第1章 社会化媒体述..........................................................2
1.1 博客(Blog).............................................................3
1.2 维基(Wiki).............................................................7
1.3 视频分享网站(Video)....................................................9
1.4 论坛(BBS).............................................................12
1.5 社交网络(SNS).........................................................15
1.6 主题分享社区(Community)................................................17
1.7 微博(MicroBlog)........................................................22
1.8 微信(Wechat)...........................................................25
第2章 社会化商务的定义......................................................33
2.1 社会化品牌形象..........................................................34
2.2 社会化公共关系(Public Relation).......................................37
2.3 社会化口碑管理(Public Praise Manage)..................................41
第3章 构建立体社媒体系......................................................45
3.1 第一级:基础构建(Basic Structure).....................................46
3.2 第二级:传递构建(Spread Structure)....................................51
3.3 第三级:整合构建(IntegratedStructure)............................... 54
3.4 第四级:社区构建(Community Structure)................................59
3.5 第五级:移动构建(Mobile Structure)....................................60
第4章 社媒体系之微博........................................................63
4.1 微博定位................................................................63
4.2 资料设置................................................................67
4.3 账号矩阵................................................................72
4.4 粉丝管理...............................................................74
4.5 内容规划...............................................................76
4.6 微博礼仪...............................................................77
4.7 舆情监测...............................................................78
第5章 社媒体系之微信.......................................................82
5.1 微信会员系统...........................................................83
5.2 微信微商城.............................................................85
5.3 微信客服系统...........................................................88
5.4 微信O2O解决方案........................................................90
第6章 社会化关系...........................................................95
6.1 六度分隔理论...........................................................95
6.2 社会化网络关系管理....................................................100
第7章 社会化消费者的崛起................................................. 110
7.1 社会化消费者概述..................................................... 110
7.2 社会化消费者行为特征................................................. 113
7.3 与消费者建立联系的新途径..............................................122
7.4 通过社会化媒体提升品牌忠诚度..........................................124
第8章 社会化商务的兴起....................................................128
8.1 2012年社会化奥运会....................................................128
8.2 小米求合体............................................................131
8.3 社会化游戏Draw Something..............................................135
8.4 荣威350豆瓣互动营销...................................................137
8.5 迈锐宝时光巡礼——首部微博“互动史诗”...............................141
8.6 《舌尖上的中国》话题引爆..............................................143
8.7 招商银行——社会化媒体矩阵............................................146
8.8 口袋小秘书——人性化的微信导购........................................155
8.9 太平洋咖啡微信便捷支付................................................160
8.10 海口美兰机场微信值机通关.............................................163
8.11 耐克微信跑团.........................................................165
8.12 去哪儿呼叫中心式微信客服.............................................166
8.13 绫致集团无缝O2O营销..................................................167
第9章 社会化商务的8个发展趋势.............................................175
9.1 SMO迅速普及...........................................................175
9.2 社会化商务与传统商务趋于融合..........................................179
9.3 企业积极构建SCRM......................................................181
9.4 企业社会化媒体预算逐年增加............................................183
9.5 广告植入式微电影趋于成熟..............................................186
9.6 C2B与反向团购.........................................................188
9.7 无处不在的移动营销....................................................191
9.8 读图时代的来临........................................................194
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