《汽车类客户digital提案.ppt》由会员分享，可在线阅读，更多相关《汽车类客户digital提案.ppt（33页珍藏版）》请在三一办公上搜索。
1、Analysis,Digital trends,Strategy,Stronger Communication-Consumers spend more and more time on internet-The emphasis of communication is moving to digital part-The fragmented messages are diluting consumers attention,and we need stronger communication,Accurate Marketing-Benefited from the information
2、 classification,its getting easier to identify consumers on internetGroup formation of consumers is a natural action by themselves,which makes we find target audiences in a easier wayConsumer information analysis accurately presented cause internet users are leaving their tracks online,Online to Off
3、line-Help consumers have a greater insight into the products and effects and stimulate their purchase power-Same purpose with different combination of channels-Company need multi-channel communication to keep in touch with consumers,Objective,Set up the integrated matrix of digital platforms,Make Le
4、xus live on the internet,Position Lexus as the reference in fine car making,Build a powerful advocacy organization through integrated campaigns and aggressive online tactics,Enhance market positioning and increase sales,Engage potential customers with dynamic content and social media,Platform Offici
5、al website,Platform WeiboSina,Running Days,Follow,Fans,Active Fans,Messages Posted,*Average Re-posts,*AverageComments,*As of:April,10th,2012*Latest 200 messages,376,67,437,314,1,074,6,716,459.8,100.1,Platform Baidu,Baidu BBS,Baidu pedia,1,714,Running Days,1,249,Topics,11,109,Posters,393,Members,0,Ad
6、ministrator,Page views,69,Edits,20,Last updated(days ago),3,316,Helped,0,Administrator,1018,055,Platform BBS,2,872,Running Days,Topics,26,142,49,Members,2,Administrator,Xcar,6,Administrator,Running Days,2,523,Topics,12,Column,Auto Home,Members,303,303,10,573,Routine Digital Service,Weibo Sina,AD pal
7、tforms,Mass users,Great number of topics,Weibo Activities,Messages(Video/Picture/Text/Poll),Clients on mobile,APPs,Updated Live,Fans Increasing,Features,Methods,Results,Users Guidance,Reinforce Engagement,Perspective,Vision:Add elements of Cool&Fun into the brand image,Goal:To change followers into
8、fans,fans into topic participants,participants into consumers,Brand CommunicationSales Support,Short-Term GoalsLong-Term Goals,Interface,Brand Name:Update:Invariable,Brand Logo:Principles:Simple and delicateUpdate:Invariable,Introduction:Principles:Present the brand value and current campaignUpdate:
9、According to marketing plan,Vote:Principles:Present the brand value and current campaign;remain neutral Update:According to marketing plan,Background:Principles:Simple and delicate;adaptable to most kind of screen resolutionUpdate:According to marketing plan,Tags:Principles:5 words that embody the v
10、alue of brand or product+5 words from hot topicsUpdate:Keep the value words invariable and change the hot topics words according to the marketing plan,Follow:Principles:Friendly company and organization,media,KOL,VIP customer etc.,Guideline,Content,Model,Frequency:2-3 pieces per day;increase to 4-6
11、pieces per day when important campaign take place;no more than 3 pieces per hour.Timing:Post at peak time(detailed in the next slide).Tag:Post each topic with“#”.,Category:#Brand#History#Technology#News#Relevance Principle:All the posted messages should arise the interest of the prospective follower
12、s and be able to provide the latest information.Tone:Witty,elegant,and practicalLength:Concise and specific,within 100 words.,Format,Video:Exclusive videos with high definitionPhoto:Exclusive,interesting,creative professional photos with the logo of Lexus.Note:Post every message with video or photo.
13、,Diversified Content Form selection,Creative Forms,Diversified Topics,Embed brand character in diversified forms to grow loyalty of young fansDiversify on/off-line activities to keep brand exposure and increase rate of interaction on Weibo Integration and systematic management to guarantee high effe
14、ctivenessUtilize own resources to maximize the communication effect with consumers,Fans&Car Owner Management,Media&KOL Management,Fans conversationCar owner resources management,MaintenanceMedia Weibo resources managementKOL Cooperation patternCommunication process instruction,Game Management,Online
15、 gameAPP,Activity&Rewarding Fans,Activity RecommendationRewards System,Interaction,Crisis Procedures,Program Cool&Fun,Cool&Fun,Communication Plan,Content,FansReward,KOL&Celebrity,APP,Road show with media test drive,Chengdu Auto Show,Guangzhou Auto Show,Shenzhen Auto Show,Hangzhou Auto Show,Fans&Car
16、owners Test Drive,EventOffline,Road show live broadcast/Brand/Product/Industry/Useful information,Fans recruitment,Titbits/Re-post/Comments,Games/Tools for car owners,Auto Show live broadcast/Brand/Product/Industry/Useful information,Fans recruitment/tickets/gifts related to new cars,KOLs recruitmen
17、t/Titbits/Re-post/Comments,Appreciation of New cars,Diversified Content,Brand,Superior performance,Interactive,Unique&distinctivecharacter,Official,Concept,Diversified,Environment-friendly,Fans,KOLs,Cool Design,Better Fun,LBS,APP,Online Creativity,Weibo Photography,WeiboComic,Weibo Novel,Weibo Event
18、,Weibo Talk,Product Features 30%,Official information 10%,Interactive with fans10%,Interesting news online 10%,On/off line activity 30%,Use the latest information as supportTransmit the brand trends at the first time,communicate with the customers in timeTake products as the primary content,history,
19、design and brand as the supporting content,optimize the contents from all aspects,Passionate Pursuit of Perfection with Cool&Fun,Content diversified by#Topic#,Diversified Interaction Regular Fans Rewards System,Classification,Loyal Fans Average re-tweets/comments over 500Re-tweet and comment every w
20、eekRelated content is real and positive,New FansJust started to follow LexusAt least 5 re-tweets and comments/week Related content is real and positive,Negative FansHave negative brand and product commentsCar owner complaint,Top 3 in re-tweets&comments current month,Monthly average re-tweets and com
21、ments reach 50,Negative Voice,Monthly rewardTest driveEvent Invitation,Small gifts&product brochureLexus official Weibo interaction,Timely distribution of gifts and product brochures,Handle,Category,Standard,Maintenance,Diversified Interaction Fans Incentive,Internal Judgment,KOL engagement,Weibo re
22、-tweet outstanding work with comments,Announce the final winner with comments,Vote,Rewards standardMeet activity requirementsMeet present brand key messageLogical work and smart tonalityHigh influence(fans number and Weibo active rate),Diversified Interaction Car Owners Interactive,#Better Fun#&#Lex
23、user#Car Owner interview/Photo story,To invite Lexus car owners to shoot Weibo films and write a Weibo novelTo post Weibos based on interviews and photo stories.,Diversified Interaction Media&KOL,News VideosEvent reportsProduct&TechnologyWeibo,Communication Content,Evaluation Standard,News Videos Ev
24、ent reports Interaction Statement,Qty.of followersRegistered usersQty.of re-tweetsQty.of questionsRelevance degree,Maintenance Measures,Media Weibo:Invitations for BTL eventsStar editors:Brand brochureProduct-experienceEvent invitationBirthday greeting,General:Brand brochureProduct experience Event
25、invitationBirthday greetingVIP:Brand brochureProduct trial Event invitationBirthday gift,Media Weibo&Key editors Weibo,KOL,Diversified Interaction KOL Recommendation,Miss Faye,月之海,Boy Gray,卡米 Camille,FreshBoy,语悦YY,Bedi 叶琪峥,Stella Cheng,APP Game,Topic#Better Fun#ConceptAn online game for Weibo users:
26、Afford components to users so they can use them to assemble a Lexus car.Increased complexity with higher level,APP:Assemble a Lexus,APP Design Recruitment,Topic#Lexuser#ConceptOnline introductions for Lexus car ownersCare owners can find introductions for all of the Lexus modelsAnswers for Frequentl
27、y Asked QuestionsSolutions for simple problems,APP:Tools on hand,Monitoring&Report,Monitoring,Monitoring and Management,Hot Topic,Negative Information,Industry Information,Popular Activities,The news media,Comment Reply,KOL,The Owners,Competitors,Measurements,Range,Speed,Depth,Analysis of the Commun
28、ication Effect of Weibo,The Number of Fans,Active Rate of Fans,Fans Regional Formation,Fans Gender Composition,Establishing Time of Weibo,The Number of Weibo,Dimension,Measure-ment,Associa-tion Analysis,Content of Media：Information Issue：The Number of Weibo、Update Frequency；Information Quality：Image
29、，APP and etc；,Business Impact：Transformation levelRate of Registration,PowerOfCommunication,Daily Report,Example,Social Media News ClippingHighlightsmart GlobalAbout smartCompetitors Industry,Monthly Report,The Category of Information,The Number of Fans,Fans Growing Number,Keyword Analysis,Total Posts,The Tones of Comments,About Retweet,About Quote,Average Re-tweets and Comments,237,32%,21%,63%,428独立访客,323/80,Keyword 1 xxxKeyword 2 xxxKeyword 3 xxx,400,000,41%,Example,Monitoring&Report,
