education post - advance your business with e-marketing

Advance your businesses with E-marketing Nov 13th, 2013

Razlan Manjaji, Senior Business Manager

Jin Wong, Digital Marketing Executive

Introduction EDUCATION POST, part of the South China Morning Post Group, is Hong Kong's leading online education website with up-to-date editorial contents, education-related resources and the most comprehensive course search database in postgraduate, MBA and continuing education.

The following presentations are the speakers’ sharing of the latest selected digital marketing trends in Hong Kong, using Education Post and other brand advertisers for illustrations.

Agenda

1. Mobile advertising

2. WeChat marketing

3. Native advertising

Mobile advertising: the must-try

What we did on mobile

• Mobile campaign to drive newsletter subscriptions • When goes mobile, goes full-screen takeover

UA app AM730 + ETNet apps AAStocks app

Click rate as high as 24%

Rich media to create higher engagement

Interactive ad formats allow users to play around and have fun with the ad

Case study: Crazy Horse Users can swipe the screen to show full image,

then call for action for ticket purchase

Connect with social media

• Full-page ad shows top posts on Facebook • Users can like the brand’s Facebook page with one click • Install click-to-call / tap-to-email buttons to increase engagement

Case study: Benefit

What mobile can do that web can’t

Specific targeting options to narrow audience reach

Case study: L'Oreal Paris on HK Weather app Weather conditions affect purchase condition;

L’Oreal Paris is selling a UV protection cream; Banner ads only show when there is strong UV

Targeting options: • Temperature • Relative Humidity • UV Index • Air pollution Index

What we learned about Mobile Advertising

More prominent ad formats > higher click

rate

Connect with social media properties to drive engagement

Make use of targeting options (weather,

location, devices) to reach the right

audience

WeChat: the new social media platform

Our experiment with WeChat

• SCMP Group’s first WeChat account

• WeChat ID: EducationPost

Follow us!

WeChat: Different types of messages

• Managed on a web platform (http://admin.wechat.com)

• Coordinate with WeChat staff for setup

• Details to be filled in the profile:

name

WeChat ID

Profile icon

Description

QR code

WeChat > Different types of messages

• Rich Media

• Image

• Audio

• Video

WeChat > Rich Media Message

• Title

• Image (720*400)

• Description

• Contents

• Source URL

What you need:

WeChat > Rich Media Message

At the end of each article, we put a call-for-action image to encourage sharing and clicks

Remember to call for action!

WeChat official account (微信官號)

Pre-set custom messages / auto key-word replies

Case Study: Nike HK WeChat

Wise use of pre-set custom messages

Welcome message When user replies… Chatting with user

What we learned about WeChat

WeChat isn’t about driving traffic

But to build high-quality conversations

Engage with loyal audience

Native advertising

What is Native Advertising?

Blending advertisers’ contents into natural user experience

Advertorials?

Special reports?

In-stream ads?

Sponsored contents?

Our Native Advertising experiment > In-stream content

Homepage Advertisers’ course displayed as one of the grids with other editorial contents

Average CTR 1.22%

Our Native Advertising experiment > Priority search result

Search result page Advertisers’ courses are displayed in priority with special green highlight

Our Native Advertising experiment > Sponsored content labels

Web & mobile site Advertisers’ contents are clearly labeled and highlighted in different colour

Website

Mobile site

Our Native Advertising experiment > Sponsored content labels

Newsletter Advertisers’ contents are clearly labeled and highlighted in different colour

Newsletter

What we learned about Native Advertising

Native ads need to be clearly labeled and

not misleading

Content must be relevant and engaging

Need to work closely with advertisers &

editorial team

Dare to experiment & consistently measure

performance

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Find us on www.educationpost.com.hk

Thank you