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