Meltwater融文：品牌的超能力：獲取無限營銷創意（2022）（14頁）.pdf

1、品牌的超能力：獲取無限營銷創意來自社交媒體數據和消費者洞察的營銷創意CONTENTS01020304Introduction We All Need a Creativity SuperheroHow Social Media Saves the Day for Creative ProfessionalsHow to Use Social Media to?Discover Where Your Most Engaged Audiences Spend TimeResearch Trending Topics for Your Next CampaignPredict Trends Befo

2、re They Go Viral on Social?Test Your Content Ideas Before You Create ThemHoning Your?目錄01 我們都需要能獲取無限創意的超能力02 社交媒體是營銷人員的創意寶藏03 如何使用社交媒體來挖掘無限創意 發現目標受眾興趣 了解營銷熱門話題 預測社交媒體熱點 開發活躍紅人資源 測試創意傳播效果04 利用融文的Linkfluence來開發創意力IntroCreativity is the beating heart of marketing.It takes a great deal of creativity to

3、connect with your audience in ways that will demolish their internal ad blockers and notice your brand.To excel in marketing content creation,you need a constant stream of fresh ideas to capture and hold peoples attention;a feat that sounds like the work of a marketing superhero.The truth is,we all

4、get burned out.Even the most creative professionals can see the idea well run dry.To keep it fresh,exciting,and fruitful,you need a reliable,unending source of inspiration.Constant ideas ensure your marketing campaigns always sparkle.In this ebook,were exploring how social data and consumer insights

5、 can give you that power and turn you into a brand marketing superhero.Lets go!簡介創意是營銷的核心。品牌需要優秀的創意營銷才能吸引消費者、與受眾建立聯系、宣傳產品與服務。想要營銷內容創作方面表現出色，品牌就需要源源不斷的新鮮創意來抓住人們的眼球、占領消費者心智。實際工作中，營銷人員常常為創意冥思苦想、絞盡腦汁。但即便是最有創造力的營銷天才也會有思維枯竭的時候。我們需要一個真實有效、取之不盡的靈感來源，讓營銷內容新鮮、有趣、有效。我們將探索社交媒體數據和消費者洞察如何幫助營銷人員了解發現目標受眾興趣、了解營銷熱門話題

6、、預測社交媒體熱點、開發活躍紅人資源、測試創意傳播效果。Page 4?WE ALL NEEDA CREATIVITY SUPERHERO01Creativity seems to come so naturally to marketers.Theyre pros at coming up with ideas that connect a brand and its products and services to its audience.They recognize good marketing when they see it from other brands.Plus,they s

7、ee the impact of their creativity via metrics and KPIs.Marketers know when theyve struck gold on an idea simply by watching how their audience receives it.But creativity isnt always easy to sustain.Even when youre close to a brand or product(as is the case with marketers),there may be moments where

8、youre at a loss as to how to highlight the brand in new and unique ways.You may feel like youve seen and done it all.Or maybe your audience shifts and youre not sure how to connect to new personas.Theres the other side of the coin to consider,your competition.Even if your?actively seeking ways to up

9、 their own creativity game.Without a way to get ahead,or at least keep pace with the brands around you,youll have a hard time turning heads.Thats why every marketer needs a superhero they can rely on to keep the ideas coming.Content ideation tools can help you build a better creative process and?one

10、 of the simplest(and free!)content ideation tools,social media.第4頁我們都需要能獲取無限創意的超能力對營銷人員而言，創造力是一種至關重要、必不可少的能力通過創意營銷建立品牌及其產品和服務與受眾之間的聯系。在這個過程中，營銷人員需要時刻關注其他品牌的優秀營銷案例。此外，營銷人員會通過監測受眾的反饋、業務指標和KPI等方式來評估營銷成果。但持續輸出創造力并不容易。如何挖掘新的角度和方式來表達創新營銷內容？如何及時滿足不斷變化的受眾需求？如何在激烈的市場營銷競爭中利用優秀的創意搶占先機？這都是營銷人員日常面對的挑戰。因此，營銷人員需要一

11、個真實有效、取之不盡的靈感來源。社交媒體數據和消費者洞察可以以一種低成本、高效率的方式，持續提供新的觀察內容與創意來源，幫助品牌完善營銷內容流程。Page 5?HOW SOCIAL MEDIASAVES THE DAY FOR CREATIVE PROFESSIONALS02Isnt it obvious?Social media is the place where people talk about everything,from their favorite foods,movies,and celebrities to the things they like and dislike

12、about brands.If it matters to your customers,theyre sharing it on social media.And with 3.96 billion users across all social media,theres always something new?Thats what makes social media such a powerful tool in content ideation.When you know what people care about,you can use those details to crea

13、te more meaningful content.Social media allows you to learn what people are talking about.You can discover the terms theyre using to talk about a product or service.See the type of?it so appealing.Is it the color scheme?Visuals?Crafty copy?A clever analogy?One great idea often leads to another,and t

14、he next one could be yours!?How do you then mine all that data for useful information?And perhaps most importantly,how do you turn that into great content/campaigns?The“superpower”in all of this isnt just collecting this data,but also making sense of it.Thats where consumer insights come in.社交媒體是營銷人

15、員的創意寶藏從最喜歡的美食、電影、明星，到對品牌的評價人們在社交媒體上暢所欲言。我們總能在社交媒體上找到客戶的聲音。39.6億用戶在各類社交媒體上活躍，總有新的內容可以幫助我們探索、學習、分享并收到啟發。所以，社交媒體是強大的營銷內容創意工具。我們通過社交媒體了解大眾關心的議題，使用這些細節來打造更有意義的內容。社交媒體上有海量討論數據。您可以利用社交媒體發現人們討論產品或服務的關鍵詞，總結出可以引發互動的內容類型，并由此反推出獨具吸引力的品牌優勢：配色方案？視覺效果？出色的文案？一個優秀創意可以衍生出更多創意，也許品牌營銷破局的鑰匙就在其中。但我們如何監測與業務息息相關的討論與互動？如何挖掘

16、海量數據中真正有用的信息？最重要的是，如何將這些信息轉化為成功的市場營銷內容？這其中的“超能力”在于收集、分析與理解數據的方式。這就是消費者洞察力的用武之地。第5頁Page 6?03?thinks and feels.Its more than just social listening and data collection its alsodata interpretation to see the underlying meaning behind social engagement.Consumer insights help you discover how people are t

17、alking about those things,and even why theyre talking about them.Gaining consumer insights from social media,where people share so openly,brands can learn a lot more about their audience.See who is driving the conversation as well as other questions they have,the challenges they face,and what else t

18、heyre talking?Lets look at some possibilities.第6頁如何使用社交媒體來挖掘無限創意我們認為，消費者洞察需要更深入地了解受眾的想法和感受不僅僅是社交聆聽和數據收集，更是對數據進行分析與解釋，了解社交互動背后的潛在含義。消費者洞察可以幫助品牌了解大眾對某一話題的討論，甚至是引發討論的原因。從大眾公開分享的社交媒體數據中獲得消費者洞察。品牌可以更多地了解受眾，分析引發與推動互動的用戶，監測品牌遇到的問題及挑戰，以及用戶在特定時期討論的其他話題。Page 7?Discover Where Your Most Engaged Audiences Spend

19、TimeCreativity for the sake of creativity isnt the best path forward for marketers.If a catchy idea just doesnt catch on with your audience,your content will fall short?know who youre creating content for.Using consumer insights,you can learn more about the audiences that spend?ideal customer.Studie

20、s show that the average social media user spends time on seven social?For example,LinkedIn is the professionals platform thats built for networking,job seeking,and career advancement.TikTok is more popular among Gen Z users?Facebook,from news to updates from friends to new product discovery and more

21、.This isnt an exhaustive list by any means,but it does show how social media networks can vary.Using consumer insight tools can help you build a strong content creation foundation.Let consumer insights guide the creative process so youre creating content for the right people,not just any people.第7頁營

22、銷人不能為了創意而創意。為達到理想的營銷效果，創意必須能夠吸引受眾。我們首先需要了解營銷的受眾。利用消費者洞察，品牌可以分析喜歡不同社交媒體平臺的受眾，分析其習慣、偏好、喜惡和其他細節，然后評估其是否可以成為品牌的理想客戶。研究表明，社交媒體用戶平均每月會瀏覽7個社交媒體平臺。每個平臺都有所不同，為不同人群提供相匹配的獨特體驗和內容。例如，LinkedIn是專為建立人脈、求職和職業發展而打造的專業平臺。TikTok 在Z世代用戶中更受歡迎，并且偏向于視頻內容。而Facebook則是各色信息兼而有之，從新聞到好友動態、品牌的新產品發布等等。窺一斑可見全豹，各個社交媒體網絡主打的特點、內容和受眾都

23、不盡相同。使用消費者洞察工具可以幫助品牌建立強大的營銷內容基礎，指導內容創作過程，為合適的受眾創作合適內容，避免無差別的普適化營銷。最愛互動的受眾把時間都花在哪兒？Page 8?Research Trending Topics for Your Next CampaignHave you ever walked up to a circle of colleagues who are talking about the latest AI technology and mention something about what you ate for lunch?Of?were deep in

24、thought about technology.We can apply this same logic to your marketing creative.When your content creation aligns with things that are already popular and recognizable,people are more likely to take notice.It looks familiar and relatable to them.?your audience is talking about and how theyre talkin

25、g about it,then use those topics as a base for your marketing content.第8頁在市場營銷中，從零開始創造一個全新話題未嘗不可，但如果我們的營銷內容可以借力當下的流行話題或趨勢，或許可以更容易地引發受眾關注，達到事半功倍的傳播效果。品牌可以利用消費者洞察來找到細分市場中的熱門話題，了解受眾對內容的討論趨勢與方式，然后將這些主題內化在營銷內容中。為下一個營銷活動研究趨勢話題Page 9?Meme marketing is a perfect example of this.Memes are insanely popular on

26、 social media.They give people a way to connect through humor,storytelling,and imagery.In this example,Barkbox used a popular meme format to catch the users eye and relate its pet products to the people world.?whats popular at the moment.You can also dive deep to see which memes are resonating with

27、various audiences so that your content isnt lost in the mix.?Find ways to contribute to popular ideas or conversations that matter to your audience.Youll instantly become“one of them”and can start building deeper,more authentic connections.第9頁表情包（meme）營銷就是一個很好的例子。表情包將幽默文案、故事和圖像結合起來，在社交媒體上極其流行。一個很好的例

28、子有：寵物品牌Barkbox利用表情包來吸引用戶的眼球，將寵物產品與受眾的日常生活聯系起來。消費者洞察工具可以幫助品牌找到當下流行的表情包內容，探索哪些表情包會與用戶產生共鳴，確保營銷內容不會“泯然眾人”。除了表情包，品牌還可以篩選出趨勢標簽、社交活動、病毒式流行內容和其他可能影響營銷活動方向的內容。品牌也需要參與到受眾的流行觀點或對話中，與受眾建立更深入、更真實的聯系。Page 10?Predict Trends Before They Go Viral on SocialIn addition to contributing to popular topics,you can also l

29、everage consumer?Getting ahead of viral content and hot button topics can help you become a leader in conversations instead of just following your competitors.This gives you?while your competitors are still busy creating content.第10頁除了參與熱門話題之外，品牌還可以利用消費者洞察來尋找潛在的熱門話題。如果能夠提前預測下一個熱門話題，品牌就可以站在營銷趨勢的最前沿，不

30、用盲從地追隨流行趨勢。品牌擁有了一個獨有的機會來提供獨特的視角，塑造社交媒體討論的方向。此外，在競爭對手忙于追熱點時，品牌可以搶占先機，充分利用早期流量和社交媒體討論熱潮。在流行之前預測社交媒體話題趨勢Page 11?Whats better than promoting your own content?Having other people do it for?of your audience,too!).?that are most likely to care about your brand.The platform does all the vetting for you to e

31、nsure their followers are authentic.?They know what their followers like and respond to,which puts you at a?quicker,augment your own creative resources,and gain new fans for life.第11頁讓更多人來推廣你的品牌比自己單獨推廣效果更好。紅人營銷也是一種獲取營銷創意的超能力。社交媒體紅人利用獨特且創造性的方式來突出品牌及產品。不僅可以使品牌的營銷內容更加多元化、解放營銷團隊的勞動力，還可以進一步擴展受眾，將紅人的粉絲也變成

32、品牌的粉絲。如何在社交媒體上找到合適的紅人？消費者洞察平臺可以在不同品牌的細分市場中發現真正有影響力的、與品牌調性及目標受眾最契合的紅人。平臺還可以對紅人的影響力進行評估，確保粉絲量、互動量等數據是真實的。聯系篩選出的紅人，與他們合作創作內容。紅人們對自己的粉絲了如指掌，這也是品牌競爭優勢之一。您將更快地傳播內容，增加品牌創意資源，獲取新的消費者。挖掘活躍的社交媒體紅人Page 12?Test Your Content Ideas Before You Create ThemSolid marketing content isnt cheap.In fact,brands may spend

33、anywhere from$300 to$3,000 for just one piece of content.From content ideation to content creation,revisions,visuals,and publishing,crafting marketing content takes?content creation,you expect it to get you the desired results.?One way to do this using consumer insights is to look back at existing c

34、ontent to see how its performed.Check the engagement of past social media content,your?memes,infographics,videos,or something else?Does a certain type of content tend to be shared more than others?Do shorter social media posts perform better or worse compared to longer posts?Is there a certain time

35、of day that works best for posting?Insights like these will give you an idea of what gets your audiences attention.Youll spend less time at the drawing board and more time creating impactful content.第12頁扎實有效的營銷內容成本高昂。通常品牌在一個營銷內容上的成本會在300到3,000美元不等。從內容構思到制作、設計、修改、發布，制作營銷內容需要花費大量的時間、精力和人力。誰都不能保證萬無一失，但

36、我們可以對內容創意進行測試，從而降低風險、提高收益。消費者洞察力可以助您一臂之力。通過對現有內容營銷效果（例如社交媒體內容、競爭對手內容、用戶生成內容的參與度和互動率）進行評估，了解人們對不同內容的反應與評價。我們可以為營銷內容建立一個基本的評估框架：在過去發布的營銷內容中，哪種形式表現最好？文章、電子書、表情包、圖表、視頻還是其他形式？哪種類型的內容更容易被分享？不同長短的營銷內容哪種效果更好？一天中的什么時間發帖最合適？哪個平臺和渠道的流量質量更高？我們可以通過評估了解受眾最關注的營銷方式，幫助您明確更有效的營銷內容、渠道和形式。對營銷內容效果進行測試Page 13?HONINGYOUR

37、CREATIVITY SUPERPOWERS WITH LINKFLUENCE04Social media plays a hefty role in todays digital marketing,and that connection is only getting stronger.Brands can use social media as a way to enhance their?your content ideation for marketing campaigns,public relations,and all things social media.利用融文產品Lin

38、kfluence來開發無限創意社交媒體在當今的數字營銷中發揮著重要作用，而且這種影響力將會越來越強。品牌需要一種有效而可復制的方式來收集消費者洞察力，使用社交媒體來增強營銷內容的創造力并優化營銷策略。從聯系紅人到研究受眾關心的話題，融文產品Linkfluence可以助您在內容營銷的大道上暢通無阻。Linkfluence將社交媒體數據轉化為消費者洞察，激發品牌對營銷活動、PR和社交媒體內容的無限創意。第13頁第14頁想要玩轉市場營銷？關于我們Book Demo賦能品牌超能力也許比您想象的要來的簡單！即刻預約產品演示，我們將為您展示如何結合社媒數據、AI、和市場調研專家讓您的品牌力處于常勝之地。作為融文Meltwater旗下公司，Linkfluence可以獲得社交數據渠道數據但我們處理數據的能力才是為客戶提供的真正有價值的服務。我們可以智能地構建數據，密切關注客戶市場的背景和具體的細微差別，所以，我們不僅能夠進行基本的社交傾聽，更能助力客戶挖掘更高價值的消費者洞察。點擊此處，了解更多