My Digital Insight

Diet lifestyle is becoming popular in the Chinese market, especially among the young generation group. In recent year, more and more young Chinese people are aware the importance of being healthy. They start to exercise in the gym regularly and eat low-calories food. Eating salad becomes one of the most popular diet trends right now. Sexy Salad is a very successful salad brand in China. From Google Image Obviously, the main menu that Sexy Salad offers is the salad. Its major target customers are gym guys who want to reduce fat as well as grow muscles. Currently, Sexy Salad creates over 100 salad varieties to meet customer diet needs. From Google Image Even though Sexy Salad runs less than two years, the annual revenue has reached ￥60 million.  The company has completed the fourth round of financing, and final round of financing is invested by Baifu Holdings which is the Chinese largest PE institution. How does Sexy Salad have so outstanding performance in such...

Recently, McDonald’s teamed up with superstar Nicholas Tse and star chef Ramón Freire to launch limited signature crafted burgers in China. Each star created one special burger and named after himself. This time, McDonald’s brings  “Nicholas Cool Spicy Chicken Burger” and “Ramón Crispy Beef Burger”. Nicholas Cool Spicy Chicken Burger From the McDonald Chinese Official Website Ramón Crispy Beef Burger From the McDonald Chinese Official Website In addition, McDonald’s adds limited “Honey Mustard Fries” and “Nicholas Cookies Bubble Tea” as afternoon tea choices. Honey Mustard Fries From the McDonald. CN Cookie Bubble Tea from McDonalds.cn This is not the first time for McDonald’s to team up with superstars to launch signature crafted burgers. Last year, McDonald’s teamed up with star chef Ramón Freire to create two premium burgers: “Mexico BBQ Chicken Burger” and ” Egg Beef Burger with Creamy Nut Sauce”. From Sohu News According t...

Summary: In general, when clients want to create a digital campaign, they will firstly write a brief and send to an agency. Then, the agency will review the brief and start creating a campaign plan. It is important that everyone (client, agency, advertiser) agrees with the campaign objectives and understands what the success metrics are for the campaign. At the end, the team should focus on the business results  (sales, revenues) instead of traffic volumes (# of clicks, # of pageviews). Key Notes from The Course: I create six Power Point slides to show you the digital campaign planning process. The first slide shows the five steps of digital campaign planning process. Then, the next five slides cover the key points of each planning steps. Note: For sellers, it is important to keep up-to-date with  agency partners. They should always update the latest ad vehicle and new promotions.

Nowadays, when people want to learn something, they are more likely to search the topic on the search engine and find the related information on the websites.  Normally, users who read content online are less patient and diligent. They usually like to scan the page, skip some long paragraphs and grab the keywords. It is very important to make content more user-friendly.  I found a short and interesting article from  Entrepreneur   which is about  what you could do when your spouse has the conflict with your new business . Now, I am going to use this example to do a brief content evaluation and give you some useful tips on how to make your content more scannable. Tip One: Name an interesting heading to motivate users to read The heading “What to do When Your Spouse Does Not Want You to Open a Business” looks like a sentence. “What to” or “How to” are very popular heading style across the website. It motivates users to find out the solution. ...

Summary: After we create the content, we need to maintain current content regularly.  We want to make sure every piece of content is up to date, accuracy and useful for our users. In addition,  we always want our content are consistent across all the channels. Key Study Notes from the Course: Maintaining Your Living Content: Break up section of your website and concentrate on them Delegate a section to one person or focus on that section for a few week Make sure all the content is up to date Creating a Content Strategy: Content Strategy focuses on: what new content will be adding and updating in following months or next year influencing the direction of the website helping users and SEO Keeping the website relevant Content Governance: It means who owns the content and who has the responsibility and the authority over pieces of content. You need to make sure that your content meets the required level of quality. Your content should be: ...

Summary: There are eight characteristics of good content include structure, relevant, useful, accurate, credible, findable, scannable, and simple. When we are developing content, we don’t only focus on those eight characteristics, but also focus on writing in an interesting way to make users want to read. Moreover, the voice of the content is also a key consideration when you write the content. You need to write more personal and to choose more active verbs. The tone of the voice should be consistent across all the channels. Key Study Notes from the Course: Characteristics of Good Content: Structure When you structure content on a page, you need to consider how people are going to read it.You can use big heading, bullet points, short paragraphs, and etc. Relevant & Useful You need to make sure to meet the needs and goals of both users and business. You could look at competitors’websites to learn what they are doing. Or, you could do some research. Tips to ...

In the past, I had some bad online experience from some websites. For example, some website check-out process required too many steps that drive me crazy, and some websites had terrible designs that made me feel difficult to trust. Then, I get interested in web user experience and want to research what kind of user experience will make people feel happy. Thus, I start learning User Experience for the Web from Open2Study.com. I would love to share my study notes and learning insight with you. Key Study Notes From Course:  1. Overall of User Experience (UX) User experience  is designing all aspects of a person’s experience with a product or service.  User experience is influenced by disciplines such as: Graphic Design Psychology Research Anthropology User Experience is all about end users, so about human behavior and how a user perceives UX is underpinned by research, research being, researching what the user needs and how they’ll go about i...

Last Wednesday, the weather in New York was unusually warm in the Fall. I went to Brooklyn Bridge and then walked on the W Broadway down to Soho. Suddenly, I found Chobani Yogurt Bar across the street. What a surprise! Two months ago, when I wrote  Six Amazing things about Chobani , the website showed that the Soho yogurt bar was temporarily closed as they craft a new experience to customers. I totally forgot about it. However, when I saw the real Chobani bar was just in front of me, I felt very excited. Of course, I couldn’t wait for it! Inside the store, many bottles of different fresh ingredients are orderly arranged in the visual operation room. A waitress  was very nice to welcome me and showed me a quick menu. Many customers were standing on the line. The waitress told me that she could take my order if I paid it with a credit card, so I didn’t need to wait for the long line. I felt I got a VIP service. I ordered Mango+Avocado Savory Creations. All of ...

In my  last article , I shared my Starbucks brand story main through a brief website analysis. You can see how Starbucks decorates its online front door and tell people different stories. The most important thing is you will never miss direction in Starbucks online world. The two main story chains for Starbucks are the digital and in-store experience. In the digital experience, Starbucks develop brand stories primary at two online channels-Website and Social Media.This time, I will share some insight about Starbucks social media strategy. How does Starbucks Build Stories on Social Media World? Starbucks shares its brand stories through five popular social media platforms: Facebook, Twitter, Google+, Pinterest, and Instagram. I will guide you to explore  the recent month stories  on Starbucks Social Media World. Facebook: New Seasonal Drink and Food Promotion is on the way! In my previous post, I mentioned Starbucks is promoting new Chile...