PROJECT YLPROJECT YLYANG LIN

About Project YL

★ A media startup facing Chinese audience who has interests in knowing American culture, life, news and so on.

★ A content provider, starting with “blogs” based on Chinese social media.

★ I write articles translated from trending content and push them to readers’ feeds.

★ Readers can read, comment, share and “like” my articles.

Name & Logo

❏ Initials

❏ [wail]

❏ Sequence

● Easy to remember

● Career advantage

● Warm-blooded

Vision & Mission

VisionProject YL is committed to embracing new media, spreading information in an easy and entertaining way, and decrease language and cultural barrier between China and the US.

Mission

To attract audience and acquire as many followers as possible to build a friendly brand based on the interactive relationship with audience.

Sina Weibo

● No. 1 Micro Blog Service

● MAUs: 175.7 M

● Threaded comment and repost

● 140 letters, 9 pics, 1 video

Tencent WeChat

● No.1 Messenger

● MAUs: 500 M

● Private network -- Moment

● 9 pics, 15s video, letters

Platforms Research: Weibo & WeChat

Using Weibo to Host Blog

Long Weibo Tool

● Transfer posts beyond 140 letters into pictures.

● PC and mobile editing

● Reading friendly

Using WeChat to Host Blog

Official Account

● Design for articles

● Better layout

● PC editing

● Push to users

Trending Content Research

*Source: Kantar Group Feb. 2015

Age Distribution (a survey with 53,112 urban residents; 34% are social media users)

Outcomes & Guidance

In conclusion, 1)the market shows a bright prospect, 2)Weibo and WeChat provide potential readers with their dynamic user bases, and 3)priority topics like entertainment, beauty, emotions, and so on, can be used under specific circumstances to attract readers.

● Daily basis

● Short post

● Pictures/gifs

● Video

● Weekly basis

● Long articles

● Pictures/gifs

● Video

Operational Overview

● Started on February 28th

● Sources

● Translating

● Editing

● Tone

New Insights from Weibo

★ Top 5 Page Views on Weibo

1. Do You Know the Director of Furious 7 Is Chinese? (23k PV)

2. Game of Throne And Ed Sheeran (6310 PV)

3. 2015 Corgi Beach Party (3724 PV)

4. A Marriage Proposal in Boston Marathon (1423 PV)

5. GIFs From the New Avengers 2 Trailer (1210 PV)

New Insights from WeChat

In order to explore

1) whether the number of followers would impact PV

2) whether promotion would impact PV

★ Experiments on WeChat

Push to usersPVs

Reposts

13263

54471809141

“13 Pun Names From House of Cards”

“13 Pun Names From House of

Cards”

Push to usersPVs

Reposts

13263

1466450

2nd experiment on WeChat

“Meet Your Ancestors (All of

Them)”

★ Experiments on WeChat

● Quantity of followers is the basis

● Promotion is the catalyst

● Content is the king

Censorship Factor

❏ My preference, advantages and the research support

❏ On March 5th, I saw a post on Weibo recommending Peter Hassler’s new article, Travels With My Censors.

Censorship Factor

❏ 7,000 words to 10K Chinese characters.

❏ Posted on a translation BBS, then...

❏ All credits

❏ 10K PVs

❏ Before got censored

❏ 6,000 PVs before censored

❏ My preference, advantages and the research support

❏ On March 5th, I saw a post on Weibo recommending Peter Hassler’s new article, Travels With My Censors.

Revelations

● Readers’ eager

● Topic trend

● Two-edged Sword “It's not about the things you can't

do but concentrating on

the things you can.”

--Zhang Jiren

● February 28th - Today

● More than 150 posts● Confident and skillful● A workable process

Conclusion

PROJECT YLPROJECT YLYANG LIN

Thanks!