On-site Workshop · Accra

Social Media Capability Building Workshop 社媒能力建设专项培训

A 4-day hands-on workshop covering 4 core areas: account setup, content sourcing, product-focused video design, and livestream fundamentals.

4 天实操培训,覆盖 4 个核心模块:账号搭建、优质内容筛选、产品向视频设计、直播基础原理。

Date
Nov 2 – 5 (Mon–Thu)
Format
Hands-on Workshop
Location
Swiss Group Showroom
Language
English
4
Pre-Workshop Preparation 会前准备 · 工作量不大,把时间和器材准备好就行
A few things to help the workshop run smoothly.

The most important ones are: free up your team's schedule for the 4 days, and bring the gear you use for filming every day. We'll handle the rest — scripts, reference videos, templates are all prepared on our side.

最重要的两件事:团队 4 天时间尽量留出来 + 日常拍摄用的器材带齐。脚本、参考视频、模板我们这边全部带好。

1
Time Commitment 时间预留
  • 1
    Please reserve all 4 days (Nov 2–5) for your social media team. Hands-on workshop — being there matters more than anything else.
    建议社媒相关同学全程 4 天(Nov 2–5)都在场 —— 实操培训,到场最重要。
  • 2
    Management / decision-maker presence on Day 1 morning and Day 4 afternoon is appreciated.
    管理层/决策人 Day 1 上午(开场对齐)和 Day 4 下午(结营)建议到场。
  • 3
    The entire workshop will be recorded — available for review afterwards.
    全程录制方便回看。
2
Equipment to Bring 器材准备 · 日常拍摄用的就行
  • 1
    Your daily filming gear: phone(s), mic (if any), tripod (if any). Camera/gimbal optional — phone is enough.
    日常拍摄用的器材:手机、麦克风、三脚架。相机/稳定器可选,手机就够。
  • 2
    Phones with all social accounts logged in (IG / TikTok / FB / YouTube).
    所有社媒账号都登录好的手机。
    Important · 关键
  • 3
    1–2 hero cars ready in the showroom (washed please) — needed for filming on Day 3.
    展厅里 1–2 辆主推车型(建议提前洗一下),Day 3 拍摄要用。
  • 4
    Quick internet check at the showroom before Day 4 — livestream practice needs stable speed.
    Day 4 前测一下展厅网络 —— 直播演练需要稳定带宽。
    A mobile hotspot never hurts · 移动热点备一份
★
Reference Cases We'll Break Down Together 培训现场会一起拆解的两个标杆案例 · 可点击直接打开

We'll walk through these two South African accounts on Day 2 — one shows how a single person becomes the face of a brand, the other shows how a slogan can make you memorable. Both are Sub-Saharan Africa-based, so the audience and constraints are very similar to Ghana.

Day 2 我们会逐帧拆解这两个南非账号 —— 一个讲"销售员如何成为品牌门面",一个讲"一句 slogan 怎么让你被记住"。都是撒哈拉以南非洲市场,受众和约束跟加纳高度相似。

CASE 01 · SALES PERSON IP
🇿🇦 South Africa · Johannesburg
@kumbiraim — Kumbi-M on Cars
TikTok 89.4K followers · 554 videos · Journalist turned car creator
A single person building trust as the face of automotive content. Kumbirai is a car journalist, not a salesperson — but he proves that in Africa, people follow people, not dealership logos. His videos mix honest reviews, practical buying advice, and real test drives. No fancy studio, no scripted acting — just one guy, a phone, and a perspective audiences trust.
一个人撑起整个汽车内容矩阵。Kumbirai 是汽车记者而非销售员 —— 但他证明了在非洲市场,人跟的是人,不是车行 Logo。内容以诚实评测、实用购车建议、真实试驾为主。没有豪华工作室,没有剧本表演 —— 只有一个人、一部手机、和观众信任的观点。
What We'll Break Down · 现场拆解重点
  • How he became the face — no brand approval workflow, just consistent posting 怎么一个人就成了品牌门面 —— 没有品牌审批流程,就是持续发
  • Video structure — hook in first 3 seconds → honest take → call to action 视频结构 —— 前 3 秒钩子 → 诚实观点 → 引导动作
  • Why 89K people trust him — disclosure + specific details + no hard sell 为什么 8.9 万人信他 —— 说清楚来源 + 给具体细节 + 不硬广
  • Borrowable for Swiss Group — Jason or any team member can be the face, starting next week Swiss Group 可以直接抄 —— Jason 或任何一个团队成员就能当门面,下周就能开始
CASE 02 · SLOGAN & POSITIONING
🇿🇦 South Africa · Cape Town Seapoint
@dill_de_vill — "Making cars cool in Seapoint"
TikTok 32.7K followers · 496 videos · 6.71% engagement (car industry avg: 4.5%)
A Cape Town car account that tied every single video to one simple, sticky slogan: "Making cars cool in Seapoint". Seapoint is a famous cool neighborhood — the slogan borrows its vibe and makes the account instantly memorable. High engagement (6.71% vs industry 4.5%) proves people comment and share because they know exactly what this account stands for.
开普敦一个汽车账号,把每条视频都绑在一句简单好记的 slogan 上:"在 Seapoint 让汽车变酷"。Seapoint 是开普敦著名的潮流街区 —— 这句 slogan 借了街区的潮味,让账号一秒记住。互动率 6.71%(行业平均 4.5%)说明观众爱评论爱转发,因为他们明确知道这个账号在说什么。
What We'll Break Down · 现场拆解重点
  • One slogan, every video — how repetition builds recognition fast 每条视频都说同一句 slogan —— 重复如何快速建立认知
  • "Seapoint" as a positioning shortcut — borrow a local vibe instead of inventing one "Seapoint" 作为定位捷径 —— 借本地已有调性,不用自己造
  • What Swiss Group's slogan could be — we'll brainstorm 3 options on Day 2 Swiss Group 可以用什么 slogan —— Day 2 现场脑暴 3 个方向
  • Why it works for Ghana — tie Swiss Group to Accra's most trusted car neighborhood 为什么适合加纳 —— 把 Swiss Group 绑在阿克拉最有信任度的汽车街区
1
What Your Team Will Take Away 4 天培训结束,你们会带走什么

All deliverables are co-created during the workshop — ready to use back at work.

所有成果均在培训现场共创完成,回去即可直接投入使用。

🎯
Accounts Fully Set Up 账号全部搭建完成
Both official brand accounts and owner's personal IP accounts configured on IG, TikTok, FB & YouTube.
官方品牌号 + 老板个人 IP 号,四个平台全部配置好。
🔍
Content Sourcing Method + Reference Library 选题筛选方法 + 参考库
Clear logic for selecting winning content, plus a curated library of Ghana & West Africa automotive references.
筛选优质内容的清晰逻辑 + 加纳 & 西非汽车类参考库。
🎬
2 Product Videos Ready to Post 2 条产品向视频成片
Filmed & edited on-site — we bring proven scripts, we adapt them together to your cars.
现场拍 + 剪 —— 我们带好成熟脚本,一起改成你们的车型。
📅
30-Day Content Calendar 30 天内容日历
Weekly themes + platform allocation + owners — your team just executes.
每周主题 + 平台分配 + 负责人,回去按表执行。
📡
Livestream Fundamentals 直播基础原理
How livestream works on your platforms, what you need to start, basic car-selling structure.
各平台直播原理、起步设备清单、基础卖车直播结构。
🎥
Workshop Recording 全程录制方便回看
Entire 4 days recorded — review anytime, share with anyone who couldn't attend.
4 天全程录制,随时回看,转发给没到场的同事也行。
2
4 Core Training Modules 4 个核心模块 · 实用优先,聚焦加纳本地

Lean, practical — we focus on what works locally, not generic best practices.

精简实用,聚焦加纳本地能跑通的东西。

1
Account Setup & Optimization
账号搭建与基础优化 · 官方号 + 个人 IP 号
▾
What we cover · 内容
  • Official brand accounts vs. owner's personal IP accounts — what each is for, why dealers need both
  • Usernames, bios, profile pictures that search well on IG / TikTok / FB / YouTube
  • Highlights, link-in-bio setup (Linktree or direct)
  • First 3 posts: what, when, which platform first — templates ready to use
  • 官方品牌号 vs 老板个人 IP 号 — 各自定位、为什么经销商两个都要有
  • 用户名 / 简介 / 头像怎么写才能被搜到
  • 精选故事 + 外链配置
  • 首批 3 条 post:发什么、什么时候发、哪个平台先发 —— 我们带好模板
2
Content Sourcing & Reference Deep Dive
优质内容筛选逻辑 + 现场案例拆解
▾
Case Deep Dive · 现场一起拆解这些视频

We'll open each of these live on screen in the workshop and break down: hook, structure, why it works for Ghanaian car buyers.

培训现场我们会在大屏上逐条打开这些视频,拆解它的钩子、结构、为什么对加纳购车者有效。

  • @kumbiraim (South Africa, 89K) — one person, one phone, 554 videos → how he became the face
  • @dill_de_vill (South Africa, 32.7K) — one slogan, every video → how positioning sticks
Logic · 内容逻辑
  • How local Ghana & West Africa car content differs from US / EU examples
  • "Signal vs. Noise" — telling a copyable template from a one-off viral
  • 3 content pillars that work for car dealerships locally
  • How often to post on each platform (realistic, not intimidating)
  • 加纳 & 西非本地汽车内容和欧美有什么不一样
  • 信号 vs 噪音:能抄的模板 vs 偶然爆款怎么分
  • 本地适合经销商的 3 个内容支柱
  • 每个平台发多少合适(给务实的建议,不给压力)
3
Product-Focused Video Design & Filming
产品向视频设计 + 拍摄实操
▾
Reverse-Engineering Approach · 反向拆解法

We bring 2 finished product videos and break down the script logic frame by frame — so you understand why each line works, not just what to write.

我们带好 2 条完整的产品向视频,逐帧拆脚本逻辑 —— 你懂"为什么"这句有效,而不只是"写什么"。

Templates & Filming · 模板 + 拍摄
  • 3 proven templates: 3-Reasons Walkaround, Hook-First Problem Solver, Customer Testimonial
  • Phone filming tips — framing, angles, natural light. No fancy gear needed.
  • CapCut (phone) essentials: captions, BGM, covers, transitions
  • 2 finished, ready-to-post videos — filmed & edited on-site with your cars
  • 3 个成熟模板:3 理由车型走拍 / 钩子先抛问题解决 / 客户证言
  • 手机拍摄技巧:构图、机位、自然光,不用专业设备
  • CapCut 手机版常用功能:字幕、BGM、封面、转场
  • 2 条可直接发布的成片 —— 现场用你们的车拍 + 剪
4
Livestream Fundamentals
直播基础原理介绍
▾
What we cover · 内容
  • IG vs FB vs TikTok livestream — which performs better in Ghana
  • Equipment checklist (minimal — phone + stable internet is enough to start)
  • Basic car-selling stream structure: opening → showcase → engage → capture leads → close
  • Simulated practice run with real feedback
  • IG / FB / TikTok 直播在加纳各自的表现
  • 设备清单(够用就行 —— 手机 + 稳定网络就能起步)
  • 基础卖车直播结构:开场 → 展示 → 互动 → 留资 → 收尾
  • 模拟演练 + 实操反馈
3
4-Day Agenda · Mon 2 – Thu 5 Nov 4 天培训安排 · 每天分上下两个时段,按现场进度灵活调整

Each day splits into morning + afternoon. Timing adapts based on how the team picks up.

每天分上午 + 下午两个时段,具体节奏根据团队接受程度灵活调整。

D1
Day 1 · Nov 2 (Mon) — Kickoff + Accounts Fully Set Up
周一 · 开场 + 账号搭建(Module 1)
▾
Morning
Kickoff — show local Ghana car videos, talk about why these work. Then Module 1: official brand accounts + owner's personal IP accounts across all 4 platforms.
开场破冰 —— 先放加纳本地汽车视频,一起聊为什么这些能火。然后进入 Module 1:4 个平台的官方品牌号 + 老板个人 IP 号。
  • Showcase local Ghana references, reverse-engage
  • Official vs. personal IP — why dealers need both
  • Hands-on: create / convert to business accounts right now
Afternoon
Finish account setup (bios, links, highlights). Publish first 3 posts on IG + TikTok.
完成账号配置(简介、外链、精选故事),然后在 IG + TikTok 发布首批 3 条 post。
  • Bio writing framework + keyword research
  • First 3 posts — templates ready, no creative brainstorming needed
  • Day 1 output: accounts fully live with first 3 posts published
D2
Day 2 · Nov 3 (Tue) — Content Sourcing + Reference Deep Dive
周二 · 优质内容筛选逻辑(Module 2)+ 现场案例拆解
▾
Morning · Case Deep Dive · 案例拆解
Open each reference live on screen. Break down hook, structure, why it works for Ghanaian car buyers. Signal vs. Noise — tell a copyable template from a one-off viral.
大屏逐条打开参考视频,拆解钩子、结构、为什么对加纳购车者有效。信号 vs 噪音:能抄的模板 vs 偶然爆款怎么分。
Afternoon · Pillars + Calendar · 支柱 + 日历
Define 3 content pillars for Swiss Group. Formats that work per platform. Build the 30-day content calendar together.
一起定 Swiss Group 的 3 个内容支柱。每个平台适合什么形式。一起排 30 天内容日历。
  • 3 content pillars tailored to Ghanaian car buyers
  • Which formats to prioritize where
  • 30-day calendar framework — themes + owners + platforms
D3
Day 3 · Nov 4 (Wed) — Product Video Design + Filming
周三 · 产品向视频设计 + 拍摄(Module 3 上半)
▾
Morning · Reverse-Engineer · 反向拆解
Module 3 starts — we show 2 finished product videos, break down script logic frame by frame. Adapt the scripts to your hero cars and brand voice.
Module 3 开始 —— 给你看 2 条完整产品向视频,逐帧拆脚本逻辑。一起改成你们的主推车型和品牌语气。
  • Reverse-engineer 2 finished product videos (we bring these)
  • Why these scripts work: hook / body / CTA breakdown
  • 3 proven script templates you can adapt in 10 minutes
  • Adapt scripts to your 1–2 hero cars, quick storyboard
Afternoon · Film Day · 拍摄日
FILM. Phone filming quick tips, then shoot both scripts in the showroom and nearby location. All on phones.
正式开拍。先过手机拍摄技巧,然后展厅内 + 附近外景把两条脚本全部拍完。
  • Phone filming quick tips (5 min)
  • Shoot Script 1 (showroom interior)
  • Shoot Script 2 (exterior + location)
D4
Day 4 · Nov 5 (Thu) — Editing + Livestream + Wrap-Up
周四 · 剪辑(Module 3 下半)+ 直播基础(Module 4)+ 结营
▾
Morning · Edit Day · 剪辑日
EDIT DAY. CapCut (phone) essentials — captions, BGM, covers, transitions. Edit both scripts into ready-to-post videos. Group review + polish.
剪辑。手机 CapCut 基础:字幕 / BGM / 封面 / 转场。两条脚本剪成可直接发布的成片。集体评审 + 打磨。
  • CapCut (phone) essential controls
  • Edit both scripts into finished videos
  • Group review + polish
  • Output: 2 finished, ready-to-post videos
Afternoon · Livestream + Wrap-Up · 直播 + 结营
Module 4 — livestream basics across IG / FB / TikTok, equipment checklist, basic structure. Simulated practice run. Wrap-up: output check + next steps alignment.
Module 4 —— 三个平台直播差异、设备清单、基础结构。模拟演练。结营:交付物清点 + 下一步对齐。
  • Livestream on IG vs FB vs TikTok in Ghana
  • Equipment checklist (minimal)
  • Basic car-selling stream structure
  • Simulated livestream walkthrough + feedback
  • Full output check + wrap-up alignment