【路透社111116】外国机构涌入中国社交网络
本帖最后由 weater76 于 2011-11-16 16:22 编辑【中文标题】外国机构涌入中国社交网络
【原文标题】Foreign institutions flock to China's social network
【登载媒体】路透社
【来源地址】http://in.reuters.com/article/2011/11/16/idINIndia-60554120111116
【译 者】WilliamRUC
【翻译方式】 人工
【声 明】 欢迎转载，请务必注明译者和出处 bbs.m4.cn。
【译 文】
(Reuters) - What do the International Monetary Fund, Louis Vuitton and Unilever have in common?
They are the among a clutch of Westerns institutions to join Weibo, China's most popular microblogging platform operated by Sina Corp, which has quickly become the place to be to promote, lobby and win over a large, important audience.
Twitter, Facebook, YouTube and other social media platforms popular abroad are blocked in China by a government worried that unfettered Internet access could undermine Communist Party rule.
But with more than 250 million mostly educated and white collar users, homegrown Weibo, which is similar to Twitter in that it allows users to post 140 character "tweets" and gather followers, is becoming a major influence in Chinese society.
(路透社)国际货币基金组织、路易威登和联合利华有何共同点？
他们是争先恐后加入Weibo.com的西方机构，新浪微博是中国最流行的微博平台，而且已经演变成推广、游说和赢得大量重要受众的地方。
推特、Facebook和Youtube等其他在国外流行的社交网络平台在中国被封禁。政府担心不守约束的互联网访问可能影响中共执政地位。
不过本土的新浪微博已经拥有2.5亿受良好教育的白领。和发140字以内信息的推特一样，微博成为影响中国社会的主要力量。
"Sina Weibo is becoming the national watercooler of China," said Sam Fleming, founder of Shanghai-based social media consultancy, CIC.
"It's where people are sharing news, gossip. If you want to see what's happening in China, you open your Weibo account."
Christine Lagarde, head of the IMF, became the latest Western luminary to hop on the Weibo bandwagon last week.
"To my Chinese speaking friends, here's a translation of my APEC Summit statement," Lagarde, wrote to her more than 120,000 followers on Monday.
上海社会媒体咨询公司佳艾的创始人费嘉明说：“新浪微博已经成为了国家的水冷器。”
“这是人们分享新闻和八卦的地方。如果你想看到中国究竟在发生什么，你就开放你的微博账号吧。”
国际货币基金组织总裁拉加德是上周最新开通微博的西方名人。
“致我的中国朋友，这里放上我在APEC峰会上的发言翻译”， 周一拉加德对她超过12万的粉丝写道。
A sophisticated social media strategy has become increasingly important for Western companies, with firms from Ford to Nestle increasing the proportion of their ad spend on the Internet and Facebook pioneering the mining of online data about users' likes and dislikes.
Now that trend is spreading to China.
More than influence, the ability for multinational corporations (MNCs) to reach the Chinese public directly with their message is one of the reasons why Weibo is growing in popularity, branding experts say.
"It's the quickest way to communicate with Chinese audiences," said Rand Han, strategy director at Resonance China, a Shanghai-based social media digital agency.
复杂化的社交媒体战略对西方企业而言越来越重要，诸如福特和雀巢等公司正不断加大对互联网广告的投入，Facebook是用户喜好的晴雨表。
现在这一趋势发展到了中国。
跨国公司通过微博直接向公众传达消息的能力是微博走火的原因，品牌专家说。
“这是与中国受众沟通的最便捷方式”，上海社交媒体电子代理商共振中国战略主管Rand Han说。
"When done right MNCs can quickly locate their target markets, gather information, habits, etc., from available data, and begin connecting almost immediately at significant reduction in costs versus traditional media."
For many of these companies and brands such as LVMH's Louis Vuitton, Unilever Plc and Coca Cola Co, China, with its burgeoning middle class, is a rapidly growing market for them and gathering insights via Weibo is essential in crafting branding messages.
"A lot of our brands which are growing in China, the multinational brands we work with see Weibo as an immediate opportunity to set up a stake in a way that they then have a voice directly to their consumers," said Zaheer Nooruddin, lead digital strategist for Greater China for Burson-Marsteller.
“如果方法合适，跨国公司能够迅速定位他们的目标市场，从能够获取的数据中收集消费者信息、习惯等，与传统媒体相比成本显著减少，而且沟通更加直接。”
类似路易威登、联合利华和可口可乐这样的公司和品牌，他们针对的中国中产阶级是一个迅速发展的市场，通过微博传播品牌形象是必要手段。
“我们的许多品牌在中国成长，我们合作的许多品牌将微博视为向顾客直接发声的最快捷方式”，博雅公关大中华区的首席电子商务策略师Zaheer Nooruddin说。
Celebrities have also caught the Weibo fever. Tom Cruise, who is affectionately known as "A-Tang Brother" in China, opened his account in February and now has almost 3 million fans.
Bill Gates, tennis star Maria Sharapova and actress Emma Watson have also taken to Weibo to promote their ventures and strengthen their fan base in China. Weibo says it has verified these accounts to be genuine.
The Chinese government has also taken note with numerous government departments and officials using the platform.
Shanghai's Communist Party chief said on Tuesday that government officials must respond swiftly to the needs of the people expressed through Weibo and other new media outlets and not hide their heads in the sand.
名人也有微博热。汤姆•克鲁斯在中国以“阿汤哥”闻名，他在2月开通了他的新浪微博，目前已经达到300万粉丝。
比尔•盖茨，网球明星莎拉波娃和女演员艾玛•沃特森也来到新浪微博以提高知名度，加强在华粉丝基础。新浪微博已将他们通过实名认证。
中国政府也有不少部门和官员使用这一平台。
上海市委书记上周二说，应对网络舆情不能做沙中鸵鸟，政府官员必须迅速响应人民在微博和其他新媒体上表达的诉求。
For foreign companies, the key benefit of Weibo is that it provides them with a clear dominant platform to go to in what was once a fragmented social media scene, experts say.
This has allowed foreign companies to move beyond the traditional marketing to more creative approaches, such interactive campaigning, that resonate with the Chinese people, they say.
If used properly, Weibo can also be effective in countering negative news.
Last week, official media reported that China's quality watchdog found toxic content in five brands of tea, including the Lipton brand.
In response, Unilever posted on its Weibo account (www.weibo.com/unilevercn)that its "Tieguanyin" tea product was in line with national standards and included photo scans of tests done on its product.
"People universally respond to honesty and true connection. If brands are willing to give (that), then they can turn a negative situation positive," Resonance China's Han added.
对外国公司而言，使用微博的关键利益是在支离破碎的社交媒体中获得清晰的主导性平台，专家称。
这允许外国公司在传统市场之外开拓新的空间，发生与中国民众互动性的共鸣。
如果使用得力，微博也能有效控制负面消息。
上周，官方媒体报道中国质检机关发现包括立顿在内的五种茶叶中包含有毒物质。
联合利华在它的微薄上作出回应，称其生产的铁观音茶产品符合国家标准，包括几份产品测试报告的扫描照片。
“人们通常对诚信作出响应，如果品牌下决心那么做，他们能够化被动为主动”，共振中国的Han说。
消灭零回复，楼主辛苦了 哇哦，喜闻俺已经成了“2.5亿受良好教育的白领”之一，
话说之前有一次看到米国大使馆的一条WB下面全是骂娘来着 -。-
不知道这个投票结果，符合他们对“受良好教育的白领”的想法吗
南方系媒体是不是汉奸媒体？
http://vote.weibo.com/vid=1153615&source=feed 很快他们就会领教到什么叫水军间的战争…… 外国的社交媒体当然能省就省了，来中国捣乱了，拍拍屁股走人就行，没法惩治
可中国的就不同，你要“造反”就看看自己的脖子比不比别人的硬
自从发现微博充斥着谣言后，我对微博可是退避三舍了 clover213 发表于 2011-11-16 18:24 static/image/common/back.gif
很快他们就会领教到什么叫水军间的战争……
他们不懂中文，所以不会直接介入水军的战争，或许能获得只有那些被有效过滤和统计后的数据。将会被流弹所伤的，只有那些中文翻译，或被雇佣代表他们用中文制造话题的枪手。 让我们的声音传遍世界，在我们这搀和反映了我们的分量重了。 滔滔1949 发表于 2011-11-16 21:36 static/image/common/back.gif
他们不懂中文，所以不会直接介入水军的战争，或许能获得只有那些被有效过滤和统计后的数据。将会被流弹所 ...
是的 都是助理或秘书在这里磨练心智 只有2.5亿吗………… 不搞这些东西
有待观察！ 就像当年外资甫进入中国一样，有些会因为不了解中国行情而挂掉 怪不得微博谣言遍天地，现在终于找到原因了 不受约束的互联网？我看是被美国控制的互联网吧？314的时候我们在油土鳖可是领教过的:@ 2.5亿受良好教育的白领:L
中国白领总共才多少人 红色飞行员 发表于 2011-11-17 10:15 static/image/common/back.gif
2.5亿受良好教育的白领
中国白领总共才多少人
头像很喜感 钱多人傻，速来！ Peggy08008 发表于 2011-11-16 23:17 static/image/common/back.gif
只有2.5亿吗…………
2.5亿也许有，良好教育就未必了。 clover213 发表于 2011-11-16 18:24 static/image/common/back.gif
很快他们就会领教到什么叫水军间的战争……
我感觉这些人才会利用水军！ 吴钩1 发表于 2011-11-17 11:14 static/image/common/back.gif
钱多人傻，速来！
我有时候觉得那人就跟天生弱智似的，经常看得我捶胸顿足，就好比那个司马南砸场的那女孩，那种角色让我都五雷轰顶，这尼玛得受过什么教育才能出现这种人才啊，爹妈都不管的吗？？还是窑子里长大的啊？？？我觉得有两个国家特别好增加正常人的心理素质，一个是用恒河水刷牙的印度人，一个是身为网络脑残的中国人！@#心中有十万只草泥马在奔腾啊！@#￥
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