Chinese Social Media Platforms




                                                    Photocase_florida
                S...
Content


•  Storymaker and China
•  Digital Communication Architecture: Global
•  Which platforms are blocked in China?
•...
storymaker

  We think German! We think Chinese! – Tuebingen / Beijing


11.11.10                      STORYMAKER GMBH TÜB...
Storymaker in 	

 China	


  •  First German PR agency to
     open an office in China
  •  China projects since 2005
  • ...
Chinese Social Media Platforms




                                                    Photocase_florida
                S...
Digital Communication Architecture: Global
 Model and Interaction

           Communication       Corporate               ...
Which platforms are blocked in China?


           Communication     Corporate                         Hosting


         ...
There is always a solution!


           Communication     Corporate                         Hosting


                   ...
Digital Communication Architecture: China
 Model and Interaction

           Communication        Corporate               ...
Microblogging No.1:
Weibo (t.sina)

   Chinese No. 1 microblogging service (Chinese twitter);

  •  The holder of t.sina i...
Microblogging No.1:
Weibo (t.sina)

  What’s more

  •  It is free to apply for a corporate account.

  •  An account can ...
Interface


                 What is on your mind?


Profile: pics,
videos, music


                                      ...
Sennheiser at t.sina

                                                           Following/
                              ...
SAP at t.sina
                                                     Following/
                                            ...
Social Network No.1:
Renren

  One of the biggest social networking sites in China
  with an interface similar to that of ...
Social Network No.1:
Renren

  What s more

  •  A corporate page costs 60,000 Euro/year (October 2010).

  •  Private acc...
Interface

            Home, Profile, Friend, Application, Message




11.11.10     STORYMAKER GMBH TÜBINGEN | PEKING     ...
like a company/
                                                      Community, receive
                                 ...
Community      Community
                                       All communities
       edited by me   liked by me




11.1...
Audi at Renren                                                         218348
                                            ...
Adidas at Renren
                                                                                     185220
             ...
Social Network No. 2:
Kaixin001

  •  86 million registered users till August 2010 and more than 50 million active users e...
Social Network No. 2:
Kaixin001

  What s more:

  •  Contract, biz license must be provided in setting up a corporate pag...
Interface

                                                                     You may
                                  ...
Adidas at Kaixin001 (Basic corp. page)                                18398
                                              ...
BMW at Kaixin001 (Basic corp. page)
                                                                648132
               ...
Dr. VICHY at Kaixin001




11.11.10
11.11.10        STORYMAKER GMBH TÜBINGEN | PEKING   Seite 27
                         ...
Social Network No. 3:
Qzone

  •  380 million registered users (No. 1 in quantity).

  •  More and more users are taken fr...
Social Network No. 3:
Qzone

  What s more

  •  Key to have more friends: Join the hot topics.

  •  Cost for corporate p...
Interface


                                                                          Hot topics




                     ...
Adidas at Qzone

           Liked by 263495 fans.
           Daily Increase: 51133




                                   ...
DELL at Qzone




11.11.10
11.11.10        STORYMAKER GMBH TÜBINGEN | PEKING   Seite 32
                                  ...
Culture-Community No.1:
Douban

  -No. 1 online community for culture programs (especially for movies, books, music)
  -10...
Cultural and Educational Section of British Embassy




11.11.10
11.11.10           STORYMAKER GMBH TÜBINGEN | PEKING   Se...
Adidas at Douban
                                                       46666
                                            ...
HP at Douban




11.11.10
11.11.10       STORYMAKER GMBH TÜBINGEN | PEKING   Seite 36
                                    ...
Video Platform No.1:
Youku

  China s biggest video hoster (Chinese version of youTube);

  •  Founded by Victor Koo, form...
Photo Community
No.1: Yupoo

  The largest photo-community in China (Chinese Flickr);

  •  Free picture uploading, sharin...
Photo-Community
No.1: Yupoo

  Cost (October 2010)


     Type               Space               Date transfer-out   Cost ...
Modern Weekly at Yupoo




11.11.10
11.11.10        STORYMAKER GMBH TÜBINGEN | PEKING   Seite 40
                         ...
Social Media in China?
Talk to us!

www.storymaker.de




                                                    Photocase_fl...
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Chinese Social Media Platforms - Storymaker

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Social Networks in China - a presentation by German PR agency Storymaker based in Tuebingen, Southern Germany and Beijing, China

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Chinese Social Media Platforms - Storymaker

  1. 1. Chinese Social Media Platforms Photocase_florida STORYMAKER GMBH TÜBINGEN | PEKING
  2. 2. 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
  3. 3. storymaker We think German! We think Chinese! – Tuebingen / Beijing 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 3
  4. 4. 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
  5. 5. Chinese Social Media Platforms Photocase_florida STORYMAKER GMBH TÜBINGEN | PEKING
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Interface Home, Profile, Friend, Application, Message 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 17
  18. 18. 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
  19. 19. Community Community All communities edited by me liked by me 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 19 Seite 19
  20. 20. Audi at Renren 218348 Fans Link to audi official website 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 20 Seite 20
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Dr. VICHY at Kaixin001 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 27 Seite 27
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. DELL at Qzone 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 32 Seite 32
  33. 33. 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
  34. 34. Cultural and Educational Section of British Embassy 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 34 Seite 34
  35. 35. 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
  36. 36. HP at Douban 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 36 Seite 36
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. Modern Weekly at Yupoo 11.11.10 11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 40 Seite 40
  41. 41. Social Media in China? Talk to us! www.storymaker.de Photocase_florida STORYMAKER GMBH TÜBINGEN | PEKING
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