Web Analytics Wednesdays HK Presentation
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Transcript of Web Analytics Wednesdays HK Presentation
![Page 1: Web Analytics Wednesdays HK Presentation](https://reader033.fdocuments.net/reader033/viewer/2022052910/559beb691a28abce068b4580/html5/thumbnails/1.jpg)
Social Media Campaign Planning in China
30th May, 2012
Technical Director http://weibo.com/charlie1337 chucktehman#1864
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A “Personal” Case Study
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Who’s that handsome guy? (帥哥 )
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Overall campaign process
Business Objectives
Conversion KPI
Traditional Awareness
Digital Engagement
Analytics Measurement
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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”
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Setting Conversion KPI’s
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
Last action conversionMicro - conversions
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Traditional media - awareness
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
Same as a TVC
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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
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What’s the significance of seeding? (炒作)
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Linking traditional to digital – direct response
Re-direct to engagement channel
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Digital media – channel selection
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
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Campaign anchor point – centralized
Campaign site as anchor &
engagement channelReferral channel
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Campaign anchor point – decentralized
Campaign site + SNS as anchor
point and engagement channelReferral channel
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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
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Measuring the results
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
Digital Channel – OnlineTraditional Channel – TV Analytics
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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)
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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?
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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?
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Campaign analytics key metrics Micro-conversions
High conversion
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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
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Questions?