Social Media Marketing & Strategy in China Training


This 2-day programme is designed for professionals who want to prepare themselves to lead or supervise social media marketing initiatives in China. It covers the key considerations for online influencer (KOL) marketing, electronic PR (ePR) tactics, social media content planning, social and testimonial video initiatives and key opinion leader outreach. You will also learn the fundamentals of analytics available for video, Weibo and WeChat content marketing.

The objective is to help create a long term sustainable community of fans, advocates, friends and customers that can help support the brand’s growth in China in a largely organic way via authentic and persuasive social content.

Who should attend?

Marketers, senior managers and business owners who want to dive into the key aspects of social media marketing in China, plan for achievable ROI benchmarks and on alignment with brand or product launch initiatives for the China market.

How will I benefit?

Upon completion of this course, you will be able to:

  • Understand how to integrate China-centric social media and content marketing to your go-to-China market strategy
  • Leverage social media channels like WeChat and Weibo to recruit fans, customers and online influencers while driving brand visibility and promotions
  • Evaluate your current online strategy, measure and analyse future online marketing tactics
  • Understand how social media content marketing can help drive brand awareness, brand preference, testimonial content creation and promotion activation.

What will I learn?

This robust 2-day course contains 9 main modules and includes real-life case studies and relevant role plays for you to work through.

Module 1: Introduction to Social Media Marketing in China

  • What is social media marketing in China different from those overseas?
  • The role of social media in driving brand visibility and engagement
  • Developing social movements based on brand purpose & values
  • Case studies of great content marketing strategies and campaigns

Module 2: Developing useful and viral-worthy User Generated Content (UGC)

  • On defining objectives and activation plans for customer testimonial content
  • Researching your audience’s goals and habits via social listening
  • Identifying key user journeys and touch points, and creating compelling content for your target segments at the right time and right place

Exercise: Planning clear business objectives for content marketing

Module 3: Social movement via brand role-playing and character building

  • The concept of making brands into social movements
  • Social content marketing starts with defining a great brand purpose 
  • Transmedia storytelling – how to build brand stories across multiple channels
  • Building brand characters and roles for campaign longevity and audience appeal
  • Participant ideation with the help of case studies

Module 4: Leveraging China’s Online and Traditional Channels, Apps and Context

  • Overview of China’s supporting social media i.e. mummy apps, video streaming apps
  • Building the right profile and increasing followers, friends and contacts
  • Planning an effective integrated marketing strategy across traditional content channels, online media and social media - platforms, sizes, formats, time of day

Module 5: Social Content Marketing Planning and Measuring success

  • A 6-step framework for social content marketing strategy development – from pre-production, production to post-production
  • Measuring success via analytics and long term vs short term KPIs

Exercise: Create a content marketing strategy and plan from audience persona research to editorial calendar & distribution

Module 6: Key Opinion Leader (KOL) or influencer marketing

  • Identify authentic KOLs in a market with false KOLs and “vampire” fake fans?
  • Working with them on a long-term basis with the right remuneration approach
  • Developing live video streaming strategies with KOLs
  • Tracking their performance
  • Best practice and case studies

Module 7: Social video marketing for brand, ecommerce and testimonial creation

  • Are your content marketing plans supporting your business objectives?
  • Measuring success - analytics and KPIs
  • Hard versus soft metrics, long-term versus short-term metrics
  • Best practice & case studies

Module 8: Electronic Public Relations (ePR) marketing & Search Engine Optimisation (SEO)

  • SEO and ePR content marketing
  • On-page search engine optimisation: researching and using keywords
  • Off-page search engine optimisation: link building and PR
  • ePR content dissemination and media buying with case studies

Module 9: Post-workshop action plans

  • Workshop sharing by Participants with feedback from trainer
  • Leveraging on up and coming future trends
  • Course summary