利程坊6月review-活动提案-june

Explorium

WeChat

June

Monthly

ReportPeriod:

June

1

–

June

30,2015Total

WeChat

Follower

Status

(2015/06/01-06/30)2WeChat

followers

total

is

5,259

including

2,055

new

followers.

The

monthly

growth

rate

is39.1%.Comparatively,

last

month

followers

increased

by

44.16%

(+1,230).Gender

Distribution

of

Wechat

followers

is

Famale

58.5%,

Male

28.7%,

Unkown

12.8%There

was

adrastic e

in

followers

increase

during

6/23–

6/27

due

to

an

offline

salespromotion

event

for

Jeep

&

Jockey,

inviting

new

and

potential

followers

to

join

for

large

discounts.0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%01000200030004000500060006/1

6/2

6/3

6/4

6/5

6/6

6/7

6/8

6/9

6/106/116/126/136/146/156/166/176/186/196/206/216/226/236/246/256/266/276/286/296/30Total

Follower

Follow

RateNewWeChat

Follower

Sources(2015/06/01-06/30)3New

followers

mainly

come

from

scanning

the

QR

code

(70%),

remaining

as

the

primary

source

of

newfollowers

since

the

account’s

creation.Sharing

Explorium

WeChat

business

card

to

other

users

rose

10%

since

last

month

to

16%,

indicating

arise

in

word-of-mouth

amongst

followers

and

their

friends/peers.06/1

6/3

6/5

6/7

6/9

6/11

6/13

6/15

6/17

6/19

6/21

6/23

6/25

6/27

6/2950100150200250Search

PublicAccountIn-contentbuttonScan

QR

Code

&OthersSearch

WeChat

IDShare

Business

CardTotal

Post

Readership

Performance(2015/06/01-06/30)4Total

readership:

14,685

people

&

14,623

timesThe

highest

readership

occurred

on

W1

and

W4

respectively,outperforming

the

other

twoweeks,

this

is

due

to

offline

interactive

activities

and

sales,

both

achieving

readership

of

100%+(W1

–

123%

readership

rate,

W4

–

99%

readership

rate).400035003000250020001500100050006/16/26/36/46/56/66/76/86/96/106/116/126/136/146/156/166/176/186/196/206/216/226/236/246/256/266/276/286/296/30PeopleTimeTotal

Post

Readership(People)

Performance

(2015/06/01-06/30)100090080070060050040030020010006/1

6/2

6/3

6/4

6/5

6/6

6/7

6/8

6/9

6/106/116/126/136/146/156/166/176/186/196/206/216/226/236/246/256/266/276/286/296/30Conversation

Share

Moments

OthersComparing

to

May,

readers

coming

from

shares

increasedfrom

5%

to

13%,

moments

increased

from

26%

to

31%,and

conversation

decreased

from

50%

to

39%.Moments

and

shares

are

organic

shares

where

readersshare

directly

to

another

individual

a

post

or

share

the

postdirectly

with

all

their

friends.

This

indicates

a

higher

level

ofword

of

mouth

that

stems

from

content

engagement

andfun

offline

activities

schedule.5Total

Post

Readership(Times)

Performance

(2015/06/01-06/30)6500100015002000250006/1

6/3

6/5

6/7 6/9

6/11

6/13

6/15

6/17

6/19

6/21

6/23

6/25

6/27

6/29Conversation

Share

Moments

OthersTotal

Post

Sharing

Performance

(2015/06/01-06/30)Total

Shares(Share

to

Friends

+

Moments

+

Others):

690people

&

1,057

timesThe

best

sharing

performance

this

month

happened

onJune

29

due

to

theannouncement

of

the

contentintroducing

and

promoting

the

Jeep

and

Jockey

salesactivities.7ChannelPeopleTimesShare

toFriends457(66.23%)759(71.81%)Moments223(32.32%)284(26.87%)Others10(1.45%)14(1.32%)Sharing

people

&

time

curvechart1401201008060402006/16/26/36/46/56/66/76/86/96/106/116/126/136/146/156/166/176/186/196/206/216/226/236/246/256/266/276/286/296/30PeopleTimeEach

Post

Readership

and

Sharing

(2015/06/01-06/30)Are

youRecap

of

previous

week’s

highlight

sCustomize

youral

Postcard！Apple

Watch

prized

activitydownloadAppstillusing

the

traditional

way

of

“Tiger”

educatio

n?sale

of

this

year,

are

you

ready？US！Baby

&

“lovely”

robotThe

Adventuresof

Little

Cheng.Please

downloa

d

“Lookingfor

baby”

APP!Coming!

The

Dragon-

boat

Festival

party!Hand

in

Hand,

Happy

Father`s!

Comejoin

now!Build

theworld

by

3Dpuzzle!How

canyou

miss

APPLE

WATCHagain?Father`sDayVS

Dragon

Boat

Festival<Summe

r>

Handwork!

Enjoy

ParentMember

s

privilege:Jeepfor

saleMember

s

privilege：Jockeyfor

saleThe

list

of

winners

comeout

!Readership23844769544575261647195653135826536341415649235Shares1081223720565625110723020406080100120050010001500200025003000Readership

SharesTotal

readership

is

14,019

and

sharing

is

581.“Recap

of

previous

week’s

highlights

–

Join

us

this

weekend?”

garnered

the

highest

readership

with“Members

Privilege:

Jeep

for

sale

|

Running

Man!”

sales

promotion

activity

coming

in

second

place.“Recap

of

previous

week’s

highlights

–

Join

us

this

weekend?”

highlighted

the

eventful

activities

from

theprevious

weekend

and

encouraged

followers

to

enjoy

fun

activities

again

that

week.The

sales

activities

that

was

popular

this

month

introduced

the

offers,

discounts

and

method

ofparticipation

to

readers

continually

building

a

connection

of

offline

activities

and

offers

with

WeChat.8WeCh tivity

PerformanceDuration:

6/20-6/22Mechanism:

Sharing

photos

and

tag

“Explorium”

place

on

WeChat

moment,

and

then

messagescreenshot

to

Explorium

WeChat.

The 5

can

win

the

gifts.Performance:

There

are

2participates

intotal.Key

Learning

andSuggestionAccording

to

April

to

June

statistics,

contents

pushed

from6PM

to7PM

achieved

average26%

readership

(%

readership

of

then

follower

#),

8PM

to

9PM

achieved

average

77%readership,

9PM

to

10PM

achieved

average

93%

readership.

Suggest

to

remain

postingtime

at

9:30PM

to

optimize

for

highestreadership.Sales

&

promotion

content

o age

performedbetterthan

the

regular

contents,

thoughit’s

not

advisable

to

use

only

content,

but

ongoing

sales

content

paired

forsupportingcontent

boosts

overall

content

performance:

May

overall

average

readership

(%

readership

of

then

follower

#)

achieved

74%,

whereas

June

achieved

91%

-

a

17%difference.App

introduction

and

downloading

content

posts

readership

levels

are

at

a age

of11%

which

is

well

below

the

average

readership

level

of

83%

(May

and

Jun erage).

Itis

suggested

to

not

promote

the

App

in

an

individual

post

(unless

paired

or

packaged

withincentives

or

a

larger

activity)

anymore.

Even

with

the

larger

follower

base,earlier

Appintroduction

posts

garnered

up

to

400+

readership,

but

the

latest

one

garnered

only

135.Owing

to

WeCh tivities,

the

followers

and

interaction

got

an

improvement.

while

theperformancestil

short

of

expectation.

Because

the

time

between

announcement

andactivity

was

long,

and

activity

cycle

was

short.Suggest

toeither

utilizeoff-line

posterorpresence

msg

system

to

remind

member

to

participate,

or

keep

Wechtivityattivity,

drawof er

story

everylottery

every

two

weeks,

and

promote

the

Wechweek.Note:

WeChat

system

only

records

data

of

7

days

after

the

message

pushed.AppendixWeek

1

–本周末， ，约吗？Recap

of

previous

week’s

highlights

-

Join

us

this

weekend?121087Week

1–定制属于你的个人明信片！！快来PostOffice吧！Customize

your al

Postcard！Come

to

the

Explorium

PostOffice!Week

1-利程坊福利第二波!Apple

Watch

prized

activity

-The

second

wave

of

welfare

by

Explorium!541362425213111

29Week

1–你竟然还没装“我”？！App

downloading-

You

didn’t

install

“me”

until

now?151512117410

1730Week

2–你还在用“虎式”教育孩子吗？Are

you

still

using

the

traditional

way

of

“Tiger”education?766997300001Week

2–年度首场特卖会，你准备好了吗？sale

of

this

year,

are

you

ready？17108855087971110

293219500020Week

2–

！宝贝&“呆萌”机器人US！Baby

& “lovely”

robot3032Week

2–小小程历险记The

Adventures

of

Little

Cheng.732010018Week

2

–

寻“宝”

！Please

download

“Looking

for

baby”

APP!20793810880Week

3-来了！端午粽子趴Coming!

The

Dragon-boat

Festival

party!21542246Week

3–大小牵小手，嗨翻父亲节！快来报名！

Hand

in

Hand,Happy

Father`s!

Come

joinnow!2227020233539