1. Guest Speaker: Sina Weibo Starting Shortly….

2. Guest Speaker: Sina Weibo

3. Speakers Xie Qing Regional Digital Strategist, Hong Kong Ogilvy Natalie Wong Assistant Manager for Trade Marketing Sina Weibo

4. Questions and Comments Hashtag: # 新浪＆奧美微博培訓 #

6. SINA Weibo Revolutionary Channel of Communications

8. Is Weibo just a clone of Twitter or Facebook?? 140 words=0 distance Forward Forward your friend ’s 140w post to others Topic See the latest discussion topics Follow Whose 140w post you want to read? Follower Who read your post? Comment Express your opinion in different topics! Photo/Video/Music Share whenever you want! Weibo , a micro-blogging platform where users can share, broadcast and acquire information from there. They can access via WEB, WAP, Smart Phones tobuild their own community and use 140 words to update the message for instant sharing. Vote Set your own poll

9. Online marketing for international or national brands Management to build the brand relationship with public & staff Obtain information, comment and follow Government to communicate with public & improve civil service Media & journalists to obtain the source information and transmit the news Almost all CN,TW& HK celebrities Who is on SINA Weibo ？

13. According to SINA Corporation Earnings Release on May 2011 TOTAL REGISTERED ACCOUNTS OVERSEAS REGISTERED ACCOUNTS HONG KONG REGISTERED ACCOUNTS NO. OF WEIBO POST PER DAY

14. Source ： 中國微博元年市場白皮書 2010 年 9 月 In terms of general users, the proportion of Male vs Female is 57% vs 43%; but for Active Users, Female occupied 65% while Male is only 35%. The peak hour of using Weibo is 2 3 :00 The ratio of “Sending Weibo” is 6.9% Aged between 12-31 are more concerned on Daily Status and Entertainment Aged between 32-41 are more concerned on Financial News

15. Market Share of Weibo Platform in 2010 Source ： iResearch 2010

21. Harbour City: How to Get FANS on SINA Weibo? 1. Regular post with unique and interesting topics 2. Engage with the SINA Weibo users 3. Make use of the viral effect of SINA Weibo 4. Soft Selling 5. Crossover or joint promote with hot SINA Weibo account

22. 1.Regular Post with Unique & Interesting T opics a. Interesting topics and special topics b. Post at special time slot Love the Earth R elay5,134 reposts / ranked 6th Five Friday post 10,366 reposts / ranked 9th “ Good Night” ” Post “ Morning” Post Harbour City “ Afternoon Post”

24. 3. Make use of the viral effect of Weibo 韓火火 小 P 老師 姚晨 楊千嬅 Interact with different verified and influential Weibo users - Online active accounts - Celebrity accounts

25. • Promote in an interesting and lively way, like an Online Magazine Tenant Event Road Show New Product Launches 4. Soft Selling

26. 5. Crossover or joint promote with hot SINA Weibo account a. Cross over with SINA on World Cup Event b. Cross over with HKTDC for HK Bookfair ‐ Official Online partner of HKTDC

27. Dual Sina Weibo Account?! ‐ Make use of the dual account of corporate and personal to maximize the viral effect! AdrianSiu and AdidasHK Floraland and HK Tourism Board chananna and ITHK Lady 嘉嘉 and Harbour City 梁芷珊 and 南華足球

28. SINA Weibo Enterprise Page Corporates who got the first trial accounts of SINA Weibo Enterprise

30. Advantages of SINA Weibo Enterprise: Customized interface - to match different brands’ personalities & needs Front-end weibo main page Back-end admin tool Through the self-help admin tool you can: - Personalize the weibo page in an easy way - Select the module & customize the interface per corporate’s needs flexibly - Upfront the key message & followers’ favorable content on top of the page

36. Adidas is all in Party

37. Event Page duration: 1 month Weibo Posts from Official Partners Gather different relevant parties to discuss the show Count Down before Live Broadcast Adidas is all in Party

38. A widget box embedded with the discussion topic, to attract users to participate Display of the TVC Gather Posts from General Users Photo Album Adidas is all in Party

39. The Event page was embedded with Live Video Broadcast + Weibo Discussion Widget There were Over 7,000 viewers during the night (2 hours’ live broadcast) Adidas is all in Party

40. Real-time Weibo broadcasting screen has been set up to enhance interactions with audiences Near 10,000 Weibo Posts with #adidas is all in# on that night Adidas is all in Party

46. 361 0 - 「多一度熱愛從這裡開始」 Promotional videos, weibo widget, and the winner list can be generated into the same page

48. Data Feeding Apps @ 新浪字典 @ 查天氣

50. Participants have to match 5 followees with 5 different activities All participant’s followees loaded from Weibo account Activities suggested with description To search their followees by their Weibo’s nickname New Zealand 100% Pure You

51. A post will be shown in the participant’s Weibo and notification will be sent to the invited followees Confirming the plan and finish registration process Re-direction to the official site New Zealand 100% Pure You

52. HSBC – hkYFi x SINA Weibo A tailor made Weibo widget is embedded on the main page, serving as a gateway to the section page Weibo Section on hkYFi event page – main page

53. HSBC – hkYFi x SINA Weibo Weibo post with related topics by Celebrities/bloggers are shown on the upper part An interactive game with attractive incentive to encourage the viewers to share related weibo Tag pages in different topics Users’ posts / comments are gathered on the lower part