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Engaging In Chinese Social Media - Best Practice In China's Social Media
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  • 1. Engaging in Chinese Social Media -- Best Practices in China’s Social Media By Dr. William J. Ward @Dr4Ward Xiaoye Zhou @yierzhou
  • 2. Social Media Landscape Worldwide Source: www.marketer.com
  • 3. Social Media Landscape Worldwide Source: ComScore Reach of Social Network in Total Internet Users (2013)
  • 4. Source: Business Insider
  • 5. Source: Business Insider
  • 6. Social Media Landscape Asia Pacific Source: www.sysker.com
  • 7. Why China is different?
  • 8. Source: CIC
  • 9. Source: Appintochina Who are they?
  • 10. Where are they? Internet Penetration Rate Source: CNNIC
  • 11. Source: Appintochina How Much Do They Spend on Social?
  • 12. (in USD) Salary Ranges of Chinese Internet Users Source: CNNIC 1300 Plus 830 -1300 500 - 830 300 - 500 250 - 300 160 - 250 80 - 250 80 or less No income
  • 13. Who Uses Which? Source: TechRice
  • 14. When Do They Use It? Source: McKinsey Quarterly When do most official media accounts post on Sina Weibo during weekday?
  • 15. When they use it? Source: McKinsey Quarterly When do most official media accounts post on Sina Weibo during weekday?
  • 16. Source: www.dr4ward.com Social Media Timeline U.S. v. China
  • 17. Source: www.dr4ward.com Social Media Timeline U.S. v. China
  • 18. Source: www.dr4ward.com Social Media Timeline U.S. v. China
  • 19. Social Media Timeline U.S. v. China Source: www.dr4ward.com
  • 20. Social Media U.S. v. China Source: Ashphere
  • 21. Source: Internetworldstats Social Media U.S. v. China
  • 22. Social Media U.S. v. China Source: Internetworldstats
  • 23. Who are they? Source: Chinaskinny.com, Mashable 45.6% 53.3%
  • 24. Who are they? Source: Chinaskinny.com, Mashable 28.7% 24.4% 31.1% 15.6%
  • 25. How many have mobile access? Source: CNNIC, IDC 0 50 100 150 200 250 300 350 400 450 500 2009 2010 2011 2012 2013 U.S. China Number of Mobile Internet Users (in million)
  • 26. How Powerful Social Media Is ? Source: Edelman Digital
  • 27. How Powerful Social Media Is ? • A reporters advocated via Weibo in April 2011 • Raised USD 2.8 million in 9 months • China’s State Council launched National Free Lunch Pilot Program in 2011
  • 28. How Powerful Social Media Is ?
  • 29. How Powerful Social Media Is ? • April 5th, 2014: Sina Weibo filed with the SEC to sell 20 million shares at a price of $17 to $19 a share in an IPO that could raise as much as US$380 million. • May 2000: Sina Corp succeeded in raising US$68 million in Nasdaq. Source: CNN
  • 30. How Powerful Social Media Is ? “I have brought this upon myself. A mistake is a mistake. This has nothing to do with anyone else. Today, I am willing to accept all the consequences. ” 1,236,366 Repost 1,920,471 Comment
  • 31. Partnership Jan. 2014 • WeChat: 270 million active users • WeChat users can bind LinkedIn profiles to WeChat account Feb. 9, 2014 • LinkedIn launched a Chinese-language website Source: Edelman Digital
  • 32. Partnership Derek Shen, President of LinkedIn China • 3 rules: follow gov’t restrictions; be transparent about how those restrictions affect the user and the site; protect users’ data. • Biggest obstacle isn’t censorship, but culture Source: Tech in China
  • 33. Partnership Feb. 19, 2014 • Facebook bought Whatsapp for $19 billion • The deal is the world's largest tech acquisition since Time Warner's (NYSE: TWX) $124 billion merger with AOL in 2001 • Whatsapp is a relative non-player in China – Doug Young, South China Morning Post Source: Business Insider
  • 34. Partnership October 9, 2012 • Sina Weibo was added as an app to dashboard April 25, 2013 • Tencent Weibo Joined HootSuite App Director Mar 31, 2014 • Refreshed set of Chinese app integrations in its App Directory: Sina Weibo, Tencent Weibo • Sina Weibo and Tencent Weibo Analytics.
  • 35. What We Have Done - Chinese Social Media Data No. of Tweet No of Following No. of Follower 0 160 / / / / 144 299 1006 201 213 4105 205 296 294 287 294 287 31 184 146 18 30 45 Jan 31 – May 6
  • 36. What We Have Done - Chinese Blog http://blog.sina.com.cn/dr4ward
  • 37. What We Have Done – Sina Verification http://weibo.com/dr4ward
  • 38. What We Have Done – Tencent Verification http://t.qq.com/DR4WARD
  • 39. What We Have Done – Renren http://www.renren.com/509385770
  • 40. Next Step  Need more experiments in different content  More time to observe popularity of different content  More interaction with followers  Encourage other people to try themselves  More visual and images
  • 41. Our recommendations in using Chinese Social  Mandarin speaker  Make difference in different platforms  Chinese Weibo allows 140 Chinese characters, which equals 280 letters  Hashtag in Chinese social media needs Hashtags on both side of keyword  What should never been talked: religion and politics  Interaction and Internet language are highly needed