注意力危機--2015年的數位新挑戰
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一、何謂注意力危機？ 二、品牌行銷的因應對策(1)：Long Form Content 三、品牌行銷的因應對策(2)：Ecosystem Planning 四、品牌行銷的因應對策(3)：Product Experience Idea 五、小結
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注意力危機--2015年的數位新挑戰
- 1. THE CRISIS OF ATTENTION 注意力危機 Reuters: Photos of the Year 2013 Nick Yen 顏睿寧
- 2. 注意力匱乏 "What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.(1971)" 資訊消耗了什麼是顯而易見的，它消耗了接收者的注意力。豐富的資訊 ，造成了注意力的匱乏，也造成人們必須有效率地分配注意力，藉以處 理過多的資訊。(1971) Herbert Simon, Winner of Nobel Prize 1978 in Economics
- 3. 第一次注意力危機：網際網路與數位化 “Understanding and managing attention is now the single most important determinant of business success.(2002)” 理解並管理注意力是成功商業經營的最重要決定因素。 by Thomas H. Davenport and John C. Beck 1994 2002
- 5. 現象一：內容過剩 CONTENT DELUGE 每天超過1,000個APP上架(Google Play或iOS) 每分鐘有超過72小時的影片上傳至YouTube Facebook每位用戶平均每天會看到1,500則動態消息 內容是王？Content is the King? 消費者是王！Consumer is the King!
- 6. 現象二：裝置不可知論 DEVICE AGNOSTIC Multi-screening 多螢行為 用不同裝置瀏覽相同內容或從事相同活動 消費者比以往更難預測 Consumers are more unpredictable than ever. Cross-screening 跨螢行為 不確定觀眾到底在看哪一個螢幕？
- 7. 現象三：品牌民主 BRAND DEMOCRACY Brands are hijacked. 品牌被綁架 Consumers are authority. 消費者握有主權 皮下注射理論消失 Hypodermic-needle Theory is no longer existed.
- 8. NEW WAYS TO GET PEOPLE’S ATTENTION: THE HACKING MINDSET 獲取注意力的新方法：入侵思維
- 10. HACKING DANCE
- 14. “花火hanabi” Short-form storytelling Hypodermic needle/Magic bullet Lasts for 1~4 weeks “花海Hanami” Long-form content Agenda setting Lasts for 3~18 months
- 15. PIXAR’S RULES OF STORYTELLING Once upon a time there was _________(a Hero). Everyday, (this hero) __________________. 從前有一個_______(英雄)，每天他都_______。 One day, ________________________. 直到有一天，___________________________。 Because of that, _________________. Because of that, _________________. 因為_____________；又因為_____________。 Until finally, ________________________. 終於直到最後，_________________。 Hook 懸疑情節 Incident 插曲事件 Turning Point 轉捩點 Climax 高潮結局
- 16. LONG-FORM CONTENT STRATEGIC FRAMEWORK Hook Incident Turning Point Climax To break through the communication clutters and hit consumer with a different thought structure as ‘hook’. To completely introduce the product and evoke strong desire for the product. To instigate engagement to rise up the involvement of all parties To end the story with a dramatic conclusion and lead the product to everyone’s life 懸疑情節 插曲事件 轉捩點 高潮結局
- 18. 懸疑情節 插曲事件 轉捩點 爆發點 逆轉情節 爆發點 高潮情節 大結局 投入 研究 著陸 購買 回顧 再次投入 退休享樂族 第二春 老夫老妻 力爭上游 少年得志 靠爸族
- 29. TVC/Print Ads Viral Stunts Event Site A Participant Upload her idea VW Built it! Test Run Jay Leno’s Garage
- 32. 數位化的溝通模式 謬論：理性思考 事實：感性思考 Think Feel Think Do Feel Do Source: Tim Ambler, London Business School
- 34. 興趣(Interest) 下載(Download) 學習(Learn) 開通(Open Account) Digital Communication Ecosystem 官方網站 Google Play App Store Paid Search KOL品牌內容 話題行銷 FB Fanpage Viral Video Mobile Ad 教學影片 開機畫面 會員激活方案 帳戶開通流程
- 47. THANK YOU.