"Weibo leads China's socialized business development and transformation" paper released

In the US, as social media, represented by Twitter and Facebook, blend into the mainstream and evolve into an internet-based infrastructure that can rival search engines, portals and E-commerce, third party apps that are extended on a social media platform have created new social business changes. In China, Sina Weibo has opened a boom in the development of China's microblog market. August 2011 ago, Sina Weibo registered users have exceeded 200 million, daily average micro-blog has exceeded 75 million, nearly 50,000 companies settled in.　　Sina Weibo is not only a tool for users to access information, communication, but also to attract companies to continue to try to use the microblogging platform for marketing and other commercial applications. In 2010, CIC pioneered the concept of "socialization of social media into socialized business", and put forward the definition of "socialized business" and the future of social business. CIC believes that with the rapid and in-depth development of social media in China, the business model of every enterprise and organization in China will eventually gradually enter the era of "socialized commerce". All business will eventually become socialized business. In this regard, March 15, 2011, CIC launched China's first "social business" white Paper, "from social media to social business" series of white Paper on the theme of "China's social media development and transformation."　　The white paper introduces a wave of Chinese social media alongside the world, and concludes 5 historical stages of the sting, nurture, growth, eruption, and transformation experienced by enterprises in China from 1994 to 2011. CIC has put forward the idea of "moving from social media to socialized business" and gained wide recognition from the industry represented by Sina. Based on the consensus on "socialized commerce", the strategic cooperation between CIC and Sina was officially launched in November 2010. In order to jointly promote the transformation of China's socialized commerce, Sina and CIC jointly released in October 2011 the white Paper "CIC Sina-Weibo-led Chinese socialized business development and transformation" to explore the characteristics of Weibo and its significance to the development of China's Internet, and to deeply analyze the value of Weibo marketing,　　and further explore the micro-blogging application inspired by the socialization of business changes, to help enterprises and agencies more comprehensive understanding, use of micro-blog, micro-blog to understand the leading enterprises and organizations of the business model changes. 1. The rapid development of Weibo has opened up the Chinese Internet's "social gateway", leading the Chinese internet into the "platform era" white paper points out that the emergence of micro-blogging opened the Chinese Internet "social portal" controversy. By reviewing the course of social media toward social business and summarizing the development process and characteristics of Weibo, we find that Weibo has become a new Internet portal for netizens with its remarkable "media attribute" and the increasingly prominent "social attribute". Spurred by the rapid development of Weibo, China's internet giants have been laying out social media, creating their own "social portals" and, through open policy, using the power of third parties, on the "Social portal"Grafting all kinds of internet applications, so that the "social portal" further developed into an Internet application platform.　　In this sense, Weibo leads China's internet into the "platform era."　　2. The emergence of Enterprise micro-blog and the development of micro-blog marketing, greatly promoted the enterprise's attention to the media operation. Another important significance of Weibo is that the emergence of micro-blogging has greatly promoted the importance of the enterprise to the media. Before Weibo, companies tended to invest in paid media, and the emergence of microblogs changed the situation. Companies are starting to learn from media operations and to integrate with paid media. In response to the demand for corporate microblogging marketing, the white Paper presents the "Leimo" model of corporate microblogging marketing, namely: Listen (Listening)-engage (participation)-integrate (integration)-measure (measurement)-optimize ("Optimization"), and case studies. At the same time, aiming at the problem of marketing effect measurement of Sina Weibo, which is concerned by marketers, this paper probes into the "impact+" model and comprehensively measures the marketing effect of the paid media, own media and free media in Sina Weibo.　　Finally, the paper puts forward some guidance suggestions on enterprise microblog marketing from the perspective of media operation.　　3. The development of Weibo fully confirms the viability of social commerce. More importantly, the development of Weibo fully confirms the viability of social commerce. Socialized commerce is not "castles in the Castle", but consists of a series of business objectives and business behaviors. The white paper summarizes the 7 major social business applications (brand building, customer management, marketing optimization, strategic research, accelerated innovation, social sales, talent optimization) to do a specific analysis, each of the social business applications through the relevant micro-blog case and data indicators analysis to illustrate its feasibility and necessity,　　Help Enterprises to better understand and implement social business. It is hoped that the White paper "CIC Sina-Weibo-led Chinese socialized business development and Transformation", jointly released by CIC and Sina, can inspire the industry to promote the sustainable development and innovation of China's socialized business. Share to: