商場如戰場這比喻實在是精妙無比,如果說古時的大將軍手上拿著的是一把長八尺,重八十二斤的青龍偃月大刀的話,那麼現代的商場CEO握著的可就一定是投資報酬率了,但是,在2013年的今天,若你還在煩惱社群網路的投資報酬率?那你可要落伍啦!

圖一:親愛的MR.Worry先生正煩惱著投資報酬率
社群經營評估新指標
根據科技網站Business Insider報導的最新研究所指出:「在體認到社群媒體不是銷售機器或投報轉換機後,社群行銷商終於開始減少測量社群媒體的ROI,並注意到評估社群經營的三個重要指標:閱眾建立(Audience-building)、品牌意識(brand awareness)、客戶關係(customer relations)」。
在這樣的新思維下,社群行銷商對於直接與「收益相關」的指標使用率開始大大下降,而與「社群經營」直接相關的指標使用則大幅上升。有關社群行銷商2010-2013年間所採用指標詳細變化情勢如下圖:

圖二:社群行銷商2010-2013年間採用指標變化情形
換言之,在今日社群行銷商眼中,社群媒體已經不再僅被視為公司行號提升銷售額的工具,反之,社群媒體應該被視為公司的重要門面,藉由社群媒體的妥善經營來提升品牌的形象,進一步達到顧客對產品的信任感。
那麼,社群該如何經營呢?
今天就來跟大家介紹社群經營中的內容策展(Content Curation),所謂的內容策展顧名思義,即是將自家平台當作一個私人博物館、美術館,定時的依據館長及館員們的熱情與創見舉辦各種展覽,而展覽的內容,自然就是由各方所邀請來的,照這麼說,所謂的內容策展只是一種材料蒐集囉?答案是:既是,也不是。
來看看下面這個影片吧:
【蓋藝術工作坊】蒐集了無數的保特瓶蓋後,運用了成員的環境意識及品味熱情策劃出這場發人省思的展覽,並賦予瓶蓋新的生命。這就是社群經營所該做到的,藉由企業獨特的品味以及對理想的堅持,蒐羅到各式各樣的材料整理、彙整出一個具有新價值的好展覽。
行動呼籲(Calls-To-Action)
要做內容策展,自然也需要小技巧。根據內容行銷大師Joe Pulizzi最近所發表的一篇文章,所有的內容策展人都該注意這個小技巧:行動呼籲,這個雖然簡單,卻針對客戶喊話的小動作,竟然超能夠直接的讓你的訪客成為你的忠實小粉絲!怎麼做?很簡單,下次在你的文章最後加上幾個像下面的小字串吧:
立刻下載文章來觀看更精彩內容!
趕快按個讚成為粉絲得到更多有趣訊息!
如果你也喜歡我們的分享,記得多多按讚才能常看到我們的文章歐!
這麼有趣的小知識,趕快按下分享讓更多朋友也知道八!

圖三:行動呼籲就是大聲公對著螢幕..咦?
不過儘管一切是如此簡單,Joe Pulizzi仍然提醒了在CTA使用時該注意的幾個小重點。
決定目標:呼籲最重要的目標(如註冊會員),並盡可能讓操作方便。
考慮情境:總不可能呼籲第一次造訪的訪客來跟你買間帝寶吧?
簡短可行:保持簡短,但絕不要出現類似的話「現在,飛起來!」
正確位置:CTA夾在文章正精彩處時,多數人會對它置之不理的!
測試呼籲:偶爾變換看看你的CTA,找出最有效果的呼籲是必須的!
看到這邊,大家可千萬別只記住了CTA技巧,一個好技巧不過是畫龍點睛,真正的重點還是那條龍呀!

圖四:管你是神龍還是木須龍,盡情展現自己吧!
所以說絕對別忘了蘊含品牌熱忱的內容策展才是真正吸引粉絲上門的關鍵,社群媒體的經營核心仍要專注在如何創造精彩、有價值的內容來建立粉絲、傳達品牌形象!
圖片來源:
圖片1.Journey Into God
圖片2.Business Insider
圖片3.Yahoo德國
圖片4.Empire
原文出處:Phimedia通泰媒體
轉載自《數位時代》
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