Although Weibo now dominates China s online social space, it’s still growing quickly (see last sections) and is a valuable tool for businesses wishing to gain online visibility in China. To compete in the Chinese social networking space you need to leverage the influence of popular Weibo Influencers – people whose ‘likes’ and comments can drive massive amounts of traffic to your business website or blog. But what do they like/mention on Weibo? And more importantly, how can you use that traffic to drive your own organic traffic back to your business? Well, this article will shed some light on the subject by highlighting the most popular topics/topics on Weibo and highlighting how influential they can be to your own campaign.
One of the most heavily used elements within Weibo is the ‘Like’ element. Popular posts/topics include the likes/mentions/tags of popular Chinese brands, including brands with English language names. The most popular ones tend to cover one aspect of a product/service (e.g. “xiaojiejie” for a hot Chinese diet snack), or an aspect of a country (e.g. ” Shanghai” for a city in China). Popular Weibo accounts are therefore likely to cover one aspect of a hot topic or to have at least one tag related to a country – which makes them perfect for leveraging Weibo’s engagement elements.
So how do you use this knowledge to build your own Weibo presence? Like other social networking platforms, Weibo has several basic features that provide easy access to your followers. First up are the ‘Find People’ and ‘related searches’ buttons – both of which return search results that show your brand and account details (e.g. your Facebook page, your corporate Twitter account and your Weibo page). If you’re not particularly keen on these basic features – which can often be hidden behind other controls on the platform – then you’ll need to use your Weibo account’s URL builder to add the relevant links. These are very similar to the URL builders that you’d use on Facebook and Twitter: you’ll simply find a URL builder on the homepage of your account, type in your brand and account details (in Chinese, of course) and click the submit button.
Now, if you want to run truly authentic and engaging campaigns, then you need to get creative with how you leverage Weibo’s engagement elements. The best way to do this is to look outside of the box. Weibo is a highly active social media platform where customers and businesses interact with each other on a one-to-one basis, not through random advertising campaigns like many other platforms do. This means that the more you can do to make Weibo work for your brand, the better chance you’ll have of getting results. Creating your own marketing campaigns for brand events, product launches and product promotions work especially well when they are integrated into the platform as a natural extension of what you are already doing or promoting. A great example of how this is done is by creating Weibo influencer campaigns.
Influencers are members who can be easily tapped to spread the word about your brand, product or service, depending on the campaign. To get started, you’ll need to find a few Weibo influencers to befriend. Once you have these people under your wing, all you have to do is ask them to contribute with good quality content – real content, not promotional content-and ensure that it gets picked up by one of their Weibo account favorites. This is where Taobao comes in. Since many businesses on Weibo prefer to have the platform as an integrated part of their marketing mix, most of them will have Taobao accounts that already have high quality content and will be happy to promote your product for you.
A great way to take advantage of Weibo for your own Weibo Marketing is by using e-commerce campaigns for brand events, product promotions and product releases. The best part about using Taobao as part of your overall marketing strategy is that the system campaigns are free, which means you won’t have to pay a single cent to get your product out there on the Internet. It also allows users to post quality content, which is a must when working with any social media system, to ensure that your brand’s voice is heard above the noise and that you get real value from your promotions.