如何透過社群聆聽預防及發掘品牌危機,防患於未然 -...

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Page 1: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 2: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 3: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 4: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

媒體社群化

Page 5: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

甲骨文社群媒體雲端方案Oracle Social Relationship Management

Social Engage Social Listen & Analyze Social Publish

Page 6: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

市場行銷

業務銷售 客戶服務

潛在商機提高營收

贏得新客戶 客戶忠誠度

客戶挽留,重複購買

Page 7: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 8: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Social Engage

Page 9: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 10: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 11: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 12: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 13: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 14: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 15: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 16: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 17: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Engage回覆與互動

Auto-Label自動標籤

Auto-Assign自動發派

Page 18: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

在在Amazon買到一隻貓

Page 19: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

非常感謝您的回覆,因為跟送貨單上的商品不同,我想恐怕是開封時混進去的,他好像很喜歡這裡的樣子。

如果是開封後才跑進去的話,本網站就不提供換貨服務了,請讓牠與客人永遠過著幸福快樂的生活吧(*'-^*)

Page 20: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 21: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Social Listen & Analyze

Page 22: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Global Conversation

網路上的對話

Data Capture,Filter

資料撈取與篩選

Analyze

分析與解讀

Page 23: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted23

Page 24: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted24

Page 25: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted25

Page 26: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted26

Page 27: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted27

Page 28: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 29: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

電池 筆電 主機板

電池 筆電 主機板

Page 30: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 31: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 32: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 33: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Indicator

Page 34: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Listen toEngage

Global Conversation網路上的對話

Data Capture,Filter資料撈取與篩選 Analyze

Engage回覆與互動

Auto-Label自動標籤

Auto-Assign自動發派

Page 35: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 36: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 37: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Page 38: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Social Publish

Page 39: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

Copyright © 2014,Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Publish

內容發佈Global Conversation

網路上的對話

Data Capture,Filter

資料撈取與篩選

Analyze

分析與解讀

Engage

互動

Page 40: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 41: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 42: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 43: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 44: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 45: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 46: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 47: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 48: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 49: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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一般消費者

員工、契約員工

員工、社群媒體團隊

團隊使用守則

員工使用守則

溝通守則

Page 50: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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前言適用範疇

Page 51: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 52: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 53: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 54: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 55: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力

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Page 56: 如何透過社群聆聽預防及發掘品牌危機,防患於未然 - 將社群負評轉為品牌助力