Course: engagement in various manners. The Company primarily sells

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Course:
Master
of Science in Digital Marketing (MScDM 03)

Module:
Digital
Communications Management (MKT4024H)

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Lecturer:
Dr
Chebli Youness

Assignment
1: Digital
Communications Audit

Student
Name: Poon Ka Wang

Student
ID: 17206474

Submission
Date: 20th January, 2018

Executive
Summary

Website analysis along
with social media analysis is critical for success of any Company. The scope of
the current analysis deals with Xiaomi Mobile telephone Company. It is a leader
in the industry with its website ranking after Samsung. LG is also a close
competitor of the Company. The design of the website is developed taking into
considerations key aspects of the business, also to generate interests from end
users. It is integral to determine ranking of the website, which is undertaken
by way of comparing with other websites offering similar products. Social media
usage for Xiaomi is primarily determined by way of leader’s or influencers
within the industry. Audiences or target end users affect purchasing behaviour
of users impacting them by way of motivation into purchasing. Xiaomi is a
Beijing, China based company that is gradually expanding its scope pertaining
to developing and underdeveloped countries. Therefore, unlike Samsung and LG,
its brand recognition is gradually increasing.

The audience of the
Company is engaged such that they can purchase the product. The brand’s product
and services are available across the year and there is no as such season for
the same. Marketing and advertisement is conducted by the Company by way of customers’
engagement in various manners. The Company primarily sells its products by way
of flash sell in tie-ups with various leading world portals like Amazon and
also through its website.

Performance of the
website as well as social media platform of the Company is high in standards
and is gradually gaining customer attention. Quantity and frequency of purchase
of various products including mobile phones of the Company is increasing with
high rate of penetration of the Company. Therefore, it can be stated that the
brand’s digital communication performance is well above average. The contents
of the website and social media are extensive, useful to attract large number
of audience. A recommendation for the Company includes enhancing its contents
further.    

 

Part
1: Industry Assessment

Mobile phones industry is
a booming industry worldwide and in Hong Kong there are a number of companies
offering competitive products. There are quantities of Chinese mobile phone
manufacturers along with Korean mobile phone makers that are offering
competitive features at best possible price. Samsung is the market leader in
Hong Kong and the scope of the current analysis deals with Xiaomi mobile
company that rates second in the market.

Xiaomi mobile phones
market share is gradually increasing as users are extremely satisfied with the
product packaging and attributes at competitive price. Xiaomi sells its mobile
phones through various online portals as Amazon, Alibaba, Flipkart and so on.
It does so by way of a flash sale. A flash sale is a new technique adopted by
various operators within the market to drive sales. A number of mobile phones
are offered for free during first few minutes and then the stock gets over,
consumers have to wait again for the next flash sale. Xiaomi’s marketing
practices are paid within the industry with tie-ups with online portals. It
sells through its own website http://www.mi.com/en/ and
through https://www.tmall.com/ as
well.

Xiaomi’s strategy for
internet marketing and usage of extensive social media for its promotions has
helped it cut cost on advertisement. It mainly promotes through Facebook,
Google+ and Twitter. Most effective social media usages through social networks
are undertaken by Facebook, Twitter and Google+ accounts. Common content themes
of content shared through types have followers when compared to industry
leaders. It has 1,496,935 followers and Samsung being industry leaders have
356,067 followers and LG has over 100,216 followers. These are currently
industry top 3 leaders present in the market. Content in the posts relate to
innovations in the Company with ways to contact with customers. Xiaomi has
content engagement immensely by way of announcements regarding company products
that it makes.

Regulatory environment
that are applicable in social media usage is that companies cannot directly communicate
exposing competitors’ products or their negatives. There is not as such any
particular seasonality pertaining to the industry. However, sales picks up
during holiday or seasons of Christmas or any other seasons. Sophistication of
audience is high as there is product complexity involved with the products.
There are a varied number of products offered by the Company that offers varied
type of products. Typical buyer of the products includes regular customers.
Sales cycle of the brand’s products is placing the order and then receiving the
product accordingly. Duration of purchase process is ordering the mobile on the
website and then paying for the product, receiving the packed product in
delivery period. Common calls on website and social media are handled through
service personnel.

 

Part
2: Digital Communications Audit

About
the brand

1.     
List:

·        
Brand name: Xiaomi Mobile

·        
Sector / industry category: Mobile
industry 

·        
URL of website : http://www.mi.com/en/

·        
Social profiles promoted on website:
Facebook, Google+ and Twitter

·        
If applicable, list any additional
networks in use but not promoted on website: No additional networks

 

2.     
Business
Background: Xiaomi is a mobile telephony company that
makes innovative mobiles with various features. It can be compared with some of
the best mobile manufactures worldwide (Barateiro, 2010). Its competence lies
in manufacturing mobile phones at competitive rates, having features similar to
Apple iPhones. Marketing practices adopted by the Company is through social
media networks and providing extensive service through its owned service centers.
Business growth of the Company is planned through its gradual entry into the
market by making tie-ups with one online company at a time and entering into
various neighboring countries at a time.

 

About
the brand’s website performance

3.     
General
Stats (Comparing Traffic): Xiaomi HK vs Samsung HK

·        
Category:
Telecom

·        
Category
rank: 40 (China) vs Samsung N/A; Global Rank 207 vs 64

·        
Highest
monthly visits in last 6 months: 277, 000, 000 (November,
2017) vs  1,421,000,000 (December, 2017)

·        
Lowest
monthly visits in last 6 months:
222,000,000
(August, 2017) vs 1,298,000,000
(September, 2017)

·        
Pages
per visit:
3.81
vs 2.08

·        
Bounce
rate:
33.48%
vs 60.51%

·        
The
breakdown of traffic sources

Direct: 38.51%
vs 21.92%

Referral: 17.89% vs 8.16%

Search: 40.31%
vs 63.17%

Social: 1.86%
vs 3.26%

Mail: 1.10%
vs 1.96%

Display: 0.33%
vs 1.53%

 

4.     
In
comparison to competitors

The
website is 54% ok, but mobile experience is not that good. SEO needs to include
search bots with better titles, heading and Meta descriptions. The best aspect
about this site is its security certificate (Amory, 2010).
The website is losing out on its revenue from mobile users whereas Samsung has
an advantage over it.

 

Check
keywords

5.     
The top 5 keyword phrases for the site based on the Anchor Text
report (target root domain) via OpenSiteExplorer: https://moz.com/researchtools/ose/

·        
mi

·        
redmi note 4

·        
mi box

·        
mi mix 2

·        
mibox

6.     
By using OpenSiteExplorer, there are some Just-Discovered links
identified.

·        

La apuesta de China por la Inteligencia Artificial

·        
http://www.mi.com/selfiestick-tripod/

·        
http://buy.mi.com/in/item/3173700004

·        
http://culturegeek.com.ar/ces-2018-qualcomm-nuevos-chips-5g/

·        

mi A1 impression from Xiaomi

The
links shared indicates latest additional features that are available or added
across Xiaomi product range (Wymbs, 2011).

 

7.     
Contents that are most shared on social media based on: https://www.sharedcount.com/

Content of the website that is most shared across various platforms
of social media as well as content addition is its new product launch (Shah, 2008). The Company keeps
its users posted regarding various updates that the Company is bringing along
with product addition that it makes.

 

Content
Quality

8.     
Rank the content quality on a scale of 1 – 4 (1 poor, 2
average, 3 good, 4 excellent) This question should be rated on scale of 1-4,
instead of wordings

·        
Is the text easy to read? :  3

·        
Does it have short, clear sentences? 4

·        
Is content broken into sections and easy
to skim paragraphs? 2

·        
How “human” is the content (does it feel
like it was written for humans or computers)? 4

·        
Does the content avoid redundant or
awkward placement of keyword phrases (keyword stuffing)?  3

·        
Is the right tone for the audience?  4

 

For
the home page:

·        
How well does the page explain who the
company is?  4

·        
How well does the page explain what the
company does or sells? 4

 

For
deep, interior pages:

·        
If someone enters the site from a search
result or referral link leading to an interior page (like a blog post, product
page, FAQ etc.), would s/he understand where s/he was (clear branding
indicating what company is this, what do they do or sell)?  4

·        
Do pages include navigational aids to
indicate where the page exists within the scope of the site? 3

 

 

9.      Is the website mobile optimized
(check all that apply)? This part should be checked instead of wordings

    Quality
images (HD/retina quality or vector-based, i.e., they are not fuzzy)

    Touch
friendly (image carousels for example are easy to use, swipable)

    Buttons
and CTA are clearly visible (large button sizes minimize click error)

    Font
is large enough to read, no need to tap or pinch zoom (14px and above)

    Portrait
/ landscape reflow is seamless

    Imagery
does not contain text

    Forms
are short and use text-specific, email-specific or number-specific input types
depending on the form field

 

10.  For blog posts (if applicable):

·        
How
often does the company post? How regularly do they post?
Every
day.

·        
Is
there any incentive for visitors to come back regularly to read new posts?
Yes,
special discount or promotion will be posted.

·        
Look
at the comments – do people seem engaged? Is it filled with comment spam? Is
the company responding to comments?
Yes, people are actively involved. The comments reflect people’s engagement
with that of the Company’s development and reflections. All comments are not
spam and the company is responding to comments regularly.

·        
Is
the blog content relevant to the company, industry, audience?
Yes,
the blog content is very relevant.

·        
Why
would someone want to read this blog? What would they gain from reading this
content?
The blog is filled with interesting and rich contents. Contents of the blog
provide new technological and software developments in the mobile industry as
well.

 

 

11. 
What
Content Marketing Tactics are in use (check all that apply):

o  
Case studies

    Blog

o  
eNewsletter

o  
In-person events

    Videos

o  
Illustrations and Photos

o  
Whitepapers

o  
Infographics

o  
Webinars/Webcasts

o  
Online Presentations

o  
Online community (Facebook Group, Slack
channel, Ning, etc.)

o  
App

o  
Other_____

 

12.  What is the primary purpose of that
content (check all that apply):

    Lead
generation

    Sales

    Lead
nurturing

    Brand
awareness

    Engagement

    Customer
retention /loyalty

    Customer
evangelism/creating brand advocates

    Upsell/cross-sell

 

 

13. 
Does
the brand ask its audience to subscribe to:

o  
eNewsletters

o  
Blog

    Online
community

o  
Video series

o  
Digital magazines

o  
Print magazines

o  
Podcasts

o  
App

o  
Other

o  
Does not extend offers

 

14. 
For
ecommerce pages, or subscription (sign up, register) pages:

·        
What
is the tone like? Is it a hard or soft sell?
The
tone is encouraging customers to take action, which is buying their products,
in a soft selling way. I don’t feel it is too pushy.

·        
Is
the text focusing on telling the visitor to buy/join/register etc.
(features focused) rather than explaining why the visitor should buy (benefits
focused)?  
Does
not focus visitors to buy/join/register, but does explain benefits.

 

15. 
What
are the most important tasks for visitors to complete–What are the primary
(trackable) actions that a prospect takes when visiting the website? (Ex,
download a brochure, subscribe to newsletter, read editorial content, register,
buy)

The
most important task for visitors to complete is buying from the website.

 

 

16. 
Based
on the design and content, would you say the website is above the industry
average, average or below average? Critically discuss.

The
website of Xiaomi is industry average. It contains the basic details that all
mobile telephony company has along with certain competitive features (Jones, 2008).
It has been able to attract buyers and visitors but is not exclusively featured
for generating greater attention. Its regular marketing activities have been
able to attract sizable number of customers though.

 

Social Media Benchmark Grid

 

17. 
Create
and submit a spreadsheet that shows the website URL and all social networks.
Use the template below.

 

In column 4: What is the
primary business problem the brand is trying to solve with social media:

o  
Lead generation

o  
Sales

o  
Lead nurturing

o  
Brand awareness

o  
Engagement

o  
Customer retention /loyalty

o  
Customer evangelism/creating brand
advocates

o  
Upsell/cross-sell

 

 

In column 5: What calls
to action related to the brand’s original content are highlighted in the
profile or social content? (May you please provide me with the spreadsheet
separately as I really can’t read it)

o  
Buy (or other financial transactions):
Product/service, paid membership, event etc.

o  
Subscribe (join, register—non-revenue
transactions): eNewsletters, webinar, community membership

o  
Download: Whitepapers, case studies,
reports, ebooks

o  
Read , Listen, Watch: Blog posts, video
series, digital magazines, print magazines, podcasts

o  
Does not extend offers

 

In column 6 & 7: What
adjectives describe the brand voice for each network and is it consistent with
the overall brand?

 

In column 8: What media
is in use (is the brand taking advantage of images, links, hashtags, and other
features)

 

Network

URL

Profile complete: cover image, avatar, 5-10 keywords
in bio, URL

Purpose

CTAs

Brand voice

Consistency with overall Brand

Media use (text, photos, videos, links, hashtags

Frequency of posts per week

Follower growth weekly

Engagement weekly (likes, comments, shares)

LinkedIn

NA

 

 

 

 

 

 

 

 

 

Twitter

https://plus.google.com/+MiGlobal

 

 

 

 

 

 

 

 

 

Facebook

https://www.facebook.com/XiaomiUSA/

 

 

 

 

 

 

 

 

 

YouTube

NA

 

 

 

 

 

 

 

 

 

Google+

https://plus.google.com/+MiGlobal

 

 

 

 

 

 

 

 

 

SlideShare

NA

 

 

 

 

 

 

 

 

 

Instagram

NA

 

 

 

 

 

 

 

 

 

Pinterest

NA

 

 

 

 

 

 

 

 

 

Vimeo

NA

 

 

 

 

 

 

 

 

 

iTunes

NA

 

 

 

 

 

 

 

 

 

Tumblr

NA

 

 

 

 

 

 

 

 

 

Vine

NA

 

 

 

 

 

 

 

 

 

Medium

NA

 

 

 

 

 

 

 

 

 

Periscope

NA

 

 

 

 

 

 

 

 

 

SnapChat

NA

 

 

 

 

 

 

 

 

 

 

 

18. 
Based
on the profile and content, would you say their social channels are above the
industry average, average or below average? Critically discuss.

Their
social channels are above average due to large number of followers and high
quality content. The Company has been able to attract a large number of
visitors, generating visitors for each profile.

 

19. 
Analyze
the brand’s followers. What did you learn about their interests and influence
across social networks.

Brand
followers primarily comprise of new generation people, who want to keep
themselves updated with new technological developments and features. They are
often repeated customers of the brand.

 

Part
3: Summary and Recommendations

20. 
Altimeter
identifies six stages of social business transformation, how would you assess
the maturity of this brand’s social business strategy? Critically discuss.

Altimeter’s Charlene Li and Brian Solis establish that businesses are born as
equals in their social media maturity. There are emerging organizations that
have social media strategies against “social business”. Business invests in
social media tied to business goals by integrating social methodologies to
generate business impact (Higgins, 2011).
While companies mature across their social platform, they move through six
distinct phases as planning, presence, engagement, formalized, strategic and
converged. Through various recommendations a business is able to transform
itself from one stage to the other effectively.   

 

 

 

21. 
The
content audit leads to recommendations that ultimately inform the content
marketing strategy.

Xiaomi
needs to have more social media accounts and profiles that can effectively tap
active users. Developing its mobile App will help connect with customers in a
better and more effective manner.

 

 

 

 

 

 

 

 

 

 

 

 

 

Reference
Lists

Amory, D., Amann, W., Yeagley, J., Rockwell, M. and Shuntich, D., Chase
Real Estate Services Corporation, 2010. System and method for capturing,
combining and displaying 360-degree” panoramic” or”
spherical” digital pictures, images and/or videos, along with traditional
directional digital images and videos of a site, including a site audit, or a
location, building complex, room, object or event. U.S. Patent Application
12/661,227.

Barateiro, J., Antunes, G.J., Freitas, F. and Borbinha, J.L., 2010.
Designing digital preservation solutions: A risk management-based approach.

Higgins, S., 2011. Digital Curation: the emergence of a new
discipline. International Journal of Digital Curation, 6(2),
pp.78-88.

Jones, S., Ball, A. and Ekmekcioglu, Ç., 2008. The data audit framework:
A first step in the data management challenge. International Journal of
Digital Curation, 3(2).

Shah, M.A., Swaminathan, R. and Baker, M., 2008. Privacy-Preserving
Audit and Extraction of Digital Contents. IACR Cryptology EPrint
Archive, 2008, p.186.

Wymbs, C., 2011. Digital marketing: The time for a new “academic major”
has arrived. Journal of Marketing Education, 33(1),
pp.93-106.

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