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
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2011.11.20 广告候选 (3)
Micro-Media
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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