Chinese digital marketing workshop, St Austell, Cornwall, January 28th 2016.

1. China Digital Workshop

2. • 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

3. 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

4. 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”

5. 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%

6. 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.)

7. 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

8. Stand-out in the China
eCommerce war

9. Brands are facing brand dilution & price
war’s on TMall

10. 3rd party eCommerce sites might not
be a right choice for your brand
Jumei and other ecommerce websites are
in selling fake goods!

11. 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

12. 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

13. 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

14. Weibo or WeChat
VS
For
your
China
social
marketing
strategy

15. 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

16. 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

17. • 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

18. • 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

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

20. • 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

21. 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

22. PAYMENT
The Power of WeChat

23. How WeChat sells Smart Car

24. Aggregation of Everything

25. 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

26. WeChat Boosts QR Code Usage

27. 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

28. 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

29. Search Marketing

30. Search: The Key Players
*Source: China Internet Watch, “China’s Search Engine Market Overview in Q2 2015”

31. Baidu Baike (Wikipedia)

32. Baidu Zhidao (Q&A)

33. Baidu Brand Zone

34. Baidu Brand Zone

35. • 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

36. • 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

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