Forget about social marketing

Abstract: Author: @JamoWoo title began six months ago, when the micro-Bo and micro-letter is a weak argument, the intention is to give this meaningless debate poured water, micro-bo and micro-letter is two completely different things are placed in the same so-called social camp

Author: @JamoWoo

The title was six months ago, at that time, when the micro-Bo and micro-letter is a weak argument, the intention is to give such a meaningless debate poured water, micro-bo and micro-letter is two completely different things are placed in the same so-called social marketing concept in comparison. Later, finally brewing some imagination of the resounding, but found himself before is a calm.

A teacher gorgeous turned to a new dream, vigorously into the pagan market, I do not know whether it is intended to plug the Red flag in the NYSE and then the Prestige Yang. A hand took the exercise book, the central idea from tease June a smile of social attack to the popular share of personal attacks, in about 82 walk down the altar to surrender the price. Malaria dispersed, positive energy debut. In those several local micro-blog operating Company's example and efforts, advertisers understand the quality of weight, but also learned to identify good and bad, micro-bo operation and promotion of the formation of a preliminary framework and operating standards, leaving only the talent gap need to complete. Although the microblogging data dropped, the budget rose. Back to the micro-letter, eight people chat to wake up in the night, open eyes to see is a completely ignore the advertiser's Tencent earnings, MA never just want to earn the money of users, find a big brand cooperation is nothing more than someone to practice the user experience level. For example, the micro-credit service of China Merchants Bank and China Southern Airlines for a long time, the micro-letter will become the enterprise-class new media innovation base, which is not related to the operating company, the latter to disrupt the reorganization of micro-blog material to move to micro-letter, but also thinking how to have fraud.

Two parties you come to me to discuss micro Bo 30,000-month fee package does not packet micro-letter, a bigger problem is fermenting. A smattering of CMO's emphasis on social marketing is affecting the entire industry's rules of the game, they set up a social media manager, the introduction of social marketing agents, they pay attention to the official micro-fan number and the rate of evaluation, but also the topic of the number as a measure of integrated marketing activities of the important indicators The industry seems to be in the same way as it did ten years ago. At that time, the marketing department in charge of digital marketing colleagues, they are just the brand manager set the direction and slogan, buy some banner get a minisite finally hand over a batch of e-mail address and mobile phone number just. Now the marketing department is facing brand account to which department tube, account number than the manuscript called which companies, social marketing agents in a year a few wave promotional activities play what role, how to ensure that the account and promotional activities of the relevance and interaction, reds forwarding and hard to buy the budget how to point, and so on. All advertising companies have, are or are ready to develop such services, in order to win more goodwill and business from customers, we are busy looking for Sina Tencent, Red Star, the Navy Governor dredge relations, but no Kung fu to help customers think about the answers to those questions. As everyone knows, the definition of social marketing is not clear, the impact is not only the internal and external structure and interests of the enterprise, but also the effect of all marketing activities and returns.

The best way to get to know someone again is to forget them first. I'm a 5,000-powder yellow V, talking nonsense trying to satisfy those who want to listen to Weibo skills, such as how to accurately predict the number of tweets in a few hours after a few, it is no virtue and no letter. But for the last six months, I took advantage of the position and the head of the marketing department, party B's mastermind of the service team, and even world-renowned international friends to do some of the exchange of different degrees of communication is insightful, hoping to stand higher and farther, remove those smear on the social marketing face whitewash.

Foreplay A

The old gold in the deep alley always gives an impression of an unknown perception. Two years ago, a rainy night in Beijing, a war sealed God, with the most topical account for the industry to set an example, white wine peanut between 50 social network, hidden work and name. But recently, Lokin in the micro-letter about how to use commercial purposes to measure the role of social networks, began to diffuse a faint "practice of truth, the world better" sadness.

It has always been only direct cooperation with the customer model, cut off the interference of other agents and taps, and the traditional advertising of origin, can not break any of the upstream chain of advertising agents to infiltrate the idea. How social networks match business goals is a topic that can be touched by the level of the sit of the top executives of the marketing department.

Foreplay Two

I admire Lokin because he is in the spiritual world has been to the industry output thinking power, then my appreciation of junior mainly from the frequent physical contact. Junior accept and people share customers, but do not accept the peace of mind to hold their own three-acre field. The Research institute plus the digital marketing and PR company's career experience has made it easy for him to join an integrated marketing program and play an important role although the cooperation is happy, but in my opinion several joint proposals of our creative department have been his team's explosion, the reason is that the way out of a single micro-blog vision.

Junior has positioned his company to build a brand-consumer dialogue and relationships, and his and his team's skills can completely replace any other type of advertising agency. This is in fact all similar social marketing agency opportunities, video cut short can cast TV, map amplification on the projection plane, social applications is the activity site, the media back to the point but the Reds forwarding more effective. Unfortunately, this can only be wishful thinking, Junior complained always holding a pit Dad's activities to develop micro-blog content, want to roll over but to jump two because pit Dad's activities are often creative from a more pit dad's brand slogan, The reality is that in the eyes of customers you are a good or a micro-blog operating company (it doesn't matter I write this article is for you).

Strip

With the above two I assumed the characters and their problems, together to discuss what the social marketing in the end is what, for a take off the end.

The marketing tools I know are named in two ways, according to the media name of the marketing campaign, named after the result of the marketing campaign. The former such as mail marketing, advertisers through their own or purchase mailing lists to send advertising information to consumers, as to why the call email marketing rather than mail ads, may be because of the cooler bar. The latter, such as precision marketing, advertisers through targeted media to send advertising information to the appropriate target audience, mail marketing is also a kind of precision marketing, so those who sell platinum credit card users email address of the company will say that they provide accurate mail marketing services (Khan). Take green marketing to help understand it, if a business starting point is to focus on ecological results into the Chinese dream, that is red marketing.

Is social marketing a tool?

If named after the media, social marketing is through social media marketing activities. We know that all the media platforms that enable users to submit and share content are social media, the first Forum blog to a later video site, where advertisers have been involved in building and viral videos. Just to be happy, everyone is dead. The rise of this kind of social network has emerged social media marketing, Micro Bo free to open the decision of the company is important to the popularity of the claim, so that later the beautiful said Mushroom Street side micro-letter in the early development of the introduction of brand account.

Brand Blue V in most people's eyes is a magic marketing tool, open the home page equivalent to not spend money to build an official website, hair Weibo is equivalent to no money to send mail, look at the micro-blog at that time daily soaring active users can not bear to miss this spend money to do big things good chance. With a few scoops of social marketing, the heart soup throws out a huge social marketing bulletin, which is a proxy demand for microblogging operations that has nothing to do with any other social media.

Then they go into the social media marketing from Weibo the result is, found themselves from the micro-borrie to realize the various judgments put the Sihai is not allowed, because micro-bo and micro-letter different, everyone and watercress different, street and Mo different, not to mention the Ancient Monsters Forum and blog.

If the general social media plug is positioned together as a platform for creating brand and consumer conversations, social media marketing is literally an unassailable proposition, but when we try to comb through its basic logic and rules, we are faced with the idea of a flowering.

"For advertisers, is the relationship between microblogging and micro-credit replacement or complementary?" 1 microblogging based on content, micro-letter based on convenience; 2 Micro-blog to create a topic, micro-letter can fall to the ground; 3 micro-bo a person to tell the story, micro-letter does not give some benefits no one, 4 CRM is to go to micro-blog to find someone in the micro-letter promotion. 5 who is more open on who. ”

"Many people think that the difficulty of micro-credit marketing in how to customize the dialogue, in fact, is still using micro-bo to look at micro-credit microblogging practice micro-trust." The platform attributes of the media and the business objectives of the enterprise should be matched first. ”

The above two micro-blog is my opinion six months ago, social marketing is not micro-bo marketing, nor micro-credit marketing, but also micro-Boga micro-letter plus So-and-so marketing. If there is a tool called social marketing that can be applied to a wide variety of media environments, then the Masters of this universal tool don't have a chance to show up on important occasions such as the brand's annual plan.

Is social marketing the result?

The moment the football was randomly fired at the gate and beam, domestic advertisers to follow the same strong intention and the domestic video site ancestors One step of the advertising format let us spend a few years to understand the virus video is not a means but the results, Video said what the story of what the topic does not matter, Youku home seeds and original take turns to battle easily on tens of millions, The so-called virus in fact, the infectious force is zero. How painful it is to comprehend, but in the virus video gorgeous turned micro-film was forgotten, said what the story of what the topic so indifferent, casually to point Obanima what the network hot words, as long as all kinds of large qi, network hot Talk, the case report in one flower and a dandelion open customer flower also in full bloom.

Good results come from good content plus good timing, most customers are not sure about this but don't affect their belief that social marketing is the brand influence of social media. However, they open one eye to the result to close one eye to the content, let the original splendid content compete to become the boring and boring Navy competition.

Van, Durex and Nike are the three most mentioned social marketing benchmarking brands. The reason is very simple, looks very cheap very good execution content has produced the extremely good effect. To two sentences Dog sentence finally plus I was so-and-so immediately can reflect the young uninhibited attitude, the homepage gentleman must have the joke master and the wind rain can and own brand to pull on a point relationship can become, finally come a series of high-definition local with two modern poems and a big logo, Best social content strategy plus creativity you guess how much money one months, not to pay the brand agent monthly fee of One-tenth, the latter sometimes six months to a set of PPT and a TVC, and the former can only continue to use cheap labor to create miracles.

The current agent structure, the first to use traditional marketing to disseminate messages, the second to use digital marketing seduction action, the third to use social marketing to achieve dialogue, the fourth to help distribute the various media platform budget. Open campaign Mode (campaign), coordinated combat plan under the various families to receive tasks and indicators, the third need to bear the other three of the results of network Word-of-mouth, and often open mode (always-on), only the third has the task and indicators, Continuous communication with the core consumer brand content is not the first and second family involvement.

13 years ago, one of Budweiser's commercials made Wassup the American people's meet, and without social networking, brands infiltrated people's social lives. Seven years later, dove through YouTube to the world to restore the image of the ads, the video through the Mail and Im sharing, set off around the beauty of women's debate. Two years ago, a white horse on the naked black athletes, ran into the bathroom to take 186 short video of the Old Spice this millennium Penis men's body products to achieve the first. The change of media environment has changed the means (such as figure) of the advertisement main transmission content, unchanged is the decisive function of the high quality content to the dissemination effect. It is noteworthy that the success of Old Spice is not entirely from the interactive mechanism that the industry is serving as a classic of social marketing, the black three months ago, the Super Bowl TV commercials became famous, become talk show double male, oh no, is the double female Ophra and Ellen Page of the guest house, To ensure the heat of an interactive activity that lasted only three days. These are inseparable from the behind-the-scenes WK's grasp of how different media can match brand content, not just social networks.

Budweiser Wassup AD Dove Evolution ad

Old Spice ads from the Super Bowl to the Spring Festival Gala, the Chinese also have television ads top of the hot topic of God. The simple rudeness of the Heng 12 Zodiac was the most talked-about brand in the Spring Festival microblog that year in a mockery and grumble. If the customer's briefing is the pursuit of micro-blog initiative to mention the number of constant source samples have been perfect, but in my opinion this and spend money in a few hands on the long micro Bo face and then be wildly forwarded without any difference. Unknown small brand can of course through Cang teacher please eat this activity to quickly become famous, but the real brand set a series of indicators need long-term intentions.

Advertisers need to pay attention to results, but more need to pay attention to the process of producing results. Social marketing is not only the number of topics this result, no matter what kind of results should not be a supply chain downstream agents to bear, otherwise, CMO often hung in the mouth of the establishment of social brand as the core strategic goal is always an empty words.

What is social marketing? Close the computer and the plane starts to land. The annual Battle of the world's top advertisers is set to take place in the warm breezes of southern France, with a bystander confident in anticipation of an unanswered answer.

"Recommended reading", "The Advertiser's Lion Heart", comes from @jamowoo's frontline observation and trend reading at the 2013 Cannes Creative Festival.

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Author: @jamowoo Advertising national Strategy director

Caption: The Scream,edvard Munch