STORYMAKER GMBH TÜBINGEN | PEKING
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
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storymaker �世媒公关咨询(北京)有限公司�
We think German! We think Chinese! – Tuebingen / Beijing
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• First German PR agency to open an office in China • China projects since 2005 • Publisher of the first German language „China Media Guide“ • German Consultants in China • Chinese Consultants in Germany • Working for German companies in China
Storymaker GmbH, Tuebingen Storymaker (Beijing) Co., Ltd
Storymaker in China
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Digital Communication Architecture: Global Model and Interaction
Communication
Corporate
Hosting
XING / LinkedIn
PR-content
Website
Microsites
Blog
Newsletter
Youtube
Flickr
Issuu
Slideshare
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Which platforms are blocked in China?
Communication
Corporate
Hosting
PR-content
Website
Microsites
Blog
Newsletter
Youtube
Flickr
Issuu
Slideshare
X X
X X
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Communication
Corporate
Hosting
PR-content
Website
Microsites
Blog
Newsletter
Issuu
Slideshare
There is always a solution!
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Digital Communication Architecture: China Model and Interaction
Communication
Corporate
Hosting
Weibo(t.sina)
Renren/Kaixin001
Qzone/Douban/XING
PR-content
Website
Microsites
Blog
Newsletter
Youku
Yupoo
Issuu
Slideshare
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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.
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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.
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Hot topics
What is on your mind?
Profile: pics, videos, music
Contact group
Delete/retweet/ save/comment
Interface
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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
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SAP at t.sina
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Following/ Followers/ Tweets
Pics, videos, music tags
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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.
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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.
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Interface
Home, Profile, Friend, Application, Message
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“like” a company/ Community, receive messege from it
Add as a friend
Comment
Forward
Comment and sharer
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Community liked by me
Community edited by me All communities
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218348 Fans
Link to audi official website
Audi at Renren
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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
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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.
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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):
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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
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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)
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Banner
Special model
648132 Fans
BMW at Kaixin001 (Basic corp. page)
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Dr. VICHY at Kaixin001
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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.
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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
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Liked by 263495 fans. Daily Increase: 51133
Journal, picture, fan, wall
Post from fans
Links to offficial websites
Journals with pics
Adidas at Qzone
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DELL at Qzone
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-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
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Cultural and Educational Section of British Embassy
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Adidas at Douban
11216 Fans
Pictures, videos, events Fans can comment on the posts
Adidas at Douban 46666 visitors
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HP at Douban
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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.
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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
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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
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Modern Weekly at Yupoo
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