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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 IPOApr 2014
Alibaba strategic alliance in Q2 2013
Promoted feeds
launched in
Q2 2013
•176Million+Monthly Active Users
73 7280
92 97107
120 123129
144156
Dec2011
Mar2012
Jun2012
Sep2012
Dec2012
Mar2013
Jun2013
Sep2013
Dec2013
Mar2014
Jun2014
Sep2014
Dec2014
(in millions)
+33% +35%
Annual Growth
MAU DAU
2530
3641
4549
53
5961
67 69
Dec2011
Mar2012
Jun2012
Sep2012
Dec2012
Mar2013
Jun2013
Sep2013
Dec2013
Mar2014
Jun2014
Sep2014
Dec2014
+80% +36%
(in millions)Annual Growth
Steady Growth of Weibo Active Users
80%Mobile
*Source: Weibo Earnings
81MDAU
176
8177
167
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.
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
Celebrity
Business Media
BEFOREUsers mainly focus on celebrities and
current affairs
Topic
Celebrity
Media
Movie
Music
LBS
Business
Book Game
NOWDiversified contents enable users to
access contents of music, movie and
books
More Contents Variation for Users
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
Movie31%
Humor21%
Fashion13%
Emotions12%Beauty
7%
Astro4%
Books3%
Food3%
Sports&Fitness3%
Music3%
What users like according to industryvia 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
Users Engagement On The Rise
686Likes
348Comments
After optimizing in feeds display, average engagement per feed:
.
Source:Weibo March 2015
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.
0
2500
5000
7500
10000
12500
13Q1 13Q2 13Q3 13Q4 14Q1 14Q2 14Q3 14Q4
Commercial Products Win Market Recognition
Q4 Revenue
$105.2MillionKey Accounts
1,430+.
From IPO, 2014Y Q4
realize profit for the
first time
.
SMEs & Self-service
Customers
380,000+
.
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
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
Weibo & Socialbakerscooperation prospect
2015 Q2: Socialbakers integrates Weibo API into product lines
2015 Q3: Launch joint product in China market