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

MEDIAWATCH #1: South Korea

Over the last year, I have been fortunate to visit 10 different countries on business.
The experience and learnings I captured during each trip are tremendously valuable.
I have been writing specific work reports, and I have also decided to share broader observations about each market.

This is my media watch, starting with South Korea where I am spending the week.
I will then backfill with India, Brasil, Singapore, Indonesia, Mexico, Australia, France..

  • Population: 49.3 Million
  • Internet penetration: 85.3%

Skorea population and internet metrics

  • Media Spend:  Mobile ad spend is said to account for 10-15% of total ad spend in 2015 and as much as 29% by 2019.
    IPTV & Mobile represent the strongest growth. This demonstrates the power of fast mobile network accessible anywhere (when everyone watches mobile on their phone in the subway: commute time is the new prime time).

S Korea spend by media

  • Mobile leaders: Google and Facebook are strongly represented, yet they are being crushed by the regional giants Daum Kakao and Naver.

S Korea mobile apps used

  • Opportunities for international companies: South Korea is well connected and extremely competitive. The lessons learnt by observing the dynamics can be very valuable (Kakao’s vertical integration is fascinating. Although described as a messaging service it also offers e commerce, content curation, taxi services…).
    South Korea is a great benchmark.
  • Barriers for international companies: Language.
  • Personal observation: This is the most competitive market I have ever seen with local player being extremely advance + vertical integration like nowhere else.
  • Fun fact: #KPOP is everywhere.
      • Travel tips: Traveling to Korea is like stepping into the future.

Marie Sornin

Do you believe in magic?

Do you believe in magic?

I do. Actually, I believe in the magical power of technology.

Something quite extraordinary happened to me today.
As I was getting on the NYC subway, I hear this guy playing the saxophone. His music was really good. I mean real good!
Listen to him here:

Isn’t he great?

Since the launch of the Periscope app, I have been playing with it, looking for interesting stuff to broadcast (like my #travelroulette experiment).
So as I hear this guy’s tunes, I get my Iphone out and start Periscoping him.
I thought that good live music from NYC subway would surely get some some attention.

In a few seconds, over 150 people joined in from UAE, London, Belgium, Italy, Scotland, etc… They were complementing his music, requesting songs, and begging me to tip him (which I did, twice!).

Over150 people joined on Periscope

Over150 people joined on Periscope

I told him that he was playing for an audience an international through my Iphone. He couldn’t believe it. I showed him the app and explained how it worked.

In 4.50 min of footage attracted over 2,000 hearts (equivalent to favorites or likes) and generated apprx 2h30min viewing time!

What was supposed to be a simple subway ride magically turned into a wonderful shared experience.

I carried on with my commute with a smile on my face and an unexpected sense of lightness and gratitude.

If, you feel like creating some magic into your life, download the Periscope IOS app and share your best moments with the world!

Live music from NYC Subway on Periscope

Live music from NYC Subway on Periscope

Marie Sornin

Twitter Amplify

Some good work started in Australia in 2013 that I continued globally from New York with @TwitterAmplify

Marie Sornin

One way ticket

** For Australians citizens mostly **

I have already written a blog titled “How to make it in America”, this post is about the preparation you need before buying a one way ticket to the US.

I have been in New York for about 3 months, and apart from still not having any credit history (which is pretty much the key to unlock any type of service in America) everything is going pretty smoothly.
So here are some observations for Australians who want to relocate to the US.

They are based on my experience from contemplating the idea of moving to the US to living like a New Yorker.

1- Know what you want:

Knowing exactly what you want to do is a must before you start engaging with contacts in the States.

Until you clear what position you are looking for, what type of company you want to work for and why, you will get asked to figure it out before going any further.

2- Activate your contacts:

Once you have a plan, it is time to get in touch with your network: friends, ex colleagues, recruiters, inspiring people that can link you with opportunities and knowledge about the American market.

Don’t forget that they are likely to get people asking them for such tips all the time, so be creative in the way you approach them.

I once attended a presentation by Tim Ferriss (author of the four hour work week) one of his tips is to “trade” information.
This is how he managed to become an early investor in start-ups such as Linkedin and Evernote.

Before we decided to move, my husband went to Miami for a conference.
He made some great contacts there, and took one of the executives out for dinner.
A few months later, that same executive referred him for a role at Google. The next day, he got a call from Google’s recruiter.

3- Are you eligible to work in the US?

Sooner or later during this journey, you will get asked if are you eligible to work in the US.

That is when you need to pull secret card: The E-3 visa.
It is a unique status for Australian citizens part of a trade agreement between Australian and the US established in 2009.

All the details can be found here on the Australian US embassy site.

This status makes it very easy for companies to sponsor Australians on a 2-year working visa.

The main difficulty is that very few recruiters and HR departments know about it.

To be successful at lifting the “are you eligible to work in the US” barrier, you must be able to demonstrate how a company can sponsor you on an E3 in 3 weeks for less than $2,000 fees.

If you can’t do that, your other options are L1, H1, etc. visas. They are extremely complicated, costly and lengthy to obtain. 

When I started talking to my employer about transferring to New York, the E3 was one of the first things I mentioned. I repeated it in every single communication, only to find out that when my position was approved, HR was about to start the immigration process for a H1 visa (intra company transfer), which was not guaranteed.

I had to patiently go over the E3 status again, prepare a detailed summary of the requirements for the employer and employee.
That information allowed HR to get sponsorship approval from the immigration consultant working on my case.
3 weeks later, I landed in New York with my work permit in hand.

4- Make the trip:

You can do all the prep you want, it is not until you get yourself there that things will accelerate.

Organize your trip by lining up as many meetings and interviews as you can.

When you are there, don’t be lazy. As hard as it is to fight the jet lag and go from meeting to meeting, just do it.
If someone throws you a contact: call them and meet with them.
Adapt your schedule to make the most of it!

4 months before moving, I spent one week in New York.
I tried to book a quick meeting with my now boss before I arrived.
On my first day there I tweeted this: 

He noticed it and made time to catch up with me on my day before last.
When I left, I was in a position to follow up on a job offer.

5- Follow up:

After your trip, you will need to close on the opportunity that you want.
Follow up on the visa, contract, benefits, and relocation.

It is a very important phase. Once you leave, the excitement fades, people go back to their daily routine and your opportunity becomes another task.
Don’t let that task fall at the bottom of their to do list because you are far away.
This is a difficult exercise of applying pressure without become that annoying person.
Patience and positivity help a lot.
I listened to more reggae than usual during that time. 
What will be your way to stay on top if?

6- Get ready:

Once you have a job lined up or a moving date, you start a marathon of things to do. What you will need is just pure simple organization mastery!

When you review your financials, over estimate the savings that you will need.
As mentioned above, until you get credit history (6 months of having your Social Security Number) you will need cash!

When I think about life in the US, that quote attributed to Steve Jobs “Stay Hungry, Stay Foolish” comes to mind. I will also ad be vocal, move fast.

Marie Sornin

TVxTwitter- #MIPCOM2014 keynote

For those who missed it, here is the Twitter global TV team keynote at MIPCOM

Marie Sornin