欧赛斯Cegedim医疗行业数字营销网络整合营销方案英文版(共36页).doc

精选优质文档-倾情为你奉上CegedimNew Media Marketing Plan Index Cegedim Online Assets Review Cegedim New Media Marketing Cegedim Inbound Marketing Quotation for 3 Senarios Very good Intl, poor in ChinaOver 18K, mostly intl news cited by local mediaReview of Online Brand Image Did not systematically manage online brandimage yetReview of Website PR News has not yet routinized, andstructuredReview of Keywords CoverageDid not covering healthcare & pharmaceutical key words yet Natural coverage is existing, in a small scale Not operating Weibo assets for the time beingReview of New Media Coverage Not operating Weibo assets for the time bingIndex Cegedim Online Assets Review Cegedim New Media Marketing Cegedim Inbound Marketing Quotation for 3 Senarios a global technology and services companyspecializing in the healthcare fieldUnderstanding of Cegedim Brand How We Use Webo & WechatOfficial Media Platform- For Broadcasting -Official Direct ion Communication Platform- For Potential Clients -Weibo Topic Design1 . Setup five main topics ;2 . Publish 6 posts/day ,132 postes/month #Health Care Today# #HealthCareMarket# #Career Path# #HealthCareService# #CRM Best Practise# CegedimCegedim Weibo Matrix The Jinjiang Inn micro-blog Marketing Success - 1,Jinjiang over 600 stores, more than 500 employeeshas opened the V the micro-blog. 2, The Jinjiang InnCEO has 810,000 followers, its an in depth micro-blog.3, As long as micro-blog, The Jinjiang Inn, theirMicrosoft will follow-up interaction. 4, Micro-blog theJinjiang Inn the largest value is the consumer of thedistance. Design Weibo VI Weibo Mass PromotionCreate Cegedim Weibo Event Case Study: Lunda Micro-activities did not start At 9:30 24th of December 2012 , Lunda blog had only 228 followers At 9:45 24th December,Weibo event started for 15 minutes At 10:39 24th of Dec.,higher profile Weibo users started to participate in the event and their friends. At 10:59 24th Dec., Yellow V users start to participate in the event and their friends Lunda Finance Buildings blog followers have increased 10 times over at 22:45 24th of Dec. Follower rising sharply from 24th to 27th Dec.,Lunda Weibo immediately becomes a hot attraction The Lunda Weibo followers easily surpassed 80,000 at 9:00 30th of Dec., only 5 days after the event started. The ultimate number of forwarding participants reached 75,294. Active followers rate reached 90% by 4th of Jan. 2013. Event Weibo exposure accumulated nearly 5.36 million, greatly enhanced its brand awareness.Weibo Accurate Marketing Write Highly Relevant Weibo Post Define Daily Interactions Quantities Let System Work For You Create Hot Sales Leads Weichat Operation Plan1st Wave (Dec.2nd Wave(Jan.Mar.Expand Fan Base & InteractivityAccurate Marketing, Traffic, Fan Incr.Target:4,000 FansSetup & Certifcation Setup,VI,Cert, Basic Fans; Target: Fully Setup1000 Wechat Fans Topic & Conversion Hot topic, Event, Conversion Target: 8,000 FansLeads Generation3rd Wave(Apr.Jun.微信形象塑造Micro-marketing need to create a personal touch, it is important to remember that it will be used as your communication platform, it need to be companionable, communicable, and with a character.小杜杜喵星球Cegedim Wechat Style Cegedim Expert in pharm & health care industry; He is transcultural, and international ; He is willing to share professional information with the followers; She love internet, know hot trends in China; She speaks Chinese young people language ,humorous and easy to communicate ;?Wechat Acct PlanPosition of Cegedim Wechat Public AccountWechat Positon Eventually get Cegedim = Your best healthcare technology & service partner in China, help physicians or the Healthcare pro work better, and Pharmaceutical industry operate betterCommunicate with Cegedim fans in a relaxed, spirited and engaging way, transmitting the brand image & concept, build up followers baseLanguage Style Speak Chinese young people language in a westernized way Targeted Users Healthcare & Pharmaceutical professionalsMulti-pictures Time Quan Topic 内容Message17:00pm 1 #Healthcare Tech & Service#Share latest tech & servicein the industry(soft embedCegedim info #Cegedim Case Study# Cegedim Client CasesCertification-Be Official First of all, It is one ofthe official status of themicro-trust accounts, itsnot stronghold. Usercan lower their guard.Official brand micro-signal must have 500 followers, and to official certification, and to this end, the Osens, the advance will be using the powerful marketing platform for precision followers, and for the conduct of its official certification. Brand Reinforcement Natural Expose Your Brand Build Up Cegedim QR Code VI System Examples Personal accountBuild Cegedim Wechat MatrixWechat Public Acct & Personal AcctPublic PersonalClient Only Computer Only Mobile (Can be Cegedim VIP,Cegedim Partner etc. Actively Add Friends Nil YesSearch Friends Nil YesMass Messaging Yes(once each day, formalYes, use mass messaging assistance(no limit,not formalWechat public and personal account the pros and cons analysisPublic Acct1. Official2.Content Key3.Provide Value4. Be Interactive5. Be PersistantPersonal Acct1. Private2.Guanxi Key3. 90% provide value, 10% Mktg3. Mktg in a relaxed way4. Be entertainning5. Use fragmented time专心-专注-专业