Image courtesy of Idea Go /FreeDigitalPhotos.net

In the US, UK and Europe, the number of people using Facebook is in decline. During last month alone, Facebook lost 6m visitors in the US market, a 4% fall; in the UK it has a fallen by 4.5%, about 1.4m users lost. If you look at the overall figures for the last six months, it is clear that Facebook is losing its appeal with a fall of almost 2m visitors per month in the UK  and 9m in the US.

Users in US and UK do not care as much for the most famous social network as they once did and this is also the case in Canada, Germany, France, Spain, and Japan; where Facebook has a huge number of users. According to many experts Facebook’s dominance in the social networks is under the threat from newer and more successful mobile based social networks such as Instagram and Path.

It could be argued that this decline is due in part to a change in behavior of the original “Facebook generation”, many of whom started using the platform whilst at universities years ago and now have less time to spend on the social network. The newer generation of social media users are more likely to seek apps and other more relevant platforms that occupy their free time.

Facebook’s decline, combined with the seemingly never ending financial crisis and economic downturn, means that Facebook is perhaps no longer the best platform for businesses to invest a lot of their marketing budget in, unless they are targeting overseas emerging markets where Facebook use is steady or on the increase. In fact, the US beer giant Budweiser has recently invested in the Brazilian market, which is as rich financially as it is rich with Facebook users. The number of Brazilian Facebook users is still increasing with a 6% in increase in the last month.

This week Budweiser announced a new special glass that allows you to add new friends on Facebook when you simply clink glasses with someone. How does it work? This special glass gadget contains a chip and a printed code on the bottom, which is linked to the owners Facebook account information. When toasting with another special glass user, through a simple “clink” of the glasses – or “Buddy Cups” as Budweiser have named them, the users are added as friends on Facebook this and can be seen on their news feeds that they have added each other through the Budweiser buddy cups . The Buddy Cup could be a proper wild card useful to help Budweiser to improve social media interaction with its customers, and it is definitely a move that will push its brand name globally, because it is an innovative marketing campaign.

The dilemma is: will it change the way people meet in bars, or it will be a big fail? We usually drink with someone we already know and it is unlikely we would add a complete stranger as a new friend on Facebook after just having a drink together. Eventually it could work well in a house party environment, where you are more relaxed and likely to open up to adding strangers as new friends, due to existing connections through being “friends of friends” with that person, but will the Buddy Cup ever be available for home parties?

At the moment, we don’t know much about this new beer gadget, it will probably be made available in festivals, concerts and events sponsored by Budweiser; but no one can say if it will be launched in other countries. Budweiser can only test this Facebook integrated product in an emerging market such as Brazil or other Facebook trending countries where they have the ability to capitalise on the social media growth.

Maybe in the near or distant future, they could attempt a launch in the Chinese market as well; but instead of Facebook, the cup should be integrated with Ranren, the Baidu’s (Chinese Search Engine) equivalent of Facebook.

Who knows? Only time will tell if Budweiser has uncovered a new way to trend their name with the use of social media, or if they are simply throwing money at an unrealistic and flawed marketing campaign.

Metafocus Global discuss the performance of Baidu on Russian TV channel POCCNR 24’s economics programme

On 25th April the Chinese Search Engine giant Baidu is set to launch its latest set of quarterly financial results. Whilst many analysts expect Baidu to show continued financial growth and to retain its Chinese search market dominance, there are signs that Baidu’s growth and market share is on the decline.

To understand why analyists are making this claim, Alan Clements, Managing Director of Metafocus Global, a leading search and international internet marketing agency, explained on Russian Television about what is happening in the Chinese search engine market.

For the television interview on Russian TV channel POCCNR 24’s economics programme, Alan addressed and answered the following questions.

What share does Baidu take in the Chinese internet search market?

Baidu’s market share is around 70% according to figures released by Experian’s Hitwise in February 2013. The figure is expected to be the similar following April’s financial results announcement statement.

What companies take the remaining percentages?

The real story in the Chinese internet market at the moment is the 12% share gained by Qihoo 360 so.com search engine following its launch last August. Qihoo has used its Antivirus software and 360 Web Browser to leverage a market share in its new search engine. Interestingly Baidu has recently launched its own antivirus software to compete with Qihoo.

The table below shows figures from Feb 2013.

Chinese Search Engine Market Shares

The key points to note are:

• Baidu – 70% share– decreased by 2.48% (according to Hitwise) compared to October’s figures
• Baidu has a 3.5 % global search market share
• Qihoo’s so.com search engine has a 12% share – increased by 2.72% (according to Hitwise

Chinese search engine Baidu is about to report its results for the quarter. What results can we expect? What is the financial position of the company?

• Baidu growth is still phenomenal but it is declining. Figures from Q4 2012 show growth at 42% compared to 82% in Q4 2011 and this could be set to continue.
• Baidu’s Q1 2013 guidance forecast projected revenue being up by 38-43% year on year. This implies a continued growth slowdown throughout 2013.
• Baidu’s stock price has also fallen by 20% since announcing their Q4 2012 results.
• Baidu’s expenses are increasing due to a 70% increase in R & D investment in Q4 12. They have also setup an R&D lab in USA in Silicon Valley.
• Competition from Qihoo (so.com) and and others (Tencent’s soso.com) pressuring Baidu to change its channel strategies
• Mobile Market Concerns – Mobile CPC not as high as PC CPC – internet usage moving to mobile – Baidu only has 35% mobile search market share
• Chinese economy also dropping (7.7% growth in Q1 2013)
• Chinese advertising market experiencing slower growth (49% 2012 – 55% 2011 67% 2010)

Alan Clements discussing the Chinese search engines on Russian TV channel POCCNR 24’s economics programme

What are the specifics of the search engines in the Chinese market? Do the world search engines operate there (for example Google)?

Google

Google’s share of the Chinese market has dropped significantly since it pulled out of China. The figures below show the decline.

• 2010 (24.3%)
• 2011 (19.8%)
• 2012 (15.6%)
• 2013 (4.5%)

However Google has an 89% global search share compared to Baidu’s 3.5% share. Google is still the third largest advertising provider in China with an advertising share of 6.2% in 2012.

Yahoo

Yahoo share of the Chinese search market is in decline – 21% share in 2006 to only 0.28% in 2013 (0.28%)

• Alibaba has been running Yahoo in China since 2005 and is set to hand Yahoo China back to its parent company in 2014
• Yahoo sold half its 40% share in Alibaba in May last year for a cool $7.1bn (£4.4bn).

Bing

Bing’s China search share is now 0.52% and is continuing to fall each month.

Perspectives of the search engines in China for this/next year?

• Baidu urgently needs to address the mobile market and fight competition from competitiors who are managing the transition to mobile more seemlessly
• Baidu’s politics with Google is likely to continue with Google’s Eric Schmidt commenting in March on China’s attempt to control the internet
• The e-commerce sector in China has scope for growth with only 24% of the population buying online.
• 1.2 Trillion RMB ($190 billion) was spent in China in 2012
• 242 million people shopped online out of population of 1.3 billion
• 41% of e-commerce users used a mobile device at least once and as in the west, this is a trend that is set to grow
• The most common item purchased  by Chinese internet users is clothing (inc shoes and hats) with 82% of e-commerce users having purchase at least 1 item

The Food and Drink iNet is looking to encourage craft brewers in the region to explore the possibilities available for exporting to China, where the popularity of beer has shot up in recent years. Back in 2004, China overtook the USA to become the world’s largest beer market.

The iNet, which is run by trade organisation The Food and Drink Forum, has already supported a Bottle Conditioning Project at the University of Nottingham which is helping brewers extend shelf life and prepare their products for sale in overseas markets.

Now the iNet is funding a second phase of the project which is being led by Nottingham company MetafocusGlobal, with support from the University of Nottingham Food and Biofuel Innovation Centre and the Asia Business Centre, UK Trade & Investment, and Derbyshire firm Thornbridge Brewery, to develop an export solution and channel for those businesses who are looking to export for the first time or to develop new overseas. It will also explore opportunities for smaller breweries in the UK market.

Initially looking at China as the first overseas market – one in four pints of beer sold in the world is bought in China – the project will also develop an online portal for potential distribution in the UK market too for those businesses who are not yet ready for the leap to exports.

Now it is looking for additional brewers to get involved.

“Exciting opportunities have been identified in China and elsewhere for East Midlands craft breweries, but these are big markets with big challenges. The Food and Drink iNet is very pleased to be working with UKTI and funding a project which will explore these sales opportunities and develop a realistic channel for smaller craft brewers with capacity and passion to increase business in the UK and abroad,” said Food and Drink iNet director Richard Worrall.

“We have some fantastic ales being produced across Derbyshire, Nottinghamshire, Leicestershire, Northamptonshire, Lincolnshire and Rutland. This project could really help fly the flag for the East Midlands craft brewing industry overseas and in the UK, and we’re interested in hearing from small or medium brewers across the region who are keen to find out more about how they could get involved. Wherever you are on the sales ladder, we want to help you progress and if you have a desire to go higher, you should get in touch with us. ”

The iNet’s British Craft Brewers Sales Project will focus on developing a solution and channel for breweries to export to China, but will also form a template for exporting beer to other destinations and for smaller breweries selling online in the UK prior to being ready for export.

“In China the popularity of beer has increased rapidly alongside a desire for spirits. China already accounts for one in four pints of beer sold worldwide, double that of the US, and could account for 40% of total worldwide beer sales by 2016,” said Alan Clements, of MetafocusGlobal, which is based in the Lace Market, Nottingham.
“There is no doubt that there are market opportunities for British branded boutique craft beers in China, although the biggest opportunities may be in second tier cities through pubs, clubs and supermarkets.”

But there are a number of potential hurdles that breweries need to be aware of and overcome.

“The Chinese tend to emphasise food safety and like to buy from trusted sources. Britain already has a good reputation in this regard,” said Alan. “Chinese complex food and drink import and labelling regulations and paperwork can be daunting and need careful research, as the Chinese are continually modifying their food laws, labelling and packaging requirements and import procedures.”
The objective of the project is to deliver a full business plan that identifies a structured approach to the product, process and marketing required to sell craft beers to China as a template for other markets. It will involve research of the market, product development, branding and marketing, logistics, as well as the creation of a portal potentially for the UK market.

Alan Clements and Alesia Staravoit with the ‘Marketing Campaign of the Year’ award

MetafocusGlobal are pleased to announce that we have been awarded the ‘Marketing Campaign of the Year’ award at Nottinghamshire’s Best Business Awards 2012 ceremony held on 13th October.

The award was received for helping New College Nottingham (NCN) to recruit international students for their Nottingham English School courses using a combination of Pay Per Click Advertising and Search Engine Optimisation.Nottinghamshire’s Best Business Awards are annual awards and are organised by Derbyshire and Nottinghamshire Chamber of Commerce (DNCC) to celebrate the achievements of local businesses.

New College Nottingham commissioned MetafocusGlobal, to set up an international Search Engine Optimisation (SEO) and Pay Per Click (PPC) campaign to help in the recruitment of students from all over the Globe. To date the campaign has been very successful with the numbers of students who have signed up to the English Language courses increasing by 27% over the Jan to Jun period compared in 2011. Since the start of the project in January 2012 the NES website has generated 212 electronic enquiries, showing increases of 70% Jan to Mar and 87% Jan to June.

Nottinghamshire’s Best Business Awards winners

As part of the international online marketing programme, MetafocusGlobal researched and tested the many key phrases to established a core keyphrase set for Search Engine Optimisation (SEO) and for Pay Per Click (PPC) advertising in the target countries, including China, India, Libya and Saudi Arabia and UAE. These phrases included hundreds of words relating to IELTS, CELTA, English language school, English language courses and English courses in Nottingham.

“Our project with Nottingham English School has helped them to advertise their courses to potential students in countries around the world. Nottingham English School are confident that online marketing is an effective way to develop new business overseas, and in the coming year have commissioned us to focus our online marketing on the Spanish and Chinese markets. We are looking forward to another successful year working with them and in the current climate we really believe that UK businesses should be looking overseas for new business.” Alan Clements, Managing Director and Founder of Metafocus Global.

Nigel Rowlson of the Dairy presents Alan Clements with the award

Commercial Language Training are UK leading providers of language training for businesses. They specialize in a variety of foreign language training of which the German, Portuguese, Russian, Mandarin, French and English language courses for businesses are the most popular at the moment. That isn’t to say that Arabic, Czech, Dutch, Greek, Hungarian, Japanese, Norwegian, Polish, Swedish and Turkish language courses – which they also offer – are of a lesser importance in the present global economy.

Commercial Language Training stand out in their market by providing 100% bespoke language courses to fit every individual. Prior to the beginning of the language training, an assessment is carried out to identify the specific vocabulary needs of every client. Thus, the course is designed to suit the work and required level of foreign language of every client.

Afterwards, clients are given the opportunity to choose from a weekly training course or an intensive one, depending on preferences and timescales available to them. Also, clients have complete control over the location and time of their training as Commercial Language Training tutors offer a lot of flexibility.

Finally, Commercial Language Training understand that studying while working might be difficult and therefore they aim to make every course fun and enjoyable. They even go as far as offering English language training while playing golf in the Peak District!

MetafocusGlobal are proud to be working with Commercial Language Training and we look forward to a golf day with them!

After weeks of long and exhausting meetings, Nottingham English School chooses Metafocus Global to head their international online marketing campaign.Nottingham English School is part of New College Nottingham and provides accredited English language courses, IELTS exam preparation courses, CELTA training courses as well as English Summer School courses.

Nottingham English School is an accredited centre by the British Council and they are now looking to promote their courses online both nationally and internationally.

Metafocus Global team are excited to work with Nottingham English School and we look forward to a long-lasting relationship with New College Nottingham.