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Social Media in China

Brief history of social media and a Chinese viewpoint

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Social Media in China

  1. 1. Social Networks
  2. 3. RSS <ul><li>YAWN </li></ul>
  3. 4. RSS Feeds
  4. 5. RSS Feeds
  5. 6. RSS Feeds
  6. 7. RSS Feeds
  7. 8. RSS Feeds
  8. 10. Light was the first media Marshal McLuhan – Understanding Media 1964
  9. 11. Was media ever social?
  10. 12. Radio Phone in Show
  11. 13. Letters to the Editor
  12. 14. Definition of Social Networks <ul><li>We define social network sites as web-based services that allow individuals to </li></ul><ul><ul><li>(1) construct a public or semi-public profile within a bounded system – Boyd/Ellison 2007 </li></ul></ul><ul><ul><li>(2) articulate a list of other users with whom they share a connection </li></ul></ul><ul><ul><li>(3) view and traverse their list of connections and those made by others within the system. </li></ul></ul>
  13. 15. What’s going on? <ul><li>The age of mass media meant a monologue </li></ul>
  14. 16. A lot more talking than listening
  15. 17. Most advertising works this way
  16. 18. Cluetrain Manifesto 1999 <ul><li>“ A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies” </li></ul>
  17. 19. What’s going on? <ul><li>The attention economy is moving to a dialogue preference </li></ul>
  18. 21. The Story of 2006
  19. 22. Social Media – The Story
  20. 23. BBS
  21. 24. <ul><li>The first public bulletin board system was developed by Ward Christensen. According to an early interview, while he was snowed in during the Great Blizzard of 1978 in Chicago, Christensen began preliminary work on the Computerized Bulletin Board System , or CBBS . </li></ul><ul><li>CBBS went online on February 16 , 1978 in Chicago, Illinois . </li></ul>
  22. 26. Indian Hair
  23. 27. Long Indian Hair <ul><li>More evidence of the Longtail. </li></ul>
  24. 28. <ul><li>See a pattern emerging? </li></ul>Specialization
  26. 30. IRC <ul><li>IRC was created by Jarkko Oikarinen in late August 1988 to replace a program called MUT (MultiUser talk ) on a BBS called Oulu Box in Finland . </li></ul>
  27. 31. mIRC
  28. 33. QQ
  29. 34. <ul><li>SOCIAL MEDIA </li></ul>
  30. 35. Friendster <ul><li>The Friendster site was founded in Mountain View, California , United States by Jonathan Abrams in March 2002 </li></ul>
  31. 38. Myspace
  33. 45. Flickr
  34. 49. Zooomr
  35. 51. Picassa
  36. 53. Photobucket
  37. 55. Ringo
  38. 57. VIDEO
  39. 60. Ze Frank
  40. 61. MUSIC
  41. 62. Last.fm
  42. 63. Blogs <ul><li>YAWN </li></ul>
  43. 64. alustforlife <ul><ul><ul><li>A female Pakistani Blogger reveals the freedom of expression that the internet has provided her. The headline reads a quest for beauty, a lust for life. The subtitle reads ‘Allah is beautiful and loves beauty’ This allows her to explore beauty without offending Islamic sensibility </li></ul></ul></ul>
  44. 65. alustforlife
  45. 66. rinaz <ul><li>Marina is a 28 year old liberated Muslim female living in Singapore blogging about her life. Her voice is free of ego and worth listening to. She describes herself as a typical, average, ordinary, eccentric person, and in the next post how she finds beautiful shoes important to making her feel attractive. She also has a Youtube channel and frequently posts videos of herself talking about her life </li></ul>
  46. 67. rinaz
  47. 68. rinaz
  48. 69. rinaz
  49. 70. gigigoesgaga <ul><li>A Filipino women now based in Los Angeles who is “obsessed with makeup, fragrance, fashion. This post talks about how to be a perfect beauty and how a woman's beauty is diminishing for the most part of her life. Gigi also was one of the first people to pick up on the Dove viral video that subsequently went on to be a global success </li></ul>
  50. 71. gigigoesgaga
  51. 72. kuzai.diaryland <ul><li>Also known as pinkricebowl this Blog belongs to a 19 year old half Malay and half Filipino model living in Malaysia who is articulate and enjoys goofing off and sharing her life via the internet. In this post she is reporting how her hair curling is proceeding and her concern for not getting it right. </li></ul>
  52. 73. Kuzai.diaryland
  53. 74. bandungphotoblog <ul><li>Indonesian female Bloggers are comparatively few in number and are still finding their voice within a large Muslim country. Bandung overcomes talking about beauty and possibly offending her culture by letting the pictures do the talking. The topic is clear however as it is listed under a category of babes allowing search engines to bring traffic to her photoblog </li></ul>
  54. 75. bandungphotoblog
  55. 76. vernet.blogspot <ul><li>This tasteful Indonesian Blog is by Vernetilauva. A cheerful mother & wife between 25-30. Although the content is in Indonesian under the English title ‘Purple Serenity’. It’s an unmistakable female voice with a sensibility for the beautiful things in life </li></ul>
  56. 77. vernet.blogspot
  57. 78. <ul><li>Micro-blogging </li></ul>
  58. 79. <ul><li>Twitter </li></ul>
  59. 84. <ul><li>Jaiku </li></ul>
  60. 85. <ul><li>Jaiku </li></ul>
  61. 86. SECOND LIFE
  62. 87. Virtual Life
  63. 90. <ul><li>MOBILE SOCIAL NETWORKING </li></ul>
  64. 97. Geo-contextual Information
  65. 98. <ul><li>CHINA </li></ul>
  66. 102. Bloggers/Blog Ratio <ul><li>The number of blog spaces has reached 72.82 million in China, and with 47 million blog writers, nearly one quarter of total netizens blog </li></ul><ul><ul><ul><ul><li>Source China Internet Network Information Centre CNNIC </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Dec. 26th, 2007 </li></ul></ul></ul></ul>
  67. 103. Worlds Most Widely Read <ul><li>Xu Jinglei, a Chinese starlet who writes a Chinese-language blog about her nation's culture and steers clear of politics. With 100 million hits in about 600 days, she ranked as one of the world's most widely read blogger s . </li></ul>
  68. 104. Relaxed Rules? <ul><li>In 2005, rules requiring all bloggers to register with the government were made . But only 430,000 of China's bloggers have registered with the country's Information Ministry. </li></ul>
  69. 105. BBS <ul><li>In China, registered BBS users have reached 3 billion (one netizen might register at multiple BBS sites); 80% of Chinese sites are running their own BBS </li></ul>
  70. 106. Kevin Day <ul><li>Kevin Day the CEO and founder of Comsenz Inc., owner of Discuz ! , the first ever social platform </li></ul>
  71. 107. <ul><li>BBS site, most likely it is built on the Discuz! system. Discuz! was originally developed by Kevin Day when he was at his first year in university. </li></ul>
  72. 108. <ul><li>I n 2005, Day announced that Discuz! was going open source, which has been described by local media as an earthquake for the Chinese software industry. </li></ul>
  73. 109. <ul><li>Comsenz Inc. got its first round of funding for around $10 million from Sequoia Captial, Morningside, and Google in 2006. </li></ul>
  74. 110. <ul><li>Kevin Day is just 26 years old . He says…. </li></ul>
  75. 111. <ul><li>&quot;Chinese like the communities, they are normally a bit quiet in real life but on the Internet they love to express their opinion ….” </li></ul>
  76. 112. <ul><li>“ it is not the main stream media yet and might never be in China, but the latest and hottest news is always from various forums ”….” spread and discussed by millions of users. “ </li></ul>
  77. 113. <ul><li>&quot;BBS will not be replaced by SNS and they will not be competitors to each other either,&quot; </li></ul>
  78. 114. <ul><li>SNS is a p rofile -centric networking platform but BBS is a topic-centric platform. </li></ul>
  79. 115. <ul><li>Google China has invested in Tianya.cn , a very popular BBS-based social network with 6+ million registered users and 200,000 online users daily. </li></ul>
  80. 116. <ul><li>36.3% of users in China spend 1-3 hours per day on BBS sites </li></ul>
  81. 117. <ul><li>44.7% of users spend 3-8 hours </li></ul>
  82. 118. <ul><li>Over 60% of users will log in to at least 3 BBS sites more than 3 times each week. </li></ul>
  83. 119. <ul><li>64.5% of users have attended some offline events organized by BBS administrators or users. </li></ul><ul><ul><ul><ul><ul><li>iResearch Consulting Group </li></ul></ul></ul></ul></ul>
  84. 120. Creative Opportunities
  85. 121. Tencent’s Super Q baby ignites parenting community Sample Quote 是什么形式呀?我一定参加! In what forms? I am sure to participate. ( link ) 我也给我们瑶报个名,回去准备一下照片 Sign up for my baby first, then to prepare the photos. ( link ) 报个名先,看看时间再决定能不能参加吧!尽量去喽!! Sign up first. I need to check the time. Try my best!! ( link ) Summary Tencent recently launched a Super Q Baby campaign in which parents upload their baby's photos and then netizens will vote for them In some cities, Tencent also cooperates with active parenting communities such as wawayaya.net to organize offline activities (e.g. parents gathering; offline Q baby contest) for this campaign. Judging by the comment, many parents are willing to attend this style of offline community. Total votes:122,929 Total votes:121,666 Note: by the end of Dec.17, 2007 Making brand the platform for popular net culture Offline activities will be held at the evening party of New Year’s Day
  86. 122. <ul><li>More than 80% of users are using BBS sites to search for information about products they plan to buy, and 61.7% of users are keen to ask other BBS users for opinions before making a purchase </li></ul>
  87. 123. Xie Wen formally announced Yiqi as a project
  88. 125. Social Media In China
  89. 126. Mobile <ul><li>&quot;I believe that mobile could be one of the greatest media platforms ever created. It could rival television, the Internet and literally anything,&quot; said Peter Chernin COO of News Corp . </li></ul>China will have over 32 million mobile video users in 2008