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OPTIMISE THE SOCIALHOW TO MAXIMISE YOUR INVESTMENT
IN SOCIAL MEDIA
Jordi DuMarch, 2018
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2
JORDI DUGeneral Manager NZ
UNITED MEDIA SOLUTION! An award-winning digital agency
! Specialize in social media
! Shanghai, Ningbo, Melbourne and Auckland
CLIENTS! New Zealand Trade & Enterprises
! Tourism New Zealand
! Education New Zealand
! Air New Zealand
! Vodafone New Zealand
! Villa Maria
! Tourism Holding Limited
! Virgin Atlantic
! Visit Britain
! Skycity
INTRODUCTION TO UMS
1
C O N T E N T S
Social media landscape
Maximising Social Media in China
1
2
3
4 Case Study – NZTE ‘Taste New Zealand’
Chinese Consumer Behaviour
CHINA
SOCIAL
MEDIA
LANDSCAPE
Source: https://cn-en.kantar.com
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CONSUMER
BEHAVIOUR ON
SOCIAL MEDIA
Trust No One:
Research and Analysis
CONSUMER
BEHAVIOUR ON
SOCIAL MEDIA
The Influencers:
Impact of KOL
CONSUMER
BEHAVIOUR ON
SOCIAL MEDIA
Customer Journey:
Everything on Mobile
MAXIMISING SOCIAL MEDIA IN CHINA
SocialEcosystem
Enable seamless sales conversionCOMMERCE
Create compelling content toincrease brand engagement
CONTENT
Acquire fans through omni-channels to create a community
COMMUNITY
COMMUNITY
Chat Group Management
! Promotional campaigns
! Competitions
! UGC
! Administration
! Rules of conduct
Influencer Effect! Beware the “Water army” -
Fake fans
! Quantity vs. Quality
! Omni-channel presence
! Ensure consistency
COMMUNITY
! Brand Identity
! Target Audience
CONTENT
! Frequency
! Timing
! IP
Seamless Transitionfrom Content to Cart
! Navigation experience
! Adaptive platforms and seamless
customer experience
! Trackable transaction
! Loyalty programmes
WeChat Post Banner
COMMERCE
Case Study:‘Taste New Zealand’A WeChat Loyalty Programme
CASE STUDY - TASTE NEW ZEALAND
Taste New Zealand
Loyalty Program
on WeChat
YouTube:https://www.youtube.com/watch?v=VC2UPf2k66Y
Acquire fans by building and maintainingactive communities via different channels.
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Authentic & engaging content is essentialto create earned media and attract followers.
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3 Ensure you are providing the best userexperience at each touch pointsthroughout the customer journey acrossall platforms.
R E C A PJordi Du
WeChat: ef81780
IfIf youyou wantwant toto talkIfIftoyouyou wantwantIf youyou
toto China,wantwant towant
China,China, talktalktototo
talktalktalk totalktalktalktototo us.
NEW ZEALAND T : +64 9 8899297A: PO Box 106544, Auckland 1143,New ZealandE: [email protected]
CHINAT : +86 574 88111001A: RM1002, 93 Central Huaihai Rd, Shanghai Times Square
Office Building, Huangpu District, Shanghai, China
AUSTRALIAE: [email protected]: Level 9 167-169 Queen Street, Melbourne VIC 3000
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