[Case] Social marketing: The power to deliver a brand

Author @ Bubu

With the rise of social media such as Facebook, Twitter, Sina Weibo and Pinterest, more and more brands and institutions are starting to use social media for marketing. With the one-way nature of traditional marketing is very different, social marketing pay more attention to the user's participation, through the user and user interaction, user and brand interaction to convey the value of the brand, so as to establish a brand reputation.

Recently read two cases abroad, a good interpretation of how to use social media to convey the power of the brand.

Brand：
Danish famous chocolate brand Anthon Berg

Policy：
Promise a charity to get chocolate.

Two months ago, Anthon Berg, the famous Danish chocolate brand, opened a one-day temporary shop in Copenhagen at the suggestion of their agency, Robert/boisen & like-minded. It's different from the current popularity of sending a tweet, and their strategy is to promise a charity to get chocolate.

The people who come to this shop to buy chocolate don't need money, and chocolate stores write up to 30 kinds of acts of kindness in different chocolate wrappers. Customers need to follow the notes on the goods, such as "do not comment on your girlfriend's driving skill for a week", "Prepare breakfast for Your Lover", "Help your friends clean the room", and make a commitment to the brand's Facebook public homepage. Unlike traditional checkout methods, customers use the temporary store's ipad to perform commitments on the brand's Facebook public homepage So their behavior can be tracked.

Watching the relevant video, the day at the door of the chocolate store queue can be described with a sea of people, some even queued for 1.5 hours.

This campaign and promote the brand, and let everyone more love, will line up under the better integration together. After reading this article and related video, the chocolate brand's goodwill has been greatly improved, in the consideration of the next encounter can buy some food.

Brand：
Nike Mexico

Nike Mexico and international advertising firm JWT recently collaborated on a very interesting social marketing campaign. (Activity address: https://apps.facebook.com/subastadekilometros/)

In this event called Make it count, you need to download a Nike app and record your mileage and use your running mileage to snap Nike running shoes. Each auction cycle is 15 days. Nike's campaign has greatly enhanced its brand influence in sports-loving people, which is built on the level of participation of all, not the direct sale.

After reading these two cases there are several feelings:

1. Sales are more than just sales.

While some advertisers are questioning the ROI of social marketing, they have to say that social marketing is a great help in promoting a positive image of a brand, especially in a variety of brands today, and nothing is more important than letting consumers remember your brand.

2. The big difference between social marketing and traditional marketing is the fact that people are involved in the real person.

Traditional newspapers, magazines, television, radio, although also can call on users to participate, but the user's participation and in these media has a time difference, the exposure of users is only a large number of participants, the user is selected, the authenticity is not enough. In social media, every netizen can be a participant. As long as it is beneficial to users, or let users 211.html "> feel that behavior is good, it is possible to stimulate user participation." And the user is a media, they can share their behavior to social networks, resulting in a further brand-spreading effect.

3. Good integration under line.

Take the famous Danish chocolate brand Anthon Berg For example, the success of their activities is that the offline exposure + online social media spread + the theme of the spread of love organically combined, brand awareness and goodwill immediately improved, profit and love closely combined, than the current popular simple forwarding and @ Friends effect much better.

4. The combination of social marketing and mobile Internet.

In Nike's "Make It Count" campaign, users snap sneakers based on their use of apps to record their running mileage, combining user involvement with Mobile information. Similarly, eating, traveling, playing, transportation and many other social sharing activities closely related to people's lives can be combined with the mobile internet to play a variety of tricks.

Resources：

The Generous pop-up Store

Http://socialcommercetoday.com/social-commerce-scandinavian-style-the-generous-pop-up-store/

Nike Social Commerce:pay with sweat

http://socialcommercetoday.com/nike-social-commerce-pay-with-sweat-not-money-screenshots/

This article comes from @socialbeta original content contributor @ Bubu

This article link: http://www.socialbeta.cn/articles/social-marketing-is-love-marketing.html