User:Chenbp/sandbox

= Sina Weibo =

Censorship
On February 18, 2018,Sina Weibo has provided a 'Comment moderation' function for both head users and official members.Comments received after opening this feature will not be displayed immediately, but after being approved by moderators. Users can utilize this feature to avoid illegal content appearing in their comment section.

Weibo Paid Ads
3. Fensi Tong (粉丝通): Fensi Tong is the most well known paid advertising options on Weibo. It allows more specific targeting options, including: interests, gender, location, devices, to name a few. Advertisers can choose between CPC (cost per mille; 0.5CNY per thousand exposure) and CPM(cost per engagement; 0.5CNY per effective engagement).Companies or organizations often use Fensitong and pay to well-known Sina Weibo users (Usually more than 1 million followers). And than,these users will promote the advertising of these companies to his follower

CCTV 2018 New Year's Gala
On February 5, 2018, Weibo officially announced that it will become the exclusive partner of the New Media Social Platform of the CCTV Spring Festival Gala in 2018 to attract more Chinese people in the world to use Weibo.

= WeChat =

Subscription accounts
WeChat subscription account is the basic choice of the official account, it is more conducive to push frequent content and notification, subscription account followers will usually see this account update information in the subscription area.These accounts do not support WeChat payment service.

Service accounts
The service account is for businesses or organizations to access more advanced features on WeChat.It offers more Application Programming Interfaces (APIs) than subscription accounts, and companies and organizations can create their own applications based on WeChat APIs.Users can see the information when viewing their messaging page. Service account support WeChat payment service.

Hongbaos
This feature is based on the tradition of China giving red envelopes (usually cash) for special occasions and festivals.Numbers of Chinese companies use this feature to randomly select one or more followers to handsel their bonuses through the WeChat lucky dip system. This amount will be stored in WeChat wallet and can be transferred to the bank. Hongbaos is used by the company as a reward for following and sharing posts.

Micro Stores
Enterprises with WeChat service accounts can open micro stores in the app.Brands can start developing these tailor-made micro-stores, or they can host their own website in the established electronic platform provided by WeChat. Users can view these micro stores on WeChat and use WeChat payment service to complete the payment in a few seconds.

Geo-localized marketing services
Geo-location service is one of the functions of WeChat for digital marketing. WeChat will promote associated ads based on the user's location and preferences.One of the most crucial areas in this regard is retail, where consumers can get limited version discounts in retail stores in different regions. WeChat offers a revolutionary 'bridge' for linking digital marketing and physical activities (such as retail, sells promotion).

QR Code
QR code marketing has been widespread in China. Setting up a QR code on physical materials (such as poster) can increase traffic, and it can also be cross-promoted across different social media and forums. WeChat has used its strengths to develop a systematic marketing platform around QR code. Users can scan QR codes to add each other as friends, or can used to link users to the official product teams for certain brands. WeChat QR code provides a way for the offline physical product to link to the digital market. In China, digital marketing around QR code is an environmental feature of some international cities, such as Guangzhou, Shanghai and Beijing.

Collaborations
In 2014, British Airways decided to cooperate with WeChat and use WeChat's potential in the Chinese electronic market to develop a plan to better connect to Chinese consumers.During the Spring Festival of 2014, the airline decided to attract more followers on the WeChat electronic platform by providing "gifts" to customers. They sent a red envelope directly to the first followers’ home in 2014. The envelope contained the CEO’s greeting and a $50 coupon. In addition, British Airways randomly selected 3 followers among these people to obtain roundtrip flights between China and London. This marketing campaign eventually succeeded in attracting some 10,000 followers.

= ASOS.com =

Digital Marketing
E-mail marketing is increasingly important for corporate customers' retention and growth. For ASOS, e-mail marketing is a very important part of e-marketing strategies. It can help attract more returning visitors to visit their websites. In November 2009, There was a ratio of one Twitter follower to eight Facebook fans to 100 active e-mail subscribers. Their 2008 report pointed out that nearly 10% of sales could be directly attributed to email marketing.

= RACE planning system = RACE is a framework for planning and managing digital marketing activities. RACE includes four steps which are reach, act, convert and engage. It is intended to help brands attract customers throughout the customer's life cycle.Companies can use the RACE framework to take full advantage of the opportunities provided by digital marketing. It will help companies review and prioritize options when faced with multiple options.

Its main purposes are :

Nurture potential customers and turn them into sales

Establish business

Attract the audience that most likely to converted

Generate more leads

Conversion Rate Optimization (CRO) landing page that can be converted

Reach
Reach refers to the establishment of brands on other websites and offline media, as well as the awareness of their products and services. It help the business increase traffic to different websites such as the main website of the business, micro-sites or social media pages.

Act
Act is short for Interact. Its purpose is to encourage interactions between websites and social media to generate potential customers

Convert
Conversion refers to converting previous actions into sales. It involves transforming the company's audience into paying customers, whether through online e-commerce transactions or offline channels.

Engage
Engage refers establishing a long-term relationship with first-time buyers. Its main purpose is to increase customer loyalty through communication on the website, social activities, e-mail and direct interaction.