帖易 王孝伟：Social thinking, Digital Driven

SocialThinkingDigitalDrivenCampaignBigideaRealTimeSharingWechatMarketingRelationshipContentInteractiveMobileCRMDataCampaignBigideaRealTimeMobileSharingWechatMarketingRelationshipCRMContentInteractiveDataSOCIALTHINKINGDIGITALDRIVEN?Real-timeRelationshipSharingMobileDataInteractive分享一些朴素的经验与心得SHARERealTime快速反应，俘获芳心DASHBOARDRESPONSEWARROOM信息可视化，实时展示定量KPI&数据指标由创意人员、KOL经理、sociallistening经理构成强力团队，实时反馈信息重大事件时专设warroom与品牌主进行即时互动和反馈•Shareofbuzzvs.benchmark•EngagementRate(Comments&Retweets)•SocialSpreadingPath•Sentiments•Commentswordcloud•Hottestposts&verbatim•Translatelisteninganddashboardlearningintoaction•Respondintheformatofpost,content(typicallysocialad),conversation,activities,etc.•Trackingbythedashboard•Clientapprovalonsite•Morescreens,moreintensive,moreeventbased•Canbedoneinagency,client’sofficeoroff-siteMissionControl实时掌握社交数据allinornothing赛前，产出话题方向谁是热点球员？产出最热内容赛前，挖掘最佳KOL，深度合作@德国球迷俱乐部谁最善于和粉丝互动？扩大账号影响力赛中，实时内容产出FullconversationforeachgamedayPre-gameWarmUp14thJul.201403:03pmIn-gameReal-time14thJul.201405:01amAfterGame14thJul.201406:14am决赛：德国VS阿根廷BetweenGameActivation13thJul.201416:02pmActivation:“回答动画中共出现几颗世界杯用球”“马拉卡纳，最终的时刻！”“最后30分钟，拼在当下！”“谁更渴望夺冠？”“谁会得到上帝的眷顾？”“又一个伟大的时刻！”“你已经证明了你”“今天起，请叫我们四星德国！”“4年全力付出赢得第4座大力神杯”2014年世界杯决赛时刻，他们在奋斗，我们也在赛后，效果分析WellPerformedContents–6.12AfterGameConsumercommentsFWDS:2911CMTS:174这条内容缘何火爆？Relationship大道至简Hey，我是老子——老子语录┌道德经┘2Bor2C,Thatisnotaquestion.Social的核心是人与人的沟通，这亦是社会化传播的本质。Connectismedia.PeopleRelationshipSharingMobile&Data我们边走，边发声MRMPIOADAPTERBusinessEntityBusinessProcessDataAnalysisDataStoreWechatAdapterWeiboAdapterQQAdapterLaiwangAdapterYixinAdapterSAPAdapterArvatoAdapterSalesforceAdapterDynamicsCRMOthersDATAADAPTERBrandProductsKnowledgeCSActivitiesMemberStoresEC用户社交行为数据企业会员管理数据会员社交关系管理平台MobileDataInteractiveTheory从社会化传播，到社会化商业TheSocialEvolutionWalking,thenevolution.SocialMedia内容传播SocialEngagement对话沟通SocialIntegration平台整合SocialBusiness社会化商业SOCIALTHINKINGDIGITALDRIVEN?THANKS抛砖引玉！！！？