原创力文档- 1、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。。
- 2、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击 这里二次下载。
- 3、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
- 4、该文档为VIP文档，如果想要下载，成为VIP会员后，下载免费。
- 5、成为VIP后，下载本文档将扣除1次下载权益。下载后，不支持退款、换文档。如有疑问请联系我们。
- 6、成为VIP后，您将拥有八大权益，权益包括：VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
- 7、VIP文档为合作方或网友上传，每下载1次， 网站将根据用户上传文档的质量评分、类型等，对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档
查看更多
Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way” * Our approach is designed to foster equitable engagement to earn sustainable relationships that are authentic, delightful and reciprocal. Being a Fan, Friend or Follower does not mean that they opted in to have advertising blasted at them. Enabling Fans to Comment, Upload and Consume THEIR own consumer generated brand related content Strategically targeted messaging in support of our brand objectives Majority of our efforts Our “less about us-more about them” approach is getting noticed Missed Opportunity... Pepsi. The company makes a disappointing showing on Facebook…has 250,000 fans, a fraction of rival Cokes. The company mostly uses it as a channel for pumping out updates of marketing activities. MSNBC on 11/30/09 Coca-Cola “official” Social Communities… * this is all great, but… how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent? The Coca-Cola Happiness Machine… Vitamin Water’s Flavor Creator… * flavor creator lab environment within the vitaminwater facebook fan page Determined flavor via conversation mining ranking… cloud tagging- shows the ranking of flavors and allows you to navigate for more information Flavor voting… vote on a single flavor, flavor combinations or use the ‘wild card’ to vote for a flavor that didn’t make the top ten Gaming determined functional benefit… do you need more energy? Label design contest - a real-time collaborative workspace… * The results… * 7+ minutes of engagement per app session 174% increase in fans tens of thousands of total votes 40K unique label designers Say hello to…connect black cherry-lime caffeine + 8 key nutrients made by fans, for fans on in stores march 1st * So, We are all about Fishing Where the Fish are… * Integrating Campaigns with Common Social Solutions… * Optimizing Functionality that Already Exists… * Creat
文档评论（0）