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Social Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in China
Ed Sander & Jessica Sun
Social Media in 1 Day
Spant, Bussum
11 april 2013
Ed Sander & Jessica Sun
Social Media in 1 Day
Spant, Bussum
11 april 2013
Back after 2 years …
1111 THE GREAT FIREWALL OF CHINATHE GREAT FIREWALL OF CHINATHE GREAT FIREWALL OF CHINATHE GREAT FIREWALL OF CHINA
MOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIAL MEDIAMEDIAMEDIAMEDIA
INTERNET USAGEINTERNET USAGEINTERNET USAGEINTERNET USAGE
CONCLUSIONS, TIPS & Q&ACONCLUSIONS, TIPS & Q&ACONCLUSIONS, TIPS & Q&ACONCLUSIONS, TIPS & Q&A
Content
2222
3333
4444
Social Media in China
History of Great Firewall
Great Firewall of China
• Harmony & stability.
• Media control & regulation of
information.
Impact of Great Firewall
Accessible
Int. sites
Chinese
sites
18,000 websites
inaccessbile
• Golden Shield project.
• Blocking full domains
or pages within sites.
• Arab spring: servers
in China.
• Instructions for SOE
and private
companies.
• Blocking search
engine results for
certain keywords.
Great Firewall of ChinaGreat Firewall of ChinaGreat Firewall of ChinaGreat Firewall of China
The truth is not out there
Now what?
Social Media in China
Content Monitoring
• Constant screening of content.
• Both by Internet companies &
government (estimated staff >30.000).
• Filtering & quick removal of sensitive
posts & blocking of keywords (+/- 13%
of posts are deleted).
• Dynamic system.
• Liability for ISPs & self-censorship.
• Relatively high freedom on certain
topics, e.g. corruption by local
governments.
Curving Opinion – 50 Cent Party
MOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIAL
MEDIA IN CHINAMEDIA IN CHINAMEDIA IN CHINAMEDIA IN CHINA
Inside the Wall
Outside the Great FirewallOutside the Great FirewallOutside the Great FirewallOutside the Great Firewall InsideInsideInsideInside thethethethe Great FirewallGreat FirewallGreat FirewallGreat Firewall
GoogleGoogleGoogleGoogle Baidu, Qihoo
FacebookFacebookFacebookFacebook RenRen, Qzone, Kaixin001
TwitterTwitterTwitterTwitter Sina Weibo, Tencent Weibo
MSNMSNMSNMSN Tencent QQ
YoutubeYoutubeYoutubeYoutube Youku, Tudou, Ku6
WikipediaWikipediaWikipediaWikipedia Baidu Baike, Weigi Baike
FoursquareFoursquareFoursquareFoursquare Jiepang
GrouponGrouponGrouponGroupon Meituan, 55tuan, Dianping, Lashou, Nuomi
eBayeBayeBayeBay Taobao
LinkedinLinkedinLinkedinLinkedin Ushi, Tianji
FlickrFlickrFlickrFlickr Douban
WhatsappWhatsappWhatsappWhatsapp Weixin (WeChat)
Blogger, WordpressBlogger, WordpressBlogger, WordpressBlogger, Wordpress Sina Boke, Sohu Boke
Top 10 Social Media
QQ
Qzone
Weibo
Tencent Weibo
A Chinese Microblog
• 以前做绿皮车觉得上面的人很脏所以改坐动车。结果动车
上却也是一群脏人所以改坐高铁。结果发现是群有点小钱
但没有素质的人所以改坐飞机。结果发现飞机上的人更本
不是人所以发现还是绿皮车上的人纯朴呀 94 characters94 characters94 characters94 characters
• “When I took the green trains I thought the people were
very dirty, so I switched to bullet trains. But I found there
were a bunch of dirty men on bullet trains, so I turned to
the high-speed rails. There I found people with money
but lacking character, so I changed to planes. But on the
planes I found the people weren’t human at all. In this
way I found that the people on the green trains weren’t
dirty.”
Chang Weibo
Chinese Microblogs
• Sina Weibo is linked to Sina blog.
• Tencent Weibo linked to QQ (IM) and
Weixin (Mobile).
• Lots of ‘Zombie’ accounts.
• Estimated only 10% of registered
users really active.
• Average age 25 years.
RenRen
Weixin (WeChat)
Convenience of Weixin
Douban
Youku & Tudou
INTERNET USAGEINTERNET USAGEINTERNET USAGEINTERNET USAGE
This is China
Social Media in China
Weibo Usage
Source: IDG Accel
• Gap between East &
West, urban & rural.
• Internet penetration
cities 55%, rural 21%.
• Only 11,5% of
internet users have
university(+)
education.
• 80% online < 5 yrs
• 50% online < 3 yrs
Going Mobile
Mobile
• China has more people using internet
on their phones than on computers.
• This share is expected to expand
even further thanks to smartphones
getting cheaper and new
demographic groups buying them.
CONCLUSIONS, TIPS &CONCLUSIONS, TIPS &CONCLUSIONS, TIPS &CONCLUSIONS, TIPS & Q&AQ&AQ&AQ&A
VPN
• The Great Firewall can be circumvented
with VPN software,
• Some Chinese use VPN.
• Still, few Chinese actively use foreign
social media since their friends are not
there and the functionality of the Chinese
alternatives is better.
• Don’t believe reports that claim enormous
numbers for Facebook and Twitter in
China.
Conclusions
• Don’t waste energy on Facebook, Twitter,
etc in China.
• For social media, only use Chinese
products.
• Keep a close eye on developments: the
social media landscape is still changing.
• Use a local agency to ensure correct
communication (grammatically & culturally).
• Only communicate in Chinese.
Social Media in China
Recommended Marketing
Reading
Social Media in China
Value of Social Media in China
Meer weten? Failsafe.nl
this presentation
20 ChinaTalk
articles on
CustomerTalk
Contact
Ed Sander
Jessica Sun
T +31 (0)6 51 214 206
E ed@failsafe.nl
jessica@failsafe.nl
W www.failsafe.nl
Ed Sander
Persuade Brand Interaction
Striensestraat 67
5241 AW Rosmalen

Postbus 169
5240 AD Rosmalen
W www.persuda.nl
Acknowledgements
• This presentation uses information and materials
provided by:
– CiC
– China Real Time Report
– Tech in Asia
– King-Wa Fu & Michael Chao
– IDG Accel
– Beijing Cream
– Go-Globe.com
– The Economist
– Bill Bishop’s Sinocism (www.sinocism.com)
Introduction ... Ed Sander
• 15+ years of experience in Direct Marketing, Database
Marketing, CRM, On-line Marketing
• Pet Food, Tissue Products, Mail Order Office Supplies,
Pharmaceuticals, Financial Services. (B2B & B2C)
• Docent Beeckestijn Business School
• Event Driven Marketing
• Accountability & Marketing Metrics
• Co-author & editor of
• Event Driven Marketing (Kluwer, 2004/06)
• Follow That Customer! (USA, Racom, 2010)
• Author of various columns & articles (failsafe.nl)
• Marketing Consultant / International Volunteer for VSO
in China
• Per 1-5-2013 Persuade Brand Interaction

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Social Media in China

  • 1. Social Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in ChinaSocial Media in China Ed Sander & Jessica Sun Social Media in 1 Day Spant, Bussum 11 april 2013 Ed Sander & Jessica Sun Social Media in 1 Day Spant, Bussum 11 april 2013
  • 2. Back after 2 years …
  • 3. 1111 THE GREAT FIREWALL OF CHINATHE GREAT FIREWALL OF CHINATHE GREAT FIREWALL OF CHINATHE GREAT FIREWALL OF CHINA MOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIAL MEDIAMEDIAMEDIAMEDIA INTERNET USAGEINTERNET USAGEINTERNET USAGEINTERNET USAGE CONCLUSIONS, TIPS & Q&ACONCLUSIONS, TIPS & Q&ACONCLUSIONS, TIPS & Q&ACONCLUSIONS, TIPS & Q&A Content 2222 3333 4444
  • 5. History of Great Firewall
  • 6. Great Firewall of China • Harmony & stability. • Media control & regulation of information.
  • 7. Impact of Great Firewall Accessible Int. sites Chinese sites 18,000 websites inaccessbile
  • 8. • Golden Shield project. • Blocking full domains or pages within sites. • Arab spring: servers in China. • Instructions for SOE and private companies. • Blocking search engine results for certain keywords. Great Firewall of ChinaGreat Firewall of ChinaGreat Firewall of ChinaGreat Firewall of China
  • 9. The truth is not out there
  • 12. Content Monitoring • Constant screening of content. • Both by Internet companies & government (estimated staff >30.000). • Filtering & quick removal of sensitive posts & blocking of keywords (+/- 13% of posts are deleted). • Dynamic system. • Liability for ISPs & self-censorship. • Relatively high freedom on certain topics, e.g. corruption by local governments.
  • 13. Curving Opinion – 50 Cent Party
  • 14. MOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIALMOST IMPORTANT SOCIAL MEDIA IN CHINAMEDIA IN CHINAMEDIA IN CHINAMEDIA IN CHINA
  • 15. Inside the Wall Outside the Great FirewallOutside the Great FirewallOutside the Great FirewallOutside the Great Firewall InsideInsideInsideInside thethethethe Great FirewallGreat FirewallGreat FirewallGreat Firewall GoogleGoogleGoogleGoogle Baidu, Qihoo FacebookFacebookFacebookFacebook RenRen, Qzone, Kaixin001 TwitterTwitterTwitterTwitter Sina Weibo, Tencent Weibo MSNMSNMSNMSN Tencent QQ YoutubeYoutubeYoutubeYoutube Youku, Tudou, Ku6 WikipediaWikipediaWikipediaWikipedia Baidu Baike, Weigi Baike FoursquareFoursquareFoursquareFoursquare Jiepang GrouponGrouponGrouponGroupon Meituan, 55tuan, Dianping, Lashou, Nuomi eBayeBayeBayeBay Taobao LinkedinLinkedinLinkedinLinkedin Ushi, Tianji FlickrFlickrFlickrFlickr Douban WhatsappWhatsappWhatsappWhatsapp Weixin (WeChat) Blogger, WordpressBlogger, WordpressBlogger, WordpressBlogger, Wordpress Sina Boke, Sohu Boke
  • 16. Top 10 Social Media
  • 17. QQ
  • 18. Qzone
  • 19. Weibo
  • 21. A Chinese Microblog • 以前做绿皮车觉得上面的人很脏所以改坐动车。结果动车 上却也是一群脏人所以改坐高铁。结果发现是群有点小钱 但没有素质的人所以改坐飞机。结果发现飞机上的人更本 不是人所以发现还是绿皮车上的人纯朴呀 94 characters94 characters94 characters94 characters • “When I took the green trains I thought the people were very dirty, so I switched to bullet trains. But I found there were a bunch of dirty men on bullet trains, so I turned to the high-speed rails. There I found people with money but lacking character, so I changed to planes. But on the planes I found the people weren’t human at all. In this way I found that the people on the green trains weren’t dirty.”
  • 23. Chinese Microblogs • Sina Weibo is linked to Sina blog. • Tencent Weibo linked to QQ (IM) and Weixin (Mobile). • Lots of ‘Zombie’ accounts. • Estimated only 10% of registered users really active. • Average age 25 years.
  • 33. Source: IDG Accel • Gap between East & West, urban & rural. • Internet penetration cities 55%, rural 21%. • Only 11,5% of internet users have university(+) education. • 80% online < 5 yrs • 50% online < 3 yrs
  • 35. Mobile • China has more people using internet on their phones than on computers. • This share is expected to expand even further thanks to smartphones getting cheaper and new demographic groups buying them.
  • 36. CONCLUSIONS, TIPS &CONCLUSIONS, TIPS &CONCLUSIONS, TIPS &CONCLUSIONS, TIPS & Q&AQ&AQ&AQ&A
  • 37. VPN • The Great Firewall can be circumvented with VPN software, • Some Chinese use VPN. • Still, few Chinese actively use foreign social media since their friends are not there and the functionality of the Chinese alternatives is better. • Don’t believe reports that claim enormous numbers for Facebook and Twitter in China.
  • 38. Conclusions • Don’t waste energy on Facebook, Twitter, etc in China. • For social media, only use Chinese products. • Keep a close eye on developments: the social media landscape is still changing. • Use a local agency to ensure correct communication (grammatically & culturally). • Only communicate in Chinese.
  • 42. Value of Social Media in China
  • 43. Meer weten? Failsafe.nl this presentation 20 ChinaTalk articles on CustomerTalk
  • 44. Contact Ed Sander Jessica Sun T +31 (0)6 51 214 206 E ed@failsafe.nl jessica@failsafe.nl W www.failsafe.nl Ed Sander Persuade Brand Interaction Striensestraat 67 5241 AW Rosmalen
 Postbus 169 5240 AD Rosmalen W www.persuda.nl
  • 45. Acknowledgements • This presentation uses information and materials provided by: – CiC – China Real Time Report – Tech in Asia – King-Wa Fu & Michael Chao – IDG Accel – Beijing Cream – Go-Globe.com – The Economist – Bill Bishop’s Sinocism (www.sinocism.com)
  • 46. Introduction ... Ed Sander • 15+ years of experience in Direct Marketing, Database Marketing, CRM, On-line Marketing • Pet Food, Tissue Products, Mail Order Office Supplies, Pharmaceuticals, Financial Services. (B2B & B2C) • Docent Beeckestijn Business School • Event Driven Marketing • Accountability & Marketing Metrics • Co-author & editor of • Event Driven Marketing (Kluwer, 2004/06) • Follow That Customer! (USA, Racom, 2010) • Author of various columns & articles (failsafe.nl) • Marketing Consultant / International Volunteer for VSO in China • Per 1-5-2013 Persuade Brand Interaction