stride social review and implication for 2015 final

1、Social review and implication for2015Part1: SOCIALREVIEWPart 2:SOCIALTRENDSPart 3:SOCIALIMPLICATIONPart 1SOCIAL REVIEWPart 11.1 Performance overview of Stride and competitor1.2 Competitive advantage1.3 Potential issue1.1 Performance overview of Stride and competitorKPI Performance2013201420132013201

2、42014ImpressionFansInteraction2013.4.302014.6Fans320,227897,006Interaction1,781755,023Impression89,792,2863,816,722,9711.1 Performance overview of Stride and competitorCompetitor Fans achievement897,006625,241208,305133,32437,15134,05134,92032,85513,50911,724DMExtra5MentosStrideEnd of 201332,85537,1

3、5111,724133,324625,2412014.634,05134,92013,509208,305897,0061,196-2,2311,785196,581271,765Net increase1.2 AdvantageActivityOne social activity permonth,gained extensive attentionImpression:39,600,000Buzz volume:316,838+Interaction:102,322CelebrityAlways be Weibos top 5Ad. hotFast respond in real-tim

4、eInteraction:147,489Topic amount:119,8331.3 Potential issuesp CelebrityReliance on celebrityp CooperationInvolve KOLs & cooperate with different platformsp Mobile/APPKeep an eye on various toolsPart 2SOCIAL TRENDSPart 22.1 Multi-Screen consumption behavior2.2 24-7 Shopping CRAZE2.3 LBS for life2.4 S

5、ocial for a good use2.5 QR Mania2.6 Intimate relations lead to customized offers2.7 Make every story sellSummery: Emerging but invisible tribes2.1 MULTI-SCREEN CONSUMPTION BEHAVIORWith TV, computers, mobile devices, tablets,people are now exposed to several screens. Many enjoy watching two or three

6、screens at the same time.1st screen3rd screen2nd screen2.1 MULTI-SCREEN CONSUMPTION BEHAVIORPeople are exposed to screens all dayPeople are surrounded by TVs, computers and tablets. The users of China Mobile Net (CMNET) on average spend 6 hours looking at media per day, among which mobile phones, co

7、mputers and thenTVs are the most popular.Consumers enjoy their multi-screen experience64% of CMNET users use mobile phones as they are watching TV.“Multi-screens behavior” is common now.Ubiquity of mobile devicesCMNET users surf the internet at home, office etc. People now usemobile anytime, anywher

8、e.2.224-7 SHOPPING CRAZEMore and more people shop via theirmobile devices.Due to the more convenient access and new more mature security systems, people have gotten used to mobile payment.On Nov 11th, 2013, over 20% of totalonline payment was done by mobile phone; this volume increased upon last yea

9、rs numbers by 560%.Online shopping will be one of the keydriving factors for overall mobile users in the future.2.224-7 SHOPPING CRAZEShopping anytime anywhereQR codes, limited-time offer ads (秒杀miosh) and discount offers areeverywhere, pushing customers to buy things right away.As more and more peo

10、ple start to use their cell phones and computers to shop, there is much more buying immediacy, whether people are in elevators, the subway, or busstations.Mobile payment is increasingly popularThe trading volume of mobile networks totaled 167.64 billion RMB in 2013, a growth of 165.4%. As people get

11、 more used to mobile payment, many e- businesses are offering mobile payment discounts to attract morecustomers.Third-party payment apps gain users trustIn last year, 100 million Alipay users made 2.7 billion payments through mobile phones; total volume was over 900 billion RMB. The total ot third p

12、arty payment had an growth of 700% compared with last year.WeChats payment system encourages users to bind their bank cards to itthrough Red Packets and taxi discounts. It achieved 200 million bank/credit card registrations within 2 days.2.3LBS FOR LIFEThanks to mobile payment, online experiences ar

13、enow closely related to our offline life.Over 77 million smartphones support LocationBased Service. These apps have already changed peoples daily lives. Somelike the taxi- reservation appshave even changed thetraditional market system.2.3LBS FOR LIFEExpand ones network by searching for people nearby

14、Apps like Momo, WeChat and Weibo all have LBS function, which enables people to extend their social network by sharingtheir location.Find better servicesThanks to LBS apps like Dianping and Didi taxi, shopping, dining out, and taking taxi have all become easier. These services offer us more options

15、and save time.Share both location and informationUsers can share their location to others and read the comments. For instance, people comment on services on D and use apps like Chanyouji to share their photos real-time whiletravelling.2.4SOCIAL FOR A GOOD USEBrands initiate programs for s

16、ocial good to engage digital usersThe positive “viral”Social for a good cause is answering users demands for more social responsibility. Charity has also become a way for users to gain social status.Effective brand buildingBrands efforts on bringing their social initiatives online is in line with th

17、eir overall CSR strategies. Their use of social to leverage their organizational initiatives makes for effective brand image building,which also can have a viral effect.Insights:Has to be creditable ever since the previous scandals with charity organizations in China.Be creative and engage users by

18、giving them many reasons to give/participate so as to gain social status. Sharing is caring, shopping for charity is an example of how brands can combine sales and charity.2.4SOCIAL FOR A GOOD USESponsor: 陈坤(Aloys)POWERTOGOMotivation: hiking across hugemountains and challenging ones self forces one

19、to step out of their comfort zone, to remind us about whatsimportant.WECHAT CHARITYThis activity was held by employeesof Tencent. When Tencent employees and their partners received moon cakes, they scanned the QR code and paid 0.1RMB through WeChat payment. Tencentthen donated 0.9 RMB to charity. Sh

20、are with friends Other charity eventsAloys down to earth hikingevents encourage people to face the spiritual world directly and gained high marks as a public service activity.Linked to Aloys personal WeChat account where users can find more information aboutPowertogo, share with friends, and find ot

21、her charity events.PowertoGo was the priority section on Aloyss Wechat page2.4QR MANIAQR codes are an inevitable gateway to branded digital and social events. They now serve as an entry to thedigital experience.90s tech getting back in businessQR codes have been around since the 90s but its market i

22、sstronger now due to smartphone scanners and the increasing use of APPS like WeChat.Driven by curiosity and utilityThe brands usage of QR codes will allow the consumer to findmore information and open a new brand dimension, linking them with different platforms for different purposesInsights:Use QR

23、codes as an entrance and bridge between online and offlineLeverage a users curiosity and playfulness when putting your QR codeson different locations with different end purposes.Use the 4Ps of your product to provide consumer solutions for users whowill scan your QR codes2.4QR MANIALink Offline to O

24、nline(O2O)On products providing moreinformationBrick-and-mortar stores, scanned QRs code to go to onlinestores, enter competitions etc.McDonalds recently addeda QR code that delivers nutritional information of their food to consumers.Nike pushed users to enter their Wechat and followthem in order to

25、 take part in an interactive activity and win a chance to win a customized pair of Nikes for free.Tracing the production detailsShow customers where their fresh food was grown.Shortcut to any actionDuring a Dec. 12 shopping event,Alibabas Taobao marketplace put a QR code on its website to drive user

26、s to the app. Shoppers scanned the code 200,000 times in just one minute to try to win a lottery ticket.As sign forexplorationBy putting QR codes ininteresting places, this can encourage users to take action and scan.2.5INTIMATE RELATIONS LEADE TO CUSTOMIZED OFFERFoster a close relationship with con

27、sumers and get to know them in order to satisfy their needs and givethem a customized offer.Brands try to collect and analyze social data for insightsBy digesting the information from the consumers, brands will be able to satisfy their users needs by leveraging a customized offer.A relevant and cust

28、omized offer makes for a closer relationshipThe current relationships that brands have are becoming more focused on intimacy and leveraging consumer customization. Consumers will follow their own satisfying experience. As that gratification they find gets tailored andbecomes more relevant, customers

29、 affinity and loyalty grows.Insights:Engage users with close interactions on all platforms where social mobile can do 1 to 1 sommunicationCustomized information and offers can be made through autoreply options on WeChat.Segment users through the following: Location, Gender, Age, Activity, Attitude e

30、tc.2.5INTIMATE RELATIONS LEADE TO CUSTOMIZED OFFERLuxury offers personalized brand experienceFrom mass scale to WeChatWeChat offers the potential forpersonalization and social CRM, rewriting the rules for marketers who are currently used to Sina Weibo pushing out viral content on a mass scale.Burber

31、ry Personalized experienceBurberry just partnered with WeChat to give their users a customized experience. The brand took WeChat fans behind the scenes at its London runway show, offering them audio commentary from the creative team and Chinese celebrities. When fans sent Burberry a text message, th

32、e brand instantly responded with a virtual plaque engraved with their name. 驰加Nickname campaign empowered by social listeningIn addition to leveraging the nickname campaign of KOLsgetting bottles with their names, Coca Cola used social listening to find out what slang words were buzzing on their TAs

33、 social feeds. The top-trending words were later printed on bottle labels and became a huge success.2.6MAKE EVERY STORY SELLBrands are creating a new business model by merging digital storytelling and E-commerce.The communication is not any more about the message calling foraction, but more a story

34、that immerses customers in the brand experience. The experience then results in purchase decisions.Every story tends to lead to selling the product and service, whilealso satisfying consumers with the offered experience.Businesses are tying marketing and sales closer, linking digitalexperiences with

35、 e-commerce. They try to make every story lead directly to a sales transaction.2.6MAKE EVERY STORY SELLJu.so - A story behind the creative productsA platform for creative incubation where users can enjoy the story behind a beautiful product.Uniqlo and its KOL story approachUniqlo leveraged KOLs to p

36、romote healthy cooking as a lifestyle on their platform which was also connected to EC.Through the integration of online, offline, e-commerce, production,and cooperation between brands and other resources, Chinese creators are able to push their personal projects and have a chance to break into and

37、build their popularity in the mass market.SUMMARY:EMERGING BUT INVISIBLE TRIBESA NEW CHAPTER OF SOCIAL NETWORKINGNetizens are now beginning to cut and filter fragmented information in favor of more accurateconstructs. Strong ties tend to take the place of weak ties.Perhaps this is a kind of rational

38、 return after the wave of mass, fragmented information.This return brings us both more concrete and complex relationships, as well as opens a new chapter of the social networking age.Part 3SOCIAL IMPLICATIONPart 33.1 Quick attack to HIJACK PLATFORM3.2 Stride moment xOffline activity3.3 Social CRM+ m

39、obile paymentStrategy Direction1From Quick attack to SOCIAL HIJACK SYSTEMinsightcreatedistributeGather users to createmTEAMore content, video, gif,hand-drawn comics, games to spread theinfluence.BuzzSearch: The topicpeople talk about Social listening: The New platform people are active onKOL influen

40、cing the WOMTechnologyData analysisPlanningCreativeAccount serviceAsk the real KOL to createcontent or connect moreusers.SupportPARTNERReal timecommunicatio nCooperate with the popular users of the newplatform which the TA group liketo gather.Real KOTLA representativeKOLon new platformClientsIDEA EX

41、AMPLEDrive the social movement of UNSTOPPABLE SPINinsightcreatedistributeOfficialaccount叫兽易小星VUGC#停不下来#万万没想到，这个小彩旗居然不是stride炫迈 的代言人BuzzBrand key wordsSpring festivalhot topic李敏镐时间都去哪儿了马年小彩旗晒老合影Yif和刘谦冯小刚Repost UGC collection and users炫小迈停不下来华晨宇柯震东音乐MorenfluenceiTeam & partnerLaunch campaign and raise

42、 topic tag发布话题#停不下来#，召集用户一起和小彩旗一样做自己喜欢到停不下来Real timeCommunication and createsuperior contentand lead more UGC#停不下来#快和我一起参加美拍小彩旗专题吧CreativeteamClientsKOLteam#停不下来#小彩旗的视频弹幕真是笑到我停不下来！快来一起参与弹幕吧！The ideaStrategy direction 2Build Stride moment x Offline trial activity2014 Stride assets2015 social engageme

43、ntBrand threats:Efforts focuscelebrityonBuild Stride momentTA Insight:Cannot stopWhat IProductsfulfillment:Motivate users enjoy stride momentLong-lasting flavorTVCStrategy direction 2Build Stride moment x Offline trial activityOffline:Leverage offline sampling a ctivityJun-AugSep-NovDec-FebStride StorySocial listening:& experienceCollect the experience what they like and turn to the stride storyFan Community:Usage & whatyou like to doInitiati