1.Background

Kung Fu Rice is a newly established brand, which means that whatever we do, we have to start from scratch. We do not have any social media presence, no websites, no followers, or any cooperative partner.

2.Goals

To better promote my brand, I will focus on three main social media channels: Instagram, Weibo, and Youtube. In general, my goals set around my digital strategy objectives. However, due to different channels, each channel has a different primary and secondary goal.

I set the primary and secondary goals of Weibo and Instagram to be the same. Because they are typical and similar social media platforms, most of the published content is by words and pictures, with topicality and affected by traffic distribution.

Primarily goal for Weibo and Instagram

 create at least one interesting(influential) topic and upload at least ten valuable content within a month. 

The secondary goal for Weibo and Instagram

Interact(engage) with my followers at least 10 times a day.

Primarily goal for Youtube

Upload at least 5 short videos and 1 long video a month.

The secondary goal for Youtube

Increase the number of people watching my video by 60 percent in a year.

3.Key Performance Indicators

KPL for primary goals of Weibo and Instagram

 See if the amount of posts uploaded each month is meeting the goal. Regularly monitor the traffic and impact of the published content. Observe how many people forward, comment, or click your posts. Set up a standard or metrics under the considerations of the number of followers and brand influence to see whether your content is considered impactful or valuable. 

KPL for secondary goals of Weibo and Instagram

 monitor traffic all the time. Use engagement analytics to view your overall engagement with people. Check how many times within a day you forward, comment, reply, or like other’s posts.

KPL for primary goal of Youtube

Check if you upload one long video and five short videos within a month.

KPL for the secondary goal of Youtube

Monitor the video viewing rate. See if there are 60% more people watch your video content after a year.

4.Platforms

As I have mentioned above, the three platforms I will focus on are Weibo, Instagram, and Youtube. 

1)Weibo

I choose Weibo because it is simply the largest social media platform in China. There are infinite possibilities to promote the brand on Weibo. You can make use of topics to create opportunities. You can also develop steadily and gradually gain attention to building a positive brand image. Posting on Weibo is mainly focusing on Chinese students studying abroad. It is the best social platform for Kung Fu Rice.

2)Instagram

I choose Instagram because I think it is somewhere between traditional and trendy. Most of the content posted on Instagram is aiming at younger people, it helps keeping up with trends, makes your brand look cooler. In a fresh and dynamic framework, we can also express the professionalism of our brand through words or pictures. Many people argue that instagram is less formal than facebook or twitter, which is bad for spreading the brand’s professionalism. I can only say that they are wrong. In our brand value, professionalism is the core spirit, which can be spread in many forms, so why not choose a cooler form? Sometimes short and powerful words are more persuasive than long articles. We just need to post the right and effective content.

3)Youtube

: I choose Youtube because I want to use the power of video to attract more people. In the 21st century, the most viral form of media is video. Video provides the most intuitive experience and touches everyone’s emotions.

5.Platform Strategies

1)Weibo 

Type of content: Start topics according to our campaign. Post new menu, new food. Post promotions and discounts. Post links to our video. Post original content about impactful things happening around the world. Keep the contents posted neutral and morally correct. 

How often: 3-5 posts a week

How will you attract followers: Engage with people often. Post valuable content. Start potential topics. Build a good reputation. Keep up with current events and trends.

Native features: Start polls. Use hashtag well. Create Weibo stories. Observe the most popular searches on Weibo and start topics wisely.

Tone: A bit more formal than Instagram. Friendly. Professional. 

Engage with the audience: Forward, like, comment, polls, re-post, direct message.

2)Instagram:

Type of content: Something fancy, attractive, and trending. More visual aesthetic pictures or short videos. Promote brands. Using advertisement. Spread a campaign message. Build a cool brand image.

How often: 5-7 posts a week

How will you attract followers: Cool and compelling campaign message. Interesting topics. Creative, original content or art.

Native features: Use Instagram story. Create the right hashtag for each content.

Tone: Cool, up to the trend, creative, innovation.

Engage with the audience: Forward, like, comment.

2)Youtube:

Type of content: Post original video. Post documentaries to show Kung Fu rice’s professional. Produce and upload comedy miniseries, one short episode a week. Each episode set in a Chinese restaurant called kung fu kitchen. The story centers on the staff and customers of the Kung Fu Kitchen. Each episode has a different story and theme. 

How often: 1-2 videos per week.

How will you attract followers: Attract people with creative stories and excellent video productions. Make short videos that have the potential to go viral.

Native features: Take advantage of search engines on Youtube.

Tone: Funny, Friendly, creative, interesting, humor, entertaining

Engage with the audience: Comments, reply. Normally not much of direct engagement with people since it is a video-based platform.

6.Micro-content

1) Weibo has a feature called Weibo story. It is the same as the Instagram story where users can share their life (usually a short video). I can turn my second pillar content (cartoons about the history of rice) into the Weibo story. So that people can watch each episode on Weibo directly. I need someone to produce cartoons for me. There should be drawers, artists, or people who specialize in cartoon animation working for me.

2)My third pillar content (Magazine about everything you need to know about Kung Fu Rice) could be an online magazine. An online magazine usually is just a link (a website). So, this pillar content could be turned into a simple link and uploaded on various platforms. It’s not wise to turn the magazine into an IG story or Weibo story. And it is unlikely that you transfer every word and picture on this online magazine into a long IG post or Weibo post. I might need a website designer, online magazine designer, and writer to produce this online magazine.

3)My first pillar content is a short documentary film. Youtube is the most suitable platform for posting a video like this. To post a documentary like this on Youtube. I need a crew with directors, photographers, and other artists (filmmakers) to produce a high-quality documentary film for me.

7.Summary

Overall, these three major social media channels will help me raise brand awareness and attract more audiences. Content published on these channels fit my brand voice and brand value. Each goal builds around my overall digital strategy objectives. These platforms are aiming at my target audience. It’s easy to monitor traffic on each of these platforms. I believe these social media platforms have high potentials for the future development of my brand.