China Market Entry Via WeChat: Case Studies Thomas Graziani
Thomas Graziani
Co-Founder of WalktheChat
Content Best Practices: How Foreign Brands Can Find Their Voice in China Alex Duncan
It's essential for brands large and small to find their voice in China and create content that really resonates with their followers. For the last 4 years KAWO.com has helped hundreds of large global brands find their voice in China. This privileged position has allowed us to see trends and patterns in the data some of which we hope to impart to you today.
Alex Duncan
Product Lead at KAWO
The Power Of Moments Maggie Wang
Maggie Wang
VP of Commercial Strategy & Innovation at AdMaster
Panel: China KOLs Elijah Whaley•宁大人 PANDA•Brian O'Shea•Melilim Fu
Panel discussion with 4 China KOLs about how they work together with brands. Case studies of what they do that works and why. How can brands work together better with KOLs. What are the best practices on WeChat, Weibo and other platforms.
Elijah Whaley
CMO at ParkLU
宁大人 PANDA
China KOL
Brian O'Shea
Food KOL at TasteBuds
Melilim Fu
Fashion & Cosmetics KOL
Break
WeChat Brand Case Studies: KOL, Media, Celebrity, Brand & E-Commerce Dr. Linda Xu
Dr. Linda Xu
Head of Research & Chief Client Officer at Kantar Media CIC
5 Mistakes That Break Brands On China Social Media Ashley Galina Dudarenok
Ashley Galina Dudarenok
Founder of ChoZan
Growth Hacking The World (And WeChat) Ryan Shuken
Ryan Shuken
Program Director of MOX
Fireside Chat: On Growing WeChat Communities Nishtha Mehta•Ken Cheung•Michelle Ibarra
Fireside Chat - On Growing WeChat Communities: Turning invisible in-active ones into visible active communities powered by the open network of member collaborators
In this fireside chat the audience will hear, as well as, be able to chat with 3 entrepreneurs who are bringing together their learnings from voluntarily managing various WeChat communities that is powered, fuelled and nurtured by the the people of the community. They will share key lessons learnt - from both failures and successes, along with take-aways for leading brands and start-ups alike on how to grow a brand and meaningful value exchange where the community truly thrives. The fireside chat will end on the new rules issued for group chats and forums just a few days back and possible watch outs to put in place. China digital and Chat space is ever evolving and being able to adapt to uncertainties is the name of the game! Let's chat!
Nishtha: Moderator; Ken, Michelle: Panelists
Nishtha Mehta
Founder | Trainer| Executive Lean Innovation Coach at CollabCentral
Ken Cheung
Digital Entrepreneur, Investor and Mentor
Michelle Ibarra
WeChat Community Builder & Manager at Girl Gone International
Main Event Finishes
After Party by Foowala
Roundtable with Matthew Brennan
Matthew Brennan
CEO of China Channel
Roundtable with Andrew Schorr
Andrew Schorr
Co-founder of Grata
Roundtable with Kim Leitzes
Kim Leitzes
CEO of ParkLU
Break
Group photos and refreshments
Roundtable Joseph Leveque
Joseph Leveque
Head of Digital Strategy at 31Ten
Roundtable with Jeremy Webb
Jeremy Webb
Vice President, Head of Social@Ogilvy at Ogilvy & Mather
Roundtable with Elijah Whaley
Elijah Whaley
CMO at ParkLU
Roundtable with Beecher Ashley-Brown
Beecher Ashley-Brown
Senior VP at AJINGA.com
Roundtable with Thomas Graziani
Thomas Graziani
Co-Founder of WalktheChat
Roundtable with Alex Duncan
Alex Duncan
Product Lead at KAWO
Roundtable with Maggie Wang
Maggie Wang
VP of Commercial Strategy & Innovation at AdMaster
Break
Roundtable with Elijah Whaley
Elijah Whaley
CMO at ParkLU
Roundtable with Dr. Linda Xu
Dr. Linda Xu
Head of Research & Chief Client Officer at Kantar Media CIC
Roundtable with Ashley Galina Dudarenok
Ashley Galina Dudarenok
Founder of ChoZan
Roundtable with William Bao Bean
Workshop A: Key Tactics to Generate Traffic and Increase Conversion For Your WeChat Shop Thomas Graziani
Drive Qualified Traffic to Your WeChat Account
Key Opinion Leaders and how to find them Cost-per-click marketing Guerilla marketing strategies on WeChat and viral campaigns.
This workshop is meant for managers of WeChat shops looking for more efficient ways to drive qualified traffic to their WeChat account or store.
Thomas Graziani
Co-Founder of WalktheChat
WeChat DIY: How to do China Social Media Marketing In-House Ashley Galina Dudarenok
The China market is huge and the pathway to that market is paved by Chinese social media and dominated by WeChat. Although many people are familiar with WeChat and use it often for its messaging functions, many companies aren’t sure how to establish an effective marketing presence on WeChat. However, it can be done in-house once you know the basics and have some insider expertise on your side.
This WeChat workshop will guide you from account setup all the way through to content creation and effective campaign formats. If you’re a marketer or marketing team at small or medium-sized enterprises and are looking to spread your marketing reach into mainland China, this workshop is for you
Key Content: · Overview of WeChat for marketing · How to choose the right account type · How to customize your account – menu setup and other integrations · What kind of content and topics work on WeChat · How to design your article · How to launch effective WeChat campaigns · Working with influencers / KOLs on WeChat · WeChat advertising options
Ashley Galina Dudarenok
Founder of ChoZan
How To Use WeChat For Cross-Border Business In China Rafael Jimenez
Doing cross-border business via China’s free trade zones has become more attractive in the past few years for foreign companies looking to sell to the Chinese market. In many aspects, they find the process simpler, efficient and cost-saving, for small and medium-sized (SMEs) in particular. This seminar will discuss the advantages of doing cross-border business with WeChat, what businesses are suitable for this model, touch upon the core aspects of the implementation and share a number of successful case studies.
This seminar will not be detailing in technical features of WeChat platform usage; instead, it will take a business operation perspective to discuss the trade model derived from WeChat and China’s free trade zone policies.
If you are a business owner involved in importing, exporting and trade, or professional considering to help your company to explore this model, do not miss this opportunity to get practical advice and business insights.
Key content • Why the Chinese government encourages cross-border E-commerce? • Advantages of doing cross-border business with WeChat and when to consider this option • Overall process • Market access: regulations, certification and custom rules at free trade zones • WeChat official account and WeChat store • Logistics arrangement • Payment • Trade mark protection • Digital marketing • Case studies • Useful business contacts
Rafael Jimenez
Business Development Advisor at EU SME Centre
KOL Marketing Best Practices Kim Leitzes•Elijah Whaley
There might not be a hotter topic in marketing today than KOL/influencer marketing. And it might appear from the buzz that everyone is engaged in influencer marketing and making tons of money. The truth is influencer marketing is still very new to most people and it doesn’t always yeild the results one expects.
This KOL marketing workshop is designed to help the totally inexperienced and those that might consider themselves battle tested. In the workshop we will walk through the best practices, break into workgroups to create your own campaign brief, and finish with a Q&A session.
Key Content: · Overview of influencer marketing · What you should expect to pay · How to work WITH influencers · DIY campaign brief training
Kim Leitzes
CEO of ParkLU
Elijah Whaley
CMO at ParkLU
Increasing ROI from KOLs in China Miranda Tan•Tan Siok Siok•Mr. Cong Liang Liang从良良先生 -•Maximilian Rech
Robin8 and the #MBADMB, ESSCA’s MBA in Digital Marketing, invite you to an interactive workshop showcasing how to increase Return on Investment (ROI) from Key Opinion Leaders (KOLs) in China. In its second edition at CHina CHat Shanghai, this workshop will share case studies and best practices on how to raise awareness and create brand equity in the booming market of KOLs in China.
Focusing on the perspectives of brands, facilitators and communicators, this workshop makes you understand when to use which platform and how to effectively track data and thereby optimise performance and increase impact and reach.
You will have the opportunity to talk to brands, platforms, agents and KOLs themselves to avoid pitfalls and make sense of the quickly developing KOL landscape in the Middle Kingdom.
Miranda Tan
Founder and CEO of ROBIN8
Tan Siok Siok
filmmaker, entrepreneur and the founder and CEO of Kinetic ONE
Mr. Cong Liang Liang从良良先生 -
FASHION DIRECTOR OF MURA
Maximilian Rech
DIRECTOR #MBADMB AT ESSCA SHANGHAI
Mini Programs: Everything You Wanted To Know But Were Afraid To Ask George Borrelli
Ever scanned a Mobike QR code with WeChat? You may not have known it, but you were using a Mini Program to rent a bike. Since before their release in January 2017, Mini Programs have been a hot topic in future of the mobile app industry and business strategies. Nine months later, and after the addition of myriad features, a mature API, and numerous entry points, Mini Programs have become a highly attractive, cost-effective sleeper platform that major players and startups alike have begun to adopt. This workshop will delve into what Mini Programs are, and how they can be used by businesses and marketers to quickly acquire rapid growth when compared to other traditional methods.
Key Takeaways: Understand what Mini Programs really are about and when to use one Differences between Mini Programs and other Official Account types How Mini Programs and Subscription Accounts work hand-in-hand Mini Program industry case studies
George Borrelli
Founder of ChatDevs
WeChat DIY: How to do China Social Media Marketing In-House Ashley Galina Dudarenok
The China market is huge and the pathway to that market is paved by Chinese social media and dominated by WeChat. Although many people are familiar with WeChat and use it often for its messaging functions, many companies aren’t sure how to establish an effective marketing presence on WeChat. However, it can be done in-house once you know the basics and have some insider expertise on your side.
This WeChat workshop will guide you from account setup all the way through to content creation and effective campaign formats. If you’re a marketer or marketing team at small or medium-sized enterprises and are looking to spread your marketing reach into mainland China, this workshop is for you
Key Content: · Overview of WeChat for marketing · How to choose the right account type · How to customize your account – menu setup and other integrations · What kind of content and topics work on WeChat · How to design your article · How to launch effective WeChat campaigns · Working with influencers / KOLs on WeChat · WeChat advertising options
Ashley Galina Dudarenok
Founder of ChoZan
Key Tactics to Generate Traffic and Increase Conversion For Your WeChat Shop Thomas Graziani
Drive Qualified Traffic to Your WeChat Account
Key Opinion Leaders and how to find them Cost-per-click marketing Guerilla marketing strategies on WeChat and viral campaigns.
This workshop is meant for managers of WeChat shops looking for more efficient ways to drive qualified traffic to their WeChat account or store.
Thomas Graziani
Co-Founder of WalktheChat
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