2. What’s Sina Weibo
Sina Weibo is a Chinese
microblogging website. It’s
like a hybrid of Twitter and
Facebook, it is one of the
most popular sites in China.
About 30% of Internet users
are using.
3. Changing People’s Lives in China
Since Weibo,
information in Chinese
society has changed,
it’s become more
transparent, more
direct.
5. • China’s netizens choose Weibo to share and
discuss idea that official media sources would
avoid, often because of censorship.
• Netizens share pictures, which are harder for
cyber police to block, as a way to broadcast
sensitive messages.
6. Weibo Usage on PCs, Mobile
For now, Weibo users spend more
time accessing the service on their
PCs – an average of 5.8 hours per day
for a user.
On a mobile, that’s down
to 3.9 hours. Both stats,
Sina claims, are higher
than for either Facebook
or Twitter:
7. The person Who first touch the
phone need to pay for the cost of the
dinner for everyone when having a
dinner.
It’s the joke and example about how
people crazy about using Weibo
8. How Sina Weibo affects the business
Why choose Sina Weibo to promote business in China?
Compare with Twitter, there are several functions that
are nor included on Twitter:
1. “Limitation of words” include more information than 140
characters on Twitter, which made it suitable for different
audiences and purposes
2. “ Convenient social feedback” comment directly below a
post, other people in the comment, or repost the message
with their comments.
9. 3. “Rich media” Weibo allows users to directly insert media
including images, videos, music, game apps and graphic
emotions without extra plugins. It even allows public polls, public
comment wall and photo wall.
4. “ Micro topic” Tracks and collects posts during a particular
time, and creates a homepages for it if it become hot. Also the
most popular topic will ranks on the home page of Sina Weibo.
5. “Verified account” this is specifically created for famous
public figures and organizations with a blue bold “V” attached to
their Weibo names. Users with “V” will be treated as more
reliable and powerful information sources.
10. 6. “ Self-censorship” Sina Weibo is subject to censorship
regulations and practise self-censorship, which means they
would delete or blind messages if they were proved to be
political or cultural progressive. Those cenorship concentrate on
political issues more than commercial activities, letting the
health of commercial activities on Sina Weibo
11. Example of Durex
Durex has a Sina Weibo
account named “Durex
official weibo” with around
780,000 fans as of June 26,
2013
The page features
include information,
a wall with recently
undated posts,
photo wall, a list of
sub-brands, a list of
tags.
12. 4 Strategies to Engage
Customers in the Brand
Community on Weibo
1. high update frequency
2. Posts include jokes, graphics
and videos. To provide
entertainment messages and
activities increase customer
engagement
3. Durex’s updates are also closely
related to its brand position
4. Provides three entertaining
online activities to interact with
their followers
13. Stars
Some of the famous
international stars
have created their
Weibo account to
promote themselves
and gain potential
businesses. For
example, Daivd
Beckham and Britney
Spears.
14. They may provide their
contact information for
fans and businesses.
15. Top 10 Brand Weibo Posts in 2012
• 1. Nike: Olympic
• 2. BMW: single’s day
• 3. McDonald: Consumer day
• 4. Arenal
• 5. Mini: Censorship
• 6. Vancl
• 7. Bestguard
• 8. Burberry
• 9. Durex
• 10. The Best
16. People and Government
1. If Weibo is a battlefield between authorities and civil society,
the government seeks to occupy it, not destroy it.
• They put the news directly on Weibo when someone wants to take action against a
local government. But the keyword would get picked up, and the warning would be
sent to local police station. So the police will arrive at there before them.
• The government’s current squeeze on Weibo includes requiring users to use real
names when they register.
17. People and Government
2. Weibo is transforming the relationship between Chinese
citizens and their government
• China’s online censorship program focuses on “ curtailing collective action
by silencing comments that represent, reinforce or spur social mobilization
• Internet companies need to keep users happy and none of them labor
under the illusion that people prefer censored search results
• Social media companies are left to balance between following the law and
letting the virtual public square that’s their customer base thrive
