Please see my answers to your questions as below:
1. You should use various popular social media platforms in China: WeChat (a real time messaging platform like MSN. Companies can open their official account which posts messages articles regularly to its followers. Nearly every company in China has its official WeChat Account. Currently there are 800 million active users of WeChat till October, 2016); Weibo (a social platform equivalent to Twitter; the monthly active user reaches nearly 300 million till September, 2016); Zhihu (a question and answer community like Quora); Video platforms like Youku, OOlive owned by Tencent, LETV, Miaopai (a platform to share self-made short videos which catches fire recently in China); Live streaming platforms like Douyu, Yingke, etc.
2. To narrow down the target audience, the content should be relevant and valuable. If your target audiences are elder people who use social media in different way from young people, but they also use some video platfroms to have video chat with their children. We should focus on identifying which video platforms they use and be where they are. If the target audiences are the children of the elderly, the white-collar workers can be a good target, as these people are too busy to accompany their parents but they have adequate income to afford these robots.
3. The landing page should contain videos and pictures illustrating the products, articles sharing tips for keeping healthy for the elderly, a subscription option (where the users should fill email address and other personal info during registration), sharing links to other websites, interesting short videos or pictures that can spread virally in the social media channels.
4. The metrics that you should measure are: website analytics using google analytics or Baidu Index, social media data like followers, views and clicks, impressions, interactions, engagements, conversion rates, etc.
5. Other advice includes the following: Partner with companies like real estate corporations who are investing in building the community for the elderly or partner with government or hospitals, advertise in some TV programs like “Keeping Healthy” programs, give lectures in classrooms for the elderly, sponsor some activities in some high-end clubs, cooperate with Chamber of Commerce (e.g. if you are a German company, you can join German CoC) to persuade the member companies to purchase your products as gifts for the employees during the annual party, just name a few.
Thanks and best regards,
Tammy