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recap?????recap??????GoodeffortonoverallInterviewvideowasveryinsightful.Itwasveryrepresentativeofsmartownersandfans.Communitypositioningandagencyrecommendationisclear.Communitystructure,frameworkandoperationsaredetailed&solid–well-thoughtthrough.SpecialcampaignsareandthefeatureofKOLswithincommunityisagoodidea.2recapFor??NamingofrecapFor??Namingof“smartCommunity”andcouldbemoreinlinewithcurrentinternetLayout:brandtoneandmannertobemoreobvious.Websitecouldbemoreinteractiveandexciting.Morein-depthplanningonformingintegratedcommsplanwiththeotherSNSplatforms(smartWeiboandFocusedadvicefromexperiencedmoderatorsonstimulatingandmaintainingconversations.??3>>objective?To>>objective?Tobuildcomprehensiveplatformtocommunicatebrandmessage,productinfoandsustainanactivefancommunity.Todeliveranintegratedcustomerexperiencetosmartowners,prospectivecustomers,andfans.IntegratingothersmartSNS(eg.Wechat,Weibo)contentProvideinterestingengagementcontenttoenhanceEnhanceinteractionbetweenbrandandcustomerstoreinforcebrand-fanrelationship.Providespaceforsmartownersandfanstointeract,andnourishthesmartcommunitycultureinChina.CustomerdataTocollectcustomerdataandconductcustomergatheringwithin??4?wearethetarget?wearethetargetaudienceweplaycommunitythesmartfuncreativethesmartercommunity???5>>smartwhowewelcometosmartletus>>smartwhowewelcometosmartletusintroduce6>>wearethetargetaudience>>wearethetargetaudienceSourcesmartcustomersegmentationreport 7>>wearethetargetaudienceenjoytlconsume>>wearethetargetaudienceenjoytlconsumelet‘senjoythedelightbroughtthesmartSourcesmartcustomersegmentationreport 8>>丁慧>>丁慧>>PleasereferPleaserefertovideo:>>丁慧汽>>丁慧汽車之家smart版職業(yè):IT工程師婚姻狀況:未婚購車時(shí)間:2013PARTPART官方社區(qū)和verticalsites論壇應(yīng)該有什么Pleaserefertovideo:PART?PART??Pleaserefertovideo:PART??PART????Pleaserefertovideo:video3_co-Brand>BIG,INTHE城市Brand>BIG,INTHE城市smartcustomersfindjoyinurban“mycityismyplayground”havefunanytime,“smartcommunityisvirtual玩轉(zhuǎn)城市thesmartcommunityacustomer-centricengagementplatformtoconstantlyhelpmakemember’surban-lifemorecolourfuland>>weplayCOMMUNITYocializewithsmartoreonline>>weplayCOMMUNITYocializewithsmartoreonlineinteractiontoexploreurbannexclusivescoopintothelatestsmartadiantcreativityinailor-madecontentformySMART…<<interest……<<interest…like-mindedbuddiesGenerallackof?Linear,monotonousandtediousInformationdrivenVerticalsites’bbsserveinfoneedbetter?EmotionalInterest???UtilizeKOL’sinfluencetotriggermoreparticipationbbsforumvsinterest>>smarthowwehaveWelike>>smarthowwehaveWelikeThisishowweroll.>>thesmartfun>>thesmartfunthesmar communit creativconcep>>smart耍部namin>>smart耍部namin optio on導(dǎo)航首小賣備吆喝小賣(圈子(任務(wù)(指南(車型(新聞(商城>>smart耍部op>>smart耍部optio onnamin>>smart撒歡屯nami>>smart撒歡屯namin optio tw導(dǎo)航(圈子(任務(wù)(指南(車型(新聞(商城>>smart撒歡屯op>>smart撒歡屯optio twnaminOPTIOPTIO ONE>>LAYOU>smartcommunityDemo>smartcommunityDemo請見視頻>smartcommunityDemo>smartcommunityDemo請見視頻登陸首頁動態(tài)說明:3秒后車子向左移動,露出繽紛的地圖,每個(gè)地圖區(qū)塊代表網(wǎng)站的一個(gè)版>smartcommunityDemo>smartcommunityDemo請見視頻首頁>smartcommunity>smartcommunity二級頁面:展示該板塊的所有任務(wù)>smartcommunity>smartcommunityOption三級頁面:圖文視頻展示任務(wù)詳OPTIOPTIO TW>>LAYOU>smartcommunity>smartcommunity>smartcommunity>smartcommunity登陸首頁動畫說明:車飄向頁面中部,露出全車以及車上氣球,不同氣球代表網(wǎng)站不同>smartcommunity>smartcommunity首頁:點(diǎn)擊氣球(有炸開效果)或者左側(cè)的導(dǎo)航欄可進(jìn)入對應(yīng)的>smartcommunity>smartcommunity二級頁面(1):展示該板塊的所有話題,每個(gè)版塊都有自己的顏>smartcommunity>smartcommunityOption二級頁面(2):展示該板塊的所有話題,每個(gè)版塊都有自己的顏>smartcommunity>smartcommunityOption三級頁面:圖文視頻展示話題詳>>smartcommunity:theurban>>smartcommunity:theurban>產(chǎn)品宣傳任務(wù)指揮閑扯>>smartcommunity:theurban>>smartcommunity:theurban>產(chǎn)品宣傳任務(wù)指揮閑扯>>smartcommunity:theurban任務(wù)>>smartcommunity:theurban任務(wù)瘋狂最玩>>smartcommunity:theurbanIntegrating>>smartcommunity:theurbanIntegratingWeibo&> Webcampaign@smart MaterialIntegratewithofflineactivitiesby Speciallydesignedforphoto smart”Badges,stickers,Multi-entrancestocampaign smartCollectfansdatafrom LeveragecelebritytocreatehypeandengageWeChat:EngageWeibo:Drive>>smartcommunity:theurban>>smartcommunity:theurban注冊,提供相日常信息推送設(shè)>>smartcommunity:theurbanWeiboFullyleveragethemassofsmartWeibo>>smartcommunity:theurbanWeiboFullyleveragethemassofsmartWeibotofurtherpromotetheMaximizethereachofthere-launchWeibotrendingtopicsCombineweibotrendingtopicswith“瘋狂最玩家”programtogeneratepublicbuzzmostcustomerattention.smartKOLInvitesmartKOLtoparticipatein瘋狂最玩家”campaignandsharetotheirlifeUtilizeKOLstocreatehub>>smartcommunity:theurban>>smartcommunity:theurban任務(wù)人在中國,玩在用更smart的方式倒時(shí)差>>smartcommunity:theurban>>smartcommunity:theurban任務(wù)尋找城市中尋找8輛“躲”在街道上的smart。>>smartcommunity:the>>smartcommunity:theurban任務(wù)>>smartcommunity:theurban>>smartcommunity:theurban任務(wù)遇見>>smartcommunity:theurban>>smartcommunity:theurban任務(wù)>>smartcommunity:theurban任務(wù)>>smartcommunity:theurban任務(wù)???>>smartcommunity:theurban>>smartcommunity:theurban>產(chǎn)品宣傳任務(wù)指揮閑扯>>smartcommunity:theurban>>smartcommunity:theurban指揮smart指揮Top10ForTwoTop10北京胡同潮店、上海弄堂潮店Top10AlexWang推薦必?cái)⌒〉闠op10彪馬酥推薦FUN音浪聚點(diǎn)Top10smarter??>>smartcommunity:theurban>產(chǎn)>>smartcommunity:theurban>產(chǎn)品宣傳任務(wù)指揮閑扯樂圈子里吹響集結(jié)號角閑扯閑扯閑扯>>HuirongTheultimate閑扯>>HuirongTheultimatesmartmodification>>Die-hardsmartwalkingencylopediaonsmart’shistory,culture,techniqueand閑扯ALEXWANGfashiondesign/閑扯ALEXWANGfashiondesign/王盛JUSTINScience/techcreatorofALEXWANGco-founderBEIJING閑扯indieradio jap-inspired閑扯indieradio jap-inspiredtangsuanradiohostCreatorsof6.305>>MOLLYavidtraveller,blogger,model,author>>MOLLYavidtraveller,blogger,model,author閑扯PANXIAOYEweibosuperstar,foodandtravelcolumnist.authorof《京津有味》《我們倆》.thepersonificationofVivalacuratingthefinerdetailsinlife,onebiteatatime.weibo:/panxiaoye222>>KevinChiefEditorof《MILKX>>KevinChiefEditorof《MILKX》weibo:閑扯王自Self-professedtechfounderofZealer-China,reviewingwithacriticaleyeonallthings>>smartcommunity:theurban>產(chǎn)>>smartcommunity:theurban>產(chǎn)品宣傳任務(wù)指揮閑扯>>smartcommunity:theurban>>smartcommunity:theurban>產(chǎn)品宣傳任務(wù)指揮閑扯smart最新熱>>smartcommunity:sitemap smart公社網(wǎng)站首 車型信設(shè)安技相關(guān)推快速鏈查找經(jīng)銷商預(yù)約試駕活動標(biāo)相關(guān)內(nèi)禮品篩選方式>>smartcommunity:sitemap smart公社網(wǎng)站首 車型信設(shè)安技相關(guān)推快速鏈查找經(jīng)銷商預(yù)約試駕活動標(biāo)相關(guān)內(nèi)禮品篩選方式禮品詳情頁????去??首內(nèi)容說★>如何獲得積分常見圈子快樂城圈子成話題內(nèi)回復(fù)話題贊話發(fā)布話標(biāo)商戶類主題主題主題主題商戶詳情頁想去去過發(fā)送至手機(jī)贊商分享任務(wù)類Smart生任務(wù)描贊任分享>>smartcommunity:sitemapa公社網(wǎng)站首 任務(wù)類>>smartcommunity:sitemapa公社網(wǎng)站首 任務(wù)類Smart生任務(wù)詳情信息項(xiàng) 商戶類主題主題主題主題商戶詳情頁 圈子快樂城圈子名圈子描圈子成 Srt車 車型信設(shè)安技相關(guān)推快速鏈查找經(jīng)銷商 與活 活動標(biāo)相關(guān)內(nèi) 禮品篩選方式禮品詳情頁 心 回能活動★使回復(fù)任務(wù)務(wù)互?想去市地圖,去過下吃喝?發(fā)機(jī)★戶贊商分享SNS對商戶:的興srt情:引發(fā)話:其在?發(fā)布時(shí)間用回復(fù)話題贊話發(fā)布話標(biāo)聚合smart的大型活動信息:分換?深入互動,以獲分積分常見用戶所有去首內(nèi)容說 >>smartwhereweourcityisahere’s>>smartwhereweourcityisahere’samaptoexplorethegroundssmartdigitalEARNED(SNSplatforms,Forum/BBSofsmartdigitalEARNED(SNSplatforms,Forum/BBSofAutoVerticalSite/PortalAutoOWNEDAUTHORIZEDPUBLICPUBLISHER(2014)LeadsNurturingsmartofficialAUTHORIZEDPUBLICsmartofficialCULTIVATIONOFBRANDCULTUREPLATFORM&CONTENTHUBOFSMARTsmartcommunity(PC&Mobile&IPADOFFICIALINFORMATIONsmartofficialsite(PC&Mobilesite&PAID(Ad,SearchEngine,MediaCo-op,Video>>thesmartersmartcommunitysmartContinuouscommunication>>thesmartersmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉(zhuǎn)>>thesmartersmartcommunitysmartContinuouscommunication>>thesmartersmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉(zhuǎn)>>thesmartersmartcommunity>>thesmartersmartcommunitysmartcarownersandinvolveddeeplyincommunity(needtobeinvitedby,orapplyandbeapprovedbysmart)部smart部smartcar(needtobeverifiedviasmart部smartwithoutasmart>>thesmartersmartcommunity部>>thesmartersmartcommunity部smart部smart部>>MembershipVerificationFlowsmartFanVIN#invalid,outboundandemail>>MembershipVerificationFlowsmartFanVIN#invalid,outboundandemailsmartFanEmail/name/phone1.EmailProvidefanmembershipVIN#2.400Outboundwithin7CommunityinboxWelcomeletterwithdetailedOwnerBenefitsCommunityinboxWelcomeletterwithdetailedFanBenefits>>Community>>CommunityRedemption>>CommunityRedemptionBonusRewards>>CommunityRedemptionBonusRewardsInteractionWatchvideos,Log-infrequency,commentcommunitySharingIntegrateSNSaccount,sharingsmartcommunitycontent/videoonSNS,friendsjointhecommunityviasharedURL…etc.ParticipationRegister,upgradetoowners,participateinonline/offlinecampaignsandactivities,survey,completesmartmissions,createnewplaces/routes/ideasonsmartcitymapandgetSpecialUpgradefromfanstoowners,invitenon-membersmartownerstobecomecommunityownermembers,honorsmartsuperstars,honorKOLmembers>>creative>>iShare–wirelessdata>>creative>>iShare–wirelessdata+WIFIsignal>>VIPcar>>in-caraccessoriespackage>>car-care>>accessories>>air>>ash-RMBRMBRMBRMB>>limitedcaraccessories潮牌合作限量版special>>limitedcaraccessories潮牌合作限量版specialcarmaintenancediscount.collabwithfashionlabels與潮牌合作,發(fā)出限量版T:chocoolate/bape>>Member>>MemberAcquisition:Current>>Acquisition:>>Acquisition:>>On-goingMemberAcquisitionsmartBrandsmartFansmartsmartOwner>>On-goingMemberAcquisitionsmartBrandsmartFansmartsmartOwnerEmailand400smartsmartVerticalsosearchsosearchperformanceofsmartdependsonlyonPPC而未做投放的關(guān)鍵詞,在自然搜索中則沒有smart公SearchUtilizeSEM&SEOstrategytoimprovevisibilityofsmartanddrivemoreusertoSearchEngineEngine用戶搜SearchUtilizeSEM&SEOstrategytoimprovevisibilityofsmartanddrivemoreusertoSearchEngineEngine用戶搜索意圖定多緯度用戶搜索意圖區(qū)隔達(dá)成頁面關(guān)鍵詞最佳可見搜索關(guān)鍵詞研目標(biāo)對象關(guān)注為導(dǎo)向的搜Socialmediaoptimization策略社會化媒體優(yōu)化,促成最佳能見PayPerClick投放策不同營銷時(shí)期,關(guān)鍵詞最佳投放外部鏈支多維度外部鏈接介網(wǎng)站可見度符合搜索引擎收錄標(biāo)>>WherewesmartcommunitysmartContinuouscommunication>>WherewesmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉(zhuǎn)integratingcustomerIntegratedcustomerexperienceacrossallsmartSNSintegratingcustomerIntegratedcustomerexperienceacrossallsmartSNSllook&SeamlesssocialsupportingSeamlesssocialsupportingforsmartMonthlysmartcirclessupportforSharefunwithfriendsviaWeibo&Drive-toHottopiconWhat’snewonStimulateettFollowsmart Fanssharecontentweibo&wechat viatheir Bigthing social supportingcommuitllrelevant smartmissioncommunitytobelinktoMonthlyKOLsmartcirclesDrive-toentrance/QRcode Sharingfunctiontotoweibo&wechat weibo&wechatBindingweiboaccounttologinFansmunity Drive-toentrance Sharefuncontent ?HottopiconWeibo supportfor withfriendsvia ?What’snewon weibo Weibo&Stimulate>>Missioncamp&PhaseIPhaseIIOn-goingMemberAcquisition&smartsmartForTwoCarpoolsmartfriendsTestDriveWorld>>Missioncamp&PhaseIPhaseIIOn-goingMemberAcquisition&smartsmartForTwoCarpoolsmartfriendsTestDriveWorldMemberOn-goingdatabaseanalysisand>>smartcommunitytosmart>>smartcommunitytosmartO2OEventNote:Thiseventiscarriedoutoffline,andisnotpartofthescope.MembershipProgram:RegularsmartWelcomeWelcomesmartcommunitywebsite/wechatQRcodeandhotlineMembereDM(byEventMembershipProgram:RegularsmartWelcomeWelcomesmartcommunitywebsite/wechatQRcodeandhotlineMembereDM(byEventsmartcommunityonline/offlineeventsinfo.Birthdaygreetingfor??????smartsmartmemberinterviewsmartmembereventsmartpost-eventreportsCommunitybonusreminderCommunity?Pre-event/Onsite????OnlinecommunityeventsRedemptionProgram??smartsmart(PR smart(PRCommunityevent??RegisteredeventcalendarCommunityeventsannouncementandsupport?Communityevent>>WherewesmartcommunitysmartContinuouscommunication>>WherewesmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉(zhuǎn)>>MGM>>MGMAnnualsmart?VotingSuperstarsfromMembers(somecandidatesfromcommunityrecord,somefrommemberAnnualsmart?VotingSuperstarsfromMembers(somecandidatesfromcommunityrecord,somefrommembercharacter,i.e.?IdentityphysicalcarlicenseplateorframetoshowsmartSuperstarUniqueIdentity(peoplecanrecognizeiteasilyonthestreet)1to1interviewarticleonsmartMGandInterviewvideoonweibo??>>CommunitysmartSuper>>WherewesmartcommunitysmartContinuouscommunication>>WherewesmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉(zhuǎn)OURMEASUREMENTWegettotheknowsilentmajoritythroughweb-tracking.CRMDatabase’sgotournumbers.Whydon’tweintegratebothmethodstopaintaliving{??????}ContentConsumptionVisitorSilentMajorityMemberEngagementMulti-ChannelFunnelMemberPreferenceMemberActivityScalability:+Digital+Social+?OURMEASUREMENTWegettotheknowsilentmajoritythroughweb-tracking.CRMDatabase’sgotournumbers.Whydon’tweintegratebothmethodstopaintaliving{??????}ContentConsumptionVisitorSilentMajorityMemberEngagementMulti-ChannelFunnelMemberPreferenceMemberActivityScalability:+Digital+Social+??????>>CommunityMeasurement>>CommunityMeasurementParticipationandcampaignsurvey)Engagementand(overallandbySpendingPagerate(baysurvey)MemberRatioMember#byOwnerAcquisitionrate%(member#/Activemember>>TIMELINECOMMUNITYDEVELOPMENTPHASE*Note:Pleasenote>>TIMELINECOMMUNITYDEVELOPMENTPHASE*Note:PleasenotethattheagencywillneedtoreceivePOby11otherwiselaunchdateswillbepushedback 24 3 10 17 24 31 7 14 21 28 5 12 19 2612Phase1KickIAandUEDevelopment24ClientConfirmFullIAandLayoutClientConfirmFullDigital25 25Production Phase1PC&積分商城、玩家中心Phase1>>TIMELINECOMMUNITYDEVELOPMENTPHASE, >>TIMELINECOMMUNITYDEVELOPMENTPHASE, 24 3 10 17 24 31 7 14 21 28 5 12 19 2631Phase2KickIAandUE16ClientConfirmFullIAandLayout28ClientConfirmFullDigital28AprProductionBriefPhase2LaunchPC&Mobile完成板塊:+玩樂指南、+玩家中心Full>>Teamset-upforsmartPeonyChiefDigitalOfficer&Managing(PLANNING&>>Teamset-upforsmartPeonyChiefDigitalOfficer&Managing(PLANNING&ADV.AnnaAssociateFrankSeniorEvaProductionJunProjectHenryLeadWebRuichenWebYanbinLeadTechAliciaSeniorNingEmergingPlatformKayWebAnalystShunaDataHarrySEOWilsonAssociateSusieAssociateAshleyArtZhuoqunUmaBusinessSandySeniorAccountEllenAccountIrisAccount>> A>> APPENDIX:NESTLECMTSHOWNestleCMTIntegratedNestleCMTNestleCMTMeasurementWebtrackingis
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