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CHINESE SOCIAL MEDIA PRESENTED BY: ADAM ZHANG
CHINESE SOCIAL MEDIA
PRESENTED BY: ADAM ZHANG
History Year of 2011
Social Networks
RenRen
Microblogs Sina Weibo
AGENDA
3 HISTORY
TIMELINE
1994 2004 2002 2009 2008 2007 2006 2005 2010 1999
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*Million Users
Data from CIC
Social Media Penetration Trend
PATH
ADOPT . INNOVATE . EXPLODE .
PATH
485,000,000 Internet Users
Data from CIC
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percentage of population
36% of the Chinese Population
Percentage of the world
23% of the World Netizen
Data from Internetworldstats.com
TOP 10 COUNTRIES WITH HIGHEST NUMBER OF INTERNET USERS
V.S WORLD
北京 BeiJing
YEAR OF 2011
235 million social network users, 294 million blogs, 181 million bloggers, 148 million bulletin board systems (BBS) 284 million online video users
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IN 2011 Data from CIC
Over…..
CHINESE SOCIAL MEDIA LANDSCAPE 2011
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Data from CIC
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MAJOR PLAYERS Data from TechRice & D/BM China
Baidu search engine has over 90% of the market share
Tecent QQ is the biggest IM software, with 700 million users
Alibaba Taobao is the biggest B2C & C2C eCommerce website
Sina runs the biggest blog & microblog community
Youku is the biggest video website
MAJOR PLAYERS
SOCIAL NETWORKS
长城 Great Wall
o Founded in December 2005 o Claims to have over 165
million registered users o Mostly university students.
now more and more White collars are joining RenRen
o Owned by Oak Pacific Interactive
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o Founded in March 2008 o Over 90 million
registered users o Mostly White collar
workers from urban area such as Shanghai
o Biggest thing is Social gaming and virtual goods
o Founded in March 2005 o Claims to have over
388 million registered users
o Mostly teenagers and rural users
o Owned by Tencent
TOP SOCIAL NETWORKS
RENREN BACKGROUND Dec.2005 Xiaonei.com (meaning “On Campus”) was created by Wang Xing. Oct.2006 Sold to Oak Pacific Interactive (OPI) for 4 Million U.S dollars. Nov.2007 Expanded market to white-collar workers.April.2008 OPI successfully raised 430 million U.S dollars. Dec.2008 Xiaonei.com adopted new logo. July.2009 Xiaonei.com released open app platform. Aug.2009 Changed name to RenRen.com(meaning “Everyone”). May.2011 RenRen.com IPO in Nasdaq, successfully raised $743.4 million U.S dollars. RenRen.com now has over 160 million registered users and growing.
DEC.2005 Nov.2007 Dec.2008 Aug.2009
Oct.2006 April.2008 July.2009 May.2011
RENREN PROFILE PAGE -1 News feeds are categorized into different sections. Special Attention only shows feeds from Special Friends.
Recent visitors section shows who visited your profile recently. The feature is useful for flirting.
Social ads allow video content, which shows directly once clicked.
This section is only for RenRen public page promotions.
Upcoming friends’ birthday always shown on the page.
Bottom tool bar allows users to see live activities from friends, such as commenting on photos, or leaving a wall message.
You can set specific friends as Special Friend. Special Friends will always show at the top of your profile page.
VIP Status is one of the most important royalty program on RenRen. You have to login everyday for certain period of time to become the basic VIP. It allows more features such as customize your profile page. You can also become VIP by spending RenRen Beans- RenRen’s Virtual Currency.
Highlight #4
Highlight #1 Highlight #2
Highlight #3
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RENREN PROFILE PAGE -2
Social ads here links to 3rd party website such as company website or other contents.
RenRen keeps record of visitors to your page. Number of visitors determines popularity.
Highlight #5
This shows the most popular users among your community.
RENREN PUBLIC PAGE
Public pages are categorized into different sections.
Shows the most popular public pages.
Companies cannot set up a public page without RenRen’s approval. This is part of their Revenue Source.
Highlight #7
RenRen group is quite different from Facebook. It runs like a mini-forum, where members can start threads and discussions. (More like a Linkedin Group)
Highlight #6 Basic information about the group.
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NIKE PAGE
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TOSHIBA COMPUTER PAGE
MAJOR DIFFERENCE FROM FACEBOOK
The majority of RenRen’s revenue comes from corporate pages, social gaming, and virtual goods. As well as social ads and marketing campaigns.
MICROBLOGS
杭州 HangZhou BTW, This is where I came from
o More than 140 million registered users
o White collar workers from urban area
o Elite-based, celebrities, media figures and corporations
o 57% of the total market share
o 87% of the total browsing time (2010)
o Claims to have 160 million registered users
o Teenagers, 2nd and 3rd tier cities and below
o Primary exiting users of Tencent’s other buisness
o 22% of the total market share
o 9% of the total browsing time (2010)
Sina Weibo Tencent Weibo
TOP MICROBLOGS
MARKET SHARE MICROBLOGS
SINA WEIBO BACKGROUND
Sina runs the Biggest & Most Influential Blog Community
Han Han Ranked #2 in Time Magazine’s 100 most influential people of 2010, and the world’s most popular blogger
Ranked #25 in Fast Company 100 Most Creative People in Business 2011
More than 460 Million Visitors to his blog hosted on Sina
Top celebrities, public figures, politicians
Primary example:
2010 “Year of the Microblog in China” Video
Express much more with 140 characters in Chinese than many other languages. Allows 280 English character.
Number of RTs, Comments can be easily found under each entry.
Top trending topics.
Badges are one of the royalty program offered by Weibo.You can receive different types of badges from different criteria.
Shows latest comments, RTs and DM received from followers.
SINA WEIBO MAIN PAGE Allows much more types of media content.
Highlight #1
Comments and Replies listed under the entry, like traditional blog.
Highlight #4
Media contents such as Videos, Photos are visually attached to each tweets, they can be easily viewed without leaving the page. As well as Retweets.
Highlight #2
Retweet shows the original tweet with all the original comments and RTs. You can add a full 140 characters on top of the original tweet.
Highlight #3
Access to Weibo Square, Micro Groups, Applications and Game Centre.
Social Ads. Companies can create campaign page on Weibo.
OTHER FEATURES
Sina offers two types of verified account: Personal (orange) and Institutional (blue).
Highlight #5
You can create and ask users to join Micro Groups. It is like Facebook Group which allows you to see members’ latest tweets within the group.
Highlight #7 Not only apps, Sina Weibo also offers social games. You can share latest scores, view ranks on specific games, etc.
Highlight #8
Virtual currency: Sina Weibi (micro currency) to purchase virtual goods.
Highlight #6
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CAMPAIGN EXAMPLE : LIVE Q&A
Shows date and time of the Live Q&A Session
Guest user featured in this Q&A session
Click to ask a question or view the past question. Tweet will be shown on news feed.
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SINA WEIBO V.S TWITTER Top 10 Followed Users
Top 10 Retweeted Users
Rank Weibo Followers Twitter Follwers 1 Chen Yao 10,824,244 Lady Gaga 12,744,068 2 Xidi Xu 9,774,844 Justin Bieber 11,995,297 3 Kangyong Cai 8,655,952 Barak Obama 9,741,427 4 Na Xie 8,335,855 Katy Perry 9,239,141 5 Wei Zhao 8,253,130 Kim Kardashian 9,111,765 6 Jong He 8,246,497 Britney Spears 9,077,878 7 Ming Yang 8,068,048 Shakira 7,742,819 8 Bingbing Li 7,891,438 Taylor Swift 7,549,211 9 Kun Chen 7,502,214 Ashton Kutcher 7,445,541 10 Jianxiang Huang 7,117,866 Ellen DeGeneres 7,338,445
Grass Root Celebs on Weibo
Rank Weibo Retweets RT Ratio Twitter Retweets RT Ratio 1 Urban Fashion Magazine 1,194,999 99,583.25 vovo_panico 11,688 179.81 2 Fashion Brand VANCL 849,404 65,338.77 cnnbrk 8,444 100.52 3 Online Trend Magazine 127,737 57,987.48 keshasuja 5,110 100.19 4 Gourmet Factory 553,586 46,132.17 LadyGonga 4,580 84.81 5 Horoscopes 1,545,955 40,683.13 BreakingNews 8,406 84.06 6 Silly Jokes 3,210,130 39,631.23 MLB 3,866 62.35 7 Good Movies 1,497,968 39,420.21 nytimes 2,960 50.17 8 Wonderful Quotes 602,528 35,442.82 HerbertFromFG 2,693 46.43 9 Global Music 697,308 31,695.81 ESPN 2,371 35.92 10 Funny Jokes Countdown 366,7566 30,310.49 globovision 2,668 35.57
Data from HP Labs
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SINA WEIBO V.S TWITTER
KEY FINDING #1
The number of retweets that authors get on Sina Weibo are several orders of magnitude greater than the retweets for the trending topics on Twitter, although they contribute to fewer topics.
KEY FINDING #2
In China [on Sina Weibo], the trends are created almost entirely due to retweets of media content such as jokes, images and videos, whereas on Twitter, the trends tend to have more to do with current global events and news stories.
KEY FINDING #3 We also observe that there are more unverified accounts among the top 100 trend-setters on Sina Weibo than on Twitter and most of the unverified accounts feature discussion forums for user-contributed jokes, images and videos.
Data from HP Labs & TechRice
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*Updated two days ago UPCOMING VERSION 4.0 – SNS, BUSINESS NETWORK New Top Bar Design，Three Columns Layout, Photo Albums，Corporate Account，Social Search….
R-T Search Social Gaming Social Ads DATA eCommerce Mobile
Data from TechRice
In a society where the collective has long been emphasized over the individual, first thanks to Confucian values and then because of communism, these sites have created fundamentally new platforms for self-expression.
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THANK YOU ! ANY QUESTIONS?
