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Enhancing Reader Engagement and Loyalty: A Case Study on Harvard Business Review Complex Chinese
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Sensors - Barcode Readers
Applicable Industries
- Cement
- Education
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Building Automation & Control
- Inventory Management
Services
- Training
The Challenge
Harvard Business Review Complex Chinese (HBR) has been a long-standing source of leadership, innovation, strategy, and management knowledge. However, with the rise of social apps, HBR faced the challenge of maintaining close contact with its readers and attracting them back to its website. The goal was to increase subscriptions by analyzing traffic data and obtaining reader profile insights. HBR also aimed to personalize engagement via LINE, a popular social media platform, to increase the percentage of return visits and strengthen long-term reader loyalty. The challenge was to build a convenient, easy-to-use reading platform that could offer more informative and useful articles to working professionals, while also leveraging the power of social media for engagement and data analysis.
About The Customer
Harvard Business Review Complex Chinese is the Chinese edition of the globally renowned Harvard Business Review (HBR), launched by Harvard Business School Publishing. It publishes articles from the world’s most famous scholars and experts, with 80% of the articles being the same as its English counterpart, while the remaining 20% comprises local perspectives. This ensures that new ideas and practices can be adopted in Taiwan. The publication offers seven forms of learning content: printed magazine, e-magazine, digital subscription, podcast, the Leader Program, the Leader’s Club, and enterprise PLC talent development services. It aims to help Chinese-speaking audiences find the path to success in an unpredictable and ever-changing environment.
The Solution
To address these challenges, HBR adopted Appier’s BotBonnie conversational marketing platform and transformed the official HBR LINE account into a custom-built micro-CRM platform. This allowed users to bind their member data with a single tap, enabling access to customized LINE menu functions, such as article browsing history and “saved-for-later” articles. HBR could then send LINE messages to notify users of new articles on topics they follow or when they haven’t finished reading an article. In 2022, HBR launched the “HBR 100 Reading Challenge” using BotBonnie’s Account Binding and Daily Check-in kits to engage readers on LINE. HBR also leveraged precise user tagging and segments to provide personalized experiences and reinforce reader loyalty. During the Lunar New Year period of 2022, HBR launched a “Change Your Workplace” campaign on Meta platforms, using immersive conversations on Messenger to collect user profile data for precise targeting. HBR also utilized Meta’s Recurring Notifications to promote its new podcasts and cultivate readers’ reading habits.
Operational Impact
Quantitative Benefit
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