Haier Growth ProposalPlease view in presentation mode

Growth Strategy FrameworkGoal

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

Our Approach to the Growth Framework – an example of how it could look

• Activation Funnel• Getting users to AHA

moment asapAcquisition

• Core value delivery• Delivering core value

asapActivation Retention

Landing Pages[Maximise

Engagement]

Inbound Marketing

[Earned Media]

Outbound Marketing

[Paid Media]

DistributionSEO

BLOGSOCIAL

PREMAIL

WEBINARFAQs

INFOGRAPHICsMobile

DistributionSEM

DISPLAYEVENT

SOCIAL ADSINTERACTIVE

VIDEOProgrammtic

Mobile

Distribution:Email

Distribution:In-App

Goal:Awareness

Tools Google Analytics

QuantcastCrazy Egg

Optimizely

Goal :X Amount of new

customers

Tools Google Analytics

MixPanelCrazy Egg

Optimizely

Goal :Industry Plaudits

Tools KissmetricsMixPanelCrazy Egg

Optimizely

Hypothesis-Experiment-Learn-Repeat

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

Customer is King, Content is too!

plus

& an Influencer / Blogger Outreach program

should be the foundation of Haier acquisition

strategy

Deliverables1. Social Media Content / Asset Strategy

1. Social Media Scenario Planning / Editorial Tone

1.A Needs Analysis

1.A.1Response

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

Engagement

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.AEmail

Marketing

3.A.1Lead to

Prospect

3.A.2Prospect

to Customer

2. Blogger + Vlogger + Journalist Mining

• Focus on Segments who publish content on Electronics, White goods etc

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

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

Product “Hacking”

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

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]

Data & Analytics – Command Centre

Search

Deliverables5. Bought & Search Media Content / Asset Strategy

1. Bought & Search Media Scenario Planning & Editorial/ Creative Tone

1.A Programmatic Media &

TouchPoint Planning

1.A.1Display,

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 & Communications 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

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/ MobileSearch EngineSocial NetworksBookmarking SitesDevice BasedImages & VideoEcommerce Sites

TAOBAO

Groupon

Groupon

Google+ Local

Facebook Places

Google

Yandex

Yahoo

Baidu

6. Search Engine Optimization Strategy – Technical tweaks

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

Press Release Distribution

7.Unlimited Press Release DistributionWe 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.

9. Unlimited Press Release Distribution to News Desks

• NewsDesk Media List maintenance and build to major news publications in UAE. Maximum 100 publications

Deliverables10. Own Media Content / Asset Strategy

1. Own Media Scenario Planning / Editorial Tone

1.A Needs

Analysis

1.A.1Journey 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.AEmail Marketing

3.A.1Lead to Prospect

3.A.2Registered & Active Users/

Trigger & Event Based

Mobile

Deliverables Own Media4. Mobile App Store Distribution / Optimisation

iOS App Store Google PlayOn-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

Deliverables10. Own Media Responsive Mobile Site Design

Web

Mobile

Deliverables10. Own Media Responsive Mobile Site Design

Web

Mobile

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

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

CredentialsSEO / 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

CredentialsStrategy / Plan Build Run

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 Revenue201,278 broadband/TV orders x £254 ARPU = £51,124,713 potential Revenue108,420 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

• 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