HTC online strategy
Transcript of HTC online strategy
Innovative Smartphone;
Innovative Online
Strategy
Yuan Chun Hsu, NMDL, 2011
Goals!! Optimize Social Networking Sites:
Facebook, Twitter, YouTube
Increase Sales: Both smartphones (the old product line) and tablets (the new product line)!
Increase customers’ loyalty.
Challenge?? Strong Competitors!
Customers are not loyal…
After monitoring, the main competitors are Apple, Samsung, and BlackBerry
71,297 subscribers
1,003,935 like this
395,951 followers
Now, HTC engaged in developing Social Networking Sites.
Social Media
Improvement! Facebook: More information on
local Facebook page (e.g. HTC USA)
Twitter: Make sure other social media can be found the link of Twitter
YouTube: More interesting videos and give links on Facebook page and Twitter
Google Adwords
It is much cheaper than using traditional media to do advertising.
It is much easier to design a keyword ad than making a commercial or a print ad.
It allows you to monitor your campaign effectiveness in any time.
• Much cheaper!• Much easier!• Monitor the
effectiveness in any time!
Keywords
smartphone
cell phone
mobile phone
tablet
Since the need of tablet is increasing, the searches are high. The tablet product line from HTC is well developed so it might trigger visitors who seek tablet buying HTC products.
Budget
Google Adwords
40%
Facebook20%
YouTube20%
Twitter20%
Adwords $180,000Facebook $90,000
Twitter $90,000YouTube $90,000
___________ONLY $450,000
per year
Unlike traditional advertising, social media cost less but gain more awareness from consumers. Moreover, you can contact with consumers directly and then enhance their loyalty!
The budget includes the personnel expense,
Facebook and YouTube ads, and some other campaigns
expense.
Timeline 6 months
Optimize social networking sites
8 monthsHold campaigns through social media
12 monthsIncrease sales and enhance
loyalty!
Metrics of Success
Monitor the “like” on Facebook, tweet and retweet on Twitter, the number of YouTube channel subscribers. Using Google Alerts to monitor the news releases.