Introducing Micro-Blogging in China

Micro-blogging in China Version 1.0

Topics•  What is microblogging?•  Micro-blogging in China•  The Weibo Landscape•  Starting a Weibo Campaign•  Weibo Fast Facts•  Best Practices•  Don’t Forget Mobile•  Summary•  Fast Facts- Digital Jungle

Defining Micro-blogging“Microblogging is a broadcast medium in theform of blogging. A microblog differs from atraditional blog in that its content is typicallysmaller in both actual and aggregate file size.Microblogs "allow users to exchange smallelements of content such as short sentences,individual images, or video links” http://en.wikipedia.org/wiki/Microblogging

UnderstandingMicro-blogs in China

Enter WeiboThe phenomenon of microblogging("weibo" in Chinese) in China started as acopycat of Twitter, which is not accessiblein the mainland, but is now a trendgrowing at an even more impressive ratethan its western model.

The Weibo Landscape Chinese Weibo Platforms

The Weibo Evolution2007 2008 2009 2010 2011 Over the past two years, the number of subscribers to Chinas top two weibo service providers alone has already skyrocketed past the 200 million mark. It took Twitter four years to reach 195 million users.

Micro-Blogging LeadersRegistered Users 100 million A report from the Chinese 100 million Academy of Social Sciences (CASS) showed that over 70% of microbloggers use their weibo account as their primary 32 million source of news and some 60% say it is trustworthy. 20-30 million

Starting aWeibo Campaign

Weibo Marketing Strategy1. ENGAGE 2. DRIVE ACTION 3. ADD SCALE 4. MEASURE•  Find and engage •  Provide applications •  Leverage offline •  Reach existing fans that enlist ambassadors events - Fans•  Post discussions •  Promote your - Mentions •  Provide coupons to and provide useful Weibo account resources track purchases •  Engagement through existing - Discussions,•  Invite fans to •  Hosts contests withComment/Poll media content, Retweets, opt-ins for further and posts•  Provide useful links/ contact •  Add your Weibo digital goods •  Action links to your brand - Contest entries Web site - Coupons redeemed - Purchases driven - Web traffic driven -Application users 

Before you Start, The Check ListComplete this checklist of questions to build a successful Weibo strategy for your brandbefore you jump in.What is the engagement value: what can you offer people that they will findvaluable?Are you ready to respond to your customers and encourage them to talkabout your brand?Are you ready to make a commitment beyond a simple Weibo post?How will your other marcom strategies integrate with Weibo?What assets - tools and content – can you leverage?Do you have your company behind you and resources available?How will you measure success?

Micro Blogging Basic’sMessage - 140 charactersMain body is limited to 140 characters, requiring precise and clear messages.FollowFollowing allows you to see their tweets. The other user is doesn’t require reciprocalfollowing.CommentMaking comment as you would with a conventional blog (unique quality of Chinese micro-blogs).#Customized Topics#By adding double hash tags, a user can create custom topics that can be tracked andeasy accessed in searches@ RetweetActs like an echo where you can repost the tweetDirect Messaging (DM)DM is the private part of a micro-blog’s open platform. Users can communicate viachat- like private messaging.

Micro Blogging UIMessage BoxUsing Chinese Followerscharacters you can The number ofget more information tweets &than with English followerscharactersExtra Links•  Emotions•  Pictures Hot Topics•  Video A list of the•  Music trending topics•  Topics•  PollsMessagesThe posts from thepeople I am following

SomeWeibo Fast Facts

Market Share (users/time)Graph from CICC ‘s Investment Focus: According to iResearch, Sinatakes 56.5% market share on active users basis and 86.6% browsingtime basis in 2010 China’s micro blog market.

Sina Weibo StatsHere are some the stats for Sina Weibo platform: •  Monthly Increasing Rate of Register: 33.8% •  Rate of Mobile Blogging: 38% •  Number of App(Plugin) in Sina Weibo: More than 800 •  Blogs per Day: 25,000,000 •  Number of Users of Sina Weibo: 100,000,000 (March, 2011) •  Number of Partnered Sites: 10,000 •  Total Blogs: 200,000,000 (Nov, 7, 2010) •  Blogs per Second: 785 •  Daily Traffice that Weibo Brings: 30,000,000 Data comes from the Sina Weibo developer conference & their corporate site

Male/Female by Topics on Sina WeiboData from DDCI: (Oct, 2010)

Platform Reputation

Socio-graphics

Activity ComparisonData from Baidu Index: Tencent microblog (green) shows significantly lessbuzz (activeness & on site time) than Sina Weibo (orange).

SomeBest Practices

Micro-blogging RecommendationsLike all social media campaigns, each channelhas their own characteristics and recommendedbest practices. Please find some ideas abouthow to improve your micro-blogging activities: •  Do some casual research and search keywords to understand who is discussing topics you are interested in. •  Find out what people are saying about your company/brand/product, and what information theyre looking for. •  Identify people that share common interests and follow them •  Inject some personality into your messages. •  Be professional. •  Engage with users. •  Monitor your account. •  Develop guidelines. Not every staff member at your company should be using a weibo account in the organizations behalf. •  Avoid taking offense. •  Involve your chief executive or a celebrity (brand ambassador)

Not ForgettingWeibo on Mobile

Micro-blogging via Mobile With so many people stuck in trains and buses each day while traveling to work, micro-blogging has become the way to fill this boredom and in turn has created a huge online micro-blogging community.

Closing theMicro-blog

Example Weibo MeasuresMicro-blogs can be a very effective platform todevelop engaging and innovative campaigns.However, it is always critical you measure yourcampaigns. • Number of fans for your brand pages • Number of brand mentions • Number of news updates x fans   • Number of discussion topics • Number of tweets • Number and tone of reviews posted • Amount of content or offers shared • Video views • Click through rates for advertisements • Number of contest entries • Number of applications downloaded • Offline actions driven by coupons or special offers • Web traffic generated

Parting Thought“Every industry and business is going to be re-though about in a social way.Therefore, the real disruption is about peopleredesigning these into ‘social spaces’.The social spaces will become interconnectedareas for business, home and play” Dr Mathew McDougall, CEO Digital Jungle

AboutDigital Jungle

Digital Jungle Fast Facts•  Socially Led, digital marketing specialists•  Global reach•  Offices in Beijing, Shanghai, Hong Kong, Sydney•  Spun out of SinoTech Group in 2011

World Class Digital Marketing Experience•  Delivering digital strategy and execution services: –  Customer and competitor insight –  Digital strategy –  Social Media Marketing –  Search Engine Marketing –  Affiliate Marketing –  Media Buying –  Mobile Services and Apps•  We work for global and domestic organisations, across various market sectors, helping our clients: –  Engage with their key audiences –  Transform their business –  Maximise growth Marketing

Our Commitment The mission of Digital Jungle is to help our clients improve their business position and gain real value from their digital marketing investments Through our expertise in social media digital marketing programs and the application of search, affiliate and online marketing, we commit to: • Driving incremental direct revenueDr Matt McDougall,CEO, Digital Jungle • Generating ROI unrivaled by traditional media • Protecting your online reputation • Increasing your market share over your competitors • Building your brand awareness We look forward to working with you.

Follow me: http://t.sina.com.cn/sinotechian Dr Mathew McDougall| matt@digitaljungle.com.cnFollow on Twitter Email@digitaljunglecn info@digitaljungle.com.cnConnect on Linkedin Presentations on SlideSharewww.linkedin.com/company/digital- www.slideshare.net/digitaljunglejungleCommunity on Facebook Websitewww.facebook.com/digitaljungle www.digitaljungle.com.cn

Introducing Micro-Blogging in China

by Dr Matt McDougall

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