Sina Weibo and the brands
Bysoft | January 4, 2012
Weibo is a Chinsese social network that allows microblogging, created at August, 14, 2009 by SINACorporation. This is the direct competitor of Twitter, which allows users to broadcast short messages for free on the Internet.
Its functionality are very similar to Twitter:
- The broadcast messages are limited to 140 characters
- The user has the option of sending private messages
- The user can follow as many people as he wants
- Users can post comments on existing posts
About 25 million messages are sent per day on Weibo. This social network had 50 million users in October 2010 and provides 200 million by the end of 2011.
According to a survey conducted by the Youth Daily of China, 73% of Internet users consider blogging as an important source of information and 56.5% were generally confident in this media. The Chinese follow mostly celebrities and businessmen.
Many Chinese and now international celebrities (Tom Cruise, Bill Gates, Christine Lagarde Director of the IMF for example) are present on Sina Weibo. Their accounts can be identified by the letter V which means that it is a VIP account.
Sina Weibo network is the most popular in major Chinese cities. Indeed, more and more brands are part of this network in order to have visibility of choice as Maybelline, Dior, Lancôme, Chanel …
But censorship is still very present on this network which suspects a word filter. The purpose of Weibo is to allow foreign companies to enter the Chinese market. Chinese users are three times more connected to the brands than French such as can be seen on this graph.
Source :
The Chinese are becoming more adept to new technologies and do not hesitate to buy their products online. The issue of a brand to be present on social networks and more particularly on Weibo is to significantly increase its reputation and visibility.
L’Oréal, for example, issued a series of mini films (soap opera format) starring a young student that who uses cosmetics brand and make it to progressively more toned and pretty.
This immersion of brands in the community on the Internet is a new form of communication that allows brands to learn about new consumer habits and thereby get closer to them. This technique assures the consumer and leads him to be loyal to the brand because it has become part of everyday life.
Social media is becoming a priority for the future of the Web in China. Chinese Internet users require brands to meet their needs by being present on the Web. Therefore, they must continually develop new digital marketing strategies that directly affect consumers.
The marks must also have a deep understanding of Chinese social networks as part of a given network according to their socio-professional or personal.
The future of brands is on the Web and we can look forward to future digital campaigns of the most delusional! Wait and see!
There is an impressive number of Western Companies/Brands using Sina Wēibó 新浪微博. My latest find is Harrods of London http://weibo.com/harrodslondon I have compiled a list of over 300 Western Companies/Brands that are using Sina Wēibó. See http://blog.sina.com.cn/s/blog_6fab54120100wohn.html
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