講稿執(zhí)行報(bào)告stride monthly

1、Stride Monthly Reportfor JanuaryJan.17th , 2014Take- A- WaysKey Learning mendations More activities than last month, which is related to celebrities help driving interaction. Celebritys repost is definitely helpful, especially for their related contents. Our total average interaction is increased du

2、e to the activity of new TVC and CNY. Real-time of “小彩旗” increased brand exposure, hot topics could be widely spread through Weibo. Strides buzz volume became higher than EXTRA, ranks first. Exclusive contents which attract fans like WeChat emotion and TVC premiere helped to drive Weibo fans to WeCh

3、at, and brought high interaction.We launched a literal message activity which weve never tried, and had a good performance. Using more exclusive contents in the future, would be good to related with celebrities. Continue to discover and develop interesting non-stoppable related topics. Keep monitori

4、ng on Weibo to catch opportunity to make more hot topics. Using more exclusive contents in the future, would be good to related with celebrities. May try to real-time on WeChat next time.Competitor ReviewPlatform Totally released two posts. Start to use their new content format.Totally pushed three

5、posts.An exclusive activity page.UGC repostA Youku account.New packing promotion, Weibo released related topic tagged with #Dare to#.Released a variety of angles of topics.None posts this month. Official page of talk show “一說(shuō)成名”. Combined with hot spot.BrandPerformance Overview627,385Fans182,571Inte

6、raction1,573Interaction Per Tweet116Total TweetsDemographicsVisitors41.55%Active Rate29,552,882ImpressionNov Dec Jan 5% 7% 0.3% 8% 26% 164%* Red: Decrease Green: Increase Wei activity platforms activity this month recruited almost 50,000 fans, this may influence our active rate. Regular celebrities

7、related posts has been decreased this month, and our activities are mainly hold in WeChat , these may be the reason of impressions decreasing.All the data updated till the end of Jan. 5% 36% 208% 4% 13% 17%53% 52% 48%31% 13% 40%WeiboWeChat14,500Fans 7% 30% 132%117,613Interaction155% 468% 571%13Total

8、 Tweets 400% 69% 19%18歲以下18-24歲25-29歲30-34歲35-39歲40-49歲50-59歲60歲以上0% 10% 20% 30%年齡 Nov Dec Jan Nov Dec Jan Nov Dec Jan Nov Dec Jan Nov Dec Jan Nov Dec Jan Nov Dec Jan Nov Dec JanKPI PerformanceWeChat FansJan.14,500Performance58%Achieving rate2014 Q1 KPI25,000 Weibo Interaction per tweet7242014 Q1 KP

9、IPerformance1,573Jan.Performance14,500Performance1,573Competitors Performance OverviewCompetitor BrandFansInteractionTotal TweetInteraction Per TweetW511,7052,41019127DM32,6884782239EXTRA36,0821,4532266MENTOS138,0163,70817221STRIDE627,385141,9861161,225 All the data updated till the end of Jan.Weibo

10、 Top Content- JanTop FiveTop 1Top 2Top 3Top 4Top 5Topic ThemeNew TVCCNYCNYNew TVCCNYPostRepost50,79515,1922,6312,6722,351Reply22,9331,4459577551,060Total Interaction73,72816,6373,5883,3273,411* Sorted by total interaction.Weibo Content Angle Category- JanCategoryNew TVCCNYCelebrityHot spotUGCRegular

11、PostTotal Released1291422874Average Interaction6,9992,885908186178148* Sorted by average interaction.Weibo Content Angle Category- DecCategoryTVC footageCelebrityHot SpotUGCRegularPostTotal Released2103854Average Interaction1,7941,326462260255* Sorted by average interaction.Weibo Buzz VolumeSTRIDEEX

12、TRADMMENTOSW5TopBuzzAngle CNY activity for HCYS 微信表情. Spring festival gala of “小彩旗” UGC creating. Combined with teleplay actor “張益達(dá)” Green Arrow Products Mayday TVC MENTOS chemical reaction with Cola and beer.-NovDecJanWeChat Top Content- JanTop FiveTop 1Top 2Top 3Top 4Top 5Topic ThemeNew TVC premie

13、reCNY activity CNY activity New TVC warm-up New TVC followedPostPage views15,8414,0372,8242,6782,587Share1,1578071211042 Sorted by total interaction. Official WeChat totally published 13 posts in Jan.WeChat Angle Content- JanTopic ThemeNew TVCCNY activityInteractive activityPostPage views33,86512,09

14、048,275*文字互動(dòng)活動(dòng)，數(shù)據(jù)為活動(dòng)期間互動(dòng)數(shù)Share1,3861,182-WeChat Angle Content- DecTopic ThemeMerry Christmas!New TVC feature ActivityPostAverage page views771655610Share30125* Sorted by average interaction.Topic ThemeMovie ticket code exchanging announcementSpring Festival Gala real-time (no relevant to brand)Post綠

15、箭新年“給你好看”，電影票兌票權(quán)限升級(jí)啦！在各類綠箭促銷活動(dòng)中獲得時(shí)光網(wǎng)電影票兌換碼且還未使用的各位親們注意啦，即日起您手上的電影票兌換碼可以兌換所有2D電影，截止到2014年2月28日，快去看喜歡的電影吧！綠箭祝您2014新年快樂(lè)！Repost133127Reply110109DM Weibo Content- Jan DM Official WeChat totally pushed 2 posts in Jan. Top1-2s Weibo all forward & replied by negative comments Sorted by total interaction.DM

16、WeChat Content- JanTopic ThemeMovie ticket code exchanging announcementWeChat emotion (jpg.)Spring Festival Gala cartoon (no relevant to brand)Post綠箭新年“給你好看”，電影票兌票權(quán)限升級(jí)啦！在各類綠箭促銷活動(dòng)中獲得時(shí)光網(wǎng)電影票兌換碼且還未使用的各位親們注意啦，即日起您手上的電影票兌換碼可以兌換所有2D電影，截止到2014年2月28日，快去看喜歡的電影吧！綠箭祝您2014新年快樂(lè)！不得不說(shuō)，馮導(dǎo)今晚成功讓春晚和全國(guó)觀眾交了個(gè)朋友。也告訴我們一件事：交

17、朋友不用大道理，而是在生活里，說(shuō)一句親近對(duì)方心里的話。馮氏幽默，走心了！* DM Official WeChat totally pushed 3 posts in Jan.Topic ThemeUGC of make a friendWhat can you do with 3 Yuan?Hot spot: Dad, where are we going?PostRepost12701Reply10320DM Weibo Content Angle Category- Nov* DM official Weibo totally released 4 posts, and no WeChat

18、 in Nov.* Sorted by total interaction.Topic ThemeMovie promotionJoint campaign with 萬(wàn)寧中國(guó) on WeiboUGCOffline campaign promotionWeChat campaign promotionPostRepost2001111071136Reply589889782DM Weibo Content Angle Category- Dec* Sorted by total interaction.DM WeChat Content- DecTopic ThemeOffline promo

19、tion- buy products& get movie ticketsOffline promotion- buy products in FamilyMart & get movie tickets or gym experience freeOffline promotion- buy products in all days& get movie tickets or gym experience freePost* DM Official WeChat totally released 3 posts in Dec.DM Douban- June Content: Douban b

20、rand station exclusive activity page Period: June- Sep 2012 Mechanism: Scan stations photos albums includes白領(lǐng) 一起2、2游記、2畢業(yè)同學(xué)錄, and mend your favorite one to your broadcast page, fans also could upload their own photos.DM Weibo Tab Jul 2013 DM launched a new TVC, band May Day appeared in this TVC and

21、told a story of making friends through fresh breathes.Weibo tab page launched, aimed at white collar, students whom love travelling.白領(lǐng)一起2 同伙又同樂(lè)：share photos to win albums2畢同學(xué)錄 最2才收錄：share photos to win concert tickets同行要有趣 盡在2游記：share travelogue to win Ctrip travel cardWeChat and in-store campaign c

22、ombined:Send products invoice to win concert ticketsWeibo collectionTop FiveTop 1Top 2Top 3Top 4Top 5Topic ThemeUGC repostActivity winner announcementUGC repostInteraction with CrestRepost food KOLPostRepost11110511111416Reply929381362EXTRA Weibo Top Content- Jan Sorted by total interaction. Top1-4s

23、 Weibo all forward & replied by negative commentsCategoryUGCActivityRepostHotspotPostRepost46105462Reply4493132EXTRA Weibo Angle Category- Jan* Sorted by average interaction.CategoryVoting activityRepost food cartoonNew packing promotionPostRepost1522011Reply9683EXTRA Weibo Angle Category- Dec* Sort

24、ed by average interaction.CategoryUGCWeibo KOL cooperationCelebrities theme posterVotingTVC footagePostRepost3,1162,2162,1252,1052,072Reply1,3511,1391,1061,0411,324EXTRA Weibo Angle Category- Nov* Sorted by average interaction.Top FiveTop 1Top 2Top 3Top 4Top 5Topic ThemeNew packing promotionUGC repo

25、stNew packing promotionUGC repostNew packing promotionPostRepost124108109115109Reply111111999094W5 Weibo Top Content- JanTop1-5s Weibo all forward & replied by negative comments . Sorted by total interaction.W5 Weibo Angle Category- JanCategoryNew packingUGCHot spotPostRepost78470Reply61581* Sorted

26、by average interaction.W5 Weibo Angle Category- DecCategoryRepostNew packingUGCHot spotPostRepost1241281059Reply12473466* Sorted by average interaction.W5 Weibo Angle Category- NovCategoryUGCQuizNewsFunPostRepost5534Reply8797* Sorted by average interaction.W5 Weibo Movie Promotion2013 W5 cooperate w

27、ith Iron Man, theres brand placement in the film teaser, and also had Weibo promotion which focus on offline campaignOnline cooperation:Promote teaser online campaign, incentive is 1,000 movie ticketsPhoto with Iron Man (mart& cinema)Viral video about Iron Man really appeared in cinema Top FiveTop 1Top 2Top 3Top 4Top 5Topic ThemeActivity: choose like chewing or peppermint