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2013 社交媒体演进和未来

Carat Social Media Sage Wang fan


当我们观察社交媒体 我们在观察什么


左手微博,右手微信


娱乐导向 +强互动性

社交游戏

社交媒体

BBS

+强关系

-弱关系 博客/空间

微博 商业社交媒体

点评

-弱互动性

百科 即时通讯软件

信息导向


社交商业的基本原则和机会


社交媒体是三种传统媒体形态的动态融合 FAMILY

购买媒体 自有媒体

了解 & 感受

互动 & 交易

赢得媒体 社交 & 创造

购买

展示类广告 (语境/行为定 向)

推广微博

消息推送,编 辑点评

博主推广

自有

品牌主页

品牌微博

品牌博客

品牌赞助的垂 直社区

赢得

粉丝评论

粉丝转发

粉丝“喜欢”

粉丝大使

社会化搜索

植入视频

社交游戏


2013

Carat Social astrologers

Carat Social astrologers have helped 27 clients in China including Mondelez International and Adidas to pitch and draft proposals to provide complete insights into social media services.

1-Social insight

Carat social is the only one which provides complete insights into the market’s social m e d i a s e r v i c e s .


Extra/Wrigley: established brands, one wave per 1.5-2 months 250,000 • Stride: new brand, intensive activity at late May Stride Extra Wrigley B •

200,000

212,592

150,000

100,000

D

50,000

C

26,0 81

60,976

0 3/1

3/8

3/15 3/22 3/29

4/5

4/12 4/19 4/26

5/3

5/10 5/17 5/24 5/31

SOCAIL INSIGHT-1

6/7

6/14 6/21 6/28

SOCAIL VOLUME


• •

Neutral buzz dominates, mostly generated by ”repost to win” activities, even for established brands. Gum belongs to the low interests & low UGC category, compared with auto and skincare, or even other snacks. Brands need unique selling points to stand out. Negative

Stride 1%

Extra 0.5%

Wrigley 1%

Neutral

95%

98%

89%

SOCAIL INSIGHT-2

4%

2%

10%

SOCAIL SENTIMENT


Stride’s slogan is short & catchy, already become a catchword amongst youth. 1,126,053

是你的益达 457,260

根本停不下来 关爱牙齿 更关心你

107,187

吃完喝完嚼益达

46,278

美味持久 久到离谱 清新口气 你我更亲近

8,240

March-June Before March

949

SOCAIL INSIGHT-3

BRAND SLOGAN


• •

High frequency key words are all campaign driven, either related to slogan/TVC or Super Boy The emphasis of next phrase should be activation and strengthening the attachment to brand by interaction, such as creating more consumption scenarios.

根本停不下 来

持 久 快 乐

挑战

柯震 东

味 道

SOCAIL INSIGHT-4

SPOKESPERSON


• •

Young and female skewed  tailor-made scenarios for teenage Why not as appealing in Guangdong?

60%

53% 34%

Stride 57%

Wrigley 6%

7% 12% 10% 10-19

7%

yrs11%

16%

21%

7% 6%20-29

6%

yrs 5%

46%

54%

Extra

47%

53%

Extra

40%

37%

Stride

6%

5%

5%

6%

30 +5%

4%4%

SOCAIL INSIGHT-5

4%3%

Wrigle y 4%

7%

6%

52% 4%

5%

4%

48% 3%3%2%

USER PROFILES

3%2%2%


Why is Stride, a gum brand, so rich? 10 8

6. 29

6 4 2

16时

15时

14时

13时

12时

11时

10时

9时

8时

7时

6时

5时

4时

3时

2时

1时

0时

23时

22时

0

95 posts from 6.29 10pm to 6.30 4pm, all original, no reposts, no comments

3 verified users, and others are all “zombie fans”

SOCAIL INSIGHT-6

ABNORMAL INFORMATION


300,000 netizens participated, watched English dramas, learn professional work skills and shared with their friends Cumulative exposure exceeded 100,000,000

Tencent video channel <IT CROWD> weibo APP

Social Communication


Send your location in the resort to receive automated response with recommendations on nearby facilities and places of interest.

CLUBMED WECHAT APP

WECHAT


把握未来


Social 2.0

FROM COMMUNICATION TO PRODUCT SOLUTION

2014

Carat Astrologers propos series of business solution


SOCIAL 2.0

FROM COMMUNICATION TO PRODUCT SOLUTIONG

Stalker CONSUMERS MINING ACCURATE COMMUNICATIONG

Insights EREND MEDIA (UGC) OWNED MEDIA

Prism SOCIAL CRM REALTIME MARKETING

Evaluation EREND MEDIA (UGC) OWNED MEDIA CAMPAIGN


1縲…ollection of weibo data Locate consumer contents Repost cares Encourage posts Communication with offical weibo

1縲,ONSUMER LOCATE 2 縲ヾet levels

Com mun icati on

TA

WeChat PUSH information

WeChat APPS System

MINNING 1縲…ollection of weibo data

SOCIAL BIG DATA

SOCIAL PRISM

FROM COMMUNICATION TO PRODUCT SOLUTIONG


social Stalker working system-1 mass positioning example Professional insertion:only insert information to managers higher than director grade We can do Circle insertion:Famous models and actors can see my information

Celebrities insertion:I want real estate boss like Pan Shiyi to see my information Compound insertion:I want people from automobile, finance industry to see my information Region insertion:Only identified users in Beijing, Liaoning, Shanxi and Hebei to see my information

From 0.35million identified users,We

design key Golden for your enterprise

group

SOCIAL PRISM

FROM COMMUNICATION TO PRODUCT SOLUTIONG


social Stalker core resource-0.35million sina weibo identified users(V users)+0.9 million super uses Step-1-Positioning:Help you find who you need affect, communicate from 0.35 million users

WHO

FaTags ns Location

Industry Sub-divided fields

Occupation

Co. Name

SOCIAL STALKER


social Stalker Working system 2-Weibo data magic cube Media positionďź&#x161;Calculate common followers from who you choseďź&#x152;and position key media among them

Weibo you want to influence

Key media weibo Key media weibo

Extra influenced people

SOCIAL STALKER


Case study for adidas


THANK YOU! You can get the deck shared by the Branded WeChat Account. 请从我们官方微信索取本次PPT分享!


MDLZ Media Day_2013社交媒体的演进和未来_wang fan