Platform interview: How Sina Weibo builds brands

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Ken Hong, General Manager, Weibo Marketing Strategy, Sina

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Platform interview: How Sina Weibo builds brands

  1. 1.         Beyond  Fans   -­‐  How  to  maximize  business  value  with  Sina  Weibo   September  2013  
  2. 2. 536    mil Registered  Users   2   Sina  Weibo  users  continue  to  grow   200 Avg  #  of  fans  per  User  
  3. 3. 20-­‐29      yrs      old 61.5%   3   High  quality  user  base   College  + 73.0%   BJ,  SH,  GZ 40%   Smartphone      users 60%+  
  4. 4. 4   Engagement  remains  high   +36%   MAU   +48%   DAU   60    mins Avg.  daily  time  spent   *  Data  as  of  June  2013,  YOY  
  5. 5. 5   2012年 2013年 Fortune 500 29%(143) China 500 41%(207) Fortune 500 39%(194) China 500 62%(309) More  and  more  business  have  joined  Sina  Weibo    
  6. 6. 8 10  mil 15  mil 35  mil 1.6  bil Avg.  #  of   brands   followed #  of  users   interact  with   brands   monthly Reposts  /   comments  /   messages   brands   received  daily Daily  PVs  for   brands Daily   impressions   for  brand   content 325  mil  users  are   following  brands……   They  are  already  seeing  results…
  7. 7. 7   So,  what’s  next?   Social  CRM   Social  Commerce   Social  Advertising  
  8. 8. 8   Social  advertising  is  becoming    more  targeted  and  diverse  
  9. 9. 9   Targeted  Feeds  
  10. 10. 10   Different  kinds  of  feeds  
  11. 11. 11   Create  /  Manage  /  Participate  in  Hot  Topics   Manage   topic’s   content  &   format   The  host  of  the  topic   has  the  ability  to   create  the  topic,   control  the  content   and  the  format  of  the   topic Additional   Exposure Brand  exposures  on   the  Topic  pages   including  on  mobile   phones Official   promotions   &  fans   growth Hot  topics  will  get   additional  promotions   on  Weibo;  users  who   participated  in  the   discussion  on  the  page   become  fans   automatically Increase   host’s   influence Aggregating  all  the   users  interested  in   the  topics  helps   increase  host’s   influence
  12. 12. Multiple  brand  exposure  opportunities  
  13. 13. Additional  benefits  for  branded  topics   §  Aggregate   Content   §  Aggregate  Users  
  14. 14. 14   Turning  Your  Fans  into  BFFs     With  The  Power  Of  Social  CRM    
  15. 15. It’s  NOT  just  your  Fans   15   BRAND   FANS   ENGAGED   NON-­‐FANS   POTENTIAL     TARGET  AUDIENCE  
  16. 16. And  it’s  not  how  you  used  to  know  them   16   Phone   Number   Address   Purchase   History   Interests   Social  Interactions   with  your  brand   Social  Graph  /  Social   Influence  
  17. 17. So  let’s  think  about  them  in  2D   17   1.  Users   relationship  with   your  Brand   Awareness   Consideration   Preference   Purchase   2.  Users’  Social  Role  for  your  Brand   Passive   Participant   Active   Participant   Key     Influencers   Social  Ads   Prized  Activities   Targeted  Feed   Prized  Activities   Targeted  Feed   Events   Social  Ads   Special  Content   Events  
  18. 18. 18   Quick  look  at  the  traditional  CRM   Leads     Genera*on   Marke*ng   Targeted     Offers   Cross/Up   Sell   Service  /   Support   Loyalty     Program   Customer  AcquisiKon   Customer  Value   OpKmizaKon   Customer  RetenKon  
  19. 19. 19   Now  CRM  is  amplified  through  Social   Leads     Genera*on   Marke*ng   Targeted     Offers   Cross/Up   Sell   Service  /   Support   Loyalty     Program   Customer  AcquisiKon   Customer  Value   OpKmizaKon   Customer  RetenKon   FoundaKonal   needs   Social   amplificaKon   Social  Listening   Crisis  Management   KOL  AcKvaKon  /  Management  
  20. 20. Brands  now  also  have  more  ways  to   engage  their  customers     20   Conversation   InteracKon   RelaKonship  Purchase   Brands   Users  
  21. 21. More  Social  Channels  To  Reach  Them  Effectively   21   Private  MessageFeeds APPs
  22. 22. 22   Unleashing  The  Power  Of  Social   Commerce  
  23. 23. 23   $$$   $$$   Social  Commerce   E-­‐Commerce   $$$   $$$   $$$   $$$   $$$  
  24. 24. 24   Sell  Direct  Drive  Traffic  
  25. 25. Drive  Traffic   25  
  26. 26. Driving  Millions  To  E-­‐Commerce   26   E-­‐Commerce  Price  War  Click  Trend   360buy  saw  5x  increased  in  traffic  from   Weibo  on  the  Price  War  Day.   Taobao  1111  Sale’s  Weibo  Traffic   52M  /  25%  of  the  213  million  users   that  visited  Taobao  
  27. 27. Drive  Traffic  To  Store   27  
  28. 28. Weibo  Passbook,  From  Online  to  Offline   28   Digital  Distribution     Weibo  feeds  //  APPs  //  Pages,   Email  //  SMS  //  etc   In-­‐Store  Redemption     LBS  //  Reminder      QR  Code  //  NFC  
  29. 29. Sell  Direct   29  
  30. 30. Selling  million  in  minutes  via  an  exclusive  sale   30   50,000  smartphone  sold  in  5  mins     13M  pre-­‐orders  (leads)   24M  reposts  &  comments   666  smart  cars  sold  in  490  mins   67K  reposts  &  comments  
  31. 31. Light  engagement  method  to  facilitate   purchase  via  Special  FEED   31  
  32. 32. Complete  Transaction  Solution   32   Front  End  on  Enterprise  Weibo   Product  Detail   Page     Order   Confirmation   Page   Backend  System   Product   Manager   Order   Manager  
  33. 33. Benefits  of  selling  direct   33   Grow  significant   number  of  quality   fans  (leads)   quickly  with  valuable   customer  information   Generate  direct   revenue  through   selling  signature  /  hero   products,  and  possibly   create  indirect   revenue  by  up-­‐ lifting  other  related   products   $$$   $$$   Kick-­‐start  other  long-­‐ term  social  media   marketing  programs   like  Social  CRM   programs   Img  scr:  worldo<ofy.blogspot.com   Create  massive   brand  buzz   within  a  short  period   of  time  
  34. 34. 34   Maximizing  Business  Value  with  Sina  Weibo   Social  CRM   Social  Commerce   Social  Advertising  
  35. 35. Thank  you.   Ken  Hong   lizhou@staff.sina.com.cn     @上海KenHong  

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