Chinese media & social media


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2013 update of a Presentation on Chinese media and social media given to the MBA students of the Hamline University in Beijing.

By Christian Dougoud & Kelvin Chen

Published in: Business, Travel, Technology
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  • today
  • Internet commentators hired by the PRC Government to post comments favorable towards the government policies in an attempt to shape and sway public opinion on various Internet message boards.[1][2] The commentators are said to be paid for every post that either steers a discussion away from anti-party or sensitive content on domestic websites, bulletin board systems, and chatrooms,[3] or that advances the Communist party line.[4][5] Pro-party comments claim that the term is sometimes extended to discredit anyone who posts an excessively patriotic comment about China online.[6]participants are required to pass an exam after which they are issued a job certificationother estimates put their numbers as high as 280,000–300,000
  • Some equivalent
  • Probably easier to learn Chinese than find your way into Chinese social media
  • Baidu = Chinese Google with 80% shares in ChinaLaunching now Baidu internationalYouku = Chinese YoutubeMore adsSina Weibo = Twitter + Linkedin + Facebook ?
  • 2. Different target audiences. Baidu’s main target audience is China, whereas Google’s target audience is the whole world. This is very obvious on Baidu advertising and Google Adwords. For Baidu advertising, we can choose the China provinces as the promotion area for every campaign, but we cannot choose any specific foreign country. But on Google Adwords, we can choose any countries as our promotion area. This well reflects that the focus of Baidu is Chinese market, while Google focuses on the entire world.3. Different languages. Most of the information or content on Baidu is in Chinese. Google aims to provide service to the entire world and provides translation of its services into other languages for those who cannot read English.4. Different content:in China, marketers have to be aware of sensitive topics. Baidu is strickly following the governement’s5. Different additional services. Baidu supports many extensional services for adapting to Chinese users’ habits, such as Baidu Baike, Baidu tieba, Baidu Zhidao and so on. All of these services are Baidu’s special products. Google’s extensional services usually work for the customers in the whole world, not only for Chinese people.6. Different use of SEO. Google and Baidu SEO are very different for either keyword ranking algorithm, or website content or external links. Even if your Baidu SEO is pretty good, that does not mean that the Google SEO is also good.
  • 195 million users40 tweets per second
  • IT distribution is always associated with ‘box pushing’ or low-margin commoditized products. Through SolutionsPath, Avnet wants to show that distribution can in fact add value and is beginning to change the rules for IT distribution. Avnet calls this its solutions distribution advantage.Stereotypes are normally caused by inaccurate information. Thus we need to provide right information to restore the truth.
  • (A’nalogy ) ant and elephant:
  • Chinese media & social media

    1. Chinese Social media 中国媒体 By Christian Dougoud
    2. Source: Social media map
    3. Principle one • Forget English
    4. Principle two • Think BIG, FAST…and FURIOUS
    5. 5 513 million Internet user 462% 2004-2011 = Total population of USA (316M) + UK (63M) + France (65M) + Germany (80M) + + +
    6. 6 Over 2,000 newspapers over 9,468 magazines 296 radio stations 374 TV stations (Source:
    7. 7 Sina Weibo (Chinese Twitter) 365 million users
    8. 8 Mobile phone = No. 1 Internet access terminal in China
    9. 9 Freedom of digital speech Data is from Jan 1 – Dec 31, 2011. Crises marked in orange mean that they originated from microblogs. Media reports refer to Baidu search engine’s results.
    10. Principle 3 • You are welcome…not No Facebook. No Twitter. No YouTube. No you?
    11. 11 Online Censorship In China
    12. XING hardsextube drtuber Wretch Google Appspot Yomiuri News excite (Japan) Sponichi News Nikkei BP Japan geocities (Japan) Technorati Plurk Jehovah's Witnesses Norwegian Broadcasting Corporation PBworks Sony Japan Boxun Wikileaks Sony Music Japan OpenVPN Strong VPN Amnesty International UrbanSurvival Blog Reporters Without Borders Falun Dafa VPN Coupons Tibet Post Google Drive Google Encrypted Google+ Google Sites Picasa Facebook YouTube Yahoo! Taiwan Yahoo! Hong Kong Mobile Wikipedia Twitter Blogspot Yahoo! Japan Google Japan Wordpress Internet Movie Database XVideos FC2 xhamster The Pirate Bay Rakuten Market Amazon Japan Vimeo Nico Video Scribd isoHunt
    13. Chinese Internet Celebrity Smashes Siemens Refrigerators
    14. Luo Yonghao’s show
    15. 16 Foreign firms in the line of fire
    16. • Chinese social media
    17. 18 Chinese counterparts Online Video Online Marketplace Microblog Mobile communication Search engines
    18. 19 The big players…
    19. 20 Organic ranking algorithm with Chinese characteristics Search engines
    20. 21
    21. 22 Baidu Tieba - One of the biggest communication forum Baidu Baike – Web based encyclopaedia very similar to Wikipedia Baidu Zhidao – Allows the community to ask Questions and Answers Baidu PayPerClick– an equivalent to Adwords The Baidu Marketing Toolkit
    22. 23 Sina Weibo the digital Swiss army knife Microblog
    23. 24 Electrolux on Sina Weibo
    24. 25 Foreign firm’s Weibo accounts Company Followers Electrolux 1,000,000 Bill Gates 3,200,000 Microsoft 80,000 Ferrari 330,000
    25. 26 Logo Embedded video Verified company account (requires license) Account statistics Links Latest post About us Map home Videos Contact
    26. 27 Bill Gates on Sina Weibo
    27. 28 250 million registered users
    28. 29 40 blogs posted every second
    29. 30 ~ 5 million new users a month
    30. 31 What’s next: Weibo will go international? Future development
    31. 32 China online video market = £ 250 million in the first quarter of 2013 Online Video
    32. IBM youku channel IBM Youku channel
    33. Case study • Mac Panda campaign
    34. 35 Content Fusion Strategy Story •Make Room for Happy Discovery •Build emotional links with consumers through fun and creativity •Coincide with large “family” movie KungFu Panda II launch •Target Parents and Children with fun in store events, launch new product offerings, give away prizes Format & Vehicles •Copy (Text) – Press Release, Social Media •Videos – Social Media •Photos – Social Media Destinations •Social Media (Weibo, Jiepang, BBS, Tudou) •Store Events •PR press releases, journalists
    35. 36 SNS Renren Weibo BBS Blog Video sharing Q&A So Lo Mo 9 Social Local Mobile LBS Smart phone’s App Platform Strategy
    36. Results (Digital) 3 Weeks Over 1,500 new Weibo followers 3.8M exposures from KOLs Over 2,200 users forwarded messages Over 10,000 Jiepang checkin’s at McDonald’s restaurants Generated over 590 comments
    37. Thank You! Director, International London, UK Mob: +44 (0)74 5370 6475 Christian Dougoud