Create a 3 Month Social Plan for your China E-commerce

2020-03-01 123浏览

  • 1.Create a 3-month Social Plan for yo ur China E-commerce 2019.5
  • 2.01 Questions to ask yourself…
  • 3.Where are you in this strategy funnel? ATTRACT RETAIN CONVERT PURPOSE Increase Awareness Increase Engagement Increase Transaction METRIC Account Followers Push Message Views / Like / Share Sales Revenue METHOD Content Interactions Optimized Content Giveaway Campaigns Report / Adjustment Keranique Keranique E-Commerce Sales Promotion Loyal Program
  • 4.Things in China move fast. Can we concentrate a full social marketing strategy into a 3 month boost start?
  • 5.It’s possible, and recommended. As every business is different, we prepared 2 sample planning here for study.
  • 6.Store Opening Marketing Planning Sample July Ignition June Pre-Opening Focus Content Channel EC August Lasting Impact Seeding+Celeb+Fashion ， Heat up Ms Zhang and her Friends WO ！为 7F 代言（ 7 个朋友） Celeb Exposure Red Book Seeding Celeb sponsoreship+ large forwarding Restaurant poster QR code Pre-sale preheating and trial Celeb campaign + KOL Offline pop-up store Celeb interaction and live Media interview and PR New Product launching 1 sponsorship / month2 KOL content +shooting+live 7 amateur brand ambassadors review Customized product pack launch KOL (content + short video), Mini-Tao, Wechat & Weibo KOL, Hot Topic, Live, Today News Tmall Newsfeed + trial + community 618 event+Brand Group+Tmall Live Content + Newsfeed + discount center + loyalty program Out-Channel-DSP ， social media ， traffic to EC Traffic+ Conversi on Tmall Brand zone-Brand and Product awareness ， traffic to EC KOL review/live, UGC content- All channel seeding ， traffic to EC Offline interactions and merging
  • 7.Routine Weibo/Wechat Marketing Planning Sample First Month Sta ge Focus Content Performance marketing Seasonal KOL campaign Brand building and awareness Phase 1: brand set-up Second Month Third Month (618!!) User engagement, performance marketing and KOL cooperation Phase 2: Hashtag Campaign, Giveaway campaign, encourage UGC Phase 3: continues KOL & content strategy Increase marketing activities to Giveaway campaign starts. Also hold a lucky-draw continue with methods with most event to give the full-size products.Star item is Content effective results. Ask KOLs to make introduced. Collect user reviews and encourage managemen online videos-vlog, to educate more interaction. Make full use of the @ and t users. forward functions. Traffic generation and sales Follower generation is the encouraged KPI. conversion is the encouraged KPI Secondary KPI is traffic to store. Using giveaway campaign to collect interested Weibo campaign continuous performance, with demographic. According to the data, select more optimization, analyze, review. precise regions and interests to deliver ads and more Use KOL marketing at the same time to see the giveaway campaigns. A/B testing, bidding result. optimization, creative and adcopy optimization. Fashion/lifestyle/pregnant mother bloggers/mothers who have new-born babies/the elites who work hard/university students prepare for exam. Holiday inspirations, best sellers, find best fit KOL category. Use the brand story to do some co-branding activities. copyright©westwin
  • 8.01 2 things we wa nt to elaborate on
  • 9.Omini-Channel 1. Utilize best omni-channel ad product
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  • 13.WEIBO MARKETING Voice from You, Echo from the World WEIBO NEWSFEED ADS Similar to the “Promoted Posts” feature, the Ad will come up on the top of users content feed. You can target the reach of the Ad using demographics and geographic data. It’s a great option to showcase your info to your potential customers, generate followers and promote your brand. “Follow”button:users can start follow your page with one click You can upload up to 1-9 images or one video. Insert link is also welcomed. “Weibo Ad” marked on the top left
  • 14.WEIBO MARKETING Voice from You, Echo from the World NewsfeedAds:Big Image/Video Card-Shopping Cart Targeting ： • • Beauty KOL’s Followers Females interests in Beauty brands
  • 15.WEIBO MARKETING Voice from You, Echo from the World Leads Generation  Client customized page  Filling contact information automatically Dial Hotline directly  Interactive action triggers private customer communication Repost Comments Favorites Like
  • 16.Content 2.Deliver the right content
  • 17.WEIBO ACCOUNT MAINTENANCE Voice from You, Echo from the World Keranique Keranique Strengthen customer service • • • Follow up with user comments and private messages in timely manner Set automatic reply for better user guidance Make good use of the fan service platform and provide better user experience
  • 18.SHOWCASE
  • 19.SHOWCASE OVERVIEW PETER THOMAS ROTH product SEEDING Influencer Headlock SEEDING 9 Weibo engagement 1.9K repost, comments, likes reach 1.1M c wechat & yizhibo CPE 2.7 RMB Cost per engagement w
  • 20.01 What to do for the long run?
  • 21.Strategy – Integrate all channel resources, increase traffic, bring sales Official Weibo Positioning Strengthen KOL activities + follower generation Weibo Seeding Official Wechat Positioning Strengthen brand tone and content Increase engagement Wechat KOL Seeding Weibo Bran d Wecha t Initiate topics and trials regularly Increase brand potential follower and purchases Routine marketing efforts to improve brand awareness and engagement. RED EC Sales In-platform marketing Monthly Seedin Utilize resources exchange Increase sales by steps Live Routine marketing efforts to increase sales volume. Cele b KOL live and interaction, with vouchers and trials. Repost live content to other platforms Celeb Sponsorships Offline event
  • 22.Yearly Planning Channnel Weibo Wechat Communit y Short Video In-platform Y19 Q2 Y19 Q3 Y19 Q4 Y20 Q1 Content Type Methodolog Item Item Item Item OA - Article 官方微博 - 文章 Pic+Copy Daily Post 日常性文章 4 4 4 4 OA - Video 官方微博 - 视频 Video KOL, Professional, Review 专家 、kol 、小实验、场景化测 评 1 1 1 1 OA – Member day 官方微博 - 会专专 日 Event 3 3 3 3 Category Giveaway, Red Package, Vouchers 抽专专 、派 专 专专 包、送 专 专 专专 惠券 专 Weibo KOL 微博大号 Pic+Copy Weibo KOL seeding and traffic generation 微博大号种 草引流 6 12 12 6 OA - Article 官方微信 - 文章 Pic+Copy Regular post 日常性文章 4 4 4 4 OA - Video 官方微信 - 视频 Video KOL, Professional, Review 1 1 1 1 6 12 12 6 Product seeding 女性用户为主产品种草 120 240 240 120 Video + Influencer VIdeo 官方双微视频 or 达人视频 4 4 4 4 60 60 60 60 36 48 48 36 0 1 0 0 Female Community – Trial, hashtag 女性社区 - 专用 、 专专 Pic+Copy Female vertical influencers trial 女性垂直社区达人试用 RED - seeding 小红书 - 分享 Pic+Copy Youku, Tencent Video, Douyin 专 酷 、 Video 腾讯视频、抖音、微视 Tao series column seeding 淘系内容栏 Pic+Copy 目种草 Tao Series KOL Live guide to Video purchase Big event campaign 大型营销活动 A 1.2 million yearly marketing plan Event Tmall Guide regular push 天猫内专专专 内容的定期推送 专专专专专专 Work with Tao Series KOL for store traffic and sales 定期与淘内 KOL 合作直播专专专 店专专 流量和 专 专 专专 量 EC+hot season 结合电商、销售旺季、明星进行一次大型 活动
  • 23.THANKS