DOING BUSINESS IN CHINA Through and KOLs 微信公众号申 请及管理
Great to meet you… Blue Planet PR and Zigma Concepts have joined forces to deliver a turn key solution to social media planning and execution in both Australia and China. From Australia, Blue Planet PR can help you plan your digital communications strategy for opportunities in Greater China, Hong Kong, and with local Chinese audiences in this market. We also deliver knock-out PR, event management and social media campaigns locally! From Hong Kong, Zigma Development provides a bespoke service for companies who are looking for expansion into the Chinese market. Zigma’s core business mission is to provide our clients with comprehensive marketing communications strategies, to build and amplify a strong brand impact.
Social media in China – the landscape Facebook, Google and Twitter are not accessible in China... 1. TENCENT QQ – one billion active users – instant messaging, online services, microblogging, emails, games and more 2. SINA WEIBO – similar to Twitter – the ultimate space for debate and airing of views. 340m users 3. DOUBAN – discussion groups, reviews and testimonials on services and products 4. TENCENT RENREN – considered the ‘Facebook of China’ and one of the first registered social media sites in China; but lately has become more of a portal for gaming. 5. WeCHAT – developed by Tencent, and the most popular app in Asia…
What is WeChat? WeChat is a smartphone WeChat is the key entry into application that consists of … mobile marketing in China. WeChat = Communication + Interaction + Marketing. WeChat becomes an extension of a Brands CMS WeChat builds personal interactions through interesting, relevant and informative content.
WeChat – User statistics OVER 1 BILLION REGISTERED ACCOUNTS, AND GROWING. 3 million users in Australia.
Brands using WeChat PROPERTY DUBAI The best of international real estate is being sold on WeChat. DHL Global Forwarding WeChat sales of high end $10 million property China Teleshare Campaign have become a reality because for Chinese property investors their whole life is largely run and co-ordinated via this single application.
Brands using WeChat UNIQLO 020 Campaign Tiffany uses WeChat and global and local added over 500,000 new followers celebrities to launch its key campaigns in China. in less than 3 months
China’s market influence China’s middle class became the largest Could be created in Australia in the world, and now comprises (by one within the five key industry sectors estimate) some 109 million adults (almost of health, education, tourism, finance five times the size of Australia’s population) and construction by 2026
China’s market influence Under relatively conservative scenarios for Chinese growth in the Australian export market, the modelling suggests that by 2025 China could represent: of the healthcare of the of the short-term of the financial of the and social educational accommodation services construction assistance export (tourism) export export export export market market market market market
SECTION 02 Where to start
STARTING OUT: Creating a WeChat account (Personal Vs Business) YOU WILL NEED: In both cases, you will need a registered company in Chinese ID for China in order to get your subscription account certified account OR Registered RESTRICTIONS BECAME MORE company STRINGENT AFTER NEW SOCIAL in China MEDIA REGULATIONS IN 2014
The limitations of creating an international account INTERNATIONAL ACCOUNT CHINESE ACCOUNT English language platform Chinese language platform Not visible within Visible from users both within mainland China and outside mainland China
There are 2 types of official accounts SERVICE ACCOUNT SUBSCRIPTION ACCOUNT VS Enhanced functions for companies to Basic functions for brands to spread provide prompt response and service content to subscribers MESSAGE Allows 4 broadcast messages/month Allows 1 broadcast message/day LIMITATION/ Displayed alongside personal contacts Displayed in “Subscription Accounts” folder VISIBILITY USER Customised menu supported for all Customised menu available only after INTERFACE service account verification PUSH Followers receive push notification Push notification available only after NOTIFICATION verification E-COMMERCE Payments API supported for all verified Does not support payment functions service accounts Access to develop and manage e-store
What’s available for businesses … BROADCAST AUTO DIRECT MESSAGING REPLY MESSAGING Message all followers or Set a welcome message, Send text responses to selected followers categorised reply to keywords, individual follower’s by geography, gender, or a and default reply to messages custom group any other messages
What’s available for businesses … FOLLOWER CONTENT ANALYTICS MANAGEMENT MANAGEMENT View profile data, group Upload image, audio, and Detailed reporting on followers, followers, add aliases video files, and create content engagement, message multimedia cards volume, and much more
SECTION 03 Building awareness with KOLs
Who are the Chinese KOLs? (Key Opinion Leaders) KOLs build their own community of followers, and influence purchase decisions by posting images on social media. GRASSROOTS ORGANISATION GURUS CELEBRITIES CELEBRITIES ACCOUNTS Normal people Publishers Actors, movie stars, Experts in with strong personal of news and musicians, models, their chosen branding sponsored posts famous individuals field
Meet the KOLs Fan Bingbing • Leading Chinese Celebrity • Credited with generating the equivalent of $75m in sales to Taobao (Chinese Amazon) in just 12 months
Meet the KOLs Tao Liang (Mr. Bags) • Tao Liang, better known to China's fashion cognoscenti as Mr . Bags • Collaborated with Givenchy to record 1.2 Million RMB ($173,652 USD) sales in just 12 Mins).
KOLs create a buzz around your brand Connect Use Reduce to a target enhanced marketing segment of influencer budget, while consumers validation, achieving similar to reduce results to barriers to celebrity sales and endorsement conversion
How much does it cost? A KOL WILL USUALLY CHARGE BETWEEN 3K TO 50K RMB ($AUD600 - $AUD10,000) PER MESSAGE It depends on the number of average views and followers, position of the message, time sent and length of promotional content within the message
SECTION 04 Working with us
We’ve joined forces … and opening new markets + HELPING OUR CLIENTS BUILDING BRAND GROW – reaching new AWARENESS that meets audiences, boosting sales the needs of Chinese consumers through WeChat
Success stories – BPPR and Australian Asian Ethnic social media OZ COMIC-CON National reach of around 42.7 million Combined event circulation worth close to $AUD10 million
Testimonial It is clear that Blue Planet PR is committed to FORGING MEANINGFUL RELATIONSHIPS with clients, talent and media alike. Blue Planet PR works tirelessly for us and are committed to kicking goals. Carissa Avenhouse Director, The Hub Productions (Oz Comic-Con / ReedPOP)
MilkMart Design Fair Beijing Design Week in Collaboration with Milk Magazine Collaborating KOL- “BOYNAM” • Weibo Followers: 1.5 million • Instagram: 109K • Wechat readership/post – 100k+
MilkMart Design Fair EVENT TRAFFIC: 10K across 3 days. Total Online impressions: 3 Million
Want to know more? Drop us a line … Sophie Blue Director Email sophie.blue@blueplanetpr.com.au Mobile (+61) 416 006 821 Website www.blueplanetpr.com.au FB / Twitter / Insta @blueplanetpr LinkedIn / sophie-blue
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