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    6. 自媒體行銷:短影音時代打造 IP 和流量變現

    自媒體行銷:短影音時代打造 IP 和流量變現

    Author 蓋瑞.范納洽(Gary Vaynerchuk)
    Publisher 天下文化
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    Released
    2025/04/30
    Language
    Traditional Chinese
    File format
    PDF (247MB), fit in large screen and Pubook EPUB fixed layout (24MB), fit in large screen and Pubook
    Pages
    256
    ID
    572340
    ISBN
    9786264173438
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    庫存
    • Intro

    • Chapters

    • Author

    ★《紐約時報》與《今日美國》排行榜暢銷書★

    只要廣告內容吸睛
    零粉絲也能成為品牌霸主

    行銷人員面對瞬息萬變的社群媒體環境,經常遇上許多實務挑戰,像是:

    ●所有內容的行銷效果都低落時,該怎麼辦?
    ●你所屬的行業「不吸引人」,要如何製作社群媒體內容?
    ●選擇目標客群或創作主題時,要堅守一個領域,還是擴大範圍?
    ●建立社群媒體團隊應該注意什麼?
    ●如何選擇廣宣活動合作的網紅?
    ●如何把你的產品重新塑造為奢侈品?
    ●如果沒有粉絲,要如何行銷?

    《富比士》評選影響力NO.1的行銷大師、「網路大神」蓋瑞.范納洽來為大家解答。首先,要注意的是:
    現代廣告最大的變革和機會,就是抓住平台『TikTok化』的趨勢。
    當今快速發展的企業、品牌、內容創作者和網紅有一個共同點:他們擅長在注意力被低估的領域中講故事;現在,這些領域主要出現在少數社群媒體平台上。這些平台都漸漸走向「TikTok化」,表示愈來愈多平台會根據用戶興趣、而非用戶身分來推送內容。而最能抓住用戶注意力的短影音,就成為廣告與行銷成敗的關鍵。

    短影音已是各大社群平台的流量保證,
    懂得製作吸引消費者注意的內容,
    任何人都有機會成功打造品牌!

    范納洽以他多年在商業與行銷上的經驗,告訴你如何善用社群媒體TikTok化的趨勢。透過本書,無論是大企業、本地商家、B2B企業、DTC公司、新創事業、家族企業、網紅與內容創作者等,都可以理解:

    ●「注意力」是什麼?哪些平台的注意力成本過低,又該如何善用。
    ●製作打動受眾又符合策略的內容有哪些方法。
    ●在快速變化的媒體世界裡,運用現代廣告平台(如YouTube、TikTok、Facebook、Instagram、LinkedIn 和 X/Twitter等)建立品牌。

    一場爭奪注意力戰爭已經開打。各大企業與品牌在當前的廣告領域不再占有優勢,只要能做出人們真正想看的內容,就連自媒體都可以獲得更高的曝光與互動。本書分析平台特性和用戶心理,帶你運用現代廣告平台經營品牌,實現銷售成長。

    ◎各界誠摯推薦◎
    Emily|粉專「空姐報報Emily Post」版主
    丁菱娟|影響力品牌學院創辦人
    郝旭烈|郝聲音Podcast主持人
    謝文憲|《極限賽局》、《極限銷售》作者

    過去十年我在蓋瑞身邊學到一件事:當他看到顧客的新趨勢或行銷最佳新實務,大家就應該認真聽、趕快去做。
    ──麥可.魯賓(Michael Rubin),Fanatics執行長

    當我開始在媒體產業成長,蓋瑞是最早和我做商業訪談的主持人之一。多年來,他給我和我的家庭許多寶貴的建議。蓋瑞永遠跟著創新和流行文化的脈動,而且對社群媒體的知識如此豐富,也深知品牌與企業如何從社群平台和數位創作者獲益。
    ──查莉.達梅麗奧(Charli D'Amelio),電視名人、網路紅人與創業家

    我很榮幸能領導幾個大品牌的行銷工作,但是無論經驗再怎麼豐富,我從來不敢滿足於現狀,因為世界不斷在變化。蓋瑞的精采著作把我們都用過的技巧現代化,並讓它們切合新世界的需要。如果老狗能學會新把戲,想想小狗能學會多少東西!
    ──波佐瑪.聖約翰(Bozoma Saint John),前Netflix行銷長、作家與創業家

    本書為行銷人員、董事會和執行長打開一扇窗,看到掌握消費者趨勢的重要性,特別是新平台的流量紅利如何為你帶來競爭優勢。蓋瑞理解人類行為的天賦無人能比,因此能夠比別人早好幾年看到機會所在。
    ──卡洛琳.艾佛森(Carolyn Everson),BCG與Permira資深顧問,迪士尼、可口可樂與UA董事
    More
    More
    前言 搶占消費者注意力,需要快狠準

    第1章 社群媒體的TikTok化
    第2章 行銷新趨勢下的現代廣告框架
    第3章 打造內容的六大核心變數
    第4章 各大社群平台的特色
    第5章 優質自媒體內容範例
    第6章 30個社群行銷實務解析

    結論 誰能掌握「當下」,誰就保持領先

    謝辭
    注釋
    參考書目
    More
    在華人世界亦稱他為「加里.維納查克」。他是連續創業家,擔任現代傳播媒體集團VaynerX董事長、創意暨媒體代理商VaynerMedia執行長,以及娛樂公司VeeFriends的創辦人兼執行長。他被認為是文化趨勢、影響力與網際網路發展方面的全球領袖級人物,人稱「GaryVee」,外界普遍視他為商業界最具前瞻性的思想家之一,2017年《富比士》雜誌評選為影響力第一名的社群行銷大師。
    他是《紐約時報》暢銷書作家、備受矚目的演說家,並且活躍於創投領域,曾投資Facebook、Twitter、Tumblr、Venmo、Snapchat、Coinbase和Uber等公司。他目前也擔任Bojangles餐飲集團、全球公民論壇(Global Citizen Forum)、行銷與數據分析公司MikMak、以及非營利組織「鉛筆的承諾」(Pencils of Promise)的董事會成員,也是慈善組織charity: water的長期資深會員。
    官方華語FB粉專:加里.維納查克
    https://www.facebook.com/GaryVeeChinese?locale=zh_TW

    More

    Details

    Released
    2025/04/30
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen/EPUB: Fit in all devices
    Provide Adobe DRM
    Does not provide EPUB (Not provided by the publisher)Does not provide PDF (Not provided by the publisher)
    Offer DRM free license
    No
    ID
    572340
    ISBN
    9786264173438

    自媒體

    行銷

    短影音

    IP

    流量變現

    經營

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