1. PROJECT YLPROJECT YL
YANG LIN

2. About Project YL
★ A media startup facing Chinese audience who has interests in knowing
American culture, life, news and so on.
★ A content provider, starting with “blogs” based on Chinese social
media.
★ I write articles translated from trending content and push them to
readers’ feeds.
★ Readers can read, comment, share and “like” my articles.

3. Name & Logo
❏ Initials
❏ [wail]
❏ Sequence
● Easy to remember
● Career advantage
● Warm-blooded

4. Vision & Mission
Vision
Project YL is committed to embracing new media,
spreading information in an easy and entertaining way,
and decrease language and cultural barrier between
China and the US.
Mission
To attract audience and acquire as many followers as
possible to build a friendly brand based on the interactive
relationship with audience.

5. Sina Weibo
● No. 1 Micro Blog Service
● MAUs: 175.7 M
● Threaded comment and repost
● 140 letters, 9 pics, 1 video
Tencent WeChat
● No.1 Messenger
● MAUs: 500 M
● Private network -- Moment
● 9 pics, 15s video, letters
Platforms Research: Weibo & WeChat

6. Using Weibo to Host Blog
Long Weibo Tool
● Transfer posts beyond 140
letters into pictures.
● PC and mobile editing
● Reading friendly

7. Using WeChat to Host Blog
Official Account
● Design for articles
● Better layout
● PC editing
● Push to users

8. Trending Content Research
*Source: Kantar Group Feb. 2015
Age Distribution
(a survey with 53,112 urban residents; 34% are social media users)

9. Outcomes & Guidance
In conclusion, 1)the market shows a bright prospect, 2)Weibo and WeChat
provide potential readers with their dynamic user bases, and 3)priority topics
like entertainment, beauty, emotions, and so on, can be used under specific
circumstances to attract readers.
● Daily basis
● Short post
● Pictures/gifs
● Weekly basis
● Long articles
● Pictures/gifs

10. Operational Overview
● Started on February 28th
● Sources
● Translating
● Editing
● Tone

11. New Insights from Weibo
★ Top 5 Page Views on Weibo
1. Do You Know the Director of Furious 7 Is Chinese? (23k PV)
2. Game of Throne And Ed Sheeran (6310 PV)
3. 2015 Corgi Beach Party (3724 PV)
4. A Marriage Proposal in Boston Marathon (1423 PV)
5. GIFs From the New Avengers 2 Trailer (1210 PV)

12. New Insights from WeChat
In order to explore
1) whether the number of followers would impact PV
2) whether promotion would impact PV
★ Experiments on WeChat

13. Push to users
PVs
Reposts
13
26
3
5447
1809
141
“13 Pun Names From House of Cards”

14. “13 Pun Names From
House of Cards”
Push to users
PVs
Reposts
13
26
3
14
664
50
2nd experiment on WeChat
“Meet Your Ancestors
(All of Them)”

15. ★ Experiments on WeChat
● Quantity of followers is the basis
● Promotion is the catalyst
● Content is the king

16. Censorship Factor
❏ My preference, advantages and the research support
❏ On March 5th, I saw a post on Weibo recommending Peter Hassler’s new
article, Travels With My Censors.

18. Censorship Factor
❏ 7,000 words to 10K Chinese characters.
❏ Posted on a translation BBS, then...
❏ All credits
❏ 10K PVs
❏ Before got censored
❏ 6,000 PVs before censored
❏ My preference, advantages and the research support
❏ On March 5th, I saw a post on Weibo recommending Peter Hassler’s new
article, Travels With My Censors.

19. Revelations
● Readers’ eager
● Topic trend
● Two-edged Sword “It's not about the
things you can't do but
concentrating on the
things you can.”
--Zhang Jiren

20. ● February 28th - Today
● More than 150 posts
● Confident and skillful
● A workable process
Conclusion

21. PROJECT YLPROJECTYL
YANG LIN
Thanks!