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  • Media Influence of Sina Weibo
  • Invite users to write about
  • 20110812

    1. 1. Guest Speaker: Sina Weibo Starting Shortly….
    2. 2. Guest Speaker: Sina Weibo
    3. 3. Speakers Xie Qing Regional Digital Strategist, Hong Kong Ogilvy Natalie Wong Assistant Manager for Trade Marketing Sina Weibo
    4. 4. Questions and Comments Hashtag: # 新浪&奧美微博培訓 #
    5. 5. <ul><li>Need advice? </li></ul><ul><li>The Social@ team is at your service, but we need: </li></ul><ul><ul><ul><ul><ul><li>Involvement early in the process </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>A clear brief </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Sufficient time to respond </li></ul></ul></ul></ul></ul><ul><li>Email: </li></ul><ul><li>thomas.crampton@ogilvy.com </li></ul><ul><li>john.stauffer@ogilvy.com </li></ul>
    6. 6. SINA Weibo Revolutionary Channel of Communications
    7. 7. <ul><li>Basic functions </li></ul><ul><li>Hottest topics </li></ul><ul><li>Power of Weibo </li></ul><ul><li>Statistics & Figures </li></ul>WHAT IS WEIBO ?
    8. 8. Is Weibo just a clone of Twitter or Facebook?? 140 words=0 distance Forward Forward your friend ’s 140w post to others Topic See the latest discussion topics Follow Whose 140w post you want to read? Follower Who read your post? Comment Express your opinion in different topics! Photo/Video/Music Share whenever you want! Weibo , a micro-blogging platform where users can share, broadcast and acquire information from there. They can access via WEB, WAP, Smart Phones tobuild their own community and use 140 words to update the message for instant sharing. Vote Set your own poll
    9. 9. Online marketing for international or national brands Management to build the brand relationship with public & staff Obtain information, comment and follow Government to communicate with public & improve civil service Media & journalists to obtain the source information and transmit the news Almost all CN,TW& HK celebrities Who is on SINA Weibo ?
    10. 10. Hottest Topics on Weibo <ul><li>Hottest topics: entertainment news & current affairs </li></ul><ul><li>Highest comment: celebrities’ post </li></ul><ul><li>Highest forward: celebrity, touching story, horoscope & love </li></ul><ul><li>Top 10 grassroot users: jokes, lifestyle, horoscope & love </li></ul>Top 10 grassroot accounts
    11. 11. <ul><li>Strong social media platform </li></ul><ul><li>Users are connected & concentrated </li></ul><ul><li>Extensive network with Powerful Viral Effect </li></ul>1 : n Power of Weibo
    12. 12. <ul><li>An SOS message was posted minutes after the accident -> First few weibo posts from survivors </li></ul><ul><li>-> Forwarded more than 112,000 times </li></ul><ul><li>2. Authorities called for Blood Donation -> More than 1000 netizens promptly donating blood for the injured </li></ul><ul><li>3. Official platform to release updated information -> Zhejiang Government/ journalists / media using Weibo to report the latest situation </li></ul><ul><li>4. Find missing friends and relatives -> Weibo seeking information on missing person had been forwarded more than 80,000 times </li></ul><ul><li>(China Daily, 25 Jul 2011 ) </li></ul>Playing Key Role in Rail Disaster <ul><li>An unprecedented large-scale online campaign to help parents find their missing children </li></ul><ul><li>Netizens to take snapshots of children they see begging on the street and of other children they think might have been kidnapped. </li></ul><ul><li>The netizens can then post the photos on the micro blogs in the hope that family members will see them. </li></ul><ul><li>By 8 Feb 2011, more than 83,000 netizens had participated in the campaign, and there were 588,870 posts talking about the campaign on SINA Weibo by evening. </li></ul><ul><li>At the end, a total of 6 missing children were found </li></ul>Social Impact Brought by Weibo
    14. 14. Source : 中國微博元年市場白皮書 2010 年 9 月 In terms of general users, the proportion of Male vs Female is 57% vs 43%; but for Active Users, Female occupied 65% while Male is only 35%. The peak hour of using Weibo is 2 3 :00 The ratio of “Sending Weibo” is 6.9% Aged between 12-31 are more concerned on Daily Status and Entertainment Aged between 32-41 are more concerned on Financial News
    15. 15. Market Share of Weibo Platform in 2010 Source : iResearch 2010
    16. 16. Source : Credit Suisse Estimate <ul><li>Compared activeness of top 30 bloggers in 2 platforms </li></ul><ul><li>“ It shows those bloggers are more active on the SINA platform than on QQ platform.” </li></ul><ul><li>“ Number of post on SINA micro-blog was 5.7 times higher than on QQ.” </li></ul>SINA & QQ Micro-blog Platforms Comparison
    17. 17. <ul><li>With more than 6.5 million 2.5G & 3G mobile users in HK *, micro-blogging through mobile phones becomes popular </li></ul><ul><ul><li>38% of Overall Weibo posts are sent from mobile phones </li></ul></ul><ul><ul><li>Ratio in some countries rises to 50%, including HK </li></ul></ul>Source: OFTA, Jan 2011 Weibo on Mobile Phone
    18. 18. <ul><li>Case: Harbour City </li></ul><ul><li>Enterprise Weibo </li></ul>HOW TO MARK USE OF WEIBO?
    19. 19. Everyday, there are plenty of brands registering SINA Weibo… <ul><li>Channel for external communication </li></ul><ul><li>Brand & product promotion platform </li></ul><ul><li>Quality customer service </li></ul><ul><li>Crisis management </li></ul><ul><li>E-commerce platform </li></ul><ul><li>Recruitment </li></ul>
    20. 20. <ul><li>First HK brand that set up a Weibo account (Jan 2010) </li></ul><ul><li>Obtained remarkable achievement : </li></ul><ul><ul><li>Corporate Weibo Account with the most fans in HK, Taiwan and Macau (Over 315,358 fans as of Aug 10, 2011) </li></ul></ul><ul><ul><li>Awarded by SINa Weibo as the “ 星級童孩 ” in Sep 2010 </li></ul></ul><ul><ul><li>新浪微博香港十大關注事件 </li></ul></ul><ul><ul><li>Attracted many celebrities followers: GiGi Leung, Angelababy, Miriam Yeung, Wong Huang Ming and BiBi Chou, etc </li></ul></ul>Harbour City: Weibo as Marketing Tool
    21. 21. Harbour City: How to Get FANS on SINA Weibo? 1. Regular post with unique and interesting topics 2. Engage with the SINA Weibo users 3. Make use of the viral effect of SINA Weibo 4. Soft Selling 5. Crossover or joint promote with hot SINA Weibo account
    22. 22. 1.Regular Post with Unique & Interesting T opics a. Interesting topics and special topics b. Post at special time slot Love the Earth R elay5,134 reposts / ranked 6th Five Friday post 10,366 reposts / ranked 9th “ Good Night” ” Post “ Morning” Post Harbour City  “ Afternoon Post”
    23. 23. 2. Engage with the Weibo Users <ul><li>b. Respond to your fans </li></ul><ul><ul><li>- Answer enquiry & post response to comments of fans </li></ul></ul>a. Fans benefit programs i.e. National Day FireworkTickets  Giveaway: The programmes were launched to benefit fans and attract referrals. 
    24. 24. 3. Make use of the viral effect of Weibo 韓火火 小 P 老師 姚晨 楊千嬅 Interact with different verified and influential Weibo users - Online active accounts - Celebrity accounts
    25. 25. • Promote in an interesting and lively way, like an Online Magazine Tenant Event Road Show New Product Launches 4. Soft Selling
    26. 26. 5. Crossover or joint promote with hot SINA Weibo account  a. Cross over with SINA on World Cup Event b. Cross over with HKTDC for HK Bookfair ‐ Official Online partner of HKTDC
    27. 27. Dual Sina Weibo Account?! ‐ Make use of the dual account of corporate and personal to maximize the viral effect! AdrianSiu and AdidasHK Floraland and HK Tourism Board chananna and ITHK Lady 嘉嘉 and Harbour City 梁芷珊 and  南華足球
    28. 28. SINA Weibo Enterprise Page Corporates who got the first trial accounts of SINA Weibo Enterprise
    29. 29. Advantages of SINA Weibo Enterprise: Customized interface - to match different brands’ personalities & needs Middle column posting weibo & leaving comment on discuss board <ul><li>Left column </li></ul><ul><li>- TVC/ video sharing </li></ul><ul><li>Notice board </li></ul><ul><li>Voting </li></ul><ul><li>Activity </li></ul><ul><li>Map </li></ul><ul><li>Useful links </li></ul>Right column gathers all the related accounts into one page, e.g., senior management, regional accounts, customer service, endorsers … Three-column interface
    30. 30. Advantages of SINA Weibo Enterprise: Customized interface - to match different brands’ personalities & needs Front-end weibo main page Back-end admin tool Through the self-help admin tool you can: - Personalize the weibo page in an easy way - Select the module & customize the interface per corporate’s needs flexibly - Upfront the key message & followers’ favorable content on top of the page
    31. 31. Advantages of SINA Weibo Enterprise: Self-marketing tool – to establish a more personalized communication and interaction platform Middle column customized promotional area for placing video banner/ up to 6 photos rotational banner Users can share the photo to fans <ul><li>Left Columns </li></ul><ul><li>Various online and offline activities can be initiated </li></ul><ul><li>Voting to collect users’ opinions & insight </li></ul>
    32. 32. Advantages of SINA Weibo Enterprise: Monitoring – to provide comprehensive and objective analysis <ul><li>Analysis of weibo post </li></ul><ul><li>Record the no. of comment, forward, private message, page view & unique visit </li></ul><ul><li>Identify the potential customer & loyal customer </li></ul><ul><li>Record the click rate of short hyperlink </li></ul><ul><li>Track the traffic to website </li></ul><ul><li>Analysis of Followers </li></ul><ul><li>Sort out the followers by gender, age </li></ul>
    33. 33. Advantages of SINA Weibo Enterprise: Monitoring – to provide comprehensive and objective analysis <ul><li>Keyword Search </li></ul><ul><li>View the keyword (up to keyword) mentioning time & monitor the conversation everyday </li></ul><ul><li>Sort out the result per users’ gender, age, region, response time and whether they are V user & identify the influencer </li></ul>
    34. 34. <ul><li>ADIDAS </li></ul><ul><li>SKY100 </li></ul><ul><li>361 0 </li></ul><ul><li>NEW ZEALAND TOURISM BOARD </li></ul><ul><li>HSBC </li></ul>COLLABORATION SHOWCASE
    35. 35. Collaboration with SINA <ul><li>2. Supplement page </li></ul><ul><li>Online campaign on weibo platform for interactive game, voting or submission </li></ul><ul><li>1. Event management </li></ul><ul><li>Event page + live broadcast + live feed broadcasting screen </li></ul><ul><li>Enhance the interaction with audience in the event, party, conference, fashion show or seminar </li></ul><ul><li>3. Technical support </li></ul><ul><li>Application development </li></ul><ul><li>Communication tool for your website & form your own community </li></ul>
    36. 36. Adidas is all in Party
    37. 37. Event Page duration: 1 month Weibo Posts from Official Partners Gather different relevant parties to discuss the show Count Down before Live Broadcast Adidas is all in Party
    38. 38. A widget box embedded with the discussion topic, to attract users to participate Display of the TVC Gather Posts from General Users Photo Album Adidas is all in Party
    39. 39. The Event page was embedded with Live Video Broadcast + Weibo Discussion Widget There were Over 7,000 viewers during the night (2 hours’ live broadcast) Adidas is all in Party
    40. 40. Real-time Weibo broadcasting screen has been set up to enhance interactions with audiences Near 10,000 Weibo Posts with #adidas is all in# on that night Adidas is all in Party
    41. 41. Sky 100 – First Photo Exhibition on Weibo <ul><li>Exhibiting 4 photographers’ 100 snap shots on Sky100 </li></ul><ul><li>Sky100 fans forward photos to friends may win Sky100 tickets & round trip air ticket to Hong Kong </li></ul>
    42. 42. <ul><li>Total 14,160 photos forwarded </li></ul><ul><li>Total 41,663 Weibo users have been tagged </li></ul><ul><li>16,968 messages posted </li></ul>Sky 100 – First Photo Exhibition on Weibo
    43. 43. Sky 100 – Horoscope Videos 「十二星座爱.上天际 100 」系列 <ul><li>10 Videos of 12 horoscopes </li></ul><ul><li>First videos released once the no. of followers increased to 2,000 </li></ul>Weibo post with horoscope content Collaborated with @ 星座愛情 001 for #  微博星座紅人比賽 # contest
    44. 44. 361 0 - 「多一度熱愛從這裡開始」 <ul><li>Period: 28 June, 2011 – 31 July, 2011 </li></ul><ul><li>Participation: 22,814 </li></ul><ul><li>Humorous way to encourage users to do sports </li></ul><ul><li>Users can compose a funny sentence & tag their friends </li></ul><ul><li>Leverage the viral effect to promote the brand </li></ul>
    45. 45. 361 0 - 「多一度熱愛從這裡開始」 <ul><li>Select a funny background </li></ul><ul><li>Select your friend </li></ul><ul><li>Select the phrases and making the sentence </li></ul><ul><li>Post generated and send to your friend </li></ul>1 2 3 4
    46. 46. 361 0 - 「多一度熱愛從這裡開始」 Promotional videos, weibo widget, and the winner list can be generated into the same page
    47. 47. SINA Weibo Open Platform <ul><li>Open Platform for: </li></ul><ul><li>Connection/ synchronization/ community formation </li></ul><ul><li>Application development </li></ul>
    48. 48. Data Feeding Apps @ 新浪字典 @ 查天氣
    49. 49. <ul><li>Promoting a new travelling experience in New Zealand </li></ul><ul><li>Leverage on SNS to spread out </li></ul><ul><li>Participants use their SINA Weibo/MSN accounts to access the game </li></ul>New Zealand 100% Pure You
    50. 50. Participants have to match 5 followees with 5 different activities All participant’s followees loaded from Weibo account Activities suggested with description To search their followees by their Weibo’s nickname New Zealand 100% Pure You
    51. 51. A post will be shown in the participant’s Weibo and notification will be sent to the invited followees Confirming the plan and finish registration process Re-direction to the official site New Zealand 100% Pure You
    52. 52. HSBC – hkYFi x SINA Weibo A tailor made Weibo widget is embedded on the main page, serving as a gateway to the section page Weibo Section on hkYFi event page – main page
    53. 53. HSBC – hkYFi x SINA Weibo Weibo post with related topics by Celebrities/bloggers are shown on the upper part An interactive game with attractive incentive to encourage the viewers to share related weibo Tag pages in different topics Users’ posts / comments are gathered on the lower part