Social Media in China Understanding the influence and impact of Chinese social media, and how to harness and drive your brand s marketing and strategy

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2 Social Media in China Understanding the influence and impact of Chinese social media, and how to harness and drive your brand s marketing and strategy This course will be delivered by experts from Kantar Media CIC, one of the pioneers of social media listening and analysis in China. The program is based on their CIC Masterclass, and focuses on the Chinese social media landscape, trends, and the evolving eco-system, including critical differences for social listening in the market, best practice using industry specific case studies, and a simulative workshop to ensure you can leverage the insights into action. Through the course you will gain an understanding of China's fast-moving social media and future trends, with practical examples to help you make decisions for marketing strategy through social media data analysis, and uncover exciting opportunities for your business through insights gained in one of the world s largest markets. Course details: Title: Social Media in China Date: 15 May 2017, Monday Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: Regal Kowloon Hotel, 71 Mody Rd, Tsim Sha Tsui, Hong Kong Course fee: HKD per person (on or before 21 April 2017) HKD per person (after 21 April 2017) To register, please contact Emilia Natasha at emilian@marketing-interactive.com or at You may also register online here.

3 About the trainer: Linda Xu Head of research and consulting Kantar Media CIC Linda has 20 years of consumer research experience in both Mainland China and US, and now specializes in social media analytics and modeling. Linda has extensive experience with a broad range of different research tools to help both multinational and local clients in categories include FMCG, Tech, Telco, Travel, Entertainment, Finance, Automotive, and Healthcare, and other industries. Prior to joining Kantar Media CIC, Linda led the custom research team of Consumer Goods and Retail sector at GfK Shanghai office and the Non-FMCG modeling team of the analytic consulting department at Nielsen China. In US, Linda has worked for BBDO, the National Regulatory Research Institute (NRRI), and other online research agencies. Linda received her Doctorate degree from The Ohio State University in US. She studied communication with focus on public opinion research and market research methodology. Expected course outcomes: Achieve an overall grasp of China's fast moving social media eco-system Understand social media performance KPIs and related evaluation technology Understand industry best practice and focus based on real cases Insights on upcoming trends and innovation for platforms, influencers and brands. Practical mentored workshop session to ensure knowledge shared can be utilised Who should attend: International brands, agencies & consultancies needing stronger understanding of the China market, and the influence and impact of social media for marketing and strategy Managers/directors from brands in charge of insight, marketing, digital, e-commerce, research & innovation or strategy Industry practitioners from social, media, PR, or creative agencies especially those managing digital media, social media, etc MBA students

4 COURSE OUTLINE 8.45 Registration 1. Social Eco-system Overview 9.00 Social media introduction Social business development roadmap in China The latest trend of China s social media landscape The uniqueness of China s social media landscape Structure and development of social eco-system 2. Social Listening KPI & Definition The era of big data listening Social listening methodology Social listening index and application (by platform) From data to decision-making Break 3. Social Listening Technology & Analysis The leading social listening technology How to increase social listening accuracy via analysis KOL Dashboard & Enfluencer Radar introduction Social Listening Case Study & Implication Case 1: Real-time listening & crisis management Case 2: Campaign evaluation via big data Case 3: Content & communication strategy planning on the basis of internet trends Case 4: Increase sales performance via e-commerce listening Lunch 5. Industry Specific Topics Reputation management Performance measurement Communication strategy Consumer foresight E-commerce intelligence Break Next Steps / New Trends

5 Trendwatch: Chinese social media trends How to integrate social listening with traditional market research effectively New opportunity of China social listening: How to improve precision marketing & content marketing via social listening 7. Q&A End