Social Media Capability Building Workshop

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 items to help the workshop run smoothly. The most important ones: free up your team's schedule for all 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。

Category · 类别	What to Do · 内容	Priority · 重要度	Timing · 时间
📅 Time Commitment 时间预留	Reserve all 4 days (Nov 2–5) for your social media team — hands-on workshop, being there matters. 社媒相关同学全程 4 天都在场 —— 实操培训，到场最重要。	Must	Before
📋 Management Presence 管理层	Decision-maker present on Day 1 morning (alignment) and Day 4 afternoon (wrap-up). 管理层/决策人 Day 1 上午（对齐）和 Day 4 下午（结营）建议到场。	Nice	On-site
🎥 Equipment 日常器材	Phone(s) + mic + tripod — your daily filming gear. Camera/gimbal optional, phone is enough. 手机 + 麦克风 + 三脚架（日常拍视频用的就行）。相机稳定器可选。	Must	Bring
📱 Accounts Ready 账号登录	Phones with IG / TikTok / FB / YouTube all logged in. 所有社媒账号都登录好的手机。	Must	Bring
🚗 Hero Cars 主推车型	1–2 washed hero cars in the showroom — Day 3 filming. 展厅里 1–2 辆主推车型（建议提前洗一下），Day 3 拍摄要用。	Must	On-site
📶 Internet Check 网络确认	Verify showroom internet before Day 4 — livestream practice needs stable speed. Mobile hotspot as backup. Day 4 前测展厅网络 —— 直播演练需要稳定带宽。移动热点备一份。	Nice	Before
📼 Recording 全程录制	The entire workshop will be recorded — available for review afterwards. 全程录制方便回看。	Info	—

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Reference Cases We'll Break Down Together 培训现场会一起拆解的四个标杆案例 · 可点击直接打开

We'll walk through these four accounts on Day 2 — two on building a salesperson as the face of a brand, two on positioning and format. All are Africa / Middle East-based, so the audience and constraints are very similar to Ghana.

Day 2 我们会逐帧拆解这四个账号 —— 两个讲"销售员如何成为品牌门面"，两个讲"定位和视频形式"。都是非洲/中东市场，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。

▶ Open TikTok Profile 🌐 Website

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。

▶ Open TikTok Profile

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

CASE 03 · REGIONAL LUXURY DEALER

🇱🇧 Lebanon · Beirut

@roxmotor.lb — ROX Motors Lebanon

Instagram Focus · Luxury EV Brand · ROX 01 Sedan + ROX ADAMAS SUV

ROX is a Middle Eastern luxury electric car brand (not a dealership — a car manufacturer) with showrooms across Lebanon, Bahrain, Russia, and the UAE. Their Instagram mixes showroom reels, car feature deep-dives, and lifestyle content tied to Lebanese luxury spaces (Beirut waterfront, high-end malls). Critical for Swiss Group: this is what a brand account looks like when done right — watch how they balance product with scene-setting.

ROX 是中东豪华电动车品牌（不是经销商 —— 是整车厂），在黎巴嫩、巴林、俄罗斯、阿联酋都有展厅。Instagram 内容以展厅实拍、车型深度讲解、结合黎巴嫩高端场景（贝鲁特海滨、高档商场）的 lifestyle 内容为主。对 Swiss Group 的价值：看一个品牌账号怎么平衡产品信息和场景设定。

▶ Open Instagram

What We'll Break Down · 现场拆解重点

Brand vs. dealership content — how ROX posts differ from a dealer account 品牌号 vs 经销商号的内容差异 —— ROX 怎么发 vs 经销商怎么发
Showroom as content — filming car features in their own showroom, no location scouting 展厅即内容 —— 就在自己展厅里拍车型讲解，不用出外景
Lebanon → Ghana parallel — luxury segment, English + Arabic mix, high-net-worth audience 黎巴嫩 → 加纳对照 —— 豪华细分、英阿双语、高净值受众
Can Swiss Group repost ROX content? — cross-brand sharing for credibility Swiss Group 可以转发 ROX 内容吗？ —— 跨品牌转发建立信任

CASE 04 · VIRAL SHORT PATTERN

🌍 Cross-Market · TikTok

Viral TikTok Format — The Pattern That Works

Short-form TikTok / Reels · Hook-first structure · Under 30 seconds

A template every car account in Africa is using right now: open with a visual hook (side profile of a car, price tag close-up), cut to 2-3 quick angles, end with a clear call to action. Works because TikTok's algorithm rewards fast-pacing videos that hold attention for 10+ seconds.

非洲汽车账号通用的爆款模板：视觉钩子开场（汽车侧影、价格标签特写），快速切 2-3 个角度，结尾明确引导动作。TikTok 算法奖励能留住用户 10 秒以上的快节奏视频。

▶ Open Reference Video

What We'll Break Down · 现场拆解重点

Hook within first 1 second — what makes someone stop scrolling 第一秒就出钩子 —— 什么让刷到的人停下来
3-shot formula — wide shot → detail → price/spec 三镜头公式 —— 全景 → 细节 → 价格/参数
Under 30 seconds, always — TikTok algorithm sweet spot 永远不超 30 秒 —— TikTok 算法最佳时长
Swiss Group can film this tomorrow — no script, one phone Swiss Group 明天就能拍 —— 不用脚本，一部手机

Course Map & Deliverables 课程地图 · 成果清单

How the 4 days will flow — and what you'll take home at the end.

4 天怎么走 —— 以及结束时你们会拿到什么。

Course Roadmap · 教学主线

Part 1 · Opening → Part 2 · Current State → Part 3 · Benchmark Cases → Part 4 · Diagnosis → Parts 5–8 · 4 Methods → Part 9 · Wrap-up

Case-driven — every method module answers a specific gap found in Parts 2 & 4.
案例驱动 — 每个方法模块都回应 Part 2 & 4 发现的具体问题。

🎯

Account Positioning Card账号定位卡

Target persona, content pillars, tone of voice — written and aligned.

✍️

2 Polished Scripts2 条打磨脚本

1 car showcase + 1 talking-head / brand story.

🎬

1–2 Finished Videos1-2 条成片

Filmed and edited on-site — ready to post.

📺

Livestream Rehearsal直播演练 1 场

Full run-through with Q&A and lead capture practice.

📅

30-Day Content Calendar30 天内容日历

Weekly themes, formats, and posting schedule.

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Case Breakdown Template案例拆解模板

6-layer table — use it to reverse-engineer any content.

Teaching Roadmap · 教学大纲 9 Part 完整主线，每个方法都回应你们自己的账号问题

Part 2 · Current State Audit 现状摸底 · 我们现在的账号是什么情况

We start with where you are — no theory before we've looked at your actual accounts.

Team & Workflow Interview — who does what; idea → publish pipeline; who's on camera, who films, who posts团队分工访谈 —— 想法到发布走什么流程；谁出镜、谁拍、谁发
3-Account Inventory — TikTok / IG / FB fan count, 30-day posts, content types, views / engagement / DMs三账号盘点 —— 粉丝、近 30 天条数、内容类型、播放/互动/咨询
Quick Pain-Point Survey — each person writes one social media headache; we'll address every one by Part 8破冰小调查 —— 每人写一个最头疼的社媒问题，后续逐条回应

Part 4 · Benchmark Diagnosis 对照诊断 · 拿我们的账号跟案例比

After breaking down cases, we compare: how does Swiss Group measure up? What to fix first?

Account-Level Gap Analysis — positioning, bio, avatar, highlights, content pillars vs. case accounts账号层对比 —— 定位、简介、头像、置顶、内容支柱逐项对照
Content-Level Gap Analysis — apply the 6-layer breakdown to 3–5 of your own recent videos内容层对比 —— 用六层拆解模板拆你们自己 3-5 条视频
Priority Action List — what's working (keep) + problems to fix, sorted by urgency诊断总表 —— 做得好的 + 要改的问题，按优先级排序

Part 5 · Account Setup Method 方法模块一 · 账号搭建方法

Answers the gaps found in Part 4 account-level diagnosis.

Target Persona — Accra East Legon / Cantonments / Airport Residential high-net-worth car buyers, decision path目标人群画像 —— 阿克拉高净值购车人群 + 决策路径
Account Positioning — persona → tone of voice → 3–4 content pillars for Swiss Group账号定位 —— 人设 → 口吻 → 3-4 个内容支柱
Homepage Spec — avatar, name, bio, background, pinned video standards; ROX brand VI主页搭建规范 —— 头像/昵称/简介/背景/置顶 + ROX 品牌 VI
Setup Checklist — business account switch, analytics on, profile consistency, account security账号基础设置 —— 商业号切换、数据分析入口、资料一致性、安全
Output → Account positioning card + updated homepage live on your accounts产出 → 账号定位卡 + 更新后的主页

Part 6 · Content Sourcing Logic 方法模块二 · 优质内容参考筛选逻辑

How to build a sustainable reference library — not just copying, but learning to spot what works.

Where to Find Reference — TikTok / IG keyword search, same-brand accounts, Africa / West Africa car content pool, local trends去哪找参考 —— 关键词搜索、同类品牌、非洲汽车内容池、本地热门话题
4-Part Filter — relevance / imitability / local fit / brand consistency筛选四标准 —— 相关性/可模仿性/本地适配/品牌一致性
Daily Inbox Method — how to save, tag, and fill in the 6-layer breakdown table when you see something good日常入库 —— 看到好内容怎么存、怎么打标签、怎么填拆解表
Output → Shared team reference library with 10 benchmark entries each产出 → 团队共用参考库，每人 10 条入库

Part 7 · Product-Focused Video Design 方法模块三 · 产品向视频设计方法

Topic → Script → Film → Edit — the full production pipeline, demoed in one day.

7A · Topic Sourcing 选题

Topic funnel: model benefits / user pain points / local scenes / hot trends选题漏斗 —— 车型卖点/用户痛点/本地场景/热点趋势
Translate specs → user benefits (not "300HP" but "passes every truck on the highway")卖点转用户利益点
Small-scale format test: same topic, different formats, 7-day data check内容形式测试 —— 同一主题不同形式，7 天看数据

7B · Script Writing 脚本

3 templates: talking-head / car showcase / skit — each with structure & use case三类脚本模板 —— 口播/车型展示/剧情
Reverse-engineer Part 3 benchmark video into script first — no blank-page anxiety先把 Part 3 案例视频还原成脚本 —— 不要求客户先会写
Script review checklist: hook clear? info legible? CTA at end?脚本评审标准 —— 钩子/信息/结尾引导

7C · Filming 拍摄

Lighting: panel / COB / stand setup — fix showroom lighting issues灯光 —— 平板灯/COB/灯架，解决展厅光线问题
Composition & angles: exterior / interior / detail close-ups, basic camera moves构图与机位 —— 车外/车内/细节特写，基础运镜
On-camera delivery: Jason's on-camera state, talking-head rhythm出镜与表达 —— 出镜状态、口播节奏

7D · Editing (CapCut) 剪辑

CapCut workflow: import → rough cut → fast cuts & beat syncCapCut 基础流程
Subtitles / cover / title / transitions / BGM — brand-compliant range字幕/封面/标题/转场/BGM —— 品牌规范与可用范围
Final check list: pace, clarity, brand placement, duration, publish specs成片检查清单 —— 节奏、清晰度、品牌露出、时长、发布规格

🎯 Hands-On 现场实操

Draft 2 scripts as a group (1 showcase + 1 talking-head / brand story)集体写 2 条脚本（1 车型展示 + 1 口播/品牌）
Film footage in showroom / on location展厅 + 外景实拍
Edit 1–2 finished videos, review together剪成 1-2 条成片，集体点评
Output → 2 polished scripts + 1–2 finished videos产出 → 2 条脚本 + 1-2 条成片

Part 8 · Livestream Basics 方法模块四 · 直播基础原理

Livestream in Ghana: where it fits in your lead-gen pipeline, and how to run one reliably.

Why Livestream — position in the customer journey; formats that work in Ghana (showroom walk / Q&A / event)直播获客位置 + 适合加纳的形式
Pre-Stream Checklist — goal, theme, duration, team roles (host / moderator / lead tracker)直播策划 —— 目标/主题/时长/分工
Script & Talk Tracks — open → car walk → interaction → Q&A → lead capture CTA脚本结构 —— 开场 → 讲车 → 互动 → 答疑 → 引导留资
Tech Prep — camera, lighting, network + backup plan, car materials ready准备清单 —— 机位/灯光/网络及备用方案/车型资料
Simulated Run — full livestream with mock audience questions & lead capture practice完整模拟演练 —— 含答疑、引导留资
Lead Handoff — video / live → DM / comment → sales follow-up → ROX Sales assistant线索承接 SOP —— 视频/直播 → 私信 → 销售跟进

Part 9 · After the Workshop 收尾 · 回去之后怎么持续做

Sustainability mechanisms — so progress doesn't stop on Day 4 afternoon.

30-Day Calendar — weekly themes + formats + frequency, built together30 天内容日历 —— 按支柱和选题库排期
Weekly Data Review — what to track, who collects, how to sync with HQ数据复盘机制 —— 每周看哪些数据、谁汇总、怎么跟总部同步
Ongoing Collaboration — scripts / footage / data group sync; ROX HQ support boundary后续协作约定 —— 群同步机制 + 总部支持边界
Open Q&A & Action Item Log — unaddressed questions logged with owner & deadline遗留问题登记 —— 未解决问题清单 + 责任人