Social media marketing in China - content centric public relations. Using engaging content, syndication and paid for advertising to lead to an effective campaign for B2B clients.

1. EASTWEST Public Relations Group
Getting Clients Noticed in Asia since 1995
Singapore | China| India
www.eastwestpr.com
Marketing Outreach
2018

2. EASTWEST PR Methodology
Marketing Outreach
2
Public Relations
SEO/SEM
Site development
Digital
WeChat Marketing
Weibo Marketing
Research/Survev
Linkedin/Facebook
Demand Generation Programs
Online Customer Service
Video productions
HTML 5
Purchased Online Ads
Baidu PPC
Advertising Programs
Web Service
Press releases
Press Conference/ events
Media Training
Public Speaking
Event Sponsorship

3. is an essential part of the marketing strategy wanting to enter China for user acquisition and engagement.
Our role is to provide counsel, strategy, implementation, evaluation for our clients
Digital-WeChat Marketing
3
There are three kinds of accounts :
Service Accounts
Subscription Accounts
Enterprise Accounts
Mini Programs
Activities
Measurement
Engagement
Amplification
WeChat Advertising
WeChat KOLs
QRCs
Content
Registration and Development

4. WeChat Marketing
4
WeChat
Accounts

5. WeChat Marketing
5
There are three kinds of accounts :
3. Enterprise accounts are meant for
internal management of companies. They
require both the account and the follower to
approve each-other. Their content can’t be
shared to unauthorized users. They are
perfect for a company wanting to spread an
internal newsletter.
1. Service Accounts appear as friends in the
“chat” section of WeChat. They are
extremely visible, and have additional
features compared to subscription account
(in particular WeChat login, WeChat
payment and geo-localization).
2. Subscription Accounts can send up to 1
push message per day to their followers and
are grouped together in a dedicated folder
appearing alongside your friends in the
“chat” section of WeChat. Subscription
accounts can be created either with a
Chinese ID
SUCCESS
ServiceAccounts
SubscriptionAccountsEnterpriseAccounts

6. WeChat web analytic allows businesses to see how users
interact with their websites and collect feedback on their
performance so as to improve their products or services.
◆ Official accounts can use a template message to automatically send
important service notifications to your clients
◆ WeChat offers an in-app translation tool for iOS and Android users
WeChat Template
Messages +WeChat
Translation Tool
Automatic Reply
Customized Menu
WeChat Web
Analytics for Business
Automatic reply should be employed when the customers first follow
your official account, when they send you a message, or when
they send certain keywords.
WeChat allows users to add up to 3 menu categories. Under each
of the category, you can have up to 5 sub-menus. The menu can
lead to a message, a website or an app page.
Features WeChat Marketing Account

7. WeChat Marketing
7
Registration and Development

8. Registration and Development
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9. WeChat Marketing
9
Engagement

10. Engagement
Embedded Content Strategy
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Embedded Content strategy uses social networking
services and other technologies to increase brand
awareness, sales or marketing buzz through high-
speed online word of mouth, similar to the way a
virus spreads

11. Engagement- Mini Program
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What are Mini-Programs?
WeChat min-programs are “sub-applications” within the
WeChat ecosystem ;
They enable to provide advanced features to users such
as e-commerce, task management, coupons
Because these
experiences are built
completely within
WeChat, they are usually
very fast (in terms of
loading speed) and
smooth (in terms of UX,
integration with WeChat
features and navigation)
Tesla has a mini-program enabling users to
locate charging stations, schedule a test-drive
and share their experiences about driving a
Tesla car:

12. Engagement - Activities
Event Registration+ Survey + Prize Draw
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Form Template for event registration, webinar registration, survey, etc.
Using template, define campaign name, setting attendee’s info. Such as name, cellphone, age,
company etc
Data, statistics, Q&A and promotion analysis
During & After the campaign, all attendee’s info, along with total view, submit & share in Dashboard
Form QR code will be provided at last to share on Moments or group, even print
There will be template designed from the client’s CI and using fields to collect the data.
Event Registration
Survey
Prize Draw

13. WeChat Measurement Platform
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Measurement
Track individual WeChat Users
Segment WeChat Content
Through WeChat tracking platform, all users
can be tracked as long as they access your
website via WeChat, and get more
geographical statistics and will be able to
link this data with their personal browsing
behaviour.
Segment WeChat Followers
WeChat measurement platform can find more specific needs
For example; Did following users already buy the product?
Participate to events? Through which channels did they start
Following? How long have they been your followers?
How often are they re-sharing your content
Conversion Funnels are mot just about determining how many users are
buying products; Conversion Funnels analyse how many of users who
signed up for events ended up buying the product; Funnels are the key
to defining WeChat ROI as they link upstream marketing actions with
downstream benefits .
By splitting content into various type of
categories; it is likely to understand which
type of content is more interesting to users

14. WeChat Marketing
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Amplification

15. 15
Amplification- WeChat two types of Ads

16. WeChat KOLs
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Amplification

17. Amplification- QRCs
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18. SEO Analysis
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The Pros
EastWest PR will help to
optimize customer’s site
in order to make it the
vibrant tool
Back-links
Inserting helpful back-
links throughout
customers to navigate
easily from page as they
browse
SEO for social media
Content
Encourage traffic and
attract a variety of
different audiences
Algorithm
Mobile friendly
Use of search keywords that someone
would type into search engines
Use of video and visual imagery
Basics
SEO involves engaging In
strategies that bring your
website higher up

19. EASTWEST Public Relations Group
Getting Clients Noticed in Asia since 1995
Singapore | China| India
www.eastwestpr.com
Thank You
Jim James
Founder & Chairman
Mobile: +8613910731967
Tel: +86 10 6582 0018
Email: jim@eastwestpr.com
Wechat: jimajames
Skype: jim.a.james
Twitter: @eastwestpr