PRC Windows 7 Launch Party Report-一场超乎寻常的旅程.ppt

An Unexpected Journey （PRC Windows 7 Launch Party Report） 执行总览执行总览 Accounts to 83% of cites ranging from 1st tier to 6th tier cities in China.覆盖率 组织者 38% of 4,688 qualified hosts came from our partners, 65% are students and people from IT related professions. 聚会分享There are a total of 2,777 hosts that shared their party photos and videos through various creative means. 聚会网页 Total number of page views on party site is 42,945,339 and total number of unique users is 1,190,666. Total number of party comments is 29,635. 影响力在849个网页上出现了2339篇相关文章 访客 Through online invitations, 2,511 hosts have invited a total of 32,401 guests to their parties. A total of 20,082 valid surveys were filled up, and a total of 2,727 guests filled up both the pre-survey and post survey. 3 Hosts coming from cities you know of and those you Hosts coming from cities you know of and those you wont think ofwont think of p 主人来自中国的300多个城市(and out of China!) 2个聚会在黑河： 中国北部疆土最远 的城市举行 一个聚会在布达 拉宫举行 一个聚会在中国的 四线城市：九泉火箭 发射中心举行 3 个聚会在中国 最南部的海南 举行 4 Cities coverageCities coverage p The coverage of this event accounts to 83% of cites ranging from 1st tier to 6th tier cities in China. 1st Tier：e.g. Beijing, Tianjin, Shanghai, Hangzhou, Guangzhou, Shenzhen, Hong Kong, Macau, etc. A total of 18 cities； 2nd Tier：e.g. Shijiazhuang, Changchun, Zhengzhou, Suzhou, Fuzhou、Xiamen, Xining, Yinchuan, etc. A total of 23 cities； 3rd Tier：e.g. Tangshan, Yantai, Lianyungang, Jiaxing, Wenzhou, Dongguan, Foshan, Guilin, etc. A total of 24 cities； 4th Tier：e.g. Handan, Jilin, Baotou, Louyang, Weifang, Yangzhou, Zhoushan, Chaozhou, Liuzhou, etc. A total of 17 cities； 5th Tier：e.g. Chengde, Baoding, Kaifeng, Taian, Huangshan, Leshan, Mianyang, Lijiang, Yanan, Xianyang, etc. A total of 20 cities. 6th tier: others. A total of 173 cities. Out of the 333 tier 1 to tier 6 cities in China, we managed to cover 275 of them, including secluded places in China such as Jilin Panshi city, Jiangsu Jingjiang city, Hunan Ningxiang County, Shanxi Xiyang County, Henan Xiangcheng city, Guangdong Kaiping city, Guangxi Cenxi city, Yunnan Xuanwei city, Ningxia Lingwu city and so on. According to administrative levels in Chinese cities 5 Host from all walks of life Host from all walks of life p A total of 4,688 qualified hosts passed the screening from 19,618 applicants. p 65 of the 4,688 qualified hosts are students and people from IT related professions. p Through uploaded party photos and videos by hosts we can see some hosts come from unexpected walks of life, such as doctors, engineers, policemen, elderly and kids, using many creative and innovative ways to hold their own Windows 7 parties. More profile information of hosts 6 Ardent support shown from internal and external partners Ardent support shown from internal and external partners Channels of other partners: Ynet, Respect and Dream Advertising, Realbroad, etc. OEM Partner: Lenovo, HP, DELL, etc. Hosts reccomendation: Friends reccomended by Microsoft internal employees, MVPs, etc. p 38% of hosts came from our partners (employee recommendation, partner websites, partner forums, OEM, etc.） p Through our partners, we managed to recruit many IT Pro/ IT Fans as our hosts. These hosts have higher percentage of valid surveys filled, host accounts being activated, and have better quality parties held. Partner websites: Baidu,PC Online, etc. Partner BBS: PC Beta, Win7c, etc. 7 Unexpected party formatUnexpected party format p There are a total of 2,777 hosts that shared their party photos and videos through various creative means. Total number of page views on party site is 42,945,339 and total number of unique users is 1,190,666. And total number of party comments is 29,635. Click here to party site 8 Touching momentsTouching moments 8 p Many unexpected stories were anacted during this journey. This host comes from a school for the deaf, and he introduces his party as follows: ”We are from ChangChun University. Although we cannot hear, our love and passion for Windows 7 drive us to use sight and hand signal to put across what we want to portray.” This host chose to hold his party at the highest point of Beijing, Fragrance Hill. He mentioned in his article, ”Why Fragrance Hill? The answer should be obvious to all. The best way to celebrate the launch of Windows 7 is to bring it to the highest point in the city of Beijing.” Silent party. Party with great “height” 9 Hosts have a more positve viewpoint towards Hosts have a more positve viewpoint towards Windows 7Windows 7 p Compared to consumers that are not hosts, party hosts have a higher level of awareness, favorability, purchase intention and likelihood of reccomendation towards Windows 7. #1 Ipsos Windows 7 Marketing Program Effectiveness Research (Wave 1) #2 Online Survey on Windows 7 Channel of Netease and Tencent #3 Hosts that filled Windows 7 Party pre-survey 10 AppreciationAppreciation 10 p Many hosts emailed to express their gratitude towards the help that they obtained from , which is our official customer service channel. WOM influence created throughout the party WOM influence created throughout the party Main IT portals： p There are 2,339 related articles circulated around on 849 websites. These websites not only include verticial IT portals, but the influence is also extended to other types of websites such as news portals, SNS, video portals, Q&A platforms, and public forums. Main news portals： etc. Main video portals： etc. Main public forums：etc. Main blog sites： etc. Main SNS：etc. Q&A platform： etc. Click here to ivoc weekly report WOM influence created throughout the party WOM influence created throughout the party p In addition to the party site, hosts shared the party experience in public forum, which triggered the attention and curiosity of a number of internet users. The host praised the FPP. He also apologized for his bad attitude towards Microsoft party customer service due to a misunderstanding of the delay in the delivery of his FPP. WOM influence created throughout the party WOM influence created throughout the party p Hosts not only shared their party experience, but also the process of installing Windows 7. The host shared the process of installing Windows 7 in her Apple computer. WOM influence created throughout the party WOM influence created throughout the party p Especially, the influence is also extended to “Blackberry” forum. This host displayed his FPP on the forum ,appreciated the congratulation letter sent out by Microsoft . He said he was very impressed as the letter is hand written. p The ripples effect: hosts shared their party experiences on the few main IT forums (BBS), and through these sharing, many other internet users were influenced. WOM influence created throughout the party WOM influence created throughout the party 288 hosts posted 288 hosts posted articles of their own articles of their own party experiences on party experiences on main IT forums. main IT forums. Media attention Media attention captured, publishing captured, publishing more than 2000 articles more than 2000 articles created and circulated to created and circulated to many websites. many websites. More than millions of More than millions of internet users browsed internet users browsed the website, increasing the website, increasing their understanding their understanding towards party & Win7.towards party & Win7. 16 Attitude change (among guests) before and after the partyAttitude change (among guests) before and after the party p Through online invitations, 2,511 hosts have invited a total of 32,401 guests to their parties. A total of 20,082 valid surveys were filled up, and a total of 2,727 guests filled up both the pre-party and post-party surveys. Before party: Before party: 67% of the guests 67% of the guests felt that Windows 7 is a felt that Windows 7 is a significant improvement from significant improvement from the OS that they are using.the OS that they are using. After party: After party: 17% increment in 17% increment in OS preference.OS preference. The uncertainty on any The uncertainty on any improvement for Win 7 compared improvement for Win 7 compared with the previous OS has with the previous OS has decreased significantly after the decreased significantly after the party.party. 17 p All levels of product knowledge, preference and willingness to recommend has increased after the party. Attitude change (among guests) before and after the partyAttitude change (among guests) before and after the party Changes in the Level of product knowledge, preference, recommendation 18 p More people are willing to learn knowledge of windows 7 and willing to upgrade OS to windows 7, the willingness has increased after the party. Attitude change (among guests) before and after the partyAttitude change (among guests) before and after the party Willingness to purchase windows 7 19 p Chinese users of the Windows PC bias is much higher than Mac and Linux. After party, Windows PC up to nearly 90%, improved 5.3%, tend to reduce the Mac users of 5.6%. Attitude change (among guests) before and after the partyAttitude change (among guests) before and after the party Which type of computer prefer for next purchase not considering cost Click here to more findings 20 Party material featured in ChinaParty material featured in China Party pack 10 decks of Windows 7 playing card 10 decks of Windows 7 DVD Windows 7 Party banner Party download resources Windows 7 video Party guide Host image Windows 7 Party desktops FPP Net book Invite hosts to attend the Release Conference Live Party day!Party day! Invite hosts to attend the Windows 7 Release Conference Invite hosts to attend the Windows 7- tiantianxiangshang programme Invite hosts to attend the“Windows 7-tiantianxiangshang special programme” Post party Sharing!Post party Sharing! A total of 2,727 Hosts shared their Windows 7 party experiences at the party personal page Party hosts4,686 Hosts already upload content2,777 Hosts that uploaded pictures2,715 Hosts that uploaded videos516 Hosts that have comments4,385 Hosts that agree to share their photos1,466 Hosts that had their uploaded content verified and their FFP mailed 2,653 TotalAverage Pictures39,15514.0 Videos1,4120.5 Statistic accurate as of 20th Nov Contents that were being shared by hosts at party page Post Party Incentives fulfillmentPost Party Incentives fulfillment Net book lucky draw for guests that filled up the survey 50 net books to be won by guests who filled up the survey Notary officer witnessed and supervised the lucky draw of guests who participated in pre & post research 24 Hosts communication and help centerHosts communication and help center p Throughout the party journey, was used as the official channel to send out notification and reminders to hosts. p With our customer service, hosts will be able to receive solutions to their problems and influence others with same problems. Enquiry from Hosts Total number of enquiry 2387 Number of category of enquiry 26 Wealth-the 4,600 hosts and 25,000 guestsWealth-the 4,600 hosts and 25,000 guests 4600 4600 party party hostshosts 25,000 Registered 25,000 Registered party guestsparty guests They are: They are: - - Active Microsoft/Windows 7 defenderActive Microsoft/Windows 7 defender - - Actionable Windows7 community Actionable Windows7 community What we can leverage this community as: p UGC sources p Communication channel p Consumer survey samples p More marketing event invitation target How to? u Build up and manage a structured DB of hosts and guest CRM / Tracking Platform needed