Sina Weibo Nuggets Auto Industry Weibo 4S Store Test Water Interactive Marketing

How to dig gold out of 300 million Weibo users is an urgent task for Sina.

Ordinary users are content providers of UGC (user-generated content), holding the "human field" master naturally unsatisfactory; "to hold a money market" seems to be the enterprise, Sina CEO (CEO) Cao Guowei admits that this year The company will accelerate the pace of monetization of microblogs by building new corporate microblogs, as well as display advertising systems and self-service advertising.

On March 1st, Sina’s “Weibo 4S Store” was released to test the upgraded version of the enterprise version of Weibo Interactive Marketing. Its target customers are currently more than 5,000 certified auto manufacturers and distributors that are active on Weibo and provide display. Advertising spots, background data monitoring, statistical analysis and customization activities, etc. The average annual service fee is approximately 50,000 yuan.

The automotive industry is starting. Sina is promoting the nuggets for Weibo in the vertical industry. It is reported that e-commerce and tourist attractions are likely to be their next force points.

Targeting electricity suppliers, tourist attractions

Different from general corporate microblog, Sina “Weibo 4S shop” is an upgraded version of Sina enterprise microblog. Users can display their brand and product information in addition to text, pictures, videos, etc., and can also use information management and business opportunities. Center, promotion, data statistics and other special features.

According to Ge Jingdong, General Manager of the Sina Market and Local Station Business Unit, the upgraded version will be mainly charged through display advertising and value-added services. “Display ads will be placed in places where users such as Sina Weibo, Sina SINA Station, and Sina Auto Channel regularly browse.” The upgraded Weibo also offers marketing programs for different customers, and organizes appointments for test drives, auto shows, group purchase cars, etc."

Ge Jingdong said that Sina Weibo will follow up with the launch of targeted advertisements for “interested users”. The system is currently in the testing phase and mobile microblogs are under development.

It is reported that Sina will promote an upgraded corporate microblog in the vertical industry. The auto industry is one of the industries that it considers to be highly mature. Currently, it is active on Sina Weibo and has more than 5,000 certified auto manufacturers and distributors.

The Morning Post reporter was informed that e-commerce and tourist attractions are areas that Sina is currently optimistic about, which is likely to be the next force point for corporate microblogs.

However, not all industries are suitable for promoting upgraded corporate microblogs. “Sina Weibo also has a development platform. Corporate microblogs can only be part of it. More industry applications should also be developed by app developers on the platform.” Ge Jingdong said .

Microblogging Monetization Road

Sina Weibo currently has 100,000 corporate accounts. According to Cao Guowei, social networking has become an increasingly important marketing channel for companies. Sina’s goal this year is to increase corporate accounts to 1 million.

Cao Guowei recently talked about Sina Weibo’s fourth-quarter earnings conference call on corporate microblogs. “We will introduce a new corporate microblogging service to meet the various needs of corporate users... to lay the foundation for future profitability by providing services to enterprises.”

Cao Guowei said on February 28 that Sina will speed up the process of monetizing microblogs this year. The specific process is: In the second quarter of 2012, a new accurate advertising system based on user data and interests will be launched. This is a display advertising targeted to users; in the second half of this year, a self-service advertising system targeting small and medium-sized enterprises and other small customers will be launched. An application-based mobile terminal advertising system is on the line; Sina will also launch a fee-based service for the game platform in the second half of the year to share revenue with developers.