Session 3: Brand Ecommerce Mini Program Solutions Special Guest
A deep dive into the positioning of mini programs for brand ecommerce. Case studies and detailed examples of the unique traffic entry points, advertising systems and operational factors relating to the mini program ecosystem.
Special Guest
Tencent
Douyin: What Brands Need to Know Ashley Galina Dudarenok
Ashley Galina Dudarenok
Founder, Chozan
Break
Group photos & refreshments
KOL Marketing’s Real Effect on E-commerce Sales Kim Leitzes
Kim Leitzes
CEO, ParkLU
Tencent Social Ads: From Art to Science Building a New Marketing Ecosystem Special Guest
Special Guest
Tencent
Panel: Social Marketing is Dead, Long Live Social Marketing! Alvin Foo•Ranjit Singh•Miranda Tan•Jennifer Lin
Social Marketing used to be low cost where the formula for success was simple: share shining content, build an audience and cash in. These days just having a presence on social media wont get you far, instead paid social native ads and KOL marketing are fast becoming the surest way to reach your target audience.
In short, you’ve got to pay to play and its not cheap and this is the new social reality!
Alvin Foo
Managing Director, Reprise China
Ranjit Singh
CEO, FuguMobile
Miranda Tan
Founder, Robin8
Jennifer Lin
Director of Digital Engagement, Reprise Digital
360 Degrees of WeChat Lee Mack
Lee Mack
Head of Digital Strategy, naked Group
Main Event Finishes
The Rise of Social E-commerce In China: WeChat and Beyond Jenny Chen
Jenny Chen
COO, WalktheChat
How Should Brands Leverage WeChat To Enter The New Loyalty Era Jean-Baptiste Le Blan
Jean-Baptiste Le Blan
General Manager China, Splio
WeChat Mini Programs: You Don’t Need An App For China. (Or Do You?) Joseph Leveque
Joseph Leveque
Head of Digital Strategy, 31Ten
Panel: Clear and Present KOL Conversation Elijah Whaley•Lauren Hallanan•Cola Tasty
Full panel guests to be announced
Elijah Whaley
CMO, ParkLU
Lauren Hallanan
VP of Live Streaming, The Meet Group
Cola Tasty
Influencer, Weibo
Break
Omni-Channel Retail The Future is Offline Aaron Chang
Aaron Chang
CEO, Jing Digital
How the Best Teams Create Incredible Social Content for China Alex Duncan
Alex Duncan
Product Lead, Kawo
Distinctions of Digital Marketing for B2B in China Sheng Pang
Sheng Pang
CEO, Juplus Interactive Technology
Digital Transformation and Artificial Intelligence in Omni-Channel Retailing Ted Hopkins•Eliza Mao•Maximilian Rech•Yan Xu•Renata Thiebaut
Digital Transformation & Artificial Intelligence in Omni-Channel Retailing
Digital transformation is rapidly changing the way consumers interact with brands. Online no longer drives offline or the other way around. Consumers expect an integrated and artificial intelligence (AI) enabled customer experience. Retail is an important sector experiencing digital transformation but also experimenting innovative solutions. Offline, consumers can experience face- and body recognition, augmented and connected experiences or AI enabled in-store advice to improve their customer journey. Online, retailers and eCommerce giants use data-driven insights to facilitate voice assisted shopping, automated customer services and personalised product recommendations. The sky is the limit, and customers want more. Retail therefore invests heavily in omni-channel merchandising allowing consumers to seamlessly switch between devices and continue their experience online, offline and across borders. According to the research firm International Data Corporation (IDC), retail will lead expenditure in cognitive and artificial intelligence investing some 2,76 bn EUR (21,69 bn CNY) in 2018.
What best practices exist in the market and which are the most expensive mistakes to be avoided at all costs? What technology solutions provide customers with an integrated, augmented and connected experience? Will Chinese tech giants lead the charge or is the West better placed to revolutionise retail?
Speakers - Ted HOPKINS, Head of Innovation at Wal-Mart, China - Monica XU Yan, Co-founder and CEO at Shoplitics Co - Renata THIEBAUT, Director at Alibaba TMall Partner Web2Asia - Eliza MAO, Customer Success Director at SPLIO Moderator - Maximilian RECH, Academic Director of the MSc Digital Marketing and Business at ESSCA Shanghai #MBADMB
Workshop A: Key Tactics to Generate Traffic and Increase Conversion For Your WeChat Shop Jenny Chen
Drive Qualified Traffic to Your WeChat Account
· How to leverage Mini-programs for WeChat marketing · 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.
Jenny Chen
COO, WalktheChat
Key Tactics to Generate Traffic and Increase Conversion For Your WeChat Shop Jenny Chen•Thomas Graziani
Drive Qualified Traffic to Your WeChat Account
· How to leverage Mini-programs for WeChat marketing · 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.
Jenny Chen
COO, WalktheChat
Thomas Graziani
Co-Founder, WalktheChat
Implementing WeChat Work at your Company Andrew Schorr
A deep dive on the WeChat Work (企业微信) platform covering how to get started and the best practices for managing implementation and adoption in the workplace.
The workshop will explore how to get the most out of the platform without any custom development, but also look at opportunities for extended capabilities with available developer interfaces.
The latest features related to interoperability with WeChat will be covered in full, with plenty of time for detailed Q&A.
Andrew Schorr
Co-founder, Grata
KOL Marketing 2018 Best Practices Kim Leitzes•Elijah Whaley
In 2018, there is still no hotter topic in marketing than KOL/influencer marketing. But, the game is changing as platforms like Douyin and Xiaohongshu are rising in social and content dominance. Due to the rapid pace of change, influencer marketing remains an extremely dynamic space that presents real challenges for brands.
In this KOL marketing workshop, PARKLU’s expert team of campaign managers will guide totally inexperienced and battle tested marketers through the new landscape. The workshop will deliver best practices, new platform insights, and breakdown the processes needed to create your own campaign brief.
Key Content: · Overview of 2018 influencer marketing changes and tactics · Introduction to the new breed of influencers on China’s latest and greatest social networks · How to maxims influencer marketing engagement for the best ROI possible · DIY influencer marketing campaign brief training
Kim Leitzes
CEO, ParkLU
Elijah Whaley
CMO, ParkLU
WeChat for Cross-Border E-Commerce: the Procedure and a Real Case Study in Action Rasmus Gregersen
How to build a CBEC WeChat Shops – the Building Blocks
The WeChat Account The WeChat Shop Consumer Payment Options Warehouse and Logistics Operator at the FTZ Foreign Gateway to China’s Payment Providers The Procedure
The Cross-Border Authorized List Trademark Registration Selecting a Pilot Free Trade Zone Select a Logistics Operator Registering the Product at China Inspection and Quarantine Open a WeChat Official Account Set up the WeChat Store Integrating a Payment Method with the WeChat Store Case Study: Nihao Hygge Shopping the Danish Life style through a WeChat shop
building the brand and the community, opportunities and challenges in accessing the market.
Rasmus Gregersen
EU SME Centre Expert, NiHao CPH
The Ultimate WeChat Mini Programs Crash Course Workshop Thibault Genaitay
In this non-technical workshop, marketers and business owners are invited to explore their next WeChat mini program idea, taking away important clarifications: * What are Mini Programs: understand the background of this emerging tech and impact on customer journeys (in China, or overseas!) * What they can, can’t do: discuss your functional scope and check the WeChat framework limitations * Do’s and don’ts: update on latest regulations and common patterns for better conversion * Integration in your WeChat channel: learn how to drive traffic to your service * Recommended resources: find where to look up for detailed analytics, open source material, sourcing a team and a better view of the ecosystem
Thibault Genaitay
Founder, Le Wagon China
WeChat Strategy Masterclass Joseph Leveque
This in-depth session on China's super app will provide you with a global and local framework to successfully tackle the following challenges for your business :
- Can WeChat be an efficient channel to build brand awareness for your products and services, and attract consumers who know nothing about your brand?
- Where is WeChat most effective in your buyer journey and sales funnel?
- How to build the best brand experience for your followers and make their WeChat journey as personal as possible?
- What are the key strategies to show a positive ROI on WeChat initiatives?
Joseph Leveque
Head of Digital Strategy, 31Ten
Douyin Marketing 101 Samin Sha
In this workshop, we outline the foundations of Douyin marketing.
- The latest platform data and statistics, user base and demographics - The options currently available to brands and businesses wanting to leverage Douyin - How to create engaging content - Douyin advertising offerings, formats and pricing - The pitfalls and downsides of Douyin marketing - Common traffic acquisition techniques - Best in class case studies across various industries
