From the category archives:

Social Media

Rejected China TV Ad Receives 2M Views Online.

08.03.2010 CCTV
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Picked this one up via LRB Forums; In an interesting twist, a commercial banned by China Central Television (CCTV) once posted online received 2M views in only 8 days. There’s a bit of celebrity power behind this one though; the ad features Yan Liu, a famous, beautiful TV anchor for Hunan TV getting her faced [...]

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Vancl; Expertly Planning a China Viral Buzz Campaign.

08.02.2010 Social Media
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Advertising is maturing; I’ve mentioned before someplace in this blog that the future isn’t the traditional campaign, but rather a series of conversations that take place with users. In its more obvious form this expands toward branded content, where the ratio between entertainment /advertising is about 80 /20. I’ll cover this in-depth in a future post, [...]

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Adidas; Sina Weibo “China Twitter” Campaign.

08.02.2010 Adidas
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This is a quick snapshot of a campaign we came across on Sina Weibo, China’s version of Twitter. It’s an Adidas campaign with a simple engagement, prompting users to add Adidas Originals as a friend, and then RT a specific tweet and comment which shoe color the user is wearing today for the chance to win an [...]

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Accessing Twitter from China via Linkedin (Proxy/VPN not required).

07.21.2010 Social Media
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Accessing Twitter from China via VPN or proxy takes forever, so recently I discovered a way to get around it by accident. This happened while I was tinkering with my Linkedin account, and discovered that Linkedin’s twitter plugin “Tweets” will allow you to access Twitter direct from China sans proxy/VPN. This is pretty cool, as [...]

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How to Become a Chinese Internet Celebrity.

07.19.2010 Insights
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Here’s an eye opener: China’s most famous digital blogger is more popular than China’s top movie and sports star celebrities combined… by a pretty wide margin. This is crazy, but when you think of it, oddly intuitively right. Offline celebrities are great, but seem distant and inaccessible. When compared to your average blogger or online [...]

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Evolution of Brand China Social Media Campaigns.

07.14.2010 Social Media
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Hey All, I’ve recently been asked to blog on Campaign’s APAC site (formerly Media). Below is an article I just published. To see the original, visit Campaign Asia. The problem with social media is that its a very broad term; it’s sort of like saying “advertising”, which in itself can mean a huge amount of [...]

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Anatomy of a Chinese Viral Campaign.

05.20.2010 Insights
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Today let’s dive a bit deeper into the mechanics of manufacturing consent through China social media. We’ll take a quick tour through general strategy, creative elements required, media selection process, and end results. The 138 yuan Hamburger. Yes, friends, we will be talking about a hamburger today that’s roughly equal to USD $20. Now spending 20 bucks [...]

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Netizens React to China Geely’s 1.8 Billion Purchase of Volvo.

04.29.2010 Geely
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Below is an article from our new writer, Jeane Xun; in it she discusses Geely’s recent purchase of Volvo and Netizen comments. Take note of the effect on the Volvo brand after this purchase; the general consensus is that being bought by a Chinese company hurts your brand in the eyes of Chinese locals. This is interesting, [...]

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Rand @ the Effie Roundtable.

04.25.2010 Insights
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Hey all, recently I was given the honor of attending the Malaysian Effie Awards Roundtable Panel. I sat with fellow panelists from the top echelons of Ogilvy, as well as leaders of publishing houses and financial institutions discussing social media and branding in the modern age. For those of you who are unfamiliar with the Effies; it’s one of [...]

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Part 6: China Social Media Meets Baidu Statistics

04.21.2010 Baidu
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Ah, the rest of you  made it back for your final exam I see; must be nice.  That’s great because I have postponed the exam until Friday.  And yes, I have locked the doors for your learning convenience.  For those who haven’t attended class, here are one sentence summaries of what you missed: Part 1: [...]

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Part 5: Chinese Social Media’s 80/20 Rule

04.15.2010 China Consumer Profile
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For the half of you SM nerds who showed up, I am grateful as you are participating in the keep Erwin employed fund.  Please review Part 1, Part 2, Part 3 and Part 4 as we will have a final examination after our next and final class. Reason 8:  About 50 Million outbound tourists travelled [...]

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