Clever Together Project March 1, 2012 ,Contents ,I. Building Our Brand & Vision for China ,Objectives ,Our Target Audience ,Our Opportunity ,Our Approach & Strategy ,Role of CTP ,Define Unique Triggers ,‘Powered by the People’ ,Tapping into Clever China ,II. CTP Platform to Engage TA & Sustain Users ,Creative Idea ,Mechanics ,Tech Deployment ,Clever Calendar ,Engaging Users ,User Flow ,High Level Plan ,UGC Plan ,III. Phased Rollout Plan ,Platform Rollout ,Supporting Tactics ,Defining Success ,Appendix ,Rollout Plan & User Flow ,SEO ,KPI ,Team Structure Technology ,I. Building Our Brand & Vision for China ,Objectives ,Our Target Audience ,Our Opportunity ,Our Approach& Strategy ,Role of CTP ,Define Unique Triggers ,‘Powered by the People’ ,Tapping into Clever China ,Our Objectives ,Brand Building Platform Deliver buzz, create news with Engaging Platform & Sustain Interest of users ,Tap into the Cleverness of China leveraging our platform as a vehicle to collect UGC output to build deeper understanding of our TA ,Human & Customer Centric Driving the Relevant Cultural Triggers of our Consumer ,ROLE OF THE CTP DIGITAL PLATFORM ,A Clever digital platform to deliver curiosity, newfound excitement for SKODA in China: ,• Engage & sustain users around CTP anchored in our insight to leverage relevant cultural triggers • Drive the perception with our TA in China that SKODA has relevancy and emotionally connects • Create news, buzz & rich discussions with our ‘always on’ CTP content & ongoing topics • Drive our SKODA brand commitment to being more Human Centric & Clever through a China lens • Differentiated communications & engagement with our TA that cuts through the clutter of our competition ,I. Building Our Brand & Vision for China ,Objectives ,Our Target Audience ,Our Opportunity ,Approach & Strategy ,Role of CTP ,Define Unique Triggers ,‘Powered by the People’ ,Tapping into Clever China ,AIMING TO ACHIEVE MIDDLE CLASS STATUS ,As China’s middle class continues to grow so to does the dynamics of it’s evolution. While our consumer audience plays to the rational-decision when selecting their first car; their motivations for car ownership are closely tied to a more compelling demonstration to satisfy a cultural need of projecting financial success and social ascension. ,LIFE HAS NEVER BEEN MORE CHALLENGING ,Digging beneath the surface shows that there are enormous pressures. Modern urban living is preoccupied with work, and there’s little outside of that. The careers and lifestyles of modern China to be controlled by the expectations of society and environment, rather than being guided by something personal or internal. ,PRESSURE ,The cultural tension point between aiming to achieve middle class status and the realities of living a modern lifestyle. ,90% OF CHINA’S MIDDLE CLASS ARE CONSISTENTLY OVERTIRED ,According to Yahoo! Study of the Middle Class; ranking Shenzhen, Beijing and Shanghai the top 3 ‘Most Unhappy Cities’. ,Source: Yahoo! Urban Stress Study ,TOP SOURCES DRIVING MODERN DAILY PRESSURES ,❶ Money ❷ Workplace ❸ Self-Value Realization ❹ House ❺ Social Relationship ❻ Love & Marriage ❼ Social Public ❽ Family Relationship ❾ Personal Image ,Source: Sina Modern Stress Survey ,2012 New Standards For White Collar ❶ Monthly salary is over RMB 20K ❷ Exercise during everyday ❸ Owning a car ❹ Stable interpersonal circle ❺ Having enough leisure time ❻ Having unique entertainment ❼ Low-carbon life ❽ Having favorite fashion brand ,GAP BETWEEN THE DREAM AND REALITY ,The quest to continually exceed cultural, social and personal expectations are fueling daily tensions. ,Source: Sina Weibo White Collar Hot-Topic Discussion Board ,ACTIVE BEHAVIORAL CHANGES AND GROWING SOCIAL ACCEPTANCE ,12.4% of Shanghai families now support the idea of DINKS, according to Horizon Research. Indicating that increase in work obligations, stress to raise a children with limited financial capability, along with time pressures are the primary factors in changing attitudes. ,Source: Horizon Research Online DINKS Survey ,ACTIVELY SEARCHING ONLINE FOR RELIEF ,70% Chinese White Collars state they are willing to escape from the Tier 1 cities as the benefits of working and living in Tier 1 markets no longer out weight the added pressures of larger urban centers. ,Source: Sohu News Dedicated Hot-Topic Forum ,NETIZEN LANGUAGE FOR ‘HEAVY PRESSURE’ 鸭梨山大 (Yali Shan Da) ,TRENDING HOT-TOPIC ,There are no shortage of forums, columns, posts, tips and expert advice dedicated to expressing sentiment of modern stress. ,Original Content Content created around life’s heavy pressures. ,Yali Entertainment Online portal dedicated to releasing daily pressure. ,Weibo Counsel Yali 鸭梨 into Dongli 冻梨 (Turn Pressure Into Power) ,ACTING-OUT PRESSURES ,Crush-Crush Tribes: white-Collar workers who release their pent-up frustrations by crushing packaged food in supermarkets; A notorious phenomenon made popular by Netizens’ distribution through the internet. ,POPULAR CULTURE REFLECTING BROADER SOCIAL REALITIES. ,Wide releasing films mirror the challenges and emotions of this social trend. ,Social forums dedicated around subject and themes of modern pressures. ,ADVERTISERS HAVE BEGUN TO DEVELOP MARKETING TO MEET THIS SPECIFIC CONSUMER TRIGGER. ,I. Building Our Brand & Vision for China ,Objectives ,Our Target Audience ,Our Opportunity ,Approach & Strategy ,Recap of Brief ,Define Unique Triggers ,‘Powered by the People’ ,Tapping into Clever China ,OUR OPPORTUNITY ,The role for SKODA is to aid in changing the perception of what car ownership symbolizes in China, moving away from a single dimensional demonstration of status projection; to resetting the definition back to the idea that SKODA mobility can constructively make living your new modern life easier. ,RELIEVING THE PRESSURE ,We feel that SKODA is the perfect brand to champion a new outlook and positive way of thinking; that creates receptiveness and resonance towards the overall notion of SKODA’S human centric approach. ,TENSION POINT INSPIRED FEATURES & SERVICES ,No matter how technical they may sound, all car functions and services are linked closely to lifestyle needs and in the context of modern China, these are linked to tension points; which are compelling interactive device to encourage Netizens. ,I. Building Our Brand & Vision for China ,Objectives ,Our Target Audience ,Our Opportunity ,Approach & Strategy ,Recap of Brief ,Define Unique Triggers ,‘Powered by the People’ ,Tapping into Clever China ,❶ Objective: Awareness & Visibility ,HUMAN CENTRIC ,PRESSURES OF MODERN LIVING ,Relevant and emotional platform hook ,GREATER BRAND UNDERSTANDING ,❷ Objective: Capturing Most Useful Insights ,CLEVER SOLUTIONS ,TENSION POINTS ,Active triggers create relevant points of entry ,Discovery of what compels people in their lives will helps us deliver more relevant future solutions for greater impact ,RESETTING THE MODERN LIFESTYLE EXPERIENCE ,This apprehension presents an opportunity for families to reevaluate how they live. It’s not about being left behind, its about optimistically finding simple ways to enjoy the moment, the present. ,WORK HARD ,WORK SMART ,& SAVE ,& LIVE ,CTP Platform to Engage TA & Sustain Users ,Creative Idea ,Driving Awareness ,Mechanics ,Clever Calendar ,Engaging Users ,Create Curiosity for CTP ,User Flow ,UGC Plan ,We Easier ,The collaborative power of us is greater than the sum of individuals. Our collective opinions and inspiration continually propels us forward. Unexpected ideas born of imagination serves to challenge our possibilities. ,Ideas for life; living, breathing emotions for change. One, many, small, big, any. Ideas come in all different shapes and sizes; limitless in their ability to do good, to surprise, to create smiles, to help many, to simply make things easier. ,“In a ever complex world sometimes small things can make the difference.” ,“Small but nevertheless useful solutions that help to overcome the small but annoying hurdles in everyday life.” ,“SKODA has always provided more than sheer mobility, offering support in a more and more complex and challenging daily life.” ,WHY THIS IS RIGHT ,❶ True to the SKODA brand. ❷ Differentiates from the competition. ❸ Creates a clear, concise & desired brand belief. ❹ Connects to a deeply held Chinese need state while still representing a cultural statement of achievement. ❺ Links directly to aspirational view of modernity. ❻ Has flexibility to work across other markets. ❼ Has longevity and creative flexibility. ,The Idea: ,WEasier ,SKODA. Collective ideas to make life WEasier. ,The platform: ,CLEVER PEOPLE, CLEVER CAR. ,A platform where clever people meet for clever car. ,AWARENESS AND INTEREST - Viral video. First month topic: TIME SAVER. ,Opens up: Speaking from the perspective of a person (Skoda target). “Hi! I’m Xiao Ming. 27 years old. Married for a year. I work in a Bank and my working hrs is 8 to 5 weekdays.” “My wife Xiao Yan works as a designer and I will pick her up from work everyday.” “Everyday after work. I watch a movie in my Skoda.” He is watching a movie in the car comfortably. *A small projector in it’s holder on the car ceiling. *Projected on his car ’s front screen with a white canvas rolled down. “4 times a week, I exercise in my Skoda after work.” *He is pulling his safety belts which have a clever build-in function of weight-exercising. ….. “Happily I waited and pick up my wife who always OT.” ,SUPER/VO: Do you have the CQ to win the Skoda of your cleverness? Clever people, clever car. www.cleverpeopleclevercar.cn ,AWARENESS AND INTEREST - Viral video. ,Second month topic: CALMNESS. ,Opens up: Speaking from the perspective of a person (Skoda target). “Hello! I’m Ah Liang. 32 years old. Married. I work in the advertising industry.” “I enjoy the aromatherapy in my Skoda.” *He is lying under his car ’s dim light with the build-in aroma burner. “My neck is always stressed up and I really love this build-in clever neck massage seat in my Skoda.” *He is enjoying his neck-release massage in his Skoda’s seat. “I also love to have a warm tea while having the neck-massage.” *Showing his tea drink in the build-in warm cup holder. …… “Quietly I calm myself down before I give my presentations to my clients.” ,SUPER/VO: Do you have the CQ to win the Skoda of your cleverness? Clever people, clever car. www.cleverpeopleclevercar.cn ,TENSION ,MONTHLY THEMES ,LACK OF TIME ,TIME SAVERS ,MODERN STRESS ,FAMILY STRESS ,CALMING ,FAMILY FUN ,SOCIAL EXPRESSION ,CONNECTIVITY ,IDENTITY CREATION ,PERSONALIZATION ,LEISURE PURSUITS ,RECREATION ,HEALTH & ENVIRONMENT ,FINDING BALANCE ,INTO THE MAIN WEBSITE PAGE. ,WHAT’S THE HIGHLIGHT? ,THE CURRENT MONTH TOPIC: For E.G. TIME SAVER. With the ‘TIME SAVER’ viral video. ,1ST LEVEL MOTIVATION: Winning the Skoda with your clever ideas in it. Do you have the most CQ to win ‘The Skoda of your cleverness’? ,2ND LEVEL MOTIVATION: TOP 10 awarded ENTITLED WITH YOUR NAME DESIGNS. - Get a chance to own your own signature design. The top 10 clever ideas named after its clever designers. *Heavy PR and social exposures for these awarded 10 winners. - Owning your clever design royalty. Every car sold with your design, you get cash credits entitled for Skoda online merchandising products. ,Homepage ,VIEWING THE CLEVER CREATION PAGE… BY TOPICS ,VIEWING THE CLEVER CREATION PAGE… BY TOPICS ,VIEWING THE CLEVER CREATION PAGE… BY IDEATION AREAS ,Concurrently users can also view by ideation areas of Product features, Merchandising products, Value-added services and After-sales services. ,VIEWING THE CLEVER CREATION PAGE… BY “TAG” ,Users can also view by search for related ‘tag’ words ,Part of the engagement process of bringing people back on the platform. ,THE PK CHALLENGE ,And all about COLLABORATIVE FILTERING. ,THE PK CHALLENGE PAGE… ,CLICKING INTO INDIVIDUAL CLEVER IDEA PAGE… ,INDIVIDUAL CLEVER IDEAS OPEN-UP FOR PK CHALLENGE. Users can challenge over every clever submission. Allowing comments, voting and even pulling down of the idea. Users can also share the clever ideas on their SNS. ,Every ‘thumbs-up’ vote earns a CQ, and every ‘thumbs-down’ takes away a CQ. ,DEEPER STICKINESS. Ideas that have more than 50 ‘thumbs-down’ will be in danger zone for 3 days; a red light with be shown. If they do not recover within 3 days. The idea will be thrashed. ,CLICKING INTO INDIVIDUAL CLEVER IDEA PAGE… ,THE PK CHALLENGE PAGE… ,Concurrently, users who earns more than 50 CQs get to invite another party to PK. Winners get 30% of the other party’s CQ. (the other party can always reject a PK) ,This creates an attractive stickiness to users to come back to the platform. ,THE SCORE BOARD COLUMN… ,WHERE ALL THE TOP CQ RANKED USERS ARE SHOWN. ,A board where the top users are shown. You can also view the top ranked CQ ,ideas and attracts more PK. ,PERSONAL PROFILE PAGE… ,Every user have their personal page which showcases all their clever ideas, comments and votings. - Highlights the amount of CQ he/she earns. - History of the user’s PK victories and defeats will be shown. ,PERSONAL PROFILE PAGE… ,The creation process and tools... ,THE CLEVER INSPIRATION BOARD & IT’S TOOLS… ,An inspiring board showing the inspiration behind every individual clever idea. ,Users can upload inspiring pictures or videos Thru build-in search engine, search for photos & videos. They can key in links to the pictures and select wanted pictures. Users can write words behind their ideas and even voice-over. ,After all the inspiration input, all the text and materials will automatically be put together and converted into a mini-video to be shown. ,THE CLEVER INSPIRATION BOARD & IT’S TOOLS… ,Users are aware of the monthly topics and select the ideation areas where they want to submit their clever ideas. ,THE CLEVER INSPIRATION BOARD & IT’S TOOLS… ,Users put together text, pictures and materials on their inspiration board for their clever idea; - Uploading pictures or videos - Built-in search engine, search for photos & videos - They can key in links to the pictures and select wanted pictures - Users get to choose related parts of the car for their clever ideas ,THE CLEVER INSPIRATION BOARD & IT’S TOOLS… ,The inspiration board with all it’s pictures, text, videos, music…etc ,THE CLEVER INSPIRATION BOARD & IT’S TOOLS… ,Each idea view as an automated mini-video. ,CTP Platform to Engage TA & Sustain Users ,Creative Idea ,Mechanics ,Tech Deployment ,Clever Calendar ,Engaging Users ,User Flow ,High Level Plan ,UGC Plan ,CLEVER PEOPLE, CLEVER CAR. ,User Journey ,MORE ENAGEMENTS Earn CQ, PK challenge, Voting, Sharing… & updating of your interests thru collaborate filtering ,FINAL FIRST & Top 10 winners showcase in auto-show. ,SUBMIT Create every idea in your inspiration board. ,View clever ideas from all users thru The Topics or Ideation Areas or Tag. ,CALL FOR ACTION Monthly Viral videos ,Recognizing the tension ,CTP Platform to Engage TA & Sustain Users ,Engaging Users ,Mechanics ,Tech Deployment ,Clever Calendar ,Platform Plan ,User Flow ,High Level Plan ,UGC Plan ,Deployment of Technology (High Level) ,Platform Architecture ,Technology Implementation ,CTP Platform to Engage TA & Sustain Users ,Engaging Users ,Driving Awareness ,Mechanics ,Clever Calendar ,Platform Plan ,Create Curiosity for CTP ,User Flow ,UGC Plan ,Sustaining Interest for CTP with Ongoing Monthly Themes ,Monthly themes serve as briefs for UGC on CTP are relevant cultural triggers to help people express themselves on our platform ,Users get to view all the clever submissions related to the monthly topics ,Clever Topics ,LACK OF TIME ,TIME SAVERS ,Addresses overall lack of time stemming from daily personal, work and family life. ,MODERN STRESS ,CALMING ,The need for personal release, decompress and relaxation. ,FAMILY STRESS ,FAMILY FUN ,Addresses the tension that surround the pressures of modern families. ,SOCIAL EXPRESSION ,CONNECTING ,Need for continuous connectivity. ,IDENTITY CREATION ,PERSONALIZATION ,Addresses the need to create unique personal identities. ,LEISURE PURSUITS ,RECREATION ,Need for exploring leisure pursuits that complimenting career achievements and social visibility. ,HEALTH & ENVIRONMENT ,FINDING BALANCE ,Need for improving personal and environmental health. ,Phased Rollout Plan ,Platform Promotion ,Supporting Tactics ,Defining Success ,Next Steps ,Rollout Plan & User Flow ,SEO ,KPIs ,Team Structure Technology ,Rollout Plan ,Phase ,Pre-Launch ,Launch ,Sustain ,Key Message ,Trigger awareness & getting people curious about CTP ,Discover Clever Solutions Around Modern Tensions ,Share Your Cleverness Inspired Ideas ,Channels ,Social Media ,Deliverables ,Social Viral Teaser Video (1x) KOL & Blogger Content Provide Invitation Code for Test ,Timings ,Jun-Jul 2012 ,CTP Platform Social Media Paid Media ,CTP Platform/Social Viral Teaser Videos Clever Monthly Topic Debut ,Social KOL & Blogger Content ,Spot Plan Select Car Verticals ,Aug 2012 ,CTP Platform Social Media Paid Media ,CTP Platform Viral Teaser Videos (ongoing) ,Social KOL & Blogger Content ,Spot Plan Select Car Verticals ,Aug-Feb 2013 ,Rollout Plan ,Phase ,Pre-Launch ,Launch ,Sustain ,Key Message ,Trigger awareness & getting people curious about CTP ,Discover Clever Solutions Around Modern Tensions ,Share Your Cleverness Inspired Ideas ,Channels ,Social Media Video Platform ,Deliverables ,Social Viral Teaser Video (1x) Seeding & Content Plan Provide Invitation Code for Test ,Timings ,Jun-Jul 2012 ,CTP Platform Social Media Paid Media ,CTP Platform/Social Viral Teaser Videos Clever Monthly Topic Debut ,Social KOL & Blogger Content ,Spot Plan Select Car Verticals ,Aug 2012 ,CTP Platform Social Media Paid Media ,CTP Platform Viral Teaser Videos (ongoing) ,Social KOL & Blogger Content ,Spot Plan Select Car Verticals ,Aug-Feb 2013 ,Select Social Channels ,Provide Invitation Code For Test ,Disseminate Viral Video To Trigger ,1. Fans Of SKODA Communities ,- System analysis to identify loyalty fans - Trigger social topics about clever life to find winner ,2. Users Of SKODA Car Club ,- Leader/admin of car club - Senior/active car owner - Trigger social topics about clever life to find winner ,3. Social KOLs Of AUTO Industry ,- Leader/admin of car club - Senior/active car owner - Trigger social topics about clever life to find winner ,Trigger Awareness and getting people curious about CTP ,Rollout Plan ,Phase ,Pre-Launch ,Launch ,Sustain ,Key Message ,Trigger awareness & getting people curious about CTP ,Discover Clever Solutions Around Modern Tensions ,Share Your Cleverness Inspired Ideas ,Channels ,Social Media Video Platform ,Deliverables ,Social Viral Teaser Video (1x) KOL & Blogger Content Provide Invitation Code for Test ,Timings ,Jun-Jul 2012 ,CTP Platform Social Media Paid Media ,CTP Platform/Social Viral Teaser Videos Clever Monthly Topic Debut ,Social KOL & Blogger Content ,Spot Plan Select Car Verticals ,Aug 2012 ,CTP Platform Social Media Paid Media ,CTP Platform Viral Teaser Videos (ongoing) ,Social KOL & Blogger Content ,Spot Plan Select Car Verticals ,Aug-Feb 2013 ,Select Paid Media ,① autohome.com.cn ② bitauto.com ③ xcar.com.cn ④ pcauto.com ⑤ 52che.com ⑥ xgo.com.cn ,Of a full list of automotive vertical pages in China, we narrowed them down to the most popular and relevant pages for our target audience. ,These vertical pages are also frequently used to check car ratings and reviews from other consumers. Xcar in particular is also used most for discussion and forums. ,These verticals are also favored for the option to browse through filters such as car type, price, and/or brand ,And categories such as newest cars or most popular choices ,Select Paid Media ,All vertical pages have space for media, but the most prevalent ones can be found on PCauto, 52CHE, and Xcar. ,Large rich media banner which minimizes after 3 seconds ,Side banners that scroll with the page ,Crazy Ad banner which can be closed ,Rollout Plan ,Phase ,Pre-Launch ,Launch ,Sustain ,Key Message ,Trigger awareness & getting people curious about CTP ,Discover Clever Solutions Around Modern Tensions ,Share Your Cleverness Inspired Ideas ,Channels ,Social Media ,CTP Platform Social Media Paid Media ,CTP Platform Social Media Paid Media ,Deliverables ,Social Viral Teaser Video (1x) KOL & Blogger Content Provide Invitation Code for Test ,Timings ,Jun-Jul 2012 ,CTP Platform/Social Viral Teaser Videos Clever Monthly Topic Debut ,Social KOL & Blogger Content ,Spot Plan Select Car Verticals ,Aug 2012 ,CTP Platform Viral Teaser Videos (ongoing) ,Social KOL & Blogger Content ,Spot Plan Select Car Verticals ,Aug-Feb 2013 ,Sustain Key Channels ,TENSION ,MONTHLY THEMES ,CLEVER IDEAS THAT RELIEVE CONSUMER TENSIONS ,LACK OF TIME ,TIME SAVERS ,Addresses overall lack of time stemming from daily personal, work and family life. ,MODERN STRESS ,CALMING ,The need for personal release, decompress and relaxation. ,FAMILY STRESS ,FAMILY FUN ,Addresses the tension that surround the pressures of modern families. ,SOCIAL EXPRESSION ,CONNECTIIVITY ,Need for continuous connectivity as the conduit for expression. ,IDENTITY CREATION ,PERSONALIZATION ,Addresses the need to create distinctively unique personal identities. ,LEISURE PURSUITS ,RECREATION ,Need for exploring leisure pursuits that compliment career and achievements and social visibility. ,HEALTH & ENVIRONMENT ,FINDING BALANCE ,Need for improving personal and environmental health. ,Leveraging Clever Output & Database ,TENSION ,LACK OF TIME ,MONTHLY THEME ,TIME SAVERS ,CLEVER IDEAS THAT RELIEVE CONSUMER TENSIONS ,Addresses overall lack of time stemming from daily personal, work and family life. ,UGC OUTPUT ,Internal Leverage Points to Springboard ,CTP Platform ,Ongoing Database Collection ,Product Features ,UGC Inspired ‘Clever ’ Car Features ,Merchandising ,Service ,Sales ,UGC inspired ideas around how we can highlight, showcase SKODA cars ,UGC inspired ideas such as: Concierge oil change service’ ,Ideas from UGC which can help to inform sales & dealerships ,R&D Product Research Engineering ,Sales & Dealership Product Display Ideas ,CRM After-Service Sales Marketing – Focus Groups ,Sales & Dealership ,Clever Ideas ,L4L Initiatives Innovations for China Range ,Product Image Enhancement ,Dealership VM SH Auto Show ,Handraiser Program ,Pilot CRM Programs Mileage/Loyalty Club ,Incentive Program ,Offer special incentives & sales program to activate new prospects ,Phased Rollout Plan ,Platform Promotion ,Supporting Tactics ,Defining Success ,Next Steps ,Rollout Plan & User Flow ,SEO ,KPIs ,Team Structure Technology ,Search Keyword Mapping ,MODELS ,OCTAVIA / FABIA / SUPERB CITIGO / RAPID ROOMSTER / YETI ,Octavia, Fabia, and Superb are the 3 most sold models. Yeti is a newer model and growing in sales at a high rate. ,BRANDED ,VALUE ,FUNCTION ,ACCESSIBLE PRECISE CARING ,SPACIOUS SMART ,SKODA brand wants to offer accessibility, precision, and care, to their target audience and consumers. ,SKODA aims to offer comfortable space and smart interior functions ,CELEBRITY ,JANE ZHANG张靓颖 JACKY CHEUNG张学友 ,Leverage on celebrities to drive more engagement to the brand ,GENERIC ,COMPETITOR ,NISSAN / PEUGEOT HYUNDAI / MAZDA ORD / KIA ,Most competitor will have online brand pages, social channels, and mobile interaction, but are weaker in consumer engagement and activities. ,COOPERATIVE ,VOLKSWAGON TONGJI UNIVERSITY 同济大学 ,Partnering with Volkswagon and Tong Ji University students to bring out the best of the SKODA brand ,Phased Rollout Plan ,Platform Promotion ,Supporting Tactics ,Defining Success ,Appendix ,Rollout Plan & User Flow ,SEO ,KPIs ,Team Structure Technology ,Campaign Objectives ,Measures of Success ,KPIs ,CTP Platform Engagement with users & platform for UGC interaction ,Social Platform Create talkability & share brand content ,Leverage select platforms to increase greater awareness & reach for SKODA CTP ,Identify & work with the most relevant communities to spark interest with SKODA CTP ,••••,Number of unique visits to the CTP ,Number of unique visits to the brand site ,Visits to each key section on the CTP ,Page stickiness & number of repeat visitors • Registered users for ‘handraiser ’ database ,• Create buzz, news around CTP • Create interest around CTP monthly topics • Leverage KOL mentions & posts to drive interest & click-thru to CTP • Reposts & comments on brand social site • Positive comments & brand mentions • Number of shares for brand social site • Overall reach of users fitting our target audience ,Paid Media Online display ads/banners ,•••,Click-thru rate of banners to CTP ,Number of users viewing paid media ,Number of call to action from our TA ,Phased Rollout Plan ,Platform Promotion ,Supporting Tactics ,Defining Success ,Appendix ,Rollout Plan & User Flow ,SEO ,KPIs ,Team Structure Technology ,Razorfish CTP Team Structure ,Ken Hong Managing Director ,Allen Wang Business Director ,Mike Mou Account Director ,Jason Grosz Head of Planning ,Endy Fung Executive Creative Director ,Sharon Chen Designer ,Jim Zhang Account Manager ,Allen Zhang Strategic Planner ,Sunny Lai Creative Director ,Anson Liao Senior Project Manager ,Jane Gao Senior Interactive Designer ,Michael Tien Account Executive ,Ring Li Senior Art Director ,Ruby Zhao Interactive Designer ,Pony Cai Social Media Director ,Penny Pan Social Media Manager ,Sen Liu Social Media Executive ,Joey Zhang Art Director ,Winny Wang Senior Copywriter ,Hoyt Indont Copywriter ,Larry Shen Technical Director ,Frankie Chung Systems Administrator ,Kit Bun Ng Senior Technical Architect ,Donald Lim User Experience Planner ,Shirley Peng Senior QA Engineer ,Jeff Hu Senior Web Developer ,Izzie Wang Web Developer ,Dereck Zhang Senior RIA Developer ,Technology Presentation ,PCP Portlets Adaption ,• Overall Changes • Reusable Portlets (must have) • Reusable Portlets (Optional) • New Portlets ,Overall Portlets Changes ,• Need to support multi-languages • More platform supporting (e.g. iOS) • More content updates (e.g. Tongji content, Monthly Topics) • No need to build a car ,Reusable Portlets (Must Have 53%) ,• Registration, Activate/Update Account, Status. • Login, Forgot/Reset/Change password. • SNS Binding, Invite Friends, Follower. • Ajax, Detect Browser, Upload Files. • Challenges, Competes, Compete Thresholds • Articles, Ideas, Points, Statistics • Comment, Vote, Notification. • Global Search, Tracking (Omniture) ,Reusable Portlets (Optional 19%) ,• Badges, Reports, SSO • Mobile Service • Configuration, Campaign, Context Management • Contact, Error Display ,New Portlets ,• Monthly Theme , (Monthly) Topic Management • Car Parts Selection, Viral Video Player • User Ranking, Compete History, Dangerous Zone • Search Engine Integration (e.g. with Baidu, Google) for Video, Photo searching out of the CTP site. • Inspiration Board, Mini Video Building • Invitation Code, Prize Selection/Announcement • Content Integration (e.g. with Tongji) ,Technology Implementation ,How To Reuse PCP Code ,Appendix ,• Platform Architecture • Development Methodology • Frontend • Performance • Internationalization • Testing &Integration Environment • Service-Level Agreement ,Platform Architecture ,Assumptions: 100K visits/hour with 3 minutes/visit => 5k concurrent visits => 4-5 web servers ,Development Methodology ,• Feature-Driven Development (FDD) • Short iterations to complete small/useful features from client POV • Streamline from client feature to development ,Front-end ,• Most of contents in HTML are friendly to page loading and SEO ,• HTML5 plays video if browser supports. ,FLASH video is an alterative solution (e.g. IE6) ,note: Kewego is video hosting on PMP. it supports FLASH, HTML5 ,Performance ,Benchmark: • Response time within 2 seconds • Including all pages and searches. ,Web server: • Cache HTTP header on server (Liferay CacheFilter) ,Database: • EHCache as Hibernate Second-Level Cache • Batch job and stored procedure to calculate user ranking, and prepare CRM reporting. ,• Search: Optimzed Database indexes, split tables and Apache Solr support. ,Frontend: • CDN, JS/CSS compression, image optimization ,Internationalization ,Backend: • Key-value pairs in language properties files or database. • Liferay supports 30+ languages and SEO friendly URL for different languages out of box ,Frontend: • Layout is flexible for different text length. ,SNS connect: • Leverage 3rd party partner like addit.org.cn to share content with China SNS. • Build flexibility to adapt Facebook and Twitter for further phases. ,Testing &Integration Environment ,• Unit Test: TestNG, to enhance automatic testing. • Code Review: FindBugs • Load/Stress Testing: LoadRunner • Automatic testing: Selenium • Staging testing: replace username, password, email address and all sensitive data with dummy data when we dump the production db. ,Service-Level Agreement ,• 24*7 Server Monitoring with IDC’s support. • Daily backup (Web Servers, Application Servers, Database) in IDC • User experience blocking problems: ,– Response within 30 minutes and resolve within 4 working hours. – Out of working hours: response within 1 hour and resolve within 8 working hours. ,Q&A ,
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