We Are Social全球客户包括阿迪达斯丶亨氏丶联合利华丶喜力丶捷豹丶英特尔丶法国酩悦香槟和Expedia等。
We Are Social全球客户包括阿迪达斯丶亨氏丶联合利华丶喜力丶捷豹丶英特尔丶法国酩悦香槟和Expedia等。
Writer:Andre van Loon, Research & Insight Director, We Are Social
作者：We Are Social调研分析总监－Andre van Loon
And so it has come to pass. America has chosen a new President: none other than Donald J. Trump. Spare a thought for the pollsters. After getting it wrong in the Brexit vote this side of the pond, their failure to anticipate Clinton’s defeat in the States means their profession will now face severe reputational challenges. There are almost too many examples of incorrect polls to cite them all; many must be eating humble pie, not least Republican pollster Frank Luntz.
美国总统大选终于尘埃落定，美国选出了新一任的总统：不是别人，就是Donald J. Trump。在这之前，如果细心观察下那些民意测验专家以及机构言论的话，不难发现，他们不但在“英国退欧”上的预测与真实情况大相庭径，这次的预测Clinton能任选的失误更是让他们的专业性遭到空前绝后的质疑。包括Republican pollster Frank Luntz在内，类似于这些平时里赫赫有名的机构数不胜数，他们现在一定正手足无措，忍气吞声中。
We took a different approach at We Are Social to anticipate what the election result might be. Looking at Trump and Clinton’s official social media profiles for the month leading up to 1st November, it was instantly clear to us that Trump’s social media performance told a very different story from the polls, and the mainstream news media. Trump led Clinton on every topline social media metric: quantity of posting, social interactions, positive interactions and sharing. One can disagree with Trump on many things, but it has to be said he had a point about heavy media bias and incorrect polls.
在We Are Social，我们运用了不同的方法从而参与结果的分析。基于至11月1日为止对Trump和Clinton的社交媒体个人资料的分析，其实一点也不难发现，Trump的社交媒体表现和选民投票以及主流媒体宣传的完全不一样。不论在任何一个社交媒体维度上分析，包括帖文数量，社交媒体的互动，积极的沟通以及分享行为，Trump的表现都远超于Clinton。对于Trump 的言论，我们可以反对的点举不胜数，但是我们不得不承认，他面对主流媒体的歧视，以及存在偏差的民意投票信息上有着自己独到的见解。
Looking at the last seven days (including polling day), there was only one significant difference to what had gone before. Clinton suddenly became more active in terms of posting quantity. She posted 266 times across her social channels compared to Trump’s 204 times. Nearly half of this activity was on Twitter; followed by Facebook and, to a much lesser extent, Instagram and YouTube. Most of Clinton’s posts in the last week encouraged her followers to celebrate their support, and also banged the drum: reminding people to vote, and to encourage others to do the same.
回顾过去的七天里（包括选举当天），只有一方面和之前的状况有所不同。Clinton突然加大的发帖的数量。相对于Trump的204次，她在社交媒体上发了266次帖子。几乎一半都在Twitter上发出，紧接着是较少的Facebook, Instagram和 YouTube。Clinton的大多数帖子都有关于提前庆祝以及感谢支持者们的内容，当然吹响起号角：让大家扩散开来，继续投票。
However, despite doing slightly less on social in the last week, Trump had by that point amassed an incredible 28.4m followers across his social profiles, miles ahead of Clinton’s 21.8m. And Trump has long had superior engagement (e.g. likes, comment, shares) from his followers compared to Clinton. To be clear, while a lot of engagement was trolling, a far greater proportion of engagement on Trump’s channels was highly positive. Trump clocked up 16.3m likes and loves of his content in the last week, compared to just 13.1m for Clinton. Shares of his content, meanwhile, stood at 2.8m, well ahead of Clinton’s 2.1m.
In a way, the writing has been on the wall for a long time. There is a lot of negativity around Trump, but if you recall his lewd comments about women, it is worth noting that his much slated apology video gained 435k likes on Facebook. Clearly, social media was telling us there were plenty of people who not only wished Trump well, but actively supported and encouraged him.
In terms of social content in the final days, compared to Clinton’s continued thanking of her supporters, Trump stayed focussed on a few key messages. His most used and engaged with hashtags include #AmericaFirst, #MakeAmericaGreatAgain and #MAGA. In contrast, the Clinton camp actually had very few official hashtags at all – even #ImWithHer was driven by other accounts, rather than the official Clinton campaign.
从竞选末期社交媒体上的内容上说，Trump把焦点都聚集到了几个非常重要的竞选主题，优于Clinton的一尘不变的感谢风格。Trump使用最多的，互动率最高的几个话题包括：#AmericaFirst，#MakeAmericaGreatAgain 和 #MAGA。相反,Clinton阵营用的话题数目少之又少，仅有的#ImWithHer也是由其他用户发起的，而并不是出自官方阵营。
In the final days, although Trump continued with a few bitter attacks on Clinton with #DrainTheSwamp and #CrookedHillary, the biggest change from his campaign was a sudden and strong shift to a much more positive tone. Trump had been highly negative in recent months, to the point of being a conspiracy theorist about rigged polls and the media, but the last week his social profiles were filled with posts about America’s coming greatness under his Presidency. Maybe his team were keeping an eye on the social data, too.
在竞选后期，尽管Trump一直不遗余力的挖苦Clinton，采用了#DrainTheSwamp 和 #CrookedHillary等话题，但是最大的改观是他在社交媒体风格上的大幅度转变。几个月以来，Trump社交媒体上的言论一直是消极的，全然是一个阴谋论着，批评选票有猫腻，媒体有偏倚。但是就在上个星期，他在社交媒体上的言论宣传更多的是美国在未来的发展和前途，特别是在他领导下能取得的成就。也许他幕后的团队一直留意着社交媒体的数据动向。
Having used social media engagement as a way to correctly anticipate Vote Leave’s victory in the EU Referendum, and now in the US Presidential election, we feel that social media has definitely come of age. It is not a sideshow in the electoral process, and it can be used as a method to help predict potential outcomes. Whenever the next big polling day comes around, both sides would be wise to take their followers extremely seriously.
We Are Social大中华区董事总经理，联合创始人林翰斌先生昨晚现身赤兔APP，进行了一场精彩的营销课程直播，
We Are Social’s guest columnist, Federico Sferrazza from www.daxueconsulting.com, provides insight on what makes Chinese students want to study abroad, and why foreign universities must increase their local social media presence to attract them.
In recent years, Western universities looking to attract Chinese students have had to increase their efforts to develop a strong identity within the region. This is undoubtedly due to the rise of social media, which is ingrained in the daily lives of prospective Chinese students, and influences much of their decision making, from what clothes to buy to where they should study abroad.
Previously, information regarding foreign universities was harder to come by and depended only on league tables and word-of-mouth. However, these days Western universities have the opportunity to heavily influence potential students in China and build a strong ‘brand,’ based on factors outside of just academic records.
In this regard, the power of social media as a tool to draw large numbers of students from across the world cannot be underestimated. However, successfully wielding this tool requires understanding of local Chinese platforms, which can be an overwhelming prospect for universities who do not have relevant help in doing so.
This article will examine the reasons why such vast numbers of Chinese students choose to study abroad, and how universities can capitalize on this through methods such as strengthening their local social medial presence.
Popularity of Western universities for Chinese students
Western universities have long-succeeded in enticing Chinese student to their campus’, with The Chinese Ministry of Education reporting 523,700 Chinese students studying abroad in 2015. Although this represents a new record, it is also the second consecutive year in which growth has fallen short of long-term averages, suggesting that the number of Chinese students going abroad seems to be stabilising. Given that China has long-been the world’s largest supplier of international students, we must ask ourselves why this is.
Why do Chinese students go overseas?
Firstly it is important to understand why Chinese students are attracted to the idea of studying abroad in the first place. While research suggests that Chinese students base university applications largely on ranking, other factors also influence their choices. For many Chinese students, studying abroad is a once-in-a-lifetime experience of living in and absorbing a foreign culture. Hence Chinese students also value the socio-cultural aspects of studying at a university in a foreign country.
These observations are consistent with in-depth market research on Chinese students who are studying or going to study abroad. One interviewee said “Chinese students are very career oriented and a brand name university stands out to employers. I always look at the school rankings for the majors I am interested in” (high school student preparing to study abroad). Another student focused on the possibility of full immersion into a foreign country: “I avoid schools with a large amount of Chinese students in order to really engage with the language” (incoming graduate at Drexel university).
Chinese students also consider post-study work opportunities when applying for a university. If there is an attractive job market and favourable visa-policies in the country the university is situated in, they may be more inclined to study there.
What platforms do Chinese students use to get information about universities abroad?
Most mostly rely on search engines and social media to gather intelligence. As Google is blocked in China, they usually use Baidu instead. With respect to social media platforms, Chinese students rely heavily on Weibo and Wechat to gather info about universities abroad. Direct contact with regional offices in China or local recruiters is also a means by which Chinese students become aware of university programs abroad.
There are also several recruiting agencies in China, such as Beijing Overseas Student Service Association, China Overseas Study Alliance, and StudentMarketing. These agencies organize various events, such as student workshops, in order to attract Chinese students. They also offer counselling on how to recruit Chinese students.
What should universities abroad do to attract Chinese students?
As Chinese students rely heavily on online resources to gather intelligence about different universities, a well-established online presence is needed to attract Chinese students. Hence universities should capitalise on digital marketing. As previously noted, Chinese students place great emphasis on the ranking of universities. This gives world-renowned universities such as Oxford and Harvard an advantage when competing with other universities for international students. Hence, top-ranking universities should leverage their ranking in order to attract students from China.
In this regard it is important to note that most top-ranking British universities do not have a presence on Weibo or Wechat, suggesting that large numbers of Chinese students are unaware or unsure about the advantages of studying in Britain. Hence, simply establishing a presence on Weibo and Wechat will undoubtedly generate high returns for many British universities.
In order to gain an online presence, universities can also create a presence in China via satellite campuses or global centres such as NYU-Shanghai or Columbia Beijing Global Centre. Universities should, on these online platforms, clearly communicate and promote their most recognised programmes.
Universities abroad should also build relationships with local international high schools in China. Moreover, universities should promote governments to arrange exchange programs at a high-school level, in order to attract Chinese students to the country in question. If the budget for recruiting Chinese students is limited, then a viable option might be to hire an agency to recruit on the university’s behalf.
Government policies for international students, such as tuition fees and visa regulations, as well as job prospects post-graduation in the country in question, also influences which university Chinese students choose. Therefore, universities should lobby for policies that make studying in the country more attractive. For instance, German universities have no tuition fees and students are allowed to stay 18 months after graduation to look for a job, which makes studying at German universities an attractive option. Hence, enhancement of post-study employment rights is likely to enhance the perceived attractiveness of studying abroad.
In conclusion, universities abroad should leverage the ranking, socio-cultural advantages and long-term economic benefits of studying at their university. Using online platforms – particularly Chinese social media – to communicate these benefits is likely to be effective, based on the educational priorities of prospective Chinese students, as well as their subjectivity to online influence.
Federico Sferrazza is a young professional with a master’s degree in law. He has been living in China for three years and he has experience in copywriting and marketing online. Happy to share his knowledge about marketing strategy and new trends in the Chinese market.
恭喜 We Are Social 最时尚得主
The Most Fashionable Person in We Are Social is
Hi, I’m Wei Xin, your typical WeChat
I’m a lean, green, chatting machine and I love sending WeChat stickers and getting WeChat red envelopes (Hongbaos).
So about me:
I’m a young person (I guess I’m half male half female?) between 15-29, (or at least 60% of me is that young).
I’d like to think I’m a sociable person, hanging out my circle of friends… virtually.
So what’s my typical day like? Take a look…
I get up at 7:00 then I immediately look at my WeChat Moments to see what I’d missed when I was asleep. (LOL no, I’m not addicted or anything. Definitely not FOMO!)
I leave home at 7:45 and read 2 articles and play 2 sets of online game on my way to work.
I line up for breakfast at 8:30 in front of my office building and how convenient! I can pay using WeChat Pay. (Trust me it’s not a product plug)
I start work at 9:00 sharp by viewing all my WeChat group messages.
Then I take a short break at 10:00 to read more gossips on WeChat Moments. (no, I’m really not addicted with updates on Moments. Really!)
I go for lunch at 12:00 sharp, and I open my Hongbaos so that I can actually afford lunch.
Enjoy the rest of my mid-day break at 12:45 by browsing JD.com (again, not a plug!) and talk with my besties in group chats.
It’s time to go at 17:00 but I gotta update my WeChat moment with office WiFi before I head out. (I swear I’m not addicted!)
It’s 18:00 and I’m almost home, so again I’m paying for the food with my WeChat Pay.
Now I can relax and watch TV at 20:00, while at the same time I read more articles, get updates on WeChat Moments, click some Likes on Moments, chat some more, play some games, and browse JD.com. (Is that a plug? Nah…)
… but I only do that during the week, as I go out and have fun during the weekends.
It’s 22:00 and it’s almost time for bed… but just one final chat message (or ten…) for that one final chance to get some more Hongbaos. (OK maybe I am addicted, but I can’t help it.)
Some comforting news though, I’m getting healthier this year, as I used to go to bed soon after 22:30 last year.
They say the first step is to admit I have a problem… So yeah… about my WeChat addiction… Like, I just have to get in touch with friends and see what they’re doing you know? And one way I do that is with voice on WeChat. How much I talk?
有人说，面对问题的第一步是要承认问题的存在… 我微信的瘾… 我总得关心朋友的现况嘛！我要多听听他们的声音的！
So collectively, I talk 280,000,000 minutes of voice chat every day! (that’s 540 years!) By my calculation, if all those minutes are used for gossiping, we can produce 340,000 more seasons of Gossip Girls… in one single day!
What is my favorite topic to talk and read about?
I’d say I’d talk about just general gossip and entertainment news if I’m post 90’s, national politics if I’m post 80’s, and just positive-thinking self-help cultural stuff if I’m post 60’s
Who do I talk to? Most of my Chinese friends live in, surprise surprise: Beijing, Shanghai, Guangzhou, Shenzhen.
And most of my overseas WeChat friends I talk to are in Hong Kong, Taiwan, Japan, Korea, and US.
Well that’s it. I need to go back to feeding my addiction and incessantly swipe my WeChat Moments! Bye!
We Are Social 大中华区董事总经理
Managing Director of We Are Social for the Greater China region, Pete Lin,
discusses how to do more with less when approaching social media marketing.
For instance, how can we use the tools that we already have to be more EFFECTIVE?
Pete shares his three dimensional framework for evaluating influencers.
Check it out!
You won’t believe your ears when Kris Wu calls you privately. You won’t believe your eyes when Ning Chang removes all her make-up. Witness creative social ideas in action.
We Are Social 大中华区董事总经理 Pete Lin亲自推荐以吴亦凡与张钧甯为主角的两大营销广告。其中，#不完美的完美#作为We Are Social经典案例，直观地向大家展示了如何通过一次市场营销活动重塑品牌形象，甚至重新定义“完美女性”，推动当代对女性重新审视完美的定义。
Pete Lin, Managing Director of We Are Social for the Greater China region, recently provided two campaign examples for the China Connect Forum. In particular, the Esprit #ImPerfect# campaign revealed how creative social ideas can transform a brand’s image. The campaign redefined the concept of a “Perfect Women” and proved to be one of the most successful for We Are Social China.
Want to learn more about marketing on social media platforms? Watch the video NOW!
在中国微博界，杜蕾斯的公关团队一直是行业里的一个传说，语不惊人死不休的创意让其它账号一度把他们作为努力的标杆。即使是在乌漆墨黑的地球日，他们也能用81张图片让公众尖叫。“杜杜81式”是创意一笔一划的杰作，这样的投入能赢得公众的欢迎也并不奇怪。毕竟，所有大侠深藏功与名的背后，是数十年如一日的苦练，没有创意想玩社交媒体？还是那一句：Too Young, Too Simple, Sometimes Naive.
Among all the official accounts of brands,
the Durex team is so creative that it is seen as one of the legends on Weibo.
Even on Earth day,
it seized the opportunity to post ‘the 81 positions’ that trill people through the one-hour light off.
For Durex, it is worth the time drawing 81 pictures for a single post to win its audience.
After all, ‘feet on the ground and keep creativity’ is the golden rule for social media marketing.
Talking about mobile social content, we offered solutions for a big budget as well as a small one.
When you do have a fortune, wechat moment ads, with a HTML5,
could be a really fashional option for your marketing strategy.
You will sure get fans growing after treating them.