2011 annual report of kelly hoppen on chinese social media. ocx
DESCRIPTION
This is 2011 annual report for the Chinese Social Media Performance I created for my client on December 2011.TRANSCRIPT
Round-up Report of Kelly on Chinese Social Media
Li Chen 12/2011
1 Kelly’s Profiles on Chinese Social Media
1.1 General Information
1.2 Screenshot of each platform
1.3 Platform performances
2 Media Engagements
2.1 Existing Connections built through Social Media
2.2 Events Appointments for 2012
3 Audience Engagements
3.1 General Performance
3.2 Insights of Weibo
4 Case: Kelly in Guangzhou Design Week
5 Summary
1
1 Kelly’s Profiles on Chinese Social Media
1.1 General Information
Kelly has profiles on 6 main social media platforms in China, ranging across different SNS
platforms from blog, micro blog, to review site. And we post on relevant forums
occasionally as well.
It has been 5 months since we set up the profiles for Kelly since July of 2011, now the
total number of Kelly’s fixed followers on these platforms is around 5500 and it is still
increasing on a stable basis.
Here’ a table about Kelly’s profile on each platform:
Name Alexa
Rank
Similar to Kelly’s Profile link No of Followers
Sina Weibo 30 Twitter http://www.weibo.com/kellyhoppen/profile?topnav=1&wvr=4
4334followers
Sina Blog 17 Blogger http://blog.sina.com.cn/kellyhoppen 3220visits
Kaixin 245 Facebook(White-collars))
http://www.kaixin001.com/home/?uid=112081432
639 followers
5871 visitors
Renren 95 Facebook(College
students)
http://page.renren.com/600852118 123followers
RenrenXiaozhan
95 Tumblr(embede
http://zhan.renren.com/kellyhoppen?from=rrhome
105followers
2
in Renren
Douban 112 Book, music,
film review
SNS
http://site.douban.com/120050/ 239followers
1.2 Screenshot of each platform
Sina Weibo
Sina Blog
3
Kaixin
4
Renren
5
Douban
Renren Xiaozhan
1.3 Platform performances
Comparing the performances of these 6 platforms with each other, in terms of number
of followers, efficiency and effectiveness of information delivery, audience engagement,
6
and business/media requests, Weibo (“Twitter”) and Kaxin (“Facebook” of white-collars)
have been the most successful platforms, followed by Douban and Renren.
2 Media Engagements
2.1 Existing Connections built through Social Media
We’ve received around 15 media/business requests coming through Weibo mainly and
sent them through to Kelly’s PR team with both original documents and Chinese
translation version. There are 42 connections in our contact list. Most of them get in
touch with us proactively. These contacts include media/journalists,
magazines/bloggers, websites, brands and organisations in China. And we will maintain
relationship with people in the contact list as well as to build more connections.
2.2 Events Appointments for 2012
Most of the messages we sent through for Kelly has been responded within in 2011. Some
of events invitation/media requests haven’t been conducted in 2011 due to Kelly’s schedule
or other inconvenience, we are keeping in touch with them to put off to the year of 2012
appointments and following are some events invitations from China we have for Kelly to
consider for next year:
- 100% Design Exhibition, Shanghai, around November
- Keynote Speech for Home Decoration Magazine, Shanghai, time not confirmed
- Shenzhen Furniture Association(SZFA) Events Invitation, Shenzhen, anytime
- Small Conference, Beijing, January
3 Audience Engagements
3.1 General Performance
7
Kelly’s profiles get very good responds from all her followers on each platform, particularly
on Weibo in terms of comments and mentions. We can see Kelly has more influences in
International cities and southern part of China, especially Guangdong Province and Taiwan
( where we can also see from Kelly’s Facebook insights).
3.2 Insights of Weibo
Regional Distribution of Followers
8
GuangZhou
Shanghai
Beijing
9
GuangdongBeijing
ShanghaiZhejiangJiangsuFujian
HongKong
Taiwan
Gender of Followers Celebrity Followers
4 Case: Kelly in Guangzhou Design Week
All Kelly’s profiles on Chinese social media become even more active around Kelly’s in China,
for example the latest Kelly’s presence in Guangzhou Design Week, followers increased
across all of Kelly’s social media profiles, but especially on weibo where it increased by
around 400. The number of tweets about the event is around average 50 per day and 6
media requests coming in right after the event.
5 Summary
In summary, Kelly’s profiles on Chinese social media are growing steadily during the last 5
months, particularly on Weibo and Kaixin. It hit the climax when Kelly has activities in China.
We will continue working on growing the online communities, maintaining relationship with
our connections and building connections with more similar ones. And we will look into
providing more support for Kelly’s new projects in Asia next year.
10
Female 55.7%e
Male 44.3%e
Celebrities 5.2%
Non-celebrities
94.8%