With over 320 million registered users and over 30 million daily active users on Sina Weibo, it's become one of the most influential social media channels in China.
In this candid two-part interview, I discuss with Ken Hong, the new GM of Weibo Marketing Strategies, how to leverage Weibo to drive results for your brands and avoid zombie users from polluting your social marketing metrics.
If you are considering adding Weibo marketing to your marketing mix this year, you don't want to miss this video discussion.
In Part 1 of the interview, Hong shares how Sina Weibo is different from Western social networks such as Twitter and Facebook.
"Weibo has evolved beyond Twitter to become a microblogging platform filled with social networking features."
In China, Sina Weibo is also different from its competitor Tencent's QQ Weibo, he adds, and explains the key difference.
In Part 2 of the interview: Hong deep dives into how brand marketers could use Weibo marketing for social branding, social CRM, and social commerce via the Enterprise Weibo account.
When asked if Sina has tackled the issue of the large number of Zombie fans on the platform, Hong said marketers should focus on measuring engagement and fan value instead of the number of fans only.
His advice for brand marketers considering Weibo Marketing: focus on strategy and objectives and work with your partners to evaluate KPIs.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Graylin has over 19 years of business management experience with 11 years operating in Greater China. He is CEO of Guanxi.me and co-founded mInfo in early 2005, leading it to its market leadership position in mobile search and mobile advertising in China. mInfo is a strategic partner to all three Chinese mobile carriers for search and advertising, and was the official mobile search provider for the 2008 Olympics. mInfo serves numerous leading brands and agencies on mobile marketing solutions/campaigns throughout China. Graylin speaks at numerous conferences around the world and is regularly asked to write for leading publications on mobile technology and advertising. Prior to mInfo, he was the CEO of two other venture-backed technology startups in the U.S., and held P&L roles at public companies such as Intel, Trend Micro, and WatchGuard technologies. Graylin earned an MS in Computer Science and an MBA from MIT, and a BS in Electrical Engineering from the University of Washington. He is fluent in English, Mandarin, and Cantonese.
March 19, 2014