The document discusses social media marketing strategies. It provides an overview of different social media platforms and their uses. Key points include: - Different social media platforms have unique features and purposes for content sharing. A strategic approach should understand each platform. - Content is king - social media marketing succeeds through consistently providing valuable, engaging content and interacting with users. - Branding and engagement are important. Social media allows spreading brand messages while learning about customer perspectives. - Metrics like user comments, shares and followers show engagement. Case studies demonstrate how content on platforms like Facebook brought exposure for CNN and brands.

1. Social Media
Taipei Marketing
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3. Social Media & Branding
社群媒體與品牌關係
Social Media Channels
(more on FB & LinkedIn)
何謂社群媒體?
Social Media Marketing
社群媒體行銷概念
LinkedIn Marketing
Linkedin 行銷秘訣
1.
2. 4.
3.
Content
Merry Christmas

4. 社群媒體行銷能為品牌作甚麼?

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聲量
Volume
口碑
Volume
評價
Evaluation
銷售
Sell
做曝光 做品牌 抬聲望 帶銷售
What Social Media can bring to a Brand ?

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品牌
品牌價值的設計、
主張與定位
醞釀
外部
品牌溝通的印象、認知
與感受
擴散Social
Media

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品牌輪廓如同使用
者的情緒
品牌傳遞的毎一點資訊都會串成一系
列各種情感認知與印象記憶，猶如在
社交媒體上，多數人分享著喜怒哀樂

9. What’s Social Media?
何謂社群媒體?

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社群媒體猶如生態圈一樣
部落格
討論區
PPS
Twitter
Facebook
Linkedin
即時通訊
Line
醞釀增值
製造話題
引起共鳴
提升知名度
擴大影響力
穿透接觸

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制定Social Media運作策略
一定要懂社群媒體的彼此間的特性

17. 文、圖、影音、
綜合交友平台
影音內容、內
容分享平台
文字內容、職
場深度社群
短文、內容分
享社交平台
文、圖、情境
氛圍社交平台
文、圖、即時
訊息交友
Social Media是由不同特色與呈現方式的平台串接起來

18. Social Media Post-Click Engagement

19. Instagram
Pinterest
Linkedin
Youtube
Facebook
Google+
Twitter
Blog 58%
80%
42%
92%
56%
70%
41%
18%
0% 20% 40% 60% 80% 100%
19
Top 3 social media enterprises use the most for marketing
Statista, Social media platforms used by marketers worldwide 2015
http://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-worldwide/

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22. 美國有線電視新聞網（CNN）不花錢就打造出歷史上最多人收看的美國總統就職演
說。美國歐巴馬總統於二○○八年發表就職演說時， CNN網路同步播出，CNN同步
設立Facebook塗鴉牆，收看影片的粉絲對歐巴馬演說發表和寫下的任何訊息和留言，
都會送回粉絲的塗鴉牆讓朋友看到，結果有超過六十萬則的塗鴉牆分享，加上驚人的
流量，估計當天幫CNN省下十八萬美金的行銷預算。
當觀眾評論歐巴馬演說時，又再一次幫CNN把更多觀眾導來。單靠社群媒體傳播的力
量，這個直播活動總共收到一億三千六百萬次的瀏覽人次，有五百三十萬人即時線
上收看，單單這支就職演說影片，共有兩千一百三十萬人收看，可謂歷史上最多人
收看的就職演說。

23. 但……Social media 真的不用花錢嗎?

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LinkedIn has the advantage of being the place for white-collar
professionals to network

28. Social Media Examiner By Suzanne Delzio. June 9, 2015
http://www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business/
B2B Small Businesses Usage in Social Media

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39. 經營社群，內容才是王道
只有做出符合網友需求，需要的內容，才能吸引網友持續關注，並進
一步獲得網友們的支持與回饋

40. In social media,
content leads to
conversations,
conversations build
relationships, and
relationships result
in ROI
內容，決定了社交媒體
發展的走向，而社交媒
體一開始所規畫的內容
呈現型態，也決定未來
使用者將怎麼透過內容
產生各式各樣的互動

41. 社群影響力發生前，先明確其目的與意義
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42. 你必須參與其中，成為一份子
社群行銷靠的是議題拋出後，不斷與網友互動

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1. 分析有多少資源
2. 決定做甚麼議題
3. 打算運用何種媒體
4. 投入時間有多少
5. 監控掌握工具
Social Media Tips

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社群行銷不是想到就做，而是要持續長期的做
1. 花時間收集議題，整裡消化成可操作的議題
2. 每天都必須分配足夠時間發文、互動、回應與分析
3. 每個議題操作的長短由觀察來的散播狀況而定
4. 無時無刻都有熱門話題在社群蔓延，是不是能隨時掌握
就像孩子生了，不能不養!

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52. Be useful and indispensable
Don’t push, engage!1.

53. 2. Try to be informative and share some useful tips

54. The key is to focus on the right
conversations that are
meaningful to your business, like
replies message, post to your fan
page on FB and to look for the
local, targeted conversations you
can become a part of.
3.

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Let your personality shine through.
It’s your biggest differentiator and will
attract the right people to your
business
4.

56. You don’t have to create all original content,
just be a good source for trending content in
your industry.
5.

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結合影片或乾淨整齊的相片排版通常能更吸引粉絲的注意，增加點閱率

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60. The 100 most engaging brands on Facebook

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TOYOTA Taiwan臉書粉絲團每天會發佈1-2
則文章，內容包含國內外車款新知、品牌活
動、交通法則和售後保養維修等實用資訊；
在車款上市發表期間，透過臉書粉絲團平
台，即時圖文轉播，讓未能到現場的粉絲們
也能有身歷實境般的體驗，也定期舉辦粉絲
留言抽獎活動，並根據粉絲回饋反應，精選
網友最在意及最實用的議題，提高互動深度
及品牌好感度。

62. Walmart
好康多多：許多的折價與商品資訊。
有趣的App：Meal Solution 很好玩，它的功能是線上食譜，但是每一個
所需食材都能在 Walmart裡買到！
留言迴響：有提供粉絲寫 feedback 的空間，讓他們的聲音被聽見

63. Starbucks
粉絲經營：進來之後預設是粉絲的留言，而非官方留言，讓眾多粉絲來公告天下他們有
多愛這個品牌，真的是最強而有力的宣傳了。當然，負評是免不了的，所以此方需斟酌
使用。
工作機會：這是唯一一個在臉書上徵人的粉絲團，也許是說明了星巴克對於人才招募這
件事情的重視。

64. Pepsi
整合行銷：The X Factor 的活動頁面。
好康多多：還是有一些折價優惠的資訊，跟比薩店的套票等等，提供給粉絲
們，（也對啦，每次點必勝客都是附百事可樂呢，筆者小時候還很白目的問過
對方「可不可以換成可口可樂」）。
公益活動：大品牌都不能缺席的公益專區，是一定要的！

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Perhaps the simplest of all social
media platforms. Messages are
limited to 140 characters or less,
but that’s more than enough to
post a link, share an image, or
even trade thoughts with your
favorite celebrity or influencer.
Twitter’s interface is easy to learn
and use, and setting up a new
profile only takes minutes.

67. One of the only
mainstream social media
sites that’s actually geared
towards business, LinkedIn
is to cyberspace what
networking groups once
were to local business
communities. It’s great for
meeting customers,
getting in touch with
vendors, recruiting new
employees, and keeping
up with the latest in
business or industry news.
If it matters to your
company or career, you
can probably do it on
LinkedIn.

68. 1.引誘粉絲按讚分享：當你發文時，臉書會透過系統的運算，讓一小群的朋友
或粉絲看到這則發文。如果這一小群人對這則發文的參與度或回應不高，那麼
接下來臉書便會讓這則發文觸及到數目更少的另一群使用者：相反地，如果這
則發文反應熱烈，則會觸及到數目更龐大的朋友或粉絲。
2.發文後的第一小時是關鍵：發文後的第一個小時內，是決定你這則發文是否
能擁有最多人按讚或回應的關鍵，因為如果超過1小時，你的發文就會被使用
者Timeline上的其他發文給淹沒。所以你必須針對發文主題、以及希望吸引什
麼樣的使用者來了解他們的作息，再決定發文的時間。
3.非尖峰時間發文：雖然許多上班族在上班時間偶爾也會上臉書，但這時候也
是臉書發文密度最高的時候，如果真希望臉書朋友或粉絲注意到你的訊息，有
時候選擇晚上或週末等非尖峰時間發文，反倒是比較好的策略。
4.不要連續發文：如果你看到第一則發出的訊息得到很多人回應，於是立刻趁
勝追擊，再發第二則，結果卻是回應冷清。換句話說，如果發文的間隔時間太
短，回應的人數也會變少。
5.把自己當使用者：如果你的發文內容很簡短，不需要太多閱讀時間，可以在
上班時間發文；但如果需要花時間閱讀的長篇文章或影音，則可選擇非上班時
間發文。
6.用數據評估：每一則發文的內容與訴求對象不同，仔細觀察每則發文後各項
的回應數據，才能作出準確的評估並進行調整。
想要讓自己的臉書被最多人看到

69. Top 7 most popular social networking site