PRCWindows7LaunchPartyReport-一场超乎寻常的旅程.ppt

AnUnexpectedJourney PRCWindows7LaunchPartyReport 执行总览 Accountsto83 ofcitesrangingfrom1sttierto6thtiercitiesinChina 覆盖率 组织者 38 of4 688qualifiedhostscamefromourpartners 65 arestudentsandpeoplefromITrelatedprofessions 聚会分享 Thereareatotalof2 777hoststhatsharedtheirpartyphotosandvideosthroughvariouscreativemeans 聚会网页 Totalnumberofpageviewsonpartysiteis42 945 339andtotalnumberofuniqueusersis1 190 666 Totalnumberofpartycommentsis29 635 影响力 在849个网页上出现了2339篇相关文章 访客 Throughonlineinvitations 2 511hostshaveinvitedatotalof32 401gueststotheirparties Atotalof20 082validsurveyswerefilledup andatotalof2 727guestsfilledupboththepre surveyandpostsurvey 3 Hostscomingfromcitiesyouknowofandthoseyouwon tthinkof 主人来自中国的300多个城市 andoutofChina 2个聚会在黑河 中国北部疆土最远的城市举行 858个聚会在中国首都 北京举行 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 Citiescoverage Thecoverageofthiseventaccountsto83 ofcitesrangingfrom1sttierto6thtiercitiesinChina 1stTier e g Beijing Tianjin Shanghai Hangzhou Guangzhou Shenzhen HongKong Macau etc Atotalof18cities 2ndTier e g Shijiazhuang Changchun Zhengzhou Suzhou Fuzhou Xiamen Xining Yinchuan etc Atotalof23cities 3rdTier e g Tangshan Yantai Lianyungang Jiaxing Wenzhou Dongguan Foshan Guilin etc Atotalof24cities 4thTier e g Handan Jilin Baotou Louyang Weifang Yangzhou Zhoushan Chaozhou Liuzhou etc Atotalof17cities 5thTier e g Chengde Baoding Kaifeng Taian Huangshan Leshan Mianyang Lijiang Yanan Xianyang etc Atotalof20cities 6thtier others Atotalof173cities Outofthe333tier1totier6citiesinChina wemanagedtocover275ofthem includingsecludedplacesinChinasuchasJilinPanshicity JiangsuJingjiangcity HunanNingxiangCounty ShanxiXiyangCounty HenanXiangchengcity GuangdongKaipingcity GuangxiCenxicity YunnanXuanweicity NingxiaLingwucityandsoon AccordingtoadministrativelevelsinChinesecities 5 Hostfromallwalksoflife Atotalof4 688qualifiedhostspassedthescreeningfrom19 618applicants 65 ofthe4 688qualifiedhostsarestudentsandpeoplefromITrelatedprofessions Throughuploadedpartyphotosandvideosbyhostswecanseesomehostscomefromunexpectedwalksoflife suchasdoctors engineers policemen elderlyandkids usingmanycreativeandinnovativewaystoholdtheirownWindows7parties Moreprofileinformationofhosts 6 Ardentsupportshownfrominternalandexternalpartners Channelsofotherpartners Ynet RespectandDreamAdvertising Realbroad etc OEMPartner Lenovo HP DELL etc Hostsreccomendation FriendsreccomendedbyMicrosoftinternalemployees MVPs etc 38 ofhostscamefromourpartners employeerecommendation partnerwebsites partnerforums OEM etc Throughourpartners wemanagedtorecruitmanyITPro ITFansasourhosts Thesehostshavehigherpercentageofvalidsurveysfilled hostaccountsbeingactivated andhavebetterqualitypartiesheld Partnerwebsites Baidu PCOnline etc PartnerBBS PCBeta Win7c etc 7 Unexpectedpartyformat Thereareatotalof2 777hoststhatsharedtheirpartyphotosandvideosthroughvariouscreativemeans Totalnumberofpageviewsonpartysiteis42 945 339andtotalnumberofuniqueusersis1 190 666 Andtotalnumberofpartycommentsis29 635 Clickheretopartysite 8 Touchingmoments 8 Manyunexpectedstorieswereanactedduringthisjourney Thishostcomesfromaschoolforthedeaf andheintroduceshispartyasfollows WearefromChangChunUniversity Althoughwecannothear ourloveandpassionforWindows7driveustousesightandhandsignaltoputacrosswhatwewanttoportray ThishostchosetoholdhispartyatthehighestpointofBeijing FragranceHill Hementionedinhisarticle WhyFragranceHill Theanswershouldbeobvioustoall ThebestwaytocelebratethelaunchofWindows7istobringittothehighestpointinthecityofBeijing Silentparty Partywithgreat height 9 HostshaveamorepositveviewpointtowardsWindows7 Comparedtoconsumersthatarenothosts partyhostshaveahigherlevelofawareness favorability purchaseintentionandlikelihoodofreccomendationtowardsWindows7 1Ipsos Windows7MarketingProgramEffectivenessResearch Wave1 2OnlineSurveyonWindows7ChannelofNeteaseandTencent 3HoststhatfilledWindows7Partypre survey 10 Appreciation 10 Manyhostsemailedtoexpresstheirgratitudetowardsthehelpthattheyobtainedfromwindows7party whichisourofficialcustomerservicechannel WOMinfluencecreatedthroughouttheparty MainITportals Thereare2 339relatedarticlescirculatedaroundon849websites ThesewebsitesnotonlyincludeverticialITportals buttheinfluenceisalsoextendedtoothertypesofwebsitessuchasnewsportals SNS videoportals Q Aplatforms andpublicforums Mainnewsportals etc Mainvideoportals etc Mainpublicforums etc Mainblogsites etc MainSNS etc Q Aplatform etc Clickheretoivocweeklyreport WOMinfluencecreatedthroughouttheparty Inadditiontothepartysite hostssharedthepartyexperienceinpublicforum whichtriggeredtheattentionandcuriosityofanumberofinternetusers ThehostpraisedtheFPP HealsoapologizedforhisbadattitudetowardsMicrosoftpartycustomerserviceduetoamisunderstandingofthedelayinthedeliveryofhisFPP WOMinfluencecreatedthroughouttheparty Hostsnotonlysharedtheirpartyexperience butalsotheprocessofinstallingWindows7 ThehostsharedtheprocessofinstallingWindows7inherApplecomputer WOMinfluencecreatedthroughouttheparty Especially theinfluenceisalsoextendedto Blackberry forum ThishostdisplayedhisFPPontheforum appreciatedthecongratulationlettersentoutbyMicrosoft Hesaidhewasveryimpressedastheletterishandwritten Therippleseffect hostssharedtheirpartyexperiencesonthefewmainITforums BBS andthroughthesesharing manyotherinternetuserswereinfluenced WOMinfluencecreatedthroughouttheparty 288hostspostedarticlesoftheirownpartyexperiencesonmainITforums Mediaattentioncaptured publishingmorethan2000articlescreatedandcirculatedtomanywebsites Morethanmillionsofinternetusersbrowsedthewebsite increasingtheirunderstandingtowardsparty Win7 16 Attitudechange amongguests beforeandaftertheparty Throughonlineinvitations 2 511hostshaveinvitedatotalof32 401gueststotheirparties Atotalof20 082validsurveyswerefilledup andatotalof2 727guestsfilledupboththepre partyandpost partysurveys Beforeparty 67 oftheguestsfeltthatWindows7isasignificantimprovementfromtheOSthattheyareusing Afterparty 17 incrementinOSpreference TheuncertaintyonanyimprovementforWin7comparedwiththepreviousOShasdecreasedsignificantlyaftertheparty 17 Alllevelsofproductknowledge preferenceandwillingnesstorecommendhasincreasedaftertheparty Attitudechange amongguests beforeandaftertheparty ChangesintheLevelofproductknowledge preference recommendation 18 Morepeoplearewillingtolearnknowledgeofwindows7andwillingtoupgradeOStowindows7 thewillingnesshasincreasedaftertheparty Attitudechange amongguests beforeandaftertheparty Willingnesstopurchasewindows7 19 ChineseusersoftheWindowsPCbiasismuchhigherthanMacandLinux Afterparty WindowsPCuptonearly90 improved5 3 tendtoreducetheMacusersof5 6 Attitudechange amongguests beforeandaftertheparty Whichtypeofcomputerpreferfornextpurchasenotconsideringcost Clickheretomorefindings 20 PartymaterialfeaturedinChina Partypack10decksofWindows7playingcard10decksofWindows7DVDWindows7Partybanner PartydownloadresourcesWindows7videoPartyguideHostimageWindows7Partydesktops FPPNetbook InvitehoststoattendtheReleaseConferenceLive Partyday InvitehoststoattendtheWindows7ReleaseConference Invitehoststoattendthe Windows7 tiantianxiangshang programme Invitehoststoattendthe Windows7 tiantianxiangshangspecialprogramme Postparty Sharing Atotalof2 727HostssharedtheirWindows7partyexperiencesatthepartypersonalpage Contentsthatwerebeingsharedbyhostsatpartypage PostParty Incentivesfulfillment Netbookluckydrawforgueststhatfilledupthesurvey 50netbookstobewonbyguestswhofilledupthesurvey Notaryofficerwitnessedandsupervisedtheluckydrawofguestswhoparticipatedinpre postresearch 24 Hostscommunicationandhelpcenter Throughoutthepartyjourney windows7party wasusedastheofficialchanneltosendoutnotificationandreminderstohosts Withourcustomerservice hostswillbeabletoreceivesolutionstotheirproblemsandinfluenceotherswithsameproblems Wealth the4 600hostsand25 000guests 4600partyhosts 25 000Registeredpartyguests Theyare ActiveMicrosoft Windows7defenderActionableWindows7community Whatwecanleveragethiscommunityas UGCsourcesCommunicationchannelConsumersurveysamplesMoremarketingeventinvitationtarget Howto BuildupandmanageastructuredDBofhostsandguest CRM TrackingPlatformneeded Maintaincommunicationwiththem Guidethemtoaactive controllablecommunityplatformProvidemoremarketingactivitytokeepthemresponsive Cobrandingm