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    UBM Asia Chinese Social Media Proposal

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    Li_Chen_London
    This document proposes a social media strategy for UBM Asia to promote its SinoExpo exhibition on Chinese platforms like Sina Weibo and Sina Boke. It recommends creating accounts on these sites to build communities and share engaging content about exhibitors and events. Specific tactics include conducting interviews and live broadcasts, showcasing participant posts, and blogging about news, videos and sponsor content. The goal is to strengthen Chinese awareness of SinoExpo, build media relationships, and connect with brands to drive event registration and community growth between shows. Case studies on successful campaigns for other clients are also provided.

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    UBM Asia Chinese Social Media Proposal

    Uploaded by

    Li_Chen_London
    108 views12 pages
    This document proposes a social media strategy for UBM Asia to promote its SinoExpo exhibition on Chinese platforms like Sina Weibo and Sina Boke. It recommends creating accounts on these sites to build communities and share engaging content about exhibitors and events. Specific tactics include conducting interviews and live broadcasts, showcasing participant posts, and blogging about news, videos and sponsor content. The goal is to strengthen Chinese awareness of SinoExpo, build media relationships, and connect with brands to drive event registration and community growth between shows. Case studies on successful campaigns for other clients are also provided.

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    This is the Chinese social Media Pitch I created for potential clients

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    This document proposes a social media strategy for UBM Asia to promote its SinoExpo exhibition on Chinese platforms like Sina Weibo and Sina Boke. It recommends creating accounts on these sites to build communities and share engaging content about exhibitors and events. Specific tactics include conducting interviews and live broadcasts, showcasing participant posts, and blogging about news, videos and sponsor content. The goal is to strengthen Chinese awareness of SinoExpo, build media relationships, and connect with brands to drive event registration and community growth between shows. Case studies on successful campaigns for other clients are also provided.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    108 views12 pages

    UBM Asia Chinese Social Media Proposal

    Uploaded by

    Li_Chen_London
    This document proposes a social media strategy for UBM Asia to promote its SinoExpo exhibition on Chinese platforms like Sina Weibo and Sina Boke. It recommends creating accounts on these sites to build communities and share engaging content about exhibitors and events. Specific tactics include conducting interviews and live broadcasts, showcasing participant posts, and blogging about news, videos and sponsor content. The goal is to strengthen Chinese awareness of SinoExpo, build media relationships, and connect with brands to drive event registration and community growth between shows. Case studies on successful campaigns for other clients are also provided.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    UBM Sinoexpo

    Chinese Social Media Proposal March 7, 2012

    Social Media in China


    China is the biggest Internet nation in the world with nearly 5-billion netizens As China rapidly becomes the most important global market, more and more foreign businesses are starting to explore marketing opportunities online Chinese social networks provide many innovative features for marketers and advertisers

    www.dottalent.co.uk

    Platforms for UBM Asia


    Name Type
    (Alexa Rank)

    User Demographics Reg. Users


    (millions)

    Advantages
    The most popular micro Blog in mainland China, popular in Taiwan too Large number of users; Most popular blog in China Audience with more disposable income

    Sina weibo

    Microblog
    Similar to Twitter (29)

    White-collars

    250

    Sina boke

    blog (17) Real-name SNS


    Similar to Facebook (222)

    All

    100

    Kaixin001

    White-collars

    75

    www.dottalent.co.uk

    Previous Activity
    Weibo account created in 2009 has only 663 followers -- Using # to define topics (#furniturenews, #industry news) -- Latest exhibtion news, media news (2-3 posts per day) -- Offer industry news for the exhibition -- Information about products/brands/attendees/exhibitions -- Promoting interactive element at the show (e.g.bartender competition) Conversation around the show by exhibitors, venues, exhibition companies, brands

    Areas of improvement
    Content is one dimensional and not making the most of the conversation around the show. Should be posting more engaging content to increase sharing, engagement and profile growth. No presence on Renren or Kaixin Inconstancy between UBM shows and no overarching corporate profile

    www.dottalent.co.uk

    Opportunity
    To ensure a joined up strategy between eastern and western attendees To strengthen awareness for SinoExpo in China through the use of Chinese language social networking sites To deepen the relationships with media To build connections with Chinese brands/business Grow the profile and keep the community active to pre-promote future shows and drive event registration

    www.dottalent.co.uk

    Weibo
    Create an account: UBM Asia Activate the account: UBM Sinoexpo Define account --account settings; tags; topics

    By industry

    Build community -- follow valuable accounts -- join groups

    By Geography

    A-Z

    www.dottalent.co.uk

    Weibo Apps
    Weibo Interview
    real-time interview or keynote speakers

    Weibo Live Broadcast live report events on weibo from


    the official account to create sense of dynamism around the event

    Weibo Screen
    Showcase the weibo of participants to encourage others to talk about the show in their personal networks

    www.dottalent.co.uk

    Sina Boke
    Create an account: UBM Asia Activate the account: UBM Sinoexpo Define account --account settings; tags; topics Blog posts --News announcement/Press Releases --Supplementary Video/Text content --Advertorial from sponsors/exhibitors

    www.dottalent.co.uk

    Tactical Support
    Pre-launch publicity with bloggers and individuals to increase registration

    Targeted community building for the event profile


    -- connect to key media, brands, influencers and participants to grow following

    Dynamic content planning pre, during and post event


    PrePublicise event registration, keynote speakers, event attendance last year During Q&A for key exhibitors, advertorial, press releases, daily activity update, Photos PostRecap of events, posting video content, showcasing attendance numbers

    Specified hash-tag to define conversation


    e.g. #SinoExpo

    Build stronger connections to related UBM Asia Shows

    www.dottalent.co.uk

    Additional Activities
    Advertising/Advertorial/Editorial on Chinese portals Sina Netease Tecent Yahoo! Business web portals

    www.dottalent.co.uk

    Case study
    Kelly Hoppen Manage 5 profiles for Kelly in China Established Great connections with bloggers/journalists/magazines Kelly in Guangzhou Design Week 2011 -- interacted with the exhibitors; -- used competition to drive participation around the show -- interacted with media to raise awareness for exhibition -- Followers up by 400 during show -- 6 traditional media interview requests

    www.dottalent.co.uk

    Summary dot.talent offers


    Strategic Social Media Planning A clear plan that incorporates best practice and emerging trends Social Media Campaigns Raising awareness for the company and its clients Influencer Outreach Identifying and contacting advocates to extend brand messaging Creation of online destinations Web design, bespoke applications, mobile sites and social profiles dot.dash Tool to streamline the process of managing a social presence International Markets Executing the strategy in all English-language markets and in China

    www.dottalent.co.uk

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