Weibo for B2B business english presentation

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Sina Weibo for B2B BusinessMarketing Brands Through Weibo

Kelvin Chen & Nicole Fan | EASTWEST Public Relations | 16 December, 2011

www.eastwestpr.com/weibo

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What is Sina Weibo and why use it?

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Brand Page = +

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Weibo Infographics

280million Sina Weibo reaches 280million, which means half of the Chinese Internet population is on Sina Weibo. As of November 2011, the government has asked users to verify their identity on Weibo.

82%Of Sina Weibo’s users have a university education. Of the total users of Sina Weibo around 70% are under thirty.

29minutes The average time spent on Weibo, which is much longer than other information channels.

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Weibo allows B2B businesses a new mode of communication that can be used to achieve business objectives.

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How can you use Weibo to achieve your business objectives?

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• Start by identifying your business or communication objectives for using Weibo:

- Aides in branding & awareness

- Builds community

- Provides customer service opportunity

- Allows research, development and collaboration

- Offers direct sale opportunities

• No matter the objective, it involves a methodology

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How to start a Weibo campaign

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Create a Content Scheme

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> BEST WEIBO FREQUENCY

1- 4 POSTS PER DAY

> BEST DAY TO WEIBO

MIDWEEK &WEEKENDS

OTHER STASTICS:

> BEST TIME TO RELEASE NEWS

12PM & 5PM

Time to Post Weibo

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Manage Accounts

MultipleSolo

Dual

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Connect to Weibo Online/Offline

Print cards with QR codes linking back to Weibo page

Add Weibo contact information in press release / newsletter

Add Share-to-Weibo button to website

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Community Interaction

Weibo Interview

Social Games Weibo Share Screen Weibo Microsite

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Benchmarks & KPIs

Weekly Measurement

- # of followers - # of Weibo posts - # of comments - # of reposts

Monthly Measurement

- Lead generation - Track sales conversation - Track social mentions (+, Neutral, -)- Rank against competitive offerings and benchmark against industry standards

Quarterly Measurement

- Demographics analysis - Cost per lead - Brand conversations against competitors  - Identify influential sites, blog and people

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