Social media in china


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Social media in china

  1. 1. Social Media in Chinaa basic comparative probe Kevin Bin Yuan
  2. 2. Social network equivalents ( just search from Google)
  3. 3. But quite different
  4. 4. The usage variations stem fromCulture contextEconomic scenariosDigital ecosystem.
  5. 5. It is the truth that Chinese peopleare more enthusiastic with socialmedia, more actively engaging in social network, why According to different data sources
  6. 6. Below are several key factors China is experiencing a remarkable social changing of the population migration, from rural to urban , probably is the biggest migration in the human history in one country
  7. 7. Which drive more need of engaging and communication• Keep in touch with family and friends• Increase social capital when land to the new neighborhood• Dealing with lonely : for instance, more 80’s and 90’s children were born under the “one child policy• Get more information that is inaccessible from traditional media
  8. 8. What about the nature of censorshipOut of imagination from people live in westernsociety, the reality is:Although the government put efforts to control andcensor the Internet.But they just can filtering few of top sensiblepolitical issues
  9. 9. Because no one in the world could predict thatby the end of year 2010, net citizens in China isapproaching 500 millions, the implication is that it is impossible to be strict controlled !
  10. 10. The strict manipulations and restrictions regardtraditional media have result in thriving andflouring of home-grown social networksThe Internet has provided access to information forordinary Chinese citizens in ways that wereunimaginable several years ago. Coming from bothin and outside the geography boundary.
  11. 11. Absence of “authority” of traditional media , like“times” in the West, Chinese net citizens tend toheavily take advantage of social networks toacquire information and involve into debate , notjust from home-grown social networksHence, China will become the most diversified andbooming place in terms of social mediaapplication in the world
  12. 12. China now is the most cultural diversified place in the world
  13. 13. • East vs. West• Traditional vs. modern• Remarkable social changing• More conflicting and arguable issuesThe diversification , turbulence situation and fastchanging society create moredemands for commutation , engagement, and self-expression.
  14. 14. Social media in China isbecoming more inspiring and full of stimulating cases
  15. 15. Some typical social networks
  16. 16. Social network sites Unlike Facebook dominate in a lot of countries, social networks in China are segmented to attract several majoraudience groups, ranging from urban youthto university students and migrant workers.
  17. 17. Q Zone (, the largestsocial networking site in China, attracts youthand teens , and dominate second- and third-tier cities.
  18. 18. RenRen (, specializing foruniversity students and alumnus who use theplatform to connect and interact with classmates.The site is organized around schools andgraduation class.
  19. 19. Kaixin001 (, aplatform designed for a more about youngprofessionals, white collar workers in first and second-tier cities.
  20. 20. Douban (, a morespecialized social networking site, attractsthose fond of books, cinema, culture, andmusic. Users connect according to theirtastes and often hold offline activities, such asbook clubs and to local art activities.
  21. 21. Mechanism of “Douban” is unique and innovative
  22. 22. Bulletin board systems (BBS)A wide range of BBS still flourish in China , Postings areanonymous, which encourages users to give unstrained views.And the open systems also are abused by some PR companytrying to manipulate the comments, which called “Guanshui” inChinese.
  23. 23. Twitter vs. Sina WeiboSina Weibo is by far the most popular microblogging platform in China
  24. 24. Performance metrics list• Registered users: 50mil• Monthly growth rate of registered users: 33.8%• Daily average amount of Tweets: 2.5mil• Total amount of tweets: 2bil• Proportion of amount of Tweet from mobile end: 38%• API: over 800 pcs Updated: Oct 2010
  25. 25. Some striking features• Video, music and pictures supportive• Distinctive classification for all kinds of celebrities and traditional media and government agencies, social organizations, business organizations, etc.• Striking features of celebrities ranking list and grassroots ranking list are posted in adjacent same level of position implied for stimulating competition.• Celebrities, media and government agents are required to provide institutional authentication, whereas ordinary people can choose to remain anonymous.
  26. 26. 114 characters in Chinese translatesinto around 450 characters in English, This language efficiency turns microblogging in China into a more powerful media vehicle
  27. 27. The categorized high profile list greatly facilitateparticipation
  28. 28. Entertainment Movie star, Singer, Musician, Director, Producer, OperaFashion &Lifestyle Model, Beautician ,Cooking, Healthy, Travel, DesignerFinance Entrepreneur, Economist, Stock, Currency, InvestmentSports Football, Basketball, Tennis, Volleyball, Golf, LotteryScience &technology IT, Internet, VC, Telecom, E-commerce, ProgrammerMedia TV presenter, Radio DJ, Editor, Media expert, CorrespondentArts &literature Drama, Dance, Calligraphy, Animation, PhotographyEducation Scholar, Education Celebrity, University Lecturer, TrainingPublisher Publisher, Writer, Poet, Cultural CelebrityReal estates Developer, agency, Expert, Decoration, DesignerGovernment agency Government officer, Government organization, PoliceWeb-sites Shopping, IT, Entertainment, CommunityAutomobile Model, Brand, Media,Military force Military expert, Air force , Military media, Military writerOrganization Charity, Finance
  29. 29. YouTube vs. Youku and Tudou
  30. 30. • Videos in Youku and Tudou are more professionally produced.• Surveys show that video sites having replaced traditional TV among younger generation.• The diversified content no longer be reached effectively via traditional media channels. which also have affected largely about peoples attitudes towards many social issues.
  31. 31. If you failed to understand whatsocial media happened in China, you will lost great opportunities for your business and might encounter unexpected risks
  32. 32. Thank you!