Social Media and China: Different than You Think

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SXSW Interactive 2010 panel with @Samflemming, @Benjaminjoffe and @jacquizhou. The business and social impact of social media on China and China's 5C's of Chinese innovation.

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  • Herbert Spencer
  • 3000rmb (430 USD for 6 months)2 million USD / month60% of women with straight long hair get second dates!
  • Social Media and China: Different than You Think

    1. 1. Social Media and China: Different than You Think<br />#SocialMediaAndChina<br />Sam Flemming @samflemming<br />Benjamin Joffe @benjaminjoffe<br />Jacqui Zhou @jacquizhou<br />
    2. 2. Introduction<br />
    3. 3. ABOUT JACQUI ZHOU<br />The national TV network in China with over 1 billion audience<br />News reporter & anchor<br />Chief Chinese Blogger<br />Social Media Globalization Manager <br />
    4. 4. ABOUT SAM FLEMMING<br />First Online Payment Service<br />1999<br />First Social Media Analytics and Consulting Firm<br />2004<br />First Chinese Social Media Blog<br />2005<br />
    5. 5. Benjamin Joffe<br />ベンジャミン<br />本杰明<br />벤자민<br />4 years<br />1 year<br />5 years<br />
    6. 6. Plus Eight Star<br />“Innovation Arbitrage”<br />Best practices from Asia’s Internet<br /> and mobile scenes<br />Cmune<br />3D social games<br />Paradise Paintball, first “social shooter” on Facebook, MySpace, Apple.com<br />Mobile Monday Beijing<br />Monthly forum for mobile professionals<br />
    7. 7. www.facebook.com/paradisepaintball<br />
    8. 8. Common Assumptions<br />Social media in China? Isn’t it all censored?<br />China is all about copy<br />Chinese users are very differentfrom US users<br />What happens in China stays in China<br />
    9. 9. THE CHINESE SOCIAL MEDIA LANDSCAPECC<br />221 <br />Million<br />117 <br />Million<br />176 <br />Million<br />Blogs<br />BBS<br />SNS<br />Diary: “About Me”<br />Community: “About Topics”<br />Network: “About Relationships”<br />
    10. 10. WHAT ARE THEY DOING ONLINE? <br />321<br />Million<br />IM Tools<br />222 <br />Million<br />272<br />Million<br />108 <br />Million<br />265<br />Million<br />Online Music<br />Online shopping<br />Online Gaming<br />Online Video<br />
    11. 11. CHINA SOCIAL MEDIA DOMINATES THE US: Chinese netizens are more engaged in creating/sharing content<br />Source: Chinese Social Technographics Revealed, 2009/01/23<br />Source: New 2008 Social Technographics data reveals rapid growth in adoption, 2008/10/20<br />
    12. 12. THE TALK ABOUT INDUSTRY<br />
    13. 13.
    14. 14.
    15. 15. FORD Focus Nickname Buzz Share <br />2nd Half 2008<br />Database: 474,790 references to Focus<br />
    16. 16. 2000<br />2006<br />
    17. 17.
    18. 18. Online Games & SNS<br />
    19. 19. Key Numbers<br />Users<br />Tencent 1B+ (485M active)<br />Qzone 310M users<br />RenRen 200M (50M also mobile)<br />Kaixin001 75M<br />51.com 160M (38M MAU)<br />Multiple accounts!<br />
    20. 20. SOCIAL NETWORKS<br />APPLICATION PLATFORM<br />VIRTUAL GOODS<br />ONLINE GAMES<br />MOBILE<br />
    21. 21. ONLINE + SOCIAL GAMES<br />ONLINE + SOCIAL GAMES<br />
    22. 22. China’s Virtual Goods Market Estimate for 2009<br />5 Billion Dollars!<br />(5 times USA!)<br />
    23. 23. Revenue: >1.5bln USD<br />(3 times Facebook)<br />90% from digital goods<br />(35% from games)<br />10% from ads<br />Net margin: 40%<br />Tencent<br />
    24. 24. China Full of Happy Farmers!<br />First farm game was made in China!<br />by company 5 Minutes<br />“Because there are lots of farmers there”<br />Inspired by Japanese game<br />Zynga copied shamelessly<br /> … and now everyone thinks Zynga was first<br />
    25. 25.
    26. 26. Innovations<br />
    27. 27. 5C of Chinese Innovation<br />Copy<br />Combination<br />Competition<br />Constraints<br />China<br />“On the shoulders of giants”<br />“Survival of the fittest”<br />
    28. 28. Will it blend?<br />
    29. 29.
    30. 30. Zhenai | Match.com Reengineering<br />
    31. 31. Looking more closelyZhenai.com vs. Match.com<br />“On the shoulders of giants”<br />Started as Match.com<br />Raised capital<br />Business model issue<br />“Each new user costs us money!”<br />Develop new model<br />350 people call center<br />VIP service<br />Metrics & analysis<br />
    32. 32. Lihua | Food Delivery by IM<br />
    33. 33. BabyTree | SNS for Parents<br />
    34. 34. P1 | SNS for the Affluent Class<br />Innovative recruitment (shopping malls)<br />Innovative revenue models<br />
    35. 35. Asia Social Media Meetup:<br />Mar 15, 5:00-6:30 pm<br />Halcyon: 218 West 4th Street (near Lavaca St)<br />Reach us<br />@benjaminjoffe<br />@jacquizhou<br />@samflemming<br />Online resources<br />Group blogs<br />China Web Radar, a.k.a China Web 2.0 Review<br />Mobinode<br />Danwei,Chinese media, advertising, and urban life<br />ChinaSmack: Translated internet content from the Chinese-language internet <br />Personal blogs <br />Silicon Hutong<br />Rconversation<br />Thomas Crampton<br />Reports & slides<br />China Network Information Center<br />www.slideshare.net/cic_china<br />www.slideshare.net/plus8star<br />Individuals on Twitter <br />@ganglu, @kaiserkuo<br />@goldkorn, @Isaac, @williambaobean ,@wolfgroupasia, @chijs, @web2asia<br />@rmack,@thomascrampton<br />

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