Sina Weibo 101 and Engagement in Practice

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Microblogs in China
Microblog Users Tweets Followers of Influence Branded users
Webiste Top 10 users
Sina Weibo 5,000,000 140 Chinese 10,477,049 A mainstream 400 including Dell,
characters information/news Nokia, Benz, Ford
Support channel with
video/picture/musi influence across all
c content media channels
QQ Weibo <1,400,000 140 Chinese N/A Medium <100
characters Entertainment-
Support picture oriented
Sina Weibo: content
Sohu Weibo <300,000 No character limit N/A Low <100
advance engagement with 140 Chinese words Support picture Entertainment-
content oriented
163 Weibo <250,000 163 characters N/A Very Low N/A
Support picture News-oriented
content
Twitter 106,000,000 140 characters 38,050,257 High N/A
What’s Sina Weibo? What’s the difference from Twitter
• A microblog where you communicate in • Content: Embedded emoticons, photos,
140 Chinese and English characters video and lyrics
• Reply: Hierarchical replies with original
• Areal-time information and engagement tweet
network powered by people all around • URL: Automatically shorten URLs as
the country http://sinaurl.cn/XXX but seldom used
• Engagement: More like a miniblog and a
• The fastest growing member community “broader” engagement platform
site with 10 million users • Portal page: A comprehensive portal page
with celebrity users, business and media
• A network facilitating openness, users, hottest entries as well as daily hot
communication, and collaboration among topics
your consumers and other stakeholders • API: Not open sourcing and API
developers strictly selected
• A power reshaping China social media • Integration: Backed and run by
ecosystem and the way of future digital Sina.com.cn and connected with Sina blog
engagement service
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Sina Weibo vs Twitter
Sina Weibo vs Twitter: Top Users Comparison Who are using it
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.
Celebrity
Media
Entrepreneurs
KOL
Gov. official
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Sina Weibo Ecosystem Why should you care
Leading celebrities and top
1 influencers
Your consumers are there
2 Media(TV, print media and
online media), senior reporters Your consumers' favorite celebrities and
3 bloggers are there
Thought-leaders, experts,
1 3 famous writers Your critics are there
Famous bloggers, IT geeks, Your competitors are there
4 community leaders, grass-root
star users, professionals
5 Company/brand and
5 2 organization users …they are talking about you, judging you
4 or event attacking you
And you can not afford being absent
……especially in China
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You need to move What Sina Weino can do for you
Please click the icons below to see some cases or you could refer to the Appendix for those cases
Manage consumer
Launch new products Activate a campaign relations/Create
FROM TO Advocacy
FROM
•Push •Pull •Push
•Chase consumers • Own a hub •Chase consumers News Release & Event
•Convince •Engage Social Media
Crisis management
•Convince Promotion
•Observer Optimization
•Participator •Observer
•A brand •A brand with human face •A brand
Build Brand Reputation, Drive Engagement and Enhance Consumer Loyalty
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Sina Weibo Engagement Roadmap Sina Weibo Engagement In Practice
Listen WEIBO BUZZ AROUND YOUR BRAND, COMPETITOR INTELLIGENCE, ADVOCACY
Define YOUR OBJECTIVES, AUDIENCE, VOICE, ACCOUNT NAME(S), AMBASSADORS
• Gather the data needed
listen & to establish benchmarks
and inform strategy
explore
Build OFFICIAL ACCOUNT(S), PAGE THEMES, WEIBO POLICY & PROCESS
synthesize
Follow ADVOCACY, CONSUEMRS, KEY INFLUENCERS AND THEIR BUZZ
• Build the foundation for
sustained engagement Create CONTENT, CONVERSATIONS, NEW TOPICS AND A SUSTAINABLE COMMUNITY
based on shared interests
activate &
and mutual gain.
evaluate
• Engage in real time with
content optimized to
Engage THOUGH CONVERSATION, QUIZ, COMPETITION, EVENTS, CAMPAIGNS
maximize participation,
action and mutual value
creation.
Integrate ONLINE AND OFFLINE ASSETS TO MAXIMIZE SOCIAL MEDIA EFFORTS
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Sina Weibo Engagement In Practice Listen Sina Weibo Engagement In Practice Define
WHAT’S YOUR BUZZ YOUR OBJECTIVES: Build a brand, promote an event, improve consumer relationship?
WHAT’S ARE TALKING 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 Build Sina Weibo Engagement In Practice Follow
ACCOUNT: Build official account(s) and get it verified. •Follow your advocacy groups and critics
•Follow consumers
PAGE THEMES : Create branded background, bio information, tags and others
•Follow key influencers
WEIBO POLICY & PROCESS
: A social media policy for Sina Weibo account
: A multiple function team to develop content framework and address consumer queries …….and their buzz
: Frequency of updating
: Following policy( a few or many)
: Issue/Crisis management mechanism •Following is the first step for real engagement
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Sina Weibo Engagement In Practice Create Sina Weibo Engagement In Practice Create
CONTENT: CONVERSATION:
•Corporate news, product information,
thoughts &ideas, tips, events •Tweet
•URL •@
•Video •Retweet
•Picture •DM Direct message
•Music •#Hashtag##
•Emotion
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Sina Weibo Engagement In Practice Create Sina Weibo Engagement In Practice Engage
COMMUNITY: CONVERSATION:
•Star a new topic and invite comments
•Advocacy
•Listen and participate in a conversation
•Consumers
through @ and RT
•Envoys
•Direct message for deeper conversation
•Key influencers
•Answer consumer queries through @ or reply
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Sina Weibo Engagement In Practice Engage Sina Weibo Engagement In Practice Engage
QUIZ: COMPETITION:
•Develop Weibo quiz featuring company/brand
•Completion should have a theme and a clear
themes/key message
policy
•Open-ended answers
•Promote the quiz by awarding who RT it
•Promote the quiz by awarding who RT it
•Decide through lucky draws as well as other
•Decide the winners both by who has right
indexes such as influence(how may RTs they
answers and lucky draw
have)
•A clear event policy
•Announce winners in official account
•Announce winners in official account
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Sina Weibo Engagement In Practice Engage Sina Weibo Engagement In Practice Integrate
EVENTS AND CAMPAIGNS:
Official
Kaixin001
•Event and campaigns should have a theme website
and a clear policy Blogs
•Promote the quiz by awarding who RT it Sina
•Use hashtag ## Offline
• A mini-site or other social media channel as Branded
events
Weibo BBS
the competition platform blogs Video
sites
•Tweet the updates and progress
• Ask for feedback and give answers News
•Announce winners in official account portals
•Add a Sina Weibo widget in your minisite
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A recap Measurement: Edelman Digital Approach
1 LISTEN COMESFIRST COLLECTION &
Attention Engagement Authority Influence Sentiment
MEASUREMENT
2 IT IS ABOUT PEOPLE, SO SPEAK LIKE A HUMAN
• On-Message
3 A DEVOTED TEAM, SOURCES & SUPPORT FROM ALL DEPARTMENTS • Comments • Trackbacks
• Followers Response
• Retweets • Inbound Links
Units of • Engaged • Positive /
• Impressions • Sina weibo • Links to your
celebrity users Negative /
4 PACKAGE YOUR MESSAGES IN AN INTERESTING &INSPIRING WAY Measurement • Page views referral traffic content
and key Neutral
• Participating • Shares
influencers Discussion
rating • Embeds
ENGAGEMENT HAPPENs WHEN YOU FIND SHARED INTEREST WITH • Ratings
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CONSUMERS
6 DO NOT SPAM • Sina Weibo • Sina Weibo • Sina Weibo
• Brandtology • Sina Weibo
searching engine searching engine searching engine
7 INTEGRATE SINA WEIBO WITH YOUR OFFLINE AND ONLINE ASSETS How to Collect • Search Analytics • Referral traffic
• Searching
• Search Analytics
searching engine
engines • Sina Weibo API
• Brandtology • Search Analytics • Sina Weibo API
8 COMMUNICATE BRAND VALUE RATHER THAN SELL PRODUCTS
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Measurement: Followers, Retweets and Replies Measurement: Buzz Increase and sentiment
Followers
Retweets
Replies
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Measurement: Weibo Index API(Beta) Judging your readiness to start Weibo
• Successful social media
campaigns depend on:
− Time commitment
− Media and content budget
Activity Influence Rankin RT/@ Tweets/Follow Values PR ranking
− Communication expertise
ers
− Quality content
− Team resource to invest in
direct audience engagement
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Rule of Engagement
1. Commitment to Integrity
a) Honesty
b) Disclosure
c) Identity
2. Commitment to Community
a) Responsiveness
b) Generosity
c) Helpfulness
d) Collaboration
3. Commitment to opinion
a) Respectfulness
b) Equality
c) Freedom of speech
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What Sina Weino can do for you
Launch new products
Appendix: What Sina Weibo Can Do For you
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What Sina Weino can do for you What Sina Weino can do for you
Manage consumer
Activate a campaign
relations
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What Sina Weino can do for you What Sina Weino can do for you
Crisis management Event Promotion
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What Sina Weino can do for you What Sina Weino can do for you
Social Media
Optimization Build &Reinforce Brand Reputation and Drive Consumer Loyalty
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