Through our newsletter, each month we highlight software providers that make the work of marketing and communication teams easier. This month, we introduce KAWO, a unique solution for managing Chinese social media. Antoine Pempie, SVP of Sales, answers our questions.
Hello Antoine,
What is KAWO's positioning?
KAWO is the only social media management platform specifically designed and developed for the Chinese market. Our bilingual Chinese-English team often acts as a bridge between international teams and their local counterparts.
What problems do you solve for your users?
Marketing teams managing social media in China often face three major issues:
- Lack of Visibility: There is limited visibility into brand performance on social media networks that are vastly different from those in Western markets due to difficult access to data.
- Collaboration Challenges: Collaboration with local teams is complicated by time zone differences, language barriers, and cultural disparities, yet it's crucial to balance brand identity with localized content.
- Competitive Intelligence: The absence of competitive monitoring makes it hard to understand competitors’ positioning and which types of content perform best in an increasingly competitive environment.
How do you address these issues?
KAWO provides technological solutions to these problems through:
- Automatic Data Collection and Analysis: All data from the brand's official accounts are automatically collected and displayed on dedicated dashboards for easy analysis.
- Content Scheduling and Publishing: Stakeholders involved in content creation, from strategy to writing and design, collaborate transparently on the platform. The platform includes Chinese-to-English translation and an approval system to ensure content aligns with brand image before publishing.
- Competitive Intelligence: Users can benchmark their performance against competitors, identify the most effective content types, and analyze frequently used keywords.
What is your favorite feature?
Personally, I find the content tagging feature to be one of the most useful on our platform. It enables comparative data analysis far superior to what is possible on social media networks themselves.
Do you have integrations with other tools?
KAWO integrates with Western social media management platforms such as Hootsuite and Emplifi. Our Enterprise API also allows users to automatically export their data to data analytics platforms.
How do you support your users in getting started with the platform?
At the start of the program, our clients develop an action plan with their dedicated Customer Success Manager, outlining the program’s goals, key milestones, and necessary actions for training global, local, or agency teams. Initial monthly and then quarterly reviews assess adoption and adjust the action plan as needed.
How is support provided to clients?
Clients can contact their dedicated CSM via email, chat, or phone, with responses provided within 24 hours, often within 5 minutes during business hours.
What are your goals for 2023?
After focusing on team growth in 2022, we are now concentrating on evolving our platform, particularly in data analysis, and adding new social media networks like Bilibili, China's YouTube.
How do you see the evolution of your market?
With China reopening to the world post-COVID-19, there is a renewed interest from foreign brands wanting to engage with a growing Chinese consumer base. Additionally, brands that continued investing in China over the past three years are seeing exceptional results.
After lockdowns, Chinese consumers are seeking memorable experiences, and we are witnessing outstanding achievements, especially in the tourism sector.
Thank you, Antoine, for your insightful responses.
About KAWO:
- Founded: 2017 in Shanghai, China
- Presence: Headquartered in Shanghai, with a presence in Europe and the United States.
- Number of Employees: 40 employees, with 40% dedicated to platform maintenance and enhancement.
- Number of Clients: 500+ brands
- Client Types:
- Brands active on Chinese social media, from SMEs to large international corporations, across various industries.
- Marketing agencies specializing in the Chinese digital ecosystem.
- Our French References: We work with leading French luxury groups and other French brands such as Chaumet and Longchamp.
- Funding: Series A funding of $11 million from Sequoia Capital and Tiger Global
- Main Competitors: Our biggest competitor is... an Excel sheet! We do not have direct competitors, which means that teams often have to juggle between Excel spreadsheets.
For more information, visit kawo.com or:
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