Discover how BMW's China website is complemented by a robust presence on Weibo and WeChat, key partnerships with top China influencers, all supported by a library of content from Youku.

1. BMW
CHINA
SOCIAL
BRANDING
REPORT
SOCIAL BRANDING REPORT
©
2014
RESONANCE
CHINA
ALL
RIGHTS
RESERVED
C H I N A!

2. BMW
CHINA
SOCIAL
BRANDING
REPORT
T
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S
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O
P
Y
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E
REPORT SAMPLE PREVIEW
Get
the
full
version
online:
hIp://www.resonancechina.com/china-­‐social-­‐branding-­‐report/

3. BMW
CHINA
SOCIAL
BRANDING
REPORT
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

4. BMW
CHINA
SOCIAL
BRANDING
REPORT
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.
BRAND
WEBSITE
SINA
WEIBO
WECHAT
YOUKU
KOL

5. BMW
CHINA
SOCIAL
BRANDING
REPORT
INDUSTRY
BENCHMARK
+
1.2M
1.05M
900K
750K
600K
450K
300K
150K
150K
300K
450K
600K
750K
900K
1.05M
1.2M
+
#
TOTAL
FOLLOWERS
BMW
MERCEDES
-­‐BENZ
AUDI
CADILLAC
INDUSTRY
BENCHMARK
+
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
7.0%
+
%
FOLLOWERS
>
500
BMW
AUDI
CADILLAC
INDUSTRY
BENCHMARK
+
24%
21%
18%
15%
12%
9%
6%
3%
3%
6%
9%
12%
15%
18%
21%
24%
+
%
ACTIVE
FOLLOWERS
BMW
AUDI
CADILLAC
INDUSTRY
BENCHMARK
+
2.0%
1.75%
1.5%
1.25%
1.0%
0.75%
0.5%
0.25%
0.25%
0.5%
0.75%
1.0%
1.25%
1.5%
1.75%
2.0%
+
%
VERIFIED
FOLLOWERS
BMW
AUDI
CADILLAC
INDUSTRY
BENCHMARK
+
1,600
1,400
1,200
1,000
800
600
400
200
200
400
600
800
1,000
1,200
1,400
1,600
+
#
AVG.
ENGAGEMENT
BMW
CADILLAC
0.0%
6.0%
MERCEDES
-­‐BENZ
MERCEDES
-­‐BENZ
MERCEDES
-­‐BENZ
MERCEDES
-­‐BENZ
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

6. BMW
CHINA
SOCIAL
BRANDING
REPORT
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
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
BMW
Youku
Video
Categories
vs.
Views
Youku
Video
Uploads
Youku
Video
Views
*Youku
data
represents
1-­‐year
period
ending
Sep.
30th,
2014

7. BMW
CHINA
SOCIAL
BRANDING
REPORT
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!

8. BMW
CHINA
SOCIAL
BRANDING
REPORT
谢谢
CONTACT
US
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Road;
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x8008
Email:
info@resonancechina.com
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