Publicitas in Hong Kong

By Publicitas Hong Kong, 29 Sep 2011

(Published in the official Online eNewsletter September 2011)

Social media marketing is more than just issuing news feeds and responding to followers’ questions and mentions. With the strong portal site Sina.com as support, ad formats on Sina Weibo are versatile than ever.

1)     Enterprise Accounts

The soon-to-be launched Weibo Enterprise version provides more diverse functionalities for advertisers to maximize their targeted audience reach. It simply resembles a Facebook fan page, not only can you put company introduction, pictures, audio, videos, links, but also you can track user activities by setting your desired hashtags and keywords to avoid hideous comments. What’s more, a detailed report of fans’ demographics is provided, as well as the integration with company executives’ individual Weibo accounts.

2)      Event Collaborations

If you are retail advertisers who want to integrate product launch event or special campaigns into Weibo, setting up a custom Weibo event page with live broadcasting features is advised. You can also choose to have a Live Feed Weibo Broadcasting Screen (微博大屏幕) to synchronize tweets with the related event hashtags. For example, the Adidas is All In Party broadcast live feeds with the hashtag “#adidas is all in#” on Sina Weibo. Adidas even put a live broadcast screen in the event venue to display instant weibo feeds to all attendees.

3)      Weibo Games

You can also partner with Sina Weibo for custom Weibo games to drive user engagements with providing proper incentives. For instance, Sky 100 Observation Deck by ICC launched a China Weibo campaign of “Sky 100 Weibo Photo Exhibition” (香港天際100「微相展」) where fans were encouraged to forward the photos to their friends. The one with the highest forwarding rate would win the round-trip ticket to Hong Kong and 2 tickets to visit Sky 100. The campaign had attracted a viral spread of photo uploading and forwarding whereby Sky100’s brand awareness was greatly increased.

 
The Sky 100 Weibo Photo Exhibition Campaign

4)      Sina Homepage Ad Placements

Advertisers can consider putting banner ads on Sina homepage or Sina Weibo homepage to drive more traffic to their Weibo fan page. For example, your Weibo account logo can appear on Weibo Highlights (微博精選) on Sina Hong Kong homepage where channels editors help suggest Weibo accounts of celebrities / brands / partners.  On Weibo Homepage, there are also Promoted Weibos Accounts (“微博推介”) and Hall of Fame (“名人堂”) to promote your Weibo account.

For more information about advertising on Weibo, please contact us for details.