Kipling 2011 Digital Communication Strategy精品分析.pptVIP

2011 DIGITAL COMMUNICATION STRATEGY * KEY MESSAGE everyday funs adventures of every woman at everywhere * DIGITAL COMMUNICATION CHANNELS EARNED MEDIA PAID MEDIA SOCIAL MEDIA OWNED: Brand Digital Asset Kipling.cn (to be launched) PAID: Digital Advertising SEM EDM EARNED: Digital PR (EPR) fashion forums urban forums travel ling forums oversea study forums blogger/influencer SOCIAL: Engagement Platforms Microblog: sina weibo SNS: renren, P1 LBS: jiepang OWNED MEDIA * STORYTELLING SCENARIOS store | seabeach | street | school | season’s greeting March May