Twit­ter tar­gets Chi­nese ad­ver­tis­ers

China Daily (Canada) - - FRONT PAGE - By EM­MAGON­ZA­LEZ em­magon­za­lez@ chi­

Twit­ter Inc has es­tab­lished an of­fice in­Hong Kong to tar­get Chi­nese ad­ver­tis­ers who plan to ex­pand over­seas.

The on­line so­cial net­work­ing provider’s first site in China will pro­vide on­line and mo­bile ad ser­vices to lo­cal brands across the coun­try and bring Twit­ter a new source of ad rev­enue.

The of­fice re­flects the in­creas­ing de­mand in China for the ser­vices that this type of so­cial me­dia plat­forms of­fers, said Thomas Cramp­ton, who di­rects the so­cial me­dia cam­paign pro­gram at ad­ver­tis­ing com­pany Ogilvy & Mather.

The San Fran­cisco-based com­pany wants to at­tract Chi­nese com­pa­nies in­ter­ested in ex­pand­ing into in­ter­na­tional mar­kets, although its mi­cro-blog­ging ser­vice can­not be ac­cessed on the Chi­nese main­land.

“We’re cap­i­tal­iz­ing on this grow­ing trend where the most am­bi­tious, en­tre­pre­neur­ial and suc­cess­ful Chi­nese com­pa­nies want to go global, and we be­lieve that Twit­ter is an es­sen­tial way for them to connect and en­gage with the world,” Shailesh Rao, Twit­ter’s vice-pres­i­dent for the Asia-Pa­cific re­gion, the Amer­i­cas and emerg­ing mar­kets, told Hong Kong-based news­pa­per South China Morn­ing Post.

Many well-known Chi­nese com­pa­nies al­ready use Twit­ter to reach au­di­ences in for­eign mar­kets. The Twit­ter ac­count of the of­fi­cial Xin­hua News Agency, the coun­try’s largest news or­ga­ni­za­tion, has 1.36 mil­lion fol­low­ers world­wide.

Cor­po­ra­tions in­clud­ing Len­ovo Group Ltd and ZTE Corp also run ad cam­paigns on Twit­ter.

“Chi­nese com­pa­nies un­der­stand re­ally well the im­por­tance of so­cial me­dia to connect with peo­ple. The rea­son for this is the in­flu­en­tial role that Chi­nese so­cial plat­forms Sina Weibo and WeChat play in their home mar­ket. And when com­pa­nies go abroad they are aware of the need to use th­ese tools to reach new­cus­tomers,” said Cramp­ton, the so­cial me­dia ex­pert.

Twit­ter has 288 mil­lion global monthly ac­tive users, 80 per­cent of whom use mo­bile phones to ac­cess the so­cial net­work. The com­pany also has of­fices in Seoul and Sin­ga­pore.

Face­book Inc has pur­sued a sim­i­lar strat­egy to ex­pand in the coun­try. The com­pany, led byMan­darin-flu­en­tMark Zucker­berg, opened an of­fice in­Hong Kong in 2011 to work with com­pa­nies in China to advertise and launch mar­ket­ing cam­paigns through the plat­form.

Last July, the com­pany leased of­fice space in Bei­jing. Face­book was said to have cho­sen a high-end of­fice build­ing in the cap­i­tal’s cen­tral busi­ness dis­trict for its first main­land of­fice.

How­ever, the com­pany has yet to oc­cupy its new premises.

“No em­ploy­ees have started work­ing here yet”, a worker at the build­ing told China Daily.

Tokyo, Gao Yuan con­trib­uted to this story.

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