This document provides an overview of Chinese social media. It discusses the history and growth of social media in China from the 1990s to 2011. Major social networks at the time included RenRen, which was mostly used by university students and white collar workers, and QQ, which was popular among teenagers and rural users. Microblogging platforms also emerged, with Sina Weibo becoming the dominant player with over 140 million registered users, focusing on white collar urban users. The document compares features of RenRen, Sina Weibo and Chinese social media to Facebook and Twitter, such as emphasis on media content over text-based updates and prioritization of retweets over original content.

1. CHINESE
SOCIAL MEDIA
PRESENTED BY: ADAM ZHANG

2. AGENDA
 History
 Year of 2011
 Social Networks
 RenRen
 Microblogs
 Sina Weibo

3. HISTORY
3

4. TIMELINE Data
from
CIC
1994
1999
2002
2004
2005
2006
2007
2008
2009
2010
Social Media Penetration Trend
*Million
Users
4

5. PATH Data
from
CIC
ADOPT . INNOVATE . EXPLODE .
485,000,000
Internet Users
PATH

6. V.S WORLD
Data
from
Internetworldstats.com
TOP 10 COUNTRIES WITH HIGHEST NUMBER OF INTERNET USERS
percentage of population
36% of the Chinese Population
Percentage of the world
23% of the World Netizen
6

7. YEAR OF 2011
北京
BeiJing

8. IN 2011 Data
from
CIC
Over…..
235 million social network users,
294 million blogs,
181 million bloggers,
148 million bulletin board systems (BBS)
284 million online video users
8

9. CHINESE SOCIAL MEDIA LANDSCAPE 2011
Data
from
CIC
9

10. MAJOR PLAYERS Data
from
TechRice
&
D/BM
China
MAJOR
PLAYER
S
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
10

11. 长城
Great Wall
SOCIAL NETWORKS

12. TOP SOCIAL NETWORKS
o Founded in December 2005
o Founded in March 2008
o Founded in March 2005
o Claims to have over 165 o Over 90 million o Claims to have over
million registered users
registered users
388 million registered
o Mostly university students. o Mostly White collar users
now more and more White workers from urban o Mostly teenagers and
collars are joining RenRen
area such as Shanghai
rural users
o Owned by Oak Pacific o Biggest thing is Social o Owned by Tencent
Interactive
gaming and virtual
goods
12

13. 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.
Oct.2006
April.2008
July.2009
May.2011
DEC.2005
Nov.2007
Dec.2008
Aug.2009

14. RENREN PROFILE PAGE -1 News feeds are categorized
into different sections. Special
Attention only shows feeds
from Special Friends.
Highlight #1
VIP Status is one of the most Highlight #2
important royalty program on
Recent visitors section
RenRen. You have to login
shows who visited your
everyday for certain period of
profile recently.
time to become the basic
The feature is useful for
VIP. It allows more features
flirting.
such as customize your
profile page. You can also
become VIP by spending
RenRen Beans- RenRen’s Highlight #3
Virtual Currency.
Social ads allow video
Highlight #4
content, which shows
directly once clicked.
You can set
specific
friends as
Special This section is only for
Friend. RenRen public page
Special promotions.
Friends will
always show
at the top of
your profile
page.
Bottom tool bar allows users
to see live activities from Upcoming friends’
friends, such as commenting birthday always shown
on photos, or leaving a wall on the page.
message.

15. RENREN PROFILE PAGE -2
Social ads here links to 3rd
party website such as
company website or other
contents.
Highlight #5
RenRen keeps record of
visitors to your page.
Number of visitors
determines popularity.
This shows the most popular
users among your community.
15

16. RENREN PUBLIC PAGE
Highlight #6
Basic information
RenRen group is about the group.
quite different
from Facebook. It
runs like a mini-
forum, where
members can
start threads and
discussions.
(More like a
Linkedin Group)
Highlight #7
Companies
cannot set up a
public page
without RenRen’s
approval. This is
part of their
Revenue Source.
Shows the
most popular
Public pages are
public pages.
categorized into
different sections.

17. 17
NIKE PAGE

18. 18
TOSHIBA COMPUTER PAGE

19. 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.

20. MICROBLOGS
杭州
HangZhou
BTW, This is where I came from

21. TOP MICROBLOGS
Sina Weibo
Tencent Weibo
MARKET SHARE MICROBLOGS
o More than 140 million o Claims to have 160
registered users
million registered users
o White collar workers o Teenagers, 2nd and 3rd
from urban area
tier cities and below
o Elite-based, celebrities, o Primary exiting users of
media figures and
Tencent’s other
corporations
buisness
o 57% of the total market
share
o 22% of the total market
o 87% of the total share
browsing time (2010)
o 9% of the total
browsing time (2010)

22. SINA WEIBO BACKGROUND
Sina runs the Biggest & Most Influential Blog Community
Top celebrities, public figures, politicians
Primary example:
Han Han
Ranked #2 in Time Ranked #25 in Fast More than 460
Magazine’s 100 Company 100 Most Million Visitors to his
most influential Creative People in blog hosted on Sina
people of 2010, and Business 2011
the world’s most
popular blogger
Video
2010 “Year of the Microblog in China”

23. SINA WEIBO MAIN PAGE
Access to Weibo Square, Micro
Groups, Applications and Game
Centre.
Shows latest
comments,
Highlight #1
RTs and DM
Allows much received from
more types followers.
of media
content.
Badges are one of
the royalty program
Express much more with 140
offered by Weibo.You
characters in Chinese than many
can receive different
other languages. Allows 280
types of badges from
English character.
different criteria.
Social Ads. Companies
Highlight #2
can create campaign
Media contents page on Weibo.
such as Videos,
Photos are
visually attached Top trending
to each tweets, topics.
they can be easily
viewed without
leaving the page. Highlight #3
As well as
Retweets.
Number of RTs, Retweet shows
Comments can the original
be easily found tweet with all
under each entry.
the original
Highlight #4
comments and
Comments RTs. You can
and Replies add a full 140
listed under characters on
the entry, like top of the
traditional original tweet.
blog.

24. OTHER FEATURES
Highlight #5
Highlight #6
Sina offers two types of Virtual currency: Sina
verified account: Personal Weibi (micro currency)
(orange) and Institutional to purchase virtual
(blue).
goods.
Highlight #7
Highlight #8
You can create and ask users to join Micro Groups. It Not only apps, Sina Weibo also offers social games.
is like Facebook Group which allows you to see You can share latest scores, view ranks on specific
members’ latest tweets within the group.
games, etc.

25. CAMPAIGN EXAMPLE : LIVE Q&A
Shows date and
time of the Live
Q&A Session
Click to ask a
question or view
the past
question. Tweet
will be shown on Guest user
news feed.
featured in this
Q&A session
25

26. SINA WEIBO V.S TWITTER Data
from
HP
Labs
Top 10 Followed Users
Grass Root Celebs on Weibo
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
Top 10 Retweeted Users
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
26

27. SINA WEIBO V.S TWITTER Data
from
HP
Labs
&
TechRice
KEY FINDING #1
“ In China [onmediaWeibo], the trendsjokes,created almost entirely due to ”
retweets of
Sina
content such as
are
images and videos, whereas
on Twitter, the trends tend to have more to do with current global
events and news stories.
KEY FINDING #2
“ The number of retweets that than the get on Sina Weibo are several ”
orders of magnitude greater
authors
retweets for the trending topics
on Twitter, although they contribute to fewer topics.
KEY FINDING #3
“ We also trend-setters there areWeibo than on Twitter and most of the ”
top 100
observe that
on Sina
more unverified accounts among the
unverified accounts feature discussion forums for user-contributed
jokes, images and videos.
27

28. UPCOMING
*Updated two days ago
Data
from
TechRice
VERSION 4.0 – SNS, BUSINESS NETWORK
New Top Bar Design，Three Columns Layout, Photo Albums，Corporate Account，Social Search….
Social Ads
DATA
R-T Search
Mobile
Social Gaming
eCommerce
28

29. THANK YOU ! ANY QUESTIONS?
“ 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.