Engage Prague 2015: Bryan Cheng, Sina Weibo

Transcript

• 1. SINA WEIBO INTRODUCTION May 2015 Bryan Cheng Weibo Commercial Platform & Product
• 2. Source: Weibo 2014 Earnings •Weibo users from 190+ countries worldwide. Officially launched in Q3 2009 Open platform launched in Q3 2010 Started monetization in Q2 2012 Weibo IPO Apr 2014 Alibaba strategic alliance in Q2 2013 Promoted feeds launched in Q2 2013 •176Million+ Monthly Active Users
• 3. 73 72 80 92 97 107 120 123 129 144 156 Dec 2011 Mar 2012 Jun 2012 Sep 2012 Dec 2012 Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014 Sep 2014 Dec 2014 (in millions) +33% +35% Annual Growth MAU DAU 25 30 36 41 45 49 53 59 61 67 69 Dec 2011 Mar 2012 Jun 2012 Sep 2012 Dec 2012 Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014 Sep 2014 Dec 2014 +80% +36% (in millions) Annual Growth Steady Growth of Weibo Active Users 80% Mobile *Source: Weibo Earnings 81M DAU 176 8177 167
• 4. 3% 2% 23% 21% 26% 24% Overseas TW,HK,Macao Tier 4 & below Tier 3 Tier 2 Tier 1 53% 37% 8% 2% 90s 80s 70s < 70s 53% audiences are 90s 3 years ago, 50% Tier 1 cities users, while now，70%users are from lower tier cities Source:Weibo2014 Q1 Earnings Expansion into Tier2-3 Cities and Younger Generation • To deepen cooperation with local marketing accounts to enhance the regional impact • To strengthen partnership with 20+ star-TV nationwide and 100+ TV show in 2014, Weibo created new pattern of interaction between TV and internet. • Based on the advantages of social media, mobile manufacturers actively built Weibo pre-installment channels.
• 5. Weibo Core Users interest circle friends close Friend and Family the public Close Open User Social Circle all new fields and hotspot interest discover and discuss Life trifle, buzz emotion sharing
• 6. Celebrity Business Media BEFORE Users mainly focus on celebrities and current affairs Topic Celebrity Media Movie Music LBS Business Book Game NOW Diversified contents enable users to access contents of music, movie and books More Contents Variation for Users
• 7. 61% 15% 2% 7% 15% 69% 11% 3% 5% 12% 普户 蓝V 内容账号 大V 专业V 2014年10月 2015年3月 Users Tend to Focus on Lifestyle Contents Compared to data in Oct. 2014, in 2015, users paid more attention to Verified Professionals, Big Verified and Organizations account. Changes of users’ following accounts type Movie 31% Humor 21% Fashion 13% Emotions 12%Beauty 7% Astro 4% Books 3% Food 3% Sports&Fitness 3% Music 3% What users like according to industry via Discover Page Source：Weibo March 2015 Users are more interested in verified users of movie, humor, and fashion fields Professional Verified Celebrities Content Accounts Organization Verified Ordinary Account
• 8. Users Engagement On The Rise 686 Likes 348 Comments After optimizing in feeds display, average engagement per feed: . Source：Weibo March 2015
• 9. Weibo: The Most Effective Platform for Information Discovery Customize Selected Info Control Relationship Impact Interests Things People Organization Industries Tourist Music Book Movie TV Radio Game Mass Celebrity Professional Enterprise Government Organization Movie Auto Tourist News Finance E-commerce • Users discover info. via others, organizations, interests as well as acquire services with interactions. • Weibo has accumulated people and organizations from various industries to promote business value.
• 10. 0 2500 5000 7500 10000 12500 13Q1 13Q2 13Q3 13Q4 14Q1 14Q2 14Q3 14Q4 Commercial Products Win Market Recognition Q4 Revenue $105.2Million Key Accounts 1,430+ . From IPO, 2014Y Q4 realize profit for the first time . SMEs & Self-service Customers 380,000+ .
• 11. 2013 2013 20142013 Mar 2013 Feed Advertising- Promoted Feeds 2013 Aug.2013 Fans Headline Sept. 2013 Weibo Selection 2014 Dec. 2013 Feed Advertising -APP Promoted Apr. 2014 Brand Express June 2014 Loading Screen
• 12. 2014 2014 June 2014 Hot Topic Promoted Package Sept. 2014 Feed Advertising-Promoted Account Mar. 2015 Weibo Search Promotion 201520152015 Jan. 2015 Weather Reader Loading Screen Mar. 2015 Feed Advertising-Self Serving Ads
• 13. Weibo & Socialbakers cooperation prospect  2015 Q2: Socialbakers integrates Weibo API into product lines  2015 Q3: Launch joint product in China market
• 14. Thanks!