Community News: Playing to Win in China’s Competitive Social Media Marketplace

John Pinson
Apr. 1, 2012 by John Pinson

For most of us, when we hear the phrase social network we think of Facebook. In the U.S., of course, Facebook completely dominates the discussion and the marketplace when it comes to social media. Outside the U.S. it’s a different story. China, especially, has a highly competitive social networking scene, with at least five major players scrambling to capture and build market share within the world’s largest population. These companies provide offerings that mix Twitter-like microblogging services, social games, mobile services and straight-up imitations of Facebook features. This Mashable article with a handy infographic provides a great overview of the players. Right in the middle of the action is Message Systems client Kaixin001.

We first started working with Kaixin001 in early 2011 as they were initially seeking ways to improve their email deliverability, but it became apparent as the relationship progressed that a Momentum implementation could help the company advance its business objectives in multiple ways. Wei Guo, Vice President at Kaixin001 put it this way: “our challenge at Kaixin001 is to innovate, to create a platform that continually engages our member base with better services, new offerings and fun activities. With state-of-the-art messaging powered by the Momentum platform, we have the capacity now to roll out any number of new services, from social and mobile Internet offerings to games and other kinds of opportunities.”

With their Momentum implementation in place, Kaixin001 immediately boosted deliverability consistently above 90%, but it also opened up new possibilities for additional revenue streams. Perhaps most importantly, with a vastly expanded messaging capability and deliverability problems solved, Kaixin001 was able to increase its use of automated status emails (alerts and notifications) for member outreach. And that’s exactly what the company did, creating new services based on message-driven workflows that improved member engagement and strengthened loyalties. Building on its relationship with Message Systems, Kaixin001 is set up to compete more energetically than ever before in the intensely competitive Chinese social media market. Get the full story in English or in Chinese (PDF).

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