Maximize Your Brand Power
with Weibo
Content
Weibo Overview
Enterprise Weibo
Data Center
Apps Store for Corporations
Weibo Advertising Solution
Weibo Overview
Weibo is the Hottest Social Media in China
• Weibo, a micro-blogging platform in China, has become the most popular
social networking site in recent years. It serves as an efficient channel to share
and update news. With a 140-word post, people can post a message for instant
sharing and build their own community. It drastically changes the way people
communicate and broadcast news.
• SINA Weibo was launched by SINA Corporation in 2009. Nowadays, it is the
most popular Chinese weibo platform. Users base varies from celebrities,
media & journalists, government departments & official, corporates,
entrepreneurs to NGO…
Who is on Weibo?
Almost all CN,TW&
HK celebrities
Online marketing for
international or
national brands
Management to build
the brand relationship
with public & staff
Media & journalists to
obtain the source
information and
transmit the news
Celebrities
Corporates
Media
Entrepreneurs
Government
General
users
Obtain information,
comment and follow
Government to
communicate with public
& improve civil service
Weibo Account Verification
「關注」Following
(no. of your followees)
「微博」Micro-blog
Posts
(no. of your posts)
「粉絲」Follower
(no. of your followers)
• Verification is to certify the real identity of the account user
• Follow your interested users, and you’ll become the Fans of them
• Followees’ Micro-blog Posts will be automatically updated and shown on Fans’
(followers) homepage
•
For individual
•
For corporation, media, organizations, institutions and government
Number of Users
500 million+
300,000+
Registered Accounts
Corporate Accounts
Source: SINA Hong Kong Internal Data, 2013 Feb
Users’ Behavior
46.2 million
90 minute
120 million
75 %
Active Users / Day
Browsing Time / Day
Weibo Posts / Day
Wireless Login
Source: SINA Hong Kong Internal Data, 2013 Feb
Hong Kong Latest Statistics
2.5 million
850,000+
3,000+
Registered Accounts
Unique Visitors / Month
Corporate Accounts
Source: SINA Hong Kong Internal Data, 2013 Feb
Weibo User Profile – Gender Distribution
• Proportion of Male vs. Female users is [57.4%] vs. [42.6%]
57.4%
42.6%
Male
Female
Source: DCCI•2012中國微博藍皮書 2012年9月
Weibo User Profile – Age Distribution
• [Aged 19 – 35] are the major users which nearly occupied [70%]
35%
30%
29.57%
25%
20%
19.40%
21.03%
15%
12.14%
8.72%
10%
5.98%
3.16%
5%
0%
19-25 26-30 31-35 36-40 41-45 46-55 56-65
Source: DCCI•2012中國微博藍皮書 2012年9月
Weibo User Profile – Education Level
• Users have high education level generally, [Associate degree or above] occupied
[89.1%]
0%
Doctor or above
10%
20%
30%
40%
60%
1.70%
Master Degree
7.74%
Bachelor Degree
54.00%
Assoicate Degree
25.94%
Senior High School
Junior High School or below
50%
10.03%
0.60%
Source: DCCI•2012中國微博藍皮書 2012年9月
Weibo User Profile – Region Distribution
• Users living in [Tier 1 & Tier 2 Cities] occupied nearly [60%]
35%
30%
32.23%
27.55%
25.60%
25%
20%
15%
Beijing
9.95%
10%
4.68%
5%
Shanghai
0%
Tier 1
Tier 2
Tier 3
Tier 4 or
below
Rural
Guangzhou
Shenzhen
Source: DCCI•2012中國微博藍皮書 2012年9月
Corporations on Weibo
300,000+
Corporate Accounts
Food &
Beverage
I.T. Industry
Car Dealers
Property
Business
Service
Fashion
E-Commerce
Hotel &
Resort
Famous HK Brands on Weibo
Challenges
How to Stand out from the crowd
- Among 300,000+ Corporate Accounts
- Among Daily 120m Weibo Posts
How to Effectively Reach Fans
- Cross Platform Promotion
- Performance Tracking
How to Sustain Fans Growth
- Content Planning & Marketing Strategies
- Resources & Brand Equity
Strategic Planning
• Define the purpose of your Weibo
Brand
Building
Weibo is becoming the hottest channel
for all those targeting consumers in
Mainland China
PR
CRM
Sales
Recruitment
Brand Building is ranked as the top
reason of operating Enterprise Weibo,
following Public Relations, Customer
Relation Management, Sales and
Recruitment
The 4Cs of Weibo Communication
CONTENT:
• Provide relevant and valuable content
on time
CONNECTIONS:
• Link other people and context to them
CONVERSATIONS:
• Talk with them, and not talk at them
COMMUNITY:
• Encourage them to share and interact
Enterprise Weibo
Enterprise Weibo for Corporation
• Responding to corporates’ needs to leverage Weibo platform for brand building
and online marketing in Greater China, SINA has developed the “Enterprise
Weibo Page” for corporate account users exclusively.
• Not only provide corporates with more desirable functions for marketing
promotion, but it also facilitates them to interactively communicate with the
target audiences, and so as to explore business opportunities from there.
• The upgraded version “Enterprise Weibo 2.0” is equipped with more advanced
data analytic tools and enables customized Apps installation for brand building
and communication on Weibo platform.
Brand-new Interface in Enterprise Weibo
• More desirable functions and applications shown in the Enterprise Weibo 2.0
Navigation Bar
Install customized Apps to enrich user experience
Map
Provide address, contact number and business
hour for followers to contact the corporate
Promotion Zone
- Rotational banner and video banner for in-house
promotion
- Connect with designated website to draw traffic
Enterprise Weibo 2.0 – Main Page
Customized
Theme
Background
Profile
Pictures
Promotion
Zone
Navigation
Bar
Notice
Board
Message
Board
Related
Websites
Ref: http://e.weibo.com/vancl
Enterprise Weibo 2.0 – Back-end Page
Notice
Get Weibo system
updates
Information Center
Centralize all
Weibo notice
Data Center
Monitor & Analyze
Weibo page performance
Advertisement Center
Monitor Weibo ad
performance
Learning Center
Guideline and FAQ
Apps Store
Access Apps for
Corporate Accounts
Data Center
All-round Weibo Page Performance Analysis
• 60+ types of data to analyze the Weibo page performance in different
dimensions, so as to optimize the marketing strategy on Weibo platform
Enterprise Weibo 2.0 –
Statistics & Performance
Enterprise Weibo Index 「企業微博指數」
• A quick indicator for corporate accounts performance in general
Record up to last
3 months
Enterprise Weibo 2.0 –
Statistics & Performance
• Record & compare the types of Weibo post generated, and the comment &
repost received in the past 7 days
Enterprise Weibo 2.0 –
Statistics & Performance
• Total impression, comments and reposts received of the posts in the past 30 days
Enterprise Weibo 2.0 –
Statistics & Performance
• Top 50 click rate of the posts with short cut URL in the past 30 days
Enterprise Weibo 2.0 –
Profile of Followers
Types of
Followers
Demographic
Enterprise Weibo 2.0 –
Profile of Followers
Location
Interest
Enterprise Weibo 2.0 –
Profile of Followers
No. of Fans’
followers
Fans Search
Enterprise Weibo 2.0 –
Profile of Followers
Visitors’ access
channel
Enterprise Weibo 2.0 –
Behavior of Followers
• Comparison of activeness between fans and corporate in terms of timing
By Days
By Hours
Enterprise Weibo 2.0 –
Visitors Tracking
• New vs. Returning visitors
• Page view
• Total number
• Average browsing time
Enterprise Weibo 2.0 –
Keyword Monitoring
No. of posts in
different time period
Recent hottest posts from
different user types
-
User Type
V Category
Location
Gender
Age
Apps Store for Corporations
Apps Store for Corporations
• Provide a wide range of Apps built by SINA engineering team or Third-party
developers for enterprises to personalize their corporate accounts
Promotion App
Video App
Store App
Coupon App
Voting App
Campaign App
Promotion Apps
Map to Provide Info for Users to Reach
Example: ifc Mall
• Address
• Tel
• Transportation
• Intro
Photo Album to Promote Brand Image
Example: Adidas Neo Label
• Tap function to categorize photos and click to view details
Video Section to Promote Brand Image
Example: Sasa.com
• Consolidate all video clips
• Create different sections/playlists to categorize video clips
• Tailor-made top banner to customize the video page
Voting Tool to Get Insight from Users
Example: Bank of China Credit Card
• Host a voting activity to decide the prize of the coming campaign
Users can repost, comment
and check the result
e-Commerce Apps
Coupon to Provide Special Offer
Example: Siulong
• Set rules for users to download coupons
• Fans in CN can choose to download the coupons via mobile
Weibo Online Store to Induce Purchase
Example: Sasa.com
• Integrate the online store with enterprise Weibo account
Product Catalogue
Setup a product
catalogue on enterprise
Weibo account
Product Details
Users to view the
product details and
share out via Weibo
Online Store
Re-direct fans to ecommerce site & complete
the online purchase
Hotel Online Reservation
Example: Sanya Mandarin Oriental
• Enable hotels to display available rooms and customers to reserve via Weibo
Campaign Apps
Customized App for Marketing Campaign
Example: Hong Kong Tourism Board
• Endorse the gourmet and delight in Hong Kong
• Interactive game with prize to attract new fans and promote the campaign
HKTB - 美酒佳餚巧配贏機票
Matching game to win a
round trip to Hong Kong
Select your “Prefect
match” of Wine and Dine
HKTB - 美酒佳餚巧配贏機票
Share with 3 Friends
Repost on Weibo wall
HKTB - 美酒佳餚巧配贏機票
Redeem an exclusive gift
pack for Weibo users
Link to external
site to process the
registration
Click to share with
friends on Weibo
HKTB - 美酒佳餚巧配贏機票
Promote HKTB’s
weiJournal
F&B featuring stories in
Hong Kong
Weibo Collaboration Case
Collaboration with SINA
1. Event Collaboration
Event page + Live broadcast “微博直播” + Live
feed Weibo broadcasting screen “微博大屏幕”
Enhance the interaction with audience in the
event, party, conference, fashion show or seminar
2. Weibo Campaign Page/ App
Online campaign on Weibo platform for
interactive game, voting or submission
3. Advertising
SINA Portal, Weibo, PC, WAP, Mobile
Social Interest Graph: Re-targeting according to users’
demography and interests
Event Collaboration case: Adidas Party
“adidas is all in” Launch Party
Date: 24 March 2011
Place: Hong Kong
Collaboration:
• Event page with live broadcast
function and live feed Weibo
broadcasting screen “微博大屏
幕” to promote the event and
adidas fans base
Event Page on SINA Platform
Weibo posts from
official partners
A widget box
with hash tag
Count Down before
Live Broadcast
Gather different
relevant parties to
discuss the show
Photo Album/ TVC
Live Broadcast on Event
Embedded with Live Video Broadcast +
Weibo Discussion Widget
Reached several thousand of viewers
during the night (2 hours’ live broadcast)
Live Feed Weibo Broadcasting Screen
Live Feed Weibo Broadcasting Screen
“微博大屏幕” to enhance interaction
with audiences in the party
Weibo posts with the hash tag #adidas
is all in# were shown on the screen
that night
Weibo Campaign case: Air France
Air France
發微博，送歐洲往返機票
Date: 13 Sep – 12 Oct 2011
Collaboration:
• Weibo page with reposting
game to promote Air France
weibo account & the new air
line to Europe
Simple and Easy steps to Attract Users
Step 2: Choose the starting point
Step 1: Follow @法國航空AirFrance
1
2
Step 4: Tag 3 friends to share
Step 3: Choose the destination point
3
4
Air France夢想飛行
• A tailor-made postcard will be generated to users’ friends
Repost on Weibo account
to spread out the news
Air France夢想飛行
Reposting Game with attractive
prizes helps increasing new followers
massively in a short period of time
Weibo Campaign case: I.T eZHOP
I.T eZHOP狂賞角子機
Date: 28 Feb – 27 Mar 2012
Collaboration:
• Campaign page with virtual slot
machine to promote I.T eZHOP
Weibo account and encourage
fans to register I.T eZhop
membership
I.T eZHOP狂賞角子機
• Participants will gain credits once they have taken following actions on Weibo:
1
2
Follow @I.T eZHOP
Login to Weibo
to get 2 coins
platform to get 1 coin
3
Share with 3 friends
to get 3 coins
Lastly, win the prizes when
drawing the same pattern
Promote E-commerce Membership via Weibo
• In order to redeem the prizes, participants have to register membership at I.T
eZHOP official website
Weibo platform serving as a channel to
draw traffic to corporates’ official sites
and further engage with fans
Summary of Weibo Marketing
Data Center
Followers’ profile, Weibo page
performance & exposure
Comment
Repost
Customer Service
Private Message Interact
Analyze
Learning Center
Operation Tips & Data
Implication
Enterprise
Weibo
Strategy
Integrate Social Media
and Marketing
Release
Advertising
Weibo Post &
Marketing Campaign
Promote
APPs
Campaign, Store,
Topic & Video pages
Contact Us
SINA Hong Kong Limited
Enterprise Weibo
Email: weibohkcorp@staff.sina.com
Weibo Advertising
Email: hkad@staff.sina.com
For more information, please
follow：
@香港新浪營銷
@企業微博助理
@新浪廣告
@微博廣告
Thank You!
See You On Weibo