《新媒體廣告》課件 第6章 廣告公司運營

6.1新媒體廣告英文術(shù)語theobjectivesthatwearegoingtolookattoday.

10SocialMediatermesAdvertisingforModernBusiness1.10SocialMediatermsasaMUSTKNOWNumber1:AdsManager

AdsManagerisFacebook’stoolforcreating,runningandanalyzingsocialads.ItcanmanageyouradcampaignsonFacebook,Instagram,orAudienceNetwork.Itoffersawidevarietyoffeaturesforadtargeting,budgeting,operatingaswell.1.10SocialMediatermsasaMUSTKNOW

Number2:Algorithmpeopleoftenuse‘a(chǎn)lgorithm’asashorthandfor‘feedalgorithm’,whichisthesetofrulesasocialnetworkusestoautomaticallydecidewhichpostscomefirstinyourfeed.1.10SocialMediatermsasaMUSTKNOWNumber3:ApplicationProgrammingInterfaceAPIAnAPIisasetofbuildingblocksthatprogrammerscanusetodevelopcomputerprograms.Asfarassocialmediaisconcerned,allthemajorsocialnetworkshavetheirownAPIsthatletprogrammerscreatetheirownsoftwarethatworkswiththenetworks.1.10SocialMediatermsasaMUSTKNOWNumber4:BrandAwarenessBrandawarenessisthelevelofhowfamiliarisconsumerswithyourbrand.It’softenconsideredoneofthemaingoalsofsocialmediamarketing.It’salsooneoftheobjectivesyoucanselectforyourFacebookandInstagramadcampaignsinAdsManager.1.10SocialMediatermsasaMUSTKNOWNumber5:CTRClickthroughRateOnsocialmedia,theclickthroughrateisthepercentageofpeoplethatseeyourpostwhoclickonit.Whatcountsasaclickandwhatcountsas‘seeingyourpost’varybysocialnetwork.OnFacebook,CTRisequalto(linkclicks/postimpressions)x100%.1.10SocialMediatermsasaMUSTKNOWNumber6:CPCCostperclickCostperclickisasocialmediaadvertisingmetricthattellsyouhowmuchyou’repayingforeachclickonyouradonaverage.Ifyoursocialmediamarketinggoalistodrivetraffictoalandingpageorapieceofcontent,alowCPCmeansyou’regettingmoretrafficatalowerprice,whileahighCPCmeansyou’repayingalotfortraffic.1.10SocialMediatermsasaMUSTKNOWNumber7:EngagementRateEngagementrateisasocialmediametricthattellsyoumuchapostismotivatingpeopletointeractwithit.It’sdefinedas(numberofpeoplewhoengagedwithyourpost/numberofpeoplewhosawyourpost)x100%.1.10SocialMediatermsasaMUSTKNOWNumber8:KeyPerformanceIndicator(KPI)Akeyperformanceindicator,orKPI,isametricyouusetomeasureyourprogresstowardbusinessgoals.Insocialmediamarketing,KPIsarethemostimportantstatstotrackinordertoseeifyou’remeetingtheobjectivesofyoursocialstrategy.1.10SocialMediatermsasaMUSTKNOWNumber9:PlatformThetermsocialmediaplatformisoftenusedtomeanthesamethingas“socialmedianetwork”or“socialmediachannel”.However,asocialmediaplatformistechnicallythesoftwarebehindasocialnetwork,includingitsAPI,backend,andmarkuplanguage.1.10SocialMediatermsasaMUSTKNOWNumber10:UGCUserGeneratedContentUsergeneratedcontent,orUGC,isfan-createdcontentpromotingabrand.UGCcancomeintheformofvideos,images,posts,audio,reviews,articles,andmore.BrandsoftenreplyonUGCtogetusersengagedwiththeirsocialmediacampaignsandbuildtrustandloyaltywiththeirfollowers.

2.Advertisingfor

Modern

Business

Modernbusinesseshavediversifiedtheirproductionlinesandasresult,theyhavedevelopedmanyproductlines.Socialmediahastheabilitytohandlevariousproductlines,whichotherwisecouldonlybehandledbytraditionalmediaathighcosts.TheabilityofSocialmediatohandlemassadvertisementbyaccommodatingvariedproductsinasingleadvertisementisrevolutionary.

2.Advertisingfor

Modern

Business

Theotherfactorwhichconsumerregardasimportantisthelevelofcustomerserviceextendedbythecompanye.g.personalcontactsthroughpostsandpersonalcommendations.Theincreaseininteractivitybetweentheorganizationandclientsformsanimportantpartoftheadvertisement.Oneoftheimportantcharacteristicsofsocialmediaadvertisingisinteractivity.Secondly,itallowsforcustomizingadstoindividualcustomersatminimalcosts.THANKS!6.2廣告公司的架構(gòu)與運營——（上）目錄（P1-P3的內(nèi)容來自L43A0734）1.客戶服務(wù)部（AccountserviceDepartment

）2.策略部（PlanningDepartment）3.創(chuàng)意部（CreativeDepartment）4.媒介部（MediaDepartment）1.客戶服務(wù)部（AccountserviceDepartment）

客戶總監(jiān)（accountdirector,accountmanager）AE(accountexecutive)業(yè)務(wù)員（經(jīng)理）businessmanager

2.策略部(PlanningDepartment)策略總監(jiān)（planningdirector）策略經(jīng)理（planningmanager）

3.創(chuàng)意部（CreativeDepartment）

Ecd（部門老大）(Executivecreativedirector）（傳統(tǒng)叫法）首席創(chuàng)意官Cco（Chiefcreativeofficer（新頭銜）創(chuàng)意總監(jiān)（creativedirector）副創(chuàng)意總監(jiān)（associatecreativedirector）文案（copyrighter）

4.媒介部（MediaDepartment）

媒介總監(jiān)（mediadirector）媒介經(jīng)理（mediamanager）媒介計劃（mediaplanner）媒介買手（media

buyer）

談判人員（negotiater）

謝謝！6.3廣告公司的架構(gòu)與運營（下）目錄制作部(productionDepartment)流程部(TrafficDepartment)財務(wù)部(FinanceDepartment)IT部門（InformationDepartment）行政部門（administrationDepartment）管理層（ManagementDepartment）1.制作部（productionDepartment）制作總監(jiān)

（productiondirector）制作經(jīng)理（productionmanager）制作人（producer）2.

流程部（TrafficDepartment）流程部經(jīng)理（Trafficmanager）流程協(xié)調(diào)員（Trafficcoordinater）3.財務(wù)部(FinanceDepartment)財務(wù)總監(jiān)（financedirector）財務(wù)經(jīng)理（financemanager）薪酬專員（payrollmanage