Boost Your Social Media Engagement in China

2020-02-27 138浏览

  • 1.How to Engage Your Fans on Weibo & WeChat Copyright 2018 © Westwin
  • 2.Why is social engagement so important?
  • 3.Because no engagement sucks.. You spent ￥300 on account verification; 2 hours on banner design; 3 hours on writing contents; 2 hours on putting it in wechat format; you post the article to 16 different wechat groups; ……. And still this happened.
  • 4.Social Engagement is importantbecause:• It is the “social” in social media. • Social media engagement will help pull your follower closer and build brand loyalty. • Social engagement helps conversion.
  • 5.When it comes to China… social engagement is more important
  • 6.Chinese relies heavily on social media for brand searching and discovering Customers say that positive interactions with brands on social media drive them to pay attention to the brand more Weibo posts when “Givenchy 11” is searched. (Different weibo users sharing their positive feedback using Givenchy 11 lipsticks - creating a great image for this product/brand) Global ChinaSource:PwC Total Retail 2017
  • 7.Goodbyepatience:social follower growth rate dropped dramatically It used to be a one-to-many channel It is now becoming a one-to-few — and often one-to-one — channel Social media is becoming an ENGAGEMENT channelSource:EMarketer
  • 8.How to Engage Brand with Your Fans via China Social Media ？
  • 9.China Social Media Platform - WeChat & Weibo WECHAT • 690+ million MAU • Mobile Centric • Private platform • Started as a messaging app • Provide detailed, informative content • Biggest media mobile application in China WEIBO • 340+ million MAU • Both desktop and mobile • Open platform • Micro-blogging platform • Relies on short, pithy content and images • Biggest UGC platform in China
  • 10.Weibo as Media Platform for information “discovery”
  • 11.Timing matters! 12:00 Promotion post or Lucky draw 9:00 Morning Call 18:00 Images or videos
  • 12.Brand humanization is a strong way to position products and services to appeal to consumers • HK Airline named themselves ‘小港’as nickname， • HK Airline ask fans to recommend the ‘must eat’ local food in Chongqing to get more interactions for their new flight promotion • Receive many comments from fans • Raise aquestion:create conversations with your followers •Hashtags:makes it possible for users to easily find messages with a specific theme or content
  • 13.Ways to interact with the AudiencesLiking:Account managers may “like” a post that showcases their brand or that speaks highly of its products or services.Reposts:Account managers can repost a KOL’s (key opinion leader’s) post about their brand or repost general users’ positive testimonials and questions with a response.Messages:This is a more private form of interaction as only the sender and account manager can see the messages.Comments:Account managers may comment on a user’s post or reply directly to his/her comment.
  • 14.Brand account can repost a user’s post for better engagement Brand repost User will loving it when their posts got reposted
  • 15.Ways tointeract:send giveaways to fans • Users appreciate special promotions, offers or competitions that are exclusively available on social media to engage users
  • 16.WeiboStory:'>Story: