Constructing the marketing ecological circle of social media

Absrtact: Social content is the core of the brand and the public communication, but also the key to the social media marketing, but the light has good content is not, how accurate and effective to convey to the brand's fans and consumers? How to effectively mobilize consumers ' product

Social content is the core of the brand and the public communication, but also the key to the explosion of social media marketing, but the light has good content is not, how accurate and effective to convey to the brand's fans and consumers? How to effectively mobilize the enthusiasm of consumers, so that they actively participate in the spread of brand socialization content? How not to waste the brand's dissemination of resources, so that consumers can systematically understand and know the brand, rather than dotted the single voice of the brand to see it? The integration of the brand's communication platform and Channel, and the construction of social media marketing ecological circle are the most urgent things for the social brand marketing communication.

Connotation and value

The social media marketing ecosystem is a seamless socialized marketing system, which is based on the information flow of consumers to obtain information on social media, to participate in interaction and to find official information actively, and to construct an end-to-end marketing, flow management input and output, back-end service and public opinion feedback. Why build such a marketing biosphere? Let's take a look at how users in social media are exposed to brand information.

Users use social media to achieve the purpose of making friends, entertainment and sharing, in social media, users can contact with the brand-related advertising information or users to share information, the user will be interested in their own, think valuable topics to participate in interactive sharing, If the user produces the purchase need for the enterprise product or wants to deepen the understanding to the brand, will search the brand and the official website of the enterprise. But in this process, users often generate a large amount of user churn from getting information to participating in interactions to actively looking for official information. The construction of social media marketing ecological circle is based on the user's social media usage, to build a benign ecosystem from front-end marketing to public opinion feedback, in order to reduce the loss of users and improve the investment return of the brand social media.

So what are the social media marketing niches? This ecological circle mainly includes three layers, respectively, for corporate website Group, own media, contact media. Corporate Website Group is the center of the ecological circle, where the user value is also the highest; the own media mainly includes the enterprise establishes the channel which can interact directly with the user such as Micro Bo, the micro-letter, the app and so on; Contact media refers to all social media platforms where users may be exposed to corporate and brand information, extending the biosphere to a full media platform.

How to Build

First, the corporate website as the core source of enterprise information, through the transformation of socialization to become the user and enterprise in-depth interaction, communication window; Second, the company's own media is the most active circle layer, micro-bo, micro-letter these own media official website, carrying the enterprise's brand, products, services and other information; Finally, The contact media dispersed across a variety of social platforms extends the entire ecosystem to a media-wide platform, by subdividing, integrating and sustaining the contact media, making all kinds of contact media a media channel for active communication of enterprise information. It seems to have the following points:

The Enterprise official website socialization transformation, using social media tools such as social media sharing buttons, website micro-blogging and microblogging information synchronization, fan discussion community, sharing points and social media return rewards, the realization of information can be quickly shared through the official website, users can directly in the official website group with enterprises and users in-depth interaction, At the same time, users are encouraged to participate in interactive and create content on the website. Although many domestic enterprises are aware of these, but a lot of it is only a mechanized network of generals to set up social media sharing button, and some foreign enterprises are really the official website as a window of interaction with consumers, creating a sense of consumer participation. Ikea, the Bergen city of Norway's second-largest city, changed to a more modern new home in May 2013, to the main website of the company, Ikea in the social media launched a "Everyone needs help, IKEA is also" activities, IKEA in the official network issued "help us plant the first tree", "as a Speaker", " With the Mayor ribbon, "play clown" and other activities of the mission invitation, the task on the official online immediately after the people claimed, many people also created a number of tasks not listed, voluntarily to complete. 20% of the local residents came to participate in the opening day, the major media have reported.

The own media will carry the enterprise's brand, products, services and other information, so that users in the interactive sharing of natural access to enterprise information. believe that enterprises to establish micro-blog, micro-letter is not a new topic, how to use the effectiveness of these own media to maximize, causing consumers ' attention? To mobilize the enthusiasm of consumers to create the topic of active participation of consumers, so that consumers build a sense of ownership, and actively disseminate, share the concept and value of the brand.

The contact media channels, through the contact media to do subdivision, integration and continuous maintenance, so that all kinds of contact media to become the active media to disseminate corporate information channels. Every guest's talent community is the typical channel of contact media. Tatsu people will be their own window, to the role of their own media to promote products, different tatsu people to the same product to make a multiple-temperament deduction, so that the product is virtually a premium. Consumers can communicate with the talent, see the favorite products can also go directly to the website of the visitors to buy. Let's take a look at how a Brazilian magazine Luiza has turned the contact media into a marketing channel for businesses. Magazine Luiza, a Brazilian electric trader, has launched a personal electric-business Project on Facebook, which opens its network of products to users, who can choose their favorite items to form a personal Facebook sales page and push them to their friends via Facebook, If a friend makes a purchase, the user will get a certain commission, using social media word-of-mouth power to sell goods. Magazine Luiza also integrates Brazil's most popular social media orkut, where shopkeepers can send information to friends and use their friends ' networks to promote their products through Orkut.

The core of self-circulation

The establishment of social media marketing ecological circle, so that users can continue to pay attention to and participate in the Enterprise interactive marketing activities, production and enterprise, brand-related positive information and form a positive share, precipitate the benign reputation of enterprises, user and enterprise direct communication is also the protection of customer loyalty. Enterprises in this ecosystem to continuously listen to consumer voice and feedback, to understand the focus of consumer concerns and discuss the content of these useful data to assess and analyze, so as to improve service and product quality, consumer demand for innovative services, the provision of customized services, in short, for further marketing to provide the basis for optimization. From this perspective, the social media marketing ecological circle to achieve the basis of the cycle is the brand and consumer benign interaction.

There is a Chinese proverb called "confrontation, divided into two defeats", said is the overall and local relations. Although the social media marketing is not the marketing artifact, but wants the social media to become the Enterprise marketing tool, must the enterprise official website, the own media, the contact media form a benign interaction ecological circle, as a whole sends out the powerful sound.