickly in order to engage the users. Providing users with fast updates is a way to keep users up to speed, and experience a viral brand exposure. Always on the spot Always be unexpected Always in time Brands are hijacking the social conversation and assuming a presence in consumers’ daily lives through their fast, creative, and real time responses. 2.6 SOCIAL HIJACK: FAST MOVING CREATIVE CONTENTS (FMCC)
#??????# On-site hot topic for quick reaction and favorite participants created an on-going micro drama. Oreo spread their TVC online by using KOLs to push it to users who instantly grasped it and replied with UGC that Oreo quickly incorporated into their creative development. By using the instant creative development from current topics buzzing in social media, Oreo showed a creative effort that resulted in quick and widespread viral dissemination. OREO – rolling national attention As a sponsor of the talent show Happy Boys, Stride followed the live show connecting with users screens via TV micro blogging, mobile and micro-channels often with three-screen interactions. Stride listened to the conversations about the on-going live competition and leveraged creative content based on their opinions and expressions. During the CCTV New Year's Gala a girl called Xiao Cai Qi was spun around without stopping for 4 hours Stride used this in their creative on social since “unstoppable” is the slogan of Stride STRIDE– unexpected & unstoppable creative 2.6 SOCIAL HIJACK: FAST MOVING CREATIVE CONTENTS (FMCC)
Brands are leveraging “time” as an element in the experience design, getting users to explore and shaping behavior for engagement as well as purchase. 2.7 TIME TRIGGERED EXPERIENCE More challenging! More fun! Time is a built-in factor in all human activities; most endeavors must be finished within a certain time. Adding on timed mechanics is a common method adopted by many game designers to create and increase the challenge, so as to immediately draw a player in. Wildly used in games & help shape behavior Time-management games are becoming increasingly popular and they are seen in games like Candy Crush and Farm Story. Brands now pick this “time” element and play with users – using time control / constraints to trigger users to seize those limited moments and take action.
12.12 Tmall TV Box Timed Lottery On December 12th, Tmall invited their users to participate in a lottery. Taobao VIP members could log in on the Tmall website every hour to stand a chance to win a TV box throughout the day from 10:12 to 19:12. Users had to be very precise and click on the lottery on the exact 12th minute and second of every hour. Lays - Who is your flavor Lays created marketing history this fall with a local version of the globally successful "Do Us a Flavor” campaign At a specific time, users had a chance in taking part in the lucky draw on their mini site, in addition to the voting campaign on what type of flavor and man would win the princess’ heart. Users could enter a code on their package via the mobile site. The prize would be announced every hour. Users could vote for two celebrities to win prizes too. 2.7 TIME TRIGGERED EXPERIENCE
Brands are creating a new business model by merging digital storytelling and E-commerce. The communication is not any more about the message calling for action, but more a story that immerses customers in the brand experience. The experience then results in purchase decisions. Every story tends to lead to selling the product and service, while also satisfying consumers with the offered experience. Businesses are tying marketing and sales closer, linking digital experiences with e-commerce. They try to make every story lead directly to a sales transaction. 2.8 MAKE EVERY STORY SELL
Uniqlo and its KOL story approach Uniqlo leveraged KOLs to promote healthy cooking as a lifestyle on their platform which was also connected to EC. Ju.so - A story behind the creative products A platform for creative incubation where users can enjoy the story behind a beautiful product. Through the integration of online, offline, e-commerce, production, and cooperation between brands and other resources, Chinese creators are able to push their personal projects and have a chance to break into and build their popularity in the mass market. 2.8 MAKE EVERY STORY SELL
IMPACT ON RELATIONSHIP & CULTURE part 3
3.1 Online culture is the culture
2010 2013 2013.9 THE EVOLUTION OF ‘TUHAO’ Unlike “Diaosi” which was created by netizens. “Tuhao” has been well known since the age of Land Reform and revolutionary China. However, its meaning has been completely changed from its usual simple description of “a cheesy wealthy”. Nowadays “Tuhao” commonly refers to those who are extravagantly wealthy and who love displaying it. The word “Tuhao” is no longer critical sarcasm but more a friendly joke. What is “Tuhao”? The traditional “Tuhao” First quote in cyber world “Tuhao, please be my friend!”made “Tuhao” a hit Public attitude towards “Tuhao”——a friendly joke The traditional “Tuhao” refers to those who are rich but also evil. They are exploitative by nature and have no mercy. Those who spent lots of money on computer-gaming outfits were called “Tuhao players”. The joke “A young man and a Cham master” brought the word “Tuhao” into the public view. The Weibo activities “Tuhao, be my friend please” and “write a poem for Tuhaos” ranked highly among hot topics, which made the word continuously in vogue.
FROM ‘DIAOSI’ TO ‘TUHAO’ – THE MENTALITY CHANGE OF NETIZENS People used the word Diaosi to laugh at themselves in 2012.In 2013, Tuhao became their new weapon to launch a new war of words against others. The birth and the popularization of every top word reflects a subtle metaphor of social ecology in China, where the wealth gap remains wide and social mobility remains weak. Therfore, Diaosi is a kind of self-mockery, while Tuhao is a mockery to others. DIAOSI A self-mockery: the word “Diaosi” can be used to refer to one’s self as well as other people. A description of someone in a predicament. A dual-mockery to one’s plight and his inability to change. TUHAO A mockery to others: generally used to banter with others only. More envy than jealousy “Tuhao, be my friend please” is a kind of defense mechanism
‘BIG TIMES’ TO ‘TINY TIMES’ "Let's make friends, TuHao“. This interesting, ridiculed topic led to a huge cultural boom, up there with other topics such as reform and China's future, food safety, environmental pollution and other public issues. Internet users paid more attention to "Tu Hao", but does that mean the other topics matter less to the public? We are in an awkward situation, where "Big Times" and "Tiny Times" are together in this Era. BIG TIMES ‘Big Times’: the grand narrative, Passionate ideals, society having relatively centralized themes, ex people wanting to achieve a certain goal together. TINY TIMES ‘Tiny times’: Individuals, preferences, special tastes, a decentralized, even fragmented environment. From “hatred of the rich” to “joking with TuHao”, this subtle psychology changes could explain why Chinese youth turn to Tiny times. Youth born in the 80s and 90s have entered the “Tiny times”, a socio-economic structure dominated by materialism and fueled by developed media technology. Individuals, preferences, and niche tastes can be better expressed in this environment. Netizens envy those who are materially rich, but “hatred of the rich” has changed to “tolerance and acceptance of the rich”. This is a more complex social attitude than self-deprecation. “Let’s make friends, TuHao” is the youth’s dark humor, meaning they no longer care about the gap between rich and poor. ‘Big times’ will melt away quietly because of the rapid spread of Internet culture and ‘Tiny times’ ‘Tiny times” represents the way to escape from the unfinished political cultural ideal. Together with the online culture such as "Tuhao", "Diao Si", it has been eating away the "Big times”.
3.2 Emerging but invisible tribes
A NEW CHAPTER OF SOCIAL NETWORKING Netizens are now beginning to cut and filter fragmented information in favor of more accurate constructs. Strong ties tend to take the place of weak ties. Perhaps this is a kind of rational return after the wave of mass, fragmented information. This return brings us both more concrete and complex relationships, as well as opens a new chapter of the social networking age.
We are at that new stage where the lines between the physical and virtual world are blurred. WHAT IS NEXT? People and things are connected through technology into a big network; an hyper dimensional network This hyper-reality is built through technology and brings solutions to our emotional or everyday life needs We are facing a real life “Inception” where an experience will change our behaviors
THANK YOU China