《新媒體廣告》課件 6.1新媒體廣告英文術語；6.4 線上線下：如何講故事

6.1新媒體廣告英文術語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!線下線下:如何講故事？目錄開篇案例（六神篇）如何講好品牌故事？課后作業(yè)

每一個品牌背后都有一段真實的故事，很多時候它可能是一個悲劇，也可能是一個喜劇，抑或是一段纏綿的浪漫史，但更多的時候它是一種希望的宣言。

——奧倫。阿諾德全世界的互聯(lián)網(wǎng)用戶塑造個人品牌方面的壓力越來越大。如今，就連普通人都知道，必須去爭取那種曾經(jīng)只有企業(yè)和明星才會去爭取的東西。

——《紐約時報》1開篇案例

案例1：六神花露水的前世今生(播放視頻）案例2：包裝設計上加入漫畫元素，單包裝更凸顯創(chuàng)意文案，“客官請品嘗”“有種你過來呀”等自帶話題，引發(fā)傳播。經(jīng)典的曲奇人形象被擴大為家族，裂變出“搞笑擔當”趣多多、“顏值擔當”軟多多和“能力擔當”壯多多，強區(qū)分度人設正好對應三大產(chǎn)品線賣點。升級3D卡通形象，則為后續(xù)的創(chuàng)意表現(xiàn)提供更大空間。此頁播放趣多多的三個視頻。2如何講好品牌故事？

講故事是人類所知的最古老的、最有力的傳播形式。人們喜歡故事、收集故事并與故事互動。人們只有相信你的而故事并成為其中的一部分，才可能成為真正的品牌忠誠。你的故事成了他們故事的一部分。一旦這樣，他們就會向別人講故事，循環(huán)往復。

——創(chuàng)新故事講法專家弗蘭克?？灯疹D

2、如何講好品牌故事？

（1）故事必須與品牌相關，與品牌承諾相吻合

六神花露水

星巴克

蘋果

2、如何講好品牌故事？

（2）.故事必須能夠激發(fā)用戶參與創(chuàng)意與傳播

此