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

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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

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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

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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

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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

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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

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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

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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

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

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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

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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

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