e-社会化媒体营销方案.pptx

e-社会化媒体营销方案.pptxL^ 2012 IWOM Proposal
Brief recap
Analysis of RB and L^ IWOM
Potential in 2012 based on your analysis
Our objectives and strategy based on realizing the potential
Rough action plan
KPI methodology, and specific KPI
Cost
Agenda
Background
L^ is a pioneer brand in digital
Digital marketing is playing a very important role:
Increase awareness – minisite and product launch
Enhance engagement – Rosebeauty and Weibo
Also our ecommerce site is on a leading position
Drive sales –
Brief recap
Objectives
Leverage Rosebeauty
Increase the engagement
Drive online sales
Sustain stable IWOM
Strategy
Rosebeauty revamp
Weibo upgrade
Rosebeauty mobile App
Weibo and RB combination
Points system shared
Product reviews shared
Campaign IWOM
Buzz sustain for key products
Brief recap
Analysis of L^ IWOM
Potential in 2012 based on your analysis
Our objectives and strategy based on realizing the potential
Rough action plan
KPI methodology, and specific KPI
Cost
Agenda
Analysis of IWOM
现状：
兰蔻口碑振幅较大，阶段性出现波峰和波谷，口碑总体声量处于高位，但未能持续稳定输出
分析：
兰蔻口碑呈现震荡现象与活动相关，在活动期口碑受大量刺激上扬，非活动期原创口碑输出不稳
Analysis of IWOM
现状：
产品层面搜索量大，明星产品小黑瓶上升趋势明显
分析：
网友对于兰蔻明星产品小黑瓶认知与了解度高，消费者对于兰蔻以产品为主要诉求，功能性层面信息为核心
Analysis of IWOM
现状：
产品晒败，产品试用，真人秀类的内容往往会引起较好口碑传递
分析：
网友厌倦了说教式的信息告知，倾向于真实的口碑晒败并与之互动，真人效果，真实图片更能促使口碑生成
Brief recap
Analysis of RB and L^ IWOM
Potential in 2012 based on our analysis
Our objectives and strategy based on realizing the potential
Rough action plan
KPI methodology, and specific KPI
Cost
Agenda
Potential in 2012
KI/KOL
消费者证言
口碑上升销量上升