Brian Clarke wrote about Google in Authority rules : “People respond to and follow important people more than others. And Google ranks important pages and sites higher than others.”
Social networks are now the new referrers of authority and brands are fighting to get these networks attention and even use mimetism. Why? Just because of the very simple question :
Who are you going to listen to when you buy something?
A. The friendly yet unknown woman/man/persona in the ad
B. Your friend, family or any person with similar interests
Something tells me most of us will go with B, meaning we are somehow each other special “Google”.
Let’s talk about growing trends and Internet facts in China :
x Boom of the Internet population : by the end of September 2009, Chinese Internet users had reached 360 millions (CNNIC)
x Growth of online shopping : online shopping transactions were worth 46.7 billion yuan (US$6.8 billion) in China in the first quarter, nearly twice as much as a year earlier, among which over three-quarters of that transaction value occurred among consumers on Taobao (iResearch)
x Growth of social networks along with a crave for participating – voting, acting, chosing.
So it is only a matter of time until we see more and more models emerging from these trends.
China’s Alibaba understands that very well : more engagement = more time spent on site = more $
According to the press release, “Alibaba is crafting social-networking platforms specifically to complement two of its core operations. The beta version of a Web site with Facebook-style applications and a Twitter-style feed is being grafted onto Taobao.com, Alibaba’s auction and retail Web site, a spokeswoman said. A more professional platform that the spokeswoman likened to LinkedIn is being added to Alibaba.com, the group’s business-to-business e-commerce operation.”
Taobao or the Gargantua of the E-Commerce
The platform, called Taojianghu, is designed by Taobao and supposed to encourage users to form groups and share their interests – in Taobao products that is.
Really, will adding some Facebook apps and tweet some stuff about products be really effective? How can we know when Taobao has volume (120 million registered users reported at the end of the first quarter, more than one-third of China’s total number of people online*) and a certain monopoly when it comes to e-commerce in China ?
Are we facing an Authoritarian Socialite?
The thing I find most laughable is that both Facebook and Twitter are blocked here, undesired, but a giant like Alibaba is still getting “inspiration” from them…
Legitimacy anyone?
Sources
* IResearch
Article featuring on the Digital Marketing Inner Circle
http://www.sinotechblog.com.cn/index.php/consumer-strategies/40-social-media-marketing/461-taobao-an-authoritarian-socialite