Do new marketing don't do gray wolf

The title of my current business to do new Media marketing campaign views:

We don't do a little bit of cute gray wolf, we need innovation and alertness

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It is no surprise now that, in this digital age, the active participation of enterprises through social media to promote corporate branding and user Exchange. I've written before << social Media Marketing classic case >> I have always advocated the best learning is to see other people do the case. It is important to know who to study with. Time is precious, you should only need to study with the world's core groups to explore the most representative cases.

Recently, a foreign enterprise to do social media marketing is praised by the circle. I want to take this enterprise as a case:

Dairy Queen Dairy Queen Ice cream Company, which has established its leadership position since its inception in 1940, has nearly 6,000 stores, including its brand stores in more than 20 countries outside the United States, which can be said to have considerable influence around the world. In view of the products and positioning provided by Dairy Queen, the company's brand positioning is a well-known Volkswagen brand company. They have been using traditional media to carry out their own brand communications and advertising.

After 2008 years, with the advancement of social media and digital media marketing, Dairy Queen began to change its marketing strategy and media choices. A digital interactive media company is actively involved in this project, and they give the CEO of Dairy Queen Company, John GAINOR,CBO, Michael Keller and other related people explain the impact and significance of social media. As I wrote earlier on << the reasons for the failure of social media marketing are the same as that in >> You must educate your clients at an early stage to allow the team to recognize and support your social media marketing. Otherwise, it is difficult for you to accept. Social Media marketing is a new way of marketing in China. Business owners know less about social media marketing.

Social media marketing has long and continuous influence on these fast-moving consumer goods. For this reason, when recommending our social media marketing business to customers, we need to be flexible when we discuss how to evaluate and measure the ROI of social media marketing. A combination of short-term and long-term benefits is needed. How to evaluate the effect of social media marketing more scientifically? At present, we have no specific parameters and indicators can be comprehensive, objectively summarize the effect of social media marketing.

Let's take a look at how Dairy Queen use social media and we can learn from our social media marketing.

1) Dairy Queen Blog

February 2009 Dairy Queen launched the company's blog official Dairy Queen blog. After the opening of the blog, the company can be user-friendly, interactive and customer Exchange. Blog content includes all information related to the company: Company news, new products, events, promotions and advertising, Interesting stories, and so on. It is easy to find out that blogs are not just for sending press releases.

The revelation to us is: when we do the company's blog, we should put the right angle, and height. Do not hard to express, impersonal. Customers want to see is a human, personalized company, brand image.

2 Podcast:

CBO, Michael is a very good spokesperson for the brand. He often carries on the case through the podcast, the brand story spreads. We can click below to hear listen to Michael Keller Share's his insights about the Dairy Queen brand in the digital space;

Inspiration to us: video, audio, more direct than text, customers like this way to accept the relevant information. Our company should be active in the network has our video, audio information. For example, I did in the case of a company in Zhejiang to do enterprise products propaganda VCR, we in the tag, Title and other aspects of the optimization and grasp. Let the company's users in the most commonly used searches will appear in the corporate video campaign. Get good results.

3 Facebook Platform

May 2008 Dairy Queen on Facebook platform: official Dairy Queen Facebook Fan Page, the current domestic Facebook, Platforms such as Twitter are blocked. It is true that the Facebook platform is still a big influence in the US. For this we can see that creating an account on Facebook is optional and should be necessary. Your clients on those platforms, Those platforms are the platforms that you have to intervene in. Abandoning similar platforms like Facebook is not available, as in some regional battlefields. Dairy Queen's response to Facebook has reached more than 100,000 a year, At present, it is developing at hundreds of fans per day. Among the statistics are: participating in the dairy Queen 62% of the Facebook platform is female, from our home to buy milk, ice cream executor to see. It is also women who decide to buy. Very consistent with our current customer positioning.

Enlighten us: The social media marketing platform can often change, but this time, what the heat of the social media platform, we need to focus on, we need to integrate into it. Actively to explore, do not give up our market battle positions. For example, before the days of our fans, QQ, Puzzle, Twitter is a mystery. We need to hold on to these hotspots. Integrate into the platform and interact.

4 Twitter Platform

In February 2009 Dairy Queen opened a company Dairy Queen Twitter account on Twitter. Interspersed with a question: At the beginning of the application of the name, Dairy Queen was registered, after a few months of negotiations with Twitter. The account problem will not be solved until the end of May. As I said earlier, the digital assets of social media are very important. Not only the enterprise, but also the individual.

Twitter should now be the hottest social media platform in America. Basically, you do social media marketing, you don't talk about Twitter, people despise you. You can see Dairy Queen using Twitter to:

Reputation monitoring (reputation monitoring)

Customer Service

Platform for promotion to all things Dairy Queen (platform promotions)

Identifying and rewarding brand endorsers and evangelists (brand spread)

re-tweeting Dairy Queen follower ' s tweets (customer feedback)

Follows back Dairy Queen customers on Twitter (interactive)

5 Mobile Position:

Dairy Queen in its social media marketing, fully taking into account the current development of the mobile market.

Mobile phones are now becoming more and more important as mobile terminals. For this Dairy Queen establishes DQ applications that allow users to download and use iphone & ipod users in the itunes App Store.

Enlightenment to us: with China's 3G in full swing, we can consider wap,mobile AD and other innovations. Find the right cooperation digital marketing service provider, do China's wireless advertising classic case.

Conclusion: Looking at the social media marketing cases of many enterprises, we should not confine ourselves to our own ideas. In the use of social media marketing to learn from all kinds of enterprises to join our creativity. Only such social media marketing activities are effective and positive.

Tangxing

Focus on social Media marketing

Personal blog Address: http://blog.sina.com.cn/along5418

Contact Email: along5418@gmail.com

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