Haier Group is a Chinese multinational consumer electronics and home appliances company.Similar to Samsung & LG.

1. Haier Growth Proposal
Please view in presentation mode

2. Growth Strategy Framework
Goal
Presence
Influence
Sentiment
Virality
Platform
Search Media
Bought Media
Social Media
Mobile Media
Own Media
Launch
Story
Web
Apps*
Communities
Engage
Engagement
Timeline
Seeding /
Blogger
Outreach
Evangelizing /
Thought
Leadership
Consistency
Evaluate
Matrices
Measure
Feedback
Loop
Tweak

3. Our Approach to the Growth Framework –
an example of how it could look
Landing Pages
[Maximise
Engagement]
Inbound
Marketing
[Earned Media]
Outbound
Marketing
[Paid Media]
Distribution
SEO
BLOG
SOCIAL
PR
EMAIL
WEBINAR
FAQs
INFOGRAPHICs
Mobile
Distribution
SEM
DISPLAY
EVENT
SOCIAL ADS
INTERACTIVE
VIDEO
Programmtic
Mobile
Distribution:
Email
Distribution:
In-App
Goal:
Awareness
Tools
Google Analytics
Quantcast
Crazy Egg
Optimizely
Goal :
X Amount of new
customers
Tools
Google Analytics
MixPanel
Crazy Egg
Optimizely
Goal :
Industry Plaudits
Tools
Kissmetrics
MixPanel
Crazy Egg
Optimizely
Hypothesis-Experiment-Learn-Repeat

4. For Haier, Branded Entertainment +
Creative Story + Content Strategy [next slide]
•A multimedia ad campaign about : How do
you say “Haier” for example. Brand team
may have something to say about it
though!
•Could use humour.
•Point is for people to remember the ads
and share and discuss.
•Multichannel distribution of branded
content

5. Customer is King, Content is too!

7. Deliverables
1. Social Media Content / Asset Strategy
1. Social Media Scenario Planning / Editorial
Tone
1.A
Needs Analysis
1.A.1
Response
Grid
1.A.2
Snippets
Definition
1.A.3
Process
Modelling
BAU &
Crisis
1.B
Blog
Content
1.B.1
Blog
Editorial
Calendar
1.C
Community
Management
1.C.1
Key
Blogger
Voices
Engageme
nt
1.C.2
Social
Media
Editorial
Calendar
1.C.3
Fans
Acquisition
1.C.4 Press
Releases
Tech
Journalists
2. Social
Media
Monitoring
2.A
KPI
Definition
2.A.1
Evaluation
of
Conversati
ons
3.Social
CRM
3.A
Email
Marketing
3.A.1
Lead to
Prospect
3.A.2
Prospect
to
Customer

8. 2. Blogger + Vlogger + Journalist
Mining
• Focus on
Segments
who publish
content on
Electronics,
White goods
etc

9. 2a. Blogger + Vlogger + Journalist
Outreach & Engagement – Purchase
“Pay for
content”. This
slide in relation
to paying for
content that is
ABOUT Haier
Sponsored
Content
Branded
Entertainment
Product
Integrations
Product
Placement

10. 2b. Blogger + Vlogger + Journalist
Outreach & Engagement – Nurture
• Seeding & Loan programs e.g. loan of a Haier
TV installed for publishers to review
• Bloggers & Vloggers have the same issue as
everyone else. They need to produce content!
• If they receive packs that help them produce
content, they will happily review your product
or talk about it.
• Having an engagement process will result in
positive response

11. Product “Hacking”

12. Deliverables 3. In-Site or In-App
Analysis & Marketing Automation
Using MixPanel
advanced analytics we
will set up Events.
Then using
segmentation, funnel
analysis, cohort analysis
& more we will analyse
user behaviour to use
trigger / event based
automated
communications to
convert more users,
retain more users and
encourage referral

13. Data & Analytics
Micro-Optimisation. For every touch-point in
the Persuasion & Sales funnels, Identify,
Benchmark, Target, Optimise [IBTO] metrics
with the view that each metric contributes to a
conversion. [above are examples only, some may not be relevant to]

14. Data & Analytics – Command Centre

15. Search

16. Deliverables
5. Bought & Search Media Content /
Asset Strategy
1. Bought & Search Media Scenario Planning &
Editorial/ Creative Tone
1.A
Programmatic Media &
TouchPoint Planning
1.A.1
Display,
Mobile &
Social Ad
Network
Selection
1.A.2
Audience
Analysis &
Targeting
1.A.3
Media Buying
&
Optimisation
1.B
Bought Media
Content
1.B.1
Bought Media
Comms
Calendar
1.B.2 Assets &
Communicati
ons Creation
1.C
Search Engine
Optimisation &
Management
1.C.1
Keyword
Planning
1.C.2
Keyword
Optimisation
1.C.3
Close
integration
with Social
2. Bought
Media
Monitoring
2.A
KPI
Definition/
Tagging
2.A.1
Evaluation of
Conversion

17. 6. Search Engine Optimization Strategy
• Chart on the right reflects todays Search behaviours. Its not just
Google & Bing that people find content by or do research;
• The relationship between Content, Social & SEO has never been as
inextricably linked as it is today. Our foundation for SEO is built on
multiple types of content and assets [see slides 6,9,11] &
distribution of content across all available channels.
• Traditional Search Engines – Using“White Hat” tactics for Google,
Bing, Baidu etc for
– link building,
– website code & CSS
– Meta tags optimisation – traditional, Open Graph, G+ Authorship
– Using latest Google SEO ranking factors as a checklist [see here] and
ensuring compliance
• Social Media – Facebook, LinkedIn, Twitter, Google+, Qzone, Tencent,
Sina Weibo, RenRen etc, Blogging & Influencer Outreach
– Distribution of content on social networks managed via strict editorial
calendars & process. Process to include scenario planning, persona
planning & needs analysis which in turn informs content /editorial
strategy
– Driving of engagement, conversation and sharing on social networks
involving active community management
– Verified Google+ Authorship for Brand & Key NS management
– Active Blog content and thought Leadership on own blog and guest blog
– Identification of Key “Voices” and Authority as part of Influencer
Outreach & engaging with them to like, tweet , share & +1
• Images & Video Networks
– Meta Tag optimisation
– Active distribution of content and community management
• Device and Mobile Search
– Device optimised content
Location/
Mobile
Search Engine
Social
Networks
Bookmarking
Sites
Device
Based
Images &
Video
Ecommerce
Sites
TAOBA
O
Group
on
Group
on
Google+
Local
Facebook
Places
Go
ogl
e
Yand
ex
Yaho
o
Baid
u

18. 6. Search Engine Optimization Strategy –
Technical tweaks

19. 8. Tiered Content Distribution – Social
Bookmarking
• Bookmarking will play an active part of our
SEO plan
• Bookmarking is a great technique to get traffic
to a website, social bookmarking also helps to
get traffic to a website’s internal pages. It is a
white hat SEO technique. We will utilise high
PR sites for bookmarking e.g. Delicious,
Reddit, Digg, Stumbleupon & more. Dropping
a website’s signature there can also get more
traffic.
• Social bookmarking sites can be crawled and
indexed by the Search Engines whereas most
social media platforms like Facebook and
Twitter are not usually indexed and links are
no followed. SEO & bookmarking strategy will
be very closely linked to our blogging and
social media strategy and is a major
component of the content strategy where we
will be regularly adding original content and
distributing via bookmarking sites.
Select High PR
sites
Original Blog
Content
Variation in
Bookmark Titles
Unique
Descriptions
Use related Tags
contextually
Equal distribution
NoFollow /
DoFollow
Not too many
links from one
site
Limited backlinks
in specific period

20. Press Release Distribution

21. 7.Unlimited Press Release Distribution
We will post unlimited SEO press releases to reach U.S. audiences. Your news release will
go to news aggregators, news curators, search engines, blogs, social news networks,
news alerts systems via XML, RSS feeds. See example online distribution points where
your press releases are published below. Approximately 1500 sites.
These are HIGH VOLUME LOW QUALITY. Primary benefit is SEO links.

22. 9. Unlimited Press Release Distribution
to News Desks
• NewsDesk Media List maintenance and build
to major news publications in UAE. Maximum
100 publications

23. Deliverables
10. Own Media Content / Asset Strategy
1. Own Media Scenario Planning /
Editorial Tone
1.A
Needs
Analysis
1.A.1
Journey Planning
1.B
WebSite Content
1.B.1
Website Editorial
Calendar
1.B.2
New Pages &
Assets built for
A/B testing
1.B.3 Google
Webmaster Tools
2. Own
Media
Monitoring
2.A
KPI
Definition/
Tagging
2.A.1 Evaluation
of Behaviour
A / B Tests
3.Web & App CRM
3.A
Email Marketing
3.A.1
Lead to Prospect
3.A.2
Registered &
Active Users/
Trigger & Event
Based

24. Mobile

25. Deliverables Own Media
4. Mobile App Store Distribution / Optimisation
iOS App Store Google Play
On-Page Keyword
Research/
Optimisation
On-Page Icon/
Screenshot
Optimisation
On-Page Video
[YouTube]
On-Page
Leverage Google
Plus
On-Page Reviews
Management
Product: App
Indexing [KitKat
onwards only]
Product: Push
Notifications
Product: A/B
Testing
Windows Mobile
Develop a Mobile App as an engagement vehicle
On-Page Keyword
Research/
Optimisation
On-Page Icon/
Screenshot
Optimisation
On-Page Video
[iOS 8 onwards]
On-Page Reviews
Mining
Product: App
Indexing [iOS
coming soon]
Product: Push
Notifications
Product: A/B
Testing
On-Page Keyword
Research/
Optimisation
On-Page Icon/
Screenshot
Optimisation
On-Page Reviews
Mining
Product: Push
Notifications

26. Deliverables
10. Own Media Responsive Mobile Site Design
Web
Mobile

27. Deliverables
10. Own Media Responsive Mobile Site Design
Web
Mobile

28. 11. A/B Testing: On Page Optimization
or In-App features testing – possible
experiments
• Hypothesis-Experiment-Learn-Repeat approach. Constant optimisation & analysis using A/B testing
– Copy -Test Headline size and copy – does headline match message they saw on journey to page?
• Long vs short
• Positive or negative
• Benefits vs Features
– Creative -Test different images / banners : lifestyle vs. aspirational vs. Functional,
– Form Tests
• Number of fields
• Position of form
• With or without directional cues
– Cookie based tests
– Test different tag lines
– Test different colours for buttons
– Test different size for buttons; test with or without directional cues
– Test image vs. video
– Test header menu with and without
– Test with client info and testimonials on and off. Test diff. Testimonials
– Test different Calls to action sign up now vs. buy now e.g.
– Test using product Logos / icons vs. just text
– Test and Segment by traffic source. E.g. Social media traffic send to different version of page vs. email traffic
– Test and Segment by user type e.g. New visitor vs. returning visitor. Tablet visitor vs. desktop
• Use of dedicated tools like Optimizely, Unbounce, KissMetrics
• Conduct Usability tests with actual users on site Information Architecture.
– Test different page layouts against each other
A:
Positive
Uplift
B:
Negative
Outcome

29. 12. Programmatic Bought Media
Marketing Campaign
• We can plan, deploy and
optimise a Acquisition, Brand
and Retargeting campaigns
using the power of real-time
bidding across display, mobile,
social and video ad networks
• Regardless of number of
countries, costs are based on
your total media spend with
publishers.
• Process for this particular
platform would be
– Place Audience Insights Tag on
site
– Create and filter custom
audiences [Plan]
– Identify Audience segments
and target across channels OR
create audience extension from
existing consumers [Plan]
– Prepare creative [Haier] and
launch campaign
[GrowthHakka] [Deploy]
– Optimize and validate

30. Credentials
SEO / SEM Social Media Optimisation
Campaigns
executed by
Zohe Mustafa
NOT Growth
Hakka
Campaigns
executed by
Zohe Mustafa
NOT Growth
Hakka
Campaigns
executed by
Zohe Mustafa
NOT Growth
Hakka

31. Credentials
Strategy / Plan Build Run

32. Zohe Mustafa Profile
• at800 - Social Media Communications & Customer Service, Strategy, Design, Build & Run -
Defining and setting up of operating model, scenario planning [across comms & customer
service], need analysis and subsequent response grid for canned response / snippets
definition and then activation, process modelling [business as usual and crisis planning],
social channel selection, tone of voice, volume and resource planning, social media
management tools / software selection and setup / implementation, call centre integration,
rules of engagement and workflow between marketing / customer service, monitoring and
evaluation of brand related conversations on social media, KPI definition and measurement.
Ongoing community management. Blogger outreach;
• at800 – Digital advertising lead across Search, Display, Mobile & Social Media
• Accenture - Mobile Content Portfolio analysis & Content Strategy project for Nokia. This
project defined new mobile content vertical strategy & recommendations for Nokia’s
Windows Phone devices.
• Accenture – Digital Marketing Strategy & Consumer Journey Strategy for clients such as
MTN, Sky, O2
• Nokia - Responsible for multiple Mobile Apps campaigns driving over 10M+ downloads.
With one campaign delivering over 5M downloads alone. Managed & launched multiple
awareness, adoption & transactional campaigns for mobile content & devices whilst also co-
marketing with operator, apps & content partners;
• Nokia – Major contributor to Apps CRM strategy & campaigns to cross sell & upsell apps.
• Nokia - Major contributor to Developer Marketing Strategy
• Virgin Media - Responsible for driving, maintaining & increasing online sales & acquisition in
one year to 451,200 sales via Search, Display, & Affiliates. Achieved Monthly ARPU of Cable
Customer (Broadband, TV, Phone) £254. Monthly ARPU of Mobile Customer £17.
206,000 mobile orders x £17 ARPU = £3,510,500 Revenue
201,278 broadband/TV orders x £254 ARPU = £51,124,713 potential Revenue
108,420 broadband/TV orders actually converted to installs x £254 ARPU =
£27,538,680 Revenue
Total Revenue Generated Mar 07 - Mar 08 = £31,049,180
Relevant Experience
• Bought Media Planning & Buying
• Growth Hacking
• Social Media Marketing
• Search Engine Marketing
• CRM & Email Marketing
• Web & Mobile Design, Build & Run
Functional Expertise
7 years working with Digital [Media]
Services for QVC [TV shopping], Virgin
Media [broadband, mobile, digital TV],
Nokia [mobile apps/content, music,
games, maps, email], Accenture [mobile
apps/content for telco/tech clients],
Royal Mail [digital stamps], at800 [mobile
4G].
13 years working in Retail [E-commerce,
M-Commerce, In-Store] for EpicHeroes,
QVC, Virgin Media, Nokia & Royal Mail
7 years working in Telecommunications companies for Cable & Wireless,
Virgin Media, Nokia, Accenture [telco clients] & at800
A digital communications, ecommerce & through the line [ATL|BTL],
multichannel marketing specialist with 14 years experience in the
management of marketing projects for blue chips & start-ups. An
innovative & progressive approach to conception, development &
implementation of strategic marketing plans & product lifecycle across
bought, owned & earned media.
A "Growth Hacker" / " Marketing Technologist “ i.e. a hybrid background
of web/software development [coder] & sales & marketing. Due to my
technical skills always looking to either directly or indirectly implement
features into content / products from the ground up that facilitate
marketing efforts such as A/B multivariate testing and insight gathering
Digital:- 14 years of digital marketing such as PPC, SEO, UGC, Affiliate, Data
feeds, Display, Mobile, SMS, Email, Social Media & Viral marketing, & CRM
to drive sales/downloads, traffic & awareness.
Profile Overview

33. • Ideally would like to use specialist software
tools [All low cost]
• Discussion needed on technical aspects and
costs
– Geckoboard
– Apptimize
– Optimizely
– Unbounce
– KissMetrics
– MixPanel
– Distimo
– AppAnnie
– Flurry
– HootSuite / ExactTarget
– Sysomos or Radian 6
Appendix B: Tools required