【MAXUS】Beats 比稿方案-20170412-142P

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咪蒙 职场吐槽
Short Videos about People
Papi酱 生活吐槽
Category Sportswear Automobile
Beverage
Fashion Apparel
Short Videos about Lifestyle
KOL
GOVERNMENT AND CIVIL ORGANIZATION
Service Account
British Style Aristocracy
Follower: 250,000 No. of Posts: 5,634
Stop running
Subscription Account
Follower: 25,719 No. Pic Posts: 107 Hash Tags: 6
Label Sports Fashion Confident, Elite Middle Class Simple Style
Attitude British Spirit Ambience
Future
Occupation of BRAND Brand Portraits
A
User online language to engage with online users instead of using authentic government tones
Remark: Account content in grey has stop running
Easy?/Slowlife spirit
Follower: 1,210,000 No. of Posts: 7,171 Average ‘Like’: 254 Average Comments: 49 Average Forward: 109 Subscription Account
Service Account
Comfort space Petty Bourgeois
Follower: 1,320,000 No. of Posts: 7,465 Average ‘Like’: 158 Average Comments: 94 Average Forward: 35
VICE
News journals with
Voice about Sub-cultures editors’ viewpoints
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TREND
ECOM BECOME CONTENT AND ENGAGE CHANNEL
Celebrity Effect
The heat of celebrities on the platform could drive sales and bring attention and
Follower: 2,962 No. Pic Posts: 4 Hash Tags: 7
Follower: 146,000
N.A.
No. of Posts: 152
Account set up only on campaign base
Account exists without any content
traffic.
Important Events
Content + Entertainment becomes the key of attracting consumers’ attention
and traffic.
Related Recommendation
Brand should divide shrewd and rational consumers into different segments to
N.A.
N.A.
Account set up only on campaign base
Active Life
Follower: 810,000 No. of Posts: 1,502 Average ‘Like’: 1,000 Average Comments: 150 Average Forward: 200
Service Account
Follower: 130,000
No. Pic Posts: 187
N.A.
Hash Tags: 91
“Battlefield of Time”
From low value content repost to high value content creation
• Polarization of high ranking channels and long-tail
channels
CONTENT
improve effective interaction.
TREND
FANS CLUB INCLUDE BRAND CONTENT
Fans Club
Global Content
Localize Content
Hot Topics
Follower: 155,144 No. of Posts: 2,115 Average ‘Like’: 100 Average Comments: 15 Average Forward: 21
• High weighted KOLs gain more supports from social platforms
CHANNEL
FORMAT
INTEGRATION
Outburst of short video, live stream cast, and Gif
Social centric content, traditional media and ecommerce platforms have fully integrated to win from the competition
SOCIAL MEIDA
APR 13, 2017
Today’s Agenda
Social Landscape Social Strategy Implementation Showcase Team Structure Analytics and Reporting
SOCIAL LANDSCAPE