China Social Media Lunch&Learn


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Chinese Social Media Overview (2011)

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China Social Media Lunch&Learn

  2. 2. AGENDA  History  Year of 2011  Social Networks  RenRen  Microblogs  Sina Weibo
  3. 3. HISTORY 3
  4. 4. TIMELINE Data  from  CIC   1994 1999 2002 2004 2005 2006 2007 2008 2009 2010 Social Media Penetration Trend *Million  Users   4
  5. 5. PATH Data  from  CIC   ADOPT . INNOVATE . EXPLODE . 485,000,000 Internet UsersPATH
  6. 6. V.S WORLD Data  from  TOP 10 COUNTRIES WITH HIGHEST NUMBER OF INTERNET USERS percentage of population 36% of the Chinese Population Percentage of the world 23% of the World Netizen 6
  7. 7. YEAR OF 2011 北京 BeiJing
  8. 8. IN 2011 Data  from  CIC  Over…..235 million social network users, 294 million blogs,181 million bloggers, 148 million bulletin board systems (BBS)284 million online video users 8
  9. 9. CHINESE SOCIAL MEDIA LANDSCAPE 2011 Data  from  CIC   9
  10. 10. MAJOR PLAYERS Data  from  TechRice  &  D/BM  China   MAJOR PLAYER SBaidu search engine has over 90% of the marketshareTecent QQ is the biggest IM software, with700 million usersAlibaba Taobao is the biggest B2C & C2CeCommerce websiteSina runs the biggest blog &microblog communityYouku is the biggest video website 10
  11. 11. 长城 Great WallSOCIAL NETWORKS
  12. 12. TOP SOCIAL NETWORKSo  Founded in December 2005 o  Founded in March 2008 o  Founded in March 2005o  Claims to have over 165 o  Over 90 million o  Claims to have over million registered users registered users 388 million registeredo  Mostly university students. o  Mostly White collar users now more and more White workers from urban o  Mostly teenagers and collars are joining RenRen area such as Shanghai rural userso  Owned by Oak Pacific o  Biggest thing is Social o  Owned by Tencent Interactive gaming and virtual goods 12
  13. 13. RENREN BACKGROUND Dec.2005 (meaning “On Campus”) was created by Wang Xing. Oct.2006 Sold to Oak Pacific Interactive (OPI) for 4 Million U.S dollars. Nov.2007 Expanded market to white-collar workers.April.2008 OPI successfully raised 430 million U.S dollars. Dec.2008 adopted new logo. July.2009 released open app platform. Aug. 2009 Changed name to “Everyone”). May.2011 IPO in Nasdaq, successfully raised $743.4 million U.S dollars. now has over 160 million registered users and growing. Oct.2006 April.2008 July.2009 May.2011DEC.2005 Nov.2007 Dec.2008 Aug.2009
  14. 14. RENREN PROFILE PAGE -1 News feeds are categorized into different sections. Special Attention only shows feeds from Special Friends.Highlight #1VIP Status is one of the most Highlight #2important royalty program on Recent visitors sectionRenRen. You have to login shows who visited youreveryday for certain period of profile recently.time to become the basic The feature is useful forVIP. It allows more features flirting.such as customize yourprofile page. You can alsobecome VIP by spendingRenRen Beans- RenRen’s Highlight #3Virtual Currency. Social ads allow videoHighlight #4 content, which shows directly once clicked. You can set specific friends as Special This section is only for Friend. RenRen public page Special promotions. Friends will always show at the top of your profile page. Bottom tool bar allows users to see live activities from Upcoming friends’ friends, such as commenting birthday always shown on photos, or leaving a wall on the page. message.
  15. 15. RENREN PROFILE PAGE -2 Social ads here links to 3rd party website such as company website or other contents. Highlight #5 RenRen keeps record of visitors to your page. Number of visitors determines popularity. This shows the most popular users among your community. 15
  16. 16. RENREN PUBLIC PAGE Highlight #6 Basic information RenRen group is about the group. quite different from Facebook. It runs like a mini- forum, where members can start threads and discussions. (More like a Linkedin Group) Highlight #7 Companies cannot set up a public page without RenRen’s approval. This is part of their Revenue Source. Shows the most popular Public pages are public pages. categorized into different sections.
  17. 17. 17NIKE PAGE
  19. 19. MAJOR DIFFERENCE FROM FACEBOOK The majority of RenRen’s revenue comes from corporate pages, social gaming, and virtual goods. As well as social ads and marketing campaigns.
  20. 20. MICROBLOGS杭州 HangZhou BTW, This is where I came from
  21. 21. TOP MICROBLOGS Sina Weibo Tencent Weibo MARKET SHARE MICROBLOGS o  More than 140 million o  Claims to have 160 registered users million registered users o  White collar workers o  Teenagers, 2nd and 3rd from urban area tier cities and below o  Elite-based, celebrities, o  Primary exiting users of media figures and Tencent’s other corporations buisness o  57% of the total market share o  22% of the total market o  87% of the total share browsing time (2010) o  9% of the total browsing time (2010)
  22. 22. SINA WEIBO BACKGROUNDSina runs the Biggest & Most Influential Blog CommunityTop celebrities, public figures, politiciansPrimary example: Han Han Ranked #2 in Time Ranked #25 in Fast More than 460 Magazine’s 100 Company 100 Most Million Visitors to his most influential Creative People in blog hosted on Sina people of 2010, and Business 2011 the world’s most popular blogger Video 2010 “Year of the Microblog in China” 
  23. 23. SINA WEIBO MAIN PAGE Access to Weibo Square, Micro Groups, Applications and Game Centre. Shows latest comments,Highlight #1 RTs and DM Allows much received from more types followers. of media content. Badges are one of the royalty program Express much more with 140 offered by Weibo.You characters in Chinese than many can receive different other languages. Allows 280 types of badges from English character. different criteria. Social Ads. CompaniesHighlight #2 can create campaign Media contents page on Weibo. such as Videos, Photos are visually attached Top trending to each tweets, topics. they can be easily viewed without leaving the page. Highlight #3 As well as Retweets. Number of RTs, Retweet shows Comments can the original be easily found tweet with all under each entry. the original Highlight #4 comments and Comments RTs. You can and Replies add a full 140 listed under characters on the entry, like top of the traditional original tweet. blog.
  24. 24. OTHER FEATURESHighlight #5 Highlight #6 Sina offers two types of Virtual currency: Sina verified account: Personal Weibi (micro currency) (orange) and Institutional to purchase virtual (blue). goods. Highlight #7 Highlight #8 You can create and ask users to join Micro Groups. It Not only apps, Sina Weibo also offers social games. is like Facebook Group which allows you to see You can share latest scores, view ranks on specific members’ latest tweets within the group. games, etc.
  25. 25. CAMPAIGN EXAMPLE : LIVE Q&A Shows date and time of the Live Q&A Session Click to ask a question or view the past question. Tweet will be shown on Guest user news feed. featured in this Q&A session 25
  26. 26. SINA WEIBO V.S TWITTER Data  from  HP  Labs  Top 10 Followed Users Grass Root Celebs on WeiboRank Weibo Followers Twitter Follwers1 Chen Yao 10,824,244 Lady Gaga 12,744,0682 Xidi Xu 9,774,844 Justin Bieber 11,995,2973 Kangyong Cai 8,655,952 Barak Obama 9,741,4274 Na Xie 8,335,855 Katy Perry 9,239,1415 Wei Zhao 8,253,130 Kim Kardashian 9,111,7656 Jong He 8,246,497 Britney Spears 9,077,8787 Ming Yang 8,068,048 Shakira 7,742,8198 Bingbing Li 7,891,438 Taylor Swift 7,549,2119 Kun Chen 7,502,214 Ashton Kutcher 7,445,54110 Jianxiang Huang 7,117,866 Ellen DeGeneres 7,338,445Top 10 Retweeted UsersRank Weibo Retweets RT Ratio Twitter Retweets RT Ratio1 Urban Fashion Magazine 1,194,999 99,583.25 vovo_panico 11,688 179.812 Fashion Brand VANCL 849,404 65,338.77 cnnbrk 8,444 100.523 Online Trend Magazine 127,737 57,987.48 keshasuja 5,110 100.194 Gourmet Factory 553,586 46,132.17 LadyGonga 4,580 84.815 Horoscopes 1,545,955 40,683.13 BreakingNews 8,406 84.066 Silly Jokes 3,210,130 39,631.23 MLB 3,866 62.357 Good Movies 1,497,968 39,420.21 nytimes 2,960 50.178 Wonderful Quotes 602,528 35,442.82 HerbertFromFG 2,693 46.439 Global Music 697,308 31,695.81 ESPN 2,371 35.9210 Funny Jokes Countdown 366,7566 30,310.49 globovision 2,668 35.57 26
  27. 27. SINA WEIBO V.S TWITTER Data  from  HP  Labs  &  TechRice  KEY FINDING #1 “ In China [onmediaWeibo], the trendsjokes,created almost entirely due to ” retweets of Sina content such as are images and videos, whereas on Twitter, the trends tend to have more to do with current global events and news stories.KEY FINDING #2 “ The number of retweets that than the get on Sina Weibo are several ” orders of magnitude greater authors retweets for the trending topics on Twitter, although they contribute to fewer topics.KEY FINDING #3 “ We also trend-setters there areWeibo than on Twitter and most of the ” top 100 observe that on Sina more unverified accounts among the unverified accounts feature discussion forums for user-contributed jokes, images and videos. 27
  28. 28. UPCOMING *Updated two days ago Data  from  TechRice  VERSION 4.0 – SNS, BUSINESS NETWORKNew Top Bar Design,Three Columns Layout, Photo Albums,Corporate Account,Social Search…. Social Ads DATA R-T Search Mobile Social Gaming eCommerce 28
  29. 29. THANK YOU ! ANY QUESTIONS?“ In a society where the collective has long been emphasized over the individual, first thanks to Confucian values and then because of communism, these sites have created fundamentally new platforms ” for self-expression.