Social Media Marketing: community participation and Community marketing strategy

Article Description: social Media marketing? Get a sense of the user's community involvement first!

Today, on Weibo, I talked to online users about the social media marketing template, and in the past experience of operating Facebook in Taiwan, it's really hard for me to take social media marketing as a template (of course, there are some upfront preparation processes). But when it comes to manipulation, there's really no way to templating. In the past, we do push-and-sell marketing (outbound Marketing) Emphasis is exposure, the more exposure to the better, tube your target group (TA, target audience) is who, the breadth of the more natural hit the target number will be more. But social media marketing is strictly belong to the set of customer-type marketing (Inbound Marketing), the first heavy ethnic group of precision. But to deal with social media marketing, it is necessary to understand the community participation of product users first.

Community marketing? Social Media marketing?

Once I asked a friend on a Weibo blog: Social Media Marketing in China is to translate to do social medium marketing or social marketing. Then I thought, how could I ask this stupid question, because social marketing is not the same thing as social media marketing: "Community Web sites" include a wide range, such as blogs, BBS, video sites, instant messaging software ... As long as people interact with one platform, they can be viewed as community sites, and "social media" is just one part of the Social. But really all the netizens are only on Weibo?

The answer to this question is certainly not, otherwise you will not be reading this article now, because no matter how hot the social media, every community will have its fixed users, and the industry (and even products) users of the community's use of attitudes and habits must be different, The difference is what we call the social science and Technology feature Atlas (Social technographics or Social technographics Ladder), but because direct translation is too tangled, I'm used to the short term: community participation. Depending on the user's participation in the community, it can be divided into creators (creators), reviewers (critics), collectors (collectors), participants (joiners), observers (spectators), Barbarians (inactives), The rules for how to classify these users can be referred to a PPT I share on a micro-disk: Small Business network university-social networking site marketing.

Community participation and Community marketing strategy

Carefully consider the user's community participation, which can correctly use a variety of different social tools and platforms, good community marketing. Social media is just a part of it, although it seems that the micro Bo is hot, but can not be ignored if you want to run a 3C product marketing, it must still be through BBS or blog to do product promotion, this time social media is just a channel But if today your product target group may be locked in the 50-year-old population, you may also use social media to do marketing? I think the answer may be negative at this time. And because it's hard to say, the templating of social media marketing is so difficult.

The extent to which community tools can be used varies greatly from one group to another, so finding community participation in communities is the first step in developing a Community marketing strategy. Usually we can use the questionnaire or go to Baidu to go to the tea ceremony of this information, in addition to the community participation (Social Technographics) of the Forrester company also provides a small tool (below, the details please check the official website), You can learn how to participate in the community in China (unfortunately, there is no subdivision of the Age section), with the classification of PPT, I believe you can naturally find the most suitable for their products community marketing strategy. Not necessarily a brain in the social media tangle.

Author: @ Chiu