品牌出海社交媒體營銷策略

品牌出海社交媒體營銷策略Social

Media

MarketingStrategiesfor

BrandsGoingOverseasDTC品牌興起The

Riseof

DTC

Brands圖片來源：

www.jumeili.com海外的DTC品牌典型代表Typical

Representative

of

Overseas

DTC

Brands簡析DTC模式BriefAnalysisof

DTC

Mode?產(chǎn)品要少，

要精，

要聚焦Productsshould

befew,

refinedandfocused?重視品牌內(nèi)容，

以內(nèi)容驅(qū)動營銷Payattentionto

brandcontent

and

drive

marketingwithcontent?將消費者看作真實用戶，

重視用戶溝通

Treatconsumersas

real

usersand

attach

importanceto

usercommunication?關(guān)注用戶體驗，提供優(yōu)于競品的購物體驗Focuson

userexperienceand

provide

ashoppingexperiencethat

issuperiorto

competing

products傳統(tǒng)零售Traditional

RetailManufacturerPerfectly

removedthe

middlemen

Closetothe

marketand

consumersEnhancecontroloverthe

entiresales

processDTCManufacturerDistributorWholesalerRetailerConsumerHighstart-upanddistribution

costs

Limited

brandcontrolLowsalestransparencySource:

Emarketer,

Direct-to-Consumer

Brands2020:Growing

Pains

Hit

Disruptor

Brandsontheir

Pathto

Maturity,

March26,

2020年輕消費者的崛起是DTC品牌的主要推動力The

riseofyoungconsumers

isa

key

driver

for

DTC

brands關(guān)心氣候/環(huán)境更注重生活體驗感

Care

about

the

climate/environmentpay

moreattentionto

lifeexperience年輕消費者的崛起the

riseofyoungconsumers（千禧一代和Z世代）(Millennialsand

GenZ)更強調(diào)凸顯自我意識moreemphasisonself-awareness互聯(lián)網(wǎng)原住民

Internet

Natives重視性價比ValueCost-effective多元文化Multiculturalism推薦流量自有網(wǎng)站網(wǎng)站優(yōu)化低差漫長低低小平臺賣家不適用recommendeself-ownedwebsitelowbadlonglowlowersmallNotapplicabledtrafficsiteoptimization

for

platformsellers郵件營銷郵箱列表自建／付費購買高高及時高較低受限于郵件量emailmailbox

listself-highhightimelyhighlowlimited

by

mailmarketingbuild/purchasevolume網(wǎng)盟廣告付費付費購買低高及時中較低大文字+展示廣Networkpaypurchaselowhightimelymediumlowbig告Affiliate

Text

+

DisplayAdvertisingAds搜索引擎可關(guān)鍵詞清楚描付費購買高高及時高高大文字廣告為主searchengine述產(chǎn)品／服務(wù)purchasehighhightimelyhighhighbigtext

adsKeywordsclearlydescribeproduct/service社交媒體

social

media所有產(chǎn)品服務(wù)，相對清晰用戶畫像

clearuser

persona付費購買purchase免費內(nèi)容運營freecontent

operation高h(yuǎn)igh高h(yuǎn)igh及時timely高h(yuǎn)igh中medium大big圖片，多媒體，視頻廣告Image,multimedia,videoads跨境電商主要流量渠道對比分析Comparativeanalysisofmaintrafficchannels

ofcross-border

e-commerce自然流量網(wǎng)站／產(chǎn)品知老用戶自然積累高好漫長低0

小natualtraffic名度積累website/prod

uct

popularityaccumulationnaturalaccumulationofold

usershighgoodlonglowsmall流量渠道適用條件引流方法精準(zhǔn)性便利性時效性可控性流量成本流量大小其他TrafficApplicableWaytoAccuracyConvenienceTimelinessControllabilityTraffic

CostTrafficOtherChannelsconditionsAttractTrafficCapacity營銷進(jìn)入注意力經(jīng)濟(jì)時代MarketingEnterstheEraofAttentionEconomy“注意力在哪兒，錢就在哪兒！”

Where

attention

flows,Money

follows!——凱文凱利

Kevin

Kelly

點燃創(chuàng)意VideosTextPhotosVR/AR互聯(lián)網(wǎng)流量轉(zhuǎn)移Internet

TrafficDiversionIphone上市開啟智能手機時代Iphonewas

listedopenedtheera

ofsmartphone上線launchedFacebook成立FacebookwasfoundedYoutubeYoutubewas2009

2010

2012

2013

2017

2021社會化媒體時代Socialized

Media

Era內(nèi)容創(chuàng)作者：專業(yè)機構(gòu)/個人+普通大眾Contentcreators:

professional

institutions/individuals

+general

public紅人營銷紅利期Traffic

BonusTermof

Influencer

Marketing1998

2000

2004專業(yè)媒體時代Professional

Media

Era內(nèi)容創(chuàng)作者：專業(yè)機構(gòu)Contentcreator:

professionalinstitutions海外互聯(lián)網(wǎng)發(fā)展與流量紅利轉(zhuǎn)移趨勢Overseas

Internet

DevelopmentandTraffic

BonusTransferTrend圖文社交流量紅利期Traffic

BonusTerm

ofGraphicSocial短視頻社交流量紅利期Traffic

BonusTermofshortvideosocialGoogle

SEO流量紅利期Traffic

BonusTermof

GoogleSEOGoogleAds流量紅利期Traffic

BonusTermof

GoogleAdsDTC品牌興起The

Rise

ofDTC

BrandsGoogleGoogle成立Googlewasfounded1,000,000,000

MAUGoogle

Ads發(fā)布

GoogleAds

releasedCI

YOUTubeInstagram發(fā)布

Inswas

launched20052007互聯(lián)網(wǎng)流量的新變化What's

New

in

InternetTraffic專業(yè)機構(gòu)Professional

Institutions媒體內(nèi)容mediacontent訂閱關(guān)注Subscribe&

Follow傳播渠道channelof

dissemination圖文內(nèi)容Graphic

Content媒體格式mediaformat算法推薦AlgorithmRecommendation長短視頻Longand

ShortVideos意見領(lǐng)袖

Opinion

Leaders把握海外流量紅利Grasp

the

Overseas

Traffic

Bonus紅人營銷紅利中期

mediumterm

ofinfluencer

marketing

bonus短視頻社交流量紅利初期

theinitial

term

of

short

videosocialtraffic

bonus圖文社交流量紅利末期theend

of

graphicsocialtraffic

bonusterm海外主流營銷渠道介紹:圖文流量媒體introductionofoverseas

mainstream

marketingchannels:graphic

mediawithtrafficGoogle搜索Youtube展示網(wǎng)絡(luò)Display

Network全球最大的搜索引擎the

world'slargestsearchengine歐美主流市場90%+市場占有率90%+

marketshare

inmainstream

European

and

Americanmarkets每月超過1000億+搜索請求over

100billion+search

requests

per

month全球最大的視頻網(wǎng)站theworld'slargestvideosite每月超過15億活躍用戶over

1.5billionmonthly

active

users

每天超過10億小時視頻觀看over

1billion

hoursofvideoviews

per

day每天平臺產(chǎn)生10億條評論theplatformgenerates

1

billioncommentseveryday全球最大的展示廣告網(wǎng)絡(luò)

theworld's

largestdisplayadvertising

network覆蓋PC及移動平臺covers

PC

andmobile

platformsGmail，地圖，

Android

，Chrome等均超過10億用戶

Gmail,

Maps,Android,Chromeand

more

all

over

1

billion

users20億+活躍用戶2

billion+active

users

全球最大的社交網(wǎng)絡(luò)theworld's

largestsocial

networkFacebook應(yīng)用家族App

Family10億+活躍用戶1

billion+active

users及時通訊工具instantmessenger10億+活躍用戶1

billion+active

users照片分享應(yīng)用photosharingapp10億+活躍用戶1

billion+active

users及時通訊工具instantmessenger真實的身份注冊Real

IDRegistration真實的興趣愛好RealHobbies真實的行為軌跡truebehavioraltrajectoryFacebook大數(shù)據(jù)助力數(shù)字營銷Facebook大數(shù)據(jù)用戶識別與精準(zhǔn)定向Facebook

bigdata

user

identificationand

precisetargeting核心人群Core

GroupsSophisticatedtargetingwithunsurpassedaccuracy近似人群SimilarGroupsFind

more

people

likeyour

bestcustomers自定義人群

CustomizedGroupsReachthe

peopleyoualready

know大數(shù)據(jù)精準(zhǔn)目標(biāo)用戶定位，廣告創(chuàng)意，千人千面Bigdataaccuratetarget

user

positioning,advertisingcreativity,借力Facebook精準(zhǔn)＋觸及的優(yōu)勢，對全球用戶個人化營銷不再是夢想

leveragingtheadvantages

of

Facebook's

precision

+

reach,

personalized

marketingtoglobal

users

is

no

longera針對歐洲45+人士targetatEuropean45+people針對13-17歲受眾targetat

13-17yearolds婚紗禮服相關(guān)行業(yè)weddingdressrelatedindustriesSource:

Placeholdertext料理器材／原料相關(guān)產(chǎn)品cookingequipment/rawmaterialsrelatedproducts自定義人群CustomizedGroups近似人群SimilarGroups核心人群Core

Groups新生兒父母newbornparentsdream.輪播

Slides創(chuàng)意形

式豐富Rich

inCreative

Form照片

Picture視頻VideoFacebook廣告創(chuàng)意：圖片

多媒體

視頻FacebookCreativeAds:

Pictures

Multimedia

VideosEnsurethetimeliness

of

brandandcontent

informationdelivery;seizecurrent

hottopics,

festivals,eventsandotherfactors

to

deliver

brand

relevance確保品牌

、

內(nèi)容信息傳遞的時效性；

抓住當(dāng)前熱門話題

、

節(jié)日、事件等因素

，

傳遞品牌相關(guān)性確保消費者

、

粉絲所接受到的信息與產(chǎn)品特點

、

品牌文化與故事的一致性Ensuretheconsistency

of

information

received

byconsumersandfanswith

productfeatures,

brandculture

and

stories傳遞性Transitivity精準(zhǔn)性AccuracySNScontent

can

bedelivered

andshared,and

hasstrong

interactivity;

itstrengthensandstimulatesword-of-mouth

marketingamong

users.SNS內(nèi)容是可以傳遞

分享的

，

且有較強的

互動性；強化刺激用

戶中的口碑營銷。社交媒體運營策略Social

MediaOperationStrategyThetarget

groupofSNS

operation

belongs

tothehigh-precision

positioning

group,whoare

interested

in

products

and

brandsand

havethedesire

to

buy時效性Timeliness一致性ConsistencySNS運營的目標(biāo)群體

屬于高精確定位人群，

對產(chǎn)品和品牌有興趣、

有購買欲望。善用社交媒體品牌主頁促進(jìn)用戶溝通Makegood

useofsocial

media

brand

homepageto

promoteusercommunication用戶

溝通

服務(wù)UserCommunication

Service官方信息

發(fā)布Official

Information

Release聚集

品牌

粉絲Gather

Brand

Fans意見

領(lǐng)袖

互動Opinion

Leader

Interaction引爆

話題

營銷DetonateTopic

MarketingFacebook

pageYoutubeChannelMessagerSuggestionsfor

Followers

PageOperation01Accumulate

Real

Followers

02

Release

CreativeActivities?Improve

page

information?Original

post

content?Guaranteethe

quality

of

post?Increase

real

followersRespondtoquestions

promptly

Encourage

usersto

participate

Actively

provide

informationHandling

negative

reviews?Combine

industry

hotspots?Combine

productfeatures?Considervirussignatures?Incorporate

brand

elementsDiscover

InfluencersAdvertorial

repostexposure

Post

Creative

ReviewCreative

in-depth

cooperation03

Leverage

Influencer

Marketing

04Active

Followers

Interaction社交營銷促進(jìn)轉(zhuǎn)化與用戶保留Social

Marketing

DrivesConversionand

User

Retention海外主流營銷渠道介紹：短視頻媒體Introductionofoverseas

mainstream

marketingchannels:shortvideomedia1Bif

YouTube

wasacountry,

itwould

be3rd

largestYouTube

的覆蓋人口

數(shù)量相當(dāng)于全球排名Source:

Global

YouTube

data,

Ju第ly201三5

的國家400hours

of

videouploadedtoYouTubeeveryminute每分鐘有400小時

的視頻上傳65%of

YouTubewatchtimecomesfrommobile65%觀看時間來自手機YouTube全球最大的視頻網(wǎng)絡(luò)YouTubetheworld's

largestvideonetwork視頻營銷是海外品牌非常重視的營銷渠道Video

marketing

is

a

marketing

channel

that

overseas

brands

attach

greatimportance

to‘DollarShaveClub

’LunchvideoonYoutubeTikTok是全球排名第一，且增長最快的短視頻應(yīng)用

TikTok

istheworld's

numberoneandfastestgrowingshortvideo

appTikTok是海外營銷最大的流量紅利新機會TikTokbrings

newopportunitiesforoverseas

marketing's

largesttraffic

bonus商

i

品

傳播

TikTok

紅人

influencerscommercial

products企

i

號

內(nèi)容

電商TikTok

Shop短視頻賬kTok

紅人業(yè)T化產(chǎn)kTok業(yè)T不僅僅是新媒體渠道，更是內(nèi)容電商生態(tài)圈Not

just

a

new

media

channel,

but

a

content

e-commerce

ecosysteminfluencerenterprise

short

video

accountTikTok直播

livestreaming把握TikTok流量紅利的四種方式FourwaystograsptheTikToktraffic

bonusTikTok企業(yè)號TikTok

網(wǎng)紅

InfluencerTikTok廣告Ads

TikTokShopEnterpriseAccountTikTokshortvideo

marketingcase

-

mobile

phone

brand內(nèi)容呈現(xiàn)形式Content

presentation

form：B.具體場景應(yīng)用Specific

scene

application品牌聲量如何提升？How

to

improve

brand

voice??

基于具體場景凸顯產(chǎn)品的某項特性?

Highlightafeatureofa

product

basedon

a

specific

scenario內(nèi)容方向2：生活使用場景

Content

direction

2:

life

usage

scenarios基于日常工作、游戲等場景的植入

Integration

based

on

daily

work,

gamesandother

scenariosEg.游戲口播手機的特色和效率，

并跟其他手機進(jìn)行比較日常vlog推薦，強調(diào)手機如何提升自己工作和生活效率Featuresandefficiency

ofgaming

mobile

phones,andcomparewithother

mobile

phones

Dailyvlog

recommendation,emphasizing

how

mobilephonescan

improvetheirworkand

life

efficiency“為了展示出產(chǎn)品能夠滿足攝影愛好者的攝影需求，攝影師進(jìn)行獵奇的攝影拍攝動作，借此表達(dá)該‘手機也能拍大片‘的場景鏈路“Inordertoshowthatthe

product

can

meetthe

needs

of

photographyenthusiasts,

photographers

performedcurious

photographyand

shootingactionstoexpressthescene

linkof

"mobile

phones

can

also

shoot

blockbusters"TikTok短視頻營銷案例-手機品牌試穿

try

on?有故事、接地氣的素材Storytellinganddown-to-earth

material?貼近生活的有人物的場景

Ascenewithcharacters

closeto

life?輕松找到品牌故事方向

Easilyfindbrand

story

directionTikTok短視頻營銷案例-SHEIN

TikTok

short

video

marketing

case*紅人給我們帶來什么創(chuàng)意？What

ideasdo

influencers

bringto

us?曬單Show

product

performance開箱

Unboxing紅人營銷流量紅利Influencer

MarketingTrafficBonus電商內(nèi)容化

&

社交媒體電商化

網(wǎng)紅是樞紐E-commerce

content

&

social

media

e-commerce

Influencers

are

the

hub網(wǎng)紅是內(nèi)容創(chuàng)作與社交傳播的核心節(jié)點.

把握網(wǎng)紅

=把握電商的未來

influencer

is

the

core

node

of

content

creation

and

socialcommunication.Grasp

influencer=graspthefutureofe-commerce電商營銷內(nèi)容化E-commerce

marketing

content優(yōu)質(zhì)內(nèi)容創(chuàng)作QualityContent

Creation社交媒體傳播social

mediacommunication直播電商，短視頻電商，網(wǎng)紅帶貨Live

broadcaste-commerce,shortvideoe-commerce,

Internetcelebritiesbring

goods網(wǎng)紅

Influencer內(nèi)容創(chuàng)作+社媒傳播

ContentCreation

+Social

MediaCommunication海外社交媒體電商化Overseas

social

media

e-commerceFacebook

Shop，Tiktok連接Walmart直播賣貨

LiveStreamSelling

byconnectingwithWalmart紅人/KOC內(nèi)容做社交媒體背書，促進(jìn)銷售轉(zhuǎn)化Influencer/KOC

content

is

endorsed

by

social

media

to

promote

sales

conversion

社交媒體官方賬號活動運營Social

media

official

account

activity

operation提升用戶粘性，促進(jìn)用戶復(fù)購Improve

user

stickiness

andpromote

user

repurchase擴(kuò)大品牌知名度Expand

BrandAwareness提升網(wǎng)站訪客IncreaseWebsiteVisitors大量中長尾網(wǎng)紅測評，

提升品牌曝光A

large

number

ofKOL

Marketingevaluationstoenhancebrandexposure促進(jìn)網(wǎng)站訪問+品牌詞搜索Promotewebsitevisits+

brandwordsearches大量真實可信的UGC內(nèi)容做信任背書A

large

number

of

authentic

andcredibleUGCcontentfortrust

endorsement促進(jìn)用戶購買Promote

user

purchases直接網(wǎng)址訪問+品牌詞搜索+Google搜索廣告+Facebook廣告Direct

URL

Access

+

Brand

Word

Search

+Google

Search

Ads

+Facebook

Ads

獲取網(wǎng)站流量Getwebsitetraffic以優(yōu)質(zhì)中長尾紅人UGC內(nèi)容做廣告Advertisewithpremium

KOL

Marketing

UGC

content

提升廣告轉(zhuǎn)化效率Improve

ad

conversionefficiency中長尾網(wǎng)紅KOLMarketing促進(jìn)用戶加購Encourage

users

to

purchase

more銷售轉(zhuǎn)化SalesConversion促進(jìn)復(fù)購RepurchasePromote網(wǎng)紅營銷預(yù)估

ROIInfluencer

Marketing

Estimates+++每一美元網(wǎng)紅營銷預(yù)算，最高可

以為品牌帶來18美元的投資回報

Foreverydollar

of

influencer

marketing

budget,

brandscan

bring

up

to

$18

in

ROI$18(來源：Influencemarketunghub,2018)網(wǎng)紅營銷是低成本高回報的投資Influencer

marketing

isa

low-cost,

high-return

investment50%消費者對于UGC內(nèi)容的信任度比傳統(tǒng)媒介高50%以上Consumerstrust

UGCcontent

more

than

50%higherthantraditionalmedia71%的消費者更可能購買有社交媒體推薦的商品71%ofconsumers

are

morelikelyto

buy

productswith

socialmedia

recommendations81%的美國消費者相信博客信息的推薦81%of

U.S.

consumerstrustrecommendations

from

blog

posts90%的消費者相信朋友的推薦90%of

consumers

trustrecommendationsfromfriends網(wǎng)紅營銷統(tǒng)計數(shù)據(jù)Influencer

MarketingStatistics5.粉絲的互動率Followersengagementrate4.賬號活躍度AccountActivityHowtochoose

high-quality

influencers

reasonably1.社媒平臺類型Typesofsocial

media

platforms7.粉絲的人群結(jié)構(gòu)Thecrowdstructureoffollowers6.平均觀看量/互動量AverageViews/Interactions3.粉絲量規(guī)模Thesizeofthe

followers如何合理選擇優(yōu)質(zhì)的紅人2.品類相關(guān)性Category

Relevance更多……50K平臺Platforms說明Introduction主要國

家地區(qū)

Region用戶規(guī)模

（MAU）內(nèi)容形式contentform用戶分布特點Userdistributioncharacteristics內(nèi)容引流鏈接ContentDrainageLinks營銷效果Marketing

effect紅人內(nèi)容創(chuàng)作能力InfluencerContentCreationAbility適合品類suitablecategory海外主要紅人營銷渠道對比Instagram

PostInstagram快拍snapshotInstagram視頻videofacebook

PostfacebookVideoFacebook&Instagram

live圖片+文案15秒短視頻，24小時有效3-60秒短視頻圖片+文案（可放鏈接）（無鏈接）（可添加上滑鏈接）（無鏈接）（可放鏈接）(youcan

put

a

link)picture

+copy15secondsshortvideo,3-60secondsshortvideoPicture

+copy(no

link)validfor

24

hours(no

link)(youcan

put

a

link)主要社交媒體渠道與內(nèi)容形式–

Facebook&InstagramMainsocial

mediachannelsandcontentformats–

Facebook&Instagram(Youcanadd

aslide-up

link)主要社交媒體渠道與內(nèi)容形式–YoutubeMainsocial

mediachannelsandcontentformats–

Youtube測評視頻evaluationvideo開箱視頻unboxingvideo植入視頻

implantvideo其他一些紅人媒體渠道及內(nèi)容表現(xiàn)形式Other

Influencer

MediaChannelsandContent

Expression

FormsTiktokvideo15-60秒短視頻，無鏈接15-60secondsshortvideo,

no

linksBlog

Post圖文為主，可自由放置鏈接Image-based,freeto

place

linksTiktok直播

livestreaming

無鏈接no

links新品上市new

arrivals活動引流activitydrainage品牌聲量brandvoiceInfluen

p

i

i

l

yA

i

ANKER

大的

品牌聲量1.82millionrelated

posts,creating

a

hugebig

brandvoicelsdvaanrrewogr

Nnofcseltesnaketing

chansan

oversemarngortantmarketimcer紅人營銷的主要應(yīng)用場景The

mainapplicationscenariosof

influencer

marketing小米手機通過Facebook社交媒體發(fā)起購機抽獎活動，吸引消費者引流購買Xiaomiphonesvia

Facebooksocialmedialauncha

machine

purchase

lotterytoattractconsumersdrainage

purchaseCI

YOUTube紅人營銷是出?？萍计放艫NKER新品發(fā)布的重要營銷渠道出海服裝品牌SHEIN在Instagram上有

182萬個相關(guān)的帖子，創(chuàng)造了巨overseasclothing

brandSHEINon

Instagram口碑傳播奠定用戶基礎(chǔ)Word-of-mouthcommunicationlaysafoundationforusers?一篇旅游博主的BLOG，讓Orolay席卷紐約上東區(qū)時尚編輯們的衣櫥Atravelblogger'sBLOG

makesOrolay

sweepthewardrobesoffashioneditorson

NewYork's

Upper

EastSide?緊接著時尚類百萬大v@ariellecharnas在ins上

推文曬買家秀，同時被紐約時報報道，AmazonCoat的名號徹底走紅?

Immediatelyafterthefashionclassmillionairev@ariellecharnastweetedontheinstoshow,andwas

reported

bythe

NewYorkTimes,the

nameofAmazonCoat?

紐約雜志旗下的購物種草

類網(wǎng)站Strategies報道了Orolay在紐約上東區(qū)走紅的消息，無意間為Orolay帶來超1萬件訂單?

Strategies,ashoppingrecommendationwebsiteowned

byNewYork

Magazine,reportedthe

newsthat

Orolay

becamepopularinthe

Upper

EastSide

of

NewYork,andinadvertentlybroughtmore

than

10,000orderstoOrolay案例：意見領(lǐng)袖推動跨境品牌迅速成長Case:Opinion

leaders

promotethe

rapidgrowthofcross-border

brandsbecamepopular.從病毒傳播到主流媒體報道

Fromviralspreadto

mainstream

mediacoverage病毒傳播占領(lǐng)用戶心智Occupytheuser'smind

in

theform

ofvirustransmission?走紅后的AmazonCoat獲得YouTube、

Ins等社交平臺上中小紅人/KOC的廣泛種草After

becomingpopular,AmazonCoat

has

beenwidelyrecommendedbysmalland

medium-sizedinfluencer/KOCsonsocial

platformssuch

asYouTubeand

Ins.?2年間，Orolay被路透社、ABC新聞等主流媒體爭相報道，在瑞秋秀、奧普拉等電視節(jié)目上頻頻亮相,成為一件現(xiàn)象級“爆品”Inthe

pasttwoyears,Orolay

has

beenreported

by

mainstreammediasuchas

ReutersandABC

News,and

hasfrequentlyappearedonTVprogramssuchas

RachelShowandOprah,

becoming

aphenomenon-level

"explosiveproduct".案例：Webcam品牌的海外情感之旅Case:Overseas

EmotionalJourney

BrandWebcam項目背景Backgroundofthe

project:：海外疫情的爆發(fā)，改變了人們聯(lián)系與交流的方式。也為Webcam品牌帶來了新的應(yīng)用場景。希望借助紅人營銷，提升品牌親和力與影響力。The

outbreakofoverseasepidemicshaschangedtheway

peopleconnectandcommunicate.Italso

bringsnewapplicationscenariostotheWebcam

brand.Webcam

hopesto

useinfluencermarketingtoenhancebrand

affinityand

influence.透過市場洞察，我們發(fā)現(xiàn)人們在疫情期間強烈的更多的依賴線上的聯(lián)系維持情感需求。為了突出品牌在幫助消費者更好的建立情感連接的理念，我們?yōu)槠放圃O(shè)計了以“親密聯(lián)系”為主題的紅人

營銷策略，幫助品牌提升親和力和影響力。Throughmarketinsights,wefoundthatpeoplerely

moreononlineconnectionstomaintainemotionalneedsduringtheepidemic.

Inorderto

highlightthe

brand'sideaofhelpingconsumers

betterestablishemotionalconnections,wedesignedaninfluencermarketingstrategywiththethemeof

"intimateconnection"for

brandsto

helpthemenhancetheiraffinityandinfluence.一方面，我們邀請KOL以“親密聯(lián)系”,為主題創(chuàng)作典型情感場景。WeinviteKOLsto

createtypicalemotionalsceneswiththethemeof

"intimacy"l

節(jié)日前與圣誕老人視訊宣泄孤獨情緒VideochatwithSanta

beforethe

holidaystovent

lonelinessl

與家人視訊談家常Videochatwithfamilyl

與戀人視訊緩解相思之情Videochatwith

loverstoease

lovesickness另一方面，我們也通過線上線下結(jié)合的活動，發(fā)起UGC活動，邀請用戶分享疫情期間情感聯(lián)系故事以及使用場景UGC內(nèi)容等積極參與互動。WealsolaunchedUGCthrough

onlineandofflineactivities,invitinguserstoshareemotionalconnectionstoriesduringtheepidemicandusescene

UGC

contenttoactivelyparticipateintheinteraction.紅人營銷數(shù)據(jù)

influencer

marketingdata20個紅人傳播；spread

by20

influencers5位Youtubers，

>110K播放views；15位Instagramers,18個帖子posts

，

>90K點贊紅人素材廣告投放InfluencercreativeadvertisingCPM比市場預(yù)期低，為市場的40%水平；CPM

is

lowerthan

marketexpectations,40%

ofthemarket

level整體效益提升了2.5倍。The

benefit

has

increased

by2.5times.likes。15位Instagramers,18個帖子

posts

，

>90K點贊

likes。5位Youtubers，

>110K播放views；活動成效：低成本撬動巨大影響力Activity

results:

low-cost

leveraging

huge

influence品牌影響力信息過載informationoverload信息繭房InformationCocoon

Room廣告免疫

Ad

Immunity社交媒體時代的營銷新挑戰(zhàn)New

MarketingChallenges

intheAgeof

Social

Media現(xiàn)在是流量運營的“壞時代”Now

is

the

"bad

era"for

traffic

operations流量轉(zhuǎn)化率下降trafficconversion

ratedrops流量成本飆升soaringtrafficcosts如何破局？Howto

breakthe

game?新流量時代的社交媒體營銷思維social

media

marketingthinking

inthe

newtrafficera關(guān)注流量的獲取payattentiontotheacquisition

of

traffic關(guān)注用戶的價值運營focusonthevalueoperation

of

users流量思維trafficthinking用戶思維userthinking互聯(lián)網(wǎng)品牌的成功公式The

formula

for

internet

branding

successLTV

>

CAC客戶終身價值

lifetime

value

of

customer

客戶獲取成本

cost

of

acquiring

customers客單價連帶銷售客戶保留重復(fù)購買流量渠道流量成本點擊率轉(zhuǎn)化率customer

price

jointsalescustomer

retentionrepeat

purchasetrafficchannelstrafficcoastsCTRconversion

rates↑

↓1000

X

CTR

X

Conv.r網(wǎng)站/落地頁用戶體驗廣告創(chuàng)意的質(zhì)量

Website/Landing

Page

User

Experience

qualityof

ad

creativePR，紅人與KOC背書廣告投放的策略與技巧

PR,

Reds

and

KOC

endorsementsadvertising

strategies

and

techniques

商品定價與優(yōu)惠Product

Pricingand

Offers流量思維：關(guān)注獲客成本Trafficthinking:focusoncustomer

acquisition

costsCAC=獲客成本customeracquisitioncostsCPM跟隨行業(yè)的平均水平波動Fluctuateswiththe

industryaverage信任Trust良好的

品牌體驗good

brandexperience媒體/大V消費者的評價背書endorsementsfrommedia/bigVconsumers高效轉(zhuǎn)化率的秘密Thesecretto

highconversion

rates品牌案例：紅人內(nèi)容X廣告助力時尚女裝品牌快速增長Brand

Case:

Influencer

ContentXAd

Helps

FashionWomenswear

BrandstoGrow

Rapidly品牌故事

BrandStory：專注于北美輕奢的DTC時尚品牌創(chuàng)立于2017年

。

該品牌創(chuàng)立初期通過大量的紅人合作以及包括K