Master Project Defense
Transcript: SWOT Analysis Target Social Media: Blog, Weibo Objectives: 10M+ Weibo paticipants for onlne cnvesatons and 20,000 views for the blog Contents: news, scene phots, hashtags, videos, udtdnws, an move triles, blog posts Story: What will you give up to save the world? Forms: Traditional AD & Online Social Media Campaign Media Outlets: Traditional & Weibo Tips: do not reveal any details related to The Avengers 2 in this stage! Highly developed social media Rising Action Stage Measurable Objectives Opportunity 2/1/2015 - 4/1/2015 Success of The Avengers Target Audience Target Online Forum Profile Falling Action Stage YYeTs.com is the most influential non-profit subtitle translation group in China. Now YYeTs.com serves as an integrated online forum and news station for audience who are interested in foreign movies and TV shows. Target Social Media: Weibo Objective: 5 M+ Weibo participants Content: hashtags, uploaded videos, interview videos Online Campaign Story: "The Hero" finally appears! Form: Movie Premier, The Avengers 2, social media reporting Media Outlets: Weibo page of The Avengers 2, Blog & Youku Social Media Strategic Plan 13 years old -- 20 years old 20 years old -- 39 years old 39 years old and above First Stage Campaign Story: Meet "the Ally & "the Mentor" & Respond to the previous question Form: Traditional AD & Social Media Campaign Elements: Interview videos, posters Media Outlets: Traditional media, Youku, & Weibo, Blog Consolidation Famous Cast Members • 10,000,000+ Weibo participants • 20,000,000+ Tweets with hashtags related to the topic of online campaigns • $100 million of box-office Online Piracy Literature Review Appealing concept for Chinese Audiences Sequel Crisis Social Media Online Campaign Climax Stage Crisis Stage Strength Organizer: The Avengers 2 Forms: pictures Topic: What you will not give up for the world & the "Newness" of The Avengers 2 Signature: #afterTheAvengers2 • 1,000,000+ views, 5,000+comments, and 5,000+ referrals for each Tweet Story: Time to meet "the Higher Self" Form: Reviews, Press releases, Blog posts, & online campaign Media outlet: Blog, traditional media, Weibo Story: The famous The Avengers is "the Threshold Guardian" now Form: News, movie trailers, scene shots Media Outlets: Youku, YYeTs.com, Weibo page of The Avengers2, Blog Background (Social Media in China, Distribution Process, Chinese Movie Market, Superhero Movies in China) Policy & Regulation Globalization and Film Distribution in China New Trend of Chinese Domestic Movies Censorship Cultural Policy & Intellectual Property Protection Public Relation Theory Excellence Theory Sociodrama Theory New Rules of Public Relations & Marketing Dialogic Theory Narrative Arc 4/8/2015 - 4/30/2015 12/1/2014 - 2/1/2015 Connect to the New Sequel Weakness What Will You Give Up To Save The World? Target Chinese Social Media Profile Thank You! Youku is China's leading Online video website. Youku offers a combination of licensed professional content, user-generated content and self-produced web video content. 203 million monthly unique visitors from homes and offices 56 million monthly unique visitors from Internet cafes 40% share of total user time spent viewing online videos among Chinese internet users Exposition Stage Social Media Objective Existing Onlne Presence Content Type Tracking Tools Focus Channels Haomo Catherine ZHENG Master Project Defense Public Relations Kent State University Target Social Media: Weibo Objectives: 400,000+ Weibo followers and 500,000 Weibo participants Contents: Photos & Tweets of the premier 4/1/2015 - 4/7/2015 Rebuild the Connection Target Chinese Social Media Profile Brand Building Target Social Media: Weibo Objective: 100,000+ followers Contents: Short videos (less than 2 minutes), tweets, photos, and brief news (headlines). Online Release Haomo Catherine ZHENG +1-330-906-3066/hzheng4@kent.edu No root for superheroes in China Director's lack of aweness Organizer: Weibo Form: short videos Signature: #savetheworld Bridging the Gap: An Integrated Marketing Plan for The Avengers 2 in China Taget Socal Media: Weibo and Blog Objective: 500,000+ followers & 1 million participants, 30,000 views for the blog Contents: reviews, feedback, hashtag, uploaded pictures and blog posts Target Social Media: Weibo, Youku & Tudou, Blog Objectives: 10,000+ views for the blog, 50,000+ views for videos, 150,000 followers for The Avengers Weibo page Contents: Cast members talking about The Avengers(Videos, Tweets, pictures, links) Premier Online Reporting Sample: http://t.cn/zHkaxvW 5/1/2015 Threat Timeline An Exciting Journey for The Avengers 2 in China Sina Weibo is undoubtedly the most influential social platform in China. No other platform offers the same amount of reach and dynamic active user base like Sina Weibo has. 500M+ registered users; 290M+ active users; 86 million posts per day; 87% - market share by browsing time; 56% - micro-blog market share; 181% - increase in users over the 2011 5/2/2015 -