The document summarizes the development and marketing strategy of a Chinese architecture media website called "SANKAIJIAN". It outlines the website's launch in 2013, business model of providing architecture news and connecting professionals, and target audience of architects, experts and students. It then describes conducting user research including segmentation, expectations and feedback. The document further details the website's goals, key performance indicators, and testing of search engine optimization and Google Adwords strategies to improve traffic and engagement.

1. @5

2. Outline

3. Introduction
“ 三 ”开间 : The Basic Structure of
Traditional Chinese Buildings; Three main
columns: Architecture World, Design Gallery,
Great Thinker.
Previous Development:
May 28th
, 2013
Opened a Weibo account to interact with
some architects and architecture fans;
June 5th
, 2013
The first article sent by WeChat;
September 16th
, 2013
The website of SANKAIJIAN (
www.sankaijian.com ) launched.

4. Business Model
Offer
Architecture
news
Create a
platform to
connect
architecture
people
Website
Wechat
Weibo
Douban
Zhihu……
Architecture
experts;
Architects;
Architecture
Students
Investment
Advertising

5. User Research
Segmentation
•Architecture experts
•Architects
•Architecture major
students and people
who are interested

6. Functionality is more important than beauty in design. A
good architecture website must have useful information,
be easy to search content and comfortable to view.
I like inspiring and high quality architecture pictures
and photos which can help me with my own project.
A good architecture media must have unique style,
attractive content and solid values. Try to learn from
famous oversea architecture media such as Architectural
Review, ArchDaily and form your own style.
Architecture Experts
Architect
Arch Student
Expectation of Target Audience

7. User Feedback of the Website
Pros Cons
Looking for
Inspiration
Interesting interview ；
Inspiring project
collection;
High quality articles.
Not enough projects;
Not enough
interaction in website.
Looking for
Informatio
n
High quality photos and
sketches
Update slowly;
Poor classification.

8. User Research
Characteristics of the Target Audience
• Shy
• Not good at expression
• Busy all the time
• Both Pragmatism & Idealism
• Like high quality things

9. Goals
Long-term
•Offer valuable architecture resources
•Communicate with architecture insiders
•Become the professional media in architecture
area
•Build big database for the architecture media
area
Short-term
•Brand Awareness
•Customer Database

10. KPI
Website
·Visits
·CTR (Google Adwords)
·CPC (Google Adwords)
Social Media
·Weibo Fans
·Weibo Views
·Clicks and Views

12. Testing & Learning - SEO
Before we start…we cannot find 三开间
website until the third page of Google…
Set Strategies
•1. Content Strategy
•2. Linking & Social Strategy

13. Content Strategy
• Content updates
(1 article/day)
• Keywords
• Topic & Title

14. Content Strategy - Keyword
Operation
System
Web
Page

15. Content Strategy - Keyword
Optimize
Keywords
through
Operation
System
Add
“Architecture”
to keywords
More related to
the keywords
that people
search

16. Content Strategy – Topic
• Topic
According to the feedback of users from WeChat and
Weibo, we found the most popular topics or the topics
people like.

17. Content Strategy - Title
• Title
1. More related to our target audience
2. More specific and
beautiful

18. Linking & Social Strategy

19. Sina Weibo
UseUse multiple picturesmultiple pictures
to presentto present differentdifferent
perspectivesperspectives of theof the
contentcontent
Use specific
words and short
sentences to
summarize the
content
WebsiteWebsite
LinksLinks
@ famous Weibo users@ famous Weibo users inin
architecture area to help it toarchitecture area to help it to
be retweetedbe retweeted

20. Weibo fans

21. Sina Weibo

22. Channels

23. Social

24. Major Channels Visit & Duration

25. Major Channels Bounce Rate

26. Major Media
Social Media has the
greatest influence on
the changing pattern of
the total visits.

27. Architecture BBS
• Registered five most active architecture
BBS
TopEnergy
色建筑绿 论
坛
ABBS 建筑
论坛
文建筑鲁 论
坛
筑 建筑龙 论
坛
久久建筑论
坛

28. Architecture BBS

29. Architecture BBS
Learning:
Know the recent architecture hot topics and
words
Create content on our own website
Arouse Brand Awareness

30. Wikipedia
1. Create a new article about 开间

31. Wikipedia
2. Add our website brief introduction

32. Wikipedia
3. Create another article “ 坂本一
成”

33. Wikipedia
4. Add our website as Reference
Links

34. Wikipedia

35. Baidu Baike
• 1. Create a new term of 三开间
• Result: NO term of “ 三 ”开间
• Analysis: there are strict endorsements of Baidu
to rule out all the advertising and spam.

36. Baidu Baike
• 2. Attach our official website links to
certain related terms, such as “ 开
”间 and “ 坂本一成”
• Result: Still Failed
• Analysis: It could be less related to the
original post, so it could not pass the
validation process again.

37. Baidu Baike
Learning:
Linking Strategy is sometimes hard to
accomplish.
The standard of validation rules varies
from different search engines.

38. Other Social Media

39. SEO
• After using SEO strategies… we can find
it on the first page on Google
•

41. Google Adwords
Easy to start,
but,
is it easy to win?

42. 1. Setting Budget
$20 per day
Auto bidding
price

43. 2. Create Copy

44. 3. Choose Keywords
• Answers from users
• Content Publisher

45. Keywords: 1st
version
• 2013-11-16

46. Keywords Strategy

47. 1st
version result
• 2013-11-19

48. Keywords: 2nd
version
• 2013-11-21
Content

49. Keywords Strategy

50. 2nd
version result
• 2013-11-24

51. Keywords: 3rd
version
• Google Trends

52. Keywords: 3rd
version
• 2013-11-24

53. Keywords Strategy

54. Copy A/B Test
A OR B
$10 per day
$ 3 per click

55. 3rd
version result

56. 3rd
version result

57. 3rd
version result

58. Copy A/B Test
Value Proposition
Professional

59. Where is our ads?

60. Here it is!!!
Only can be seen in
Mainland China!!!

62. Results
• 276 Clicks
• 50,030 Impression
• 0.55% Average CTR
• HK$0.46 Average CPC
• HK$127.46 Total Cost
• 1.8 Average Position

63. Channels

64. Referral

65. Finding
Generic
High relevance
High quality score
Brand neme
Unpopular
Low relevance

66. Finding
CPC
CTR

67. Organic Search
Keyword Visits Bounce Rate Pages / Visit
三开间 55 25.45% 5.36
建筑网站大全 6 83.33% 2.83
三开间建筑设计 5 60.00% 4.60
有没有关于研究世界著名建筑的网站 3 0.00% 5.33
盘点学生亭子 3 66.67% 5.00
筑龙网 3 100.00% 1.00
2014 美国最建筑 2 50.00% 2.50
三开间建筑报道 2 50.00% 17.50
中国建筑网站 2 0.00% 16.00Try These in
the future!!!

68. Teamwork
Hu, Mengyao
SEO (Linking
& Social
Media)
Xing, Qi
SEO (Linking &
Social Media)
Zhao, Wenbin
SEM (Adwords)
Zhang, Xiaoxi
SEO (Content &
Social Media)
Zuo, Xingyuan
Customer
Research

69. Thanks for your
attention