ZTE Device
Overseas SNA Platform Quarterly Report
Reported By：Guru Online (Holdings) Limited
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Table of Contents
1. Highlights
2. Platform Analysis
3. Regional Pages
4. Competitor Analysis
5. Strategic Suggestions
Part 1
Highlights 1
Quarter Highlights
AXON Elite Land on eBay
Before AXON Elite land on eBay in 5 European countries, we created 5-day countdown feeds to
announce the 5 countries one by one. This strategy is useful to raise curiosity and keep people
interested. To make the feeds more interesting, we added animations for clouds to float under the flags,
representing how AXON Elite was about to land. It was a good performance as many fans liked the
feeds.
AXON Elite Land on eBay
On the day of landing, we celebrated with our fans by inviting them to write why AXON Elite is perfect
for them and we give away a product to the winner for free. As result, we received many good
comments. Since fans showed high interests in our wall game, we created a second one to ask how
they would like to unlock AXON Elite and we were glad to receive good results as well. With
advertisements, these two games achieved over 134 thousand impression and 4,837 engagements
including 271 comments.
Quarter Highlights
AXON Elite Land on eBay
To promote AXON Elite’s sales on eBay, we also created a series of ’lightning’ design feeds. Meanwhile,
we added in the 5 European countries’ links to drive traffic to the previous sales pages. With
advertisements, these feeds received high impressions (over 74k) and high engagements (over 1k).
Quarter Highlights
SUMMARY
Pagepost Ad
Total
IMPRESSION
190,194
190,194
CLICKS
11,306
11,306
ACTION
10,038
10,038
During this quarter, we advertised on 6 feeds about AXON Elite landing on eBay.
In total, we achieved more than 190k impressions, over 11k clicks and 10k engagements.
Quarter Highlights
AXON Elite Land on eBay
AXON Mini Land on AliExpress
As for AXON Mini’s landing on AliExpress, we used a different approach. First, we created #Press4more
as a tailor-made hashtag for AXON Mini and her life-style designs to help our fans understand the
featured ‘pressure sensitive’ function. In total, we achieved almost million impressions and over 73k
clicks. With advertising, the feeds received almost 300k impressions and 67k clicks.
Quarter Highlights
AXON Mini Land on AliExpress
Second, on and before the day of landing, we used website conversions to direct fans to the sales page.
In total, we successfully received over million impressions and over clicks, and reached a
better KPI (%) than expected.
Quarter Highlights
AXON Mini Land on AliExpress
After the landing, we continued promotions in a wide range of aspects, such as product review,
accessories, usages and outlook, etc. It enriched contents on our page and greatly caught fans’
attention. By providing sales links, these feeds could continuously drove traffic to the sales page. With
advertisements, all the after-landing feeds received more than impressions and almost
engagements.
Quarter Highlights
SUMMARY
CTA Ad
Pagepost Ad
Total
IMPRESSION
1,433,788
291,939
1,725,727
CLICKS
5,244
67,425
72,669
ACTION
4,353
71,844
76,197
During this quarter, we arranged 3 page-post advertisements and 2 website conversions.
In total, we achieved more than 170k impressions, over 72k clicks and over 760k engagements.
Quarter Highlights
AXON Mini Land on AliExpress
Christmas Promotion
‘Spro 2 Is Coming To Town’ was a wall game that we created for Christmas promotion. We invited fans
to make stories about elf preparing for the Christmas gift of Spro 2. Many fans joined and told
interesting stories, which was good to build emotional relationship bonds between Spro 2 and our fans.
To get more people to join us, we advertised on the last call-to-action feed. As a result, we achieved
more than 430k impressions and over engagements.
Quarter Highlights
Christmas Promotion
A lot of fans joined the game. From the comments, we illustrated stories with text and also designed
images. It illustrated that our fans were very creative and highly engaged in making stories.
Quarter Highlights
CES 2016
CES 2016 was another important highlight in this quarter. We wrote multiple reports about it, including
ZTE booth, products on-show, media interview, awards and interactions with NBA players, etc. By
sharing live reports posted on the . page, we were able to update fans about our offline event and
to get them involved.
Quarter Highlights
CES 2016
Apart from reporting, we created ‘WIN AXON Mini’ during CES. It was a wall game that explored the
concept of #Press4More. Fans were encouraged to share photos of them ‘pressing’ something, which
led them to the new era of ‘Pressure Sensitive’ in mobile industry. It was a big success as we received
over 110k impressions and almost 15k engagements (including 448 comments). Also, it helped to build
close relationship between the brand and fans, which matched closely with the key message (fans
loyalty) of CES.
Quarter Highlights
#BeDifferent Video
#BeDifferent was a branding campaign. In videos, ZTE employees in different job roles expressed their
understandings and practices of ‘Be Different’ in life and work. Not only did this build good images of
employee themselves, but also built a creative brand image. By the end of this quarter, we have already
posted 6 video feeds and received about 120k impressions and over 800 views.
Quarter Highlights
LinkedIn Advertisement
From Dec 21st to Jan 4th, it was the very first time that we advertised on LinkedIn, targeting ZTE’s target
audiences, including ZTE employers, competitors, professionals in telecommunication and other related
industries. In total, we successfully reached 143% KPI, received more than 114k impressions, over 400
clicks, and 98 net growth of followers. Based on the results, we found that different articles should
have different filtering, in order to enlarge the audience pool and deliver the articles to target
audiences effectively.
Quarter Highlights
Part 2
Platform Overview 2
Year Month
TotalFans
Number
TotalNumberof
peopletalking
aboutus
Total
Engagements
Total
Impressions
Engagement
Rate
2015 Oct 107,161 9,038 10,705 261,800 %
2015 Nov 119,206 25,293 17,096 566,285 %
2015 Dec 130,747 110,297 99,902 2,615,918 %
2016 th
Jan(15)
131,016 132,043 123,548 2,854,048 %
Facebook Statistics
Statistics
By Jan 15th, the total fans number of ZTE Device’s Facebook has steadily increased to 131,016. We have
a regular crowd of 132k people talking about our Facebook page, with more than 123k engagements
and over million impressions. These statistics proved good development and performance of our
page.
Facebook Fans Distribution
Fans Distribution
Fans Growth: to promote products launch and wall games, we advertised on some page posts in Nov
and Dec, which effectively increased the number of fans during promotion period.
Gender/Age: men (78%) and young people (18-24, 51%) were the main fans target groups of our page.
Their engagements (men 78%, young 62%) were more actively than others. It proved that since men
were the target customers of ZTE Devices, Facebook is effective in approaching them.
Facebook Fans Distribution
Fans Distribution
Geographic: most of our Facebook fans came from South Eastern Asia including Philippines, Indonesia,
India and Malaysia; Mexico, the US, Italy are listed in the top 10 fans country origins.
Likes:25,760 Likes:25,559 Likes:20,373 Likes:721 Likes:718
Comments:5 Comments:11 Comments:24 Comments:17 Comments:23
Shares:2 Shares:2 Shares:21 Shares:16 Shares:17
Facebook Top 5 Feeds
Highlight Posts
In this quarter, our daily feeds focused on AXON landing on eBay and AliExpress as well as sales after
landing.
According to the number of engagements, all top 5 feeds were promotions for landings and sales. To
some extent, it showed that creative design feeds with sales information could effectively attract our
fans attention and interests.
Theme: AXONMiniLandingonAliExpress
Date: Dec8th
Engagements: 25,760Likes,5comments,2shares
Itwasthefirstpre-landingfeedaboutAXONMini
#Press4More,wetriedtointerpretthehigh-techof
‘PressureSensitive’byshowingsomepressingactions
couldmakeourfansmorefamiliarwithpress
,we
advertisedthefeedtoreachouttomorefans,andas
aresult,morethan25thousandfanslikedit.
Facebook Top 5 Feeds
Theme: AXONMiniLandingonAliExpress
Date: Dec9th
Engagements: 25,559Likes,11comments,2shares
Thesecondpre-landingfeedusedanothercreative
designofpressingthedoorbell,whichalsoreceived
,we
addedsaleslinktodirectourfanstothesalespage.
Withadvertisement,itkeptfansinterestedand
expectantforthelanding.
Facebook Top 5 Feeds
Theme: AXONMiniLandingonAliExpress
Date: Dec10th
Engagements: 25,373Likes,24comments,21shares
Onthedayoflanding,weannouncedthisgoodnews
,wechangedthepressing
thelife-styledesign,weusedtheideaofpressing
gamethatourfanshavebeenusuallyplayingindaily
’s
impressionandletmorepeopleseemoreofthisgood
news.
Facebook Top 5 Feeds
Theme: AXONEliteLandingoneBay
Date: st
Oct1
Engagements: 721Likes,17comments,16shares
ForAXONElite’sbigsalesoneBay,weposted
5’lightning’designfeedsonandbeforethesales.
Sincethesalesonlyopenedfor5Europeancountries,
weprovidedallthe5countries’saleslinks,makingit
convenientforourfansallacrosstheworldtodirectly
ideawasoriginatedfromthebirthofmobile’King’,
whichinterpretedasthebrand’sambition.
Facebook Top 5 Feeds
Theme: AXONEliteLandingoneBay
Date: th
Oct8
Engagements: 718Likes,23comments,17shares
Onthedayoflanding,wepostedthelast’lightning’
-landingfeeds’
style,italsousedthe’lightning’
differencewastoclearlyshowthedisplayscreenof
AXONElite,meaningthatthebigsalesofAXONElite
wasfinallyopenedandattractiveenoughforfansto
buyit.
Facebook Top 5 Feeds
Type Impressions Clicks CTR Engagements
PagePostAd#1 8,908 271 % 239
PagePostAd#2 20,596 942 % 863
PagePostAd#3 9,861 265 % 225
PagePostAd#4 27,525 1,112 % 984
PagePostAd#5 61,429 4,293 % 3,679
PagePostAd#6 92,555 23,820 % 25,598
PagePostAd#7 68,610 23,364 % 23,392
PagePostAd#8 130,774 20,241 % 20,854
PagePostAd#9 32,259 6,248 % 6,635
PagePostAd#10 142,441 20,465 % 20,895
Website
Conversion#1
915,657 1,418 % 1,262
Website
Conversion#2
518,131 3,826 % 3,091
Total 2,028,746 106,265 % 107,717
Advertisements
Facebook Advertisements
In total, we had 12 Facebook
advertisements this quarter,
including 10 for page posts
and 2 website conversions.
They effectively increased
post impressions and fans
engagements. We had pretty
good results, as we achieved
over 2 million impressions,
106k clicks, reached %
CTR and got about 108k
engagements.
Facebook Advertisements
Page Post Advertisements
#2 #3 #5#1
#6 #7 #8
#4
#9 #10
Facebook Advertisements
Website Conversions
#1 #2
Fans Distribution
Fans Growth: the total fans number on Twitter in an increasing manner, after a slight decrease in Oct.
Gender: male (74%) fans were about 3 times more than female. The same with Facebook, Twitter is the
right platform where we could effectively approach to ZTE Device’s target customers.
Twitter Fans Distribution
Fans Distribution
Twitter Fans Distribution
Most of our Twitter fans came from South
Eastern Asia. The Top 4 origins of fans were
Philippines (%), Pakistan (%), India
(%) and Indonesia (%).
Impressions:4,042 Impressions:5,962 Impressions:1,196
Engagements:93 Engagements:74 Engagements:24
DailyEngagementRate:% DailyEngagementRate:% DailyEngagementRate:%
Twitter Top 3 Tweets
Top 3 Feeds
This quarter, Twitter focused on AXON’s landing on eBay and AliExpress as well as the sales after
landing.
In total, the average engagement rate reached %, the best tweet reached %. Among the 79
tweets, our fans were more interested in AXON products release, product launch in Japan, and AXON
Elite’s teardown.
Theme: AXONProductsRelease
Date: th
Oct12
Engagements: 4,042Impressions,93engagements,
%engagementrate
AXONproductsreleasewasanimportanteventin
showingsomeon-sitephotosandhighlightedthetwo
keyproductsofAXON(MiniandElite).Thehigh
impressionsandengagementsshowedthatthistweet
gotvastattention.
Twitter Top 3 Tweets
Theme: ProductLaunchinJapan
Date: th
Nov11
Engagements: 5,962Impressions,74engagements,
%engagementrate
InmidofNovember,BladeV6/AxonMini/Spro2was
news,welocalizedthecreativedesignbyusingthe
thehighimpressionsandengagements,wecouldtell
thatourfanswereinterestedinsuchdesign.
Twitter Top 3 Tweets
Theme: AXONEliteTeardown
Date: th
Dec20
Engagements: 1,196Impressions,24engagements,
%engagementrate
iFixitwasapopularonlinecommunityprovidingrepair
teardownofAXONElite,togiveourfansagoodlook
oftheproductinside,whichalsoreceivedrelatively
highattention.
Twitter Top 3 Tweets
Year Month Videos Views TimeofView
(min)
2014 Oct 13 58 43
2014 Nov 18 168 106
2014 Dec 21 1,244 2,931
2015 Jan 25 46,762 53,046
2015 Feb 27 1,002,587 680,242
2015 Mar 31 1,016,216 694,402
2015 Apr 32 1,101,701 750,869
2015 May 38 1,498,515 998,466
2015 Jun 40 1,515,241 1,011,780
2015 Jul 42 1,520,353 1,017,211
2015 Aug 48 1,534,955 1,022,831
2015 Sep 52 1,531,276 1,030,188
2015 Oct 53 1,601,855 1,124,917
2015 Nov 53 1,718,154 1,281,353
2015 Dec 54 1,723,519 1,286,933
YouTube Statistics
By end of Dec, we posted 57
YouTube videos on 11 channels,
got over million views and
million minutes of view.
YouTube Fans Distribution
Fans Growth: male subscribers (%) were 3 times more than female, which proved that YouTube was
a suitable platform to approach ZTE Device’s target customers.
Geographic: most views came from Asia and Europe, including Malaysia (66%), Singapore (25%),
Russia (%), Thailand (%) and Germany (%).
YouTube Views
In this quarter, we got obvious
high views and long watch-time in
Oct and Nov. It might be caused
by effective use of advertisements.
YouTube Playback Location
ZTE Device’s YouTube watch
page received most views (59%).
Facebook and Twitter that
embedded the YouTube videos
contributed 39% views, which
meant that these two platforms
effectively increased video views.
YouTube Traffic Sources
40% traffic came from external
websites and apps that
embedded our videos or link
to the videos on YouTube. It
proved that our Facebook and
Twitter drove most traffic to
YouTube. Another 32% traffic
was driven from YouTube’s
internal search.
YouTube Devices
49% viewers used computers to
watch our videos and 40% viewers
watched on mobile devices.
Therefore, these two devices were
very important for us to approach
ZTE Device’s target audiences.
YouTube Videos
In terms of watch-time, the Top 3 videos were official introduction videos of Blade S6-Fun Never Waits,
nubia Z9-The Perfect FiT, and AXON Elite-It’s All You. Other videos that listed in Top 10 included
Mifavor official introduction, Blade S6’s other promotion videos, AXON Mini’s guide video about
pressure-sensitive screen, ZTE Device branding video and micro-video of Star 2, etc.
Part 3
Regional Pages 3
Regional Pages
Deutschland
Deutschland page created ‘Adventskalender’ (advents calendar) which was a successful wall game for
Christmas. Starting from Dec 1st, it invited people to like, comment and share the wall game to unlock
the ‘Christmas gifts‘ (ZTE devices) every day before Christmas season. It posted a series of design feeds
for key products, including AXON Elite, Blade V6 and Blade S6. From the number of engagements, we
could see that it performed well.
Regional Pages
España
The España page got over 6 thousand organic fans growth in Nov, because of a page-like campaign,
named ‘ZTE & Friends’. To get more ‘friends’(fans), the España page asked fans to invite their friends
to like the page; and the more friends invited, the higher possibility it is to win a Blade S6 as reward.
Within one month, there were 9 campaign feeds to drive engagements, achieving over 55 thousand
fans in total. It was a good approach to increase page impressions, to strengthen relationship with fans,
and to build a friendly, young and an engaged brand image.
Regional Pages
Russia
The Russian page also actively interacted with fans. Instead of using one single approach, its ‘ZTE
Comedy Club’ provided multiple interactions with their fans, including poems, photos, short videos,
film-subtitles and so on. From the comments, we found many interesting and creative fans feeds. But
the results could have been better if it advertised on these posts to increase impressions and
engagements.
Regional Pages
South Africa
The South African page focused on the new product Blade V6. From pre-launch, product release, to
post-promotions, it introduced Blade V6 from a wide range of angles, but the introduction was too
simple to give fans a full understanding of the product; The design was united and easy to recognize,
but it could be more attractive.
Regional Pages
Thailand
The Thailand page seemed is not as brand-/product-focused as other regional pages. There were some
feeds that irrelevant to ZTE or even mobile phones. Although some may entertain their fans, but from
the engagements we could see that fans were not quite interested. As a brand page, it should have
focused more on brand and products.
Regional Pages
Part 4
Competitor Analysis 4
Statistics
* 单日互动率=主页讨论人数÷7÷主页粉丝总量
Competitor Statistics
OPPO Facebook Highlights
OPPO posted a series of promotion feeds for new product OPPO R7. The contents were rich, including life
attitude, high-tech functions, colorful outlook design and Black-Friday sales, etc. The designs were
product-focused and beautiful. Some feeds had obviously higher engagements than others, like Black-
Friday sales. It indicated that either the Black-sales was very attractive to their fans, or the advertised feed.
OPPO Facebook Highlights
OPPO was also good at sports and fashion marketing. On the sports side, it announced OPPO’s global
partnership with ICC, and it provided FC Barcelona product kit as these became stimulations to drive fans
engagements. On the fashion side, OPPO closely cooperated with America’s Next Top Models, from
posting teasers, taking videos and photos of models using OPPO smartphones, and to creating design
feeds accordingly. These sponsored feeds could enrich page contents and increase page exposures. Also,
from relatively high engagements of these sponsor feeds, we could see that their fans were interested in
these contents, which was good to increase page impressions and build close relationship with fans.
One Plus Facebook Highlights
One Plus page’s highlight in this quarter was the marketing strategy of 7-day countdown. In Oct, it
posted 7 pre-launch design feeds for One Plus X with tailor-made hashtag #PowerfullyBeautiful. 7 posts
were 7 famous quotations about design works, which indicated the hard-work and perfect design of One
Plus devices. But, the first feed didn’t mention the purpose of countdown. On one hand, it could generate
curiosity; but on another hand, as some comments said, it also got some fans confused or misunderstood.
One Plus Facebook Highlights
After Christmas, One Plus posted another 7-day feeds which was #7 Days Of Giveaways. To some extent,
we could say that 7-day feeds were a frequently-used and good-used content strategy on One Plus
Facebook page. The continuously high engagements of these feeds proved that it could effectively keep
fans involved and increase post impressions.
Mi Facebook Highlights
Mi page focused on three products in this quarter, including #RedmiNote2 (3), #Ninebotmini and
#MiPowerBank. Taking the opportunity of Christmas season and offline event of product release, Mi
posted some interesting videos and product photos. Stood out by being different from other pages, Mi
showed employers in feed photos. Employers were involved and it was good to strengthen employer’s
loyalty and values.
Mi Facebook Highlights
Besides employer’s involvement, Mi page also frequently involved the CEO (Lei Jun) in their feeds, such as
Lei participating in the World Internet Conference, his popular greetings of ‘Are you ok?’ and the
nomination as the Top 7 entrepreneur by Fortune magazine. Since Lei is a very interesting and easy-going
person, he even made fun of himself to get fans interested in #MiTVBar. The CEO strategy built around an
interesting leader image, and it was also the brand image, making fans closer to him as well as to Mi.
Huawei Facebook Highlights
Huawei page’s highlights were two different content strategies for Huawei Watch and Mate S. The
strategy for Watch was to report offline product release, especially celebrities who participated in the
event. While the strategy for Mate S was #RoseGold, taking this trendy color as the selling point and
using videos to introduce it. Both promotions got good performances.
Huawei Facebook Highlights
Videos were also used for #12DaysofChristmas. The idea of 12 animated paintings was creative. But the
number of views and likes were less than what #RoseGold videos achieved. It indicated that fans were
more interested in the rose gold Mate S. Or maybe because of these 12 videos were only 5 seconds long,
the contents were too short and simple to attract fans.
Part 5
Strategic Suggestions 5
Strategic Suggestions
Unique Product Images
AXON, Blade and Spro are the three key products to promote on ZTE Device’s social media pages. To
help fans identify these three products, we intend to build three unique product images in terms of
content angles, tone & manner, tailor-made hashtags and designs.
• AXON-‘Business‘: high-end design to attract businessmen (design: black and champion)
• Blade-‘Colorful’: colorful and energetic design to attract young people (design: colorful)
• Spro - ‘Life-style’: sharing moments in design to attract people who like to share (design: silver/blue)
Strategic Suggestions
Product-focused
Based on our analysis of past daily feeds, those related to products usually get better performance
than others. Therefore, we would continue the product-focused (50-60% of page contents) content
strategy. As for other contents, such as PR news, offline events and sports marketing, we would post
them appropriately according to the different promotion periods.
Strategic Suggestions
Utilize Regional Pages
As a global brand, ZTE has many regional pages but the performances differ vastly across the pages.
We should study from good pages and provide guidance or trainings to less-experienced pages. By
utilizing regional pages more fully, ZTE could be in better communication with global fans and increase
its global influence as a brand itself.
Dedicated. For the BEST digital marketing service.
Whole-hearted Brilliance.
Thank You!
