Weibo Marketing - Build Your Brand Online

= + Features: 140 Chinese characters post + threaded comments + pictures and

videos + instant messages and location check in, online polling,

emotion icons,

in-house account analysis.

Chinese language equivalent to Twitter plus similar

functions that are available from Facebook

Wēi bó

微博

Micro Blogging

Sina Weibo Log in

Sina Weibo Registration

My Weibo Page

@Me

Comments

Msg

Like

Weibo allows direct upload of multimedia content, which is not counted as part of character limit.

China micro-blog, or Weibo, allows up to 140 Chinese characters for each post; one weibo post could contain a lot more

information than Twitter

Threaded comments, straight forward, easy to

track

Total number of shares and

comments for this post

Uploaded photos can be viewed through both expand and

enlarge function Emotion icons for

interactive and personal

conversations

Hash tag for various topics

Singapore Tourism Board

Why Social Media?

Why Sina Weibo?

With the rapid growth of social media, consumers and buyers are no longer paying much attention to traditional marketing & advertising. They are checking

out product and service information often through the internet (particularly through social media) and sources like word-of-mouth.

Ultimately, the one with an established and trusted brand image online will have a much

bigger chance to win the business.

© Chin Communications 2013

In China, we believe Social Media has changed your business.

Social Media has a greater influence on purchasing decisions for consumers in China than for those anywhere else in the world. -- McKinsey

Brand B

Brand A

Brand D

Brand C

Brand E

They are more likely to consider buying a product if they see it discussed positively on a social media site; more likely to actually purchase a product or service if a friend or acquaintance recommends it on a social-media site.

• China’s leading social network for younger generations

• young people discover and share books, films, music and … everything that appeals to their tastes

• Popular among luxury brands targeting younger generation through creating artistic/aspirational platform

• considered as the Chinese language equivalent to Facebook

• real-name social network • mainly used by students or fresh graduates • it has been expanding its target audience groups • lately has cooled down due to Sina Weibo effect

• white-collar user based • social games and post-forwarding features • has been usurped by Sina Weibo

Social Network Sites

Micro-blog (Weibo) has

outreached 97%

of mainstream social media users

Social Network Site -70%

66% people use both weibo and SNS

LBS:10%

location based social media (LBS), users can “check-in” to specific locations or events, and will be awarded brand specific “badges” that can qualify them to receive a special offer specific to their location.

Sina Weibo at a glance

Source: Sina, RedTech Advisors

As of December 2012

•Total registered users globally : 500 million •Number of Verified Corporate Accounts in China: 300,000

online shopping entertainment consumer electronics

Food & beverage clothing

• There are More than 600,000 Sina Weibo users in Australia, accounts for 71% of Chinese-speaking people in Australia

• About 200,000 are located in Victoria

• Number of Corporate Accounts in Australia: +10,000

Source: OzYu

Verified Corporate Account? Individual

(Unverified Corporate Account)

Verified Account •Go through official verification process with Sina •In Australia –Sina’s local agent Ozyu •Verification fee AUD999.00 •Authority and authenticity – credibility/trustworthiness •Professional image with in-depth backstage data analysis on your posts, your weibo presence penetration rate as well as your followers’ demographics

Time of day that your followers are most active on Weibo

Changes on number of followers

Follower demographics, location, and much more…

• Free of charge • You can still post on Weibo and share content through an individual

account • Limited data analysis for individual account

Someone stole our logo and created a fake Chin

Communications account!

Individual Account/ Unverified Corporate Account

However…

Successful Weibo Marketing – How?

Think – Plan – Manage with a STRATEGY

Objective

Suitable platform?

Content Engage and Participate in Conversations

Monitor, Measure and Evaluate

Commitment & Investment (talent, time and money)

“Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” – Rupert Murdoch, Chairman and CEO of News Corporation

Use Your Weibo Content to Tell Your Story

Plan your Weibo content - The First Rule about Fight Club…

Never simply post a press release/a product/service description without thinking “how relevant is this to my Weibo followers? Or what benefit will my followers get from this post?”

Plan your Weibo content – Personal and Emotive Responses

NSW Police Force

Keep your Weibo voice

personal!

Kevin Rudd certainly understands the tricks!

Plan your Weibo content – research timely/suitable content What’s on today

mate?? Remember one of the main reasons people use Weibo is because they can receive first hand newsworthy items

Minutes after ABC radio broke news on leadership spill, we

posted an explanation of ‘leadership spill’ in Australian

context to Chinese Weibo users

Over 60,000 views and 45 shares

Other companies did similar things on their

social media platforms on the day of the birth

of royal baby…

Plan your Weibo content – things that are practical Japanese skincare brand DQ – skin care information e.g.

how many times should you apply sunscreen a day?

49 comments

Over 40,000 views

Chin Communications – Chin Translator Notes Popular Series

Go beyond to respond to your followers’ enquiries

Discussion on Royal baby - does the word “prince” only translate as “the

son of the king” in Chinese?

Elaborated to discuss British Royal Family and its influence in Australia

Plan your Weibo content – participate in online conversations

Does British monarchy apply to all commonwealth countries?

Your Expertise Your Thought Leadership

Your Product / Your Service

Your Image

Your Brand

Monitor, Measure and Optimise • Monitor: collect data through continuous

monitoring of you and your competitors’ Weibo performance

• Analyse: analyse data for insights and

recommendations • Optimise: take action based on insights and

your findings

The number of your followers – definitely NOT your ONE and ONLY measuring metric

• Zombie fans - Sina system auto generated • Fake fans – you can purchase 1000 followers with

as little as 6.00 RMB no activity, no profile picture, no

interaction Low activity, limited interaction with a

profile picture It’s happening on twitter as well!

measure

Measure and Evaluate

The aim of Weibo marketing is brand building -through accumulating and nurturing followers, a brand is able to raise profile and word of mouth.

The number of followers. The quality of followers, including

percentage of active followers (as compared to zombies)

Average comment numbers, and average shares

You should pay attention to quality before quantity

This company’s Weibo page has been invaded by a large amount of zombies!...

Commitment and Investment

Talent

Time

Money

Natural knack for communicating your message appropriately

knows how to respond to customer service questions

setting the tone and personality for your brand

Curating content that your followers will resonate with

Understands and follows your social media policy

Talent

Time and Money - Rome was not built in a day! • Takes time to develop a Weibo strategy & policy

• Research, curate and draft engaging content, monitor and optimise on a daily basis • There is NO 9 to 5 in the social media sphere • Social media marketing needs to be integrated with your existing marketing initiatives and

other platforms

Monash University- comprehensive marketing campaigns and use of multiple communications platforms, weibo - since early 2012

Takes time to accumulate

followers and build your brand

online – could take more than six

months to have a presence

Sydney Opera House – limited initiatives

Time and Money - Rome was not built in a day!

Content and interaction as well as daily management The first post was early this

February Since then, there were only

four posts It’s a shame for an icon like

the Sydney Opera House

©Chin Communications 2013

Thank You!

Yao Cheng Kate Ritchie

1300 792 446

kate@chincommunications.com.au yao@chincommunications.com.au www.chincommunications.com.au

@澳洲同声传译查尔斯 http://weibo.com/u/1888298725 @澳大利亚秦皇翻译公司 http://e.weibo.com/chincommunications