Topic for week7 keyword strategy

This week we are talking about SEO which means search engine optimization. Search engine plays a significant role in online marketing, marketers who know to utilize search engine effectively are likely to increase their sale online.

Let’s take an example, you own a physical store and create a website for the store. In order to make more people to know about your store and increase your sale, initially, you must understand how people can find your website. Since only when people found your website, they would get a chance to purchase goods from you. As we know, people are likely to use search engine to find their desired goods by typing keywords, so keyword is the most important factor that helps you to boost your sale.

Talking about setting keywords is talking about building a website. Therefore, you need to consider what kind of words should be selected as keywords to embed in your website. Before doing that, you need to set up an effective keyword strategy. Basically, there are two types of keywords. The first type is called general keyword which means the most popular keywords that are searched by people online. For example, some items like clothes, shoes, movie, music, kitchen supplies, etc. These kinds of keywords tend to be more general, so you will consider these keywords first to relate to your business.

However, these keywords are having a low conversion rate because they are too general, people search those words are likely to just browse online instead of purchasing anything. Thus the other important concept of keywords should be known by marketers, which is called long tail keywords. Long tail keywords actually are more specific, and they have a high conversion rate because people who search for specific items seem to be more possible to buy them. For instance, we can use something like “fashionable red sport shirts for young men” or “cool back XXX brand sun glasses”. When people get into the long tail, they may have high likelihood to convert to buy.

At last, let’s check this awesome video to see how long tail keywords work in real business.


Topic for week6 Twitter and Sina weibo

This week we have learned something about social media marketing which includes YouTube, Facebook, twitter and Google+. Apparently, those three types of media are very popular in people’s daily life, so we are really familiar with them. However, not every can use them properly, especially for the business use. Some people unrealized the great benefit for business brought by social media marketing as well as the disadvantage of it. Anyway, today I just want to focus on talking about twitter which is the most famous micro blog in the world. Initially, what is twitter? Everyone knows how to use twitter and how to tweet with their friends. But what’s the business purpose of twitter? The answer is below.

Today, there are over a billion Tweets sent every three days. These Tweets represent conversations related to almost any topic imaginable. For businesses and brands, these conversations provide a rich canvas and a powerful context in which to connect your messages and your brand to what people are talking about right now. It’s a canvas for telling engaging stories, for participating in cultural events, for broadcasting content, for connecting directly with consumers, and for driving transactions. (Click here to see more details) To be simple, marketers can share their information with twitter and try to draw more attention from their consumers. In this way, they can expend their brand awareness and build brand loyalty.

To give a specific example, let’s see Starbucks’ twitter. Starbucks created its own company page on twitter, so it looks like pretty professional and business. The page is mainly about update information and promotion such as new product, new activities and new discount, etc. If you are interested, just get to its twitter to see what exactly happen. Here is the link. Therefore, by this way, Starbucks use twitter to keep their consumers’ eye balls, so that it will not lose its market.

At last, I want to introduce you the most popular micro blog in China, which is Sina weibo. This micro blog is awesome since it’s used by well over 30% of Internet users in China, with a similar market penetration that Twitter has established in the USA. It was launched by SINA Corporation on 14 August 2009, and has more than 300 million registered users as of February 2012. About 100 million messages are posted each day on Sina Weibo.

Topic for week5 SOCIAL LISTENING

Last two weeks, I most focused on web analytics, but this week I want to share something about social listening. There is no denying that both web analytics and social analytics are quite important to business research and contribute to business strategy. Since we have already known something about web analytics, which is basically about metrics and data, social analytics is different from web analytics but compensates to it. Social analytics is more about “words”, not KPI. To understand the difference between social analytics and web analytics you can check this site, it introduces that despite the murkiness between these core social media functions, people think of listening, engagement, and analytics as three interconnected parts of a program.

Social analytics can be implemented as social listening. Social listening is the practice of identifying engagement opportunities and monitoring brand perceptions. Companies need to collect information from the markets to help them know about the market needs and make improvement. Social listening is vital for this part. Basically, social listening is trying to collect information from the market via social tools gathering key words, brand names, as well as industry terms, etc. In this way, companies can know how markets react to their products and sales. Actually, there are 4 steps to create social listening strategy:

1)       Determine your target audience

2)       Identify the influencers

3)       Know the key words and trends

4)       From a social business strategy

You can check the details by the web link. It gives specific definitions about social listening strategy and offers some real cases to show how social listening works for business such as class of 2014 Facebook page and RTL Nederland.

Last but not least, we have talked a lot about social listening, but I still believe that not everyone know clearly about the magic behind social listening. I give a very simple case to show you the magic about sentiment analysis. Imaging that you are surfing on net and see someone left a message said, “I brought an Iphone5 yesterday, but I found it’s really sucks, I was so regretful to buy it. I would rather to get a blueberry, instead. ” Just the simple sentence, the social listening is happened. Why? Let’s see the video to make you understand.

Topic for week4 SMART GOALS

This week I would like to continue to discuss how to set goals for web analytics. Most of businesses fell on web research because they don’t know how to set goals for web analytics. Everybody knows we need goals, but not all of them know what goals exactly mean to their businesses and measurement.

To make it clear, firstly, we need to understand what are goals? Goals are specific strategies to accomplish our business objectives. Business objectives can be quite strategic and high level such as improving company’s performance, increasing company’s profit or reputations. But goals are more specific than objective, for example, selling more goods, creating more happy customers, increasing return customers.

Basically, goals should be smart:

–        Specific: not general as objectives, should be specific and have more details.

–        Measureable: could be measured and can use data to identify.

–        Achievable: should be achieved, not a “dream” goal.

–        Realistic / relevant: should be real, related to real business, could be performed.

–        Time bound: have time limited, not a goal last forever.

Anther concept need to know is metrics. A metric is a number. That is the simplest way to think about it. Technically a metric can be a Count (a total) or a Ratio (a division of one number by another). Here are some examples of metrics: Hit, Page view, Visit / Session, Bounce Rate, Average Page View Duration, Active Time / Engagement Time, Conversion rate, Frequency / Session per Unique, etc. Web analytics goals need to be gauged by metrics because metrics can change goals to some specific numbers so that people can understand whether the goals have been achieved or not. (To know more about goals and metrics go here.)

However, just understanding the things have been talked above is not enough. Goals have a very important and basic factor should be known, which is that,  goals must be related to business and reflected what business need. For example, we set “creating more happy customers” as our goal and measure it by certain metrics. But we need to know that first, why we need more happy customers? What does happy customers means? What do happy customers contribute to our business?  The video below shows you how to creat business goals step by step:

To sum up, before setting SMART goals, the companies have to decide what kind of goals they need and why they need those goals as their goals.

Topic for week3 WEB ANALYTIC

This week, we were talking about Web Analytic, which basically means how to measure the data generated by our websites and how to evaluate them. Why Web Analytic is important, because we need to know the results or feedbacks of our websites. Whether the websites work well or not? Do we get the goal that we want? Yap, Setting up the goal is necessary because we cannot do anything without goal. Here is a link about building goal for website establishment.

Web Analytic is a crucial part of online marketing. We all know that online marketing has to use websites as a platform to support the business. So for the online marketers, they need to set up their own websites to perform their management. In this case, Web Analytic plays a significant role, because Web Analytic can help marketers to collect the data about their websites. For example, it can tell owners how many people have browsed their websites or how many people have clicked their ads pages. Based on these kinds of data, marketers will know how effective of their web pages and how many feedbacks they have got, and then they can adjust their strategies or innovate their websites, according to those data, to improve their performers. So again, Web Analytic is a very basic process for online marketing. There are two main approaches to obtaining website analytics data: Server-based and Browser-based page tagging. If you want know more about Web Analytic, you can go by this link, it has a lot of details about the meanings and history of Web Analytic as well as two main methods to measure.

To being a successful marketer, we should how to collect our web data effectively and use them properly. The paragraph above is mainly talking about the theory of Web Analytic, and now I would like to introduce some useful software to do that job practically. They are many software operated by different websites can measure the data that we need, some we need to pay money to use, while some are for free. As a student, we tend to use some free website because we don’t have tons of money to consume. Here is a link to show you some samples online.


The topic for this week is Communication and permission in the market space, which is mainly about online privacy and new challenged methods for online marketers. In this case, I want to focus on three main points: Third-party cookies, Permission marketing and Relationship marketing.

As we know, cookie is an important concept for data exchanging in today’s internet environment. We cannot deny that cookie brings us a lot of benefits by remembering personal information so that people can shop online conveniently without typing their selections again and again. However, third party cookie could be dangerous because it may give away personal privacy to other websites we don’t want to access to. Follow by is a website about third party cookie. Through this website, we would know what third party cookie is and how to prevent our privacy spilling by blocking third party cookie.

Another thing I want to talk about is permission marketing. The traditional marketing method is pretty outdated, since people are now involving in a mass information world, people seem to be getting tired of any kind of ads and any kind of promotions, which means that people don’t want to pay attention to ads information, and even try to get rid of them. Based on this situation, if marketers continue to insert ads into webpages to draw people’s attention, it would simply annoy their consumers. Fortunately, permission marketing may solve the problem effectively because it doesn’t try to force people to read their ads. Instead, permission marketing tries to know what people need and gives the things that they want. Once it has people’s permission, people would be interested in their products. I also give a website about permission marketing.

The last thing I want to share is relationship marketing which is similar to permission marketing. Relationship marketing is also a new marketing method for marketers. General speaking, relationship marketing tend to maintain a long-term relationship with consumers and build loyalty for the products or brands. It doesn’t just persuade people to read their ads or to buy their goods, it really concerns about people’s needs and their feedbacks after using their products. If you want to know more about relationship marketing, you could go here:

To sum up, privacy issues for online marketing really need to be concerned. Knowing about cookie can help to understand more this problem. For marketers, permission marketing and relationship marketing are two effective ways to take the challenges created by internet environment.