维他奶企业舆情优化季度服务项目方

维/r/n他奶企业舆情优化/r/n季/r/n度服务项目/r/n信/r/n息时代社交平台作为网络舆论发酵场所/r/n过日常的维护/r/n/r/n，可有效减少品牌危机事件的发生/r/n经历/r/n7/r/n.2香港事件危机、郑州照事件等舆论风波，/r/n/r/n维/r/n他奶急需在重点社交平台/r/n本案目/r/n标/r/n本案目/r/n标/r/n社/r/n交平台负面信/r/n/r/n息/r/n量巨大/r/n维/r/n他奶品牌形象/r/n/r/n遭/r/n受重创/r/n正面信/r/n息/r/n发/r/n布/r/n技/r/n技/r/n术维护/r/n他奶品/r/nCONTENT/r/nS/r/n1/r/n1/r/n2/r/n2/r/n3/r/n3/r/n维/r/n他奶企业舆情优化季度服务/r/n策略与/r/n背景/r/n分析/r/n维/r/n他/r/n奶企业舆情优化季度服务微博板块/r/n维/r/n他奶知乎/豆瓣/抖音//r/nB/r/n站/小红书后续维护建议/r/n/r/n/r/n/r/nPart/r/n/r/n01./r/n维他奶企业舆情优化季度服/r/n务/r/n/r/n策/r/n略与背景分析/r/n自8月6日/r/n/r/n8月9日/r/n/r/n，共计2058条相关信/r/n自8月6日/r/n/r/n8月9日/r/n/r/n，共计2058条相关信/r/n息/r/n2/r/n021/2022盈警公告/r/n维/r/n他奶再度受到内地消费者声讨/r/n负面信息共计/r/n1100/r/n+/r/n /r/n1、重大舆情事件使得维他奶成为舆论的焦点/r/n7.2香港事件/r/n自6月30日-7月30日/r/n/r/n，舆论数达到22.2/r/nW+/r/n7.2香港事件/r/n维/r/n他奶遭受中国内地消费者抵制/r/n负/r/n面信息/r/n13/r/nW/r/n+/r/n /r/n郑州照片风波事/r/n件/r/n自/r/n7月23日至7月29日/r/n/r/n，共计7400条相关信息/r/n郑州照片风波事/r/n件/r/n维/r/n他奶品牌再度受到伤害/r/n负/r/n面信息/r/n1.6/r/nW/r/n+/r/n /r/n)/r/n1/r/n5/r/n0万+/r/n/r/n1/r/n5/r/n0万+/r/n/r/n100万+/r/n/r/n100万+/r/n/r/n10万+/r/n./r/n...../r/n舆/r/n论数量：/r/n微/r/n博＞抖音＞小红书＞知乎＞/r/n/r/nB/r/n站＞豆瓣....../r/n2/r/nE/r/n+0/r/n9/r/n/r/n1.8/r/nE/r/n+0/r/n9/r/n/r/n1.6/r/nE/r/n+0/r/n9/r/n/r/n1.4/r/nE/r/n+0/r/n9/r/n/r/n1.2/r/nE/r/n+0/r/n9/r/n/r/n1/r/nE/r/n+09/r/n8/r/n0/r/n0000000/r/n6/r/n0/r/n0000000/r/n4/r/n00000000/r/n20000000/r/n0/r/n0/r/n舆情/r/n数量/r/n/r/n(涵盖原创、转发以及评论、留言)/r/n /r/n19亿+/r/n/r/n4/r/n亿+/r/n微博/r/n/r/n抖音/r/n/r/n/r/n/r/n小红书/r/n/r/n知乎/r/n/r/nB/r/n站/r/n/r/n豆瓣/r/n/r/n豆瓣等社交媒体/r/n/r/n，有针对性地/r/n修复品牌形象/r/n种草社交平台/r/n种草社交平台/r/n品口碑的重要阵地/r/n/r/n种草、测评内容传播/r/n博属于口碑传播平台/r/n 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/r/n品/r/n牌/r/n/r/n产品/r/n•/r/n/r/n企业参与的公益活动/r/n•/r/n/r/n/r/n企业与相关政府部分联合举办的活动/r/n•/r/n/r/n领导人出席的活/r/n动/r/n•/r/n/r/n员工风采/r/n•/r/n/r/n/r/n回应消费者的反馈/r/n•/r/n/r/n宠粉抽奖/r/n•/r/n/r/n/r/n引导消费者留言/r/n/r/n，收集反馈/r/n•/r/n/r/n/r/n引导代言人粉丝安利产品/r/n话/r/n题内容示例/r/n1.获奖稿/r/n件/r/n《/r/n荣誉分享/r/n/r/n|/r/n/r/n维他奶荣获2021/r/nxxx/r/n奖最受消费者喜爱奖》/r/n2/r/n.公益活动稿件/r/n《/r/n呵护祖国花朵/r/n/r/n，维他奶“真心呵护/r/nxx/r/n”活动圆满落幕》/r/n3/r/n.领导人出席活动稿件/r/n《/r/n维他奶中国/r/nCEO/r/n亮相/r/nxxx/r/n,分享维他奶“永葆年轻”秘诀》/r/n4/r/n.公益视频广告/r/n《/r/n维/r/n他奶：保护地球/r/n/r/n，守护家园/r/n/r/n，我们从未停下脚步》/r/n5/r/n.员工风采/r/n《/r/n/r/n你以为的维他奶/r/nerVS/r/n/r/n实际上的维他奶/r/ner/r/n》/r/n3/r/n、/r/n微博评论：增加真爱粉黏性/r/n•/r/n•/r/n/r/n每篇/r/nPR/r/n方面的博文/r/n引导粉丝评论和转发/r/n；/r/n•/r/n/r/n确/r/n保/r/n前/r/n10/r/n条评论都有回复/r/n/r/n，确保关于产品品质方面/r/n/r/n的/r/n评论都能够及时回复。/r/n5、微博/r/nPR/r/n运营季/r/n度/r/n规划/r/n/r/n，有效传播正面信息/r/n官/r/n方微博运营/r/nPR/r/n传/r/n播内容/r/n结合甲方的企业/r/n//r/n活动信息/r/n/r/n，策划并执行针对社交媒体的公关传播计划/r/n/r/n，传达正面信/r/n息/r/nPR/r/n话题/r/n/r/n(每周/r/n1/r/n次)/r/n3/r/n月/r/n15/r/n,000.00/r/n45,000.00/r/n2/r/n、微博文章/r/nPR/r/n稿撰写/r/n/r/n(/r/n/r/n800-/r/n/r/n1500/r/n字)/r/n/r/n(每月/r/n1/r/n次/r/n)/r/n3/r/n篇/r/n2/r/n,500.00/r/n7/r/n,/r/n500.00/r/n微博平台舆情维/r/n护/r/n0/r/n1/r/nSEO/r/n优/r/n0/r/n1/r/nSEO/r/n优/r/n化/r/n正/r/n面热门微博置顶/r/n/r/n挤/r/n压下沉敏感回答/r/n0/r/n3/r/n专/r/n项监测/r/n建立舆情监/r/n测/r/n及/r/n时处理敏感信/r/n息/r/n0/r/n0/r/n2/r/n种/r/n草信息/r/n增/r/n加第三方/r/nKOC/r/n种草信/r/n息/r/n提/r/n升正面率/r/n1.维他奶微博平台/r/nSEO/r/n优化规/r/n划/r/n示/r/n例:/r/n微/r/n博/r/n关键词：维他奶、维他柠檬茶/r/nu/r/n针/r/n对微博平台进行正面信息置顶；/r/nu/r/n优/r/n化关键词搜索正面信息排名；/r/nu/r/n挤/r/n压下沉敏感回答。/r/n2/r/n./r/n增加第三方/r/nKOC/r/n种草信息/r/n储备丰/r/n富/r/n的第三方/r/nKOC/r/n资源/r/n/r/n，在舆情稳定期间，/r/n保/r/n持微博平台首页前/r/n10/r/n条微博/r/n80%/r/n正面率。/r/n点/r/n赞或感谢/r/n表扬/r/n正面/r/n感谢/r/n/r/n，一定将您的意见转达给公/r/n司/r/n建议/r/n优质/r/n/r/nUGC/r/n转发/r/n收集给客/r/n户/r/n/r/n，确认后发布/r/n中性/r/n问题询/r/n问/r/n根据官网查询到的相关优惠信息回复给用/r/n户/r/n通/r/n过私信获取联系方式/r/n以/r/n邮件方式汇报/r/n/r/n给客/r/n户/r/n特殊投/r/n诉/r/n致/r/n歉/r/n负面/r/n未/r/n获取联系方式/r/n1.投诉内容言语过于激/r/n烈/r/n/r/n2/r/n.消费者@机构大号、媒体/r/n周/r/n报：/r/n每周一/r/n/r/n提交周报/r/n月/r/n报：/r/n每月1-/r/n/r/n5号左右提/r/n交/r/n/r/n月/r/n报/r/n通/r/n过私信获取联系方式/r/n常/r/n规投诉/r/n点/r/n赞或感谢/r/n表扬/r/n正面/r/n感谢/r/n/r/n，一定将您的意见转达给公/r/n司/r/n建议/r/n优质/r/n/r/nUGC/r/n转发/r/n收集给客/r/n户/r/n/r/n，确认后发布/r/n中性/r/n问题询/r/n问/r/n根据官网查询到的相关优惠信息回复给用/r/n户/r/n通/r/n过私信获取联系方式/r/n以/r/n邮件方式汇报/r/n/r/n给客/r/n户/r/n特殊投/r/n诉/r/n致/r/n歉/r/n负面/r/n未/r/n获取联系方式/r/n1.投诉内容言语过于激/r/n烈/r/n/r/n2/r/n.消费者@机构大号、媒体/r/n周/r/n报：/r/n每周一/r/n/r/n提交周报/r/n月/r/n报：/r/n每月1-/r/n/r/n5号左右提/r/n交/r/n/r/n月/r/n报/r/n通/r/n过私信获取联系方式/r/n常/r/n规投诉/r/n致/r/n歉/r/n汇/r/n总制/r/n作周报/r/n及/r/n月报/r/n3/r/n./r/n微博平台专项舆情监测流程/r/n每日进/r/n每日进/r/n行微博专项舆情监测/r/n/r/n，一发现敏感信息/r/n/r/n，立即进行沟通/r/n/r/n，妥善处理/r/n微/r/n微/r/n博后台/r/n收/r/n到评论/r/n@、私信/r/n及关键字/r/n搜索/r/n未/r/n未/r/n获取联系方式/r/n4/r/n./r/n微博舆情优化季度服务规划表/r/n序号/r/n服务类别/r/n服务内容/r/n服务描述/r/n数量/r/n单/r/n位/r/n不/r/n含税单价/r/n不/r/n含税价格小计/r/n一/r/n日常微博监/r/n测/r/n /r/n(/r/n人工)/r/n•/r/n/r/n企业及相关行业日常/r/n/r/n信/r/n息微博监测及月报/r/n2/r/n、/r/n监测关键字：维他奶/r/n/r/n(包括企业品牌及产品)/r/n/r/n、维他/r/n/r/n /r/n(/r/n涵/r/n盖维他柠檬茶、维他奶茶、维他无糖茶)/r/n3/r/n、月报递交：监测期结束后不晚于第三个工作日提交，/r/n/r/n以/r/n邮件摘要/r/n+/r/nPPT/r/n形式/r/n3/r/n月/r/n10/r/n,000.00/r/n3/r/n0,000.00/r/n•/r/n/r/n企业应急微博信息预/r/n/r/n警/r/n /r/n(如遇重大特殊信息需人工服务方式送达甲方并提出建议/r/n，/r/n包/r/n括但不限于：/r/n/r/n是否需启动专项监测、/r/n/r/n是否需启动应急程/r/n序/r/n等等)/r/n•/r/n/r/n微博应急事件专项监/r/n/r/n测/r/n及中英文报告/r/n：不晚于第二个工作日/r/n2/r/n、/r/n/r/n递交形式：/r/n/r/n事件小结/r/n+/r/nExcel/r/n报告/r/n3/r/n、/r/n/r/n中英文报告：媒体名称、媒体类型、标题、文章摘要、/r/n/r/n事件小结/r/n等/r/n /r/n/r/n响应时间需酌情提前)/r/n二/r/n日/r/n常/r/n品牌词传播/r/n•/r/n/r/n在微博搜索引擎上就/r/n企业关键字进行网络/r/n舆/r/n论/r/n环境传播/r/n2/r/n、平台：微博搜索引擎/r/n/r/n(包括文章及话题频道)/r/n/r/n3/r/n月/r/n20/r/n,000.00/r/n60/r/n,000.00/r/n每/r/n月/r/n：微博搜索端/r/nTOP/r/n30/r/n品牌词正面及中性信息率/r/n80%/r/n/r/n正/r/n面信息露出/r/n24/r/n条/r/n/r/n/r/n/r/nPart/r/n/r/n04./r/n维他奶知乎/豆瓣/抖音//r/nB/r/n站/小红书后续维护建/r/n议/r/n各/r/n个社交媒体对品牌造成的影响不同/r/nup/r/nup/r/n主/r/n自由/r/n发/r/n表观点看/r/n法/r/n聚/r/n集性的热/r/n度/r/n贴扒皮讨/r/n论/r/n品/r/n牌大事件/r/n/r/n盘/r/n点式回答/r/n茧房模式/r/n精/r/n/r/n准/r/n推荐内容/r/n种/r/n草社交平/r/n/r/n台/r/n小红书/r/n/r/n/r/n/r/n知乎/r/n/r/nB/r/n站/r/n/r/n抖音/r/n/r/n豆瓣/r/n维/r/n维/r/n他奶“老粉”/r/n对/r/n产品的唾弃与/r/n维/r/n他柠檬茶及维/r/n他/r/n奶的替代品/r/nUP/r/n主相关维他/r/n奶/r/n危/r/n机事件的视频/r/n阅读量及评论/r/n较/r/n高/r/n维/r/n他奶明星解约/r/n/r/n/r/n煽/r/n动粉丝情绪的/r/n评/r/n论较多/r/n品牌、产品、/r/n事/r/n/r/n件/r/n、创始人、黑/r/n/r/n历/r/n史盘点类型占/r/n/r/n据/r/n各平台首位/r/n建立了/r/n对/r/n维他奶事件的/r/n关/r/n键节点搜索/r/n小红书平台特点概述/r/n：/r/n小/r/n红书：/r/n种草社交平台/r/n/r/n•/r/n/r/n以女性用户居多的社区；/r/n•/r/n/r/n/r/n其草营销特征最为显著；/r/n•/r/n/r/n内容为触点、产品为连接/r/n。/r/n/r/n/r/n•/r/n/r/n对事件的影响力并不大；/r/n•/r/n/r/n/r/n有少量相关信息留存；/r/n•/r/n/r/n是后续优化产品口碑的重要阵地。/r/n1、搜索“维他奶”关键/r/n词/r/n/r/n1、搜索“维他奶”关键/r/n词/r/n2/r/n2/r/n、多为维他奶产品“老粉”对产品的唾弃/r/nu/r/n表示对品牌的行为导致对产品的失望；/r/nu/r/n发布的寻找替代品、产品盘点等内容。/r/n建议后/r/n续种草一些维他奶花式/r/nDIY/r/n/r/n，颜/r/n/r/n值/r/n美味。/r/n试/r/n试/r/n喝/r/n、测评/r/n新品上市/r/n/r/n，新品试喝、测评内容传播/r/n。/r/n逐步/r/n更/r/n新新的产品相关信息/r/n/r/n，下沉此次/r/n事件信息/r/n知乎平台特点概述：/r/n•/r/n/r/n/r/n/r/n依靠百度关键词链接/r/n/r/n，流量大且精准。/r/n•/r/n/r/n/r/n/r/n问答平台/r/n/r/n，人群层次和知识水平较高。/r/n•/r/n/r/n内容专业性或是思辨性/r/n/r/n，可讨论性都很强/r/n。/r/n•/r/n•/r/n/r/n对热点事件的始末盘点、聚集性讨论；/r/n•/r/n/r/n/r/n/r/n过往“黑历史”扒皮的力度是十分强大。/r/n/r/n1/r/n、引导网友发表意见/r/n/r/n2/r/n、详细盘点事件始末/r/n/r/n3/r/n、深挖历任创始人情况/r/n4/r/n、同类事件关联/r/n/r/n5/r/n、品牌产品盘点打击/r/n/r/n6/r/n、产品替代品种/r/n草/r/n维/r/n他奶知乎官方平台情况/r/n/r/n——/r/n/r/n极端评论较少/r/nu/r/nu/r/n相/r/n对于微博极端评论较少；/r/nu/r/n目/r/n前约有/r/n10/r/n余条；/r/nu/r/n评/r/n论可以由官方平台设置删除；/r/nu/r/n建/r/n议/r/n事件平息后/r/n/r/n，发布新内容。/r/n1、产品方面：/r/n持续输出维他奶产品、/r/n/r/n品质、质量80年生产技术及豆奶专家相关内容/r/n1、产品方面：/r/n持续输出维他奶产品、/r/n/r/n品质、质量80年生产技术及豆奶专家相关内容/r/n。/r/n2、/r/n正/r/n向传播：/r/n持续输出品牌在行业上的大事件/r/n/r/n，行业贡献、社会贡献、公益事件的正向/r/nPR/r/n传播。/r/n3、消费者切入：/r/n持续输出基于消费者市场产品口味、营养、美味/r/n。/r/n1、童年回忆征集系列：/r/n带出维他奶/维他柠檬茶是广东人童年深深的记忆/r/n。/r/n2/r/n、/r/n创始人爱国回顾：/r/n盘点上一代维他奶父辈报国创业爱国爱民的艰辛历程。/r/n3/r/n、品牌/r/nPR/r/n大事件传播：/r/n针对行业贡献、社会贡献、公益事件等热点分析。/r/n知乎平台：/r/n知乎问答/文章/栏目/r/n知乎第三方话题/r/n知乎第三方话题/r/n维护方向/r/n：/r/n“对同一个话题感兴趣的人的聚集地”/r/n：/r/n“对同一个话题感兴趣的人的聚集地”/r/n豆/r/n瓣平台特点概述：/r/n豆瓣/r/n豆瓣/r/n/r/n/r/n/r/n•/r/n/r/n作为“饭圈”平台围绕明星榜单、热门话题、粉丝社群、/r/n互动评论等重点环节层被中央整顿/r/n。/r/n•/r/n/r/n粉丝操控互撕谩骂、拉踩引战、造谣攻击、人肉搜索、/r/n侵/r/n/r/n/r/n犯隐私等行为比较严重；/r/n3/r/n、是八卦新鲜事娱乐的主流平台。/r/n•/r/n•/r/n/r/n快速对热点事件进行传播/r/n•/r/n/r/n/r/n对过往“黑历史”扒皮的力度较大/r/n维/r/n/r/n发/r/n维/r/n/r/n发/r/n豆/r/n豆/r/n瓣关于维他奶事件的帖子里/r/n1/r/n、带有煽动粉丝情绪的评论较多/r/n例/r/n如：“如果你们不占位...就是不爱国”/r/n若/r/n代言人与品牌方解约/r/n/r/n，其粉丝会在豆瓣进行控评，/r/n维护自/r/n家粉丝名誉/r/n/r/n，狠踩解约的品牌。/r/n相反/r/n/r/n，如果明星没有与品牌决裂/r/n/r/n，粉丝也会在豆瓣维/r/n护并高攒自家主子代言的产品/r/n。/r/n豆瓣热门发帖都是由其组长组建/r/n豆瓣热门发帖都是由其组长组建/r/n/r/n，成立后聚集组员/r/n/r/n，后续可根据实际情况与组长进行沟通发布新的内容/r/n。/r/n /r/n：/r/n茧房模式精准推荐内容短视频平台/r/n /r/n：/r/n茧房模式精准推荐内容短视频平台/r/n抖/r/n音/r/n/r/n、/r/n/r/nB/r/n站平台特点概述：/r/n抖/r/n抖/r/n音//r/nb/r/n站/r/n•/r/n/r/n2、信息茧房模