Camellia Yang, Air New Zealand's Social Media Community Manager Asia, shares the airline's approach to tailoring its brand to the Chinese market, using Sina weibo, wechat, douban and youku. These slides come from #SMCAKL (Social Media Club Auckland) on 21 May 2014.

1. AIR NEW ZEALAND
ON CHINESE
SOCIAL MEDIA

2. overview
WeChat
7, 900 +
Weibo
210, 000 +
Youku
6.9 million +
Douban
50 ,000 +
Flying
Social
Network

3. leverage air NZ fairy to engage with customers
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4. case study: make your red envelopes fly
• January & February
• 59, 064 Weibo users participate in our prize draw activities
• Gained 5, 805 new followers during the campaign period
• Brand exposure: 4, 647, 752 times on Weibo
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5. questions
airnzweibo:
@ New Zealand http://weibo.com/airnz
airnzwechat:
@
airnzchineseblog:
http://theflyingsocialnetwork.com/site/region/chinese-community