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Group Discount!
Enjoy 10% off when you register for 3 or more OR
Register for 5 for the price of 4

  1. Super Early Bird & Early Bird promotion: Discount will only be valid if payment is received by the stipulated date.
  2. Group discount only applies to registrations from the same company, attending the same event in the same country location. Delegates must register at the same time and be of the same billing source. Only a single invoice will be issued.
  3. Only corporate registrations will be accepted.
  4. Bank charges & taxes are to be borne by registrants, if applicable.
  5. Full payment is mandatory upon registration for access to the live webinar.
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A replacement is allowed if registered participants are unable to participate in the live webinar. For cancellations received in writing before 9 Oct 2020, a full refund will be given with a 10% administrative charge. For cancellations received in writing before 19 Oct 2020, a 50% refund will be given together with the event documentation. There will be no refunds for cancellations received after 19 Oct 2020 or “no show” participants. However participants will receive a copy of the event documentation.

In the event of a cancellation, a refund will be made via the original mode of payment and based on the original amount we received. Refund is made based on the prevailing exchange rate and Pacific Conferences shall not be responsible for any foreign exchange currency losses.

Designing a China Social Media Strategy that Engages Organically & Delivers Results
With global players such as Instagram and Facebook edged out of the competition, China’s social media landscape has taken on a unique position when it comes to marketing.

Engaging KOL with strong influence and online presence has become a common marketing strategy for many brands to reap higher engagement and sales, but Covid-19 has reshaped the influencer economy in China greatly. Developing a localised content strategy on all social platforms that speaks to the target audience has been key for brands. For brands who are looking at cracking the China market, measurable results to identify and evaluate campaign effectiveness is the cornerstone of their social media strategy for Chinese consumers.

WeChat, Weibo, Douyin, RED and more – how can brands targeting the region stay in the competition, and reach out organically and successfully to consumers on leading China social media platforms?

Deep Dive into China Digital Marketing Reality, Adopt Best Practices For Valued Engagement
Join our 3-day live broadcast with Donald Wong from We Are Social Hong Kong and acquire tools and techniques to develop a winning China social media strategy that delivers results. Uncover the social media landscape in China and learn how the pandemic has changed consumer behaviour. Deep dive into the core and popular platforms – WeChat, Weibo, Douyin, Toutiao and more – their key functions and impact on consumer interactions. Adopt best practices when developing a localised content strategy that relates and connects to consumers. Build a KOL strategy on various platforms to convert consumers into paying customers. Set measurable metrics on evaluating campaign success with data analysis and social listening tools and techniques.

A Fully Immersive Virtual Workshop Experience

  • v-icon-01 v-icon-02 v-icon-03 v-icon-04 v-icon-05
     Hear LIVE presentation on leading case studies and common challenges  Get real-time answers to your questions throughout the workshop  Interact with like-minded professionals for dynamic exchange of ideas In-depth sharing during
    1-hour intimate group discussion on Day 3
     Gain access to full workshop materials and handout


    Programme Highlights 

    China Social Media Landscape, Latest Digital Trends & Consumer Behaviour
    Define objectives of digital and social presence and establish footprint on relevant platforms

    Developing a Localised Social Media Strategy with Limited Resources
    Plan your brand’s content strategy and sample content plan on WeChat, Weibo and more
    Case Studies Analysis: Destination Canada, Franziskaner

    Designing a KOL Strategy (Live streaming, KOL selection, Conversion) that Delivers Results
    Plan your brand’s very own ideal influencers scenario on various social channels
    Case Studies Analysis: Balenciaga, Dolce & Gabbana and Philipp Plein 

    Measuring Success and ROI of Social Media Efforts
    Revisit your campaign objectives and define measurements for it
    Case Studies Analysis: Michael Kors  

    Intimate Group Discussion on Day 3
    In-depth and interactive discussion session on content covered on Day 1 & 2, and/or focus on specific China social media strategies questions/challenges


    Benefits of Attending

    • Learn best practices on how to build and grow your followers on social media platforms
    • Gain insights on creating content for other social media platforms beyond WeChat and Weibo
    • Assess big global brands content development precautions and learn from their faux pas
    • Develop a winning KOL strategy – from KOL selection, micro-influencers to platform selection
    • Find sensible ways to measure campaigns and content output, media buy and KOL engagement
    • Discover how to do campaign and content calendar planning and how to determine posting frequencies
    • Examine the latest digital trends and consumer behaviour in the China market in light of the pandemic
    • Adopt the core social media platforms (WeChat, Weibo, Douyin) in China that fits your business model
    • Uncover how Chinese consumers interact with and on the leading social media channels
    • Empathise with your consumers’ needs with SMART goals and benchmarking

Workshop Leader

Donald Wong

General Manager,

We Are Social, Hong Kong



With over 10 years of experience in digital across multiple disciplines, Donald’s current role sees him manage the Hong Kong office he founded with We Are Social, which is a continuation of his stint at its North Asia HQ in Shanghai. We Are Social is a global agency that took the marketing world by storm with its “socially-led creative agency” DNA since its inception in London in 2008, with 15 offices across the globe currently.


Serving as the main liaison with his clients, Donald and his team provide market and audience insights that lead to an overarching strategy, coming up with dynamic creative that is applicable across social and other touchpoints, influencers collaborations and management, and campaign result measurements and analysis.


Clients serviced include global brands such as Clé de Peau Beauté, Ballantine’s, Disney, Dr. Martens, Ernst & Young, Jameson, yellowtail, and China-founded brands such as BYD, DJI, TCL and Xiaomi.

Who Should Attend

Mid-senior level executives responsible for Social Media, Digital Marketing, Marketing, Communications


Virtual Workshop Agenda

  • Log-in Time: 8.50am
    Day 1-2: 9.00am – 1.00pm(There will be short breaks allocated at appropriate intervals.)
    Day 3: Intimate Group Discussion between 9.00am – 1.00pm*

    *Time stated in local Singapore time.

  • Day 01

    Session 1: China Social Media Landscape, Latest Digital Trends & Consumer Behaviour

    • The true overview: Our journey together
    • The Where & The What:
      • General Trends & Observations
        • The social consumer journey and social commerce
        • “KOL” influence or the Word of Mouth influence?
      • The Core Platforms
        • WeChat – China’s premier super app
        • Weibo – China’s premier “microblog” platform
        • Douyin – China’s premier “short video” app, aka TikTok for overseas markets
        • RED (小红书) – China’s premier female-targeted social review app
      • The Popular Platforms
        • Zhihu – Think Quora
        • Baidu Knows and Baidu Tieba – Think Wikipedia and Reddit
        • iQiyi, Youku/Tudou – Think Netflix and YouTube
        • Bilibili, 斗鱼/虎牙直播 – Think 4Chan and Twitch
        • Toutiao (今日头条) – “News” news and entertainment news
        • Meituan Dianping – Think Yelp, but with food delivery too
      • The Vertical Leaders
        • Keep – Nike or UA fitness pal, but even more social
        • Nice – From Instagram-like to sneaker-head haven
        • CTrip, Mafengwo, and Dianping again – Travel apps
    • The Who & The What:
      • Consumer Behaviour: So wait, how do consumers interact with/on these platforms?


    • Defining the objective of your digital and social presence
    • Learn how to establish your own footprint on relevant platforms
  • Session 2: Developing a Localised Social Media Strategy with Limited Resources

    • The Big Picture: Strategy and Benchmarking
      • Strategy and overview
        • Stepping into consumers’ shoes
      • SMART goals and benchmarking
    • Developing a localised content strategy
      • Keeping it real on the core 双微 (double-wei) pairing: WeChat and Weibo
        • Social parlance: Chinese or bilingual?
        • Campaign and content calendar planning, and posting frequencies
        • Followers growth: Build it and they will come?
        • Social engagement and media buy 101
        • How to choose: Mini-programme or H5?

    Case Studies Analysis: Destination Canada, Franziskaner

    Exercise: Plan your very own content strategy and sample content plan

  • Day 02

    Session 3: Content Strategy Continued and KOL Strategy

    • Content for platforms other than WeChat and Weibo
      • The Douyin bandwagon
      • Can I sway opinions on Zhihu?
    • Content development precautions: Faux pas and “sensitivity”
      • Learning from big global brands faux pas
    • KOL strategy and social commerce
      • Live streaming overview: From grooming audience (种草) to conversion (带货)
      • KOL selection and platform selection
      • KOL, micro-influencers and word of mouth

    Case Studies Analysis: Balenciaga, Dolce & Gabbana and Philipp Plein

    Exercise: Plan your very own ideal influencers scenario

  • Session 4: Measuring Success and ROI of Your Efforts

    • Making sense of measurements and attributions
      • Platforms backend data analysis
      • Social listening tools 101
    • Sensible ways to measuring efforts
      • For your campaign and content output
      • For media buy
      • For KOL

    Case Studies Analysis: Michael Kors

    Exercise: Revisiting your objectives and defining measurements for it

  • Day 03

    There will be 1-hour intimate group discussion with the workshop leaders on Day 3. This in-depth and interactive discussion session will provide delegates the opportunity to ask questions from the content covered in the preceding days or focus on specific China social media strategies questions/challenges from their own organisation. More details will be given nearer to the date.