没你想的那么简单-Social Media-环时互动

汇报时间：2025年7月27日汇报人：XXX社交网络创意培训禁止吸烟手机静音这不是要求，是个人习惯我们需要一个安静的环境社交网络创意没有你想象地那么简单大体上社交网络创意分为如下：Categoryofsocialcreative1.与品牌相关的系列创意(Brandrelatedcreative)2.结合节日或者当下社会热点的创意(Holiday/Hotissue-related)3.新品推广配合或者公关消息放大(AmplificationfornewproductorPRactivities)4.线下与线上互动的大规模战役(ATL&BTLIntegration)与品牌、产品相关的日常创意（系列化、风格化、三个月改版一次）Regularbrandrelatedcontentmaintenance(theme,style,quarterlyupgrade)热点Hotissues圈层Groups品牌互动BrandInteraction热点Hotissues圈层Groups品牌互动BrandInteraction战役（新品）NewProductCampaign战役（公关）PRCampaign战役（独立）IndependentCampaignSocialbrand受

众Audience销售Sales线上ATL线下BTL是people不是消费者Itismoreaboutpeopleinsteadofconsumer杜蕾斯主题日海报杜蕾斯手绘平面人们总去朋友所在的地方或者热闹发生的地方但抓热点不等于仓促，没节操，或者完全不贴品牌Peoplealwaysgowheretheirfriendsliketohangoutorthe‘happening’places.Howevercatchingspotlightdoesnotmeanrush,tasteless,orcompletelyoffthebrand.江苏卫视（省级卫视）成为此次事件首发新闻媒体，晚间新闻，各大卫视，纸质媒体跟进很多。微博上大概上千个账号抄袭。JSSTVbecamethepremiereplatformforthishotissue,followingreportsbyseveralnewsprograms,printmediaandthousandsofKOLsstarttocopy.Thishottweetreceived45,535re-tweetsand7,755commentstillAugust8!DurexOfficialWEIBOacquired8,193newfanswithinoneday(August7)!Wegainlargeamountsofpositivefeedbackonthistweet.LiuXiang’sDeparture–@DurexMainPostTokeepthemomentum,Were-tweetedthepostfortwiceThefirstone–“JustDu(杜)it”–to“salute”Nike’sGreatnessCampaign,andtoleadmorepeopletolinkandcompareDurexwithNike(Justdoit).Thesecondone–WeengagedADu,afamoussinger,forhisfamoussong“SticktotheEnd”,andnaturallyweplacedDurexPerformaintothepost.2Re-tweetsabout“Durex”and“Performa”Fansnoincreased8,193onAugust7WhenChinesesuperstarLiuXiangstumbledagainandfailedtogetoverfirsthurdle,SINAWEIBOblewupimmediately,reportedly20milliontweetswithin5minutes.Almosteverybigbrand,e.g.Nike,BMW,Coca-cola,postedfollowingtherace.Nikereleasedthe1stpostaboutLiuXiangat18:01(nearly3minutesafterLiuXiang’squit).Durexseizedthemomentandpostedtweetat18:36.SpreadPath-Durexvs.NikeDurexNikeFansCoverage10,429,2527,746,280SpreadLayer97Re-tweets45,535129,384Comments7,75526,511ImmediatelyDurextweetarousedcomparisontoNikeamongsocialgroups“NikeissodimcomparedtoDurex…”“SweepingvictoryoverNike.”“Youarethewinner,Durex.”Netizens’feedback–Durexvs.Nike“FollowDurexforthisgreatcopy!”“Durexisthebiggestwinnerinthecopywritingbattle.”“DurexismorepersonalandconsideratethanNike.”“ItisworthylearningfromDurex.”“Greatsocialteam!”“Durex,theparadigmofSNSmarketing.”DurexPostonRenrenSamecontentwaspostedonRenren.Ithasbeensharedbymorethan1,500timeswithinhalfanhour.CommentsfromRenrenfollowers:“SmartandClever!”“Naughty,butbestmarketing,betterthanNike’s”“Quickactionandwittyremarks”Roll-outtoDThebuzzonSinaWEIBOgeneratedfromthisposthasalsospilledovertoDouban.Thispostwasrepostedon“GoGossamostpopulargrouponDouban.MediaCoverageIt’sobservedthatthebuzzaboutLiuXiangandthecopybattleonSINAWEIBOhasbeennoticednotonlybylocalmediabutalsomediafromHongKong.Durex’squickresponseandsmartcopyhasalsobeenspokenhighlyofbyLiangWenDao,afamoushostfromPhoenixTV,onhistalkshow.(ForthevideopleaseseeURLbelow:Thistweetreceived20,240re-tweetsand4,720commentsinjustfourhours.DurexOfficialWEIBOacquired3,330newfans.@Durexpostinjust10minutesaftertheresultcameout“SohereisthedifferencebetweenObamaandRomney…”（seethehandsignsofthetwo）IthasbecometheNo.3ofthehottopicin24hours!Durex’sposthasrankedTop3inSINAWeibo’sHottestTopicoftheDay,withheatof54,243degrees!Top1isapictureoffamoussingerSunYanzishowingthehandofhernewbornbaby.Top2isatweetfromChina’sfamousbusinessmanRenZhiqiangtalkingabouthowtogetalongwithothersAndTop3isDurex’sObamaandRomneypost…SpreadPathofThisPostFansCoverage21,457,009SpreadLayer12Retweets20,240Comments4,720WidelyretweetedbyKOLs@ECO-ChinaOfficialAccountofEconomistFansnumber:246,140@theFounderOfficialAccountofTheFounder,atopbusinessmagazineofChinaFansnumber:2,006,422WidelyretweetedbyKOLs@NewspaperEverydayOfficialAccountofthecommentaryprogramNewspaperEverydayofPhoenixTVFansnumber:224,775@WuYueSanRenAfamousinternetcommenterandcolumnistFansnumber:714,954Andcopiedbybigaccounts…@JiliangInSHRetweets:233Fansnumber:526,901@FinanceGossipRetweets:2,383Fansnumber:142,224Fans’Feedback“Howfast…”“VictoryforDurex!”“LOL!AretheycustomersofDurex?”“BestoftheDay!”“UseonlyDurexfromnowon!”1.不过分依赖大号，可能只需要一个大号作为传播起点就可以爆发。Stopover-dependingonno.ofKOLs.Contentismoreimportant.SometimesallyouneededisjustoneKOL.2.很多账号跟风模仿。ManyWeibousersjustfollowothers.3.很多账号直接抄袭盗用。

ManyWeibousersjustcopyothers.4.社交网络多平台主动曝光。Multiplesocialmediaplatformsgeneratemoreproactiveexposure.5.被传统媒体报道。Reportedbytraditionalmedia.6.确实能引发销售。Linktosales.成功不是看刷出来的转发和评论Success≠thenumberofretweets/comments京东六一八平面京极速达平面