The China Social Branding Report reveals top China social, digital marketing strategies of the world’s biggest brands revealed in new annual subscription based report. This first-of-its-kind series of weekly reports dive uncommonly deep to describe how global brands succeed on China’s rapidly evolving social media channels such as WeChat, Weibo and Alibaba’s Tmall.

1. C H I N A!
SOCIAL BRANDING REPORT
©
2014
RESONANCE
CHINA
ALL
RIGHTS
RESERVED

2. The
China
Social
Branding
Report
is
a
first-­‐in-­‐class
weekly
publicaFon
dissecFng
and
presenFng
how
top
global
brands
play
and
win
on
China
digital,
mobile
and
social
media.
Perfect for:
GLOBAL
TEAMS:
Global
teams
who
need
to
quickly
and
broadly
grasp
the
complexiFes
of
China
digital
and
social
media
fast.
EXECUTION
TEAMS:
ExecuFon
teams
that
need
to
see
exactly
how
to
create
a
successful
digital
ecosystem
and
campaigns
in
China.
STRATEGY
TEAMS:
Strategy
teams
that
want
to
stay
on
top
of
what
the
best
compeFtors
in
their
industry
are
doing.

3. Get
a
constant
stream
of
deep
China
digital
&
social
media
case
studies
from
the
best
brands
in
the
world.
We
guarantee
you,
your
brand
and
your
team
will
always
be
up-­‐to-­‐date
on
the
latest
strategies,
execuFons
and
innovaFons
happening
on
digital
and
social
media
in
China.

4. Service features:
4
NEW
ISSUES
PER
MONTH:
We’ll
produce
4
reports
per
month,
covering
top
brand’s
broad
digital
ecosystem
and
focused
great
campaigns.
ACCESS
ARCHIVES:
Our
complete
archive
of
reports
is
instantly
available
to
subscribers,
giving
you
access
to
a
ton
of
content.
LIVE
CONSULTING:
Part
of
the
report
unclear?
Our
team
will
provide
more
info
to
help
you
understand
your
compeFtors
strategies.
Here’s
what
you
get:
The
best
educaFon
on
China
digital
and
social
media
in
the
world,
straight
from
the
source.

5. Channel
Overview
We’ll
show
you
which
owned,
earned,
and
paid
channels
each
brand
is
using
in
China.
DIGITAL
ECOSYSTEM
REVIEW
We’ll
review
top
brands
and
the
primary
and
secondary
channels
in
their
China
social
media
digital
ecosystems.
We’ll
also
highlight
how
brands
organize
these
channels
to
accomplish
strategic
goals.
Strategic
Analysis
We’ll
give
you
a
high-­‐level
understanding
of
the
channels
that
each
brand
is
emphasizing.

6. COMPETITOR
&
INDUSTRY
BENCHMARKING
Find
out
how
top
brands
compare
in
their
industry.
We
measure
not
only
total
followers,
but
also
quality
of
audience
and
engagement
levels
to
give
you
a
be^er
picture
of
what
success
looks
like
in
China.
Quality
vs
QuanRty
See
beyond
the
surface
numbers
to
deeper
quality
metrics.
Industry
Benchmarks
Compare
brands
to
their
industry.
Defining
Quality
Understand
how
data
is
measured
in
China.
Data
Analysis
Get
our
interpretaFons
of
the
data
and
key
points
to
keep
aware.

7. BRAND
PLATFORMS
We’ll
show
you
how
brands
manage
their
digital
footprint
in
China,
and
provide
insights
as
to
how
the
best
are
able
balance
global
heritage,
local
relevance,
product
educaFon,
and
customer
relaFonships.
Brand
Website
We’ll
analyze
global
and
local
assets
to
reveal
each
brand’s
China
emphasis.
Brand
CommuniRes
We’ll
show
you
how
brands
build
communiFes
to
reward
consumers
and
create
posiFve
word
of
mouth.
Brand
Apps
You’ll
learn
how
brands
use
mobile
apps
to
create
an
extension
for
customer
service,
loyalty
and
conversion.

8. ECOMMERCE
We’ll
review
how
brands
have
developed
online
purchasing
channels
to
parFcipate
in
China’s
ecommerce
boom.
You’ll
learn
how
brands
weave
ecommerce
into
their
digital
ecosystems
and
partner
with
B2C
pla_orms.
Tmall
Flagship
Store
Learn
how
brands
bring
their
message
to
Tmall
while
sFll
appealing
to
value-­‐driven
shoppers.
Brand
Ecommerce
See
how
brands
educate
consumers
on
the
benefits
of
shopping
on
owned
pla_orms.

9. WEIBO
See
how
the
best
brands
in
each
category
are
talking
to
neFzens
on
social
media.
You’ll
learn
how
brands
stay
relevant,
engage
with
their
fans,
and
educate
consumers
about
their
brands
and
products.
Best
PracRces
Learn
how
brands
engage
fans
using
trending
topics
and
interacFve
formats.
Custom
Apps
We’ll
explore
custom
brand
apps
that
deepen
engagement
and
drive
campaign
parFcipaFon.
Content
Strategy
We
look
at
long-­‐term
content
trends
and
post
frequency
to
uncover
microblogging
insights.

10. WECHAT
We’ll
keep
you
current
on
how
brands
are
using
WeChat
to
create
new
kinds
of
relaFonships
with
Chinese
consumers.
We’ll
show
you
the
latest
innovaFons
in
account
features
and
track
the
brands
that
are
redefining
follower
interacFons.
Best
PracRces
See
how
brands
are
adopFng
new
account
features
to
strengthen
relaFonships
with
consumers.
Message
Strategy
We
look
at
long-­‐term
topic
trends
and
reveal
how
brands
opFmize
content
for
WeChat.
Mobile
Conversion
We’ll
show
you
how
brands
are
using
WeChat
to
drive
mcommerce
and
O2O
iniFaFves.

11. YOUKU
&
TUDOU
Online
video
conFnues
to
grow
in
importance
for
brands
in
China
in
a
way
that
is
very
disFnct
from
Youtube
in
the
West.
We’ll
show
you
how
the
best
brands
are
building
audiences
on
these
pla_orms
as
well
as
within
their
own
ecosystems.
Video
Categories
We’ll
show
you
examples
of
each
brand’s
primary
video
categories.
Channel
Analysis
You’ll
learn
how
brands
set
up
official
channels
and
how
well
their
uploads
perform
with
viewers.

12. EMERGING
&
SECONDARY
PLATFORMS
New
digital
pla_orms
emerge
in
China
on
a
regular
basis,
but
we’ll
keep
you
current
on
the
ones
that
are
gaining
tracFon
with
consumers
and
adverFsers.
You’ll
learn
how
to
target
niche
communiFes
and
get
onboard
early
with
trending
pla_orms.
Niche
Social
Networks
Learn
how
brands
use
sites
like
Douban
to
reach
China’s
grassroots
influencers.
BBS
Portals
See
how
brands
work
with
interest-­‐based
communiFes
to
create
organic
content.
Short
Format
Video
We’ll
show
how
brands
experiment
with
new
Vine
and
Instagram-­‐inspired
pla_orms.

13. CAMPAIGN
ASSETS
We’ll
show
you
how
the
most
successful
brands
create
campaign
assets
that
make
an
impression
on
consumers
in
China.
You’ll
learn
how
they
integrate
with
exisFng
brand
channels
to
create
unique
consumer
experiences
that
resonate
on
social
media.
UGC
Sharing
Learn
how
brands
inspire
neFzens
to
create
and
share
their
message.
Microsites
We’ll
show
you
how
microsites
promote
campaign
creaFve
and
parFcipaFon.
WeChat
Minisites
See
how
brands
are
integraFng
with
WeChat
to
drive
unique
fan
interacFons
on
smartphones.

14. KEY
OPINION
LEADERS
We’ll
demysFfy
China’s
KOL
ecosystem
and
educate
you
on
how
brands
work
with
these
influencers
to
spread
their
message.
You’ll
be
up
to
date
on
the
KOLs
brands
are
working
with
and
the
innovaFve
ways
in
which
they
are
cooperaFng
with
them.
KOL
IntegraRon
We’ll
show
you
how
brands
collaborate
with
China
influencers
to
connect
with
audiences.
KOL
Usage
You’ll
learn
about
the
specific
KOLs
that
brands
use
to
amplify
certain
types
of
content.
KOL
Performance
We’ll
provide
insights
on
overall
KOL
strategies,
and
how
effecFve
they
are
at
generaFng
fan
engagement.

15. CAMPAIGN
ANALYSIS
We’ll
go
beyond
content
and
KOLs
to
show
you
how
brands
build
their
campaigns
and
integrate
social
and
digital
channels,
while
also
providing
staFsFcs
to
show
you
what
success
looks
like
in
China.
Campaign
StaRsRcs
You’ll
see
staFsFcs
from
every
phase
of
the
campaign
covering
engagement,
sharing,
views,
and
KOL
performance.
Campaign
Timelines
We’ll
show
you
how
brands
create
buzz
on
social
media
and
acFvate
channels
to
achieve
strategic
objecFves.

16. LIVE
CONSULTING
FROM
OUR
FORUMS
We
know
China
digital
and
social
media
is
a
big
subject.
So
we’ve
created
a
consulFng
forum
staffed
by
our
local
professionals
to
answer
any
quesFons
you
have
on
the
reports,
or
even
help
you
collect
and
analyze
informaFon
from
the
Chinese
web.
Latest
Updates
See
what’s
new
and
keep
atop
changes
and
updates.
Report
Q&A
Ask
us
any
quesFon
regarding
the
reports
and
we’ll
get
back
to
you
ASAP
here
with
clarificaFons
or
addiFonal
informaFon.
Request
Updates
Tell
us
what
you
want
to
change,
or
request
a
future
report.
We’re
open
to
adapFng
our
service
to
your
exact
needs.
Virtual
MarkeRng
Assistant
In
our
strategist
forums
you
can
ask
us
anything
regarding
China
digital
and
social
media.
We’ll
do
the
research
and
compile
the
data
into
these
forums
at
your
request.

17. FIND
OUT
MORE:
Want
to
learn
more,
or
become
a
subscriber?
Then
visit
us
on
the
web
at
www.resonancechina.com
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QUESTIONS?
Call
us
at
+86
21
5302
8238
Or
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