You know how twitter is doing but what about microblogging in China? This presentation will help you do that. To receive the latest update, sign up here: http://www.chinainternetwatch.com/whitepaper/

1. Weibo: Microblogging in China
Microblogs are called
“Weibo ( )” in Chinese;
“wei” means “micro” and
“bo” means “blog”.
Weibo.com/rockyfu
www.incitez.com
Main data source: DCCI 2010 China Internet Microblogging & Online Community Survey

2. Table of Content
 Introduction
 Top Microblogging Platforms
 China Microbloggers
 Sina Weibo
This is the 3rd version of  What can You Do on Weibo
Incitez China
Microblogging whitepaper;  Microblogging Tips
you can subscribe here for
the latest update:
http://ciw.me/eqD8Gz  About Incitez
Incitez | Data-Driven Digital Marketing

3. Introduction
Incitez | Data-Driven Digital Marketing

4. Introduction
 Microblogs are called
“Weibo ( )” in
Chinese; “wei” means
“micro” and “bo”
means “blog”.
Incitez | Data-Driven Digital Marketing

5. Introduction
China microblogs, or Weibo, allow up to 140 Chinese characters for each
post; one weibo post could contain a lot more information than Twitter
For more on Sina Weibo UI, visit: Weibo allows direct upload
http://ciw.me/sina-weibo of multimedia content
which is not counted as
part of character limit.
Incitez | Data-Driven Digital Marketing

6. Introduction
 Chinese microbloggers are a diverse
group including celebrities, CEOs,
teenagers, media and parents.
 There are more engagement on Chinese
Weibo than Twitter.
 Female users often post about their daily
life, emotions and gossip.
 Men trend to share news about a specific
industry, sports and technology and
network online networking
Incitez | Data-Driven Digital Marketing

7. Introduction – Brief History
Aug 16, 2009
Aug 28, 2009 Twitter: open to
public on July 15,
2006
Dec 14, 2009
Dec 22, 2009
First 3 Twitter clones:
• Jiwai: Apr 14, 2007
Jan 20, 2010 • Fanfou: May 12, 2007
• Zuosa: Jul 9, 2007
Apr 1, 2010
Incitez | Data-Driven Digital Marketing

8. Top Microblogging
Platforms
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9. The most well known
Microblogging Platform
Incitez.com/china
Source: DCCI
Incitez | Data-Driven Digital Marketing

10. The most popular
Microblogging Platform
Incitez.com/china
Source: DCCI
Incitez | Data-Driven Digital Marketing

11. The favorite Microblogging
Platform
Incitez.com/china
Source: DCCI
Incitez | Data-Driven Digital Marketing

12. By satisfaction…
Incitez.com/china
Source: DCCI
5: very satisfied – 4: satisfied – 3: average – 2: not satisfied – 1: very dissatisfied
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13. The most frequently used…
Every day
Once every 2-3 days
Once or twice every week
1-3 times every month
Less than once per month
Incitez.com/china
Sina Sohu Netease Tencent 139 ifeng
Incitez | Data-Driven Digital Marketing

14. Monthly total visits…
Sina
250 million Total visits to microblogs in China Baidu iPostBar
jumped from 153.64 million in March
Tencent
2010 to 417.4 million in June 2010.
200
Sohu
150 Netease
Digu.com
100
Tongxue.com
50 9911
Follow5
Data source: iResearch
Zuosa.com
Incitez.com/china
March 2010 April 2010 May 2010 June 2010
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15. Top 4 by Traffic
according to Google
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16. Top 4 by Interest
according to Google
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17. Top 3 by Interest
according to Baidu
Sina Tencent Sohu
China Internet Watch
Incitez | Data-Driven Digital Marketing

18. China Microbloggers
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19. Total Microbloggers in Mid 2010
Unit: million
Sina
Total number of microblog users in China
jumped from 54.521 million in March 2010 to Baidu iPostBar
103.07 million in June 2010.
Tencent
Sohu
Netease
Digu.com
Tongxue.com
Data source: iResearch
9911
Incitez.com/china
Follow5
Zuosa.com
March 2010 April 2010 May 2010 June 2010
Incitez | Data-Driven Digital Marketing

20. Total Registered Users in
2011
 Sina Weibo: over 100 million
 Tencent Weibo: over 100 million
 Netease Weibo: over 32 million
 Sohu Weibo: 20-30 million
Incitez | Data-Driven Digital Marketing

21. 4 Types of Microblog Users
in China
Social users write posts, follow others’
weibo, like to discuss, ask questions and Like to express their opinions
expect suggestions from other users. and emotions; hey often read
other users’ posts.
They don’t follow
others’ weibo much
but like to discuss
popular topics; prefer
to express their own
opinion.
They don’t post on weibo
much but would like to read Data source: Dratio
posts on weibo. Incitez.com/china
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22. The most followed user…
Huang Jianxiang (sports commentator)
Yao Chen (actress)
Liu Ye (actor)
Liu Xiang
Incitez.com/china
Warcraft
Note: the above stats were recorded on Jan 4, 2010
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23. What content are China
microbloggers interested?
Female v.s. Male
Incitez.com/china
Incitez | Data-Driven Digital Marketing

24. What content are China
microbloggers interested?
By age group.
Born in 1990s
Born in 1980s
Born in 1970s
Incitez.com/china
Source: DCCI
Sports Automotive Health Women Real Estate Finance Mood Entertainment Celebrity
status / Gossip news
Incitez | Data-Driven Digital Marketing

25. What type of microblog
posts are more likely to be
“retweeted”?
 According to a survey conducted by Dratio last August, 89.4%
microblog users will recommend microblogging to their friends
and 47% will “retweet” posts on microblogs:
Famous quotes
Humorous
posts Jokes
Good content
Facts News
Incitez | Data-Driven Digital Marketing

26. Sina Weibo
Sina Weibo had more than 50 million registered users
after just 14 months of operation and in March 2011 the
number of users Exceeded 100 million.
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27. About Sina Weibo
 Sina owns multiple domains for its
microblogging service
 Main URL: weibo.com
 Shortened URL: t.cn
(all URLs will be shortened using “t.sn”)
Sina bought this domain last
December at 5 million yuan
 Mobile access: t.sina.cn and weibo.cn
Incitez | Data-Driven Digital Marketing

28. Sina Weibo Stats
 Since its beta-launch in August 2009, it took Sina 66 days to reach 1
million users. By the eight-month mark (April 2010) it had reached 10
million
 On October 20 2010, it announced that it had exceeded 50 million
registered users after just 14 months of operation.
 In March 2011, Sina Weibo announced that it had exceeded 100
million registered users.
 Sina revealed at the DCCI Adworld 2011 advertising conference that
Sina's Twitter-like service is currently growing at 10 million users a
month, and the company estimates that Weibo will exceed 150
million users this year.
Incitez | Data-Driven Digital Marketing

29. Sina Weibo Stats
 Sina weibo platform has more than 60,000 verified accounts under its
real name system, and the top 100 users have a combined 180 million
followers.
 More than 5,000 companies and 2,700 media organizations are
currently on Sina Microblog
 According to iResearch, Sina Weibo has 56.5% market share by total
number of active users and 86.6% market share by time spent on site
in 2010
 On April 7 2011, Sina changed Weibo domain from t.sina.com.cn to
weibo.com though the previous one still works
Incitez | Data-Driven Digital Marketing

30. Sina Weibo Stats
According to Sina, there are over 1,300
verified government related accounts,
among which 692 are from the police
force and 426 are government officials.
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31. Interactions on Sina Weibo
“retweet” or repost:
Users can leave comments
while reposting; check the box
to leave comments to weibo
Comments author and original author
(check the box
to “retweet”)
Users can send private messages (like
Twitter’s Direct Message); topics are
tagged using double hash keys
“#topic#”. And, users can view pictures
and videos directly on Weibo.
For more on Sina Weibo UI, visit: http://ciw.me/sina-weibo
Incitez | Data-Driven Digital Marketing

32. Interactions on Sina Weibo
Sina opened its Weibo Screen registration this
week, which is a great way for live events
interactions such as QA in conferences and
greetings from audiences. For more, visit:
http://ciw.me/e7WSUX
Incitez | Data-Driven Digital Marketing

33. Guys .s. Gals On Sina Weibo
In total, more male users
than female users. But,
among active users, there
are more female users.
Incitez.com/china
Incitez | Data-Driven Digital Marketing

34. How users access Sina Weibo?
1. S60: Over 25% Incitez.com/china
2. Phone: 11.1%
3. java: 10%
4. Android:
about 5%
Incitez | Data-Driven Digital Marketing

35. Sina Weibo posting trend by hour
10 am to 10pm
Incitez.com/china
Be reminded that depending on your targeted audience, he best
time or posting could be different. People in the north tends to post
during office hours while people in the south trends to post during
evening.
Incitez | Data-Driven Digital Marketing

36. Case Study 1/4
 On June 14, 2010 (the 3rd day of World Cup),
one of the most famous sports commentators
Huang Jianxiang asked a question in Sina
Weibo with a lucky draw to those who
comment. Results:
 Re-posted by Weibo users: 16,345 times
 Comments: 74,319
Incitez | Data-Driven Digital Marketing

37. Case Study 2/4
 On Aug 8, 2010 a university student by the name
of “Kayne” published a photo of Zhouqu
Landslide scene (Gansu Province) on Sina
Weibo, which was used by many mainstream
media including state owned Xinhua News
Agency.
 Re-posted by Weibo users: 5,454 times
 Comments: 1,166
Incitez | Data-Driven Digital Marketing

38. Case Study 3/4
 On Aug 19, 2010, a new media marketer published a post on
Sina Weibo about a Li Mengmeng’s story, who did very well in
National University Entrance Exams but couldn’t get in any
university because the local government office forgot to submit
her application.
 Re-posted by Weibo users: 93,396 times
 Comments: 22,948
Incitez | Data-Driven Digital Marketing

39. Case Study 4/4
Actor Xu Zheng lost his iPad on Feb 23,
2011 and he posted on Weibo for help;
the post was reposted over 751 times
with over 466 comments. After 75
minutes, one Weibo user commented that
she found it, who is the flight attendant
where Xu Zheng lost the iPad.
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40. Weibo Tips
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41. Weibo Tips
• Be authentic and personal
• Be able to express, write the title and ask
for re-post (retweet)
• Be interesting
• Provide valuable information and even
exclusive one
• Update daily without nagging
• Interact with other users frequently
Incitez | Data-Driven Digital Marketing

42. Weibo Tips
• Post balanced and rich content, not too
specialized or too niche
• Provide content that followers want
instead of what you want them to read
• Promote your weibo creatively without
too much advertisement
 Include relevant photos for more views
Incitez | Data-Driven Digital Marketing

43. About Incitez

44. About Incitez
 Incitez is a data-driven digital marketing
company providing digital strategy
consulting and digital marketing
campaign development. We partner with
clients to identify their opportunities in
digital space, address their challenges,
and advance their businesses with
custom digital solutions.
 Social media services: we deploy and
execute digital strategies in Chinese
social media including blogs, BBS
community, SNS and microblogs
 You can find out more about us at our
website: www.incitez.com
Incitez | Data-Driven Digital Marketing

45. Contact Us
 Contact us for China social media
strategy and campaign management.
Contact Us
Rocky Fu
Director, Digital Strategies
E: rockyfu@incitez.com
 For more on China Microblogging, please
visit:
http://ciw.me/china-weibo
Incitez | Data-Driven Digital Marketing