aklone
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Let the "garbage matter" become a matter of everyone's attention! How does RE-THINK use creativity to call on the community to change Taiwan? In recent years, companies and organizations like to hold different themes and types of beach cleaning activities, but the garbage on the beach is picking up more and more; and the classification in daily life, are we really doing it right? Rubber bands, toothbrushes should be classified as general waste. Environmental protection, do you really understand? Xinyi Housing, Xinyi Cultural Foundation and Social Enterprise Stream jointly launched the "Entrepreneurship is moving, ethics must be done - small and micro business ethics development course", the course is entering its second year. Wang Zixian (Sandra), Director of Marketing and Public Relations of THINK, shared his community management ideas and experience, and explained through past cases how to successfully turn "people who are insulated from environmental protection issues" into "environmental citizens who take action." RE-THINK started by calling for beach cleanup activities, and through cooperation with enterprises and governments, it advocates environmental protection issues and provides policy recommendations. In addition to external activities, RE-THINK also goes deep into the company's office site, becoming an environmental consultant, assisting in the design of an environmentally friendly office and providing relevant advice. "Basically, things related to garbage are our business." Wang Zixian said with a smile. The Sea Waste Illustrated Book, which won the 2013 Golden Pin Design Award, is the first time that RE-THINK has extended its tentacles to audiences beyond the stratosphere. "Garbage can also be gorgeous." Wang Zixian said that reverse thinking and operation made garbage and gorgeous seemingly mutually exclusive elements collide with each other, successfully attracting the attention and topics of unfamiliar audiences, and also allowing members of the RE-THINK organization to experience the community with the power of creativity. Disassemble the "value chain" of garbage and choose a suitable community battlefield "When we found that beach cleaning could not prevent the generation of garbage, we began to dismantle the garbage problem." Wang Zixian explained that when the members of the organization found that beach cleaning was a temporary solution but not the root cause, they began to rethink, turning to the source of production and manufacturing, from the management system, consumption behavior, Start with waste disposal and other processes, dismantle the waste value chain one by one, and let the waste "make the best use of it". To achieve such a goal, we must first start with education and mass communication. RE-THINK, which started as a social platform, uses its advantages to promote and advocate. In the face of hundreds of social platforms, RE-THINK's community management strategy is to "use multiple platforms and establish positioning segments." According to the 2022 Hootsuite research report of the global community survey agency, for small and medium-sized enterprises, the biggest market opportunity lies in innovative content and advertising forms, and the most familiar and widely used platform for enterprises is still Facebook (62%). Therefore, RE-THINK divides the social platforms involved into three types of positioning: basic market, growth momentum, and loyal fan management. The basic market is none other than Facebook. Facebook is still the best platform to achieve commercial activities (conversion rate) and has the largest number of fans. Instagram is a growth engine, which is used to interact with fans and post instant messages to increase fan stickiness and brand loyalty. Finally, manage fans through e-mail, and push fundraising information, event registration information, and annual results through e-mail, which are closely related to organizational development. Not only Facebook, Instagram, and e-mail, RE-THINK has also joined the YouTube and LINE battles. "The social battlefield is not based on numbers, tactics are more important." Wang Zixian analyzed the audience characteristics of different platforms, such as YouTube is used to expand new audiences and young people; LINE is more personal than Instagram and is used for one-on-one customer service, such as For related event registration windows, event photo sharing, etc., only release information related to the action. Human-Centered Content Design: Know Your Audience and Say What They Want to Hear "Content layering can more effectively catch the audience's attention." Wang Zixian explained that when the platform is positioned, the content needs to be divided into three layers according to the audience and community attributes. The first layer: the superficial layer, which mainly focuses on soft appeals such as storytelling and fun, and aims to arouse audience curiosity and increase brand awareness; the second layer: the middle layer focuses on sharing results and calling for action, with the idea of "concerning environmental protection and knowing RE -THINK" mainly. The final in-depth discussion is carried out in the form of in-depth discourse, value discussion, or debate on the appropriateness of environmental protection policies in an interactive manner. In addition, it is also necessary to examine the tonality of the content from the perspective of readers from time to time, and incorporate predictable risks into it, such as manpower constraints, emergencies, new policy releases, etc. need to release instant news, so that the action plan should remain flexible . Long-term community management: observation and learning, trial and error "When the state is bad, pursue completeness; when the state is good, pursue perfection." Wang Zixian believes that community management is a long-term process, the most important of which is "learning by trial and error (Try and Error)". "If 1 out of 10 posts becomes popular, it can become a research case. Through dismantling and analysis, try to replicate the successful experience." Wang Zixian took "7 types of garbage that can't actually be recycled" Facebook pictures and texts as an example, This post raised about 100,000 funds for the curation of "Encyclopedia of Recycling". The reason for its success is that it is "a straight ball match, close to life, and cut to the point." Try more, observe and learn, and have the opportunity to become the traffic password of a popular post.
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