IN2marcom

interactive and influential social media marketing communications in China

Online Feedback of Windows 7 Launch in China

Posted on | October 25, 2009 | No Comments

Microsoft officially launched Windows 7 operating system in China on October 23, 2009. This is a product that Microsoft really wants to make a big splash on the market and help the company stave off competition from Apple. So let’s do a quick check on consumers’ reaction and their feedback on the Internet.

1. Overall Attention

Baidu Index indicated that both consumer attention and media attention of Windows 7 increased significantly with the product launch and reached a peak on October 23. After then, media attention dropped immediately while consumer attention still kept in a high level.

2. Geograhpy

Baidu Index showed Beijing, Shanghai, and Guangzhou were the top three cities where consumers search Windows 7 most. Shenzhen, Zhengzhou, Wuhan, Hangzhou, Chengdu, Nanjing, and Chongqing were the followings.

3. Demography

Among the people who had search Windows 7:

- gender: 88.86% were male, while only 11.14% were female;
- age: teenage and young adult were the major population;
- profession: IT professionals and academicians/students dominated, follow by telecom/network professionals, media/entertainment professionals, and finance/property professionals;
- education: high school students and people who hold a bachelors degree or higher were the most.

4. Hot search keywords

The top ten Windows 7 related search keywords in October are:

1. Windows 7 download
2. Windows 7 final version
3. Windows 7 Ultimate
4. activate Windows 7
5. Windows 7 activation
6. the download of Windows 7 operation system
7. Windows 7 theme
8. Windows7 Master (a Chinese Win7 system optimization software)
9. home of Windows 7 (a Chinese Win7 forum – iwindows7.com)
10. the price of Windows 7

The top ten increased search keywords with the launch of Windows 7 are:

1. Windows 7 Ultimate
2. Windows 7 final version
3. Windows 7 oem version
4. the launch of Windows 7
5. the price of Windows 7
6. Windows 7 download
7. Windows 7 7600 activation
8. Windows 7 msdn
9. Windows 7 installation
10. Windows 7 activation

The results indicate that how to get a pirated Windows 7 is Chinese consumers’ biggest concern.

5. Hot online buzz

Windows 7 online discussion increased considerably with the launch, according to the data from Qihoo BBS & Blog search. The top three Chinese Windows 7 forums PCBETA.com, iWindows7.com, and Win7c.com generated 25,000, 2,400, and 2,550 average daily posts respectively.

Just similar as the popular search objectives, the hottest Windows 7 buzz angles were about where to download a pirated copy of Windows 7 (esp. the ultimate version), what should be paid attention during the installation, and how to active the pirated Windows 7 successfully via different methods (e.g. crack software, OEM key).

Actually, copies of Microsoft’s new Windows 7 operating system were already available in the market a week before its official launch, which cost 10-20 yuan ($1.5-3). If you even want to save such little money, various versions of copies (from home to ultimate, from Chinese to English) are free to download through Internet. You can continue to read Reuters’ special coverage “Software pirates hijack Windows 7 China debut” to get more info about this situation.

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Category: Brand Case
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Blog Action Day 2009: Climate Change

Posted on | October 15, 2009 | No Comments

Blog Action Day is an annual event held every October 15 that unites the world’s bloggers in posting about the same issue on the same day with the aim of sparking discussion around an issue of global importance. By doing so on the same day, the blogging community effectively changes the conversation on the web and focuses audiences around the globe on that issue.

Blog Action Day 2009 will be one of the largest-ever social change events on the web. With thousands and thousands of web sites pledging to post today, the 15th of October, millions of readers from over 140 countries will find out a great deal more about this years topic of climate change.

This December world leaders will gather in Copenhagen to negotiate a global response to climate change. As a world leader in greenhouse gas pollution as well as clean energy technology, the United States needs to take bold action by implementing comprehensive clean energy policies to curb emissions. This is a chance for people around the world and in the United States to join together in telling President Obama that we want him to lead the United States in taking bold and significant action to reduce greenhouse gasses.

Time is running out, and our planet can’t afford to wait. IN2marcom encourages you join in and take action!

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Category: Event / Contest
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A New Popular Online Cartoon Character: Xiexielong

Posted on | October 15, 2009 | No Comments

I have paid a particular attention to the Chinese net cartoon and virtual net idol for a long time, especially after Motorola tapping on the popularity of Tuzki in the Moto Q campaign which aimed to promote the smartphone to young professionals that are constantly on the Internet.

In addition to the previous Nonopanda and Super Baozi, a new one catches my eyes recently.

Xiexielong is a new online cartoon character created by a young creative collective called Dong Li Fang (動立方). The team, lead by Zhejiang University of Media and Communications graduate Pangjun, currently has six Beijing-based members.

On October 4th, Dong Li Fang issued it’s latest animation piece, titled Xiexielong’s Private College Diary: Let’s Reminiscence on Tudou and Youku. Check it out below. You will find it contains quite a few obscure Chinese 80-generation cultural references. For example, teasing TV series of our youth, like Legend of the White Snake, Growing Pains, and even the more recent TV show Super Girl.

This post was originally published on NeochaEDGE, a site I regularly contribute to. NeochaEDGE is a daily-curated, bilingual website and discovery engine dedicated to showcasing leading-edge creative content and emerging youth culture in China. To see more of my posts on NeochaEDGE, click here.

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Category: Netizen Culture
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[China Social Media Jobs]: Education Online Community Manager of Dell

Posted on | October 13, 2009 | 1 Comment

As part of Dell’s Global Public Sector Communications team, the Education Online Community Manager will actively listen and engage in the online community adding value to online discussions, sharing and evangelising Dell’s key differentiators, industry trends, events, and products online. The successful candidate will also manage international social media properties on Dell’s community infrastructure including the editorial strategy and will work with many internal stakeholders to identify and publish content.

Position: Education Online Community Manager (Beijing) | Dell

Responsibilities:

  • Listen Actively & Engage Online: As a community advocate, the community managers’ primary role is to represent the customer. This includes monitoring, actively listening in both the Dell community areas as well as external websites.
  • Brand Evangelist: The community manager will promote events, products and news to customers by using traditional marketing tactics and conversational discussions. As a trusted member of the community the individual offers balanced opinions on products or services.
  • Dell Community Management & Community Building: The community manager should familiar with the tools of online communication, from forums, to blogs, to podcasts, to twitter.
  • Editorial Planning: The role is responsible for the editorial strategy and planning in APJ and will work with many internal stakeholders to identify content, plan, publish, and follow up. Ensures internationally focused content and has sights on a global audience. Creates editorial content in English and Chinese languages (and other languages as appropriate). Creative skills such as feature writing, photography and video are a regular part of the role.

Qualifications:

  • BA/BS or equivalent experience
  • 5-7 years of experience in education, customer facing or communications background.
  • B2B social media and online communications experience
  • Background working in customer service or in an education or public sector environment would be desirable.
  • Excellent written English and native Chinese
  • Languages (Japanese/Korean) would be desirable
  • Comfortable with technology and natural interest in trying new social media tools.

If you are interested and qualified in this job, please go to Dell official website to apply it.

For more China social media jobs info on IN2marcom, link here.


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Category: In-house Position, Social Media Jobs in China
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EYES ON ME: Monthly Highlight of China Viral Video (Sept 2009)

Posted on | September 30, 2009 | 1 Comment

EYES ON ME is a post series on IN2marcom. It is a monthly highlight of popular Chinese viral brand videos in the period. A viral video is a video clip that gains widespread popularity through the process of Internet sharing, typically through email or instant messaging, blogs and other media sharing websites.

Last month, China Mobile and Hyundai Motor presented most viral videos. This month, they kept producing a significant number of new clips. As usual, automobile brands keep investing heavily in creating viral videos targeting their young and digital-savvy consumers, all the videos are highly entertaining and engagingactive. In addition, many domestic brands start spread the word through viral video.

1. “The Change” | China Mobile

View: 337,798 |  Comment: 106  |  Favorited: 232  |  Embed: 145

2. “Mobile Changes Life” | China Mobile

3. “Crazy Mobile Video” | China Mobile

4. “Miss Bean Comes Across Obscene Man” | ELANTRA / (Beijing) Hyundai Motor

View: 841,549 | Comment: 259 | Favorited: 232 | Embed: 280

5. “How Does The 4S Store Salesman Chase The Girl” | (Beijing) Hyundai Motor

View: 749,218 | Comment: 2,046 | Favorited: 821 | Embed: 1,052

6. “Discover Love” | ACCENT / (Beijing) Hyundai Motor

View: 121,480 | Comment: 119 | Favorited: 199 | Embed: 199

7. “Drifting and Chasing” | CRUZE / CHEVROLET / (Shanghai) General Motors

View: 627,550 | Comment: 335 | Favorited: 402 | Embed: 814

8. “Prison Break” | CRUZE / CHEVROLET / (Shanghai) General Motors

View: 126,633 | Comment: 46 | Favorited: 10 | Embed: 22

9. “Prison Break – Behind The Scene” | CRUZE / CHEVROLET/ (Shanghai) General Motors

View: 192,682 | Comment: n/a | Favorited: 78 | Embed: 69

10. “Crazy Car Trilogy – Episode 1: Parking Disturbance” | SUPERB / SKODA / (Shanghai) Volkswagen

View: 1,102,731 | Comment: 362 | Favorited: 215 | Embed: 569

11. “Crazy Racing Car” | C-QUATRE / CITROEN

View: 1,455,359 | Comment: 577 | Favorited: 1,002 | Embed: 692

12. “Parkour at Street” | BUICK / (Shanghai) General Motors

View: 692,244 | Comment: 569 | Favorited: 484 | Embed: 488

13. “Transformers Dances as Michael Jackson” | Nokia 6700c

View: 92,543 | Comment: 14 | Favorited: 12 | Embed: 5,377

14. “Daddy Day Care” | HP Total Care

15. “How Does The After-90s Wrap His Book” | Asus UX30

View: 2,574,385 | Comment: 2,442 | Favorited: 2,384 | Embed: 61,641

16. “Why It’s Me Again” | China Merchants Bank Credit Card

View: 1,101,676 | Comment: 257 | Favorited: 2 | Embed: 13,483

17. “Stop Messing with Your Boyfriend” | Gome

View: 108,031 | Comment: 36 | Favorited: 47 | Embed: 6,178

18. “Astrology Whitebook – Chapter 1: Taurus Girl with Virgo Boy” | Midea Fruit & Vegetable Washer

View: 616,782 | Comment: 704 | Favorited: 816 | Embed: 991

19. “Astrology Whitebook – Chapter 2: Cancer Girl with Scorpio Boy” | Midea Microwave Oven

View: 873,860 | Comment: 914 | Favorited: 592 | Embed: 814

20. “Astrology Whitebook – Chapter 3: Pisces Girl with Pisces Boy” | Midea Oven

View: 751,406 | Comment: 2,102 | Favorited: 1,959 | Embed: 3,030

21. “My First Lover and My Wife (spoofing on the film Sophie’s Revenge)” | Mengniu 新养道

View: 761,401 | Comment: 727 | Favorited: 1,609 | Embed: 6,191

22. “Fan Bingbing and Her Men (spoofing on the film Sophie’s Revenge)” | Mengniu 新养道

View: 442,191 | Comment: 95 | Favorited: 92 | Embed: 178

23. “The Song of Milk (spoofing on the film Sophie’s Revenge)” | Mengniu 新养道

Any time, when you come across a Chinese viral video, please do me a favor to dig it out. You just need to send the video URL to  EYES-ON-ME@in2marcom.com, I will add it to the monthly list. I believe EYES ON ME will be a comprehensive and authentic highlight for China Viral Video under everybody’s collaboration. Bravo! Bravo! Bravo!

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Category: Brand Case
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“Making Sense of IWOM” 2: How Internet Word of Mouth Is Generated and Disseminated

Posted on | September 29, 2009 | 3 Comments

In the first topic (The Role of IWOM in Purchase Decisions) of CIC‘s “Making sense of IWOM” white paper series, CIC suggested that the majority of consumers use IWOM to help them make purchase decisions about products and brands they plan on purchasing. What CIC did not do look at was if they found answers if they left, stuck around or if they posted comments about those products and answer other consumer questions about those brands and products.

To answer these questions, CIC today releases the second topic titled “How IWOM is generated and disseminated.” In this study CIC found that consumers in online communities not only passively listen to and receive messages, but also proactively post and spread comments about brands and products. According to the research findings, 54.1% of 640 surveyed BBS and blog users will initiate conversations or post comments related to brands/products.

In addition to answering that initial question, CIC also took an in-depth look into the reason as to why consumers generate and disseminate IWOM and discover that 8 main types of motivations exist, the 3 most important being interpersonal communication, self expression and experience sharing, which respectively accounted for 82.7%, 79.5% and 78.9% of 346 BBS and Blog users who post comments on brands/products online and the other 5 types being community status (54.6%), helping others (53.2%), upholding justice (45.4%), work related (44.2%) and seeking help (25.4%).

You can read this white paper in full below via Slideshare:

Send me a message to jason.zhanjia@in2marcom.com if you want a PDF version.

Disclosure: CIC was my former employer from August 2006 to June 2009.

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Category: Agency Practice, Netizen Culture
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Chinese Internet Trends in The Past Six Months

Posted on | September 23, 2009 | 4 Comments

CIC, the Shanghai-based Internet Word-of-Mouth (IWOM) research and consulting agency, releases a Chinese Internet trend watch report for the first half year of 2009.

The report has three main sections:

First, CIC has been watching the expansion of Video Sharing. Video sharing sites contain a wide variety of information from user generated content to the latest TV and movies which is easy to share in BBS, SNS and via Instant Messaging.

Secondly, let’s see how serious offline social issues and events have been discussed online. The internet offers a free and accessible platform where netizens can share information, upload pictures and videos and share their opinions, all in real time.

Lastly, CIC has also been seeing the emergence of better digital campaigns as brands start to realize the importance of having a strong Internet presence which they can use to effectively connect with their customers.

Here is the full report:

Send me a message to jason.zhanjia@in2marcom.com if you want a PDF version.

Disclosure: I was a former CIC employee from August 2006 to June 2009 as the account manager. From 2008, I had been the editor-in-chief of this regular IWOM Watch report, including monthly reports for clients and half-year summary reports for public like this one. You can find my key contributions: “IWOM Watch – Sichuan Earthquake Special Edition“, “IWOM Watch – 1st Half Year Review 2008“, and “IWOM Watch – 2nd Half Year Review 2008“.

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Category: Agency Practice, Netizen Culture
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[China Social Media Jobs]: ZeroDegrees Seeks A SNS Project Manager

Posted on | September 23, 2009 | No Comments

ZeroDegrees is a Shanghai-based social media agency found by Bloodyamazing Co., Ltd. (est. 2006) and Mailman China Co. (est. 1999) in July 2009. They design, construct and market content-driven niche web communities for Brands. Their mission is to create online social communities designed to increase the flow of value-add contact and communications between Brands and their customers.

Currently, ZeroDegrees is seeking a SNS Project Manager who is responsible for managing project schedules and resources to ensure content delivery as well as content seeding across major Chinese Social Network Sites.

Position: Social Media Manager (Shanghai)

Responsibility:

  • Develop project plans specifying goals, requirements, strategy, staffing, scheduling, identification of tasks, and allocation of available resources where assigned;
  • Develop and maintain training programs, guides, and manuals for content publishing and seeding to cater to specific brand/campaign;
  • Oversee the day-to-day management of online content publishing to ensure the content quality and publishing schedule;
  • Oversee the day-to-day management of SNS content seeding to ensure the conversion between SNS and brand online community;
  • Analyze and define new and improved workflows and best practices for content publishing and seeding strategy;
    Maintain standards and procedures for project reporting.

Qualifications:

  • Bachelor degree is required
  • 3+ years of management experience; be able to manage a team with 5+ people
  • Familiar with China major SNS and fashion SNS (Kaixin, Xiaonei/Renren, Douban, Tianya, Onlylady, Yoka, etc.)
  • Good Chinese content editing skill and English/Chinese communication skill
  • Ability to plan, organize, analyze, and establish priorities and resources to achieve results
  • Ability to meet deadlines and work professionally under pressure
  • Ability to work independently within a team-oriented environment
  • Ability to learn new skills, technologies, methods, and procedures quickly and effectively
  • Detail and results oriented
  • Online marketing experience will be a plus
  • Blogging experience will be a plus

Salary: 6,000-8,000 RMB/month; probation is required.


If you are qualified and interested in this job, you can send your resume to hr@zerosocialmedia.com. Please also refer to IN2marcom in the email.


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Category: Agency Position, Social Media Jobs in China
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