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Facebook,Twitter有成千上萬的Fans=成功?

July 29, 2010

作者: Mavis Fan (香港)

一間公司投資在社交網絡的成功不是取決於Facebook有多少朋友,Twitter有多少追隨者,這不 是計算品牌的主題有多時尚或YouTube有 多少的意見。而事實應該是和其他標準的營銷渠道如電視廣告、雜誌平面廣告等一樣,網上營銷策略有否推動你的業務?

由於受到經濟危機的沖 擊,在2008年初,連鎖咖啡店星巴克(STARBUCKS)的銷售已經開始下滑,固該連鎖店於2008年7月初推出一個論壇MyStarbucksIdea.com,讓消費者提出意見及問題,並在某些情況下, 讓他們發洩對星巴克的 不滿。至現在,該網站現己有 18萬註冊用戶。 用戶提交了8萬個意見,其中有50個意見被接納並已實施在店內。

星巴克於Facebook累積了570萬的粉絲和在Twitter累 積了77.5萬的追隨者,但如果星 巴克有了這人脈、網絡,卻從不知道為什麼消費者喜歡星巴克這這個品牌、消費者的意見,那網上營銷仍算是失敗,星巴克就會白白浪費這個優 勢。所以星巴克很快便 發現並利用網上營銷渠道,與消費者建立關係。首先,星巴克開發了一個論壇聆聽和接納消費者的意見,而且在去年夏天,他們在Facebook舉行了免費蛋糕優惠,消費者可以到訪他們的網站或Facebook上的網頁並下載一張免費的優惠券。

星巴克在社交網絡宣傳上成 功,是因為他們不在乎於Facebook有570萬什至更多的粉絲,然後向他們推出硬銷式的宣傳。而是因為他們 直接透過社交網站與熱愛星巴克的 人分享意見,討論他們喜愛的飲料,參與消費者的對話。久而久之,粉絲更主動的詢問星巴克的動向和有更多的粉絲參與對話。由此可見,現在的營銷模式已經轉 型,利用社會網絡媒體宣傳的好處是你不需要花費大量金錢,你只需要花費時間,但是物有所值。

若有任何意見,歡迎到facebook與 我聯絡或到我的微博關注我吧!

Leave a Comment » | Uncategorized | Tagged: Starbucks 星巴克 社交網絡 facebook twitter, 咖啡 | Permalink
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