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社群媒體經營
1.
社群媒體經營 Jeff Wang Strategic
Marketing Division
2.
好廣告,不看嗎? 品牌小知識: 金士頓科技公司(Kingston Technology Corporation)1987年由兩 位台灣人:杜紀川和孫大衛先生創立於美國加州,目前為全球最大 的記憶體產品獨立製造商。
3.
Behind the Scene 52名專業師傅,耗時84小時,共用掉104公 升的油漆、2千枝木材,以及9190片的磁磚 才搭建完成。而且全部…MIT!
Great, huh!? Video: http://youtu.be/9pn7uNfsct4
4.
Pawel Kuczynski
5.
Pawel Kuczynski
6.
Pawel Kuczynski
7.
準備開始!
8.
您經營的是… 社群community? 社群媒體social media?
9.
直白地說… 社群是一群人共 同的關注或興趣 發展出的人際網 絡。
10.
對,他們共同關注…
11.
伯伯們也是…
12.
社群Community Community 深入高度凝聚
13.
社群媒體Social media Social media 廣泛擴散效果
14.
三種層次
15.
三種層次
16.
社群關係模式
17.
目的是? 宣傳? 散佈? 導購? 凝聚?
18.
看看專家怎麼說? 『緊扣公司定位策略與定位,了解每個新興 媒體的特性,找到長期發展策略及方向。以 公司及產品特性來決定如何使用一個新興媒 體,正確使用新媒體。忌勿趕流行開粉絲頁 ,及開發應用程式。』 - 奧美互動行銷董事總經理 張志浩
(1:55 開始 )
19.
真的不跟流行嗎? 我的觀點 與時俱進
(黃頁 - 搜尋 - 社群媒體) 曝光已死,擁抱表達 “CocaCola Marketing Shifts from Impression to Expressions”. - 哈佛商業評論. Joel Tripodi 可口可樂CMO UGC >BGC 消費者創造的品牌資訊遠勝過品牌創造的 你是品牌代言人? 別傻了,消費者才是 當社群的推動者,而不是管理者。 最後… 經營品牌不是一個團隊的事情這麼單純。
20.
沒人要你打十個!
21.
確定自己的社群生態系
22.
確定自己的社群生態系 分享 進入社群 造訪 搜尋 官網 造訪 造訪 搜尋 秀展曝光 / 電話行銷
/ 廣告採買
23.
你找到對的人了嗎? 社群媒體經理? Online Community Manager
24.
社群媒體經理 『在美國,社群經理是一個發展中且逐漸重要的職務,主要 的工作是社群領域的行銷。社群經理人主要俱備公關經驗, 會做行銷又能辦活動,會拍照,會寫稿。還要有 危機處理的know how和對話的能力。』 - 奧美互動行銷董事總經理
張志浩
25.
社群媒體經理 『在網路上建立社群是一種新的職業… 你需要的是一 個聰明的經理,運用他的判斷能力,去一步步塑造出 這個社群… 這個工作結吅了行銷、公關和業務…
成功 的人可以把一個死氣沉沉的網站,搞成一個網路上最 熱鬧的酒吧,而這就是 21 世紀最重要的技能。』 - 哈佛商業評論。Joel Tripodi 可口可樂CMO
26.
社群媒體經理 『社群經理的工作相當多元也五花八門,例如必須對 客戶提供完善的客戶服務,或者提出產品服務的最佳 使用狀態,甚至需要第一線去接觸具有潛在價值的商 業吅作夥伴,並增進公司網站或產品的媒體形象曝光 與能見度。』 - 哈佛商業評論。Joel Tripodi
可口可樂CMO
27.
社群媒體經理 『經營粉絲頁曠日費時,需了解企業各階段的策略目標,因 地制宜推出行銷活動,經營者應該是校長兼撞鐘的全才打雜 型人物。對企業不熟的人寫起文案如同隔靴瘙癢; 對社交互動 技巧不熟的人,文案沒有梗。千萬不要問我做社群要內包或 外包,因為找到對的人才是你真正需要關心的。』 - Jeff
Wang R策展能力 R產品知識 R客服處理 R危機處理 R社交技巧 R品牌型塑 R開發商機 R分析修正
28.
29.
想學習成為社群經理嗎? 資料來源: 2013 Community
Manager report, SocialFresh
30.
想學習成為社群經理嗎? 資料來源: 2013 Community
Manager report, SocialFresh
31.
想學習成為社群經理嗎? 資料來源: 2013 Community
Manager report, SocialFresh
32.
想學習成為社群經理嗎? 資料來源: 2013 Community
Manager report, SocialFresh
33.
想學習成為社群經理嗎? 比對過去兩年的數據,從2013年社群經理報告中可以看到三大趨勢: 1. 社群管理的行業漸漸趨向性別平衡。女性社群經理從2011年的68% 降至2012年的65%,而今年為61%。
2. 社群經理的平均薪資持續成長。2011年的薪資幅度從3萬到六位數美 元,這個幅度持續維持著,但今年的平均薪資大幅增加至4.9萬-5.1萬 美元。 3. 社群經理的平均年齡持續增加。2011年的平均年齡為29歲,2012年 為30歲,2013年為32歲。這個年齡成長的趨勢可能與平均薪資增長有 關。 (註:2013年社群經理報告乃根據SocialFresh 透過電郵和線上表格 於1月24-25日調查1,047位社群經理所得結果。)
34.
Getting ready 試著註冊看看!
35.
這張檢核表可以幫上一些忙 Facebook 粉絲頁名稱字串中是否包含AVer,提高品牌辨識度 R 粉絲頁介紹描述設定時,是否包含以下要素: 公司沿革介紹及產品服務內容 。電子郵件、電話傳真 公司網站、相關粉絲頁連結 粉絲頁由圓展科技官方所經營之聲明文字 上傳大頭貼及封面照片 粉絲頁管理政策文字 官網置放社群媒體連結 電子郵件簽名檔 R R R R R R R R
36.
好文案怎麼寫?
37.
越短越好 (K.I.S.S)
38.
越短越好 (K.I.S.S)
39.
越短越好 (K.I.S.S) 原則1: 100
– 250 個字元 原則2: 不要使用又臭又長的連結 http://goo.gl (推薦) http://tinyurl.com http://bitly.com 練習看看: htwww.aver.com/press-release/AVer-enriches-tabletlearning-with-onetp://-of-a-kind-TabCam-and-versatileTabSync
40.
練習幽默感 (有梗) 自從上回幫大白做了一次新鮮水果優格穀片早 餐,他就迷上了。天天都吵著要吃。今天早上 起床他發現餐桌上空空的,劈頭就問:「我的 水果穀片呢? 」我反問:「你的禮貌呢」?大 白換上一張無敵可愛無辜的臉蛋,嬌聲重問一 遍了:「我~的~水~果~穀~片~呢?」 唉,教老公說「請」,比教小狗握手還難啊。
41.
幽默感分國界 (這有好笑嗎?)
42.
好看 『視覺效果很重要,結吅相片或影片貼文的互動效果比純貼文 更好,分別能多得120% 及100%的互動參與(engagement)。』 資料來源: Inbound Journals
43.
好看之外,還得注意… 『視覺效果很重要,結吅相片或影片貼文的互動效果比純貼文 更好,分別能多得120% 及100%的互動參與(engagement)。』 資料來源: Inbound Journals -
發文使用圖片需具吅法授權或使用版權。 - 使用圖片建議解析度為72+ dpi,照片尺寸500x500px以上, 避免曝光不正確及模糊影像。 - 勿直接畫質欠佳照片進行發文,建議使用後製軟體處理為 較佳成像後使用。 - 影片怎麼貼?官網第1 > Youtube第2 > Facebook第3
44.
行銷長你/妳該注意優使性了! 優使性(易用性): 維基百科 『超過75%以上的使用者透過行動載具查閱你的粉絲頁動態』 『當使用者使用行動載具觀看PC版及行動版網頁時,前者的 跳出率是後者的10倍』 資料來源: eMarketer
45.
46.
47.
48.
Responsive Website 響應式網站?響應什麼 56% ? 』 『 2012年開始,已經有 的企業進行網站轉型 - Techcrunch.com 範例1:
http://goo.gl/j9KcBR 範例2: http://goo.gl/Mw5Gez 範例3: http://goo.gl/sqFkfE
49.
貼的好,也要貼的巧! 『在互動率最高時間點,寫出最吸引人的貼文內容, 選擇粉絲最喜歡的貼文形式,可以使貼文互動提高500%。』 - 瘋潮行銷 Contagious。作者:
Jonah Berger華頓商學 院 定期定量,穩定發文。建議每日1則發文,或至尐每週2則 發文,確保發文能見度。 貼文時間儘量避開工作日早上9:00-11:00、晚上10:00至隔 日上午7點前。 週末: 週六上午9-11點最佳,週日粉絲最不活躍。 (註: 視各地民情狀況差異做調整)
50.
來創造內容吧! 產品上市及重要功能升級 參加國際秀展,展前曝光及邀請 產品獲獎或公司活動(例: 公益陪讀計劃、路跑、台灣精品獎) 媒體曝光 (數位媒體、新聞採訪、產品評測等。) 產業經銷夥伴活動轉貼 產業趨勢,研究報告,白皮書
51.
下回我們要談些什麼? 看懂Facebook Insights &
Google Analytics分析工具報表 粉絲頁小幫手 & Youtube Analytics 臉書廣告第一次就上手 臉書之後?
52.
這些對妳/你可能有些幫助 我看了這些書: 瘋潮行銷 - 時報出版 行銷實戰
台灣臉書效應 - 天下雜誌 Facebook行銷術 – 果核文化 玩家外包。社群改變遊戲規則 – 天下雜誌 也逛了這些網站: http://goo.gl/QGAnWX http://goo.gl/RyUw7 http://goo.gl/VpoCZy http://goo.gl/1GG6R6 http://goo.gl/bl6JEL http://goo.gl/OAWs8f http://goo.gl/FFL2As http://goo.gl/waQOE6 http://goo.gl/ss6Zz8
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