BLACKBERRY IS BACK! FY14 Q1 Plan For China MarketThe Brief
Challenges
Social Trends & Insights
Strategy
Social activities
Tactics
Timeline & Budget
AGENDAMARKET INSIGHTSCHALLENGES#Team BlackBerry has been craving good news and they want to feel proud of the brand again
Grey market dealers and other fans who bought BlackBerry Z10 abroad will share most updated information and user experience before we begin to manage WOM of BlackBerry Z10Fans are curious on the re-designed, re-engineered and re-built BlackBerry 10 and want to see its early arrival in China
Fans are unsatisfied to see BlackBerry 10 late launch in China and they complained a lot on social media CHALLENGESAlthough most IT media loves BlackBerry 10, still, there are negative news and disadvantages:
Team BlackBerry is tired of Waiting:
COMMUNITY INSIGHTSAlthough some fans may buy BlackBerry Z10 abroad, they still need a overall introduction of BlackBerry 10 OS and BlackBerry Z10
When some media posted a negative article on social media, some loyal fans will correct them and defend for BlackBerry.
Fans would like to know the status of BlackBerry 10 launch in China Market and watch some BlackBerry 10 feature videos
A lot of fans are still not aware of BlackBerry retail store locations.
They need more interesting product education and community need our real-time response to their inquires in order to address help neededSTRATEGYKEEP MOVING.1. Social Advocacy
Content Co-Creation
Work with Social Media Influencers and Advocates to co-create high quality and local market relevant content to further engage with community2. Real-Time Response
To Engage With Community
Real-Time response to community inquires on both Sina Weibo and WeChat to further engage with community and better communicate BlackBerry 10 information.TACTICS
In order to test all developed apps during BlackBerry 10 App Contest and promote good apps to community, launch an App Testing Activity with three major BlackBerry related forums (Hibbers, Official Developers forum and BlackBerryfans.com):
Launch an incentive app testing activities with three forums and ask for fans to participate in. Fans who test the app and submit a bug successfully will have a USB drive for free. Those who participate in will get a #Team BlackBerry T-shirt
Those forums will offer paid media package to drive traffic to the activities site.
Both BlackBerry Sina Weibo and those forums Weibo will post on-going tweets to promote the activities
BlackBerry 10 App Testing (March)1. Social Advocacy Content Co-Creation:
Why?
We lost lots of advocates in past years, Now with new re-designed, re-built, re-engineered BlackBerry 10, we are glad and confident to welcome former Team BlackBerry return to BlackBerry and keep loving and caring them by offering a new BlackBerry Experience on BlackBerry 10!
How?
Cooperate with major BlackBerry influencers (爱尚黑莓) to launch a BlackBerry story online activity in order to strengthen fans’ emotional connection to BlackBerry brand and call for fans to love BlackBerry 10.
爱尚黑莓&东通黑莓 will use their impact over community to promote the activity along with paid media & BBS thread communication.
BlackBerry Sina Weibo and WeChat will announce and re-tweet the activity to community and create BlackBerry 10 topics to guide community discussion. “Time to Return!” (April) -- Sharing your BlackBerry story and love BlackBerry 10!!1. Social Advocacy Content Co-Creation:
Cooperate with famous IT Forums (DGTLE and Maxpda) to launch a retail store promotion in order to prepare for BlackBerry 10 launch in China. In the Promotion, we will distribute different tasks into different retail stores in one city and ask fans to complete those tasks to win a souvenir.
DGTle and Maxpda will offer paid media packages in forums to promote the activity beside Sian Weibo tweet.
Retail Store Promotion Activity (May)
Build up the BlackBerry WeChat account as a new real-time platform to engage with fans and communicate detailed features about BlackBerry 10 phase by phase.
BlackBerry WeChat Operation MarWeChat launch:
Week 1 to confirm plan & budget
Week 2 to plan WeChat strategy & content
Week 3 to launch WeChat account and announce WeChat launch on BlackBerry weibo
Week 4 to monitor fans feedback and make adjustment.WeChat promotion:
Promotion through offline influencers gathering meetings.
Apr 18 to launch campaign on BlackBerry weibo & WeChat to promote WeChat(6 weeks)
May 31 to generate 1,000 fans to upgrade to public account.
JunEngage with fans:
Send product, campaign, event information to fans.
Use WeChat to recruit offline gathering influencers.Apr-MayBlackBerry weibo on-going content to promote WeChat account2. Real Time Response to Engage with Community:
Build up the BlackBerry WeChat account as a new real-time platform to engage with fans and communicate detailed features about BlackBerry 10 phase by phase.
BlackBerry WeChat Operation Volume:
Stage 1: 1 content per working day. Stage 2: make adjustment base on fans feedback.
Category:
BlackBerry 10 Fan engagement, photos CRM club
Only the latest news and activities, e.g. interesting give-away and engagement program will be pushed.
Samples:It’s so cool !!
10K Reasons To Love BlackBerry 10! Objectives:
To create online pre-launch buzz for BlackBerry 10 and build up potential consumers’ preference for BlackBerry Z10
Strategy:
Fully leverage loyal fans and community as our local brand ambassador to speak for BlackBerry and communicate the unique features & benefits of BlackBerry 10
10K Reasons To Love BlackBerry 10! Tactics:
To launch an incentive program on Sina Weibo and encourage fans to share their reasons to love and choose BlackBerry 10 via tweets along with @BlackBerry and @ three friends. We will give away Tmall Coupons of different discount to promote sales
Cooperate with BlackBerry Tmall Flagship Store and host a stage wise groupon activity to encourage consumers trying new BlackBerry Z10.If 500 person take part in, the price will have a RMB 500 cut. 700,RMB 700 off from the official retail price. 1K people, RMB 1K off maximum. And we will leverage all social channels to promote the Tmall groupon activity
2 offline fans gathering salon to share fans' welcome to coming BlackBerry Z10 launch to keep the momentum and manage fans' expectation on BlackBerry 10Timeline & BudgetMarchAprilSocial TimelineMayMay 1st – May 4th Apr 5th – Apr 28th Mar 7th – March 30th BlackBerry 10 App testing WeChat OperationTime to return campaignRetail Store Promotion 10K reasons to love BlackBerry 10 campaignApril 15th ---May 31st 20Budget
