Download - 20101110 sonia@中国传媒大学
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Why you want followers
What does that mean for you
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Social Media Cause a Consumer Evolution
What is it?
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Social Media Cause a marketing Evolution
Consumer’s info need drives it
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Social Media Cause a marketing Evolution
PRODUCT/产品 PRICE/价格
PLACE/渠道 PROMOTE/推广
Customers
On social network
Consumer’s touch-point drives it
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Social Media Cause a marketing Evolution
Consumer’s social need drives it
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Social Media Cause a marketing Evolution
Consumer’s insight drives it
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It’s not a matter of the count of followers, but the
attitude follow
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社会化媒体价值的核心是关系,社会化媒体产的
本质是对话。
所以请抛弃掉传统媒体思维方式。因为,我们的消
费者已经拒绝被打扰,他们喜欢社会化媒体,因为
在那里,他们有选择信息和好友的权利。
什么是正确的social media媒体价值观?
1st树立正确的媒体价值观社会化媒体参与规则
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2nd树立正确的营销观
曾经……
伪装成消费者——编造虚假的信息
媒体变得乌烟瘴气,网民变得小心翼翼,真实的口碑荡然无存。
我们没有尊重社区的融入规则,所以,这种伪装的营销,出局了
遵守游戏规则,否则,Out !
社会化媒体参与规则
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We don't know enough about social media to know where to begin我们对社会化媒体了解不够多不知道从何开始
There's no established way to measure the effectiveness of social media没有确定的方法来测量社会化媒体的效果
Only a fraction potential of social media is currently tapped in china目前中国社会化媒体潜力只被挖掘出来一小部分
Very few companies really understand how to use social media只有少数公司懂得如何运用社会化媒体
I think my company needs to catch up with the latest trends around social media,but Keeping up with the developments and trends in social media
usage is challenge我想我的公司需要了解最新的社会化媒体趋势和发展,但是这对于我们是个挑战
I think there are too many social channels/platforms to choose from我觉得有太多的平台需要选择,有些无从下手
I cannot find the right agency partners or vendors我找不到好的代理公司或者供应商
在中国,社会化媒体营销的开展遇到了一些挑战
一份来自对中国广告主的调查
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some things about you…
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一个广告人的职业生涯最多只有15年……
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起的比鸡早,睡的比狗晚,干的比牛多,挣的比驴少。
夜归三种人:嫖客、妓女、广告人。
广告人的幸福?
广告人的荣耀?
你准备好当一个广告人了吗?
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广告公司的架构,各个职位的要求……
• 客户部
• 策划部
• 创意部
• 媒介部
• 分析部
你是哪种广告人?
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考研or工作
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4A or Local
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to girls & to boys
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感谢聆听2010.04