reviewing bmw's china digital & social ecosystem

BMW CHINA SOCIAL BRANDING REPORT

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C H I N A !


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ABOUT THE CSBR Digital markeVng can be confusing, a state vastly amplified in China and its famous “Great Firewall” that blocks many

western websites. The China Social Branding report (CSBR) was created to help marketers quickly understand China

digital markeVng through the eyes of the biggest brands in the world. We explore not only the most popular digital

channels, but also how they connect, and how top global brands use these channels to communicate to both mass

and targeted niche audiences.

LEARNING FROM EXAMPLE

Each issue of the report will focus on a different top global brand in China and how it markets to its Chinese customers.

We’ll discover each of the brand’s digital, social placorms, what messages it emphasizes and common communicaVon

techniques used to connect with audiences.

ASK US ANYTHING This report will open the door to deeper quesVons. For this purpose, we’ve created a subscriber forum at

resonancechina.com/answers where readers can ask us anything about the report. We’ll have our researchers and

strategists moderaVng the forums and ready to answer any quesVons asked with professional experience and

addiVonal supplemental research when required.

ABOUT RESONANCE

Created in 2009, Resonance is a preferred China social media and branding agency, with a specific focus on

fashion, luxury, and lifestyle brands; headquartered in Shanghai, China. To find out more, visit us at

resonancechina.com

HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS

Welcome to the China Social Branding Report.

ABOUT CSBR

KEY TAKEAWAYS

BRAND WEBSITE

SINA WEIBO

WECHAT

YOUKU

BAIDU

AMPLIFICATION

QUESTIONS

CONTACT


BMW’s digital focus is deep education of its latest models and driving netizens to test drive. OWNED ASSETS BMW’s brand website is a localized version of its global counterparts – providing in-‐depth knowledge on models available in China. The website drives visitors to regional dealerships to test-‐drive their desired model, and to receive customized price quotaVons. PRIMARY EARNED ASSETS BMW uses Weibo and WeChat to create awareness for China campaigns and to educate consumers on new models and brand heritage. SECONDARY EARNED ASSETS BMW’s Youku channel provides a library of global content and promotes current campaign videos. PAID MEDIA BMW’s KOL strategy relies heavily on automoVve verVcals and media partners that are popular with BMW’s target audience.

SINA WEIBO WECHAT YOUKU

BRAND WEBSITE

KOL


INDUSTRY BENCHMARK

150K

300K

450K

600K

750K

900K

1.05M

1.2M

+

+

1.2M

1.05M

900K

750K

600K

450K

300K

150K

# TOTAL FOLLOWERS

BMW

MERCEDES -‐BEN

Z

AUDI

CADILLAC

INDUSTRY BENCHMARK

+

+

7.0%

% FOLLOWERS > 500

BMW

AUDI

CADILLAC

INDUSTRY BENCHMARK

3%

6%

9%

12%

15%

18%

21%

24%

+

+

24%

21%

18%

15%

12%

9%

6%

3%

% ACTIVE FOLLOWERS

BMW

AUDI

CADILLAC

INDUSTRY BENCHMARK

0.25%

0.5%

0.75%

1.0%

1.25%

1.5%

1.75%

2.0%

+

+

2.0%

1.75%

1.5%

1.25%

1.0%

0.75%

0.5%

0.25%

% VERIFIED FOLLOWERS

BMW

AUDI

CADILLAC

INDUSTRY BENCHMARK

200

400

600

800

1,000

1,200

1,400

1,600

+

+

1,600

1,400

1,200

1,000

800

600

400

200

# AVG. ENGAGEMENT

BMW

CADILLAC

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

6.0%

5.0%

4.0%

3.0%

2.0%

1.0%

0.0%

MERCEDES -‐BEN

Z

MERCEDES -‐BEN

Z

MERCEDES -‐BEN

Z

MERCEDES -‐BEN

Z

AUDI

BMW has average follower numbers, but fan quality exceeds industry benchmarks. TOTAL FOLLOWERS BMW is compeVVve with industry averages for total number of Weibo followers. QUALITY OF AUDIENCE BMW exhibits higher audience quality than compeVtor brands with acVve and verified follower rates that exceed compeVtor benchmarks. FOLLOWER ENGAGEMENT BMW has lower rates of engagements for their Weibo posts, reflecVng a more conservaVve use of incenVve engagements when compared to compeVtor brands.

*Ac$ve Followers are defined as users with over 30 followers, over 30 posts, and ac7vity

within the last week.

*%Followers > 500 are influen7al users with 500+ of their own followers.

*Verified Followers are defined as real users who have associated their account with an

official government ID.

*Average Engagement is the sum total comments and retweets received on average

over the last 200 posts.

*Weibo follower data accurate as of July 31, 2014

*Weibo follower data accurate as of: Sep. 30th, 2014


BMW uses Youku to support China campaign video views while providing a library of educational content. BMW BRAND CHANNEL BMW’s sponsored Youku brand channel allows for an enlarged player, adjacent ad placement, and expanded channel customizaVon. CHINA CAMPAIGN EMPHASIS The majority of BMW’s Youku video views are generated by China campaign videos that likely receive media and placement support and promoVon from brand social channels. The majority of video uploads are corporate social responsibility content consisVng of an educaVonal cartoon series on auto safety. BASIC STATS: •  6,533,562 Video Views •  122 Videos •  3 days per video upload

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

BMW Youku Video Categories vs. Views

Youku Video Uploads Youku Video Views

*Youku data represents 1-‐year period ending Sep. 30th, 2014


HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS

Have More Questions? We’ve Got Answers Online.

ABOUT CSBR

KEY TAKEAWAYS

BRAND WEBSITE

SINA WEIBO

WECHAT

YOUKU

BAIDU

AMPLIFICATION

QUESTIONS

CONTACT

ASK US QUESTIONS IN THE FORUMS Digital in China can be complex, and there are always quesVons that this report cannot answer. For this reason we’ve created a Q&A forum where you can log in and ask us any quesVon from this report, and our staff of consultants will get back to you with answers within 48 hours. YOUR PERSONAL CONSULTANT Our consultants are made up of our research and strategy teams, who have access to Resonance’s community managers. Everyone on the forums has pracVcal experience running social, digital campaigns in China and are the most qualified to help answer your quesVons.

Ask any unanswered ques7ons in the CSBR forums!


谢谢 CONTACT US Lvl.2; 1035 Changle Road; Shanghai 200031 Office: 86.21.5302.8238 x8008 Email: [email protected]

VISIT US ONLINE Website: www.ResonanceChina.com

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