AMAZON CONFIDENTIAL阅读未来，千书世界——亚马逊挚爱阅读月Campaign ReportAs Jun, 2015
AMAZON CONFIDENTIAL2Amazon reading month• Amazon Kindle partnered with well-known contemporary designers and the most beautiful bookstores in China to construct 7 personalized reading spaces. • They invited renowned writers and designers to share their reading experience in Reading Sharing sessions held in Nanjing, Xiamen and Guangzhou. During these special events, readers had the exclusive opportunity to meet and greet with industry elites. Fans gathering•亚马逊 Kindle 与著名当代设计师合作，在中国最美的几个书店里打造了 7 处定制读书空间。•在南京、厦门、广州举办的阅读分享会上，我们邀请知名作家和设计师们，与读者分享他们的阅读心得。在这个特别的活动中，读者享有特权，与行业精英面对面交流。
AMAZON CONFIDENTIAL3In order to match a series of activities which are part of # 亚马逊挚爱阅读月 #, Kindle together with “Life” magazine, launched a creative space exhibition titled “” 阅读未来千书世界in six cities with seven reading corners. Fans gathering•为了配合 # 亚马逊挚爱阅读月 # 系列活动， Kindle 与《 Life 》杂志共“”同开展了 阅读未来千书世界 活动，在六座城市的七个读书角举办了创意空间展。
AMAZON CONFIDENTIAL4KOL EngagementCreating a comprehensive mix of We-Media with KOLs was essential to maximizing event exposure and reaching targeted fansFollowers were attracted to the unique posts with creative, high-quality photos translating a message of authenticityKOL Engagement 在自媒体平台广泛 与 KOL 合作，是曝光最大化、接近目标受众的必要手段。原创的推文配上优质的、感情真实的图片更能吸引粉丝的注意。
AMAZON CONFIDENTIAL5 PV ： 5,851UV ： 3,378WeChat HTML5 & ibeacon ibeaconEasy operation and network environment need to be more considerate in H5 development & ibeacon usage.Transfer H5 incentive to Ibeacon which is used as the interactive channel in offline event通过 H5 页面的交互设计，向读者介绍分布在不同城市的 7 个读书角将 Ibeacon 基站技术与 H5 相结合，用作线下活动的互动渠道在 H5 页面开发和Ibeacon 的使用过程中，简单的操作和良好的网络环境是我们着重考虑的因素
AMAZON CONFIDENTIAL• Key Learning for Future1.Face to face event will help to improve fans stickiness, strengthen the relationship and communication between brand, author & fans. Suggest to establish a regular fans gathering platform as fans loyalty program.2.New and interesting digital tech based on WeChat platform is very helpful to improve fans interactive activation, however, easy operation and network environment need to be more considerate.3.High quality video and pictures is more popular to fans, however, need to edit in a more social-friendly way to encourage fans forward.4.Lack of incentive and H5 mechanism adjustment is the main reason for poor performance of H5.Interestingness and incentive is very important for H5 promotion.6Key Learning因此，从粉丝忠诚度的角度出发，我们建议建立一个长期的、稳定的粉丝聚集地。2. 基于微信平台的有趣的数字新技术，大大提高了品牌与粉丝的互动。 同时， 操作是否简单，网络环境的状况，是我们要格外注意的。3. 高质量的视频和图片在粉丝中格外受欢迎。然而，我们要以一种适合传播的方式编辑内容，鼓励粉丝转发。4. 动机不明缺乏刺激，机制不合理，是一个 H5 作品表现欠佳的主要原因。对于一个 H5 作品，乐趣和激励是非常重要的。
