资源描述
Cegedim
New Media Marketing Plan
Index Cegedim Online Assets Review Cegedim New Media Marketing Cegedim Inbound Marketing Quotation for 3 Senarios
Very good Intl, poor in China
Over 18K, mostly intl news cited by local media
Review of Online Brand Image
Did not systematically manage online brand
image yet
Review of Website PR
News has not yet routinized, and
structured
Review of Keywords Coverage
Did not covering healthcare & pharmaceutical key words yet
Natural coverage is existing, in a small scale
Not operating Weibo assets for the time being
Review of New Media Coverage
Not operating Weibo assets for the time bing
Index Cegedim Online Assets Review Cegedim New Media Marketing Cegedim Inbound Marketing Quotation for 3 Senarios
a global technology and services company
specializing in the healthcare field
Understanding of Cegedim Brand
How We Use Webo & Wechat
Official Media Platform
- For Broadcasting -
Official Direct ion Communication Platform
- For Potential Clients -
Weibo Topic Design
1 . Setup five main topics ;
2 . Publish 6 posts/day ,132 postes/month #Health Care Today# #Health
Care
Market#
#Career Path# #Health
Care
Service# #CRM Best Practise# Cegedim
Cegedim Weibo Matrix The Jinjiang Inn micro-blog Marketing Success -- 1,
Jinjiang over 600 stores, more than 500 employees
has opened the V the micro-blog. 2, The Jinjiang Inn
CEO has 810,000 followers, its an in depth micro-blog.
3, As long as micro-blog, The Jinjiang Inn, their
Microsoft will follow-up interaction. 4, Micro-blog the
Jinjiang Inn the largest value is the consumer of the
distance.
Design Weibo VI
Weibo Mass Promotion
Create Cegedim Weibo Event
Case Study: Lunda
Micro-activities did not start At 9:30 24th of December 2023 , Lunda blog had only 228 followers
At 9:45 24th December,Weibo event started for 15 minutes
At 10:39 24th of Dec.,higher profile Weibo users started to participate in the event and @ their friends.
At 10:59 24th Dec., Yellow V users start to participate in the event and @ their friends
Lunda Finance Building’s blog followers have increased 10 times over at 22:45 24th of Dec.
Follower rising sharply from 24th to 27th Dec.,Lunda Weibo immediately becomes a hot attraction
The Lunda Weibo followers easily surpassed 80,000 at 9:00 30th of Dec., only 5 days after the event started.
The ultimate number of forwarding participants reached 75,294.
Active followers rate reached 90% by 4th of Jan. 2023.
Event Weibo exposure accumulated nearly 5.36 million, greatly enhanced its brand awareness.
Weibo Accurate Marketing
Write Highly Relevant Weibo Post
Define Daily Interactions Quantities
Let System Work For You
Create Hot Sales Leads
Weichat Operation Plan
1st Wave (Dec.
2nd Wave
(Jan.~Mar.
Expand Fan Base & Interactivity
Accurate Marketing, Traffic, Fan Incr.
Target:4,000 Fans
Setup & Certifcation Setup,VI,Cert, Basic Fans; Target: Fully Setup
1000 Wechat Fans Topic & Conversion Hot topic, Event, Conversion Target: 8,000 Fans
Leads Generation
3rd Wave
(Apr.~Jun.
形象塑造
Micro-marketing need to create a personal touch, it is important to remember that it will be used as your communication platform, it need to be companionable, communicable, and with a character.
小杜杜
喵星球
Cegedim Wechat Style @ Cegedim
• Expert in pharm & health care industry; • He is transcultural, and international ;
• He is willing to share professional information with the followers;
• She love internet, know hot trends in China; • She speaks Chinese young people language ,humorous and easy to communicate ;
?
Wechat Acct Plan
Position of Cegedim Wechat Public Account
Wechat Positon Eventually get Cegedim = Your best healthcare technology & service partner in China, help physicians or the Healthcare pro work better, and Pharmaceutical industry operate better
Communicate with Cegedim fans in a relaxed, spirited and engaging way, transmitting the brand image & concept, build up followers base
Language Style Speak Chinese young people language in a westernized way Targeted Users Healthcare & Pharmaceutical professionals
Multi-pictures Time Quan Topic 内容
Message
17:00pm 1 #Healthcare Tech & Service#
Share latest tech & service
in the industry(soft embed
Cegedim info #Cegedim Case Study# Cegedim Client Cases
Certification-Be Official
First of all, It is one of
the official status of the
micro-trust accounts, its
not stronghold. User
can lower their guard.
Official brand micro-signal must have 500 followers, and to official certification, and to this end, the Osens, the advance will be using the powerful marketing platform for precision followers, and for the conduct of its official certification.
Brand Reinforcement Natural Expose Your Brand
Build Up Cegedim QR Code VI System
Examples
Personal
account
Build Cegedim Wechat Matrix
Wechat Public Acct & Personal Acct
Public Personal
Client Only Computer Only Mobile (Can be Cegedim VIP,
Cegedim Partner etc.
Actively Add Friends Nil Yes
Search Friends Nil Yes
Mass Messaging Yes(once each day, formalYes, use mass messaging assistance
(no limit,not formal
Wechat public and personal account the pros and cons analysis
Public Acct
1. Official
2.Content Key
3.Provide Value
4. Be Interactive
5. Be Persistant
Personal Acct
1. Private
2.Guanxi Key
3. 90% provide value, 10% Mktg
3. Mktg in a relaxed way
4. Be entertainning
5. Use fragmented time
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