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Weibo strategy

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Shirley Li
Shirley Li

Weibo is a combination of facebook and twitter and is one of the most popular social media platform in China. This PPT is to explain what is weibo, why do you need to use it if you are targeting the chinese market and how to effectively use it.

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WHY TO USE WEIBO • Weibo Is a Chinese Microblogging Website. • A Hybrid Of Twitter And Facebook, It Is One Of The Most Popular Sites In China • For B2B,B2C • In Use By Well Over 50% Of Chinese Internet Users. Weibo has more than 600 million registered users, core users number 10 million, about 100 Million Messages Are Posted Each Day On Sina Weibo • Average time spent on weibo is about 30min, much longer than other information channels.
KEY OBJECTIVES TO USE WEIBO • Branding and awareness • Builds community • Provide customer service • Direct sales opportunities • Research and collaboration
HOW TO USE WEIBO BUILD THE STRUCTURE • Create an account • Tag the profile • Personalize the domain name • Customize the background image • Verify the account(to do that need company business licence etc.)
HOW TO USE WEIBO CREATE A PLAN • Resource: survey and analytics • Events: events listing • Brand positioning: Brand story, company culture, key announcement • Thought leadership: blog post, videos, trainings • Media opportunity: media coverage • Communication: retweet of weibo • Affiliate marketing: follow discussions
HOW TO USE WEIBO TIME TO POST • Best time to post: afternoon • Best frequency: 1-4 posts per day • Best day to weibo: mid week and weekends • Best time to release news 12pm and 5pm
HOW TO USE WEIBO PROMOTE • Add share to weibo button to any Chinese information release, newsletter, signature • Add QR code linking back to weibo
HOW TO USE WEIBO MEASUREMENT & KPI • Weekly/monthly/quarterly measurement: number of followers, weibo posts, comments, reposts • Track leads generation, sales conversation, social mentions (again industry standard) • Demographic analysis/cost per lead • There are apps to do that
HOW TO USE WEIBO ACTION PLAN Phase 1. Set up: the account and unify the company image, verify the account 2. Building: post news and updates 3. Promoting: interact with followers, media, celebrity 4. Measurement and check

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Weibo strategy

  • 1.
  • 2. WHY TO USE WEIBO • Weibo Is a Chinese Microblogging Website. • A Hybrid Of Twitter And Facebook, It Is One Of The Most Popular Sites In China • For B2B,B2C • In Use By Well Over 50% Of Chinese Internet Users. Weibo has more than 600 million registered users, core users number 10 million, about 100 Million Messages Are Posted Each Day On Sina Weibo • Average time spent on weibo is about 30min, much longer than other information channels.
  • 3. KEY OBJECTIVES TO USE WEIBO • Branding and awareness • Builds community • Provide customer service • Direct sales opportunities • Research and collaboration
  • 4. HOW TO USE WEIBO BUILD THE STRUCTURE • Create an account • Tag the profile • Personalize the domain name • Customize the background image • Verify the account(to do that need company business licence etc.)
  • 5. HOW TO USE WEIBO CREATE A PLAN • Resource: survey and analytics • Events: events listing • Brand positioning: Brand story, company culture, key announcement • Thought leadership: blog post, videos, trainings • Media opportunity: media coverage • Communication: retweet of weibo • Affiliate marketing: follow discussions
  • 6. HOW TO USE WEIBO TIME TO POST • Best time to post: afternoon • Best frequency: 1-4 posts per day • Best day to weibo: mid week and weekends • Best time to release news 12pm and 5pm
  • 7. HOW TO USE WEIBO PROMOTE • Add share to weibo button to any Chinese information release, newsletter, signature • Add QR code linking back to weibo
  • 8. HOW TO USE WEIBO MEASUREMENT & KPI • Weekly/monthly/quarterly measurement: number of followers, weibo posts, comments, reposts • Track leads generation, sales conversation, social mentions (again industry standard) • Demographic analysis/cost per lead • There are apps to do that
  • 9. HOW TO USE WEIBO ACTION PLAN Phase 1. Set up: the account and unify the company image, verify the account 2. Building: post news and updates 3. Promoting: interact with followers, media, celebrity 4. Measurement and check