Social media might be on everyone's marketing checklist but for Australia's international tourism exporters, accessing Chinese social media and its hundreds of millions of followers is a daunting challenge.
Australian born and Beijing based digital influencer Amy Lyons, is at the forefront of a small group of expats building a business around their own brand, using their language skills and aspirational lifestyles to connect to Chinese consumers.
"It started for me when I appeared on a Chinese language TV show and I set up a Weibo account and realised my social media profile grew pretty quickly afterwards," Amy said from Beijing.
"Being creative and interested in fitness, health and travel, I started making videos, posting more content and using my social media following - marketing and branding myself as Australian through and through.
"I've been very conscious of my image. I work with brands that fit with my passions and interests and at the end of the day if people see you are passionate they believe it.
"Social media and influencers are the next way forward for marketing and having someone who is doing what they are passionate about, with a loyal group of followers, means people are much more ready to buy a product.
Amy has around 100k loyal followers and works with Australian business to connect them to Chinese consumers in a subtle way.
"For me, the things that have worked the best are the things that are subtle. If you come out and are forward and put links to buy products, it just doesn't work.
"When you are selling a destination for example, the best way to do that is to show someone really enjoying it as that is going to have a direct effect on your fans."
Amy will be a guest speaker at ATEC Meeting Place event at the Crown Towers Perth on Wednesday 22nd November alongside a strong line-up including financial commentator Michael Pascoe, VR and AI expert Scott O'Brien and Tourism Australia MD, John O'Sullivan.
"I'll be talking about my experiences of getting into the Chinese social media space, how tourism companies can use social media influencers to improve and complement their marketing campaigns and how to find the right social media influencer for your brand," Amy said.
Photo caption: Australian born and Beijing based digital influencer Amy Lyons