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第十二組(A) 實習生作品

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 安石網路課程網--網站架設行銷速成班

Enspyre webclass

願景 - 建立簡易的網路行銷以及網路架設課程

        在現在網路上雖然有許多的網路行銷教學或是網站架設的教學,但其實當我們點進去這些教學時,往往得到的課程都不如我們的預期。不符合的預期的原因有很多,可能有很多,可能課程內容過於繁雜、可能課程費用過高...等等。簡單來說,放眼望去,台灣的網路屆少有一個可以滿足使用者的教學網站。針對這點,我們希望可以建立一個簡單且便宜的教學系統,讓更年齡層的使用者,不論性別、教育程度、電腦知識,都可以精通網路行銷和網站架設。

台灣市場教學網站市場

      當在Google 的 Search bar上面搜尋「網路行銷」、「網站架設」等等的關鍵字。我們都可以得到一大串的有效網站,有幾十家的網站都在推廣網路行銷或是網站架設。這些網站有的是幫忙做外包的服務,有的是做教學,各式各樣的方式都有。針對這個市場來說可以說是一片紅海,不過就針對有網路行銷和網站架設的雙重教學,應該可以定義成藍海。所以這市場對於我們來說可以很小,卻也可以很大。


實習內容 - 從網路行銷開始

        專案開始前的前幾個月,Elias帶著我們認識網路行銷的世界。在很多人的眼中,網路行銷是一塊陌生的未開發地。雖然這樣的議題已經在這個社會上廣為流傳,但是就我們所知,大家還是對這個議題懵懵懂懂。藉由每個禮拜來安石的機會,我們漸漸的在這一塊未知的領域中,建立了一些基礎。慢慢的,我們揭開了這塊神祕的面紗,對這個有趣的領域可說是越來越熟悉。網路行銷,就字面上來說,應該說是在網路上做行銷。不過這樣的解釋實在是太膚淺了,我們能做的事情其實很多,像是SEO、PPC、Google AdWords...等等。

         SEO(Search engine optimization),搜尋引擎最佳化,經過這樣的一個過程可以在搜尋引擎中自然獲得極佳的名次,被點選的機率必然大增,這樣網站的業務量及訪客也將大幅的增加。Google Adwords是Google提供的一項重要的服務,我們知道現在搜尋引擎旁的廣告是現在重要的行銷器具,許多公司善用這樣的一個行銷手法而因此得到更多的獲利。藉由Google Adwords調查每個關鍵字的搜尋狀況還有使用者的搜尋比例,讓公司可以更明確的針對特定關鍵字做廣告。以上這兩個工具的簡單介紹都是我們在安石的網路行銷中所學到的,也是之前都沒碰過的。多虧有這樣的機會,讓我學習到了很多。

        除了網路行銷,我們還學習到的還有如何架設網站。其實,架設網站一點都不難,用一個名為Joomla的工具,就可以把繁瑣的程式碼轉化為簡單的視窗程式,並做出令人眼睛為之一亮的網頁。用大家比較熟悉的視窗介面可以拉出更漂亮網頁。

        在金庸的小說「神鵰俠侶」中,楊過學習打狗棒法時只有體術沒有心法,就無法使出最完美的打狗棒法。在網路的世界中也是一樣,即時你有再好再漂亮的網站,沒有用好的方法去行銷他,把這樣的網站推廣出去,那都不算是個完整網路行銷或是網站架設。唯有把兩樣都合在一起,才能算是完整的網路行銷。

       這短短的幾個月以來,對我們整個實習團隊來說都是一段難忘而且充實的旅程,對我們而言都是很棒的經驗。

 

專案執行-網路行銷課程


  • 活動前置:

        前置是整個專案裡面最困難的部份,一切幾乎從零開始,我們由市場調查開始著手,試圖找出競爭者的優缺勢再加以分析,目的是為了能夠使安石網路課程能夠持有差異化的優勢,從中找到對的目標客群。除了網路基本調查,我們同時也設計網路問卷希望能夠了解目前市場的趨勢和消費者的需求,利用Google Docs製作網路調查問卷、將問卷放在一些問卷填寫網站上(如:優仕網、MySurvey)進行調查,雖然之後回收大約只有近80份,但我們從中可以了解到回答者對於SEO等網路行銷概念沒有很瞭解,因此這也成為此課程的重點之一。

        官方網站本身也是一個難題,一開始我們對於網站的修改有許多具體的建議和計畫,但由於我們起初並沒有很會Joomla、加上網站修改內容無法於短時間內產出,所以在修改網站這個部分花不少時間,但之後幸虧組每週的實習,Elias有教導我們如何使用,且隨著規劃進度的完成,網站內容也有陸續更新,網站的修改及維護也因此慢慢步上軌道。

        課程的安排和內容規劃需要縝密思考,與Elias討論過後,我們還必須再以客戶的角度調整課程內容,好在我們都有上過Elias的課,能因此了解重點所在也降低了溝通成本。之後,最困難的部份莫過於電話邀約,雖然目標客戶已經是安石本來的顧客,但是對於毫無電話行銷經驗的我們來說,要在短時間內掌握邀約技巧、明確表達電訪目標是極具挑戰性的!從最開始的腳本撰寫、一次次的修改,到之後與安石電訪人員Ruby進行角色扮演練習,我們才知道原來電訪是相當複雜的過程,任何一句話或是問題都有可能影響到之後對話的走向,這一次電訪的經驗讓我們受益良多。

Webclass EDM.001

  • 活動宣傳:

        宣傳部分我們使用了基本的EDM,上面概述現今網路行銷的趨勢,也提供一些數據讓閱讀者能夠了解學習網路行銷的優點臉書的粉絲頁成立時間還不夠長,沒有大量的粉絲進行互動做進一步的宣傳是相當可惜的。這一點和起初的計畫有些出入,如果能夠早些建立粉絲專業並妥善經營,相信成果會更好!


  • 活動執行:

       活動當天大致上算是順利的,可惜的是有幾家原本答應會出席的公司臨時有是無法參與,導致人數比預估的少了一些。中國文化大學推廣部的電腦教室提供相當舒適的教學環境和完善的設備,讓Elias和出席的公司代表能夠在課程中享受優質的上課環境。專案的三位成員堅守各自崗位,攝影、接待、訪問等各類事項都按部就班的完成。課堂中,許多人踴躍發言,提出自我的看法與講師進行探討,整場課程可以算是相當成功的!而回收的問卷大致都是給予正面評價,對於網路行銷有了進一步的了解,參與人同時也給予Elias正面的鼓勵,希望在往後能夠有相關的課程持續推出。


Last modified on 週六, 26 十月 2013 13:12

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