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CBBC digital workshop
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Transcript of CBBC digital workshop
• Your digital footprint 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
Your digital footprint assessment 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
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”
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%
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.)
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
3rd party eCommerce sites might not be a right choice for your brand
Jumei and other ecommerce websites are in selling fake goods!
Brand Building through Social Media
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
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
How to build your 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
KOL Verified Weibo
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
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
• 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
• 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
KOL (key opinion leaders)
Retweet Direct post Product trial Brand engagement
Content co-operation Affiliate
• 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
Different social strategies for 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
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
The QR code is 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
O2O strategy using QR 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
Search: The Key Players
*Source: China Internet Watch, “China’s Search Engine Market Overview in Q2 2015”
• Understand your brand 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
• Content strategy that 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
THANK YOU
Follow us on Twitter @emergingcomms www.emergingcomms.com Linked In- Domenica Di Lieto. (07815 ) 933578 Email- [email protected]