However, corporate sponsors struggle with share of media voice in the crowded space

[SHANGHAI: APRIL 29, 2010] On the eve of the official opening of World Expo 2010 Shanghai, China Polling Beijing and Ogilvy Public Relations Worldwide / Shanghai have released a new consumer survey of Chinese social media users’ feelings and intentions towards the event. The survey uncovered that a third of social media users knew a lot about Expo 2010 and 60% of those polled are planning to attend.

“Social media is clearly driving online excitement surrounding the Expo,” said Michael Darragh, Digital Strategic Planner at Ogilvy Public Relations Worldwide / Shanghai. “This trend reflects the importance of word of mouth when it comes to this event. Expo visitors are paying close attention to recommendations both online and off when planning their Expo adventures.”

Poll respondents were overwhelmingly getting their Expo news from TV programs over any other form of media, including online. However, over 50% of respondents are relying on online resources for visit planning, and 27% of respondents are relying heavily on online conversation for their trip planning.


Powered by China Polling Real Time Stats, April 2010

“Overall this follow-up research on the Expo validates the incredible marketing and promotions that the organizing committee is doing to let everyone know about what’s happening with the Expo,” said Allan Chou, managing director of China Polling, which co-organized the survey. “The only issue which we can see from the survey is that so much information is out there about the Expo in general that some of the corporate sponsors may have a tough time getting their message out.”

Respondents were generally aware of the major Expo sponsors including China Mobile (55%), China Telecom (39.5%), Bank of Communications (39.3%), China Eastern Airlines (24.2%) and General Motors (33.5%). However, the survey revealed some uncertainties about which corporations are exhibiting at Expo. For example, 36.6% of respondents are anticipating an IBM pavilion, which does not exist.

Powered by China Polling Real Time Stats, April 2010

The poll was conducted with a self completed questionnaire administered online to users from three of the top social media websites in China: Qunar, the most popular travel search service; Tianji, the most popular professional SNS; and YouKu, the most popular video website in the future. The survey invitation was sent out randomly on the social media websites using online ads such as banners and text links between January 18th and April 8th. The total number of qualified respondents equaled 3,320, were predominantly male (70%) between the ages of 20 and 39 (80%) and earned between RMB 2,000 and 5,999 per month.

Note: Full survey results are available in .PDF by clicking on the following link: China Social Media Users and Expo 2010.

Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide (www.ogilvypr.com) is an integrated global marketing communications firm, with offices in more than 70 cities around the world. We blend proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. In its 28th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its 360 degree digital influence, consumer marketing, corporate, healthcare, technology, public affairs and social marketing practices. The agency also offers biotechnology and government affairs expertise through its subsidiaries Feinstein Kean Healthcare and Ogilvy Government Relations, respectively. Ogilvy PR is a WPP company (NASDAQ: WPPGY, www.wpp.com) one of the world’s largest communications services organizations.