Micro Media - Startup Weekend Shanghai November 2011

1© Hillert und Co.

BREAKING

MEDIAINTO

PIECES

Micro-Media

2

0

100

200

300

31

42

52

60

72

88

98

112

119

138

161

188

223

265

Micro-Media

Internet will become 2nd largest media channel by 2012…

China Media Income Trend (Billion RMB)

Micro-Media

SNS channel only accounts for 5% of income today, but with heavy usage

China Internet Media Income in 2010 (Billion RMB)

SNS

5%

Online TV

5%

Ad Network

13%

Home Page

27%

Search Engine

49%

0

20

40

60

80

0

2

4

6

8

10

Social

56

Emai

l

44

Knowle

dge

33

Organ

ize

19

Admin

14

Shop

ping

11

Browsing

21

News

62

Inte

rest

49

Mul

ti-m

edia

47

Gamin

g

29

% of doing activities daily

(bar )

# of hours spent on

activities per week (line )

China Internet Activity Ranking in 2010

Micro-Media

Infomation & Traffic Generator

Information & Traffic Generator

Media Spending

Micro-Media

HOW TO BUY MEDIA FROM 200 MILLION

PEOPLE?

Selected Customers

Consumer Brands (i.e. P&G, Unilever)

E-Commerce Players (i.e. yihaodian.com, VANCL)

Clean & Easy

Interface

Easy to Select Ads

Timely Reward

Freindly Ads Content

Interesting & Creative

In picture or video format

1 lucky draw attched to maximize audience acceptance

level to ads

Micro-Media

User experience comes first

登陆 注册 帮助

0 度可乐 金宝汤 可爱多

2011.11.20 广告候选 (3)

Micro-Media

登陆 注册 历史记录Micro-Media

注册 或者 登录

邮箱 [email protected]登录及找回密码，不会公开

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请再次输入密码

注册注册

用户名 鹏程4-16 个字符

鹏程，欢迎回来！ 退出Micro-Media

0 度可乐 金宝汤 可爱多

2011.11.20 广告候选 (3)

历史记录

鹏程，欢迎回来！ 退出Micro-Media

品牌： 金宝汤产品： 什锦菌菇汤发布日期： 2011.11.13-2011.11.20发布广告收入： RMB 1.50 （每天限发 1 次 ）

粉丝点击收入： RMB 1.00/ 次（收入次数上限 = 粉丝数 *5% ）

广告形式： 2 种

确认 预览 确认 预览

新年促销，买 2 送 1 ！ 金宝汤：全新上市，十足真汤十足肉！评论 评论

形式 1 ：海报 形式 2 ：视频

历史记录

鹏程，欢迎回来！ 退出Micro-Media

品牌： 金宝汤产品： 什锦菌菇汤发布日期： 2011.11.13-2011.11.20发布收入： RMB 1.50 （收入次数上限 = 粉丝数 *1/100 ）

点击收入： RMB 1.00/ 次（收入次数上限 = 粉丝数 *1/10 ）

广告形式： 2 种

确认 预览 确认 预览

新年促销，买 2 送 1 ！ 金宝汤：全新上市，十足真汤十足肉！评论 评论

形式 1 ：海报 形式 2 ：视频您已选择在微博账号“一个法兰克”中发布“金宝汤”品牌视频广告一

条。

发布时间： 2011.11.20 19:30

确认 取消

历史记录

鹏程，欢迎回来！ 退出Micro-Media

品牌： 金宝汤产品： 什锦菌菇汤发布日期： 2011.11.13-2011.11.20发布收入： RMB 1.50 （收入次数上限 = 粉丝数 *1/100 ）

点击收入： RMB 1.00/ 次（收入次数上限 = 粉丝数 *1/10 ）

广告形式： 2 种

确认 预览 确认 预览

新年促销，买 2 送 1 ！ 金宝汤：全新上市，十足真汤十足肉！评论 评论

形式 1 ：海报 形式 2 ：视频广告发布成功

此次收入： 1.50 元

发布时间： 2011.11.20 19:30:21

确认 去查看

历史记录

# 有奖转发 # 本活动奖品金宝汤一份（共 1000份），转发本条微博即可获得抽奖资格。活动同过新浪第三方工具“有奖活动助手”抽取。公平公正。转发截至时间 2011-12-01 12 ： 00

鹏程，欢迎回来！ 退出Micro-Media

品牌： 金宝汤产品： 什锦菌菇汤发布日期： 2011.11.13-2011.11.20发布收入： RMB 1.50 （收入次数上限 = 粉丝数 *1/100 ）

点击收入： RMB 1.00/ 次（收入次数上限 = 粉丝数 *1/10 ）

广告形式： 2 种

确认 预览 确认 预览

新年促销，买 2 送 1 ！ 金宝汤：全新上市，十足真汤十足肉！评论 评论

形式 1 ：海报 形式 2 ：视频

历史记录

鹏程，欢迎回来！ 退出Micro-Media 历史记录

广告收入

详细记录

发布广告 （ 2 ） 发布日期收入金宝汤 2011-11-20

19:30:29 1.50 元玉兰油 2011-10-1808:34:38 1.50 元

粉丝转发 （ 3 ） 发布日期收入玉兰油 2011-10-20

09:22:08 1.00 元玉兰油 2011-10-1918:25:29 1.00 元玉兰油 2011-10-1819:30:29 1.00 元

11 月收入 1.00 元 ( 未结算 )

历史总收入 6.00 元

10 月收入 4.50 元（已结算）

Micro-Media

3 ways to ensure and maintain web 2.0 media channel good quality

Registers Health Check – to rank all registers’

performance and adjust reward accordingly

Users Segementation – to understand users‘ profiles

and ensure brand information published through the

most fiting categories

Project Status Tracking – to identify and punish (if

necessary) users‘ abnormal performance (i.e. malicious

clicking)

Good Channel = Scale * Quality

Today’s Discovery

Tomorrow’s Focus

Micro-Media

Revenue projection in 3 years.

Year 1 Year 2 Year 3

# of Registered Users 100,000 400,000 600,000

# of Daily Users 2,000 8,000 12,000

# of Daily Audiences 1,200,000 240,000 360,000

# of Daily Clicking 60,000 240,000 360,000

# of Annual Clicking 21,600,000 86,400,000 129,600,000

Gross Income(10% Commission)

2,160,000 8,640,000 12,960,000

Micro-Media

Summary

Existence of web 2.0 requires media buying to be

more fragmented and deal directly with individuals –

the true information/traffic generator.

To protect web 2.0 users from negative expericen (i.e.

flood of ads), the brands and ads. content need to be

carfully selected and designed.

Business success depends largly on channel quality

maintaince and continuos improvement. Data tracking

and mining would be crucially important to protect

customer interests.

Micro-Media

Media 2.0

20

Company Micro-Media Inc.#53

- Campbell Soup (2009-2011)

- Johnson & Johnson (2006-2009)

- Fudan University (2002-2006)

CEO#53 刘鹏程

- Mobile Magazine (2006-2010)

- E-fashion Magazine (2003-2005)

CMO#15 张翼

- IBM (2009-2011)

- Honeywell (2007-2009)

CTO#30 邱驰

- Tongji University (2008-2011)

COO#42 单佳

Micro-Media

(Situation): Many consumer brands are

struggling in building awareness and interacting

with consumers on-line, they usually buy ads

spots from high traffic webs

(Complications): Advertisements in ads spot are

ignored and limited effect to consumers, as

consumers are instinctively seeking useful

information in those webs, especially in web 2.0

sites.

(Evolving needs): Attract active attention from

massive consumers to branding information21

Business Customer

Micro-Media

(Positioning): Media company competing with home pages

(or other ads. heavy pages) and on-line media agencies such

as AdChina.

(Advantage): Provide the most cost effective way to

penetrate branding information and drive consumers’

awareness and consideration

(Competitiveness): Becasue Micro-Media:

▸ targets at web 2.0 sites that are becoming main stream of on-line

traffic and;

▸ All Ads. are massaged as user-generated content which are more

acceptable to viewers.

(Characteristics): A young media expert who celebrates

craziness and the power of indivisuals.

Micro-Media

Micro-Media