IWOM mark Vol.57 (Sina Weibo Social Conscience, Weibo Voicemail, Microblog-Valentines Day, Groupon China)

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The Social Conscience of a Social Network –

Sina Weibo Saves the Children, Saves the Ladies and Saves the Guys.


If you have a camera phone, or any other mobile device with a camera and internet access, you can become a crusader for the common good in China. Dr. Yu JianRong, a professor at the China Academy of Social Sciences, has launched a campaign to combat the trafficking of children in China, using China’s version of Twitter, Sina Weibo.

A Weibo post of photo taken of a child with artificial legs begging with the location of the child "QiBao, Shanghai"

Dr. Yu’s idea was to engage with the community spirit of Sina Weibo users, encouraging them to upload photos of children begging on the streets and subways to the official account: “Take Photos to Save Kidnapped Children”, tagging them with the location and time of the encounter. This ever growing database has over 2,400,000 followers and has saved 10 children across the country since its launch 3 weeks ago.

Less Noble Netizen Pursuits


Sina Weibo’s caring, sharing, snap-happy netizens made an effort to cure society’s ills at all levels during Chinese New Year, as another photo taking trend swept China. This time though, the beneficiaries were all those single guys and girls. Weibo accounts like “Taking Photos to Save Girls” and “Taking Photos to Save Guys” brought an element of candid-camera to online dating, with thousands of users uploading photos of their friends, or even themselves, in search of a date.

Top 4 most followed accounts related to Taking Photos and Saving a certain group of people

What does it say about Weibo?


Sina Weibo is striving to make sharing of user generated multi-media content so easy that it can be integrated seamlessly to your lifestyle. This is happening to such an extent that Weibo social networking is rapidly becoming the most popular form of SNS in China. Why? Well, the mechanics are easy, access is fast and the message broadcasting range is vast. So, expect 2011 to be a big year in Chinese micro-blogging. More brands should take the Weibo platform seriously as an effective way to communicate with consumers.

Weibo Voice Mail – Talking Tweets

The 12th of February 2011 marked yet another landmark in the evolution of the micro-blog industry in China, Sina Weibo launched Voicemail Weibo. This service enables users to dial a service number from their mobile phone, record a message and have it uploaded to their account as a Weibo audio post.

Celebrities, ever the shy and retiring types, were quick to adopt this new technology. Faye Wong, a popular singer and actress, grasped the opportunity by posting 3 recordings of her rhyming, and singing. Naturally, these posts were instant hits, with over 16,000 re-posts each, gained her the title of “un-official spokes-woman” of Sina Voicemail Weibo. It’s not just celebs, voicemail Weibo allows normal users and brands the chance to share real time multi-media messages, openning a whole new dimension in social networking. With the embedded features of Sina Weibo, users can listen to the message without leaving the page, or on iPhone.

Faye Wong's Voicemail Weibo with over 19000 RTs

Other popular Voicemail Weibo include Kai-FuLee, founder of Innovation Works, imitating a motocycle and Donald Duck.

Spread a Little Love – With a Micro-Blog Valentine’s Day

The 14th of February is a sacred date for lovers the world over and this year there was one more way to make sure everybody else knew about it. As Weibo becomes increasingly popular, this year’s Valentine’s Day was the first opportunity for them to send out Weibo love posts and they were ready for it. So were the brands. Companies took the initiative by offering attractive online Valentine’s Day events, such as Budweiser’s Lovers Matching Mini Game and MengNiu’s Lovers’ Wishes, which revolved around social networks, namely Sina Weibo. To participate, users were required to share their activities to Weibo (wholesome, of course) for their partners and friends to see.

Event page of MengNiu's campaign, allowing users to send our loves.

Groupon China Confirmed as GaoPeng.com


Groupon’s entry to China has been at the heart of e-Commerce buzz for months. Last week, we finally confirmed that it will be called GaoPeng, named after Chinese proverb meaning “Filled with visitors”. A demo site was online, briefly (now offline), allowing users to subscribe for news updates. From the design, it’s all very Groupon. By tracking netizens and the media here in China, we’ve seen that they’re actually more interested in the company’s strategy in conquering China, rather than the arrival of GaoPeng itself. With over 1200 Groupon clones in the country already, are they up to the challenge of this hostile internet environment?

Groupon China GaoPeng.com demo site (now offline)

IWOMdiscover Open Topic: Weibo Anti-human Trafficking (微博打拐)

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