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Website Review  &     Online  Promo3on  Sugges3ons    


Agenda •  Website Review  &  Sugges/ons   –  Structure  &  Naviga/on   –  Func/onality  

•  Online Promo/on  Sugges/ons   –  Facebook  Improvements  (VS.  Fevaworks)   –  Forum  seeding  (VS.  Systema/c)   –  YouTube  Channel     (Case  reference  from  EF  Town  &  Wall-­‐street  Ins/tute)


Objec3ve:  

Create values  to  poten/al  customers  at  their  Buying  Cycle Keyword-­‐targeted  campaigns  together  with  Site-­‐targeted  campaigns   Purchasing Process Best Buy

Awareness

Drive awareness  of  by  connec3ng     with  consumers  in  targeted    environments.    

Message Associa3on  

Build interest  in  products  through  contextual  text  &   image  ads.      

Considera3on Drive  targeted  traffic  to  online  stores  &  retail   loca3ons  

Purchase Intent   Engaging  consumers  in  website  content,   online  or    in-­‐store  promo3ons,     coupons,  or  contests  

Google Products

Site-Targeting

Content Targeting

Keyword Targeting Google Maps

Keyword Targeting

3


What are  the  essen/al  elements  for  a     Good  Website?  According  to  The  Webby  Awards,  the  interna/onally   well-­‐known  award  honoring  internet  excellence   –  Content   –  Structure  &  Naviga/on   –  Visual  Design   –  Func/onality   –  Interac/vity     >>  Enhance  User-­‐Experiences  


Product  Websites


Website Review ü organiza/on  of  content   ü priori/za/on  of  informa/on   ü user-­‐experience  (e.g.  search,  enroll  a  seminar)     ü technical  support  


Issue 1:  Content  Organiza3on  


Issue 1:  Content  Organiza3on  


Issue 2:  Content  Organiza3on   e.g.  Finding  Photography  Course  on  UNiART


Issue 2:  Content  Organiza3on   e.g.  Finding  Photography  Course  on  UNiART


References: Course  overview  


Issue 2:  Priori3za3on  

e.g. What  are  the  hot  programmes  in  UNiSOFT  IT?


Issue 2:  Priori3za3on  

e.g. What  are  the  hot  programmes  in  UNiSOFT  IT?


Issue 2:  Priori3za3on  

e.g. What  are  the  hot  programmes  in  UNiSOFT  IT?

No Automa3c   Rota3on!  


References :  Programme  Highlights  


Issue 3:  User  Experiences   e.g.  Enrolling  a  Seminar


Issue 3:  User  Experiences   e.g.  Enrolling  a  Seminar


Issue 3:  User  Experiences   e.g.  Search  for  a  course


Sugges3ons to  Product  Websites Content  Organiza/on   •  Separate  Chinese  &  English  versions  (or  choose  either  ONE)   •  Provide  Easy  Search  for  Popular  Course     Priori/za/on   •  Emphasize  Programmes  &  Sales  Promo/on  Highlights   •  Add  Call-­‐to-­‐ac/on  to  drive  number  of  enquiries     Func/onality   •  Technical  Improvements  (loading  /me,  friendlier  user-­‐interface,  SEO)   •  Enhance  Enrolling  and  Course  Search  Func/on  


References: Add  Call-­‐to-­‐ac/on  elements    


References: Add  Call-­‐to-­‐ac/on  elements    


References: Search  Func/on  


UNiSOFT Group  

hVp://www.uec.edu.hk/group/

 


Issue 1:  Content  Organiza3on  


Issue 1:  Content  Organiza3on  


Issue 2:  Priori3za3on  

e.g. Programme  Highlights  for  FOUR  schools


Issue 3:  User  Experiences   e.g.  Enrolling  a  Seminar


Issue 3:  User  Experiences   e.g.  Enrolling  a  Seminar


Sugges3ons to  Group  website Technical  Aspect •  Shorten  Page  Loading  Time   •  User-­‐friendly  Interface

Content Development •  Improve  content  organiza/on   &  informa/on   •  Centralize  corporate   informa/on   •  Provide  easy  search  for  course   materials     •  AVrac/ve  Layout:     call-­‐to-­‐ac/on,  programme   highlights •  Provide  two  language  versions  


References: Events  Calendar  


References: Programme  Search  


Facebook


Compe/tor Review  -­‐  Feva  Works Feva  Works

UNiSOFT

Fans (as  of  22  Sept,  2011)  

5518

180

Fan Page  Analysis     (1/8/2011-­‐22/9/2011)

Feva Works

UNiSOFT

Update Frequency

16

12

Response Time  

Within 1  day

No comment  by  Fans

Ø  Promo/on

8

0

Ø  Course  Informa/on

6

0   (1  feed  about  course  info   in  the  comment  field)

Ø  Event

0

5

Ø  Company  Informa/on

1

0

Ø  New  Trends

1

5

Ø  Others    (i.e.  fes/val  gree/ng) 0

2

Content Analysis:


Feva Works’  strengths  in     managing  FB  Fanpage   •  Strengths:     –  Good  management-­‐  Frequent  update   –  Good  management-­‐  Quick  Response   –  Rich  content   –  Well  wriVen  feeds  -­‐  Relevant  content,  with  call  to   ac/on    


Good Management  -­‐  Frequent  Updates   Update  on  17/9


Update on  20/9

Update on  21/9

Update on  22/9


Good Management  -­‐  Quick  Response   Answer  ques/ons  within  one  day


Good Management  -­‐  Rich  Content   Promo/on

Course Informa/on


Good Management  -­‐  Rich  Content   Company  Informa/on

New Trends


Good Management  -­‐  Rich  Content  


Feed Comparison:  Effec3veness  in  driving  sales   Fevaworks

1.  Landing Page:     •  Fevaworks:      Fevaworks  ‘s  applica3on  form     •  UNiSOFT:  First  link  is  external  website;    Second  link  is  company  websites   2.  Like:  Fevaworks:  8  ;  UNiSOFT:  0   3.    Call  to  ac/on

UNiSOFT


Feed Comparison:  Effec3veness  in  driving  sales   Fevaworks -­‐Quick  response  from  FB  users        à  drive  sales  effec/vely   -­‐  Eye-­‐catching  course  info

UNiSOFT -­‐No response  for  all  event/course  related  posts   -­‐Course  info  not  eye-­‐catching  


Feed Comparison:  Effec3veness  in  driving  sales   Fevaworks

UNiSOFT


Feed Comparison:  Effec3veness  in  driving  sales   Fevaworks

UNiSOFT


Sugges/on •  Feed Content   –  Frequently  update  feeds  in  FB –  Provide  more  course  informa/on  &  promo/on   –  Write  effec/ve  feeds,  simple  &  clear  

•  Upload videos  to  Facebook   •  Tabs   –  Upload  students’  reference/  comment/  work  in  the  tab   –  Create  some  FB  Games  in  the  tab   –  Create  4  tabs  for  courses  informa/on-­‐  UNiART,  UNiSOFT   IT,  UNiBIZ,  Top-­‐up  Porgram   –  Create  a  tab  for  course  promo/on  


Seeding General  Reviews


Seeding –  General  Reviews Uwants  


Seeding –  General  Reviews Uwants  


Seeding –  General  Reviews Uwants  

UNiSOFT: Nega3ve   comment


Seeding –  General  Reviews Uwants  

UNiSOFT (Oracle):     Nega3ve  comment


Seeding –  General  Reviews Uwants  

UNiART: Poten3al   customer


Seeding –  General  Reviews Uwants  

UNiART: Nega3ve   comment


Seeding –  General  Reviews DCHOME  


Seeding –  General  Reviews DCHOME  

Nega3ve comment


Seeding: Systema/c  系統電腦


Seeding: Systema/c  系統電腦 Uwants  


Seeding: Systema/c  系統電腦 Uwants  


Seeding: Systema/c  系統電腦 Uwants  


Comments of  UNiSOFT


Seeding: Systema/c  系統電腦


Seeding: Systema/c  系統電腦 HKdiscuss  


Seeding: Systema/c  系統電腦 HKdiscuss  


Seeding Case  Study


Seeding –  Case  Study  I HK  discuss  


Seeding –  Case  Study  I HK  discuss  

Poten3al customer


Seeding –  Case  Study  I HK  discuss

UNiSOFT: Nega3ve   comment


Seeding –  Case  Study  I HK  discuss

Compe3tor: HKMA   香港管理研究院

Customer Lost  !!!


Seeding –  Case  Study  II

HK discuss  

UNiSOFT: Poten3al   customer


Seeding –  Case  Study  II

HK discuss  

Comment: Neutral


Seeding –  Case  Study  II

HK discuss  

Compe3tor: Fevawork

Customer Lost  !!!


Seeding –  Case  Study  III

Yahoo! Knowledge    

Poten3al customer


Seeding –  Case  Study  III

Yahoo! Knowledge    

Compe3tor: KTVTC   香港基督教服務處觀塘職業 訓練中心

Customer Lost  !!!


Why seeding? Ø A  new  era  of  engaging  the  online  community   Arouse  public’s  aVen/on Word  of  mouth  effect Enhance  brand  loyalty Update  new  informa/on


Selling Point UNiSOFT  x  Oracle  courses:     Original  price  $29,000  à  Discounted  price  $19,800  

Hot courses:  Photography  courses

Hot courses:  Interior  Design  courses  


YouTube


References: English  Town  


References: Wall  Street  Ins/tute  


References:  

English Town  VS  Wall  Street  Ins/tute English  Town

Wall Street  Ins3tute


Sugges3ons for  UNiSOFT  YouTube •  •  •  • 

Auto Play     More  value-­‐added  videos  on  skills  enhancement   Less  commercials   Integra/on  with  other  social  media


-­‐ End  -­‐     Thank  you!


Appendix  

Facebook Tab  samples  from     English  Town  &  Wall  Street  Ins/tute


Tab Sample-­‐  Course  informa/on


Tab Sample-­‐  Course  promo/on


Tab Sample-­‐  Test


Tab Sample-­‐  Customized  Video


Tab Sample-­‐  Customized  Video

Video clip

Video clip

Job ref unisoft review v3 pptx (read only)  
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