2. Background
Player: Hong Kong Tang Tang Dessert
Overview
1 year old
3 Stores
1 Official Weibo
0 Official Website
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Background

3. What are our goals?

4. soc
Overview Goal-driven ApproachGoal-driven Approach

5. Who are our
target customers?

6. Inactive
Customer
Overview Customer segmentation
Potential
Customer
Customer segmentation

7. How we are going to
achieve our goals?

8. Overview Digital relevance map
Awareness Explore Decision Purchase
Desired
Actions
Be interested
Arouse brand
recognition
Know more
Strengthen impression
Build trust
Purchase desire
Develop preference
Click the Groupon
button
N/A
Goals Kill time
Probe deeply into the
content
Curious about website
Cheap/Convenient/
Easy purchase
Activities
Relevant
&interesting
Brand story
Product&Store
information
Discount
information on the
website
KPD
Easy Links to
website
Attractive topics
Attractive pictures+price
+story
Store location
Groupon Link
Clear category
"Groupon" Button
Assumptions Promotion
User-friendly
Informative
"HK小唐唐" is a
good choice
Digital relevance map

9. Overview Digital relevance map
Desire Search Explore Comparison Purchase
Desired
Actions
Type relevant
keywords into
search engine
Click through
Brand awareness & be
interested
Strengthen
impression
Arouse purchase
Intention
N/A
Goals
Delicious & cheap
dissert
Convenient location
Know more
about the brand/
product
Look for more
information
Economical
purchase
Benefit
maximization
Activities Offline promotion
SEO
Well designed
website
Post detail
information on the
website
Groupon
information
Links
KPD
High-ranked
website index
Attractive
landing page
and frames
Attractive pictures
information Specific
guidance to stores
Links to Groupons
Clear category
information
(CTA)
Assumptions
Official website can
be identified easily
User friendly &
informative &
impressed
Believe the brand is
trustworthy
HK 小唐唐 is a
best choice

10. How we are going to
measure our results?

11. • Website traffic
• Weibo impression/
followers /interaction with
followers
• Conversion to Groupon
Overview MetricMetric

13. Social Media!
Optimization

14. Brand
recognition
CRM
Sina Weibo Goal
• Brand recall
• Products
Information
• Website visits
• Q&A
• Interaction
Goal

15. Brand :
Forwarding amount
Comment amount
New followers amount
Visitors amount
Sina Weibo KPI
Influence :
Exposure/ 8
Weibo clicks
KPI

16. Sina Weibo In-Depth Interview
Persona
Linda
80s
Chong
Qing
Information 12:30
19:30
21:30
Tuesday
To
Thursday
In-Depth Interview

17. #Travel in hk# 7
Sina Weibo
#你所不知道的甜品君們# 9
#賣萌求關注# 16
#水果養生知多少# 5
#重慶吃喝玩樂# 8
Others 9
TryingTrying

19. No Interaction
No New Fans
No Like
No one KNOWS
our WEBSITE!

20. Links: Coupon&Web
Sina Weibo Optimization
Interactions
Hot topics
1.Found their interests(back-end data)
2.Add relevant contents
3.Stay fresh and active
Optimization

21. Sina Weibo NowNow
0 11 21
3 12 25
0 14 35
0 39 42
1 11 6
0 454 2345.7

22. Website!
Optimization

23. Goal:
Brand awarenessàLong-term: sales
Building Website Goal&KPIGoal&KPI
KPI:
Visits, Unique visitors, Time on site,
Page depth

24. TatgetingTatgetingBuilding Website
University Students in Chongqing
Promotion Channels:
Content on the Website:
Refer to other
dessert websites,
not so targeting
Wifi, Group
Purchase, etc.

25. Start :Nov.13Building Website
• Domain Name & Launch the Website
• Google Analytics
Start :Nov.13

26. SEOBuilding Website SEO
• Technical Strategy
URL structure: www.hktangtangdessert.com
• Content Strategy
Title, Meta Description, Meta Keywords,
Image-based text
• Linking Strategy & Social Strategy
Weibo, Dazhong Dianping

27. Nov. 22: Google Organic Search
SEOBuilding Website

28. Op'miza'on…
SEO

29. Website optimization SEO
• Keywords
• Google+

30. Customer Survey
SEOWebsite optimization

31. AcquisitionAcquisitionWebsite optimization

32. AcquisitionWebsite optimization

33. AcquisitionWebsite optimization

34. DevicesDevicesWebsite optimization

35. Behavior FlowBehavior FlowWebsite optimization

36. Behavior FlowWebsite optimization

37. PagesPagesWebsite optimization

38. Nov. 30：Google Organic Search
SEOWebsite optimization SEO

39. Google Analytics Nov.
30
SEOWebsite optimization

41. Weibo:
Campaign[coupon,lucky draw]
Wechat:
electronic vip card
pay on mobile
LBS promotion
Renren.com
Forum+DP.com：
We still need WOM!! (long-term)
Future optimization CRMCRM

42.
Website:
updating content
mobile version
SEM:
Baidu
Brand “personality”:
吃不胖的甜品
Future optimization BRANDBRAND