Group discussion- Netease cloud music(POE media framework)

1. Netease cloud music
POE Analysis
GROUP MEMBERS: SUN GUANLIN, LU HAITAO, ZHANG YIMING, LIAN
LIUHUI, YAN NING, WEI YIFAN

2. Contents
1.PAID MEDIA
2.OWNED MEDIA
3.EARNED MEDIA

3. PAID MEDIA

4. Paid Media
Outdoor advertising
Metro advertisements have many
advantages such as large display
space, large display area, eye-
catching location, accurate target
population, fast transmission
speed and so on. On March 20,
2017, Netease Cloud Music filled
Hangzhou Metro Line 1 with music
reviews.

5. Paid Media
Crossover Marketing
Netease Cloud Music has just
carried out a brand upgrade, the
"power of music" as an upgraded
slogan, and with Nongfu Spring
joint marketing, has done a large-
scale promotion. Netease Cloud
and Nongfu Spring, both brands
are red themes, and have come up
with a brand new packaging called
"Music Bottle".

6. Paid Media
Crossover Marketing
Recently, NetEase cloud music
has joined Innisfree to take the
theme of "freedom at this
moment" as the theme. Through
the online radio and offline 500
stores selling 3 million limited
edition music mask, It extends
music to the most relaxing time
of personal skin care and
provides users with new ways to
enjoy and share music.This
cooperation is another cross-
border linkage between Netease
Cloud and well-known brands
after joining hands with KouBei,
ATOUR, dianping.com and
Watson.

7. OWNED MEDIA

8. Owned Media
APP promoting ( music review, playlist and
marketing activities)
Netease cloud music provides users with a
vivid social environment through
promoting music reviews, creating various
playlists and building communities. One of
the core brand assets of Netease is original
music comments and playlists from users,
which is different from other music apps.
The heartfelt review of the songs or the
playlist of the songs is the real voice of the
users to music, which unconsciously
strengthens the emotional relationship
between the brand and the users. It's not
just the power of UGC, it's the power of
music.

9. Owned Media
APP promoting ( music review, playlist and
marketing activities)
Meanwhile, Netease cloud has launched
several marketing campaigns that
disseminating on it’s own APP platform
instead of using other media channels. For
example, in 2017 January, Netease promoted
a album called "a song you can't fail to hear",
which combined familiar knowledge into the
lyrics and came up with a formula. Also, 3
micro films were released during the 2017
graduation season, reaching the most
accurate crowd through personalized
matching of songs. And through the
secondary transmission of these accurate
populations, it is easy to pull to match the
new users of netease cloud music tone.

10. Owned Media
Offcial Weibo and Wechat promoting
Netease’s official Weibo account
releases daily interactibe activities to
engage active users. There are topics like
“guess what song it is based on the
expression”, etc. Also, the account posts
moving articles when important events
occur, like: posting Zhang Guorong's
articles on the anniversary of his death,
posting New Year's message on New
Year's day, etc.

11. Owned Media
Other Netease cloud platforms
Netease cloud music can promote it’s
music on other Netease platforms like
Netease snail reading, Netease open
class, Netease strictly selected, etc.

12. EARNED MEDIA

13. Earned Media
“The Year-end Summary”
This is a review of a user’s music listening
data over the past year on netease cloud
music. It includes the total number of
songs playing, song style, number of
comments, number of lyrics involved,
maximum date of singles cycle, latest date
of playing, number of late night playing,
song years, most number of songs playing,
recommended collection proportion of
netease, singer of the year, playing time,
song list of the year. People always like to
have a summarization for the past year.
The nice design makes the user have a
clear retrospect for the time spent with
music and may evoke some special
emotion thus let the user want to post it
on the social net to tell all the friends. The
QR-code below make it easy for second
spreading. So at the end of last year it was
so prevalent in the Wechat moment.

14. Earned Media
Put Emotional Comments in the Metro
Advertising
After Netease cloud music launched the
“2018, see your self” planning offline,
the subway station in Beijing is filled
with the emotional music comments
from the platform’s comment area and
some popular singers. Most of the
comments use “you” and “I” as the key
words, easily causing city people’s
resonance and make them want to
share the thing with friends. Also the
red background with white texts always
look good in a picture, which people
want to take a picture of selfie with it as
a background and share it in the social
media.

15. THANKS