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病毒行銷期末報告
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這是我們一次課堂上跟病毒行銷有關係的期末報告。不好意思我不開放下載,因為圖片都不是我自己的。
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病毒行銷期末報告
1.
淺談病毒式行銷 指導老師:薛夙珍 組員:徐志緯、林敬硯、蔡宜芳
2.
簡介病毒式行銷
3.
病毒式行銷
4.
又稱基因式行銷
5.
核爆行銷
6.
消費者以低廉成本自願性地傳遞宣傳訊息給親朋好友
7.
病毒行銷的六個基本原則
8.
一、提供有價值的產品和服務
9.
二、提供消費者方便傳遞訊息的方式
10.
三、信息由小散播到大
11.
四、利用公眾積極性和行為
12.
五、利用現有的通信網路
13.
六、利用他人資源
14.
以前常拿 email 當作例子
15.
現在則是微網誌比較有效
16.
病毒式行銷基於心裡 層面之研究
17.
情緒 Emotions
18.
Why pass on
viral messages? Because they connect emotionally 一文研究了情緒與病毒式行銷之間的效益
19.
六種基礎情緒
20.
Surprise 驚訝
21.
Joy 喜悅
22.
Sadness
哀傷
23.
anger 憤怒
24.
Fear 恐懼
25.
Disgust 噁心
26.
九個病毒式行銷案例,並且針對訊息接收者作深度分析
27.
研究結果
28.
Surprise 情緒出現的比例最高,也最重要。去年最有名的例子為 ok
go 樂團
29.
Joy 情緒適合用在訴求為舒服、愉快的消費性用品(電子產品、食物等等), apple
的廣告是非常好的例子
30.
sadness 情緒可以運作在請求支援(天災、飢荒)或者是感性訴求的廣告上。網站 poverty.com
是個好例子
31.
anger 可以被 ngo
組織或是抗議團體來運用,諸如承情、討公道、抗議等等的事物皆可。
32.
fear 是唯一一個被提到可以用在政治上面的例子。該情緒適合鼓勵、慫恿人們去做事情,並且是短期的支持活動。
33.
Disgust 沒有特定情境,可以傳達好或者是不好的事情。最近的例子為 "
恐怖的食品添加物 -- 速食湯頭 " 。
34.
兩個關鍵
35.
善用 surprise 的情緒很重要,要能引起消費者的想像才行
36.
病毒式行銷要有聰明的定位。
37.
結論 善用適當的情緒在適當地宣傳對象和宣傳情境上,方能達到事半功倍之成效。
38.
行動設備病毒行銷的成功因素
39.
在 Success Factors
in Mobile Viral Marketing: A Multi-Case Study Approach 這篇論文裡,作者以多個案例研究的方式,列出了八項成功因素
40.
對消費者來說該訊息是有用處的
41.
獎勵訊息轉傳者
42.
方便使用
43.
免費的訊息內容
44.
準確的推銷對象定位
45.
創新
46.
要夠多人在乎
47.
內容或服務具有延續性
48.
能夠成功運用上述八點關鍵因素,就很有機會能夠成為一個成功有效的行動商務病毒式行銷 結論
49.
星期一早上,大家辛苦了。
50.
Q&A 不要問太難,讓我們有個好年過嘛