Round-up Report of Kelly on Chinese Social Media Li Chen 12/2011

1 Kellys 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 Kellys 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 Kellys fixed followers on these platforms is around 5500 and it is still increasing on a stable basis. Here a table about Kellys profile on each platform:

Name Sina Weibo

Alexa Similar to Kellys Profile link Rank 30 Twitter http://www.weibo.com/kellyhoppen/profile?t opnav=1&wvr=4 17 Blogger http://blog.sina.com.cn/kellyhoppen

No of Followers 4334 followers 3220 visits 639 followers 5871 visitors 123 followers 105 followers

Sina Blog

Kaixin

245

Facebook (Whitecollars)) Facebook (College students) Tumblr (embede in Renren Book, music, film review SNS

http://www.kaixin001.com/home/?uid=11208 1432

Renren

95

http://page.renren.com/600852118

Renren Xiaozhan

95

http://zhan.renren.com/kellyhoppen?from=rr home

Douban

112

http://site.douban.com/120050/

239 followers

1.2 Screenshot of each platform Sina Weibo

Sina Blog

Kaixin

Renren

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,
5

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

Weve received around 15 media/business requests coming through Weibo mainly and sent them through to Kellys 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 havent been conducted in 2011 due to Kellys 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

Kellys 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 Kellys Facebook insights).

3.2 Insights of Weibo

Regional Distribution of Followers

Gender of Followers

Celebrity Followers

4 Case: Kelly in Guangzhou Design Week All Kellys profiles on Chinese social media become even more active around Kellys in China, for example the latest Kellys presence in Guangzhou Design Week, followers increased across all of Kellys 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, Kellys 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 Kellys new projects in Asia next year.