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China social-media-marketing-with-weibo-and-twitter


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Published in: Business, Technology

China social-media-marketing-with-weibo-and-twitter

  1. 1. Asia Pacific Leadership ConferenceChina Celebrity TwitterThe Mission Hills Case Study Source: Google images
  2. 2. Twitter versus Weibo – the gap is closing Data showing Chinese vs. US celebrities on micro blogs The figures are getting very close Wallace Cheung, analyst of Credit Suisse expects Sina microblog to exceed Twitter by top 100 bloggers’ followers in the second half of this year.> Source: (CONFIDENTIAL, DO NOT DISTRIBUTE) 2
  3. 3. Weibo has always known how to leverage celebrities Using Weibo, celebrities bypass media and have a direct relationship with fans Weibo can be used to counter gossip. Fans can step up to support celebrities in times of crisis Sometimes agents manage celebrity profiles on Weibo (CONFIDENTIAL, DO NOT DISTRIBUTE) 3
  4. 4. A short look at the Royal Weekend in China Royal Weibo and Twitter were inwedding fan synch that day Source: (CONFIDENTIAL, DO NOT DISTRIBUTE) 4
  5. 5. Enough general information, on to the Weibo case study… > Mission Hills - A new resort on Hainan Island, China that offers a wide range of lifestyle, recreation and wellness facilities, including golf, spa/spring, adventure sports, luxury accommodation and a wide range of food > The target market is Chinese families, young couples and independent travelers > The focal point of the promotion is the Mission Hills Star Trophy – 4-day golf tournament which will feature a selection of star golfers – 20 International and Asian celebrities playing alongside golfing amateurs on 28-31st Oct. 2010. > We wanted buzz so we went with online media channels including portals, opinion leaders and social networks. (CONFIDENTIAL, DO NOT DISTRIBUTE) 5
  6. 6. Why we were approachedSource:,, (CONFIDENTIAL, DO NOT DISTRIBUTE) 6
  7. 7. Also…because we created the Fleishman-Hillard ChinaCelebrity IndexSource:> Celebrity endorsement is a popular marketing communication strategy> In China, gut feeling is used to choose celebrities> Generally based on – celebrities’ income or performance – existing celebrity rankings – Celebrity lists in China> Out of synch with public perception and influence of the celebrity> A solution was needed… (CONFIDENTIAL, DO NOT DISTRIBUTE) 7
  8. 8. The Fleishman-Hillard China Celebrity IndexRanking celebrities for PR and social media campaigns Numerous •Public Surveys Fleishman- •Focus group interviews Indexing Hillard China •Data Mining Celebrity Index Credibility Scoring Model (CONFIDENTIAL, DO NOT DISTRIBUTE) 8
  9. 9. How we did it – the selection criteriaLots of different criteriato choose from whenchoosing celebritiesWe boiled it down to this Popularity Preference Credibility Awareness Attention Appearance Professionalism Morality Social responsibility (CONFIDENTIAL, DO NOT DISTRIBUTE) 9
  10. 10. The output – city based celebrity power rankings Name No. • The aggregate index measures the overall perception and impact of celebrities in China, Jay Chou 1 combining the three tier-one attributes: Jackie Chan 2 • Popularity • Preference Andy Lau 3 • Credibility Fan Bingbing 4 • It’s different for every city! Faye Wong 5 Jet Li 6 Zhang Yimou 7 Zhao Benshan 8 Zhang Ziyi 9 Chow Yun-fat 10 Source: (CONFIDENTIAL, DO NOT DISTRIBUTE) 10
  11. 11. Sample profile score – Zhang Ziyi QuantitativeQualitative Source: (CONFIDENTIAL, DO NOT DISTRIBUTE) 11
  12. 12. The chosen celebrities for Mission Hills (CONFIDENTIAL, DO NOT DISTRIBUTE) 12
  13. 13. How to generate huge buzz in China We divided the buzz into three types: 1. Mass buzz: Partner with major portals ( Leverage sina’s high volume visitor traffic to create awareness of Mission Hills Haikou and to drive people to the contest microsite. Use a prominent banner ad placements & text links (driving to the microsite), supported with editorial content (headlines, topics and links) and word of mouth recommendations. 2. Targeted buzz: Engage online influencers who have large followings blogging platforms (sina blog), social Chinese twitter (sina weibo) 3. Viral buzz: Publish and share multimedia content onto popular photo and video sharing. (CONFIDENTIAL, DO NOT DISTRIBUTE) 13
  14. 14. A Simple Campaign Roadmap Long sustained build up Mission Hills Haikou Pre Grand Opening Post Mission Hills Golf Hole Design Celebrity Caddy Online Recruitment Mission Hills Star Trophy Contest / Resort Special Package and buzz (3 months) (several days) Promotions Digital Platforms Influential Bloggers MH Weibo Sina Portal Co-ops Engagement (CONFIDENTIAL, DO NOT DISTRIBUTE) 14
  15. 15. Cooperation with sina.comThe most popular and well-know portal in China (CONFIDENTIAL, DO NOT DISTRIBUTE) 15
  16. 16. Mission Hills Haikou – Content Partnership Sina’s audience is big Sina home (2 days): 236,466,000/day Entertainment (1 day):12,532,698/day Sports (2 days): 40,672,152/day News (2 days): 26,957,124/day Golf (5 days): 2,364,660/day (CONFIDENTIAL, DO NOT DISTRIBUTE) 16
  17. 17. PRE-LAUNCH - Caddie contest under Sina StyleChannelWhy I should be chosen as acaddy for Katherine Zeta Jones…Online recruiting 5 celebritycaddies by the highest re-tweetsvia MH Weibo platform From Oct. 10 to Oct. 22 Participants: 168 Re-tweets: 950 Comments: 1058 (CONFIDENTIAL, DO NOT DISTRIBUTE) 17
  18. 18. PRE-LAUNCH Caddy Contest Lucky Winners at MHST Plenty of Pre-launch buzz Cute cuddly poses (CONFIDENTIAL, DO NOT DISTRIBUTE) 18
  19. 19. PRE-LAUNCH Tweet statistics of the celebrity caddy winners Name Tweets Weibo Site Account Followers Released 乔薇安 35 19,877 Influencer 2 58 27,007 Influencer 3 61 7,478 Influencer 4 7 2,919 Influencer 5 34 67 Total 195 2,236,572 target reached per estimation (CONFIDENTIAL, DO NOT DISTRIBUTE) 19
  20. 20. PRE-LAUNCH Lucky Winners’ Weibo highlights Growing engagement slowly but surely Re-tweets: 4 Comments: 18 Re-tweets: 36 Comments: 17 Re-tweets: 6 Comments: 5 Re-tweets: 3 Comments: 25 Re-tweets: 1 Comments: 22 (CONFIDENTIAL, DO NOT DISTRIBUTE) 20
  21. 21. DURING - Sina Golf Channel Home PageWorking with Sina to supply newsworthycontent Editors love a good photo Scrollbar Photo News Focus Hot Topic (CONFIDENTIAL, DO NOT DISTRIBUTE) 21
  22. 22. DURING – Mission Hills Weibo channel Period: Sep 24 – Nov 3 Fans: 21,449 as a result of the exposure Originated Tweets: 905 Re-tweets: 3,210 Comments: 2,536 Re-tweets: 36 Comments: 17 Re-tweets: 47 Comments: 13 Re-tweets: 60 Comments: 57 Re-tweets: 26 Comments: 21 (CONFIDENTIAL, DO NOT DISTRIBUTE) 22
  23. 23. Adding fuel to the campaign – Blogger outreach• Invited bloggers to MH Haikou for Family-trip + Star Trophy on-site tournament• Eight bloggers in golf, travel, lifestyle and fashion fields• 20 blog articles released and reached 62,781 readers• 221 weibo messages released via bloggers’ weibo• 1,519,830 fans reached via weibo (CONFIDENTIAL, DO NOT DISTRIBUTE) 23
  24. 24. Weibo Messages about the resort itselfImportant lifestyle content showingdifferent dimensions of the resort – it’snot just about golf (CONFIDENTIAL, DO NOT DISTRIBUTE) 24
  25. 25. Weibo Messages about the event (CONFIDENTIAL, DO NOT DISTRIBUTE) 25
  26. 26. Weibo Comment Highlights – why celebrities are engaging 机器猫爱古巨基:Sohandsome! Awesome! What acalm and winning smile…Justlike he did in the ‘Did you hear about the Morgans’, it also Jas桢桢:Ah!!! I do want the brings me the memory of autographed hat! I’m a ‘Notting Hill’. supper fan of Hugh Grant 舞影凌乱: Please give my message to Zeta-Jones that since the ‘Notting Hill’. I the ornaments on her head treasured 14 movies he are so beautiful and well- starred in in my computer! matched with her hairstyle. 丽娜Lina: Love his action and expression! real sunny ya? (CONFIDENTIAL, DO NOT DISTRIBUTE) 26
  27. 27. Blogs & Tweets by 冯鹤 (Florence He)Important lifestyle content showing allthe dimensions of the resort beyond golf (CONFIDENTIAL, DO NOT DISTRIBUTE) 27
  28. 28. Leveraging the contentMH Haikou Videos Home Page at Youku Videos: 47 loaded Views: 840 counted during the campaign (CONFIDENTIAL, DO NOT DISTRIBUTE) 28
  29. 29. Leveraging the contentMH Haikou Videos at Youku Page 1 Page 2 Page 3 (CONFIDENTIAL, DO NOT DISTRIBUTE) 29
  30. 30. The slide the client liked 85,609 weibo messages talking about the stars and the tournament during MHST (CONFIDENTIAL, DO NOT DISTRIBUTE) 30
  31. 31. Key takeaways > Choose your celebrities systematically. Not all celebrities work for all regions > Release Weibo and blog-worthy content > Choose diversely to get different content > Work closely with Sina editors and truly understand what they need > Work with someone who understands the celebrity news cycle to SUSTAIN BUZZ! (CONFIDENTIAL, DO NOT DISTRIBUTE) 31
  32. 32. public relations, search and social – bluecurrentgroup.comLet’s connect!We have 100+ staff in China but we need more! eMail Weibo sinamax Twitter therealmaxsim Linkedin (CONFIDENTIAL, DO NOT DISTRIBUTE) 32