實體活動網路行銷簡報
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當實體活動勢在必行，要如何突破實體活動的人數限制，延續其影響力到社群媒體，吸引更多人來認識品牌？
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實體活動網路行銷簡報
- 2. 關於王俊⼈：實驗、組織、⾏銷、數據 危機管理能⼒ 轄管公議題客⼾ 奧美公關 經理 2005 2011 網紅⾏銷 轄管社群企畫 奧美社群 副總監 2014 數據化內容⾏銷 轄管內容以及採買 奧美互動 副總經理 2017 社群監測 轄管產品發展 北京科技新創 副總 C J
- 3. 能建構快速成長、轉型成數據團隊的關鍵數據 3 14 年 30 ⼈ 3,000,000 6,600 則 從網拍賣家開始⾏銷⽣涯 社群團隊年產貼⽂數量 離開奧美帶領的團隊規模 每年投資科技的實質⽀出
- 4. 創造無垃圾內容的烏托邦 Stop Doing Shit Content to Our Consumers
- 5. 今⽇簡報的貢獻單位 5
- 8. 這10年來，我專業上學到的思維 8 定出品牌的主要⽅ 向 10年前傳播藍圖思 維⼯具 簡化⼀切邏輯思維 的提案⽅法 品牌⼤理想 Fusion Winning Way 更數據和多平台考 量的傳播藍圖思維 ⼯具 DAVE
- 9. 10年建構起的數據化內容⾏銷思維 9 內容創造 社群管理 消費者 數據研究 績效⾏銷 Social CRM 要將眼界拓展⾄內容創造和社群管理以外的應⽤範圍 以數據貫穿，⼀整套數據導向的內容⾏銷必勝法
- 10. 具有品牌特⾊的內容定位 10 Whom am I for 我的⽬標族群想要什麼 Why like us 競品滿⾜了什麼？ Who am I 我們能解決的痛點 內容定位
- 12. 延伸為年度內容規劃 內容定位：為你撐出⼀片天的照顧者 在地節慶/活動/節⽇ ⽉ 份 ７⽉ ８⽉ ９⽉ １０⽉ １１⽉ １２⽉ １⽉ ２⽉ ３⽉ ４⽉ ⽗親節 中秋節 雙⼗⼀ 購物節 耶誕節 5⽉ 6⽉ 農曆年 端午節 ⽉主題 與X時光 超⼈爸爸 台灣之光 家⼈團聚 買買買買 交換禮物 過年團聚 春節出遊 執⼦之⼿ 撐⼀片天 寵愛媽咪 夏⽇競賽 紅點獎 ⽩⾊ 情⼈節 兒童節 ⺟親節 暑假 珍惜 時光 解決雨 傘放置 陪你 到老 晴雨 兩⽤ ＭＩＴ 眾⼈⽬光 解決痛點 促進⾏動 引發共鳴
- 15. ⽬的：吸引對內容⾏銷有興趣的⼈
- 18. 18 模式：選擇ㄧ個適合的產製模式 22 % › Ford is transforming their traditional “content factory” to produce near real-time social and digital content, helping Ford tell better stories to digital outlets and on its own platforms. % 22 % › Ford is transforming their traditional “content factory” to produce near real-time social and digital content, helping Ford tell better stories to digital outlets and on its own platforms. % % › Oreo wanted to become more relevant with the lennial crowd by re-imagining pop culture throu the eyes of Oreo. The program, Daily Twist, wa ambitious exercise in real-time culture-jacking. kicked things off with a simple visual of a six-lay rainbow Oreo cookie. The caption read: “Pride. % % › Oreo wanted to become more relevant with the lennial crowd by re-imagining pop culture throu the eyes of Oreo. The program, Daily Twist, wa ambitious exercise in real-time culture-jacking. kicked things off with a simple visual of a six-la rainbow Oreo cookie. The caption read: “Pride. % 24 % % › Landrover built a bespoke video content strategy to support multiple owned channels. % 24 % % › Landrover built a bespoke video content strategy to support multiple owned channels. % › Louis Vuitton took the art of travel to the next le offering a live premium service, sharing travel e ence functions and LV city guide. % % % › Louis Vuitton took the art of travel to the next le offering a live premium service, sharing travel e ence functions and LV city guide. % % % % › BBC and DuPont produced 20-episodes series examined the future of business, looking at the companies around the world that are likely to be making the greatest impact on the way the world will live and work in the future. Each program featured a two-minute mini-documentary highlight- ing a DuPont business collaboration that truly % % 26 % › BBC and DuPont produced 20-episodes series examined the future of business, looking at the companies around the world that are likely to be making the greatest impact on the way the world will live and work in the future. Each program featured a two-minute mini-documentary highlight- ing a DuPont business collaboration that truly % % › IBM: Search Intent Modeling transforms large amounts of unstructured keyword research data semantic maps of customer interest. Video cont optimized for the exact searches they know are made results in high organic reach of content. P play interactions encouraging viewers to take a l gen action pull through prospects to an owned c nel. Views may be low, but 2-4% conversion rat content. % % › IBM: Search Intent Modeling transforms large amounts of unstructured keyword research data semantic maps of customer interest. Video cont optimized for the exact searches they know are made results in high organic reach of content. P play interactions encouraging viewers to take a l gen action pull through prospects to an owned c nel. Views may be low, but 2-4% conversion rat content. % %
- 19. 流程：從流程思考可以發揮的內容 19 時間 內容 9:00-9:30 Preparation 9:30-10:00 Client reception 10:00-10:02 Opening video 10:02-10:05 Opening-Joseph Pai 10:05-10:25 Ogilvy on Content – A Global View – Paul Heath 10:25-10:45 Changing Client Demands – A Global/ Asian View – Kent Wertime 10:45-11:05 A Social World – Asian/ Local View – Scott Kronick 11:05-11:45 Panel discussion ⽩董與客⼾對談 11:35-11:45[Wrap-up] 每位台上來賓給未來的⾏銷⼈1句話 (可能是品牌、學⽣、代理商、媒體) 11:45-11:55 Q&A 11:55-12:00 Closing
- 21. 資源：確認每個⼈都有獲得必要的資源 21 Role Member Need PC? # JD Executive Director Era, James Laptop 1 -Leverage the resource required. Operation Specialist Era, Michael Laptop 1 - Like PM, make sure every piece of content is published on time. -Review content Media Monitor OPR, Lily Li Laptop 1 -Monitor the media clipping refereeing to 「Content Marketing」for our use. Interviewer-Team1 OPR, Jasmine Hsu & Angela Lee Laptop 1 -Collect the cases and news of identified clients. -Fluent at English and Chinese, interview the identified clients. Interviewer-Team2 Era, Sasha Laptop 1 Content Specialist-Team1 OPR, Echo Yang Laptop 1 -Consolidate the Interviewers’ content and write the quote on the photo. -Content Specialist has to know the clients’ company, title and be able to identify the person in photo given by photographers. Content Specialist-Team2 Era, Andrew Laptop 1 Creative Art-Team1 H&O(TBC) Desktop 1 -Recieve the material from interviewer、content specialist、photographer and develop it as social media post. Creative Art-Team2 Era, Angie Desktop 1 Video Shooter-Team1 H&O, Joy N/A 1 - Shooting with Interviewer、Content Specialist. Video Shooter-Team2 H&O, Jeff N/A 1 -Shooting Interviewer、Content Specialist. - Deliver a 30 second video during the event. Photographer GG, Ellen Wu N/A 1 -Shooting for interview process for identified clients, and give it to content specialist. Video Editor H&O, Hans, Wayne Laptop+Monitor 2 -Produce the video based on the material given by Interviewer、Content Specialist、Video Shooter. Template is required before the event. Headhunter Era, Phoenix N/A 1 -Identify the Identified Clients with different disciplines, bring the interviews to take interview. -後續統計來賓⼈數、位階等，製作最後⼀則發⽂(現場result
- 22. 現場：初探現場的樣貌 22
- 24. 準備：超過5次的事前彩排 24
- 26. 管道：將可發聲的管道，和標籤整理清晰 26 奧美內容⼤未來 Ogilvy on Content Primary dissemination of live content in Chinese. @Ogilvy&Mather Taiwan Primary dissemination of live content & Tweets in English Ogilvy奧美稀有動物徵才(Own) Dissemination of content in chinese 動腦雜誌 Brain Magazine(Partner) 奧美內容⼤未來 Ogilvy on Content Production of event video and interview #OgilvyOnContent #Ogilvy30 #OgilvySMW #奧美內容⼤未來 #奧美30 #內容⼤未來
- 32. 媒體：合作宣傳管道 32
- 33. 成效：帶來後續持續的擴散成效 33 Reach 34,693 6,078views and 57,415 minutes 33,696 views
- 34. 回訪：持續帶來回訪流量 34
- 37. 流程：活動流程規劃 37
- 38. 流程：活動考慮內容的流動性 38 Blogger Gathering 強化部落客的體驗經 驗，並引起網友對體驗 活動的興趣 Content Activation 以KOL+網路熱⾨話題+ 調查吸引網友 報名參加 Social@live GQ媒體合作+KOL站 台+體驗+街拍 以現場社群報導創造兩 天內最⼤廣度的宣傳 Offline Online Offline to to
- 39. 串連：結合各種可能的資源 39 粉絲團即時報導+ 2015 Suit Walk Taipei • ⾶利浦X Suit WalkX GQ 200⼈現場助陣 • Social@live 即時報導活動 • 採訪現場型男 • 街拍(票選⽤)+臉書封⾯照⼤頭照(個⼈⽤) • 設計主題：KOL • 活動照片+⾦句 • 鬍⼦話題/網友調查持續擴散 素材在官⽅粉絲團上持續宣傳票選活動
- 40. 團隊：安排⼀可適合操作的團隊 40 curator 整體策畫 Photographer , reporter 攝影、訪問素材 Creative ⽂案+視覺 Social listener 熱⾨話題 media buyer 即時廣告 Brand manager 即時審稿 1. Pre-launch content planning: quotes & sharable graphics 2. Real-time content posting: 最 新、剛出爐的活動照片與報 導 3. 熱⾨話題： 1.Suit walk 參加者採訪 2.活動參與者側拍花絮 3.有了鬍⼦之後⼀秒變型男的對 照圖 4.最受歡迎的鬍型 5.其他鬍⼦相關熱⾨話題擴散 6. 40
- 42. 規劃：實際上產出的內容 42
- 43. 規劃：實際上產出的內容物 43
- 44. 規劃：實際上產出的內容物 44
- 45. 規劃：實際上產出的內容物 45
- 46. 實⽤內容創造⼯具推薦
- 47. ⼯具：推薦的實⽤⼯具 47
- 50. 思維填充題
- 58. 資產：你的內容資產有哪些 58
- 59. 流程：列出從宣傳到結束的整體流程、宣傳⽬的、時間點 59 提醒和催報名 ⼈潮湧現 品牌名⾔ 專家有價知識 使⽤者⾒證 個別訪問和期待 熱烈參與感
- 68. SoWork還在這些社群平台出沒 FB粉專：⼩編神器 官⽅IG：@cjsowork Medium：@cjsowork ⾏銷的好⽤⼯具 各式新知與趨勢 內容經營撇步與⽇常收穫
- 69. 佛⼼提供各種⼯具的線上課程
- 72. Thank you.