《数字营销资料》微博营销-2014-short-en-final

Re-DiscoverWeibo

APRIL

2014编辑pptWeiboIsEvolving2编辑pptWeiboisalargelyMobilesocialmediaplatformbaseduponInterestandOpenRelationshipInterestOne-way(Open)RelationshipMobile3编辑pptLargeUserBase&ViralReach/

MassAwareness+RippleEffect4536MRegistered

Users

2014Q1编辑ppt66.6MDAU

2014Q170%+MOBILE来源：新浪历届财报Y12-13

WEIBO

DAUTREND单位：千万ActiveUsersGrowing;IncreasinglyMobile编辑pptWeiboIsEvolvingWithItsUsersSOCIALOPENCLOSEDINTEREST百度贴吧编辑pptMid/HighActiveUsersGrow47%YoYDaily

activeHigh-activeMid/high-activeMid/low-activeLow-activeV-users

&

content

accounts

not

includedNew

users

=

users

who

registered

in

current

month,

rest

considered

old

usersHigh

active

=

Use

Weibo

>=

25

days/month,

Mid-active

=

Use

weibo

11

–

24

days/month,

Low-active

=

Use

weibo

1

–

3

days/month编辑pptUserBehaviourIsEvolving

/

MoreUsersAreViewingContent*Date

range:

Oct

2012

–

Jun

2013Avg

Repost

Per

Original

PostBlue

Verified

users(Grey)

Increase

in

post

volume,

Increased

repost

per

original

post

(+65%)Avg

Original

Post

Per

AccountSmall/medium

verified

users

(typical

users)

posting

activity

has

declined;Increased

in

repost

per

original

post

(+15%)Content

accounts(Darkblue)

Increase

in

post

volume,

but

decrease

in

repost

(-14%)编辑pptAdeeperlook…Previously:Weibo

for

almost

everythingNow:Weibo

focus

on

interest

discussions

&

viewing/sharing

informationLifestyle

SharingInterest

DiscussionsObtain

Information

/

SharingSmall

Group

CommunicationsOpenClosedWechat编辑ppt10Focal

Point

For

Trending

TopicsBig

EventsEntertainmentNewsTV

MediaInterestgroups(Celebrities,

Comics,

Professional)编辑pptWeiboNowHasMoreToOfferForBrands11编辑pptPreviously,

WeiboMarketingSOCIALSPREADINGSHAREAWARENESS+INFLUENCEDISPLAYADSContentMarketingBRANDSOFFICIAL

/

CAMPAIGN

SITEHigher

user

drop

off

rateLossofcumulativeeffect编辑pptNow,

WeiboMarketingAWARENESS+INFLUENCECONVERSIONSERVICESOCIALSPREADINGSHAREFANSSERVICEWEIBOPAYMENTLBS/O2OPROFILEPAGEDISPLAYADSHOTTOPICSEVENTMARKETINGFEEDADSBROADCAST/INTERVIEWHOTSEARCHESBIGDATA编辑pptRealizedThroughVariousProductInnovations14编辑pptNewFeedAdvertising

/DifferentAdProductsForDifferentPurposes2.WeiboSelectTargeted

reach

through

user

segmentationPostformat3rdpost153.FansHeadlineMaximise

reach

to

fanbasePostformat1stpost,24hrsvalidity,onlyfans1.

BrandExpressDrive

awareness

through

broad

reachPostformatwithcard(video/image/product)3rdpost编辑pptNewFeedFormats/DifferentFormatsForDifferentEffects16VIDEOIMAGEPRODUCT编辑ppt17After

user

engages,

post

is

pushed

to

1st

position

in

users’

own

timeline1st

level

promotion:

3rd

positionUSERINTERACTSAdditionalExposure

/SocialAmplificationBasedOnRelationships编辑pptEasierToBuildBuzz/MoreExposureForHotTopics182.HotTopicRanking(PC+mobile)1.HotTopicRecommendation

(PC+mobile)编辑ppt3.Search

Results

Page

(PC+mobile)194.Keywords

Targeting

-

Icon1.Sina

Homepage

Search

Keywords2.Weibo

Search

KeywordsKeyword-basedBrandExposure/TriggeredByWeiboSearch&PostContent编辑pptQuick

Path

To

Purchase20PROFILEPAGEFANSSERVICEWEIBOPAYMENTSOCIALSHARINGADVERTISING编辑ppt21PROFILEPAGEFANSSERVICEWEIBOPAYMENTSOCIALSHARINGADVERTISINGEasyPayment编辑ppt221-to-1ServicePROFILEPAGEFANSSERVICEWEIBOPAYMENTSOCIALSHARINGADVERTISING编辑pptBig

Data

Empowers

Weibo

MarketingUserProfile（Login)Interest-based(Content+Relationship)PurchaseData(Alibaba)Mobile（Location)23UserBehaviour(Engagement)编辑pptUser

Management

System

(UMS)24360

InsightsUser

SegmentationTargeted

Reach编辑pptCase25编辑ppt#CoolIt

XiaomiForMeizu#

MeizuMobilePhoneTrade-in*ORIGINAL

HOT

TOPIC：#退个烧小米也能换魅族#CampaignPlanPre-order:Pre-order

&

Share

With

FriendsBuy

10rmb

Coupon

For

1c:For

Pre-order

Users

To

Experience

Purchase

Process

With

1c

PurchaseCreate

Hot

Topic

Discussion

Point#CoolItXiaomiForMeizu##Cool

It

With

Meizu#Create

Online

Debate

&

UGCWith

A

Controversial

TopicPromotionLeverage

Marketing

&

PR

For

PromotionOnline

Sale

BeginsSales

Start

At

10am,

1st

100

Customers

Get

It

Free12326

–

31

Mar1

Apr编辑pptPre-order/

26

–

31

Mar

2014Pre-order

PageMeizu

Weibo

Page1Pre-order:Pre-order

&

Share

With

Friends1c

Order

PagePurchase

SuccessfulPrivate

MsgSend

Coupon2Buy

10rmb

Coupon

For

1c:For

Pre-order

Users

To

Experience

Purchase

Process

With

1c

Purchase编辑ppt1-day

Purchase/

1Apr2014Purchase

ProcessPrivate

MsgPayment

ConfirmationPrivate

Msg:Delivery

NoticeMeizu

Mx3

64gProduct

Page3Sales

Start

At

10am,

1st

100

Customers

Get

It

Free编辑pptPromotionWithinWeiboMeizuWeiboPos