social media landscape china - · pdf filewechat weibo . 10 public interest relationship...
TRANSCRIPT
SOCIAL MEDIA LANDSCAPE
CHINA
2
287, 400
NATIONAL CULTURAL UNITS
4510 TOTAL MUSEUMS IN CHINA
• 35% institutions in city, 41% at county level, 23%
below county level
• 2.37% Tier 1 museums (i.e. 99 in 2013), of which
89% are
- Historical or Cultural Relics type, and 11% are
Natural History or Commemorative Buildings
• 5.33% Tier 2 museums (i.e. 222 in 2013)
• Of total, only a handful contemporary museums
and most are private museums
According to Statistical Communiqué of the Ministry of Culture of the PRC on Cultural Development in 2104
1,362,000,000
T O T A L P O P U L A T I O N
MUSEUM LANDSCAPE IN CHINA
3
N E W S PA P E R S
1915 M A G A Z I N E S & J O U R N A L S
9326 W E B S I T E
3.35 m i l l i o n
*Sources: 2014 China Journalism Year Book,
2014 China Broadcasting Year Book,
2014 China Internet Development Research,
CNNIC
PRC MEDIA OVERVIEW
T V / R A D I O C H A N N E L S
3581
S T A T I S T I C S
O f P R C M E D I A
4
Domestic vs. International
Official vs. Commercial
Online vs. Offline
Internal vs. External
Journalists vs. Grassroots
Control vs. Right to Know
Old vs. New
BLURRED BOUNDARIES
5
LARGEST INTERNET USER BASE & GOING MORE MOBILE
• 649 million total internet
user and 86% of them access
internet through mobile devices*.
• Consumers in China spend 46 minutes a day visiting social-media sites,
compared with 7 minutes in Japan and
37 minutes in the United States**.
Source:
- *CNNIC: The 35 rd Statistical Report on Internet Development In China; Jan 2015
- **McKinsey & Company: China’s social-media boom; May 2012
6
PRC INTERNET OVERVIEW
© Ruder Finn Asia, All rights reserved.
C H A N G I N G
A U D I E N C E
THE AVERAGE CHINESE
INTERNET USER IS
25YEARS OLD
85.8% OF CHINESE NETIZENS GO
ONLINE VIA MOBILE DEVICES
46.9% OF WECHAT USERS ARE BETWEEN
THE AGE OF 25 AND 40
89.3% OF CHINESE NETIZENS VISIT
SOCIAL MEDIA SITES
66% OF CHINESE NETIZENS
FOLLOW BRAND ON SNS
43% OF CHINESE NETIZENS ARE
INTERESTED IN PRODUCT SHARED
BY FRIENDS ON SNS
7
SOCIAL MEDIA
IN ART SECTOR
8
Monthly active users:
Monthly active users:
THE MOST POPULAR SOCIAL MEDIA PLATFORMS IN CHINA
176
MILLION
500
MILLION
***By the end of Dec. 2014
Third-party data:
(Social media usage,
% of Internet users):
WeChat replaces
Weibo experienced
a significant drop
Source: Kantar: China social media impact 2015
2014
2013
2014
201358.8% 39.9%
71.8% 64.5%
9
WHAT IS THE DIFFERENCE
WeChat (Chinese: 微信; pinyin: Wēixìn; literally: "micro
message") is a mobile text and voice messaging communication
service developed by Tencent in China, first released in January
2011. It is the largest standalone messaging app by monthly
active users.
WeChat provides text messaging, hold-to-talk voice messaging,
broadcast (one-to-many) messaging, sharing of photographs and
videos, and location sharing. It can exchange contacts with
people nearby via Bluetooth, as well as providing various
features for contacting people at random if desired (if these are
open to it) and integration with social networking services such
as those run by Facebook and Tencent QQ. Photographs may
also be embellished with filters and captions, and a machine
translation service is available.
Sina Weibo is a social networking and micro blogging service
based in China with more than 176 million registered users. Sina
Weibo was launched in 2009 and is owned by SINA Corporation,
the largest Internet portal in China.
In Chinese, Weibo means micro blog. The site's features and
structure are similar to those of Twitter. Weibo employs
mentioning and talking to other registrants using the
"@Username" format, hash tags with #s and reposts of
multimedia content. Posts include photos, images, emoticons,
music, video clips and text with a 140-character limit.
S O C I A L M E D I A
L A N D S C A P E
WeChat Weibo
10
PUBLIC
INTEREST
RELATIONSHIP
PRIVATE
PERSONAL
RELATIONSHIP
Social Media
Social Network
Broadcasting, messaging
center, crisis management,
influencer engagement
In-depth information,
services, and relationship
management center,
storytelling
WHAT IS THE DIFFERENCE WHAT’S THE DIFFERENCE? PLATFORMS: SOCIAL PRODUCTS POSITIONING
S O C I A L M E D I A
L A N D S C A P E
11
190
78
3 11
45
167
30
75 69
42
26
90
18
134
70
59
SINA WEIBO POSTING FREQUENCY
M O N T H L Y
12
49%
17%
19%
15%
N AT I O N A L M U S E U M S
Artworks
Exhibition promotion
News
Interact with followers
12%
12%
53%
7%
16%
P R I VAT E M U S E U M S
Artworks
Exhibition promotion
Activities
Movie Appreciation
Interact with followers
SINA WEIBO POSTING CONTENT ANALYSIS
W E I B O
13
1623275 1496996
87674 315 28893 38845
230955
22284
488398
22767 21873 33704 5186 25839
2144721
29262 26765
Source: Sina Weibo ; By the end of April. 2015
W E I B O
THE QUANTITY OF FANS IS AN IMPORTANT METRIC OF INFLUENCE & VITALITY
14
Source: Sina Weibo ; By the end of April. 2015
0%
10%
20%
30%
40%
50%
60%
70%
Artworks Interact with followers Activities Exhibition Promotion/Performing Info
Artists
Classical/Fine Art Museums
Contemperory Museums
Performing Arts Organizations
W E I B O
THE DIFFERENCE OF POSTING CONTENT ANALYSIS
15
WECHAT POSTING CONTENT ANALYSIS
360 Virtual
Imaging Space
Tickets Booking
5%
Activity Forecast
13%
Special Topics
15%
Visitor Guide
13%
2%
Exhibition Info
20%
Other Service
27%
W E C H A T
16
SOCIAL MEDIA
LANDSCAPE HOW ARE THEY RUNNING?
A FEW EXAMPLES
17
★ The QR Code system became popular in social media
platforms in China due to its fast readability and great
storage capacity. Applications include, item
identification, document management, general
marketing, etc. N AT I O N A L M U S E U M O F C H I N A
N AT I O N A L C E N T R E F O R
T H E P E R F O R M I N G A R T S
QR CODE: A NEW TREND TO CONVEY INFORMATION
18
WECHAT: SERVICE ACCOUNT
AUDIO
GUIDE
LATEST
EXHIBITIONS
TICKETS
BOOKING
TREASURES
OF THE MUSEUM
LECTURES
LATEST NEWS
ACTIVITIES
& EXPERIENCES
E-BOOKS
N A T I O N A L M U S E U M O F
C H I N A
19
1 message/ week WECHAT: SERVICE ACCOUNT
P O W E R S T A T I O N O F
A R T
CURRENT
EXHIBITIONS
MANUAL GUIDE
EQUIPMENT
RENTAL
OPENING
HOURS
TICKETS
INFO
ACTIVITIES
INFO
TRANSPOTATION
SUBSCRIPTION
20
WECHAT: SUBSCRIPTION
S H A N G H A I N A T U R A L H I S T O R Y
M U S E U M
1 message/ day
PERMANENT
EXHIBITIONS
TEMPORARY
EXHIBITIONS
MOVIE
INTRODUCTIONS
AUDIO
GUIDE
NOTICE
REAL-TIME
VISITORS FLOW
ACTIVITIES INFO
APPOINTMENT
MY ACCOUNT
INTERACTION
21
CONTEMPORARY MUSEUMS NEED MORE PROMOTION ON SOCIAL MEDIA
22
APP: PRELIMINARY DEVELOPMENT
A P P
★ There are few
museums and arts
organizations
who have Apps.
23
★ The type of these
Apps are relatively few.
Most of them are about
exhibition info or
introductions of
artworks.
APP: FUNCTIONAL TYPE
A P P
N AT I O N A L M U S E U M O F C H I N A E M P E R O R Q I N S H I H U A N G ” S
M A U S O L E U M S I T E M U S E U M
24
APP: COMPREHENSIVE TYPE
A P P
S I C H U A N M U S E U M
★ Transplanting the
website to the mobile
device basically covers
all aspects of the
museum.
QR CODE
NEWS
EXHIBITIONS
INTERACTION PAVILIONS
SHOPPING
MALL
25
A large-scale environment by Random International
experimental projects come alive through audience
interaction, to explore the roles that science,
technology, and human ingenuity can play in
stabilizing our environment
Museum wants to drive traffic
VW wants to reinforce corporate image, reputation
and approach to social responsibility
Challenges: Previous museum attendance record of
300,000 visitors for Claude Monet Exhibition 2014 at
K11 shopping center
-Wechat KOL
-Online community engagement
-Crossover creative work
-Op-ed Columns
V O L K S W A G E N A R T W A V E –
THE RAIN ROOM AT YUZ MUSEUM
26
“Van Gogh Alive: The Experience.”
Cadillac multimedia exhibition
Currently on view at Xintiandi,
Shanghai, through August 30, the 30-
minute multi-sensory exhibition created
by Grande Exhibitions highlights the
artist’s prolific 10-year career as a
painter (1880-1890).
Over 3,000 images of Van Gogh’s most
famous works are brought to life in a
whirlwind of vibrant colors and vivid
details. producers, Australia-based
Grande Exhibitions, the show features
more than 3,000 images and promises
to “immerse visitors in the artists’
world.”
I N N O VAT I V E C O L L A B O R AT I O N
《VAN GOGH ALIVE: THE EXPERIENCE》
27
Palace construction, seat of Imperial power for 600 years
CHALLENGES:
-Weight of history, distance from 21st century life for youth
-Public institution with rigid bureaucracy
-Over 12 million visitors a year
Museum wants to raise awareness
Forbidden City museum wants to soften image and approach younger visitor
Shrinking budgets, growing demands
SOLUTION:
-License out to commercial company
-Produce market-relevant merchandise
-Open shop on “taobao”
-Portion of proceeds to benefit museum program development
FORBIDDEN CITY MUSEUM, BEIJING
28
I N N O VAT I V E C O L L A B O R AT I O N
SHANGHAI SYMPHONY HALL
On-Site O2O Interaction
Social Media Promotions
Online Voting Plan
OBJECTIVE & PROGRAM CONTENT:
• Use a digital approach to Raise public awareness of MISA
• Set up pioneering digital interaction and experience for audience of cultural event cultural, and;
• Promote tickets and drive traffic to online sales platforms
H5 Mini-site Development
29
Powered by iBeacon, audience members on site could
shake their phones to log on the MISA mini-site.
Logging onto the onsite-version mini-site, viewers could:
• Download concert e-brochure
• Check-in to join on-site activities
Using the WeChat printer, audiences could send their
photos to the SSO official WeChat account and take away
photos with the MISA on it.
ONSITE O2O INTERACTION
30
WHAT IS THE
FUTURE?
31
APP: COMPREHENSIVE TYPE
• Social media continues to grow very fast while Wechat/Weibo will
remain mainstream.
• One way follow not two way friendly
• Organized around shared interests, not around personal societal
relationships (segmentation)
• PGC (professional generated content) will lead the content marketing
over social media, not UGC (user generated content).
• Public exposure rather than private and privacy
• Struggle together , the you of the past and the present is not
important,
• The “you” you want to be will be important
• Technology will play more important role in social media not only
• Content formatting but also on content and linkage generation
• (wearable devices will become part of life like smart phone did.)
32
MUSEUM TRENDS
© Ruder Finn Asia, All rights reserved.
A M A L G A M A
T I O N O F
S O C I A L
M E D I A
R I S E O F
B Y O D
C R O S S
I N S T I T U T I O N A L
C O O P E R A T I O N
D I G I T A L I Z A T I O N
O F M U S E U M
R E S S O U R C E S
S T A T I S T I C A
L D A T A
N E W
T E C H N O L O G
Y
M U L T I P L E M O B I L E T O U C H
P O I N T S
L A N D S C A P E
O V E R V I E W
33
SALAD
34
MUSEUM WHORL
KOL
BBS
NEWS
BLOGGER
Publish messages
as quickly as possible
Publish exhibition highlights and
trailers to attract netizens and
loyal fans.
Generate viral discussion on online platform
Leverage official media
platform to
expand museums
presence
Leverage KOLs’ influence to promote museum and brand
Radiation
style
MUSEUM
35
SOCIAL MEDIA IN ART SECTOR: RECOMMENDATIONS
• Determine museum audience
• Create a personality
• Public vs. Private social platform
• Focus on “people” (KOL, star, authority, etc.)
• Increasing participatory experience, digital experience
• Need engagement system to manage new influencers on social
media
• Increasing social media: Focus on interest groups
• Gamification
• Cross institutional collaboration, community dialogue
• Rise of private companies, sites in museum education
• Location-based services
• Leverage and measure digital analytics
• Align with international levels (Yinchuan)
• Provide more complete information and service,
mobile apps
• Use suitable technology to coordinate/position the
employee and the institutional structure
• Overall digital plan and strategy
• Lack of overall successful digital education
environment
• Create a sustainable environment of development and
management as well as exhibit information and digital
resources
36
THANK
YOU