1、AnalysisDigital trendsContent is the King and Engagement is Kings carriageTrendsStrategyStronger 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 communic
2、ation Accurate Marketing-Benefited from the information classification,its getting easier to identify consumers on internet-Group formation of consumers is a natural action by themselves,which makes we find target audiences in a easier way-Consumer information analysis accurately presented cause int
3、ernet users are leaving their tracks onlineOnline to Offline-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 consumersObjectiveAwa
4、renessInterestDesireActionSearchShareSet up the integrated matrix of digital platformsMake Lexus live on the internetPosition Lexus as the reference in fine car makingBuild a powerful advocacy organization through integrated campaigns and aggressive online tacticsEnhance market positioning and incre
5、ase salesEngage potential customers with dynamic content and social mediaPlatform Official websitePlatform WeiboSinaRunning DaysFollowFansActive FansMessages Posted*Average Re-posts*AverageComments*As of:April,10th,2012*Latest 200 messages37667,4373141,0746,716459.8100.1Platform BaiduBaidu BBSBaidu
6、pedia1,714Running Days1,249Topics11,109Posters393Members0Administrator Page views69Edits20Last updated(days ago)3,316Helped0Administrator 1018,055Platform BBS2,872Running DaysTopics26,14249Members2Administrator Xcar6AdministratorRunning Days2,523Topics12Column Auto HomeMembers303,30310,573Routine Di
7、gital ServiceWeibo SinaFans rewardsTicketsKOLTest-drivesCelebrity titbitsFans interactionAD paltformsMass usersGreat number of topicsWeibo ActivitiesMessages(Video/Picture/Text/Poll)Clients on mobileAPPsUpdated LiveFans IncreasingFeaturesMethodsResultsUsers GuidanceReinforce EngagementPerspectiveVis
8、ion:Add elements of Cool&Fun into the brand imageGoal:To change followers into fans,fans into topic participants,participants into consumersEnhance BrandFascinationAttract more fans and potential customers to become Lexus Weibo fans.Integrate Communication PlatformIntegrate online platform to approa
9、ch and attract users from other platforms.Generate Brand VoiceRelease official information to generate brand voice on Internet.Sales SupportMake contact with retail sales and after-sales service,to support sales through Weibo activity.Raise AwarenessRaise awareness of Lexus Weibo among retail market
10、,call more customers and Lexus owners to participate through dealers.Consumer LoyaltySolve practical problems of purchasing Lexus,improve interaction and loyalty between Lexus Weibo and consumers.Brand CommunicationSales SupportShort-Term GoalsLong-Term GoalsInterfaceBrand Name:Update:InvariableBran
11、d Logo:Principles:Simple and delicateUpdate:InvariableIntroduction:Principles:Present the brand value and current campaignUpdate:According to marketing planVote:Principles:Present the brand value and current campaign;remain neutral Update:According to marketing planBackground:Principles:Simple and d
12、elicate;adaptable to most kind of screen resolutionUpdate:According to marketing planTags:Principles:5 words that embody the value of brand or product+5 words from hot topicsUpdate:Keep the value words invariable and change the hot topics words according to the marketing planFollow:Principles:Friend
13、ly company and organization,media,KOL,VIP customer etc.GuidelineContentModel Frequency:2-3 pieces per day;increase to 4-6 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#
14、History#Technology#News#Relevance Principle:All the posted messages should arise the interest of the prospective followers and be able to provide the latest information.Tone:Witty,elegant,and practical Length:Concise and specific,within 100 words.Format Video:Exclusive videos with high definition Ph
15、oto:Exclusive,interesting,creative professional photos with the logo of Lexus.Note:Post every message with video or photo.Diversified Content Form selection#Cool Design#Simple Environment Protection#Lexus#Better fun#Weibo NovelWeibo MovieWeibo ComicWeibo Talk#Lexuser#Passionate Pursuit of Perfection
16、#Creative FormsDiversified Topics Embed brand character in diversified forms to grow loyalty of young fans Diversify on/off-line activities to keep brand exposure and increase rate of interaction on Weibo Integration and systematic management to guarantee high effectiveness Utilize own resources to
17、maximize the communication effect with consumersFans&Car Owner ManagementMedia&KOL Management Fans conversationCar owner resources management MaintenanceMedia Weibo resources managementKOL Cooperation patternCommunication process instructionGame ManagementOnline gameAPPActivity&Rewarding FansActivit
18、y RecommendationRewards SystemInteractionCrisis ProceduresCan you add value?Evaluate the purposeRespond in kind&shareThank the personUnhappy Customer?DedicatedComplainer?Comedian Want-to-Be?NegativePositiveYesNoDo you want to respond?No ResponseNoYesTake reasonable action to fix issue and let custom
19、er know action takenAre the facts correct?Gently correct the factsNoNoNoYesAre the facts correct?Does customer need/deserve more info?YesExplain what is being done to correct the issueYesIs the problem being fixed?YesLet post stand and monitorNoYesNoYesYesAssess the messageThis framework was built u
20、sing the USAF Blog Triage.(Adapted by Jeremiah Owyang,Altimeter Group)Program Cool&FunPassionate Pursuit of Perfection with Cool&FunLuxuryTechnologyCool DesignBetter FunComfortCool&FunInnovationCommunication PlanContentFansRewardKOL&CelebrityAPPMayJunJulAugSepOctNovDecRoad show with media test drive
21、Chengdu Auto ShowGuangzhou Auto ShowShenzhen Auto ShowHangzhou Auto ShowFans&Car owners Test DriveEventOfflineRoad show live broadcast/Brand/Product/Industry/Useful informationFans recruitmentTitbits/Re-post/CommentsGames/Tools for car ownersAuto Show live broadcast/Brand/Product/Industry/Useful inf
22、ormationFans recruitment/tickets/gifts related to new carsKOLs recruitment/Titbits/Re-post/CommentsAppreciation of New cars Diversified ContentBrandSuperior performance InteractiveUnique&distinctivecharacterOfficialConceptDiversifiedEnvironment-friendlyFansKOLsCool DesignBetter FunLBSAPPOnline Creat
23、ivityWeibo PhotographyWeiboComicWeibo NovelWeibo EventWeibo TalkContent ProportionMost Efficient Official PlatformContentFormProduct 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
24、trends at the first time,communicate with the customers in timeTake products as the primary content,history,design and brand as the supporting content,optimize the contents from all aspectsPassionate Pursuit of Perfection with Cool&FunContent diversified by#Topic#TopicColumnContent#Better Fun#Detail
25、Fine work of detailsProductionProduction excellenceAPPGames introductionRewardsFans&KOLs rewards#Cool Design#InnovationInnovation design TechnologyLexis leading technologiesProductionVideo/Photo/StoryNew carVideo/Photo/Story about sports vehicles#Lexuser#APPOnline tools introduction Car OwnerVideo/P
26、hoto/Story about car owners#Simple Environment Protection#TechnologyLexus leadership in environmental-friendly technologiesOwnerUseful information about environment protection for car owners#Passionate Pursuit of Perfection#NewsOfficial newsEnterpriseEnterprise faith/history/storyDiversified Interac
27、tion Regular Fans Rewards SystemClassificationLoyal Fans Average re-tweets/comments over 500Re-tweet and comment every weekRelated content is real and positiveNew FansJust started to follow LexusAt least 5 re-tweets and comments/week Related content is real and positiveNegative FansHave negative bra
28、nd and product commentsCar owner complaintTop 3 in re-tweets&comments current monthMonthly average re-tweets and comments reach 50Negative VoiceMonthly rewardTest driveEvent InvitationSmall gifts&product brochureLexus official Weibo interactionTimely distribution of gifts and product brochures Handl
29、eCategoryStandardMaintenanceDiversified Interaction Fans IncentiveInternal JudgmentKOL engagementWeibo re-tweet outstanding work with commentsAnnounce the final winner with commentsVoteRewards standardMeet activity requirementsMeet present brand key messageLogical work and smart tonalityHigh influen
30、ce(fans number and Weibo active rate)Diversified Interaction Car Owners Interactive#Better Fun#&#Lexuser#Car Owner interview/Photo story To invite Lexus car owners to shoot Weibo films and write a Weibo novel To post Weibos based on interviews and photo stories.Diversified Interaction Media&KOLNews
31、VideosEvent reportsProduct&TechnologyWeiboCommunication ContentEvaluation StandardNews Videos Event reports Interaction StatementQty.of followersRegistered usersQty.of re-tweetsQty.of questionsRelevance degreeMaintenance MeasuresMedia Weibo:Invitations for BTL eventsStar editors:Brand brochure Produ
32、ct-experience Event invitation Birthday greetingGeneral:Brand brochure Product experience Event invitation Birthday greetingVIP:Brand brochure Product trial Event invitation Birthday giftMedia Weibo&Key editors WeiboKOLDiversified Interaction KOL RecommendationMiss Faye月之海Boy Gray卡米 CamilleFreshBoy语
33、悦YYBedi 叶琪峥Stella ChengAPP Gameo Topic#Better Fun#o ConceptAn online game for Weibo users:Afford components to users so they can use them to assemble a Lexus car.Increased complexity with higher levelAPP:Assemble a LexusAPP Design Recruitmento Topic#Lexuser#o ConceptOnline introductions for Lexus ca
34、r ownersCare owners can find introductions for all of the Lexus modelsAnswers for Frequently Asked QuestionsSolutions for simple problemsAPP:Tools on handMonitoring&ReportMonitoringMonitoring and ManagementHot TopicNegative InformationIndustry InformationPopular ActivitiesThe news mediaComment Reply
35、KOLThe OwnersCompetitorsMeasurementsRangeSpeedDepthAnalysis of the Communication Effect of WeiboThe Number of FansActive Rate of FansFans Regional FormationFans Gender CompositionEstablishing Time of WeiboThe Number of WeiboDimensionMeasure-mentAssocia-tion AnalysisContent of Media：Information Issue
36、：The Number of Weibo、Update Frequency；Information Quality：Image，APP and etc；Business Impact：Transformation level Rate of RegistrationPowerOfCommunicationDaily ReportExampleSocial Media News ClippingHighlightsmart GlobalAbout smartCompetitors IndustryMonthly Report40%25%20%15%The Category of InformationThe Number of FansFans Growing NumberKeyword AnalysisTotal PostsThe Tones of CommentsAbout Retweet About QuoteAverage Re-tweets and Comments23732%21%63%428独立访客独立访客323/80Keyword 1 xxxKeyword 2 xxxKeyword 3 xxx400,00041%ExampleMonitoring&Report
