StroiliOro微博营销方案.pptx

StroiliStroili Oro Oro 微博营销方案 2012.06.06 Agenda Objectives Competitor Research Fans Page Management Quotation Cover different aspects of crowds Have a certain economic strength Demand group for jewelry In pursuit of fashion trend High income & high consume The ultimate seller Keen on jewelry appreciation and collection Coverage the whole SINA M-blog users KOL Candidates for Stroili Oro 全球时尚 4,783,974 最品位 1,014,415 全球女性风尚 353,379 据说你也喜欢这调调 1,252,318 美丽说时尚帮 1,204,763 我是混搭女王 2,000,514 女人天生爱美丽 2,330,339 教您做魅力女人 153,805 全球流行风尚 3,480,490 全球潮流时尚榜 2,444,220 UU52king 128,881 Cormilk牛奶 117,856 Asuka是小白兔子 66,837 Ayomi1031 85,075 mioMIUMIO 321,662 Grass roots Weibo Interaction Personal demonstration Total fans: 720,311+ Hot IDs (FASHION) Facilitate discussion Total fans: 12,975,417+ Hot IDs (WOMEN) Facilitate discussion Total fans: 6,042,800+ Stroili Oro Fans Page Layout Fans pages background design need to shows Stroili Oros brand , celebrity or key products concept and keep updating to satisfying fans new experience. New TVC or key products photo need to show at the top. Fans Page Content Release KOLs Influencers Themed Content Partnerships ActivitiesMonitoring Interaction KOLs Online celebrities with significant influence Influencers: Spread content to wider audience Themed Organized topics for different product lines and user segmentation Interaction Generally brand and user communication on digital Activities: Online or offline events that attract an audience to engage in product promotion Monitoring: Responding to users requests to enhance experience Partnerships: Attract fans from other organizations and share content Stroili Oro Fans Page Communication Content Demo-KOLs Reply/Repost the latest news or users potential request to Cooperate with KOL Demonstrate Stroili Oros product UU52king V:听说Sissi 是一位奥地利公主，追求自由，与 国王的唯美爱情传说拨动了所有人的心弦。我给手里这条取 了个名字：爱，恰如其分。希望Stroili Oro 也能为我觅得 良缘 Stroili Oro V:回复UU52king V ，好sweet的名字！ Sissi系列一直是许多女生的最爱。剔透的swarovski水晶 ，璀璨的光影效果，独特而有趣的星月设计，谁都爱不 释手！女人和珠宝的关系其实也像这星月一样吧 Stroili Oro Fans Page Communication Content Demo-Influencers Stroili Oro V:从今以后你是我的挚爱，承载着我们所 有的爱与浪漫，默默的将这份爱的宣言刻画在手中。 Stroili Oro 隆重巨献Gold and Diamonds 系列，圈在手 中的爱恋。 全球时尚：转发Stroili Oro V , 女人一生幸福时刻有很多， 但最美的时刻只有3个。被求婚时，结婚典礼时，以及怀孕 时。不想错过任何一个美丽的时刻，希望能找到为我守住爱恋 的他！ Stroili Oro Fans Page Communication Content Demo-Themed Show the brand , key products with Visual communication Stroili Oro V: #Stroili Oro Girls#不是人 人都有自拍神器，但人人都能有决胜自拍 角度！你知道什么样的角度才最漂亮吗？ 跟着Stroili Oro的教学篇，一起拍张最美的 自拍照吧！本期推荐：Strili Oro myou系 列 ，精细的小首饰，拍出你的柔和妩媚 ，想到配什么衣服了没？ Leverage the product info in a social way Stroili Oro Fans Page Communication Content Demo-Interaction Stroili Oro Fans 声小鑫：今天是结婚一周年的纪念日谢谢哈尼的用心，又 是准备早餐，又是送花送礼物的希望我们以后每年的纪念日 都可以这么温馨！我是你的Sissi公主，你是我爱情传说中永远 的国王！ Stroili Oro V: 转发声小鑫，拥有Sissi系列的都是幸福 的姑娘！Stroili Oro全体员工祝甜蜜的小俩口新欢快乐 P.S 老公很会挑礼物哈 Stroili Oro Fans Page Communication Content Demo-Partnerships Using the official M-blog 上海恒隆官 方微博 ,combined with new products & TVC to promote 上海恒隆官方微博 Using the love of jewelry, and the appreciation of beautiful jewelry , combined with products to promote 珠宝萃 、 珠宝首饰收藏品 Stroili Oro Fans Page Regular Activities - Hold small activities regularly to enhance the interaction with users Stroili Oro V： #Stroili Oro 真爱时刻# 初级玩家、终 极玩家注意啦！考验眼力和忠诚度的 时刻到来啦即时起至x月x日，只要 1.关注Stroili Oro,2. 转发本条微博 ，写下你找到几处不同，并写上此款 正确的系列名称，3.三位好友，就 有机会赢取Stroili Oro首饰！各种Tips 只要留意我们的微博就能轻易找到啦 Good Luck！ Stroili Oro Fans Page Festival Activities - Leverage the youthful emotional topic style to evoke the discussion and call for online engage as a national online activity on Stroili Oro page. Tanabata Festival Stroili Oro V： #Stroili Oro True Love#每一对爱人都 有着与众不同的爱情回忆，遇见他（ 她）、爱上他（她）、想与他（她） 共度一生的那一怦然时刻，永远被印 在脑海里。即时起至x月x日，只要1. 关注Stroili Oro,2. 上传6张照片组 成真爱旅程，3. 三位好友，我们将 从所有作品中挑选出10份最温馨的真 爱故事，送上来自Stroili Oro的xx系 列饰品这个七夕，让我们一起陷入 爱的回忆中吧！ Stroili Oro Fans Page UGC Activities - UGC：User Generate Content Stroili Oro V： #Stroili Oro 发现你的美#有soul mate 就一定会有soul jewelry！赶快找到最 适合你的首饰，发现最美的你 即 时起至x月x日，只要1.关注Stroili Oro,2. 将Stroili Oro 产品添加至个人 照片中，并上传至活动页面3. 三位 好友，我们将从所有作品中挑选出15 张呼声最高的人气照片，送上来自 Stroili Oro的xx系列饰品赶快加入寻 美行列吧！ Quotation & Est. KPI The KPI we would reach KPI & Quotation 项目 描述 数量 考核指标 & 规格 （每月） Item Description & Specification Quantity KPI Fans Page Regular content writing 120 Target reply 600 Target forward 1,200 Fans recruitment monthly Totally increase：5,000 Online activities 2 Needs products support , each activitys target reply 300,target forward 1000 KOLs & Influencers 5 Target reply 400 Target forward 3,000 Cost(monthly) 37,000 TAX(monthly)9% Project cycle 12 months Team Structure Leapin Team Six employees ll serviced for Stroili Oro Designer(1) quick attack & creative pics Copy Writer(2) creative copy writing Contact(1) Contact with KOLs & Influencers for pressing Executive(1) Regular executive & maintenance Leader(1) responsible for data monitoring & communication Additional Else we can do Online PR We have successfully invited many famous online fashion media for releasing CK “Infinite Loop” show in Seoul , Korea ， 2012.5.23&5.24. 5 famous website Special Reports Special Reports 163.com /special/ck2012/ Special Reports 163.com Women page focus text chain 163.com Fashion channel text chain Special Reports /trends/special/calvinkein/ Special Reports Fashion page focus picture Fashion page focus text chain Fashion channel text chain Special Reports YOKA.com /fashion/WorldOfCalvinKlein/index.shtml Special Reports YOKA.com Home page focus text