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CBBC digital workshop
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- 2. • Your digitalfootprint 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 footprintassessment 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 theChina eCommerce war
- 9. Brands are facingbrand dilution & price war’s on TMall
- 10. 3rd party eCommercesites might not be a right choice for your brand Jumei and other ecommerce websites are in selling fake goods!
- 11. Brand Building through SocialMedia 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 buildyour 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 opinionleaders) 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 strategiesfor 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 ofWeChat
- 23. How WeChat sellsSmart Car
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- 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 QRCode Usage
- 27. The QR codeis 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 usingQR 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
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- 30. Search: The KeyPlayers *Source: China Internet Watch, “China’s Search Engine Market Overview in Q2 2015”
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- 35. • Understand yourbrand 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 strategythat 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 uson Twitter @emergingcomms www.emergingcomms.com Linked In- Domenica Di Lieto. (07815 ) 933578 Email- info@emergingcomms.com