Education Post (online education property under South China Morning Post Group)'s presentation on selected digital marketing trends in Hong Kong, including: Mobile advertising; WeChat marketing; and Native Advertising. Presented by Razlan Manjaji & Jin Wong.

1. Advance your businesses
with E-marketing
Nov 13th, 2013
Razlan Manjaji, Senior Business Manager
Jin Wong, Digital Marketing Executive

2. Introduction
EDUCATION POST, part of the South China Morning Post Group,
is Hong Kong's leading online education website with up-todate editorial contents, education-related resources and the
most comprehensive course search database in postgraduate,
MBA and continuing education.
The following presentations are the speakers’ sharing of the
latest selected digital marketing trends in Hong Kong, using
Education Post and other brand advertisers for illustrations.

3. Agenda
1. Mobile advertising
2. WeChat marketing
3. Native advertising

4. Mobile advertising: the must-try

5. What we did on mobile
• Mobile campaign to drive newsletter subscriptions
• When goes mobile, goes full-screen takeover
UA app
AM730 + ETNet apps
Click rate as high as 24%
AAStocks app

6. Rich media to create higher engagement
Interactive ad formats allow users to play around and have fun with the ad
Case study: Crazy Horse
Users can swipe the screen to show full image,
then call for action for ticket purchase

7. Connect with social media
•
•
•
Full-page ad shows top posts on Facebook
Users can like the brand’s Facebook page with one click
Install click-to-call / tap-to-email buttons to increase engagement
Case study: Benefit

8. What mobile can do that web can’t
Specific targeting options to narrow audience reach
Case study: L'Oreal Paris on
HK Weather app
Targeting options:
• Temperature
• Relative Humidity
• UV Index
• Air pollution Index
Weather conditions affect purchase condition;
L’Oreal Paris is selling a UV protection cream;
Banner ads only show when there is strong UV

9. What we learned about Mobile Advertising
More prominent ad
formats > higher click
rate
Connect with social
media properties to
drive engagement
Make use of targeting
options (weather,
location, devices) to
reach the right
audience

10. WeChat: the new social media platform

11. Our experiment with WeChat
• SCMP Group’s first WeChat
account
• WeChat ID: EducationPost
Follow us!

12. WeChat: Different types of messages
•
•
•
Managed on a web platform
(http://admin.wechat.com)
Coordinate with WeChat
staff for setup
Details to be filled in the
profile:
Profile icon
name
WeChat ID
Description
QR code

13. WeChat > Different types of messages
•
•
•
•
Rich Media
Image
Audio
Video

14. WeChat > Rich Media Message
What you need:
•
•
•
•
•
Title
Image (720*400)
Description
Contents
Source URL

15. WeChat > Rich Media Message
Remember to call for action!
At the end of each article, we put a call-for-action image to encourage sharing and clicks

16. WeChat official account (微信官號)
Pre-set custom messages / auto key-word replies

17. Case Study: Nike HK WeChat
Wise use of pre-set custom messages
Welcome message
When user replies…
Chatting with user

18. What we learned about WeChat
WeChat isn’t about driving traffic
But to build high-quality conversations
Engage with loyal audience

19. Native advertising

20. What is Native Advertising?
In-stream
ads?
Advertorials?
Special
reports?
Sponsored
contents?
Blending advertisers’
contents into natural
user experience

21. Our Native Advertising experiment > In-stream
content
Homepage
Advertisers’ course
displayed as one of
the grids with other
editorial contents
Average CTR 1.22%

22. Our Native Advertising experiment > Priority search
result
Search result page
Advertisers’ courses
are displayed in
priority with special
green highlight

23. Our Native Advertising experiment > Sponsored
content labels
Website
Mobile site
Web & mobile site
Advertisers’
contents are clearly
labeled and
highlighted in
different colour

24. Our Native Advertising experiment > Sponsored
content labels
Newsletter
Newsletter
Advertisers’
contents are clearly
labeled and
highlighted in
different colour

25. What we learned about Native Advertising
Native ads need to be
clearly labeled and
not misleading
Content must be
relevant and engaging
Need to work closely
with advertisers &
editorial team
Dare to experiment &
consistently measure
performance

26. Subscribe our FREE newsletters
Find us on www.educationpost.com.hk

27. Thank you