CHAPTER 7 CONCLUSION
7.3 Limitation and Future Works
(1) Optimize the customer development through introvert leaders
In the case study (Ch6.4), we launched a joint campaign with Vocals and Ming Shi Fang for soliciting slogan for Ming Shi Fang’s new product. We posted four articles to make Vocals’s fans more familiar with Ming Shi Fang. The way we designed the article inspired by the questionnaire results. We added more informative content in the article, stimulating introvert leaders read and spread to its neighbors, indirectly let its neighbors know Vocals, and even interact with Vocals fan page. During the campaign period, we surely improved the interaction rate (Figure 6.14) on Vocals Facebook fan page. And introvert leaders stimulated lots of inward interaction (Figure 6.13) and enhance eWOM performance of Vocals Facebook fan page about 7.7%.
(2) The practical operation of cross - market segment business cooperation on Facebook fan page
After launching joint campaign on Vocals Facebook fan page, we found out some practical issues. The first point is that when the two businesses which customer segments are very different launching the joint campaign, they need to be careful on posting content, and should not make existing customers confused for business’s position. Another point is during the campaign period, they need to continue to post article with the original imagery of business itself, such behavior is in order to keep existing fan still familiar with the fan page.
7.3 Limitation and Future Works
We note several limitations to our work that should be taken into account when leveraging our approach. Fist, Facebook privacy policy makes our system to have difficulties in collecting
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user’s personal and behavioral data. We are not able to able to analyze user’s habits, personality, influence and interaction with neighbors on Facebook. It makes us more difficult to identify the introvert leaders. Second, the inward interactions make our system to have difficulties in collecting the interaction data on fan page. It will be also hard to identify weather a user can be completely assured to be an introvert leader. Third, due to the article style on Facebook, content is less than the article from blogs or news, or convey the information through the image, these reasons makes the difficulty when we tend to do semantic analysis. Future research may increase the determination of the characteristics of introvert leaders to solve the above dilemma.
And we may develop the “contact” feature for some business users to contact with introvert leaders easier. This research can be continued in the field of same market segment businesses cooperation, and it may have the more significant effectiveness. And from another aspect, we think if our subject businesses for the future case study can target on the larger business, because they might have more resource to invest on new media engagement program.
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APPENDIX A
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APPENDIX B
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9. 假設你/妳對文創小店有興趣，請問以下哪種文章性質會最讓你/妳想閱讀？
9a. 娛樂性的文章
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9b. 折扣性的文章
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9c. 知識性文章
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9d. 意象性文章
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10. 假設你/妳對文創小店有興趣，以知識性文章為例，請問以下哪種文章類型會最讓你/妳想 閱讀？
10a. 純文字型
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10b. 簡短文字加上圖案型
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10c. 簡短文字加上影片型
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11. 假設你/妳對文創小店有興趣，以意象性文章為例，請問以下哪種文章類型會最讓你/妳想 閱讀？
11a. 純文字型
□ □ □ □ □
11b. 簡短文字加上圖案型
□ □ □ □ □
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11c. 簡短文字加上影片型
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Vocals is a music platform for no famous people. It allows people to upload their song to the platform. Besides, Vocals also holds the competitive campaign for those people eager to fame. They have a few experiments of promote campaign through Facebook fan page, and consider that advertising is efficient.
Ming Shi Fang Facebook fan page has only 1800+ fans but the impressive high interaction rate, 10% up. Their operation on fan page are good at development but desire to acquisition.
Wonder Workshop 灣德文創
https://www.facebook.com/wonder wenchuang?fref=ts
http://www.wonder-product.com/
Wonder Workshop is a platform for customizes Cultural &
Creative things. They have tried a variety of marketing efforts, but they shift partial task to relations firm. They believe that the “effective thing” is the true.
RIBOSOME background to write program. They don’t have Facebook fan page, if they need to promote on Facebook, they entrusted to agencies.
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