Archive for the ‘Course Work’ Category

Volvo is unique. It is the automobile brand that persistently pursues safety technology and innovates. It is also the trustworthy brand that offers premium value to consumers. In United States, Volvo is known as “Mom’s car” because of the maximized protection it gives to families. Important as tradition is, transformation is inevitable and irresistible. Volvo faces fierce competition while it still has potential to grow and expand. In this proposal, I have analyzed Volvo and designed a package of social media marketing strategies for Volvo. Here are my final proposal slides and text descriptions.



Located on the campus of Michigan State University, Kellogg Hotel & Conference Center possesses many competitive advantages and attracts various guests. Given its unique cultural atmosphere and convenient access to MSU activities, Kellogg Center has a great potential to expand and grow its business. For this brief, I have analyzed the situation facing Kellogg Center and offered respective advice on the online advertising campaign, especially on utilizing Google AdWords.


YouTube’s Promoted Videos Program claimed a success in hitting five million views this months. The program achieved this records in two years. I read about this on Mashable. As an assignment for New Media Drivers License Course, I chose a brand to express my thoughts on this promoted media.

Simplicity is the first impression I had on YouTube Promoted Videos. Three steps can make a promotion:

  1. Upload/Choose your videos;
  2. Write some descriptions;
  3. Choose keywords.

However, I find it actually not that easy to buy a real promoted video for a brand.


Onlyinjeep_logo(Courtesy of Cartype)

Jeep is special. Among all the automotive brands I pay attention to, Jeep is the one with distinctive characters. “Tough”, “manly”, “extreme”, “fun”… People associate these concepts with Jeep naturally. And because of these characters, it is challenging and intriguing to monitor the brand. Here are my insights and suggestions for Jeep’s listening and monitoring strategy.


Google is a Web 2.0 jungle!

That’s right. “Jungle” is the first word that popped into my head while I was conducting a research on Google for Advertisers. My first impression on Google for Advertisers is similar to what I reacted to social media when I started to use more than 10 new media platforms. The pressure of managing multiple accounts and keeping consistency overwhelmed and confused me. As a digital marketing starter, how to survive and eventually succeed in a Web2.0 jungle? Fortunately, I was inspired through learning Google tools and found my own “compass”.

  • Do Your “RACE” with Google Tools

“RACE”, refers to the basic public relations process: Research – Action (Program Planning) – Communication (Execution) – Evaluation. I pulled this concept out from my very first public relations course. I believe this is my compass, even when I am exploring in a fast-chaging Web2.0 world. The RACE process guides us in every PR campaign, including digital marketing. It helps us:

  1. Define the problem and identify the opportunity;
  2. Making the strategy and planning the program;
  3. Selecting effective ways to put the plan into action;
  4. Measuring the result and make improvements.

Suddenly, I find out that Google for Advertiser is such a great toolkit that it helps us in every step of our “RACE”. (*Note: advertising has a similar planning cycle. I picked the PR one because of my major.)

Here is a graph I made to illustrate my understanding of Google advertising tools:

racegraph_lexieliang(Photo Courtesy: Self made by Lexie – Zi Liang, some of the elements come from Google for Advertisers)

Every step in public relations can find a match in Google for Advertisers. For example, the first section “Insight” suggests several tools which can be used for marketplace/consumer research. “Insights for Search” provides insights into consumer trends, while “Ad Planner” contributes to a better understanding fo target audience. I find most of the tools are very pragmatic and user-friendly. It may take some time to familiarize all of these tools, but more importantly, I’m not lost anymore. With PR process in mind, now I know when to use which tools during a PR campaign. Particularly, Google tools are highly valuable to digital marketing, because it helps us:

  1. Gain insights into target market and target audiences;
  2. Inform us on marketing strategy and plan;
  3. Improve our efficiency and effectiveness on reaching and engaging our audience;
  4. Provide instaneous feedback and quick access to the results.
  • Win Your “RACE” by Mastering Google Tools

Google tools can actually help you winn the “RACE”, if you master them very well.

I only took a peek into every tool for advertisers and found Ad Planner very useful. Double Click Ad Planner helps digtial marketers understand target audience better by identifying the websites they visit. On Ad Planner you can conduct research, build media plan and refer to the latest Top 1000 sites for media selection. Here is a tiny experiment I conducted on Ad Planner.

google_tools(Photo courtesy: screen shot from Lexie’s Google Ad Planner account)

If you want to reach 18-24 year old female in Michigan, what’s your first choice? Ad Planner told me that Facebook can reach 99.8% of them! Now you understand why social media is not just a fad, don’t you? More importantly, I think I just start to see the magic in Google tools, and I strongly believe that it will help me survive and eventually succeed in the race of digital marketing.

All I need to do is to learn, to understand, and to master it.

Again, whoever masters the rules plays best.


* This post is originally published as an assignment on New Media Drivers License Seminars and named as “Example Work” and “MSU’s finest” on the course website.