Weibo, social media phenomenon in China


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Sina Weibo is a unique social media platform.

It is used by 250 million people in China, including journalists, business owners and university professors.

How to use weibo to promote your business in China.

Presentation given by Jim James and Christian Dougoud at the GCPR Global meeting in Bangalore. Feb 2012.

Published in: Business
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Weibo, social media phenomenon in China

  1. 1. Social Media in China“The Weibo phenomenon””By Christian Dougoudwww.eastwestpr.comFollow us on: Singapore | Beijing
  2. 2. Why use sina weibo? Increase editorial Drive web traffic enquiries Build relationships with key media, industry influencers Singapore | Beijing
  3. 3. Company overview EASTWEST PR is a public relations agency based in Asia since 1995, with offices in Singapore and Beijing, China. • 16 years experience in B2B • 2 offices in China and Singapore • 400+ clients and counting • Expertise in traditional and digital PR • Affiliates in 12 Asian countries Singapore | Beijing
  4. 4. Core business: IT/TechAepona Coding Technologies Entertainment (Beijing) MSI Legal & Accounting Revlon VoxboneAffle Comic Relief Haymarket Media Inc Network Worldwide SANYO Asia Voxbone (Past Project)Alianza Global Compuware Asia-Pacific Pte Health Aesthetics National Infocomm Schmidt Electronics (SEA) Write AnglesCommunication Services Ltd Hill International Competency Centre (NICC) SEK2005 Wyeth Consumer HealthcareAlliance Cosmetics/Revlon Contact Centre Association Hill International New Zealand Trade & SGI X|Media|LabAlliance Cosmetics/SILKYGIRL of Singapore HPCDemo Enterprise Singapore Discovery Centre Zenith Events ManagementAppTrigger Creative IT Training School Hughes Network Systems Nortel Networks Singapore Singapore Table Tennis Pte Ltd for Global EntrepolisAPREA CrimsonLogic Pte Ltd Huthwaite Pte Ltd Association @ Singapore 2007Asia Television Forum 2009 Dannhauser Energize Life iBasis Océ Singex Exhibitions / Asia LehmanbrownASSISTPLAN CO. LTD DatatraceDNA Infinite Frameworks OIG International Fashion Week 2005 NumaraAT&T Worldwide DCNS Group Ingres Corporation on/NTL Asia Pacific Softwin – BitDefender HIDTelecommunications Dialogic Corporation Inmarsat Limited ONE (SINGAPORE) Sony Electronics Asia Pacific AbsciexAuthentication & Online ECA International International Baccalaureate Pte Ltd IEEE-SATrust Alliance Eggplant Digital Organization Optimi Corporation Sony Pictures IEEE SmartGridAutonomy Ekinops International SOS Orbitz Worldwide SRC Software VantoneAvery Dennison Electrolux IPRN Orient Europharma Stratus Technologies ECI TelecomAvnet Inc. Emerio Corporation iRiS Software Solutions Ltd Ovum SunGard RationalAxiom Systems Emerson Network Power Jardine OneSolution Pte Ltd Pacific Internet Ltd Sunstar Inc Digital Realty TrustBBC Worldwide Envox Worldwide JIAM 2008 – Reed Exhibitions Paiker SUPERSEED Bayer CropscienceBEA Systems, Inc. Envy Keppel Land – The Belvedere Panasonic Sybase Inc University of YorkBhavan’s India Intl School Epicor Software (Asia) Pte LtdKeppel Land / Ritz PAREXEL APEX International Sydus ClavisterBizlink Centre Singapore ESI International Residences Co., Ltd. Symbol Technologies MicrosoftBoxSentry etalk Corporation Kraft Foods PerkinElmer Syniverse Technologies Inc Edison Capital PartnersBoys’ Brigade LCCI International Philips T-Systems Morgan CarsBritish Business Awards For AIDS with Community Qualifications Pinstorm Tandberg Oven MumfordBritish Council China Effort (F.A.C.E.) Live Cargo, Inc Promethean Limited Telenor Satellite Services Agilent_technologiesBSI Fortis Private Banking Logica Pronto Communications Terrapinn HsenidBubble Motion German European Sch Spore LogicaCMG PTS Consulting (Singapore) The Symbio Group SmaatoBusiness Logic Systems GLim Pte Ltd Macquarie Telecom Pte Ltd The University of York TelegentCalifornia WOW Xperience Global Indian Education Make A Wish Foundation Quantel The Unza Group Terrapinn Cards AsiaCambridge Broadband Foundation Singapore TippingPoint UpFrontMediaNetworks Global PTM MatrixView Limited RadianTrust Traditional Medicine Expo SinoTechGroupCareer Choice GlobalPTM Mercury Interactive Radware TRIMEX International Cimes 2010Celltick Technologies Ltd GN Netcom Australia Pty Ltd Microsoft RAK Minerals & Metals Tyco Fire & Security AceWoodCharter Broadcast Governance for Equitable MobileMonday Investments (RMMI) UITC / DairyCare fert.chChina Entrepreneurs Development MPG Redline Communications V-Kool IEEE Technology TimeChinese National Geography GSMAInternational Havas Digital MPG MPIO Reed Exhibitions – JIAM Reed Huayin Exhibitions Verimatrix Inc. Singapore | Beijing Machine Vishay Intertechnology Asia WhoIsWhoClyde Bergemann Havas Sports & MSI Global Alliance Research In Motion Pte Ltd Pte Ltd
  5. 5. Internet users in China Source: China Internet Watch ,”China Internet Statistics Whitepaper” Singapore | Beijing
  6. 6. China social mediaLandscape Singapore | BeijingSource:
  7. 7. “What do the International Monetary Fund, Louis Vuitton and Unilever have in common?” Melanie Lee. Reuters. Nov 16, 2011 Singapore | Beijing
  8. 8. Foreign business, organizations and individualsuse Sina Weibo Singapore | Beijing
  9. 9. Sina Weibo at a glance Singapore | Beijing
  10. 10. Sina Weibo + = + Singapore | Beijing
  11. 11. 250 million registered usersincluding trade and general media, industry experts, academics, influencers and…your competitors Singapore | Beijing
  12. 12. 40 blogs posted every second Singapore | Beijing
  13. 13. ~ 5 million new users a month Singapore | Beijing
  14. 14. Siemens on Sina Weibo
  15. 15. Bill Gates on Sina Weibo
  16. 16. Electrolux on Sina Weibo
  17. 17. IMF on Sina Weibo
  18. 18. EASTWEST PR on Sina Weibo
  19. 19. Future developmentWeibo will go mobile318 million phone usersaccess internet via mobile phonesUSA population = 300 million
  20. 20. Future developmentWeibo will go internationalWeibo will not remain a local phenomenon
  21. 21. Case Study Singapore | Beijing
  22. 22. IEEE-SA on Sina Weibo
  23. 23. Features Embedded video release Verified company account (requires license) Logo Account statisticsAbout us SpokespeopleNews FollowersPhotos Tags Latest post
  24. 24. Objectives Increase editorial enquiries Generate traffic to the Chinese IEEE-SA website Build relationships with key media, online bloggers, industry influencers
  25. 25. Create Create branded account & Company Verification Translate news into Chinese Synchronize Twitter, Facebook content with Sina Weibo Shoot video releases in Chinese
  26. 26. Publish News Industry updates Interview opportunities Event live posting Whitepapers Photos
  27. 27. Promote Research followers: Media, analysts, partners Promote events Link to video networks Optimize keywords
  28. 28. Monitor Editorial enquiries Competitor watch Interactions/Comments Issues/Crisis
  29. 29. Analysis Followers profiling Video views Reposts Traffic to main website
  30. 30. Thank You!Contact usChristian Dougoud, Managing Director Jim James, ChairmanMobile: +86 158 1036 5670 Mobile: + 86 139 1073 1967Email: Email: Singapore | Beijing