Social Media Management 2020-2021 - Social Media...Management RED £750 + vat per month NB - It's an...

WestwinSocial Media Management

2020-2021

Table of Content

1. Cover

2. Content

3. Westwin Overview

4. Content Into China

5. WeChat

6. WeChat Packages

7. Weibo

8. Weibo Packages

9. Zhihu

10. RED

11. Customer Service

12. WeChat Service Account

13. Westwin Reporting Platform

14. Multi-Platform Discount

15. Your Westwin Team

16. Thank-you

2

Westwin Around the GlobeFormerly known as Microsoft Online (MSN China)

Westwin is a leading marketing consulting firm that focuses on cross-border business

15 Years

3 Continents

5 Offices

7,000+ Clients

200+ Experts

2005 2009 2016 2019

Establishment of Microsoft MSN (China)

MSN China renamed as Microsoft Online

Westwin acquires MSN China from Microsoft

Westwin rebrands globally

3

• Do you invest in producing great content?

• Western social media is blocked in China, so your content is

not available there currently

• We make it so your content is available in China

• Great content + global audience = global success

Get Your Content Into China

• China has 904m internet users (22% of world total)

• China is world’s 2nd largest economy at $14.1t GDP

China will overtake the US by 2024 to have the world’s

largest economy (World Bank and IMF)

• We add your content to the biggest social media

platforms in China, winning you new Chinese

followers and customers4

WeChat

Wechat Account Setup

Content Generation

Follower interactionWechat Advertising

To promote your brand and connect with 1,057 million potential

customers on China’s BIGGEST social platform

• Setup takes one month normally

• We manage all elements of account setup

including translation, application and

verification

• Welcome Message

• Customised Menu

• Customised WeChat News Center

• Gallery-showcase with photos and videos

• E-flyers

• FAQ

• Events

• Promotions

• News

• We will audit your western socials and provide

content recommendations

• Message Pushouts - We will work close with you to

create the desired content and marketing messages

to push out. Raw materials will be provided by

yourself and they will be adapted and localised by

us, creating a proper and compelling design

• Report customer service questions to your

appointed person

• Monitor WeChat conversations about you

• Delete or report spam on the your profiles

• Profile updates

• Monthly Report

• Live content stats in Westwin reporting dashboard

(English language)

Official Account

Setup & DesignOfficial Account

Management

5

6

WeChat – Content Translation

Basic Standard Pro

• Account Application &

Verification 1

• Customized Menu

• Welcome Message, Auto-reply &

Triggered Message (up to 5)

• Monthly Content Outline

• 4 WeChat Articles per month

(Translation)

• Graphic edit (up to 16)

• Graphic design (up to 3)

• Follower Interaction

- Response to follower’s

comments & messages (up to

100 monthly)

• Monthly Report

• Westwin Reporting Dashboard


Verification 1

• Customized Menu

• Welcome Message, Auto-reply

& Triggered Message (up to 10)



(Translation)






150 monthly)

• Monthly Report



Verification 1

• Customized Menu

• Welcome Message, Auto-reply

& Triggered Message (up to 15)



(Translation)






200 monthly)

• Monthly Report


£1,750 + vat per month

1. WeChat verification fee (out-of-pocket): $99 – transaction made directly with WeChat



For original written content

for China, please request and

we will provide bespoke cost6

Weibo To reach out to your target audience in

the shortest amount of time

Weibo Brand Page

Weibo Post

Fans interactionWeibo Advertising

• We will audit your western socials and

provide content recommendations

• Daily/ weekly posts

• Report customer service questions to

your appointed person

• Monitor Weibo conversations about

you

• Delete or report spam on your profiles

• Profile updates

• Monthly Report

• Live content stats in Westwin reporting

dashboard (English language)

• Setup takes one month normally

• We manage all elements of account setup

including translation, application and verification

• Company page layout creative design

• Welcome Message

• Customised Menu

• Photo Gallery to showcase photos and videos

• FAQ

• Articles center to store all the industry

information

• News content provided by you

• Events/Campaigns

Official Account

Setup & DesignOfficial Account

Management

7

8

Weibo – Content Translation

Basic Standard Pro


1. Weibo verification fee (out-of-pocket): $1,000



For original written content

for China, please request and

we will provide bespoke cost

• Account Application, Setup &

Verification 1

• Weibo Page Decoration

- Background Design

- Album Design

- Profile Pic Design

• Welcome Message

• Monthly Content Calendar

• 1-3 Translated Weibo Posts per

week


- Response to follower’s comments

& messages (up to 100 monthly)

• Monthly Report



Verification 1


- Background Design

- Album Design


• Welcome Message


• 3-6 Translated Weibo Posts per

week




• Followers Segmentation

• Monthly Report



Verification 1


- Background Design

- Album Design


• Welcome Message


• 6-10 Translated Weibo Posts

per week




• Followers Segmentation

• Monthly Report


8

Quora of China: Biggest Knowledge Sharing Platform in China

200 millionRegistered users

34 MillionDaily active users

60 MinutesDaily visit length

23 BillionDaily page views

74%Have higher education

Why Zhihu

• Zhihu has over 600m search

requests per day

• 22% of users are under 24

• 20% of users have experience

studying abroad

• 40% of users are middle to

high income

• Zhihu is “The Biggest

Knowledge Sharing Platform

of the Chinese Internet”

• Foreign companies that are

most vocal on Zhihu will be

recognised as global thought

leaders, giving users the

confidence to buy their

products and services

Brand Welcome

Menu

Zhihu – Content Translation

Official Account

Setup & Design

Official Account

Management

Zhihu

• Account Application & Verification


• 1 post per week – translation &

localisation only

• 1 post per week can be answer,

article or question (translation &

localisation only)

• Monthly recommended question to

answer (up to 5 questions)

• Zhihu Live planning & activation

strategy

• Response to follower’s comments


• Monthly Report


£750 + vat per month

NB - It's an open platform. Users can see

everyone's posts.

9

“A sharing platform for young people's lifestyles through deep-

rooted UGC shopping sharing community”

150 millionRegistered users

30 MillionDaily active users

85%Female Users

84%Under 30 years old

Tencent & AlibabaJoint investors

Why RED

• Think of RED as a product

search engine

• Users will search specific

keywords and hashtags to

find posts about the product,

brand, or topic they are

interested in learning more

about

• Users generally believe the

quality of the information

shared by other users on RED

is of higher quality and more

reliable than traditional search

engine results

RED – Content Translation

Official Account

Setup & Design

Official Account

Management

RED

£750 + vat per month

NB - It's an open platform. Users can see everyone's posts.

The system pushes posts to you according to

your interest (what you browse, search or like).

• Account Application & Verification

• Customized Menu


• 1 post per week – translation &

localisation only

• Tag monitoring and user tag

posting recommendations

(weekly)




• Monthly Report


10

WeChatUser query received

Chinese enquiry translated to English and sent to client by

email or WeChat group. User

informed of timeline of response and next

steps

English query response translated to Chinese and sent

to user

Client receives query in English and replies

to Westwin Customer Service

Rep as they would a normal enquiry in

English

User receives Chinese response

and moves closer to conversion. Or

requires further info, then process is

repeated

NB – we will setup new WeChat group for client so that information can be exchanged at speed

Customer Service User Enquiries

Where response automation is not possible, we will enact manual response as follows:

WeiboUser query received

ZhihuUser query received

REDUser query received

11

WeChat Service Account vs Subscription Account

If you are really serious about being on WeChat, your company should then have a Service Account.

You will never be able to control how visible your posts are for a Subscription Account, they will remain hidden away in a separate

folder among a ton of other Subscription Account posts, constantly being pushed down the ranking order.

If you really need to post everyday, then the Service Account allows for 5 articles, 4 times per month.

Table Source: Walk The Chat 12

Westwin Reporting Platform

LIVE DATA• Westwin reporting dashboard is connected to

all the main Chinese platforms

• Pull reports in English containing all the metrics

you require

• Understand campaign performance in a

westernised platform and apply campaign

learning as normal

• Total followers• Follower growth• Number of posts• Total views• Average views• Total likes• Average likes

• Total followers• Follower growth• Number of posts• Total views• Average views• Total likes /

comments / shares• Average likes /

comments / shares

• Total followers• Follower growth• Number of posts• Total views• Average views• Total likes• Average likes

• Total followers• Follower growth• Number of posts• Total views• Average views• Total likes /

comments / collects• Average likes /

comments / collects

* *

* Zhihu & RED reporting launching 2021

13

Multi-Platform Discount Prices

Single Platform:

£1,750 + vatper month (basic)


£750 + vatper month

£750 + vatper month

WeChat Weibo Zhihu RED

Multi-Platform:

WeChat Weibo


15%Saving

&

WeChat Weibo

£2,950 + vatper month (basic

WeChat and Weibo)

20%Saving

&

RED

&

WeChat Weibo


WeChat and Weibo)

20%Saving

& &

Zhihu


WeChat and Weibo)

25%Saving

& & &

14

YouAccount

Manager

Search

Social

Reports

Tech

Research

TEAM

SUPPORT

Creative

Account

Director

Account

Manager

Key

Account

Manager

Head Of

Account

Mgmt.

Client

Services

Director

Escalation Process

Daily ContactDaily Contact

• There will be a minimum of 6 people working on

your account

• All our clients get 24 hour support 365 days of the

year

• Daily contact with your Account Manager from

campaign info to training and market insight

• Regular contact with your Account Director for

strategy updates and roadmap planning

• Team support whatever the issue, across Search,

Social, Reports, Tech, Research and Creative

• We aim to become a valued team member, rather

than 3rd party provider. Whatever you need, we’ll do

our very best for you, every time

Your Westwin Team

15

The China Opportunity is NOW

[email protected]

AdsToChina.com

Westwin.com

PlanChina.co.ukTHANK-YOU!

16

Social Media Management 2020-2021 - Social Media...Management RED £750 + vat per month NB - It's an...

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