Social Marketing in China

10th September 2020 (9.00 am – 5.00 pm), Regal Kowloon, Hong Kong Winning in the 1.4 Billion China Business Market Efficiently with Advanced Social Media Strategies

• Effectively utilise different Chinese social media to help your business achieve explosive sales growth in China.

• Uniquely positioning your brands and businesses to target customers with a variety of interests, nature and behaviour with the different Chinese social media.

• Expanding business by Chinese social media marketing as a foreigner with no company registration in China.

*Upon successful completion of this masterclass, participants will receive the certificate of completion by Marketing

Carrie Yu Founder, Profit Strategist l China Marketing Expert l Corporate Trainer Yu Ignite Ltd Carrie is a China marketing expert, profit strategist and global speaker. She is a Top 10 WeChat influencer and she is the founder of Yu Ignite Ltd, a HK consultancy company specialised in Chinese social media marketing strategy, it provides One-Stop marketing solution and services includes training and consultation on how to break into the population of 1.4 Billion market in China. Carrie has skills in helping business growth rapidly. She helped one company get out

of debt (around USD $640,000) and created a record revenue of USD 6.5 million+ in one year. Many business owners experienced business bloom (triple in sales volume and beyond in 3 months) after they consulted by Carrie, even that business made them struggled for years. “It was such a great webinar. The content was well organised and the presentation was precise. From now on, I know whom I should connect to when I or my network want to start any business in China. Thank you for sharing, Carrie.” – Ly Bunheng. “Thanks Carrie for the insightful session “How to break into 1.4b china business market efficiently”. I have learnt the various ways and how to be more effective in the marketing approach especially using WeChat group marketing. Strongly recommend anyone who is keen in China’s market to come listen to your webinar.” – Richard Lim

How much do you really know about Chinese Social Media? The Chinese internet users number has already reached more than 634 million and still increasing. The pandemic has heavily hurt many businesses and economies this year in all countries around the world and China is among the first few to slowly recover from the pandemic. For many international marketers and businesses, it is not surprising that the Chinese social media has become a key target. Yet, how much do you really understand about Chinese Social Media and the best practices in harnessing the increasingly fragmented emerging new platforms? The social media landscape in China is unique. While most media such as Facebook, Instagram, Twitter, Youtube, and more, are forbidden by the government “Great Firewall”, A parallel digital ecosystem has therefore been formed, with different habits and modes of interaction by users. And only by mastering the Chinese policy, unique consumer behaviour, knowing how to manage the community, could brands achieve exponential growth and success in China. And our trainer will provide a comprehensive guide and work with you step by step in devising a successful social marketing campaign to win in the 1.4 billion China business market efficiently.

• VPs and Marketing Directors • Social Media / Digital Marketing / Brand / PR Managers • Marketing Communications Managers • Entrepreneurs/ Start-ups who wants to get great conversions / sales results in China • And other marketing professionals with consumer-facing businesses

Time Agenda

8.45 am Registration

9.00 am

An Overview of Chinese Social Media Platform and Trend in Post-COVID China

• How to get started on Chinese social media and understanding of how China policy makes social marketing in China a unique field set apart from other international social media.

• Differences between Chinese social media and International ones. • Major social media platforms, content trends, consumer behavioural differences before

and after COVID-19 in China. • What’s next: Uprising social media platform that companies should keep an eye on.

Winning on Weibo In March 2020, the monthly active users of Weibo reached 550 million and daily active users reached 241 million (source: Weibo Financial Results in Q1 2020). Marketing and advertising on this microblogging platform is one of the must-have in the China social marketing checklist. The trainer will take a deep dive into:

• Overview of Weibo marketing. The platform’s evolution and latest development. • Developing and acquiring followers with practical content strategies. • Case study and practice

10.30 am Morning Break

10.45 am

Xiaohongshu (RED) - China’s Most Trusted Social Shopping Platform Xiaohongshu (RED) helps over 100 million users - mostly younger women - to discover and review beauty and health products. This represents an amazing opportunity for global brands to build their market presence in China. In this session, our trainer will go through with you:

• Overview and unique value proposition for the platform. • Practical guidelines: How brands can use Xiaohongshu to market their products. • Working with KOLs on Xiaohongshu: What to expect, how to avoid mistakes. • Case study and practice

B2B Social Marketing in China - LinkedIn, MaiMai & Zhihu In this session, the trainer will go through the Chinese B2B marketing tactics that create the most effective results in driving B2B sales and win in social prospecting with global platform -LinkedIn & local heroes – MaiMai and Zhihu.

12.30 pm Lunch Break

Time Agenda

1.30 pm

WeChat (Weixin) – A Comprehensive Usage Guide of China’s Most Powerful Social App Internationally known as “WeChat” and within China as “Weixin”, this app is unarguably the most popular and useful mobile app in China both personally and professionally. The trainer will have a comprehensive education on how companies and brands could harness this powerful app to help businesses thrive.

• Overview of WeChat-social networking, official account, mini program & payments. • Understanding the differences between WeChat and Weixin and how foreign

businesses could harness this platform to sell products without company registration in China.

• Community Management: Strategies to drive followers to WeChat, enlarge followers with advertising options.

• Customisation of the menu and e-brochure. • Special Featuring: WeCommerce & WeChat Channel. • Case study and practice.

3.00 pm Morning Break

3.15 pm

TikTok (Douyin) – Driving Successful Douyin Marketing Campaigns Known as TikTok in overseas market, Douyin, the Chinese mini-music-video social network app, enables brands to create powerful and viral short video clips to gain attention from customers. This session will provides insight and practical tips to marketers on all must-knows to drive a successful marketing campaign with Douyin.

• Differences between Douyin and TikTok and a comprehensive overview of the app. • Content strategies and working with influencers on Douyin. • Achieving explosive sales growth on Douyin Store, from scratch. • Case study and practice.

5.00 pm End of Masterclass

As the training division of Marketing Magazine, Marketing Masterclass Series takes a proactive role in organising a regional series of public and in-house training courses across Asia. Together with our conferences and awards shows, these courses form part of a complete suite of events specifically tailored for marketers in the region. Courses are conducted in a personalised and interactive workshop setting with practical case studies and exercises from our expert trainer. Delegates will take away global best practices, fresh ideas and customised solutions for implementation back in their organisations.

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