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

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Social Media in China
“The Weibo phenomenon””
By Christian Dougoud
www.eastwestpr.com
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Build relationships
with key media, industry influencers
Increase editorial
enquiries
Drive web traffic
Why use sina weibo?

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Source: China Internet Watch ,”China Internet Statistics Whitepaper”
Internet users in China

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www.eastwestpr.comSource: http://www.ciccorporate.com/
China social media
Landscape

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www.eastwestpr.comhttp://www.reuters.com/article/2011/11/16/us-china-weibo-mncs-idUSTRE7AF0CN20111116
“What do the International Monetary
Fund, Louis Vuitton and Unilever have
in common?”
Melanie Lee. Reuters. Nov 16, 2011

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Foreign business, organizations and individuals use
Sina Weibo

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Sina Weibo at a glance

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Sina Weibo
=
+
+

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250 million registered users
including trade and general media, industry experts,
academics, influencers and…your competitors

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40 blogs posted every second

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~ 5 million new users a month

12. Siemens on Sina Weibo
http://weibo.com/siemens

13. Bill Gates on Sina Weibo
http://weibo.com/gates

14. Electrolux on Sina Weibo
http://www.weibo.com/electroluxchina

15. IMF on Sina Weibo
http://www.weibo.com/imf

16. EASTWEST PR on Sina Weibo
http://weibo.com/eastwestpr

17. Weibo will go mobile
318 million phone users
access internet via mobile phones
USA population = 300 million
Future development

18. Weibo will go international
Weibo will not remain a local phenomenon
Future development

19. Cost of a weibo campaign
EASTWEST 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 analysis
One-time account setup fee: USD 790
Maintenance ( up to 15hours/month): USD 1,500/months
Maintenance ( up to 25hours/month): USD 2,500/months
Future development

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Case studies

21. IEEE-SA on Sina Weibo
http://weibo.com/ieeestandardsassoc

22. Features
Account statistics
Embedded video release
Tags
Photos
About us
Verified company account
(requires license)
Spokespeople
Followers
News
Logo
Latest post

23. Objectives
 Increase editorial enquiries
 Generate traffic to the Chinese IEEE-SA website
 Build relationships with key media, online bloggers, industry influencers

24. Create
 Create branded account & Company Verification
 Translate news into Chinese
 Synchronize Twitter, Facebook content with Sina Weibo
 Shoot video releases in Chinese

25. Publish
 News
 Industry updates
 Interview opportunities
 Event live posting
 Whitepapers
 Photos

26. Promote
 Research followers:
Media, analysts, partners
 Promote events
 Link to video networks
 Optimize keywords

27. Monitor
 Editorial enquiries
 Competitor watch
 Interactions/Comments
 Issues/Crisis

28. Analysis
 Followers profiling
 Video views
 Reposts
 Traffic to main website

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• 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 countries
Company overview
EASTWEST PR is a public relations agency based in Asia since
1995, with offices in Singapore and Beijing, China.

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