請大家默哀一分鐘…

「請大家起立,默哀一分鐘…」  “Please rise and observe a minute of silence.”

為了懷念去世的人,表示對他的尊敬和傷痛;在莊重的場合盡最大努力克制哭泣,我們默哀悼念。默哀時需要肅立、脫下帽子、低頭不語;對某些重大家事故,有時更要默哀3分鐘。

遇到重大的災難,有時會舉國哀悼,譬如為紀念2010年7月1日唐山大地震的死難者,中國政府就曾訂立「默哀日」3天,期間要求全國關閉娛樂設施、機關下半旗,民眾不要穿戴鮮色衣著鞋帽、化彩妝,或是穿戴時尚首飾,甚至不要唱卡拉OK、播放歌曲等。

為紀念第一及第二次大戰中死傷戰士及平民,美國及英聯邦很多國家,在第一次世界大戰結束後,訂定停戰當天11月11日(上午11時正式停戰)為停戰紀念日(Armistice Day或Remembrance Day)。1954年美國總統艾森豪威爾簽署國會法案,將當天訂為退伍軍人節(Veterans Day),成為聯邦假日,目的是向全體退伍軍人致敬,緬懷他們的功績。這一天,美國國內到處旗幟飄揚,老兵集隊遊行;又在華盛頓國家公園無名戰士墓前,舉行獻花及各種紀念活動。後來,美國退伍軍人節改為每年10月份的第4個星期一,目的是讓民眾可享周六起一連3天的假期。台灣沿用11月11日,稱為「國殤紀念」;香港則訂每年11月第二個星期日為「和平紀念日」,每年均進行官方紀念儀式。

取代籌款賣旗

由香港說到位於南半球的澳紐,當地除了訂定11月11日心退伍軍人外,還設定4月25日為澳紐日(ANZAC Day),同樣紀念陣亡的軍人,並訂為法定假期。退伍及現役軍人謀福祉的組織REL Australia(澳洲退伍及現役軍人協會,The Returned and Services League of Australia),每年都為會員向公眾勸捐;過往,多是採用街頭募集捐方式,亦曾售賣代表戰爭結束的Remembrance Poppy(虞美人、罌粟)花朵——在第一次世界大戰期間,在比利時北部一處稱為法蘭德斯(Flanders)的罌粟花田內發生激戰,後來有詩人為此戰役作詩紀念。戰後,歐洲多國以鮮紅色的罌粟花悼念戰死沙場的士兵,此習俗沿用至今。

Image from www.wyattroy.com.au/anzac-day-services/

anzac day brisbane, anzac day redlands, anzac day services brisbane 2014, anzac day events brusbane 2014, anzac day suburbs 2014, anzac day rsl clubs brisbane

Image from www.weekendnotes.com/brisbane-anzac-day-events/

但是,街頭募捐的成績一年較一年為差。究其原因,並非澳紐人士對老兵漠不關心,而是他們早已習慣使用信用卡及其他塑料貨幣,平時沒有多少零錢在身,故此無法在街頭及時捐輸。

電話成為籌款工具

有見及此,協會於去年起改變了籌募方式:因為現代人人手機一部,比零錢還要方便,故此改用電話作為籌款的主要工具。他們大力推廣一個電話號碼(1902 25 0414);有心人撥打該號碼後,聽到的是一分鐘的默哀——那是真實的錄音,錄自一場由80位退休及現役澳洲軍人真正為此事而做的默哀!捐款之時,無須輸入信用卡號碼、無須下載軟件、無須做任何手續;因為聽過錄音,電訊公司就會在月結賬單內顯示,善款(每次2.26澳元,約16.31港元)連同電訊費用一併繳交。

聽過錄音,手機會立即出現一段短訊,由一位退伍軍人致謝你的收聽及慷慨捐輸。有心人還可以把相關信息轉傳給親友,讓他們也收聽「默哀一分鐘」;又或可在Twitter留言,談談感受。網上更有多個資訊,包括影片,告訴大家「靜默聆聽」的意義。整套計劃由社群媒體主導,輔以報章廣告、電台及戶外媒體。其中一個比較有趣的媒體,是透過戲院內的銀幕廣告,呼籲觀眾在「關掉電話,專心看電影前」,撥最後一通慈善電話支持「澳紐日」及退伍軍人。

http://youtu.be/iWQ6O8AXU3U

http://youtu.be/iBmIKK34euc

社群轉傳、評論

這樣一個簡單得很的聆聽,感動了成千上萬的群眾,網上網下媒體爭相報導,取得價值逾200萬澳元(約1443.5萬港元)的免費傳播價值。善款數目,則超逾300萬澳元(約2165萬港元)大關。還有,捐贈者的留言,在項目推行的首3天內,就令「默哀一分鐘」成為Twitter全球3大最高留言話題之一!

此項目成功,主因有三:

  1. 活動與主題配合:說的是對死者的敬意,用的是普遍認同的「默哀一分鐘」。省卻語言,但寓意深遠。
  2. 充份利用社群媒體:就像最近流行的「冰桶挑戰」,此計劃利用了轉傳及留言,讓訊息得以開展給更多人知悉;而透過朋友的行為,亦感動了不少人勇於撥電聆聽和捐輸。
  3. 簡單、直接、方便:不用下載、不用信用卡、不用零錢,用的是手機。可惜的是電話號碼比較複雜難記。如果在港用4字號碼,例如:1xxx,效果將會更佳。

此時無聲勝有聲!

告主 RSL Australia (澳洲退伍及現役軍人協會)
推廣項目 Minute of Silence(默哀一分鐘)
廣告公司 澳洲麥爾本DDB, Melbourne
推出日期 2014年4月12日
獎項 2014 Cannes Lions International Festival of Creativity –

  • Mobile – Integrated Mobile Campaign – Gold Lion
  • Direct – Use of Mobile Marketing – Bronze Lion
視頻
  • (背景資料)http://youtu.be/iWQ6O8AXU3U
  • (得獎說明)http://youtu.be/sBzjzr_Xgsw
  • (網上1分鐘廣告)http://youtu.be/iBmIKK34euc

參考資料:

 原文刊於2014年8月23日《信報》

10 Marketing Roles for the Next 10 Years

by Joe Pulizzi, Founder at Content Marketing Institute, Author of Epic Content Marketing, Speaker & Entrepreneur.  LinkedIn,  Jul 9 2013

Joe Pulizzi

Source:  www.linkedin.com/pulse/article/20130709111721-5853751-10-marketing-roles-for-the-next-10-years

Image Credit: Joseph Kalinowski

Did you know that nine in 10 companies create their own content to attract or retain customers? That content is then distributed through social media sites, blogs, email newsletters, webinars, magazines and even in-person customer events.

We are all publishers now.

Yet, according to Content Marketing Institute and MarketingProfs research, just one in three companies say that their content marketing is effectively driving business. Most organizations are so used to traditional marketing tactics that telling stories to create and sustain business opportunities is like using a muscle that has atrophied.

Content – The Asset

Think about the dynamics of content creation for your business:

  • Content is an asset. One story can be developed into multiple content assets, which can generate traffic and interest for years, if not decades. Most importantly, great content is the main driver for developing an audience — the greatest asset of all. Even Coca-Cola, one of the biggest spenders of traditional marketing on the planet, knows they can’t grow without spreading stories that drive an emotional connection with customers.
  • Regardless of what the economy does, or how your overall marketing spend changes, great content rises to the top and can continue to fuel your business.
  • Once an audience is created, an organization can generate cash from that content by selling products and services directly, or by selling access to its audience (in the form of advertising, sponsorship, or affiliate sales).

So think about it this way: What if our primary goal in marketing is to own content niches online; to build out our content assets to grow and maintain our audiences and subscribers (in order to sell more)?

As Content Marketing Institute’s Chief Strategist Robert Rose says, “In many businesses (especially in B2B), the marketing department is an order-taking, tactical function that runs on the hamster-wheel of demand generation, trying to keep up with “client” orders for new collateral, press releases, case studies and, at times, marketing-qualified leads (MQLs).”

If our new call to arms is around creating and growing owned audiences, it’s clear that our marketing skill sets may be, well, a bit out of date to stay competitive for the next decade.

The New Roles of Marketing

While there is no perfect structure for a marketing organization, it’s apparent that we are starting to see marketing departments transform themselves into publishing organizations. And with that transformation comes a shift in the key business roles that marketers must now fill. Don’t think of the list below as new job titles, per se, but rather as the core competencies that need to be accounted for across the enterprise.

Chief Content Officer

This is your content ambassador, also known as an organization’s chief storyteller. This person should be responsible for setting the overall editorial/content marketing mission statement and integrating that throughout the enterprise. As every silo (PR, email, social, search, etc.) starts to create and curate content, it is the CCO’s responsibility to make sure that the stories remain consistent and make sense to the audience(s).

Managing Editor

Half storyteller and half project manager, the managing editor executes the content plan on behalf of the CCO. Whereas the CCO focuses on strategy, the managing editor’s job is all execution, working with the roles below to make the stories come alive (including tone, style guides, and content scheduling).

Chief Listening Officer

The role of the CLO will be to function as “air-traffic control” for social media and your other content channels. This person should be there to listen to the groups, maintain the conversation, and to route (and/or notify) the appropriate team members who can engage in appropriate conversations (customer service, sales, marketing, etc.). This feedback is critical to our content actually making a difference with our customers.

Director of Audience

This person should be charged with monitoring your audience/buyer personas, making sure all content creators are intimately familiar with their characteristics, their passion triggers, and what actions you want them to take. The Director of Audience should also be responsible for building subscription assets (direct mail lists, email lists, social media subscriptions) that can grow and be segmented as your content mission matures and expands.

HR for Marketing

As every employee and stakeholder becomes a more integral part of the marketing process, it will be increasingly necessary for marketing to work closely with human resources to make sure that employees understand their roles in the marketing process and to help your organization leverage your employees’ audiences without creating conflicts or confusion.

Channel Master

Wherever your content is headed (social media, email, mobile, print, in-person, etc.), the channel master will be responsible for getting the most out of each channel. What works best on SlideShare? When should we send our emails, and how frequently? What’s the appropriate ratio of owned vs. curated content your business should distribute on Twitter? Who is keeping track of mobile strategy and execution?

Chief Technologist

As marketing and information technology continue to merge, there will be a need for at least one (maybe more) individual whose sole purpose is to leverage the proper use of these technologies into the content marketing process. The person in this role will be responsible for staying on top of these ever-increasing changes as they relate to the storytelling process — from calendaring and approvals to marketing automation, freelancer integration, and emerging technologies.

Influencer Relations

The role formerly known as media relations will evolve into that of a manager of influencers. This person’s responsibilities should include developing your “hit list” of influencers, maintaining direct relationships with them, and integrating them into your marketing process in the most impactful ways.

Freelancer and Agency Relations

As content demands continue to evolve (and increase), your organization’s reliance on freelance talent and other external content vendors will grow as well. Organizations will need to cultivate their own “expert” content teams and networks, and it will be this person’s job to negotiate rates and responsibilities so that all members of your team are united in their work on behalf of your marketing program.

ROO (Return-on-Objective) Chief

This person will be responsible for ensuring that there is an ongoing return on marketing objectives, and for communicating to all teams why your business is developing content assets in the first place. Do you have an analytics person in your organization? If so, give them a raise and make sure they understand the core objectives behind your content marketing.

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