Strategic Chinese Social Media Plan for Kelly Hoppen MBE

Schedule, responsibilties, process and measurement plan

for executing cross application campaign.

Li Chen

(PARTLY)

Contents
Introduction..................................................................................................................1
Schedule (graphic).........................................................................................................1
Tasks and Responsibilties (graphic) ............................................................................2
Stage 1: Listening.........................................................................................................3
Manual searches on Weibo.........................................................................................3
Manual searches on Kaixin & Renren........................................................................4
Manual searches on other platforms...........................................................................4
Internet Searching.......................................................................................................5
Stage 2: Research and Profiling..................................................................................5
Online communities searching...................................................................................5
Influential blogger lists creation.................................................................................6
Target audiences location...........................................................................................6
Profile documents preparation....................................................................................6
Stage 3: Launching Social Media Profiles..................................................................7
Weibo Profile
Securing and setting up new account.........................................................................7
Builidng community connections by following influnecers......................................7
Rules of posting.........................................................................................................7
Contents plan.............................................................................................................8
Kaixin Profile
Securing and setting up new page..............................................................................8
Connecting with groups and influencers on Kaixin...................................................8
Rules of posting..........................................................................................................9
Contents plan..............................................................................................................9
Chinese Blog
Activating Kelly Chinese blog.................................................................................10
Connecting with influencers and communities........................................................10
Blog posts plan.........................................................................................................10
Other Profiles
Platforms selection...................................................................................................11
Accounts launching..................................................................................................11
Connecting with communties and influencers on each platform.............................11
Rules of posting.......................................................................................................12
Contents plan............................................................................................................12
Stage 4: Outreach to influencers...............................................................................12
DM on each platform...................................................................................12
Email outreach..............................................................................................13
Online Engaging...........................................................................................13
Stage 5: Monitoring....................................................................................................13
Tools.............................................................................................................13
Quantitative Measures..................................................................................14
Stage 6: Reporting......................................................................................................14

Additonal Support......................................................................................................14
Events social support..................................................................................................14
Coorperated Brands support.......................................................................................15
Project social support.................................................................................................15
Support Channels.......................................................................................................15
Summary.....................................................................................................................16