Social Media

IN CHINA

Deana Gao 高 琼 Chinese

Journalism

Marketing/Start ups

Social Media

Traveler

Entrepreneur

Chinese Internet Usage: Going CRAZY

1 billion

10,000 persons

564 million!

No. of internet users Internet penetration rate

Chinese Internet Users

1980s: Our first “computer.”

1990s: Our first “real” computer. 2013: “My desk.”

AND…WHO EXACTLY IS ON SOCIAL MEDIA ? EVERY Internet user in China

Chinese Social Media Users: By Age

Internet users Social Media Users

Most Western Social Media Sites? BLOCKED in China.

Western Social Media: Blocked in China

Facebook Youtube Twitter Pinterest Google plus LinkedIn MySpace Foursquare Instagram

Not just social media sites —lots of OTHER websites are blocked in China as well.

Check it out HERE: http://www.blockedinchina.net/

Why? CENSORSHIP!

Chinese Social Media Landscape: 2013

Top 10 Social Media Sites in China

Top 5 Social Media Sites for Marketing

Weibo

Renren

Tencent

Douban

Weixin (Wechat)

Chinese versus US Social Media

Weibo

Renren

Tencent

Douban

Weixin (Wechat)

Twitter +Some Facebook

Facebook

MSN/Gchat, Yahoo Chat etc.

The website formerly known as MySpace

Whatsapp or Line

www.weibo.com

Weibo --Microblog

Sina Weibo was launched in 14th August 2009 by Sina Corporation, which owns the biggest portal website sina.com

Sina bought the domain Weibo.com in 7th April 2011. Today, so-called “Weibo” means “Sina Weibo”

This is the most powerful and popular social media platform in China.

Sina Weibo – What is it ?

Weibo in Action

Weibo on iPad& iPhone

Weibo on IPad Weibo on IPhone

Icon

Info

Verification

Verification

OrgVerification

Followers

Weibo VS Twitter

Re-twittes & Comments

Pic & Video

Posts

What do they do ？ Real-life moments

Social topics

Breaking news

Celebrity gossip

Elite Types’ fights

Follow Current news issues 31%

Follow friends 31.0%

Make new friends 14.5%

Follow superstars and well-known professionals 12.3%

Follow industry updates 14.5%

Whom do they follow?

Who uses Weibo? Media Celebrities & ‘Elites’ Office Workers 1st and 2nd Tier Cities Companies and Businesses ME ！

[56.4% Chinese social media users are on Weibo]

Why Weibo for marketing? Easy to find potential clients / partners.

Users Trust It. (Based on CNNIC report, Chinese trust Weibo more than China official media.)

High-end Target Market. Users are in 1st and 2nd Tier cities and accept new ideas and are comfortable with online shopping or trading.

Easy, quick information updates.

Easy to interact with followers.

New media– influential and has high credibility

How to use it for your business.

E-COMMERCE Knowledge MarketingBRANDING

Tencent (QQ)—What it is

• Founded in 1999

• First IM program in China

• Still China’s biggest social platform

• March 20th 2013, there were 798.2 million active QQ accounts /Average 160MIL online users everyday

Online users (wow.)

http://im.qq.com/online/

The Functions of QQ Instant Message E-mail Pengyou Shop Weather Anti-virus Qzone Tencent Weibo Games Music ETC …

The Tencent Family

Qzone--2005

Pengyou--2009

Tencent weibo -2010 Wechat 2011

What is Tencent

Q zone –What is it? Qzone is social networking website under QQ

It permits users to keep blogs, diaries, update photos and listen to music

It’s (on paper) the largest social network website in China

By September 2012 ， there were 597 million users. 150 million Qzone users update their accounts at least once a month

Qzone

Tencent Weibo–What is it?

• Exactly the same as Sina Weibo but… belongs to a different company

Tencent Weibo VS Sina Weibo

What is Tencent

Who uses Qzone and Tencent Weibo ?

350 MIL users / 40MIL active users

Age 14-30 yrs Students 2nd and 3rd Tier cites Grass-roots celebrities Companies and businesses ME ！

Who uses them?

What is Renren?

Look familiar?

We Chinese are good at “math” and “learning from others”

Renren—What is it?

Renren—What is it? Founded in 2005

Renren – literally means “everyone”

200MIL users /30MIL active users

Age 18-35

University Students

White collar folks

1st and 2nd tier Cities

What is Renren?

Fan page on RenrenFan page on Facebook Same, same But…Chinese!

Douban– What is it?

Founded in 2005

Social network that shares films, books, interests, music, and activities

Online events, as well as off-line event organization

A large number of “intellectual” types, announcing poetry events, coffee chats, enrichment stuff, etc.

What is Douban?Interest

Living

Shopping

Society

Art

VS

Music

Art

Science

Fan pages

Who’s on Douban ? August 2012, 62

million users, covering 700 cities around the world…

1st -2nd tier cities, although over 80% are in 1st tier cities

Highly educated people (Professionals, Artists, etc.)

Follow their interest groups

Comment and share books\films\music\arts

Events –Find/organize/participate events –Meet up

Online ‘Flea markets’

Forums

Search their interested items –topics /events etc.

Why use Douban for marketing? Highly-educated group–so, more ‘precision’ marketing

Divided into different groups—easy to find different target groups of people

Better and trustworthy content exchange

Great for cultural industries

Great for ‘Elite Artists’ etc.

Wechat—What is it?

Released in Jan 2011, 300MIL Registered Users on 2103

Belongs to Tencent Holdings Ltd (QQ. Qzone, Tencent Weibo)

Mainland China, HK, Taiwan, South-East Asia

Smartphone users

“The Next Big Thing” in Chinese social media...

What is Wechat?

How to use Wechat for marketing ?

Should I use Chinese Social Media? Personally? …Yep.

Tap into the Chinese market…without moving, or “becoming Chinese.”

Learn about potential clients and partners. Learn about your competitors. Meet people from far away. Over 1 billion of them. And also…IT’S FUN !

Some Chinese social media platforms have interfaces in English with limited functionality—so give it a shot! You don’t even have to use your real name…

How to get started?(Well, with these three.)

Weibo.

QQ.

WeChat.

Should my company use Chinese Social Media?…Yep.

We like to think about the POST framework.

People—whom do you want to target?

Object—what is your goal?

Strategy—which one to use? What’s the plan ？

Technology—how to use the right platform and extra apps to execute that plan?

Key words to remember in Chinese social media.

Young

Elite

“Freedom”

Real-time

Influential

Thank you!

Find us on Facebook and Twitter: China Gravy E-mail at deana@chinagravy.com

Check out our website :

http://www.chinagravy.com