News/blog.

This weekend (March 26th 2010) our client The Royal Parks were featured on Chinese National Television (CCTV2). You can see the video here.  

So how did they get there? And what did we have to do with it?

We started working with The Royal Parks in December 2009. We featured (and are still featuring) five of their London Parks on our website Londonlvyou.com. 

Londonlvyou.com is our bilingual (English and Mandarin) guide to London. It's hooked up to a number of Chinese social media/Web2.0/Microblogging/social networking sites like Douban, Sina WeiBo and QQ (Qzone). All of the content on londonlvyou.com is replicated across these sites. We also use "Western" Web 2.0 like Facebook, Twitter, Google Buzz, etc. (Though as you may know Facebook and Twitter are blocked in China, along with YouTube, among others.)

We haven't just been posting content though! We actively look to engage users and create Fans/Followers who will engage back. In our opinion it's not just about how many Fans you have, it's about who those Fans are and what they will do for you. Quality is still key in Web 2.0. 

We were contacted via social media by a leading Chinese magazine, Southern People Weekly, (南方人物周刊)  who had seen what we were doing on these sites. They asked us to write an article on London for their March 17th Edition.

Because of our engagement with Chinese netizens, we were confident that we knew what content would work as an article. We suggested our client The Royal Parks and this was accepted by the magazine. We then took content (copy and pictures) from our Londonlvyou.com site and condensed it into a article length piece.

The magazine article went out on March 17th nationwide. (The magazine has a circulation of 1 million+ households/airports/clubs/hotels) It was then placed online for the digital version of the magazine. You can see a text only copy here and view the full PDF here.

Once online it was shared around a number of news portals, blogs and social media sites. Not just by us but by netizens who found the content of the article useful and interesting enough to tell people about it.

This is where CCTV 2 (Chinese National TV) picked it up and did a feature on it, (here) using the content and pictures originally provided by The Royal Parks on our site and associated social media.   

As I write this today, the article and video are still being reposted across dozens of Chinese sites. Looks like it's going to be a very successful campaign all in all, (one that has only just started) and for minimal spend. Proof again, if it were needed, that Social Media is a great way to get a message out and proof that Social Media is a great way to Engage and Connect.

Reader comments (6)

Add a comment

© Ren Media Limited 2010
Registered in England and Wales (Co: 06927449)

Rowlandson House
289-293 Ballards lane
London, N12 8NP

VAT: 975733084