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
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?
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
22. 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
35. 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
37. 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
Internet commentators hired by the PRC Government to post comments favorable towards the government policies in an attempt to shape and sway public opinion on various Internet message boards.[1][2] The commentators are said to be paid for every post that either steers a discussion away from anti-party or sensitive content on domestic websites, bulletin board systems, and chatrooms,[3] or that advances the Communist party line.[4][5] Pro-party comments claim that the term is sometimes extended to discredit anyone who posts an excessively patriotic comment about China online.[6]participants are required to pass an exam after which they are issued a job certificationother estimates put their numbers as high as 280,000–300,000
Some equivalent
Probably easier to learn Chinese than find your way into Chinese social media
Baidu = Chinese Google with 80% shares in ChinaLaunching now Baidu internationalYouku = Chinese YoutubeMore adsSina Weibo = Twitter + Linkedin + Facebook ?
2. Different target audiences. Baidu’s main target audience is China, whereas Google’s target audience is the whole world. This is very obvious on Baidu advertising and Google Adwords. For Baidu advertising, we can choose the China provinces as the promotion area for every campaign, but we cannot choose any specific foreign country. But on Google Adwords, we can choose any countries as our promotion area. This well reflects that the focus of Baidu is Chinese market, while Google focuses on the entire world.3. Different languages. Most of the information or content on Baidu is in Chinese. Google aims to provide service to the entire world and provides translation of its services into other languages for those who cannot read English.4. Different content:in China, marketers have to be aware of sensitive topics. Baidu is strickly following the governement’s5. Different additional services. Baidu supports many extensional services for adapting to Chinese users’ habits, such as Baidu Baike, Baidu tieba, Baidu Zhidao and so on. All of these services are Baidu’s special products. Google’s extensional services usually work for the customers in the whole world, not only for Chinese people.6. Different use of SEO. Google and Baidu SEO are very different for either keyword ranking algorithm, or website content or external links. Even if your Baidu SEO is pretty good, that does not mean that the Google SEO is also good.
195 million users40 tweets per second
IT distribution is always associated with ‘box pushing’ or low-margin commoditized products. Through SolutionsPath, Avnet wants to show that distribution can in fact add value and is beginning to change the rules for IT distribution. Avnet calls this its solutions distribution advantage.Stereotypes are normally caused by inaccurate information. Thus we need to provide right information to restore the truth.