MEDIAWATCH #4: China

It is slightly more difficult to find robust information about the Chinese media landscape than any other country I have researched so far.

Here is an overview of what I have compiled from multiple sources

Chinese media landscape

Download the Mediawatch PDF

Additional read if you want to go deeper:

The State of Chinese Advertising

Social, Digital & Mobile in China 2014

Marie Sornin

How to organically grow your followers on Twitter?

I have committed to volunteering at Kevin Richardson wildlife sanctuary in South Africa in 2016.
Until then, I am helping him and his wife Mandy with their digital and social media presence.

They recently asked me for advise about how to organically grow their followers on Twitter.
I thought that the tips I prepared for them, could also be valuable for you.

Here they are.

1- Know who you are talking to:

  • Use Twitter analytics to understand the profile of your organic audience and track your performance over time.
    Go to analytics.twitter.com to activate.
  • Define conversation themes based on your followers traits. You will be more interesting to your reached audience end therefore more users might follow you.

2- Leverage all your marketing material:
Twitter is the best touchpoint to enable your audience to interact with you in real time. Remind them when they see your brand!

  • Your online assets of course:
    • Embed your Twitter timeline into your website:
      This will show your live activity and entice your website visitors to follow you.
      If your website template is not pre built with this feature, click on this link to know how.
    • Same goes for the the follow button:
      Add a follow button to your website and email signature (if you can’t figure this out, just write your @handle with a hyperlink)
    • Try adding call to action to your videos:
      Add a screen at the end of your videos with a call to action to follow you on Twitter (always showing your @handle + a clear call to action).
  • Your offline ones as well:
    • Show your @handle on all your marketing tools: brochures, business cards, leaflets, sales receipts, newsletters T shirts, vehicles, cup cakes,….Wherever people might see your brand when they have their mobile phones handy, add Twitter. Be creative with it, try things out!
      Remember that “Follow us on Twitter” or the Twitter bird is not enough. Be specific, show your @handle: Follow us on Twitter @mariesornin
    • This is also true for speaking engagement/ public appearances:
      Include your @handle in your slides, call out the audience to follow you when you start.
      Get your staff and the conference/ program organizers/ audience to live Tweet the key elements of your speech. Make sure that they mention your @handle and # of the event in their Tweets.

3- Give and Get:

Like in any conversation being engaging is key to making people want to talk to you again.
Twitter works the same way.
When you are engaging to your current followers, they will carry your message out extending your “earned” visibility and consequently bringing you new followers.
There are several ways of doing so on Twitter, here are some important ones:

  • Let people know what to expect from Twitter account: Your photo, bio and URL on your Twitter profile are the 1st thing that people will see. Make it impactful and catchy.
  • Follow people who are important to you. They might follow you back
  • Mention people’s @handle in your tweets, tag them in your photos. They might reply, favorite and RT you (generating a greater earned footprint for your content)
  • Reply to the users mentioning you in a timely manner. They will feel engaged, gratified and will help spread your message to their followers when you need them to!
  • Tweet around the clock: your followers might scattered around the globe (Twitter analytics can tell you that), you must be visible to all of them regularly.
  • Use Twitter native tools: upload your photos on Twitter (links to an Instagram photo will get way less engagement), shoot videos from your mobile, build website cards to Tweet your site pages, try Vines & GIFs.

4- Leverage moments:

  • Insert your tweets in current topics of conversations.Use Search.twitter.com to find the the right #. Use them in your Tweets.

Try these tips and check the impact on your followers growth over time.
Alternate your implementation, don’t do everything at once so you can understand what pushes the needle and focus on these points.

And of course, since I work at Twitter, I couldn’t finish this post without a little push to our promoted products: if all that is working for you and you want to take it one step further, you can also add a Promoted Accounts campaign.

Any other tips that are worth sharing? Comment below!

Marie Sornin for @lionwhispererSA
After all that, if you care that at this current rate Lions might be extinct in 20 years, give Kevin a follow on Twitter: @lionwhispererSA

Google Goodness?

It’s day 2 at Google I/O so by now you would have seen most of the major announcements made by the lead Googlers during I/O13 keynote opening session.
The presentation went on for a solid 3 hours, you can view it here .
For me, the product highlights were: of course the all access music service, the new and awesomely enhanced maps (with content discovery, 3D imagery inside buildings, offers, geo fencing, activity recognition and live traffic event), as well as the Star Trek computer project, which is the future of search (awesome and related to one of my previous post) and the new user features for Google+ (photo sharing & editing, content recommendation # and multiplatform sign on- a real plus on Facebook).

A multitude of journalists and bloggers have covered the event and you can learn the details of all these features elsewhere (Google: I/O13).

google I/O 2103

google I/O 2103

The two things I will focus on this live post are: My personal experience being part of the crowd at Google I/O and how Google is building the future of the Internet.

This year the event gathered over 6,000 attendees. The highlight of I/O is always the opening keynote, where the big announcements are made. The line in front of Mascone West 2hrs before kick off looked like the usual queue for the Sistine chapel. Funny analogy, but later that morning Sundar Pichai (SVP of Chrome and Android) actually referred to funeral of Pope J.P II and the nomination of Pope Francis to illustrate how mobile devices have changed our behaviour. The parallel between Google and a new kind of religion is too obvious here #justsaying…

French style… I might have slightly jumped the queue at the entrance and then waited for another 1h30min, I finally made it to the main theatre. It filled up quick, every single sit taken, lots of people standing in the aisles. Dimmed light, smooth electronic tunes playing in the background. Countdown clocks on the big screens and a tangible build of excitement as the clocks got closer to 0! The last 10 seconds were literally like NYE. Google brought us NYE at 9am, at that point in time we didn’t know that Google was also going to bring us Christmas at 2pm by giving away free Chorme books to everyone!

The first speaker to get on stage was Vic Gundotra (Vice President). All his followers were just as polished and impressive. Naturally at ease in front of 6,000 demoing live technologies. Very inspiring presentations, mixed with animations and live demos… and Larry Page came on stage to clos off the keynote! He gave a casual chat about where Google is now opportunities ahead. He even opened to the floor for questions…. and they were as diverse as: how does Google protects freedom of speech to how to help youngsters be positive about technology or how to get more women in tech carrers… which brings me to my second point: How Google is building the future of the Internet.

The future of the Internet will be seamlessly multiplatform, easy to use, frictionless, intuitive and infiltrated in everything we do. After spending 2 days at I/O it is hard to say if the future is organically shaping up that way or if Google is building it that way.

Larry Page says that technology must get out of the way for us to spend more time doing what makes us happy. Did Google’s CEO, really said that. Yes he did!

Very early on, when developing Google, like Steve Jobs, Larry recognised that the power of the Internet is not in super computers but in all the PCs in homes around the world. At the moment all these computers are connected via tiny pipes, which dramatically limits the possibilities. Google wants unleash this opportunity! Since its inception Google has aimed for big audacious goals. As Susan Wojcicki (Senior Vice President) testified, when Larry and Sergei were renting her garage their objective was to organise the world’s information… the same bold philosophy drove projects like maps, street view, Glass, Fibre etc.… and still applies now more than more than ever. That is exactly what makes me think that there is nothing that Google cannot do. It currently dominates the global online advertising market (search and display combined), keeps diversifying its revenue streams; its share just crossed $900…. Even if Larry says that there is no safe place to experiment and to roll out technology, when Google decides to index every street corner or under water spots all around the world and add real 3D images to every single spot, it puts a world class engineers in a room and ask them a way to figure it out, test it and deploy!

He also said that Google has a strong desire for free flow of information and freedom of speech. Protecting personal information, computer security, being as transparent as possible… and empowering individuals. And Google does empower us by giving us technologies: rolling out Fibre in 4 test cities in the USA, giving away 6,000 chrome books, supporting computer literacy in schools… but is it really for us to do the things we love, or is it to increase Google’s Power? Imagine what super high-speed connexion will do to YouTube or a whole generation of kids familiar with Chrome book pixel…

There seems to be only one area, at the moment that Google can’t penetrate and that is healthcare. Larry’s explanation on it is just because too much regulation and that laws are now irrelevant as they were made before the Internet even existed, but he clearly sees user benefits for Google to get into space and has no shame talking about DNA sequencing….

The more time I spend in this environment, or may it’s because I just finished reading “The End of Big” but Google seems to me more and more like an institution that is some respects more influential on societies that governments. Scary or exciting?

Marie Sornin

Summary slides:

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Google domination & Mobile revolution

If you wonder where 2012 is on the timeline of the Internet revolution, this comprehensive report by Henry Blodget and analyst Alex Cocotas from Business Insider will give you the answer.
If I had to summarise it in a few words, I would say “Google domination & Mobile revolution”.

Here are the key stats:
– Online advertising expenditure is now second to TV, and pretty much on par with time spent by users on this channel: 26% time spent for 22% of the total ad spend. In comparison time spent on TV is 43% and TV still captures 42% of the ad spend.

– Mobile is overtaking desktop usage. Yes, is overtaking and not will overtake. The most interesting trend with mobile are: mobile makes internet 24/7, when tablet peak late at night and desktop at lunch time, mobile consumption is high all the time. Then, mobile native apps are becoming an entertainment platform: gaming, music & video are what drives the growth of mobile app download, and revenue.

– Google dominates the online ad market with a frightening 62% market share. Huge! Facebook has already overtaken the portals is second to Google but still far behind with 11% market share.
What is even more frightening is that Google also dominates mobile ad space with the same 60%+ market share.

And the challenges that they bring:

– The ad revenue shifting from traditional media to online and now mobile doesn’t hold its value. Mobile yield is only 21% the yield of online. For now, the mobile ad spend counts for 4% of the total online spend and is growing quite rapidly…This clearly highlights the need for traditional media companies, TV broadcasters & newspapers in particular to diversify their revenue source away from advertising. This is also true for Google; expect that the growth of video and m commerce put Google in a much better spot!

It is mostly U.S. centric but gives a great perspective on the growth of new technologies compared to traditional media. The only thing that the report doesn’t cover is the rise of automatic trading, which is changing the landscape rapidly. Here again, Google has built an advanced technology stack… so there would more scary Google numbers… food for thoughts for another post!

Marie Sornin