What is Weibo and how does it benefit to B2B business in China? Published by Nicole Fan www.eastwestpr.com

1. Weibo for B2B Business
5 Steps to Market Brands Through Weibo
Kelvin Chen & Nicole Fan | EASTWEST Public Relations | 16 December, 2011
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2. What is Weibo and why to
use it?
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3. Wēi Bó (Microblogging)
Weibo is a mash up of Twitter and Facebook
= +
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4. Brand Page
= +
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5. Weibo Landscape
There are many China-based weibo services including Sina Weibo, Tencent Weibo,
Sohu Weibo and NetEase Weibo.
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6. Weibo Infographics
280million
Sina Weibo reaches 280million, which means half of the
Chinese Internet population is on Sina Weibo.
40.7%
Sina Weibo and Tencent Weibo share the high-end user
and mid-end user markets
29minutes
The average time spent on Weibo, much longer than
other information channels.
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7. Weibo allows B2B businesses a new mode of
communication that can be used to achieve business
objectives.
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8. What would be your top
key objective to use Weibo
in B2B business ?
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9. •Start by identifying your business or communication objectives for using
Weibo:
-Aides in branding & awareness
-Builds community
-Provides customer service opportunity
-Allows research, development and collaboration
-Offers direct sale opportunities
•No matter the objective, our approach involves 5 steps
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10. A guide to start a Weibo
campaign
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11. Step 1
Build
infrastr
ucture
Step 2
Create
a Plan
Step 3
Promote
Step 4
Measure
results
Step 5
Review
&
improve
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12. Step 1 Make the most of a Weibo brand page
Build
infrastr
ucture
• Create an account: use the company name and logo and describe
Step 2 the company in 70 characters (limit of no. of character).
Create
a Plan
•Tag your profile：you can tag up to 10 keywords. Tagging is the first
Step 3
step to be discovered and connect with those who share similar
Promote
interests with you.
Step 4
Measure
• Personalise domain name: modify the default setting to a
results
personalised Weibo domain name like this weibo.com/ibm
Step 5
Review
&
• Customerise the background image with your own design (min
improve 1950* 500 pixels)
•Verify your account: consider verifying your account to protect
against brand jacking
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13. Create a Content Scheme
Step 1
Build
infrastr
ucture
Step 2
Create
a Plan
Step 3
Promote
Step 4
Measure
results
Step 5
Review
&
improve
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14. Time to Post Weibo
Step 1
Build
infrastr
ucture
Step 2
Create
a Plan
Step 3
Promote
Step 4
Measure
results
Step 5
Review
& OTHER STASTICS:
improve
> BEST WEIBO FREQUENCY > BEST DAY TO WEIBO > BEST TIME TO RELEASE NEWS
1- 4 POSTS PER DAY MIDWEEK & 12PM & 5PM
WEEKENDS
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15. Schedule Content
The greatest time-saver and strategic tool in your Applications such as ‘皮皮时光机’ allows
content-planning arsenal is an editorial calendar you to schedule posting at a given time or
that can be used to lay out content by date and day.
topic.
Applications such as ‘一键推’ will let you simultaneously post to Sina Weibo, Tecent Weibo,
Sohu Weibo, and NetEase Weibo.
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16. Manage Accounts
Solo Multiple
Step 1
Build
infrastr
ucture
Step 2
Create
a Plan
Step 3
Promote
Step 4
Measure
results Dual
Step 5
Review
&
improve
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17. CASE STUDY: DELL CHINA’S WEIBO MATRIX
Dell Social Media Listening Command Center
KEY TAKEAWAYS
1) Build accounts that focuses on niche
segments with tailored messaging to
extend brand presence and to gain
awareness among underserved customer
segments.
2) Centralize brand message and customer
services at a central location (e.g. Bell
China), while build policies, guidelines and
best practices to guide sub-stations to
operate effectively with their defined
audience.
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18. Determine Process
Step 1
Build
infrastr
ucture
Content development and release need to follow the process below to
Step 2
improve the effectiveness of content confirmation and revision
Create
a Plan
EASTWEST Team Client EASTEST Team Client EASTWEST Team
Step 3
Promote Monthly develop the Confirm the content Suggest & develop the Review and confirm the Release the
content direction based direction or provide the posts/articles copywriting posts/articles on time
on the aligned strategy revising suggestions copywriting and report to client
and campaign message
Step 4
Measure
results
Step 5
Review
&
improve
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19. Connect to Weibo Online/Offline
Step 1
Build
infrastr
ucture
Step 2
Create
a Plan
Step 3
Promote
Add Share-to-Weibo button to website
Step 4
Measure
results
Add Weibo
Step 5
contact
Review
&
information
improve in press
release /
newsletter
Print cards with QR codes linking
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20. Community Interaction
Weibo Interview
Step 1
Build
infrastr
ucture
Step 2
Create
a Plan
Step 3
Promote
Step 4
Measure
results
Step 5
Review
Social Games Weibo Share Screen Weibo Microsite
&
improve
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21. Benchmarks & KPIs
Step 1
Build
infrastr Weekly Measurement Monthly Measurement Quarterly Measurement
ucture
-# of followers -Lead generation -Demographics analysis
-# of Weibo posts -Track sales conversation -Cost per lead
Step 2 -# of comments -Track social mentions (+, -Brand conversations
Create
-# of reposts Neutral, -) against competitors
a Plan
- Rank against competitive -Identify influential sites,
offerings and benchmark blog and people
against industry standards
Step 3
Promote
Step 4
Measure
results
Step 5
Review
&
improve
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22. Weibo Apps for Measurement
Step 1
Build
infrastr
ucture
Step 2
Create
a Plan
Step 3
Promote
Step 4
Measure
results
Step 5
Review
&
improve
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23. Action Plan
Step 1
Build
infrastr
ucture
Step 2
Create
a Plan
Step 3
Promote
Step 4
Measure
results
Step 5
Review
&
improve
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24. Questions?
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25. EASTWEST PR
Getting clients noticed in Asia since 1995
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