AnalysisDigitaltrendsContentistheKingandEngagementisKing’scarriageTrendsStrategyStrongerCommunication-Consumersspendmoreandmoretimeoninternet-Theemphasisofcommunicationismovingtodigitalpart-Thefragmentedmessagesaredilutingconsumers‘a(chǎn)ttention,andweneedstrongercommunicationAccurateMarketing

-Benefitedfromtheinformationclassification,it’sgettingeasiertoidentifyconsumersoninternetGroupformationofconsumersisanaturalactionbythemselves,whichmakeswefindtargetaudiencesinaeasierwayConsumerinformationanalysisaccuratelypresentedcauseinternetusersareleavingtheirtracksonlineOnlinetoOffline-Helpconsumershaveagreaterinsightintotheproductsandeffectsandstimulatetheirpurchasepower-Samepurposewithdifferentcombinationofchannels-Companyneedmulti-channelcommunicationtokeepintouchwithconsumersObjectiveSetuptheintegratedmatrixofdigitalplatformsMakeLexusliveontheinternetPositionLexusasthereferenceinfinecarmakingBuildapowerfuladvocacyorganizationthroughintegratedcampaignsandaggressiveonlinetacticsEnhancemarketpositioningandincreasesalesEngagepotentialcustomerswithdynamiccontentandsocialmediaPlatform–OfficialwebsitePlatform–Weibo@SinaRunningDaysFollowFansActiveFansMessagesPosted*AverageRe-posts*AverageComments*Asof:April,10th,2021*Latest200messages37667,4373141,0746,716459.8100.1Platform–BaiduBaiduBBSBaidupedia1,714RunningDays1,249Topics11,109Posters393Members0AdministratorPageviews69Edits20Lastupdated(daysago)3,316Helped0Administrator1018,055Platform–BBS2,872RunningDaysTopics26,14249Members2AdministratorXcar6AdministratorRunningDays2,523Topics12ColumnAutoHomeMembers303,30310,573RoutineDigitalServiceWeibo@SinaADpaltformsMassusersGreatnumberoftopicsWeiboActivitiesMessages(Video/Picture/Text/Poll)ClientsonmobileAPPsUpdatedLiveFansIncreasingFeaturesMethodsResultsUsersGuidanceReinforceEngagementPerspective

Vision:AddelementsofCool&FunintothebrandimageGoal:Tochangefollowersintofans,

fansintotopicparticipants,participantsintoconsumersEnhanceBrandFascinationAttractmorefansandpotentialcustomerstobecomeLexusWeibofans.IntegrateCommunicationPlatformIntegrateonlineplatformtoapproachandattractusersfromotherplatforms.

GenerateBrandVoiceReleaseofficialinformationtogeneratebrandvoiceonInternet.SalesSupportMakecontactwithretailsalesandafter-salesservice,tosupportsalesthroughWeiboactivity.RaiseAwarenessRaiseawarenessofLexusWeiboamongretailmarket,callmorecustomersandLexusownerstoparticipatethroughdealers.ConsumerLoyaltySolvepracticalproblemsofpurchasingLexus,improveinteractionandloyaltybetweenLexusWeiboandconsumers. BrandCommunication SalesSupport

Short-TermGoals Long-TermGoalsInterfaceBrandName:Update:InvariableBrandLogo:Principles:SimpleanddelicateUpdate:InvariableIntroduction:Principles:PresentthebrandvalueandcurrentcampaignUpdate:AccordingtomarketingplanVote:Principles:Presentthebrandvalueandcurrentcampaign;remainneutralUpdate:AccordingtomarketingplanBackground:Principles:Simpleanddelicate;adaptabletomostkindofscreenresolutionUpdate:AccordingtomarketingplanTags:Principles:5wordsthatembodythevalueofbrandorproduct+5wordsfromhottopicsUpdate:KeepthevaluewordsinvariableandchangethehottopicswordsaccordingtothemarketingplanFollow:Principles:Friendlycompanyandorganization,media,KOL,VIPcustomeretc.GuidelineContentModelFrequency:2-3piecesperday;increaseto4-6piecesperdaywhenimportantcampaigntakeplace;nomorethan3piecesperhour.Timing:Postatpeaktime(detailedinthenextslide).Tag:Posteachtopicwith“##〞.Category:#Brand##History##Technology##News#RelevancePrinciple:Allthepostedmessagesshouldarisetheinterestoftheprospectivefollowersandbeabletoprovidethelatestinformation.Tone:Witty,elegant,andpracticalLength:Conciseandspecific,within100words.FormatVideo:ExclusivevideoswithhighdefinitionPhoto:Exclusive,interesting,creativeprofessionalphotoswiththelogoofLexus.Note:

Posteverymessagewithvideoorphoto.DiversifiedContent–FormselectionCreativeFormsDiversifiedTopicsEmbedbrandcharacterindiversifiedformstogrowloyaltyofyoungfansDiversifyon/off-lineactivitiestokeepbrandexposureandincreaserateofinteractiononWeiboIntegrationandsystematicmanagementtoguaranteehigheffectivenessUtilizeownresourcestomaximizethecommunicationeffectwithconsumersFans&CarOwnerManagementMedia&KOLManagementFansconversationCarownerresourcesmanagementMaintenanceMediaWeiboresourcesmanagementKOLCooperationpatternCommunicationprocessinstructionGameManagementOnlinegameAPPActivity&RewardingFansActivityRecommendationRewardsSystemInteractionCrisisProceduresCanyouaddvalue?EvaluatethepurposeRespondinkind&shareThankthepersonUnhappyCustomer?Dedicated

Complainer?ComedianWant-to-Be?NegativePositiveYesNoDoyouwanttorespond?NoResponseNoYesTakereasonableactiontofixissueandletcustomerknowactiontakenArethefactscorrect?GentlycorrectthefactsNoNoNoYesArethefactscorrect?Doescustomerneed/deservemoreinfo?YesExplainwhatisbeingdonetocorrecttheissueYesIstheproblembeingfixed?YesLetpoststandandmonitorNoYesNoYesYesAssessthemessageThisframeworkwasbuiltusingtheUSAFBlogTriage.(AdaptedbyJeremiahOwyang,AltimeterGroup)Program–Cool&FunCoolDesignBetterFunCool&FunCommunicationPlanContentFansRewardKOL&CelebrityAPPRoadshowwithmediatestdriveChengduAutoShowGuangzhouAutoShowShenzhenAutoShowHangzhouAutoShowFans&CarownersTestDriveEventOfflineRoadshowlivebroadcast/Brand/Product/Industry/UsefulinformationFansrecruitmentTitbits/Re-post/CommentsGames/ToolsforcarownersAutoShowlivebroadcast/Brand/Product/Industry/UsefulinformationFansrecruitment/tickets/giftsrelatedtonewcarsKOLsrecruitment/Titbits/Re-post/CommentsAppreciationofNewcarsDiversifiedContent

BrandSuperiorperformanceInteractiveUnique&distinctivecharacterOfficialConceptDiversifiedEnvironment-friendlyFansKOLsCoolDesignBetterFunLBSAPPOnlineCreativityWeiboPhotographyWeiboComicWeiboNovelWeiboEventWeiboTalkContentProportionMostEfficientOfficialPlatformContentFormProductFeatures30%Officialinformation10%Interactivewithfans10%Interestingnewsonline10%On/offlineactivity30%UsethelatestinformationassupportTransmitthebrandtrendsatthefirsttime,communicatewiththecustomersintimeTakeproductsastheprimarycontent,history,designandbrandasthesupportingcontent,optimizethecontentsfromallaspectsPassionatePursuitofPerfectionwithCool&FunContentdiversifiedby#Topic#TopicColumnContent#BetterFun#[Detail]Fineworkofdetails[Production]Productionexcellence[APP]Gamesintroduction[Rewards]Fans&KOLsrewards#CoolDesign#[Innovation]Innovationdesign[Technology]Lexis’leadingtechnologies[Production]Video/Photo/Story[Newcar]Video/Photo/Storyaboutsportsvehicles#Lexuser#[APP]Onlinetoolsintroduction[CarOwner]Video/Photo/Storyaboutcarowners#SimpleEnvironmentProtection#[Technology]Lexus’leadershipinenvironmental-friendlytechnologies[Owner]Usefulinformationaboutenvironmentprotectionforcarowners#PassionatePursuitofPerfection#[News]Officialnews[Enterprise]Enterprisefaith/history/story#Lexus#[AutoShow]Livebroadcast[Others]OtherinformationDiversifiedInteraction–RegularFansRewardsSystemClassificationLoyalFans

Averagere-tweets/commentsover500Re-tweetandcommenteveryweekRelatedcontentisrealandpositiveNewFansJuststartedtofollowLexusAtleast5re-tweetsandcomments/weekRelatedcontentisrealandpositiveNegativeFansHavenegativebrandandproductcommentsCarownercomplaintTop3inre-tweets&commentscurrentmonthMonthlyaveragere-tweetsandcommentsreach50NegativeVoiceMonthlyrewardTestdriveEventInvitationSmallgifts&productbrochureLexusofficialWeibointeractionTimelydistributionofgiftsandproductbrochuresHandleCategoryStandardMaintenanceDiversifiedInteraction–FansIncentiveInternalJudgmentKOLengagementWeibore-tweetoutstandingworkwithcommentsAnnouncethefinalwinnerwithcommentsVoteRewardsstandardMeetactivityrequirementsMeetpresentbrandkeymessageLogicalworkandsmarttonalityHighinfluence(fansnumberandWeiboactiverate)DiversifiedInteraction–CarOwnersInteractive#BetterFun#&#Lexuser#CarOwnerinterview/PhotostoryToinviteLexuscarownerstoshootWeibofilmsandwriteaWeibonovelTopostWeibosbasedoninterviewsandphotostories.DiversifiedInteraction–Media&KOLNewsVideosEventreportsProduct&TechnologyWeiboCommunicationContentEvaluationStandardNews

Videos

Eventreports

InteractionStatementQty.offollowersRegisteredusersQty.ofre-tweetsQty.ofquestionsRelevancedegreeMaintenanceMeasuresMediaWeibo:InvitationsforBTLeventsStareditors:BrandbrochureProduct-experienceEventinvitationBirthdaygreetingGeneral

:BrandbrochureProductexperience

EventinvitationBirthdaygreetingVIP:BrandbrochureProducttrialEventinvitationBirthdaygiftMediaWeibo&KeyeditorsWeiboKOLDiversifiedInteraction–KOLRecommendationMissFaye月之海BoyGray卡米CamilleFreshBoy語悅YYBedi葉琪崢StellaChengAPP–GameTopic#BetterFun#ConceptAnonlinegameforWeibousers:AffordcomponentstouserssotheycanusethemtoassembleaLexuscar.IncreasedcomplexitywithhigherlevelAPP:AssembleaLexusAPP–DesignRecruitmentTopic

#Lexuser#ConceptOnlineintroductionsforLexuscarownersCareownerscanfindintroductionsforalloftheLexusmodelsAnswers