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Micro Media - Startup Weekend Shanghai November 2011
 

Micro Media - Startup Weekend Shanghai November 2011

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    Micro Media - Startup Weekend Shanghai November 2011 Micro Media - Startup Weekend Shanghai November 2011 Presentation Transcript

    • Micro-Media BREAKING MEDIA INTO PIECES 1© Hillert und Co.
    • Internet will become 2nd largest media channel by2012… Micro-Media China Media Income Trend (Billion RMB) 2
    • SNS channel only accounts for 5% of income today,but with heavy usage Micro-Media China Internet Media Income China Internet Activity Ranking in 2010 (Billion RMB) in 2010
    • Micro-MediaInfomation & TrafficGenerator Media SpendingInformation & Traffic Generator
    • Micro-MediaHOW TO BUY MEDIAFROM 200 MILLION PEOPLE?
    • User experience comes first Micro-Media Selected Consumer Brands (i.e. P&G, Unilever) Customers E-Commerce Players (i.e. yihaodian.com, VANCL) Freindly Interesting & Creative Ads Content In picture or video format 1 lucky draw attched to maximize audience acceptance level to adsClean & Easy Easy to Select Ads Interface Timely Reward
    • Micro-Media 登陆 注册 帮助2011.11.20 广告候选 (3) 0度可乐 金宝汤 可爱多
    • Micro-Media 登陆 注册 历史记录注册 或者 登录 邮箱 abc@abc.com 登录及找回密码,不会公开 用户名 鹏程 4-16个字符 密码 XXXX 最少4个字符 确认密码 XXXX 请再次输入密码 注册
    • Micro-Media 鹏程,欢迎回来! 退出 历史记录2011.11.20 广告候选 (3) 0度可乐 金宝汤 可爱多
    • Micro-Media 鹏程,欢迎回来! 退出 历史记录 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 形式1:海报 形式2:视频 评论 新年促销,买2送1! 评论 金宝汤:全新上市,十足真汤十足肉! 确认 预览 确认 预览
    • Micro-Media 鹏程,欢迎回来! 退出 历史记录 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 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 评论 新年促销,买2送1! 评论 金宝汤:全新上市,十足真汤十足肉! 确认 预览 确认 预览
    • Micro-Media 鹏程,欢迎回来! 退出 历史记录 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 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 评论 新年促销,买2送1! 评论 金宝汤:全新上市,十足真汤十足肉! 确认 预览 确认 预览
    • #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
    • Micro-Media 鹏程,欢迎回来! 退出 历史记录 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 形式1:海报 形式2:视频 评论 新年促销,买2送1! 评论 金宝汤:全新上市,十足真汤十足肉! 确认 预览 确认 预览
    • Micro-Media 鹏程,欢迎回来! 退出 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 2011-10-18 08:34:38 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 2011-10-19 18:25:29 1.00元 玉兰油 2011-10-18 19:30:29 1.00元 11月收入 1.00元 (未结算) 10月收入 4.50元(已结算) 历史总收入 6.00元
    • 3 ways to ensure and maintain web 2.0 mediachannel good quality Micro-Media 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 Tomorrow’s Discovery Focus
    • Revenue projection in 3 years. Micro-Media 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 86,400,000 129,600,000Gross Income 2,160,000 8,640,000 12,960,000(10% Commission)
    • Summary Micro-Media 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-MediaMedia 2.0
    • Micro-Media Company Micro-Media Inc. #53 CEO CMO CTO COO #53 刘鹏程 #15 张翼 #30 邱驰 #42 单佳- Campbell Soup - Mobile Magazine - IBM (2009-2011) - Tongji University(2009-2011) (2006-2010) (2008-2011)- Johnson & Johnson - E-fashion Magazine - Honeywell(2006-2009) (2003-2005) (2007-2009)- Fudan University(2002-2006) 20
    • Micro-MediaBusiness (Situation): Many consumer brands are struggling in buildingCustomer 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 information 21
    • Micro-MediaMicro-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.