Weibo strategy
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Transcript of Weibo strategy
WEIBO STRATEGYWHAT, WHY AND HOW
WHY TO USE WEIBO
• Weibo Is a Chinese Microblogging Website.
• A Hybrid Of Twitter And Facebook, It Is One Of The Most Popular Sites In China
• For B2B,B2C
• In Use By Well Over 50% Of Chinese Internet Users. Weibo has more than 600 million
registered users, core users number 10 million, about 100 Million Messages Are Posted
Each Day On Sina Weibo
• Average time spent on weibo is about 30min, much longer than other information channels.
KEY OBJECTIVES TO USE WEIBO
• Branding and awareness
• Builds community
• Provide customer service
• Direct sales opportunities
• Research and collaboration
HOW TO USE WEIBO
BUILD THE STRUCTURE
• Create an account
• Tag the profile
• Personalize the domain name
• Customize the background image
• Verify the account(to do that need company business licence etc.)
HOW TO USE WEIBO
CREATE A PLAN• Resource: survey and analytics
• Events: events listing
• Brand positioning: Brand story, company culture, key announcement
• Thought leadership: blog post, videos, trainings
• Media opportunity: media coverage
• Communication: retweet of weibo
• Affiliate marketing: follow discussions
HOW TO USE WEIBO
TIME TO POST
• Best time to post: afternoon
• Best frequency: 1-4 posts per day
• Best day to weibo: mid week and weekends
• Best time to release news 12pm and 5pm
HOW TO USE WEIBO
PROMOTE
• Add share to weibo button to any Chinese information release, newsletter, signature
• Add QR code linking back to weibo
HOW TO USE WEIBO
MEASUREMENT & KPI
• Weekly/monthly/quarterly measurement: number of followers, weibo posts, comments,
reposts
• Track leads generation, sales conversation, social mentions (again industry standard)
• Demographic analysis/cost per lead
• There are apps to do that
HOW TO USE WEIBO
ACTION PLANPhase
1. Set up: the account and unify the company image, verify the account
2. Building: post news and updates
3. Promoting: interact with followers, media, celebrity
4. Measurement and check