Changes in the marketing style of social networks

Now, social network has become an important part of people's lives, in the Web2.0 era, the classic marketing model is quietly changing, today, the key to enterprise marketing is to establish a strong "perception" of consumers, and online and offline fully through to achieve interactive way of innovation.

As an important channel of communication, social media has no one to question its commercial value. Today, more and more businesses are setting up accounts on Sina Weibo to interact with consumers, and social media is self-evident about the business importance of business.

The biggest value of social media for the enterprise is that it gives the enterprise a personification image for the first time, so that the enterprise can communicate with consumers as natural person in the virtual world of network.

Under the impact of social media, the model of Aisas (Attention, acquires, Search, Action, Share), once marketed as a classic in the Web1.0 era, is quietly changing.

"The acquisition of consumer information is no longer a process of active search, but rather a process of relationship matching-interest coupling-that is needed." The meaning of communication is even changing, not to advertise the information you want to tell others, but to respond and ignite the needs that people have inside, express verbally, and embody at the fingertips. "Dcci Internet Data Center General manager Yanping said.

Based on this judgment, a new Sicas model is proposed based on the Aisas model, and the first three steps in the Aisas model are yanping and perfected. Specifically, the sense (active perception) replaces the original attention (attracting attention) and replaces the original search with connect and communication (user and brand connections and interactions).

Perceived consumer

"To the brand merchant, the real-time whole network perception ability becomes the first purport, establishes the sensor which spreads over the whole net, the prompt perception demand, the understanding orientation, discovers the whereabouts, the dynamic response as well as the full effective reach becomes very important." "How to perceive, discover, follow, and respond to a ' person ' in a fast moving, fragmented environment, to understand them, and to talk to them, is the key to increasing the cost efficiency of brand marketers," Yanping said. ”

Sina Weibo was born more than two years ago, although more and more companies have set up accounts on Weibo, it is not uncommon for companies that can really use it to perceive and interact well with consumers, and for many companies, social media has not been a channel to promote their brand and sales, but it is creating trouble for itself. The most typical negative case of the recent past is undoubtedly "Luo vs. Siemens".

September 27, due to the quality of their own Siemens refrigerator, Luo issued a microblog complaint. But Siemens has not been able to deal with the problem, and as tensions escalate, many of Siemens refrigerator users with similar experiences have been on Twitter to express their solidarity with Mr Lo on Weibo.

Whether or not the Siemens fridge really has a quality problem, the incident has seriously damaged its brand image. In stark contrast to the Carrefour. Although the 72-Year-old was mistakenly attacked as a thief, Carrefour was able to quell the incident in a single day because of the sincerity and timeliness of the apology.

Today, many companies leave their social networking accounts to third parties, although professional companies have good operational experience, the disadvantage of this approach is that it actually puts a layer of gloves on the company's contact with consumers, and in some cases fails to "perceive" the emotional changes of consumers in the first time, This is also the reason that the enterprise encounters the public relations crisis in the social network frequently.

"The management of micro-blogging will eventually be returned to the customer, and no professional marketing company will know more about the product than the customer." "Jinpeng, operator of Durex's official microblog, said on Weibo. Durex is now recognized as one of the most successful microblogging marketing companies, after a rainstorm in Beijing this summer, a man using Durex products when the picture of the shoe was once wildly circulated on Weibo, the behind the hands of the company is Jinpeng far.

means to upgrade

After more than two years of development, the current domestic social platform marketing methods have obviously shown a rigid trend. "Now that Weibo marketing is a lot different than last year, I don't know what has changed," he said. "Shenyin, founder of the NTA Innovation Communications agency, said in a social media marketing forum in September.

However, not all enterprises can keep up with such a situation, corporate marketing activities in the social network has shown a clear homogenization phenomenon. Almost all corporate accounts in Sina to do marketing activities will use the @ friend way, in order to maximize the effect of transmission, but in the eyes of consumers, this approach is already very old, if it was originally introduced to help users to consolidate the relationship with friends, then it is becoming a new type of spam advertising.

In essence, this mode of marketing is still in the traditional marketing thinking, that is, the breadth of information coverage as the only criterion to judge the effectiveness of advertising, in fact, there are many problems. Many micro-blogging companies exploit loopholes in rules to create false booms.

At the beginning of October, a common advertising campaign Weibo, from Sina's "Big House" account, was forwarded a staggering 13 million times, setting the record for Sina Weibo, which was later proved to be brushed by a machine.

What's behind this incident is the fact that many companies have camped out in social media, but the marketing thinking is still in the traditional marketing broadcast era, on Sina Weibo, many corporate accounts have hundreds of thousands of of the surface of the fan size, but each tweet has only dozens of comments forwarded, Not to mention the final sales promotion for the enterprise. The low conversion rate is a common problem that enterprises encounter in social Network marketing today.

So for today's domestic enterprises, we must timely break through the inherent thinking. Social networking is not about the breadth of communication coverage, but about interacting with consumers in the marketing process and improving conversion rates through aggressive, in-depth interaction, which is the real value of social networking for businesses.

Due to the limitations of form and technology, however, there is little room for marketing based on social platforms--whether it's a @ Buddy or an ad in a social game--that gives consumers a sense of freshness that is rapidly receding, and the trend is to get through the marketing and offline marketing campaigns on social networks, The formation of a set of lines across the line of integrated marketing plan, foreign countries have similar examples.

Not long ago, 1-800-flowers, an American flower and gift company, completed a creative marketing campaign on Facebook. On a friend's birthday, sending him a virtual little gift on a social networking site has become a way for many people to improve their feelings today, 1-800-flowers to see the opportunity. By installing a 1-800-flowers app on Facebook, users can spend a dollar on a virtual flower for a friend, and then 1-800-flowers will count the types and numbers of flowers the "Birthday Girl" receives, and finally "virtual flowers" The real flowers are sent to the longevity family, and more interestingly, the wrapping paper on the wrapped flowers is printed on the Facebook portrait of the friends who send flowers.

"Customers are getting more and more aware of the rules here, and the requirements are getting higher. Any customer's requirement for social networking marketing is to increase sales and customer loyalty. "And for companies now doing micro-blogging, Jinpengyuan that there are only two directions for future survival: one is through data mining analysis, the other is to build a platform, and the other is to have strong creative and active capabilities."

Because of the continuous progress of technology, today's social network marketing is still in a rapid development stage, in such an era, enterprises only combined with new development trends, and constantly introduce innovative marketing methods, can really dig out the potential of social networks, and thus create greater value for enterprises.