CONTENTS

1
Designing your Campaign Strategy with Realistic Budgets and KPIs
2
WeChat and Weibo Campaign Rules
3
6 Types of Campaigns for Chinese Social Media
4
A Step-by-Step Guide to Launching an Effective Campaign

Social Media Marketing (SMM) is essential to any marketing strategy in China. Brands utilising effective SMM campaigns develop stronger relationships with consumers through direct engagement and promotion. In this module, you’ll learn about the various types of SMM campaigns and the related elements that require attention before and after any launch. You’ll learn how to run a SMM campaign in China and how to evaluate its effectiveness.

1. DESIGNING YOUR CAMPAIGN STRATEGY WITH REALISTIC BUDGETS AND KPIS

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.

2. WECHAT AND WEIBO CAMPAIGN RULES

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.

3. 6 TYPES OF CAMPAIGNS FOR CHINESE SOCIAL MEDIA

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:

1
Lucky Draws – The lucky draw is one of the most common methods to encourage interactions and attract new followers. Consumers follow the account and repost to be qualified to win rewards.
2
UGC Collection – User-generated content (UGC) collection gives you access to high quality content while consumer insights are collected.
3
Coupon Distribution – Coupons, mostly used on WeChat, are sales-driven and contribute to O2O (online to offline) commerce.
4
H5 Pages and Gamification – Creative H5 pages and mini games are beneficial for wider exposure and high engagement. Addictive, individualized content can always trigger people to share.
5
KOL Cooperation – KOL cooperation is another way to achieve wider exposure. Furthermore, it can drive traffic to a brand’s official account and help to increase sales.
6
Sales Campaign – Sales campaigns can draw more traffic and increase the loyalty of social media followers and customers in general.

4. A STEP-BY-STEP GUIDE TO LAUNCHING AN EFFECTIVE CAMPAIGN

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!

FAQ

Are campaigns different on different platforms?

Yes. During this module you’ll learn how to launch an effective campaign based on what you want to achieve with the budget you have. Launching campaigns with KOLs also requires checking them for fake followers and investing money in the platform.

What kind of objectives can be achieved with campaigns?

There are only three outcomes that can be achieved with a campaign:

  1. Increasing brand awareness.
  2. CRM/growing your audience.
  3. Driving sales.

What do I need to focus on before a KOL campaign?

KOLs know their audience better than anyone and you know your product and services better than anyone. It’s important to align these two knowledge bases to deliver a clear, effective message. The purpose of the campaign must be clearly identified before the launch as well.

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