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1、An Unexpected Journey （PRC Windows 7 Launch Party Report）,执行总览,Accounts to 83% of cites ranging from 1st tier to 6th tier cities in China.,覆盖率,组织者,38% of 4,688 qualified hosts came from our partners, 65% are students and people from IT related professions.,聚会分享,There are a total of 2,777 hosts that
2、shared their party photos and videos through various creative means.,聚会网页,Total number of page views on party site is 42,945,339 and total number of unique users is 1,190,666. Total number of party comments is 29,635.,影响力,在849个网页上出现了2339篇相关文章,访客,Through online invitations, 2,511 hosts have invited a
3、 total of 32,401 guests to their parties. A total of 20,082 valid surveys were filled up, and a total of 2,727 guests filled up both the pre-survey and post survey.,3,Hosts coming from cities you know of and those you wont think of,主人来自中国的300多个城市(and out of China!),2个聚会在黑河： 中国北部疆土最远的城市举行,858 个聚会 在中国
4、首都： 北京举行,一个聚会在布达 拉宫举行,一个聚会在中国的 四线城市：九泉火箭 发射中心举行,3 个聚会在中国最南部的海南 举行,4,Cities coverage,The coverage of this event accounts to 83% of cites ranging from 1st tier to 6th tier cities in China.,1st Tier：e.g. Beijing, Tianjin, Shanghai, Hangzhou, Guangzhou, Shenzhen, Hong Kong, Macau, etc. A total of 18 cit
5、ies； 2nd Tier：e.g. Shijiazhuang, Changchun, Zhengzhou, Suzhou, Fuzhou、Xiamen, Xining, Yinchuan, etc. A total of 23 cities； 3rd Tier：e.g. Tangshan, Yantai, Lianyungang, Jiaxing, Wenzhou, Dongguan, Foshan, Guilin, etc. A total of 24 cities； 4th Tier：e.g. Handan, Jilin, Baotou, Louyang, Weifang, Yangzh
6、ou, Zhoushan, Chaozhou, Liuzhou, etc. A total of 17 cities； 5th Tier：e.g. Chengde, Baoding, Kaifeng, Taian, Huangshan, Leshan, Mianyang, Lijiang, Yanan, Xianyang, etc. A total of 20 cities. 6th tier: others. A total of 173 cities.,Out of the 333 tier 1 to tier 6 cities in China, we managed to cover
7、275 of them, including secluded places in China such as Jilin Panshi city, Jiangsu Jingjiang city, Hunan Ningxiang County, Shanxi Xiyang County, Henan Xiangcheng city, Guangdong Kaiping city, Guangxi Cenxi city, Yunnan Xuanwei city, Ningxia Lingwu city and so on.,According to administrative levels i
8、n Chinese cities,5,Host from all walks of life,A total of 4,688 qualified hosts passed the screening from 19,618 applicants. 65 of the 4,688 qualified hosts are students and people from IT related professions. Through uploaded party photos and videos by hosts we can see some hosts come from unexpect
9、ed walks of life, such as doctors, engineers, policemen, elderly and kids, using many creative and innovative ways to hold their own Windows 7 parties.,More profile information of hosts,6,Ardent support shown from internal and external partners,Channels of other partners: Ynet, Respect and Dream Adv
10、ertising, Realbroad, etc.,OEM Partner: Lenovo, HP, DELL, etc.,Hosts reccomendation: Friends reccomended by Microsoft internal employees, MVPs, etc.,38% of hosts came from our partners (employee recommendation, partner websites, partner forums, OEM, etc.） Through our partners, we managed to recruit m
11、any IT Pro/ IT Fans as our hosts. These hosts have higher percentage of valid surveys filled, host accounts being activated, and have better quality parties held.,Partner websites: Baidu,PC Online, etc.,Partner BBS: PC Beta, Win7c, etc.,7,Unexpected party format,There are a total of 2,777 hosts that
12、 shared their party photos and videos through various creative means. Total number of page views on party site is 42,945,339 and total number of unique users is 1,190,666. And total number of party comments is 29,635.,Click here to party site,8,Touching moments,8,Many unexpected stories were anacted
13、 during this journey.,This host comes from a school for the deaf, and he introduces his party as follows: ”We are from ChangChun University. Although we cannot hear, our love and passion for Windows 7 drive us to use sight and hand signal to put across what we want to portray.”,This host chose to ho
14、ld his party at the highest point of Beijing, Fragrance Hill. He mentioned in his article, ”Why Fragrance Hill? The answer should be obvious to all. The best way to celebrate the launch of Windows 7 is to bring it to the highest point in the city of Beijing.”,Silent party.,Party with great “height”,
15、9,Hosts have a more positve viewpoint towards Windows 7,Compared to consumers that are not hosts, party hosts have a higher level of awareness, favorability, purchase intention and likelihood of reccomendation towards Windows 7.,#1 Ipsos Windows 7 Marketing Program Effectiveness Research (Wave 1) #2
16、 Online Survey on Windows 7 Channel of Netease and Tencent #3 Hosts that filled Windows 7 Party pre-survey,10,Appreciation,10,Many hosts emailed to express their gratitude towards the help that they obtained from , which is our official customer service channel.,WOM influence created throughout the party,Main IT portals：,There are 2,339 related articles circulated around on 849 websites. These websites not only include verticial IT portals, but the influence
