奥迪：奥迪公关社会化内容营销策划（英文版）（101页）.pdf

1、Audi PR socialized Contents Marketing Planning ContentsPart 1 Team structurePart 2 Background analysis and environmental insight&socialized marketing strategyPart 3 IP character setting&platform construction and its related mechanismContentsPart 4 Promotion and propagationPart 5 Project Management2.

2、1 Background analysis and environmental insightOverall current social situation of socialized media propagation and socialized Contents marketingCurrent situation of socialized media propagation and socialized Contents marketing in automobile industryCurrent situation of socialized media propagation

3、 and socialized Contents marketing of Audi brand and competitive brandsGlobal Apps exceeded 5 million and official accounts exceeded 20 million.99.4%of users will follow we media platform.The average number of follow is over 15.However,only 10%of official accounts was continuously followed by the pu

4、blicChannel exclusivity,Contents homogenization and creativity unificationHave become the main issue of socialized media propagation and socialized Contents marketingOverall current social situation of socialized media propagation and socialized Contents marketingChannelContentsCreativeHomogenizatio

5、nLow interaction efficiencyUnificationMainly imitation and derivationExclusivityDifficult to get throughIn 2009The rise of social media marketingThe era of micro-blogging-brutal timesKeywords:being a local despotIn 2012Socialized media marketing turns to Contents eraThe rise of WeChat-we media eraKe

6、ywords:viewpoint explosionFrom 2015 to 2016Socialized media turns to socialized Contents marketingBegan to achieve Contents realizationKeywords:Contents bonusSocialization 1.0 eraSocialization 2.0 eraSocialization 3.0 eraFrom 2016 to 2017Blind pursuit of Contents has been unable to break out and gui