[轉錄]快樂其實是一種習慣

一大早，我跳上一部計程車，要去台北郊區做企業內訓。
因正好是尖峰時刻，沒多久車子就卡在車陣中，
此時前座的司機先生開始不耐地嘆起氣來。
隨口和他聊了起來：「最近生意好嗎？」
後照鏡的臉垮了下來，聲音臭臭的：
「有什麼好？到處都不景氣，你想我們計程車生意會好嗎？
每天十幾個時，也賺不到什麼錢，真是氣人！」

嗯，顯然這不是個好話題，換個主題好了，我想。
於是我說：「不過還好你的車很大很寬敞，即便是塞車，也讓人覺得很舒服……」

他打斷了我的話，聲音激動了起來：
「舒服個鬼！不信你來每天坐12個小時看看，看你還會不會覺得舒服！？」
接著他的話匣子開了，抱怨政府無能、社會不公，所以人民無望。

我只能安靜地聽，一點兒插嘴的機會也沒。


兩天後同一時間，我再一次跳上了計程車，
再一次地要去郊區同一家企業做訓練，然而這一次，卻開啟了迥然不同的經驗。

一上車，一張笑容可掬的臉龐轉了過來，
伴隨的是輕快愉悅的聲音：「你好，請問要去哪?」
真是難得的親切，我心中有些訝異，隨即告訴了他目的地。
他笑了笑：「好，沒問題！」
然而走沒兩步，車子又在車陣中動彈不得了起來。
前座的司機先生手握方向盤，開始輕鬆地吹起口哨哼起歌
來，顯然今天心情不錯。

於是我問：「看來你今天心情很好嘛！」
他笑得露出了牙齒：「我每天都是這樣啊，每天心情都很好。」
「為什麼呢？」我問：「大家不都說景氣差，工作時間長，收入都不理想嗎？」
司機先生說：「沒錯，我也有家有小孩要養，所以開車時間也跟著拉長為12個小時。
不過，日子還是很開心過的，我有個祕密……」

他停頓了一下：「說出來先生你別生氣，好嗎？」

當然好，只要是快樂的祕密，我這個念過心理學的都感興趣。

司機說：「我總是換個角度來想事情。例如，我覺得出來開車，其實是客人付錢請我出來玩。
?
像今天一早，我就碰到像你這樣的先生，花錢請我跟你到陽明山去玩，這不是很好嗎？
等下到了陽明山，你去辦你的事，而現在是花季，我就正好可以順道賞賞花，抽根菸再走啦！」

他繼續說：「像前幾天哦，有一對情侶去淡水看夕陽，
他們下車後，我也下來喝碗魚丸湯，擠在他們旁邊看看夕陽才走，
反正來都來了嘛，更何況還有人付錢呢？」

漂亮！多精采的一個祕密！
我突然意識到自己有多幸運，一早就有這份榮幸，
跟前座的EQ高手同車出遊，真是棒極了。
又能坐車，心情又開心，這樣的服務有多難得，
我決定跟這位司機先生要電話，以後再邀他一起出遊。

接過他名片的同時，他的手機鈴聲正好響起，
有位老客人要去機場，原來喜歡他的不只我一位，
相信這位EQ高手的工作態度，不但替他贏得好心情，也必定帶進許多生意。

快樂其實是一種習慣

心理學家發現，快樂其實是一種習慣，不論環境怎麼變，
EQ高手的快樂決心是不會改變的。

當我們能換一種心態去看待自己的工作，
並帶著遊戲般的愉快心情面對工作，
你會發覺自己的內在能量強大許多，
抗壓應變的功力也因此大為增進，
而這，也正是貫徹快樂決心的漂亮做法。

我自己就常覺得，工作其實是一種偽裝，
讓我有很好的藉口及機會，能因著演講及各種活動，
去認識許許多多有趣精彩的人，這不是很過癮嗎？
（更何況，往往還有人付錢呢！）。

[動腦]最火紅的網路行銷案例-Intel晶心動魄

【數位】年度案例精選2-最火紅的網路行銷案例

Intel的三小部【晶心動魄】網路電影打破以往的行銷方式，特別邀請兩位具有時尚、知性、國際形象，同時正好符合喜愛上網、並經常使用電腦的年輕族群所喜愛的黃立行及Janet當代言人，以這類年輕族群所喜愛的特務據情為主軸，發展出一系列精彩緊湊的網路電影。....這些電影還創造了高點擊率....成功的將Intel的品牌形象深植入這群高度使用電腦族群的心中....還有許多網友將該影片下載放入自己的部落格中，與其他網友分享。...

請點往連結看全文。

CMN Outlines Six Rules for Social Media

From: CMN Outlines Six Rules for Social Media

"Klaehn and Ryan offered the following six guidelines for engaging in social networking.

1. Be authentic.
2. Strengthen your current audience and engage new ones.
3. Connect. Give your audience a reason to engage with you.
4. Be remarkable. Give people things on which to remark.
5. Participate in other discussions, not just your own.
6. Embrace organic planning. Have a plan, but be ready to adjust."

If you remember another article I shared some time ago regarding forum marketing, you would notice that some principles are emphasized again. Be authentic, be who you are (who you stand for); Participate in other discussions, not just your own = spend some time lurking & make valuable contributions to the community. So, it is true. To run an online community, to utilize social media, the core issue that you should deal with is still the very essential one: the belief and curiosity in people, the unintentional willingness to interact with others. The DO NOTs are also quite simple: DO NOT just try to sell; DO NOT expect immediate feedback and achievements.

Enjoy the article!

[AdAge]Facebook Crushing MySpace in Traffic

Facebook Crushing MySpace in Traffic

Advertising? Not So Much

by Michael Learmonth

Published: January 23, 2009

NEW YORK (AdAge.com) -- Want to know which is becoming the world's default social network? Hint: It's not MySpace. ComScore data is out and on a global basis Facebook is pulling away.

Facebook and MySpace were the same size in terms of unique users in June, but since then Facebook has exploded, growing at more than 10% a month while MySpace has remained stagnant. As of November, Facebook had more than 200 million unique users, about twice the size of MySpace's 100 million. TechCrunch charted the last 12 months, and for MySpace it's not a pretty picture.

This is due largely to users overseas, where Facebook is growing fast. In the U.S., MySpace is still the bigger social network, but not by much and probably not for long. The difference, as MySpace execs point out, is that the News Corp-owned social network sells quite a bit of advertising, and Facebook, well, not so much.

In a statement, MySpace said: "We are laser focused on building a sustainable global business which we measure by profits and revenue -- not just eyeballs. In a tough economic climate, our international revenue is up 30% year over year and we continue to focus on those markets with the strong monetization opportunities.

"Additionally, MySpace continues to dominate the U.S. market -- where the bulk of online advertising revenues reside -- both in terms of monetization and user engagement with more than 76 million unique users and a 40% spike in engagement year over year."

Unlike MySpace, Facebook has been run to maximize new users, not to maximize revenue. The joke around Facebook is that the private company is run like a nonprofit.

Just how big has Facebook become? According to ComScore, the internet passed a billion global users for the first time. That means one-in-five internet users (22% to be exact) are on Facebook, a figure made more impressive by the fact that much of the growth is occurring in China, where almost no one uses Facebook.

China, by the way, passed the U.S. in internet users last year and now has 179 million unique users, compared with 163 million in the U.S.

[Share] 12 Keys to Successful Forum Marketing

This is a new concept for me, but I think it useful especially when Gregory mentioned those steps in detail. Forum marketing is an art, and you have to pay attention to the culture of these communities. In order to build credible reputation, one has to allow some time after he/she starts to promote the business. Check this out!

12 Keys to Successful Forum Marketing

How to market your business using online forums

By Gregory Go, About.com

Forum marketing is a great way to make your online business stand out from the crowd. Forum users are generally net savvy and open to making online purchases. Many forum users are also respected experts and bloggers in the specific topics covered by the forum.

Forum marketing is a high ROI strategy because making a good impression in front of this savvy and influential audience can help your marketing message spread far and wide.

Follow this step-by-step guide to effectively use forum marketing as a part of your overall online marketing strategy.

1. Find the right forums

Not all forums are worth your time. Successful forum marketing means finding the right community for your business.

Look for popular forums that cover your niche topic. Start by asking your employees, suppliers, and customers which online communities they hang out in. Also try searching forum hub sites such as Board Reader, Big Boards, and Board Tracker using niche-specific keywords.

Narrow your list to 5-10 forums that will be worth your time using the following criteria:

• Look for forums that have at least 1,000 members and 10,000 posts.
• Make sure the forum gets at least ten to fifteen new posts on a daily basis.
• Ignore forums that are overrun by spam.
• Avoid forums hosted by your direct competitors.

2. Create an account as soon as possible

Seniority is important in forum communities. Users with older registration dates are given more deference than newer users. Some forums even prevent new users from posting for the first few days after their initial registration. Given the tremendous advantage of early registration, you should create your forum accounts as soon as possible.

Effective forum marketing means that it is part of your long-term strategy. Think of forums as a permanent marketing channel for your business, instead of just one of many targets to blast your hot new advertising campaign.

3. Check the user agreement and posting guidelines

During the registration process you will be asked to agree to the forum's user agreement and posting guidelines. Read these rules and guidelines carefully. There is a lot of boilerplate legal language in these documents, so it is tempting to just skip over them and click yes without reading. However, many forums have unique guidelines that you need to pay attention to. Some of the most important issues to look for include:

• Are users allowed to place links in their posts?
• Are users allowed to promote their own businesses?
• Are users allowed to post commercial messages in their signatures?
• Are users allowed to contact other members for commercial purposes?
• What restrictions are placed on new users?
• What special privileges are given to veteran users?

4. Pick a good user name and avatar

Your user name and avatar are the first things other users will notice about you. Pick a user name that is easy to remember and pronounce. Using your real name might be appropriate, especially if your name is closely identified with your brand. Stay away from bizarre number combination or weird misspellings. Do not pick user names that only have meaning for you but would otherwise be nonsensical to everyone else (e.g. your favorite grade school teacher's initials).

Avatars are small pictures attached to all your posts. A good head shot of yourself or cute pictures of your kids or pets make the best avatars. Avoid using any pictures that might be considered offensive or controversial.

5. Create a compelling profile

A good profile can help you establish credibility on the forum. Provide a solid description of your expertise and experience. Feel free to add in a couple of personal tidbits to humanize your profile. Information like your hometown, your pet's name, or your favorite sports team are good ways to break the ice. Stay away from sharing potentially polarizing information such as political or religious affiliation.

Provide contact information so other users can get in touch with you if they are interested in learning more about your business. A lot of spammers and identity thieves search through forums for personal information. Therefore, you should only share information you wouldn't mind being made public, such as a throwaway webmail address.

6. Introduce yourself

Many forums encourage new users to introduce themselves to the community by making an introductory post. This is usually done in threads especially designated for welcoming new members. These threads are usually called some variation of "Say Hi Here," "How Did You Find Us," or " New Members Check In Here."

Your introductory post should include a brief description of your expertise and an explanation of why you joined the forum. Let the other users know that your main goal is to contribute to and learn from the community. Do not make any marketing pitches in your first post. If you try to sell anything in your first post you will very likely get banned.

7. Spend some time lurking

Resist the urge to start posting right away. Forums are tight-knit communities that tend to shun and haze newcomers. Spend some time reading the forum to get a sense of the community's special quirks and cultural norms. Figure out who the influential users are and note which topics are perennial favorites. Learning this information will help you fit in more quickly.

8. Make valuable contributions to the community

This is the key to successful forum marketing. Whenever anyone asks a question related to your products or services, dazzle them with incredibly useful answers. These situations are opportunities to demonstrate your expertise and to generate good will. Backup your advice with links to trusted sources, and respond to follow up questions quickly.

Leave out your sales pitch in the beginning. Any hint of bias in your initial posts will erase all your hard work. By keeping your answers objective, the entire community will start thinking of you as a trusted expert. They will soon start asking you for your recommendations. When you get direct inquiries for recommendations you may then safely mention your business without appearing biased.

9. Put your website's address in your signature

Forum signatures are blocks of text or graphic that are attached to the end of all your posts. Most people use signatures to display their favorite quotes or links to their favorite websites. Some forums also allow users to use signatures to promote their own websites. If you are in a forum that allows self-promotional signatures, make sure you take full advantage of this opportunity.

Do not abuse this opportunity by putting flashy images or long advertising messages in your signature. An accurate, short description of your business and a link to your website is the best way to go.

10. Stay away from drama

Do not get drawn into heated arguments. It would be a shame to get banned just because you started arguing whether Han shot first with some 14-year-old kid from Scranton. Here's how you can avoid the drama:

• Constantly remind yourself that your mission here is to build good will for your business.
• Stay away from charged topics like politics or religion.
• Resist the urge to respond to criticism. If you have to answer, at least give yourself a couple of hours to cool off before responding.
• Use emoticons to indicate when you are being facetious.
• End discussions the moment you sense that it is getting contentious. Just say you agree to disagree and that you want to move on to other more pleasant topics.

11. Create win-win marketing campaigns

Once you have the respect of the users you can start more aggressive marketing campaigns. Focus on marketing techniques that provide a benefit for the forum community. For example, offer the forum members special discounts, free samples, or fun contests. Be sure to get the permission of the forum's moderators before you start these campaigns.

12. Be careful how you outsource forum marketing

Many marketing firms use bots or low-skilled foreign workers to spam forums. This is not the type of marketing you want. Forum spam may bring in a little temporary traffic to your website, but in the long run these campaigns can seriously damage your reputation. When you hire a marketing firm, make sure they understand that you will only accept ethical marketing practices that will enhance your image.

Marketing Examiner: Digital out-of-home advertising bucks economic trends

Marketing Examiner: Digital out-of-home advertising bucks economic trends

Advertising goes everywhere. Print, TV, radio, online, and the latest and might be most "attractive"- Out of Home. See some numbers from a research about its effectiveness. Think about if it will help your business.

The OOH (out-of-home) advertising includes digital output in taxis, malls, transit systems, gas stations, hotels, and other venues. Despite the current economic climate and declining traditional advertising spending, the U.S. digital out-of home media industry is on pace to grow 11.2% to $2.43 billion in 2008, according to research released by PQ Media (www.pqmedia.com), a provider of media econometrics. PQ Media also forecasts digital OOH spending in the U.S. to grow at a compound annual rate of 12.9% from 2007 to 2012.

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[轉錄]學北歐人過生活

北歐的國民所得、國家競爭力，全球榜上有名；北歐人堪稱是地球上最懂得生活的一群人，北歐產品開啟21世紀的設計新風潮。

活得北歐一點兒，是現代人的嚮往，簡單、自然、幸福，北歐風儼然已成新時尚生活的代名詞，讓我們一起來透視北歐，休閒過生活。

下午的四、五點鐘，北歐人已經下班開著車到達湖邊或山上，恣意地划船或攀岩；此刻的台灣都會區，上班族仍賣力地衝業績，繼續吃著中午剩下的便當。不成文的加班文化，讓台灣夜晚的辦公大樓依舊燈火通明，晚餐的應酬又變相地延長了工作的時間。

北歐人平均每周工作時數37個小時，而台灣人平均幾乎多了8小時。根據瑞士洛桑管理學院公布的《世界競爭力年報》，台灣人去年平均工時已經超過23000個小時，居全球之冠；當然，如此勤奮努力工作的結果，也讓台灣在世界經濟論壇(WEF)最新發布的《2004-2005年全球競爭力報告》調查中，排名全球第四；再看另一項統計排名，方能體認到，台灣得到這項「殊榮」是付出了極大的代價。

2005年，英國《經濟學人》依國民收入、健康、失業率、氣候、政治、工作保障、性別平等、自由、家庭和社區生活等指標，選出全球最適合居住國家，北歐國家的挪威、瑞典、丹麥、冰島都入圍前十名，芬蘭排名第十二，而台灣遠遠被排在第二十一名，無論是在自然環境、公共建設、社會福利以及文化教育上，辛苦勞碌的台灣人還是輸給了北歐人。

高效率，是北歐人之所以能拚半天、休息半天的主要原因。所謂羊毛出在羊身上，高效率的工作來自於北歐人認真地「創造」熱情，為了提高工作效率，北歐人總是絞盡腦汁，思考著如何改良技術，大到需要添加什麼好機器，小到如何設置機器上按鈕的排放位置會更便捷等等，北歐人總是想著如何讓機器或工具多做一點，人少做一點。

節約，對北歐人而言是多面向的，舉凡節省工時、節用資源以及節制消費，都在節約之內。除了重視實際效用，勤儉持家的美德讓北歐人比其他先進國家活得更好。例如有專家認為，美國的創造力和勞動效率也非常高，但美國人並沒有過得比北歐人優閒，主要是因美國人需要的東西太多了，多數人喜歡開更大的車、住更大的房子，個人平均所消耗的能源也是世界第一，這也讓美國人的平均債務居世界前列。

反觀北歐人，嚴苛的天然環境養成節約的民族性：飯不能不吃，但不必太好；錢不能沒有，但不必太多。例如，知名瑞典品牌IKEA的創始人坎普拉德，即使身為世界大富翁之一，出門旅行仍搭經濟艙，在公司自掏腰包吃工作午餐，首富都如此了，更何況平民百姓。
物質欲望低了，人就快樂多了。

SAAB總經理陳志欣20多年前便開始接觸瑞典，生活及工作態度儼然已成半個北歐人，崇尚極簡主義的他，以此理念親手設計全省的20個SAAB展示場。他的家庭生活很北歐，早、晚餐一律在家吃，不應酬，如果需要陪老外吃飯，則由員工抽籤決定；如果是大人物，他必選擇共進午餐。

他認為北歐人富裕健康的生活其來有自，高所得、高福利的社會制度，讓北歐人從小到大無憂無慮，居家生活品質世界第一。比所得、比福利，當然比不過北歐人，不過，生活品質是個人可以掌控的，陳志欣建議從生活中檢視一下，看看以下五個問題，自己有沒有福氣過得像北歐人？

1.晚上7點到10點，你在哪裡？

台灣：人們多在KTV、打牌、吃大餐、交際應酬、逛街……，就是很少在家（即便在家，也是上網、看電視）。

北歐：此時是Familytime，不開電視機的家庭時間，北歐的商店在晚上6點鐘就打烊(有時更早)，大家都回家晚餐、聚會，很少人在外流連。

2.你天天陪孩子或家人吃早餐？

台灣：年輕父母，經常是前一天晚上加班加到太晚，所以早上起不來，更別說吃早餐了；小孩多半就在路口轉角的早餐店解決，有了零用錢，不怕餓肚子。

北歐：父母百分之百一定和小孩吃早餐，情非得已的話，也會有一個人陪孩子。

3.你的青少年孩子願意跟父母一起出門嗎？

台灣：別說因為青少年叛逆期，事實上，是因為父母親早年失誤所造成的結果。回憶一下，大人帶著小孩參加宴會，常任由他們跑來跑去，在極其無聊的情況下，調皮搗蛋的孩子們總是挨罵。長大後便認定，通常父母約的八成沒好事。

北歐：父母約子孩出門是歡天喜地的事，即使80歲北歐的老父母打1通電話給60歲的老孩子，也能相約出遊。北歐的父母親如果帶小孩出門，必定以小孩為中心安排行程內容，否則寧可不帶在身邊，單純赴約。因此，北歐的孩子知道，只要父母約的絕對是好事。

4.你一定要晚上加班到半夜？

台灣：多數台灣人加班的方式很悲情，朝九晚九、將工作擺在第一的結果就是晚歸晚起，台灣爸爸經常晚上回家的時候孩子已經睡了，早上起床小孩又已經上課，同住一個屋簷下，一個禮拜有五天無法見面好好說話，已經成為台灣雙薪家庭的生活常態。

北歐：即使要加班，也以不影響家庭時間為準，例如父親寧可選擇凌晨3點鐘去加班，家裡至少還有母親可以陪小孩吃早餐，父親也只損失早餐的1小時相聚。凌晨加班聽起來匪夷所思，但的確為北歐爸爸們增加了3小時的晚餐家庭相聚時光。

5.幫孩子買房子？還是一起買房子？

台灣：許多台灣父母經常掏腰包替孩子買車或付頭期款房貸，不然，就是要求孩子乾脆和父母一起住，省下房租及貸款。

北歐：若要替孩子買車，會讓孩子上初中時開始打工攢錢，父母親以漸進式贊助資金，與孩子一起買了3輛中古車，到了孩子上大學需要用車時，雙方便將3輛中古車的好零件湊在一起成就一輛好車，這是北歐人送車給孩子的方式。等孩子要結婚，做父母的通常會算算自己有多少錢、孩子有多少錢，然後雙方合資買1塊地，合力蓋新房，這是經營親子感情的基本模式。

和其他歐陸國家比起來，19世紀的北歐相對上比較窮困，由於天然資源貧乏、物料短缺，形塑了北歐人簡約的人生觀。受到20年代德國包浩斯功能主義的影響，北歐的工藝設計不但講究物料節約，更強調設計的功能性，但又不像受哲學思潮影響的德國，展現方方正正的理性線條，北歐在自有的文化背景下，顯現較多的曲線。

北歐人的日常生活中，所有的東西都是「設計」，舉凡公車踏板、扶把、衣架、路燈、水溝蓋等，他們認為既然要簡約，就要做到最好、最美，為了透過設計節省成本，設計師竭盡思考如何切割以減少材料，這種切割的曲線恰巧同時造成獨特的設計感。我搭北歐航空時印象特別深刻，即使是用後即丟的塑膠咖啡杯，為了讓人拿起來舒適、重量均衡，設計者在把手處特別用了3根細塑膠支撐，表層霧面處理，美觀又實用。

從北歐的單品物件中，你可以發現設計師的想法，他們品味極限、擇善固執，常為了一件小事情，花很長的時間去思考、去設計出解決的方法。

手機儲存ICE（緊急聯絡人）號碼，方便意外時通知至親好友

We all carry our mobile phones with hundreds of names/numbers stored in its memory but yet nobody, other than ourselves, knows which of these numbers belong to our near and dear ones?

In case we are involved in an accident or had a heart attack and the people attending us get hold of our mobile phone but don't know which number to call to inform our family members. Yes, there are many numbers stored but which one is the contact person in case of an emergency?

For this reason, we must have one or more telephone numbers stored under the name ICE (In case of Emergency) in our mobile phones.

Recently, the concept of 'ICE' is catching up quickly. It is simple, an important method of contact during emergency situations. As cell phones are carried by majority of the population, just store the number of a contact person or person who should be contacted at during emergency as ICE' (meaning In Case of Emergency).

The idea was thought up by a paramedic who found that when they went to the scenes of accidents, there were always mobile phones with patients, but they didn't know which number to call.

He therefore thought that it would be a good idea if there was a nationally recognized name for this purpose.

Following a disaster in London , the East Anglican Ambulance Service has launched a national 'In case of Emergency (ICE)' campaign. In an emergency situation,Emergency Service personnel and hospital staff would then be able to quickly contact your next of kin, by simply dialing the number stored as 'ICE'.

Please forward this. It won't take too many 'forwards' before every body will know about this.It really could save your life, or put a loved one's mind at rest. For more than one contact name simply enter ICE1, ICE2 and ICE3 etc. A great idea that will make a difference!

Let's spread the concept of ICE by storing an ICE number in our mobile phones today! Please forward to your all nearest and dearest. Thanks!

我們的手機裡儲存著數百通的名字和電話號碼，但除了我們自己本身外，沒有任何一個人知道這些號碼中的哪一支號碼是屬於我們的至親好友。假如我們身陷在意外中或心臟病發時，照料我們的人員要用我們的手機通知我們的家人時卻不知要打哪支號碼，你的手機中肯定儲存著許多號碼，但哪一支是緊急聯絡人的號碼呢？

基於這個理由，我們必須要有以 ICE (In case of Emergency 假如發生緊急狀況)為名的一個或更多的電話號碼儲存在我們的手機中。在台灣應該可以用「緊急聯絡人」、「緊急狀況」當代號， 比較好辨識！

最近"ICE"的概念正快速地蔓延形成。在緊急狀況時，它是一種簡單又重要的聯絡方式。既然大多數人都攜帶手機，就把緊急聯絡人的電話號碼用 "ICE" 為代號儲存起來。

這個點子是由一位醫務人員想出來的。他發現當他們到意外現場時，往往意外當事人身上都會攜帶手機，但醫務人員不知道該打哪支號碼通知家屬。因此他想如果在這種情況下有一個全國性可辨識的名字將會是個好點子。

倫敦的一件災難後，東英救護部門便發起一個全國性的 "假如發生緊急狀況 (ICE)" 活動。在緊急狀況下，緊急部門人員及醫院員工只要撥打以"ICE" 為名儲存的電話號碼，將可以很快速地聯絡上你的至親。

請將這個訊息轉寄出去讓更多人知道，它或許真的可以救你 (妳)的命。如果有超過一個以上的緊急聯絡人，只要輸入 ICE1, ICE2 和 ICE3... 等即可。一個好主意，讓一切將會有所不同！

今日，藉由儲存在我們手機中的一個ICE號碼，讓我們把 ICE 概念傳出去!

動腦雜誌：[品牌]Uniliver + Wal-mart以音樂之名結合

看到這篇的時候我不得不承認這是一個很有趣的行銷手段。更好玩的是，支持Uniliver、Wal-Mart以及唱片業者如此合作的背後主導力量正是IMC的精隨：database management, customer segmentation, loyalty program, to name a few.然而回到現實面來觀察，我不確定究竟這個銷售模式多大的程度上會奏效，畢竟這個模式有一定程度上是在藉由資料庫的數據判斷並推測消費者行為模式，並進一步賭注他們會受正確的刺激而產生衝動消費的行為：當購買音樂跟他們原始的購物企圖一點也沾不上邊的時候。反之，Uniliver也在期待/賭注藉由音樂(與樂手)的加持與連結，相關產品會更快速的pop up to cosumers' mind而受到更多青睞，造成更高的買氣。

看文章吧！看看你怎麼想？

....全球唱片業在網路科技興起後，便面臨消費者不斷從網路上下載免費數位影音檔的衝擊，經營愈顯困難。即使唱片業大聲疾呼著要消費者拒買盜版、支持正版音樂，但根據動腦網站...的「音樂發行的新管道 直接和消費者溝通」報導中指出，ACNielson影音產業調查數據顯示，美國唱片業在1999~2007年，業績衰退36%，光2007年一整年就衰退了15%。

唱片界為了突破現狀，讓愛音樂的消費者能繼續欣賞到好音樂，....選擇越過唱片發行商，直接到美國最大零售商Wal-Mart和消費者溝通。根據估計，Wal-Mart每週到店人潮有1億4千萬之多，因此...採取在6千5百家零售店收銀機前放置...專輯，並交叉陳列在店內必經動線的端架上，以及在店內電視播放新曲MTV。....

....聯合利華和沃爾瑪合作的一項音樂計畫前景看好。合作方式是：將使用聯合利華旗下產品的消費者做分類，並將和他們生活密不可分的音樂專輯，陳列在產品貨架旁，並呈現在沃爾瑪贊助的音樂網站Soundcheck上。.....

更多內容請看動腦雜誌的這一篇：[品牌]美國聯合利華和沃爾瑪　以音樂之名結合

動腦雜誌：[行銷]2008年十大成功品牌行銷術

最原始來源是Advertising Age的"Special Report: Marketing 50"

動腦節錄的上集在這裡：http://www.brain.com.tw/News/RealNewsContent.aspx?ID=11896
包含：

• 美國運通會員計劃(American Express Members Project)：結合生命價值與持卡會員互動，善用會員的人道意識長期推廣社會反饋活動
• 凱迪拉克CTS汽車：結合影集「實習醫生(Grey's Anatomy)」置入性行銷
• Dunkin Donuts咖啡：電視、平面廣告、公關活動、產品包裝、店內展示　(Dunkin Donuts的咖啡真的比他的donuts好賣....XD)
• 卡尼爾Garnier Nutritionist：電視及平面廣告強打產品獨特點，吸引消費者
• 蘋果iPhone 3G：改版強調App Store，使用者可自行創造小應用程式交流使用
  

動腦節錄的下集在這裡：http://www.brain.com.tw/News/RealNewsContent.aspx?ID=11901
包含：

• Jim Beam金賓威士忌：抗議者行銷方式(brand as activist approach)
• Taco Bell塔可鐘：超值附加餐點提升平均消費金額 (我家公司幹得好啊！)
  
• Kroger超級市場：會員卡計劃(royalty card program) (完全IMC.....)
  
• Secret Clinical Strength止汗體香劑：了解使用者需求、擅用廣告策略訴求吸引購買
• Win洗滌劑：奧運贊助商、善用網路上最大的運動行銷樣本資料庫、鎖定運動員及運動愛好者

盡力為大家節路重點囉 :)

動腦雜誌：[行銷]網路行銷更了解消費者

傳統行銷是廣告主對消費者灌輸產品概念，而網路媒體打破傳統行銷的分眾概念，不分年齡或性別，根據網友行為來決定行銷對象，透過即時回饋來提升行銷的效果。網路行銷擁有許多面向，又是透過哪些方式和消費者溝通？

更多內容請看動腦雜誌的這一篇：[行銷]網路行銷更了解消費者