SOCIAL MEIDA APR 13, 2017
Today’s Agenda Social Landscape Social Strategy Implementation Showcase Team Structure Analytics and Reporting
SOCIAL LANDSCAPE
“Battlefield of Time”
5 CONTENT FORMAT INTEGRATION • Polarization of high ranking channels and long-tail channels• High weighted KOLs gain more supports from social platformsSocial centric content, traditional media and ecommerce platforms have fully integrated to win from the competition CHANNEL Outburst of short video, live stream cast, and Gif From low value content repost to high value content creation
6 Occupation of Brand Portraits KOL GOVERNMENT AND CIVIL ORGANIZATION Category Label Sportswear Sports FashionAttitude BRAND MEDIA Automobile Confident,British Spirit Beverage Elite Middle Class Ambience Fashion Apparel Simple Style Future 咪蒙 职场吐槽 Papi酱 生活吐槽 Short Videos about People Short Videos about Lifestyle VICEVoice about Sub-culturesNews journals with editors’ viewpointsUser online language to engage with online users instead of using authentic government tones
Celebrity EffectThe heat of celebrities on the platform could drive sales and bring attention and traffic. Important EventsContent + Entertainment becomes the key of attracting consumers’ attention and traffic. Related RecommendationBrand should divide shrewd and rational consumers into different segments to improve effective interaction. TREND ECOM BECOME CONTENT AND ENGAGE CHANNEL
Fans Club Global Content Localize Content Hot Topics TREND FANS CLUB INCLUDE BRAND CONTENT
Follower: 250,000No. of Posts: 5,634Follower: 1,210,000No. of Posts: 7,171Follower: 810,000No. of Posts: 1,502Subscription AccountN.A.Remark: Account content in grey has stop runningAccount exists without any contentSubscription AccountService AccountFollower: 2,962No. Pic Posts: 4Hash Tags: 7Follower: 130,000No. Pic Posts: 187Hash Tags: 91N.A.N.A.N.A.N.A.Account set up only on campaign baseFollower: 1,320,000No. of Posts: 7,465Service AccountN.A.N.A.N.A.Follower: 155,144No. of Posts: 2,115Account set up only on campaign baseFollower: 25,719No. Pic Posts: 107Hash Tags: 6Service AccountFollower: 146,000No. of Posts: 152* Please see appendix for details Stop runningAverage ‘Like’: 158Average Comments: 94Average Forward: 35Comfort space Petty BourgeoisBritish Style AristocracyAverage ‘Like’: 1,000Average Comments: 150Average Forward: 200Average ‘Like’: 254Average Comments: 49Average Forward: 109Average ‘Like’: 100Average Comments: 15Average Forward: 21Easy？/Slow-life spirit Active Life
Brand Content with Focal Point Integrated Resources Consumer Value
SOCIAL STRATEGY
Beats Social Diagnostic
0�5�10�15�20�25�30�Beats�MINI中国 Newbalance�Nike�Social Account Post Frequency0�25�50�75�100�125�Beats�MINI中国 Newbalance�Nike�Social Account User Engagement RateBEATS has set up the complete brand accounts on social platforms, and actively post contents. However, account followers are not active enga...
