Engaging In Chinese Social Media - Best Practice In China's Social Media
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1) The document discusses best practices for engaging with social media in China, including an overview of the Chinese social media landscape and key platforms like Sina Weibo and Tencent Weibo. 2) It provides statistics on Chinese social media users, including demographics, usage times, and spending habits. 3) The document outlines experiments the authors conducted on Chinese blogging and social media sites and makes recommendations for using Chinese social media effectively.
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Engaging In Chinese Social Media - Best Practice In China's Social Media
- 1. Engaging in Chinese Social Media -- Best Practices in China’s Social Media By Dr. William J. Ward @Dr4Ward Xiaoye Zhou @yierzhou
- 2. Social Media Landscape Worldwide Source: www.marketer.com
- 3. Social Media Landscape Worldwide Source: ComScore Reach of Social Network in Total Internet Users (2013)
- 6. Social Media Landscape Asia Pacific Source: www.sysker.com
- 7. Why China is different?
- 9. Source: CIC
- 10. Source: Appintochina Who are they?
- 11. Where are they? Internet Penetration Rate Source: CNNIC
- 12. Source: Appintochina How Much Do They Spend on Social?
- 13. (in USD) Salary Ranges of Chinese Internet Users Source: CNNIC 1300 Plus 830 -1300 500 - 830 300 - 500 250 - 300 160 - 250 80 - 250 80 or less No income
- 14. Who Uses Which? Source: TechRice
- 15. When Do They Use It? Source: McKinsey Quarterly When do most official media accounts post on Sina Weibo during weekday?
- 16. When they use it? Source: McKinsey Quarterly When do most official media accounts post on Sina Weibo during weekday?
- 17. Source: www.dr4ward.com Social Media Timeline U.S. v. China
- 18. Source: www.dr4ward.com Social Media Timeline U.S. v. China
- 19. Source: www.dr4ward.com Social Media Timeline U.S. v. China
- 20. Social Media Timeline U.S. v. China Source: www.dr4ward.com
- 21. Social Media U.S. v. China Source: Ashphere
- 22. Source: Internetworldstats Social Media U.S. v. China
- 23. Social Media U.S. v. China Source: Internetworldstats
- 24. Who are they? Source: Chinaskinny.com, Mashable 45.6% 53.3%
- 25. Who are they? Source: Chinaskinny.com, Mashable 28.7% 24.4% 31.1% 15.6%
- 26. How many have mobile access? Source: CNNIC, IDC 0 50 100 150 200 250 300 350 400 450 500 2009 2010 2011 2012 2013 U.S. China Number of Mobile Internet Users (in million)
- 27. How Powerful Social Media Is ? Source: Edelman Digital
- 28. How Powerful Social Media Is ? • A reporters advocated via Weibo in April 2011 • Raised USD 2.8 million in 9 months • China’s State Council launched National Free Lunch Pilot Program in 2011
- 29. How Powerful Social Media Is ?
- 30. How Powerful Social Media Is ? • April 5th, 2014: Sina Weibo filed with the SEC to sell 20 million shares at a price of $17 to $19 a share in an IPO that could raise as much as US$380 million. • May 2000: Sina Corp succeeded in raising US$68 million in Nasdaq. Source: CNN
- 31. How Powerful Social Media Is ? “I have brought this upon myself. A mistake is a mistake. This has nothing to do with anyone else. Today, I am willing to accept all the consequences. ” 1,236,366 Repost 1,920,471 Comment
- 32. Partnership Jan. 2014 • WeChat: 270 million active users • WeChat users can bind LinkedIn profiles to WeChat account Feb. 9, 2014 • LinkedIn launched a Chinese-language website Source: Edelman Digital
- 33. Partnership Derek Shen, President of LinkedIn China • 3 rules: follow gov’t restrictions; be transparent about how those restrictions affect the user and the site; protect users’ data. • Biggest obstacle isn’t censorship, but culture Source: Tech in China
- 34. Partnership Feb. 19, 2014 • Facebook bought Whatsapp for $19 billion • The deal is the world's largest tech acquisition since Time Warner's (NYSE: TWX) $124 billion merger with AOL in 2001 • Whatsapp is a relative non-player in China – Doug Young, South China Morning Post Source: Business Insider
- 35. Partnership October 9, 2012 • Sina Weibo was added as an app to dashboard April 25, 2013 • Tencent Weibo Joined HootSuite App Director Mar 31, 2014 • Refreshed set of Chinese app integrations in its App Directory: Sina Weibo, Tencent Weibo • Sina Weibo and Tencent Weibo Analytics.
- 36. What We Have Done - Chinese Social Media Data No. of Tweet No of Following No. of Follower 0 160 / / / / 144 299 1006 201 213 4105 205 296 294 287 294 287 31 184 146 18 30 45 Jan 31 – May 6
- 37. What We Have Done - Chinese Blog http://blog.sina.com.cn/dr4ward
- 38. What We Have Done – Sina Verification http://weibo.com/dr4ward
- 39. What We Have Done – Tencent Verification http://t.qq.com/DR4WARD
- 40. What We Have Done – Renren http://www.renren.com/509385770
- 41. Next Step Need more experiments in different content More time to observe popularity of different content More interaction with followers Encourage other people to try themselves More visual and images
- 42. Our recommendations in using Chinese Social Mandarin speaker Make difference in different platforms Chinese Weibo allows 140 Chinese characters, which equals 280 letters Hashtag in Chinese social media needs Hashtags on both side of keyword What should never been talked: religion and politics Interaction and Internet language are highly needed