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Digital Marketing Plan for Connecting Classrooms China2013
January 2013
Vision
Educators, teachers and students in China form the habit of participating Connecting Classrooms programmes online.
Educators, teachers and students in China form the habit of participating Connecting Classrooms programmes online.
Roadmap
Presence
Participation
Customer Relations
Open Resource
Recruitment
Promotion
Connecting Classrooms
Audience
Roadmap
Presence
Participation
Customer Relations
Open Resource
Recruitment
Promotion
Connecting Classrooms
AudiencePresence
Promotion
Recruitment
Open Resource
Customer Relations
Participation
2011
2012
2014
2013
2013
2012
Context
- We are embedding digital in all we do.
- We aim to achieve rapid growth of digital customers.
- We adopt a “digital by default” approach to T3 audience.
- We are embedding digital in all we do.
- We aim to achieve rapid growth of digital customers.
- We adopt a “digital by default” approach to T3 audience.
British Council
- We have achieved presence and promotion online with all our products, recruitment with some.
- Content building + professional support in marketing and technology are major disadvantages our digital work is facing.
- We have achieved presence and promotion online with all our products, recruitment with some.
- Content building + professional support in marketing and technology are major disadvantages our digital work is facing.
Connecting Classrooms China
Purpose
Digital work be value of Connecting Classrooms China in 3 ways:
• Multi-portal delivery platforms
• Social marketing
• Customer behaviour analysis tools
Digital work be value of Connecting Classrooms China in 3 ways:
• Multi-portal delivery platforms
• Social marketing
• Customer behaviour analysis tools
Platforms
Social Marketing
Customer Behaviour
Strategy
Digital strategy for Connecting Classrooms China in the year of 2013 focuses on:
1. Make online platforms resourceful and user-friendly
2. Use social marketing to reach target audience
3. Establish basic understanding on behaviour of our target audiences
Digital strategy for Connecting Classrooms China in the year of 2013 focuses on:
1. Make online platforms resourceful and user-friendly
2. Use social marketing to reach target audience
3. Establish basic understanding on behaviour of our target audiences
Planning
- Market Insights
- Segmentation
- Positioning & Messages
- Digital Marketing
- Evaluation
- Market Insights
- Segmentation
- Positioning & Messages
- Digital Marketing
- Evaluation
Table of Contents
Market InsightsMarket Size: Number of Netizens
298338
384420
457 485 513 53722.60%
25.50%
28.90%
0.31834.30%
0.36238.30%
0.399
0
100
200
300
400
500
600
2008.12 2009.6 2009.12 2010.6 2010.12 2011.6 2011.12 2012.6
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Netizen Growth rate
Source: Statistics Report of Internet Development in China 2012, reported by CNNICSource: Statistics Report of Internet Development in China 2012, reported by CNNIC
Unit: Million
537 Million
Market InsightsMarket Size: Netizens by Age
Source: Internet Development Report in China 2012, reported by CNNICSource: Internet Development Report in China 2012, reported by CNNIC
26.70%
29.80%
25.70%
11.40%
4.10%
25.40%
30.20%
25.50%
12.00%
4.30%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
10-19 20-29 30-39 40-49 50-59
2011.12 2012.6
= 136 Million
Market Insights
- Major channels of communication?
- Favourite channels of digital communication?
- Time spend online per day?
- Major channels of communication?
- Favourite channels of digital communication?
- Time spend online per day?
Behaviour: Questions remain
- Favourite channels of digital communication?
- Favourite online activities? Time spend on each activity?
- Favourite channels of digital communication?
- Favourite online activities? Time spend on each activity?
Teachers*
Students
* Includes education officials, headteachers & teachers* Includes education officials, headteachers & teachers
Action 1
Market Researchon customerbehaviour
Segmentation
Enriched education in his district; recognition from higher officials
Better learning experience in/out-of class; peer learning and sharing
Improved leadership in his school; recognition from his district
Improved teaching in his class; peer learning and sharing
Headteachers
Teachers
Students
EducationOfficials
Needs
Policy Dialogue Partnership Teaching Improvement School Leadership Accreditation
Coordinators
Positioning & Messages
We bring to you trends and resources on education best practice. Through us,
you connect to teachers around China and the world to share your ideas and
methods in teaching of global citizenship.
We bring to you trends and resources on education best practice. Through us,
you connect to teachers around China and the world to share your ideas and
methods in teaching of global citizenship.
Positioning of our digital work:
We open you a window to look at education best practice around the world and provide you
opportunities to connect with them.
We develop your future skills by connecting you to peers around China and the
world and by supporting your teachers.
We develop your future skills by connecting you to peers around China and the
world and by supporting your teachers.
Teachers*
Students
* Includes education officials, headteachers & teachers* Includes education officials, headteachers & teachers
Positioning & Messages
We exchange more and better teaching of global citizenship and
improved pedagogy in curriculum areas.
We exchange more and better teaching of global citizenship and
improved pedagogy in curriculum areas.
Key Messages:
We exchange UK and China expertise to nurture future global citizens.
Through culture relations, we develop young people’s skills,
understanding and outlook for work in a global economy and contribute
responsibly to society, locally and globally.
Through culture relations, we develop young people’s skills,
understanding and outlook for work in a global economy and contribute
responsibly to society, locally and globally.
Teachers*
Students
* Includes education officials, headteachers & teachers* Includes education officials, headteachers & teachers
Digital Marketing
- Finding- Matching- Sharing
- Matching- Sharing- Feedback
- Announcing- Resources
- Announcing- Resources
- Finding- Matching- Sharing
- Matching- Sharing- Feedback
- Announcing- Resources
- Announcing- Resources
Products and Places
Partnership
Schools Online
SNS (Weibo…)
Website
CRM
- Surfing- Learning- Sharing
- Learning- Sharing- Feedback
- Announcing- Resources
- Announcing- Resources
- Surfing- Learning- Sharing
- Learning- Sharing- Feedback
- Announcing- Resources
- Announcing- Resources
Teaching/Leadership
- Applying- Evaluating- Sharing- Feedback
- Announcing- Resources
- Announcing- Resources
- Applying- Evaluating- Sharing- Feedback
- Announcing- Resources
- Announcing- Resources
Accreditation
Teachers’ Community
ProfessionalLearning Site
- Broadcast- Questions- Sharing
- Announcing- Resources
- Announcing- Resources
- Broadcast- Questions- Sharing
- Announcing- Resources
- Announcing- Resources
Policy Dialogue
Social NetworkFor Professionals and Students
Portal of Announcements & ResourcesFor Professionals
Information (newsletter, etc)For Professionals
Digital MarketingPromotion: THINGS TO DO
Schools Online
SNS (Weibo…)
Website
CRM
Encourage online register and learning on PD site1. Localise (translate) course2. Promote both online and offline3. Try to make it component for PD certified courses
Promote projects, interact with audience, collect impacts 1. Build PD and GC contents specific for SNS platforms2. Embed 1 teacher/student award on multiple SNS platforms3. Daily operation + occasional campaigns
Promote projects1. Make all resources available on website2. Regular updates on resources and projects
Promote projects to targeted groups1. Announcements, newsletter etc to be sent through CRM 2. Accept applications and reports through e-mail
Promotions1. Weibo/Wechat/website/CRM2. Co-op w/ 2 popular teachers’ forums3. Each office do 1 info session4. QQ group (WeChat group?) for Q&A
Target: Teachers/Officers1. Coordinators of CCC programmes2. Language Assistants (CLA/ELA)3. Teachers with English proficiency
Digital MarketingPromotion: THINGS TO DO
Schools Online
Action 2
Adapt SO toChinese teachers’
needs
Q4Q1
Q2Q3
Translate Global Citizenship – by end Mar
Start to promote course on/offline - May
Trail for PD certificate component – Jul/Aug
Get ready for launch of the course – by end Apr
Review outcomes, translate other courses – Nov/Dec
Time allocated:1. Coordination: 8d * 1 staff2. Quality assurance: 3d * 2 staff3. Translation: 6d * 2 translators4. Consultation: 4h * 5 consultants5. Online promotion: 15d * 1 staff6. Offline promotion: 2d * 4 staff7. Embed to PD: 4d * 2 staff
SNS (Weibo…)
Platforms1. Weibo/Tecent microblog: daily tips2. WeChat: monthly activities
Target: Teachers/Students1. Those who participated in CCC2. Those who are interested in CCC3. Those who potentially interested
Digital MarketingPromotion: THINGS TO DO
Action 3
Make SNSinteraction-
focused
Q4Q1
Q2Q3
Collect and sort all education packs – by end Mar
Work out digital plan for Award - May
Implement digital plan for Award – Aug onwards
Write SNS-oriented messages (tips), publish – Apr onwards
Review outcomes – Mar 2014
Time allocated:1. Coordination: 5d * 1 staff2. Write Weibo: 40d * 1 staff3. Publish and interaction: 20d * 1 staff4. Award on SNS: appx. 10d * 4 staff,
2d * 1 digital consultant, 2d * 2 content consultants
Target: Teachers/Officers1. Those who participated in CCC2. Those who are interested in CCC3. Those who potentially interested
Digital MarketingPromotion: THINGS TO DO
Website/CRM
Action 4
Website asresource bank;
CRM as arm
Q4Q1
Q2Q3
Tips and games on Newsletter – May onwards
Standardised online application? – Jul
Education packs on website – Apr onwards
Review outcomes – Nov/Dec
Time allocated:1. Coordination: 8d * 1 staff2. Arranging resources: 8d * 2 staff3. Website update: 20d * 1 staff4. Newsletter: 15d * 1 staff
Evaluation
Loyalty(- Feedback,-recommend,
- re-participate)
Interest(Registrations)
Action(Participations)
Awareness (Reach)
A
D
People aware of CCC via digital media
People show interests by following CCC updates
People attend the offline and online virtual events
People attend the offline and online virtual events, provide feedbacks, and recommend others to participate
B
C
7. # of referral on SNS8. # of feedbacks on SO, SNS, website, e-mail9. # of repeat event participation
4. # of people participate in CCC offline and online events
2. # of people follow CCC SNS to become CCC fans3. # of download of CCC resources pack
1. # of people reached by SO, SNS, website and CRM
Evaluation
Schools Online
SNS (Weibo…)
Website
CRM
Encourage online register and learning on PD site1. Register rate and increase rate2. Completion rate3. Feedback and quotes from participants (thru questionnaire)
Promote projects, interact with audience, collect impacts 1. Numbers and increase rates on digital dashboard2. Numbers of “inquires solved” via SNS3. Number and tendency (+/-) of “comment to CCC” on SNS4. Impact information collected through SNS
Promote projects1. Numbers and increase rates on digital dashboard2. Feedback from participants (thru questionnaire)
Promote projects to targeted groups1. Open rate and click-through rate2. New subscriptions3. Contribution (story ideas) and participation (games)4. Feedback and quotes from subscribers (thru questionnaire)