Navigating Chinese Media
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Transcript of Navigating Chinese Media
Yujie ChenManaging Director, PR Newswire China
@YujieChenweibo.com/chenyujie
#IABC12
• China's population in 1960 was 667 million; more than double that of the United States in 2010. Population now stands at almost 1.4 billion
• Now the second largest economy in the world, many are predicting China will overtake the U.S. as the world’s largest economy within the next 10 to 15 years
• The U.N. and Goldman Sachs predict China will have 1.4 billion middle-class consumers by 2030, compared to only 365 million in the U.S.
Are You Aware Of The Opportunity Awaiting
You In China?
Are You Aware Of The Opportunity
Awaiting You In China?
• Market is worth over $200 billion to US companies
• In 2011, U.S. exports to China grew four times more than exports to the E.U.; E.U. exports to China grew 12 times more than exports from the E.U. to the U.S
• 71% of US companies with operations in China stated China was a top 5 priority; while 60% noted profits from China operations were greater than other business units
China’s Media Landscape can be very
confusing and contradictory at times,
but it can also be characterized by its fast transformation
Television
With a penetration rate of 97%, television is the centerpiece of many of China's 1.3 billion citizens
With 374 TV channels, it may seem odd that the only national TV network is the state-run China Central Television (CCTV)
One of the issues facing TV today is its continuingly strict censorship guidelines
teenagers and well-educated adults are seeing limitations in the type of broadcasting available and are becoming increasingly skeptical of the controlled messages that they are being exposed to
News Agencies
There are only two news agencies in China: Xinhua News Agency and China News Agency
Xinhua is the government's primary collector and distributor of information in China, and the most authoritative source on Chinese government affairs.
the largest wire service in the world, Xinhua provides daily, 24-hour news information to the world in Chinese and English. It is also responsible for creating many of the media controls regarding censorship in China.
State Media Stepping Up Efforts to Appear More Modern and Global,
But Commercial Media Are Gaining Audience, Credibility
Government Papers Commercial Papers
PR
INTED
ON
TH
E S
AM
E
DAY
And Here’s An Example Why…
Xinhua News Agency is the only
news agency in China and it’s
owned and controlled by the
government
The Most Penetrated
Media, So Far
Television has 97% penetration in China
and is the most popular source of
news and entertainment,
especially in rural areas
Print Media, Alive & Well,
Largely2,200 NEWSPAPERS
OVER 9,000 MAGAZINES
Trade And Online Sources Enjoy Increasing Authority In Business
Circles
Over 513 Million Internet Users In China And Growing
Watching video, instant messaging, gaming and reading news are the most popular
activities but micro-blogging and shopping are on fast
rise
From Portal to Search;From Social to Mobile
LARGEST COMMERCIAL NEWS WEBSITES
Baidu Enjoys 78% of Search Market Share
Has Only 16%
Paid Searches Can Dominate Several Pages
A Good PPC Campaign Can Skyrocket You to the Top
The Situation Improving, But Will Take Time
DOMINATES!
Over 700 Million Accounts Have Been Registered With Sina Weibo & Tencent
77% of the companies have started micro-blogs, mainly to fulfill their needs in the areas of content marketing and multimedia communications services
87% of the respondents use social media on a daily basis
68% of Chinese companies recognize the role of social media in winning new clients and increasing product sales
China’s Top Micro-blogs
Weibo Presents Risks As Well As
Opportunities
With YouTube blocked, Chinese online video sites essential
China's online video users expected to reach almost 500 million by 2013
Content can be easily shared on the Weibo and SNS platforms and then played directly
Multimedia
1 billion mobile phones in use
66% use mobile phones to access online content
252 Million Smart Phone Users
THE GREAT FIREWALL OF CHINA
Almost All Western Social Media Blocked; Chinese Content Can Also be Blocked at Times
Local Players Dominate All Key Sectors
Local Players Dominate All Key Sectors
CensorshipBroadcast, Print and Digital Media are Closely Monitored; Editors and
Journalists Alike are Under Government Pressures; Content
Must Be Suitable for Public Consumption
Does This Need To Negatively Impact Your
Business?
Pay for Play
Think BIG
Play to the Masses
What Works In The US Doesn’t Always
Translate
Dos & Don’ts
Chinese Survival Guide
Understand your target audience and write copy that is interesting & relevant
Localize your content whenever possible, tailoring content so that it stands out and shows effort , Try to include a local contact person
Keep your headlines short – under 20 characters is best, as many sites have limitations regarding what they'll accept
Keywords are important, so think about how English content is translated; use native speakers or translators that can be trusted
Top Tips For Writing
A Press Release
Personal relationships still key; face-to-face meetings still important
Be proactive and research information about media points that are of interest
Be active in your communications, answer questions and don't be afraid to follow-up via telephone Use social media platforms where feasible to build key influencers
Top Tips For Building
Media Relations!
If serious about the Chinese market, optimize your website in Chinese
Search remains a key tool for both consumers and journalists, so ensure content is SEO-friendly, remembering Baidu.com dominates the market with unique search rules
Traditional media still remain important and influential, and major portals also aggregate their content
Utilize images and video to your advantage. You're much more likely to get noticed and shared if you do
The major blogs and social media platforms carry a lot of weight with search engines
Getting Noticed Online!
Remember….
Get It Right, and…..
SOURCE: 24/7 Wall St. (Jan. 2012)
Enjoy!
Q&A
Thank You!