掌門精釀啤酒──FB社群行銷行不行?

Zhangmen Craft Brewery—Is FB Social Media OK?

掌門精釀啤酒成立於2014年，至今研發超過三百種以上不同風格的精釀啤酒，現場供應24種新鮮生啤酒。除了口味不斷創新，更致力於打造一個令人愉快放鬆的品飲環境，讓來自世界各國與台灣各地的朋友們，都能自在享用各式啤酒與餐點。2020年COVID 19 大流行，鎖國政策成為各國的應變措施，國外客人進不來，原本主打的目標客群頓時消失，接著政府的三級管制措施，取消餐廳內用政策，讓精釀啤酒就是要現場喝才過癮的優勢也不見了。
透過營運模式的調整，掌門精釀啤酒走過早期疫情的衝擊，而之後呢？罐裝啤酒包裝上市、開拓宅配外帶市場的可控性較高，企業內部執行即可。但是在社群媒體操作上，多半就多年累積下來的經驗來進行改善，比較缺乏系統性分析與優化作為。換言之，如何藉由臉書粉絲頁的經營來檢視目標市場輪廓？臉書粉絲頁成效如何評估？如何提升觸及次數與粉絲互動比例?如何將觸及人數與粉絲互動轉換為營收？這些都是待解的問題，臉書平台的粉絲頁操作能夠做到這些期待嗎？

Zhangmen Craft Brewery was established in 2014. More than 300 types of craft beers of different styles have been developed, and 24 kinds of fresh draft beers are available in bar restaurant. In addition to continuous innovation, Zhangmen Craft Brewery is committed to creating a pleasant and relaxing drinking environment, so that friends from all over the world and all over Taiwan can enjoy a variety of beers and meals. Due to the COVID 19 pandemic in 2020, the national lockdown policy has become a contingency measure for various countries. Foreign guests cannot enter, and the original target disappeared immediately. Nationwide level 3 alert ban on indoor dining, so that the advantage of drinking craft beer on the spot is also gone. However, Zhangmen Craft Brewery still have a flat performance.
Through the adjustment of the operating model, Zhangmen Craft Brewery has survived the impact of the early epidemic, and then? The canned beer packaging listed on the market, and the development of the home delivery market is highly controllable, and it also can be implemented within the company. However, most operation of social media is based on the experience accumulated over the years to improve, but there is a lack of systematic analysis and optimization. In other words, how to check target market profile through the operation of Facebook fan pages? How effective is Facebook fan page? How to increase the reach and interaction ratio? How to convert reach and interaction into sale revenue? These are all unanswered questions. Can the fan page operation of the Facebook platform achieve these expectations?