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Mba9? 11?? ???2

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IMC???? ?????? ??? ?? Social Media, Advertising and Marketing in IMC ??? / ??? ????????? Proprietary and Confidential Copyright 2013 Walter. All rights reserved. No part of this material may be reproduced, stored in a retrieval system, or transmitted in any form or by any means --electronics, mechanical, photocopying, recording, or otherwise-- without the permission of walter ?????? ?? ???? ??? ??? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ????????? ??? ????? ?????? ?? ???? ????? ?????? ????? ??? ? ???? ?????? ???? ????? ???? ???(Big Mouth)??? ?????? ????? ??? ? ???? ?????? PR???? ???????? ????(CRM)???? IMC???? ?????? ??? ????? ???? ???? ??? ??? ? ???? ?? ????? ??? ???? ? ???? ?????? ???? ?????? ??? ? ? ?? ???? ?????? ?????? ?????? ???? ????? ?? ?? ? ?? ???? ??? ???????? ??? ?? ????? ??????? ?????? ?????? ?????? ???? 2030? ?????? ???? ????? ??? ????
???? ??
Exposure Engagement CONNECTED PPL / PR / WOM / Promotion / Sponsorship/CRM etc.
Re-Birth of IMC What is IMC? Integrated Marketing communication ??? ??? ???? ??? Don E. Schultz
Marketing 1.0 Marketing 2.0 Marketing 3.0 ??? ?????? ???? ?? ????? ????? ?? ???? ??????? ??? ??
??? ?? ?? ??? ֪ Marketing 1.0 Marketing 2.0 Marketing 3.0 ??? ?? ???
??? ???? ?? ???? (Create Value) ??? ??? (Viral Marketing) Consumer Promotion? Marketing PR ??? ??? ??? ?????PR?? CSR(Corporate Social Responsibility) ?????? ?? How to Create Value?
todays & tomorrows customer ?ڂ - ?????? ?? From Information to Communication
????? 3.0??? ????? ??? ?? ?? Social Media Advertising & Marketing
Social Media MEDIA IS A MASS OF CONVERSATIONS MASS MEDIA Company created content SOCIAL MEDIA User created content / Co-creation
??? ??? ???? ????? ?? ??? ???? ? ????. ????? ????? ? ???? ?????? ?? ?? 27%??
? ???? ?????? ???? ???? ???? ???? ????? Mass Media vs Social Media
?? ?? ??? ??? ?? ???
????? ???? ??? Listen Learn Dell Learns to Listen Share
?????? ???? ? ??? ????? ?????
?? ??? ????? ???? ??? ????? ?????? ??? ??? ??? ? ?? ??? ??? ???? ???? ??? Fans/Follows/Friends Fans/Follows/Friends ???? ??? ????? Time Time
? ??? ???? 24,231,172 ? 1? 70,563 ?/? Fans Position in global brands Fan growth speed 3,554,015 ? 49 ? 5,357?/ ? Is Social media for Advertising Dead? Large brands are learning that merely being present in the social media landscape is no longer enough to sell products.
????? ??? ??? ??? ??? ??? ????? ?????? ???? 1. ??? ??? ????? 2. ??? ??? ?? ???? 3. ???? ?? 4. ????? ???? 5. ?????? ???? 6. ???? ???? ? ????
??? ???(ߐ h߁) ??? ?? ??? ??? ?? ?? ?? ??? ????. - ??- 38
?? ??...Find more! ??? ??? ????????? ??? ??????? ?? ??? ????? ????

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Mba9? 11?? ???2

  • 1. IMC???? ?????? ??? ?? Social Media, Advertising and Marketing in IMC ??? / ??? ????????? Proprietary and Confidential Copyright 2013 Walter. All rights reserved. No part of this material may be reproduced, stored in a retrieval system, or transmitted in any form or by any means --electronics, mechanical, photocopying, recording, or otherwise-- without the permission of walter ?????? ?? ???? ??? ??? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ????????? ??? ????? ?????? ?? ???? ????? ?????? ????? ??? ? ???? ?????? ???? ????? ???? ???(Big Mouth)??? ?????? ????? ??? ? ???? ?????? PR???? ???????? ????(CRM)???? IMC???? ?????? ??? ????? ???? ???? ??? ??? ? ???? ?? ????? ??? ???? ? ???? ?????? ???? ?????? ??? ? ? ?? ???? ?????? ?????? ?????? ???? ????? ?? ?? ? ?? ???? ??? ???????? ??? ?? ????? ??????? ?????? ?????? ?????? ???? 2030? ?????? ???? ????? ??? ????
  • 3. Exposure Engagement CONNECTED PPL / PR / WOM / Promotion / Sponsorship/CRM etc.
  • 4. Re-Birth of IMC What is IMC? Integrated Marketing communication ??? ??? ???? ??? Don E. Schultz
  • 5. Marketing 1.0 Marketing 2.0 Marketing 3.0 ??? ?????? ???? ?? ????? ????? ?? ???? ??????? ??? ??
  • 6. ??? ?? ?? ??? ֪ Marketing 1.0 Marketing 2.0 Marketing 3.0 ??? ?? ???
  • 7. ??? ???? ?? ???? (Create Value) ??? ??? (Viral Marketing) Consumer Promotion? Marketing PR ??? ??? ??? ?????PR?? CSR(Corporate Social Responsibility) ?????? ?? How to Create Value?
  • 8. todays & tomorrows customer ?ڂ - ?????? ?? From Information to Communication
  • 9. ????? 3.0??? ????? ??? ?? ?? Social Media Advertising & Marketing
  • 10. Social Media MEDIA IS A MASS OF CONVERSATIONS MASS MEDIA Company created content SOCIAL MEDIA User created content / Co-creation
  • 11. ??? ??? ???? ????? ?? ??? ???? ? ????. ????? ????? ? ???? ?????? ?? ?? 27%??
  • 12. ? ???? ?????? ???? ???? ???? ???? ????? Mass Media vs Social Media
  • 13. ?? ?? ??? ??? ?? ???
  • 14. ????? ???? ??? Listen Learn Dell Learns to Listen Share
  • 15. ?????? ???? ? ??? ????? ?????
  • 16. ?? ??? ????? ???? ??? ????? ?????? ??? ??? ??? ? ?? ??? ??? ???? ???? ??? Fans/Follows/Friends Fans/Follows/Friends ???? ??? ????? Time Time
  • 17. ? ??? ???? 24,231,172 ? 1? 70,563 ?/? Fans Position in global brands Fan growth speed 3,554,015 ? 49 ? 5,357?/ ? Is Social media for Advertising Dead? Large brands are learning that merely being present in the social media landscape is no longer enough to sell products.
  • 18. ????? ??? ??? ??? ??? ??? ????? ?????? ???? 1. ??? ??? ????? 2. ??? ??? ?? ???? 3. ???? ?? 4. ????? ???? 5. ?????? ???? 6. ???? ???? ? ????
  • 19. ??? ???(ߐ h߁) ??? ?? ??? ??? ?? ?? ?? ??? ????. - ??- 38
  • 20. ?? ??...Find more! ??? ??? ????????? ??? ??????? ?? ??? ????? ????