Chinese Social Media Platforms - Storymaker

Chinese Social Media Platforms

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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

storymaker

We think German! We think Chinese! – Tuebingen / Beijing

11.11.10 STORYMAKER GMBH TÜBINGEN | PEKING Seite 3

Storymaker in

China

•  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


Digital Communication Architecture: Global
Model and Interaction

Communication Corporate Hosting

PR-content
Email Youtube

Website
Twitter Flickr
Microsites
Facebook Issuu
Blog

XING / LinkedIn Slideshare
Newsletter


Which platforms are blocked in China?


PR-content

Website
XYoutube

X Microsites X Flickr

X Blog
Issuu

Newsletter Slideshare


There is always a solution!


PR-content

Website

Microsites

Issuu
Blog

Newsletter Slideshare


Digital Communication Architecture: China
Model and Interaction


PR-content
Email Youku

Website
Weibo(t.sina) Yupoo
Microsites
Renren/Kaixin001 Issuu
Blog

Qzone/Douban/XING Slideshare
Newsletter


Microblogging No.1:
Weibo (t.sina)

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)

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.


Interface

What is on your mind?

Profile: pics,
videos, music

Contact
group

Delete/retweet/
save/comment
Hot topics


Sennheiser at t.sina

Following/
Followers/
Tweets

Pics, videos,
Corp. profile
music
follow tags

1527
Q&A: followers
When can I buy?
Special discount?
product

Retweet/
save/comment


SAP at t.sina
Following/
Followers/
Tweets

Pics, videos,
music tags

11.11.10
Seite 14

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

Forward
Comment

Comment and
sharer

Community Community
All communities
edited by me liked by me

11.11.10
Seite 19

Audi at Renren 218348
Fans

Link to audi official
website

11.11.10
Seite 20

Adidas at Renren
185220
Fans

Become a fan/ Image
Recommend video
Link to its
official website

Special
websites

Activities, products,
interaction with fans,
feedback from fans
Picture
album


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.


Kaixin001

What s more:

•  Contract, biz license must be provided in setting up a corporate page.

•  Cost (October 2010):

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

Basic Corp. Page basic 1 None 0

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

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


Interface

You may
know

Message Visitors
Info. about friends/
communities
pics, blogs, status etc.
Friends

Picture, blogs, gifts like or comment on the action
games, music etc.
Friends
online

11.11.10
Seite 24

Adidas at Kaixin001 (Basic corp. page) 18398
Fans

Become
a fan

Corp.
profile

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

BMW at Kaixin001 (Basic corp. page)
648132
Fans

Banner

Special
model

11.11.10
Seite 26

Dr. VICHY at Kaixin001

11.11.10
Seite 27

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.


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.


Interface

Hot topics

Friends

comment /forward/more

Pictures, blogs, gifts
games, music etc.
11.11.10 comment /share/more/like Seite 30


Adidas at Qzone

Liked by 263495 fans.
Daily Increase: 51133

Journal, picture, fan, wall

Post from fans
Journals with pics

Links to offficial
websites

DELL at Qzone

11.11.10
Seite 32

Culture-Community No.1:
Douban

-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 **


Cultural and Educational Section of British Embassy

11.11.10
Seite 34

Adidas at Douban
46666
visitors 11216
Fans

Pictures, videos, events
Fans can comment on the posts


HP at Douban

11.11.10
Seite 36

Video Platform No.1:
Youku

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.


Photo Community
No.1: Yupoo

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

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

11.11.10
Seite 40

Social Media in China?
Talk to us!

www.storymaker.de

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Chinese Social Media Platforms - Storymaker

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