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社群當道之數位行銷趨勢與應用

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社群當道之數位行銷趨勢與應用

  1. 1. 社群當道之數位⾏行銷趨勢與應⽤用 1 Norika Oda Present. Web site:http://norila.tw FB:https://www.facebook.com/odanorika/ Contact mail:norika@norika.tw Norika Marketing & Management Consulting Service
  2. 2. Norika Oda Present. 2 織⽥田紀⾹香 ⺫⽬目前任職: 「網路⾏行銷講師及企業經營顧問」 ⼯工作經歷: •  願境網訊股份有限公司(KKBOX) – 整合營銷業務部 副總經理 •  關鍵數位⾏行銷股份有限公司 – 總顧問 •  中國⽂文化⼤大學推廣教育中⼼心 – ⾏行銷講師 •  久⼤大資訊股份有限公司 – 總經理特助 •  協同數位股份有限公司 – ⾏行銷部經理 •  網祿科技股份有限公司 – 網路事業部經理(花蝶租書) About Norika Norika Marketing & Management Consulting Service
  3. 3. Norika Oda Present. 3 Publications 著有「勇敢失敗,⽐比努⼒力成功更有⼒力量」⼀一書 於2017/03/03 ⽅方⾈舟出版社出版 Norika Marketing & Management Consulting Service
  4. 4. Norika Oda Present. 4 著有「突破男關。做⾃自⼰己」⼀一書 於2014/01/15 潮客⾵風出版 著有「我,選擇不⼀一樣」⼀一書 於2013/09/14 商周出版 Publications Norika Marketing & Management Consulting Service
  5. 5. Norika Oda Present. 5 Index. Section 1. 數位⾏行銷之趨勢 Section 2. 數位⾏行銷之應⽤用 Norika Marketing & Management Consulting Service
  6. 6. Norika Oda Present. 6 Sec$on1  . 「數位⾏行銷,涵蓋各式各樣⺫⽬目的與⺫⽬目標。」 數位⾏行銷之趨勢 Norika Marketing & Management Consulting Service
  7. 7. Norika Oda Present. 7 Norika Marketing & Management Consulting Service The Pass:Pull Media Buy Marketing Object AD Keywords AD Network EDM Search Engine Optimization WOMM ・Official  Site   ・Brand  Site   ・e  Commerce   ・Campaign
  8. 8. Norika Oda Present. 8 Norika Marketing & Management Consulting Service The Future:Influence & Lead Marketing Object Data Driven Mobile Video Live Streaming KOL Content Marketing Social Media Mobile Base
  9. 9. Norika Oda Present. 9 Norika Marketing & Management Consulting Service 「社群與⾏行動化為未來數位⾏行銷發展重⼼心。」
  10. 10. Norika Oda Present. 10 Norika Marketing & Management Consulting Service •  在社交媒體上的時間越來越⻑⾧長 – ⺫⽬目光在哪裡消費契機就在哪 •  社交互動上的影響遠⼤大於廣告 – 朋友間喜好間接成⾃自⼰己所愛 •  內容在社交上的感官刺激強烈 – 短影⽚片有效去觸發⽤用⼾戶興趣 •  ⾏行動裝置佔有最多的碎⽚片時段 – 使⽤用者分⼼心之機會商機所在 •  ⾏行動應⽤用能滿⾜足的情境趨成熟 – ⾏行動購物或是社交互動頻繁 •  搜尋成為採取⾏行動最後⼀一哩路 – ⾏行動裝置放⼤大連結搜尋感受 社群 X ⾏行動化
  11. 11. Norika Oda Present. 11 Norika Marketing & Management Consulting Service 社群⾏行銷關鍵不在於「拉」,⽽而是在於「引」 ・⾏行銷不是在社交媒體上「拖拉」⼈人來看 ・⽽而是在各⼤大社交媒體上「吸引」⼈人來看
  12. 12. Norika Oda Present. 12 Norika Marketing & Management Consulting Service 主題 關鍵字(深化記憶) 內容(病毒擴散) 社交回應(誘發興趣) 策略 發展
  13. 13. Norika Oda Present. 13 Norika Marketing & Management Consulting Service 策略,⽤用來規劃溝通的⽅方向 發展,⽤用來操作執⾏行的強度
  14. 14. Norika Oda Present. 14 Norika Marketing & Management Consulting Service •  想題⺫⽬目 – 要跟⼈人講事情總得有個題⺫⽬目吧! •  關鍵字 – ⽤用正確關鍵字網友才會好搜尋! •  寫作⽂文 – 有了題⺫⽬目就是寫⽂文拍照或錄影! •  做素材 – 好⽍歹美化⼀一下⼿手上完成的內容! •  找平台 – 情侶版發到單⾝身版去會出事啊! •  發布去 – 看個⿈黃道吉⽇日沒問題就發布吧! •  帶互動 – 題⺫⽬目太冷就沒⼈人來炒熱⼀一下吧! 社群⾏行銷實作⼩小技巧:
  15. 15. Norika Oda Present. 15 Norika Marketing & Management Consulting Service 分析受眾興趣與 嗜好等相關輪廓 設計他們會感興 趣的各種主題 為各類主題撰寫 不同⽂文章 依受眾屬性到相 應平台發佈 觀察受眾各種反 應並記錄 因應互動活躍狀 態再分析受眾 1 2 3 456
  16. 16. Norika Oda Present. 16 Norika Marketing & Management Consulting Service 「數位⾏行銷從策略到執⾏行,成效導向為主流。」
  17. 17. Norika Oda Present. 17 Norika Marketing & Management Consulting Service 設計數位行銷策略,可區分成三個不同Media規劃 ⾃自有媒體

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