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?