地方文化營銷

每個地方都在找尋投資家、觀光客和新居民,有的還希望留學生到來留學,這是否有竅門呢?文化創意幫得上大忙。

  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo
  • photo

Comment

You need to be a member of Iconada.tv 愛墾 網 to add comments!

Join Iconada.tv 愛墾 網

Comment by 誰還記得北婆羅州? on April 11, 2021 at 11:13am


石黑一雄·等我到鳳凰城的時候

“來吧,嘉德納先生,我們開始吧。來唱〈等我到鳳凰城的時候〉。”


於是,我奏了一小段開場,沒有主奏,可以引出一首歌,也可以漸漸淡出。我試著讓它聽起來有點美國風情,傷心的路邊酒吧,寬闊無垠的高速公路。我猜我也正想著我的母親。我曾走入房里,看到她蜷縮在沙發上,呆望著專輯封面上的美國公路,或是坐在一臺美國車里的歌手。我的意思是,我試著讓我母親知道這旋律是從同個世界傳來的──她手中的專輯封面里的世界。

接著,當我都來得及回神前,或是來得及抓穩節奏前,嘉德納先生就唱了起來。搖搖晃晃,他站在小船上,讓我擔心他隨時都會失足。但他的聲音就像我記憶中的那樣──輕柔,近乎深沈沙啞,卻飽滿厚實,像是透過無形的麥克風傳散著。就像所有絕佳的美國歌手那樣,他的聲音里有股疲憊,甚至隱晦帶著猶豫,仿佛他不是個習慣敞開心房的男人。大師們都是這麽唱的。

滿是遊蕩和告別,我們走完了那首曲子。一位將要離開他女友的美國男子。當他在一段段歌詞里穿越一個個城鎮──鳳凰城、阿布奎基、奧克拉荷馬,馳上前方的漫漫長路──我母親從沒能這麽做。如果我們能那樣將一切拋諸腦後就好了──我想我母親也是這麽想的。如果能以那種方式哀傷的話。
(石黑一雄2009年作品《夜曲》(Nocturnes)の 抒情歌手 Crooner)

Comment by 誰還記得北婆羅州? on April 7, 2021 at 10:44pm
Comment by 誰還記得北婆羅州? on April 6, 2021 at 10:06pm


Why Keen Tham:Before you start creating video content, make sure you know these 3 terms!


Recently, a friend shared these terms with me, PGC and UGC and I stared at him blankly. Apparently, these terms are used regularly in the Chinese market, and it is time we start to understand what they mean. If anything, they provide a roadmap on how to plan your branding strategy.

First off in my research, I added an additional BGC to the mix, and these are acronyms to the following :-

BGC - Business Generated Content

PGC - Professionally Generated Content

UGC - User Generated Content.

With these, let me give quick examples and what they are used for.

Business Generated Content is the long game. In the west, BGC is also known as Content Marketing. Mainly, this is content created by your business and this tends to be a long game. This include videos that reside on your website and on your social media pages.

If your business is in car servicing and repairs, for example, you could create some videos with content like “Top 3 Habits to a Better Running Car” or “5 Simple Things You Can Do Before Sending Your Car in”.

With BGC, your customers will be looking for authenticity. Establish your brand personality and how you stand out from the rest of your competitors.

How do you create this content? Get your phones out, do some Insta Stories, create some quick Instagram videos, or even hold a live stream where you answer frequently asked questions! You may even hire professionals, but do remember to communicate what you are doing. There is a difference between BGC and PGC, and we will illustrate further later.

Professionally Generated Content are your advertisements, your sponsored documentaries and testimonial videos. These can be for lead generation, a video about your upcoming promotion, for example. These can also be for branding, just like Nike’s ads featuring Tiger Woods and LeBron James, for example.

Comment by 誰還記得北婆羅州? on April 6, 2021 at 10:05pm

With PGC, you are essentially able to craft what your brand is aspiring to. This is the professional front to your business, while BGC and UGC tends to ‘keep it real’. With a professional team handling production, you are able to craft a clearer message with a polished looking video for your audience.

That said, to have that kind of production value, you typically have to set aside a bigger budget and a lot more time for the entire production. Take your time with this, but get started early.

Of course, you would know what this is. This is a big one that has not really existed until social media was created. User Generated Content refers to videos created and shared by users on social media and online platforms that are supposed to be ‘fans’ to the brand.

UGC helps to create social proof. If the content feels genuine, your customers would trust your brand more.

So what can you do to create UGC? You can sponsor influencers to help with content creation. Therein lies the contradiction. Companies can, and do pay users to help them share positive content, hence the inverted commas placed around ‘fans’.

One thing to note when working with influencers is their personal branding. Do research on the influencers you want to engage to make sure that their branding and their voice is aligned with your brand’s image too. If an influencer is quirky and fun while your brand is serious and professional, it would not help your brand much to have that person represent your brand.

Another thing you can do to encourage UGC would be to run promotions and competitions. You could run promotions encouraging content from your customers and fans. Giveaways, and collaborations are just some of the formats you can run your campaign on.

So we hope these definitions work! It is time to figure a good mix of all 3 kinds of content that best suit your brand and your market. Do feel free to comment or drop me a message if you would like some ideas on how to start! (Published on August 16, 2019 by Why Keen Tham)

Comment by 誰還記得北婆羅州? on April 4, 2021 at 9:58pm


Professionally Generated Content (PGC)

Professionally Generated Content (PGC) is that content generated by the brand itself in order to let people know its brand and much more than they have to offer through images, videos, blog posts etc.

When compared to UGC, PGC not only ensures good quality content but also is equipped with good capabilities of commerce and operations. The PGC team can invest more time, energy and money in producing videos as they pay more attention to the quality content and the message being sent to the viewers and customers. They plan to be real and formal when it comes to promoting their brand, unlike UGC. PGC platforms usually attract a large number of viewers and customers because of offering the best of content and deals.


The content created professionally does justice to its name as it is very apt and aims to let viewers have complete information about their product or brand in such a manner that indeed involves them in knowing about it even more.

There is no worry of quality of content, the participation of fans as such or consumption of time like UGC as the brand themselves keeps a check on all of the above and thus performs accordingly.


The main issue with videos or content created by a professional production company is the perceived value given by high-quality content. PGC also holds a level of perfection when it comes to people working with the process as there’s a lot to research on and know about people’s interests and values and what they’d be looking for.

It takes efforts and hard work to create a platform that would attract customers and let the business flourish. Abiding the laws, keeping a factual check, interests of the viewers, participation percentage and a lot more is associated with PGC platform.


Though there are both pros and cons of UGC and PGC, we still wonder who’d be taking over the throne of Social Market and how would it be possible with time?


                                                                  (Photo Credit:https://www.linkedin.com/)

Comment by 誰還記得北婆羅州? on April 4, 2021 at 4:03pm


陳明發博士《PGC的文化仲介效能


這裏有兩張圖,發表於20208月頭的 https://www.dw.com


從中,我們可以洞察一件事:同樣面對冠病肆虐,從上圖,看見已經抗疫成功的中國,在去年7月間,位於中國北京市朝陽區三里屯商業區的蘋果手機店外大排長龍,等待購買剛上市的新型號蘋果手機 iPhone 11。下圖,在同時間的美國,人們大排長龍等待政府發下600元美金的每月失業救濟金。

這樣的景觀并無意比較兩個世界的現狀,只是要提醒自己,我們本身的社會正處於這二者之間的那一個點?如果有的選擇,我們想成為那張圖裏的人物,并實實在在做點什麼?


面對疫情,中國各地採取了什麼實際行動,以保全他們的經濟活力?文化産業特色小鎮提供了那些疫後振興的衝力?專業生產內容(PGC)提供了什麼文化仲介效能(03.08.2020 Keyword: COVID-19, insolvencies, stimulus measures, growth)  

Comment by 誰還記得北婆羅州? on March 23, 2021 at 10:57am


陳明發《從文化研究出發投進疫後振興》


根據聯合國世界旅遊組織2021128日所發佈的數據顯示,新冠疫情導致全球旅遊人數大幅減少,2020年全球旅遊業收入損失1.3萬億美元,成為“旅遊業歷史上最糟糕年份”。所損失的收入是2009年受金融危機影響所損失的“11倍多”,1億至1.2億個與旅遊業直接相關的工作面臨風險。

回顧2019年及之前的連續8年,旅遊業所取得的GDP成長,一直大於全球整體的GDP成長。每十份工作中,就有一份與旅遊業有關。實際上,在過去十年,全球所創造出來的新就業機會,五分之一落在旅遊業。它是最大的經濟領域,不止關係到服務業,也帶動了國家的出口貿易與民生福祉。


但是,在我們繼續看好觀光業前景的同時,旅遊體驗需求越來越多元;越來越創新,這給業者帶來越來越艱巨的求變挑戰。


其中,文化旅遊是多元、創新最重要的大趨勢之一;怎樣把馬來西亞素來深感驕傲的豐饒文化資源,轉化成旅遊業者更上層樓的新動力?從文化研究出發,有何地方創生與文化創意的概念與技藝,把一個地方的文化旅遊潛能釋放出來?這會是我們社會疫後振興的一個大題目。
(23.3.2021)

平時出入泰國國際機場的旅人多如過江之鯽,在冠病疫情時期,冷清情景令人淚下。這是全球機場的共同命運。Police captain Nicha Nitinavakarn works at the Arrival Immigration Bureau in Suvarnabhumi Airport in Bangkok, Thailand. Photo: UN Women/Ploy Phutpheng UN Women/Ploy Phutpheng

Comment by 誰還記得北婆羅州? on March 16, 2021 at 11:24pm


文化的創始故事

每個孩子都想知道自己從哪來,每個文化也都有創始的故事來回答那些問題,給活在當中的人民道理和意義。(見邱于芸著 《故事與故鄉~創意城鄉的十二個原型》, 臺灣遠流出版社,2012年12月,22頁)

                                                                                Terunobu Fujimori Tetsu Teahouse

延續閱讀 》

地方文化營銷


愛墾慕課·在地篇

《愛墾鄉頻道》內容重點推薦

韵文化:鄉韻

韵文化:我求

敘事·創意

旅遊·把故事說好的快意

Comment by 誰還記得北婆羅州? on March 13, 2021 at 11:15am


發展三創及三生

由於區域民眾生活及在地經濟活動密切相關,政府聚焦地方產業、活絡地方經濟,創造自立自足的地域經濟,而推動在地特色產業發展的同時,更需要鼓勵中小企業能運用在地人才或素材、自然資源、傳統技藝、勞動力或其他特色,發展出具三創(創意、創新、創業)及三生(生產、生活、生態)的獨特性產品或差異化服務之在地產業;抑是具地方產業特色及經濟活動密切相關之生產、商業聚集區域及服務特色產業園區(試驗場域)。(蔡鳳凰/中華經濟研究院第三(臺灣經濟)研究所 分析師,《借鏡日本經驗發展我國地方特色產業》


延續閱讀 》

Countries With the Oldest Populations in the World

《高齡社會》

《借鏡日本地方創生經驗》

Comment by 誰還記得北婆羅州? on March 9, 2021 at 4:17pm


陳明發《青工培訓》

這篇《心裏欣賞說出來》(陳明發原創《文創意識 25》系列),記載了33年前的一場青運培訓課程。地點是在青運當時于森州波德申海濱所設立的培訓中心。

文中提到的“大露營”,是青運工作隊當年成功打造的一個品牌活動。曾幾何時,露營在旅遊產品多元化的今天,成為了新的體驗需求。我十余年前在意大利遊走一個月,其中在羅馬、威尼斯與翡冷翠(佛羅倫斯)都是住在營帳裏。

我從許多年後所得到的反饋獲悉,1980年代的青運培訓,幾乎是整個華社想辦培訓者的藍本,從大學、華團到其他的青年組織。青團運有位前領導告訴我,他們當時也在采用《終極為了關愛》做教材。這是上一代華族各領域青年工作者給予青運的一個肯定。(9.3.2012)

愛墾網 是文化創意人的窩;自2009年7月以來,一直在挺文化創意人和他們的創作、珍藏。As home to the cultural creative community, iconada.tv supports creators since July, 2009.

Videos

  • Add Videos
  • View All

Members