Social Media Marketing

/ /

: Candice Yu
2015/10
by Candice Yu. All Right Reserved.

Agenda
B2B
( B to B )

by Candice Yu. All Right Reserved.

 _ :
B to B

: B to C

/ /
!

by Candice Yu. All Right Reserved.

Social Media

by Candice Yu. All Right Reserved.

What is Social Media?

by Candice Yu. All Right Reserved.

Social Media Definition

Web 2.0

(Internet-based applications)

(user generated content; UGC)

Data Source :Kaplan & Haenlein, 2010

by Candice Yu. All Right Reserved.

Paid Media Owned Media Earned Media

(1)

(2) E-mail
(3) Web2.0

Owned Media

Earned Media

Paid Media

Data Source : MIC 2011 6

by Candice Yu. All Right Reserved.

Social Media-
/
/

(Facebook)

(Second Life)

(Wikipedia)

(Youtube)

(World of Warcraft)

1- (social presence)

(interpersonal vs. mediated) (synchronous vs. asynchronous)

2- (media richness)

3-

( )

Data Source : Kaplan & Haenlein, 2010

by Candice Yu. All Right Reserved.

Social Media marketing (SMM)

Social Network Marketing
Social Media Marketing

Blog Youtube Facebook Twitter

Data Source : . e . : . 2010

by Candice Yu. All Right Reserved.

:
Data Source : eMarketer 2014
by Candice Yu. All Right Reserved.

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Outbond

EDM
DIRECT MAIL

by Candice Yu. All Right Reserved.

Inbond

( )
(FB...)
APP
Google

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 4P 4C
4P

4C

(Product)

(Creating)

(Place)

(Curating)

(Price)

(Connecting)

(Promotion)

(Culture)

:
Data Source :Cheer 2014/10/01
by Candice Yu. All Right Reserved.

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by Candice Yu. All Right Reserved.

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Data Source :Cheer 2014/10/01

by Candice Yu. All Right Reserved.

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 1-

/ /

by Candice Yu. All Right Reserved.

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 2-

[ ]

by Candice Yu. All Right Reserved.

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 3-

( : / / / / /

by Candice Yu. All Right Reserved.

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:
POINT 1:
POINT 2:
POINT 3:
:

by Candice Yu. All Right Reserved.

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 -1
POINT 1:
:
GoPro: ( /
)
2014 50
Nike 2006 App[Nike Plus]

Nike 10%

by Candice Yu. All Right Reserved.

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 -2
POINT 2:
:
: wechat

LINE : (
)
Pixnet :
( )

by Candice Yu. All Right Reserved.

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 -3
POINT 3:
:
:Amazon Twitter
: 91 mai APP

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B2B

by Candice Yu. All Right Reserved.

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B2B B2C
:
B2B

B2C

Data Source : IBM

by Candice Yu. All Right Reserved.

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B2B

Data Source : http://www.brain.com.tw/News/NewsNotPay.aspx?ID=21558#ixzz3oH0VWiR2

by Candice Yu. All Right Reserved.

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B2B 6
1.

4.

2.

5.

3.

6.

Data Source : business2community

by Candice Yu. All Right Reserved.

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Note: ~
by Candice Yu. All Right Reserved.

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co-creation
by Candice Yu. All Right Reserved.

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by Candice Yu. All Right Reserved.

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B2B ?-

!
by Candice Yu. All Right Reserved.

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 :GE( / )

2014 / / Digiday
Digiday
Twitter Vine Instagram
Pinterest

:
(1)Vine : #6 #6SecondScience 6

(2) YouTube : YouTube

FullScreen Influencer YouTube
/

The Slow Mo Guys 3

5 YouTube
2
by Candice Yu. All Right Reserved.

30

 : Intel
: Intel inside
IntelToshiba
Intel Toshiba The Beauty Inside

Intel Toshiba social films

Hollywood-meets-Silicon Valley

Intel Inside

by Candice Yu. All Right Reserved.

31

 : IBM
IBM Mr.BAO

Mr.BAO 11 1,090
3 36%
Mr.BAO 80%
Happy Hours 90%

Mr.BAO BAO
Business Analytics & Optimisation

by Candice Yu. All Right Reserved.

32

 : Maersk GroupMAERSK

2012 9 MAERSK

MAERSK 68 MAERSK

202

B2B

EMAIL

MAERSK

by Candice Yu. All Right Reserved.

33

 : Polycom

Polycom

Polycom ?

2014 Polycom
Polycom
Health innovation day

B2B Co-creation
C2C corporate to consumer

by Candice Yu. All Right Reserved.

34

 : CISCO
2013 CISCO 250

24

Brand journalism

CISCO
2013 2014
CISCO Newsroom

CISCO FOCUS

CISCO

by Candice Yu. All Right Reserved.

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by Candice Yu. All Right Reserved.

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by Candice Yu. All Right Reserved.

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HootSuite

Ashley Brooks

by Candice Yu. All Right Reserved.

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:
FB

by Candice Yu. All Right Reserved.

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 by Candice Yu. All Right Reserved.

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by Candice Yu. All Right Reserved.

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12%

by Candice Yu. All Right Reserved.

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1.
2.
3.
4.
5.

audience

Dont hire social media experts

4P MBA
po

Data Source All Facebook 2011 9 5 Ways To Fail At Facebook Marketing

by Candice Yu. All Right Reserved.

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by Candice Yu. All Right Reserved.

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Fan Page

by Candice Yu. All Right Reserved.

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Facebook Store

by Candice Yu. All Right Reserved.

46

Facebook

:FB FB
!

by Candice Yu. All Right Reserved.

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Facebook

CPC
Cost Per
Click

Audience
Clicks

* Facebook
clicks

FCPM
Fixed Cost
Per
Impressions

*
Facebook Power Editor

Promote

FCPM

FCPM

*Po

CPM
Cost Per
Impressions

by Candice Yu. All Right Reserved.

48

FACEBOOK
Facebook FB

Facebook Word
of Mouth

by Candice Yu. All Right Reserved.

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FB

by Candice Yu. All Right Reserved.

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FB

by Candice Yu. All Right Reserved.

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 by Candice Yu. All Right Reserved.

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LINE

LINE LINEPartner

LINE@

2013

https://partner.line.me/zh_TW

2014 8
http://at.line.me/tw/

LINE

LBS

LINE
LBS 5

LINE

by Candice Yu. All Right Reserved.

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LINE

by Candice Yu. All Right Reserved.

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LINE Partner -1
LINE

by Candice Yu. All Right Reserved.

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LINE Partner -2

by Candice Yu. All Right Reserved.

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LINE Partner -2

by Candice Yu. All Right Reserved.

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LINE Partner

by Candice Yu. All Right Reserved.

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LINE Partner- 1
:

62
744 25 77
0

8
180 220
990

Data Source :http://www.applealmond.com/news/line3 2014

by Candice Yu. All Right Reserved.

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LINE@ -

by Candice Yu. All Right Reserved.

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by Candice Yu. All Right Reserved.

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 : / / /

???

?
? ( !)

???

/ ?
? (
(B2B) /
!)

B2B, FB ? ?
LINE ?
? (
)

( / / / / )

by Candice Yu. All Right Reserved.

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 :
Meet Lecture ( ):

!
: .
:
FB
Meet ! ( ) .
Lecture
!

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by Candice Yu. All Right Reserved.

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Thank You !

by Candice Yu. All Right Reserved.

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by Candice Yu. All Right Reserved.

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B2B -

by Candice Yu. All Right Reserved.

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 by Candice Yu. All Right Reserved.

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