chEnhanceengagement–mercesiteisonaleadingpositionDrivesales–binationPointssystemsharedProductreviewssharedCampaignIWOMBuzzsustainforkeyproductsBriefrecapAnalysisofL^IWOMPotentialin2012basedonyouranalysisOurobjectivesandstrategybasedonrealizingthepotentialRoughactionplanKPImethodology,andspecificKPICostAgendaAnalysisofIWOM现状:兰蔻口碑振幅较大,阶段性出现波峰和波谷,口碑总体声量处于高位,但未能持续稳定输出分析:兰蔻口碑呈现震荡现象与活动相关,在活动期口碑受大量刺激上扬,非活动期原创口碑输出不稳AnalysisofIWOM现状:产品层面搜索量大,明星产品小黑瓶上升趋势明显分析:网友对于兰蔻明星产品小黑瓶认知与了解度高,消费者对于兰蔻以产品为主要诉求,功能性层面信息为核心AnalysisofIWOM现状:产品晒败,产品试用,真人秀类的内容往往会引起较好口碑传递分析:网友厌倦了说教式的信息告知,倾向于真实的口碑晒败并与之互动,真人效果,真实图片更能促使口碑生成BriefrecapAnalysisofRBandL^IWOMPotentialin2012basedonouranalysisOurobjectivesandstrategybasedonrealizingthepotentialRoughactionplanKPImethodology,andspecificKPICostAgendaPotentialin2012KI/KOL消费者证言口碑上升销量上升
全文预览
