ZINORO2016 IWOM Communication PlanBeeku / 2016.05.12Beeku / 2016.05.12Page 2IWOM Audit
Objective
IWOM Strategy & Communication Plan
Campaign Roadmap & Creative Ideas
KOL Evaluation System
Retainer Operation
Targeting Achievement
AppendixAgendaPage 3ZINORO IWOM AuditBeeku / 2016.05.12Page 4Search Engine
Limited results can be searched. Some product pages from vertical website are incomplete.
2. Most of the search result are press release. Lack of UGC.
Vertical Website
1. Basically No Brand Awareness.
2. Messy Product Information.
Official Weibo
1. Lack of discussion and UGC.
2. Weak KOL resources, barely no endorsement by KOL.
3. Mainly cooped with media accounts.
Official We-Chat
Release Frequency: Low (Average 5.6 times for each month)
Average open rate is only 2%
ZINORO IWOM OverviewBeeku / 2016.05.12Page 5Lack of complete IWOM system.
Lack of shareable content & consumer oriented content.
Low release frequency at official platform.ZINORO IWOM Audit SummaryBeeku / 2016.05.12Page 6ObjectiveBeeku / 2016.05.12Page 7ObjectiveBeeku / 2016.05.12Increase Weibo & We-Chat Fans Base
Generate Sales Leads
Elevate Brand AwarenessPage 8IWOM Strategy & Communication PlanBeeku / 2016.05.12Digital Information Map of ZINORO Page 9Beeku / 2016.05.12IWOM StrategyCommunication Strategy Leverage giving sustaining touching content (on daily base) &
delivering social campaigns (by Q)
on Vertical Media & Social Platform
to increase brand awareness and create buzz.3 Phases of ZINORO IWOM Page 10Beeku / 2016.05.12IWOM Communication Includes Page 11Select suitable & effective platform for ZINORO
Create touching content to engage potential consumer
Build delicate & solid ZINORO KOL database, coop with KOL to increase brand awareness and drive potential trafficBeeku / 2016.05.12Key to Success Page 12Beeku / 2016.05.12- 完善即有信息产出&传播
优质官方内容吸引鼓励
用户原创内容 Page 13ZINORO Social Platform SuggestionBeeku / 2016.05.12ZINORO Social Platform Content Matrix Page 14Beeku / 2016.05.12PlatformBrand Oriented（10%），Product Oriented（40%），
Sales Oriented（30%），UGC（20%）Brand Oriented（10%），Product Oriented（20%），
Environment Oriented（20%），
Lifestyle（20%），Hot Topic（10%）Brand& Product Oriented（30%），
Environment Oriented（10%），Lifestyle（20%），
KOL Coop（20%），Event Relevant（20%）KOL’s View article NEV related ( 40% ),
Open question discussion ( 40% ),
Related questions answer ( 20% )ContentPage 15Campaign Roadmap & Creative IdeasBeeku / 2016.05.12Campaign Overview Page 16CAFA Coop
Design Lecture
ZINORO 2025
Regional Promotion - ShenHua / Guo’An / Uber / EVCARD Coop
EZFM Coop
Accessories Promotion
Photographer Promotion
M13 Launch Promotion
Beeku / 2016.05.12Page 17Co-branding Promotion IdeaBeeku / 2016.05.12CAFA Communication Roadmap Page 18Objective： Fully leverage CAFA coop to promote ZINORO brand awareness, enhance brand image & engage potential consumers.Beeku / 2016.05.12 Page 19Beeku / 2016.05.12CAFA Design Lecture Promotion —— Super Transfer Student #超级插班生#
Objective： Fully leverage CAFA design lecture to engage potential consumers and create discussion.
Idea： CAFA design lecture is lack of awareness. Invite ZhiHu car industry KOL and join the lecture could help us to create awareness and engage discussion.
How：
1. KOL Coop - Super Transfer Student #超级插班生#
Invite ZhiHu Car industry KOL join the lecture and live the class online. After the lecture, KOL could create touching content and attract more consumers join discussion.
2. 3rd Party Coop – Public Class Platform
Coop with public class platform (网易公开课)，put series of class video online.CAFA Future Model Design Promotion (ZINORO 2025) Page 20Objective： Coop with ZhiHu to spread CAFA Future Model Design Content to increase brand awareness and build professional image.
Idea： Most customers only saw concept picture of car design, but have no idea what’s in between of picture and real car. With ZhiHu Coop and shooting of viral video, they could get more information and aware of ZINORO brand image.
How： Beeku / 2016.05.12ZhiHu Coop- Topic discussion “What’s future design will be”
Post Concept picture of ZINORO 2025 to discuss about future design & traffic.May - JuneViral Video Shooting
Select 3-5 student, record their working process. Shoot viral video and show potential consumer what’s in between of concept picture & car model deliver ZINORO brand image at the same time.Live Design Process
Live ZINORO 2025 process on official platform.
Engage consumer discussion.October - NovemberJuly - SeptemberFinished design
show on GZAS
Shows ZINORO 2025 final design & video at GZAS.Regional Promotion Roadmap Page 21Objective： Coop with ShenHua, Guo’An, Uber & EVCARD to increase brand awareness in Shanghai & Beijing, engage more consumer to experience ZINORO.Beeku / 2016.05.12Regional Promotion : GuoAn / ShenHua Ticket Page 22Objective: Fully leverage Guo’An & ShenHua ticket resources to engage fans.
How:
1. Official Platform
Kick-off social campaign on Official Weibo / We-Chat twice per month. Attract more consumer follow ZINORO Official Weibo & We-Chat.
2. Fans Club / 3rd Party Coop
Coop with Guo’An / ShenHua Fans Club Weibo / We-Chat, engage them post content for ZINORO to attract fans in exchange of tickets and gifts.— Official We-Chat & Fans Club Coop Beeku / 2016.05.12 Page 23Objective： Engage more consumer (who might be football fans) to participate and experience ZINORO.
Idea： For football fans, it will spend lots of time to prepare series of cheer supplies for their favorite team. In the meantime, it’s also hard for them to call a cab or drive to stadium because of traffic issue. Coop with Uber& EVCARD, ZINORO could provide unique experience for fans.
How：
Set first match day every month of ShenHua as ZINORO Surprise Day. （6.19 / 7.2 / 8.13 / 9.16 / 10.16）
On the day, when consumer call or rent ZINORO, if he/she can recall 5 player of ShenHua, ZINORO will offer ticker, t-shirt to help them support their beloved team.Beeku / 2016.05.12Shanghai Promotion : For ShenHua Fans—— ZINORO Surprise Day #之诺申花专列#Even more, lucky consumer will have opportunity have player as driver and take him/her to the stadium.
Promotion Channel： Weibo Topic #之诺申花专列# ShenHua TieBa / Viral Video
Budget： Page 24Objective: Engage more consumers to experience ZINORO 1E and increase brand awareness.
Idea: Shanghai is a shinning city, ZINORO would like to do something to make the city a better place.
How:Shanghai Promotion : For Regular Consumers—— Oil Car for NEV Car @ ZINORO Day #之诺日#Beeku / 2016.05.121. Set every first Sunday of each month as ZINORO day.(6.5/7.3/8.7/9.4/10.2/11.6/12.4)
2. At ZINORO Day, consumers could register before and exchange ZINORO 1E with their oil car for one day.
3. Kick-off social topic #之诺日# for promotion and engage more consumer to participate in.EZFM Communication Roadmap Page 25Beeku / 2016.05.12Objective： Maximize EZFM coop to engage consumers and increase brand awareness.EZFM “Electric Life” Program Promotion Page 26—— Official We-Chat & QingTing FMObjective: Promote NEV relevant message and increase brand awareness by coop with EZFM.
Idea： Consumer might have interest in “Electric Life” but don’t have time to listen. With retainer promotion & QingTing FM coop, more consumers can aware relevant information.
How:
We-Chat Retainer Content - publish at every Monday, summarize most important message and engage more consumer to share.
Coop with QingTing FM：Establish NEV column and put relevant audio content into the column. Own NEV concept on QingTing FM for BMW before other brand.
Coop with car industry anchor, record 60 second audio to summarize the most important NEV message of this week and let consumer get information ASAP.
Cut out “EV知多少” section out of “Electric Life”, put into NEV column to engage consumers.Beeku / 2016.05.12Accessories Project Roadmap Page 27Beeku / 2016.05.12Objective： Fully leverage accessories project to enhance ZINORO premium image & increase brand awareness. Page 28Accessories Project PromotionObjective： Enhance ZINORO premium image & increase brand awareness.
Idea： Accessories project is currently lack of awareness，coop with JD Crowd-funding can help this project increase awareness & direct sales to customers.
How：
Beeku / 2016.05.12Objective: Engage more consumers join exhibition & increase brand awareness.
You might live in the city, see and feel the city every single day, but did you actually know what Shanghai really looks like? Coop with Martine Leuze, ZINORO want take you find a different Shanghai.
How:
1. Topic Discussion - #What’s your view of Shanghai#
Kick-off social topic #What’s your view of Shanghai#, engage consumer discuss about their view of Shanghai and post photo of Shanghai to generate UGC. Select consumer will be invite to the exhibition opening day.
2. Tailor-made H5 - Find a different view of city with ZINORO
Show selected photos of of Martine Leuze, give consumer a hint about where is this place. Invite consumer to find where exactly are these places.
3. Coop with Uber - Enjoy the different view of city with ZINORO
Consumer who attend the exhibition have opportunity drive through the city to find the place where Martin Leuze took photos with ZINORO 1E.Photographer Promotion： Martin Leuze Page 29— ZINORO takes you find a different view of cityBeeku / 2016.05.12Page 30ZINORO M13 Launch Campaign IdeaBeeku / 2016.05.12M13 Promotion Roadmap Page 31Beeku / 2016.05.12Objective： Tailor-made serious of campaign for different stage to engage consumer and drive potential traffic for M13.M13 Promotion Social Topic Page 32“以礼相待” is not an appropriate slogan for social discussion. Therefore, we recommend to use other topic ——#给城市一份礼物# (Send a gift to the city you live in.)
The city you lived in provided too much for you. (your job, your home, beautiful environment) but you never give something back to the city your lived in.
ZINORO invite you to “send a gift to your city”. The gift might be drive M13 to work everyday, might be saving water… To make a city a better place.—— Send a gift to your city #给城市一份礼物#Beeku / 2016.05.12 Page 33Objective: Increase brand awareness, hot topic and attract We-Chat followers at the same time.
Idea： Before M13 official launch, we need to kick-off series campaigns to engage consumers and generate buzz, especially in Shanghai. Therefore, we advice ZINORO to coop with convenient store to spread the lifestyle filling of ZINORO.
How:Build Brand Awareness & Fans Increase: Co-Branding - Enjoy competition & win special offer1. Coop with convenient store — FamilyMart (owns the highest market share in Shanghai) and special decoration for few stores.
2. Invite consumers to enjoy tailor-made game of ZINORO and compete with shop staff. If consumer beats the shop staff, he/she would get a special discount.Promotion Channel:
Weibo Topic / HTML5 / Viral Video / We-Chat ContentBeeku / 2016.05.12Objective：
Increase ZINORO brand awareness and deliver the message of M13 launch.
Extend M13 exposure in social media for leads generation.
Idea：
With the trend of Internet,more and more auto makers choose to sales their car online.
But still, customers not to go offline to pick their car.
At for the launch of M13, we choose to coop with JD to break the rules and sell 500 ZINORO M13 purely online.
Launch Campaign Idea: M13 break the rules Page 34The first car brand which provides purely online saleBeeku / 2016.05.12Launch Campaign Idea: M13 break the rules Page 35Before the launch day, count down on JD homepage-” which brand will be the 1st to sell vehicle purely online", engage consumer to discussion.
Meantime, customize JD searching page to expand the influence.
Warm Up - which brand will break the ruleBeeku / 2016.05.12Launch Campaign Idea: M13 break the rules Page 36At the launch day, from 10a.m. to 7p.m., each hour would provide 5 ZINORO M13 for purchase.
Invite consumer to vote for “who do you want to drive with”.
Launch Day - Sales on JDBeeku / 2016.05.12Launch Campaign Idea: M13 break the rules Page 37At the launch day, ZINORO announce that provide free shipping for every customer who buy M13 online.
At the Same day, a huge express box surprisingly show at San Li Tun. Attract discussion, what will it be inside the box.
A couple open the express box at the next day, and made it into viral video.
Sustain Promotion - Huge Size Express Box#The largest Shipping Box in SanLiTun#Beeku / 2016.05.12Co-branding：ZINORO x DIDI Page 38Win the right to become M13 test driver #一键抢之诺#Objective： Engage potential consumer to take test-drive and increase brand awareness.
Idea： Potential consumers may not able to go into 4S store to experience ZINORO M13 because of long distance or lack of time. Coop with DIDI, ZINORO invite consumers join in the game to win the right of use for 1 day.
How:
#一键抢之诺#: There is not limited at the first day, everyone who participate in the game have the opportunities to win right of use for 1 day. But, start from the 2nd day, only those people who is 10km around the winner have the right to participate.
ZINORO Coupon: Give everyone who participate in the game a coupon for M13, draw them to 4S store.
Beeku / 2016.05.12Customers Sharing: Unexpected place to drive M13 Page 39Objective: Engage car owners to share ZINORO M13 on their own social platform to attract more potential customers.
Idea : Most car owners are willing to share their new vehicle and drive experience on social media. But they always want to find a special experience to make their sharing different.
Therefore, ZINORO cooped with Shanghai TianMa Circuit to provides a unique chance for car owners to experience and take photos.
How： Set several monitoring CCTV in Shanghai. Car owners who been filmed when driving M13 within limited time have the opportunities to drive their car at F1 track.
Beeku / 2016.05.12M13 Product Promotion Page 40Objective: Attract consumers’ attention after M13 official launched.
Idea: As PHEV，M13 is more environmental friendly than oil car and more convince than Electric Vehicle. But most consumers do not know what’s the right way to drive PHEV.
How:
Coop with YiChe, invite car industry KOLs to have an competition about “Shortest possible time from Beijing to Shanghai with limited oil by M13”.
Live the competition to engage consumers and invite them to offer their advice online.—— Shortest possible time from Beijing to Shanghai with limited oil by M13.Beeku / 2016.05.12ZINORO Campaign Roadmap Page 41Beeku / 2016.05.12Page 42KOL Evaluation System & OperationBeeku / 2016.05.12ZINORO KOL Manage Process Page 43Beeku / 2016.05.12KOL Pyramid Page 44Beeku / 2016.05.12KOL Evaluation Dimensionality Page 45Beeku / 2016.05.12KOL Recommendation Page 46Beeku / 2016.05.12Long-term Coop KOL Recommendation Page 47Inputs :
Free vehicle usage (3 months) ;
Sponsorship& cross-over collaborations ;
Relationship maintenance& gifting.2. Outputs :
Crossover coop & content generation ;
iWOM campaign & experience sharing ;
KOL gatherings, offline events.Beeku / 2016.05.12By Case Coop KOL Recommendation Page 48Beeku / 2016.05.12KOL with more social influence.
Coop by case to spread information and increase brand awareness. Page 49Retainer Operation DetailBeeku / 2016.05.12Page 50Retainer – Weibo & We-ChatBeeku / 2016.05.12Retainer Operation Roadmap Page 51Beeku / 2016.05.12Set each month a different topic. Create Touching content to engage more potential consumer and increase fans.ZINORO Official Weibo Operation Page 52Beeku / 2016.05.12Recommend Release Frequency& Publish Time Page 53Release Frequency: 15-25 Times/Month
(Not Include offline event report& online campaign)
Brand& Product: 30%, Environment & Policy:20%, Lifestyle Oriented: 20%, Hot Topic Oriented: 10%.
Appropriate Publish Time: 12:00 / 18:00 / 22:00
Beeku / 2016.05.12Official Weibo Content Structure Page 54Beeku / 2016.05.12Recommend Release Frequency& Publish Time Page 55Release Frequency: 15 Times/Month
(Not Include offline event report& online campaign)
Brand& Product: 20%, Environment & Policy: 30%, Lifestyle Oriented: 20%, Hot Topic Oriented: 30%.
Appropriate Publish Time: 10:00 / 12:45 / 20:
We Recommend 12:45 as our publish time.
Beeku / 2016.05.12 Page 56ZINORO Recommend We-Chat MenuDemo :Beeku / 2016.05.12Official We-chat Content Structure Page 57Beeku / 2016.05.12We-Chat Retainer Content Page 58Average 3-4 times each month
Engage consumers through brand& product spreading, make them interested in ZINORO.
Content Includes：
Brand Value – Share ZINORO brand value “caring, respected, contemporary” relevant content to engage customers know our brand.
Milestone – Inventory ZINORO mile store quarterly, use comic or different forms to show the growth progress of ZINORO.
Product Information – Tailor-made touching content about product information, engage customer apply for test drive— Brand & Product InformationBeeku / 2016.05.12We-Chat Retainer Content Page 59Environment Oriented Content : Average 3-4 times each month
Hot Topic Seeding : Average 4-5 times each month
Deliver ZINORO’s brand value via environment oriented content& hot topic seeding.
Content Includes：
Easy FM - Electric Life
Post after Electric life published every Saturday. Combine environment oriented content with comic& interesting content.
2. Government Policy
Combined with the latest environmental policy/line/limited brands custom content, highlights the importance of environment and energy conservation and environmental protection.
3. Hot Topic Seed-in
Tailor-made poster at different festival and hotspot, connect with brand& product to increase awareness.— Environment Oriented & Hot TopicBeeku / 2016.05.12 Page 60Lifestyle Oriented Content: 2-3 times/month
Recommend books, interesting places and multiple information to deliver ZINORO’s attitude.
Content Includes：
Daily Life information
Book Recommendation
Recommend books related to ZINORO brand value.
Traveling Destiny Recommendation
Recommend traveling destiny at every weekend, enjoy family weekend with ZINORO.
We-Chat Retainer Content— Lifestyle Oriented ContentBeeku / 2016.05.12Official We-Chat Standard Format Page 61Beeku / 2016.05.12Social Topic Conclusion Page 62Beeku / 2016.05.12Page 63BBSBeeku / 2016.05.12Vertical Website Communication Roadmap Page 64Beeku / 2016.05.12Autohome Brand Zone Page 65Beeku / 2016.05.12Build brand zone to fulfill the blank. Sections should include:
Basic Information
Current Price
Photos of ZINORO
Video
Dealers Information
PGC ContentNeed to be completed:
Test Drive
NEV Introduce
Photos of ZINORO
UGC Content on BBSYiChe Brand Zone Page 66Build brand zone to fulfill the blank, accomplish sales information at the same time.Sections should include:
Basic Information
Current Price& Discount
Photos of ZINORO
Video
Dealers Information
UGC Content
Dealers Recommendation
Q&ANeed to be completed:
Test Drive
NEV Introduce
Photos of ZINORO
UGC Content on BBS
Discount informationBeeku / 2016.05.12BBS@ Vertical Website Page 67Fully maximize BBS@ Vertical Website to create UGC content and engage consumers.KOL moderator: invite KOL to become moderator of ZINORO BBS to quickly engage fans.
Regular activities: Kick-off mini campaign and invite fans to offline event.
Set Reward Mechanism to generate more UGC content.After M13 launched, engage car owner to share their experience at ZINORO BBS to generate WOM.Beeku / 2016.05.12BBS Content Structure Page 68Beeku / 2016.05.12Page 69Targeting AchievementBeeku / 2016.05.12Targeting Achievement Page 70Beeku / 2016.05.12Page 71Other Idea / AppendixBeeku / 2016.05.12BMW i3 / i8 sales Promotion Idea Page 72Objective : Engage potential consumers have test drive of i3/i8, gather potential customer’s information and generate sales lead.
Idea :
Parkview Green Shopping Center Coop: Shopping receipts exchange test drive miles. 越购，悦GO - 购物换试驾i3里程
2. PAGEONE Coop: Book pages exchange test drive miles.
读万卷书，行万里路 - 凭购书页数换试驾里程
Airport Coop: Flight mile exchange test drive mile and take you home. 用蓝天里程，换蓝天到家Promotion Channel :
Weibo Discussion : What other numbers can exchange test drive miles of BMWTest drive consumers need to provide their name & phone number as sales information.Beeku / 2016.05.12Rent BMW i3/i8 Anytime / Anywhere Page 73Objective: Engage more potential consumers rent or test drive i3/i8.
How: Rent parking place at different community. Coop with car rent app (to go APP) , consumer could scan the QR code on the car to rent i3 / i8.Beeku / 2016.05.12BMW Charging Station Promotion Page 74
Come and Vote for the belonging place for BMW charging stationObjective : Generate potential consumer information.
Idea : For NEV, consumer mostly care about charging issues. If BMW can solve this problem, more consumer will willing to buy i3 / i8 or ZINORO.
How: Kick-off social campaign, invite consumers to vote for where they think should belongs to BMW charging station.
BMW will select the area of TOP5 and make the vote come true.Beeku / 2016.05.12Thank YouBeeku / 2016.05.12
