recap?????recap??????GoodeffortonoverallInterviewvideowasveryinsightful.Itwasveryrepresentativeofsmartownersandfans.Communitypositioningandagencyrecommendationisclear.Communitystructure,frameworkandoperationsaredetailed&solid–well-thoughtthrough.SpecialcampaignsareandthefeatureofKOLswithincommunityisagoodidea.2recapFor??NamingofrecapFor??Namingof“smartCommunity”andcouldbemoreinlinewithcurrentinternetLayout:brandtoneandmannertobemoreobvious.Websitecouldbemoreinteractiveandexciting.Morein-depthplanningonformingintegratedcommsplanwiththeotherSNSplatforms(smartWeiboandFocusedadvicefromexperiencedmoderatorsonstimulatingandmaintainingconversations.??3>>objective?To>>objective?Tobuildcomprehensiveplatformtocommunicatebrandmessage,productinfoandsustainanactivefancommunity.Todeliveranintegratedcustomerexperiencetosmartowners,prospectivecustomers,andfans.IntegratingothersmartSNS(eg.Wechat,Weibo)contentProvideinterestingengagementcontenttoenhanceEnhanceinteractionbetweenbrandandcustomerstoreinforcebrand-fanrelationship.Providespaceforsmartownersandfanstointeract,andnourishthesmartcommunitycultureinChina.CustomerdataTocollectcustomerdataandconductcustomergatheringwithin??4?wearethetarget?wearethetargetaudienceweplaycommunitythesmartfuncreativethesmartercommunity???5>>smartwhowewelcometosmartletus>>smartwhowewelcometosmartletusintroduce6>>wearethetargetaudience>>wearethetargetaudienceSourcesmartcustomersegmentationreport 7>>wearethetargetaudienceenjoytlconsume>>wearethetargetaudienceenjoytlconsumelet‘senjoythedelightbroughtthesmartSourcesmartcustomersegmentationreport 8>>丁慧>>丁慧>>PleasereferPleaserefertovideo:>>丁慧汽>>丁慧汽車之家smart版職業：IT工程師婚姻狀況：未婚購車時間：2013PARTPART官方社區和verticalsites論壇應該有什么Pleaserefertovideo:PART?PART??Pleaserefertovideo:PART??PART????Pleaserefertovideo:video3_co-Brand>BIG,INTHE城市Brand>BIG,INTHE城市smartcustomersfindjoyinurban“mycityismyplayground”havefunanytime,“smartcommunityisvirtual玩轉城市thesmartcommunityacustomer-centricengagementplatformtoconstantlyhelpmakemember’surban-lifemorecolourfuland>>weplayCOMMUNITYocializewithsmartoreonline>>weplayCOMMUNITYocializewithsmartoreonlineinteractiontoexploreurbannexclusivescoopintothelatestsmartadiantcreativityinailor-madecontentformySMART…<<interest……<<interest…like-mindedbuddiesGenerallackof?Linear,monotonousandtediousInformationdrivenVerticalsites’bbsserveinfoneedbetter?EmotionalInterest???UtilizeKOL’sinfluencetotriggermoreparticipationbbsforumvsinterest>>smarthowwehaveWelike>>smarthowwehaveWelikeThisishowweroll.>>thesmartfun>>thesmartfunthesmar communit creativconcep>>smart耍部namin>>smart耍部namin optio on導航首小賣備吆喝小賣（圈子（任務（指南（車型（新聞（商城>>smart耍部op>>smart耍部optio onnamin>>smart撒歡屯nami>>smart撒歡屯namin optio tw導航（圈子（任務（指南（車型（新聞（商城>>smart撒歡屯op>>smart撒歡屯optio twnaminOPTIOPTIO ONE>>LAYOU>smartcommunityDemo>smartcommunityDemo請見視頻>smartcommunityDemo>smartcommunityDemo請見視頻登陸首頁動態說明：3秒后車子向左移動，露出繽紛的地圖，每個地圖區塊代表網站的一個版>smartcommunityDemo>smartcommunityDemo請見視頻首頁>smartcommunity>smartcommunity二級頁面：展示該板塊的所有任務>smartcommunity>smartcommunityOption三級頁面：圖文視頻展示任務詳OPTIOPTIO TW>>LAYOU>smartcommunity>smartcommunity>smartcommunity>smartcommunity登陸首頁動畫說明：車飄向頁面中部，露出全車以及車上氣球，不同氣球代表網站不同>smartcommunity>smartcommunity首頁：點擊氣球（有炸開效果）或者左側的導航欄可進入對應的>smartcommunity>smartcommunity二級頁面(1)：展示該板塊的所有話題，每個版塊都有自己的顏>smartcommunity>smartcommunityOption二級頁面(2)：展示該板塊的所有話題，每個版塊都有自己的顏>smartcommunity>smartcommunityOption三級頁面：圖文視頻展示話題詳>>smartcommunity:theurban>>smartcommunity:theurban>產品宣傳任務指揮閑扯>>smartcommunity:theurban>>smartcommunity:theurban>產品宣傳任務指揮閑扯>>smartcommunity:theurban任務>>smartcommunity:theurban任務瘋狂最玩>>smartcommunity:theurbanIntegrating>>smartcommunity:theurbanIntegratingWeibo&> Webcampaign@smart MaterialIntegratewithofflineactivitiesby Speciallydesignedforphoto smart”Badges,stickers,Multi-entrancestocampaign smartCollectfansdatafrom LeveragecelebritytocreatehypeandengageWeChat:EngageWeibo:Drive>>smartcommunity:theurban>>smartcommunity:theurban注冊，提供相日常信息推送設>>smartcommunity:theurbanWeiboFullyleveragethemassofsmartWeibo>>smartcommunity:theurbanWeiboFullyleveragethemassofsmartWeibotofurtherpromotetheMaximizethereachofthere-launchWeibotrendingtopicsCombineweibotrendingtopicswith“瘋狂最玩家”programtogeneratepublicbuzzmostcustomerattention.smartKOLInvitesmartKOLtoparticipatein瘋狂最玩家”campaignandsharetotheirlifeUtilizeKOLstocreatehub>>smartcommunity:theurban>>smartcommunity:theurban任務人在中國，玩在用更smart的方式倒時差>>smartcommunity:theurban>>smartcommunity:theurban任務尋找城市中尋找8輛“躲”在街道上的smart。>>smartcommunity:the>>smartcommunity:theurban任務>>smartcommunity:theurban>>smartcommunity:theurban任務遇見>>smartcommunity:theurban>>smartcommunity:theurban任務>>smartcommunity:theurban任務>>smartcommunity:theurban任務???>>smartcommunity:theurban>>smartcommunity:theurban>產品宣傳任務指揮閑扯>>smartcommunity:theurban>>smartcommunity:theurban指揮smart指揮Top10ForTwoTop10北京胡同潮店、上海弄堂潮店Top10AlexWang推薦必敗小店Top10彪馬酥推薦FUN音浪聚點Top10smarter??>>smartcommunity:theurban>產>>smartcommunity:theurban>產品宣傳任務指揮閑扯樂圈子里吹響集結號角閑扯閑扯閑扯>>HuirongTheultimate閑扯>>HuirongTheultimatesmartmodification>>Die-hardsmartwalkingencylopediaonsmart’shistory,culture,techniqueand閑扯ALEXWANGfashiondesign/閑扯ALEXWANGfashiondesign/王盛JUSTINScience/techcreatorofALEXWANGco-founderBEIJING閑扯indieradio jap-inspired閑扯indieradio jap-inspiredtangsuanradiohostCreatorsof6.305>>MOLLYavidtraveller,blogger,model,author>>MOLLYavidtraveller,blogger,model,author閑扯PANXIAOYEweibosuperstar,foodandtravelcolumnist.authorof《京津有味》《我們倆》.thepersonificationofVivalacuratingthefinerdetailsinlife,onebiteatatime.weibo:/panxiaoye222>>KevinChiefEditorof《MILKX>>KevinChiefEditorof《MILKX》weibo:閑扯王自Self-professedtechfounderofZealer-China,reviewingwithacriticaleyeonallthings>>smartcommunity:theurban>產>>smartcommunity:theurban>產品宣傳任務指揮閑扯>>smartcommunity:theurban>>smartcommunity:theurban>產品宣傳任務指揮閑扯smart最新熱>>smartcommunity:sitemap smart公社網站首 車型信設安技相關推快速鏈查找經銷商預約試駕活動標相關內禮品篩選方式>>smartcommunity:sitemap smart公社網站首 車型信設安技相關推快速鏈查找經銷商預約試駕活動標相關內禮品篩選方式禮品詳情頁????去??首內容說★>如何獲得積分常見圈子快樂城圈子成話題內回復話題贊話發布話標商戶類主題主題主題主題商戶詳情頁想去去過發送至手機贊商分享任務類Smart生任務描贊任分享>>smartcommunity:sitemapa公社網站首 任務類>>smartcommunity:sitemapa公社網站首 任務類Smart生任務詳情信息項 商戶類主題主題主題主題商戶詳情頁 圈子快樂城圈子名圈子描圈子成 Srt車 車型信設安技相關推快速鏈查找經銷商 與活 活動標相關內 禮品篩選方式禮品詳情頁 心 回能活動★使回復任務務互?想去市地圖，去過下吃喝?發機★戶贊商分享SNS對商戶：的興srt情：引發話：其在?發布時間用回復話題贊話發布話標聚合smart的大型活動信息：分換?深入互動，以獲分積分常見用戶所有去首內容說 >>smartwhereweourcityisahere’s>>smartwhereweourcityisahere’samaptoexplorethegroundssmartdigitalEARNED(SNSplatforms,Forum/BBSofsmartdigitalEARNED(SNSplatforms,Forum/BBSofAutoVerticalSite/PortalAutoOWNEDAUTHORIZEDPUBLICPUBLISHER(2014)LeadsNurturingsmartofficialAUTHORIZEDPUBLICsmartofficialCULTIVATIONOFBRANDCULTUREPLATFORM&CONTENTHUBOFSMARTsmartcommunity(PC&Mobile&IPADOFFICIALINFORMATIONsmartofficialsite(PC&Mobilesite&PAID(Ad,SearchEngine,MediaCo-op,Video>>thesmartersmartcommunitysmartContinuouscommunication>>thesmartersmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉>>thesmartersmartcommunitysmartContinuouscommunication>>thesmartersmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉>>thesmartersmartcommunity>>thesmartersmartcommunitysmartcarownersandinvolveddeeplyincommunity(needtobeinvitedby,orapplyandbeapprovedbysmart)部smart部smartcar(needtobeverifiedviasmart部smartwithoutasmart>>thesmartersmartcommunity部>>thesmartersmartcommunity部smart部smart部>>MembershipVerificationFlowsmartFanVIN#invalid,outboundandemail>>MembershipVerificationFlowsmartFanVIN#invalid,outboundandemailsmartFanEmail/name/phone1.EmailProvidefanmembershipVIN#2.400Outboundwithin7CommunityinboxWelcomeletterwithdetailedOwnerBenefitsCommunityinboxWelcomeletterwithdetailedFanBenefits>>Community>>CommunityRedemption>>CommunityRedemptionBonusRewards>>CommunityRedemptionBonusRewardsInteractionWatchvideos,Log-infrequency,commentcommunitySharingIntegrateSNSaccount,sharingsmartcommunitycontent/videoonSNS,friendsjointhecommunityviasharedURL…etc.ParticipationRegister,upgradetoowners,participateinonline/offlinecampaignsandactivities,survey,completesmartmissions,createnewplaces/routes/ideasonsmartcitymapandgetSpecialUpgradefromfanstoowners,invitenon-membersmartownerstobecomecommunityownermembers,honorsmartsuperstars,honorKOLmembers>>creative>>iShare–wirelessdata>>creative>>iShare–wirelessdata+WIFIsignal>>VIPcar>>in-caraccessoriespackage>>car-care>>accessories>>air>>ash-RMBRMBRMBRMB>>limitedcaraccessories潮牌合作限量版special>>limitedcaraccessories潮牌合作限量版specialcarmaintenancediscount.collabwithfashionlabels與潮牌合作，發出限量版T:chocoolate/bape>>Member>>MemberAcquisition:Current>>Acquisition:>>Acquisition:>>On-goingMemberAcquisitionsmartBrandsmartFansmartsmartOwner>>On-goingMemberAcquisitionsmartBrandsmartFansmartsmartOwnerEmailand400smartsmartVerticalsosearchsosearchperformanceofsmartdependsonlyonPPC而未做投放的關鍵詞，在自然搜索中則沒有smart公SearchUtilizeSEM&SEOstrategytoimprovevisibilityofsmartanddrivemoreusertoSearchEngineEngine用戶搜SearchUtilizeSEM&SEOstrategytoimprovevisibilityofsmartanddrivemoreusertoSearchEngineEngine用戶搜索意圖定多緯度用戶搜索意圖區隔達成頁面關鍵詞最佳可見搜索關鍵詞研目標對象關注為導向的搜Socialmediaoptimization策略社會化媒體優化，促成最佳能見PayPerClick投放策不同營銷時期,關鍵詞最佳投放外部鏈支多維度外部鏈接介網站可見度符合搜索引擎收錄標>>WherewesmartcommunitysmartContinuouscommunication>>WherewesmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉integratingcustomerIntegratedcustomerexperienceacrossallsmartSNSintegratingcustomerIntegratedcustomerexperienceacrossallsmartSNSllook&SeamlesssocialsupportingSeamlesssocialsupportingforsmartMonthlysmartcirclessupportforSharefunwithfriendsviaWeibo&Drive-toHottopiconWhat’snewonStimulateettFollowsmart Fanssharecontentweibo&wechat viatheir Bigthing social supportingcommuitllrelevant smartmissioncommunitytobelinktoMonthlyKOLsmartcirclesDrive-toentrance/QRcode Sharingfunctiontotoweibo&wechat weibo&wechatBindingweiboaccounttologinFansmunity Drive-toentrance Sharefuncontent ?HottopiconWeibo supportfor withfriendsvia ?What’snewon weibo Weibo&Stimulate>>Missioncamp&PhaseIPhaseIIOn-goingMemberAcquisition&smartsmartForTwoCarpoolsmartfriendsTestDriveWorld>>Missioncamp&PhaseIPhaseIIOn-goingMemberAcquisition&smartsmartForTwoCarpoolsmartfriendsTestDriveWorldMemberOn-goingdatabaseanalysisand>>smartcommunitytosmart>>smartcommunitytosmartO2OEventNote:Thiseventiscarriedoutoffline,andisnotpartofthescope.MembershipProgram:RegularsmartWelcomeWelcomesmartcommunitywebsite/wechatQRcodeandhotlineMembereDM(byEventMembershipProgram:RegularsmartWelcomeWelcomesmartcommunitywebsite/wechatQRcodeandhotlineMembereDM(byEventsmartcommunityonline/offlineeventsinfo.Birthdaygreetingfor??????smartsmartmemberinterviewsmartmembereventsmartpost-eventreportsCommunitybonusreminderCommunity?Pre-event/Onsite????OnlinecommunityeventsRedemptionProgram??smartsmart(PR smart(PRCommunityevent??RegisteredeventcalendarCommunityeventsannouncementandsupport?Communityevent>>WherewesmartcommunitysmartContinuouscommunication>>WherewesmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉>>MGM>>MGMAnnualsmart?VotingSuperstarsfromMembers(somecandidatesfromcommunityrecord,somefrommemberAnnualsmart?VotingSuperstarsfromMembers(somecandidatesfromcommunityrecord,somefrommembercharacter,i.e.?IdentityphysicalcarlicenseplateorframetoshowsmartSuperstarUniqueIdentity(peoplecanrecognizeiteasilyonthestreet)1to1interviewarticleonsmartMGandInterviewvideoonweibo??>>CommunitysmartSuper>>WherewesmartcommunitysmartContinuouscommunication>>WherewesmartcommunitysmartContinuouscommunication(EmotionalPlatformssmartCirclessmartMissionsOnlinetoofflineeventsmartSatisfactionRegularSpecialWOMMGMsmartSuperUGCforsmartMemberDatabase&(smartmemberdata,smartWebsite,CampaignAttractandrecruitEngagewithStimulate玩轉OURMEASUREMENTWegettotheknowsilentmajoritythroughweb-tracking.CRMDatabase’sgotournumbers.Whydon’tweintegratebothmethodstopaintaliving{??????}ContentConsumptionVisitorSilentMajorityMemberEngagementMulti-ChannelFunnelMemberPreferenceMemberActivityScalability:+Digital+Social+?OURMEASUREMENTWegettotheknowsilentmajoritythroughweb-tracking.CRMDatabase’sgotournumbers.Whydon’tweintegratebothmethodstopaintaliving{??????}ContentConsumptionVisitorSilentMajorityMemberEngagementMulti-ChannelFunnelMemberPreferenceMemberActivityScalability:+Digital+Social+??????>>CommunityMeasurement>>CommunityMeasurementParticipationandcampaignsurvey)Engagementand(overallandbySpendingPagerate(baysurvey)MemberRatioMember#byOwnerAcquisitionrate%(member#/Activemember>>TIMELINECOMMUNITYDEVELOPMENTPHASE*Note:Pleasenote>>TIMELINECOMMUNITYDEVELOPMENTPHASE*Note:PleasenotethattheagencywillneedtoreceivePOby11otherwiselaunchdateswillbepushedback 24 3 10 17 24 31 7 14 21 28 5 12 19 2612Phase1KickIAandUEDevelopment24ClientConfirmFullIAandLayoutClientConfirmFullDigital25 25Production Phase1PC&積分商城、玩家中心Phase1>>TIMELINECOMMUNITYDEVELOPMENTPHASE， >>TIMELINECOMMUNITYDEVELOPMENTPHASE， 24 3 10 17 24 31 7 14 21 28 5 12 19 2631Phase2KickIAandUE16ClientConfirmFullIAandLayout28ClientConfirmFullDigital28AprProductionBriefPhase2LaunchPC&Mobile完成板塊:+玩樂指南、+玩家中心Full>>Teamset-upforsmartPeonyChiefDigitalOfficer&Managing(PLANNING&>>Teamset-upforsmartPeonyChiefDigitalOfficer&Managing(PLANNING&ADV.AnnaAssociateFrankSeniorEvaProductionJunProjectHenryLeadWebRuichenWebYanbinLeadTechAliciaSeniorNingEmergingPlatformKayWebAnalystShunaDataHarrySEOWilsonAssociateSusieAssociateAshleyArtZhuoqunUmaBusinessSandySeniorAccountEllenAccountIrisAccount>> A>> APPENDIX:NESTLECMTSHOWNestleCMTIntegratedNestleCMTNestleCMTMeasurementWebtrackingis