32. This function was highly appreciated by most Weibo users, racking
up over 3000+ comments and around 8000 retweets quickly.
One web observer on Weibo, Social Beta (@SocialBeta) commented
on the move: ‘Finally it’s on Weixin! Starbucks is the SNS marketing
master, and it played Weixin in its own way! It seizes users’ moods,
communicates by sounds, finally attracts sleepy consumers in the
morning to its coffee.’
Another weibo user highlighted that a key feature of Weixins’
success was its voice recording and broadcasting? Starbucks
understanding of this led to an appropriate way to talk to its
consumers.
The overall ‘intimacy’ of Weixin makes it feel highly personal.
Brands on Weixin need to be even more human. For example, one
of my friends who has a boyfriend living in another city loves Weixin
because she can store his voice messages.
h"p://www.flamingoshanghai.com/blog/2012/08/30/weibo-‐wednesday-‐converse-‐on-‐the-‐road-‐starbucks-‐get-‐weixin/