Platform interview: How Sina Weibo builds brands
•
4 likes•1,901 views
Ken Hong, General Manager, Weibo Marketing Strategy, Sina
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Similar to Platform interview: How Sina Weibo builds brands
Similar to Platform interview: How Sina Weibo builds brands (20)
More from Branded Ltd
More from Branded Ltd (20)
Recently uploaded
Recently uploaded (20)
Platform interview: How Sina Weibo builds brands
- 2. 536 mil Registered Users 2 Sina Weibo users continue to grow 200 Avg # of fans per User
- 3. 20-‐29 yrs old 61.5% 3 High quality user base College + 73.0% BJ, SH, GZ 40% Smartphone users 60%+
- 4. 4 Engagement remains high +36% MAU +48% DAU 60 mins Avg. daily time spent * Data as of June 2013, YOY
- 5. 5 2012年 2013年 Fortune 500 29%（143） China 500 41%（207） Fortune 500 39%（194） China 500 62%（309） More and more business have joined Sina Weibo
- 6. 8 10 mil 15 mil 35 mil 1.6 bil Avg. # of brands followed # of users interact with brands monthly Reposts / comments / messages brands received daily Daily PVs for brands Daily impressions for brand content 325 mil users are following brands…… They are already seeing results…
- 7. 7 So, what’s next? Social CRM Social Commerce Social Advertising
- 8. 8 Social advertising is becoming more targeted and diverse
- 10. 10 Different kinds of feeds
- 11. 11 Create / Manage / Participate in Hot Topics Manage topic’s content & format The host of the topic has the ability to create the topic, control the content and the format of the topic Additional Exposure Brand exposures on the Topic pages including on mobile phones Official promotions & fans growth Hot topics will get additional promotions on Weibo; users who participated in the discussion on the page become fans automatically Increase host’s influence Aggregating all the users interested in the topics helps increase host’s influence
- 12. Multiple brand exposure opportunities
- 13. Additional benefits for branded topics § Aggregate Content § Aggregate Users
- 14. 14 Turning Your Fans into BFFs With The Power Of Social CRM
- 15. It’s NOT just your Fans 15 BRAND FANS ENGAGED NON-‐FANS POTENTIAL TARGET AUDIENCE
- 16. And it’s not how you used to know them 16 Phone Number Address Purchase History Interests Social Interactions with your brand Social Graph / Social Influence
- 17. So let’s think about them in 2D 17 1. Users relationship with your Brand Awareness Consideration Preference Purchase 2. Users’ Social Role for your Brand Passive Participant Active Participant Key Influencers Social Ads Prized Activities Targeted Feed Prized Activities Targeted Feed Events Social Ads Special Content Events
- 18. 18 Quick look at the traditional CRM Leads Genera*on Marke*ng Targeted Offers Cross/Up Sell Service / Support Loyalty Program Customer AcquisiKon Customer Value OpKmizaKon Customer RetenKon
- 19. 19 Now CRM is amplified through Social Leads Genera*on Marke*ng Targeted Offers Cross/Up Sell Service / Support Loyalty Program Customer AcquisiKon Customer Value OpKmizaKon Customer RetenKon FoundaKonal needs Social amplificaKon Social Listening Crisis Management KOL AcKvaKon / Management
- 20. Brands now also have more ways to engage their customers 20 Conversation InteracKon RelaKonship Purchase Brands Users
- 21. More Social Channels To Reach Them Effectively 21 Private MessageFeeds APPs
- 22. 22 Unleashing The Power Of Social Commerce
- 23. 23 $$$ $$$ Social Commerce E-‐Commerce $$$ $$$ $$$ $$$ $$$
- 24. 24 Sell Direct Drive Traffic
- 25. Drive Traffic 25
- 26. Driving Millions To E-‐Commerce 26 E-‐Commerce Price War Click Trend 360buy saw 5x increased in traffic from Weibo on the Price War Day. Taobao 1111 Sale’s Weibo Traffic 52M / 25% of the 213 million users that visited Taobao
- 27. Drive Traffic To Store 27
- 28. Weibo Passbook, From Online to Offline 28 Digital Distribution Weibo feeds // APPs // Pages, Email // SMS // etc In-‐Store Redemption LBS // Reminder QR Code // NFC
- 29. Sell Direct 29
- 30. Selling million in minutes via an exclusive sale 30 50,000 smartphone sold in 5 mins 13M pre-‐orders (leads) 24M reposts & comments 666 smart cars sold in 490 mins 67K reposts & comments
- 31. Light engagement method to facilitate purchase via Special FEED 31
- 32. Complete Transaction Solution 32 Front End on Enterprise Weibo Product Detail Page Order Confirmation Page Backend System Product Manager Order Manager
- 33. Benefits of selling direct 33 Grow significant number of quality fans (leads) quickly with valuable customer information Generate direct revenue through selling signature / hero products, and possibly create indirect revenue by up-‐ lifting other related products $$$ $$$ Kick-‐start other long-‐ term social media marketing programs like Social CRM programs Img scr: worldo<ofy.blogspot.com Create massive brand buzz within a short period of time
- 34. 34 Maximizing Business Value with Sina Weibo Social CRM Social Commerce Social Advertising
- 35. Thank you. Ken Hong lizhou@staff.sina.com.cn @上海KenHong