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,

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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

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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

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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.

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Female 55.7%e

Male 44.3%e

Celebrities 5.2%

Non-celebrities

94.8%