Background

Player: Hong Kong Tang Tang Dessert    

Overview

1 year old

3 Stores

1 Official Weibo

0 Official Website

Brand    

Management

èè

Background

What are our goals?

soc

Overview Goal-driven Approach

Goal-driven Approach

Who are our target customers?

Inactive Customer  

Overview Customer segmentation

Potential    Customer    

Customer segmentation

How we are going to achieve our goals?

Overview Digital relevance map

　 Awareness Explore Decision Purchase

Desired Actions

Be interested Arouse brand recognition

Know more Strengthen impression

Build trust Purchase desire

Develop preference Click the Groupon

button

N/A

Goals Kill time Probe deeply into the

content Curious about website

Cheap/Convenient/Easy purchase

Activities Relevant

&interesting

Brand story Product&Store

information

Discount information on the

website

KPD Easy Links to

website Attractive topics

Attractive pictures+price+story

Store location Groupon Link

Clear category "Groupon" Button

Assumptions Promotion User-friendly Informative

"HK小唐唐" is a good choice

Digital relevance map

Overview Digital relevance map

Desire Search Explore Comparison Purchase

Desired Actions

Type relevant keywords into search engine

Click through

Brand awareness & be interested Strengthen impression

Arouse purchase Intention

N/A 　

Goals Delicious & cheap

dissert Convenient location

Know more about the brand/

product

Look for more information

Economical purchase Benefit

maximization

Activities Offline promotion

SEO Well designed

website

Post detail information on the

website

Groupon information

Links

KPD High-ranked website index

Attractive landing page and frames

Attractive pictures information Specific guidance to stores Links to Groupons

Clear category information

(CTA)

Assumptions Official website can be identified easily

User friendly & informative &

impressed

Believe the brand is trustworthy

HK 小唐唐 is a best choice

How we are going to measure our results?

•  Website traffic

•  Weibo impression/ followers /interaction with followers

•  Conversion to Groupon

Overview Metric Metric

Social Media!Optimization

Brand  recognition

CRM

Sina Weibo Goal

• Brand recall • Products

Information • Website visits

• Q&A •  Interaction

Goal

Brand : Forwarding amount Comment amount

New followers amount Visitors amount

Sina Weibo KPI

Influence : Exposure/ 8 Weibo clicks

KPI

Sina Weibo In-Depth Interview

Persona Linda

80s Chong Qing

Information 12:30 19:30 21:30

Tuesday To Thursday

In-Depth Interview

#Travel in hk# 7

Sina Weibo

#你所不知道的甜品君們# 9

#賣萌求關注# 16

#水果養生知多少# 5

#重慶吃喝玩樂# 8

Others 9

Trying Trying

No Interaction

No New Fans No Like No one KNOWS our WEBSITE!

Links: Coupon&Web

Sina Weibo Optimization

Interactions

Hot topics 1.Found their interests(back-end data) 2.Add relevant contents 3.Stay fresh and active

Optimization

Sina Weibo Now Now

0 11 21

3 12 25

0 14 35

0 39 42

1 11 6

0 454 2345.7

Website!Optimization

Goal: Brand awarenessàLong-term: sales

Building Website Goal&KPI Goal&KPI

KPI: Visits, Unique visitors, Time on site, Page depth

Tatgeting Tatgeting Building Website

University Students in Chongqing

Promotion Channels:

Content on the Website:        

Refer to other dessert websites, not so targeting

Wifi, Group Purchase, etc.

Start :Nov.13 Building Website

•  Domain Name & Launch the Website •  Google Analytics

Start :Nov.13

SEO Building Website SEO

•  Technical Strategy URL structure: www.hktangtangdessert.com •  Content Strategy Title, Meta Description, Meta Keywords,

Image-based text •  Linking Strategy & Social Strategy Weibo, Dazhong Dianping

Nov. 22: Google Organic Search

SEO Building Website

Op'miza'on…

SEO

Website optimization SEO

•  Keywords •  Google+

Customer Survey

SEO Website optimization

Acquisition Acquisition Website optimization

Acquisition Website optimization

Acquisition Website optimization

Devices Devices Website optimization

Behavior Flow Behavior Flow Website optimization

Behavior Flow Website optimization

Pages Pages Website optimization

Nov. 30：Google Organic Search

SEO Website optimization SEO

Google Analytics Nov.  30

SEO Website optimization

Weibo: Campaign[coupon,lucky draw]

Wechat: electronic vip card pay on mobile LBS promotion

Renren.com Forum+DP.com：

We still need WOM!! (long-term)  

Future optimization CRM CRM

 

Website: updating content mobile version

SEM: Baidu

Brand “personality”: 吃不胖的甜品

Future optimization BRAND BRAND