Influencer Marketing in China – The New Era Integrate Influencers into your marketing campaign to rev up brand awareness and drive customer engagement Influencer Marketing continues to have strong momentum in China, led by new platforms, new business models, and new talents. In this session, we will explore the vast landscape of influencer marketing channels and strategies in China, influencer selection and engagement strategies, measuring influencer results, and learn from successful cases by major consumer brands. This course will be delivered by experts from Kantar Media CIC, one of the pioneers of social media listening and analysis in China. The program is based on their CIC Masterclass, and focuses on the Chinese social media landscape, the influencer marketing environment, influencer channels and selection process, and measuring the results and best practices for influencer marketing in a simulative workshop environment. Through the course you will learn the current landscape and trends in influencer marketing in China, how to deploy influencers in marketing your brand, and practical examples to help you decide which influencer is right for you and how to measure their impact on your marketing activities in one of the world’s largest markets. Expected course outcomes:

• Achieve an overall grasp of China's fast moving social media eco-system and influencer marketing arena

• Understand the different types of influencers and their engagement model • Understand the content marketing strategy across established and emerging platforms • How to deploy influencers to compliment your marketing strategy • Practical mentored workshop session to ensure knowledge shared can be utilised

Course details: Title: Influencer Marketing – The New Era Date: 27 June 2018, Wednesday Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: PARKROYAL Kuala Lumpur, Jalan Sultan Ismail, 50250 Kuala Lumpur, Malaysia Course fee: USD 599 per person (on or before 25 May 2018)

USD 799 per person (after 25 May 2018)

Participants are encouraged to bring along their laptops.

To register, please contact: Rachel Sarmiento at rachels@marketing-interactive.com or +65 6423 0329. To avoid a conflict of interest, we are unable to accept registrations from market research agencies or companies offering social listening/monitoring services. * Under the Human Resources Development Fund (HRDF), registered employers can claim rebates for trainings conducted by an overseas trainer/ training provider. For more information, visit http://www.lighthousemedia.com.sg/Events/hrdf-instructions.pdf.

About the trainer:

Calvin Wong Strategic Advisor Kantar Media CIC

Calvin Wong is a digital and analytics veteran with over 15 years of experience in IT and Public Relations across the U.S. and Asia Pacific. He specializes in marketing research, digital strategy & optimization, and digital analytics. Prior to joining Kantar Media CIC as a Strategic Advisor, Calvin has worked for Fortune 500 companies and leading public relations firms including IBM, ExxonMobil, Burson-Marsteller and Golin.

Calvin helps clients formulate their digital & analytics strategy and measure their marketing & public relations efforts. Among the clients he has worked with are Qualcomm, Huawei, Marriott International, Dell, Ford, Cartier, and Invisalign.

Calvin holds an MBA degree from Thunderbird Global School of Business. He was named by Holmes Report Innovator 25 Asia Pacific in 2016.

Who should attend:

VPs and Marketing directors

PR Directors

Marcom Directors

Social Media Managers

Community Managers

Digital Marketing Executives

PR Executives

Brand Marketers

Business owners in the consumer & business space

Agency Executives (Media / Creative)

Job seekers in the marketing industry

International brands, agencies & consultancies needing stronger understanding of the China market, and the influence and impact of social media for marketing and strategy

Managers/directors from brands in charge of insight, marketing, digital, e-commerce, research & innovation or strategy

Industry practitioners from social, media, PR, or creative agencies – especially those managing digital media, social media, etc

MBA students

Previous or current experience with China social media marketing would be a plus

COURSE OUTLINE

08 45 Registration

09 00

1. Overview of China Social Media Landscape and Influencer Phenomena in China

Overview of China’s Social Media Platforms and Channels

Latest trend of China social media landscape

Influencer phenomena in China

Evolution of influencers and business models in China

10 45 Break

11 00

2. Different Types of Influencers & Their Roles in Social Media Marketing

Influencers’ roles in digital marketing in China

Influencers’ characteristics 1. Types of influencers overview 2. Segmentation of influencers

Platforms and their unique characteristics Understanding of target audiences and their behavior Industry and verticals based influencers, i.e. experts,

thought leaders etc. 3. Engagement models with brands

3. Contrast of Influencers’ Content Strategy among Different Platforms

Part I

Weibo influencers’ content strategy

WeChat influencers’ content strategy

12 15 Lunch

13 30

3. Contrast of Influencers’ Content Strategy among Different Platforms Part I

Taobao influencers’ content strategy

Douyin influencers’ content strategy

RED influencers’ content strategy

4. Contrast of Influencers’ Content Strategy among Different Platforms Part II

Deciding the strategy and type of influencer for your brand 1. Discovery & selection 2. Measurement & evaluation 3. Long-term management

Phase I: Discovery & Selection： Demonstration of Influencer RADAR™ &

Celebrity Pulse Index

Phase II: Measurement of Evaluation: Introduction of campaign evaluation, KOL evaluation study

Phase III: Long-term Management: Demonstration of KOL Management Dashboard

15 15 Break

15 30 5. Influencers Case Study Sharing

16 45 Discussion & Recap

17 00 End of MasterClass