web presence optimisation in china - how eastwest uses social media to get noticed

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Using Web Presence Optimization (WPO) to Maximize Online Visibility

By Nicole Fan

www.eastwestpr.com


Greater web presence means more visibility, when and where it counts.

An organization's web presence is the sum of all the places it can be found by people online- not just its own website and blog, but in news articles, on social networking sites, industry association web properties, advertisements and more.

Given that more than 90% of consumer purchases now begin with online research, web presence is crucial. E.g. If you want to be known as the leader in the mobile advertising industry, then you will want to maximize your online visibility for “ mobile advertising service "and closely related phrases and topics.

What is Web Presence Optimization


The WPO ModelThe diagram below illustrates the Web Presence Optimization (WPO) framework. An organization’s web presence is controlled by a WPO content strategy that drives the development of content that’s then distributed using tactics/channels within each of the five categories areas of presence. This is the online marketing mix.


Press Presence Press presence: It focus on raising brand awareness of an organization through

proactive pitching to the media. This steady stream of interaction with journalists will help build strong relations for the future. Meanwhile, it’s quite useful to provide SEO friendly content in order to increase the organic ranking on major search engines.

• Topline activities:– Press release– Media interview (face-to-face, email,

phone or broadcast) – Proactively pitch for editorial

opportunities such as blylined articles, attributed quotes, product reviews, feature articles, customer stories etc.

• Additional activities– Create a targeted list of media

outlets– Map out trending topics and create

a topic curve – Conduct media audit


Press Presence- case study

The British heritage brands AGATC and Redfyre China Launch EventBriefing

Britain’s internationally renowned AGA Rangemaster Group, known for 300 years of innovation and design, held its China launch event at China World Hotel in Beijing on 27th March.

StrategyEASTWEST PR took a tailored approach to raise AGA’s visibility among local media as well as leading bloggers across general business, F&B and lifestyle sectors, drivemedia coverage and provide a platform for AGA’sspokespeople to deliver the message of AGA’s interests and commitment in China, and is ready to bring afamily oriented lifestyle to Chinese consumers.Results

- A total of 22 media outlets from general business, interior design, F&B and lifestyle attended the launch event- 2 exclusive interviews arranged with AGA Rangemaster’s CEO from China Business News weekly and China Daily Newspaper- 88 pieces of clippings were generated from the China Launch press release circulated around the local media within 1 week.- 22 inquires was generated on AGA’s Weibo account and 15 inquires was redirected by Panpan Cat (Social media KOL)


Sample Media List In order to build a strong relationships with the key publications, it’s necessary to build a comprehensive media list based on your target industries.

General Business Aviation Banking and Finance IT

Xinhua Net新华网 Aeronautical Manufacturing Technology航空制造技术

The Banker银行家 PC World 电脑世界China Government Procurement News中国政府采购报

AeroChina中国航空网 CBN Weekly第一财经周刊 CCIDTech赛迪网People.com.cn人民网 Aviation World 航空世界 Chinese Finance Net中国金融网 Digital Life 数字家庭

Caigou.com中国教育装备采购网 Aviation Week国际航空 JRJ金融界 PConline.com太平洋电脑网China Daily中国日报 Air Sohu搜狐旅游航空频道 Finance Ifeng凤凰财经 ZOL.com中关村在线


Social Presence

To expand audience awareness and generate public interests toward an organization, a Weibo and WeChat account which can be used as an integrated information portal for sharing content with its interested parties and increasing social engagement with key opinion leaders(KOLs) to build its thought leadership in the targeted industries.

• Topline activities:– Create branded account on Weibo

&Wechat– Interaction with online users– Weibo & WeChat maintenance

with the content of video, presentations, photos, infographics, comments, status updates etc.

• Additional activities– Identify and build a KOL database

on Weibo– Film videos and pitch to media for

video placement

Social presence:

* Sample Branded Weibo & WeChat account


Travel F&B

Lifestyle

Competitors

* Sample Key Opinion Leader(KOL) database


The Weibo activity generated 2,473 retweets and 2,094 comments within 5 days. 1,233 online users played the game and 1 media inquiry obtained from this Weibo campaign.

Social Presence- case studyPhilips uWand smart TV remote control weibo campaign

Brief:

Philips developed a new product – uWand smart TV remote control to be at the forefront of the growing smart TV market in China.

EWPR launched a Weibo campaign aiming to generate user expe-rience through an online PC game, where the users compete on-line to win a prize.

The game was designed to showcase the differences between keyboard, mouse and the remote control during the competition process.

One winner of the game was rewarded a Philips LED light. Apart from the user engagement, the online game link was embedded on Philips website, which fur-ther directed all traffic from China to the client’s website.


Video as the most popular social content becomes increasingly important as search engine ranking factor. It also helps the company to engage with target audience directly. Videos can be uploaded and promoted through social media channels which include a keyword rich description and a link back to a company’s official website, as well as embedded in the press release to generate more traffic back to the company’s website.

Video Production

Executive Interview Testimonial Interview


Sample online video channels

OWNED MEDIA

Upload the video to company’s owned media outlets including website, social media and blogs

EDITORIAL PLACEMENT

Distribute a social media press release and pitch online portals for video placement

SNSSYNDICATIO

N

Syndicate the video on major video sites like Youku and Tudou. Tagging and optimization for search engines.


Industry Presence

Industry KOLs, media outlets and associations have great impacts on the decision making process for an organization's potential clients. Building inbound links with those associations and pitching for speaking opportunities helps to increase the company’s brand awareness and online visibility.

• Topline activities:

– Identify industry events– Searching for event speaking

opportunities– Increase inbound link on the

industry association’s website

Industry presence: any online mention of and/or link back to the company on industry association or research type website (typically a domain name with .org) or blog


Sample Event List

Sample Event List　 Event Name City Event Date

12nd China Advertising Conference 第二届中国广告业大会 Beijing

24 -25 March 2016

2China Advertising & Brand Conference 第十五届中国广告与品牌大会 Shanghai

24 - 25 March 2016

3Global Mobile Game Congress 第五届全球移动游戏大会 Beijing 7-9 March 2016

4GMIC Beijing 全球移动互联网大会 Beijing 28 Apr- 30 Apr 2016

5World Mobile Game Conference 世界移动游戏大会及展览会 Shanghai 29-30 June 2016

6China Game Developers Conference 中国游戏开发者大会 Shanghai 28-29 July 2016

http://www.admaimai.com/2015/

http://www.advertising-brands.com/about.php

http://www.gmgcongress.com/

http://beijing.thegmic.cn/

http://www.wmgc.cn/

http://www.chinagdc.com.cn/


Sample Associations

Sample Association List

　 Logo Association Name (CH) Association Name (EN)

1 　北京软件行业协会 Beijing Software Industry Association

2 　上海软件行业协会 Shanghai Software Industry Association

3 　中国软件行业协会 China Software Industry Association

4 　中国软件行业协会教育与培训委员会 CSIA Education and Training

Committee

5 　中关村国际孵化软件协会 Zhong Guancung International Software Incubation Association

6 　北京信息化协会 Beijing Informatization Association


Website PresenceWebsite presence: the visibility of the company's website in search. The corporate website is its ultimate destination target, visibility is translated into business results such as direct purchases, sales contacts, whitepaper downloads, webinar registrations, newsletter subscriptions or other conversion actions.

• Topline activities

– Identify the relevant keywords

– Website design

– On-page optimization including website and social platform such as Baidu Wenku, Weibo in terms of keywords density test, title tags, meta tags, contents, HTML code etc.


Website Presence- case study


Paid PresencePaid presence includes any type of paid listing or visibility on a press, social , mobile, search engine or industry website

• Topline activities:

– Identify keywords– Identify the right distribution

channel such as event/sponsorship, online publications, PPC etc

– Design banners, text ads, rich media, video, and pop-up etc

– Setup landing page to track on the traffic


WPO Performance Metrics

There are 2 levels of measurement.

1. WPO performance Metrics ( visitor quality, conversions)2. Presence Metrics ( # of impact of press mentions, rank of external web pages

or link back to the company website)

The WPO performance Metrics that measure the overall effectiveness includes.

1) Conversion rate by presence2) Share of conversions by presence3) Top landing page by presence


Sample Timeline & Deliverables

Sample Timeline Deliverables

Q1 Q2 Q3 Q4

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Account Management

Annual strategy planningMonthly Report

Press Presence

Press ReleaseMedia InterviewMedia List development

SocialPresence

Social platforms managementKOL managementVideo production

Website Presence

Keywords analysisContent translationWebsite design

IndustryPresence

Build Event List Event Speaking opportunitiesInbound link building

Paid PresenceAdvertising campaign creationManage PPC account


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web presence optimisation in china - how eastwest uses social media to get noticed

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