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11©2015RESONANCECHINAALLRIGHTSRESERVED
ChinaSocialBrandingReportCasestudies,blueprintsandexpertconsulting.DeliveringinsightintoachievingsuccessonChinadigital&socialmedia.
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About the
China Social Branding Report
ABOUTTHE CSBRDigitalmarketingcanbeconfusing,astatevastlyamplifiedinChinaanditsfamous“GreatFirewall”thatblocksmanywesternwebsites.TheChinaSocial
Brandingreport(CSBR)wascreatedtohelpmarketersquicklyunderstandChinadigitalmarketingthroughtheeyes ofthebiggestbrandsintheworld.Weexplorenotonlythemostpopulardigitalchannels,butalsohowtheyconnect,andhowtopglobalbrandsusethesechannelstocommunicatetobothmassandtargetednicheaudiences.
LEARNINGFROMEXAMPLEEachissueofthereportwillfocusonadifferenttopglobalbrandinChinaandhowitmarketstoitsChinesecustomers.We’lldiscovereachofthebrand’sdigital,socialplatforms,whatmessagesitemphasizesand
commoncommunicationtechniquesusedtoconnectwithaudiences.
ONDEMANDDIGITALCONSULTINGThese reportswillopenthedoortodeeperquestions.Forthispurpose,wealsooffer ondemandconsultingfromourteamofdigital
strategists.Askclarifyingquestionsonanyofourreports,askformoredetails,orrequestcustomadviseforyourbrand’scurrentChinadigitalorsocialmediastrategy.
ABOUTRESONANCECreatedin2009,Resonanceisapreferred China
socialmediaandbrandingagency,withaspecificfocusonfashion,luxury,andlifestylebrands;headquarteredinShanghai,China.Tofindoutmore,visitusatresonancechina.com
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Introducing
Resonance
Createdin2009,ResonanceisaChinadigital,socialmediaagencyfocusedonluxuryandlifestylebrands.
WefocusonconnectingwiththeaffluentandaspirationalnetizensofChina’sinternet.
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Recognition
Resonancehasbeenrecognizedbytopmediaintheworld.We’vealsoworkedwithglobal4A’s,helpingthemlocalize,plan,ideateandexecuteChinacampaigns.
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Our Clients
WefocusonconnectingwiththeaffluentandaspirationalnetizensofChina’sinternet.
Ourclientsinclude thetopluxury, fashion,entertainmentandhotelbrandsintheworld.
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The China Social Branding Report
Broad TrendsDiscoverhowbrandsarerethinkingtheirstrategiesandapproachingthemarket
innew,differentways.
Actionable InsightsSeeactionableideasandinsights thatsuccessfully
workacrossmultiple digital,socialmediachannels.
Proven StrategiesFindoutwhichchannels
work,andinwhatways.Seetherightwaytobuild digitalstrategiestoavoidmistakes.
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Monthly Reports:Receiveseveralreportspermonth, coveringtopbrand’sdigitalecosystemandsocial
mediacampaigns.
Access Archives:Accessthebest,most
comprehensive archiveofChinadigitalandsocial
strategyreportsinstantly.
Live Consulting:Partofthereportunclear?Ourteamwillprovidemoreinfotohelpyouunderstandyourcompetitorsstrategies.
Our Core Offering
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Sample Members
Ourmembersincludetheworld’sbestbrandsandagencies.Don’t
fallbehindthecompetition.
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Digital Ecosystem
Review
We’llreviewtopbrandsandtheprimaryandsecondarychannelsintheirChinasocialmediadigitalecosystems.
We’llalsohighlighthowbrandsorganizethesechannelstoaccomplishstrategicgoals.
StrategicAnalysisWe’llgiveyouahigh-levelunderstanding ofthechannelsthateachbrandisemphasizing.
Channel OverviewWe’llshowyouwhich owned,earned, andpaidchannelseachbrandisusinginChina.
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Competitor & Industry
Benchmarking
Findouthowtopbrandscompareintheirindustry.
Wemeasurenotonly totalfollowers,butalsoqualityofaudienceandengagementlevelstogiveyouabetterpictureofwhatsuccesslookslikeinChina.
IndustryBenchmarksSeehowbrandsrolled outtheir campaignsacrossmultiple channelstobestachievedigitalsuccess.
QuantityvsQualityUniversalinsightsandkeyhighlights helpshowimportantlearningsthatcanbeappliedtofuture campaigns.
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Brand Platforms
We’llshowyouhowbrandsmanagetheirdigitalfootprintinChina,andprovide insightsastohowthebestareablebalanceglobalheritage,localrelevance,producteducation,andcustomerrelationships.
BrandWebsiteWe’llanalyzeglobalandlocalassetstorevealeachbrand’sChinaemphasis.
BrandAppsYou’ll learnhowbrandsusemobileappstocreateanextension forcustomer service,loyaltyandcommerce.
BrandCommunitiesWe’llshowyouhowbrandsbuild communities torewardconsumers andcreatepositivewordofmouth.
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Ecommerce
We’llreviewhowbrandshavedevelopedonlinepurchasingchannelstoparticipateinChina’secommerceboom.
You’lllearnhowbrandsweaveecommerceintotheirdigitalecosystemsandpartnerwithB2Cplatforms.
BrandEcommerceSeehowbrandseducateconsumers onthebenefitsofshoppingonownedplatforms.
FlagshipEcommerceStoresLearnhowbrandsbringtheirmessagetoJDandTmallwhileappealingtovalue-drivenshoppers.
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Seehowthebestbrandsineachcategoryaretalkingtonetizensonsocialmedia.
You’lllearnhowbrandsstayrelevant,engagewiththeirfans,andeducateconsumersabouttheirbrandsandproducts.
BestPracticesLearnhowbrandsengagefansusingtrending topicsandinteractive formats.
CustomAppsWe’llexplore custombrandappsthatdeepenengagementanddrivecampaignparticipation.
Content StrategiesWelookatlong-term content trends,userengagementandpostfrequencytouncoverWeiboinsights.
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We’llkeepyoucurrentonhowbrandsareusingWeChattocreatenewkindsofrelationshipswithChineseconsumers.
We’llshowyou thelatestinnovationsinaccountfeaturesandtrackthebrandsthatareredefiningfollowerinteractions.
BestPracticesSeehowbrandsareadoptingserviceaccountfeaturestodeepencustomer mobilerelationships anddriveO2Otraffic.
CustomerServiceWe’ll lookathowbrandsareusingWeChatforCRMincluding real-timechat.
StorytellingandKOLsWe’llshowyouhowbrandsareusingWeChatKOLstoboostreachandacquirenewfollowers.
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Youku & Tudou
Onlinevideocontinues togrowinimportanceforbrandsinChinainawaythatisverydistinctfromYoutube intheWest.
We’llshowyouhowthebestbrandsarebuildingaudiencesontheseplatformsaswellaswithintheirownecosystems.
VideoCommunitiesSeehowbrandsbuildtheirpresenceacrossChina’s mostpopular videochannels.
Channel CampaignsSeehowbrandsrunsuccessfulonline videocampaignshostedonpopular videochannelsspreadacrossChina’stopsocialmediaplatforms.
Channel AnalysisYou’ll learnhowbrandssetupofficialchannelsandhowwelltheiruploadsperform withviewers.
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Emerging & Secondary
Platforms
NewdigitalplatformsemergeinChinaonaregularbasis,butwe’llkeepyoucurrentontheonesthataregainingtractionwithconsumersandadvertisers.
You’lllearnhowtotargetnichecommunitiesandgetonboardearlywithtrendingplatforms.
MediaPartnersSeehowbrandsextendamplification byworkingwithpopular mediaplatforms.
NicheSocialNetworksLearnhowbrandsusesiteslikeDoubantoreachChina’sgrassrootsinfluencers.
EmergingPlatformsLearnhowphoto-sharing appslikeNiceareemergingasChina’sanswertoInstagramforbrands.
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Campaign Assets
We’llshowyouhowthemostsuccessfulbrandscreatecampaignassetsthatmakeanimpressiononconsumersinChina.
You’lllearnhowthey integratewithexistingbrandchannelstocreateuniqueconsumerexperiencesthatresonateonsocialmedia.
MicrositesWe’llshowyouhowmicro-sitespromote campaigncreativeandparticipation.
UGCSharingLearnhowbrandsinspirenetizenstocreateandsharetheir message.
WeChatMinisitesSeehowbrandsareintegratingwithWeChattodriveuniquefaninteractions onsmartphones.
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Key Opinion Leaders
We’lldemystifyChina’sKOLecosystemandeducateyouonhowbrandsworkwiththeseinfluencerstospreadtheirmessage.
You’llbeuptodateontheKOLsbrandsareworkingwithandtheinnovativewaysinwhichtheyarecooperatingwiththem.
KOLIntegrationsWe’llshowyouhowbrandscollaborate withChina influencerstoconnect withaudiences.
KOLPerformanceWe’llprovideinsights onoverallKOLstrategies, bothdirect andretweet, showinghoweffectivetheyareatgeneratingfanengagement.
KOLProfilesYou’ll learnaboutthespecificKOLsthatbrandsusetoamplifycertaintypesofcontent.
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Insights, Highlights
Timelines and Statistics
Getarundownoftopinsightsandhighlightsfromeachcampaignandecosystem.
GetKPI statisticsandtimelinestohelpputcampaignsinperspective,showingexactlyhowchannelsareintegratedtocreatesuccessonsocialmedia.
Timeline&ExecutionSeehowbrandsrolled outtheir campaignsacrossmultiple channelstobestachievedigitalsuccess.
Insights&HighlightsUniversalinsightsandkeyhighlights helpshowimportantlearningsthatcanbeappliedtofuture campaigns.
CampaignStatisticsYou’ll seestatisticsfromeveryphaseofthecampaigncoveringengagement,sharing,views,andKOLperformance.
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谢谢CONTACTUSLvl.2;1035ChangleRoad; Shanghai200031Office:86.21.5302.8238x8008Email:[email protected]:www.ResonanceChina.com
