(The campaigns will be more successful than before since we have optimized the social networking sites!)
HTC online strategy
Yuan Chun Hsu, NMDL, 2011
Goals!! Optimize Social Networking Sites: Facebook, Twitter, YouTube IncreaseSales: Both smartphones (the old product line) and tablets (the new product line)! Increase customers’ loyalty.
Challenge?? Strong Competitors! Customers are not loyal… After monitoring, the main competitors are Apple, Samsung, and BlackBerry
Social Media 71,297 subscribers 1,003,935 like thisNow, HTC engaged indevelopingSocial Networking Sites. 395,951 followers
Improvement! Facebook:More information on local Facebook page (e.g. HTC USA) Twitter: Make sure other social media can be found the link of Twitter YouTube: More interesting videos and give links on Facebook page and Twitter
Google Adwords It • Much cheaper! is much cheaper than using traditional media to do advertising. • Much easier! • Monitor the effectiveness It is much easier to design ain any time! ad keyword than making a commercial or a print ad. It allows you to monitor your campaign effectiveness in any time.
Keywordsmobile phone cell phonesmartphone tabletSince the need of tablet is increasing, the searches are high.The tablet product line from HTC is well developed so itmight trigger visitors who seek tablet buying HTC products.
The budget includes the personnel expense, Facebook Budget and YouTube ads, and some other campaigns expense. Adwords $180,000 Facebook $90,000 Twitter 20% Google Twitter $90,000 Adwords YouTube $90,000 YouTube 40% ___________ 20% ONLY $450,000 Facebook 20% per yearUnlike traditional advertising, social media cost less but gainmore awareness from consumers. Moreover, you can contactwith consumers directly and then enhance their loyalty!
Timeline6 months Optimize social networking sites8 months Hold campaigns through social media 12 months Increase sales and enhance loyalty!
Metrics of SuccessMonitor the “like” on Facebook, tweet and retweet onTwitter, the number of YouTube channel subscribers.Using Google Alerts to monitor the news releases.
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