Weibo, Scarf, and Microblogging

Since Day One of microblogging, many questions have been raised about current and potential organizational usage, a major one being how can organizations achieve two-way symmetrical communication when using microblogging? I want to share a success story of VANCL, an online fashion retailer in China, as its microblogging strategies have gained many thumbs-up from PR and marketing professionals.

In 2009, Sina.com, one of the biggest online portals in China launched a microblogging service called Sina Weibo (Sina Microblogging). Sina cleverly punned on the likeness of “wēi bó” (microblogging) and “wéi bó” (scarf) in Chinese pronunciation. Thus, instead of asking people “have you microblogged today?” Sina asks “got your scarf today?” The naming created a buzz, and attracted thousands of netizens to come and get their scarves.

VANCL were among the first companies on Weibo. Their first updates were about giving free VANCL scarves to new followers. Relevant and fun, the campaign helped VANCL gain initial attention and followership. Many of VANCL’s updates later were also about freebies and bargains- giving gifts, time-limited ￥1 purchase for some ￥888 apparel for followers who leave comments the earliest, etc.

But that was not all. Besides good at giving away scarves, VANCL also made efforts to connect with followers/consumers emotionally. What they did included:
- Sharing designers’ new creative ideas for new seasons
- Sharing photos of office, studios, team activities and energetic friendly looking new VANCL employees
- Answering followers’ questions in a timely manner
- Asking for and rewarding design suggestions
- Recruiting catalog models
- Reminding people to dress warm and travel safe for Chinese New Year.

Several good lessons could be learned from VANCL on organizational usage of microblogging to interact with key audience in dialogues and interactions:

1. Find a good bonding point between your organization and the microblog. For VANCL, it was on Weibo because its target consumers (young people in the early years of career who like to shop online) are comfortable with microblogging. What makes the reason for your organization to be on Twitter?

2. Introduce yourself. Tell organizational stories. Help people know what you do and what you believe. Build emotional ties.

3. Listen and be responsive. Microblogging is not another place to put news and news releases. It enables organizations to directly communicate/interact with the audience. Value their feedback by ingratiating and responding it on time.

4. Prepare incentive packages to encourage participation. Everyone can use a giveaway or a few coupons, so give a wéi bó (scarf) for their “wēi bó” (microblogging)!