how to study the big data and carry out correct investment in mobile social media?
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iClick x Tencent: An Exclusive Mobile WorkshopDate: 17 Mar 2016 (Thursday)
Time: 2pm to 5pmVenue: Salon 5 & 6, JW Marriott Hong Kong
Cecilia Lu, Social & Performance Ads, Product Director QQ: 32688407, email: [email protected], WeChat: cecilialu28
Tencent statistics: Travellers to Hong Kong. Stay overnight 70.3%, one day trip 56.2%.
3 hot spots in Hong Kong
1st: TST, 2nd: Wanchai, 3rd Disneyland
55% of population of mainland travellers are from Guangdong.
25% of Guangdong travellers are from Shengzhen.
Education background: Degree and above = 65.9%
Mainland travellers with the age 18-35 have the high % portion among the other age groups.
Mainland travellers to Hong Kong are mostly with the topics of food, finance and travel.
Mainland travellers using app with the topics of social, lifestyle, music, shopping, news, calculations system and finance.
Advertising elements, Platforms, System and 3rd parties.
WeChat lifecycle > WeChat message, group of friends, WeChat payment
Brand building with WeChat official account:Brand exposure + fans
Brand exposure: pay adverts & free adverts
QQ = largest instant message tool. Over 2 hundred million users online and Over 8.6 hundred millions users per month.
Qzone message interact with mobile adverts
Big data collection, focus in large segments, study the figure and narrow down to the target groups.
Tencent travellers lifestyle segments
Internal data + Tencent data + 3rd parties data = input area
H5廣告頁面推送
• Adverts to mobile official account fans > free coupon• Adverts to mobile nonofficial account fans > WeChat adverts > free coupon• Adverts to PC QQ zone > banners adverts > free coupon
Adverts listing: official accounts fans, digital monitoring performance tools, internal sales and revenue system tools
Set up 12 months promotion plan, input basic company adverts, pay adverts and interactive adverts. Plan the schedule, investment budget and execute.
Royal Caribbean Cruises WeChat mobile adverts program
WeChat banner, WeChat fans group, Events within 12 months. 25-60 target age groupWeChat banner, H5 promotion page, travel dairyAnalysis the click through rate
WeChat social media is not just only advertising.It is including data analysis.
Cody ChanHead of Sales, [email protected]
iClick company profile
Cookies of audience, study the behaviour and estimate the demand.
Same type of features.
Cookies of audience who interested in BMW 7 series also interest in VW Phaeton.
Most of the people would like to view Mercedes S Class.
Target audience overlapping rate 34.98%Volkswagen Touareg is a family car.
Facial mask features against different age group
Brand A mask would like to explore anti wrinkle features.
Age group with 25-34 would like to concern anti wrinkle features with Brand A mask.
Find out this feature target audience location.
https://www.youtube.com/watch?v=UcAFkFLW8nw
Name: Alan [email protected]://hk.linkedin.com/in/alansiu