smart community pitch_FINAL(1)奔驰汽车

2,recapfeedback.,additional,PROsGoodeffortonoverallplanning.Interviewvideowasveryinsightful.Itwasveryrepresentativeofsmartownersandfans.Communitypositioningandagencyrecommendationisclear.Communitystructure,frameworkandoperationsaredetailed&solidwell-thoughtthrough.Specialcampaignsareengaging.andthefeatureofKOLswithincommunityisagoodidea.,ForimprovementNamingof“smartCommunity”andnavigation:couldbemoreinlinewithcurrentinternetlingo.Layout:brandtoneandmannertobemoreobvious.Websitecouldbemoreinteractiveandexciting.Morein-depthplanningonformingintegratedcommsplanwiththeotherSNSplatforms(smartWeiboandWeChat)Focusedadvicefromexperiencedmoderatorsonstimulatingandmaintainingconversations.,3,recapfeedback.,additional,Integration-Tobuildcomprehensiveplatformtocommunicatebrandmessage,productinfoandsustainanactivefancommunity.-Todeliveranintegratedcustomerexperiencetosmartowners,prospectivecustomers,andfans.-IntegratingothersmartSNS(eg.Wechat,Weibo)contentcalendarsInteraction-Provideinterestingengagementcontenttoenhancetalkability.-Enhanceinteractionbetweenbrandandcustomerstoreinforcebrand-fanrelationship.-Providespaceforsmartownersandfanstointeract,andnourishthesmartcommunitycultureinChina.CustomerdatacollectionTocollectcustomerdataandconductcustomergatheringwithincommunity,4,objectiverecap,community,5,wearethesmarterstargetaudienceinsightweplaysmartcommunityhighlightthesmartfunconceptcreativeengagementthesmartercitycommunityframework,6,7,Source：smartcustomersegmentationreport（2012）,wearethesmarterstargetaudienceinsight,8,Source：smartcustomersegmentationreport（2012）,wearethesmarterstargetaudienceinsight,weenjoylife,pick-uptrendsandconsumeentertainment.letsenjoythedelightbroughtbythesmartworld!,revised,黄珊年龄：28职业：外企白领婚姻状况：已婚购车时间：2012第几辆车：2,丁慧融,年龄：25职业：IT工程师婚姻状况：未婚购车时间：2013第几辆车：3,revised,Pleaserefertovideo:video_ownersinterview.mp4,revised,revised,Pleaserefertovideo:video1_communitynbbs.mp4,revised,Pleaserefertovideo:video2_communityactivities.mp4,revised,Pleaserefertovideo:video3_co-opwithclubs.mp4,BrandCoreconcept,BIG,INTHECITY城市大不同,thesmartcommunityisacustomer-centricengagementplatformtoconstantlyhelpmakemembersurban-lifemorecolourfulandentertaining.,玩转城市,“smartcommunityisyourvirtualplayground”,Communitypositioning,15,smartcustomersfindjoyinurbanlife.“mycityismyplayground”havefunanytime,anywhere.,weplaysmartCOMMUNITYHIGHLIGHT,16,17,18,BBS,Generallackofactivity:Linear,monotonousandtediousInformationdrivenVerticalsitesbbsserveinfoneedbetter,18,19,thesmartfunconceptthesmartcommunitycreativeconcept,以玩乐作为人生信仰，以精彩标榜人生准则。这是一群玩转城市的smarter。当他们聚集在一起，什么样的地方才会满足他们所有的期待？,20,revised,smart耍部namingoptionone,这里是专属于smarter的地盘，是玩乐主义的精神圣地。在这里，你会找到一群合拍的玩伴，拥有一个属于自己的圈子，没事聊天说地，侃侃大山。无聊时，组团来点有难度的挑战，这样才够刺激！玩爽了！咱绝不藏着掖着，一定要发出坐标，向大家显摆分享。偶尔翻翻新闻，看看小道消息，到圈子里八一下。没事去商城逛逛，找找独立原创，到圈子里晒一下。累了，就开着自己钟爱的smart车型，回到玩家中心。好吧！这就是一处只要开心、只有玩耍的地儿，是专属于smarter的耍部，在这里，所有smarter将尽情玩乐其中。,21,首选备选闲扯部（圈子）侃山部任务部（任务）乱来部指挥部（指南）战略部产品部（车型）产品部宣传部（新闻）吆喝部小卖部（商城）小卖部个人中心,导航栏,revised,22,revised,logo,smart耍部namingoptionone,smart撒欢屯namingoptiontwo,对于车主们，smart就是快乐的原动力，它用身上每一处零件生产着开心的基因！每当引擎奏响玩乐的序曲，所有车主就将聚集在这个撒欢屯里，创造着自己独有的玩乐主义！,23,导航栏,撒欢公会（圈子）活动部（任务）撒欢指南（指南）乐车型（车型）大广播（新闻）撒欢商场（商城）个人中心,revised,24,revised,logo,smart撒欢屯namingoptiontwo,LAYOUTOPTIONONE,25,revised,revised,Concept1Homepage,Intro,Demo请见视频：layoutoption1_demo.mp4,26,smartcommunitywebsiteOptionONE,revised,Concept1Homepage,登陆首页动态说明：3秒后车子向左移动，露出缤纷的地图，每个地图区块代表网站的一个版块,Demo请见视频：layoutoption1_demo.mp4,27,smartcommunitywebsiteOptionONE,revised,Concept1Homepage,首页：mouseover地图区块出现版块内容提示效果，点击地图或顶部导航可进入对应的版块页面,Demo请见视频：layoutoption1_demo.mp4,28,smartcommunitywebsiteOptionONE,revised,二级页面：展示该板块的所有任务，mouseover对应任务版块放大,29,smartcommunitywebsiteOptionONE,revised,smartcommunitywebsiteOptionONE,三级页面：图文视频展示任务详情,30,LAYOUTOPTIONTWO,31,revised,revised,Intro,Demo请见视频：Layoutoption2_demo.mp4,32,smartcommunitywebsiteOptionTWO,revised,登陆首页动画说明：车飘向页面中部，露出全车以及车上气球，不同气球代表网站不同版块,Demo请见视频：Layoutoption2_demo.mp4,33,smartcommunitywebsiteOptionTWO,revised,首页：点击气球（有炸开效果）或者左侧的导航栏可进入对应的版块,Demo请见视频：Layoutoption2_demo.mp4,34,smartcommunitywebsiteOptionTWO,revised,二级页面(1)：展示该板块的所有话题，每个版块都有自己的颜色,35,smartcommunitywebsiteOptionTWO,revised,二级页面(2)：展示该板块的所有话题，每个版块都有自己的颜色,36,smartcommunitywebsiteOptionTWO,revised,smartcommunitywebsiteOptionTWO,三级页面：图文视频展示话题详情,37,任务部,指挥部,闲扯部,产品部,宣传部,38,smartcommunity:sitemap#revamped,挑战有趣的任务，赢取的不只是积分，玩乐挑战，玩才是关键。随时随地，随意参与。,39,任务部,指挥部,闲扯部,产品部,宣传部,smartcommunity:sitemap#revamped,40,疯狂最玩家,尽情表达你对smart的爱吧！选择一种方式表达对smart的爱，比如做蛋糕，涂纹身或是炫酷涂鸦；拍照并分享在SNS和smart公社，召集小伙伴们投票；最疯狂的玩家将获得奖励，并在八月的smartTimes狂欢中得到惊喜。,任务部,smartcommunity:sitemap#revamped,additional,疯狂最玩家,Weibo:Driveawareness,WeChat:Engagefans,41,smartcommunity:sitemap#revamped,42,设置微信微博官网直接进入“疯狂最玩家活动”页面活动期间关注微信，自动回复设置加入活动页面链接,Entrance,Prompt,日常信息推送设置“疯狂最玩家主题”，回复关键词即可查看其他玩家的作品,Curate,结合线下活动，如smarttimes，用户上传照片后引导注册，提供相应奖励,Review,将活动期间所有收集作品归类，集结成为“疯狂最玩家”页面，微信平台发布,additional,smartcommunity:sitemap#revamped,additional,WeiboInteraction:FullyleveragethemassofsmartWeibotofurtherpromotethecommunityMaximizethereachofthere-launchcampaign,43,smartcommunity:sitemap#revamped,44,人在中国，玩在巴西用更smart的方式倒时差！,世界杯之前：参与smart巴西生物钟的培训课程，完成任务赢取高分，smart将助力第一名畅游巴西。世界杯期间：网络电台另类足球赛解说，迎合非足球迷的观众胃口（比如女朋友们）。以球员八卦代替枯燥的战术解说，是不是很有趣！,任务部,smartcommunity:sitemap#revamped,45,寻找smart,smart的小身材可以藏在任何地方，有时它甚至会突然消失！通过smart微信帐号发布线索，让smarters在城市中寻找8辆“躲”在街道上的smart。找到后，玩家拍照，并在smart公社上报到。赢家将获得smart车子的使用权3个月。,任务部,smartcommunity:sitemap#revamped,46,赠送smart试驾机会,鼓励自豪的smart车主们向朋友赠送试驾礼物，传递对smart的热爱！Smart车主通过在社区发布试smart驾礼物，将一日试驾机会赠予他们的伙伴。请求通过之后，指定的smart将直接送往选定的地址，幸运儿将享受一整天的试驾时光，体验smart的便捷和乐趣。,任务部,smartcommunity:sitemap#revamped,47,任务部,smartcommunity:sitemap#revamped,寻找儿时的记忆,同smart一起感受城市翻天覆地的变化。带上照相机，发动smart，寻找城市变化的地方，按下快门，上传城市新旧对比图。,任务部,48,smartcommunity:sitemap#revamped,不可思议停车位,鼓励玩家将smart停到世界最不可思议的位置！如小巷，车的后备箱等地方。将照片发布到smart社区与小伙伴们分享。最受欢迎的po主将获得一份精心准备的礼物！,任务部,49,smartcommunity:sitemap#revamped,吃喝玩乐，样样精通。让指挥部引领大家尽享城市大不同。,50,任务部,指挥部,闲扯部,产品部,宣传部,smartcommunity:sitemap#revamped,51,smart指挥部,smartcommunity:theurbanplayground,Top10ForTwo玩乐聚点Top10北京胡同潮店、上海弄堂潮店Top10AlexWang推荐必败小店Top10彪马酥推荐FUN音浪聚点Top10潘潘猫推荐京津美食新去处smarter会员独享优惠：秀出公社会员身份，即享合作商家提供折扣优惠,指挥部,爱玩的人，玩味相投。最合拍的玩伴们，将在玩乐圈子里吹响集结号角！,52,任务部,指挥部,闲扯部,产品部,宣传部,smartcommunity:sitemap#revamped,53,闲扯部,kenkygyu,Die-hardsmartfan.walkingencylopediaonsmartshistory,culture,techniqueandmaintenance.,54,HuirongDing,Theultimatesmartcarmodificationfan.,闲扯部,55,闲扯部,56,闲扯部,57,闲扯部,58,闲扯部,车型基本介绍、新车上市信息，最新车型动态在此同步,59,任务部,指挥部,闲扯部,产品部,宣传部,smartcommunity:sitemap#revamped,品牌动态、新闻发布、活动讯息，聚焦smart最新热点,60,任务部,指挥部,闲扯部,产品部,宣传部,smartcommunity:sitemap#revamped,61,revised,smartcommunity:sitemap#revamped,smart公社网站首页,官方发布有趣的任务活动，通过任务聚集用户，使用户可以深入互动。,栏目说明,任务部,小卖部,宣传部,指挥部,闲扯部,个人中心,产品部,smartcommunity:sitemap#revamped,与smart调性相符的城市地图，聚合线下吃喝玩乐主要优质商户；用户可针对商户标记想去或者去过。,以相同的兴趣聚集smart用户。通过兴趣引发话题，使其在栏目内可以互相讨论，深入互动。,以较炫的互动形式式，为用户呈现当前Smart主推的车型信息。,聚合smart相关的大型活动信息。,用户积分换礼中心，方便其将站内积分变现。吸引用户在站内深入互动，以获得更多积分。,用户个人中心，整合所有站内行为。同时为用户进行个性化信息推荐。,62,revised,63,63,smartdigitalecosystem,AUTHORIZEDPUBLICPUBLISHER,smartofficialwechat,64,Objective,SpecialWOMactivities(est.2015)MGMprogramsmartSuperStarsUGCforCircle,PlatformsEngagementsmartCirclesmaintenance.smartMissionsmaintenanceOnlinetoofflineeventinteractionsmartSatisfactionSurveysRegularComm.,MembershipManagementMembershipmechanismRedemptionprogramOn-goingAcquisition,Continuouscommunication(EmotionalBonding),smartMemberDatabase&Measurement(smartmemberdata,smartWebsite,Campaigndata),Foundation,Attractandrecruitmembers,Comm.withmembers,Engagewithmembers,StimulateWOM,Journey,smartCommunity,玩转城市,EngagementIdea,thesmartercitysmartcommunityframework,Task,65,SpecialWOMactivities(est.2015)MGMprogramsmartSuperStarsUGCforCircle,PlatformsEngagementsmartCirclesmaintenance.smartMissionsmaintenanceOnlinetoofflineeventinteractionsmartSatisfactionSurveysRegularComm.,MembershipManagementMembershipmechanismRedemptionprogramOn-goingAcquisition,Continuouscommunication(EmotionalBonding),smartMemberDatabase&Measurement(smartmemberdata,smartWebsite,Campaigndata),Foundation,Attractandrecruitmembers,Comm.withmembers,Engagewithmembers,StimulateWOM,Journey,smartCommunity,玩转城市,EngagementIdea,Objective,Task,thesmartercitysmartcommunityframework,66,smartloverswithoutasmartcar,smartcarowners(needtobeverifiedviaVIN#),smartcarownersandinvolveddeeplyinsmartcommunityactivities(needtobeinvitedby,orapplyandbeapprovedbysmart),thesmartercitysmartcommunityframework,communitymembershiptiers,smartKOL部长,smartOwners部员,smartFans部粉,67,communitymembershipbenefits,thesmartercitysmartcommunityframework,smartKOL部长,smartOwners部员,smartFans部粉,68,Emailverification,smartFanMembership,Registration:Choosemembership,REQUIRED:Email/name/location,REQUIRED:Email/name/location/VIN#/phonenumbers,1.Emailverification,2.400OutboundVerificationVIN#within7days,CongratulationseLetter,smartOwnerMembership,Fan,Owner,Providefanmembershipfirst,CommunityinboxmailWelcomeletterwithdetailedFanBenefits,CommunityinboxmailWelcomeletterwithdetailedOwnerBenefits,VIN#Verified,VIN#invalid,outboundandemail,smartFanMembership,MembershipVerificationFlowDesign,69,ObjectiveRewardmemberscontributiontoretainloyalty.MechanismGivemembersbonuswhentheyinteract,shareandparticipatewithcommunityBonusescanberedeemed.SomegiftsareonlyavailableforsmartownersRedemptionfulfillmentanddelivery:within30days(customizedgiftsareexcluded)Validity:Calculatedandexpiredevery2years,CommunityRedemptionProgram,70,BonusRewardsRules,InteractionBonusWatchvideos,Log-infrequency,commentcommunitycontent,SharingBonusIntegrateSNSaccount,sharingsmartcommunitycontent/videoonSNS,friendsjointhecommunityviasharedURLetc.,ParticipationBonusRegister,upgradetoowners,participateinonline/offlinecampaignsandactivities,survey,completesmartmissions,createnewplaces/routes/ideasonsmartcitymapandgetapproved,etc.,SpecialBonusUpgradefromfanstoowners,invitenon-membersmartownerstobecomecommunityownermembers,honorsmartsuperstars,honorKOLmembers,CommunityRedemptionProgram,In,71,car-carekit,RMB100,RMB200,accessorieskit,creativecardeclas,RMB500,airfreshener,ash-tray,VIPcartreatmentvoucher,RMB50,in-caraccessoriespackage,iSharewirelessdatastorage+WIFIsignalstrengthen,72,73,collabwithfashionlabels与潮牌合作，发出限量版T恤。:chocoolate/bape/sugarman/dickies/nike,specialcarmaintenancediscount.smart爱车保养工时折扣/礼券,limiteded.caraccessories潮牌合作限量版车壳、饰品,additional,TargetAudience:CurrentCommunityMembersObjective:MotivatecurrentmembersbeingbacktorevampedsmartcommunityKeyMessage:-Welcomeback.Experiencethewhole-newcityplayground!-Meetlike-mindednewfriends,gettoknowmoreaboutyourcity!Channel:InvitationeDMIncentives:-Existingmemberlogsintorevampedcommunity.Rewardedwithbonuspoints.-Existingmemberlogsintorevampedcommunityandupgradetosmartowner.Rewardthespecialbonusandupgradedrewards.(VIN#verificationrequired).,MemberAcquisition:CurrentMember,74,MemberAcquisition:CarOwners(notinmemberdatabase),TargetAudience:CarOwnersObjective:MotivatecarownerstoregistersmartcommunityKeyMessage:-Youareinvitedtoaccesssmartcommunity.-Getintooururbanplaygroundandgettoknowmorelike-mindedfriends.Channel:NewCarOwnerWelcomePack:Invitationcard/ticket4SStoreInvitationcardConceptPlaygroundticketandinvitationcardwithQRcodetohelpthemtoquicklyaccesscommunitymobilesiteandregister,75,On-goingMemberAcquisitionChannels,smartCommunity,VerticalSite,SearchEngines,smartWeibo,smartwechat,smartDealership,smartOwnerClubs,smartAPP,smartFanMembership,smartOwnerMembership,Emailverification,Emailand400outboundVIN#verification,smartBrandSite,76,自然搜索,Organicsearchdoesntworkwell，sofarsearchperformanceofsmartcommunitydependsonlyonPPCcontribution用户在搜索奔驰smart相关关键词时，做过PPC投放的仅有品牌专区一个入口，网站曝光率较低；而未做投放的关键词，在自然搜索中则没有smart公社网站排名，用户无法进入网站，网站失去了重要的用户导入渠道,品牌专区,77,UtilizeSEM&SEOstrategytoimprovevisibilityofsmart公社anddrivemoreusertojoincommunity,SearchStrategy,SearchEngineMarketing,关键词排名&网站流量提升搜索关键词可见度提升,SearchEngineOptimization,受众人群关注分析多面向用户关注点剖析,用户搜索意图定位多纬度用户搜索意图区隔定位,搜索关键词研究目标对象关注为导向的搜索词集成,PayPerClick投放策略不同营销时期,关键词最佳投放布署,Socialmediaoptimization策略社会化媒体优化，促成最佳能见度,搜索可见度提升搜索关键词可见度提升,78,SpecialWOMactivities(est.2015)MGMprogramsmartSuperStarsUGCforCircle,PlatformsEngagementsmartCirclesmaintenance.smartMissionsmaintenanceOnlinetoofflineeventinteractionsmartSatisfactionSurveysRegularComm.,MembershipManagementMembershipmechanismRedemptionprogramOn-goingAcquisition,Continuouscommunication(EmotionalBonding),smartMemberDatabase&Measurement(smartmemberdata,smartWebsite,Campaigndata),Foundation,Attractandrecruitmembers,Comm.withmembers,Engagewithmembers,StimulateWOM,Journey,smartCommunity,玩转城市,EngagementIdea,Wherewelive?smartcommunityframework,Objective,Task,79,80,consistentlook&feel,seamlesscontent,streamlinedcustomerjourney,integratingcustomerexperienceIntegratedcustomerexperienceacrossallsmartSNSplatforms,additional,80,81,Attractandrecruitmembers,Comm.withmembers,Engagewithmembers,StimulateWOM,Campaignsupportingforsmartmission,MonthlyKOLrecruitmentforsmartcircles,Monthlynewsletter“Bigthingoncommunity”,MemberRecruitmentcampaign,Weibo&Wechat,Community,FansRecruitmentCampaign,Campaignsupportforweibo&wechat,Drive-toentranceHottopiconWeiboWhatsnewonwechat,SharefuncontentwithfriendsviaWeibo&Wechat,Task,Journey,Seamlesscontentcrosssocialplatforms,additional,81,82,Attractandrecruitmembers,Comm.withmembers,Engagewithmembers,StimulateWOM,Campaignsupportingforsmartmission,MonthlyKOLrecruitmentforsmartcircles,Monthlynewsletter“Bigthingoncommunity”,MemberRecruitmentcampaign,Weibo&Wechat,Community,FansRecruitmentCampaign,Campaignsupportforweibo&wechat,Drive-toentranceHottopiconWeiboWhatsnewonwechat,SharefuncontentwithfriendsviaWeibo&Wechat,Task,Journey,Seamlesscontentcrosssocialplatforms,additional,82,Missioncamp&contentmaintenance,83,84,夺宝联盟,smartcommunitytosmarttimes:O2OEventSample,联合smart时代盛典活动，smart车主将有机会参与夺宝联盟游戏。比赛将由司机与向导两人一组，参赛者得到授权号之后才能操作手机应用。游戏应用通过GPS定位系统对参赛者的方位进行登记，手机屏幕上的地图便会出现金币，向导需要为司机指路，收集实时刷新在路上的金币。最先完成挑战的参赛组获胜。,Note:Thiseventiscarriedoutoffline,andisnotpartofthescope.,CommunityMemberSatisfactionSurvey,85,MembershipProgram:RegularCommunication,smartOwnerWelcomePackWelcomelettersmartcommunitywebsite/wechatQRcodeandhotlineMemberbenefits,eDM(byevent)EventInvitationsmartcommunityonline/offlineeventsinfo.Birthdaygreetingforowners,CommunityWebsitePre-event/OnsiteCommunicationOnlinecommunityeventsRedemptionProgram,smarteNewsletter(Monthly)smartmemberinterviewsmartmembereventannouncementsmartpost-eventreportsCommunitybonusreminder,smartwechat(PRsupport)CommunityeventregistrationconfirmationCommunityeventreminder,smartWeibo(PRsupport)RegisteredeventcalendarCommunityeventsannouncementandsupport,smartCommunity,86,Task,SpecialWOMactivities(est.2015)MGMprogramsmartSuperStarsUGCforCircle,PlatformsEngagementsmartCirclesmaintenance.smartMissionsmaintenanceOnlinetoofflineeventinteractionsmartSatisfactionSurveysRegularComm.,MembershipManagementMembershipmechanismRedemptionprogramOn-goingAcquisition,Continuouscommunication(EmotionalBonding),smartMemberDatabase&Measurement(smartmemberdata,smartWebsite,Campaigndata),smart2014Focus,Foundation,Attractandrecruitmembers,Comm.withmembers,Engagewithmembers,StimulateWOM,Journey,smartCommunity,玩转城市,EngagementIdea,Wherewelive?smartcommunityframework,87,MGMProgram,88,AnnualsmartSuperstarVotingSuperstarsfromMembers(somecandidatesfromcommunityrecord,somefrommemberrecommendation)smartSuperstarsAwardsbyvariousofcharacter,i.e.,CommunityEvent:smartSuperStars,CharmingSuperstar,EnthusiasticSuperstar,CreativeSuperstar,Privileges:IdentityphysicalcarlicenseplateorframetoshowsmartSuperstarUniqueIdentity(peoplecanrecognizeiteasilyonthestreet)1to1interviewarticleonsmartMGandInterviewvideoonweibo,89,Task,SpecialWOMactivities(est.2015)MGMprogramsmartSuperStarsUGCforCircle,PlatformsEngagementsmartCirclesmaintenance.smartMissionsmaintenanceOnlinetoofflineeventinteractionsmartSatisfactionSurveysRegularComm.,MembershipManagementMembershipmechanismRedemptionprogramOn-goingAcquisition,Continuouscommunication(EmotionalBonding),smartMemberDatabase&Measurement(smartmemberdata,smartWebsite,Campaigndata),smart2014Focus,Foundation,Attractandrecruitmembers,Comm.withmembers,Engagewithmembers,StimulateWOM,Journey,smartCommunity,玩转城市,EngagementIdea,Wherewelive?smartcommunityframework,90,91,Wegettotheknowsilentmajoritythroughweb-tracking.CRMDatabasesgotournumbers.Whydontweintegratebothmethodstopaintalivingportrait?,Paid/Owned/EarnedEnd-to-EndContentConsumptionMulti-screenWeb/MobileVisitorSegmentation,SilentMajorityMemberEngagementMulti-ChannelFunnelMemberPreferenceMemberActivityScalability:+Digital+Social+EC,IntegratedMeasurement,91,CommunityMeasurementFramework,MemberRatioGrowthMember#bytierOwnerAcquisitionrate%(member#/owner#)Activemember#,(Monthly/Yearly),MemberEngagementandSatisfactionCommunityengagementrate