方案volvo ce v workshop

1、V + PLATFORM WORKSHOP2015.03.23AGENDA2014 REVIEW CONTEXTV + DISUSSIONVolvo ConstructionEquipmentV +PLATFORM WORKSHOP2 2015-03-25AGENDA2014 REVIEW CONTEXTV + DISUSSIONVolvo ConstructionEquipmentV +PLATFORM WORKSHOP3 2015-03-25PERFORMANCE OVERVIEW OF YEAR 2014Volvo ConstructionEquipmentV +PLATFORM WOR

2、KSHOP4 2015-03-25HOWD DIGITAL & SOCIAL FUNCTION DO PlatformHowd they perform in the sales-funnelVolvo ConstructionEquipmentV +PLATFORM WORKSHOP5 2015-03-25Official SiteWeChatBBS & Vertical PlatformYouku The official and authentic image of branding Provide the official information for purchasing and

3、maintenance The official and active platform to involve operators, owners and online users to engage V + could become the most important platform in VCE sales funnel Covert the existing operators and owners group Deliver the branding image via videos The professional branding image can trigger the l

4、oyalty iWOM & Purchase: Deliver the product information, maintenance assistance to amplify the branding awareness, convert the potential clients and build-up the loyalty.V + SOCIAL ECO-SYSTEMVolvo ConstructionEquipmentV +PLATFORM WORKSHOP6 2015-03-25Owned Media incl. official site and platformProduc

5、t review & generate intentionCreative content generationSocial PromotionDrive trafficDrive trafficGenerate loyaltyBBS &E-commerceDrive salesIncl. personal WeChat accountAmplificationWeChat, APP, WebsiteDrive trafficiWOM & CommerceOffline experienceBuild awarenessOther media promotion approach incl.

6、PR, paid mediaDrive trafficSearch for solutionSEM / SEODealer & AftersalesCommerceAGENDA2014 REVIEW CONTEXTV + DISUSSIONVolvo ConstructionEquipmentV +PLATFORM WORKSHOP7 2015-03-25KEY TRENDS OF DIGITAL & SOCIALMobile DeviceIM & EntertainmentUser behaviorSelf-expression & participationContentVideo & K

7、OL partnershipsIndustryO2O & mobile commerce80.18%75.12%Volvo ConstructionEquipmentV +PLATFORM WORKSHOP8 2015-03-25QQ & WeChat are the most popular 2 mobile app in our operators and owners mobile phones.Operators also tend to generate the content as self-expression.User trust & follow KOL much more

8、widely than in the WestMusic APP 73.39%Entertainment APP 63.33%E-commerce will grow toEntertainment is the main focus in operators & owners life.Operator stories become the most popular content in digital and social channels.Watching video is No1. activities of Chinese internet user1,306 billion Eur

9、osin 2020 / 17% of total B2C marketSources: 1. 80s,90s Tiny world, big era China Youthology, 2013 | 2. BlueFocus 90s research, 2014 | 5. Chinese Smartphone manufacturer that is currently expanding in Asia and) | 6. China Internet Watch, 2014 |7. Youth report, mediacom, 2013CONCLUSIONFurther sharpen

10、our brand characteristics Brand experience: Invite users to participate & express themselves through UGC content, it is different from other Construction brandsCreate superior & fast contentReach a wider audience (new product launches) Utilize KOL to broaden our reach to mass audience, not only the

11、operators or owners, Construction brands also need to be known well by public Keep on building commercial partnerships & further localize insightsInnovative users experiencethrough digital & social ways Further enhance O2O services like maintenance service, purchase services (incl. used models) as w

12、ell as creative campaignsVolvo ConstructionEquipmentV +PLATFORM WORKSHOP9 2015-03-25STRATEGIC PLATFORM OF VCE: V +REACH & AWARENESSV + StrategyVCE Marketing ObjectivesVolvo ConstructionEquipmentV +PLATFORM WORKSHOP22 2015-03-25High Impact Quality ContentDrive VisibilityMaximize brand momentum in a y

13、ear with V + launchesAction-trigger Content & User ExperienceHighly Relevant Service & OffersProduce higher levels of integration and always on communications to constantly drive trafficCONSIDERATION & SALESPeer Group Excavation & LeverageTarget group conversation in both potential customers and com

14、petitorsvia circle and KOL influenceCONQUESTAGENDA2014 REVIEW CONTEXTV + DISUSSIONV + DESIGN & FUNCTIONOperators and owners can register and communicatefor recruitment, experience etc.V + DESIGN & FUNCTIONPlatform users can generate content to engagethe topic and activities.V + DESIGN & FUNCTIONComm

15、ercial information and service, used equipment information communication.V + DESIGN & FUNCTION Uses profiles management Online product valuation Promotion information Dealer locator FAQV + WeChat upgrade for aftersales functionsV + LAUNCH VIDEOInsert video link Content TopicV + LAUNCH ROADMAPMay 201

16、5MarchPhase Activation IdeaAprilJun. Jul.AugustLaunch Teasing PhaseV + Official LaunchPromotion PhaseSustainingViral video spreadAwareness amplificationAftersales activitiesUsed Equipment auction interactive三大秘籍，让你收获一双灵活的手！没钱的玩乐高， 有钱人都玩挖掘机！想不想开一台挖掘机去相亲？妈，你再不给我买挖掘机， 我都上不了蓝翔了！V + DEVELOPMENT14/15SUSTA

17、IN15/16EXPANSION16/17INTEGRATION Refine the content and function Expansion of dealership service development Add service and after sales service online booking system Start commercial solution for 2nd hand equipment Full dealer integration incl. service and data management E-commerce service build-

18、up Enhance the cooperation with vertical media Full use platform to drive sales leads Online payment starts Establishment of point system integrated with major bonus programs Sales and e-commerce integrated Make V+ to be the most influence owner & operator community in the industry.LAUNCH PHASE KPIS

19、tartEnd of MarchInternal LaunchApr - JunPublic LaunchJul -To VCEManagementTo VCEDepartmentsTo Wechat Fans/Operators/OwnersTo All+5000 Fans + 500 Active Registrations + 100 沃+郭靖 fans +1000 Fans +200 Active Registrations + 30 沃+郭靖 fans Enhance the cooperationCommercialOwner sales leads +100V+ Membership Platform Quarterly activation campaign: Increase engagement，fans and registrations Monthly content posts: Easy to share Monthly key benefit promotion cross channels and resources: InteractiveAGENDA2014 REVIEW CONTEXTV + DISUSSIONFAQ V + could be leveraged for all functions of VCE Refine our w