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A Social Media Revolution

A SOCIAL MEDIA REVOLUTION CHINA'S ANSWER TO SOCIAL NETWWORKING Almost 500 million Chinese citizens are online and a quarter of all social network users in the world are Chinese. However, because government policies in the country block many western social networking sites such as Facebook and Twitter, a vibrant domestic ecosystem of similar online platforms has emerged. Here, we take a look at different players in the space and background. THE GREAT FIREWALL OF CHINA In 2003, China's Ministry of Public Security began "The Golden Shield Project," an attempt to put controls over Internet use in place and prevent the sharing of information that could threaten national security, disclose state secrets, or damage the government's reputation. WHICH NOTABLE SITES WERE BLOCKED? CENSORED In 2010, about 1 million The PRC Government has blocked access to several notable websites: Additionally, 2010 saw 41 percent fewer websites' in the country than the previous year. vimeo twitter articles were censored'each Google docs, THE HUFFINGTON POST You Tube day in China. facebook COPYCAT PLATFORMS Due to the blocking of popular Western social networking sites such as Facebook and YouTube, China has developed domestic sites that display similar functionality to their foreign counterparts. Launched: 2005 Like Facebook, Renren.com started as a social networking platform available uorenren exclusively to college students and-although now open to the general public-it still remains most popular with those attending university. In April 2011, the company announced it had reached 31 million active monthly users and filed to raise $584 million in a U.S. IPO. Famous equivalent: Facebook Kaixin001 allows users to upload photos, write blogs, and download Farmville-esque apps such as Happy Farm and Friends for Sale. More so than Renren, it appeals to a broader member base of young urban professionals. Launched: 2008 kaixin001.com Famous equivalent: Facebook Since its launch, Sina Weibo has emerged as the most popular microblogging service in China, claiming nearly 60 percent of the microblogging market and reeling in 250 million registered users as of October 2011. Each day, 25 million messages are sent on the platform. By comparison, Twitter has more than 200 million users and 50 million messages sent per day. Launched: 2008 新浪 微 博 Famous equivalent: Twitter SINA WEIBO youkU Tom | 优 酷 Launched: 2006 Famous equivalent: YouTube Youku not only allows users to upload videos of any length, it also offers a video library of popular films, TV shows, and clips. Because copyright laws in China are only loosely enforced, the site can display unlicensed content that YouTube may not be able to. 街旁 Launched: 2010 Jiepang offers a location-based social mobile app for the Chinese Internet population. Like its American equivalent, Foursquare, users can "check in" at various locations throughout the country and earn rewards and discounts. Famous equivalent: Foursquare Jiepang.com WHAT'S DRIVING THE RAPID ADOPTION OF SOCIAL MEDIA IN CHINA? Separation of families due to migration from rural to urban areas Affordable broadband An Internet generation of children without siblings, resulting from China's late '70s one-child policy Underlying mistrust of government-controlled media Internet WHY SOCIAL MEDIA SITES ARE IMPORTANT TO THE REPUBLIC A Burgeoning Internet Generation Internet users in the nation spend an average of 2.7 hours per day online- behind only Japan. have more than one 50% social network profile. 2.9 2.7 3 2.5 -.. .2.3 Currently, China has almost 500 million -1.7- Internet users. 0.9 0.9 log onto a social 0.5 30% network at least once a day. 0.5... CHINA INDIA BRAZIL RUSSIA INDONESIA UNITED JAPAN ŠTATES Digital Consumption For many Chinese digital consumers, the Internet is becoming a fixture in their lives. What's more? They are enthusiastically embracing social applications, and prefer instant messaging over e-mail. Top online activities by percentage of digital consumers in each country (2009) Online Music Reading News Search Engine Email Instant Messaging Online Video Online Gaming Blogging Social E- Networking Commerce 87% 83% 80% 76% 69% 55% 53% 38% 33% 28% CHINA 62% 60% 61% 53% 50% 54% 95% N/A 23% 17% INDIA 61% 49% 47% 49% 83% 44% 77% 17% 69% 17% BRAZIL 56% 47% 65% 41% 81% 31% 78% 33% 15% 21% RUSSIA 38% 34% 70% 68% 89% 35% 91% 11% 35% 71% U.S.A 23% 25% 90% 49% 92% 16% 88% 32% 32% 46% JAPAN *Data gathered from the Boston Consulting Group report, "China's Digital Generations 2.0." The Commercialization "The Internet is a lot Of Social Networks more influential in China in comparison to the United States and other countries. Social media is an important channel...Chinese consumers trust a brand more if it is blogged about." According to Synthesio: 95% 61% - Jens Thraenhart, President of Dragon Trail, a China-based marketing company of Chinese social of surveyed Chinese citizens believe brands that microblog are at least somewhat more 2$ network users made a purchase because of a digital marketing campaign. trustworthy. SOURCES:THE BOSTON CONSULTING GROUP; THE CHINESE ACADEMY OF SOCIAL SCIENCES; CHINABUSINESSREVIEW.COM; BUSINESSINSIDER.COM; READWRITEWEB.COM; DAILYCALLER.COM; HOLMESREPORT.COM; CHINADIGITALTIMES.COM; BLOOMBERG.COM; INTERNETWORLDSTATS.COM; GLOBAL-BLUE.COM; FORBES.COM; BBC.COM; REUTERS.COM; 'SYNTHESIO. "SOCIAL MEDIA AND CENSORSHIP IN CHINA." JANUARY 2011; 2 "CHINA: 1.3 MILLION WEBSITES SHUT IN 2010." BBC. 13 JULY 2011; 3 "CHINA'S ONLINE VIDEO PROVIDERS STRUCK BY PRC COPYRIGHT ENFORCEMENT AND A SHIFTING MARKET ARE FORCED TO TRANSFORM." CHINA LAW INSIGHT. 30 JANUARY 2011. G+

A Social Media Revolution

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Almost 500 million Chinese citizens are online and a quarter of all social network users in the world are Chinese. However, because government policies in the country block many western social network...

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