4. Overall campaign process
Business Conversion Traditional Digital Analytics
Objectives KPI Awareness Engagement Measurement
5. Setting the business objectives
Creating a buzz around Encourage buy-in around
“The Product”
myself: “the product” the product
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
6. Setting Conversion KPI’s
Micro - conversions Last action conversion
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
7. Traditional media - awareness
Same as a TVC
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
8. Linking traditional to digital – seeding BBS 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
Buzz amplification thru seeding
11. Digital media – channel selection
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
12. Campaign anchor point – centralized
Campaign site as anchor &
Referral channel engagement channel
13. Campaign anchor point – decentralized
Campaign site + SNS as anchor
Referral channel point and engagement channel
14. 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
15. Measuring the results
Traditional Channel – TV Digital Channel – Online Analytics
Business Objectives Conversion KPI Traditional Awareness Digital Engagement Analytics Measurement
16. 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）
17. SNS analytics
Key insights:
1. Top BBS channel was 天涯 by far
• Why? Because audience demographics are mainly SNS # of views # of forwards # of comments
younger and looking for lighter topics 開心 1608 403 154
2. SNS channels 微博 was top, followed by 人人
• Why? Because seeded content led to Weibo 人人 5239 606 125
3. Renren had high view but low engagement 微博 N/A 534 227
• Why? They are shy? Age difference?
18. 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?
20. In retrospect… applied to YOUR campaign
Business Conversion Traditional Digital Analytics
Objectives KPI Awareness Engagement Measurement
YOUR campaign
1. Generate 1. # of visits to 1. TVC 1. Facebook 1. Webtrends
more leads campaign 2. Outdoor 2. Twitter 2. Radian 6
2. Increase contact page 3. Paper media 3. Mobile App 3. Synovate
cross-sell / 2. # of
upsell messages
Show video here, 30 seconds: http://www.tudou.com/programs/view/2lEXceOTrYk/?resourceId=0_06_02_99?fr=2 (Fast-forward to 20:00)
Since the traditional TV channel was unmeasurable, the TV appearance needed to be linked to the digital channels thru seeding. So various BBS and SNS posts were spread across the web to increase digital presence.
Analytics can measure both conversions and micro-conversions. Conversions are directly aligned to business objectives, while micro-conversions assist the business objectives.
