Week 5o: Can Facebook succeed in China?

Can Facebook succeed in China?

China, one of the world’s largest Internet markets, could be out of reach of Facebook because of the Chinese government’s strict censorship policies. However, it is also a truth that China has certain amount of Facebook users who frequently use Facebook in China. How do they do that? So simple! Users could use VPN to unblock Facebook in China so that they could have good connection with the world.

This phenomenon reflects one reality that Facebook is actually a popular social media in China and many Chinese are waiting for Facebook entering the market.

 It was reported in Sohu.com China that Facebook’s CEO Mark Zuckerberg had previously visited China and met with Baidu CEO Robin Li in 2010, leading to speculation that the company was preparing to enter the country.

“It’s kind of a personal challenge this year, I’m taking about an hour a day and I’m learning Chinese,” Zuckerberg told an audience during a recent appearance at Stanford University. “I’m trying to understand the language, the culture, the mind set—it’s just such an important part of the world. How can you connect the whole world if you leave out a billion people?”

                                                                                    -Zuckerberg said in an interview

Most Chinese have heard the rumors that Facebook might be coming to China. Marbridge Consulting reported that Baidu and Facebook are rumored to have joined forces to bring the social necwork to China.On Facebook's side, it needs a big local partner to break into the huge Chinese market. Facebook wants to cooperate with Baidu, who takes up 76% revenue share in China Internet market. With the help of domestic famous social media, it is easier for Facebook entering China.

Can Facebook succeed in China? Let’s do it by using SWOT analysis.

Strengths

Reality tells us that some Chinese have interest in Facebook, especially after Mark Zuckerberg’s visiting in China. They would like to surf Facebook web by using VPN to connect with their international friends. It is a trend for people to communicate all around the world. Besides, Mark Zuckerberg is a very diligent learner who pours in time to study Chinese and its culture. He took much time in thinking about how to bring Facebook to China.

Weaknesses

As Facebook is a totally free community for people to make comments and learn news worldwide, Chinese government may worry about their political control after Facebook coming in. Also, Facebook.com is a banned domain name according to China’s Internet rules. Changing to Facebook.cn could be accepted in China’s market. It is a doubt that whether Facebook company wants to change it or not.

Opportunities

Cooperating with Baidu is a win-win strategy to both sides. Baidu is threatened by social network juggernaut Tencent, and it might be a safer bet to build a social network with one of the most successful social companies in the world than to try to build by its own.

Threats

Just as what I have mentioned in my last original blog, with 160 million users, Renren is a competitive competitor that Facebook should be caution of.  Even for Chinese students abroad, they would use Facebook only to connect with locals, while use Renren to connect with Chinese friends.

However, foreign companies still have no idea about Chinese Internet market as well as users’ habits. How is  Facebook's future in China? Time could explain everything.

Week 4r : The Customer is King - How to build a convenient bridge by embracing customers

The Customer is King

-       How to build a convenient bridge by embracing customers

As a customer for about 15 years since I bought my first candy in store by myself at five, I would like to share with you about one impressed experience as a customer. It was in a steak restaurant named Chicago Firehouse, which is located in Michigan Ave, Chicago. I went there when I was travelling in Chicago because I searched the Internet and found it is listed among top 10 steak restaurant there. With curiosity and hunger, I went there with my friends. I was attracted by its elegant design and decoration at the first glance. Later on, a waiter with nice smile came and gave me some sweet recommendations. This action made a foreigner who came to U.S. less than two months feel comfortable and relaxed. After I started eating my delicious steak, the waiter came twice to ask me: “How do you like it?” “Do you feel comfortable eating western food?” etc. After I had finished eating, one manager came here and asked me nicely about the feelings of eating their steak as a Asian as well as Asian people’s eating habit and favorite tastes. He was taking notes when I was sharing about my feelings. Amazing experience!  

 

Returning back to the book, Groundswell tells us in Chapter 9: “Innovating with help from your customers is such a great idea.”  Because the further you develop relationships with your customers, the deeper customers could involve into your company. It is called embracing the groundswell.

“The customer is king” is a popular Chinese saying, which teaches businessmen to build a good relationship with customers. Everyone likes to feel appreciated and this is true for those who have a business relationship. The customers want to feel as if they matter to the business owner, as they are part of the reason why the business is still in existence.

Groundswell highlights some effectives methods to build a convenient bridge by embracing customers. The book recommends “idea exchanges” and “making conversations mixed with humility and creativity”, which impressed me a lot.

Build a forum or a website to embrace your customers. On one hand, through the discussion section, the company could collect customers’ suggestions, comments, and opinions about the development of the business. For instance, instead of saying, “Tell us what to do”, it is better to have a subtle difference “What would you do if you were us?” It could encourage the customers to develop empathy as well as bring up realistic suggestions.  On the other hand, always remember response is more important than feedback. Companies should not only collect these comments but also show customers how they react to them and how they are trying to make improvements. All in all, it is a useful tool to build convenient bridge with your customers by mass media.

No matter what kind of business you are in, the customer is forever king for you. Always be modest. However, a balance between skill and humility should be highly concerned. It is unwise to go either side extremely, but you could have a focus. For instance, USPS is an agency for providing postal service in the United States. The goal for USPS should always be embracing customers. Starting routine conversations with customers to get suggestions and feedbacks so as to improve efficiency and accuracy. However, there is a totally different picture for Apple. The main focus should always be put on the R& D department to have new inventions; otherwise it is a kind of waste of talent.

Embracing is taping into customers circle to be their honest friends, not just listening quietly and patiently, but also with wise solutions. It is a faster way to initiate business successfully. 

Week 3O: Unveil the mysteries in China’s social media: Renren = The Chinese Facebook ?

                 Week 3O:  

 Unveil the mysteries in China’s social media: 

Renren = The Chinese Facebook?

                               




                                

    Maybe some of you have heard the truth that Facebook can not enter Chinese social networking market for many years. The reasons behind it are complicated which may relate with government protection policy towards Chinese domestic social networking system as well as political issues. 

    
     The typical one and most popular social Net website in China is Renren, a so-called Chinese Facebook. However, there is a fierce debate concerning whether Renren equals to Facebook or not.
       In order to unveil the mysteries behind Renren, I would like to share some background information first. The Renren Network, which literally means everyone’s website in Chinese, is a Chinese social networking service that is similar to Facebook.

   Known as Xiaonei Network formerly (literally on-campus), Renren was started in December 2005 by four graduates.  Later on in 2008, Xiaonei launched its WAP version, which users can access through mobile phones. In August 2009, Xiaonei officially changed its name to Renren (everybody in Chinese), which reflected the expansion situation.

To some extent: Renren=Facebook.

    Similar to Facebook, Renren has the same common functions, such as renewing the mood, blogging, voting, sharing blogs, photos, articles, and external links, uploading photos, leaving a message or making comments, chatting online, playing games. By using these applications, people could build their social net online easily and conveniently. Obviously, Renren bridged a tie for Chinese people, especially the young generation to communication with each other.

Naturally, Renren ≠ Facebook!

The Key Word One: CENSORSHIP.

     Politics is a forever-sensitive topic in the world. Renren’s censorship is fairly strict. Blogs containing keywords like Tiananmen Square massacre, Falun Gong and Zhao Ziyang can not be released. Besides, other topics that are suspicious or in somewhat relation to political topics, obscenity and thriller all have to be manually censored by the government department before they are released.

The Key Word two: POPULARITY.

     Renren has simply not grown to take up the market in China comparing with what Facebook has achieved in the U.S. and elsewhere. It is statistically reported that Facebook has 500 millions active users, plus 100 billion hits per day, plus, 50 billion photos as well as 2 trillion objects cached.

        On the contrary, China has more than 400 million Internet users, the total registration members for Renren is about 100 million. However, frankly speaking, Renren only has 20 to 30 million active monthly users, which is really a small proportion considering the large population. The era for Renren has not come yet.

The Key Word three:  COMPETITORS.

   Even though the Chinese government protect domestic social medium from the international market, it does not mean the domestic competition is not fierce for Renren. Other powerful competitors are Baidu, Sina, Kaxin001,etc.For instance, Kaxin001, launching a Farmville type game long before Farmville was popular in the U.S., strikes dramatic popularity in China. The competition between Renren and Kaxin001 is still lasting and the result is they will combine together to gain market shares. The following is a ranking list for Chinese main social medias. Renren ranked NO.5.

The Key Word four: REVENUE.

Facebook’s main revenues are from advertising. For instance, Microsoft is Facebook’s exclusive parter for seving banner advertising. The bar graph bellows shows the revenue trend for Facebook.

There is a totally different pictures for Renren. Definitely Renren has the potential to be powerful, but we still need to face the reality that Renren can not make that much money. Making profits is an vital factor for doing business. Renren still need to take some measures to change its business situation.

In summary, the mysteries in China's social media is that the social media is not that powerful enough to dominate the entire Chinese market, even though government try their best to protect domestic market. The future for social media still needs patience and perspiration.

Week 2r. Make a difference by Talking or “Marketing”?

                           

                        Make a difference by Talking or “Marketing”?

It is a universal topic for companies to gain consumers’ attention and satisfy their wants & needs. The problem arises immediately. How to make customers trust and support their brands and products consistently? 

        

Groundswell gives a sincere tip for companies in Chapter 6. That is talking with the groundswell. Taking, by its nature, is a different process comparing with “marketing”. Traditionally, marketing is an official way to speak to audience to gain customers’ attention. The most common methods they use are advertising and public relations. Conversely, talking is narrowing public space to private dialogue in order to meet each customer’s requirements carefully.

       

As groundswell records: “Worldwide, marketers spent more than $400 billion on advertising in 2006”. Advertising, especially television commercials, is more like shouting, which aims at forcing TV audiences to notice their brand mechanically and physically. Even though it works, television commercials can not build loyal consumers group.

So does public relation. Acting as a reporter or influencer, PR could hardly win consumers’ trust by frequently appearing on screen or free media. More importantly, with so many products trying to get awareness by Ad and PR, marketing methods are not as effective as it used to be.

Neither Ad nor PR. How to make a difference for companies’ further development?

Talking! Start a conversation is the first step. Marketers are involved in a complex process mixed with people, comments and feedbacks. They need to train theirs skills comprehensively, including listening patiently, responding appropriately and solving problems efficiently. The main talking channels are listed as following:

 1.Using visal videos. (like Youtube) It is an effective way to gain small group of people’s attention. Also marketers could create a discussion section to share opinions with consumers.

 2.Building social network

Social media are popular. Companies could post its latest new products, free samples and discounts information on Facebook or twitter to attract consumers. For example, Amway is a direct selling company and manufacturer that use network marketing to sell a variety of products, primarily in the health, beauty, and home care markets. Amway use social media widely to target its customers. Besides, Amway also hold weekly or monthly meetings in local company to keep a close tie with its customers. By using different channels to expand social net, Amway is ranked No.32 among the largest private companies in the U.S. by Forbes in 2012.

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3.Blogging

The prerequisite for starting a blog for a company is to have a clear mind about the people and objectives. Determine a goal for the blog is necessary. Routine event or planning is excellent. However, the most import part is to listen to your consumers. To be a successful bloger, one must monitor the blogsphere overall and talking with consumers to gain comments no matter they are positive or negative.

Talking is being a forever companion with consumers. The purpose of talking is more than business. It is a person-to-person relation, which is based on trust and reliability. By doing so, customers are willing to support you even without repeatedly shouting on screen.

Week1o Why mobile social media is bubbling up?

                Why mobile social media is bubbling up?

                                                                            - Ruby's first blog

I use mobile social media in places almost everyone will go, from updating tags and unloading photos on Facebook, sharing links on twitter about latest music, chatting with my mom through Skype, and even playing social games. No matter I am in line waiting for the bus coming, or walking on my way back home, even in restrooms, I am used to explore mobile social media in almost any places when I am free.

It is statistically reported that 47% Americans say cellphones are necessities, comparing with 59% Americans who say clothes dryers are necessities. Moreover, 60% of all mobile Internet usage spent on social networking. 

Therefore, we can not deny that mobile social media has already been the mainstream. It is tapping into consumers’ intrinsic motivation. The truth is: all mobile’s going social.

The first question appears. What is mobile social media? 

The mobile social media could at least categorizes into five different types:      1. Online social networks on mobile devices;

     2.   Share information via social channels;

     3.   Mobile social networks

     4.   Location-based check-in services

     5.   Social gaming

As the trend for mobile usage is moving on, some users may think about this phenomenon thoroughly and deeply: why mobile social media is bubbling up? At first, I would like to show a basic picture of the development history for mobile social media.

2001-2006: The phone reached out to the Interntet through WAP and web.

2007-2008: The Internet is reaching into the phone. e.g. Nokia browser.

2009-now: The phone has became an active tool of the Internet.

Next question, Why mobile social media is bubbling up? How people are using mobile social media?

First, connect conveniently. 

Instead of using stationary device, through mobile we could connect with friends, watching video, update our daily news and chase in fashion whenever we want.

Second, self esteem. 

Tom post his photos for Lady Gaga in time squares on Jan. 1, 2012 on Facebook. A lot of his friends paid their attention here and left comments. Tom felt it was some kind of honor to show it in public.

Third, prepare for a social shopping. 

Mobile+ Social+ local= marketing opportunities. Lily just post on her Facebook that Wendy on Park Avenue sells chicken wings for 40 cents now. Alex and I saw her tag and drove to Wendy together immediately to buy chicken wings with huge discounts.

Forth, Altruism. Mobile social media provides ways for people to give tips and support to others. For example:

Check it out!

http://www.foodspotting.com/explore#/sort/latest/

Team Foodspotting

http://www.facebook.com/Foodspotting

App Store Foodspotting

Fifth, have fun by social games.

As we can see, mobile social media really matters in contemporary society. It relates closely with people’s everyday life from personal usage to office work.  It changes people's living style going from where you are to what you are doing. 

So I can not stop thinking what is the outlook for mobile social media in the future? Convergence! It is to let information ramble over screens, combining social circles, brand, service, consumers’ needs & wants with App store, MobileMe, iTunes, as well as devices, iPod, iPhone, iPad, etc.

 At that time, we can have our own personal chips for recording profiles. It makes our life easier. CNN makes the news more social by mobile. Waze provides traffic reports to help handle traffic congestion problems. All media become mobile social media.