向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略
-
Upload
jamie-lin -
Category
Technology
-
view
7.112 -
download
2
description
Transcript of 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略
![Page 1: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/1.jpg)
Web 3.0 智慧手機行銷策略
Jamie C. Lin
8/5/2010
向 Nike、Coca-Cola、Uniqlo 學
![Page 2: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/2.jpg)
今天的主題
� 問題出在哪裡
� 智慧手機為什麼重要
� 可以幫品牌做什麼
案例:世界品牌的一流創意
� Q&A
amitbhawani.com
![Page 3: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/3.jpg)
Jamie 你是什麼咖?
![Page 4: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/4.jpg)
Jamie 是誰
� 林之晨
� appWorks 創投創辦人兼合夥人
� 20+ 家新創網路公司
� 科技趨勢 網路行銷
創業模式 軟體設計
� 網誌:mrjamie.cc
![Page 5: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/5.jpg)
主要經歷
� MBA ‘06, NYU Stern
� 台灣大學化學工程/經濟
� 參與創辦的公司
– Intumit, Sosauce, Musegames…
� 服務過的創投
– All Asia Partners, HSS Ventures
� 光榮事蹟
– 兩屆趨勢百萬程式設計比賽銀牌
All Asia Partners
![Page 6: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/6.jpg)
問題出在哪裡?
pagedooley@Flickr
![Page 7: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/7.jpg)
電視收視率不斷下滑
![Page 8: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/8.jpg)
廣告價格卻不斷上漲
![Page 9: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/9.jpg)
越來越難吸引消費者的目光
![Page 10: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/10.jpg)
問題出在哪裡?
greenpin@Flickr
![Page 11: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/11.jpg)
更重要的是…
ted_lee@Flickr
![Page 12: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/12.jpg)
你猜現在年輕人最流行什麼?
![Page 13: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/13.jpg)
智慧手機為什麼重要?
Scobleizer@Flickr
![Page 14: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/14.jpg)
智慧手機?
� Smartphones
� App-phones
� Superphones
![Page 15: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/15.jpg)
Super 的 App Store 規模
90,000 (+1,000/day)
Data: Distimo (2010-6-17) + appWorks Research
![Page 16: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/16.jpg)
Super 的 Apps 下載量
Data: AdMob (2010-6-30)
![Page 17: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/17.jpg)
Super 的 Apps 使用量
0
20
40
60
80
100
iPhoneiPod Touch
Android
79
100
80
Minutes
/Month
Data: AdMob (2010-1-31)
![Page 18: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/18.jpg)
智慧手機市佔率 (US)
Blackberry, 33%
Android, 27%
iPhone, 23%
Windows
Mobile, 11%
Data: Nielson Company (2010-8-3)
![Page 19: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/19.jpg)
智慧手機市佔率變化 (US)
![Page 20: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/20.jpg)
智慧手機市佔率 (TW)
iPhone, 51.8%
Windows
Mobile, 28.6%
Android,
17.7%
Data: 市調機構 (2009-12-31)
Down from 44%
![Page 21: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/21.jpg)
智慧手機銷售量預估 (TW)
0
50
100
150
200
2010 2011 2012
100 90 80
30 40 50
30 45
60
單位: 萬台; Data: appWorks Research (2010-07-31)
![Page 22: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/22.jpg)
可以幫品牌做什麼?
Scobleizer@Flickr
![Page 23: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/23.jpg)
品牌互動
服務延伸
智慧手機可以幫品牌做什麼?
銷售管道
![Page 24: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/24.jpg)
真的有人在用嗎?
Data: geoffnorthcott.com (2010-02)
![Page 25: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/25.jpg)
品牌互動
![Page 26: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/26.jpg)
品牌互動
� 體驗
� 開始方式
� 時間地點
Scobleizer@Flickr
![Page 27: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/27.jpg)
全新的體驗
� 觸碰
� 搖晃
� Pinch
� Swipe
� 互動
� 照像
� 地點
benward@Flickr
![Page 28: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/28.jpg)
案例:Coca-Cola
� 曲線瓶
� 乾杯
� 神燈
![Page 29: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/29.jpg)
案例:BMW
� 真實 F1 賽車
� 維修站體驗
� 各種細部調節
� Facebook 分享
![Page 30: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/30.jpg)
品牌體驗開始方式
� 自主 (Pull)
� 推播 (Push Notifications)
� 背景執行
� 地點啟動
![Page 31: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/31.jpg)
案例:Uniqlo
� 獨特的日曆
� 氣象
� Google 整合
� 動人的影片
![Page 32: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/32.jpg)
任何時間、任何地點
stephenpoff@Flickr
![Page 33: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/33.jpg)
案例:Amazon Kindle
� 電子書櫃
� 隨時閱讀
� 同步進度
![Page 34: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/34.jpg)
服務延伸
![Page 35: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/35.jpg)
服務延伸
� 銷售前:意願
� 銷售中:效率
� 銷售後:滿意度
loozrboy@Flickr
![Page 36: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/36.jpg)
銷售前:意願
� 提供資訊:
商品、店面、經銷、網站
� 個人/客製化
� 分享
� 認同
troyholden@Flickr
![Page 37: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/37.jpg)
案例:Tiffany
� 男人的困擾
� 女人的夢想
� 尺寸的問題
� 消費者教育
![Page 38: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/38.jpg)
� 上班族「團購」
� 揪團
� 集單
� 採買
� 客製化
案例:Dunkin Donuts
![Page 39: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/39.jpg)
案例:NikeID
� 上傳照片
� 選取顏色
� 個人化鞋款
� 全球分享
� 購買
![Page 40: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/40.jpg)
銷售中:效率
� 要買什麼
� 去哪買
� 結帳
� 出貨
sweetmojo@Flickr
![Page 41: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/41.jpg)
案例:Starbucks
� 隨行卡
� 儲值
� 我的飲料
� 刷卡!
![Page 42: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/42.jpg)
案例:ZipCar
� 預約租車
� 尋找車輛
� 發動!
![Page 43: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/43.jpg)
銷售後:滿意度
� 創新服務
� 任何時間
� 任何地點
canadagood@Flickr
![Page 44: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/44.jpg)
案例:Chase
� 24 小時銀行
� 轉帳
� 繳款
� 攏支票!
![Page 45: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/45.jpg)
案例:Benz
� 找車
� 道路救援
� 鎖車/開鎖
![Page 46: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/46.jpg)
銷售管道
![Page 47: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/47.jpg)
方便的銷售管道
� 隨處電子商務
� 「應用中購買」
(In-App Purchase)
![Page 48: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/48.jpg)
案例:Gap
� 混搭
� 分享
� 回饋
� 讚
� 購買
![Page 49: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/49.jpg)
案例:Gilt
� 中午推播
� 創新介面
� 清晰照片
� 快速結帳
![Page 50: 向 Nike、Coca-Cola、Uniqlo 學 Web 3.0 智慧手機行銷策略](https://reader033.fdocument.pub/reader033/viewer/2022051208/5465d233af79596f338b4ee8/html5/thumbnails/50.jpg)
請發問
moppet65535@Flickr