米奇林轮胎 Michelin Social Solution Proposal会员免费

Y2017 Michelin Social Solution ProposalPRESENTED BY RELOADNOVEMBER, 2016

Agenda• Brief Recap• Strategy• Combine Strategy• Social Role• Social Order Planform• Always On Content• New Media Consulting• KOL Management• Crisis Management• Budget Allocation

Brief Recap

Brief RecapSOCIAL MEDIA PLATFORM COMBINATION PLAN 2017 SOCIAL MEDIA ANNUAL PLAN FOR CORP2017 SOCIAL MEDIA ANNUAL PLAN FOR TCCNSOCIAL CAMPAIGN PROPOSAL FOR TCCN -PX NEW PRODUCT LAUNCH1.CORP WEIBO & TCCN WEIBO2.CORP VIDEO ACCOUNT & TCCN VIDEO ACCOUNT

Objective

Michelin Market PerformanceObjective

Michelin Market PerformanceMichelinLuxury Cars2Score：736MichelinMainstream Cars2Score：736MichelinSUV2Score：727MichelinMVP6Score：612GoodyearNexansGoodyearMAXXISJ.D. Power 2016 China's new car tires satisfaction research

TCCN Consumer ImpressionsAthletic abilityPirelliGoodyearDUNLOPBridgestoneMichelinContinentalComfortable and quietMichelinContinentalDUNLOPBridgestoneGoodyearPirelliWearBridgestonePirelliDUNLOPMichelinContinentalGoodyearPricing（High to Low）MichelinGoodyearPirelliContinentalBridgestoneDUNLOP

Social Environmental AnalysisObjective

Mainstream social APPNews&Life&Social……WeChatSocial Environment800+millionStrong RelationshipEnclosedRead、Share、CommentsContent & CampaignMomentWeChatGroup

Attention To The Public PurposeEmotionBenefitInterestUsefulEmpathyHobbyProfessionCouponCampaignPromotionService FunctionProduct InfoCompany InfoFunny ContentTopicModalityArticle

WeiBoSocial Environment212+millionImportant social mediaOpen Social mediaPublic Buzz#Topic#HOTSocial events&entertainment stars美国大选三星爆炸鹿晗生日😁😭😤👍Continuity of the topicfollow or create hot spots

Attention to the Business AccountEmotionBenefitInterestUsefulHobbyCampaignLikeCouponPromotionHot TopicsReal-time EntertainmentCompany CommunicationProductinformationComplain

Online VideoSocial EnvironmentVideo site becamemainstream leisure wayLooking for the brand/products or knowledge：）VRSocial ability is weakimprove with New techEntertainment brand content Make the video content of topicinnovationSocial + Brand videosYouKu180+millionV.QQ130+millionFuture

Michelin Social NetworkObjective

米其林中国米其林乘用车轮胎米其林无忧行卡客车俱乐部米其林指南米其林工程机械轮胎米其林中国米其林乘用车轮胎米其林指南米其林中国米其林乘用车轮胎Social Eco Overview米其林工程师米其林中国米其林乘用车轮胎米工APP路友同行驰加中国

Social Operational StatusObjective

Not AwarenessBUTNoising#￥！#@%@￥……#&￥%&*%&……（……（&）%%……%！#￥

ConclusionBrand social behavior not just exhibition but Effectively communicatedWeibo figure out brand message Widely spreadingWeChat figure out interaction In-depthEstablish Michelin Social Order Platform Create the role of social media

StrategyMichelinCorporateWeChatMichelinTCCNWeChatMichelinTCCNWeiboMichelinCorporateVideosSocial Order Planform

Anthropomorphic CommunicationMoreCloselyMoreImpressionMoreActivityPeer relationship eliminate brand of distanceDistinctive character and content focus,deepen brand memoryContent or campaignFan interaction isalways full of vitality

EnneagramThe charact...