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20160518影音學行銷 人群控制學問多p1
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佳勳 何
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行銷部落專案-看影片學行銷 人群控制學問多part1 時間飛逝 情緒管理 護財有道 心得分享
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20160518影音學行銷 人群控制學問多p1
1.
人群控制學問多 20160518 何佳勳
2.
時間飛逝-沒擦防曬乳 特效化妝,曬傷 ◦ 未來想像->反應不大 ◦ 對話強化動機 ◦
恐懼感 互動裝置-未來機器 ◦ 皮膚老化 ◦ 曬太陽的缺點 ◦ 紀錄
3.
時間飛逝-疏散 出口處放障礙物 ◦ 分流
4.
時間飛逝-抗衰老 老人生活 ◦ 感覺年輕,身體不行 ◦ 改造自己在50年代的生活 ◦
體能測試-年輕十歲的人 ◦ 聽到老年人字詞->促發
5.
時間飛逝-排隊 排隊等待 ◦ 自主性的賭博 ◦ 輸的感覺不良 ◦
決策者的厭惡 分心 ◦ 幸運輪
6.
情緒管理-監理所 即時反應 ◦ 笑臉 ◦ 特別 ◦
沒有事情做的時間2HR ◦ 情緒測量儀 ◦ 笑的等級,即時反饋->俄羅斯方塊 ◦ 忘記苦惱->有事情做 分享快樂 ◦ 聽到別人笑 ◦ 笑聲傳染-笑聲瑜珈
7.
情緒管理-拖吊 負面情緒進來 ◦ 如何冷靜->粉紅色->鎮靜 ◦ 顏色與反差驚訝 ◦
分散注意力 ◦ 特別經驗,製造分享體驗 ◦ 製造笑容 ◦ 監獄與橄欖球隊實驗
8.
情緒管理-狗大便 公園狗大便 ◦ 正增強與副增強 ◦ 正面鼓勵 ◦
做好事得獎賞 ◦ 即時反應 ◦ 重新 誘因增強 ◦ 對象快樂,自己也快樂 ◦ 為別人做事感到快樂 競賽-增強動機 ◦ 了解規則的快樂 ◦ 階層 ◦ 賦予價值 ◦ 獲勝的感覺 ◦ 話題製造->社交
9.
護財有道-掉皮夾 內容物十元 ◦ 1.律師 ◦ 2.消防員 ◦
3.可憐人 ◦ 多人時 ◦ 芬蘭11/12 ◦ 葡萄牙1/12
10.
護財有道-捐款 向上與向下 ◦ 向上道德感上升 ◦ 上升的時間是否比較不趕 競賽 ◦
男女競賽 ◦ 了解目前進度 ◦ 女性較多人捐款 ◦ 男性捐較多 ◦ Nike男女跑
11.
護財有道-旋轉門 旋轉門-氣泡 ◦ 容易錯誤的挫折感 ◦ 綠色腳印氣泡紙 ◦
驚訝感卻無法理解 ◦ 環境不適合遊樂 ◦ 出來的比較會踩 ◦ 跟隨效應 美式足球 ◦ 有趣的視覺 ◦ 聲音反應,自豪感 ◦ 特別體驗 ◦ 教育
12.
護財有道-推銷 牛肉乾銷售 ◦ 試吃導購 ◦ 多種牛肉乾 ◦
選擇變少,更容易決策 FREE ◦ 免費的改變->想要 ◦ 愧疚感? ◦ 互惠 互動 ◦ 主動出擊 ◦ 找消費者 押韻 ◦ 容易記憶 ◦ 會心一笑 ◦ 引起注意
13.
品牌行銷遊戲化四要件 回饋 元素 機制 13 創造非凡意義 吸引人的開始 讓活動更好玩目的
14.
自我提升 感官刺激 新奇 即時反饋 激勵 元素 機制 回饋 榮耀 勝利 關卡 進度 點數 觸發 層級 獎章 額外獎勵組合加成 貨幣 重新 謎題 地位 任務 限制決定偶然
時間壓力 14 目標 競爭 稀有 社群探索 擁有 創造困難 自主 技能
15.
情境小練習
16.
說說八豆食府 • 發現問題 • 數據化 •
盤點資源 • 同理執行
Editor's Notes
元素、機制
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