There are only three reasons that brands launch SMM campaigns. Depending on the objectives, different campaign strategies need to be adopted. Some strategies work well on certain platforms but fail on others. For example, live streaming can be relatively useful on Weibo for all three objectives, but it doesn’t work on WeChat. A thorough strategy list for the three objectives is included in this training module focussing on WeChat and Weibo.

Budgets influence the strategy you choose. As we mentioned in the previous module, Chinese KOL (key opinion leader) promotion costs are different based on the platform, type of KOL, follower numbers and so forth. In addition to KOLs, the budget for other strategies, such as interactive H5 pages on WeChat for more exposure, will also be discussed.

Once the strategy and budget of the campaign are confirmed, then it’s time to set up KPI (key performance indicator) targets and measurement indexes. There are several KPIs that can be used to measure the effectiveness of a campaign and its objectives. WeChat and Weibo also provide data analysis systems and other paid services to help evaluate campaigns. ROI (return on investment) is a key factor in campaign evaluation. Though marketing campaigns are not often directly related to sales, there are other methods to calculate ROI. Cases will be analysed for your further understanding.

WeChat and Weibo’s rules and regulations need to be observed. The result of breaking rules can be severe, often leading to a campaign being hidden or cancelled. For example, a lucky draw on Weibo has to follow the official guidelines otherwise the post will be deleted quickly. However, it’s acceptable to use some simplified substitutions as workarounds.

There are 6 types of campaigns that have proven to be effective on Chinese social media. Each campaign has its own strengths and weaknesses but they’re often implemented simultaneously to maximize effectiveness. Here’s a brief introduction of each:

With an overall understanding of SMM campaigns in China, a step-by-step guide to launch an effective campaign will be introduced. Here’s a concise guide:

BEFORE:

First, define your goals before launching a campaign. What industry are you in? What kind of products or services do you offer? Where do you sell your products or services? What is your target audience like? How can you approach them? You should always ask yourself these questions to clarify your business environment and target groups before making a strategic decision and looking for more relevant resources. Also, budget resources and KPI metrics should also be confirmed at this stage.

IN PROGRESS:

The campaign is now in progress. During this stage, you need to track and monitor the campaign’s performance. Based on the data and feedback, The campaign can be intensified or adjusted. In addition to the various analysis systems on Weibo and WeChat, as we mentioned above, there are other platforms and tools you can use to assess the effectiveness of a campaign.

AFTER:

Things don’t end when the campaign has wrapped up. This is the time to conduct a business analysis against benchmarks or goals, to collect user feedback and to do a KPI report.

SMM in China is vastly different from its counterpart in the West. If you want to find out more details and information about effective SMM campaigns in China, book your training session now!