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Ogilvy PR and CIC launch social media report on Shanghai World Expo 2010

by Kenny Lim    4-Feb-10, 10:20

SHANGHAI – Ogilvy Public Relations Worldwide and CIC, an Internet Word of Mouth (IWOM) research and consulting firm, have launched 'ExpoSay' – a monthly report on social media buzz relating to the Shanghai World Expo 2010.

The report tracked 128,854 Expo-related comments taken from 13,994 blogs, bulletin boards, news and social networking sites sites in the Chinese Internet space during December 2009.

Bulletin boards were the most popular platform followed by blogs. As mainstream social media channels, these two platforms accounted for 68 per cent of total buzz while news articles only accounted for 20 per cent of buzz share, followed by other online channels including video and community-driven Q&A sites.

Topics covered included tickets, sponsors, pavilions, countries and cities. Ticket-related topics were the subject of most online Expo chatter in December.

Expo Global Partners including China Mobile, General Motors, Bank of Communications and State Grid accounted for almost 50 per cent of buzz among all sponsors.

At the same time, non-sponsors were the subject of more than 80 per cent of buzz, primarily due to content contributions from Sina, Sohu and Netease, all of which are major Chinese portals and competitors of senior sponsor QQ.com. Non-sponsor, Sina, was the most discussed brand.

Among the city pavilions at the Expo, Taipei overtook Hong Kong as the second most discussed city in December following the announcement that pop singer Wang LeeHom had been named goodwill ambassador.

Guangzhou held the top spot and Ningbo and Macau came in fourth and fifth place respectively.

The US also overtook Japan to be the most mentioned country in the same period.

“This report’s findings show how China’s netizens are already discussing many aspects of the Shanghai Expo,” said Thomas Crampton, Asia-Pacific director, 360 Digital Influence, Ogilvy Public Relations Worldwide. “Chinese consumers can make or break brands online, so listening is the first step to developing a powerful strategy to engage them,” he adds.

“China has one of the world’s highest levels of engagement within social media, with brands featuring in many discussions,” said Sam Flemming, chairman and founder of CIC. “Anyone looking to truly understand Chinese consumers - and the digital world that is so important to them - can find no better place than social media.”
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