What business processes can be done through social networking?

Guide: Near the end of the end, social media in the ring of Gree Mingzhu and small Mirejun, in the United States Chen Au to the U.S. law firm's statement of rights, into the collective carnival. is about to enter the 2015, the major media began to release the 2014 outstanding Social marketing cases of various types of inventory, all kinds of inventory: micro-letter Red envelopes, Coca-Cola lyrics bottles, pay the Sun bill, MO White wash, surround the nerve cat, ALS ice bucket Challenge.
Millet continue to create myths, still stand at the cusp of being talked about, and the vast number of marketing practitioners began to become rational, very few people will attempt to replicate 3 years ago, "Durex Rainy night Shoe cover incident" myth. Millet with continued explosive power to tell you that social marketing is not equal to a night of red, to achieve value conversion often requires long-term and continuous user operations.

Yes. A lot of things are the same, we often only see the person before the glamorous, see the shine of the moment, ignore each link on the pay. For example, the media hype "The history of the most valuable long Weibo"-Chen Au a micro-blog how to let the United States restore 1 billion market capitalisation, how to "zombie Mask" best-selling success, to open up cross-border electrical business. However, we might as well think about it, if there is no continuous business adjustment and operation paving the way, no market for the United States underestimated, no Chen Au on its platform self-confidence, he dared to issue such a long micro-bleomycin challenge the IQ of billions of netizens? or even if it does, can it really recover 1 billion of its market capitalisation?

The success of the Millet model has made a word popular in the 2014: the community--in fact, is doing user operations with the idea of the Internet. For example, at the marketing level, first find a typical user base, to provide a good user experience, rely on Word-of-mouth to do horizontal transmission, and then, for example, in the finished level, focus on resources firepower to do a single product, do explosive products, small steps run, layers of iterations, the complex to make simple, expensive to make cheap.

Read here, maybe people will ask, I do a marketing, product things I can not control, then what should I do? In fact, the trend of marketing and product (service) integration is becoming more and more obvious, we see in 2015 in the social media success of the case, the micro-letter red envelopes, Coca-Cola lyrics bottles, Pay for the ten-year-old bills and so on. and the product and business processes are closely integrated, social marketing is rapidly integrated into the business process.

Most people's awareness and practice of social marketing are still using social media for low-cost marketing. Admittedly, this understanding relies on advertising companies or scripts to do creative communication, compared to find traditional channels to do traditional display ads, without losing is also a relatively low-cost approach, but greatly underestimated the value of social media.

So the question is, in addition to marketing, what business processes can be done with social networking?

Promoting sales with social media

1 Connect with consumers (communication and interaction)

Convert participants to customers to get new customers, and to old and loyal customers to increase customer consumption (purchase rate) and purchase amount (average per consumption value)

Each communication between the brand and the consumer is the opportunity to enhance the feelings, "communication and interaction" has always been the key to winning many brands. Starbucks, for example, who swept the price of CCTV, is a good example.

As early as 2008, Starbucks set up a "I Mystarbucksidea" website where Starbucks consumers were invited to advise on the company's business. The problems that Starbucks had already had: long, slow, inefficient issues were often complained about, but on the site, few people complained about these problems, instead they provided a way to fix and fix them.

In addition, if you pay attention to Starbucks ' Facebook website, you will find that in this super account with more than 20 million fans, all the features are served by consumers, such as the location of the global and nearby Starbucks stores; send, win and recharge Starbucks accompanying cards on Facebook; Interactive consumer surveys aimed at obtaining feedback; Last but not least, a tab that shows the recruitment information of Starbucks stores around the world. These tabs provide detailed information, but there is no trace of Hawking.

If you look at the wall, you will notice that none of the posts posted by Starbucks are selling you any products. In fact, it's hard to even see Starbucks ' own post. Most of the posts are published by fans to share their experience, appreciation and love of Starbucks coffee. Yes, Starbuck didn't pay the fans to let them do it! They just created an online community so that fans and friends can share their comments, pictures, stories, and internal messages with everyone who likes Starbucks.

2) Social advertising accurate delivery

Through micro-blog and bi (Intelligent analysis background) to find relevant fans, to achieve the designated account ads accurate delivery, and through the number of interactive ranking continuous optimization.

This is the "three squirrel" double 11 period 3 hours to sell 30 million of the social advertising strategy. Through the above method, "three squirrels" will be the microblogging ads for the audience set as: Electric business account number (Shop No. 1th, Jingdong, cat, etc.), the official micro-owned fans three squirrels related accounts, snacks related accounts, cargo related accounts, animation-related accounts, and so on, targeted to match the audience characteristics of the micro-blog promotion copy, Interactive topics and coupons and other activities, greatly enhance the participation of fans and interactive rate, in the traffic contention extremely intense double 11 before three days, "three squirrels" social advertising average interactive rate still up to nearly 2%,CPE (single interactive cost) but kept under 1 dollars, And the total social advertising spending is only Taobao platform to promote the cost of 1/10~1/5.

3 Promotions-Discounts-coupons-Special Offers

Just past Christmas, the Procter and Gamble Life Club uses the micro-credit card to do a very successful marketing, the user through "shakes" obtains the prize, most users will get 200 yuan of the Procter and Gamble series product voucher, in the voucher page clicks "Immediately uses" may jump directly to the micro-mart to use the voucher shopping. In addition, in theory, users can have countless times the opportunity to shake the prize, because users each share a page can get a chance to shake the prize, it is such a mechanism to greatly stimulate the user's desire to share. It is reported that the H5 page has achieved an astonishing effect of 3w interaction per second.

Social listening and customer service: Responding to customer's capabilities in real time

Use social networks to get real-time feedback from customers, users and the public, to solve problems more quickly and not to let customers wait. Not only can reduce costs, but more importantly, in a more proactive way to help customers solve problems, establish a high-quality image.

In addition to our well-known Millet and merchants Bank, Suning easy to buy in the social media customer service performance is also commendable.

In micro-blog, suning Tesco opened the "Suning Easy Purchase Customer service center", "Suning easy to purchase customer service Center 01", "Suning easy to purchase customer service Center 02", "Suning easy to buy customer service center 03", "Suning Easy purchase Customer service Center 04" 5 large online customer service center micro-Broad, and 5 micro-blogs have been officially certified, consumers can 24 hours through micro-blog comments, letters and other ways to obtain the official Suning easy to buy professional services help. In addition, in suning easy to buy micro-letter platform, users can send voice micro-letter service consulting and complaints.

It is reported that Suning easy to buy 5 major customer service center officials Micro, and suning easy to buy micro-letter has been arranged for special posts, support All-weather advisory, complaints services.

Fusion Products and Services

Integrate the company's products and services themselves into social networking platforms, becoming part of the business process and achieving business value.

In the micro-letter we can see the drop of a taxi, interactive bar, fluent English speaking these successful examples, they are the brand itself to provide products and services and social platform integration, in the realization of user value, while enabling products and services quickly spread in the social network. These examples are already familiar to you, not much to repeat, here is a sample of Coca-Cola:

Coca-Cola launched an online application Coca-colafreestyle on Facebook. It allows you to randomly choose Coca-Cola's 125 kinds of beverages, including well-known cola, Sprite, Fanta and Powerade. For each taste, just click on the button on the screen to decide how much to drink by controlling the length of time you hold down the mouse. When your glass is full, you can name the unique drink. You can also find a corresponding app game in the iphone and Android store.

The Facebook app will also tell you the location of the vending machine in your area, or you can click "Request" and hope to set up a similar beverage mixer in your city. Some of the fast-food chains in the United States such as Wendy's, Burger King, and Fiveguys already have about 1500 such machines. So far, Coca-colafreestyle has been getting 233,227 like on Facebook.

Social recruitment

Social media allows recruiters to recruit through a range of trust, to find candidates through the referrals of people they know, and to promote the quality and efficiency of recruitment based on certain social relationships and trust.

Tenderness Recruitment

Maimai, a working version of micro-letters, is a new social app based on friends (two-degree connections). By integrating your microblog data (online relationship chain) with your phone address book (Offline relationship chain), through the background of the algorithm, according to each person's data automatically match his connections, and automatically calculated is a one-time network or two-degree network, describe your real social map. In addition to the two-degree relationship, through the "tenderness" background of data mining, but also automatically to each individual pulse of the company, schools, posts and other information automatically divided into circles, or should be affixed to what label. This information is intended to further deepen the understanding of this person, while using subjective data combined with objective data to present a more realistic display as far as possible.

In general, you can be a one-time network referral to meet the two-degree network of friends, through the mutual friends of the effective endorsement, establish a new relationship. Users can edit their professional backgrounds, labels, and job status (ready to change jobs, wait and see, regardless of new opportunities, etc.), so that job supply and demand can be retrieved and matched in a real social circle. Through the background of the algorithm, "tenderness" can be calculated two degrees within the network of job-seekers, as well as two degree of network recruitment information. Unlike traditional recruiting, "tenderness" based on two-degree contacts is more targeted than a haystack.

In order to ensure the authenticity of the position, "tenderness" to the recruiter adopted the real-name, and for a job seeker, the tenderness is based on the impact of job seekers, randomly assigned to the user a martial arts fiction in the corresponding level of the names of the characters as nicknames, job seekers can use this nickname with "Once" or "two degrees" friends to learn more about the job information, After both sides have the intention, the job seeker can be relieved to disclose his true identity.

Toast

"Toast" is a workplace communication as a starting point, is a dedicated to the Workplace anonymous social products. That is to say, "Toast" is the anonymous social scene in the main workplace, under the premise of effective guidance, to all the professionals to provide a way to vent their feelings and information, but also to let others have an intuitive understanding of the company's enterprises and feelings, and the overall style is to take a more youthful, fresh routes, and other "dark system" Anonymous social software is very different.

For the user, the "toast" This product can be used as a workplace pressure reducer, the daily number of negative energy has the opportunity to vent, and then with positive energy back to work status. And for the street network, "toast" brings important data, "toast" can be collected to a company's development direction, personnel changes and even senior executives such as human information. In this way, the main street network can be combined with the previous acquisition of the workplace, corporate evaluation data, for businesses and professionals to provide more accurate data matching work, one more.

Hooking up Recruitment

"Hooking up" is a career development, job search as a point of entry, is the use of mobile phone-side positioning function, combined with video audio, through chat (instant messaging) way to achieve the social communication between the supply and demand, is a new recruitment model worth trying.

As the latest recruitment artifact, "hooking up recruitment" is not only based on the real location of the immediate recruitment, so that job seekers to break through the traditional recruitment of obstacles, and then clear positioning of talent and opportunities, to break through obstacles face-to-face, to mediate, to achieve real talent and opportunity face-to-face; and, "hooking up" has the intimate function of a private Truly anonymous job search, easy to share the circle of friends; In addition, "hooking up" support to add a personal highlight function, users can quickly show the key skills, thus throwing out recruitment temptation, instant realization of hooking up, so that job search and recruitment farewell complex; Also, "hooking up" and instant chat function, can send business cards, voice, Location as well as large HD graphics to increase your chances of getting an offer.

Little Push Chicken

What is a little push chicken? It is an enterprise human resources department of the internal push recruitment tools, architecture in micro-letter, will be boring internal recommendations to do lively and interesting, enhance the enthusiasm of employees to participate in the recruitment of instant gaming. It is also a workplace social humidifier, it will give the platform of products to bring the value of the dissemination of clues.

PR: Let the brand into the community

The use of social media to enhance the company's image, more integrated into the community, increase the company's trust and heart share, get more positive comments and brand loyalty.

World Cup lights at Siemens China Headquarter Building

Time to pull back to July 13, 2014, a 24-year peak after the eve of the war, Argentina 24 years later again into the final, the German team from the last title for a full 24 years. 24 years later, who will be in the Brazilian Maracana stadium to hold the Hercules Cup, the football feast is the biggest suspense. In the final night, once in Germany and France showdown, Depayin War, the giant Lights "go" in China Siemens, also used intelligent building control technology, in the Beijing Wangjing area of the 30-storey headquarters building glass curtain wall, with the light of the giant "+1" support. It is reported that the character "+1" behind there are two layers of moral: I wish the German team, who has won three World Cup titles, to add another star to the jersey, to become a "four-star Germany" and to appeal to fans to support the team, because "+1" is often used in the network to support, equal to "top".

Siemens China Headquarter Building, a collection of Siemens unique innovation and technology, is the green building and intelligent building integrated into the demonstration project, also known as "Beijing Green Intelligent Building first Floor", is the landmark of the Wangjing area. Office area each lamp has a unique physical address code, each three curtains have an independent control of the motor. Before the light, the engineer by the light area lighting and curtain System group, into the program, you can through a computer easily remote control of the corresponding area of light opening and curtain movements. Siemens uses building control technology and engineers to deliver the brand image of Siemens ' technology innovation leaders and to have intimate contact with the public in social media.

This "light" incident produced nearly 2 million views on social media, and 20,000 times spread. CCTV giants feast, Beijing News, Sina Sports and other media have carried out follow-up reports. Behind all these, marketing-related capital investment is less than almost negligible. It is worth mentioning that the "+1" of the creative lighting from Siemens China employees. "The previous lights at Siemens ' Beijing headquarters building have aroused extensive attention from employees and netizens," he said. Everyone guessed that the final light modelling at the same time, also gave a lot of ingenious suggestions, such as V5 (martial), 87 (domineering), up (top), V (Victory). ”

Pepsi: Take the music home

Pepsi's "Bring Home" series of New Year films has been filming for three consecutive years, the Pepsi company to meet the Chinese Traditional project. From 2012 "You go home is the biggest happiness of parents" to 2013 "Where there is love there is a home, there is a happy home", excellent production team, luxury all-star lineup, touching the warmth of the story ... Attracted a large number of public attention, and therefore won the "2012 Social Public Service Innovation Award", "the 20,130 most influential public relations events."

In the "Take Le Home 2014", in addition to reflect the past family, family, reunion of these elements, Pepsi will be "happy" the concept of further sublimation, promote the "Give happiness will be happier" concept. To pass on the idea of "happiness" to more people, raising the public influence of events, Pepsi designed the "Master of Rhythm" interactive game with the help of body sense technology, and put the theme song of micro-film-"Happy Send" into the game, in Shanghai's People's Square, Xujiahui, Jingansi, Shaanxi South Road, four core commercial districts, Let the passengers take the subway to play at the same time the real experience of Pepsi advocated the "Take the Music home" concept. The offline interactive activities combined with micro-bo, micro-letter and other ways to spread the line, at the same time the whole process of activity was filmed into video for the whole network spread.

In the face of scandals that discredit the company's reputation, social reputation management can help companies maintain their brands.

"Landlord-related poisoning" incident

August 18 21 o'clock in the evening Weibo account @ ping ' an Beijing confirmed Jaycee name, Ko Jindong drug-related micro-blog, a short period of time was forwarded more than 30,000 times, comments more than 27,000.

"Landlord" drug-related news, the parties also pay close attention to the Ko Jindong endorsement of the brand's rapid response ability, each home from sweeping the snow, but time and attitude are different. Nearly 20 brands, Nivea in the effectiveness of the absolute victory, @ Ping An Beijing August 18 21:00 to issue a micro-blog confirmed this matter, @ ni Nivea men as officials in the same evening 23:33 issued a statement.

Ko Jindong brand, except for the Nivea men, other brands have not publicly expressed their views on social media, which is probably due to "avoid the negative news" mentality, anti-ni Nivea men in the first time to issue a micro-blog statement, face the crisis, the effect seems to be better. In the statement, Nicole Nivea was shocked and sorry for the incident, Hope Ko Jindong bear mistakes, positive correction, it is noteworthy in these 120 words of the statement, Nivea used 50 words to explain the brand values-health, positive, responsible, each word is in the name of the brand itself, but also the side alluding to the Ko Jindong drug-related events, is pun. Reaction speed, but also did not hinder the @ ni Nivea Men's official for each word of the discretion.

Business Intelligence

How do your clients talk about you? How do you talk about your competitors? How many people are talking about? Socialization of large data analysis and mining is very easy to detect and find the most authentic information. From keyword search to the company's view, the number of comments and the amount of information mentioned, these valuable messages from social networking sites are quite amazing and can help companies make decisions scientifically and quickly.

Fun: Rely on big data to play April Fool marketing

In this year's April Fool's Day marketing campaign, created more than 600 million page browsing and impact on nearly 15 million independent users, the number of brands mentioned increased by 270%. It can be said that this is a successful brand marketing activities, a wide range of sound, so that the interest of the user's attention has been a huge increase in the humorous brand gene more in-depth access to the user's consciousness level.

What did the fun thing do?

1 The use of social data for the sharp insight, the fun more accurate targeting of 18-30-year-old young people as the main stream consumer groups.

2 focus on the mainstream social and networking platforms they enjoy and use, such as Sina Weibo, Tencent Weibo, Baidu search, social mobile apps and Youku videos.

3 on April Fool's Day to carry out a centralized, around the slogan of the brand to start the topic, comprehensive implementation of real-time and extensive communication with the user mechanism and in-depth infiltration, so that the best time to get the brand exposure, but also to the target consumers in the day can be fun and humorous experience.

4 this year, the fun more is the United tonight's talk show, will be more fun to "interesting" brand positioning to further strengthen the theme. Many short films in the official microblogging debut, host Wang Zijian and Netizen interaction also in the first time and activity theme echoes.

Card House: Netflix's big Data experiment

A card house has made the world's cultural industry aware of the power of big data. The card house's producer and platform, Netflix, added more than 3 million streaming media users in the first quarter, after a 26%-dollar surge in the initial quarter, reaching $217 a share, a three times-fold rise from the trough last August. All this comes from the birth of the card house, which summarizes the viewing habits from the data of 30 million of paying users and creates it based on an accurate analysis of the user's preferences.

The "Solitaire" database contains 30 million user ratings, 4 million reviews, and 3 million theme searches. Ultimately, what to shoot, who to shoot, who to play, how to broadcast, by tens of millions of of the audience's objective preference statistics. From the audience insight, audience positioning, audience access to the transformation of the audience, each step by accurate and meticulous and efficient economic data guidance, so as to achieve the c2b of the public to create, that is, the user needs to determine production.

Today, the Internet and the development of social media have left people with more and more data on the Web, the massive data again through multi-dimensional information reorganization causes the enterprise to seek each platform the content, the user, the advertisement launches comprehensively to get through, hoped through the user relations chain fusion, the network media socialization reconstruction, In the era of large data for advertisers to bring better precision social marketing results.

We believe that business intelligence is the most undervalued and most promising value gold mine in domestic social media, but there are not many social media platforms that are valuable and open to data. I believe that in the 2015 and longer period of time, China will certainly have a truly high-quality open platform to develop to make up for this gap.