2015_Volvo_China_Digital_Strategy_Workshop_1021

2015DigitalStrategyWorkshop,2014recap,2015Target,2013-2015SalesTargetisChangingThesalestargetof2015is100,600vehiclesThekeytargetof2015DigitalMarketingistoSupportSales&BrandImage,2015Trends,BIGDATAECO-SYSTEMWiththedevelopmentoftheinternetmaturesanduniversalapplicationofwearabledevices,theonlinecustomerbehaviourcanbetrackedandmonitoredwhichwecanusedguidecustomerstopurchase.,Everything&everyplatformisshow-room,2015Digitalefficient,Eachtrafficofdigitalcanbetrackedandmonitored,Therefore,wewillfurtherstrengthentheapplicationofDigitaltobuildtheDigitalMarketingEfficientModel,Search,News,IM,Music,Video,Game,MicroBlog,SNS,SupportSales&Brandimage,WhatstheDigitalMarketingEfficientModel？,Basedoneachfunnelofcustomerspurchasingjourney,totrack&monitoreverysingletraffic,So,2015shouldbe,Platform,GIPVBSMyVolvoSupportsiteSEOShowroomappDealersite,VBSTest-Drive,SEOOnlineMediaBannerDigitalCampaign,Actually,wefocuson.,Attractivestory-tellingwithmorefunuserstories/brandingstories/featurestoriesEspeciallyfocusonmobilebesidesotherplatformssupport(eg,PC/Social)Moretechnology&creativecontentsandformatstoliftbrandingimageandelaborateproductUSPinavividway,Showcase,VolvoSavedMyLifeClubUserstories,Showcase,BurberryVirtualShowroomHTML5interactivetechnology,Showcase,MercedesBenzCLA260释放狼性彰显不羁Viralvideo,Referencelink:http:/v.pps.tv/play_3IP9LD.html,Showcase,BMWM5Bullet(HighPerformanceArt)Viralvideo,Referencelink:,Awareness/Familiarity/Opinion,Purchase,Consideration,Platform,KPI,Remark：10%improvementbasedonthesamebudgetof2014,regular,NextGen.ofGIP/Myvolvo/Supportsite/VBS/SEO/ShoppingApp,2015DigitalMarketingplan,元旦，春节，妇女节，愚人节，国庆，劳动中秋，圣诞，端午.及2015年时事热点,Bycampaign,K413productionplan,V526Productionplan,SOPW09,SOPW17,DODW23,DODW29,V526T6,V526PHEV,NewCar,MY,PHEV,MY16S60lproductionplan,DODW30/31,DODW28,OKTBW19,SOPW17,SOPW20,OKTBW22,NewCar,MY,PHEV,MY16S60L,MY16S60LPHEV,MY16S60rd&V40cc&s60lproductionplan,E-commerce,Byofficialplatform,AstheinternationalnextGen.ofGIPislaunched,inordertohavebettercommunicationwithcustomers,weshouldusethisplatformsadvantageasfollowing:,Thenewwebsitedesigncompleterevamp,Newfunctionmodulessharpevolution,NewbackendsystemadvancingwithTheTimes,Comprehensivemobileresponsiveexperience,Comprehensivecoverageofusersplatformexpansion,NextGen.ofGIP,ContentflexibleadapttolocalizationanddiversificationLocalfunctionalitydevelopmentUserexperienceoptimizationPracticaltoolsforusersUpgradeandtestingofmonitoringtoolFlexibleandconvenientuserflowofVBS,Metric:Visit/Bouncerate/Duration,Howwedo.,NextGen.ofGIP,SpreadofrhythmChineseNextGenerationGIP,Oct.,10%,35%,50%,70%,80%,Technology20%Content80%,100%,BefamiliarwithNG,NextGen.ofGIP,myvolvo,Contentmaintenance-Global:packageupdate-China:localcontentadaptionforfestival&hottopicsPortalrevamp-localizationLaunchmobileversion(TBC),supportsite,Contentupdate&Maintenance:-highlightproductstechnology-functionalbenefit-FAQSystemupgrade-Localfunctionalitydevelopment-Userexperienceoptimization,vbs,Metric：VBSFinish,LocalfunctionalitydevelopmentImproveuserexperienceContent:translation&updateSolutionforbug,seo,WewillfurtherimprovetheperformanceofSEOasalong-termmaintenance.In2015,wemainlyfocuson.betterintegratedwithuserssearchhabitcontentoptimization,dealersite,DealerSiteincludes:dealersname,addressandcontactinformationlatestactivitieslistofbest-sellingmodelsofferTest-drivesuspect-replyingonline,经销商,WewilladdDealerSiteintocurrentGIP,itincludestherelatedinformationofnationaldealers&marketing