weibo for b2b business english presentation
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Weibo For B2B Business English Presentation presented by Daniel Sehl at EASTWEST Public RelationsTRANSCRIPT
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Sina Weibo for B2B BusinessMarketing Brands Through Weibo
Kelvin Chen & Nicole Fan | EASTWEST Public Relations | 16 December, 2011
www.eastwestpr.com/weibo
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What is Sina Weibo and why use it?
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Weibo Infographics
280million Sina Weibo reaches 280million, which means half of the Chinese Internet population is on Sina Weibo. As of November 2011, the government has asked users to verify their identity on Weibo.
82%Of Sina Weibo’s users have a university education. Of the total users of Sina Weibo around 70% are under thirty.
29minutes The average time spent on Weibo, which is much longer than other information channels.
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Weibo allows B2B businesses a new mode of communication that can be used to achieve business objectives.
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How can you use Weibo to achieve your business objectives?
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• 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, it involves a methodology
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How to start a Weibo campaign
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Create a Content Scheme
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> BEST WEIBO FREQUENCY
1- 4 POSTS PER DAY
> BEST DAY TO WEIBO
MIDWEEK &WEEKENDS
OTHER STASTICS:
> BEST TIME TO RELEASE NEWS
12PM & 5PM
Time to Post Weibo
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Manage Accounts
MultipleSolo
Dual
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Connect to Weibo Online/Offline
Print cards with QR codes linking back to Weibo page
Add Weibo contact information in press release / newsletter
Add Share-to-Weibo button to website
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Community Interaction
Weibo Interview
Social Games Weibo Share Screen Weibo Microsite
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Benchmarks & KPIs
Weekly Measurement
- # of followers - # of Weibo posts - # of comments - # of reposts
Monthly Measurement
- Lead generation - Track sales conversation - Track social mentions (+, Neutral, -)- Rank against competitive offerings and benchmark against industry standards
Quarterly Measurement
- Demographics analysis - Cost per lead - Brand conversations against competitors - Identify influential sites, blog and people
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EASTWEST PRGetting clients noticed in Asia since 1995