�ݺ�ߣ

?? Your digital footprint assessment
?? Develop strategy from insights
?? Stand-out in the China eCommerce war
?? Build your brand through social media
?? Weibo vs WeChat
?? The power of weChat + QR code��s
?? Using search marketing to best effect
Agenda

Your digital footprint assessment
Establish ��where�� you are in the market
Brand
Awareness
Brand
Name
Preference
Competitive
Analysis
Sentiment
Analysis
Purchase
Channels
Do
?Chinese
?
?
consumers
?
search
?for
?your
?
brand?
?Where?
?

?
Market
?Entry
?
Strategy
?

?
English
?vs
?
Chinese,
?any
?
nickname��s?
?

?
Brand
?
Protection
?
Evaluate
?their
?
digital
?
presence/
activated
?
channels
?

?
Channel
?
Strategy
?
Brand
?
sentiment
?and
?
association
?
?

?
Social
?and
?
Content
?
Strategy
?
Assess
?the
?
demand,
?any
?
buying
?agents,
?
or
?enquiries
??
?

?
eCommerce
?
priority
?
?

Brand
?or
?competitor��s
?
video
?content?
?
Are
?your
?products
?being
?sold
?by
?
agents,
?is
?there
?any
?indication
?of
?
sales
?volume?
?Any
?counterfeits?
Brand
?mentions,
?brand
?sentiments,
?
identify
?any
?copycats
?or
?buying
?agents
?
who
?sell
?your
?products,
?competitive
?
analysis
?
brand
?search
?volume,
?
sentiments,
?basic
?user
?
proCile
?and
?search
?trends,
?
competitive
?analysis
?

?
Develop strategy from insights
Free channels to gain ��insights��

Baidu Search Insights
Index.
?

?
Burberry
?Brand
?Searc,h
?as
?an
?example
?

?
Three
?brand
?names
?being
?searched
?by
?
Chinese
?
?

?
-?�\? Burberry
?(OfCicial
?English)
?
-?�\? ��ͱ��
?(un-?�\ofCicial
?Chinese
?name)
?
-?�\? ��
?(ofCicial
?Chinese
?name)
?

?
Top
?cities�C
?Beijing,
?Shanghai
?

?
Younger
?audience
?�C
?ages
?20-?�\29
?

?
Male:
?Female
?:
?64%:
?35%
?

?

Weibo social insights
?? Weibo search
?? User mentions / no. of
mentions
?? Buying agent or KOL
?? www.tfengyun.com
?? Competitor analysis (posting
frequency, original content,
interaction rate etc.)

Taobao/TMall Insights
?? Research
?of
?any
?
counterfeits
?(indication
?
of
?demand
?and
?brand
?
protection)
?
?
?? Previous
?month
?
sales
?volume
?
?? Buyer��s
?proCile
?(age,
?
sex,
?etc.)
?
?? Buyer��s
?feedback
?

Stand-out in the China
eCommerce war

Brands are facing brand dilution & price
war��s on TMall

3rd party eCommerce sites might not
be a right choice for your brand
Jumei and other ecommerce websites are
in selling fake goods!

Brand Building through
Social Media
650,000,000
The
?estimated
?number
?of
?active
?
social
?networking
?users
?in
?
China,
?is
?twice
?the
?population
?
of
?the
?USA
?

66%Of
?Chinese
?use
?social
?
media
?to
?interact
?with
?
brands

Social media influences, buying
decision��s in China
53%
? 52%
?
46%
?
43%
?
36%
?
0%
?
10%
?
20%
?
30%
?
40%
?
50%
?
60%
?
Weibo
? Facebook
? Pinterest
? Instagram
? Twi8er
?
INFLUENCE
?ON
?PURCHASING
?
?

How to build your brand through
social media
Word
?of
?Mouth
?from
?Weibo
?&
?WeChat
?
have
?become
?��the
?most
?important
?factor
?
in
?the
?online
?shopping
?decision��
?
-?�\
?China
?Daily
Brand
Visibility
Credibility &
Trust
Acquire &
Engage
CRM &
Advocacy
Weibo Content Strategy
KOL
Baidu
Social Campaign
KOL
Promotion
WeChat
KOL
Verified Weibo

Weibo or WeChat
VS
For
?your
?China
?social
?marketing
?strategy
?

Marketing Comparison
Content
How
?users
?follow
Promotion
?
Data
Platform
140
?Characters,
?No
?frequency
?limits
?,
?original
?
content
?or
?repost��s
2
Limited
?posts,
?no
?texts
?limits,
?direct
?post
More
?likely
?to
?follow
?new
?Brands
?via
?social
?
activity
?and
?KOL
?recommendation
3
Very
?Selective.
?Brands
?they
?already
?know
?
Go
?viral
?-?�\
?More
?ad
?formats.
?Easier
?to
?build
?scale
?
via
?KOL
?retweet,
?banners,
?feed
?ads
4
Few
?ad
?formats.
?Focus
?on
?KOL
?content
?co-?�\ops
?
?
(creativity
?is
?key)
Research
?and
?data
?mining
?-?�\
?Public
?data
?for
?
brand,
?competitive,
?topic
?and
?user
?research
?
5
You
?can
?only
?access
?your
?own
?data
Limited
?Innovation
?
6
Progressive
?Innovation
?via
?QR
?code,
?payment,
?
ibeacon
?etc.
222m
?active
?users
?�C
?
Mass
?broadcast
?medium
?(high
?coverage)
1
600m
?active
?users
?�C
?Email
?marketing
?in
?your
?
pockets
?(high
?engagement)
Innovation

However,
?VeriCication
?is
?key
?:
?

?
?? No
?duplication
?of
?name,
?so
?register
?it
?
as
?soon
?as
?you
?can.
?
?? Build
?brand
?awareness
?and
?
reputation
?
?? Embed
?video
?and
?images.
?
?
?? Access
?to
?business
?information,
?
promotion
?tool
?and
?user
?data
?
?
?? Add
?a
?QR
?code
?to
?allow
?user
?to
?follow
?
you
?on
?WeChat.
?

?
Weibo offers an easier way to
create your brand presence

?? Resource
?allocation
?for
?Global
?vs
?
Localised
?content
?
?
?? Types
?of
?brand
?determinates
?Posting
?
Frequency
?
?
?? #Double
?hashtag#
?usage.
?#Chinese
?
New
?Year#
?
?? Focus
?on
?Emotional,
?Funny
?and
?
Useful
?content
?
?
Develop
?your
?content
?that
?resonates
?well
?with
?your
?target
?audience
?
Social Content Strategy

?? Utilize
?video,
?infographic
?and
?gif
?
format
?of
?content
?for
?sharing
?
?

?
?? Brand
?Heritage:
?
?Authentic
?British,
?
Royal
?family
?connection
?and
?
Craftsmanship
?
?
?? Leverage
?Celebrities
?content
?
?
?? Run
?Regular
?Social
?Activation
?
Campaign
?

?
Develop
?your
?content
?that
?resonates
?well
?with
?your
?target
?audience
?
Social Content Strategy

KOL (key opinion leaders)
Retweet Direct post Product trial
Brand
engagement
Content co-
operation Affiliate

?? Similar
?to
?Facebook
?sponsored
?post
?which
?appears
?
in
?target
?audience
?feed.
?
?
?? You
?bid
?on
?the
?spot
?via
?CPM
?or
?Cost
?per
?
Engagement
?basis
?
?? The
?affect
?of
?Feed
?Ads
?was
?10
?times
?greater
?
?than
?
display
?ads
?on
?Weibo
?
Target
?users
?by
?demographics,
?locations
?and
?interests
?
Weibo Feed ads

Different social strategies for brands
?? Zegna �C high brand awareness amongst
older customers
?? They use weibo to cultivate younger
customers to build brand in a longer lifecycle
basis.
?? Focus on brand and celebrity content
?? Limited social campaigns
?? Origin �C good brand awareness with younger
users.
?? They use Weibo to acquire new users,
engagement and sales.
?? Frequent social campaign and ongoing content
and platform innovation with immediate results!
To
?set
?realistic
?success
?KPIs
?

WeChat & Brand
?? Which
?type
?of
?account?
?�C
?Services
?vs
?
Subscriptions
?and
?understanding
?the
?
difference.
?
?? Customised
?menu
?(like
?your
?microsite)
?
?
?? Leverage
?WeChat
?for
?ofCline
?engagement
?
and
?enhance
?user
?experience.
?
?
?

2 types of WeChat official account

The QR code is NOT DEAD
QR
?code
?is
?a
?daily
?essential
?in
?China
!? To
?Chinese,
?using
?a
?phone
?to
?scan
?a
?code,
?comes
?more
?naturally
?
than
?typing
?a
?web
?address.
?

?
!? The
?#
?of
?QR
?Code
?Scanned
?by
?Chinese
?Mobile
?users
?in
?Mar,
?2014
?
has
?18
?times
?the
?#
?in
?Mar,
?2013
!?Code
?
?Generated
!?Code
?
?Scanned
Million

O2O strategy using QR codes
Brands
?are
?using
?QR
?codes
?to
?drive
?online
?to
?ofTline
?(O2O)
?sales,
?especially
?in
?retail.
Shopping on the Move
Offline Engagement
Social Campaign
Scan to Follow Brands

Search: The Key Players
*Source: China Internet Watch, ��China��s Search Engine Market Overview in Q2 2015��

?? Understand your brand presence and user insights first �C there are
many free tools
?? Be mindful of the China eCommerce potential pitfalls, you need to
a solid brand building strategy
?? Social media provides an effective way to build brand and
credibility, verification is critical.
?? Know the key social channels and their marketing roles
With
?practical
?tips��
?
Start your China digital Marketing

?? Content strategy that resonates well with Chinese is a must. Don��t
be afraid to use celebrity content.
?? Key Opinion Leaders (Kols) and Weibo feed ads are the most
effective way to promote your social channel.
?? QR codes are not dead in China, use them to enhance your
marketing effort.
?? Use Search marketing for brand credibility and impact.
With
?practical
?tips��
?
Start your China digital Marketing

THANK YOU
Follow us on
Twitter @emergingcomms
www.emergingcomms.com
Linked In- Domenica Di Lieto. (07815 ) 933578
Email- info@emergingcomms.com

�ݺ�ߣ

China Digital workshop Cornwall UKTI/ CBBC/ Cornish Chamber

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