社群網路行銷管理(socialmediamarketingmanagement)-淡江大學.ppt

CMO Social Media Landscape * Source: /sites/default/files/CMOcom-SocialMediaLandscape2011.pdf Nothing is so practical as a good theory * Source: Backer Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage Summary This course introduces the fundamental concepts and research issues of social media marketing management. Topics include Business Models of Social Media, Customer Value and Branding, Consumer Psychology and Behavior on Social Media, The Dragonfly Effect of Social Media Marketing, Marketing Communications Research, Social Media Marketing Plan Mobile Apps Marketing, Social Word-of-Mouth and Web Mining on Social Media, Deep Learning for Sentiment Analysis on Social Media, Deep Learning with Google TensorFlow, Case Study on Social Media Marketing Management * Contact Information 戴敏育 博士 (Min-Yuh Day, Ph.D.) 　 專任助理教授 淡江大學?資訊管理學系 電話：02#2846 傳真：02研究室：B929 地址： 25137 新北市淡水區英專路151號 Email： myday@.tw 網址：.tw/myday/ * * Social Media Can Help Orchestrate Three Spheres to Influence to Boost a Company’s Innovation Efforts Internal Trusted Network The World Innovation Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. * Examples of Social Media Selling Strategies in the Market Today Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. * Social Media Community Engaging the Advocates Policies Strategy #1 – “Accessing social Consumers”: Use Social Media as a New Channel to Individuals “Pro-sumer” collaboration Influencer-Led Development User Reviews Social Media Wildfire Creating Urgency/ Spontaneous Selling “Pass it along” promptions Recruiting others/ Group Seles Customers as “Community Organizers” Strategy #2 – “Engaging the Hive”: Get Customers to Mobilize Their Personal Networks Strategy #3 – “Appealing to Influencers”: Target Influencers Who Can Move the Masses * Source: /blog/how-to-increase-sales-with-social