China Digital Workshop

•  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.baidu.com    Burberry  Brand  Searc,h  as  an  example    Three  brand  names  being  searched  by  Chinese      -­‐  Burberry  (OfCicial  English)  

-­‐  “巴宝莉”  (un-­‐ofCicial  Chinese  name)  

-­‐  “博柏利”  (ofCicial  Chinese  name)    Top  cities–  Beijing,  Shanghai    Younger  audience  –  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  –  Mass  broadcast  medium  (high  coverage)

1 600m  active  users  –  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 – 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 – 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  

PAYMENT

The Power of WeChat

How WeChat sells Smart Car

Aggregation of Everything

WeChat & Brand

•  Which  type  of  account?  –  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

WeChat Boosts QR Code Usage

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 Marketing

Search: The Key Players

*Source: China Internet Watch, “China’s Search Engine Market Overview in Q2 2015”

Baidu Baike (Wikipedia)

Baidu Zhidao (Q&A)

Baidu Brand Zone

Baidu Brand Zone

•  Understand your brand presence and user insights first – 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