Brand Handbook
This aim of this handbook is to guide Marketing professionals in representing the Mobike brand to the public. It provides the core information regarding: • • • • •
Expectations Goals & KPIs Resources & Tools Process and SOPs Guidelines and Best Practice
It should serve as an introductory guide when on boarding and be a point of reference throughout development. It will be regularly reviewed and updated with notice.
A
C
D
GOALS & EXPECTATIONS
TOOLS
CHANNELS
FRAMEWORK
B
THE TEAM
A
C
D
CONTENT CREATION
CONTENT STRATEGY
COMPLAINTS & REPORTS
ACTION
B
BEING MOBIKE
Goals & Expectations
GOAL & EXPECTATION
THINK
FEEL
DO
GOAL SETTING & TRACKING
DEVELOPMENT
PROACTIVE WORK
Analytics Past Work Review Follow Approval Process Leverage Team Support
CampaignS & Activations User Interaction Partnership Development Competitor Benchmarking
Content Plan/Strategy Content Creation Content Scheduling Proactive Work Project Completion
GOAL & EXPECTATION
Content Creation & Page Management
10%
Generating Content Interactions Updates
Developing Campaigns
Concepts Execution Review
Customer Engagement
Learn Answer Support
Self-Development
Training Research Experimenting
Team Development
Documenting Contributing Process & Protocol
10%
10%
50%
20%
GOAL & EXPECTATION
High Level Goals
Brand Goals
• User Acquisition • First Time Riders • Daily / Weekly Active Riders • Purchases (Conversions) • Retention • Market Share
• To be the industry leader • To develop a community • To be a household name • To have a strong identity • To be more than a bikeshare • For ‘Mobike’ to become a verb
Objectives
• Quality Content • Large Fan / Follower Base • High Engagement • Globally Connected Brand • Positive Sentiment / Interactions • Exceed Competitors
GROWTH KPI
Description
Detail
Fan Goal
The “Fan Goal” is based on the business growth in your country
5% or more of the registered Mobikers in your country are also fans on social media
Fan Growth
When “Fan Goal” is met KPI focuses on maintaining growth in line with business growth
Fan growth rate should be equal to or above the growth rate of new Mobikers
Benchmarking
Ensure we are leading in the digital space amongst competitors
TEAM GOAL: Accumulating and retaining fans on our social media channels. Growing our audience and thereby growing our reach & engagement.
PERSONAL GOALS: Take ownership over the success of your country and set the standard for others. Benchmark against local competitors Track in Airtable weekly Gather Data from Hootsuite Board / Native platform
Meeting and exceeding the audience of local competitors
SENTIMENT
TEAM GOAL: Improving sentiment is a team effort. We want to encourage more positive conversation about Mobike. This is tracked via a social listening tool.
KPI
Detail
Positive Mentions
Above 30% of mentions are positive
Neutral
Keep track and re-categorize if necessary
Negative Mentions
Below 10% of mentions are negative
PERSONAL GOALS: Keep track of the negative and positive interactions you are having on social media and formulate plans to encourage more of the positive and reduce the negative. Track in Airtable weekly Gather Data from Hootsuite Board / Hootsuite insights / Additional listening tools
SHARE OF VOICE
TEAM GOAL: To gain above a greater share of voice (reach / exposure) in the digital space than our competitors.
KPI
Description
Detail
Share Of Voice
Percentage of the total number of ‘mentions’ of ‘Mobike’ online within your locale - as compared to top competitors
Above 33% Share of Voice
PERSONAL GOALS: To gain a greater share of voice than our top 2 global competitors as well as our local competitors in local digital space. Identifying and using additional tools for local analysis. Track in Airtable weekly Gather Data from Hootsuite Board / Hootsuite insights / Additional listening tools
Tools
AIRTABLE
PLANNING TOOL - Content Planning - Content Tracking - Content Analytics - KPI Monitoring - Project Tracking - Influencer Tracking - Design Requests See Airtable Training Deck
HOOTSUITE
MANAGEMENT TOOL - Monitoring - Tracking - Analytics - Content - Scheduling - Community - Management - Content Sourcing - Engagement See Hootsuite Training Deck
DATA TRACKER
INSIDE AIRTABLE CALENDAR
ANALYTICS TOOL - Track Content Performance - Inform Content Strategy - Informed By Hootsuite Weekly Report Boards - Monitor & Review K P I’s - Benchmark - Track Impact
See Airtable Training Deck
TRACKABLE LINKS GLOBAL
Twitter - bit.ly/TWmobike Facebook - bit.ly/Fbmobike Instagram - bit.ly/Igmobike
LOCAL
bit.ly/[Country abbreviation]mobike[Platform abbreviation]
BITLY.COM - Track the number of downloads that come through social media - Bitly links record the number of times the link has been clicked as well as the timeframe - Links directly to the respective app store on a mobile device or the Mobike webpage if clicked on a desktop - Each country will have a link for each of their platforms - These should be used for any download/signup/join CTA
E.G. IN AUSTRALIA
Linkedin - bit.ly/Limobike Youtube - bit.ly/YTmobike
RESOURCES
THE BANK
THE HUB
TRAINING & COURSES
SOCIAL TEAM
The shared one drive folder ‘THE BANK’ is a library of content and resources for your use. Maintain and mine it.
The shared one drive folder ‘THE HUB’ is a resource for the social team. It contains key documents and handbooks to reference. Download and upload materials to be shared with the whole team. E.g Airtable Training
Use Hootsuite Academy to gain ongoing training on the Hootsuite platform. Gain a Hootsuite platform certification. Training resources will regularly be shared across the global team
Talk to the team! Learn from their experiences. Ask questions openly share learning and best practice. Multiple social team group chats, meetings, calls and opportunities for exchange
PROMOTIONAL PRODUCTS
IN-APP PROMOTIONAL TOOLS - Pop-Up Card - Banner - My Messages - Menu Banner - Promo Code (Generic) - Promo Code (Unique) - Passes (As Prizes) - SMS Please review with product what date can be tracked and set up process for this. Please Review The Promotional Tools Deck
Channels
Each locale has full ownership of their local channel’s activity and success. You also have limited access to the corporate social channels through Hootsuite, simply post and notify for approval. Content for Global Accounts may include: • • • • • •
Press Release Launch Content Product Update Corporate Activity Event Participation Government Interaction
/company/Mobike
YOUTUBE
/MobikeGlobal
@Mobike
@mobikeglobal
@mobikeglobal
IN APP
- Support from regional product operations lead and design team to execute - Tracking of impressions and clicks in Mobike back-end (Apollo) - Banners, Pop ups, push notifications, my messages, icon change and more‌
WEBSITE / BLOG
- Operates with a global page structure, depending on IP you will be shown local page - Each country has it’s own version - The blog is used for long form content - The website and blog are a string tables, they can be edited with basic HTML and are housed on google drive (access can be requested) - Content should not be edited or uploaded without due process
- 1 Global Brand account managed from HQ accessible to local teams with approval - Local accounts for each country - Corporate & Branding content focus - Local page management https://twitter.com/Mobike
- 1 Global Brand account managed from HQ accessible to local teams with approval - Local accounts for each country - IG, Stories & IGTV active - Focused on UGC - Local page management
- Global Page structure - Grown 99% organically - Business manager is active - Paid marketing through ‘reseller’ in HQ / local agency - Local page management
LINKED IN
- 1 core company page - English language - Posting corporate and branded content - Sharing employee insights & articles - Industry thought leadership - Managed from HQ – local access with approval www.linkedin.com/company/Mobike
YOUTUBE
- Verified Channel - Video content library - Up to 14k views per video - High quality branded content (animation and live action) - Country & Product launch videos - Educational and Lifestyle videos - Managed from HQ, local access with approval www.youtube.com/c/mobikeglobal
Being Mobike
BRANDING
Understanding Mobike’s identity is essential to producing eective and powerful content.
BRAND IDENTITY
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#FF4611
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While we must ensure to deliver localized messaging and content. We must also be conscious to present a globally coherent brand
BRAND PERSONALITY
If Mobike Were A Person, Who Would They Be?.. - An energetic and active young professional (25-35) - City dweller who loves city life - University educated but not elite - Socially conscious - Lives an eco-friendly lifestyle - Interested in all things ‘innovation & tech’ - Positive, energetic and upbeat
Mobike is into fitness, fashion and food and chooses unique and interesting over safe and ‘trendy’. They always seek adventure and are passionate about world travel and discovery. They seek to be part of a movement that changes the world for the better. They are ‘straight talking' with a good sense of humor (can laugh at him/herself), and is both humble and honest while being proactive and assertive.
BRAND PERSONALITY
Importantly, Mobike does not‌ - Represent gender stereotypes - Under represent communities - Exclude specific groups - Hold political affiliation - Preach any religion - Share any internal date / precise numbers
Always review core messaging & Announcements with PR
BRAND VOICE Corporate
What Does The Mobike Persona Sound Like In Different Situations?..
Corporate voice
Imagine our Mobike persona in the workplace. Talking about issues he/she has studied and deeply cares about Example: ‘Today we spoke with @UNEP on the impact cycling can make on our cities - it’s empowering to see the change that can be made through #pedalpower
YOUTUBE
Consumer voice
Imagine our persona talking to a friend. Friendly, authentic and kind, excitable and keen to jump into an adventure
INSTAGRAM Consumer
Example: “Can you believe that we’ve already cycled 18 billion kilometers together! That’s like burning off 3 million cheeseburgers worth of calories! #fitnessfriday #burnbabyburn”
TONE OF VOICE (Content)
Characteristic
Description
Do’s
Dont’s
Assertive
Confidence in all content is important. ‘We Know Cycling Changes Cities’
Be assured and clear
Don’t be either passive or arrogant. Assertive is ‘confident’ not aggressive.
Passionate
Own Mobike’s Goals TOGETHER we are impacting urban life TOGETHER we are changing the world
Be excited, energetic and positive. Use emojis and exclamation points!
Don’t be ‘over’ excited !!!! (i.e. don't use too many exclamation points or emojis)
Authentic
Take every opportunity and resource to become a Mobike expert. If you don’t know, say - then find out.
Be light-hearted and genuine. BE HONEST Follow through
Don’t use too much jargon and overplayed phrases. Don’t be too jokey or colloquial (slang words)
Open
You will be in direct contact with our users, we need to know what they do/don’t like to be the most impactful
Be open to criticisms / feedback Listen and pass on
Never be argumentative or defensive
I, I’m, Me, My, Mine
Mobike, We, We’re, Our Might, May, Think, Hope
Will, Can, Know, Are
NARRITIVE FORM 1st Person Plural ATTITUDE Assertive, Positive, Excited PERSONALITY Open, Appreciative, Considerate
TONE OF VOICE (Customer support)
Characteristic
Description
Apologetic
Often all someone wants to hear is a ‘sorry’ - don’t take on too much blame “we’re sorry you had a bad experience”
Cheerful
Keep the conversation light and positive. Answer with a ‘smile’
Clear
Honest
Do’s
Be sympathetic and apologize where necessary
Dont’s
Don’t OVER apologize - once is enough
Say thanks Be up-beat
Don’t make jokes. Don’t mirror someone’s negativity
Make sure you are answering the question asked first and foremost
Be succinct Get to the point
Don’t be blunt Don’t leave out information (Send 2 tweets if you need to)
Make sure you don’t tell a story or make promises you can’t keep
Let them know what you are going to do about it Give them the tools to do something about it IF YOU DON’T KNOW FIND OUT FIRST
Don’t give an answer you’re not sure on Don’t keep passing the same person on
PHOTO & VIDEO
DO’S
-
-
DON’T’S
✴Refer to photography guideline
Use recognizable backgrounds & places Have a natural feel (not posed into camera) Show the Mobike - so you can see logo (in app / video) Picture a rider that is cycling safe and legally Picture a rider with a natural smile Fashionable and up to date clothing and composition Give the impression of ‘going somewhere’ Tells a story (or pairs well with content that does) Contact and support from Design team ahead of shooting Ensure we have full photo rights Share with the team by uploading to The Bank (raw & edited)
Do not use black and white images Do not Photoshop the wheels to different colors Do not use back grounds that are too busy or unkempt Do not show Mobike at an angle where the bike cannot be recognized clearly - Do not picture a dangerous situation with Mobike - Do not show people unhappy or not smiling - Do not show people simply riding the bicycle, without any indication of a story - Do not show ‘behind the scenes’ of warehouse / factory - Do not add any graphic elements, without approval from Brand/Design - Do not focus on other brand logos
PHOTO & VIDEO
Do
Don’t
Be Branded Do Include the bike with visible logo (in 99.9% of images)
Be Heavily Branded Don’t overlay logo onto images unnecessarily
Be Engaging Tell a story (ours and Mobikers) Divide a narrative across posts Use multiple mediums
Pack to much in Keep videos short and focused Keep images clean and minimalist
Share beauty
Waste Good Content Always tie to a clear goal / call to action
DO BE CREATIVE
DON’T BE PREDICTABLE
Fun Bold Bright Happy In Motion Experience Tell a Story
KOL / INFLUENCERS
Approachable And Attainable We want to work with influencers that are closer to everyday people rather than elite.
Fun And Explorative We want to work with influencers that have a sense of adventure & are unafraid to get their hands dirty.
Unique And Diverse We want to work with influencers that have something ‘interesting/different’ about them - while being representative of a diverse world. ✴Please discuss influencer program details with key team members
CO-BRANDING
Not necessarily done with ‘partners’ these co-branding campaigns MAY focus on social media engagement competitions / events promo / deals & promotions. Every campaign should tie in business objectives wherever possible.
Do
Don’t
Think Big
Put quantity over quality
Work with local partners
Become a platform to advertise other brands
Have a clear and measurable goal (SMART) Give a clear CTA
Co-brand just because it’s a well known brand
Think long-term & global Can we leverage this partnership on a regional or global scale / do we already work with them elsewhere?
Over commit
E.G. UNIVERSITIES CHARITIES FASHION BRANDS SPORTS COMMUNITIES ESTATE AGENTS FURNITURE STORES BARS FAST FOOD
✴See Co-Branding deck
HASHTAGS
Global #MobikeMovement #LetsMobike #Mobike
Local #Mobike(Country abbreviation) #Mobike(City) #(City)Mobikers
Campaigns, or what’s trending #MondayMotivation #SundayFunday #ExploreMore #Adventure OR #MobikeSanta #RideForEarth
Content Creation
GOAL SETTING
When creating a campaign, or even a post identify your desired outcome before creating the content to achieve it.
GOAL
OBJECTIVE
USER ACUSITION
FAN GROWTH
BRAND AWARENESS
REACH
TRIPS (DAR)
ENGAGEMENT
BRAND EQUITY
SENTIMENT
PURCHASES
CLICKS
RETENTION / REACTIVATION
ACTION
S M A RT P E C I F I C
E A S U R A B L E
C H E I V E A B L E
E L E V A N T
I M E D
CONTENT DEVELOPMENT PROCESS
Idea
Develop
Review
Written Come up with concept /campaign through smart goal setting. Reference guidelines. Share & Brainstorm with team
Plan copy in calendar and revise - with clear CTA, strong brand voice, focused on achieving the objective Visual Submit design request with initial elements for visual content creation /Review or use existing material
Review with relevant team members and confirm approval before scheduling
Schedule
Track
Post
Learn
Publish content to the relevant channels
Monitor the content performance track and review Share and discuss
CALL TO ACTION DOWNLOAD RIDE Achieve your goal is with a clear call to action. Provide the means to perform the action.
FOLLOW LIKE SHARE COMMENT SEND
CTA
VOTE JOIN TWEET POST
REVIEW & APPROVAL GRAMMAR Plan in advance, use Airtable to prepare and review. Never post content in a rush, take time to check and review all content so no unnecessary mistakes are included.
SPELLING PUNCTUATION QUALITY VISUAL CLARITY
- Will this post help you achieve the goal? - Does this post have a clear CTA?
TONE OF VOICE CALL TO ACTION LINKS BRANDING PURPOSE
Content Strategy
DEVELOPING A CONTENT PLAN
OBJECTIVES
Outline your goals and objectives. Ensure to revise this along the way.
PROFILES
What is the profile / persona of the localized Mobike brand as well as your target audience.
PURPOSE
Define the purpose for each social platform, why it’s there and who it is targeted towards.
CONTENT PLAN
Establish a clear plan / Content mix and post frequency across platform to achieve your goals.
OUR CORE CONTENT PILLARS
Education - How to use Mobike product(s) - New Feature updates - Did you know - Best practice - Explainer content
Branding - Building the #MobikeMovement and community through… - UGC - Influencer content - Mobike design led content
Corporate - Have you heard / seen - Mobike in the news and media - Latest white papers - Latest partnerships - New city/ Country launch
Lifestyle
Promotion
- Brand personality
- Promotional opportunities - Latest pricing - Events promotion - Product growth levers such as “give 5 get 5”
related tips and insights
such as… - travel tips - cycling news - local insider knowledge - City guides - Fitness tips
KEY MESSAGES
MAINTAINING YOUR CONTENT CALENDAR
Each country has it’s own content calendar. Inside the ‘Mobike Social Content’ Airtable workspace. Each team must maintain content planning and tracking of content here for accessibility and effective review & approval.
Multiple daily posts regular links only use text alone when responding to questions use hashtags 99.9% of the time.
Regular posts (4/5PW) always visual video is king never only text avoid 1 image link to other pages/ articles
Regular posts (3PW) Mix media (Image, video, gif) tag other accounts & locations regular updates on stories
What is happening now
Tell a story
Showcase Mobike & Mobikers
Complaints & Reports
ENQUIRY PROCESS
New Country / New City request
newmarkets@mobike.com / local support email
“Please send your request to…”
BD / Corporate Enquiry
contact@mobike.com / local support email
“Please send your request to…”
PR / Media Enquiry
press@mobike.com
“Please send your request to…”
HR / Job Application
talent@mobike.com
“Please send your request to… with your CV and cover letter attached”
Social / Marketing Proposal
social@mobike.com
“Please send your proposal to…”
Design Request / Proposal
social@mobike.com designintl@mobike.com
“Please send your request to…”
COMPLAINTS PROCESS:
Community Manager
Hootsuite Dashboard
VIEW
HANDLE
Assignments Manager
Respond & Resolve
or
or
View Tabs & Streams
Assign to CS Team
REPORTS PROCESS
Community Manager
Hootsuite Dashboard
VIEW
HANDLE
Assignments Manager
Give user customer service contact details
or
or
View Tabs & Streams
Respond & Gather Detail
Should be default response
Always take conversation private where possible
and Assign to relevant OPs /CS support
Where enough detail - add to report sheet / notify relevant team to document See customer Service SOP
Document Everything
Plan
In every job that must be done there is an element of fun Tell A Story
Be Creative Set Goals
THANKS FOR YOUR TIME GEORGIA YEXLEY GLOBAL MARKETING MANAGER CONTACT: GEORGIA@MOBIKE.COM