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Sina Weibo: advance engagement with 140 Chinese words

Microblog Webiste

Users Tweets Followers of Top 10 users

Influence Branded users

Sina Weibo 5,000,000 140 Chinese charactersSupport video/picture/music content

10,477,049 A mainstream information/news channel with influence across all media channels

400 including Dell, Nokia, Benz, Ford

QQ Weibo <1,400,000 140 Chinese charactersSupport picture content

N/A MediumEntertainment-oriented

<100

Sohu Weibo <300,000 No character limit Support picture content

N/A LowEntertainment-oriented

<100

163 Weibo <250,000 163 charactersSupport picture content

N/A Very LowNews-oriented

N/A

Twitter 106,000,000 140 characters 38,050,257 High N/A

Microblogs in China

• A microblog where you communicate in

140 Chinese and English characters

• Areal-time information and engagement

network powered by people all around

the country

• The fastest growing member community

site with 10 million users

• A network facilitating openness,

communication, and collaboration among

your consumers and other stakeholders

• A power reshaping China social media

ecosystem and the way of future digital

engagement

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What’s Sina Weibo?

• Content: Embedded emoticons, photos,

video and lyrics

• Reply: Hierarchical replies with original

tweet

• URL: Automatically shorten URLs as

http://sinaurl.cn/XXX but seldom used

• Engagement: More like a miniblog and a

“broader” engagement platform

• Portal page: A comprehensive portal page

with celebrity users, business and media

users, hottest entries as well as daily hot

topics

• API: Not open sourcing and API

developers strictly selected

• Integration: Backed and run by

Sina.com.cn and connected with Sina blog

service

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What’s the difference from Twitter

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Sina Weibo is China’s leading microblog website with largest population of users; it is destination for experts, IT geeks and celebrities and other key influencers. It has the same influence in Chinese speaking world as Twitter in English speaking regions.

Sina Weibo vs TwitterSina Weibo vs Twitter: Top Users Comparison

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Who are using it

Celebrity

Media

Entrepreneurs

KOL

Gov. official

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Sina Weibo Ecosystem

1

52

3

4

1Leading celebrities and top influencers

2

5

4

3

Media(TV, print media and online media), senior reporters

Thought-leaders, experts, famous writers

Famous bloggers, IT geeks, community leaders, grass-root star users, professionals

Company/brand and organization users

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Why should you care

Your consumers are thereYour consumers' favorite celebrities and bloggers are there Your critics are there Your competitors are there

…they are talking about you, judging youor event attacking you

And you can not afford being absent……especially in China

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You need to move

FROM

•Push

•Chase consumers

•Convince

•Observer

•A brand

TO

•Pull

• Own a hub

•Engage

•Participator

•A brand with human face

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What Sina Weino can do for you

FROM

•Push

•Chase consumers

•Convince

•Observer

•A brand

Launch new products Activate a campaign

Build Brand Reputation, Drive Engagement and Enhance Consumer Loyalty

Manage consumer relations/Create

Advocacy

Crisis managementNews Release & Event

Promotion Social Media Optimization

Please click the icons below to see some cases or you could refer to the Appendix for those cases

activate &

evaluate

activate &

evaluate

• Engage in real time with content optimized to maximize participation, action and mutual value creation.

synthesizesynthesize

• Build the foundation for sustained engagement based on shared interests and mutual gain.

listen & explorelisten & explore

• Gather the data needed to establish benchmarks and inform strategy

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Sina Weibo Engagement Roadmap

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Sina Weibo Engagement In Practice

Define

Build

Follow

Create

Engage

Integrate

WEIBO BUZZ AROUND YOUR BRAND, COMPETITOR INTELLIGENCE, ADVOCACY Listen

YOUR OBJECTIVES, AUDIENCE, VOICE, ACCOUNT NAME(S), AMBASSADORS

OFFICIAL ACCOUNT(S), PAGE THEMES, WEIBO POLICY & PROCESS

ADVOCACY, CONSUEMRS, KEY INFLUENCERS AND THEIR BUZZ

CONTENT, CONVERSATIONS, NEW TOPICS AND A SUSTAINABLE COMMUNITY

THOUGH CONVERSATION, QUIZ, COMPETITION, EVENTS, CAMPAIGNS

ONLINE AND OFFLINE ASSETS TO MAXIMIZE SOCIAL MEDIA EFFORTS

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Sina Weibo Engagement In Practice Listen

WHAT’S YOUR BUZZ

WHAT’S ARE TALKING

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Sina Weibo Engagement In Practice

YOUR OBJECTIVES: Build a brand, promote an event, improve consumer relationship?

Define

AUDIENCE: Who are you target audience?

VOICE: What kind of voice I talk to those audience? Friendly? Inspiring? Or funny?

ACCOUNT NAMES: Same to my brand ? And how many accounts you want to have? A brand account and

several product/event focuses accounts? And are those names still available?

AMBASSADORS: Who will manage the account as a moderator? Yourself or agency?

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Sina Weibo Engagement In Practice

ACCOUNT: Build official account(s) and get it verified.

PAGE THEMES : Create branded background, bio information, tags and others

WEIBO POLICY & PROCESS

: A social media policy for Sina Weibo account

: A multiple function team to develop content framework and address consumer queries

: Frequency of updating

: Following policy( a few or many)

: Issue/Crisis management mechanism

Build

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Sina Weibo Engagement In Practice

•Follow your advocacy groups and critics

•Follow consumers

•Follow key influencers

…….and their buzz

•Following is the first step for real engagement

Follow

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Sina Weibo Engagement In Practice

CONTENT:

Create

•Corporate news, product information,

thoughts &ideas, tips, events

•URL

•Video

•Picture

•Music

•Emotion

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Sina Weibo Engagement In Practice

CONVERSATION:

Create

•Tweet

•@•Retweet

•DM Direct message

•#Hashtag##

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Sina Weibo Engagement In Practice

COMMUNITY:

Create

•Advocacy

•Consumers

•Envoys

•Key influencers

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Sina Weibo Engagement In Practice

CONVERSATION:

•Star a new topic and invite comments

•Listen and participate in a conversation

through @ and RT

•Direct message for deeper conversation

•Answer consumer queries through @ or reply

Engage

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Sina Weibo Engagement In Practice

QUIZ:

Engage

•Develop Weibo quiz featuring company/brand

themes/key message

•Open-ended answers

•Promote the quiz by awarding who RT it

•Decide the winners both by who has right

answers and lucky draw

•A clear event policy

•Announce winners in official account

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Sina Weibo Engagement In Practice

COMPETITION:

Engage

•Completion should have a theme and a clear

policy

•Promote the quiz by awarding who RT it

•Decide through lucky draws as well as other

indexes such as influence(how may RTs they

have)

•Announce winners in official account

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Sina Weibo Engagement In Practice

EVENTS AND CAMPAIGNS:

Engage

•Event and campaigns should have a theme

and a clear policy

•Promote the quiz by awarding who RT it

•Use hashtag ##

• A mini-site or other social media channel as

the competition platform

•Tweet the updates and progress

• Ask for feedback and give answers

•Announce winners in official account

•Add a Sina Weibo widget in your minisite

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Sina Weibo Engagement In Practice Integrate

Sina

Weibo

Official

website

Branded

blogs

Offline

events BBS

Blogs

Video

sites

Kaixin001

News

portals

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A recap

1 LISTEN COMESFIRST

2 IT IS ABOUT PEOPLE, SO SPEAK LIKE A HUMAN

3 A DEVOTED TEAM, SOURCES & SUPPORT FROM ALL DEPARTMENTS

4 PACKAGE YOUR MESSAGES IN AN INTERESTING &INSPIRING WAY

5ENGAGEMENT HAPPENs WHEN YOU FIND SHARED INTEREST WITH CONSUMERS

6 DO NOT SPAM

7 INTEGRATE SINA WEIBO WITH YOUR OFFLINE AND ONLINE ASSETS

8 COMMUNICATE BRAND VALUE RATHER THAN SELL PRODUCTS

COLLECTION &

MEASUREMENT

How to Collect

Units of

Measurement

Attention

• Sina Weibo

searching engine

• Search Analytics

• Brandtology

• Impressions

• Page views

Engagement

• Sina Weibo

searching engine

• Referral traffic

• Search Analytics

• Comments

• Retweets

• Sina weibo

referral traffic

• Participating

rating

Authority

• Brandtology

• Searching

engines

• Trackbacks

• Inbound Links

• Links to your

content

• Shares

• Embeds

Influence

• Sina Weibo

searching engine

• Search Analytics

• Sina Weibo API

• Followers

• Engaged

celebrity users

and key

influencers

Sentiment

• Sina Weibo

searching engine

• Sina Weibo API

• On-Message

Response

• Positive /

Negative /

Neutral

Discussion

• Ratings

Measurement: Edelman Digital Approach

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Measurement: Followers, Retweets and Replies

Followers

Retweets

Replies

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Measurement: Buzz Increase and sentiment

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Measurement: Weibo Index API(Beta)

Activity RankinInfluence RT/@ Tweets/Follow ers

Values PR ranking

• Successful social media campaigns depend on:

− Time commitment

− Media and content budget

− Communication expertise

− Quality content

− Team resource to invest in direct audience engagement

Judging your readiness to start Weibo

1. Commitment to Integritya) Honestyb) Disclosure c) Identity

2. Commitment to Communitya) Responsivenessb) Generosityc) Helpfulnessd) Collaboration

3. Commitment to opiniona) Respectfulnessb) Equalityc) Freedom of speech

Rule of Engagement

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Appendix: What Sina Weibo Can Do For you

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What Sina Weino can do for you

Launch new products

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What Sina Weino can do for you

Activate a campaign

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What Sina Weino can do for you

Manage consumer relations

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What Sina Weino can do for you

Crisis management

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What Sina Weino can do for you

Event Promotion

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What Sina Weino can do for you

Social Media Optimization

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What Sina Weino can do for you

Build &Reinforce Brand Reputation and Drive Consumer Loyalty