So how different is Social Media in China? Out team in China have put together a nice piece together (based on research, case studies and in-house insights from the Middle Kingdom’s social hotpot) to consider how it is different, identifying several key elements which underline and explain why media agencies/buyers and clients should consider China an extremely unique climate for social media marketing. As well as describing the background facts and figures surrounding each featured element unique to China, we also provide possible implications into how they may better instruct future social media campaigns here… (if you want to read more of the thoughts from the China team you can do so here)
Contents
-A Huge Social Media Community
-The Netizen
-Social Anonymity & Avatars
-Archaic Social Media Prevails: BBS
-Government Control
-Entertainment Focused
-References
A Huge Social Media Community
Background
BBS (Bulletin Board System) was launched in 1994, marking the beginning of the Chinese Internet Community. Today the Chinese internet population is the largest in the world with over 298 million users (Source, iResearch). Astonishingly this may only reflect an internet penetration within the country of 15-22% (Source, CNNIC). Figures suggest next year may see a massive increase yet again in internet population to over 389 million users (Source, BDA).
Within the 298 million estimated internet users currently in China, last year saw 202.4 million engage in some aspect of social media (Source, Ogilvyone). Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile (Source: Wave 4 UM).
It is also important to note that this audience is actively involved in modern internet behaviour, such as viewing video content: China has the largest internet audience in the world, with 180 million regular viewers of online video content (Source: CASBAA). The frequency of video viewing is also incredible with 33% reporting they watch video clips ‘pretty much every time’ they go online (Source: CASBAA/China Youth Daily).
Unique implication for Chinese social media
Although the internet and social media are still in their infancy in terms of growth within China, they already have huge presence on a global scale. The potential for social media growth in China is unseen in our digital age, and consequently I expect we will see many social media milestones and developments occur independently within the Chinese social media landscape. This is because China is a social media world unto itself and the size of its culture and community mean that it acts as its own trend-setter, being less world-weary to Western developments. For this reason it is unlikely to fully adopt Western attempts at translating across SNS (Social Network Service) models from the UK and US.
China is already catering to niche social media behaviour and activities, unique to its netizens, within its domestic SNS. If Western social media is going to captivate Chinese netizens, it will do so, not by pushing and translating across Western social media learnings and motifs, but by building social media around the traits of the current Chinese digital age.
The Netizen
Background
The majority of netizens in China are made up of young people. Students account for 33% of the online internet population with over 60% of the current internet population being educated to high school or college levels (Source CNNIC). With almost 70% of internet users in China under 30 years old, the majority students (source, Trendspotter), this makes for a stark contrast to the UK, where the average netizen is 38 years old (Source, Nielsen online analysis).
Chinese netizens spend on average more than four hours a day on the internet- far higher than the time they spend watching TV; this is not the case in Western countries where TV still predominates over internet in terms of media consumption habits (source, DCCI).
The average Chinese netizen has more digital self-expression compared to US Netizens, as shown in research by IAC and JWT (2007). Their research showed Chinese netizens are much more expressive within internet communities, as 72% answered positively to the statement “I have expressed personal opinions and/or written about myself online”. Only 56% of Americans answered positively. While many Americans may feel at ease expressing and showing their opinions in everyday life, with some disregard for how their opinions are received, most of today’s Chinese youth has lived within sheltered households and consequently the sharing of opinions are more regularly and subtly conveyed via the internet, with acceptance in a group being the ultimate goal.
This ‘self-expression’ aspect is certainly expressed within Chinese blogs. 90% of the Chinese internet population actively read internet blogs, and a huge 81% are now actively writing blogs (Source, Wave 4 UM). This compares to the US (66% read blogs,33% write) and the UK (58% read blogs, 25% write blogs). As a result it is not surprising to see that Ad Age showed further support of Chinese netizens’ tenacious blogging habits, with statistics showing over 60 million blog, more than double the number of bloggers in the US.
There is even more contrast in considering how social media influences Chinese netizens compared to American Netizens: research by Netpop, showed 58% of Chinese netizens responded positively to the statement ‘User Generated content influences my purchase decisions’. Only 19% of US respondents answered positively. This is a dramatic difference in the importance of internet user’s opinions on Chinese netizens compared to Westerners.
All the facts point to a difference in Chinese mavens compared to Western mavens: The Chinese value the independence and freedom of communication and expression offered by the internet to a greater degree than Western mavens- as a result, the internet community is embraced as a larger part of their lifestyle. A survey, again by IAC and JWT, validates the theory, showing while 42% of Americans agree that they live some of their life online, 86% of Chinese youth do. Asked whether they have a “parallel” online life, only 13% of Americans said yes, compared to 61% of Chinese. The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle.
Unique implication for Chinese social media
Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
Because the Chinese netizen is so different, it is impossible to take a social media campaign from the West and simply plug it into China. To make it more effective it should tap into the qualities that make Chinese netizens the perfect advocates of social media. For instance, social media campaigns should focus on the youthful age of the internet’s core audience; It should also play on the individual’s susceptibility to shared opinions and values, by making the campaign as interactive as possible around the brand/product. The campaign should aim to make the Chinese netizen feel liberated by offering them opportunities to express themselves within the campaign: this could be done via profiles, avatars, BBS and blogging elements within the campaign. As well as making an impact, the social media campaign also has to measure the impact using the unique qualities that indicate success, based on the extremely impressionable Chinese internet audience.
Social Anonymity & Avatars
Background
Research shows Chinese netizens feel more free to express their feelings online compared to Americans (Source IAC and JWT, 2007). 73% of Chinese netizens agreed with the statement, ‘ Online, I feel free to say and do things I wouldn’t do or say offline’; this compared to only 32% of US netizens, suggesting the internet more significantly holds the value of freedom of speech for the Chinese online community compared to the West. This is likely due to political constraints within everyday life created by the government.
BBS boards (explained in more detail in next heading) are a staple part of Chinese netizens’ online community diet. A primary feature of BBS boards are their ability to make netizens anonymous and invisible compared to the ‘real world’ where everything is closely monitored, with identity at the forefront of each person’s societal role. By being anonymous, a person in China can express any opinion or idea they want with less fear for public or political scrutiny. Ad Age report one avid Chinese internet fan saying, “Online, I can be gay. I can be king of darkness. I can be whoever I want to be. No one can judge me.”
The idea of being free to express oneself anonymously is surely of large appeal within Chinese social media; however the recreation and reinvention of oneself is also particularly important in China: this is in the same vein as other Asian countries such as Japan, where social media has been largely motivated by escapism from reality’s constraints.
The desire for reinvention becomes heavily realized within the invention and championing of online avatars in China. Because on line they can respond more to their inner cravings, many Chinese netizens create online versions of themselves that represent their ‘self-territory’ outside of their work/school/parent’s constraints. This occurs in such a limited way to the digital world, that the rewards and reputation for this expression occur only within the online world also. For this reason avatars are an important part of many Chinese netizens’ online identity- regardless of whether their identity is real to life, or not.
Most Chinese SNS sites, such as QQ or Kaixin001 (and even those created by Brands, such as McDonalds or Levis: Levis World ) are aware of their netizens’ need for self-expression and cater via heavily customizable avatars. The level of virtual expression via avatars has now reached the extent that one can create accessories for their virtual self and even physically purchase virtual goods such as clothes, hairstyles, makeup. QQ’s annual revenue performance last year was greatly boosted by these features.
Unique implication for Chinese social media
Social media in China is considered a place for netizens to speak their minds and generally feel free. This is very different compared to the West, where liberation on the internet does not appear distinct compared to everyday interaction. Ofcourse, the big difference in China comes from political constraints created by the government.
As Chinese netizens are looking for ways to express and describe their freedom on the internet, social media campaigns should cater for this by placing opinions and ideas at the heart of their message. Whether this means having netizens as ‘Brand Ambassadors’ or whether you employ a reward scheme that favors expression and creativity, or broadcasts a netizen’s idea to the community- it has to promote freedom.
The easiest way for Western Brands to tap into China’s desire for free expression, when creating social media campaigns, would be to offer BBS boards or customizable avatar profiles. It should be noted that it is not good enough just to offer the user the ability to create an avatar on joining the campaign community, and then have no development or activities based around that creation. Instead games, contests and community interaction should be promoted around the avatars, with rewards allowing further expression and customization of one’s profile/avatar. It is important that the individuals achievements, profile and activities are available to the whole community, the more public, the more suited to Chinese netizens’ lust for expression.
Archaic Social Media Prevails- BBS
Background
BBS was the first online communication tool on the internet, and due to Chinese netizens’ fast adoption of the internet and its community functions, BBS became popular in the nineties and remains the centre of the Chinese internet community today.
Currently 98 million Chinese netizens participate in publicly sharing topics, perspectives and passion via BBS. Within the 98 million over 98% have contributed content to a BBS (Readwriteweb, Jan 2008). User’s interaction with BBS is also fairly intense for a social medium, with 96% of users spending atleast 1 hour a day on BBS (Readwriteweb, Jan 2008). The BBS’ role in China is extremely unique, serving as a modern ‘water cooler’ for the Chinese people, usurping the original places for Chinese chatter, within hutongs and bars. BBSs are now a staple inclusion in almost every commercial portal, SNS and gaming website in China.
Anyone who has used BBS will know that the core value of BBS lies within content, not individuals (although the social element obviously plays a role). This is typical of Chinese society, where sharing and affirming opinions and information acts as a cornerstone of their collectivist culture. The opposite could be said to be true of Western social media, where SNS sites like Facebook and Twitter celebrate the individual. There is also a level of exclusivity within the latter sites, where one chooses and picks who they consort with; BBS on the other hand creates open, public conversations that are usually free to all netizens. The desire for free conversations open to everyone are a clear side-effect of China’s heavily government-controlled culture.
Due to the strong value of sharing and actively participating within BBS culture, the BBS posts have often been the birthplace of many famous online Chinese social memes. For example, the story of Jia Junpeng (see references) was a viral meme spread in August,09, beginning from just one BBS post. The relevance and ‘insider’ nature of the BBS platform, means one post with a single line of characters can contain a rich amount of social information and application to the community. As a result, viral memes often spread from single posts, fueled by the quest to extend and add value (often comedic) to the subject at heart.
The key value Chinese netizens find in BBS stems from its ability to allow the open sharing of opinion. A survey by CIC in 2008, showed that this was the clear motivation on BBS, as over 72% of respondents chose this motivation. Opinion sharing in Chinese culture is important, but heavily monitored in everyday life. Therefore BBS social communities offer the opportunity to express their values and feelings in a safer environment.
Unique implication for Chinese social media
On a basic level, if you want to get your audience talking about your brand or campaign in China, you should have a BBS board somewhere in your campaign. This is an extremely far removed notion when considering the creation of social media campaigns in the West, and therefore this is a classic example of why Chinese social media is extremely unique.
With 98 million netizens using BBS boards everyday and 96% of these contributing for at least 1 hour, this may be one of the best platforms for gathering/creating buzz or feedback about your campaign or product in China. It could also be said that BBS boards are the perfect place to hear what people really think about your brand/product in China, due to the ‘water cooler’ nature of BBS in China’s closely controlled society.
It should also be noted that the BBS is the ideal place to start a Viral Marketing campaign in China. As BBS boards are mainly text driven and publicly open, the audience is massive and the cost is low. The BBS audience in China are the best advocators of social memes and will ensure the growth of an ingenious viral marketing idea.
Government Control
Background
There has never been any doubt surrounding the government’s ability to censor and control the internet. With regular blocking of Google, continued blocking of Western SNS sites such as Facebook, Twitter and even Chinese SNS websites such as Fanfou.com.cn, the government have control of social media.
This control has become even more obvious in recent months, with the government developing internet legislation research departments, potentially enforcing website blocking via the Greendam Mandate, and even introducing new SNS regulation law. The latter point I will elaborate, as it involves the creation of a law allowing for the greater potential of Government buy-in within China’s SNS (this is in stark contrast to the West where government buy-in to SNS would meet with social uproar):
Simply put, SNS sites can apply for licensing by the government, which allows some government control in Chinese SNS operations, but also has benefits for the SNS with government investment, backing and promotion; however, the new law introduced by the government means those who do not seek licensing, wanting to remain independent, could face compulsory licensing by the government. If the SNS did not want to become licensed it could equally be culled by the government. Therefore the government have technically restricted independence from SNS sites. Even if the government did not enforce the licensing mandate on an SNS site, the regulation also allows for the government buy-in, meaning the government could slowly invest in sites such as Renren.com and therefore increase control on services and output in this way.
Perhaps the biggest implication of these regulations, is the potential for all SNS sites to be government controlled. The government can easily cull or alienate any SNS which does not follow the trend of becoming licensed by the government, or simply push it out of the market with investment and backing of their government controlled SNS.
Unique implication for Chinese social media
Creating social media campaigns in China may be more tricky due to government red-tape and less freedom to express the brand/product via means you may have used in the West. For this reason, it is important to adopt your campaign to fit closely with the terms and conditions of the SNS.
With social media undergoing large changes in legislation and constantly changing blocks on various SNS, it could be considered risky to invest a large amount of capital on certain SNS that are not favored by the government or are not licensed. For example, it would obviously be a large waste of time to invest in Twitter, Fanfou.com.cn or Facebook.com in China as the sites are currently blocked. Although many users are using CGI proxies to get around the Chinese firewall, the government are constantly cracking down, and, consequently, many large social media owners in the West bare little significance in China.
Entertainment Focused
Background
Many Chinese users rely on online social networking sites as a primary source of cheap and easily accessible entertainment at any time. Consequently, online social networks serve on a secondary level for practical communication, with killing time via amusement and games -often shared via instant messaging with others- acting as the primary role for social networking.
The recent Chinese sensation ‘Parking Wars’ is a perfect example of how netizens use SNS primarily for entertainment. The game was most popular amongst White Collar Workers, a group you would expect in the West to use SNS primarily for communication.
In the game users earn virtual cash for parking on their friend’s lots and for ticketing friends when they park ‘illegally’. With this virtual money, users can then purchase more expensive cars. Every day millions of white-collar workers are updating their ‘parking status’ on their Xiaonai or 51.com accounts. This is a clear example of the importance of shared entertainment on SNS sites as the primary means for interaction. It is also important to note, whilst many will play SNS games in the West, it is never the primary means for using an SNS site like Facebook, and the games are often played in a less socially interactive way (although the West is starting to change with SNS games such as Bejeweled).
To fully understand the importance of gaming entertainment in Chinese online behaviour, beyond social media, it is important to consider online gaming as a whole. The Chinese are prolific in participation within online gaming worlds; Internet cafes continue to thrive in China for this simple reason, and the Chinese government have identified Internet Addiction as a disease in China due to many young people failing to pry themselves away from games such as World of Warcraft (one of the most popular online games). A startling fact is that over 50% of all global World of Warcraft players are young Chinese men (Source, AdAge).
Gaming is a core activity in Chinese online behaviour, arguably acting as a primal discharge for many young males in China. Whether it is aggression, boredom or convenience, entertainment via SNS games and other SNS activities has grown from a generation of general internet behaviour where ‘fun’ is the primary drive for surfing.
Beyond gaming, Chinese netizens demonstrate the use of social media for entertainment purposes when considering Chinese video sharing communities: Almost 90% of all Chinese netizens said they actively watched video clips online compared to just 79% and 83% respectively in the UK and US (Wave 4, UM). Chinese netizens are clearly adopting online video more in their internet behaviour.
Applying this directly to social media is possible with further statistics from UM’s Wave 4 study: it shows that whilst 58% of Chinese respondents had actively uploaded videos to a video sharing website, only 27% and 29% had in the UK and US respectively. This is a clear indication of social media sites, such as video sharing communities and SNS, acting primarily as interactive entertainment portals for Chinese netizens.
Unique implication for Chinese social media
Compared to the West, social media in China should focus more on fun and entertainment, and less on communication and information. The Chinese netizen is usually an experienced entertainment-seeker who uses social media to play games and watch video clips, communicating passively via the medium of entertainment. For this reason social media sites should put their entertainment value at the foreground of any advertising promotion in China, as well as the microsite homepage; this will make it easy for netizens to digest, communicate and share the entertainment benefits of the social media site on messaging tools like QQ and MSN.
The young Chinese internet audience largely see gaming at the heart of their internet activity; therefore games should be one of the core features within any Chinese social media campaign. The games should be varied and develop a difficulty curve so the netizen remains engaged on the social media site. The game should offer rewards and bonuses which are publicized within the community and therefore reward the netizen’s ego.
Ofcourse, any social media Campaign will need to get some message, product or information across to the netizen, and for this reason it is important to build this information into the game. The game can easily be themed around the product/brand, or provide information at logical junctures in the game.
In keeping with the heavy online entertainment consumption of Chinese netizens, online videos could also serve as a major element in the social media site. Because Chinese netizens are such avid watchers of clips, these can be the perfect platform for providing information in an entertaining way, and also encourage expression in Chinese netizens: For example, an easy way to continue the lifecycle of video clips and reward expression/ promote freedom of Chinese netizens’ online behaviour is to host user submitted videos and clips. This can really create the feeling of engagement between Chinese netizens and the brand, and will put less pressure on client generated clips.
References
General
http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
http://www.asiadigitalmarketingyearbook.com/
http://www.cicdata.com/
http://www.cnnic.net.cn/en/index/
http://english.iresearch.com.cn/
http://morethanadvertising.com/2009/01/12/social-media-in-china/
http://www.slideshare.net/tibbettliu/social-media-emergence-in-china-153116
The Netizen
http://adage.com/globalnews/article?article_id=138927
http://iac.mediaroom.com/index.php?s=43&item=1455
http://www.seeisee.com/
http://www.readwriteweb.com/archives/despite_banning_twitter_92_china_uses_social_media.php
Archaic Social Media Prevails: BBS
http://www.chinasmack.com/stories/jia-junpeng-your-mom-wants-you-to-go-home-to-eat/
http://en.wikipedia.org/wiki/Jia_Junpeng
http://www.latimes.com/business/la-fi-china-internet-fad5-2009sep05,0,2198509.story
Government Control
http://www.ft.com/cms/s/2/45a440ae-8d8c-11de-93df-00144feabdc0.html
http://www.chinatechnews.com/2009/08/12/10330-china-opens-internet-legal-management-center
http://www.digitaleastasia.com/2009/08/15/the-dam-has-burst-china-rescinds-its-internet-filtering-mandate/
Entertainment Focused Not Communication Focused
http://www.chinadaily.com.cn/bizchina/2009-07/25/content_8473014.htm
http://cnreviews.com/business/research-insights/top-4-reasons-why-chinese-social-networking-different_20090810.html
VN:F [1.8.7_1070]
Rating: 10.0/10 (2 votes cast)
(13)
The Uniqueness of Social Media in China
So how different is Social Media in China? Out team in China have put together a nice piece together (based on research, case studies and in-house insights from the Middle Kingdom’s social hotpot) to consider how it is different, identifying several key elements which underline and explain why media agencies/buyers and clients should consider China an extremely unique climate for social media marketing. As well as describing the background facts and figures surrounding each featured element unique to China, we also provide possible implications into how they may better instruct future social media campaigns here… (if you want to read more of the thoughts from the China team you can do so here)
Contents
-A Huge Social Media Community
-The Netizen
-Social Anonymity & Avatars
-Archaic Social Media Prevails: BBS
-Government Control
-Entertainment Focused
-References
A Huge Social Media Community
Background
BBS (Bulletin Board System) was launched in 1994, marking the beginning of the Chinese Internet Community. Today the Chinese internet population is the largest in the world with over 298 million users (Source, iResearch). Astonishingly this may only reflect an internet penetration within the country of 15-22% (Source, CNNIC). Figures suggest next year may see a massive increase yet again in internet population to over 389 million users (Source, BDA).
Within the 298 million estimated internet users currently in China, last year saw 202.4 million engage in some aspect of social media (Source, Ogilvyone). Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile (Source: Wave 4 UM).
It is also important to note that this audience is actively involved in modern internet behaviour, such as viewing video content: China has the largest internet audience in the world, with 180 million regular viewers of online video content (Source: CASBAA). The frequency of video viewing is also incredible with 33% reporting they watch video clips ‘pretty much every time’ they go online (Source: CASBAA/China Youth Daily).
Unique implication for Chinese social media
Although the internet and social media are still in their infancy in terms of growth within China, they already have huge presence on a global scale. The potential for social media growth in China is unseen in our digital age, and consequently I expect we will see many social media milestones and developments occur independently within the Chinese social media landscape. This is because China is a social media world unto itself and the size of its culture and community mean that it acts as its own trend-setter, being less world-weary to Western developments. For this reason it is unlikely to fully adopt Western attempts at translating across SNS (Social Network Service) models from the UK and US.
China is already catering to niche social media behaviour and activities, unique to its netizens, within its domestic SNS. If Western social media is going to captivate Chinese netizens, it will do so, not by pushing and translating across Western social media learnings and motifs, but by building social media around the traits of the current Chinese digital age.
The Netizen
Background
The majority of netizens in China are made up of young people. Students account for 33% of the online internet population with over 60% of the current internet population being educated to high school or college levels (Source CNNIC). With almost 70% of internet users in China under 30 years old, the majority students (source, Trendspotter), this makes for a stark contrast to the UK, where the average netizen is 38 years old (Source, Nielsen online analysis).
Chinese netizens spend on average more than four hours a day on the internet- far higher than the time they spend watching TV; this is not the case in Western countries where TV still predominates over internet in terms of media consumption habits (source, DCCI).
The average Chinese netizen has more digital self-expression compared to US Netizens, as shown in research by IAC and JWT (2007). Their research showed Chinese netizens are much more expressive within internet communities, as 72% answered positively to the statement “I have expressed personal opinions and/or written about myself online”. Only 56% of Americans answered positively. While many Americans may feel at ease expressing and showing their opinions in everyday life, with some disregard for how their opinions are received, most of today’s Chinese youth has lived within sheltered households and consequently the sharing of opinions are more regularly and subtly conveyed via the internet, with acceptance in a group being the ultimate goal.
This ‘self-expression’ aspect is certainly expressed within Chinese blogs. 90% of the Chinese internet population actively read internet blogs, and a huge 81% are now actively writing blogs (Source, Wave 4 UM). This compares to the US (66% read blogs,33% write) and the UK (58% read blogs, 25% write blogs). As a result it is not surprising to see that Ad Age showed further support of Chinese netizens’ tenacious blogging habits, with statistics showing over 60 million blog, more than double the number of bloggers in the US.
There is even more contrast in considering how social media influences Chinese netizens compared to American Netizens: research by Netpop, showed 58% of Chinese netizens responded positively to the statement ‘User Generated content influences my purchase decisions’. Only 19% of US respondents answered positively. This is a dramatic difference in the importance of internet user’s opinions on Chinese netizens compared to Westerners.
All the facts point to a difference in Chinese mavens compared to Western mavens: The Chinese value the independence and freedom of communication and expression offered by the internet to a greater degree than Western mavens- as a result, the internet community is embraced as a larger part of their lifestyle. A survey, again by IAC and JWT, validates the theory, showing while 42% of Americans agree that they live some of their life online, 86% of Chinese youth do. Asked whether they have a “parallel” online life, only 13% of Americans said yes, compared to 61% of Chinese. The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle.
Unique implication for Chinese social media
Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
Because the Chinese netizen is so different, it is impossible to take a social media campaign from the West and simply plug it into China. To make it more effective it should tap into the qualities that make Chinese netizens the perfect advocates of social media. For instance, social media campaigns should focus on the youthful age of the internet’s core audience; It should also play on the individual’s susceptibility to shared opinions and values, by making the campaign as interactive as possible around the brand/product. The campaign should aim to make the Chinese netizen feel liberated by offering them opportunities to express themselves within the campaign: this could be done via profiles, avatars, BBS and blogging elements within the campaign. As well as making an impact, the social media campaign also has to measure the impact using the unique qualities that indicate success, based on the extremely impressionable Chinese internet audience.
Social Anonymity & Avatars
Background
Research shows Chinese netizens feel more free to express their feelings online compared to Americans (Source IAC and JWT, 2007). 73% of Chinese netizens agreed with the statement, ‘ Online, I feel free to say and do things I wouldn’t do or say offline’; this compared to only 32% of US netizens, suggesting the internet more significantly holds the value of freedom of speech for the Chinese online community compared to the West. This is likely due to political constraints within everyday life created by the government.
BBS boards (explained in more detail in next heading) are a staple part of Chinese netizens’ online community diet. A primary feature of BBS boards are their ability to make netizens anonymous and invisible compared to the ‘real world’ where everything is closely monitored, with identity at the forefront of each person’s societal role. By being anonymous, a person in China can express any opinion or idea they want with less fear for public or political scrutiny. Ad Age report one avid Chinese internet fan saying, “Online, I can be gay. I can be king of darkness. I can be whoever I want to be. No one can judge me.”
The idea of being free to express oneself anonymously is surely of large appeal within Chinese social media; however the recreation and reinvention of oneself is also particularly important in China: this is in the same vein as other Asian countries such as Japan, where social media has been largely motivated by escapism from reality’s constraints.
The desire for reinvention becomes heavily realized within the invention and championing of online avatars in China. Because on line they can respond more to their inner cravings, many Chinese netizens create online versions of themselves that represent their ‘self-territory’ outside of their work/school/parent’s constraints. This occurs in such a limited way to the digital world, that the rewards and reputation for this expression occur only within the online world also. For this reason avatars are an important part of many Chinese netizens’ online identity- regardless of whether their identity is real to life, or not.
Most Chinese SNS sites, such as QQ or Kaixin001 (and even those created by Brands, such as McDonalds or Levis: Levis World ) are aware of their netizens’ need for self-expression and cater via heavily customizable avatars. The level of virtual expression via avatars has now reached the extent that one can create accessories for their virtual self and even physically purchase virtual goods such as clothes, hairstyles, makeup. QQ’s annual revenue performance last year was greatly boosted by these features.
Unique implication for Chinese social media
Social media in China is considered a place for netizens to speak their minds and generally feel free. This is very different compared to the West, where liberation on the internet does not appear distinct compared to everyday interaction. Ofcourse, the big difference in China comes from political constraints created by the government.
As Chinese netizens are looking for ways to express and describe their freedom on the internet, social media campaigns should cater for this by placing opinions and ideas at the heart of their message. Whether this means having netizens as ‘Brand Ambassadors’ or whether you employ a reward scheme that favors expression and creativity, or broadcasts a netizen’s idea to the community- it has to promote freedom.
The easiest way for Western Brands to tap into China’s desire for free expression, when creating social media campaigns, would be to offer BBS boards or customizable avatar profiles. It should be noted that it is not good enough just to offer the user the ability to create an avatar on joining the campaign community, and then have no development or activities based around that creation. Instead games, contests and community interaction should be promoted around the avatars, with rewards allowing further expression and customization of one’s profile/avatar. It is important that the individuals achievements, profile and activities are available to the whole community, the more public, the more suited to Chinese netizens’ lust for expression.
Archaic Social Media Prevails- BBS
Background
BBS was the first online communication tool on the internet, and due to Chinese netizens’ fast adoption of the internet and its community functions, BBS became popular in the nineties and remains the centre of the Chinese internet community today.
Currently 98 million Chinese netizens participate in publicly sharing topics, perspectives and passion via BBS. Within the 98 million over 98% have contributed content to a BBS (Readwriteweb, Jan 2008). User’s interaction with BBS is also fairly intense for a social medium, with 96% of users spending atleast 1 hour a day on BBS (Readwriteweb, Jan 2008). The BBS’ role in China is extremely unique, serving as a modern ‘water cooler’ for the Chinese people, usurping the original places for Chinese chatter, within hutongs and bars. BBSs are now a staple inclusion in almost every commercial portal, SNS and gaming website in China.
Anyone who has used BBS will know that the core value of BBS lies within content, not individuals (although the social element obviously plays a role). This is typical of Chinese society, where sharing and affirming opinions and information acts as a cornerstone of their collectivist culture. The opposite could be said to be true of Western social media, where SNS sites like Facebook and Twitter celebrate the individual. There is also a level of exclusivity within the latter sites, where one chooses and picks who they consort with; BBS on the other hand creates open, public conversations that are usually free to all netizens. The desire for free conversations open to everyone are a clear side-effect of China’s heavily government-controlled culture.
Due to the strong value of sharing and actively participating within BBS culture, the BBS posts have often been the birthplace of many famous online Chinese social memes. For example, the story of Jia Junpeng (see references) was a viral meme spread in August,09, beginning from just one BBS post. The relevance and ‘insider’ nature of the BBS platform, means one post with a single line of characters can contain a rich amount of social information and application to the community. As a result, viral memes often spread from single posts, fueled by the quest to extend and add value (often comedic) to the subject at heart.
The key value Chinese netizens find in BBS stems from its ability to allow the open sharing of opinion. A survey by CIC in 2008, showed that this was the clear motivation on BBS, as over 72% of respondents chose this motivation. Opinion sharing in Chinese culture is important, but heavily monitored in everyday life. Therefore BBS social communities offer the opportunity to express their values and feelings in a safer environment.
Unique implication for Chinese social media
On a basic level, if you want to get your audience talking about your brand or campaign in China, you should have a BBS board somewhere in your campaign. This is an extremely far removed notion when considering the creation of social media campaigns in the West, and therefore this is a classic example of why Chinese social media is extremely unique.
With 98 million netizens using BBS boards everyday and 96% of these contributing for at least 1 hour, this may be one of the best platforms for gathering/creating buzz or feedback about your campaign or product in China. It could also be said that BBS boards are the perfect place to hear what people really think about your brand/product in China, due to the ‘water cooler’ nature of BBS in China’s closely controlled society.
It should also be noted that the BBS is the ideal place to start a Viral Marketing campaign in China. As BBS boards are mainly text driven and publicly open, the audience is massive and the cost is low. The BBS audience in China are the best advocators of social memes and will ensure the growth of an ingenious viral marketing idea.
Government Control
Background
There has never been any doubt surrounding the government’s ability to censor and control the internet. With regular blocking of Google, continued blocking of Western SNS sites such as Facebook, Twitter and even Chinese SNS websites such as Fanfou.com.cn, the government have control of social media.
This control has become even more obvious in recent months, with the government developing internet legislation research departments, potentially enforcing website blocking via the Greendam Mandate, and even introducing new SNS regulation law. The latter point I will elaborate, as it involves the creation of a law allowing for the greater potential of Government buy-in within China’s SNS (this is in stark contrast to the West where government buy-in to SNS would meet with social uproar):
Simply put, SNS sites can apply for licensing by the government, which allows some government control in Chinese SNS operations, but also has benefits for the SNS with government investment, backing and promotion; however, the new law introduced by the government means those who do not seek licensing, wanting to remain independent, could face compulsory licensing by the government. If the SNS did not want to become licensed it could equally be culled by the government. Therefore the government have technically restricted independence from SNS sites. Even if the government did not enforce the licensing mandate on an SNS site, the regulation also allows for the government buy-in, meaning the government could slowly invest in sites such as Renren.com and therefore increase control on services and output in this way.
Perhaps the biggest implication of these regulations, is the potential for all SNS sites to be government controlled. The government can easily cull or alienate any SNS which does not follow the trend of becoming licensed by the government, or simply push it out of the market with investment and backing of their government controlled SNS.
Unique implication for Chinese social media
Creating social media campaigns in China may be more tricky due to government red-tape and less freedom to express the brand/product via means you may have used in the West. For this reason, it is important to adopt your campaign to fit closely with the terms and conditions of the SNS.
With social media undergoing large changes in legislation and constantly changing blocks on various SNS, it could be considered risky to invest a large amount of capital on certain SNS that are not favored by the government or are not licensed. For example, it would obviously be a large waste of time to invest in Twitter, Fanfou.com.cn or Facebook.com in China as the sites are currently blocked. Although many users are using CGI proxies to get around the Chinese firewall, the government are constantly cracking down, and, consequently, many large social media owners in the West bare little significance in China.
Entertainment Focused
Background
Many Chinese users rely on online social networking sites as a primary source of cheap and easily accessible entertainment at any time. Consequently, online social networks serve on a secondary level for practical communication, with killing time via amusement and games -often shared via instant messaging with others- acting as the primary role for social networking.
The recent Chinese sensation ‘Parking Wars’ is a perfect example of how netizens use SNS primarily for entertainment. The game was most popular amongst White Collar Workers, a group you would expect in the West to use SNS primarily for communication.
In the game users earn virtual cash for parking on their friend’s lots and for ticketing friends when they park ‘illegally’. With this virtual money, users can then purchase more expensive cars. Every day millions of white-collar workers are updating their ‘parking status’ on their Xiaonai or 51.com accounts. This is a clear example of the importance of shared entertainment on SNS sites as the primary means for interaction. It is also important to note, whilst many will play SNS games in the West, it is never the primary means for using an SNS site like Facebook, and the games are often played in a less socially interactive way (although the West is starting to change with SNS games such as Bejeweled).
To fully understand the importance of gaming entertainment in Chinese online behaviour, beyond social media, it is important to consider online gaming as a whole. The Chinese are prolific in participation within online gaming worlds; Internet cafes continue to thrive in China for this simple reason, and the Chinese government have identified Internet Addiction as a disease in China due to many young people failing to pry themselves away from games such as World of Warcraft (one of the most popular online games). A startling fact is that over 50% of all global World of Warcraft players are young Chinese men (Source, AdAge).
Gaming is a core activity in Chinese online behaviour, arguably acting as a primal discharge for many young males in China. Whether it is aggression, boredom or convenience, entertainment via SNS games and other SNS activities has grown from a generation of general internet behaviour where ‘fun’ is the primary drive for surfing.
Beyond gaming, Chinese netizens demonstrate the use of social media for entertainment purposes when considering Chinese video sharing communities: Almost 90% of all Chinese netizens said they actively watched video clips online compared to just 79% and 83% respectively in the UK and US (Wave 4, UM). Chinese netizens are clearly adopting online video more in their internet behaviour.
Applying this directly to social media is possible with further statistics from UM’s Wave 4 study: it shows that whilst 58% of Chinese respondents had actively uploaded videos to a video sharing website, only 27% and 29% had in the UK and US respectively. This is a clear indication of social media sites, such as video sharing communities and SNS, acting primarily as interactive entertainment portals for Chinese netizens.
Unique implication for Chinese social media
Compared to the West, social media in China should focus more on fun and entertainment, and less on communication and information. The Chinese netizen is usually an experienced entertainment-seeker who uses social media to play games and watch video clips, communicating passively via the medium of entertainment. For this reason social media sites should put their entertainment value at the foreground of any advertising promotion in China, as well as the microsite homepage; this will make it easy for netizens to digest, communicate and share the entertainment benefits of the social media site on messaging tools like QQ and MSN.
The young Chinese internet audience largely see gaming at the heart of their internet activity; therefore games should be one of the core features within any Chinese social media campaign. The games should be varied and develop a difficulty curve so the netizen remains engaged on the social media site. The game should offer rewards and bonuses which are publicized within the community and therefore reward the netizen’s ego.
Ofcourse, any social media Campaign will need to get some message, product or information across to the netizen, and for this reason it is important to build this information into the game. The game can easily be themed around the product/brand, or provide information at logical junctures in the game.
In keeping with the heavy online entertainment consumption of Chinese netizens, online videos could also serve as a major element in the social media site. Because Chinese netizens are such avid watchers of clips, these can be the perfect platform for providing information in an entertaining way, and also encourage expression in Chinese netizens: For example, an easy way to continue the lifecycle of video clips and reward expression/ promote freedom of Chinese netizens’ online behaviour is to host user submitted videos and clips. This can really create the feeling of engagement between Chinese netizens and the brand, and will put less pressure on client generated clips.
References
General
http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
http://www.asiadigitalmarketingyearbook.com/
http://www.cicdata.com/
http://www.cnnic.net.cn/en/index/
http://english.iresearch.com.cn/
http://morethanadvertising.com/2009/01/12/social-media-in-china/
http://www.slideshare.net/tibbettliu/social-media-emergence-in-china-153116
The Netizen
http://adage.com/globalnews/article?article_id=138927
http://iac.mediaroom.com/index.php?s=43&item=1455
http://www.seeisee.com/
http://www.readwriteweb.com/archives/despite_banning_twitter_92_china_uses_social_media.php
Archaic Social Media Prevails: BBS
http://www.chinasmack.com/stories/jia-junpeng-your-mom-wants-you-to-go-home-to-eat/
http://en.wikipedia.org/wiki/Jia_Junpeng
http://www.latimes.com/business/la-fi-china-internet-fad5-2009sep05,0,2198509.story
Government Control
http://www.ft.com/cms/s/2/45a440ae-8d8c-11de-93df-00144feabdc0.html
http://www.chinatechnews.com/2009/08/12/10330-china-opens-internet-legal-management-center
http://www.digitaleastasia.com/2009/08/15/the-dam-has-burst-china-rescinds-its-internet-filtering-mandate/
Entertainment Focused Not Communication Focused
http://www.chinadaily.com.cn/bizchina/2009-07/25/content_8473014.htm
http://cnreviews.com/business/research-insights/top-4-reasons-why-chinese-social-networking-different_20090810.html