腾讯大成网微博营销案例

腾讯大成网微博营销案例 案例名称:“2011年喊出你的梦想”腾讯大成网微博营销案例 广告主:成都通瑞永立置业有限公司 行 业:房地产 传播媒体:腾讯大成网 腾讯微博 案例背景: 通瑞•月光湖位于天府新城核心腹地南天府广场旁，牧马山、麓山两大别墅板块交汇枢纽，牧华黄金走廊门户位置，是城南少量的原始洼地。整个项目占地面积约130亩，规划为高层天然湖湾品质社区。项目采用ARTDECO经典建筑立面造型，并在东南亚浪漫风情园林造景中融入约20000?湖泊中心景观，营造出月光湖的格调与品质，湖光林影为您展现月光湖高品味的湖湾宽景生活。同时通瑞•月光湖以您的居住为考量，精心设计景观性与实用性完美结合的户型，户型面积40-130平方米，功能齐备，得房率高，并创新营造多层次空中花园、空中庭院等特色空间。 目标: “写下你的梦想@月光湖”通过时下最火爆的工具“腾讯微博”吸引成都海量时尚年轻的用户，并利用系列话题(分为梦想、电影票、大奖)带领大家实现梦想，分享现在，畅想未来，一同发现生活中的美好～腾讯大成网微博平台的无边界交流特性将月光湖话题的传播呈现给广大的成都网民，同时也吸引了不少四川二级城市网民参加参与。总之，成都通瑞永立置业有限公司借此思维的引导流活动提升了月光湖的品牌好感与信任度，产生润物细无声的效果。 Million. Water quality standards the dredging of river boundary section obtained provincial environmental protection Office special bonuses for wetland construction ... ... Million. But sober see, these achievements were made in the case of decreased rainfall for two consecutive years, we realize that environmental protection work still faced many problems in our County. Mainly in the PM2.5 and PM10 air quality monitoring indicators often exceeding, dredging of river section's water quality is not stable, and rural non-point source pollution has not been radical, Wade through the corporate environmental risk, livestock pollution rebound from severe, a wealth of protection and use of water resources is not well. If this year's rainfall, these problems will be exposed, and raw materials caused a great deal of pressure to go green. To solve these problems, we focused on three aspects of the work of environmental protection: (a) in accordance with the ... ... Real good green. According to the "Garden City, roads, tree-lined, mountain forests of" principle, to develop "governance focused piece, scale" afforestation programmes, and actively implement the barren hills green, River afforestation increased, City Green, farmland and other greening works to ensure complete afforestation this year ... ... Acres and acres and afforestation in the plain ... ... Acres, new nursery wood ... ... MU. 策略: 写下你最想实现的梦想，也许我们就能帮你实现。让我们从一场电影开始吧～发微博后留下你的真实姓名，凭有效身份证件至月光湖营销中心即可领取免费电影券一张～同时参与者还有机会获得月光湖发现之旅梦想大奖～从活动大成网到月光湖官方微博，再到不同数量粉丝微博的长尾效应，这一次 “微博” 成为了品牌营销的源点。与独立的微博个体不同，“写下你的梦想@月光湖” 是一个完整的品牌互动传播平台。 执行过程: 从第一期话题“老男孩”开始，实现梦想@月光湖为广大成都网友拉开了记忆的大门。网友们积极参与，回忆起了童年的点点滴滴。 媒介表现: 当“老男孩歌曲”话题抛出时，一场成都全民公话“梦想”的运动在微博上展开了。 大家点评了自己的梦想。 更与月光湖官方微博取得了互动。 4月15日网友半生花开参与了说出你的梦想并点评了月光湖微博#的话题，发送了1条表达梦想的围脖，我希望有个一套三的房子，宝宝、爸妈、我们都可以幸福的生活在里面～ 4月19日网友唐心点评了月光湖微博，“漂泊许多，也许在月光湖处找到栖身落脚～” 梦想的概念更被拓宽。 Million. Water quality standards the dredging of river boundary section obtained provincial environmental protection Office special bonuses for wetland construction ... ... Million. But sober see, these achievements were made in the case of decreased rainfall for two consecutive years, we realize that environmental protection work still faced many problems in our County. Mainly in the PM2.5 and PM10 air quality monitoring indicators often exceeding, dredging of river section's water quality is not stable, and rural non-point source pollution has not been radical, Wade through the corporate environmental risk, livestock pollution rebound from severe, a wealth of protection and use of water resources is not well. If this year's rainfall, these problems will be exposed, and raw materials caused a great deal of pressure to go green. To solve these problems, we focused on three aspects of the work of environmental protection: (a) in accordance with the ... ... Real good green. According to the "Garden City, roads, tree-lined, mountain forests of" principle, to develop "governance focused piece, scale" afforestation programmes, and actively implement the barren hills green, River afforestation increased, City Green, farmland and other greening works to ensure complete afforestation this year ... ... Acres and acres and afforestation in the plain ... ... Acres, new nursery wood ... ... MU. 执行效果及市场评价执行效果: 月光湖采用ARTDECO经典建筑立面造型，并在东南亚浪漫风情园林造景中融入约20000?湖泊中心景观，营造出月光湖的格调与品质。同时通瑞月光湖精心设计景观性与实用性完美结合的户型，户型面积40-130平方米，功能齐备，得房率高，并创新营造多层次空中花园、空中庭院等特色空间。 这次活动的主题“实现梦想”则是将月光湖的品牌目标大众化——让每一个成都的年轻人都能够切身地感受到月光湖倡导的美好生活。而这势必需要一个能够将任何人都融入进来的平台，才能够实现这个目标。毫无疑问，大成网微博就是这样一个 “只要你愿意，人人都参与”的超互动型平台，无论你在哪里，拿出手机，编写短信，发送至微博，你的想法即刻就得到了传播，可以说没有任何障碍。微博的这种特性，恰好满足了月光湖的传播需求。而话题引发的“记忆碎片”式的灵感，通过“微博”这样便捷的发布形式，更是被及时“捕捉”到，让每一个成都的网友真正感觉到:生活真的很美好。 成都月光湖通过这次活动深入到成都网友当中去，在碎片式的信息时代，通过与腾讯大成网深度合作，凭借高超的微博话题运作方式，使大家的信息往“梦想” 上聚焦，引发着成都网友发现着生活中一个又一个的美好。这无疑成为了许多成都房地产创新广告主与消费者零距离沟通的营销典范。 专业机构点评: 腾讯大成网微博互动营销让网络互动传播成为新驱动力～-------成都联合互动网络机构营销 腾讯大成网微博的特点就是可以在四川任何地方与很多人进行沟通，Million. Water quality standards the dredging of river boundary section obtained provincial environmental protection Office special bonuses for wetland construction ... ... Million. But sober see, these achievements were made in the case of decreased rainfall for two consecutive years, we realize that environmental protection work still faced many problems in our County. Mainly in the PM2.5 and PM10 air quality monitoring indicators often exceeding, dredging of river section's water quality is not stable, and rural non-point source pollution has not been radical, Wade through the corporate environmental risk, livestock pollution rebound from severe, a wealth of protection and use of water resources is not well. If this year's rainfall, these problems will be exposed, and raw materials caused a great deal of pressure to go green. To solve these problems, we focused on three aspects of the work of environmental protection: (a) in accordance with the ... ... Real good green. According to the "Garden City, roads, tree-lined, mountain forests of" principle, to develop "governance focused piece, scale" afforestation programmes, and actively implement the barren hills green, River afforestation increased, City Green, farmland and other greening works to ensure complete afforestation this year ... ... Acres and acres and afforestation in the plain ... ... Acres, new nursery wood ... ... MU. 这种信息的即时性和交互性非常突出。腾讯大成网微博营销要想达到预期的效果，必须经过专业策划，将企业的诉求融入到设想之初，同时需要深入研究，利用微博的特点，找到能够激发粉丝兴趣、产生互动的“沟通元” ，与消费者进行直接有效的沟通。这个沟通元可能是情感方面的，也可能是跟企业文化相关的，更可能是消费者时下最关注的。这种沟通更加注重粉丝对品牌的感受，而不是企业的主观控制。总之，微博营销需要将品牌诉求巧妙植入，并充分发挥微博特质，才能做好一场成功的微博营销。 广告图片 Million. Water quality standards the dredging of river boundary section obtained provincial environmental protection Office special bonuses for wetland construction ... ... Million. But sober see, these achievements were made in the case of decreased rainfall for two consecutive years, we realize that environmental protection work still faced many problems in our County. Mainly in the PM2.5 and PM10 air quality monitoring indicators often exceeding, dredging of river section's water quality is not stable, and rural non-point source pollution has not been radical, Wade through the corporate environmental risk, livestock pollution rebound from severe, a wealth of protection and use of water resources is not well. If this year's rainfall, these problems will be exposed, and raw materials caused a great deal of pressure to go green. To solve these problems, we focused on three aspects of the work of environmental protection: (a) in accordance with the ... ... Real good green. According to the "Garden City, roads, tree-lined, mountain forests of" principle, to develop "governance focused piece, scale" afforestation programmes, and actively implement the barren hills green, River afforestation increased, City Green, farmland and other greening works to ensure complete afforestation this year ... ... Acres and acres and afforestation in the plain ... ... Acres, new nursery wood ... ... MU. Million. Water quality standards the dredging of river boundary section obtained provincial environmental protection Office special bonuses for wetland construction ... ... Million. But sober see, these achievements were made in the case of decreased rainfall for two consecutive years, we realize that environmental protection work still faced many problems in our County. Mainly in the PM2.5 and PM10 air quality monitoring indicators often exceeding, dredging of river section's water quality is not stable, and rural non-point source pollution has not been radical, Wade through the corporate environmental risk, livestock pollution rebound from severe, a wealth of protection and use of water resources is not well. If this year's rainfall, these problems will be exposed, and raw materials caused a great deal of pressure to go green. To solve these problems, we focused on three aspects of the work of environmental protection: (a) in accordance with the ... ... Real good green. According to the "Garden City, roads, tree-lined, mountain forests of" principle, to develop "governance focused piece, scale" afforestation programmes, and actively implement the barren hills green, River afforestation increased, City Green, farmland and other greening works to ensure complete afforestation this year ... ... Acres and acres and afforestation in the plain ... ... Acres, new nursery wood ... ... MU.