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There are a lot of "cross-pollination" in digital media--brands also like to help each other. They do it because they want to succeed. For example, the success of a social media platform is to attract a large number of users. Like these users, consumer brands also have the ability to identify the potential value of a good online product or a good online service. So they created Facebook pages, Twitter information, and a rich YouTube video channel.

Whether they realize it or not, in fact, consumer brands are endorsing media brands-by leveraging media brands. In turn, the popularity of media brands is rising because of the use of consumer brands. If digital marketers take advantage of this, the win situation is even more limitless. Promoting the brand's social media participation helps to increase brand exposure and attract users to follow the brand. But marketers must take it seriously.

In other words, it is important to create an advertising campaign around the product itself, and it is also important to promote the interaction between the brand and the media, a value that cannot be overlooked. As a media purchase based on its own power, you can get a very high return on investment.

1, like zulily inspire users

What better way to motivate users to interact with your social media than by providing an entity reward? Zulily is a good reference case. Zulily is a mainly about mother, baby products group buying website. When sending email to subscribers, the site not only promoted its own Pinterest board, but also promised that it would succeed in generating subscriptions and transactions as long as the user's pin in the zulily-related picture (Pinterest) was released. Then the user will be able to obtain the 15 dollar purchase credit that Zulily provides. In addition, in order to improve the simplicity of user operations, the site also provides users with a range of alternative "pinables"-In essence, static banner ads. Users can easily post on Pinterest, Twittter and Facebook, and can also share them by email. To further highlight the benefits offered by the site, Zulily also added Twittter and Facebook links to the daily emails and called on users to take action-"Tell your Friends".

This strategy enhances the visibility of Zulily's Pinterest boards and other social pages. More importantly, by bringing users online to publish their pictures, the strategy also increases the visibility of their pages. As self-styled brand ambassadors, these users also have a profound impact on their peers, can directly turn them into additional brand loyalty users, thereby increasing sales.

2, like Thrillist and DailyCandy

At present, every marketing brand will link Facebook, Twitter, Pinterest, Google + etc on social networking sites in marketing emails and their websites. Consumers are accustomed to seeing these links so that they can easily ignore them. If they are obsessed with your content, most users will actively find a way to share it. If brand makers take steps to encourage social sharing among consumers who are not so quick to connect with their brands, this trend is usually supported by consumers.

One way to do this is to add links to social networking sites in banner ads. The male-oriented journal of Life is Thrillist. It placed a x250 button on the bottom of its email and directed the reader to its Facebook page. Thrillist says users will have access to "bonuses, photos and awards", and if consumers are hesitant to click on the thumb, there is some text next to it that will stimulate the user to click the button. "Maybe it's not very nice, but I can bet it's very effective and comparable to any number of social media sites and services subscribed to by the brand." ”

DailyCandy also used a similar approach--using part of the email ad space as a banner to advertise its Pinterest board. Instead of simply adding links to new social media content in social-sharing boxes already on the bottom of their email templates, the site chooses to highlight social media links through banner ads on the front page of its site. The result is that the site is bold in another way to invite users to explore its content-a way to have a higher level of online sharing than email.

You spend countless hours planning digital campaigns to advertise your product, isn't it time to advertise your social media platform?

(Original starting on April 12, 2012, compiled: Zeng Cui)