web analytics wednesdays hk presentation
TRANSCRIPT
Social Media Campaign Planning in China
30th May, 2012
Technical Director http://weibo.com/charlie1337 chucktehman#1864
A “Personal” Case Study
Who’s that handsome guy? (帥哥 )
Overall campaign process
Business Objectives
Conversion KPI
Traditional Awareness
Digital Engagement
Analytics Measurement
Setting the business objectives
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
Creating a buzz around
myself: “the product”
Encourage buy-in around
the product“The Product”
Setting Conversion KPI’s
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
Last action conversionMicro - conversions
Traditional media - awareness
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
Same as a TVC
Linking traditional to digital – seeding BBS
Buzz amplification thru seeding
BBS # of views # of replies
天涯论坛 8557 308
新浪 909 201
网易 2499 203
腾讯 604 101
西祠 130 102
凤凰 684 101
百度 2175 105
雅虎 530 101
What’s the significance of seeding? (炒作)
Linking traditional to digital – direct response
Re-direct to engagement channel
Digital media – channel selection
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
Campaign anchor point – centralized
Campaign site as anchor &
engagement channelReferral channel
Campaign anchor point – decentralized
Campaign site + SNS as anchor
point and engagement channelReferral channel
Social media seeding
SNS # of followers # of views # of forwards # of comments
开心 10490 1608 403 154
人人 2000 5239 606 125
新浪 15000 N/A 534 227
Measuring the results
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
Digital Channel – OnlineTraditional Channel – TV Analytics
Market analytics
Key insights:1. Main customer demographics consists of 2 segments:
• Men in their 30’s that work in the IT industry
• Men in the 20’s that are college students
2. Location demographics mainly in three top tier cities: BJ, SH, GZ
• Why? Higher income / more time for entertainment?
• OR more left-over women(剩女)
SNS analytics
SNS # of views # of forwards # of comments
開心 1608 403 154
人人 5239 606 125
微博 N/A 534 227
Key insights:1. Top BBS channel was 天涯 by far
• Why? Because audience demographics are mainly
younger and looking for lighter topics
2. SNS channels 微博 was top, followed by 人人
• Why? Because seeded content led to Weibo
3. Renren had high view but low engagement
• Why? They are shy? Age difference?
Web analytics
Key insights:1. 40% traffic came straight from search engine, which shows the effectiveness
of seeding content
2. Top referral channels include Weibo, email auto-responder, and Facebook
• Why Weibo? The most popular SNS channel
• Why email auto-responder? Users have high commitment on making
contact
• Why Facebook? I did not focus on it as a channel, overseas students?
Campaign analytics key metrics Micro-conversions
High conversion
In retrospect… applied to YOUR campaign
Business Objectives
Conversion KPI
Traditional Awareness
Digital Engagement
Analytics Measurement
1. Generate
more leads
2. Increase
cross-sell /
upsell
1. # of visits to
campaign
contact page
2. # of
messages
1. TVC
2. Outdoor
3. Paper media
1. Facebook
2. Twitter
3. Mobile App
YOUR campaign
1. Webtrends
2. Radian 63. Synovate
Questions?