QQ is developing a digital strategy to improve its international position and increase foreign users. The plan includes creating official social media pages on Facebook and Twitter to promote QQ, improving the mobile app and website, and using QQ's email system and partnerships with other email providers to introduce more users to QQ's messaging services. Success will be measured by whether increased marketing spending leads to proportional growth in app downloads internationally.

1. QQ Digital Strategy
By Yan Wang

2. Introduction
• QQ is an instant online message software, has
multiple platforms, such as PC, tablets and
mobile phones

3. Target Audience
• Business people, college students
• People who need to communicate with others
through Internet
• Need instant messaging service

4. Big Idea
• QQ is trying to improve its International
position
• Increase more International users
• Develop QQ’s awareness for Internationals
users

5. Social Media Marketing Plan
• Create and develop the QQ’s official Facebook
page and QQ’s official Twitter account
• Promote Facebook page by advertising the
page through Facebook

6. Mobile Marketing Plan
• Keep developing its mobile version app into
more interesting and unique
• Mobile website need to be well designed
• Directly guide people to the mobile QQ
download page from the site

7. Email Marketing
• QQ Mail
– Using its email system to reach people who is not
using QQ, send email to them and introduce the
functions.
• Work with other email companies
– EX. Google, Yahoo, Apple
– Bring more users and increase International
awareness.

8. KPI-- Metrics
• If the Downloading Number and
Budget Expense both increase and the
downloading in proportion to expense,
this means the strategy is success.
 If the Downloading Number and
Budget Expense have an inverse
proportion, which means that while
expense going up, the downloading
number stay or decrease. When this
happens, the strategy is considering
not success.

9. Budget
• $10 Million Total
40%
30%
15%
15%
Mobile App and Website Email Marketing
Ofiicial Page (Social Media) Promoting the Page (Spcial Media)

10. Tools and Tactics
• Using Social Media
– Facebook and Twitter
• Email System
• Websites
• Mobile App
• Professional Website Development