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10 000 	- 30 000
If executed well, Wechat & Weibo can be an effective
way to communicate with your Chinese target market a...
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INFOGRAPHIC | Luxury Watches: Who leads in Chinese social media?

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Analysis on Social Media (Weibo and Weixin) - Luxury watches
Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.

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INFOGRAPHIC | Luxury Watches: Who leads in Chinese social media?

  1. 1. 10 000 - 30 000 If executed well, Wechat & Weibo can be an effective way to communicate with your Chinese target market and support your marketing plans. LUXURY WATCHES Who leads in Chinese social media? Made in Shanghai by Uncle Advertising - September 2013 CHINESE SOCIAL MEDIA NUMBER OF FANS ON WEIBO 199 272 95 259 82 230 1. The number of fans is one of the key performance indicators but it can lead to wrong conclusions about consumer behavior and brand performance. 2. Wechat doesn’t reveal the numbers of fans on the official brand page unless you have access to the back office system. 597million Chinese users are active on microblogs. More than 40%of Chinese consumers read and post reviews online. 1/3say they make purchasing decisions based on what is said about a product on social media. Listen and INTERACT with fans by managing a RESPONSIVE customer service, answer and repost customer feeds. Reminder: Help your followers to love your brand and act upon it. Provide a UNIQUE, CONSISTENT and USER ORIENTED content on a regular basis. Keep track with a specific content plan. BEST PRACTICES to LOYALTY fromawareness WEIBO POSTING FREQUENCY WECHAT CONTENT 18 JaquetDrozChopard Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat. Average number of posts per week GirardPerregaux 12 TAGHeuer 10 Rado AudemarsPiguetIWCHublot 9 7 JaegerLeCoultreBlancpainRichardMille 5 MontblancVacheronConstantinPatekPhilippeBaume&Mercier 4 ZenithFendi 3 RogerDubuisA.Lange&Sohne 2 CartierPiaget ... WEIBO CONTENT & INTERACTION WITH FANS Reposted 118 times within few days, this post is engaging fans by offering CD signed by artists participating in the upcoming Shanghai Jazz Festival. Cartier Father’s Day Gift List This post is not only promotional. Fans feel concerned with hot topics related to family and don’t hesitate to share it. Chinese brand ambassadors and celebrities CAMPAIGNS CELEBRITIES KNOWLEDGE BRAND FANS TAGHeuer Type of content 37% 21,8% 14,6% 13,3% 12,9% 0,4% Campaign Celebrities BrandHistory Connect Product CSR Jaeger Le Coultre Cartier IWC Type of content 50% 25% 40% Campaign Product Festival China’s population:1,354billion TAGHeuer Piaget Montblanc IWC 40 778 Jaeger Le Coultre 33 550 Girard Perregaux 30 807 Audemars Piguet Fendi 35 516 30 156 Cartier 482 827 fans (not only a watch brand) Hublot Patek Philippe Rado Baume & Mercier Blancpain Zenith Chopard A.Lange & Sohne Vacheron Constantin 5 000 - 10 000 Under 5000 Jaquet Droz Roger Dubuis Richard Mille Your fans expect regular updates. Promotingyourpostswithimages and videos is essential to keep them engaged and active. Contributors Eshion Gao, Elsa Bouillot, Josselin Roulet 25% 25% This post announces the IWC China Tour and presents briefly the brand history and some products. IWC is posting more frequently on Weibo than Weixin. MONTBLANC Creating early “buzz” around the product is a fantastic way to increase and develop word-of-mouth (iWOM) 1. Purchasing and owning luxury watches is a status symbol for Chinese people. Posting about products and brand history satisfies the need of the fans who are eager to learn as much as they can about luxury watches and brands. 2. Fans often repost about celebrities and campaigns. To encourage them to post and repost , you must understand the interests of your audience and connect with them by engaging and posting relevant information. How to engage with fans and make them INTERACT ? #TAGHeuer store activities# TAGHeuer has officially launched its Wechat account! From now and until September 12, TAGHeuer, through Wechat, gives a chance to win TAGHeuer Jazz Week CD signed by the artists. […] Jazz Lovers act now! (For specific stores information please click on the picture). For your beloved father, Cartier presents a selection of gifts: the Tank Anglaise watch that sketches out father’s elegance and simplicity; the Ballon Blue watch with dazzling diamond wrist band which represents his deep and courageous character […] For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at josselin@uncle-ad.com.

Analysis on Social Media (Weibo and Weixin) - Luxury watches Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.

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