2023 Social Media Service Agency

In the Chinese market, WeChat (TOP 1 with 71% Internet users) and Sina Weibo (TOP 5 with 31% Internet users) are the TOP social media channels visited by Chinese Internet users at least once a day, according to GWI's analysis. Internet users at least once a day. WeChat and Sina Weibo will continue to be used as classic channels in the Chinese social media sector. WeChat and Sina Weibo will continue to be marketed as classic channels in the Chinese social media sector with assets of Destination Germany as well as the topics UNESCO, FeelGood and Embrace German Nature in order to achieve enormous exposure and inspire potential travel to Germany. The postings of the social media campaign should reach all social media users in China (incl. SouthChina and HongKong). The daily work shall include e.g. planning, content creation, posting, backstage management and fans community. Therefore, GNTO Beijing will assign the social media campaign tasks to an agency. Sina Weibo: Instand Messaging - Monthly editorial plan and reporting (numbers table) as well as quarterly report - Daily operation of posts with short message of 140 characters and max. 9 images - 1-3 posts daily, incl. live streaming warming up & review post and poster - Hashtag campaign in format of contest, text input, interaction in mini program etc. - Monitoring of backstage WeChat: deep content & story telling - Monthly editorial plan and reporting (numbers table) and quarterly report. - Weekly operation of posts with detailed presentation with 1500-2000 characters and dozent images - 1-2 posts weekly, including live streaming warming up & review post and poster - Hashtag campaign in format of sweepstakes, text input, interaction in mini program etc. Fans Community - Active plan with reward mechanism for online promotion and operation of fans community. - According to editorial plan of Weibo and WeChat, plan a bi-weekly theme for die-hard fans group chat to activate die-hard fans and get their feedback about Destination Germany. Aim for 0.5%-1% follower growth and over 41 million reach. Reporting - Monthly numbers table, quarterly and yearly reports as well as partner campaign report (if partner campaign exists). - Regular analysis of social media trend and interest of internet affinity in China market - Systematic presentation of reporting with brief summary of all posting as well as screenshot, files and analysis. Minimum criteria: all reports are delivered through sustainable formats as well as online formats.