品牌出海社交媒體營銷策略Social

Media

MarketingStrategiesfor

BrandsGoingOverseasDTC品牌興起The

Riseof

DTC

Brands圖片來源：

www.jumeili.com海外的DTC品牌典型代表Typical

Representative

of

Overseas

DTC

Brands簡析DTC模式BriefAnalysisof

DTC

Mode?產品要少，

要精，

要聚焦Productsshould

befew,

refinedandfocused?重視品牌內容，

以內容驅動營銷Payattentionto

brandcontent

and

drive

marketingwithcontent?將消費者看作真實用戶，

重視用戶溝通

Treatconsumersas

real

usersand

attach

importanceto

usercommunication?關注用戶體驗，提供優于競品的購物體驗Focuson

userexperienceand

provide

ashoppingexperiencethat

issuperiorto

competing

products傳統零售Traditional

RetailManufacturerPerfectly

removedthe

middlemen

Closetothe

marketand

consumersEnhancecontroloverthe

entiresales

processDTCManufacturerDistributorWholesalerRetailerConsumerHighstart-upanddistribution

costs

Limited

brandcontrolLowsalestransparencySource:

Emarketer,

Direct-to-Consumer

Brands2020:Growing

Pains

Hit

Disruptor

Brandsontheir

Pathto

Maturity,

March26,

2020年輕消費者的崛起是DTC品牌的主要推動力The

riseofyoungconsumers

isa

key

driver

for

DTC

brands關心氣候/環境更注重生活體驗感

Care

about

the

climate/environmentpay

moreattentionto

lifeexperience年輕消費者的崛起the

riseofyoungconsumers（千禧一代和Z世代）(Millennialsand

GenZ)更強調凸顯自我意識moreemphasisonself-awareness互聯網原住民

Internet

Natives重視性價比ValueCost-effective多元文化Multiculturalism推薦流量自有網站網站優化低差漫長低低小平臺賣家不適用recommendeself-ownedwebsitelowbadlonglowlowersmallNotapplicabledtrafficsiteoptimization

for

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social

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CostTrafficOtherChannelsconditionsAttractTrafficCapacity營銷進入注意力經濟時代MarketingEnterstheEraofAttentionEconomy“注意力在哪兒，錢就在哪兒！”

Where

attention

flows,Money

follows!——凱文凱利

Kevin

Kelly

點燃創意VideosTextPhotosVR/AR互聯網流量轉移Internet

TrafficDiversionIphone上市開啟智能手機時代Iphonewas

listedopenedtheera

ofsmartphone上線launchedFacebook成立FacebookwasfoundedYoutubeYoutubewas2009

2010

2012

2013

2017

2021社會化媒體時代Socialized

Media

Era內容創作者：專業機構/個人+普通大眾Contentcreators:

professional

institutions/individuals

+general

public紅人營銷紅利期Traffic

BonusTermof

Influencer

Marketing1998

2000

2004專業媒體時代Professional

Media

Era內容創作者：專業機構Contentcreator:

professionalinstitutions海外互聯網發展與流量紅利轉移趨勢Overseas

Internet

DevelopmentandTraffic

BonusTransferTrend圖文社交流量紅利期Traffic

BonusTerm

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SEO流量紅利期Traffic

BonusTermof

GoogleSEOGoogleAds流量紅利期Traffic

BonusTermof

GoogleAdsDTC品牌興起The

Rise

ofDTC

BrandsGoogleGoogle成立Googlewasfounded1,000,000,000

MAUGoogle

Ads發布

GoogleAds

releasedCI

YOUTubeInstagram發布

Inswas

launched20052007互聯網流量的新變化What's

New

in

InternetTraffic專業機構Professional

Institutions媒體內容mediacontent訂閱關注Subscribe&

Follow傳播渠道channelof

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the

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mediumterm

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theinitial

term

of

short

videosocialtraffic

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of

graphicsocialtraffic

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mainstream

marketingchannels:graphic

mediawithtrafficGoogle搜索Youtube展示網絡Display

Network全球最大的搜索引擎the

world'slargestsearchengine歐美主流市場90%+市場占有率90%+

marketshare

inmainstream

European

and

Americanmarkets每月超過1000億+搜索請求over

100billion+search

requests

per

month全球最大的視頻網站theworld'slargestvideosite每月超過15億活躍用戶over

1.5billionmonthly

active

users

每天超過10億小時視頻觀看over

1billion

hoursofvideoviews

per

day每天平臺產生10億條評論theplatformgenerates

1

billioncommentseveryday全球最大的展示廣告網絡

theworld's

largestdisplayadvertising

network覆蓋PC及移動平臺covers

PC

andmobile

platformsGmail，地圖，

Android

，Chrome等均超過10億用戶

Gmail,

Maps,Android,Chromeand

more

all

over

1

billion

users20億+活躍用戶2

billion+active

users

全球最大的社交網絡theworld's

largestsocial

networkFacebook應用家族App

Family10億+活躍用戶1

billion+active

users及時通訊工具instantmessenger10億+活躍用戶1

billion+active

users照片分享應用photosharingapp10億+活躍用戶1

billion+active

users及時通訊工具instantmessenger真實的身份注冊Real

IDRegistration真實的興趣愛好RealHobbies真實的行為軌跡truebehavioraltrajectoryFacebook大數據助力數字營銷Facebook大數據用戶識別與精準定向Facebook

bigdata

user

identificationand

precisetargeting核心人群Core

GroupsSophisticatedtargetingwithunsurpassedaccuracy近似人群SimilarGroupsFind

more

people

likeyour

bestcustomers自定義人群

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peopleyoualready

know大數據精準目標用戶定位，廣告創意，千人千面Bigdataaccuratetarget

user

positioning,advertisingcreativity,借力Facebook精準＋觸及的優勢，對全球用戶個人化營銷不再是夢想

leveragingtheadvantages

of

Facebook's

precision

+

reach,

personalized

marketingtoglobal

users

is

no

longera針對歐洲45+人士targetatEuropean45+people針對13-17歲受眾targetat

13-17yearolds婚紗禮服相關行業weddingdressrelatedindustriesSource:

Placeholdertext料理器材／原料相關產品cookingequipment/rawmaterialsrelatedproducts自定義人群CustomizedGroups近似人群SimilarGroups核心人群Core

Groups新生兒父母newbornparentsdream.輪播

Slides創意形

式豐富Rich

inCreative

Form照片

Picture視頻VideoFacebook廣告創意：圖片

多媒體

視頻FacebookCreativeAds:

Pictures

Multimedia

VideosEnsurethetimeliness

of

brandandcontent

informationdelivery;seizecurrent

hottopics,

festivals,eventsandotherfactors

to

deliver

brand

relevance確保品牌

、

內容信息傳遞的時效性；

抓住當前熱門話題

、

節日、事件等因素

，

傳遞品牌相關性確保消費者

、

粉絲所接受到的信息與產品特點

、

品牌文化與故事的一致性Ensuretheconsistency

of

information

received

byconsumersandfanswith

productfeatures,

brandculture

and

stories傳遞性Transitivity精準性AccuracySNScontent

can

bedelivered

andshared,and

hasstrong

interactivity;

itstrengthensandstimulatesword-of-mouth

marketingamong

users.SNS內容是可以傳遞

分享的

，

且有較強的

互動性；強化刺激用

戶中的口碑營銷。社交媒體運營策略Social

MediaOperationStrategyThetarget

groupofSNS

operation

belongs

tothehigh-precision

positioning

group,whoare

interested

in

products

and

brandsand

havethedesire

to

buy時效性Timeliness一致性ConsistencySNS運營的目標群體

屬于高精確定位人群，

對產品和品牌有興趣、

有購買欲望。善用社交媒體品牌主頁促進用戶溝通Makegood

useofsocial

media

brand

homepageto

promoteusercommunication用戶

溝通

服務UserCommunication

Service官方信息

發布Official

Information

Release聚集

品牌

粉絲Gather

Brand

Fans意見

領袖

互動Opinion

Leader

Interaction引爆

話題

營銷DetonateTopic

MarketingFacebook

pageYoutubeChannelMessagerSuggestionsfor

Followers

PageOperation01Accumulate

Real

Followers

02

Release

CreativeActivities?Improve

page

information?Original

post

content?Guaranteethe

quality

of

post?Increase

real

followersRespondtoquestions

promptly

Encourage

usersto

participate

Actively

provide

informationHandling

negative

reviews?Combine

industry

hotspots?Combine

productfeatures?Considervirussignatures?Incorporate

brand

elementsDiscover

InfluencersAdvertorial

repostexposure

Post

Creative

ReviewCreative

in-depth

cooperation03

Leverage

Influencer

Marketing

04Active

Followers

Interaction社交營銷促進轉化與用戶保留Social

Marketing

DrivesConversionand

User

Retention海外主流營銷渠道介紹：短視頻媒體Introductionofoverseas

mainstream

marketingchannels:shortvideomedia1Bif

YouTube

wasacountry,

itwould

be3rd

largestYouTube

的覆蓋人口

數量相當于全球排名Source:

Global

YouTube

data,

Ju第ly201三5

的國家400hours

of

videouploadedtoYouTubeeveryminute每分鐘有400小時

的視頻上傳65%of

YouTubewatchtimecomesfrommobile65%觀看時間來自手機YouTube全球最大的視頻網絡YouTubetheworld's

largestvideonetwork視頻營銷是海外品牌非常重視的營銷渠道Video

marketing

is

a

marketing

channel

that

overseas

brands

attach

greatimportance

to‘DollarShaveClub

’LunchvideoonYoutubeTikTok是全球排名第一，且增長最快的短視頻應用

TikTok

istheworld's

numberoneandfastestgrowingshortvideo

appTikTok是海外營銷最大的流量紅利新機會TikTokbrings

newopportunitiesforoverseas

marketing's

largesttraffic

bonus商

i

品

傳播

TikTok

紅人

influencerscommercial

products企

i

號

內容

電商TikTok

Shop短視頻賬kTok

紅人業T化產kTok業T不僅僅是新媒體渠道，更是內容電商生態圈Not

just

a

new

media

channel,

but

a

content

e-commerce

ecosysteminfluencerenterprise

short

video

accountTikTok直播

livestreaming把握TikTok流量紅利的四種方式FourwaystograsptheTikToktraffic

bonusTikTok企業號TikTok

網紅

InfluencerTikTok廣告Ads

TikTokShopEnterpriseAccountTikTokshortvideo

marketingcase

-

mobile

phone

brand內容呈現形式Content

presentation

form：B.具體場景應用Specific

scene

application品牌聲量如何提升？How

to

improve

brand

voice??

基于具體場景凸顯產品的某項特性?

Highlightafeatureofa

product

basedon

a

specific

scenario內容方向2：生活使用場景

Content

direction

2:

life

usage

scenarios基于日常工作、游戲等場景的植入

Integration

based

on

daily

work,

gamesandother

scenariosEg.游戲口播手機的特色和效率，

并跟其他手機進行比較日常vlog推薦，強調手機如何提升自己工作和生活效率Featuresandefficiency

ofgaming

mobile

phones,andcomparewithother

mobile

phones

Dailyvlog

recommendation,emphasizing

how

mobilephonescan

improvetheirworkand

life

efficiency“為了展示出產品能夠滿足攝影愛好者的攝影需求，攝影師進行獵奇的攝影拍攝動作，借此表達該‘手機也能拍大片‘的場景鏈路“Inordertoshowthatthe

product

can

meetthe

needs

of

photographyenthusiasts,

photographers

performedcurious

photographyand

shootingactionstoexpressthescene

linkof

"mobile

phones

can

also

shoot

blockbusters"TikTok短視頻營銷案例-手機品牌試穿

try

on?有故事、接地氣的素材Storytellinganddown-to-earth

material?貼近生活的有人物的場景

Ascenewithcharacters

closeto

life?輕松找到品牌故事方向

Easilyfindbrand

story

directionTikTok短視頻營銷案例-SHEIN

TikTok

short

video

marketing

case*紅人給我們帶來什么創意？What

ideasdo

influencers

bringto

us?曬單Show

product

performance開箱

Unboxing紅人營銷流量紅利Influencer

MarketingTrafficBonus電商內容化

&

社交媒體電商化

網紅是樞紐E-commerce

content

&

social

media

e-commerce

Influencers

are

the

hub網紅是內容創作與社交傳播的核心節點.

把握網紅

=把握電商的未來

influencer

is

the

core

node

of

content

creation

and

socialcommunication.Grasp

influencer=graspthefutureofe-commerce電商營銷內容化E-commerce

marketing

content優質內容創作QualityContent

Creation社交媒體傳播social

mediacommunication直播電商，短視頻電商，網紅帶貨Live

broadcaste-commerce,shortvideoe-commerce,

Internetcelebritiesbring

goods網紅

Influencer內容創作+社媒傳播

ContentCreation

+Social

MediaCommunication海外社交媒體電商化Overseas

social

media

e-commerceFacebook

Shop，Tiktok連接Walmart直播賣貨

LiveStreamSelling

byconnectingwithWalmart紅人/KOC內容做社交媒體背書，促進銷售轉化Influencer/KOC

content

is

endorsed

by

social

media

to

promote

sales

conversion

社交媒體官方賬號活動運營Social

media

official

account

activity

operation提升用戶粘性，促進用戶復購Improve

user

stickiness

andpromote

user

repurchase擴大品牌知名度Expand

BrandAwareness提升網站訪客IncreaseWebsiteVisitors大量中長尾網紅測評，

提升品牌曝光A

large

number

ofKOL

Marketingevaluationstoenhancebrandexposure促進網站訪問+品牌詞搜索Promotewebsitevisits+

brandwordsearches大量真實可信的UGC內容做信任背書A

large

number

of

authentic

andcredibleUGCcontentfortrust

endorsement促進用戶購買Promote

user

purchases直接網址訪問+品牌詞搜索+Google搜索廣告+Facebook廣告Direct

URL

Access

+

Brand

Word

Search

+Google

Search

Ads

+Facebook

Ads

獲取網站流量Getwebsitetraffic以優質中長尾紅人UGC內容做廣告Advertisewithpremium

KOL

Marketing

UGC

content

提升廣告轉化效率Improve

ad

conversionefficiency中長尾網紅KOLMarketing促進用戶加購Encourage

users

to

purchase

more銷售轉化SalesConversion促進復購RepurchasePromote網紅營銷預估

ROIInfluencer

Marketing

Estimates+++每一美元網紅營銷預算，最高可

以為品牌帶來18美元的投資回報

Foreverydollar

of

influencer

marketing

budget,

brandscan

bring

up

to

$18

in

ROI$18(來源：Influencemarketunghub,2018)網紅營銷是低成本高回報的投資Influencer

marketing

isa

low-cost,

high-return

investment50%消費者對于UGC內容的信任度比傳統媒介高50%以上Consumerstrust

UGCcontent

more

than

50%higherthantraditionalmedia71%的消費者更可能購買有社交媒體推薦的商品71%ofconsumers

are

morelikelyto

buy

productswith

socialmedia

recommendations81%的美國消費者相信博客信息的推薦81%of

U.S.

consumerstrustrecommendations

from

blog

posts90%的消費者相信朋友的推薦90%of

consumers

trustrecommendationsfromfriends網紅營銷統計數據Influencer

MarketingStatistics5.粉絲的互動率Followersengagementrate4.賬號活躍度AccountActivityHowtochoose

high-quality

influencers

reasonably1.社媒平臺類型Typesofsocial

media

platforms7.粉絲的人群結構Thecrowdstructureoffollowers6.平均觀看量/互動量AverageViews/Interactions3.粉絲量規模Thesizeofthe

followers如何合理選擇優質的紅人2.品類相關性Category

Relevance更多……50K平臺Platforms說明Introduction主要國

家地區

Region用戶規模

（MAU）內容形式contentform用戶分布特點Userdistributioncharacteristics內容引流鏈接ContentDrainageLinks營銷效果Marketing

effect紅人內容創作能力InfluencerContentCreationAbility適合品類suitablecategory海外主要紅人營銷渠道對比Instagram

PostInstagram快拍snapshotInstagram視頻videofacebook

PostfacebookVideoFacebook&Instagram

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put

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link)picture

+copy15secondsshortvideo,3-60secondsshortvideoPicture

+copy(no

link)validfor

24

hours(no

link)(youcan

put

a

link)主要社交媒體渠道與內容形式–

Facebook&InstagramMainsocial

mediachannelsandcontentformats–

Facebook&Instagram(Youcanadd

aslide-up

link)主要社交媒體渠道與內容形式–YoutubeMainsocial

mediachannelsandcontentformats–

Youtube測評視頻evaluationvideo開箱視頻unboxingvideo植入視頻

implantvideo其他一些紅人媒體渠道及內容表現形式Other

Influencer

MediaChannelsandContent

Expression

FormsTiktokvideo15-60秒短視頻，無鏈接15-60secondsshortvideo,

no

linksBlog

Post圖文為主，可自由放置鏈接Image-based,freeto

place

linksTiktok直播

livestreaming

無鏈接no

links新品上市new

arrivals活動引流activitydrainage品牌聲量brandvoiceInfluen

p

i

i

l

yA

i

ANKER

大的

品牌聲量1.82millionrelated

posts,creating

a

hugebig

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Nnofcseltesnaketing

chansan

oversemarngortantmarketimcer紅人營銷的主要應用場景The

mainapplicationscenariosof

influencer

marketing小米手機通過Facebook社交媒體發起購機抽獎活動，吸引消費者引流購買Xiaomiphonesvia

Facebooksocialmedialauncha

machine

purchase

lotterytoattractconsumersdrainage

purchaseCI

YOUTube紅人營銷是出海科技品牌ANKER新品發布的重要營銷渠道出海服裝品牌SHEIN在Instagram上有

182萬個相關的帖子，創造了巨overseasclothing

brandSHEINon

Instagram口碑傳播奠定用戶基礎Word-of-mouthcommunicationlaysafoundationforusers?一篇旅游博主的BLOG，讓Orolay席卷紐約上東區時尚編輯們的衣櫥Atravelblogger'sBLOG

makesOrolay

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NewYork's

Upper

EastSide?緊接著時尚類百萬大v@ariellecharnas在ins上

推文曬買家秀，同時被紐約時報報道，AmazonCoat的名號徹底走紅?

Immediatelyafterthefashionclassmillionairev@ariellecharnastweetedontheinstoshow,andwas

reported

bythe

NewYorkTimes,the

nameofAmazonCoat?

紐約雜志旗下的購物種草

類網站Strategies報道了Orolay在紐約上東區走紅的消息，無意間為Orolay帶來超1萬件訂單?

Strategies,ashoppingrecommendationwebsiteowned

byNewYork

Magazine,reportedthe

newsthat

Orolay

becamepopularinthe

Upper

EastSide

of

NewYork,andinadvertentlybroughtmore

than

10,000orderstoOrolay案例：意見領袖推動跨境品牌迅速成長Case:Opinion

leaders

promotethe

rapidgrowthofcross-border

brandsbecamepopular.從病毒傳播到主流媒體報道

Fromviralspreadto

mainstream

mediacoverage病毒傳播占領用戶心智Occupytheuser'smind

in

theform

ofvirustransmission?走紅后的AmazonCoat獲得YouTube、

Ins等社交平臺上中小紅人/KOC的廣泛種草After

becomingpopular,AmazonCoat

has

beenwidelyrecommendedbysmalland

medium-sizedinfluencer/KOCsonsocial

platformssuch

asYouTubeand

Ins.?2年間，Orolay被路透社、ABC新聞等主流媒體爭相報道，在瑞秋秀、奧普拉等電視節目上頻頻亮相,成為一件現象級“爆品”Inthe

pasttwoyears,Orolay

has

beenreported

by

mainstreammediasuchas

ReutersandABC

News,and

hasfrequentlyappearedonTVprogramssuchas

RachelShowandOprah,

becoming

aphenomenon-level

"explosiveproduct".案例：Webcam品牌的海外情感之旅Case:Overseas

EmotionalJourney

BrandWebcam項目背景Backgroundofthe

project:：海外疫情的爆發，改變了人們聯系與交流的方式。也為Webcam品牌帶來了新的應用場景。希望借助紅人營銷，提升品牌親和力與影響力。The

outbreakofoverseasepidemicshaschangedtheway

peopleconnectandcommunicate.Italso

bringsnewapplicationscenariostotheWebcam

brand.Webcam

hopesto

useinfluencermarketingtoenhancebrand

affinityand

influence.透過市場洞察，我們發現人們在疫情期間強烈的更多的依賴線上的聯系維持情感需求。為了突出品牌在幫助消費者更好的建立情感連接的理念，我們為品牌設計了以“親密聯系”為主題的紅人

營銷策略，幫助品牌提升親和力和影響力。Throughmarketinsights,wefoundthatpeoplerely

moreononlineconnectionstomaintainemotionalneedsduringtheepidemic.

Inorderto

highlightthe

brand'sideaofhelpingconsumers

betterestablishemotionalconnections,wedesignedaninfluencermarketingstrategywiththethemeof

"intimateconnection"for

brandsto

helpthemenhancetheiraffinityandinfluence.一方面，我們邀請KOL以“親密聯系”,為主題創作典型情感場景。WeinviteKOLsto

createtypicalemotionalsceneswiththethemeof

"intimacy"l

節日前與圣誕老人視訊宣泄孤獨情緒VideochatwithSanta

beforethe

holidaystovent

lonelinessl

與家人視訊談家常Videochatwithfamilyl

與戀人視訊緩解相思之情Videochatwith

loverstoease

lovesickness另一方面，我們也通過線上線下結合的活動，發起UGC活動，邀請用戶分享疫情期間情感聯系故事以及使用場景UGC內容等積極參與互動。WealsolaunchedUGCthrough

onlineandofflineactivities,invitinguserstoshareemotionalconnectionstoriesduringtheepidemicandusescene

UGC

contenttoactivelyparticipateintheinteraction.紅人營銷數據

influencer

marketingdata20個紅人傳播；spread

by20

influencers5位Youtubers，

>110K播放views；15位Instagramers,18個帖子posts

，

>90K點贊紅人素材廣告投放InfluencercreativeadvertisingCPM比市場預期低，為市場的40%水平；CPM

is

lowerthan

marketexpectations,40%

ofthemarket

level整體效益提升了2.5倍。The

benefit

has

increased

by2.5times.likes。15位Instagramers,18個帖子

posts

，

>90K點贊

likes。5位Youtubers，

>110K播放views；活動成效：低成本撬動巨大影響力Activity

results:

low-cost

leveraging

huge

influence品牌影響力信息過載informationoverload信息繭房InformationCocoon

Room廣告免疫

Ad

Immunity社交媒體時代的營銷新挑戰New

MarketingChallenges

intheAgeof

Social

Media現在是流量運營的“壞時代”Now

is

the

"bad

era"for

traffic

operations流量轉化率下降trafficconversion

ratedrops流量成本飆升soaringtrafficcosts如何破局？Howto

breakthe

game?新流量時代的社交媒體營銷思維social

media

marketingthinking

inthe

newtrafficera關注流量的獲取payattentiontotheacquisition

of

traffic關注用戶的價值運營focusonthevalueoperation

of

users流量思維trafficthinking用戶思維userthinking互聯網品牌的成功公式The

formula

for

internet

branding

successLTV

>

CAC客戶終身價值

lifetime

value

of

customer

客戶獲取成本

cost

of

acquiring

customers客單價連帶銷售客戶保留重復購買流量渠道流量成本點擊率轉化率customer

price

jointsalescustomer

retentionrepeat

purchasetrafficchannelstrafficcoastsCTRconversion

rates↑

↓1000

X

CTR

X

Conv.r網站/落地頁用戶體驗廣告創意的質量

Website/Landing

Page

User

Experience

qualityof

ad

creativePR，紅人與KOC背書廣告投放的策略與技巧

PR,

Reds

and

KOC

endorsementsadvertising

strategies

and

techniques

商品定價與優惠Product

Pricingand

Offers流量思維：關注獲客成本Trafficthinking:focusoncustomer

acquisition

costsCAC=獲客成本customeracquisitioncostsCPM跟隨行業的平均水平波動Fluctuateswiththe

industryaverage信任Trust良好的

品牌體驗good

brandexperience媒體/大V消費者的評價背書endorsementsfrommedia/bigVconsumers高效轉化率的秘密Thesecretto

highconversion

rates品牌案例：紅人內容X廣告助力時尚女裝品牌快速增長Brand

Case:

Influencer

ContentXAd

Helps

FashionWomenswear

BrandstoGrow

Rapidly品牌故事

BrandStory：專注于北美輕奢的DTC時尚品牌創立于2017年

。

該品牌創立初期通過大量的紅人合作以及包括K