Why multinationals turn to sina weibo


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Most of the largest foreign firms have already started promoting their brand on sina weibo in China.
Among them Siemens, Electrolux, Microsoft, Unilever, etc.

In this presentation, given to the GlobalCOM meeting in Bangalore, I explain the benefits and features of using sina weibo for marketing in China.

By Christian Dougoud, EASTWEST PR

Published in: Business, Sports
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Why multinationals turn to sina weibo

  1. 1. Singapore | Beijingwww.eastwestpr.comSocial Media in China“The Weibo phenomenon””By Christian Dougoudwww.eastwestpr.comFollow us on:
  2. 2. Singapore | Beijingwww.eastwestpr.comBuild relationshipswith key media, industry influencersIncrease editorialenquiriesDrive web trafficWhy use sina weibo?
  3. 3. Singapore | Beijingwww.eastwestpr.comSource: China Internet Watch ,”China Internet Statistics Whitepaper”Internet users in China
  4. 4. Singapore | Beijingwww.eastwestpr.comSource: http://www.ciccorporate.com/China social mediaLandscape
  5. 5. Singapore | Beijingwww.eastwestpr.comhttp://www.reuters.com/article/2011/11/16/us-china-weibo-mncs-idUSTRE7AF0CN20111116“What do the International MonetaryFund, Louis Vuitton and Unilever havein common?”Melanie Lee. Reuters. Nov 16, 2011
  6. 6. Singapore | Beijingwww.eastwestpr.comForeign business, organizations and individuals useSina Weibo
  7. 7. Singapore | Beijingwww.eastwestpr.comSina Weibo at a glance
  8. 8. Singapore | Beijingwww.eastwestpr.comSina Weibo=++
  9. 9. Singapore | Beijingwww.eastwestpr.com250 million registered usersincluding trade and general media, industry experts,academics, influencers and…your competitors
  10. 10. Singapore | Beijingwww.eastwestpr.com40 blogs posted every second
  11. 11. Singapore | Beijingwww.eastwestpr.com~ 5 million new users a month
  12. 12. Siemens on Sina Weibohttp://weibo.com/siemens
  13. 13. Bill Gates on Sina Weibohttp://weibo.com/gates
  14. 14. Electrolux on Sina Weibohttp://www.weibo.com/electroluxchina
  15. 15. IMF on Sina Weibohttp://www.weibo.com/imf
  16. 16. EASTWEST PR on Sina Weibohttp://weibo.com/eastwestpr
  17. 17. Weibo will go mobile318 million phone usersaccess internet via mobile phonesUSA population = 300 millionFuture development
  18. 18. Weibo will go internationalWeibo will not remain a local phenomenonFuture development
  19. 19. Cost of a weibo campaignEASTWEST will provide support for:- Creation of a weibo account- Branding- Business account verification (requires business license)- Community building to increase followers- Daily posting of company news- Upload of company material: photos, white papers, video- Activity report, traffic and followers analysisOne-time account setup fee: USD 790Maintenance ( up to 15hours/month): USD 1,500/monthsMaintenance ( up to 25hours/month): USD 2,500/monthsFuture development
  20. 20. Singapore | Beijingwww.eastwestpr.comCase studies
  21. 21. IEEE-SA on Sina Weibohttp://weibo.com/ieeestandardsassoc
  22. 22. FeaturesAccount statisticsEmbedded video releaseTagsPhotosAbout usVerified company account(requires license)SpokespeopleFollowersNewsLogoLatest post
  23. 23. Objectives Increase editorial enquiries Generate traffic to the Chinese IEEE-SA website Build relationships with key media, online bloggers, industry influencers
  24. 24. Create Create branded account & Company Verification Translate news into Chinese Synchronize Twitter, Facebook content with Sina Weibo Shoot video releases in Chinese
  25. 25. Publish News Industry updates Interview opportunities Event live posting Whitepapers Photos
  26. 26. Promote Research followers:Media, analysts, partners Promote events Link to video networks Optimize keywords
  27. 27. Monitor Editorial enquiries Competitor watch Interactions/Comments Issues/Crisis
  28. 28. Analysis Followers profiling Video views Reposts Traffic to main website
  29. 29. Singapore | Beijingwww.eastwestpr.com• 18 years experience in B2B in Asia• Offices in China, London and Singapore• 400+ clients and counting• Expertise in traditional and digital PR• Affiliates in 12 Asian countriesCompany overviewEASTWEST PR is a public relations agency based in Asia since1995, with offices in Singapore and Beijing, China.
  30. 30. Singapore | Beijingwww.eastwestpr.comQuestions?Learn more on:Or contact uswww.eastwestpr.com