{"id":19419,"date":"2022-08-30T14:46:00","date_gmt":"2022-08-30T06:46:00","guid":{"rendered":"https:\/\/social-stand.com\/?p=19419"},"modified":"2026-09-29T17:29:03","modified_gmt":"2026-09-29T09:29:03","slug":"metaverse-marketing-strategy-social-interaction","status":"publish","type":"post","link":"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/","title":{"rendered":"\u5143\u5b87\u5b99\u884c\u92b7\u7b56\u7565\uff1a\u8a2d\u8a08\u6709\u610f\u7fa9\u7684\u793e\u7fa4\u4e92\u52d5"},"content":{"rendered":"<p>The metaverse conversation has matured since 2022, but the core marketing question remains useful: <strong>how should brands design meaningful social interaction in immersive environments?<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">\u76ee\u9304<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u5207\u63db\u76ee\u9304\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">\u5207\u63db<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#What_the_Cyberport_DELF_panel_explored\" >What the Cyberport DELF panel explored<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#The_business_problem\" >The business problem<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#A_four-part_immersive_engagement_framework\" >A four-part immersive engagement framework<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#1_Begin_with_a_social_job\" >1. Begin with a social job<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#2_Design_participation_not_observation\" >2. Design participation, not observation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#3_Connect_identity_and_safety\" >3. Connect identity and safety<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#4_Link_the_experience_to_business_value\" >4. Link the experience to business value<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#What_marketers_can_apply_now\" >What marketers can apply now<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#Decision_checklist\" >Decision checklist<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#Frequently_asked_questions\" >\u5e38\u898b\u554f\u984c\u89e3\u7b54<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#Does_every_brand_need_a_metaverse_strategy\" >Does every brand need a metaverse strategy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/social-stand.com\/zh\/metaverse-marketing-strategy-social-interaction\/#What_is_the_most_important_success_factor\" >What is the most important success factor?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_the_Cyberport_DELF_panel_explored\"><\/span>What the Cyberport DELF panel explored<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>At Cyberport&#8217;s Digital Entertainment Leadership Forum, <a href=\"https:\/\/social-stand.com\/zh\/\">Social Stand<\/a> founder Dr Bernie Wong moderated a discussion with Meta on social interaction and engagement in the metaverse. The event provided context; the strategic value lies in distinguishing novelty from a genuine customer experience.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_business_problem\"><\/span>The business problem<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Brands can spend heavily on virtual experiences that generate attention but no lasting relationship. A defensible immersive strategy needs a clear audience role, social reason to return and connection to the wider customer journey.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_four-part_immersive_engagement_framework\"><\/span>A four-part immersive engagement framework<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Begin_with_a_social_job\"><\/span>1. Begin with a social job<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Decide whether people are there to meet, collaborate, learn, compete, create or celebrate. Technology should support that behaviour.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Design_participation_not_observation\"><\/span>2. Design participation, not observation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Give visitors meaningful choices, shared goals and opportunities to contribute. A three-dimensional advertisement is not a community.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Connect_identity_and_safety\"><\/span>3. Connect identity and safety<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Set expectations for moderation, consent, accessibility, privacy and age-appropriate experiences before launch.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Link_the_experience_to_business_value\"><\/span>4. Link the experience to business value<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Measure repeat participation, quality interactions, community growth, lead actions and retention\u2014not only visits or media coverage.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_marketers_can_apply_now\"><\/span>What marketers can apply now<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The lesson extends beyond virtual worlds. Live streams, gaming communities, creator spaces and member platforms all perform better when teams design for interaction and belonging. Social Stand translates that principle into audience research, experience design, content roles and a measurement plan.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Decision_checklist\"><\/span>Decision checklist<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>What can participants do together that they cannot do in a standard feed?<\/li>\n<li>Why would they return?<\/li>\n<li>How will moderation and privacy work?<\/li>\n<li>Which commercial or relationship outcome justifies the investment?<\/li>\n<\/ul>\n<p>\u770b <a href=\"https:\/\/berniewong.net\/cyberport-delf-meta-metaverse-social-interaction-2022\/\">\u4f2f\u5c3c\u00b7\u738b\u535a\u58eb\u7684\u539f\u59cb\u8a02\u5a5a\u4fe1<\/a> \u4e26\u63a2\u7d22 <a href=\"https:\/\/social-stand.com\/zh\/ai-digital-marketing-resources-hong-kong-asia\/\">Social Stand digital marketing resource hub<\/a>.<\/p>\n<p>If you are evaluating immersive, community or emerging-platform marketing, <a href=\"https:\/\/social-stand.com\/zh\/corporate-training-hong-kong\/\">talk to Social Stand about strategy and corporate training<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>\u5e38\u898b\u554f\u984c\u89e3\u7b54<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Does_every_brand_need_a_metaverse_strategy\"><\/span>Does every brand need a metaverse strategy?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>No. Invest only when an immersive or community environment solves a real audience problem better than simpler channels.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_the_most_important_success_factor\"><\/span>What is the most important success factor?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A clear reason for people to interact with one another. Social value must be designed, not assumed.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u6839\u64da Social Stand \u5275\u8fa6\u4eba Bernie Wong \u535a\u58eb\u5728\u6578\u78bc\u6e2f DELF \u5c0f\u7d44\u8a0e\u8ad6 Meta \u7684\u5be6\u7528\u5143\u5b87\u5b99\u884c\u92b7\u7b56\u7565\u6846\u67b6\u3002.<\/p>","protected":false},"author":9,"featured_media":20685,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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