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The Cookbook Of        Inbound Marketingeddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
Source: Google, IABeddie.choi@frontiersdigital.com | SES HK 2012
Source: Google, IABeddie.choi@frontiersdigital.com | SES HK 2012
What sources of information did the consumers seek       out to help their purchase decision?       Scoping               ...
Is Customer Journey Linear?     Stimulus                                                         SMOT                     ...
Stimulus                      ZMOT                               FMOT       SMOTPre-                                      ...
Typical Conversion FunnelAwarenessInterestDesireAction        eddie.choi@frontiersdigital.com | SES HK 2012
Active Evaluation                     Awareness                                   Widen the                               ...
Loyalty/CRMLuxury Goods   Sector      Search eddie.choi@frontiersdigital.com | SES HK 2012
Individuals become more powerful           eddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
Questions reveal intent      eddie.choi@frontiersdigital.com | SES HK 2012
Leads become fans    eddie.choi@frontiersdigital.com | SES HK 2012
Fans show affection    eddie.choi@frontiersdigital.com | SES HK 2012
Affection generates business         eddie.choi@frontiersdigital.com | SES HK 2012
Customers become advocate        eddie.choi@frontiersdigital.com | SES HK 2012
Even the farmers have gone social           eddie.choi@frontiersdigital.com | SES HK 2012
Traditional Marketing                             New Marketing                                                          C...
Today we don’t find our customers;            they will find us.                tv                                        ...
Marketers need new gadgets        eddie.choi@frontiersdigital.com | SES HK 2012
Inbound Marketers(China, Hong Kong, Macao, Taiwan)       eddie.choi@frontiersdigital.com | SES HK 2012
Inbound Marketers(China, Hong Kong, Macao, Taiwan)       eddie.choi@frontiersdigital.com | SES HK 2012
Inbound Marketers(China, Hong Kong, Macao, Taiwan)       eddie.choi@frontiersdigital.com | SES HK 2012
Inbound Marketers(China, Hong Kong, Macao, Taiwan)       eddie.choi@frontiersdigital.com | SES HK 2012
Online consumer journey in China          eddie.choi@frontiersdigital.com | SES HK 2012
Does Social Signal Exist In China?    eddie.choi@frontiersdigital.com | SES HK 2012
Social signal in                              Baidu is picked up                             based on relevancy,          ...
eddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
BaidubrandzoneSinaWeiboinclusionAdvertiserofficialwebsiteBaidu                                                            ...
Holyeddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
Take advantage fromBaidu proprietary content.     eddie.choi@frontiersdigital.com | SES HK 2012
Socialeddie.choi@frontiersdigital.com | SES HK 2012
Social Media Portfolio                                                               Conversation    Amplification        ...
Growth Of Weibo Users                                                      Source: CNNIC      eddie.choi@frontiersdigital....
60-days Fans Per Post (Sport)         eddie.choi@frontiersdigital.com | SES HK 2012
60-days Amplification (Sport)         eddie.choi@frontiersdigital.com | SES HK 2012
60-days Fans Per Post (Luxury)          eddie.choi@frontiersdigital.com | SES HK 2012
60-days Fans Per Post (Luxury)          eddie.choi@frontiersdigital.com | SES HK 2012
60-days Fans Per Post (Luxury)          eddie.choi@frontiersdigital.com | SES HK 2012
Best Practice   eddie.choi@frontiersdigital.com | SES HK 2012
Crispin SheridanSenior Director of Search MarketingSES Advisory Board Member                                 eddie.choi@fr...
{The Question}If we use the same keywords insocial media activities such asFacebook fan pages, wall posts,links, etc., wha...
{The Plan}The company built a Facebook fanpage to target a sample of 16,000fans. By collecting the top value andhighest co...
{The Result}Social traffic converts2.5 times more than theorganic search traffic.        eddie.choi@frontiersdigital.com |...
It is a non-line world      eddie.choi@frontiersdigital.com | SES HK 2012
Singaporean concerns ofhealth issue in 12 months        eddie.choi@frontiersdigital.com | SES HK 2012
Singaporean Social Profile On Facebook  Age 18 - 30      Age 31 - 50                                  Age 51 - 65   1,219,...
Content, Content, Content        eddie.choi@frontiersdigital.com | SES HK 2012
Benchmarking contentinventory.Find out the publishingfrequency & the degreeof relevancy.Collect insights and attributionsv...
Monitor and take notes on thecompetitors’ copywriting.Collect insight from webanalytics, setup socialsegment, monitor the ...
Done!                             linkedin.com/in/eddiechoi                             clickz.asia/author/eddiechoieddie....
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Inbound Marketing Explained

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Transcript of "Inbound Marketing Explained"

  1. 1. The Cookbook Of Inbound Marketingeddie.choi@frontiersdigital.com | SES HK 2012
  2. 2. eddie.choi@frontiersdigital.com | SES HK 2012
  3. 3. eddie.choi@frontiersdigital.com | SES HK 2012
  4. 4. Source: Google, IABeddie.choi@frontiersdigital.com | SES HK 2012
  5. 5. Source: Google, IABeddie.choi@frontiersdigital.com | SES HK 2012
  6. 6. What sources of information did the consumers seek out to help their purchase decision? Scoping At Store eddie.choi@frontiersdigital.com | SES HK 2012
  7. 7. Is Customer Journey Linear? Stimulus SMOT FMOT eddie.choi@frontiersdigital.com | SES HK 2012
  8. 8. Stimulus ZMOT FMOT SMOTPre- Post-Awareness Awareness Consideration Purchase Purchase Display Advertising Video Ads Mobile Social Social SEO SEM eddie.choi@frontiersdigital.com | SES HK 2012
  9. 9. Typical Conversion FunnelAwarenessInterestDesireAction eddie.choi@frontiersdigital.com | SES HK 2012
  10. 10. Active Evaluation Awareness Widen the brand choices Active EvaluationAwareness Desire > Action Loyalty Loop Recall the preferential brand Awareness Interest eddie.choi@frontiersdigital.com | SES HK 2012
  11. 11. Loyalty/CRMLuxury Goods Sector Search eddie.choi@frontiersdigital.com | SES HK 2012
  12. 12. Individuals become more powerful eddie.choi@frontiersdigital.com | SES HK 2012
  13. 13. eddie.choi@frontiersdigital.com | SES HK 2012
  14. 14. Questions reveal intent eddie.choi@frontiersdigital.com | SES HK 2012
  15. 15. Leads become fans eddie.choi@frontiersdigital.com | SES HK 2012
  16. 16. Fans show affection eddie.choi@frontiersdigital.com | SES HK 2012
  17. 17. Affection generates business eddie.choi@frontiersdigital.com | SES HK 2012
  18. 18. Customers become advocate eddie.choi@frontiersdigital.com | SES HK 2012
  19. 19. Even the farmers have gone social eddie.choi@frontiersdigital.com | SES HK 2012
  20. 20. Traditional Marketing New Marketing Collaborate & Create SHOUT eddie.choi@frontiersdigital.com | SES HK 2012
  21. 21. Today we don’t find our customers; they will find us. tv social media printoutdoor WE WWW sem pr Outbound/ Inbound/ direct mail Reach Intent seo eddie.choi@frontiersdigital.com | SES HK 2012
  22. 22. Marketers need new gadgets eddie.choi@frontiersdigital.com | SES HK 2012
  23. 23. Inbound Marketers(China, Hong Kong, Macao, Taiwan) eddie.choi@frontiersdigital.com | SES HK 2012
  24. 24. Inbound Marketers(China, Hong Kong, Macao, Taiwan) eddie.choi@frontiersdigital.com | SES HK 2012
  25. 25. Inbound Marketers(China, Hong Kong, Macao, Taiwan) eddie.choi@frontiersdigital.com | SES HK 2012
  26. 26. Inbound Marketers(China, Hong Kong, Macao, Taiwan) eddie.choi@frontiersdigital.com | SES HK 2012
  27. 27. Online consumer journey in China eddie.choi@frontiersdigital.com | SES HK 2012
  28. 28. Does Social Signal Exist In China? eddie.choi@frontiersdigital.com | SES HK 2012
  29. 29. Social signal in Baidu is picked up based on relevancy, time and the content of the search query. Baidu’s algorithm will determine if any social content should be inserted in the SERP after analyzing the search intent of the query.eddie.choi@frontiersdigital.com | SES HK 2012
  30. 30. eddie.choi@frontiersdigital.com | SES HK 2012
  31. 31. eddie.choi@frontiersdigital.com | SES HK 2012
  32. 32. BaidubrandzoneSinaWeiboinclusionAdvertiserofficialwebsiteBaidu Pseudomedia OrganicBaidu newsinclusion eddie.choi@frontiersdigital.com | SES HK 2012
  33. 33. Holyeddie.choi@frontiersdigital.com | SES HK 2012
  34. 34. eddie.choi@frontiersdigital.com | SES HK 2012
  35. 35. eddie.choi@frontiersdigital.com | SES HK 2012
  36. 36. Take advantage fromBaidu proprietary content. eddie.choi@frontiersdigital.com | SES HK 2012
  37. 37. Socialeddie.choi@frontiersdigital.com | SES HK 2012
  38. 38. Social Media Portfolio Conversation Amplification Authority Value ValueBlogs ★★★★★ ★★★★★ ★★Social Networking Sites ★★★ ★★★ ★★★★Microblogs ★★★ ★★★ ★★★★★Video & Music Sites ★ ★ ★★★Bulletin Boards & ★ ★★ ★★★Discussion Forums eddie.choi@frontiersdigital.com | SES HK 2012
  39. 39. Growth Of Weibo Users Source: CNNIC eddie.choi@frontiersdigital.com | SES HK 2012
  40. 40. 60-days Fans Per Post (Sport) eddie.choi@frontiersdigital.com | SES HK 2012
  41. 41. 60-days Amplification (Sport) eddie.choi@frontiersdigital.com | SES HK 2012
  42. 42. 60-days Fans Per Post (Luxury) eddie.choi@frontiersdigital.com | SES HK 2012
  43. 43. 60-days Fans Per Post (Luxury) eddie.choi@frontiersdigital.com | SES HK 2012
  44. 44. 60-days Fans Per Post (Luxury) eddie.choi@frontiersdigital.com | SES HK 2012
  45. 45. Best Practice eddie.choi@frontiersdigital.com | SES HK 2012
  46. 46. Crispin SheridanSenior Director of Search MarketingSES Advisory Board Member eddie.choi@frontiersdigital.com | SES HK 2012
  47. 47. {The Question}If we use the same keywords insocial media activities such asFacebook fan pages, wall posts,links, etc., what kinds of traffic wouldwe see, and would it be valuabletraffic? eddie.choi@frontiersdigital.com | SES HK 2012
  48. 48. {The Plan}The company built a Facebook fanpage to target a sample of 16,000fans. By collecting the top value andhighest converting keywords andphrases from organic search efforts,it began creating posts for theFacebook page with those terms. eddie.choi@frontiersdigital.com | SES HK 2012
  49. 49. {The Result}Social traffic converts2.5 times more than theorganic search traffic. eddie.choi@frontiersdigital.com | SES HK 2012
  50. 50. It is a non-line world eddie.choi@frontiersdigital.com | SES HK 2012
  51. 51. Singaporean concerns ofhealth issue in 12 months eddie.choi@frontiersdigital.com | SES HK 2012
  52. 52. Singaporean Social Profile On Facebook Age 18 - 30 Age 31 - 50 Age 51 - 65 1,219,960 943,200 198,760 112,600 Target Audience eddie.choi@frontiersdigital.com | SES HK 2012
  53. 53. Content, Content, Content eddie.choi@frontiersdigital.com | SES HK 2012
  54. 54. Benchmarking contentinventory.Find out the publishingfrequency & the degreeof relevancy.Collect insights and attributionsvia various sources, especiallyvia search engines forsemantics. eddie.choi@frontiersdigital.com | SES HK 2012
  55. 55. Monitor and take notes on thecompetitors’ copywriting.Collect insight from webanalytics, setup socialsegment, monitor the life cycleof Weibo.Combine all the above andvisualize them for a journey ofZMOT. eddie.choi@frontiersdigital.com | SES HK 2012
  56. 56. Done! linkedin.com/in/eddiechoi clickz.asia/author/eddiechoieddie.choi@frontiersdigital.com | SES HK 2012
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