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Weibo for b2 b business

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EASTWEST Public Relations
EASTWEST Public Relations

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

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Weibo for B2B Business 5 Steps to Market Brands Through Weibo Kelvin Chen & Nicole Fan | EASTWEST Public Relations | 16 December, 2011 Singapore | Beijing www.eastwestpr.com
What is Weibo and why to use it? Singapore | Beijing www.eastwestpr.com
Wēi Bó (Microblogging) Weibo is a mash up of Twitter and Facebook = + Singapore | Beijing www.eastwestpr.com
Brand Page = + Singapore | Beijing www.eastwestpr.com
Weibo Landscape There are many China-based weibo services including Sina Weibo, Tencent Weibo, Sohu Weibo and NetEase Weibo. Singapore | Beijing www.eastwestpr.com
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. Singapore | Beijing www.eastwestpr.com
Weibo allows B2B businesses a new mode of communication that can be used to achieve business objectives. Singapore | Beijing www.eastwestpr.com
What would be your top key objective to use Weibo in B2B business ? Singapore | Beijing www.eastwestpr.com
‱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 Singapore | Beijing www.eastwestpr.com
A guide to start a Weibo campaign Singapore | Beijing www.eastwestpr.com
Step 1 Build infrastr ucture Step 2 Create a Plan Step 3 Promote Step 4 Measure results Step 5 Review & improve Singapore | Beijing www.eastwestpr.com
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 Singapore | Beijing www.eastwestpr.com
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 Singapore | Beijing www.eastwestpr.com
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 Singapore | Beijing www.eastwestpr.com
Schedule Content The greatest time-saver and strategic tool in your Applications such as â€˜çšźçšźæ—¶ć…‰æœș’ 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 â€˜äž€é”źæŽšâ€™ will let you simultaneously post to Sina Weibo, Tecent Weibo, Sohu Weibo, and NetEase Weibo. Singapore | Beijing www.eastwestpr.com
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 Singapore | Beijing www.eastwestpr.com
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. Singapore | Beijing www.eastwestpr.com
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 Singapore | Beijing www.eastwestpr.com
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 Singapore | Beijing back to Weibo page www.eastwestpr.com
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 Singapore | Beijing www.eastwestpr.com
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 Singapore | Beijing www.eastwestpr.com
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 Singapore | Beijing www.eastwestpr.com
Action Plan Step 1 Build infrastr ucture Step 2 Create a Plan Step 3 Promote Step 4 Measure results Step 5 Review & improve Singapore | Beijing www.eastwestpr.com
Questions? Singapore | Beijing www.eastwestpr.com
EASTWEST PR Getting clients noticed in Asia since 1995 Singapore | Beijing www.eastwestpr.com

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Weibo for b2 b business

  • 1. Weibo for B2B Business 5 Steps to Market Brands Through Weibo Kelvin Chen & Nicole Fan | EASTWEST Public Relations | 16 December, 2011 Singapore | Beijing www.eastwestpr.com
  • 2. What is Weibo and why to use it? Singapore | Beijing www.eastwestpr.com
  • 3. Wēi BĂł (Microblogging) Weibo is a mash up of Twitter and Facebook = + Singapore | Beijing www.eastwestpr.com
  • 4. Brand Page = + Singapore | Beijing www.eastwestpr.com
  • 5. Weibo Landscape There are many China-based weibo services including Sina Weibo, Tencent Weibo, Sohu Weibo and NetEase Weibo. Singapore | Beijing www.eastwestpr.com
  • 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. Singapore | Beijing www.eastwestpr.com
  • 7. Weibo allows B2B businesses a new mode of communication that can be used to achieve business objectives. Singapore | Beijing www.eastwestpr.com
  • 8. What would be your top key objective to use Weibo in B2B business ? Singapore | Beijing www.eastwestpr.com
  • 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 Singapore | Beijing www.eastwestpr.com
  • 10. A guide to start a Weibo campaign Singapore | Beijing www.eastwestpr.com
  • 11. Step 1 Build infrastr ucture Step 2 Create a Plan Step 3 Promote Step 4 Measure results Step 5 Review & improve Singapore | Beijing www.eastwestpr.com
  • 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 Singapore | Beijing www.eastwestpr.com
  • 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 Singapore | Beijing www.eastwestpr.com
  • 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 Singapore | Beijing www.eastwestpr.com
  • 15. Schedule Content The greatest time-saver and strategic tool in your Applications such as â€˜çšźçšźæ—¶ć…‰æœș’ 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 â€˜äž€é”źæŽšâ€™ will let you simultaneously post to Sina Weibo, Tecent Weibo, Sohu Weibo, and NetEase Weibo. Singapore | Beijing www.eastwestpr.com
  • 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 Singapore | Beijing www.eastwestpr.com
  • 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. Singapore | Beijing www.eastwestpr.com
  • 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 Singapore | Beijing www.eastwestpr.com
  • 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 Singapore | Beijing back to Weibo page www.eastwestpr.com
  • 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 Singapore | Beijing www.eastwestpr.com
  • 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 Singapore | Beijing www.eastwestpr.com
  • 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 Singapore | Beijing www.eastwestpr.com
  • 23. Action Plan Step 1 Build infrastr ucture Step 2 Create a Plan Step 3 Promote Step 4 Measure results Step 5 Review & improve Singapore | Beijing www.eastwestpr.com
  • 24. Questions? Singapore | Beijing www.eastwestpr.com
  • 25. EASTWEST PR Getting clients noticed in Asia since 1995 Singapore | Beijing www.eastwestpr.com