china social branding report
DESCRIPTION
The China Social Branding Report reveals top China social, digital marketing strategies of the world’s biggest brands revealed in new annual subscription based report. This first-of-its-kind series of weekly reports dive uncommonly deep to describe how global brands succeed on China’s rapidly evolving social media channels such as WeChat, Weibo and Alibaba’s Tmall.TRANSCRIPT
S O C I A L B R A N D I N G R E P O RT
C H I N A !
© 2014 RESONANCE CHINA ALL RIGHTS RESERVED
The China Social Branding Report is a first-‐in-‐class weekly publicaFon dissecFng and presenFng how top global brands play and win on China digital, mobile and social media.
Perfect for:
GLOBAL TEAMS: Global teams who need to
quickly and broadly grasp the complexiFes of China digital
and social media fast.
EXECUTION TEAMS: ExecuFon teams that need to see exactly how to create a successful digital ecosystem and campaigns in China.
STRATEGY TEAMS: Strategy teams that want to stay on top of what the best compeFtors in their industry
are doing.
Get a constant stream of deep China digital & social media case studies from the best brands in the world.
We guarantee you, your brand and your team will always be up-‐to-‐date on the latest strategies, execuFons and innovaFons happening on digital and social media in China.
Service features:
4 NEW ISSUES PER MONTH: We’ll produce 4 reports per month, covering top brand’s broad digital ecosystem and focused great campaigns.
ACCESS ARCHIVES: Our complete archive of
reports is instantly available to subscribers, giving you access to a ton of content.
LIVE CONSULTING: Part of the report unclear? Our team will provide more info to help you understand your compeFtors strategies.
Here’s what you get: The best educaFon on China digital and social media
in the world, straight from the source.
Channel Overview We’ll show you which owned, earned, and paid channels each brand is using in China.
Strategic Analysis We’ll give you a high-‐level understanding of the channels that each brand is emphasizing.
DIGITAL ECOSYSTEM REVIEW We’ll review top brands and the primary and secondary channels in their China social media digital ecosystems. We’ll also highlight how brands organize these channels to accomplish strategic goals.
COMPETITOR & INDUSTRY BENCHMARKING Find out how top brands compare in their industry. We measure not only total followers, but also quality of audience and engagement levels to give you a be^er picture of what success looks like in China.
Industry Benchmarks Compare brands to their industry.
Quality vs QuanRty See beyond the surface numbers to deeper quality metrics.
Defining Quality Understand how data is measured in China.
Data Analysis Get our interpretaFons of the data and key points to keep aware.
BRAND PLATFORMS We’ll show you how brands manage their digital footprint in China, and provide insights as to how the best are able balance global heritage, local relevance, product educaFon, and customer relaFonships.
Brand Website We’ll analyze global and local assets to reveal each brand’s China emphasis.
Brand CommuniRes We’ll show you how brands build communiFes to reward consumers and create posiFve word of mouth.
Brand Apps You’ll learn how brands use mobile apps to create an extension for customer service, loyalty and conversion.
ECOMMERCE We’ll review how brands have developed online purchasing channels to parFcipate in China’s ecommerce boom. You’ll learn how brands weave ecommerce into their digital ecosystems and partner with B2C pla_orms.
Tmall Flagship Store Learn how brands bring their message to Tmall while sFll appealing to value-‐driven shoppers.
Brand Ecommerce See how brands educate consumers on the benefits of shopping on owned pla_orms.
WEIBO See how the best brands in each category are talking to neFzens on social media. You’ll learn how brands stay relevant, engage with their fans, and educate consumers about their brands and products.
Best PracRces Learn how brands engage fans using trending topics and interacFve formats.
Custom Apps We’ll explore custom brand apps that deepen engagement and drive campaign parFcipaFon.
Content Strategy We look at long-‐term content trends and post frequency to uncover microblogging insights.
WECHAT We’ll keep you current on how brands are using WeChat to create new kinds of relaFonships with Chinese consumers. We’ll show you the latest innovaFons in account features and track the brands that are redefining follower interacFons.
Best PracRces See how brands are adopFng new account features to strengthen relaFonships with consumers.
Message Strategy We look at long-‐term topic trends and reveal how brands opFmize content for WeChat.
Mobile Conversion We’ll show you how brands are using WeChat to drive mcommerce and O2O iniFaFves.
YOUKU & TUDOU Online video conFnues to grow in importance for brands in China in a way that is very disFnct from Youtube in the West. We’ll show you how the best brands are building audiences on these pla_orms as well as within their own ecosystems.
Video Categories We’ll show you examples of each brand’s primary video categories.
Channel Analysis You’ll learn how brands set up official channels and how well their uploads perform with viewers.
EMERGING & SECONDARY PLATFORMS New digital pla_orms emerge in China on a regular basis, but we’ll keep you current on the ones that are gaining tracFon with consumers and adverFsers. You’ll learn how to target niche communiFes and get onboard early with trending pla_orms.
Niche Social Networks Learn how brands use sites like Douban to reach China’s grassroots influencers.
BBS Portals See how brands work with interest-‐based communiFes to create organic content.
Short Format Video We’ll show how brands experiment with new Vine and Instagram-‐inspired pla_orms.
CAMPAIGN ASSETS We’ll show you how the most successful brands create campaign assets that make an impression on consumers in China. You’ll learn how they integrate with exisFng brand channels to create unique consumer experiences that resonate on social media.
UGC Sharing Learn how brands inspire neFzens to create and share their message.
Microsites We’ll show you how microsites promote campaign creaFve and parFcipaFon.
WeChat Minisites See how brands are integraFng with WeChat to drive unique fan interacFons on smartphones.
KEY OPINION LEADERS We’ll demysFfy China’s KOL ecosystem and educate you on how brands work with these influencers to spread their message. You’ll be up to date on the KOLs brands are working with and the innovaFve ways in which they are cooperaFng with them.
KOL IntegraRon We’ll show you how brands collaborate with China influencers to connect with audiences.
KOL Usage You’ll learn about the specific KOLs that brands use to amplify certain types of content.
KOL Performance We’ll provide insights on overall KOL strategies, and how effecFve they are at generaFng fan engagement.
CAMPAIGN ANALYSIS We’ll go beyond content and KOLs to show you how brands build their campaigns and integrate social and digital channels, while also providing staFsFcs to show you what success looks like in China.
Campaign StaRsRcs You’ll see staFsFcs from every phase of the campaign covering engagement, sharing, views, and KOL performance.
Campaign Timelines We’ll show you how brands create buzz on social media and acFvate channels to achieve strategic objecFves.
LIVE CONSULTING FROM OUR FORUMS We know China digital and social media is a big subject. So we’ve created a consulFng forum staffed by our local professionals to answer any quesFons you have on the reports, or even help you collect and analyze informaFon from the Chinese web.
Latest Updates See what’s new and keep atop changes and updates.
Report Q&A Ask us any quesFon regarding the reports and we’ll get back to you ASAP here with clarificaFons or addiFonal informaFon.
Virtual MarkeRng Assistant In our strategist forums you can ask us anything regarding China digital and social media. We’ll do the research and compile the data into these forums at your request.
Request Updates Tell us what you want to change, or request a future report. We’re open to adapFng our service to your exact needs.
FIND OUT MORE: Want to learn more, or become a subscriber? Then visit us on the web at www.resonancechina.com GOT QUESTIONS? Call us at +86 21 5302 8238 Or email: [email protected]