From social to commerce ,Angela Hseuh ,Angela, A Committed Leader ,• A wife, 2 kids and 3 kind of expertise : ,management, marketing and merchandising ,among FMCG, Retailer and Service ,• Golddiao personal care (APP Co.) 金王公司 ,General Manager ,• HOLA Home Furnish (Test Rite Co.) 特力屋 ,Senior VP of Merchandising & Marketing ,• Kimberly Clark金佰利 Marketing Director ,• ABN AMRO Bank 荷蘭銀行 ,Marketing Manager ,Agenda ,After 60 mins of sharing, knowing non traditional social communication and e commerce ,• From social to commerce ,• Consider channel media is Mass media! ,• Manage the Store as a Media ,• Create shoppers as Ambassador ,• Strengthen Promotion vs. Acquisition ,China is the largest e commerce market ,Penetration continually go up ,Sales go higher, but very consolidated ,Consumer media behavior changing ,Where consumer get information ,Movie ,Book ,Store ,WOM ,TVC ,Internet ,0,20,40,60,数据来源：尼尔森《2013全球消费者洞察报告》 ,E commerce is most effective way ,40,35,30,25,20,15,10,5,0,WOM,e commerce,store,TV,亲友推荐最大化 促进消费者购买 ，但渠道推广难 度及成本最高 ,互联网自主搜索 行为本身就暗示 着高消费意愿， 并为亲友推荐提 供平台 ,实体店铺比互联 网低8个百分点 ，消费者在线下 店铺的购买意愿 在下降 ,电视覆盖面高， 但消费者通常会 借助互联网验证 品牌品质 ,数据来源：尼尔森《2013全球消费者洞察报告》 ,we SHOULD do ,communication on commerce media ,But ,How ,New Model ,The way to generate Awareness & Traffic ,• Mass media (TVC, digital..) • Channel media • Channel co op ,• 聚划算 • 整點聚 • 雙11 大促 • Anniversary sales ,buy ,own ,Promotion ,e CRM ,• We chat • T mall – B / C • Distributor ,• SNS • E DM • Direct call • Direct mail ,Consider Channel media is Mass media! ,we SHOULD do ,communication on commerce media ,But ,How ,Effective way to management e commerce media ,Media Plan ,- Environment ,- Location/Cluster ,Creative ,-Simple ,-Impact ,-Competitive study ,-3 seconds ,IMC ,Advocacy ,Evaluation ,- CPM ,- CRC ,- ROI ,Creative Check list •Idea? Benefit? •Tone and manner? •Differentiation? ,Media Check list •1st , 2nd tiers? Or? •Which location? •How much impression? ,Optimize channel mix to have effective pathway ,Free ! 16 MM impression ,• Every channel: T mall, No 1 or any other channels • Knowing their current KPI --- marketing or operation team ,一年一度的SIMPLY KPOP TOUR韩国歌谣演唱会3/22上海开唱！TG-dragon权志龙、TaeYang太阳、F（x）、Crayon Pop、Block B、Rainbow、U-Kiss、VIXX共12组超火爆韩国艺人，创下开售7分钟 380元价位全部售罄的记录！ 什么？现在才知道？抢票已经晚了！黄牛票都出清了！ 一票难求的演唱会，现在不用你掏钱，怡丽准备了18个名额请你免费看！ 哦？居然还是专供好座位？！ 3/1-8期间，在怡丽天猫旗舰店购买青春型系列卫生巾满99元，即可获赠价值99元的小希限量版防水收纳箱（大号）一个，并可额外获得抽奖资格，赢取SIMPLY KPOP TOUR韩国歌谣演唱会门票一张！ 姐妹们赶紧拉上好友一起来试试手气吧！ ,Manage The Store as a Media ,•It is not only a FMCG, but also a Retail ,• A sales channel but also brand experience ,vehicle ,• Must integrate (sales, marketing, EC, social, ,supply chain..) ,Shopping, Information and Entertainment ,Brand positioning / 門頭 ,Campaign theme /主視覺櫥窗 show window ,Hero product, major promotion item ,Fun / touch shopping experiences ,Brand idea from product to communication ,得 花 材 者 得 天 下 ,Integrate store annual calendar ,Idea on business/brand ,Integration ,Brand ,campaign ,Seasonal ,Festival ,Channel ,Promotion ,Fin ,SCM ,EC ,CRM ,Seasonal ,Jan ,CNY ,Feb Valentines day ,Mar womem day ,Apr fool's day ,May labor day ,Jun Dorgan festival ,Channel ,Sales 年貨大街 ,美妝節 ,3/8 promotion 3/8 promotion ,labor promotion ,mid-year sales anniversary sales ,MKT ,Brand ,Marketing Teen launch Tampon launch ,trial plan ,Media launch /school campaign ,Store ,EC ,年貨大街 ,Back to school Revamping ,women day ,ECRM:MGM ,Revamping ,Sales target New customer CRM A+P investment EC/MKT ROI ,Demand fcst DOH ,SCM ,Create Shoppers as Ambassador ,E Commerce could create excellent brand experiences ,Only it is different than traditional channel, meet changing consumer medial behavior ,Brand experience journey ,Traditional ,channel ,广告或其他促进行为 进入零售点 直面导购 ,选取产品 ,付款 ,携带回家 ,产品开封 ,食用 ,体验营造红域 ,E commerce ,搜索或者点击链接 进入网店 ,网上导购 ,下单 ,付款 ,物流递送 接受快递 拆包 ,产品开封 食用 上网确认付款、评价 ,体验营造红域#A ,体验营造红域#B ,Market Best Practices ,Compare with 天喔、阿明 traditional brand Compare with 新农哥、壳壳果 e commerce brands ,What is the difference? ,Go through from shopper POV… ,Consistent and interesting communication, even promotion ,三只松鼠怎么做的？ ,纯粹互联网品牌。只做电商甚至目前只 有淘品牌，只针对网购人群中的80后。 挑选消费者，精选受众，不怕听不懂。 ,三只松鼠旗舰店:鼠小儿 (22:29:38): ,主人，松鼠家的产品全场满99元包邮！（新疆、西藏、宁夏、青海不包邮，快递只发圆通、中通、汇通） 布局圣手 (22:30:44): 真是气死朕了 为何你的邮费这么贵 三只松鼠旗舰店:鼠小儿 (22:31:08): 抱歉呢 陛下。 布局圣手 (22:31:09): 朕在购物车一看 2件邮费12 3件邮费居然是14 你个老鼠真是大胆 居然要收我这么多车马银子, 搞的朕都没有购物欲望了 三只松鼠旗舰店:鼠小儿 (22:32:00): 启奏陛下，快递首件10元，续件2元每件。。。国库已经空虚？ 布局圣手 (22:43:07): ,既然态度如此诚恳，那就给朕包个邮吧 ， 若能省下些车马银子 留下来买包红塔山抽抽 倒也不负恩泽 朕可免你一死 三只松鼠旗舰店:鼠小儿 (22:46:01): 陛下，松鼠家小松鼠苦不堪言，民不聊生，万万不可在剥夺此次粮饷，臣再叩谢吾皇~臣愿一死，以保松鼠家车马，鸦片危害极大，鼠小儿斗胆阻止陛下少吸一包。。。 布局圣手 (22:49:54): 最近皇后入手了些西域上等风干牛肉， 吃的朕牙龈肿痛， 来你家购点菊花茶下下火 。 眼看中秋将近 ，要去看望父皇母后，也许要购置你家大礼包 朕看你也是有文化的人，能否给朕打个折扣，哪天朕高兴了说不定会纳你为妾 三只松鼠旗舰店:鼠小儿 (22:52:01): 松鼠家的菊花可以下火，但是臣的菊花不可以下火，望陛下自重，陛下万万不可在杀价啦，已经是松鼠家三思之后定下的价格 吾皇圣明。。。 ,充分转向，换位思考，服务细节做到极 致，秒杀其他任何传统渠道品牌。只要 用心，一定感受得到！利用互联网购物 行为的轻易性和口碑传播效应，将优质 体验直接成为下一次购买行为的动因， 甚至买家主动传播，帮助促销。更有围 观效应引发的爆炸式关注！ ,卖得一手好萌，耍得一手好二，犯得一 手好贱。目标受众爱听什么，就说什么。 放低姿态，放下身段。不是卖东西，而 是交朋友。 ,Branding customer service by Cosplay ,说对话 ,找对人 ,做对事 ,• ,Communication everywhere ,Communication everywhere ,Segment by behavior ,Segment ,Targeting ,Positioning ,36 ,18 ,18 ,18 ,10 ,%,40,30,20,10,0,trial,V1/LV,V2/HV,loyalty,attrition,Segment % ,Targeting ,Current ,Goal ,Positioning ,Action ,Timing Media ,ROI ,Trial ,V1 ,V2 ,Loyalty ,Attrition ,18 ,36 ,18 ,10 ,18 ,welcome letter, repeat CP ,average ticket 59-79? ,volume contributor ,volume promotion (BNG, cross sales) ,MGM / Frequency promotion (news) ,MGM / VIP set ,Strengthen Promotion vs. Acquisition ,•Welcome promotion – 2/3 of new consumer from promotion • Create/align various scheme meet retail channel format • Strategic investment ahead physical geographic expansion ,Consumer acquisition from Omni channels ,T mall ,Taobo ,Retailer ,聚划算 ,聚訂製 ,周末促 ,整點聚….. ,店鋪活動 ,聯合促銷 ,淘寶客 ,分銷商店內廣告及活動 ,團購 ,節日促銷 ,主題促銷 ,分銷商政策 ,JVP ,Cross sales ,Overnight XL IMC ,轻APP PC/ mobile ,Mass media ,School event ,睡梦星姿校园活动 ,Recruitment Sharing ,Brand awareness ,Comments and voting ,行动参与功能实现： 上传照片 分享参赛图片 ,Sampling.. ,IMC Program with Social WOM ,100%好评转载 ,Web1.0 ,博客红人 ,T mall ,Sampling ,Event ,BBS ,BBS置顶 ,SNS ,微信红人 ,舆情监测 ,微博红人 ,Promoter ,Flagship store ,微信LBS ,TVC ,微博邀约 ,Promotion ,超市等门店 ,夜用派样包 ,学校派样 ,怡丽微信 ,怡丽微博 ,一号店 ,淘宝网 ,爱丽网 ,从哪得知怡丽试用报告活动 ,6.64% ,7.53% ,8.57% ,8.43% ,26.48% ,11.78% ,10.82% ,19.75% ,0.00%,5.00%,10.00%,15.00%,20.00%,25.00%,30.00%,Reach ,1,000 MM ,Participation ,Inter-active ,1.125 M ,385k ,purchase ,23K ,0.9 * 0.9 * 0.9 * 0.9 * 0.9 *0.9 *0.9 * 0.9 * 0.9* ,1.1 * 1.1 * 1.1 * 1.1* 1.1 * 1.1* 1.1 * 1.1* 1.1 * 1.1 *1.1 ,0.35 vs. 2.6 ,差一點? 差 7.4 倍 ,Traffic funnel ,awareness ,Mass media ,TV, digital, mobile… ,Content creation ,Forum or community, celebrity ,Traffic generation ,Social presentation w incentive ,consideration ,Engagement ,Mico-sites, widget or App ,Ideation ,Proactive sharing, contest or game ,Conversion ,Lead generation ,Merchandising w incentive ,Purchase decision ,Comments, collection, new channels ,Loyalty ,Loyalty/advocacy ,Segmentation, member..VIP… ,After sales service ,Forum or community, celebrity ,•Change mindset and be integrate ,•Consider channel media is Mass media! ,•Manage the Store as a Media ,•Create shoppers as Ambassador ,•Strengthen Promotion vs. Acquisition ,Comment and Question ,認 識 團 隊 ,
