lancome-社会化媒体营销方案.pptVIP

* L^ 2012 IWOM Proposal Jan. 19th. 2012 Brief recap Analysis of RB and L^ IWOM Potential in 2012 based on your analysis Our objectives and strategy based on realizing the potential Rough action plan KPI methodology, and specific KPI Cost Agenda Background L^ is a pioneer brand in digital Digital marketing is playing a very important role: Increase awareness – minisite and product launch Enhance engagement – Rosebeauty and Weibo Also our ecommerce site is on a leading position Drive sales – L Brief recap Objectives Leverage Rosebeauty Increase the engagement Drive online sales Sustain stable IWOM Strategy Rosebeauty revamp Weibo upgrade Rosebeauty mobile App Weibo and RB combination Points system shared Product reviews shared Campaign IWOM Buzz sustain for key products Brief recap Analysis of L^ IWOM Potential in 2012 based on your analysis Our objectives and strategy based on realizing the potential Rough action plan KPI methodology, and specific KPI Cost Agenda Analysis of IWOM 现状： 兰蔻口碑振幅较大，阶段性出现波峰和波谷，口碑总体声量处于高位，但未能持续稳定输出 分析： 兰蔻口碑呈现震荡现象与活动相关，在活动期口碑受大量刺激上扬，非活动期原创口碑输出不稳 Analysis of IWOM 现状： 产品层面搜索量大，明星产品小黑瓶上升趋势明显 分析： 网友对于兰蔻明星产品小黑瓶认知与了解度高，消费者对于兰蔻以产品为主要诉求，功能性层面信息为核心 Analysis of IWOM 现状： 产品晒败，产品试用，真人秀类的内容往往会引起较好口碑传递 分析： 网友厌倦了说教式的信息告知，倾向于真实的口碑晒败并与之互动，真人效果，真实图片更能促使口碑生成 Brief recap Analysis of RB and L^ IWOM Potential in 2012 based on our analysis Our objectives and strategy based on realizing the potential Rough action plan KPI methodology, and specific KPI Cost Agenda Potential in 2012 KI/KOL 消费者证言 口碑上升?销量上升 Brief recap Analysis of RB and L^ IWOM Potential in 2012 based on your analysis Our objectives and strategy based on realizing the potential Rough action plan KPI methodology, and specific KPI Cost Agenda 口碑持续稳定增长 非活动期间口碑稳定增长 明星产品稳定口碑效应，新品口碑营造，无广告产品口碑露出 产品和品牌口碑双管齐下，提炼品牌价值 引导网友主动“晒”体验，营造口碑氛围 Objective Consumer insight 女性为主 有一定社会阅历和地位 有一定消费力 对品质有较高追求 习惯或向往奢侈品 热门话题方向 数据来源：CIC2011中国奢侈品白皮书 展示 认知 有限的品牌认知且愿展示 有限