This presentation discusses the Chinese micro-blogging landscape. While Weibo is essentially the same concept as Twitter, there are a few differences...

1. Micro-blogging in China
Version 1.0

2. Topics
• What is microblogging?
• Micro-blogging in China
• The Weibo Landscape
• Starting a Weibo Campaign
• Weibo Fast Facts
• Best Practices
• Don’t Forget Mobile
• Summary
• Fast Facts- Digital Jungle

3. Defining Micro-blogging
“Microblogging is a broadcast medium in the
form of blogging. A microblog differs from a
traditional blog in that its content is typically
smaller in both actual and aggregate file size.
Microblogs "allow users to exchange small
elements of content such as short sentences,
individual images, or video links”
http://en.wikipedia.org/wiki/Microblogging

4. Understanding
Micro-blogs in China

5. Enter Weibo
The phenomenon of microblogging
("weibo" in Chinese) in China started as a
copycat of Twitter, which is not accessible
in the mainland, but is now a trend
growing at an even more impressive rate
than its western model.

6. The Weibo Landscape
Chinese Weibo
Platforms

7. The Weibo Evolution
2007 2008 2009 2010 2011
Over the past two years, the number of subscribers to China's top
two weibo service providers alone has already skyrocketed past
the 200 million mark. It took Twitter four years to reach 195 million
users.

8. Micro-Blogging Leaders
Registered Users
100 million
A report from the Chinese
100 million Academy of Social Sciences
(CASS) showed that over 70%
of microbloggers use their
weibo account as their primary
32 million source of news and some 60%
say it is trustworthy.
20-30 million

9. Starting a
Weibo Campaign

10. Weibo Marketing Strategy
1. ENGAGE 2. DRIVE ACTION 3. ADD SCALE 4. MEASURE
• Find and engage • Provide applications • Leverage offline • Reach
existing fans that enlist ambassadors events - Fans
• Post discussions • Promote your - Mentions
• Provide coupons to
and provide useful Weibo account
resources track purchases • Engagement
through existing - Discussions,
• Invite fans to • Hosts contests with
Comment/Poll media content, Retweets,
opt-ins for further
and posts
• Provide useful links/ contact • Add your Weibo
digital goods • Action
links to your brand
- Contest entries
Web site - Coupons redeemed
- Purchases driven
- Web traffic driven
-Application users

11. Before you Start, The Check List
Complete this checklist of questions to build a successful Weibo strategy for your brand
before you jump in.
What is the engagement value: what can you offer people that they will find
valuable?
Are you ready to respond to your customers and encourage them to talk
about your brand?
Are you ready to make a commitment beyond a simple Weibo post?
How will your other marcom strategies integrate with Weibo?
What assets - tools and content – can you leverage?
Do you have your company behind you and resources available?
How will you measure success?

12. Micro Blogging Basic’s
Message - 140 characters
Main body is limited to 140 characters, requiring precise and clear messages.
Follow
Following allows you to see their tweets. The other user is doesn’t require reciprocal
following.
Comment
Making comment as you would with a conventional blog (unique quality of Chinese micro-
blogs).
#Customized Topics#
By adding double hash tags, a user can create custom topics that can be tracked and
easy accessed in searches
@ Retweet
Acts like an echo where you can repost the tweet
Direct Messaging (DM)
DM is the private part of a micro-blog’s open platform. Users can communicate via
chat- like private messaging.

13. Micro Blogging UI
Message Box
Using Chinese
Followers
characters you can The number of
get more information tweets &
than with English followers
characters
Extra Links
• Emotions
• Pictures Hot Topics
• Video A list of the
• Music trending topics
• Topics
• Polls
Messages
The posts from the
people I am following

14. Some
Weibo Fast Facts

15. Market Share (users/time)
Graph from CICC ‘s Investment Focus: According to iResearch, Sina
takes 56.5% market share on active users basis and 86.6% browsing
time basis in 2010 China’s micro blog market.

16. Sina Weibo Stats
Here are some the stats for Sina Weibo platform:
• Monthly Increasing Rate of Register: 33.8%
• Rate of Mobile Blogging: 38%
• Number of App(Plugin) in Sina Weibo: More than 800
• Blogs per Day: 25,000,000
• Number of Users of Sina Weibo: 100,000,000 (March, 2011)
• Number of Partnered Sites: 10,000
• Total Blogs: 200,000,000 (Nov, 7, 2010)
• Blogs per Second: 785
• Daily Traffice that Weibo Brings: 30,000,000
Data comes from the Sina Weibo developer conference & their corporate site

17. Male/Female by Topics on Sina Weibo
Data from DDCI: (Oct, 2010)

18. Platform Reputation

19. Socio-graphics

20. Activity Comparison
Data from Baidu Index: Tencent microblog (green) shows significantly less
buzz (activeness & on site time) than Sina Weibo (orange).

21. Some
Best Practices

22. Micro-blogging Recommendations
Like all social media campaigns, each channel
has their own characteristics and recommended
best practices. Please find some ideas about
how to improve your micro-blogging activities:
• Do some casual research and search keywords to understand who is
discussing topics you are interested in.
• Find out what people are saying about your company/brand/product,
and what information they're looking for.
• Identify people that share common interests and follow them
• Inject some personality into your messages.
• Be professional.
• Engage with users.
• Monitor your account.
• Develop guidelines. Not every staff member at your company should be
using a weibo account in the organization's behalf.
• Avoid taking offense.
• Involve your chief executive or a celebrity (brand ambassador)

23. Not Forgetting
Weibo on Mobile

24. Micro-blogging via Mobile
With so many people
stuck in trains and buses
each day while traveling
to work, micro-blogging
has become the way to
fill this boredom and in
turn has created a huge
online micro-blogging
community.

25. Closing the
Micro-blog

26. Example Weibo Measures
Micro-blogs can be a very effective platform to
develop engaging and innovative campaigns.
However, it is always critical you measure your
campaigns.
• Number of fans for your brand pages
• Number of brand mentions
• Number of news updates x fans
• Number of discussion topics
• Number of tweets
• Number and tone of reviews posted
• Amount of content or offers shared
• Video views
• Click through rates for advertisements
• Number of contest entries
• Number of applications downloaded
• Offline actions driven by coupons or special offers
• Web traffic generated

27. Parting Thought
“Every industry and business is going to be re-
though about in a social way.
Therefore, the real disruption is about people
redesigning these into ‘social spaces’.
The social spaces will become interconnected
areas for business, home and play”
Dr Mathew McDougall, CEO Digital Jungle

28. About
Digital Jungle

29. Digital Jungle Fast Facts
• Socially Led, digital marketing specialists
• Global reach
• Offices in Beijing, Shanghai, Hong Kong, Sydney
• Spun out of SinoTech Group in 2011

30. World Class Digital Marketing Experience
• Delivering digital strategy and execution
services:
– Customer and competitor insight
– Digital strategy
– Social Media Marketing
– Search Engine Marketing
– Affiliate Marketing
– Media Buying
– Mobile Services and Apps
• We work for global and domestic
organisations, across various market sectors,
helping our clients:
– Engage with their key audiences
– Transform their business
– Maximise growth Marketing

31. Our Commitment
The mission of Digital Jungle is to help our clients
improve their business position and gain real value
from their digital marketing investments
Through our expertise in social media digital
marketing programs and the application of
search, affiliate and online marketing, we commit
to:
• Driving incremental direct revenue
Dr Matt McDougall,
CEO, Digital Jungle • Generating ROI unrivaled by traditional media
• Protecting your online reputation
• Increasing your market share over your
competitors
• Building your brand awareness
We look forward to working with you.

32. Follow me:
http://t.sina.com.cn/sinotechian
Dr Mathew McDougall| matt@digitaljungle.com.cn
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