For those like myself who grew up before the Internet went mainstream, it is natural to dichotomize our lives into “online” and “offline.” For the “80’s eggs” in China, however, these “worlds” are more like extensions of each other. Meeting and making real friends online and then organizing offline “meetups” in China is an integral part of strong BBS communities as we can see in the practice of Fubai (see here).

In this issue of IWOM watch, we see that there are emerging SNS sites such as Tonglou which facilitate this practice with communities and functions built around connecting people based on their location, not based purely on their interests (as BBS typically do).

I see such services as an example of using technology to more effectively address an actual need (as opposed to trying to create a need). With an active social Internet, China offers many “needs” and opportunities for brands to address.

Below is an extract from the our latest IWOM watch report which discusses Tonglou and the issue further.

Case Study

Connecting in both virtual and real worlds: SNS builds on BBS trend

BBS platforms with regional forums, like Sofang, have been a popular way for netizens to meet up online with users in their area and arrange offline events. SNS have begun to build on this trend by adding applications and creating a more efficient platform for this type of need. One such site is Tonglou, which includes a special feature called residential districts . Tonglou’s network, with has more than 7 million registered users, targets netizens who live, work or study nearby in real life, in order to help them meet friends offline.

CIC View

Tonglou effectively leverages the existing trend of netizens’ finding ways to balance online and offline life, found in BBS, by creating a bridge between the virtual and real world. Other sites such as CityIN , are also riding the same wave of Internet culture by allowing users to search for friends based on their interests, backgrounds and location.

Below is a screen shot of the index for the full IWOM watch report

Other CIC IWOM Watch related posts that may be of interest:

-CIC Watch Half-Year Review released (download the full report)
-CIC watch: "You" - Time's Person of the Year - also lives in China (download the full report)