2. Social 2.0 Baby Kingdom Rainer Sip

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  • 1. Welcome Presenter: Rainer Sip Operations Director Baby-Kingdom.com Limited
  • 2. Let’s start with Some Background Information
  • 3. Facebook - launched in Feb 2004 Digg - launched in Nov 2004 Twitter - July 2006
  • 4. Facebook - raised US$400M , 600 employees Digg - raised US$40M , 70 employees Twitter - raised US$20M , 25 employees
  • 5. None of them is OPERATIONAL PROFITABLE Yet (except Facebook announced profit last week) Digg even lost $2M on $6.4M revenue in the first 3 quarters of 2008!!!
  • 6. The Problems:
  • 7. The Problems: 1. They are IMMOBILE (limitation in offering an array of services)
  • 8. The Problems: 1. They are IMMOBILE (limitation in offering an array of services) 2. They are IMMOBILE (too large to become flexible)
  • 9. The Problems: 1. They are IMMOBILE (limitation in offering an array of services) 2. They are IMMOBILE (too large to become flexible) 3. The code is NOT YET CRACKED (they possess lots of data but don’t have the code to crack or utilize these data and make money)
  • 10. Cos they are immobile, there are still rooms for local Social sites Let’s go VERTICAL!
  • 11. Vertical Portal is not a new concept, to recap: {Specialized website that serves as an entry point to a specific market or industry niche, subject area, or interest. Also called vortal.}
  • 12. Today's Online Ad Market
  • 13.
    • Today's Online Ad Market
    • More sophisticated: Ad buyers know
    • more about the market and the mechanism
  • 14.
    • Today's Online Ad Market
    • More sophisticated: Ad buyers know
    • more about the market and the mechanism
    • More competitive: Brands and ad
    • agencies have a lot of options
  • 15.
    • Today's Online Ad Market
    • More sophisticated: Ad buyers know
    • more about the market and the mechanism
    • More competitive: Brands and ad
    • agencies have a lot of options
    • Growing slower: As the market getting
    • matured, it grows slower
  • 16. What Do Advertisers Need?
  • 17. What Do Advertisers Need? I ntegrated solutions
  • 18. What Do Advertisers Need? I ntegrated solutions A ccess to target groups
  • 19. What Do Advertisers Need? I ntegrated solutions A ccess to target groups Q uick response
  • 20. What Do Advertisers Need? I ntegrated solutions A ccess to target groups Q uick response M easurable campaigns
  • 21. Baby-Kingdom.com - Founded in 2002 - Provide discussion platform for parents - 230,000+ members - 1.3M daily pageview
  • 22. Baby-Kingdom.com Ranked 1st in both Femme and Family & Lifestyle web site category by Nielson Netratings Ranked 1st in both Femme and Family & Lifestyle web site category by Nielson Netratings
  • 23. Integrated Solutions -Online Advertising
    • Online Advertising
  • 24. Integrated Solutions -Online Advertising -Mobile Advertising
    • Online Advertising
    • Mobile Advertising
  • 25. Integrated Solutions -Online Advertising -Mobile Advertising -Video
    • Online Advertising
    • Mobile Advertising
    • Video
  • 26. Integrated Solutions -Online Advertising -Mobile Advertising -Video -Surveys
    • Online Advertising
    • Mobile Advertising
    • Video
    • Surveys
  • 27. Integrated Solutions -Online Advertising -Mobile Advertising -Video -Survey -Events
    • Online Advertising
    • Mobile Advertising
    • Video
    • Survey
    • Events
  • 28. Integrated Solutions -Online Advertising -Mobile Advertising -Video -Survey -Events -Online Shopping
    • Online Advertising
    • Mobile Advertising
    • Video
    • Survey
    • Events
    • Online Shopping
  • 29. Integrated Solutions -Online Advertising -Mobile Advertising -Video -Survey -Events -Online Shopping -Public Relations
    • Online Advertising
    • Mobile Advertising
    • Video
    • Survey
    • Events
    • Online Shopping
    • Public Relations
  • 30. Integrated Solutions Today’s Advertisers: -They are smart -They know what they want -However there is a gap between raw ideas and the actual execution plan Integrated Solutions Today’s Advertisers: -They are smart -They know what they want -However there is a gap between raw ideas and the actual execution plan
  • 31. Integrated Solutions - The successfulness of Baby Kingdom hinders in our understanding to the advertiser's needs and the capacity to provide integrated solutions - We are not just seller of ad space. We offer ideas and solutions Integrated Solutions - The successfulness of Baby Kingdom hinders in our understanding to the advertiser's needs and the capacity to provide integrated solutions - We are not just seller of ad space. We offer ideas and solutions
  • 32. Access to Target Groups Demographic of Baby-Kingdom.com 75% Female 72% Aged 25-40 Mainly white collar with matriculated level of education or above Over 68% with annual household income of $100,000 or above Access to Target Groups Demographic of Baby-Kingdom.com 75% Female 72% Aged 25-40 Mainly white collar with matriculated level of education or above Over 68% with annual household income of $100,000 or above
  • 33. Access to Target Groups - Edu-Kingdom.com to attract parents of older kids - Parents-Kingdom.com to provide video contents to soon-to-be moms - Gugubaby.com to provide services to parents in mainland - m.baby-kingdom.com provides easy access to users on-the-go - Shopping-Kingdom.com brings convenient shopping experience to shoppers in the greater China region
  • 34. Quick Response - Average response for a photo contest held in Baby Kingdom: 500 entries in 2 weeks - Average attendance for a seminar held by Baby Kingdom: 82% of total capacity - CitiGold successfully acquired 5 clients in one seminar Quick Response - Average response for a photo contest held in Baby Kingdom: 500 entries in 2 weeks - Average attendance for a seminar held by Baby Kingdom: 82% of total capacity - CitiGold successfully acquired 5 clients in one seminar
  • 35. Case Study - HP HP came to us and looked for an innovative way to promote their new series of printer
  • 36.
    • Case Study - HP
    • What we suggested:
    • Parents’ market is undermined
    • Many parents are looking for ways to prepare visually stunning profiles for their kids
    • HP’s printers with it’s proprietary software can get this done!
    • Case Study - HP
    • What we suggested:
    • Parents’ market is undermined
    • Many parents are looking for ways to prepare visually stunning profiles for their kids
    • HP’s printers with it’s proprietary software can get this done!
  • 37. Case Study - HP What have done: Case Study - HP What have done:
  • 38.
    • Case Study - HP
    • What have done:
    • 4 workshops, 100+
    • families participated
    • Case Study - HP
    • What have done:
    • 4 workshops, 100+
    • families participated
  • 39. Case Study - HP What have done: 2. Online product feature and recruitment Case Study - HP What have done: 2. Online product feature and recruitment
  • 40. Case Study - HP What have done: 3. Participant gets profile and certificate upon completion of the workshop Case Study - HP What have done: 3. Participant gets profile and certificate upon completion of the workshop
  • 41. Conclusion - Today's economic downturn is far different than that in 2001, Social 2.0 sites are no longer the same Social 2.0 sites we envisioned a few years ago - Leaders can still able get investment funds from the market, but the real challenges are how to maintain operational profitable Conclusion - Today's economic downturn is far different than that in 2001, Social 2.0 sites are no longer the same Social 2.0 sites we envisioned a few years ago - Leaders can still able get investment funds from the market, but the real challenges are how to maintain operational profitable
  • 42. Conclusion - Vortals can co-exist with the larger players consider their strong local presence and ability to secure a highly targeted audiences which make market segmentation possible - There is still good news: The latest study from Altimeter found that the top 10 or 20 brands that were engaged well in social media were doing better financially this year than they were when they weren't engaged Conclusion - Vortals can co-exist with the larger players consider their strong local presence and ability to secure a highly targeted audiences which make market segmentation possible - There is still good news: The latest study from Altimeter found that the top 10 or 20 brands that were engaged well in social media were doing better financially this year than they were when they weren't engaged
  • 43. It's getting more challenging for Social 2.0 sites like us but the future is still bright Thank you It's getting more challenging for Social 2.0 sites like us but the future is still bright Thank you