微博精准投放案例intel.pptx

R Eng. ≥ 5 TAE ≥ 10 Proportion of Fans at Each Level Engagement TAE Key Fans Low High Low High Level 0 Level 1 Level 2 Level 0 Level 1 Level 2 R High quality fans KOL Standard Interest How Engagement ≥ 5 Ratio：60% （IntelChina） Ratio：60% （Intel Consumer Product） Offline event (Movie meeting, Sports games…) Online interaction TAE ≥ 10 Original rate ≤ 90% Ratio：60% （IntelChina） Ratio：60% （Intel Consumer Product） Intel Salon Online interaction Quarterly intel gift Business cooperation (Pay Social) Eng. ≥ 10 TAE ≥ 20 Ratio：60% （IntelChina） Ratio：60% （Intel Consumer Product） Intel Salon Campaign Friendship cooperation Who Key Cities：67% Male：40% Female：60% More than 75% Verify fans or Micro-blog Master Tag：music，sports Talk about：Beijing，weather Follow： Key Cities：67% Male：40% Female：60% Tag：music，sports Talk about：Beijing，weather Key Cities：67% Male：40% Female：60% Tag：music，sports Talk about：Beijing，weather R Total Organic Fans：333,531 333,531 Organic fans, accounts for 39.5% of total fans （845,665） 6,823 @Intel China Key Fans，accounts for 2.1% of total Organic Fans. TAE（Average Engagement per Tweet）：Average Share+Comment of Nearly 100 Tweets 高质量低互动 1,302人 低质量高互动 5,363人 高质量高互动 158人 Key Fans（6,823） R ITDigital, GamerComic, Heavy Social Group Organic fans are the major part(69%) in Key Fans. Base: 高质量高互动 高质量低互动，共1460人 R May . . . . June Average Engagement per fans Total Engagement Engagement Fans 2nd time Share + Comment contribution 1 0 4 . . . . Growth % 3 4 % 1 3 0 7 0 9 P Workflow Channel Core Partners P IT KOLs Sport KOLs Game KOLs Comic KOLs Lifestyle KOLs KOL Promotion Create content Enlarge exposure Increase engagement Impress and recruit new fans P 1.KOL Recruitment 2.KOL Relationship Maintenance 3.Campaign KOL Relationship P 创建任务 任务列表 任务排期 素材创建 投放策略 投放规则 投放数据 P 携程旅行网 7月1日发布一条西藏旅游相关微博 获得了232次互动，互动用户有大量出游计划需求 P P PC端信息流第三条位置精准展现 Mobile端展现形式 独特信息CARD形式展现 投放效果分析 Cost $28 Engagement 442 CPE $0.06 Exposure 6,878,838 CPM $0.15 READ 941,173 C