Chinese media & social media


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Presentation on Chinese media & social media to MBA students of of Hamline University, USA.

By Christian Dougoud & Kelvin Chen

Published in: Business, News & Politics
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  • 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. 1. Media and Social Mediain ChinaBy Christian Dougoudwww.eastwestpr.comFollow us on: Singapore | Beijing
    2. 2. MenuChinese media overview ~Social media landscape ~The Big Chinese players Singapore | Beijing
    3. 3. Chinese Media - overview Singapore | Beijing
    4. 4. Over 2,000 newspapers over 9,468 magazines 296 radio stations 374 TV stations (Source: Singapore | Beijing
    5. 5. New media growing fast: 318 million phone usersaccess internet via mobile phones USA population = 300 million July.2011 Source: CNNIC China Internet Network Information Center) Singapore | Beijing
    6. 6. Sina Weibo (Chinese Twitter) has 195 million users(July, 2011 China Internet Network Information Center) Singapore | Beijing
    7. 7. 40 blogs posted every second(July, 2011 China Internet Network Information Center) Singapore | Beijing
    8. 8. Reality and Trends• The rise of “new” media and the 50-cent armies (since October 2004)• More media treading the fine line of investigative reporting• Beijing is the national media center• Increasing scrutiny on foreign MNCs• More opportunities for “freedom of speech” online• Increasing trend to uphold consumer rights Singapore | Beijing
    9. 9. Chinese Media OverviewCharacteristics• Government controlled and operated• Increasing professionalism though still huge quality variance• Rise of Weibo and internet media• Speed rather than accuracy• Less inquisitive and investigative than in Western countries• Like to attend events, view samples Singapore | Beijing
    10. 10. Characteristics• Reporters tend to be young and rely on corporations for information• “Chats” with reporters are never off-the-record• Government news is given top priority, resulting in a time lapse for commercial stories• Relationships matter Singapore | Beijing
    11. 11. The online media landscape RenRen Singapore | Beijing
    12. 12. Chinese Social Media by categoryPublish: MMD: Lifestream:博客大巴Blogbus 仙剑奇侠传4 Planbus百度百科Baidu baike 诛仙 哪吒网中国百科网 劲舞团中文资讯Digg社区 梦幻奇游 Social Networks: 仙剑 人人网renrenShare: 神将 开心网kaixin优酷youku 同学网tongxueSongTaste Virtual Worlds: 白社会酷 梦幻世界 聚友大众点评 Dazhong Dianping 由我世界 360圈豆瓣douban HipiHi抓虾 ChinaQ Microblog:POCO 饭否fanfou Livecast: 叽歪jiwaiDiscuss: 直播网 滔滔taotao飞信 PPLive 嘀咕digu西祠胡同xici 第一视频 唠否laofou天涯tianya 央视网新浪 Singapore | Beijing
    13. 13. The Chinese online media landscape Singapore | Beijing
    14. 14. Net behaviors Singapore | Beijing
    15. 15. The big players… Singapore | Beijing
    16. 16. (Baidu = Chinese Google)1. Different companies2. Different advertising3. Different languages4. Different content5. Different additional services: Baike, Jieba, Zhidao6. Different use of SEO Singapore | Beijing
    17. 17. = Chinese Youtube) Singapore | Beijing
    18. 18. Singapore |
    19. 19. = Chinese Twitter) Singapore | Beijing
    20. 20. Social media with Chinese characteristicsPrice of Weibo fans: 1$/1000Content creation: Subject to censorshipBaidu ranking: ?Twitter: blockedFacebook: blockedLinkedin: blocked from time to timeOthers: might be blocked soon Singapore | Beijing
    21. 21. Case studyCase study By Kelvin Chen Singapore | Beijing
    22. 22. Case studyPromoting Avnet Technology Solutions in Asia PacificUsing PR to change the stereotype Singapore | Beijing
    23. 23. Briefing: Avnet Technology Solutions appointed EASTWEST PR to manage PR campaigns in the Asia Pacific focusing on ASEAN, China, Australia and India. The PR goals are to create positive awareness and enhance reputation of Avnet Technology Solutions and to raise the profile of ATS senior leadership in Asia Pacific.Challenges: • IT distribution is always associated with pure box-moving business • Attracting media attention • Communication of Avnet’s brand proposition • Stereotype goes the way beyond gender, business model, and company culture. Singapore | Beijing
    24. 24. Strategy:Promote and facilitate recognition of AvnetTSthrough an increased online presence in APAC. Thiswas done through creating and uploading videos towebsites focused on APAC. These videos wereaccompanied with descriptions and newscomments, thus creating a sort of video blog.•Generate coverage and awareness of AvnetTShappenings through social media action andmonitoring. We created an online presence forAvnetTS through blogs, comments, message boards,microblogs and more throughout the APAC region. Singapore | Beijing
    25. 25. Case studyIEEE Becomes a Stronger Presence in the Chinese Media throughProactive PR StrategiesUsing social media to leverage visibility Singapore | Beijing
    26. 26. BriefingIEEE global executives participated in SGWF in Beijing inSeptember. IEEE enlisted EASTWEST to manage a publicrelations campaign surrounding the event. The PR goals are toraise awareness of IEEE among key media in China and togenerate visibility through media coverage in Chinese tradeand business media .Challenges• Compete with SGCC for media coverage• Avoid politics and sensitive issues• Attracting media attention Singapore | Beijing
    27. 27. StrategyResearch trending topics and recommend to IEEE executives tomake comments Singapore | Beijing
    28. 28. StrategyCreate a dialog about IEEE and its leadership in the smart grid arena through Sina WeiboDo PR without journalist via videos and social media channels Singapore | Beijing
    29. 29. EASTWEST PR Getting clients noticed in Asia since 1995 *Follow us on: Singapore | Beijing
    30. 30. SNS (Facebook, LinkedIn):Renren : (literally “Everyone” in Chinese) formally known as Xiaonei is a social networkingsite with the look and feel of Facebook except that it is in Simplified Chinese. According, as of November 2007, it was “China’s largest online community websiteamong universities” with more than 8.8 million active users and an estimated 15 millionusers who have registered their real names. is also considered to be the mostpowerful student social network service in Mainland China, especially among universitystudents.Kaixin: Kaixin (Chinese aka “Happy Net”) is a social networking website launched in April,2008. The startup has grown to more than 8 million active users in China in less than 5months.Baishehui: China’s biggest Internet Company Sohu is running its SNS named Bai Shehui(literally “White Collar Community”).Wealink: Chinese version of LinkedIn with an interactive, user-submitted network offriends, personal profiles, blogs, groups, photos, music, and videos for teenagers and adultsinternationally. Singapore | Beijing
    31. 31. Microblog (Twitter):Sina Microblog: A Twitter-like microblogging service operated by a major Chinese Webcompany As for Twitter itself, it is technically blocked in China.Vikoo: Another microblogging platform developed in a similar way to twitter.Blog:Sina Blog: It is the blog service of, which features the blogs of celebrities,including the most popular blog in the world, the one of Xu Jinglei (a young Chineseactress).Sohu Blog: It is the blog service of, the main competitor for China: This blog sites features the blogs of though leaders. Singapore | Beijing
    32. 32. Video (Youtube):Tudou: It is the oldest video site in China, where users can upload, view and share videoclips.Ku6: This site is pretty youtubie, with lots of homemade videos. There are a number ofmovies and TV shows, as well as music and sports.Youku: Youku was created by Victor Koo, the former president of Sohu. The site hasrecently rose to the top of rank. It is the only Chinese video site with a user base that canrival Tudou.RSS feed:Xianguo: (literally “Fresh Fruit” in Chinese) the site offers users a tool to integrate any RSSfeed into one website.FeedSky: Launched in July 2005, FeedSky has announced 1.5 million feeds have beenregistered and it has partnerships with over 30 BSPs (Blog Service Provider) and 40 mediacompanies from mainland China, Hongkong and Taiwan.Zhuaxia: The site has a directory of RSS feeds. Singapore | Beijing
    33. 33. Photo sharing (Flickr):ikaca: A Flickr-like site to share photos online.Hexun Photo: The online photo-sharing service of a China’ financial informationportal Picture: The photo-sharing platform created by China’s most famousinternet forum Tianya.Wiki:HDwik: Hudong (formerly Hoodong, “Interactive Online”) is a Chinese encyclopediawebsite that was founded in 2005 with features of social networking sites includingforums and fan groups. Unlike Wikipedia, Hudong’s content is fully copyrighted,rather than released under a free license.Baidu Baike: Baidu Baike (Baidu Encyclopedia) is a Chinese language collaborativeWeb-based encyclopedia provided by the Chinese search engine Baidu.SoSo: It is an online encyclopedia site owned by Tencent Holdings Limited, which iswell known for its other creation of instant messenger called QQ. Singapore | Beijing
    34. 34. Social Bookmarks:QQ Bookmarks: The site enables Internet users to share, organize, search, and managebookmarks of web resources.Sina ViVi: The social bookmarks service of Another Chinese leading social bookmark service site.Reviewing and RatingDaqi: is a leading social media aggregation and marketing company in China. Itis China’s first media platform to study and practice the aggregation of social mediaresources, and the first to launch and lead the social media integrated marketing.Dianping: A review site on which reviews are mainly posted about food&drinks, leisureservices, entertainment and events. Singapore | Beijing