China  search engine & online forum
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China search engine & online forum

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How the Chinese Government work with internet rules. ...

How the Chinese Government work with internet rules.
Different search mind set in China v.s Western
General Observation
Behavioral Observation
Some examples
Summary
Social Media

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  • Not saying the way of havingkeywords is gone, just it is more popular to use this kind of searchthanusingkeywordsearch in China
  • Seereferencelink in the end of the presentation for resources or usehyperlinkwithin the text
  • Check hyperlink in examples
  • Emphasis,Chinesehave no problem to haveclutteredrich text links all over the webpageif it is a portal pageBut this conceptmight not apply to individualwebsites
  • Hunan fleshsearchmechanism : http://translate.google.se/translate?js=n&prev=_t&hl=sv&ie=UTF-8&layout=2&eotf=1&sl=zh-CN&tl=en&u=http%3A%2F%2Fbaike.baidu.com%2Fview%2F860941.html
  • MPreferencesourcehttp://translate.google.se/translate?hl=sv&sl=zh-CN&tl=en&u=http%3A%2F%2Fwenwen.soso.com%2Fz%2Fq417204.htm

China  search engine & online forum China search engine & online forum Presentation Transcript

  • Personal ObservationCHINA -SEARCH ENGINE &SOCIAL MEDIA The observation made only showed conclusion from my personal reading and research on this topic
  • Why am I doing this ?• China is a growing market• Lots of our customers is looking to find a way to enter chinese market• Chinese people have a very differnt cultural mind set in compare to western people• I am the only Chinese in this office who can read Chinese.• I had been asked/or heard different people from here having question about China search engine & Social media The observations/conclusions made only showed conclusion from my personal reading and research on this topic
  • Who is it for ?• SEO specialist• Social Media strategist• Business strategist• Project management• Global web projects which is aiming to enter Chinese market The observations/conclusions made only showed conclusion from my personal reading and research on this topic
  • Agenda• How the Chinese Government work with internet rules.• Different search mind set in China v.s Western• General Observation• Behavioral Observation• Some examples• Summary• How i came up with conclusions & reference links The observation made only showed conclusion from my personal reading and research on this topic
  • China Government interfer with webInformation filter on the internet – 3 levels1. Check sensitive terms on the web , when found then handed over to the second level for verdics2. Those suspicious terms(related to political views) then being reviewed by special group of editors , they can delete the content which they don’t see fit3. Internet Police, central government official or local admin control ,the leakage of sensitive terms or keywords will also be deleted, in some servere cases, they also have the right to shut down the entire website/network. The observation made only showed conclusion from my personal reading and research on this topic
  • Different search mind set in China v.s Western Seach is mostly done in a different way than google search, instead of using a search keyword, you ask a question. This is a new kind of search engine = human flesh search engine The observation made only showed conclusion from my personal reading and research on this topic
  • General Observations• Cluttered links -Most of them are quite cluttered with rich text links and this is NOT a problem for most chinese people• No Web analytic tool -Most of them do NOT use any web analytic tools(if use,then its GA)• No political topics -The most popular websites do not have very strong political focus(no inclusion of sensitive politic topics)• New type of search – Human Flesh Search Engine (ex: http://dzh.mop.com/renrou)• Heavy government surveillance• All in one – social media,search engine, forums, chat rooms, blogs, pictures, videos, musics….etc. All being found in one place.• No privacy concern - Less concern about privacy and is more willing to share their opnion and private lives in detail to unknown users on the net. The observation made only showed conclusion from my personal reading and research on this topic
  • Search/Forum Behavior 1• Blurry line between real life and virtual social networks - (ex: Online throngs impose a stern morality in china)• Real life story/topic is more compelling to users• Majority groups’ opinion matter the most• Use alias – to avoid personal life being exposed or being attacked by majority ( if one’s opinion is in conflict with majority, or having undesirable majority’s attention)• Virtual currency (ex: MP) in www.mop.com for answering searches/questions ( use this for popularity, similar to ranking) The observation made only showed conclusion from my personal reading and research on this topic
  • Search/Forum Behavior 2• Fast interaction to questions or topics posted• De-centralize : popularity is based on how interesting is the topic not loyalty, no hierachy, no personalized focus, more herd behavior and peer opinion take power• Internet bully (could extend to real life) – taking justice in their own hands if majority supports it. The observation made only showed conclusion from my personal reading and research on this topic
  • Some examples The observation made only showed conclusion from my personal reading and research on this topic
  • Cluttered rich text linkSimple search query input box The observation made only showed conclusion from my personal reading and research on this topic
  • No Web analytic tags detectedThe observation made only showed conclusion from my personal reading and research on this topic
  • This is how they use ’’search’’ , instead of use keywords, you ask a question !Asking :’’ cat coin’’ get answers about what it is and how to get more virtual currency - MP New way of search - ask a question and get response (as answers) from real ’’human flesh’’,borrow real people’s experience/opnion as knowledge base The observation made only showed conclusion from my personal reading and research on this topic
  • Virtual Currency - MPCat coins history :The cat coin is a mobile phone provider introduce this idea and launched a virtual electronic currency, which isequivalent to yuan, in the cat than the phone network to purchase any items in stock! You can check your balance inMy fame - my bank“ on www.mop.com.Noted that MP is available on Mobile as well.Cat coin is used to :1. As real money replacement to buy products online.2. To be given as gift ( gift cash voucher)3. Drawn attentions to the question you asked (sort of like ranking mechanism) so you got more answers and quicker respond from people (more visible)4. Get members to be more involved in any actitivies or advertisements5. Rewards for finding ’’ missing person’’ posts ( Noted that this is used in real life scenarios a lot more in China than western)You have the following ways to obtain cat coins :1. in mop.com when successfully register or purchase or answer questions, you got a score, which cannot be used to purchase item directly, but you can convert the score in ‘’My fame – my bank’’ to MP .2. Rewards – you can ‘’earn’’ cat coin through answer question, promotion, competitions in mop.com3. Cat coin can not be used directly as cash but it can be used as vouchers to exchange for online purchases, the system automatically prompts you to "you can use (MP) cat money to pay“ The observation made only showed conclusion from my personal reading and research on this topic
  • Top topics/questions in a forum/searchDifferent thangoogle searchengine, ratherthan searchkeywords, youask a question Top searched topics /questions Quick response to questions/status of pending questions The observation made only showed conclusion from my personal reading and research on this topic
  • Summary• Be aware of political content could be subject of negate reaction from China government.• No clear line between social media/search engines/blogs/chat rooms  Integration of shared knowledge between SEO/Social Media/Web analytics/Project management needs to be merged for Chinese Market.• Content designed – Be aware of the fact that Chinese people embrace cluttered rich text link in a portal page.• Promotion – Personal related topics + virtual currency rewards + gift giving is more popular in promotion activities. The observation made only showed conclusion from my personal reading and research on this topic
  • SummaryWord of advice – (personal thoughts)Generally speaking,the dynamic effects of the ideas: ’ the knowledge of 10 peoplebeats a single mind’, ’ govenment is watching’, ’disregards privacy’,’strong needsto be acknowledged by others’ ,’lots of people think it is right, it must be right!’more or less decide how people perceive or how they to use the web. Hence thephenomenon of Human flesh search engine, knowledge base on real human answer tothe questions because out of billion of them.There must be some that know the answers.Keep in mind that when sending message through different channels to the targetedcustomer, be consistant throughout all channels, you never know one of those billion ofpeople could be the next big voice that help you build your brand or trash it. The observation made only showed conclusion from my personal reading and research on this topic
  • How I came up with conclusions & reference links The observation made only showed conclusion from my personal reading and research on this topic
  • How i came up with the conclusion• Look through websites / register in popular forums and scan/view through top discussed topics• Read related news/forums discussions, research articles.. And so on The observation made only showed conclusion from my personal reading and research on this topic
  • List of websites & articlesURLs :http://baike.baidu.com/www.soho.comClub.sohu.comwww.sina.com.cnBbs.sina.comhttp://www.mop.com/http://weibo.com/http://bbs1.people.com.cn/http://bbs.tiexue.net/http://wenwen.soso.com/z/TopQuestion.htmInteresting articles:http://translate.google.se/translate?js=n&prev=_t&hl=sv&ie=UTF-8&layout=2&eotf=1&sl=zh- CN&tl=en&u=http%3A%2F%2Fbaike.baidu.com%2Fview%2F860941.htmlhttp://translate.google.se/translate?hl=sv&sl=zh- CN&tl=en&u=http%3A%2F%2Fwenwen.soso.com%2Fz%2Fq417204.htmhttp://mt.china-papers.com/2/?p=247260http://www.nytimes.com/2010/03/07/magazine/07Human-t.html?r=2http://english.sina.com/china/1/2008/0704/170016.htmlhttp://www.wired.com/wired/archive/14.06/crowds.htmlhttp://www.time.com/time/world/article/0,8599,1873560,00.htmlhttp://www.nytimes.com/2006/06/03/world/asia/03china.htm?_r=1 The observation made only showed conclusion from my personal reading and research on this topic