Innovative Smartphone;

Innovative Online

Strategy

Yuan Chun Hsu, NMDL, 2011

Goals!! Optimize Social Networking Sites:

Facebook, Twitter, YouTube

Increase Sales: Both smartphones (the old product line) and tablets (the new product line)!

Increase customers’ loyalty.

Challenge?? Strong Competitors!

Customers are not loyal…

After monitoring, the main competitors are Apple, Samsung, and BlackBerry

71,297 subscribers

1,003,935 like this

395,951 followers

Now, HTC engaged in developing Social Networking Sites.

Social Media

Improvement! Facebook: More information on

local Facebook page (e.g. HTC USA)

Twitter: Make sure other social media can be found the link of Twitter

YouTube: More interesting videos and give links on Facebook page and Twitter

Google Adwords

It is much cheaper than using traditional media to do advertising.

It is much easier to design a keyword ad than making a commercial or a print ad.

It allows you to monitor your campaign effectiveness in any time.

• Much cheaper!• Much easier!• Monitor the

effectiveness in any time!

Keywords

smartphone

cell phone

mobile phone

tablet

Since the need of tablet is increasing, the searches are high. The tablet product line from HTC is well developed so it might trigger visitors who seek tablet buying HTC products.

Budget

Google Adwords

40%

Facebook20%

YouTube20%

Twitter20%

Adwords $180,000Facebook $90,000

Twitter $90,000YouTube $90,000

___________ONLY $450,000

per year

Unlike traditional advertising, social media cost less but gain more awareness from consumers. Moreover, you can contact with consumers directly and then enhance their loyalty!

The budget includes the personnel expense,

Facebook and YouTube ads, and some other campaigns

expense.

Timeline 6 months

Optimize social networking sites

8 monthsHold campaigns through social media

12 monthsIncrease sales and enhance

loyalty!

Metrics of Success

Monitor the “like” on Facebook, tweet and retweet on Twitter, the number of YouTube channel subscribers. Using Google Alerts to monitor the news releases.