Are you using your data efficiently?
Do you want to go beyond standard WeChat KPIs like reach and fan acquisition, and start measuring engagement and conversion?
Do you want to start optimizing your WeChat performance and start driving business results more effectively?
Are you curious about WeChat analytics, both in terms of tools and applications?
Are you looking for a one-stop solution to auditing your Wechat performance and getting an actionable strategy for optimization?
fifty-five & Madjor uncover how data can be interpreted to help inform, audit and optimize your WeChat strategy.
How to have better relation with ChatGPTAli Tavanayan
Slides from the Session 3 of the Vancouver ChatGPT Experts meetup group.
This is level 100 (Basic) content about how to make prompts and take advantage of ChatGPT in different areas.
ChatGPT is a natural language processing model developed by OpenAI that can generate human-like text in response to user inputs. The document discusses ChatGPT's capabilities and limitations, including its applications in areas like customer service, education, and entertainment. However, the document also notes that ChatGPT is still undergoing training, its responses may be inaccurate at times, and it cannot match the emotional expressiveness of human interactions.
How to have better relation with ChatGPTAli Tavanayan
Slides from the Session 3 of the Vancouver ChatGPT Experts meetup group.
This is level 100 (Basic) content about how to make prompts and take advantage of ChatGPT in different areas.
ChatGPT is a natural language processing model developed by OpenAI that can generate human-like text in response to user inputs. The document discusses ChatGPT's capabilities and limitations, including its applications in areas like customer service, education, and entertainment. However, the document also notes that ChatGPT is still undergoing training, its responses may be inaccurate at times, and it cannot match the emotional expressiveness of human interactions.
Social Restart 2023: Karolína Kachyňová - Jak získávat zákazníky pomocí profi...Taste
Chcete se naučit, jak získávat klienty nebo zákazníky skrze obsahový marketing? Díky mé strategii "profilového trychtýře" jsem už pomohla nakopnout podnikání nejen sobě, ale také více než 250 klientům z nejrůznějších oborů. Povím vám, jak ze svého profilu udělat prodejní trychtýř, díky kterému vybudujete komunitu potenciálních zákazníků bez drahé reklamy nebo přidávání příspěvků každý den.
This document discusses user experience (UX) design. It defines UX as encompassing all aspects of a user's interaction with a company, its services, and products. The history of UX is discussed, noting that Donald Norman popularized the term in the 1990s to be more encompassing than human interface and usability. UX collects all design aspects and usage, while UI focuses on visual design. UX design is about creating products that are useful, user-friendly, and pleasant to interact with. Various UX methods like usability testing, card sorting, and A/B testing are discussed to help achieve these UX goals.
최근 광고·미디어 산업에 새로운 변화의 물결이 일렁이고 있습니다.
생성형 AI와 같은 신기술의 도입으로 광고의 패러다임이 변화하고 있으며,
경기 침체와 쿠키리스 상황에서 수익성을 높이기 위한 기업들의 움직임도 분주하기 때문입니다.
격변하는 환경에 빠르게 적응한 기업만이 새롭게 재편된 시장을 주도할 것입니다.
이번 보고서는 2024년에 광고·미디어 산업에서 주목할 만한 주요 이슈 5가지를 선정하여,
기업들의 현황과 생존 전략을 중심으로 미래를 전망해 보고자 합니다.
-
1. 거칠게 밀려오는 큰 파도 GENERATIVE AI
2. SNS에 퍼지는 유료화 물결 SNA(Subscription No Ads)
3. 광고 미디어로 부상하는 OTT
4. 변화의 물결에 올라탄 CTV & pDOOH
5. 새로운 활로를 개척하는 E-COMMERCE
With 2021 coming to an end, 2022 is poised to be an important year for Metaverse. There are dozens of Metaverse on the market and it can be difficult to tell which is a good project. Therefore, visionary entrepreneurs have already developed many Metaverse projects and these projects are attracting great attention.
Demystifying SEO Investments: Expert Advice On What CMOs Can ExpectSearch Engine Journal
Wondering if SEO is worth your time and money?
Wouldn't it be great if you knew exactly how your SEO initiatives enhanced your business?
A solid understanding of how your search investments will impact performance and your bottom line will help you uncover the best ways to invest in the future.
Join our upcoming webinar to discover what business benefits can be uncovered from certain SEO activities, giving you the power to see your investment’s true worth.
You’ll learn:
- How to invest in content and know the expected return.
- Why you should also invest in the technical aspects of SEO.
- How to assess the effectiveness of authority signals.
Find out how to understand the true worth of your SEO strategies with Wayne Cichanski, VP of Search & Site Experience at iQuanti.
Learn how to gauge which SEO strategies are worth your time and money, and steer your organization toward the right paths to growth.
Hacking GA4 for SEO - Brighton SEO - Apr 2023Nitesh Sharoff
The document discusses tips for using Google Analytics 4 (GA4) for SEO purposes. It provides 8 tips: 1) Enable Search Console collections within GA4, 2) Customize the GA4 navigation, 3) Enrich data with event parameters, 4) Set up custom alerts for traffic changes, 5) Track speed metrics with Google Tag Manager, 6) Monitor conversions in content funnels with audiences and triggers, 7) Improve channel groupings, 8) Export raw data from GA4 to BigQuery for further analysis. The tips are aimed at helping SEO professionals gain more insights from behavioral data and track key performance metrics within GA4.
This document discusses sustainable livelihoods and monitoring. It defines sustainable livelihoods as a system that collects and shares information on resources and activities to help people and get feedback from them. It lists the objectives of monitoring sustainable livelihoods as assessing resources and activities, examining issues, evaluating progress, and sharing information. It also provides details on methodology, indicators, roles and types of monitoring.
Web Analytics is a technique that you can employ to collect, measure, report, and analyze your website data.
One of the widely used Web Analytics is Google Analytics.
Google Analytics takes minutes to learn but years to master.
Objectives of today’s study to get started with Google Analytics:
> Creating a Google Analytics Account
> Placing Google Analytics on one’s Website
> Obtaining Clean Data on one’s Website
> Setting goals for one’s Website
> Analyzing Content Performance
> Tracking SEO Results in Google Analytics
> Tracking Social Media Activity on one’s Website
> Creating Custom Dashboard for the Business
> What else can you do with Google Analytics?
WTSFest 2023 - Data Storytelling, Lazarina Stoy. (3).pdfLazarinaStoyanova
Presentation for WTSFest 2023 on Data Storytelling by Lazarina Stoy.
This presentation will give you all the information you need to get started with data storytelling, including going into the elements of data storytelling, how to get started, and best practices.
Watch the video: https://www.youtube.com/watch?v=WkzYyKwPuYo
Read the blog posts:
1️⃣ Part I goes into Elements, skills, and components of action-provoking data stories. https://lazarinastoy.com/ultimate-guide-to-data-storytelling-for-marketing-and-data-consultants/
2️⃣ Part II goes through six practical ways to Implement Data Storytelling in your Consulting. There you'll find actionable examples, tips, and best practices for implementing data storytelling. https://lazarinastoy.com/six-practical-ways-to-implement-data-storytelling-in-your-consulting/
PPC Restart 2022: Lucie Hvězdová - Case study: Jak využít Zboží.cz na maximumTaste
Jak mohou inzerenti optimalizovat kampaně na Zboží.cz? Praktická case study, jak využít nové možnosti pro posílení prodeje či získání více konverzí a zákazníků na Zboží.cz.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
400 Million users - 52 Million out of Greater China -11 Languages available - 20 Countries. More than 85% of Chinese Smartphones go it installed.
Average user checks every 6 minutes. Why Wechat?
Social Restart 2023: Karolína Kachyňová - Jak získávat zákazníky pomocí profi...Taste
Chcete se naučit, jak získávat klienty nebo zákazníky skrze obsahový marketing? Díky mé strategii "profilového trychtýře" jsem už pomohla nakopnout podnikání nejen sobě, ale také více než 250 klientům z nejrůznějších oborů. Povím vám, jak ze svého profilu udělat prodejní trychtýř, díky kterému vybudujete komunitu potenciálních zákazníků bez drahé reklamy nebo přidávání příspěvků každý den.
This document discusses user experience (UX) design. It defines UX as encompassing all aspects of a user's interaction with a company, its services, and products. The history of UX is discussed, noting that Donald Norman popularized the term in the 1990s to be more encompassing than human interface and usability. UX collects all design aspects and usage, while UI focuses on visual design. UX design is about creating products that are useful, user-friendly, and pleasant to interact with. Various UX methods like usability testing, card sorting, and A/B testing are discussed to help achieve these UX goals.
최근 광고·미디어 산업에 새로운 변화의 물결이 일렁이고 있습니다.
생성형 AI와 같은 신기술의 도입으로 광고의 패러다임이 변화하고 있으며,
경기 침체와 쿠키리스 상황에서 수익성을 높이기 위한 기업들의 움직임도 분주하기 때문입니다.
격변하는 환경에 빠르게 적응한 기업만이 새롭게 재편된 시장을 주도할 것입니다.
이번 보고서는 2024년에 광고·미디어 산업에서 주목할 만한 주요 이슈 5가지를 선정하여,
기업들의 현황과 생존 전략을 중심으로 미래를 전망해 보고자 합니다.
-
1. 거칠게 밀려오는 큰 파도 GENERATIVE AI
2. SNS에 퍼지는 유료화 물결 SNA(Subscription No Ads)
3. 광고 미디어로 부상하는 OTT
4. 변화의 물결에 올라탄 CTV & pDOOH
5. 새로운 활로를 개척하는 E-COMMERCE
With 2021 coming to an end, 2022 is poised to be an important year for Metaverse. There are dozens of Metaverse on the market and it can be difficult to tell which is a good project. Therefore, visionary entrepreneurs have already developed many Metaverse projects and these projects are attracting great attention.
Demystifying SEO Investments: Expert Advice On What CMOs Can ExpectSearch Engine Journal
Wondering if SEO is worth your time and money?
Wouldn't it be great if you knew exactly how your SEO initiatives enhanced your business?
A solid understanding of how your search investments will impact performance and your bottom line will help you uncover the best ways to invest in the future.
Join our upcoming webinar to discover what business benefits can be uncovered from certain SEO activities, giving you the power to see your investment’s true worth.
You’ll learn:
- How to invest in content and know the expected return.
- Why you should also invest in the technical aspects of SEO.
- How to assess the effectiveness of authority signals.
Find out how to understand the true worth of your SEO strategies with Wayne Cichanski, VP of Search & Site Experience at iQuanti.
Learn how to gauge which SEO strategies are worth your time and money, and steer your organization toward the right paths to growth.
Hacking GA4 for SEO - Brighton SEO - Apr 2023Nitesh Sharoff
The document discusses tips for using Google Analytics 4 (GA4) for SEO purposes. It provides 8 tips: 1) Enable Search Console collections within GA4, 2) Customize the GA4 navigation, 3) Enrich data with event parameters, 4) Set up custom alerts for traffic changes, 5) Track speed metrics with Google Tag Manager, 6) Monitor conversions in content funnels with audiences and triggers, 7) Improve channel groupings, 8) Export raw data from GA4 to BigQuery for further analysis. The tips are aimed at helping SEO professionals gain more insights from behavioral data and track key performance metrics within GA4.
This document discusses sustainable livelihoods and monitoring. It defines sustainable livelihoods as a system that collects and shares information on resources and activities to help people and get feedback from them. It lists the objectives of monitoring sustainable livelihoods as assessing resources and activities, examining issues, evaluating progress, and sharing information. It also provides details on methodology, indicators, roles and types of monitoring.
Web Analytics is a technique that you can employ to collect, measure, report, and analyze your website data.
One of the widely used Web Analytics is Google Analytics.
Google Analytics takes minutes to learn but years to master.
Objectives of today’s study to get started with Google Analytics:
> Creating a Google Analytics Account
> Placing Google Analytics on one’s Website
> Obtaining Clean Data on one’s Website
> Setting goals for one’s Website
> Analyzing Content Performance
> Tracking SEO Results in Google Analytics
> Tracking Social Media Activity on one’s Website
> Creating Custom Dashboard for the Business
> What else can you do with Google Analytics?
WTSFest 2023 - Data Storytelling, Lazarina Stoy. (3).pdfLazarinaStoyanova
Presentation for WTSFest 2023 on Data Storytelling by Lazarina Stoy.
This presentation will give you all the information you need to get started with data storytelling, including going into the elements of data storytelling, how to get started, and best practices.
Watch the video: https://www.youtube.com/watch?v=WkzYyKwPuYo
Read the blog posts:
1️⃣ Part I goes into Elements, skills, and components of action-provoking data stories. https://lazarinastoy.com/ultimate-guide-to-data-storytelling-for-marketing-and-data-consultants/
2️⃣ Part II goes through six practical ways to Implement Data Storytelling in your Consulting. There you'll find actionable examples, tips, and best practices for implementing data storytelling. https://lazarinastoy.com/six-practical-ways-to-implement-data-storytelling-in-your-consulting/
PPC Restart 2022: Lucie Hvězdová - Case study: Jak využít Zboží.cz na maximumTaste
Jak mohou inzerenti optimalizovat kampaně na Zboží.cz? Praktická case study, jak využít nové možnosti pro posílení prodeje či získání více konverzí a zákazníků na Zboží.cz.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
400 Million users - 52 Million out of Greater China -11 Languages available - 20 Countries. More than 85% of Chinese Smartphones go it installed.
Average user checks every 6 minutes. Why Wechat?
WeChat is a free messaging service from China that gains popularity rapidly. Besides standard features It includes voice messaging and videochat. By doing an search online, this slidedeck was made to answer the question what WeChat is and how companies can effectively use this service.
Sources:
http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/
http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-brands/38568/
http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies
http://bigblueball.com/im/top-10-instant-messaging-apps/
www.wechat.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-the-future-of-communications/
http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-marketing/
http://www.digitaljungle.com.cn/wechat-marketing-service
http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/
http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/
For the first time, WeChat has opened its books and shared some very interesting data from its home market. This is an English translation of the original Chinese deck released Jan 27, 2015.
WeChat is the key to unlocking Content x Commerce in China.
We look into WeChat to better understand the; (1)The Overall Ecosystem, (2)Audience paths for brands ...AND (3)How Content (social media) and Commerce come together.
Includes some examples by industry of branded accounts - specifically for travel/tourism, retail and health.
Updated June 2015:
A brief introduction to China's hottest social media platform - WeChat (Weixin) - with insights, case studies and analysis for brands.
Includes latest data on registered users and active users and comparisons to Weibo.
Provides information on user profiles and case studies for brands who have successfully used WeChat, including; Burberry, Coach, Tesla, China Southern Airlines, Xiaomi, Glico, Cadillac, Tencent, Olay, La Perle, Zanadu, Star Wars and BMW.
Outlines SIX ways for brands to use WeChat effectively:
1. Creating Branded Accounts
2. Micro-Contents (regular engagement)
3. For Customer Service/Loyalty
4. Driving O2O and Location Based Social
5. For Ecommerce (Sales)
6. Through "push" advertising
2017 projects to be a year where social and content marketing make a major leap forward. Social is swiftly moving into the center of marketing plans for brands in China.
In 2016, there were a number of important developments that inform the year ahead, including; the rapid emergence of live video, further integration social with ecommerce, and increased investments into social ads and KOLs.
In this social marketing preview of 2017, we have highlighted 10 trends that will prove to be critical for marketers. The trends represent the most current conversations taking place with brands and agencies in China.
These trends are placed in the context of China as a digital-first market - with hot competition between Alibaba and Tencent for dominance.
This document provides 10 tips for brands using WeChat official accounts to build audiences. The tips include making headlines count, segmenting audiences, increasing relevance of content, being more compelling, providing incentives and rewards, using more visual storytelling, linking to other social media, inviting guest editors, turning questions into content, and creating content on location. It emphasizes the importance of high-quality, relevant, visual content that engages audiences and drives action. It also recommends tools like CMS/CRM systems to better segment and target audiences with customized content.
WeChat is China's dominant social media platform with over 570 million daily active users, serving as an "ecosystem" where people can communicate, access services and information, make payments, and integrate many aspects of daily life entirely within the WeChat app. The document outlines examples of how brands can connect with users on WeChat throughout a sample day, from using voice assistants in the morning to ordering food delivery, accessing entertainment, and socializing in the evenings. It emphasizes integrating online and offline experiences, using mini-programs, and providing useful services to build loyalty and drive sales within WeChat's massive built-in audience.
WeChat is a Chinese social messaging app that allows users to message friends, play games, use tools and find new opportunities for social networking and entertainment. It was created by Tencent, one of China's largest internet companies known for QQ. WeChat is free to use with in-app purchases and can work across iOS, Android, Windows Phone, Symbian and BlackBerry devices. By 2015, WeChat had over 549 million users worldwide, especially numerous users in China, and offers features like messaging, photo sharing, games, location-based functions and social media integration.
1) The document discusses marketing strategies on WeChat, China's largest social media platform with over 500 million users.
2) It outlines the basic and personalized marketing services available through WeChat public accounts, including establishing accounts, creating interactive menus and messages, event planning, customer relationship management, and more.
3) Examples of successful marketing campaigns through WeChat public accounts are provided, such as gaining over 10,000 new WeChat fans through a promotional activity on Weibo that generated over 200,000 shares.
Firefly mobile monday startup competition 2014Bruno Bensaid
The document discusses insights from research about event attendance and happiness. It finds that males attend more events and report higher happiness than females. People in big cities attend fewer events and report more unhappiness than those in small cities. The document then introduces an events recommendation app called 最懂你的活动助手 that aims to help people find and attend more events by providing personalized recommendations, making it easy to invite friends, and sending reminders. It looks for team members, investors, and questions.
Mobile Commerce in Messaging Apps - WeChat: What One Billion People Know and ...Charlotte Han
Overview of WeChat that is more than just a messaging app. It's a huge ecosystem that currently has 1.1 billion users and 60 million active users. 60% of its users log on 10x a day. How are brands utilizing WeChat in campaigns?
Chief Data Officer, data privacy, machine learning, API, Ad Exchange, data mining, DMP, data gouvernance, mode agile, test & learn...
L'EBG, fifty-five, IBM, Turn et PwC ont tenté de clarifier les grands concepts du data marketing au sein de cet ouvrage. Du buzzword au keyword d'une stratégie digitale, vous pourrez y découvrir les retours d'expérience de nombreux annonceurs et des conseils d'experts.
The document summarizes the launch and features of Mini Programs on WeChat. It notes that WeChat first mentioned Mini Programs in January 2016 and launched a beta test in September 2016 before officially launching them on January 9, 2017. It describes how users can access Mini Programs through searching on WeChat, scanning QR codes, accessing them from official accounts or friend recommendations. The document also gives examples of Mini Program functionality and discusses whether they could replace native apps.
SASUG April - Building Social Networks and the Social JourneyDavid Broussard
A review of what an Enterprise Social Network is, why we needs them, and how to embark on a Social Journey that will actually get you to your desired destination.
Measuring Brand Experience at Every Touch PointVivastream
The document discusses measuring brand experience across all touchpoints. It introduces Raúl Amigo and his experience in marketing and brand management. It then outlines a framework for measuring brand experience, identifying five environments - conversation circle, digital circle, user interaction, intimacy, and retail experience. It uses Movistar's retail experience program called Pasion Movistar as a case study, explaining how it measured and improved the brand experience in Movistar stores across Argentina.
IBM has transformed into a social business over the past few decades through four phases:
1) Providing information on internal websites
2) Integrating social platforms for collaboration across the company
3) Enabling real-time expertise sharing and fluid decision making
4) Empowering employee-driven communities and collective intelligence
This social business approach has resulted in improved agility, reduced costs, increased productivity and innovation at IBM. The company now has over 1 million daily wiki page views, 70,000 employee profiles on its internal social network, and employees send 40 million instant messages per day.
The document discusses how social media and third-party identity providers can benefit retailers. It notes that consumers increasingly want to research and purchase items online and through social networks. Retailers can leverage these trends by allowing customers to register, login, and share content across social networks linked to the retailer's website. This improves registration rates and engagement while also providing the retailer with more customer data and opportunities for free referrals through social sharing. Specific benefits highlighted include increased traffic, better search engine optimization, customers acting as brand advocates, and an improved mobile experience.
The document provides tips for small businesses on using online networking and chamber resources to grow their business. It discusses using websites, social media, and chamber directories to generate new contacts and business. It also outlines how to market a business on the chamber website through paid advertising, sponsorships, and sharing news. Finally, it gives tips for getting out of one's comfort zone at networking events, including developing a strategy, dressing professionally, engaging in conversations, and following up with contacts.
Presentation given by Courtland Consulting and 834 Design & Marketing for use with MI Connect to expand opportunities with technology and business development in Osceola County.
Learn to Find Your Dream Job with Your Dream Employer with DreamPath pdx MindShare
DreamPath founders presented at pdxMindShare for our June event and talked about the software they developed to help people identify their dream employers. They were both unhappy with their jobs at one point, and their answer was to help people learn how to find companies they would enjoy working for. The event was held at Trader Vic's in downtown Portland and the workshop was followed by networking where attendees got to interact with dozens of Portland professionals.
dat Struct is a leader in providing offshore IT/eCommerce services across industry verticals, dat Struct combines deep industry knowledge, operational excellence, a partnership approach to client engagement and comprehensive service offerings across various industries to enhance the customer’s value proposition as well as their profitability.
The document discusses content marketing strategies that companies commonly employ but that often fail to achieve goals. It notes that an effective content strategy involves defining goals, targeting the right audiences and influencers, and creating experiences that earn familiarity, likability, and trust. The strategy should also consider where the target audience spends time online and compare the ROI of content marketing to other marketing investments. Two examples of successful content strategies are provided.
Social Media Theatre: Social analytics suck. Why businesses struggle with soc...TFM&A
This document discusses how businesses struggle with social media analytics and metrics. It suggests using simple principles to track social media progress. Some key challenges mentioned are a lack of tools, time, and priority given to social media. The document recommends starting with a baseline, picking tools and sticking with them, and mapping measurements to sales and other goals. It also stresses the importance of having a strategy and considering both online and real-world impacts.
Osceola County Online Marketing & Technology TrainingMichelle LeFeve
Courtland Team Members (Michelle LeFeve and Sharon Spence) and 834 Design & Marketing (Adrienne Wallace) delivered online marketing and technology training to local businesses and organizations in Osceola County, Michigan in Reed City and Evart. Attendees learned about Internet trends, social media strategies and tactics, importance and influence of customer review sites, Michigan eLibrary business resources, QR Code use, and email marketing tips. The training event was co-sponsored in partnership with Osceola County Economic Development Dept, Connect Michigan, Reed City Area Chamber of Commerce, and the Evart Local Development Finance Authority.
This document discusses how social media can help B2B companies reach more customers online. It notes that over 90% of B2B purchases now have some online component, so companies need more than basic brochure websites. Social media allows for "pull marketing" where customers control when they engage, as opposed to traditional "push marketing". The document provides an overview of social media platforms like LinkedIn, Facebook, and Twitter that B2B companies can use to drive traffic, build relationships, and learn from customers. It stresses developing a social media strategy with measurable goals.
7 Easy Steps to Turbocharge Your Online BrandElad Hogen
Know-how and tools that you’ll need to build and maintain a powerful and rewarding personal or business brand on the Internet:
- What is Online Brand Management?
- How to get super targeted traffic?
- What web properties you need to have online?
- Automate content creation like a pro.
- All you need to know about SEO for local branding.
SEO for Small Business (or as We Like to Call It: Online Community Building)Joseph Skibbie
Small Businesses are under attack - what used to be achieved with a business card is now requiring brochures, websites, and multiple social media channels. If a targeted strategy isn't used from the beginning, the benefits to Search Engine Optimization will be negligible. A targeted strategy incorporating web, content, eNotice, social, and paid will allow for climbing the Search Engine Results Pages (SERP's) over time. Use the outlined strategy framework to focus your efforts will make the difference in your small and midsize enterprise.
Why Your Website is Still Relevant in a Social Media WorldChris Remington
The recent focus on Social Media has caused many marketers and business owners to take their attention from their website. With limited time and resources, their websites have fallen into neglect as they chase after new business on Twitter. Some even go as far as claiming that, because they have a Facebook page, they don't even need a website. This deck not only demonstrates why that is a huge mistake, but also how working strategically and effectively, your website can remain the bullseye of your marketing efforts and work in concert with your Social Media efforts to create a marketing tandem that is greater than each individually tool if used separately.
From social media marketing, stories, video marketing, influencers and SEO, to Micro-Moments, Artificial Intelligence, Automation and IoT, here are the digital trends to follow for a great Marketing Strategy in 2020.
Marketers have been eating up cookies like the famous Sesame Street character. Num! Num! Num! But be warned, the cookie famine is on the horizon! The public increasingly values privacy over personalization. Laws are being enacted to protect consumer privacy and companies like Apple and Google are jumping on board. How will digital marketers stay fed with data and continue to drive conversion? With less attribution data and an impending recession in the spotlight, how will you keep marketing budgets from shrinking? Join us for this informative session to:
• Learn how to create data strategies and communications between disparate systems used by marketing, sales and support?
• Uncover knowledge from your current data
• Build a first-party data core
• Future proof marketing activities and budgets as we prepare for the loss of third-party cookies
Net Group
Kliendid otsivad omale sobivaid teenuseid veebi kaudu ja pool müüki on tehtud enne esimest kohtumist. Kuidas üles leida kliendid, kes veebi kaudu omale partnerit otsivad? Pilvepõhine CRM Online koondab infot kokku sotsiaalvõrgustikest ja ettevõtte veebilehtedelt, et võimalused võimalikult vara tuvastada ning müügijuht näeb kliendi teekonda kogu müügiprotsessi käigus. Raigo räägib, kuidas CRM Online arvestab klientide uue ostukäitumisega ning kuidas on müügijuhtimist mõistlikult korraldada.
Confusion reigns. It is increasingly difficult to get our marketing message out there and make it stick. The internet offers us new opportunities but where do we start. We know that Web 2.0 is out there but not quite sure what it is or how to use it for marketing our company. If the future is user generated content how can we control our brand? These questions and topics will be discussed using industry examples case studies, and teaching a framework for determining the best way to incorporate Web 2.0 as part of an overall marketing strategy.
This document provides an overview and agenda for a webinar on website personalization. The webinar will cover five things to consider before targeting content on a content management system (CMS) and personalizing websites. The webinar agenda includes introductions, a presentation on website personalization, and a live question and answer session. Attendees can submit questions through the webinar platform. One attendee will win a pass to an upcoming conference if they stay until the end of the webinar.
Your website must-haves for leads, sales and traffic via @tshegofatsoZATshegofatso Sepeng
The document provides recommendations for improving a company's website to drive traffic, leads, and sales. It discusses four parts: getting found online through search engine optimization; design and usability; creating valuable content; and improving conversions. The goal is to engage visitors and turn them into leads by optimizing calls-to-action, landing pages, and forms. Following these guidelines will generate traffic and qualified leads through an integrated inbound marketing strategy.
Similaire à Optimizing your WeChat strategy through Data & Analytics (20)
EBG - Livret de synthèse de la TaskForce CDO 2019 - CDO, de l'inspiration à l...55 | fifty-five
Une 3e saison et de nouveaux défis :
Voilà déjà 3 ans que l'EBG s'est associé à fifty-five et Informatica pour se pencher en profondeur sur la fonction alors très récente de Chief Data Officer.
En 2017, seules 45 % des entreprises avaient mis en place une stratégie data (Baromètre CDO, EBG et Informatica, juillet 2017) et 23 % comptaient un CDO dans leur organigramme (BCD2O, Baromètre des Chief Digital/Data Officers, Digital Jobs, Criteo, Salesforce et Viseo réalisé par Novamétrie, 2e édition, 2017). Aujourd'hui, la quasi-totalité des organisations pour lesquelles travaillent les répondants au Baromètre « CDO : de l'inspiration à l'action » ont mis en place des chantiers data et plus de la moitié ont recruté un Chief Data Officer (Baromètre CDO : de l'inspiration à l'action, réalisé par l'EBG en partenariat avec fifty-five et Informatica, juillet 2019). Cette évolution se traduit aussi dans les défis qu'ont à relever les experts de la donnée. Après avoir installé les fondamentaux (gouvernance, outils, acculturation, etc.) et s'être concentrés sur les aspects réglementaires, les CDO se lancent dans la création de valeur et le passage à l'échelle.
As far as digital marketing is concerned, attribution is unquestionably one of the major stakes in these last years. Nevertheless, the concept of attribution still seems to be a fuzzy subject. So what exactly is attribution and which model should you choose?
It is in order to answer these questions that a taskforce lead by Facebook dealt with the challenges of attribution.
[Livre blanc] Attribution : comprendre ses enjeux pour faire le bon choix55 | fifty-five
Dans le cadre du marketing digital, l'attribution est sans conteste l'un des enjeux majeurs des années actuelles. Alors qu'est-ce que l'attribution, et comment mettre en oeuvre une bonne stratégie ? Découvrez la réponse dans ce livre blanc écrit par Facebook et co-signé par 55.
EBG - Livret de synthèse - Task Force CDO 201855 | fifty-five
Avec la nouvelle réglementation et la pression de nouveaux acteurs, le rôle du Chief Data Officer prend de plus en plus d'ampleur.
Quels ont été les défis rencontrés par les CDO en 2018 ? C'est la question à laquelle ont répondu l'EBG, fifty-five et Informatica dans cet ouvrage de synthèse.
Comment exploiter le big data pour améliorer l'expérience client ? Quelles utilisations de la DMP pour un marketing personnalisé et créatif ? Comment associer big data et programmatiques ?
Toutes les réponses à ces questions, et bien d'autres encore, dans ce livret de synthèse clôturant ce cycle de l'année 2017 consacré à la big data, organisé par l'EBG en partenariat avec IBM, Turn et fifty-five.
55 | fifty-five | White paper : Ad blocking (FR)55 | fifty-five
Un internaute sur dix en France, un sur cinq au Royaume-Uni, un sur quatre en Allemagne. Le développement des "ad blocks", ces logiciels qui permettent de bloquer l'affichage de publicités sur internet est loin d'être marginal. Qualifié de question critique dans le rapport 2016 des Luma Partners, le phénomène, inscrit dans la durée et en croissance, n'est circonscrit ni à une population ni à une région en particulier. En Chine et aux Etats Unis, marchés réputés plus ouverts à la publicité, le taux d'usage des ad blocks est comparable, si ce n'est supérieur, à celui mesuré en France.
Quarante et un milliards de dollars - telle est l’estimation des pertes engendrées pour le secteur publicitaire en 2016. Que faire face à la montée des ad blocks lorsqu'on travaille dans le secteur ?
55 | fifty-five | Fact Sheet: From Google Analytics to Universal Analytics55 | fifty-five
Universal Analytics is a new version of Google Analytics, offering new ways to process and analyse your data, and exclusive features.
Here is what you need to know about this tool.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
2. MADJOR and Fifty Five No diffusion or reproduction without authorization. 2Madjor.com fifty-five.com
Who WeAre
x
LEADING BRANDS’ DIGITAL TRANSFORMATION LEVERAGING DATA TO INCREASE BRAND AND
BUSINESS PERFORMANCE
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What WeAre Hearing Right Now
“We don’t really know who our fans are and whether or not
they are qualified”
“We have a big fan base but low engagement. How do we get
people to interact with us?”
“We’re spending lots of money on Wechat but we’re not
seeing any tangible brand and business impact”
“We’re trying many things on Wechat but we don’t have the
right metrics to know what works or what doesn’t”
“We find it hard to integrate Wechat in our current technical
and analytics infrastructure”
Wechat presents
tremendous opportunities
for brands but also
generates many
frustrations
4. MADJOR and Fifty Five No diffusion or reproduction without authorization. 4Madjor.com fifty-five.com
The Evolution Of Wechat MakesAnalytics Critical To Unlocking Efficiencies
EARLY CONTENT EXPERIMENTS INTEGRATED CONTENT +
COMMERCE + CRM PLATFORM
MARKETING MATURATION
“We need an H5 for our campaign” “We need KOLs and ads to drive
fan growth and article views”
“We need to drive actual sales and
see real ROI”
Wechat is moving away from organic content. Growth will come from
personalized outreach, commerce and CRM integration. This new paradigm
makes data central to any brand’s Wechat strategy
5. 5MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com
“You can’t customize the experience for different followers”
“You only get 4 messages per month on service accounts”
“Every follower will see the same menu”
“We can’t track users between our different Wechat accounts”
“The only data we can get on articles is reads. We need to
build an H5 to get more data”
“We can only get very limited data on our followers (gender
and city)”
And much more…
We See Many FalseAssumptionsAbout What Can Or Can’t Be Done On Wechat
Many brands under-
estimate how far Wechat
has come and what is
possible with good
analytics
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What We WillAnswer Today
1. What kind of data can you capture through Wechat?
2.
3.
When and how can you capture this data?
How can you use this data?
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What We WillAnswer Today
But First
Let’s start with a practical
example
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Doing What You Preach
Before this presentation
you were asked to scan our
QR code to follow our
Wechat account.
Throughout this event, we
will be using Wechat to
collect data about you and
engage with you
What We Know
Who is attending?
When did you arrive?
What is your gender, preferred language and city of origin?
What is your name, industry, position and satisfaction with your current
Wechat analytics solution?
Are you interested in a similar event in France, HK, New York or London?
How we use it
Better understand who are audience is for our events to adjust our content
in the future
Adjust language of posts according to preferred language
Integrate your name in push messages to build a more personal relationship
Adjust the type of article we send you depending on your position
Adjust the articles featured in the menu depending on your position
Perform 1 to 1 outreach to promote our future events based on your interest
9. What Kind Of Data Can
You Capture Through
Wechat?
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OpenID
Subscribe Time
Gender
Language
City/Province/Country
Location (home city and live location)
Menu clicks
1 to 1 message content
Article click through rate
Session time and duration
What Data Points Lie Behind These Screens?
Account menu and chat feed
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What Data Points Lie Behind These Screens?
ArticleID
Title
Users
Page views
“Read more” clicks
Channels for sharing (private chat, moments…)
Number of shares
Numbers of comments
Numbers of favorites
Traffic to H5 site
Traffic sources to article (chat, moments, brand account…)
*All the metrics above are aggregated data. No user level data available.Article page
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What Data Points Lie Behind These Screens?
OpenID
UserID (customerID)
Product page views
Video views
Add to cart
OrderID
H5 site
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Wechat Can Yield DataAcross 3 Key Dimensions
FOLLOWER PROFILE IMPACT OF BRAND ACTIONS
Ex:
• Gender
• Native language
• Home city
• Current location
• Social influence
• Device
• Phone number & email
• …
Ex:
• Preferred content
• Product affinity
• Transaction history
• CRM status
• Account creation
• …
FOLLOWER QUALIFICATION
Know who your followers are Know your followers’ likes, dislikes
and where they stand in their
customer journey
Measure the impact of various brand
actions to prioritize investment
Ex:
• Performance of different types of
articles with different audiences
(reach, engagement and conversion)
• Role of each touch point in driving
Wechat recruitment (fan origin
tracking)
• Performance of promotional H5
• Performance of Wechat e-commerce
storefront
• …
14. How Can You Capture
This Data?
(Time To Get Technical!)
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Clearly Differentiating Environments: WithinAnd Outside Brand Territory
OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY
Newsfeed Official account H5 webpageArticle
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How To Track Different Data PointsAcross Environments?
OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY
Newsfeed Official account H5 webpageArticle
Behavior
s
Data
points
Tracking
method
• Click on sponsored link from ad
• Click the account’s name in post shared on moments
• Impressions
• Clicks
• Media sources
• UTM parameters
• Wechat native tracking
• No GA code allowed
• Follow/unfollow
• Menu clicks
• Article opens
• Send direct message to brand
• OpenID
• Subscribe/unsubscribe time
• Gender
• Region/city/location
• EventKey (menu click)
• Telephone, email, customerID
through 1 to 1 message
• Wechat native tracking + API
• No GA code allowed
• Page views
• Click on Read More
• Share
• Add to favorite
• ArticleID / Title
• Pageviews, Users
• Clicks on Read More
• Shares
• Add to favorite
• WeChat native tracking + API
• No GA code allowed
• Page view
• Video watch
• Account creation
• Purchase
• Share
• UserID
• OpenID
• VideoID
• CampaignID
• ProductID
• TransactionID
• Revenue
• Google analytics
Back Office
• Telephone
• Birthday
• Address/email
• TransactionID
• Name
• CustomerID
• Purchase history
• Refund
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Ensuring Data MatchingAcrossAll Databases
OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY
Newsfeed Official account H5 webpageArticle
Behavior
s
Data
points
Tracking
method
• Click on sponsored link from ad
• Click the account’s name in post shared on moments
• Impressions
• Clicks
• Media sources
• UTM parameters
• Wechat native tracking
• No GA code allowed
• Follow/unfollow
• Menu clicks
• Article opens
• Send direct message to brand
• OpenID
• Subscribe/unsubscribe time
• Gender
• Region/city/location
• EventKey (menu click)
• Telephone, email, customerID
through 1 to 1 message
• Wechat native tracking + API
• No GA code allowed
• Page view
• Video watch
• Account creation
• Purchase
• Share
• UserID
• OpenID
• VideoID
• CampaignID
• ProductID
• TransactionID
• Revenue
• Google analytics
• Telephone
• Birthday
• Address/email
• TransactionID
• Name
• CustomerID
• Purchase history
• Refund
Back Office
PII (personally identifiable information) data
to allow future retargeting and reactivation
Matching keys across
databases
• Page views
• Click on Read More
• Share
• Add to favorite
• ArticleID / Title
• Pageviews, Users
• Clicks on Read More
• Shares
• Add to favorite
• WeChat native tracking + API
• No GA code allowed
18. 18MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com
Wechat data spans 2 key categories: data captured and data generated. Brands need to be active on both fronts
Doing Both Data CaptureAnd Data Generation
CAPTURED DATA GENERATED DATA
Collecting and tracking the data that your
users unconsciously leave behind when
interacting with your Wechat account.
Getting your followers to proactively give
away more data about them.
Ex:
• Clicks on a menu item
• Follower gender, city and language
• Visits to H5 site
• H5 page shares
• Recruitment source (through unique QR code)
• …
Ex:
• CRM status
• Detailed personal information (Ex: profession,
interests…)
• Advanced contact information (Ex: phone
number, email…)
• …
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Data Generation Is Critical To EnsureAccurate TrackingAcross EnvironmentsAnd Match UsersAcross Different
Databases
PII (Ex: phone number, email)
or customer ID sharing via
Wechat
User shared an H5 page in a
chat or moments and this
share can be linked back to
him
User creates an account/logs
in/fills a form on an H5 page
User completes a purchase on
an H5 page
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“Data Generation Opportunities” Must Follow 3 Principles To Be Effective
1. CONTEXTUALLY
RELEVANT
2. SIMPLE 3. REWARDING
+ +
The request is made at the
right time in the user journey
Ex:
after purchasing a skincare set,
customers get a call to action
inside the packaging asking
them to register their product on
Wechat to verify authenticity
Data sharing is easy and does
not require too much efforts
from users
Ex:
registration is made easily by
scanning a QR code inside the
packaging
There is a clear incentive for
sharing data with, if possible,
an immediate reward
Ex:
after registering their product
followers get a 50RMB Wechat
coupon redeemable immediately
on the Wechat storefront
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Capturing The Window Of Opportunity In The First 48 Hours
The first 48 hours are
absolutely critical to
generating data that can
lay the basis for an optimal
experience going forward
Brands can use their service account to sent an unlimited amount
of 1 to 1 messages to fans in the 48h following either account
following or an interaction (Ex: send direct message, complete
payment, request Wechat customer service etc…)
HOW TO DO IT - EXAMPLES
Welcome message with clear CTA to share information
Autoreply menu or H5 survey for follower profiling
Enrich CRM database: call to action for Wechat CRM binding
with immediate reward (Ex: “Get 1,000 points for binding your
loyalty card to Wechat”)
Capture new members: call to action for sign up and personal
information binding with immediate reward (Ex: “Get a 50RMB
coupon for binding your Wechat account”)
Call to action to register product through Wechat
Initiate 1 to 1 conversation through the chat feed
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Wechat Data Can Be UsedAcross 3 Key Dimensions
SEGMENT PERSONALIZE CONVERT
Group your followers into relevant
segments to enable more precise
targeting of content and offers
Create different Wechat journeys
for different follower groups
Convert followers more
effectively through targeted calls
to action and personalized offers
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Segmenting YourAudience
Group your followers into
relevant segments to
enable more precise
targeting of content and
offers
EXAMPLE OF SEGMENTATION CRITERIA
Recruitment source
Gender
City
Current location
Product affinity
Past transactions
Social influence (measured through number of clicks on past
content shared on moments)
Menu clicks
Past interactions with brand content
CRM status
…
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Personalizing The Wechat Experience
Create different Wechat
journeys for different
follower groups
EXAMPLE OF EXPERIENCE PERSONALIZATION
Menu links personalization
Push message content personalization (optimize usage of your
message quota)
Language choice based on follower profile
Personalized Wechat customer service (CS representatives can
access full consumer profile and history)
…
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Driving Conversion
Convert followers more
effectively through targeted
calls to action and
personalized offers
EXAMPLE OF CONVERSION MECHANISMS
Re-targeting inside Wechat through individualized CTAs based
on past interactions
Re-targeting outside Wechat through targeted media buy based
on Wechat behavior
Personalized promotions or Wechat coupons based on fan
interest
Up-sell offers integrated as part of purchase confirmation
messages
…
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Example – What Could This Mean ForAHotel Brand
SEGMENT PERSONALIZE CONVERT
Segment between same city
residents and inbound
travellers through capture of
profile data
Segment between business
and leisure travellers through
a welcome message and
auto-reply survey
Identify frequent travellers
through Wechat + booking
engine integration
Push specific content to same
city residents about F&B and
other ancillary services (Ex:
SPA)
Adjust menu links between
same city residents and
inbound travellers
• Quick access to fast track
booking and reservation
management for inbound
travellers
• Quick access to F&B and
ancillary services content for
same city residents
All people who complete a
booking through the Wechat
storefront get a CTA to book a
F&B package with an
immediate 5% discount
Female same city resident are
targeted with a time limited
promotion for a SPA
“staycation” (1 night + full SPA
session + F&B package)
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Getting Started:APractical Framework ForAction
FRAME DEFINE ASSESS BUILD RUN
Consumer behavior: how is
Wechat used and integrated
in the customer journey?
Brand objectives: how do we
want to build brand equity?
Desired brand experience:
what kind of brand
experience do we want to
create?
Wechat use cases: where and
how do we want to integrate
Wechat in the brand
experience?
Data capture needs: which
are the key data points we
need to capture to match use
cases?
Data usage scenarios: how
are we going to use data to
build the Wechat experience?
Data need gaps: what data do
we currently have vs what we
need?
Technical need gaps: does
our current analytics solution
and technical infrastructure
allow us to get the data we
need?
Technical platform upgrade:
upgrading our analytics tools
and technical infrastructure
Initial data capture: build data
capture opportunities to
profile existing fan base and
assess current performance
Cross-environment
reconciliation: integrate data
across databases (CRM,
transactions…)
On-going data tracking: track
user actions
On-going data capture:
multiply data capture
opportunities
Rapid iteration: find new
creative ways to leverage
data for optimization and
personalized outreach
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Thank you!