Weibo for B2B Business  5 Steps to Market Brands Through WeiboKelvin Chen & Nicole Fan | EASTWEST Public Relations | 16 De...
What is Weibo and why touse it?                            Singapore | Beijing                           www.eastwestpr.com
Wēi Bó (Microblogging)  Weibo is a mash up of Twitter and Facebook            =            +                              ...
Brand Page             =   +                      Singapore | Beijing                     www.eastwestpr.com
Weibo LandscapeThere are many China-based weibo services including Sina Weibo, Tencent Weibo,Sohu Weibo and NetEase Weibo....
Weibo Infographics                     280million                     Sina Weibo reaches 280million, which means half of t...
Weibo allows B2B businesses a new mode ofcommunication that can be used to achieve businessobjectives.                    ...
What would be your topkey objective to use Weiboin B2B business ?                              Singapore | Beijing        ...
•Start by identifying your business or communication objectives for usingWeibo:-Aides in branding & awareness-Builds commu...
A guide to start a Weibocampaign                            Singapore | Beijing                           www.eastwestpr.com
Step 1  Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review   &improve            Singapo...
Step 1     Make the most of a Weibo brand page  Buildinfrastr ucture           • Create an account: use the company name a...
Create a Content SchemeStep 1  Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review   &imp...
Time to Post WeiboStep 1  Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review   &       O...
Schedule ContentThe greatest time-saver and strategic tool in your     Applications such as ‘皮皮时光机’ allowscontent-planning...
Manage Accounts                  Solo          MultipleStep 1  Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4Me...
CASE STUDY: DELL CHINA’S WEIBO MATRIX                                        Dell Social Media Listening Command Center   ...
Determine ProcessStep 1  Buildinfrastr ucture             Content development and release need to follow the process below...
Connect to Weibo Online/OfflineStep 1  Buildinfrastr uctureStep 2Createa PlanStep 3Promote           Add Share-to-Weibo bu...
Community Interaction           Weibo InterviewStep 1  Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4Measureres...
Benchmarks & KPIsStep 1  Buildinfrastr   Weekly Measurement   Monthly Measurement          Quarterly Measurement ucture   ...
Weibo Apps for MeasurementStep 1  Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review   &...
Action PlanStep 1  Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review   &improve        ...
Questions?              Singapore | Beijing             www.eastwestpr.com
EASTWEST PRGetting clients noticed in Asia since 1995                                     Singapore | Beijing             ...
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Weibo for b2 b business

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What is Weibo and how does it benefit to B2B business in China?

Published by Nicole Fan
www.eastwestpr.com

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  • roduct Description
    Manufacturer's Description
    The best way to smoother-looking skin is to have a great skincare regime. Women of all ages want better looking skin, and for women in their 30s (and even their late 20s), that means fighting fine lines- or preventing them from apearing in the first place.

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    Product Description

    The best way to smoother-looking skin is to have a great skincare regime. Women of all ages want better looking skin, and for women in their 30s (and even their late 20s), that means fighting fine lines- or preventing them from apearing in the first place.

    With age, skin loses density, dries out and becomes fragile. Skin can also start to sag and slacken. Following extensive research into the skincare needs of women aged 60 and over, L'Oreal Paris has developed Age Re-Perfect with Pro-Calcium, an intensive cream with SPF15. It contains a form of calcium, called Pro-Calcium. The formula helps improve the skin's barrier function. Intensely hydrated, skin feels more toned and more resilient.

    L'Oreal Age Re-Perfect Pro Calcium Day 292187

    Age perfect Pro-Calcium SPF 15 day cream restores skin's density and tone with patented Continuous Calcium Technology and Soy Proteins. Its also adds back support and resiliency to mature skin and deeply hydrates with natural Marine Collagen to visibly improve skin texture. Plus, Day Cream is formulated with UVA/UVB sunscreen to help protect against premature skin aging caused by the sun.

    Results:

    Skin feels less slackened: 78% agree (Clinical test, self evaluation by 51 women.)

    Skin feels less fragile: 81% agree (Consumer test on 176 women)

    Usage:

    Age Re-Perfect Day is for daily use on the face and neck. Pleasantly fragranced, its rich, luxurious and non-sticky texture wraps the skin, preventing any feeling of tightness for all day comfort. Avoid contact with the eyes. Age Re-Perfect Day contains SPF 15 protection against daily UV rays. Ideal to combine with Age Re-Perfect Night.
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Weibo for b2 b business

  1. 1. Weibo for B2B Business 5 Steps to Market Brands Through WeiboKelvin Chen & Nicole Fan | EASTWEST Public Relations | 16 December, 2011 Singapore | Beijing www.eastwestpr.com
  2. 2. What is Weibo and why touse it? Singapore | Beijing www.eastwestpr.com
  3. 3. Wēi Bó (Microblogging) Weibo is a mash up of Twitter and Facebook = + Singapore | Beijing www.eastwestpr.com
  4. 4. Brand Page = + Singapore | Beijing www.eastwestpr.com
  5. 5. Weibo LandscapeThere are many China-based weibo services including Sina Weibo, Tencent Weibo,Sohu Weibo and NetEase Weibo. Singapore | Beijing www.eastwestpr.com
  6. 6. Weibo Infographics 280million Sina Weibo reaches 280million, which means half of the Chinese Internet population is on Sina Weibo. 40.7% Sina Weibo and Tencent Weibo share the high-end user and mid-end user markets 29minutes The average time spent on Weibo, much longer than other information channels. Singapore | Beijing www.eastwestpr.com
  7. 7. Weibo allows B2B businesses a new mode ofcommunication that can be used to achieve businessobjectives. Singapore | Beijing www.eastwestpr.com
  8. 8. What would be your topkey objective to use Weiboin B2B business ? Singapore | Beijing www.eastwestpr.com
  9. 9. •Start by identifying your business or communication objectives for usingWeibo:-Aides in branding & awareness-Builds community-Provides customer service opportunity-Allows research, development and collaboration-Offers direct sale opportunities•No matter the objective, our approach involves 5 steps Singapore | Beijing www.eastwestpr.com
  10. 10. A guide to start a Weibocampaign Singapore | Beijing www.eastwestpr.com
  11. 11. Step 1 Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review &improve Singapore | Beijing www.eastwestpr.com
  12. 12. Step 1 Make the most of a Weibo brand page Buildinfrastr ucture • Create an account: use the company name and logo and describeStep 2 the company in 70 characters (limit of no. of character).Createa Plan •Tag your profile:you can tag up to 10 keywords. Tagging is the firstStep 3 step to be discovered and connect with those who share similarPromote interests with you.Step 4Measure • Personalise domain name: modify the default setting to aresults personalised Weibo domain name like this weibo.com/ibmStep 5 Review & • Customerise the background image with your own design (minimprove 1950* 500 pixels) •Verify your account: consider verifying your account to protect against brand jacking Singapore | Beijing www.eastwestpr.com
  13. 13. Create a Content SchemeStep 1 Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review &improve Singapore | Beijing www.eastwestpr.com
  14. 14. Time to Post WeiboStep 1 Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review & OTHER STASTICS:improve > BEST WEIBO FREQUENCY > BEST DAY TO WEIBO > BEST TIME TO RELEASE NEWS 1- 4 POSTS PER DAY MIDWEEK & 12PM & 5PM WEEKENDS Singapore | Beijing www.eastwestpr.com
  15. 15. Schedule ContentThe greatest time-saver and strategic tool in your Applications such as ‘皮皮时光机’ allowscontent-planning arsenal is an editorial calendar you to schedule posting at a given time orthat can be used to lay out content by date and day.topic.Applications such as ‘一键推’ will let you simultaneously post to Sina Weibo, Tecent Weibo,Sohu Weibo, and NetEase Weibo. Singapore | Beijing www.eastwestpr.com
  16. 16. Manage Accounts Solo MultipleStep 1 Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4Measureresults DualStep 5 Review &improve Singapore | Beijing www.eastwestpr.com
  17. 17. CASE STUDY: DELL CHINA’S WEIBO MATRIX Dell Social Media Listening Command Center KEY TAKEAWAYS 1) Build accounts that focuses on niche segments with tailored messaging to extend brand presence and to gain awareness among underserved customer segments. 2) Centralize brand message and customer services at a central location (e.g. Bell China), while build policies, guidelines and best practices to guide sub-stations to operate effectively with their defined audience. Singapore | Beijing www.eastwestpr.com
  18. 18. Determine ProcessStep 1 Buildinfrastr ucture Content development and release need to follow the process below toStep 2 improve the effectiveness of content confirmation and revisionCreatea Plan EASTWEST Team Client EASTEST Team Client EASTWEST TeamStep 3Promote Monthly develop the Confirm the content Suggest & develop the Review and confirm the Release the content direction based direction or provide the posts/articles copywriting posts/articles on time on the aligned strategy revising suggestions copywriting and report to client and campaign messageStep 4MeasureresultsStep 5 Review &improve Singapore | Beijing www.eastwestpr.com
  19. 19. Connect to Weibo Online/OfflineStep 1 Buildinfrastr uctureStep 2Createa PlanStep 3Promote Add Share-to-Weibo button to websiteStep 4Measureresults Add WeiboStep 5 contact Review & informationimprove in press release / newsletter Print cards with QR codes linking Singapore | Beijing back to Weibo page www.eastwestpr.com
  20. 20. Community Interaction Weibo InterviewStep 1 Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review Social Games Weibo Share Screen Weibo Microsite &improve Singapore | Beijing www.eastwestpr.com
  21. 21. Benchmarks & KPIsStep 1 Buildinfrastr Weekly Measurement Monthly Measurement Quarterly Measurement ucture -# of followers -Lead generation -Demographics analysis -# of Weibo posts -Track sales conversation -Cost per leadStep 2 -# of comments -Track social mentions (+, -Brand conversationsCreate -# of reposts Neutral, -) against competitorsa Plan - Rank against competitive -Identify influential sites, offerings and benchmark blog and people against industry standardsStep 3PromoteStep 4MeasureresultsStep 5 Review &improve Singapore | Beijing www.eastwestpr.com
  22. 22. Weibo Apps for MeasurementStep 1 Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review &improve Singapore | Beijing www.eastwestpr.com
  23. 23. Action PlanStep 1 Buildinfrastr uctureStep 2Createa PlanStep 3PromoteStep 4MeasureresultsStep 5 Review &improve Singapore | Beijing www.eastwestpr.com
  24. 24. Questions? Singapore | Beijing www.eastwestpr.com
  25. 25. EASTWEST PRGetting clients noticed in Asia since 1995 Singapore | Beijing www.eastwestpr.com

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