藝思塾 Yisi Shu Academy｜4堂課帶你搞懂 藝文社群經營 Mastering Cultural Community Management in 4 Sessions

廣藝基金會致力於台灣劇場藝術發展，透過鼓勵與推廣創作、結合科技與表演藝術、促進兩岸文化交流、人才發展，力挺表演團隊。而一部叫好叫座的經典演出需要製作、技術、行銷團隊合力完成。藝思塾以「培養敬業態度、獨立作業的『劇場千里馬』」為職志，打造充滿能量的人才資料庫，創造長久運營的表演藝術環境。

藝思塾過去曾以劇場行銷與數位行銷為題開設講座與課程，這一次，我們決定聚焦在每一位文化工作者都繞不開的關鍵能力——社群經營。

從團隊品牌到演員個人、從作品推廣到幕後設計師，現代創作者早已無法脫離社群平台的舞台。但當平台規則變動迅速、演算法難以捉摸，我們經常陷入：「這樣發對嗎？為什麼這篇貼文特別多人看？」的循環。

這堂課希望幫助你跳脫憑直覺經營的方式，從實務與邏輯出發，建立一套系統化的社群操作思維。內容涵蓋社群經營與策略思維、AI工具運用與社群內容素材規劃、藝文產業的社群行銷與數位廣告策略、藝文社群短影音實戰，用四堂精實課程帶你打通社群經營的關鍵脈絡。

本課程特別邀請三位橫跨實務與教學現場的專業講師，共同帶領你掌握社群經營的全貌。由具有18年行銷實戰經驗的「社群戰略操盤手」詹子慧老師擔任總導師，帶你從品牌定位出發，建立清晰的內容策略；短影音課程則由「影像敘事導演」王康子瑋老師授課，融合美感與敘事，讓你即使是初學者也能創作出有風格的影片；數位投放與數據分析部分，則由「數位行銷策略顧問」陳雅萱老師帶領，教你讀懂數字、精準投放，把內容推給對的人。

無論你是正在經營劇場品牌、文化團隊，還是身為自由創作者、行銷工作者，這門課都將是你重新整理思緒、升級社群力的起點。

Quanta Arts Foundation is dedicated to the development of theater arts in Taiwan. Through encouraging and promoting creative works, integrating technology with performing arts, fostering cross-strait cultural exchanges, and talent development, the foundation robustly supports performing arts groups. A successful and acclaimed performance requires the collaborative efforts of production, technical and marketing teams. Art Thinking Workshop aims to cultivate dedicated and independent “theater talents”, building a dynamic talent database and creating a sustainable performing arts environment.

Previously, the workshop has offered lectures and courses on theater and digital marketing. This time, we focus on a crucial skill for every cultural worker—community management.

From team branding to individual actors, from promoting works to backstage designers, modern creators can no longer detach from the stage of social media platforms. However, with rapidly changing platform rules and elusive algorithms, we often find ourselves questioning: “Is this the right way to post? Why did this particular post gain more views?”

This course aims to help you move beyond intuition-based management, starting from practical and logical perspectives to establish a systematic approach to community operations. The content covers community management and strategic thinking, AI tool applications and content planning, social media marketing and digital advertising strategies in the cultural industry, and hands-on experience with short-form videos for cultural communities. Through four intensive sessions, you’ll grasp the key aspects of community management.

We have invited three professional instructors with practical and teaching experience to guide you through comprehensive community management. With 18 years of marketing experience, “Community Strategy Expert” Ms Tzu-Hui Zhan will serve as the lead instructor, helping you establish clear content strategies from brand positioning. The short-form video course will be taught by “Visual Storytelling Director” Mr. Tzu-Wei Wang Kang, who will blend aesthetics and storytelling, enabling even beginners to create stylish videos. For digital advertising and data analysis, “Digital Marketing Strategy Consultant” Ms Ya-Hsuan Chen will teach you how to interpret data and target your content effectively.

Whether you’re managing a theater brand, a cultural team, or working as an independent creator or marketer, this course will help you reorganize your thoughts and enhance your community management skills.

課程特色 Course Features

1. 集結實戰導師 × 多元專業視角，帶來貼合文化與創作現場的社群行銷實務課。
2. 聚焦社群經營核心，從內容策略到影音素材、AI應用到數據成效，建立一套能操作、可優化的實戰流程。
3. 強化藝文品牌行銷力，創作與經營不再分離，讓你說好自己的故事、推廣對的受眾。

1. Combines practical instructors and diverse professional perspectives to provide community marketing practices tailored to the cultural and creative field.

2. Focuses on core aspects of community management, from content strategy to video materials, AI applications to data effectiveness, establishing a practical and optimizable workflow.

3. Enhances the marketing capabilities of cultural brands, integrating creation and management, enabling you to tell your story effectively and reach the right audience.

課程規劃 Course Schedule

日期 Date：6/24

課程規劃 Topic：

社群平台認識與社群品牌定位 Understanding Social Media Platforms and Brand Positioning

講師 Instructor：詹子慧 Tzu-Hui Zhan（獨立專案經理人 Independent Project Manager）

目標 Objective：了解各大社群平台特性，為自身打造品牌故事及社群定位 Understand the characteristics of major social media platforms and create brand stories and positioning

課程大綱 Outline：

• 社群平台經營趨勢（Facebook、Instagram、YouTube、Threads）
• 各平台受眾特性與適合內容類型
• 社群經營五大元素：5W1H
• 案例分享

• Trends in social media management (Facebook, Instagram, YouTube, Threads)

• Audience characteristics and suitable content types for each platform

• Five key elements of community management: 5W1H

• Case studies

課後練習 Assignment：

• 完成「個人或單位的社群品牌定位」
• 單月社群貼文排程規劃

• Complete “Personal or Organizational Community Brand Positioning”

• Plan a monthly social media content schedule

日期 Date：6/26

課程規劃 Topic：

AI運用及內容素材規劃 AI Applications and Content Planning

講師 Instructor：詹子慧 Tzu-Hui Zhan（獨立專案經理人 Independent Project Manager）

目標 Objective：學會用AI生成及規劃社群內容素材 Learn to use AI to generate and plan social media content

課程大綱 Outline：

• 介紹社群常用AI工具及運用
• 社群主題規劃及小編行事曆排程
• AI圖文生成練習

• Introduction to commonly used AI tools in social media

• Planning social media themes and editorial calendars

• AI-generated text and image exercises

課後練習 Assignment：

運用AI工具，完成一篇社群貼文（主題可自訂） Use AI tools to create a social media post (topic can be chosen freely)

日期 Date：7/1

課程規劃 Topic：

藝文產業的社群行銷與數位廣告策略 Social Media Marketing and Digital Advertising Strategies in the Cultural Industry

講師 Instructor：陳雅萱 Ya-Hsuan Chen（詮識數位股份有限公司 共同創辦人／策略發展總監 Co-founder and Strategy Development Director, OMNInsight）

目標 Objective：了解如何投放廣告策略與基礎數據判讀 Understand how to implement advertising strategies and interpret basic data

課程大綱 Outline：

本課程設計藝文產業相關的社群與廣告實務分享，聚焦於如何運用Meta社群演算法邏輯與優化社群和廣告策略，提升成效，並深入探討受眾精準設定與內容素材創建，協助學員以最小資源投入達到最佳曝光與轉換效果，課程主要著重於應用與優化技術的實作與實例分享。

• Practical sharing of social media and advertising in the cultural industry

• Focus on utilizing Meta’s social media algorithm logic and optimizing community and advertising strategies to improve effectiveness

• In-depth discussion on precise audience targeting and content creation

• Assist students in achieving optimal exposure and conversion with minimal resource investment

• Emphasis on practical application and optimization techniques with case studies

日期 Date：7/3

課程規劃 Topic：

藝⽂社群短影音實戰 Hands-on Short-Form Video Production for Cultural Communities

講師 Instructor：王康子瑋 Tzu-Wei Wang Kang（日向映画工作室導演 Director, iSun Film Studio）

目標 Objective：

• 理解短影音與社群經營的基本邏輯
• 學會創作能吸引觀眾的短影音內容
• 能夠實際運用手機完成拍攝與簡易剪輯
• 建立「個人或劇團形象」的宣傳能力
• 培養用短影音吸引觀眾購票與擴大影響力的觀念與能力

• Understand the basic logic of short-form videos and community management

• Learn to create engaging short-form video content

• Gain practical experience in shooting and basic editing using mobile phones

• Build promotional capabilities for “individual or troupe image”

• Develop the concept and ability to attract audiences to purchase tickets and expand influence through short-form videos

課程大綱 Outline：

• 破冰 × 短影音時代的藝術人
  • 分組互動：即興短影片（立刻上手）
• 受眾思維 × 社群經營力
  • 表演藝術觀眾的類型與平台分布（IG、YT Shorts、TikTok 各異）
• 即興創作工作坊：用表演人的方式開始第一步
  • 快速起手式：「吸睛開場× 一個反轉 × 結尾」
• 拍攝 × 剪輯 × 上字幕
  • 構圖、光線、收音三大關鍵
  • 字幕怎麼寫、怎麼放、放幾個字才有人看？
• 發佈 × 貼文 × 行動呼籲設計
  • 成果分享：播放影片 + 討論

• Ice-breaking: Artists in the era of short-form videos

  • Group interaction: Instant short video creation (hands-on practice)

• Audience mindset and community management skills

  • Types of performing arts audiences and platform distribution (differences among IG, YT Shorts, TikTok)

• Improvisational creation workshop: Starting with a performer’s approach

  • Quick start guide: “Eye-catching opening × a twist × ending”

• Shooting, editing and adding subtitles

  • Key aspects: composition, lighting and sound

  • How to write and place subtitles effectively

• Publishing, posting and designing calls to action

  • Sharing results: Play videos and discuss

這門課不只拍完一支影片，更重要的是讓學員「知道自己未來可以怎麼持續拍、怎麼經營社群、怎麼讓觀眾走進劇場」。

This course not only guides you through creating a video but, more importantly, helps you understand how to continue producing content, managing your community and attracting audiences to the theater in the future.

課程資訊 Course Information

1. 數位行銷攻略班授課日期：2025年6月24日、6月26日、7月1日、7月3日19:00至21:30（共計4堂課）
2. 授課地點：拾夢家 台北市大同區民權西路118巷9號1樓（近捷運紅線民權西路站）
3. 課程人數：上限20人
4. 結訓證明：學員如出席時數達80%，將頒發結訓證書，時數未達者則提供時數證明

• Digital Marketing Strategy Class Dates: June 24, June 26, July 1, July 3, 2025, from 19:00 to 21:30 (total of 4 sessions)

• Location: ezDreamer, 1/F, No. 9, Ln. 118, Minquan W. Rd., Datong Dist., Taipei City (near MRT Minquan West Road Station, Red Line)

• Class Size: Maximum of 20 participants

• Certificate: Participants attending at least 80% of the sessions will receive a certificate of completion; those with less attendance will receive a proof of hours attended

招生資訊 Enrollment Information

報名日期：即日起至2025年6月19日（四），23:59截止

Registration Period: From now until June 19, 2025 (Thursday), 23:59

課程費用 Fee

定價 Regular Price：NT$1,800

早鳥優惠 Early Bird Discount：NT$1,580

• 早鳥優惠：6/13前提交報名表
• 專屬優惠：學生、藝文工作者、藝思塾歷屆學員，全報名期間享$100折扣，可與早鳥優惠並用

Special Discount: Students, cultural workers, and previous Art Thinking Workshop participants receive an additional NT$100 off throughout the registration period. This can be combined with the early bird discount.

報名 To apply：https://www.accupass.com/eflow/ticket/2505210630291144365870

專屬優惠請提供相應憑證 Special Discount Documentation：

1. 學生：請提供學生證正、反面或本年度註冊證明，mail至聯絡人信箱。
2. 藝文工作者：請提供名片、表團登記證書或其他證明，mail至聯絡人信箱。
3. 藝思塾歷年學員，由承辦人手動審核，無需提供憑證。

1. Students: Please provide a copy of your student ID (front and back) or current enrollment proof, and email it to the contact person.

2. Cultural Workers: Please provide a business card, troupe registration certificate, or other proof, and email it to the contact person.

3. Previous Art Thinking Workshop Participants: Verification will be conducted manually by the organizer; no documentation is required.

主辦單位保有最終修改、變更、活動解釋及取消本活動之權利。

The organizer reserves the right to make final modifications, changes, interpretations and cancellations of the event.

聯絡資訊 Contact Information

單位 Organization：財團法人桃園市廣藝基金會 企劃部 Quanta Arts Foundation, Planning Department
聯絡人 Contact Person：李小姐 Ms Lee
Email：peggy.lee@quantatw.com