Chinese Social Media Platforms - Storymaker

STORYMAKER GMBH TÜBINGEN | PEKING

Chinese Social Media Platforms

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Content

•  Storymaker and China

•  Digital Communication Architecture: Global

•  Which platforms are blocked in China?

•  Chinese platform alternatives

•  Digital Communication Architecture: China

•  Microblogging No. 1: Weibo (t.sina)

•  Social Network No.1: Renren •  Social Network No.2: Kaixin001

•  Social Network No.3: Qzone

•  Culture Community No.1: Douban

•  Video Platform No.1: Youku

•  Photo Community No.1: Yupoo

STORYMAKER GMBH TÜBINGEN | PEKING 11.11.10 Seite 3

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Storymaker in China


Chinese Social Media Platforms

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Digital Communication Architecture: Global Model and Interaction

Communication

Corporate

Hosting

Email

Twitter

Facebook

XING / LinkedIn

PR-content

Website

Microsites

Blog

Newsletter

Youtube

Flickr

Issuu

Slideshare


Which platforms are blocked in China?

Communication

Corporate

Hosting

PR-content

Website

Microsites

Blog

Newsletter

Youtube

Flickr

Issuu

Slideshare

X X

X X


Communication

Corporate

Hosting

PR-content

Website

Microsites

Blog

Newsletter

Issuu

Slideshare

There is always a solution!


Digital Communication Architecture: China Model and Interaction

Communication

Corporate

Hosting

Email

Weibo(t.sina)

Renren/Kaixin001

Qzone/Douban/XING

PR-content

Website

Microsites

Blog

Newsletter

Youku

Yupoo

Issuu

Slideshare

STORYMAKER GMBH TÜBINGEN | PEKING 11.11.10

Microblogging No.1: Weibo (t.sina)

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Chinese No. 1 microblogging service (Chinese twitter); •  The holder of t.sina is Sina.com, which is the No. 1 web portal in China.

•  It allows users to post short messages within 140 Chinese characters (In Chinese 140 characters can actually produce quite a long message).

•  Companies or organizations can apply for its page for interactions with its followers, which include Dell, Thinkpad, Acer, Haier, TCL, Firefox, Microsoft TechNet, and all the major media in China.

•  The top 100 twitters in t.sina have 68 million followers.


Microblogging No.1: Weibo (t.sina)

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What’s more •  It is free to apply for a corporate account.

•  An account can become a “Verified” account (with a “V” mark), after it has more than 50 followers, and after Sina’s verification. •  Tips to get more fans: Join the “hot topic/discussion”, keep updating the blogs.


Hot topics

What is on your mind?

Profile: pics, videos, music

Contact group

Delete/retweet/ save/comment

Interface



Following/ Followers/ Tweets

Corp. profile

follow

Pics, videos, music

1527 followers

product

Q&A: When can I buy? Special discount?

Retweet/ save/comment

tags

Sennheiser at t.sina



SAP at t.sina


Following/ Followers/ Tweets

Pics, videos, music tags


Social Network No.1: Renren

One of the biggest social networking sites in China with an interface similar to that of Facebook; •  Most popular, most open, and best-financed social network in China.

•  China‘s largest online community website among universities.

•  120 million users with an estimated 40 million users who have registered their real names. •  Branding at Renren from companies/organizations like Coco Cola, Dell, IBM, Audi, CCTV with their own page.

•  Key function: Multiplication by sharing message/information/videos/photos.


Social Network No.1: Renren

What’s more •  A corporate page costs 60,000 Euro/year (October 2010).

•  Private accounts are NOT allowed to do branding or business promotion in Renren.


Interface

Home, Profile, Friend, Application, Message


“like” a company/ Community, receive messege from it

Add as a friend

Comment

Forward

Comment and sharer



Community liked by me

Community edited by me All communities



218348 Fans

Link to audi official website

Audi at Renren



185220 Fans

Image video

Become a fan/ Recommend

Link to its official website

Special websites

Picture album

Activities, products, interaction with fans, feedback from fans

Adidas at Renren


Social Network No. 2: Kaixin001

•  86 million registered users till August 2010 and more than 50 million active users each month. 1,5 billion minutes were spent by users each day.

•  Main user group: white collars in China (through popular networking games, such as Happy Farm and Slave Manor).

•  Branding (pay service) from companies/organizations like Sony Ericsson, Lego, Microsoft, Lancome, adidas, IKEA, MINI, Chinese media etc.

•  Key function: Multiplication by sharing message/information/videos/photos.


Social Network No. 2: Kaixin001

Type Activities Post to fans/day Specialty Cost (Euro)

Basic Corp. Page basic 1 None 0

Branding Corp. Page Basic all 1 1 Banner, 1 special model 10,000/quarter

Branding Corp. Page Basic all 4 1 Banner, 1 special model 40,000/quarter

What’s more: •  Contract, biz license must be provided in setting up a corporate page. •  Cost (October 2010):


Picture, blogs, gifts games, music etc.

Info. about friends/ communities pics, blogs, status etc.

Friends

Visitors

You may know

Message

Friends online

“like” or comment on the action

Interface



18398 Fans

Corp. profile

Become a fan

Activities, pics, videos, news with “like” and “ comment ”. Frequency: 2-5 msg/day

Adidas at Kaixin001 (Basic corp. page)


Banner

Special model

648132 Fans

BMW at Kaixin001 (Basic corp. page)



Dr. VICHY at Kaixin001



Social Network No. 3: Qzone

•  380 million registered users (No. 1 in quantity).

•  More and more users are taken from its sister company QQ (No. 1 instant messenger in China with 485 million users who are highly active).

•  Many users are quite active in using Qzone for communication with family members or friends. (by sharing pictures, blogs/journals, daily updates, music).

•  Companies/organizations use Qzone for branding or event promotion, which include Adidas,

Coca Cola, Disneyland, Dell, Nike, etc.


Social Network No. 3: Qzone

What’s more

•  Key to have more friends: Join the hot topics.

•  Cost for corporate page: ** Euro

•  Private accounts are NOT allowed to do branding in Qzone.


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Pictures, blogs, gifts games, music etc.

Friends

comment /forward/more

comment /share/more/like

Hot topics

Interface



Liked by 263495 fans. Daily Increase: 51133

Journal, picture, fan, wall

Post from fans

Links to offficial websites

Journals with pics

Adidas at Qzone



DELL at Qzone



-No. 1 online community for culture programs (especially for movies, books, music) -10 million registered users. -Organizations/companies like Cultural and Educational Section of British Embassy, Master Card, Adidas, Swatch, Audi have their corp. page on Douban. What’s more -Basic account users are not allowed to have business promotion there. -Brand account cost **

Culture-Community No.1: Douban


Cultural and Educational Section of British Embassy



Adidas at Douban

11216 Fans

Pictures, videos, events Fans can comment on the posts

Adidas at Douban 46666 visitors



HP at Douban



Video Platform No.1: Youku

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China‘s biggest video hoster (Chinese version of youTube); •  Founded by Victor Koo, former President of Sohu.com. (No. 2 Web portal in China).

•  Youku recorded gross revenues of 200 million RMB in 2009.

•  Users can upload, watch, comment on original videos for free.

What’s more •  Video is a very direct, highly popular communication tool on the internet. A company should check with every campaign whether a video may enhance the range of a subject. All videos should be found within the company‘s channel on Youku.


The largest photo-community in China (Chinese Flickr); •  Free picture uploading, sharing.

•  Pictures can be commented, forwarded and tagged.

•  Companies who upload their pictures at Yupoo provided with tags favour the use and spread of their pictures, for example for presentations to a certain topic. E.g. Hisense, Modern Media group, Rainierbaby etc.

Photo Community No.1: Yupoo


Photo-Community No.1: Yupoo

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Cost (October 2010)

Type Space Date transfer-out Cost (Euro)

Free Account 100 MB 1 G/month 0

VIP Personal 10 G 30 G/month 18

VIP Corporate 10 G 600 G/month 40


Modern Weekly at Yupoo



Social Media in China? Talk to us! www.storymaker.de

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Chinese Social Media Platforms - Storymaker

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