Dec 13:Developing a Social Media Strategy for Your Business 玩转新媒体

Date: Wednesday, 13th December 2017 　 Time: 14:30-17:00 (Registration starts at 14:00) 　 Venue: The British Centre, 22/F, Guangzhou International Finance Centre, No.5 Zhujiang Xi Road, Tianhe District, Guangzhou 广州市珠江新城珠江西路5号广州国际金融中心22层英国中心 Charge: RMB 200 for Members / RMB 400 for Non-Members Language: Chinese 　 Reservation: britchamteam@britchamgd.com

14:00-17:00, 13th December, Guangzhou

**Please note that this seminar will be held in Chinese**

本次研讨会语言为中文

Overview

The rise of Portal Sites was a major milestone of Digital content in China. We are facing a much more complicated media environment in China. In this event, BritCham has cordially invited Mr. Ian Lu, partner of KAID PR to share his extensive knowledge and insight on Portal, Social, Video Sites and Mobile Internet.
新媒体以门户网站崛起为标记，一路发展到今天纷繁复杂的新媒体环境。广东英国商会邀请到凯德公关合伙人Ian 参与本研讨会，解析最新门户网站、社交媒体、视频网站的应用技巧，如何在有限的媒体预算下，制造最大的影响力，并且分享多年积累的行业经验和实操故事。

In a broad sense, B2B PR refers to the creation and management of communication targeted to a specific audience. Narrowly, it focuses on a small scale of professionals. If you were to adapt the 20 – 80 rules in assessing all PR values of a company, B2B PR may take up only 20% of resources, but could make 80% impact. Among all business communication scenarios, meetings, exhibitions, roadshows, salon and event enables organizer full function to communication with their targets.

广义上，B2B公关指面向小范围特定受众的传播与沟通管理，而狭义上，B2B公关则仅限针对小范围特定专业受众的传播与沟通管理。若把公众沟通与B2B沟通以二八法则作比喻，B2B公关往往只占用了20%的精力，却决定了80%的成效。B2B公关既包括针对大客户的推广、接待和沟通，也包括员工与老板、股东与投资人、企业代表间的沟通。在日常的商务沟通场景中，会议、展览、路演、沙龙及活动等形式的B2B公关行为将为主办方及来宾建立全面而立体的沟通维度。

In this seminar, our speakers will share their insight and knowledge, so don't miss out on these informative presentations.

本次研讨会，演讲嘉宾会分享他们的洞察和知识，因此不容错过。

Content

■ Topic 1: Landscape of Digital Marketing

 演讲题目1：新媒体营销概述

1. Guidebook of Owned Media Operation 自媒体运营宝典（特指微信）

•  Methods of positioning

定位大法（平台、人群、内容等等的定位）

细节是魔鬼（热点如何跟、标题党、排版配图、推送时间等）

2. Operation Methods

新媒体三板斧：不同营销预算下，如何有效组合达到最大效果？

3. Definition of Digital (POE Modelling)  新媒体定义（提出 POE 模型）

• Introduction of Paid Media, Owned Media and Earned Media

- Paid Media 的类型（视频、SEM、SEO等等）及广告形式

- Owned Media 的类型及营销特点（微博做话题、微信做沟通）

- Earned Media 的沉淀与再利用

• Case Study 案例讲解

■ Topic 2: Build Up Your Positioning PR Mindset in Social Media

    演讲题目2：拥有社交媒体的定位公关思维

• Trifles Trigger Topics  社交场景无小事

• Positioning is Set among Competitions  定位的依据是竞争

• What is Positioning  到底什么是定位

Part A: We need to Think of Strategy 社交媒体的管理需要战略性的传播思维

1. View of Your Strategic Communications  制定自身传播的战略视野

2. Social Media is Your Company’s Strategic Place Resource 社交媒体是公司的战略性渠道资源

3. Construct Your Goal 构建社交传播的战略目标

- KUIPL 漏斗思维

- 分级管理思维

Part B: Positioning PR on Your Social Media 社交媒体的定位公关

1. Era of LET’S TALK 现在是”让我们聊一聊”的世纪

2. Who are We Talking with? 我们和谁在沟通

3. 3Rs Principles 设立3R定位公关的机制

Part C: Real Time Cases 社交媒体的定位公关应用

1. On or Off Big Topics 热点该不该跟踪?

2. Models of Daily Content 三种常用的内容处置模型

3. Everybody Hands Up 自娱自乐，还是众乐乐

Speaker

■ Ian Lu - Partner, KAID PR 卢楚鹏, 凯德公关合伙人 　 Ian Lu, 7-year experience of Marketing and Advertising. Previously worked in CVTE Electronic Group( Stock Code：002841) Marketing Department and WPP-Mindshare, OMG-OMD. After working in the biggest media agency as Strategic Planner, I was employed by a local 4A agency UMCG, positioned at Account Director and Digital Director. Clients served: CHOW-SANGSANG, WATSONS, INFINITUS, XIWANG GROUP, CGB BANK, LIBY GROUP, GUAGNDONG TELECOM, OVERSEAS CHINESE TOWN GROUP. 卢楚鹏，曾任职于 CVTE 电子集团（股票代码:002841）市场部，负责市场部的组建和运营。后入职最大的媒介公司WPP- Mindshare以及 OMG-OMD，先后负责新媒体和全媒体战略策划，对媒介行业以及媒体环境有充分的认识和实操经验。后转入本土4A 公司甲乙 UMCG 担任客户总监兼数字总监，负责客户的品牌及媒介全案代理。2016年加入凯德公关成为合伙人。 曾服务客户包括：周生生、屈臣氏、无限极、西王集团、广发银行、立白集团、广东电信、华侨城集团等。
■ SiuKwan Tsui - Managing Partner, KAID PR 崔少君, 凯德公关管理合伙人 　 In his early career, Kris was responsible for strategic cooperation and sponsorship management for The China Foreign Trade Center – a subsidiary of Chinese Ministry of Commerce. He later was assigned to take charge of marketing strategy and management systems at the National Exhibition and Convention Center.   Since KAID PR’s founding, Kris and his team have provided strategic planning and event management service for ZhenRong Energy, Zhuhai Exhibition and Convention Group, Wildlife Reserves Singapore, Yuexiu Group, Tobacco Board of Zambia, International Chinese Film Festival and Guangdong Soong Ching Ling Foundation etc. 崔少君先生是凯德公关的管理合伙人。职业经理人阶段曾就职于中国商务部下属机构中国对外贸易中心，负责战略合作及赞助管理工作。及后受委派调任国家会展中心（上海），负责筹建场馆及制定商业综合体的营销战略和管理体系。 在凯德公关，崔少君先生带领团队先后为振戎能源、珠海市会展集团、新加坡野生动物集团、中国（南沙）近洋国际汽车港、越秀集团、赞比亚国家烟草委员会、国际华语电影节、广东省宋庆龄基金会等海内外企事业机构提供战略公关咨询及公关活动管理服务。

Registration

Reserve your seat via britchamteam@britchamgd.com    or call (020) 8331 5013 

* Payment shall be made by cash at the door.

* Registration / Cancellations should be made 24 hours in advance.