Social integration marketing is being pushed to new heights with technology and creativity

Absrtact: In the new marketing case of Tiger sniffing wow2012, socialized integration marketing is being pushed to new heights by technology and creativity, the most wonderful case is Coca-Cola: Join the Chinese beat cheer 2012 London Olympics, the judges @ Li Guowei Reviews said, design and implementation of a very full

In the new marketing case of Tiger sniffing wow2012, socialization integration marketing is being pushed to new heights by technology and creativity, the most wonderful case is "Coca-Cola: Join the Chinese beat 2012 London Olympics", the judges @ Li Guowei said, design and implement very comprehensive interactive marketing case, The beat upload achieves incredibly 190 million, the beat uploads the activity design to be simple and interesting, the interaction is strong, the star participation, the advertisement, the offline activity is the whole marketing implementation important factor.

There is no threshold for the rhythm of the "beat" is undoubtedly the social marketing of the "tipping point." Consumers are like a pool of deep water, marketing is constantly to the underwater stone to test the depth of water, but, just the past 2012, the placid water under the flow of tumbling. To Sina Weibo as the main body, the decline in activity, investors, micro-blogging operators and brands of social marketing (especially micro-bo) attitude is changing dramatically.

At the beginning of the new year, microblogging operations activists @ Diligent mother paper forward a sad spit paste, attracted many of the industry's strong crowd spit, Tiger sniff excerpts @ Yechai (founder of Han Billiton Technology), @1968 Jinpengyuan (Durex Swiebow Trader), @ Silicon Step (micro-workshop chief consultant) confrontation views. (Three people's point of view in blue font)

Social marketing, sick

Even if the people who are engaged in social work are so arrogant and serious about thinking that they are really doing something to change the world, in fact, in addition to a very small number of enterprises, socialization is just someone else I do not lack of things, the client seems to attach great importance to the actual little poor input has already expressed their attitude.

1968 Jin Peng Yuan: It is true that big customers invest in traditional media money far more than social media, millet exception. 2013, many enterprises will increase investment. Not all enterprises are suitable for social network promotion (electric quotient, mobile phone, sex goods, computer more suitable), the purpose of FMCG is to increase brand exposure and goodwill, it is difficult to have the corresponding system support conversion in sales.

2012, the full-time socialization of companies such as turnover of more than 20 million of not more than 10, the profit margin may not be higher than the traditional advertising industry, the turnover of hundreds of billions of accidents do not have a family. The monthly fee basically 50,000 is good, can to more than 100,000 of the company no more than 10.

1968 Jin Peng Yuan: If a brand achieves most social network coverage, 100,000 is not enough. 2013, the industry's demand for creativity is getting higher, no 5 full-time staff is difficult, according to the general advertising company's standards, less than 100,000 is not to make money.

Yechai: Always recommend the enterprise own people to do their own business, rather than outsourcing, you think who really understand your corporate culture, product positioning and promotion of retail practices?

People in this industry began to tire, traditional advertising ideas disdain to do this industry, the traditional public relations do not touch the doorway, before doing digital marketing really only know the number. In the end, six months after graduating from the child may be 10,000 of the salary requirements, there are many companies to rob, this deformity will continue to 2013 years.

1968 Jin Peng Far: Each company has no shortage of customers, say ruthless point, some companies do not know how to take people. Traditional 4 A people look down on this business, the traditional PR people feel too small, the previous network to promote the lack of creativity is by the Navy, all difficult to have the right person. Lean, the future will be better.

Who's making a vacation?

99% of corporate Weibo fans have water, more or less. First Party may be deceived, late in order to figure good-looking everyone mutual tacit understanding. Sina is also happy to put these machine zombies into their own number of users, if the removal of these false and real lottery, the number of fans can be more than 10,000 of the enterprise Weibo will not exceed 200.

1968 Jinpeng Far: My personal microblog cleaned 2 times zombie powder, the first time basically lost half of the fans, the second dropped more than 200, the daily growth of fans I entered to see the manual removal of zombies or machine fans accounted for 60%, a customer's microblog clean up from 220,000 last only less than 20,000.

Zombie Machine powder is the grading of other, the most senior kind of general customers and agents should not be seen, there is a more humane, real person registered hundreds of, can really and you selfish chat. I personally conclude that Sina Weibo has less than 35 million users if it follows the path of life and attitude as a standard.

Some migrant sister because of mobile phone traffic monthly registered dozens of account draw, you say this is not true? This approach can only rely on the platform, but as long as companies and agents buy powder behavior, the zombie machine will be intelligent upgrades. So if the two sides really can not buy fans do not do false forwarding as a prerequisite for cooperation, the situation can be truly changed.

Yechai: Zombie powder is everywhere, even Twitter is no exception, to acknowledge its existence and rationality, and then discard the fan forwarding number of comments as a core KPI, don't say you are still using the number of fans forwarded as a KPI?

In the false aspect, the big enterprise walks in the forefront. A lot of 500 hundred years enterprises do not sleep, such as a certain Chinese clean. The only advance in 2012 is no longer to simply forward the microblog and add the false plus v user. Instead, some small restaurants in Taobao store are really admirable. Of course, there are some promotional companies and party A is also adhering to the moral integrity.

Yechai: Look at the shops and small restaurants that really operate to make money, how much are their response time, service level, interaction rate, activity level, relationship strength, satisfaction, and net recommendation? Wait, you don't understand? Go to the next operational metrics report.

1968 Jin Peng Yuan: Truly can completely 100% uphold the integrity of the company for 0, including me. It's hard to say that without a fair third party to develop qualified criteria, the criteria for forwarding the number of followers as KPIs will not change for the time being.

We now use some other data as a measure, and the number of fans is basically in the least critical position. But the premise is not to do false, the Chinese are too smart, whenever you have the standard immediately have countermeasures. So the solution is to set up a practical standard judgment for the various platforms and a fair third party to synthesize some reasonable suggestions from both parties.

Party B should remember the correct comparison, consider the time of the brand into the social network, input, the category in the position. Party a bear in mind how much money to spend, party B 窂 remember not for business what number all bear, since the face of party B to remember the world No one is a fool.

Accumulate silicon step: Big enterprise false pressure will be bigger, after all, spend more money, must give the top a good-looking. Believe that there will be more "small and beautiful" micro-bo surfaced, their own operations, characteristics of positioning, digital pressure, interactive ability.

In Weibo, remember that there is no money to do the forwarding, no matter what celebrities, money less to see friendship. And some second-rate fashion celebrities became the forwarding specialist income far beyond the principal income. The star's paid forwarding has long been no secret, with the happy family taking the brunt.

Socialization of fraud not only in the forwarding and the number of fans, can not be denied, if the influence of the millet mobile phone is the 2012 star, but it is certain that 7.12 million of the same sales of false. Sina Weibo mobile phone clients from the Millet mobile phone if this number means that at least every 10 users should have a cell phone tail source millet cell phone. Please watch your followers in the last three days there are several people with Weibo from millet, of course, unless the millet screened Sina Weibo.

1968 Jin Peng Yuan: about Millet mobile phone I think it was one of the most successful cases of social networking in the 2012. I have no sense of the practice of millet, from the point of view of data mining and analysis, from the phone tail to find real sales is very reliable, smart people have learned to cheat on the phone's tail. I looked at the last 3 days I focus on more than 400 people, should be only 1 people with the millet phone tail hair Weibo.

Many companies with big data-precision marketing were investing in the 2012, but all of these companies are spending more this year, even though some companies rely on less than 1 million per cent of the sales of system software to persuade them to invest. Millet mobile phone data by these companies repeatedly analyzed, but no one company accurately established in the removal of the Navy to restore the True Foundation, the Qin Niang paper except because up to now they do not seem to have a dime investment.

1968 Jin Peng Yuan: CIC and Admaster is a technical ability to identify a certain degree of the Navy, just "for or not" problem, Sina has a list of its own not to identify.

Yechai: Large data precision marketing really do not know much, shouting SocialCRM really do not know much, do business applications and Internet applications are very different, if provided to the function of the Navy, it is not let people survive.

KPI traps

The large useless theory has been proved again and again in 2012 years, but for the digital party B still can only rely on this to cover up the false, so eldest brother after the forwarding of the second party to brush, each large data forwarded so that it became extremely good-looking, this year, the tuba should be the most profitable microblogging platform, a large industry is said to be a yearly income of 2 million. The overall large size is not less than 300 million.

1968 Jin Peng Yuan: Large spread depends on the content, if it is invisible spread well-known good use, but the direct dissemination of products (should be wrong) basically useless. In addition, for the new access to the social network account, I can not think of in addition to the large with publicity outside what other ways to get consumers to know as soon as possible? Each line has the hard work of each line, see the end of the large by Sina to annihilate you don't worry about fear?

Silicon step: Before, some people say that the large is dead, do not want to be, the original large live most moist. Communication platform to build up, "to want to ever, left to buy road money" 2013, large where can be from? Still alive, because people still want to see jokes, to see beauty, to heart healing ... To ease the boredom and fatigue of everyday life. The demand is more than the supply.

Yechai: Large a bit of use also can muddy water touch some fish, even touch some big fish. Just beyond this data, is there no real confidence index? Degree of activity, level of service, customer satisfaction, social Information readiness and order of magnitude?

The hands of the hand in 2012, but still unable to curb the large momentum. Some customers, such as a wave for the creative good-looking frequent and hand-work, and some other customers also follow up, resulting in craziest when the price of the hand is almost doubled. Some of the hand's tweets are basically for the sake of jokes, but the same thing that the hand-forwarding business does.

Yechai: I like jokes, content is one of the key parts of social media, but unfortunately not all. In addition, since the characteristics of the media is the user to create content, why this "since" is a hand rather than a consumer? Enterprise has not considered how to motivate consumers to call your hand and micro-blogging talent?

1968 Jin Peng Yuan: I like Prince Ma, I prefer the gifted little panda, I also like to spit a lot of people, they give us so much happiness to earn some money should be. In fact, but all paid to write unless the special soft or direct forwarding, directly plus the # This is an advertisement, you forward me to divide your money is estimated to be able to forward more than 1000.

Almost every micro-blogging event will have a flash of the account betrayed the integrity, and instant hot but also should be the Warhol said: Everyone famous 15 minutes. After half a month they are back to normal, but the trick seems to be the marketing company's Bible, with every hot spot and few winners.

1968 Jin Peng Yuan: I do not like to talk about the familiar hot posts every time I appear, but rather to tell you how the real majority of brands operate on social networks. Hope that in the 2013 we all can be in micro Bo this platform calm Down Under the premise also all gentle some, to the customer to tell some ordinary things, tell some really do their own things, tell some just happened don't always a 2 years ago every time to put forward.

If you want the fire to be satisfied with the old meal, you have to pay. This is everyone's initiative, and sales can help you anticipate how many fans will grow after a campaign that invests a lot of money, and they certainly won't be responsible for the activity. Later, the campaign to invest money on Weibo is also so, many battles have not started to see the topic has been hundreds of thousands of, the campaign ended after the increase in the number of fans active fan ratio dropped. Of course, there's no 500,000 you want none of this.

1968 Jin Peng Yuan: About everyone I basically have nothing to say, I tried in a more than 200,000 fan account from morning to night sent 20 states of different types, after no reflection, so no words! In fact, that sentence, so many dead platform lessons, or learn more experience better.

Conclusion

Chaos, the Master flying. Incomplete statistics, 2012 on the socialization of the Conference salon training course no less than 2000 yang. Some of the master quotes 80,000 finally gave a round-trip ticket to the fart, more big money do not understand the brand strategy is to tell you the micro-force without edge. Some bosses work together to make contracts and Rob customers. The quality of the industry practitioners is worrying.

1968 Jinpeng Far: 1 hours a day to watch the relevant web site, reading related data, I think it is better than running to hundreds of people to listen to the so-called dry goods more practical.

Accumulate silicon step: disorderly Elephant is true, this is the inevitable growth. As for the master flying, there are many cock teachers.

Yechai: Everyone is the operator, 2013 return to the source, let the enterprise own people to talk about the operation, the university how to participate in basic education? How does the society participate in the continuing education? How does the enterprise participate in sharing the internal training case?

The truth is always sad, we are still hopeful to wait 2013 this industry may be better, but it is estimated that the Wang is the new year, less than a year.