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Chinese media & social media

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2013 update of a Presentation on Chinese media and social media given to the MBA students of the Hamline University in Beijing.


By Christian Dougoud & Kelvin Chen

Publié dans : Business, Voyages, Technologie
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Chinese media & social media

  1. Chinese Social media 中国媒体 By Christian Dougoud
  2. Source: http://www.ciccorporate.com/ Social media map
  3. Principle one • Forget English
  4. Principle two • Think BIG, FAST…and FURIOUS
  5. 5 513 million Internet user 462% 2004-2011 = Total population of USA (316M) + UK (63M) + France (65M) + Germany (80M) + + +
  6. 6 Over 2,000 newspapers over 9,468 magazines 296 radio stations 374 TV stations (Source: Chinanews.com)
  7. 7 Sina Weibo (Chinese Twitter) 365 million users
  8. 8 Mobile phone = No. 1 Internet access terminal in China
  9. 9 Freedom of digital speech Data is from Jan 1 – Dec 31, 2011. Crises marked in orange mean that they originated from microblogs. Media reports refer to Baidu search engine’s results.
  10. Principle 3 • You are welcome…not No Facebook. No Twitter. No YouTube. No you?
  11. 11 Online Censorship In China
  12. XING hardsextube drtuber Wretch Google Appspot Yomiuri News Ustream.tv excite (Japan) Sponichi News Nikkei BP Japan geocities (Japan) Technorati Plurk Jehovah's Witnesses Norwegian Broadcasting Corporation PBworks Sony Japan Boxun Wikileaks Sony Music Japan OpenVPN Strong VPN Amnesty International UrbanSurvival Blog Reporters Without Borders Falun Dafa VPN Coupons Tibet Post google.com Google Drive Google Encrypted Google+ Google Sites Picasa Facebook YouTube Yahoo! Taiwan Yahoo! Hong Kong Mobile Wikipedia Twitter Blogspot Yahoo! Japan T.co Google Japan Wordpress Internet Movie Database XVideos FC2 xhamster The Pirate Bay Rakuten Market Amazon Japan Vimeo Nico Video Archive.org Scribd isoHunt
  13. Chinese Internet Celebrity Smashes Siemens Refrigerators
  14. Luo Yonghao’s show
  15. 16 Foreign firms in the line of fire
  16. • Chinese social media
  17. 18 Chinese counterparts Online Video Online Marketplace Microblog Mobile communication Search engines
  18. 19 The big players…
  19. 20 Organic ranking algorithm with Chinese characteristics Search engines
  20. 21
  21. 22 Baidu Tieba - One of the biggest communication forum Baidu Baike – Web based encyclopaedia very similar to Wikipedia Baidu Zhidao – Allows the community to ask Questions and Answers Baidu PayPerClick– an equivalent to Adwords The Baidu Marketing Toolkit
  22. 23 Sina Weibo the digital Swiss army knife Microblog
  23. 24 Electrolux on Sina Weibo http://www.weibo.com/electroluxchina
  24. 25 Foreign firm’s Weibo accounts Company Followers Electrolux 1,000,000 Bill Gates 3,200,000 Microsoft 80,000 Ferrari 330,000
  25. 26 Logo Embedded video Verified company account (requires license) Account statistics Links Latest post About us Map home Videos Contact
  26. 27 Bill Gates on Sina Weibo http://weibo.com/gates
  27. 28 250 million registered users
  28. 29 40 blogs posted every second
  29. 30 ~ 5 million new users a month
  30. 31 What’s next: Weibo will go international? Future development
  31. 32 China online video market = £ 250 million in the first quarter of 2013 Online Video
  32. IBM youku channel IBM Youku channel
  33. Case study • Mac Panda campaign
  34. 35 Content Fusion Strategy Story •Make Room for Happy Discovery •Build emotional links with consumers through fun and creativity •Coincide with large “family” movie KungFu Panda II launch •Target Parents and Children with fun in store events, launch new product offerings, give away prizes Format & Vehicles •Copy (Text) – Press Release, Social Media •Videos – Social Media •Photos – Social Media Destinations •Social Media (Weibo, Jiepang, BBS, Tudou) •Store Events •PR press releases, journalists
  35. 36 SNS Renren Weibo BBS Blog Video sharing Q&A So Lo Mo 9 Social Local Mobile LBS Jiepang.com Smart phone’s App Platform Strategy
  36. Results (Digital) 3 Weeks Over 1,500 new Weibo followers 3.8M exposures from KOLs Over 2,200 users forwarded messages Over 10,000 Jiepang checkin’s at McDonald’s restaurants Generated over 590 comments
  37. Thank You! Director, International London, UK christian@eastwestpr.com Mob: +44 (0)74 5370 6475 Christian Dougoud

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