微博wechatmcd4月數(shù)字0509數(shù)據(jù)表現(xiàn)

Prepared

by

S-LAB*

Period

forreporting:

Apr

1

–

Apr

30

,

2016McDonald’s

Monthly

ReportAGENDA01Highlights:Weibo

&

WeChat02Competitor

Analysis03Fans

Headlines04OOH視頻數(shù)據(jù)表現(xiàn)01

Highlights—WeiboPage

ViewsFollowersEngagements3.36%0.46%52.33%*Data

Period

:Apr.1

toApr.30KeyNumbers647,73918,203,12545,05118,628,28018,203,125FebMarApr14,321,066超值新品合集麥咖啡用吻買單麥當(dāng)勞&KindlePage

ViewsIn

April,

nearly

20

content

less

than

last

month.although

the

PV

is

decreased,the

average

number

of

PV

is

increased.Andthe

new

product

andHMtoy

had

a

poorperformance.本月總PV雖略有降低，但溝通條數(shù)有減少近20條，平均來看PV是增長的。溝通中本月的新品和玩具的反饋較差。超值新品合集五月天329成軍日3.14派DayOOH雙屏互動預(yù)熱超值選擇抹茶甜筒上新639,639644,726647,739FebMarApr功夫熊貓3電影票超值新品合集1.Fansinarising

state

this

month.3,017fanshad

grown

this

month.本月粉絲處于上漲狀態(tài)，本月比上月增長3,017位粉絲。Followers托馬斯王源熱點(diǎn)超值新品合集抹茶甜筒上新抹茶甜筒上新憤怒新品合集14,45030,86320,29712,74120,51612,389FebMarAprThematcha

coneand

newproduct

content

has

thehighest

engagement

in

this

month,especially

the

matcha

conecontent

has

better

feedback抹茶甜筒和新品合集內(nèi)容是本月互動量最高的內(nèi)容，抹茶甜筒反饋較好。FeedbacksShares

likes功夫熊貓3超值新品合集托馬斯王源熱點(diǎn)抹茶甜筒上新憤怒新品合集Top

Popular

Post:

Product抹茶甜筒上新Forwards:4,600Comments:1,59312Forwards:

3,895Comments:1,720新品合集3Forwards:

3,633Comments:977超值選擇*

：愛心icon代表投粉絲頭條井柏然生日12太陽的后裔熱點(diǎn)3科比退役Forwards:

562Comments:425Forwards:

125Comments:167Forwards:66Comments:

256Top

Popular

Post:

Hot

TopicsTop

Popular

Post:Corporate/BrandForwards:9Comments:32Forwards:11Comments:15Forwards:181Comments:106麥當(dāng)勞61周年12麥當(dāng)勞未來智慧餐廳視頻3麥當(dāng)勞限量版emojiLeveragingHot

TopicFestivalsBecause

of

the

images

are

not

attractive

enough,and

the

productinformation

are

not

clear,

the

festival

content

this

month

got

generalperformance,（節(jié)氣內(nèi)容反饋圖片較一般，可以結(jié)合一些節(jié)氣的周邊獎勵粉絲參與互動。）LeveragingHot

TopicEventsDue

to

the

good

combination

of

hot

topic

and

prizeinteractive,the

events

content

had

a

goodperformance.Suggesting

that

we

can

put

more

events

contentwith

prize

to

attract

fans

to

participate

in.（本月及時熱點(diǎn)結(jié)合有獎互動表現(xiàn)比較好，之后熱點(diǎn)可以多用有獎互動的形式鼓勵粉絲參與。）LeveragingHot

TopicCelebritiesDue

to

the

good

combination

of

product

and

content

with

the

influenceof

the

star,the

three

celebrity

content

got

highly

engagement.（本月三條明星熱點(diǎn)反響都不錯，除明星本身吸引力以外，內(nèi)容和產(chǎn)品結(jié)合較為巧妙，吸引粉絲參與。）01#快樂怒放#Highlights02#超值是一種選擇#03#自創(chuàng)你的菜#04#可吃的充電飽##快樂怒放#es:Hashtag#快樂怒放#12.44

millionimpressions6,904

discussionsCampaignpost:

39Repost:4961Comment:3175Timeline:4.20-4.3012.06

MILLIONImpressions#快樂怒放#【Angry

bird

IP反饋】粉絲覺得很萌，很可愛沒有出相關(guān)的HM玩具支持微博搜索，跟angry

bird相關(guān)游戲、電影相關(guān)內(nèi)容較少【IP類對比】萌趣趣：65條內(nèi)容，1000+w曝光史努比：57條內(nèi)容，1400+w曝光【產(chǎn)品類反饋】炸彈黑酷飲：粉絲覺得口味有點(diǎn)怪等；（負(fù)面評論比例：30%）草莓派：負(fù)面評論較多,集中在覺得不好吃、買不到（負(fù)面評論比例：20%）熱辣雙層雞排堡：粉絲反饋集中在口味比較重，雞排不好吃之類的（負(fù)面評論比例：10%）整體來看，除抹茶甜筒以外的新品粉絲自發(fā)的UGC內(nèi)容較少#快樂怒放#【草莓派】【炸彈黑酷飲】Highlights01#快樂怒放#02#超值是一種選擇#03#自創(chuàng)你的菜#04#可吃的充電飽##超值是一種選擇#es:Hashtag#超值是一種選擇#3.15

million

impressions4001

discussionsCampaignpost:

4Repost:Comment:Timeline:3.15-4.193.15

MILLIONImpressionsHighlights01#快樂怒放#02#超值是一種選擇#03#自創(chuàng)你的菜#04#可吃的充電飽##自創(chuàng)你的菜#es:Hashtag#自創(chuàng)你的菜#1.59

million

impressions396

discussionsCampaignpost:

8Repost:232Comment:

268Timeline:4.1-4.301.59

MILLIONImpressions#自創(chuàng)你的菜#氣泡狗一經(jīng)推出就受到粉絲喜歡，網(wǎng)友自發(fā)po出是氣泡狗的照片。Highlights01#快樂怒放#02#超值是一種選擇#03#自創(chuàng)你的菜#04#可吃的充電飽##可吃的充電飽#es:Hashtag#可吃的充電飽#3.83

million

impressions7.704discussionsCampaignpost:

9Repost:65Comment:

157Timeline:3.15-4.193.83

MILLIONImpressions#可吃的充電飽#充電飽內(nèi)容從數(shù)據(jù)反饋上來看，內(nèi)容互動量較低，網(wǎng)友UGC較少，并沒有EVM那么多選擇，其次飯的內(nèi)容互動較低。Follower

AnalysisTop

10

locations

of

McD’s

Weibo

fans42,75231,66228,89727,35916,42114,65012,79811,24410,234015,00030,00045,00060,000GuangdongBeijngJiangsuZhejiangTianjinUser

Number32%68%58,155GenderRFaemtioaleMale01

Highlights—WeChatPage

ViewsFollowersSharesLikes16.88%4.29%19.31%21.77%*Data

Period

:

Apr.1

to

Apr.30Key

Numbers178,36417,0539,617,914

13,796,68511,849,3529,617,914FebMarAprPage

ViewsThe

number

of

content

is

decreased

in

April,3

less

than

last

month,and

favorable

content’s

less

than

last

month,.4月內(nèi)容相較3月條數(shù)減少3條內(nèi)容，其次，本月包含福利的內(nèi)容有所減少。150,001份紅包，給你的新年回家路加點(diǎn)甜我要桃花！0.1元桃花甜筒兩種打開方式那么大！那么大??！那么大雞排10元限時嘗新11,241,517半價(jià)3元券！早早來，正能量

100%▊▊▊▊▊滿格√任意派3元！3.14≈πDay派星人狂歡，明天開始！【免單】只要拼手氣？支付寶福利日來啦！1元吃抹茶甜筒！幫憤怒的小鳥擊退綠豬才有！快樂怒放！憤怒的小鳥登陸麥當(dāng)勞，一大波新品和優(yōu)惠券在這里這款你喜愛的產(chǎn)品要下架了，且吃且珍惜11,476,32313,796,685JanFebMarAprFollowers新年快樂！第一頓免費(fèi)午餐麥麥請隨機(jī)免單還是25減10，你的城市說了算12,184,809150,001份紅包，給你的新年回家路加點(diǎn)甜我要桃花！0.1元桃花甜筒兩種打開方式13,204,530半價(jià)3元券！早早來，正能量

100%▊▊▊▊▊滿格√任意派3元！3.14≈πDay派星人狂歡，明天開始！1元吃抹茶甜筒！幫憤怒的小鳥擊退綠豬才有！快樂怒放！憤怒的小鳥登陸麥當(dāng)勞，一大波新品和優(yōu)惠券在這里1.Due

to

WeChatpayment

and

activity

information

,the

number

of

fans

on

the

WeChatplatform

thismonthhas

a

sustained

growth.由于微信支付和優(yōu)惠活動信息，本月粉絲數(shù)持續(xù)增長。206,648178,36423,46520,76617,053FebMarAprShareslikesFeedbacks那么大！那么大??！那么大雞排10元限時嘗新微信支付25減10，20+座新城市，周四見！212,822任意派3元！3.14≈πDay派星人狂歡，明天開始！半價(jià)3元券！早早來，正能量

100%▊▊▊▊▊滿格√1元吃抹茶甜筒！幫憤怒的小鳥擊退綠豬才有！Due

to

the

favorable

content’s

decrease,

the

feedback

of

thecontent

this

month

is

general,4月數(shù)據(jù)反饋較一般，優(yōu)惠福利只有兩條內(nèi)容，比以往有所減少。Content

Highlight-WeChat愚人節(jié)白羊座吃麥當(dāng)勞Page

view:1,467,935Engagement：19,930Average:Pageview:

489,311Engagement:

6,643微信氣泡狗Due

to

the

goodcombination

of

April

fool’s

day

and

content,the麥香魚content

gottop3

PV

and

popular

with

fans.麥香魚閱讀量為本月第三名，結(jié)合愚人節(jié)熱點(diǎn)受粉絲歡迎。Content

Highlight-WeChat抹茶甜筒61周年P(guān)age

view：5,161,387Engagement：140,318谷雨Top

PV：4,483,018Top

Like：7,632

Top

Repost:128,302Average:Page

view:1,720,462Engagement:

46,773Due

to

the

stimulation

of

the

favorable

content

and

enjoymentof

H5

game,the

matcha

cone

content

gotthe

highestPV、likes

andforwards

throughouthistory.一元吃抹茶甜筒內(nèi)容憑借優(yōu)惠福利及H5極高的可玩性，數(shù)據(jù)反饋成為創(chuàng)建賬號以來PV、轉(zhuǎn)發(fā)、點(diǎn)贊最高的內(nèi)容。Content

Highlight-WeChat新品合集OOH雙屏互動氣泡狗貼紙Page

view：1,759,407Engagement：24,952Average:Page

view:586,469Engagement:

8,317Although

the

new

product

content

gottop2

PV,it

has

a

poorerperformance,only

one-third

of

before.新品合集本月PV第二名，但相較于之前幾個檔期的新品表現(xiàn)較差，僅為之前PV三分之一。Content

Highlight-WeChat麥樂送的秘密支付寶優(yōu)惠自拍指南Pageviews：1,229,185Engagement：10,217回力車Average:Page

view:

307,296Engagement:

2,554Due

to

thefunny

photodevice

in

angrybird

flagship

storeand

theenjoyment,the

content

of

take

guidegotthe

top1

PV

in

thissend.旗艦店自拍指南為本次推送PV第一名，旗艦店好玩的拍照裝置受粉絲歡迎。Follower

AnalysisTop

10

locations

of

McD’s

WeChat

fans1,276,244

1,002,564

699,073658,528560,776525,334492,786

479,625425,62501,250,0002,500,000Guangdong

BeijngShanghaiJiangsuFujian

ZhejiangHubeiLiaoningTianjing

ShandongUser

Number48…52…5,000,00044153813,750,000FemaleMale02

Competitor

AnalysisCompetitor

Analysis#尚校來了#KFC:#尚校來了#

Post:

29Retweet:

18702Comment:2207Impressions：8.38millionDiscussions：8501活動時間：4.3-4.15期間活動機(jī)制：肯德基跨界時尚，在線下舉辦時尚走秀，將經(jīng)典產(chǎn)品cos成時尚裝飾品SummaryKFC:#K記來了個鹿店長#

Post:

17Retweet:

18702Comment:1,023Impressions：76.34millionDiscussions：21W活動時間：4.18-4.30期間活動機(jī)制：肯德基攜手鹿晗，推廣打造全新訂餐app和線下主題店。Summary#K記來了個鹿店長#Competitor

Analysis【宣布代言】【鹿晗生日】Competitor

Analysis#天生愛分享#必勝客:#天生愛分享#

Post:

22Retweet:15,100Comment:10,227Impressions：410

millionDiscussions：24.5,000活動時間：4.25-4.30活動機(jī)制：任意消費(fèi)加48元得復(fù)活節(jié)限量版布朗熊和可妮兔公仔Summary【宣布合作】【活動內(nèi)容】活動機(jī)制：參與最美門店投票，有機(jī)會和胡歌見面Competitor

A