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Maximize Your Brand Power with Weibo

Weibo Overview

Enterprise Weibo

Apps Store for Corporations

Data Center

Weibo Advertising Solution

Content

Weibo Overview

• 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…

Weibo is the Hottest Social Media in China

Celebrities

Media

Govern-ment

General users

Entrepre-neurs

Corporates

Online marketing for international or national brands

Management to build the brand relationship with public & staff

Obtain information, comment and follow

Government to communicate with public & improve civil service

Media & journalists to obtain the source information and transmit the news

Almost all CN,TW& HK celebrities

Who is on Weibo?

• 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

「關注」Following (no. of your followees)

「微博」Micro-blog Posts

(no. of your posts)

「粉絲」Follower (no. of your followers)

Weibo Account Verification

Number of Users

Source: SINA Hong Kong Internal Data, 2013 Feb

500 million+

Registered Accounts

300,000+ Corporate Accounts

Users’ Behavior


90 minute

Browsing Time / Day

75 %

Wireless Login

120 million

Weibo Posts / Day

46.2 million

Active Users / Day

Hong Kong Latest Statistics


2.5 million

Registered Accounts

850,000+

Unique Visitors / Month


• Proportion of Male vs. Female users is [57.4%] vs. [42.6%]

Source: DCCI•2012中國微博藍皮書 2012年9月

Weibo User Profile – Gender Distribution

57.4% 42.6%

Male

Female

• [Aged 19 – 35] are the major users which nearly occupied [70%]


Weibo User Profile – Age Distribution

19.40%

29.57%

21.03%

12.14%

8.72%5.98%

3.16%

0%

5%

10%

15%

20%

25%

30%

35%

19-25 26-30 31-35 36-40 41-45 46-55 56-65

• Users have high education level generally, [Associate degree or above] occupied [89.1%]

Weibo User Profile – Education Level


1.70%

7.74%

54.00%

25.94%

10.03%

0.60%

0% 10% 20% 30% 40% 50% 60%

Doctor or above

Master Degree

Bachelor Degree

Assoicate Degree

Senior High School

Junior High School or below

• Users living in [Tier 1 & Tier 2 Cities] occupied nearly [60%]

Weibo User Profile – Region Distribution


Beijing

Shanghai

Guangzhou

Shenzhen

27.55%

32.23%

25.60%

9.95%

4.68%

0%

5%

10%

15%

20%

25%

30%

35%

Tier 1 Tier 2 Tier 3 Tier 4 orbelow

Rural


Food & Beverage

Car Dealers

Business Service

E-Commerce

Fashion

Hotel & Resort

Property

I.T. Industry

Corporations on Weibo

Famous HK Brands on Weibo

Challenges

How to Sustain Fans Growth - Content Planning & Marketing Strategies - Resources & Brand Equity

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

Strategic Planning

CRM

Recruitment

Sales

Brand Building

PR

Weibo is becoming the hottest channel for all those targeting consumers in Mainland China

Brand Building is ranked as the top reason of operating Enterprise Weibo, following Public Relations, Customer Relation Management, Sales and Recruitment

• Define the purpose of your Weibo

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

• 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.

Enterprise Weibo for Corporation

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

Ref: http://e.weibo.com/vancl

Enterprise Weibo 2.0 – Main Page

Customized Theme

Background

Promotion Zone

Navigation Bar

Message Board

Notice Board

Related Websites

Profile Pictures

http://e.weibo.com/vancl

Information Center Centralize all Weibo notice

Data Center Monitor & Analyze Weibo page performance

Advertisement Center Monitor Weibo ad performance

Apps Store Access Apps for Corporate Accounts

Learning Center Guideline and FAQ

Notice Get Weibo system updates

Enterprise Weibo 2.0 – Back-end Page

Data Center

• 60+ types of data to analyze the Weibo page performance in different dimensions, so as to optimize the marketing strategy on Weibo platform

All-round Weibo Page Performance Analysis

Record up to last 3 months

Enterprise Weibo Index 「企業微博指數」 • A quick indicator for corporate accounts performance in general

Enterprise Weibo 2.0 – Statistics & Performance

• Record & compare the types of Weibo post generated, and the comment & repost received in the past 7 days


• Total impression, comments and reposts received of the posts in the past 30 days


• Top 50 click rate of the posts with short cut URL in the past 30 days


Types of Followers

Demographic

Enterprise Weibo 2.0 – Profile of Followers

Location

Interest


No. of Fans’ followers

Fans Search


Visitors’ access channel


By Days

By Hours

Enterprise Weibo 2.0 – Behavior of Followers • Comparison of activeness between fans and corporate in terms of timing

Enterprise Weibo 2.0 – Visitors Tracking • New vs. Returning visitors

• Page view • Total number • Average browsing time

No. of posts in different time period

Recent hottest posts from different user types

- User Type - V Category - Location - Gender - Age

Enterprise Weibo 2.0 – Keyword Monitoring

• 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

Campaign App Voting App

Coupon App


Promotion Apps

Example: ifc Mall • Address • Tel • Transportation • Intro

Map to Provide Info for Users to Reach

Example: Adidas Neo Label • Tap function to categorize photos and click to view details

Photo Album 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

Video Section to Promote Brand Image

Users can repost, comment and check the result

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

e-Commerce Apps

Example: Siulong • Set rules for users to download coupons • Fans in CN can choose to download the coupons via mobile

Coupon to Provide Special Offer

Re-direct fans to e-commerce site & complete the online purchase

Online Store

Setup a product catalogue on enterprise Weibo account

Product Catalogue Product Details

Users to view the product details and share out via Weibo

Example: Sasa.com • Integrate the online store with enterprise Weibo account

Weibo Online Store to Induce Purchase

Example: Sanya Mandarin Oriental • Enable hotels to display available rooms and customers to reserve via Weibo

Hotel Online Reservation

Campaign Apps

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

Customized App for Marketing Campaign

Select your “Prefect match” of Wine and Dine

Matching game to win a round trip to Hong Kong

HKTB - 美酒佳餚巧配贏機票

Share with 3 Friends Repost on Weibo wall


Click to share with friends on Weibo

Link to external site to process the

registration

Redeem an exclusive gift pack for Weibo users


Promote HKTB’s weiJournal

F&B featuring stories in Hong Kong


Weibo Collaboration Case

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

Collaboration with SINA

“adidas is all in” Launch Party

Date: 24 March 2011

Place: Hong Kong

• 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

Collaboration:

Event Collaboration case: Adidas Party

A widget box with hash tag

Weibo posts from official partners

Photo Album/ TVC

Gather different relevant parties to discuss the show

Count Down before Live Broadcast

Event Page on SINA Platform

Embedded with Live Video Broadcast + Weibo Discussion Widget

Reached several thousand of viewers during the night (2 hours’ live broadcast)

Live Broadcast on Event

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

Live Feed Weibo Broadcasting Screen

Air France

發微博，送歐洲往返機票

Date: 13 Sep – 12 Oct 2011

• Weibo page with reposting game to promote Air France weibo account & the new air line to Europe

Collaboration:

Weibo Campaign case: Air France

Step 1: Follow @法國航空AirFrance

2 1

Step 2: Choose the starting point

3

Step 3: Choose the destination point Step 4: Tag 3 friends to share

4

Simple and Easy steps to Attract Users

Repost on Weibo account to spread out the news

Air France夢想飛行

• A tailor-made postcard will be generated to users’ friends

Reposting Game with attractive prizes helps increasing new followers massively in a short period of time

Air France夢想飛行

I.T eZHOP狂賞角子機

Date: 28 Feb – 27 Mar 2012

• Campaign page with virtual slot machine to promote I.T eZHOP Weibo account and encourage fans to register I.T eZhop membership

Collaboration:

Weibo Campaign case: I.T eZHOP

• Participants will gain credits once they have taken following actions on Weibo:

Login to Weibo platform to get 1 coin

Follow @I.T eZHOP to get 2 coins

Share with 3 friends to get 3 coins

Lastly, win the prizes when drawing the same pattern

1 2

3

I.T eZHOP狂賞角子機

Weibo platform serving as a channel to draw traffic to corporates’ official sites

and further engage with fans

Promote E-commerce Membership via Weibo

• In order to redeem the prizes, participants have to register membership at I.T eZHOP official website

Analyze

Strategy

Release

Promote

Interact Enterprise Weibo

Integrate Social Media and Marketing

Comment Repost Customer Service Private Message

Advertising Weibo Post & Marketing Campaign

APPs Campaign, Store, Topic & Video pages

Learning Center Operation Tips & Data Implication

Data Center Followers’ profile, Weibo page performance & exposure

Summary of Weibo Marketing

SINA Hong Kong Limited Enterprise Weibo Email: [email protected] Weibo Advertising Email: [email protected]

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

Contact Us

mailto:[email protected]

mailto:[email protected]

Thank You! See You On Weibo

maximize your brand power with weibohk.weibo.com/download/corp_weibo_eng_130510.pdf · • host a...

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