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Sina Weibo 101 and Engagement in Practice
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5/28/2010
1
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
3
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
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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33
Appendix: What Sina Weibo Can Do For you
34
What Sina Weino can do for you
Launch new products
35
What Sina Weino can do for you
Activate a campaign
36
What Sina Weino can do for you
Manage consumer relations
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37
What Sina Weino can do for you
Crisis management
38
What Sina Weino can do for you
Event Promotion
39
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
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