2. PAGE. 3-4
WEIBO Sina Weibo Enterprise 2.0: A New Dimension in Weibo
DEVELOPMENT PAGE. 5-6
What Weibo Tags Say About Me
3. Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing
New Additions to Customizable Display Ads
Right: BMW’s showcase weibo Enterprise 2.0
account with alternate visual We are familiar with Sina Weibo Enterprise accounts
display of BMW culture and created and maintained by brands as a communication
products. channel between themselves and their consumers.
Below: Audi’s dealer weibo These accounts are mostly communication tools that are
account with pricing of the occasionally used to deliver specific messages during
latest Audi models and links to promotional campaigns, special announcements and
full specs of these cars. occasionally, respond to PR crises.
These are examples of Now, with the new Enterprise 2.0 launching for all official
customized Enterprise Sina brand accounts, Sina Weibo is about to become even
Weibo accounts for auto. more functional.
Enterprise 2.0 is not just a minor face lift but an update
that is introducing a wide range of functionally
customizable tools at brands’ disposal to help them truly
engage their consumers more effectively.
Left: Tmall.com’s eCommerce
portal Weibo account.
Links to actual deals in Tmall.
4. Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing
Supporting Data Services
Data Services CIC View
An effective Weibo brand account
needs performance tracking. With Sina Weibo Enterprise providing more and
With the new Enterprise 2.0, Sina more sophisticated services, here’s some steps to
is providing data to support more effective participation:
1. A more thoroughly customized account
Included in the data package is management strategy.
traffic data segmented into new
and old visitors, normal and 2. Performance tracking for weibo promotions
active followers, etc. that does not solely rely on the default data
support, but deeper content analysis for a full
Exposure rate of contents in the understanding of your brand’s performance.
brand Weibo account (Below).
3. Fully leverage available customization options
to deliver the most effective message in an
For more insight on the new Enterprise 2.0, please
download CIC’s latest Sina Weibo White Paper co-
released with Sina.
5. What Weibo Tags Say About Me
What are Weibo Tags?
Social Network Tags What Do Tags Do for Weibo Users?
Within a social network, tags are
useful for differentiating a
community based on shared
interests. Particularly in an open
social network, where peer group
may not reflect real-world
Hair Styling relationships, your connections
Enthusiast are based on the things you have
Tags make it easy to expand your
Night Clubber social network based on the
interests and associations
netizens use to define themselves.
To put it simply, “Tags” are the labels that netizens add to their social networking profile to let other members of the community know what
they’re into. So, it’s fair to say this may be more aspirational than realistic, but essentially it’s the interests, activities, brands and
characteristics that you choose to represent yourself.
Space is limited, well the number of characters at your disposal are, so the attempting to sum up your “character” can be tricky. As Weibo is
an open social network (unlike a Renren or Facebook) and a broadcast medium, netizens are essentially looking to attract fans by association.
6. What Weibo Tags Say About Consumers
Implication of Weibo Tags for Social Business
Step 1. Finding Understanding
Related Tags Consumers’
Tags Location Astrology
Searching for netizens who have tagged their accounts with your brand name, associated category terms or related keywords allows you
to easily pick out your target consumers. Of course, it also allows advertisers to uncover potentially unknown relevancies and associations
in the eyes of their consumers. The more you know about their life style, the easier you can engage with them.
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