iClick x Tencent: An Exclusive Mobile Workshop Date: 17 Mar 2016 (Thursday) Time: 2pm to 5pm Venue: Salon 5 & 6, JW Marriott Hong Kong How to study the big data and carry out correct investment in mobile social media?

1. iClick x Tencent: An Exclusive Mobile Workshop
Date: 17 Mar 2016 (Thursday)
Time: 2pm to 5pm
Venue: Salon 5 & 6, JW Marriott Hong Kong

2. Cecilia Lu, Social & Performance Ads, Product Director
QQ: 32688407, email: cecilialu@tencent.com, WeChat: cecilialu28

4. Tencent statistics: Travellers to Hong Kong. Stay overnight
70.3%, one day trip 56.2%.

5. 3 hot spots in Hong Kong

6. 1st: TST, 2nd: Wanchai, 3rd Disneyland

7. 55% of population of mainland travellers are
from Guangdong.

8. 25% of Guangdong travellers are from
Shengzhen.

9. Education background: Degree and above = 65.9%

10. Mainland travellers with the age 18-35 have the
high % portion among the other age groups.

11. Mainland travellers to Hong Kong are mostly
with the topics of food, finance and travel.

12. Mainland travellers using app with the topics of social, lifestyle, music, shopping,
news, calculations system and finance.

13. Advertising elements, Platforms, System and
3rd parties.

14. WeChat lifecycle > WeChat message, group of
friends, WeChat payment

15. Brand building with WeChat official account:
Brand exposure + fans

16. Brand exposure: pay adverts & free adverts

17. QQ = largest instant message tool. Over 2 hundred million
users online and Over 8.6 hundred millions users per month.

18. Qzone message interact with mobile adverts

19. Big data collection, focus in large segments, study
the figure and narrow down to the target groups.

20. Tencent travellers lifestyle segments

21. Internal data +
Tencent data + 3rd
parties data = input
area

23. H5廣告頁面推送

24. • Adverts to mobile official account fans > free coupon
• Adverts to mobile nonofficial account fans > WeChat adverts > free coupon
• Adverts to PC QQ zone > banners adverts > free coupon

25. Adverts listing: official accounts fans, digital
monitoring performance tools, internal sales and
revenue system tools

26. Set up 12 months promotion plan, input basic company
adverts, pay adverts and interactive adverts. Plan the schedule,
investment budget and execute.

27. Royal Caribbean Cruises WeChat mobile
adverts program

28. WeChat banner, WeChat fans group,
Events within 12 months.
25-60 target age group
WeChat banner, H5 promotion page, travel dairy
Analysis the click through rate

29. WeChat social media is not just only advertising.
It is including data analysis.

30. Cody Chan
Head of Sales, cody.chan@i-click.com

31. iClick company profile

33. Cookies of audience, study the behaviour and estimate the

35. Same type of features.

37. Cookies of audience who interested in BMW 7
series also interest in VW Phaeton.

40. Most of the people would like to view
Mercedes S Class.

41. Target audience overlapping rate 34.98%
Volkswagen Touareg is a family car.

45. Facial mask features against different age group

46. Brand A mask would like to explore anti
wrinkle features.

47. Age group with 25-34 would like to concern
anti wrinkle features with Brand A mask.

48. Find out
this
feature
target
audience
location.

61. https://www.youtube.com/watch?v=UcAFkFL
W8nw

62. Name: Alan Siu
itxchas@yahoo.co.uk
http://hk.linkedin.com/in/alansiu