2016-ZTE境外社交媒体推广季度报告（PPT65页）

ZTEDeviceOverseasSNAPlatformQuarterlyReportReportedBy：GuruOnline(Holdings)Limited2015.10–2016.01TableofContents1.Highlights2.PlatformAnalysis3.RegionalPages4.CompetitorAnalysis5.StrategicSuggestionsPart1HighlightsQuarterHighlightsnAXONEliteLandoneBayBeforeAXONElitelandoneBayin5Europeancountries,wecreated5-daycountdownfeedstoannouncethe5countriesonebyone.Thisstrategyisusefultoraisecuriosityandkeeppeopleinterested.Tomakethefeedsmoreinteresting,weaddedanimationsforcloudstofloatundertheflags,representinghowAXONElitewasabouttoland.Itwasagoodperformanceasmanyfanslikedthefeeds.nAXONEliteLandoneBayOnthedayoflanding,wecelebratedwithourfansbyinvitingthemtowritewhyAXONEliteisperfectforthemandwegiveawayaproducttothewinnerforfree.Asresult,wereceivedmanygoodcomments.Sincefansshowedhighinterestsinourwallgame,wecreatedasecondonetoaskhowtheywouldliketounlockAXONEliteandweweregladtoreceivegoodresultsaswell.Withadvertisements,thesetwogamesachievedover134thousandimpressionand4,837engagementsincluding271comments.QuarterHighlightsnAXONEliteLandoneBayTopromoteAXONElite’ssalesoneBay,wealsocreatedaseriesof’lightning’designfeeds.Meanwhile,weaddedinthe5Europeancountries’linkstodrivetraffictotheprevioussalespages.Withadvertisements,thesefeedsreceivedhighimpressions(over74k)andhighengagements(over1k).QuarterHighlightsSUMMARYPagepostAdTotalIMPRESSION190,194190,194CLICKS11,30611,306ACTION10,03810,038nDuringthisquarter,weadvertisedon6feedsaboutAXONElitelandingoneBay.nIntotal,weachievedmorethan190kimpressions,over11kclicksand10kengagements.QuarterHighlightsnAXONEliteLandoneBaynAXONMiniLandonAliExpressAsforAXONMini’slandingonAliExpress,weusedadifferentapproach.First,wecreated#Press4moreasatailor-madehashtagforAXONMiniandherlife-styledesignstohelpourfansunderstandthefeatured‘pressuresensitive’function.Intotal,weachievedalmost1.73millionimpressionsandover73kclicks.Withadvertising,thefeedsreceivedalmost300kimpressionsand67kclicks.QuarterHighlightsnAXONMiniLandonAliExpressSecond,onandbeforethedayoflanding,weusedwebsiteconversionstodirectfanstothesalespage.Intotal,wesuccessfullyreceivedover1.43millionimpressionsandover5.2kclicks,andreachedabetterKPI(174.8%)thanexpected.QuarterHighlightsnAXONMiniLandonAliExpressAfterthelanding,wecontinuedpromotionsinawiderangeofaspects,suchasproductreview,accessories,usagesandoutlook,etc.Itenrichedcontentsonourpageandgreatlycaughtfans’attention.Byprovidingsaleslinks,thesefeedscouldcontinuouslydrovetraffictothesalespage.Withadvertisements,alltheafter-landingfeedsreceivedmorethan6.7kimpressionsandalmost1.1kengagements.QuarterHighlightsSUMMARYCTAAdPagepostAdTotalIMPRESSION1,433,788291,9391,725,727CLICKS5,24467,42572,669ACTION4,35371,84476,197nDuringthisquarter,wearranged3page-postadvertisementsand2websiteconversions.nIntotal,weachievedmorethan170kimpressions,over72kclicksandover760kengagements.QuarterHighlightsnAXONMiniLandonAliExpressnChristmasPromotion‘Spro2IsComingToTown’wasawallgamethatwecreatedforChristmaspromotion.WeinvitedfanstomakestoriesaboutelfpreparingfortheChristmasgiftofSpro2.Manyfansjoinedandtoldinterestingstories,whichwasgoodtobuildemotionalrelationshipbondsbetweenSpro2andourfans.Togetmorepeopletojoinus,weadvertisedonthelastcall-to-actionfeed.Asaresult,weachievedmorethan430kimpressionsandover7.1kengagements.QuarterHighlightsnChristmasPromotionAlotoffansjoinedthegame.Fromthecomments,weillustratedstorieswithtextandalsodesignedimages.Itillustratedthatourfanswereverycreativeandhighlyengagedinmakingstories.QuarterHighlightsnCES2016CES2016wasanotherimportanthighlightinthisquarter.Wewrotemultiplereportsaboutit,includingZTEbooth,productson-show,mediainterview,awardsandinteractionswithNBAplayers,etc.BysharinglivereportspostedontheU.S.page,wewereabletoupdatefansaboutourofflineeventandtogettheminvolved.QuarterHighlightsnCES2016Apartfromreporting,wecreated‘WINAXONMini’duringCES.Itwasawallgamethatexploredtheconceptof#Press4More.Fanswereencouragedtosharephotosofthem‘pressing’something,whichledthemtotheneweraof‘PressureSensitive’inmobileindustry.Itwasabigsuccessaswereceivedover110kimpressionsandalmost15kengagements(including448comments).Also,ithelpedtobuildcloserelationshipbetweenthebrandandfans,whichmatchedcloselywiththekeymessage(fansloyalty)ofCES.QuarterHighlightsn#BeDifferentVideo#BeDifferentwasabrandingcampaign.Invideos,ZTEemployeesindifferentjobrolesexpressedtheirunderstandingsandpracticesof‘BeDifferent’inlifeandwork.Notonlydidthisbuildgoodimagesofemployeethemselves,butalsobuiltacreativebrandimage.Bytheendofthisquarter,wehavealreadyposted6videofeedsandreceivedabout120kimpressionsandover800views.QuarterHighlightsnLinkedInAdvertisementFromDec21sttoJan4th,itwastheveryfirsttimethatweadvertisedonLinkedIn,targetingZTE’stargetaudiences,includingZTEemployers,competitors,professionalsintelecommunicationandotherrelatedindustries.Intotal,wesuccessfullyreached143%KPI,receivedmorethan114kimpressions,over400clicks,and98netgrowthoffollowers.Basedontheresults,wefoundthatdifferentarticlesshouldhavedifferentfiltering,inordertoe