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2010/5/6
                           ユーザー決定プロセス




                                          Creative
 問題意識
 User Insight
...
2010/5/6
                          ユーザー到達プロセス

                          Organic                           Organic
       ...
2010/5/6
                            ユーザー接触プロセス




        各メディア露出増加に伴う接触回数の増加                              時間/接触数




  ...
2010/5/6
                             着地点の設定


到達数
接触数
                                        賞味期限が下げ圧力となる
              ...
2010/5/6
                                 キャンペーン立案フレームワーク
   ユーザー決定要素

                                                   ...
2010/5/6
                   まとめ


ユーザー決定プロセスを踏まえて、ユーザー到達プロセスをチョイスし、
それらをユーザー接触プロセスでレバレッジを効かせる。

また、キャンペーンプランの着地点を設定する事でロスを...
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キャンペーン立案フレームワーク

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キャンペーン立案フレームワーク

  1. 1. 2010/5/6 ユーザー決定プロセス Creative 問題意識 User Insight Contents Key Visual Customer Company Competitor Key Thema Product Key Word 商品が語る言葉を選定し、テーマ性の発掘に伴うコンテンツ開発と、 それを発信する為のビジュアルを決定する事で、ターゲットとなるユーザーが決定する。 http://yuatetsu.in/
  2. 2. 2010/5/6 ユーザー到達プロセス Organic Organic 広告 広告 PR PR 雑誌 Web Mobile Game Organic Social Mobile Organic 広告 広告 PR Web Mail PR Contents Product 新聞 OOH Social Organic Web Organic 広告 広告 PR PR Branded Entertainment Branded Utility テレビ Others Organic Organic 広告 多様化しているメディア環境に対し、各特性を踏まえて、広告/PRで 広告 PR PR リーチするのか、Contents/Porductで自然増殖を狙うか決定する。 http://yuatetsu.in/
  3. 3. 2010/5/6 ユーザー接触プロセス 各メディア露出増加に伴う接触回数の増加 時間/接触数 接触する過程で、次に繋がる余地を残す。 EX) 携帯メール / PCメール / Social Web / Branded Entertainment / Branded Utility 広告露出、PR、Organic、Contents、Product各ユーザー到達施策を実施するにつれ、 接触回数も増加する。その過程で次に繋がる余地を残し、その余地に沿ったかたちで、 継続接触の機会を用意する。 http://yuatetsu.in/
  4. 4. 2010/5/6 着地点の設定 到達数 接触数 賞味期限が下げ圧力となる 沸点 継続 鮮度の低下 マンネリ化 使用丌可 etc... 始点 着地 ユーザー到達プロセス/ユーザー接触プロセス 時間 臨機応変である必要はあるが、各プロセスを踏まえて、どのタイミングで沸点まで達し、 また、どのタイミングで着地させるのか、もしくは、継続するのかを設定する。 http://yuatetsu.in/
  5. 5. 2010/5/6 キャンペーン立案フレームワーク ユーザー決定要素 増加するに従いトライ Mobile Mail アル喚起数も増加する ①Product Media 到達数 What to Say 伝達 ※1 プッシュ型 /能動的受動型 /プル型 ※2 ※3 手段 伝達 ②Contents Social Web 手段 Web Mail ③Creative Check Point 到達効率 ①商品が語るものは何か。 トライアル喚起 ②商品に結びつくコンテンツは何か。 ③商品を表現するクリエーティブは何か。 接触回数 トライアル喚起 店舗 On line/Off line 増加するに従いトライ Check Point 接触効率 アル喚起数も増加する ※1 何も意識しなくても入ってくるもの/※2 自分用にカスタマイズされた場所が他者の影響で自動更新されるもの/※3 人が来るのを待つものと規定 http://yuatetsu.in/
  6. 6. 2010/5/6 まとめ ユーザー決定プロセスを踏まえて、ユーザー到達プロセスをチョイスし、 それらをユーザー接触プロセスでレバレッジを効かせる。 また、キャンペーンプランの着地点を設定する事でロスを無くし、 次のキャンペーン施策に活かす。 ユーザー決 定プロセス ユーザー到 達プロセス ユーザー接 触プロセス 着地点の設定 売上拡大 http://yuatetsu.in/

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