Fan Dong

Fan Dong Research Scholar Annenberg School for Communication University of Southern California USA

Biography

Fan Dong is currently a Ph.D. candiate and Wallis Annenberg Chair Fellow at Annenberg School for Communication, University of Southern California with a specialization in new media technology and marketing research. Her works on social media branding, story-telling network and innovation industry have been published by leading journals including New Media and Society, Convergence, First Monday. Her article on visions and praxes of Chinese SNS industry won Top 10 paper from Social Science Research Network.

Fan has a well-balanced background in marketing research and practices. She crafted and executed marketing plans for a variety of institutions in international context. Her voice converter project for Massively Multiplayer Online Role-playing Game (MMORG) players at Integrated Media System Center was ultimately purchased bySONY Online Entertainment. As market research coordinator, she designed online surveys and implemented marketing strategies accordingly in China, South Korea, Japan and United States. Her marketing research and strategy helped social media start-up Hengzhi.cc to accumulate 1.8 million users within the first 18 months and now it has become the largest professional social network in China known as the Chinese Linkedin. Her marketing and publicity effort won Filter Foundry recognition from premium creative industry publishers. For grassroots marketing, She designed and launched mobile game campaigns for Youth Venture users in major European cities in cooperation with Hill & Knowlton to promote civic engagement among European youngsters. In collaboration with Children’s Hospital Los Angeles, she designed and evaluated mobile game and video-sharing platform for childhood cancer survivors. For PR and minority marketing, she conducted market research and launched trilingual online news source for the City of Alhambra.