Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital strategy for pure michigan


Published on

  • Be the first to comment

  • Be the first to like this

Digital strategy for pure michigan

  1. 1. Digital Strategy for PureMichiganFan Ju
  2. 2. Introduction Goal: increase the viewership of some video commercials online. Target audiences: mainly Chinese, especially Chinese students in Michigan. Key performance indicator: total viewership of 5 Pure Michigan TV commercials on YouKu.
  3. 3. Social Network Platforms YouKu (like YouTube) Weibo (like Twitter) Renren (like Facebook) Uploaded the 5 commercials on YouKu with both Chinese and English subtitles and used them as the base for Weibo and Renren to post and share.
  4. 4. Own Social Influences Renren friends and Weibo followers Friend’s friend 1000 increase! Photo Shoot Campaign for MSU Chinese students 16 Chinese students (good looking & strong influence)
  5. 5. Chinese Influencers’ Power Millions of followers Generate impacts among others
  6. 6. A Third Party Company A middle man between people who want to promote something and those influencers. Post tasks Influencers share Commission fee is about 3 U.S. cents per flower
  7. 7. Successful Cases Small online stores sell about 1,000 more products after they used this method to promote their stores with about $8,000 more in profit per month. Budget: $1,000 per month
  8. 8. Conclusion Own social influences Photo Shoot Campaign Promoting our brand in China and let as many as Chinese people to see the commercials