HKtangtang.com SEO by Super give me 5
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Transcript of HKtangtang.com SEO by Super give me 5
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