CAN YOUR CONSUMERS FIND YOU? Social | Search | Content

Dr. Mathew McDougall, Founder & CEO, Digital Jungle

WeChat: jarrahbear www.digitaljungle.com.cn

TABLE OF CONTENTS

The Era of Mineable Data

The Channels 1

2

3 The Consumers

Search | Social | Content

THE CHANNELS

Social is the authentic face of a Brand.

Surface Area of a Sphere = 4 pi r^2

It turns out the bag of marbles has roughly 300% more surface area.

Social Advocacy gives your organization authentic reach

SOCIAL

If Social is discovery. Search is validation

SOCIAL SIGNALS ARE DRIVING SEO

Backlinks

Useablility Stats

Keywords

Age of Domain

Social Signals

SOCIAL SEARCH #ShanghaiLife#

Content Marketing is the engine that drives search rank and brand engagement

BUILDING A CONTENT HUB

Create relevant, findable, shareable content experiences

THE ‘RIGHT’ CONSUMER

The ideal person who would most likely given the right message purchase or move towards purchase of a good and service offered by the Brand.

ARE YOU REACHING THE RIGHT CONSUMER?

PERSONA DEVELOPMENT  

i.e., age, gender, social class, educational background, job, location

TARGET YOUR CONSUMERS

Customer Pain Points •  No time to clean •  Small child that is demanding

& makes mess •  Can not afford an cleaner (aiye) •  Husband works long hours

Dandan: Tech Savvy Mother   Buying Cycle  

Keywords   Social Topics  

Content Type

Awareness   Housekeeping tips  

Time saving housekeeping, naptime cleaning

Blog post, articles in relevant magazines/BBS

Interest   Robot cleaners, automatic cleaning  

What types of automated cleaners are there?

Demo videos

Consideration   Robot cleaner reviews

What are the best robot cleaners?

Product features/benefits list. Competitor comparison

Purchase   Robot, Samsung, how to buy, Roomba

Where can I buy a Roomba?

Store locator, Tmall pages

Retention   Roomba cleaning tips

How to get more users from your Roomba?

Blog posts, guest posts, videos

Advocacy   Roomba fans, Roomba accessories

Roomba mothers, Roomba user group, Q&A, Tips

WeChat group, Weibo page, Roomba newsletter

BUILD A CONVERSATION

Low Engagement / Quick Hit

Intermediate / Building Engagement

High Engagement

• Social Posts • Content snippets – quotes, statistics

•  Photos

• Content previews • Free chapter promotions

• Short videos

• Social discussions • Fan-gating •  Interviews with content author

Content “Snacks” Long-Form & Social Conversation

Low Engagement / Quick Hit

Intermediate / Building Engagement

High Engagement

Types of Content

Videos WebCasts Decks Audio Podcasts Whitepapers, Case Studies

Solution Overviews

Rank in Vertical Search Engines

2

Posting to Multiple Content Sharing

Sites According to Format

1

Web- Casts

Video

Youku

Audio

PodNova

Rank in Universal

Search Engines

Max

imize

Exp

osur

e to

Con

tent

3

Tudou Youku Bing Video

Google Video

Baidu Qihoo Bing

Weibo WeChat LinkedIn

Achieve Goals

Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful

“Paid” Media Distribution & Activation = Spray fuel on the fire

Rudimentary “Earned” Activation Plan: Travelers, Aspiring Travelers', Influencer = Ignite passion

More Aggressive Influencer Outreach Program = Gas on the fire

Decks

SlideShare

.PDF/Text

Scribd

Content Audit DRIVE ENGAGEMENT

PAID, EARNED, OWNED, SHARED I’m a great lover

Owned Media Earned Media

Paid Media Shared Media

Trust me, he’s a great lover

I’m a great lover I understand you are a great lover

I’m a great lover

I’m a great lover

BUILD RELEVANT, PERSISTENT CONTENT

WITH RELEVANT, TIMELY CONTENT

Content Marketing builds brand equity & drives engagement

CONTENT

Search, Social & Content are the fuel of your marketing engine.

THE ERA OF MINEABLE DATA

Social media technologies allow us to mine online content and conversations to the extent we know audience perception, preference social status and many more social triggers.

Social Media Network & Content Analysis are critical in a digital program

INSIGHT

BUZZ VOLUME

An example of the volume of online conversations being discussed in relation to Hawaii.

SENTIMENT MAP

Vertical : positive mention ratio Horizontal : positive and negative mentions ratio aka non-neutral mentions Bubble size : number of mentions

An example of a comparison of sentiment and volume.

GEO- SEGMENTATION

City Mentions Beijing 152

Shanghai 454

Guangzhou 485

Shenzhen 874

Urumqi 123

GEO- SEGMENTATION

Sentiment within key populations.

CONVERSATION TOPICS ANALYSIS

An example of the topics being discussed online in relation to Hawaii.

hotels  

beach  

shopping  

volcano  

snorkeling  

sports  

cruise  

kayak  

landscape  

culture  

nature  

flights  

food  

-­‐3  

-­‐2  

-­‐1  

0  

1  

2  

3  

4  

5  

40%   50%   60%   70%   80%   90%  

Sen%

men

t  Score  

Sen%mental  Men%ons  

Vertical : sentiment score Horizontal : positive & negative mentions

ratio aka non-neutral mentions Bubble size : number of mentions

COMMUNITY MAPPING

BEIJING SHANGHAI AUCKLAND SYDNEY

www.digitaljungle.com.cn