1. Micro-Media
BREAKING
MEDIA
INTO
PIECES
1
© Hillert und Co.

2. Internet will become 2nd largest media channel by
2012…
Micro-Media
China Media Income Trend
(Billion RMB)
2

3. 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

4. Micro-Media
Infomation & Traffic
Generator
Media
Spending
Information & Traffic
Generator

5. Micro-Media
HOW TO BUY MEDIA
FROM 200 MILLION
PEOPLE?

6. 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
ads
Clean & Easy Easy to Select Ads
Interface Timely Reward

7. 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

8. 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

9. 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

10. 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！
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11. 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

12. 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！
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13. #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

14. 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

15. 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

16. 3 ways to ensure and maintain web 2.0 media
channel 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

17. 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 86,400,000 129,600,000
Gross Income
2,160,000 8,640,000 12,960,000
(10% Commission)

18. 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.

19. Micro-Media
Media 2.0

20. 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

21. Micro-Media
Business (Situation): Many consumer brands are struggling in building
Customer 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

22. Micro-Media
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.