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eddie.choi@frontiersdigital.com | SES HK 2012
The Cookbook OfInbound Marketing
eddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
Source: Google, IAB
eddie.choi@frontiersdigital.com | SES HK 2012
Source: Google, IAB
eddie.choi@frontiersdigital.com | SES HK 2012
Scoping At Store
What sources of information did the consumers seek out to help their purchase decision?
eddie.choi@frontiersdigital.com | SES HK 2012
Sti
mu
lus
FMO
T
SM
OT
Is Customer Journey Linear?
eddie.choi@frontiersdigital.com | SES HK 2012
Pre-Awareness Awareness Consideratio
nPurchase
Post-Purchase
Display Advertising
Video Ads
SEO
SEM
Social Social
Stimulus ZMOT FMOT SMOT
Mobile
eddie.choi@frontiersdigital.com | SES HK 2012
AwarenessInterestDesireAction
Typical Conversion Funnel
eddie.choi@frontiersdigital.com | SES HK 2012
Active Evaluation
Awareness
Awareness
Awareness
Desire > Action
Interest
Activ
e E
valu
atio
n
Widen the brand
choices
Loyalty Loop
Recall the preferential
brand
eddie.choi@frontiersdigital.com | SES HK 2012
Loyalty/CRM
Luxury Goods Sector
Search
eddie.choi@frontiersdigital.com | SES HK 2012
Individuals become more powerful
eddie.choi@frontiersdigital.com | SES HK 2012
People start asking questio
ns
eddie.choi@frontiersdigital.com | SES HK 2012
Questions reveal intent
eddie.choi@frontiersdigital.com | SES HK 2012
Leads become fans
eddie.choi@frontiersdigital.com | SES HK 2012
Fans show affection
eddie.choi@frontiersdigital.com | SES HK 2012
Affection generates business
eddie.choi@frontiersdigital.com | SES HK 2012
Customers become advocate
eddie.choi@frontiersdigital.com | SES HK 2012
Even the farmers have gone social
eddie.choi@frontiersdigital.com | SES HK 2012
Traditional Marketing New Marketing
SHOUT
Collaborate & Create
eddie.choi@frontiersdigital.com | SES HK 2012
Today we don’t find our customers; they will find us.
seo
sem
social media
pr
direct mail
outdoor
tv
WE WWW
Outbound/Reach
Inbound/Intent
eddie.choi@frontiersdigital.com | SES HK 2012
Marketers need new gadgets
eddie.choi@frontiersdigital.com | SES HK 2012
Inbound Marketers(China, Hong Kong, Macao, Taiwan)
eddie.choi@frontiersdigital.com | SES HK 2012
Inbound Marketers(China, Hong Kong, Macao, Taiwan)
eddie.choi@frontiersdigital.com | SES HK 2012
Inbound Marketers(China, Hong Kong, Macao, Taiwan)
eddie.choi@frontiersdigital.com | SES HK 2012
Inbound Marketers(China, Hong Kong, Macao, Taiwan)
eddie.choi@frontiersdigital.com | SES HK 2012
Online consumer journey in China
eddie.choi@frontiersdigital.com | SES HK 2012
Does Social Signal Exist In China?
eddie.choi@frontiersdigital.com | SES HK 2012
Social signal in Baidu is picked up
based on relevancy, time
and the content of the search query. Baidu’s algorithm will determine if
any social content should be inserted in the SERP after
analyzing the search intent of
the query.
eddie.choi@frontiersdigital.com | SES HK 2012
Google CN SERP’s snippet has an inclusion for Baidu Zhidao’s Best Answer
eddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
Baidu brand zone
Sina Weibo inclusion
Baidu media
Advertiser official website
Baidu news inclusion
Pseudo Organic
eddie.choi@frontiersdigital.com | SES HK 2012
Holy
eddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
eddie.choi@frontiersdigital.com | SES HK 2012
Take advantage from Baidu proprietary
content.
eddie.choi@frontiersdigital.com | SES HK 2012
Social
eddie.choi@frontiersdigital.com | SES HK 2012
Social Media PortfolioAuthority Conversation
ValueAmplification
Value
Blogs ★★★★★ ★★★★★ ★★
Social Networking Sites ★★★ ★★★ ★★★★
Microblogs ★★★ ★★★ ★★★★★
Video & Music Sites ★ ★ ★★★
Bulletin Boards & Discussion Forums ★ ★★ ★★★
eddie.choi@frontiersdigital.com | SES HK 2012
Growth Of Weibo Users
Source: CNNIC
eddie.choi@frontiersdigital.com | SES HK 2012
60-days Fans Per Post (Sport)
eddie.choi@frontiersdigital.com | SES HK 2012
60-days Amplification (Sport)
eddie.choi@frontiersdigital.com | SES HK 2012
60-days Fans Per Post (Luxury)
eddie.choi@frontiersdigital.com | SES HK 2012
60-days Fans Per Post (Luxury)
eddie.choi@frontiersdigital.com | SES HK 2012
60-days Fans Per Post (Luxury)
eddie.choi@frontiersdigital.com | SES HK 2012
Best Practice
eddie.choi@frontiersdigital.com | SES HK 2012
Crispin SheridanSenior Director of Search MarketingSES Advisory Board Member
eddie.choi@frontiersdigital.com | SES HK 2012
{The Question}If we use the same keywords in social media activities such as Facebook fan pages, wall posts, links, etc., what kinds of traffic would we see, and would it be valuable traffic?
eddie.choi@frontiersdigital.com | SES HK 2012
{The Plan}The company built a Facebook fan page to target a sample of 16,000 fans. By collecting the top value and highest converting keywords and phrases from organic search efforts, it began creating posts for the Facebook page with those terms.
eddie.choi@frontiersdigital.com | SES HK 2012
{The Result}
Social traffic converts 2.5 times more than the organic search traffic.
eddie.choi@frontiersdigital.com | SES HK 2012
It is a non-line world
eddie.choi@frontiersdigital.com | SES HK 2012
Singaporean concerns of health issue in 12 months
eddie.choi@frontiersdigital.com | SES HK 2012
Age 18 - 30 Age 31 - 50 Age 51 - 651,219,960 943,200 198,760
112,600 Target Audience
Singaporean Social Profile On Facebook
eddie.choi@frontiersdigital.com | SES HK 2012
Content, Content, Content
eddie.choi@frontiersdigital.com | SES HK 2012
Benchmarking content inventory.
Find out the publishing frequency & the degree of relevancy. Collect insights and attributions via various sources, especially via search engines for semantics.
eddie.choi@frontiersdigital.com | SES HK 2012
Monitor and take notes on the competitors’ copywriting.
Collect insight from web analytics, setup social segment, monitor the life cycle of Weibo.
Combine all the above and visualize them for a journey of ZMOT.
eddie.choi@frontiersdigital.com | SES HK 2012
Done!linkedin.com/in/eddiechoi
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