Social Networks in China - a presentation by German PR agency Storymaker based in Tuebingen, Southern Germany and Beijing, China

1. Chinese Social Media Platforms
Photocase_florida
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2. Content
• Storymaker and China
• Digital Communication Architecture: Global
• Which platforms are blocked in China?
• Chinese platform alternatives
• Digital Communication Architecture: China
• Microblogging No. 1: Weibo (t.sina)
• Social Network No.1: Renren
• Social Network No.2: Kaixin001
• Social Network No.3: Qzone
• Culture Community No.1: Douban
• Video Platform No.1: Youku
• Photo Community No.1: Yupoo
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3. storymaker
We think German! We think Chinese! – Tuebingen / Beijing
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4. Storymaker in
China
• First German PR agency to
open an office in China
• China projects since 2005
• Publisher of the first German
language „China Media Guide“
• German Consultants in China
• Chinese Consultants in Germany
• Working for German companies in China
Storymaker GmbH, Tuebingen
Storymaker (Beijing) Co., Ltd
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5. Chinese Social Media Platforms
Photocase_florida
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6. Digital Communication Architecture: Global
Model and Interaction
Communication Corporate Hosting
PR-content
Email Youtube
Website
Twitter Flickr
Microsites
Facebook Issuu
Blog
XING / LinkedIn Slideshare
Newsletter
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7. Which platforms are blocked in China?
Communication Corporate Hosting
PR-content
Website
XYoutube
X Microsites X Flickr
X Blog
Issuu
Newsletter Slideshare
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8. There is always a solution!
Communication Corporate Hosting
PR-content
Website
Microsites
Issuu
Blog
Newsletter Slideshare
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9. Digital Communication Architecture: China
Model and Interaction
Communication Corporate Hosting
PR-content
Email Youku
Website
Weibo(t.sina) Yupoo
Microsites
Renren/Kaixin001 Issuu
Blog
Qzone/Douban/XING Slideshare
Newsletter
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10. Microblogging No.1:
Weibo (t.sina)
Chinese No. 1 microblogging service (Chinese twitter);
• The holder of t.sina is Sina.com, which is the No. 1 web portal in China.
• It allows users to post short messages within 140 Chinese characters
(In Chinese 140 characters can actually produce quite a long message).
• Companies or organizations can apply for its page for interactions with its followers,
which include Dell, Thinkpad, Acer, Haier, TCL, Firefox, Microsoft TechNet, and
all the major media in China.
• The top 100 twitters in t.sina have 68 million followers.
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11. Microblogging No.1:
Weibo (t.sina)
What’s more
• It is free to apply for a corporate account.
• An account can become a “Verified” account (with a “V” mark),
after it has more than 50 followers, and after Sina’s verification.
• Tips to get more fans: Join the “hot topic/discussion”, keep updating the blogs.
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12. Interface
What is on your mind?
Profile: pics,
videos, music
Contact
group
Delete/retweet/
save/comment
Hot topics
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13. Sennheiser at t.sina
Following/
Followers/
Tweets
Pics, videos,
Corp. profile
music
follow tags
1527
Q&A: followers
When can I buy?
Special discount?
product
Retweet/
save/comment
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14. SAP at t.sina
Following/
Followers/
Tweets
Pics, videos,
music tags
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15. Social Network No.1:
Renren
One of the biggest social networking sites in China
with an interface similar to that of Facebook;
• Most popular, most open, and best-financed social network in China.
• China s largest online community website among universities.
• 120 million users with an estimated 40 million users who have registered their real names.
• Branding at Renren from companies/organizations like Coco Cola, Dell, IBM, Audi, CCTV
with their own page.
• Key function: Multiplication by sharing message/information/videos/photos.
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16. Social Network No.1:
Renren
What s more
• A corporate page costs 60,000 Euro/year (October 2010).
• Private accounts are NOT allowed to do branding or business promotion in Renren.
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17. Interface
Home, Profile, Friend, Application, Message
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18. like a company/
Community, receive
messege from it
Add as a friend
Forward
Comment
Comment and
sharer
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19. Community Community
All communities
edited by me liked by me
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20. Audi at Renren 218348
Fans
Link to audi official
website
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21. Adidas at Renren
185220
Fans
Become a fan/ Image
Recommend video
Link to its
official website
Special
websites
Activities, products,
interaction with fans,
feedback from fans
Picture
album
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22. Social Network No. 2:
Kaixin001
• 86 million registered users till August 2010 and more than 50 million active users each
month. 1,5 billion minutes were spent by users each day.
• Main user group: white collars in China (through popular networking games,
such as Happy Farm and Slave Manor).
• Branding (pay service) from companies/organizations like Sony Ericsson, Lego, Microsoft,
Lancome, adidas, IKEA, MINI, Chinese media etc.
• Key function: Multiplication by sharing message/information/videos/photos.
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23. Social Network No. 2:
Kaixin001
What s more:
• Contract, biz license must be provided in setting up a corporate page.
• Cost (October 2010):
Type Activities Post to fans/day Specialty Cost (Euro)
Basic Corp. Page basic 1 None 0
1 Banner,
Branding Corp. Page Basic all 1 1 special model 10,000/quarter
1 Banner,
Branding Corp. Page Basic all 4 1 special model 40,000/quarter
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24. Interface
You may
know
Message Visitors
Info. about friends/
communities
pics, blogs, status etc.
Friends
Picture, blogs, gifts like or comment on the action
games, music etc.
Friends
online
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25. Adidas at Kaixin001 (Basic corp. page) 18398
Fans
Become
a fan
Corp.
profile
Activities, pics,
videos, news
with like and
comment .
Frequency:
2-5 msg/day
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26. BMW at Kaixin001 (Basic corp. page)
648132
Fans
Banner
Special
model
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27. Dr. VICHY at Kaixin001
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28. Social Network No. 3:
Qzone
• 380 million registered users (No. 1 in quantity).
• More and more users are taken from its sister company QQ (No. 1 instant messenger in
China with 485 million users who are highly active).
• Many users are quite active in using Qzone for communication with family members or
friends. (by sharing pictures, blogs/journals, daily updates, music).
• Companies/organizations use Qzone for branding or event promotion, which include Adidas,
Coca Cola, Disneyland, Dell, Nike, etc.
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29. Social Network No. 3:
Qzone
What s more
• Key to have more friends: Join the hot topics.
• Cost for corporate page: ** Euro
• Private accounts are NOT allowed to do branding in Qzone.
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30. Interface
Hot topics
Friends
comment /forward/more
Pictures, blogs, gifts
games, music etc.
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31. Adidas at Qzone
Liked by 263495 fans.
Daily Increase: 51133
Journal, picture, fan, wall
Post from fans
Journals with pics
Links to offficial
websites
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32. DELL at Qzone
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33. Culture-Community No.1:
Douban
-No. 1 online community for culture programs (especially for movies, books, music)
-10 million registered users.
-Organizations/companies like Cultural and Educational Section of British Embassy, Master
Card, Adidas, Swatch, Audi have their corp. page on Douban.
What’s more
-Basic account users are not allowed to have business promotion there.
-Brand account cost **
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34. Cultural and Educational Section of British Embassy
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35. Adidas at Douban
46666
visitors 11216
Fans
Pictures, videos, events
Fans can comment on the posts
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36. HP at Douban
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37. Video Platform No.1:
Youku
China s biggest video hoster (Chinese version of youTube);
• Founded by Victor Koo, former President of Sohu.com. (No. 2 Web portal in China).
• Youku recorded gross revenues of 200 million RMB in 2009.
• Users can upload, watch, comment on original videos for free.
What s more
• Video is a very direct, highly popular communication tool on the internet.
A company should check with every campaign whether a video may enhance the range
of a subject. All videos should be found within the company s channel on Youku.
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38. Photo Community
No.1: Yupoo
The largest photo-community in China (Chinese Flickr);
• Free picture uploading, sharing.
• Pictures can be commented, forwarded and tagged.
• Companies who upload their pictures at Yupoo provided with tags favour the use and
spread of their pictures, for example for presentations to a certain topic. E.g. Hisense,
Modern Media group, Rainierbaby etc.
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39. Photo-Community
No.1: Yupoo
Cost (October 2010)
Type Space Date transfer-out Cost (Euro)
Free Account 100 MB 1 G/month 0
VIP Personal 10 G 30 G/month 18
VIP Corporate 10 G 600 G/month 40
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40. Modern Weekly at Yupoo
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41. Social Media in China?
Talk to us!
www.storymaker.de
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