Sina Weibo is a unique social media platform. It is used by 250 million people in China, including journalists, business owners and university professors. How to use weibo to promote your business in China. Presentation given by Jim James and Christian Dougoud at the GCPR Global meeting in Bangalore. February 2

1. Social Media in China
“Why Multinationals turn to Weibo”
By
Christian Dougoud
www.eastwestpr.com
Follow us on:
Singapore | Beijing
www.eastwestpr.com

2. Why use sina weibo?
Increase editorial Drive web traffic
enquiries
Build relationships
with key media, industry influencers
Singapore | Beijing
www.eastwestpr.com

3. Internet users in China
Source: China Internet Watch ,”China Internet Statistics Whitepaper” Singapore | Beijing
www.eastwestpr.com

4. China social media
Landscape
Singapore | Beijing
Source: http://www.ciccorporate.com/ www.eastwestpr.com

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

6. Foreign business, organizations and individuals
use Sina Weibo
Singapore | Beijing
www.eastwestpr.com

7. Sina Weibo at a glance
Singapore | Beijing
www.eastwestpr.com

8. Sina Weibo
+
=
+
Singapore | Beijing
www.eastwestpr.com

9. 250 million registered users
including trade and general media, industry experts,
academics, influencers and…your competitors
Singapore | Beijing
www.eastwestpr.com

10. 40 blogs posted every second
Singapore | Beijing
www.eastwestpr.com

11. ~ 5 million new users a month
Singapore | Beijing
www.eastwestpr.com

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

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

19. Case Study
Singapore | Beijing
www.eastwestpr.com

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

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

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

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

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

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

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

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

28. Thank You!
Contact us
Christian Dougoud, Managing Director Jim James, Chairman
Mobile: +86 158 1036 5670 Mobile: + 86 139 1073 1967
Email: Christian@eastwestpr.com Email: jim@eastwestpr.com Singapore | Beijing
www.eastwestpr.com

29. Company overview
EASTWEST PR is a public relations agency based in Asia since
1995, with offices in Singapore and Beijing, China.
• 16 years experience in B2B
• 2 offices in China and Singapore
• 400+ clients and counting
• Expertise in traditional and digital PR
• Affiliates in 12 Asian countries
Singapore | Beijing
www.eastwestpr.com

30. Core business: IT/Tech
Aepona Coding Technologies Entertainment (Beijing) MSI Legal & Accounting Revlon Voxbone
Affle Comic Relief Haymarket Media Inc Network Worldwide SANYO Asia Voxbone (Past Project)
Alianza Global Compuware Asia-Pacific Pte Health Aesthetics National Infocomm Schmidt Electronics (SEA) Write Angles
Communication Services Ltd Hill International Competency Centre (NICC) SEK2005 Wyeth Consumer Healthcare
Alliance Cosmetics/Revlon Contact Centre Association Hill International New Zealand Trade & SGI X|Media|Lab
Alliance Cosmetics/SILKYGIRL of Singapore HPCDemo Enterprise Singapore Discovery Centre Zenith Events Management
AppTrigger Creative IT Training School Hughes Network Systems Nortel Networks Singapore Singapore Table Tennis Pte Ltd for Global Entrepolis
APREA CrimsonLogic Pte Ltd Huthwaite Pte Ltd Association @ Singapore 2007
Asia Television Forum 2009 Dannhauser Energize Life iBasis Océ Singex Exhibitions / Asia Lehmanbrown
ASSISTPLAN CO. LTD DatatraceDNA Infinite Frameworks OIG International Fashion Week 2005 Numara
AT&T Worldwide DCNS Group Ingres Corporation on/NTL Asia Pacific Softwin – BitDefender HID
Telecommunications Dialogic Corporation Inmarsat Limited ONE (SINGAPORE) Sony Electronics Asia Pacific Absciex
Authentication & Online ECA International International Baccalaureate Pte Ltd IEEE-SA
Trust Alliance Eggplant Digital Organization Optimi Corporation Sony Pictures IEEE SmartGrid
Autonomy Ekinops International SOS Orbitz Worldwide SRC Software Vantone
Avery Dennison Electrolux IPRN Orient Europharma Stratus Technologies ECI Telecom
Avnet Inc. Emerio Corporation iRiS Software Solutions Ltd Ovum SunGard Rational
Axiom Systems Emerson Network Power Jardine OneSolution Pte Ltd Pacific Internet Ltd Sunstar Inc Digital Realty Trust
BBC Worldwide Envox Worldwide JIAM 2008 – Reed Exhibitions Paiker SUPERSEED Bayer Cropscience
BEA Systems, Inc. Envy Keppel Land – The Belvedere Panasonic Sybase Inc University of York
Bhavan’s India Intl School Epicor Software (Asia) Pte LtdKeppel Land / Ritz PAREXEL APEX International Sydus Clavister
Bizlink Centre Singapore ESI International Residences Co., Ltd. Symbol Technologies Microsoft
BoxSentry etalk Corporation Kraft Foods PerkinElmer Syniverse Technologies Inc Edison Capital Partners
Boys’ Brigade Fare.net LCCI International Philips T-Systems Morgan Cars
British Business Awards For AIDS with Community Qualifications Pinstorm Tandberg Oven Mumford
British Council China Effort (F.A.C.E.) Live Cargo, Inc Promethean Limited Telenor Satellite Services Agilent_technologies
BSI Fortis Private Banking Logica Pronto Communications Terrapinn Hsenid
Bubble Motion German European Sch Spore LogicaCMG PTS Consulting (Singapore) The Symbio Group Smaato
Business Logic Systems GLim Pte Ltd Macquarie Telecom Pte Ltd The University of York Telegent
California WOW Xperience Global Indian Education Make A Wish Foundation Quantel The Unza Group Terrapinn Cards Asia
Cambridge Broadband Foundation Singapore Qunar.com TippingPoint UpFrontMedia
Networks Global PTM MatrixView Limited RadianTrust Traditional Medicine Expo SinoTechGroup
Career Choice GlobalPTM Mercury Interactive Radware TRIMEX International Cimes 2010
Celltick Technologies Ltd GN Netcom Australia Pty Ltd Microsoft RAK Minerals & Metals Tyco Fire & Security AceWood
Charter Broadcast Governance for Equitable MobileMonday Investments (RMMI) UITC / DairyCare fert.ch
China Entrepreneurs Development MPG Redline Communications V-Kool IEEE Technology Time
Chinese National Geography GSMA
International Havas Digital
MPG
MPIO
Reed Exhibitions – JIAM
Reed Huayin Exhibitions
Verimatrix Inc.
Singapore | Beijing
Machine
Vishay Intertechnology Asia WhoIsWho
Clyde Bergemann Havas Sports & MSI Global Alliance Research In Motion Pte Ltd Pte Ltd www.eastwestpr.com