Online promotion plan for a German language school

...

Here we suggest Eurasia to make extra efforts:

1.Verify your Account

A verified account conveys trust, so ensure that you use a verified Weibo account. A verified account will also make your content richer and more popular, leading to more shares and followers.

2.Promote Eurasia Using WeChat QR Codes

Create a QR code of Eurasia and let users access it on WeChat. Which

3.Photos are Worth 1,000 Words

Internet users view photos more than they do text, make sure we use high quality photos that represent our quality services effectively.

(Source:http://mashable.com/2016/02/09/weibo-chinese-new-year/#LdryGNEgd8qB)

[pic 4]Tencent QQ- popularly known as QQ, is particularly effective for institutions and niche brands. QQ groups can be created to interact with group members to build relationships. The creation of a group also means a brand can build a community around its product or services.

Compared to the other two mentioned above ,QQ has a lower annual growth rate of 6% (monthly active users), but it still remains a highly popular social media platform in China. Additionally, some unique advantages held by QQ, which are that QQ are often used to be a main communication tool between companies and customers, and it is more convenient and more professional to transfer and upload documents, files and notice to individuals, even to groups with hundreds of people. Furthermore, many business tools such as video conference and telephone conference are available from QQ on PC. So in some ways, QQ is more of like a professional business communication tool, if we could use it when we are providing our services to our customers.

Here we suggest Eurasia Leverage WeChat when use QQ. WeChat has leveraged the popularity of QQ, a desktop messaging platform by enabling users to merge their QQ contacts with WeChat, and they can even cross talk using the two platforms at the same time. By leveraging WeChat, we could communicate with consumers more efficiently.

(Source:https://lh3.googleusercontent.com/friEJ2i_-AQ3a_T6UAb1ROwwEc4bwwF2Glb4-VJys5xlnIqECd3tMHTxKWnfoD62ZxM=w170)

The Facebook content in China

According to the Facebook Homepage of Eurasia Institute, it shows people how the school runs programs and some great results of studying from their students. And that it is really good to attract people. So I think it is also a good way to use the pictures, videos and the comments from the students on the website of Eurasia in China.[pic 5](Resource: https://www.facebook.com/Eurasia.Institute/)

But there will a barrier of directly using the Eurasia`s Facebook in China. As far as we know, Facebook is hard to use in China because of the law and government. In the past, people who want to us the Facebook need to use the VPN (normally they need to pay for it) to log in the Facebook, and just few days ago, we heard from the internet said that now Chinese government will control the use of VPN now. So we think we might not have an optimistic outlook if the Facebook will be the sole method to promote Eurasia. What`s more, the language. Due to the language problem, we think it is not a problem to use English to teach or to promote. But if Eurasia`s USP is the consulting and helping students to go to the Germany University, English will have no advantages in the market. Because the application process is complicated, if the Chinese students have chances to ask questions in Chinese, they are more willing to use it than the English. So here we suggest, before the website launched, Eurasia maybe can write down the application process and put it on the website. It should consider the whole application process not only how to apply the school but also how to come to Germany. If students want to know how can they prepare to come to Germany they could find you. Once they contact Eurasia, they will start to know and then could be the potential customers. And due to the language barrier, using Chinese social media might be hard to Eurasia. But we still think that you don`t need to know Chinese because you can use the English version of Sina Weibo. As the picture shows.

[pic 6]

(Resource:http://english.sina.com/weibo/)

It is just the Chinese Facebook (or Twitter). It saves time and you don`t need to write things in Chinese, every time when Eurasia pushes new articles, news, pictures or anything, you can just push it twice both on Facebook and Sina weibo. Even in English. Then the students in China will have chances and pathway to know Eurasia. They can also ask questions and get answers from yours. So maybe a link to the Sina Weibo on the homepage of Eurasia, might be a good platform for Chinese customers.

So how to get it started? Making a Twitter or Facebook accounts is simple enough and can usually be done without too much hassle, but Weibo is a little more intensive. Sina weibo must verify user`s accounts before they can use the services. Normally by email or phone numbers. But once you make it, you will be able to target different users, just as you would on Facebook. You can group people by age, geographical location, studying aims and so on.

For everyone looking to reach into the Chinese marketplace, Weibo might be the best answer. Because according to the research we did on Milestone 1 and 2, Weibo users are buying products online, so Eurasia could find a new niche market among the millions of Weibo users. All the famous competitors in China all have verified their Weibo accounts. Also the higher education institutions including some German universities verified their Weibo accounts and are bringing their brand to a new audience. Based on these, we think Eurasia could cooperate with the universities they are cooperating now to promote on this platform.

QR Codes[pic 7]

As mentioned in milestone 2,QR codes are those two dimensional bar codes used for online to online promotion.

With the rapid development in mobile internet and the dramatic increase in smartphone owners in China, QR Codes have become a essential role in a companies’ online promotions. The following chart shows that in less than seven years, the number of smartphone users in China has grown by over 50 million, accounting for 85.8% of total web users in 2014.

(Sources

...