CEO Rui: How to play social marketing

"Future marketing must be the combination of art and science, rationality and Sensibility, creativity and technology." "Social Touch CEO Rui told the Economics report 21st century.

Since the emergence of social networks in China, the concept of social marketing came into being, and a group of third-party marketing companies began to use these social media. The social marketing becomes the digital marketing way that some big enterprises pay more and more attention to, the Durex official account on Weibo has become the classic case of social marketing.

Rui that, in fact, social marketing is not a "tall" marketing model, on the contrary, small and medium-sized enterprises are also a major group, through social marketing, enterprises can optimize their own products or services, and enhance brand awareness.

This October, the social touch announced the completion of tens of millions of dollars in the C round of financing. At present, the social touch service includes more than 350 customers, including Procter and Gamble, IBM, Audi and Durex.

Playing social marketing

"21st century": What enterprise is suitable for social marketing?

Rui: I think it is social marketing for companies that are directly in contact with consumers, or that target decision-makers are more active in social media. Small and medium-sized enterprises are also the main business of social marketing.

Social marketing is not as complex and mysterious as people think, and the fundamentals are the same for any business. Social media is actually an open platform for businesses to quickly build large numbers of connections between the platform and the audience. For any enterprise, as long as willing to open accounts in the social media, willing to release some of the relevant content and business, willing to and interested in people in social media interaction, is a simple basic process of social marketing.

"21st century": How do small and medium-sized enterprises do social marketing?

Rui: First, you have to have an account on social media. You need to keep your customers focused on you and receive what you send. There are two things in this segment: businesses need to think about what I can offer something of value that my audience would like to see, because the audience would not want to see the ads themselves but would like to see something helpful to them. You need to make it easier for them to know that if they are dealing with you, they are concerned about what benefits you will have, which is a more important step. With this step companies will find that content can impress consumers, they will be willing to help you spread, you will get more exposure.

The second is when your content in the dissemination process, there may be a lot of people who are your potential consumers, interested in you, will be able to communicate and interact with you, this time can accept a lot of potential and not potential consumers to communicate with you, this information is valuable to you, will help you improve service and so on.

Some people think that small and medium-sized enterprises are not so strong ability to make very attractive content out, there is a certain misunderstanding. For small and medium-sized enterprises, if it is your consumers, you are interested in the day-to-day details, these content is not difficult to produce. In the entire service flow of the enterprise, in the day-to-day operation, many stories and details with the phone to take photos, write down the experience and feelings, sincere and share, as long as the attitude and value sharing is positive energy, content is enough.

In addition, social media has a lot of hot spots, traditional marketing in the form of promotional and other forms can be copied to social media, to implement and launch, but this process requires additional technical assistance.

Now many social media platforms have their own advertising system, this advertising system is very powerful, relative to Baidu search engine advertising, can be more accurate positioning to the characteristics and types of consumers, so that enterprises can be very accurate to let their fans see the content they want to spread, and their fans similar groups can see, This will greatly increase the exposure of their own and interactive efficiency.

"21st century": What is the difference between small and medium-sized enterprises to do social marketing?

Rui: The whole social marketing basic ideas and processes are the same, not the same place, large enterprises in the management of the details than small enterprises to be more professional and meticulous, software has many functions for large enterprises are valuable but small enterprises may not.

For example, many large enterprises in the social media can directly launch customer service work, so that they have a number of people's customer service team in the social media on a large number of communication records, so, communication will be added to a lot of specialized only large enterprises will use the function.

Many large enterprises have a perfect CRM and electrical business system, will be in the data level analysis, data to get through, so that the data matching to do a more in-depth analysis.

Technology driven value

"21st century": What is the role of technology in social marketing?

Rui: Social marketing is a very new work flow for small and medium-sized enterprises, and the value of technology can help SMEs to organize all aspects of social marketing into a workflow. This is quite different from traditional marketing, which is a continuous day-to-day management work, not a very cyclical one. The characteristic of social marketing is not to be able to see a very different effect immediately at the beginning, but to insist on a certain amount of time and energy to do it continuously, and to find that it is getting better in the process. Technology allows enterprises to quickly comb through the workflow, so that they come up with task reminders every day.

In the process of social marketing, there will be a lot of communication and consumer links, behind each interaction is data. There are so many people who communicate with me, different questions, who these people are, and this has a lot of data management. Software is similar to the value of social CRM, it's easy to manage the history and characteristics of these people interacting with you, and you know that your fans are very active, and what you've said, and in the future you can even provide them with some direct content to forward them and invite them to the event, It has a lot of value behind it as a consumer spokesperson.

The process of social marketing is entirely digital, and it does need some technology to support it, for example, when you want to do an activity, the lottery can be used as a lottery, or a quick way to spread the pictures, so that all the users on Weibo to disseminate and participate.

The last is advertising, which has a data analysis process: the effect of the launch is good, what people come, should have what kind of strategy to carry out, you can choose some more communication content and fan characteristics of the key words, such characteristics are also your crowd, more accurate.

"21st century": social marketing, content or technical importance?

Rui: Marketing at any time, content and creativity is a great role and value, social marketing more change is the marketing environment changes, the technology and data-driven trends more clearly, the marketing process to the people who, who are these people, these are difficult to imagine the process. You're accumulating your fans, and you need to have more effective ways to manage them and constantly tap into their value, which requires a lot of technology.

Many enterprises provide a set of data management tools, the tools of process management, help Enterprise's social marketing to see the quality and value more clearly, what needs to use data and method to excavate the bigger value, there are many traditional marketing companies with strong content and originality in the market, and now we see clearly in the United States, You can see that many companies have bought these tools to 4 a company to use. The customer's team is also used together, so that the work can be more systematic and professional management. The role of division and coordination.

"21st century": you have just visited the United States, and found that social marketing in the United States and China is different?

Rui: American business owners are more focused on digital marketing than China, many companies in the United States advertising budget spent over the years in the digital media over the television media, for CMO, the previous brand communication, television is the most important channel, now become the Internet is the main channel, this aspect than we go earlier. The US has a predictive report that, in 2017, the US CMO spent more money on it purchases than the CIO, a bold summary. The CIO's hardware and software, including servers, are all astronomical purchases. In the United States, many marketing technology companies provide customers with a variety of tools, a CMO will spend a lot of budget to buy several company's software to manage the day-to-day social marketing work. This trend in the United States is very clear, which for the future development of the country can also be used for reference.

The United States attaches great importance to both content and technology, but the technology is used more deeply than at home. We met this time in the United States of a company, using large data methods for the brand main service. In social media, each brand advertisers found that the content of the consumption of a large number of different content each day sent out, which is a big challenge to the content, completely rely on 4 a company to have a high cost. And the tech company helps them to find out what's on the social media in the past day, with your logo in the photos that the user sent, or to find out what you want to see. After you have identified the photos or content you want to use, they will set up a mechanism to notify the user and let the user agree to authorize you to use the user's picture. This makes the content more efficient and does not miss any good content.

So for the enterprise, content to produce more efficient, will not miss any good content, the content of the ranking is in accordance with the heat to row, when some of the content did not do what to promote the case has made a lot of reprint and praise, can be automated content into an advertisement to promote.

The rhythm of the world is getting faster, the information of communication is more and more fragmented, and many creative mechanisms and methodologies are still changing, behind which technology is driving.

Sina Weibo is now open to about 80% of Twitter, they have come to realize that as a platform they should combine third-party companies to make an ecosystem, while micro-letters are still relatively new platforms in China and have not yet revealed more information, but on the whole, the openness of China's social media has become a trend , which will benefit the development of social marketing.