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Why multinationals turn to weibo in china


Sina Weibo is a unique social media platform. …

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. February 2

Published in Business
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  • Weibo is really a big deal if you want to make it in the Chinese market as a global brand. I work for Italian based social media analytics firm Fashionbi (http://fashionbi.com) and we recently also added Weibo on our service platform particularly cause of the reach it captures in the fashion and luxury segment in China!
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  • 1. Social Media in China“Why Multinationals turn to Weibo”ByChristian Dougoudwww.eastwestpr.comFollow us on: Singapore | Beijing www.eastwestpr.com
  • 2. Why use sina weibo? Increase editorial Drive web traffic enquiries Build relationships with key media, industry influencers Singapore | Beijing www.eastwestpr.com
  • 3. Internet users in China Source: China Internet Watch ,”China Internet Statistics Whitepaper” Singapore | Beijing www.eastwestpr.com
  • 4. China social mediaLandscape Singapore | BeijingSource: http://www.ciccorporate.com/ www.eastwestpr.com
  • 5. “What do the International Monetary Fund, Louis Vuitton and Unilever have in common?” Melanie Lee. Reuters. Nov 16, 2011 Singapore | Beijinghttp://www.reuters.com/article/2011/11/16/us-china-weibo-mncs-idUSTRE7AF0CN20111116 www.eastwestpr.com
  • 6. Foreign business, organizations and individualsuse Sina Weibo Singapore | Beijing www.eastwestpr.com
  • 7. Sina Weibo at a glance Singapore | Beijing www.eastwestpr.com
  • 8. Sina Weibo + = + Singapore | Beijing www.eastwestpr.com
  • 9. 250 million registered usersincluding trade and general media, industry experts, academics, influencers and…your competitors Singapore | Beijing www.eastwestpr.com
  • 10. 40 blogs posted every second Singapore | Beijing www.eastwestpr.com
  • 11. ~ 5 million new users a month Singapore | Beijing www.eastwestpr.com
  • 12. Siemens on Sina Weibohttp://weibo.com/siemens
  • 13. Bill Gates on Sina Weibohttp://weibo.com/gates
  • 14. Electrolux on Sina Weibohttp://www.weibo.com/electroluxchina
  • 15. IMF on Sina Weibohttp://www.weibo.com/imf
  • 16. EASTWEST PR on Sina Weibohttp://weibo.com/eastwestpr
  • 17. Future developmentWeibo will go mobile318 million phone usersaccess internet via mobile phonesUSA population = 300 million
  • 18. Future developmentWeibo will go internationalWeibo will not remain a local phenomenon
  • 19. Case Study Singapore | Beijing www.eastwestpr.com
  • 20. IEEE-SA on Sina Weibohttp://weibo.com/ieeestandardsassoc
  • 21. Features Embedded video release Verified company account (requires license) Logo Account statisticsAbout us SpokespeopleNews FollowersPhotos Tags Latest post
  • 22. Objectives Increase editorial enquiries Generate traffic to the Chinese IEEE-SA website Build relationships with key media, online bloggers, industry influencers
  • 23. Create Create branded account & Company Verification Translate news into Chinese Synchronize Twitter, Facebook content with Sina Weibo Shoot video releases in Chinese
  • 24. Publish News Industry updates Interview opportunities Event live posting Whitepapers Photos
  • 25. Promote Research followers: Media, analysts, partners Promote events Link to video networks Optimize keywords
  • 26. Monitor Editorial enquiries Competitor watch Interactions/Comments Issues/Crisis
  • 27. Analysis Followers profiling Video views Reposts Traffic to main website
  • 28. Thank You!Contact usChristian Dougoud, Managing Director Jim James, ChairmanMobile: +86 158 1036 5670 Mobile: + 86 139 1073 1967Email: Christian@eastwestpr.com Email: jim@eastwestpr.com Singapore | Beijing www.eastwestpr.com
  • 29. 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 www.eastwestpr.com
  • 30. 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 Fare.net 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 Qunar.com 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 www.eastwestpr.com