Home  › Social › Social Media
clickzconnectfeatured

ClickZ Connect: How to Use Weibo Marketing to Drive Results [Video]

  |  August 1, 2012   |  Comments   |  

Ken Hong, GM of Sina Weibo Marketing Strategies shares tips and advice on how brands could leverage Weibo for social branding, social commerce, and social CRM.

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.

If you're based in China, you can watch the interviews on Youku: How to Use Weibo Marketing to Drive Results - Part 1 and Part 2.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Alvin Wang Graylin

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...