#socialmedia

5 Must-Have Elements For Any Successful Facebook Ad Campaign

Oct 2, 2018
4 min

5 Must-Have Elements For Any Successful Facebook Ad Campaign

(Source: Social Media Week) To reach new, revenue-generating customers on Facebook, you need to harness the power of Facebook ads. With 2.2 billion monthly active users, it should come as no surprise that major brands and small local businesses alike are trying to use Facebook to reach new customers and improve their financial results. Of course, achieving digital marketing success on Facebook requires much more than simply setting up a page for your business — especially sin

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Ben Chien

Oct 1, 2018
2 min

【專揀大brand做】日本中介爆香港KOL收費全亞洲最貴

(Source: 蘋果財經) 近年KOL當道，代替不少傳統明星成為廣告商新寵，亦有藝人在傳統媒體發展平平，在網上平台反而走紅。兩名80後日本年輕人十河宏輔及小堤音彥，2016年創立廣告科技公司AnyMind，開發以人工智能分析KOL的數據平台CastingAsia。現時亞洲10個地區都有業務，包括香港、泰國、台灣、印尼、越南等。公司創辦人之一，十河宏輔就透露，香港KOL最大的特點是──貴。十河宏輔表示，CastingAsia分析資料包括KOL本身專屬興趣，如美容、旅遊，在各社交平台(如Facebook、Instagram、YouTube、Twitter)所擁有的支持者數量、區域分佈、男女比例、平均年齡等，供客戶分析哪個KOL更配合他們的產品，而KOL亦可登記以獲取工作機會。他亦透露，公司與KOL合作，主要以每個like收費及每帖文收費為主。由於系統能計算出該KOL被訂閱的情況供客戶參考，記者翻看香港的排行榜，大部份出名的KOL皆在系統內，當中藝人倪晨曦Instagram追隨者達62萬，媲美不少一線紅星；而前亞視藝員譚杏藍（小花）亦達48萬，成

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The future of Google search looks a lot like social media

Ben Chien

Oct 1, 2018
4 min

The future of Google search looks a lot like social media

(Source: Mashable) Google's new search features look like social media apps. For all its behind-the-scenes innovation, Google Search has looked more or less the same for the last 20 years: You type some words in a search box and get back a list of links. The company's added lots of bells and whistles over the years, but the core concept has remained the same and the experience has pretty much looked the same. But that will soon be changing. At an event marking the 20th annive

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Luxury brands yet to find a strategy for WeChat

Ben Chien

Sep 15, 2018
2 min

Luxury brands yet to find a strategy for WeChat

(Source: marketing-interactive) Given that in China, many of the well known western social media is still banned, WeChat is often seen as a solution to communicate with customers. However, luxury brands are still struggling to interact with their customers, according to Jing Daily. The first hurdle the brands face is in the greeting message as most luxury brands opt for a generic greeting message to inform users of the customer service times. This however does not sit well wi

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Teens, YouTube and the rise of the micro-influencers

Ben Chien

Aug 28, 2018
3 min

Teens, YouTube and the rise of the micro-influencers

(Source: The DRUM) Traditional celebrities may not be what your brand needs. A recent survey by Google found that a staggering 70% of teenage YouTube audiences are more likely to be influenced by YouTubers than by traditional media celebrities - something to consider if your target audience is in the teenage bracket. But why do teens prefer YouTubers to their favourite celebrities? The obvious answer is relatability. Let’s take Kylie Jenner as an example. Yes, she’s an iconic

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Ben Chien

Aug 28, 2018
6 min

各種視覺形式野蠻生長，廣告主該如何翻轉思維擁抱限時動態？

(Source: 數位時代) 我們身處在視覺溝通的風口浪尖，越來越多品牌將廣告資源，投注在這種5~15秒幻燈片式的呈現形式，這股風潮正在發揮商業廣告的效果，未來有可能會成為主宰社群世界的新霸主嗎？限時動態（Stories）在2019年將會超過動態時報，成為分享資訊的主流方式。」在今年的F8開發者大會上，Facebook產品長克里斯·考克斯（Chris Cox）的這番說法，讓許多人聚焦在限時動態上。今年的F8開發者大會上，限時動態的潛力一再的成為討論焦點。圖片來源：Facebook 提供我們身處在視覺溝通的風口浪尖，越來越多品牌將廣告資源，投注在這種5~15秒幻燈片式的呈現形式，而這股風潮也正在發揮商業廣告的效果，未來有可能會成為主宰社群世界的新霸主嗎？顛覆圖文廣告型式，廣告主挑戰大可以預期的是，限時動態最終一定會走上商業化這條路，Facebook在2012年以十億美元收購Instagram後，過了三年才將廣告導入平台中，而限時動態推出僅僅五個月，就創造1.5億的日活躍用戶。去年一月Instagram就開始出現插入廣告影片，並釋出更多

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AI is reshaping the industry – Forrester’s top three tips for CMOs to get ahead

Ben Chien

Aug 21, 2018
2 min

AI is reshaping the industry – Forrester’s top three tips for CMOs to get ahead

(Source: Marketing Magazine) ‘Artificial Intelligence Will Spark A Real Marketing Renaissance’, a new report from Forrester, calls on CMOs to embrace the technology early. Vice president and principal analyst at Forrester Thomas Husson is advising marketers to foster a relationship with AI now, in anticipation of an industry overhaul. According to the report, since AI-powered marketing will bring a new age of “hyperpersonalised” experiences at scale, brands should be revising

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Ben Chien

Aug 20, 2018
6 min

別被數字給唬了！七個常見的數位行銷大數據迷思

(Source: 數位時代) 圖片來源：shutterstock 數位行銷(digital marketing)時代來臨，數位行銷大數據(big data)幾乎成為行銷人員必要工具，無論是網路流量分析(Google Analytics)、臉書粉絲團經營、關鍵字廣告與臉書廣告，都強調大數據重要性。也因此，各式各樣的KPI被提出來，KPI也成為行銷人員經營的方向。但是，過度相信數據會造成決策判斷的錯誤，為了美化數據也會失去品牌應該堅持的方向。筆者整理出在實際經營與輔導經驗中，數位行銷大數據常見的七個迷思數位行銷的時代來臨，數位行銷大數據幾乎成為行銷人員必要工具，無論是網路流量分析(Google Analytics)、臉書粉絲團經營、關鍵字廣告與臉書廣告，都強調大數據重要性。也因此，各式各樣的KPI被提出來，KPI也成為行銷人員經營的方向。但是，過度相信數據會造成決策判斷的錯誤，為了美化數據也會失去品牌應該堅持的方向。筆者整理出在實際經營與輔導經驗中，數位行銷大數據常見的七個迷思：迷思一：粉絲團經營貼文數多，觸及數自然就高許多小編都知道，貼文數

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Instagram Video: We Are Living In A Vertical World

Ben Chien

Aug 18, 2018
3 min

Instagram Video: We Are Living In A Vertical World

(Source: B&T) The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires (pictured below), one of the most important developments was the introduction of vertica

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Social media video tips: the art of standing out in crowded feeds

Ben Chien

Aug 8, 2018
4 min

Social media video tips: the art of standing out in crowded feeds

(Source: The DRUM) Anyone working in digital marketing knows the power of video. Even still, the statistics can astound. Social media video tips On Facebook alone, there are eight billion daily video views. On Instagram, the time spent watching video increased by more than 80% from 2016 to 2017. All that adds up to a lot of competition to win those coveted eyeballs. It can seem overwhelming and, for many, the video format is more than a little intimidating. For that reason, w

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Facebook Unveils New Tools For Businesses

Ben Chien

Aug 6, 2018
1 min

Facebook Unveils New Tools For Businesses

(Source: B&T Magazine) Social media giant Facebook has announced new tools to help connect businesses and people. Facebook is redesigning Pages on mobile to make it even easier for people to interact with local businesses and find what they need most. For example, users can make a reservation at a restaurant; book an appointment at a salon; or see most recent photos, upcoming events, and offers. Users can also now see Stories on Pages to get to know the people behind the busi

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Facebook breaks into China with launch of ‘innovation hub’

Ben Chien

Aug 1, 2018
1 min

Facebook breaks into China with launch of ‘innovation hub’

(Source: marketing-interactive.com) Facebook has secured a licence to set up a subsidiary in China, which will serve as an “innovation hub” to support local tech talent. The US firm is stepping up to break into the Chinese market despite its social media platforms remaining blocked. The subsidiary has been successfully registered in the southern Chinese city of Hangzhou on 18 July, with an investment of US$30 million. It will be centered around startup development, technologi

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Five tips to ramp up your Facebook video advertising

Ben Chien

Jul 26, 2018
3 min

Five tips to ramp up your Facebook video advertising

(Source: The DRUM) Maximising you Facebook advertising With all the noise and clutter on social media if you are not developing video ads for Facebook, you are missing a huge opportunity. Advertising has always been visual, but when you strengthen video content with the power to target your ideal audience the impact can be huge. Here’s my five top tips to ramp up your Facebook video advertising: 1. You want sales? Measure them You want traffic? Measure it. Many consider click

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Fairfax Media and Nine Entertainment to merge by the end of 2018 and form a new company

Ben Chien

Jul 24, 2018
2 min

Fairfax Media and Nine Entertainment to merge by the end of 2018 and form a new company

(The Source: The DRUM) Both companies are hoping that the merger will deliver annualised cost savings of at least $50 million over the next two years. Australian media companies Fairfax Media and Nine Entertainment will merge at the end of 2018 to form a new company called Nine, subject to regulatory clearance. Nine will include a free-to-air television network, Fairfax's newspapers The Sydney Morning Herald (SMH) and The Age, property listings portal Domain, subscription vid

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Ben Chien

Jul 17, 2018
3 min

全球第七個月活躍用戶數破5億的App《抖音》，正悄悄向阿里巴巴靠攏

(Source: 數位時代) |《抖音》第一次公布全球月活躍數字已達5億人，繼Facebook、Instagram後，成為第七個獲得該成績的社群App。近期除了悄悄轉型，在騰訊的步步緊逼下，抖音從電商切入，朝阿里巴巴靠攏。當我們身處資訊爆炸的環境，在網路上的專注力越來越低，開始走進了視聽習慣以短影音稱霸的時代。但誰能想到，當初被指控模仿北美短影音App《Musical.ly》的《抖音》（Tik Tok），在2016年9月上線一年後，其母公司北京字節跳動科技有限公司乾脆直接收購了《Musical.ly》，現在已成為短影音領域中的一方霸主。抖音官方在17日，第一次公布全球150個國家的月活躍用戶數字「已破5億人」，成為全球第七款達到這個成績的社群App。在科技巨頭都搶著分食短影音這塊大餅時，創始人兼CEO張一鳴似乎從「不選邊站」，也開始逐漸向阿里巴巴靠攏。牽手MCN轉型有成，中國月活躍用戶一個月增1億？上個月，抖音才透露僅僅在中國，旗下月活躍用戶已達3億人。隨著2017年8月進軍海外，目前已在全球超過150個國家提供服務，根據調研機構Senso

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How brands are using Instagram’s new long-form video feature, IGTV

Ben Chien

Jul 10, 2018
3 min

How brands are using Instagram’s new long-form video feature, IGTV

(Source: Digiday) The launch of Instagram’s IGTV has brought out the early adopter marketers. Companies like Chipotle, Nike, Netflix, Warby Parker, Trader Joe’s, Everlane and Gucci are testing IGTV with content ranging from silly one-offs to interviews with influencers. IGTV, a long-form video section within Instagram as well as its own stand-alone app, is Instagram’s jab at YouTube and comes five years after the launch of Instagram video. It allows any user to set up their o

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Ben Chien

Jul 7, 2018
1 min

Facebook收購人工智能公司　分析人類言論

(Source: TOPick) Facebook收購人工智能公司Bloomsbury AI，加強Facebook在語言的分析及研究。（法新社資料圖片） Facebook宣布，收購專門處理及分析語言的人工智能公司Bloomsbury AI。雖然Facebook沒有披露具體的交易細節，但據內部消息指，Facebook將會以2300萬至3000萬美元（約港幣1.8億至2.35億元）購買這人工智能公司。預料Facebook計劃藉該公司的團隊和技術，打擊假新聞並解決其他內容問題。爆出盜用用戶資料的醜聞後，Facebook一直加強管理內容，以挽救其形象。Facebook表示，隨著Bloomsbury AI的加入，其專業知識將加強Facebook在語言分析及研究的發展，並幫助Facebook進一步理解Facebook上的語言。事實上，Bloomsbury AI的聯合創辦人Sebastian Riedel亦共同創辦了另一間初創公司Factmata，而這家公司聲稱已經開發出可以協助打擊虛假新聞的工具。 #socialmedia #facebook #AI

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Facebook updates its fact-checking program to fight fake news

Ben Chien

Jun 24, 2018
2 min

Facebook updates its fact-checking program to fight fake news

(Source: The DRUM) Facebook updates its fact-checking program to fight fake news / Facebook Facebook has introduced several updates which includes removing fake accounts, partnering with fact-checkers, and promoting news literacy with the aim to fight false news. Among other updates, Facebook has also expanded its test to fact-check photos and videos , taken action against new kinds of repeat offenders and has also expanded its fact-checking program to new countries. Facebook

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E-commerce is in need of a deeper strategy with social

Ben Chien

Jun 19, 2018
4 min

E-commerce is in need of a deeper strategy with social

(Source: The DRUM) Until recently, shopping on social media typically meant being redirected to a traditional e-commerce website. Online shopping is big business, and stronger integration with social could further propel success. It is not hard to love online shopping: it’s quick, convenient and infinitely more peaceful than braving a crowded mall. Indeed, online shoppers worldwide spent US$15trn in 2017, and that figure is set to grow further in 2018, according to the Hootsu

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Ben Chien

Jun 18, 2018
2 min

Facebook廣告效果好差！怪罪演算法前，這些素材設計眉角掌握了嗎？

(Source: 數位時代) 有些基本功沒做好，就不能一味怪罪Facebook演算法了。 Facebook平均每一到三個月就改一次演算法，觸及率近來更是不忍卒睹，但為什麼有的粉絲團還是活得好好、你下的廣告卻往往石沉大海？當社群紅利時代過去，該做的其實是回到基本功。在Facebook上，用戶對有興趣的內容平均只給3～5秒的注意力，能不能在這3秒內吸引用戶，就成了社群經營的蹲馬步。只要有人社群顧問創意總監洪資皓（Ryan Hong），今（6/6）日在Facebook精準行銷術的課堂上分享社群素材設計的各種眉角！社群素材設計3大誤區紙本素材轉檔直貼用戶看不懂的，就不會看了！很多人習慣將海報、雜誌等紙本內容直接轉檔放上網路，通常會產生文字過小、排版錯誤、閱讀困難等問題，尤其解析度不夠，還會讓文字產生毛邊等，太細、太小的字在數位螢幕上都會造成閱讀的不舒適。要在極短時間抓住讀者注意力，就要適時裁減內容，例如雜誌內容轉成社群圖片，只要抓出一個可以吸引讀者的畫面輔以標題就可以了。此外，還要針對不同螢幕去調整設計，重新排版、調整文字比例等。重點太多

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