20150527 iMedia Summit-中英文版本.pptxVIP

The New Economy Powered by Fans引爆品牌的粉丝能量JUNE 2015In the future, only brands who can successfully harness fans economy will survive唯有借力粉丝经济，方能助品牌长盛不衰What is fans economy?Fans Economy：an economic activity based on mutually emotion and value recognition between fans and brands. BrandIdol粉丝经济：以品牌的粉丝为其情感和价值认同买单为核心的经济活动形态Sports Spirit：All in for my girl品牌人格品牌神格运动精神：以姐妹之名BrandPersonalityCharity: Take happiness home公益活动：把乐带回家Why brands have to dofans economy？品牌必须打造其粉丝经济的原因是？Industry pushes brands to understand fans 市场竞争激烈产品更新加快粉丝多样需求激烈品牌创新HeavilycompetitionProduct lifenarrowingDiverse needsfrom fansUrgentinnovationSocial fuels the leap across the chasm高互动High Engagement品牌忠实粉丝Brand Fanatics品牌泛粉丝Early-adopting Fans大众粉丝Big scary chasmMass FansInnovatorsEarly adoptersEarly majorityLate majorityLaggards广触达Broad Reach创新人群早期使用人群早期大众晚期大众落后者* Geoffrey Moore, Crossing the ChasmThen brands have to do…品牌需要做的是…3 things to build a fans economy激活粉丝经济的三个“锦囊”Establish a fans-centric eco-system构筑品牌社交化生态体系Transform the organization from within产品研发市场推广产品销售供应链售后服务Social BrandsSocial CustomerConsumer centricSocial marketingSocial E-CommerceCustom-madeService focused社交化消费者社交化品牌以用户体验为核心社交化的营销模式定制化供应专注售后体验社交电商vsFunction orientedRepeated impressionDetailed distributionTelephone hotlineTraditional CustomerTraditional BrandsWarehouse传统型品牌传统型消费者功能性售卖导向大众媒介、大曝光仓储式供应传统客服热线实体门店销售Be in-sync externally internally打造MEIZU自己的微博社交王国Meizu Social Kingdom高管员工账户矩阵Top Management社区号Community服务号Service品牌号brand系统号OS 白永祥黄章杨颜老郭一匹老万李楠MEIZU品牌在微博上共拥有超过500万活跃粉丝More Than 5 million FansBuild a social brand打造一个社交化的品牌Brands need to behave like idolsNarrow the distance from fansBrands should speak load and be a starSpeak fans language, talk fans topic and narrow the distance from fans品牌要发声，要出位，要做“明星”说粉丝的语言，聊粉丝的热门话题，拉近品牌与粉丝间的距离Recruit brand fanaticsFans quantity is important, only to an extentMore importantly, fans have relationships, interests, engagements and conversations粉丝的量级的确很重要，但并非考评影响力的唯一标准更重要的是，我们要关注粉丝的社交行为、互动往来、人群属性等重要信