微博wechatmcd4月数字0509数据表现

Prepared

by

S-LAB*

Period

forreporting:

Apr

1

–

Apr

30

,

2016McDonald’s

Monthly

ReportAGENDA01Highlights:Weibo

&

WeChat02Competitor

Analysis03Fans

Headlines04OOH视频数据表现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超值新品合集麦咖啡用吻买单麦当劳&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.本月总PV虽略有降低，但沟通条数有减少近20条，平均来看PV是增长的。沟通中本月的新品和玩具的反馈较差。超值新品合集五月天329成军日3.14派DayOOH双屏互动预热超值选择抹茶甜筒上新639,639644,726647,739FebMarApr功夫熊猫3电影票超值新品合集1.Fansinarising

state

this

month.3,017fanshad

grown

this

month.本月粉丝处于上涨状态，本月比上月增长3,017位粉丝。Followers托马斯王源热点超值新品合集抹茶甜筒上新抹茶甜筒上新愤怒新品合集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内容是本月互动量最高的内容，抹茶甜筒反馈较好。FeedbacksShares

likes功夫熊猫3超值新品合集托马斯王源热点抹茶甜筒上新愤怒新品合集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超值选择*

：爱心icon代表投粉丝头条井柏然生日12太阳的后裔热点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麦当劳61周年12麦当劳未来智慧餐厅视频3麦当劳限量版emojiLeveragingHot

TopicFestivalsBecause

of

the

images

are

not

attractive

enough,and

the

productinformation

are

not

clear,

the

festival

content

this

month

got

generalperformance,（节气内容反馈图片较一般，可以结合一些节气的周边奖励粉丝参与互动。）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.（本月及时热点结合有奖互动表现比较好，之后热点可以多用有奖互动的形式鼓励粉丝参与。）LeveragingHot

TopicCelebritiesDue

to

the

good

combination

of

product

and

content

with

the

influenceof

the

star,the

three

celebrity

content

got

highly

engagement.（本月三条明星热点反响都不错，除明星本身吸引力以外，内容和产品结合较为巧妙，吸引粉丝参与。）01#快乐怒放#Highlights02#超值是一种选择#03#自创你的菜#04#可吃的充电饱##快乐怒放#es:Hashtag#快乐怒放#12.44

millionimpressions6,904

discussionsCampaignpost:

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

MILLIONImpressions#快乐怒放#【Angry

bird

IP反馈】粉丝觉得很萌，很可爱没有出相关的HM玩具支持微博搜索，跟angry

bird相关游戏、电影相关内容较少【IP类对比】萌趣趣：65条内容，1000+w曝光史努比：57条内容，1400+w曝光【产品类反馈】炸弹黑酷饮：粉丝觉得口味有点怪等；（负面评论比例：30%）草莓派：负面评论较多,集中在觉得不好吃、买不到（负面评论比例：20%）热辣双层鸡排堡：粉丝反馈集中在口味比较重，鸡排不好吃之类的（负面评论比例：10%）整体来看，除抹茶甜筒以外的新品粉丝自发的UGC内容较少#快乐怒放#【草莓派】【炸弹黑酷饮】Highlights01#快乐怒放#02#超值是一种选择#03#自创你的菜#04#可吃的充电饱##超值是一种选择#es:Hashtag#超值是一种选择#3.15

million

impressions4001

discussionsCampaignpost:

4Repost:Comment:Timeline:3.15-4.193.15

MILLIONImpressionsHighlights01#快乐怒放#02#超值是一种选择#03#自创你的菜#04#可吃的充电饱##自创你的菜#es:Hashtag#自创你的菜#1.59

million

impressions396

discussionsCampaignpost:

8Repost:232Comment:

268Timeline:4.1-4.301.59

MILLIONImpressions#自创你的菜#气泡狗一经推出就受到粉丝喜欢，网友自发po出是气泡狗的照片。Highlights01#快乐怒放#02#超值是一种选择#03#自创你的菜#04#可吃的充电饱##可吃的充电饱#es:Hashtag#可吃的充电饱#3.83

million

impressions7.704discussionsCampaignpost:

9Repost:65Comment:

157Timeline:3.15-4.193.83

MILLIONImpressions#可吃的充电饱#充电饱内容从数据反馈上来看，内容互动量较低，网友UGC较少，并没有EVM那么多选择，其次饭的内容互动较低。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月内容相较3月条数减少3条内容，其次，本月包含福利的内容有所减少。150,001份红包，给你的新年回家路加点甜我要桃花！0.1元桃花甜筒两种打开方式那么大！那么大！！那么大鸡排10元限时尝新11,241,517半价3元券！早早来，正能量

100%▊▊▊▊▊满格√任意派3元！3.14≈πDay派星人狂欢，明天开始！【免单】只要拼手气？支付宝福利日来啦！1元吃抹茶甜筒！帮愤怒的小鸟击退绿猪才有！快乐怒放！愤怒的小鸟登陆麦当劳，一大波新品和优惠券在这里这款你喜爱的产品要下架了，且吃且珍惜11,476,32313,796,685JanFebMarAprFollowers新年快乐！第一顿免费午餐麦麦请随机免单还是25减10，你的城市说了算12,184,809150,001份红包，给你的新年回家路加点甜我要桃花！0.1元桃花甜筒两种打开方式13,204,530半价3元券！早早来，正能量

100%▊▊▊▊▊满格√任意派3元！3.14≈πDay派星人狂欢，明天开始！1元吃抹茶甜筒！帮愤怒的小鸟击退绿猪才有！快乐怒放！愤怒的小鸟登陆麦当劳，一大波新品和优惠券在这里1.Due

to

WeChatpayment

and

activity

information

,the

number

of

fans

on

the

WeChatplatform

thismonthhas

a

sustained

growth.由于微信支付和优惠活动信息，本月粉丝数持续增长。206,648178,36423,46520,76617,053FebMarAprShareslikesFeedbacks那么大！那么大！！那么大鸡排10元限时尝新微信支付25减10，20+座新城市，周四见！212,822任意派3元！3.14≈πDay派星人狂欢，明天开始！半价3元券！早早来，正能量

100%▊▊▊▊▊满格√1元吃抹茶甜筒！帮愤怒的小鸟击退绿猪才有！Due

to

the

favorable

content’s

decrease,

the

feedback

of

thecontent

this

month

is

general,4月数据反馈较一般，优惠福利只有两条内容，比以往有所减少。Content

Highlight-WeChat愚人节白羊座吃麦当劳Page

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

489,311Engagement:

6,643微信气泡狗Due

to

the

goodcombination

of

April

fool’s

day

and

content,the麦香鱼content

gottop3

PV

and

popular

with

fans.麦香鱼阅读量为本月第三名，结合愚人节热点受粉丝欢迎。Content

Highlight-WeChat抹茶甜筒61周年Page

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.一元吃抹茶甜筒内容凭借优惠福利及H5极高的可玩性，数据反馈成为创建账号以来PV、转发、点赞最高的内容。Content

Highlight-WeChat新品合集OOH双屏互动气泡狗贴纸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，但相较于之前几个档期的新品表现较差，仅为之前PV三分之一。Content

Highlight-WeChat麦乐送的秘密支付宝优惠自拍指南Pageviews：1,229,185Engagement：10,217回力车Average:Page

view:

307,296Engagement:

2,554Due

to

thefunny

photodevice

in

angrybird

flagship

storeand

theenjoyment,the

content

of

take

guidegotthe

top1

PV

in

thissend.旗舰店自拍指南为本次推送PV第一名，旗舰店好玩的拍照装置受粉丝欢迎。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#尚校来了#KFC:#尚校来了#

Post:

29Retweet:

18702Comment:2207Impressions：8.38millionDiscussions：8501活动时间：4.3-4.15期间活动机制：肯德基跨界时尚，在线下举办时尚走秀，将经典产品cos成时尚装饰品SummaryKFC:#K记来了个鹿店长#

Post:

17Retweet:

18702Comment:1,023Impressions：76.34millionDiscussions：21W活动时间：4.18-4.30期间活动机制：肯德基携手鹿晗，推广打造全新订餐app和线下主题店。Summary#K记来了个鹿店长#Competitor

Analysis【宣布代言】【鹿晗生日】Competitor

Analysis#天生爱分享#必胜客:#天生爱分享#

Post:

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

millionDiscussions：24.5,000活动时间：4.25-4.30活动机制：任意消费加48元得复活节限量版布朗熊和可妮兔公仔Summary【宣布合作】【活动内容】活动机制：参与最美门店投票，有机会和胡歌见面Competitor

A