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6.1新媒體廣告英文術(shù)語(yǔ)theobjectivesthatwearegoingtolookattoday.

10SocialMediatermesAdvertisingforModernBusiness1.10SocialMediatermsasaMUSTKNOWNumber1:AdsManager

AdsManagerisFacebook’stoolforcreating,runningandanalyzingsocialads.ItcanmanageyouradcampaignsonFacebook,Instagram,orAudienceNetwork.Itoffersawidevarietyoffeaturesforadtargeting,budgeting,operatingaswell.1.10SocialMediatermsasaMUSTKNOW

Number2:Algorithmpeopleoftenuse‘a(chǎn)lgorithm’asashorthandfor‘feedalgorithm’,whichisthesetofrulesasocialnetworkusestoautomaticallydecidewhichpostscomefirstinyourfeed.1.10SocialMediatermsasaMUSTKNOWNumber3:ApplicationProgrammingInterfaceAPIAnAPIisasetofbuildingblocksthatprogrammerscanusetodevelopcomputerprograms.Asfarassocialmediaisconcerned,allthemajorsocialnetworkshavetheirownAPIsthatletprogrammerscreatetheirownsoftwarethatworkswiththenetworks.1.10SocialMediatermsasaMUSTKNOWNumber4:BrandAwarenessBrandawarenessisthelevelofhowfamiliarisconsumerswithyourbrand.It’softenconsideredoneofthemaingoalsofsocialmediamarketing.It’salsooneoftheobjectivesyoucanselectforyourFacebookandInstagramadcampaignsinAdsManager.1.10SocialMediatermsasaMUSTKNOWNumber5:CTRClickthroughRateOnsocialmedia,theclickthroughrateisthepercentageofpeoplethatseeyourpostwhoclickonit.Whatcountsasaclickandwhatcountsas‘seeingyourpost’varybysocialnetwork.OnFacebook,CTRisequalto(linkclicks/postimpressions)x100%.1.10SocialMediatermsasaMUSTKNOWNumber6:CPCCostperclickCostperclickisasocialmediaadvertisingmetricthattellsyouhowmuchyou’repayingforeachclickonyouradonaverage.Ifyoursocialmediamarketinggoalistodrivetraffictoalandingpageorapieceofcontent,alowCPCmeansyou’regettingmoretrafficatalowerprice,whileahighCPCmeansyou’repayingalotfortraffic.1.10SocialMediatermsasaMUSTKNOWNumber7:EngagementRateEngagementrateisasocialmediametricthattellsyoumuchapostismotivatingpeopletointeractwithit.It’sdefinedas(numberofpeoplewhoengagedwithyourpost/numberofpeoplewhosawyourpost)x100%.1.10SocialMediatermsasaMUSTKNOWNumber8:KeyPerformanceIndicator(KPI)Akeyperformanceindicator,orKPI,isametricyouusetomeasureyourprogresstowardbusinessgoals.Insocialmediamarketing,KPIsarethemostimportantstatstotrackinordertoseeifyou’remeetingtheobjectivesofyoursocialstrategy.1.10SocialMediatermsasaMUSTKNOWNumber9:PlatformThetermsocialmediaplatformisoftenusedtomeanthesamethingas“socialmedianetwork”or“socialmediachannel”.However,asocialmediaplatformistechnicallythesoftwarebehindasocialnetwork,includingitsAPI,backend,andmarkuplanguage.1.10SocialMediatermsasaMUSTKNOWNumber10:UGCUserGeneratedContentUsergeneratedcontent,orUGC,isfan-createdcontentpromotingabrand.UGCcancomeintheformofvideos,images,posts,audio,reviews,articles,andmore.BrandsoftenreplyonUGCtogetusersengagedwiththeirsocialmediacampaignsandbuildtrustandloyaltywiththeirfollowers.

2.Advertisingfor

Modern

Business

Modernbusinesseshavediversifiedtheirproductionlinesandasresult,theyhavedevelopedmanyproductlines.Socialmediahastheabilitytohandlevariousproductlines,whichotherwisecouldonlybehandledbytraditionalmediaathighcosts.TheabilityofSocialmediatohandlemassadvertisementbyaccommodatingvariedproductsinasingleadvertisementisrevolutionary.

2.Advertisingfor

Modern

Business

Theotherfactorwhichconsumerregardasimportantisthelevelofcustomerserviceextendedbythecompanye.g.personalcontactsthroughpostsandpersonalcommendations.Theincreaseininteractivitybetweentheorganizationandclientsformsanimportantpartoftheadvertisement.Oneoftheimportantcharacteristicsofsocialmediaadvertisingisinteractivity.Secondly,itallowsforcustomizingadstoindividualcustomersatminimalcosts.THANKS!6.2廣告公司的架構(gòu)與運(yùn)營(yíng)——(上)目錄(P1-P3的內(nèi)容來(lái)自L43A0734)1.客戶(hù)服務(wù)部(AccountserviceDepartment

)2.策略部(PlanningDepartment)3.創(chuàng)意部(CreativeDepartment)4.媒介部(MediaDepartment)1.客戶(hù)服務(wù)部(AccountserviceDepartment)

客戶(hù)總監(jiān)(accountdirector,accountmanager)AE(accountexecutive)業(yè)務(wù)員(經(jīng)理)businessmanager

2.策略部(PlanningDepartment)策略總監(jiān)(planningdirector)策略經(jīng)理(planningmanager)

3.創(chuàng)意部(CreativeDepartment)

Ecd(部門(mén)老大)(Executivecreativedirector)(傳統(tǒng)叫法)首席創(chuàng)意官Cco(Chiefcreativeofficer(新頭銜)創(chuàng)意總監(jiān)(creativedirector)副創(chuàng)意總監(jiān)(associatecreativedirector)文案(copyrighter)

4.媒介部(MediaDepartment)

媒介總監(jiān)(mediadirector)媒介經(jīng)理(mediamanager)媒介計(jì)劃(mediaplanner)媒介買(mǎi)手(media

buyer)

談判人員(negotiater)

謝謝!6.3廣告公司的架構(gòu)與運(yùn)營(yíng)(下)目錄制作部(productionDepartment)流程部(TrafficDepartment)財(cái)務(wù)部(FinanceDepartment)IT部門(mén)(InformationDepartment)行政部門(mén)(administrationDepartment)管理層(ManagementDepartment)1.制作部(productionDepartment)制作總監(jiān)

(productiondirector)制作經(jīng)理(productionmanager)制作人(producer)2.

流程部(TrafficDepartment)流程部經(jīng)理(Trafficmanager)流程協(xié)調(diào)員(Trafficcoordinater)3.財(cái)務(wù)部(FinanceDepartment)財(cái)務(wù)總監(jiān)(financedirector)財(cái)務(wù)經(jīng)理(financemanager)薪酬專(zhuān)員(payrollmanage

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