亚洲万里通社交媒体平台传播方案.pptx

亚洲万里通社交媒体平台传播方案;;;国内用户的认知度;国内用户眼中的亚洲万里通;国内用户眼中的亚洲万里通;国内用户眼中的亚洲万里通;与竞争品牌在产品层面的区别;在产品层面，与竞品相比无明显优势;;当我们选择常客计划的时候，我们在选择什么;小结;;;应对策略：以新的平台，新的方法创造认知;应对策略：以新的平台，新的方法创造认知;;应对策略：差异化定位，创造正确的认知;应对策略：差异化定位，创造正确的认知;应对策略：差异化定位，创造正确的认知;;应对策略：创造正确的认知，继而缔造认同;;应对策略：创造正确的认知，继而缔造认同;应对策略：创造正确的认知，继而缔造认同;应对策略：创造正确的认知，继而缔造认同;懂生活，会玩儿的人是…;传播 主题;策略总结;生活礼享学;传播渠道;社交媒体平台策略;;传播平台;核心目标;亚洲万里通 微信服务号;功能元素;;;;功能创新亮点：社区功能;模拟菜单规划;功能实现形式;内容元素;内容元素;内容元素;活动元素;活动示例——礼享品味竞拍;活动示例——旅行社区专题合作;活动示例——节日礼享计划;活动示例——礼享大冒险;SCRM元素（示例）;传播平台;核心目标;微博内容优化策略;微博内容优化策略;;传播平台;KOL合作;;;;KOL专属项目：线下体验活动;监测及优化;监测机制;博雅数据分析及实践报告;社交媒体评估系统;社交媒体执行系统;博雅危机公关工作流程;博雅线上监测合作伙伴;博雅社交媒体监测合作伙伴及工具;博雅社交媒体监测合作伙伴及工具;博雅社交媒体监测合作伙伴及工具;报告模板;案例分析;案例分析;案例分析;案例分析;整合营销活动;执行思路;活动元素;;;;预热阶段亮点：;;;持续阶段亮点：;总结阶段亮点：;后续阶段(Additional Idea)：;后续阶段(Additional Idea)：;KPI预估;社交平台KPI预估;博雅公关团队介绍;Lexie Liang Senior Associate;Joe Peng is Director and Chief Digital Strategist for Burson-Marsteller Grater China. He is an experienced Integrated Marketing Communications and PR professional specialized in digital communications, brand positioning and high-tech product communications. Joe has been driving digital and social media efforts at B-M China sine 2007, through leading development, planning and implementation of digital communications activities to industry-leading standards for diversified of clients. He also focuses on leading clients in technology areas, providing strategic counsel on a full range of integrated marketing communications services. Clients Joe has worked on include Qualcomm, Motorola, HP, Dell, Intel, Haier, and he also conducted spokesperson skills trainings as a co-trainer to companies including Nortel, Ericson, HP, Shanghai Bell Alcatel-Lucent, PHLIPS, etc. Joe began his career as a reporter for a business magazine in China. Joe holds a Bachelor of Engineer from the Beijing Institute of Technology. He has also completed a short course of China Europe International Business School (CEIBS)-Columbia Business School Joint Advanced Marketing Manageme