品牌聲音 Brand Voice

[課程活動] 分析品牌社群媒體內容設計與品牌聲音與語調

  1. 品牌與競品的文案風格、情緒語調設計？
  2. 品牌與競品如何與顧客／使用者互動？

補充1、風格、語調、互動分析細節：

補充2、若是想不出其他競品帳號，可依照該品牌賣的是“商品”還是“服務”，參考以下對應品牌之社群媒體內容

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內容設計

3 Main Reasons People Go Online

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Reference: Debra Zahay, Mary Lou Roberts, Janna M. Parker, Melissa S. Barker, & Barker, D. I. (2023). Social Media Marketing: A Strategic Approach (3e): Cengage Learning, Inc.

Setting Social Media Marketing Objectives

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Exposure

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Engagement

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Influence & Impact

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Advocacy

Reference: Debra Zahay, Mary Lou Roberts, Janna M. Parker, Melissa S. Barker, & Barker, D. I. (2023). Social Media Marketing: A Strategic Approach (3e): Cengage Learning, Inc.

Viral Cases

Metro Trains Melbourne’s Dumb Ways to Die in 2012

https://www.youtube.com/watch?v=IJNR2EpS0jw&list=RDIJNR2EpS0jw&start_radio=1