Social Media in China

1,023 views
891 views

Published on

On April 11th, one night after returning to Holland from 2 years of volunteering as a marketing consultant for charity organisations in Xi’an, China, me and Jessica Sun gave a 45 minute lecture on Social Media in China at the Social Media in 1 Day seminar.

After a short introduction, using one and a half minute of the Xi’an TV report on my work as a volunteer, we explained the Great Firewall, which makes usage of western social media impossible in China. Next we introduced the most popular social media in the country and gave some tips and answered a few questions from the audience.

The full lecture can now be downloaded as a 45 minute audio recording (apologies for the low quality), which can be listened to in combination with the handouts of the presentation. When the mobile application Weixin/WeChat is discussed you can watch the video below that was shown during the lecture. These resources can be found here: http://home.failsafe.nl/?p=548

Published in: Business, Technology
3 Comments
3 Likes
Statistics
Notes
  • @edsander Ok, thanks! :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • @mische No problem, feel free to use any content. To be honest, all of the illustrations I used came from various sources and articles I collected over 2 years. So no need to credit me for any of them.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thank you for this great presentation.
    Would it be possible for me to use some of your images and ideas in my whitepaper? I assure you that I will cite you or your company's name in my references.
    I really hope to hear from you soon.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
1,023
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
52
Comments
3
Likes
3
Embeds 0
No embeds

No notes for slide

Social Media in China

  1. 1. Social Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaEd Sander & Jessica SunSocial Media in 1 DaySpant, Bussum11 april 2013Ed Sander & Jessica SunSocial Media in 1 DaySpant, Bussum11 april 2013
  2. 2. Back after 2 years …
  3. 3. 1111 THE GREAT FIREWALL OF CHINATHE GREAT FIREWALL OF CHINATHE GREAT FIREWALL OF CHINATHE GREAT FIREWALL OF CHINAMOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIAL MEDIAMEDIAMEDIAMEDIAINTERNET USAGEINTERNET USAGEINTERNET USAGEINTERNET USAGECONCLUSIONS, TIPS & Q&ACONCLUSIONS, TIPS & Q&ACONCLUSIONS, TIPS & Q&ACONCLUSIONS, TIPS & Q&AContent222233334444
  4. 4. History of Great Firewall
  5. 5. Great Firewall of China• Harmony & stability.• Media control & regulation ofinformation.
  6. 6. Impact of Great FirewallAccessibleInt. sitesChinesesites18,000 websitesinaccessbile
  7. 7. • Golden Shield project.• Blocking full domainsor pages within sites.• Arab spring: serversin China.• Instructions for SOEand privatecompanies.• Blocking searchengine results forcertain keywords.Great Firewall of ChinaGreat Firewall of ChinaGreat Firewall of ChinaGreat Firewall of China
  8. 8. The truth is not out there
  9. 9. Now what?
  10. 10. Content Monitoring• Constant screening of content.• Both by Internet companies &government (estimated staff >30.000).• Filtering & quick removal of sensitiveposts & blocking of keywords (+/- 13%of posts are deleted).• Dynamic system.• Liability for ISPs & self-censorship.• Relatively high freedom on certaintopics, e.g. corruption by localgovernments.
  11. 11. Curving Opinion – 50 Cent Party
  12. 12. MOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMEDIA IN CHINAMEDIA IN CHINAMEDIA IN CHINAMEDIA IN CHINA
  13. 13. Inside the WallOutside the Great FirewallOutside the Great FirewallOutside the Great FirewallOutside the Great Firewall InsideInsideInsideInside thethethethe Great FirewallGreat FirewallGreat FirewallGreat FirewallGoogleGoogleGoogleGoogle Baidu, QihooFacebookFacebookFacebookFacebook RenRen, Qzone, Kaixin001TwitterTwitterTwitterTwitter Sina Weibo, Tencent WeiboMSNMSNMSNMSN Tencent QQYoutubeYoutubeYoutubeYoutube Youku, Tudou, Ku6WikipediaWikipediaWikipediaWikipedia Baidu Baike, Weigi BaikeFoursquareFoursquareFoursquareFoursquare JiepangGrouponGrouponGrouponGroupon Meituan, 55tuan, Dianping, Lashou, NuomieBayeBayeBayeBay TaobaoLinkedinLinkedinLinkedinLinkedin Ushi, TianjiFlickrFlickrFlickrFlickr DoubanWhatsappWhatsappWhatsappWhatsapp Weixin (WeChat)Blogger, WordpressBlogger, WordpressBlogger, WordpressBlogger, Wordpress Sina Boke, Sohu Boke
  14. 14. Top 10 Social Media
  15. 15. QQ
  16. 16. Qzone
  17. 17. Weibo
  18. 18. Tencent Weibo
  19. 19. A Chinese Microblog• 以前做绿皮车觉得上面的人很脏所以改坐动车。结果动车上却也是一群脏人所以改坐高铁。结果发现是群有点小钱但没有素质的人所以改坐飞机。结果发现飞机上的人更本不是人所以发现还是绿皮车上的人纯朴呀 94 characters94 characters94 characters94 characters• “When I took the green trains I thought the people werevery dirty, so I switched to bullet trains. But I found therewere a bunch of dirty men on bullet trains, so I turned tothe high-speed rails. There I found people with moneybut lacking character, so I changed to planes. But on theplanes I found the people weren’t human at all. In thisway I found that the people on the green trains weren’tdirty.”
  20. 20. Chang Weibo
  21. 21. Chinese Microblogs• Sina Weibo is linked to Sina blog.• Tencent Weibo linked to QQ (IM) andWeixin (Mobile).• Lots of ‘Zombie’ accounts.• Estimated only 10% of registeredusers really active.• Average age 25 years.
  22. 22. RenRen
  23. 23. Weixin (WeChat)
  24. 24. Convenience of Weixin
  25. 25. Douban
  26. 26. Youku & Tudou
  27. 27. INTERNET USAGEINTERNET USAGEINTERNET USAGEINTERNET USAGE
  28. 28. This is China
  29. 29. Weibo Usage
  30. 30. Source: IDG Accel• Gap between East &West, urban & rural.• Internet penetrationcities 55%, rural 21%.• Only 11,5% ofinternet users haveuniversity(+)education.• 80% online < 5 yrs• 50% online < 3 yrs
  31. 31. Going Mobile
  32. 32. Mobile• China has more people using interneton their phones than on computers.• This share is expected to expandeven further thanks to smartphonesgetting cheaper and newdemographic groups buying them.
  33. 33. CONCLUSIONS, TIPS &CONCLUSIONS, TIPS &CONCLUSIONS, TIPS &CONCLUSIONS, TIPS & Q&AQ&AQ&AQ&A
  34. 34. VPN• The Great Firewall can be circumventedwith VPN software,• Some Chinese use VPN.• Still, few Chinese actively use foreignsocial media since their friends are notthere and the functionality of the Chinesealternatives is better.• Don’t believe reports that claim enormousnumbers for Facebook and Twitter inChina.
  35. 35. Conclusions• Don’t waste energy on Facebook, Twitter,etc in China.• For social media, only use Chineseproducts.• Keep a close eye on developments: thesocial media landscape is still changing.• Use a local agency to ensure correctcommunication (grammatically & culturally).• Only communicate in Chinese.
  36. 36. Recommended MarketingReading
  37. 37. Value of Social Media in China
  38. 38. Meer weten? Failsafe.nlthis presentation20 ChinaTalkarticles onCustomerTalk
  39. 39. ContactEd SanderJessica SunT +31 (0)6 51 214 206E ed@failsafe.nljessica@failsafe.nlW www.failsafe.nlEd SanderPersuade Brand InteractionStriensestraat 675241 AW Rosmalen
Postbus 1695240 AD RosmalenW www.persuda.nl
  40. 40. Acknowledgements• This presentation uses information and materialsprovided by:– CiC– China Real Time Report– Tech in Asia– King-Wa Fu & Michael Chao– IDG Accel– Beijing Cream– Go-Globe.com– The Economist– Bill Bishop’s Sinocism (www.sinocism.com)
  41. 41. Introduction ... Ed Sander• 15+ years of experience in Direct Marketing, DatabaseMarketing, CRM, On-line Marketing• Pet Food, Tissue Products, Mail Order Office Supplies,Pharmaceuticals, Financial Services. (B2B & B2C)• Docent Beeckestijn Business School• Event Driven Marketing• Accountability & Marketing Metrics• Co-author & editor of• Event Driven Marketing (Kluwer, 2004/06)• Follow That Customer! (USA, Racom, 2010)• Author of various columns & articles (failsafe.nl)• Marketing Consultant / International Volunteer for VSOin China• Per 1-5-2013 Persuade Brand Interaction

×