Chinese Social Media Platforms - Storymaker

Chinese Social Media Platforms Photocase_florida STORYMAKER GMBH TÜBINGEN | PEKING

Content •  Storymaker and China •  Digital Communication Architecture: Global •  Which platforms are blocked in China? •  Chinese platform alternatives •  Digital Communication Architecture: China •  Microblogging No. 1: Weibo (t.sina) •  Social Network No.1: Renren •  Social Network No.2: Kaixin001 •  Social Network No.3: Qzone •  Culture Community No.1: Douban •  Video Platform No.1: Youku •  Photo Community No.1: Yupoo STORYMAKER GMBH TÜBINGEN | PEKING

storymaker We think German! We think Chinese! – Tuebingen / Beijing 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 3

Storymaker in China •  First German PR agency to open an office in China •  China projects since 2005 •  Publisher of the first German language „China Media Guide“ •  German Consultants in China •  Chinese Consultants in Germany •  Working for German companies in China Storymaker GmbH, Tuebingen Storymaker (Beijing) Co., Ltd 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 4

Chinese Social Media Platforms Photocase_florida STORYMAKER GMBH TÜBINGEN | PEKING

Digital Communication Architecture: Global Model and Interaction Communication Corporate Hosting PR-content Email Youtube Website Twitter Flickr Microsites Facebook Issuu Blog XING / LinkedIn Slideshare Newsletter 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 6

Which platforms are blocked in China? Communication Corporate Hosting PR-content Website XYoutube X Microsites X Flickr X Blog Issuu Newsletter Slideshare 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 7

There is always a solution! Communication Corporate Hosting PR-content Website Microsites Issuu Blog Newsletter Slideshare 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 8

Digital Communication Architecture: China Model and Interaction Communication Corporate Hosting PR-content Email Youku Website Weibo(t.sina) Yupoo Microsites Renren/Kaixin001 Issuu Blog Qzone/Douban/XING Slideshare Newsletter 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 9

Microblogging No.1: Weibo (t.sina) Chinese No. 1 microblogging service (Chinese twitter); •  The holder of t.sina is Sina.com, which is the No. 1 web portal in China. •  It allows users to post short messages within 140 Chinese characters (In Chinese 140 characters can actually produce quite a long message). •  Companies or organizations can apply for its page for interactions with its followers, which include Dell, Thinkpad, Acer, Haier, TCL, Firefox, Microsoft TechNet, and all the major media in China. •  The top 100 twitters in t.sina have 68 million followers. 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 10

Microblogging No.1: Weibo (t.sina) What’s more •  It is free to apply for a corporate account. •  An account can become a “Verified” account (with a “V” mark), after it has more than 50 followers, and after Sina’s verification. •  Tips to get more fans: Join the “hot topic/discussion”, keep updating the blogs. 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 11

Interface What is on your mind? Profile: pics, videos, music Contact group Delete/retweet/ save/comment Hot topics 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 12

Sennheiser at t.sina Following/ Followers/ Tweets Pics, videos, Corp. profile music follow tags 1527 Q&A: followers When can I buy? Special discount? product Retweet/ save/comment 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 13

SAP at t.sina Following/ Followers/ Tweets Pics, videos, music tags 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 14 Seite 14

Social Network No.1: Renren One of the biggest social networking sites in China with an interface similar to that of Facebook; •  Most popular, most open, and best-financed social network in China. •  China s largest online community website among universities. •  120 million users with an estimated 40 million users who have registered their real names. •  Branding at Renren from companies/organizations like Coco Cola, Dell, IBM, Audi, CCTV with their own page. •  Key function: Multiplication by sharing message/information/videos/photos. 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 15

Social Network No.1: Renren What s more •  A corporate page costs 60,000 Euro/year (October 2010). •  Private accounts are NOT allowed to do branding or business promotion in Renren. 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 16

Interface Home, Profile, Friend, Application, Message 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 17

like a company/ Community, receive messege from it Add as a friend Forward Comment Comment and sharer 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 18

Community Community All communities edited by me liked by me 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 19 Seite 19

Audi at Renren 218348 Fans Link to audi official website 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 20 Seite 20

Adidas at Renren 185220 Fans Become a fan/ Image Recommend video Link to its official website Special websites Activities, products, interaction with fans, feedback from fans Picture album STORYMAKER GMBH TÜBINGEN | PEKING

Social Network No. 2: Kaixin001 •  86 million registered users till August 2010 and more than 50 million active users each month. 1,5 billion minutes were spent by users each day. •  Main user group: white collars in China (through popular networking games, such as Happy Farm and Slave Manor). •  Branding (pay service) from companies/organizations like Sony Ericsson, Lego, Microsoft, Lancome, adidas, IKEA, MINI, Chinese media etc. •  Key function: Multiplication by sharing message/information/videos/photos. 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 22

Social Network No. 2: Kaixin001 What s more: •  Contract, biz license must be provided in setting up a corporate page. •  Cost (October 2010): Type Activities Post to fans/day Specialty Cost (Euro) Basic Corp. Page basic 1 None 0 1 Banner, Branding Corp. Page Basic all 1 1 special model 10,000/quarter 1 Banner, Branding Corp. Page Basic all 4 1 special model 40,000/quarter 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 23

Interface You may know Message Visitors Info. about friends/ communities pics, blogs, status etc. Friends Picture, blogs, gifts like or comment on the action games, music etc. Friends online 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 24 Seite 24

Adidas at Kaixin001 (Basic corp. page) 18398 Fans Become a fan Corp. profile Activities, pics, videos, news with like and comment . Frequency: 2-5 msg/day 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 25

BMW at Kaixin001 (Basic corp. page) 648132 Fans Banner Special model 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 26 Seite 26

Dr. VICHY at Kaixin001 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 27 Seite 27

Social Network No. 3: Qzone •  380 million registered users (No. 1 in quantity). •  More and more users are taken from its sister company QQ (No. 1 instant messenger in China with 485 million users who are highly active). •  Many users are quite active in using Qzone for communication with family members or friends. (by sharing pictures, blogs/journals, daily updates, music). •  Companies/organizations use Qzone for branding or event promotion, which include Adidas, Coca Cola, Disneyland, Dell, Nike, etc. 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 28

Social Network No. 3: Qzone What s more •  Key to have more friends: Join the hot topics. •  Cost for corporate page: ** Euro •  Private accounts are NOT allowed to do branding in Qzone. 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 29

Interface Hot topics Friends comment /forward/more Pictures, blogs, gifts games, music etc. 11.11.10 comment /share/more/like Seite 30 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 30

Adidas at Qzone Liked by 263495 fans. Daily Increase: 51133 Journal, picture, fan, wall Post from fans Journals with pics Links to offficial websites 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 31

DELL at Qzone 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 32 Seite 32

Culture-Community No.1: Douban -No. 1 online community for culture programs (especially for movies, books, music) -10 million registered users. -Organizations/companies like Cultural and Educational Section of British Embassy, Master Card, Adidas, Swatch, Audi have their corp. page on Douban. What’s more -Basic account users are not allowed to have business promotion there. -Brand account cost ** 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 33

Cultural and Educational Section of British Embassy 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 34 Seite 34

Adidas at Douban 46666 visitors 11216 Fans Pictures, videos, events Fans can comment on the posts 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 35

HP at Douban 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 36 Seite 36

Video Platform No.1: Youku China s biggest video hoster (Chinese version of youTube); •  Founded by Victor Koo, former President of Sohu.com. (No. 2 Web portal in China). •  Youku recorded gross revenues of 200 million RMB in 2009. •  Users can upload, watch, comment on original videos for free. What s more •  Video is a very direct, highly popular communication tool on the internet. A company should check with every campaign whether a video may enhance the range of a subject. All videos should be found within the company s channel on Youku. 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 37

Photo Community No.1: Yupoo The largest photo-community in China (Chinese Flickr); •  Free picture uploading, sharing. •  Pictures can be commented, forwarded and tagged. •  Companies who upload their pictures at Yupoo provided with tags favour the use and spread of their pictures, for example for presentations to a certain topic. E.g. Hisense, Modern Media group, Rainierbaby etc. 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 38

Photo-Community No.1: Yupoo Cost (October 2010) Type Space Date transfer-out Cost (Euro) Free Account 100 MB 1 G/month 0 VIP Personal 10 G 30 G/month 18 VIP Corporate 10 G 600 G/month 40 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 39

Modern Weekly at Yupoo 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 40 Seite 40

Social Media in China? Talk to us! www.storymaker.de Photocase_florida STORYMAKER GMBH TÜBINGEN | PEKING

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Chinese Social Media Platforms - Storymaker

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