Coca-Cola "nickname bottle" marketing trader reading Social marketing

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Note: This article according to Lenovo LBG Innovation Media and digital marketing director Chenhui March 25 in the tiger Sniff wow!2014 new Media marketing in-depth share of the sharing of the finishing.

What is social media?

In the past, the way of communication is relatively one-way, now belongs to the interactive type. Is social media a platform? It's not a platform, you lose when you're limiting yourself to a thing on the platform, because consumers don't pay attention to your topic, he only pays attention to himself. Is social media a marketing activity? And no, when you think social media is a marketing activity, you lose the market, because social networking is just a bunch of people, not alone. Is social media free? For businesses, social media is not just free, it's expensive. When a company makes a budget, it definitely costs a lot of money.

What is social marketing?

Social media is very effective for some ads and promotions, but it has absolutely nothing to do with PR, even it has to do with customer service, and it is also related to consumer insights and research. Social marketing is definitely not a marketing job, and if a company manages it as a marketing business, then they won't be too optimistic. What do social marketing usually do? We have to listen to consumers, to do some initiative based on the delivery of information at the same time to have a dialogue with consumers, but also to deepen CRA and database marketing, these all add up is the complete social marketing.

Durex and Coca-Cola marketing case

When I was doing Durex, I was told that Durex was doing well because of the existence of sexual elements, and that something with sex was easy to spread. But Durex is also a competitor, I got a third party research report told me that condoms in the domestic market share only 10 points, meaning that 90% of people do not use this thing. I asked my boss if you wanted me to help you with your marketing. What do you want me to do for you? The boss told me that I would make the cake bigger and bigger in the market. As soon as this sentence comes out, I define a market nurturing idea. So we're going to do something in the future.

Look at Coca-Cola, it is not lack of visibility, although it is not so active in social media. How do you make it active? First, we spend eight months trying to get the fans ' water out, and then accumulate a very real, powerful fan, a real brand enthusiast. Coca-Cola is not bad brand lovers, we just try our best to find them. With such power, we communicate with them daily through the campaign activities, through social media, so that they can express their love for the brand.

Are marketing cases replicable?

All cases are not replicable. The answer is very simple, because the taste of consumers will become heavier. One thing is executed once, feel good and creative, great. The second time may have only a little effect, the third time people feel bored. Every brand has the power of brand, each brand has its own resources and value. When I am facing the global market, a newer brand, how to let everyone know this brand? This is a new and different idea. So if the brand is to do social marketing, there are seven things to think about, what is the commitment to the fans? What is the positioning of social media? Do you have any resources on your hands? How much is the budget? What are the specific tasks? It is not difficult to go down if every question is answered well.

Poison Tongue Judges Live PK

(Renren Vice President Hu Chen, Gionee marketing Director Guo Zongxian)

Hu Chen: A lot of people are not big brand owners, you talked about doing social marketing is the need for money, for a small brand has no chance to do things in social media?

Chenhui: If the small brand is a big enterprise small brand, it still has a lot of resources. Just say the resources in whose hands, it is a matter of personal charm is not a market problem. I used to hand over a year to do marketing also 500,000 yuan, I can do a good case. I never felt the impact of the budget, I can do all the hands-on stuff, and when we don't have the resources, all the proposals and PPT can be written by ourselves. This is good for marketing managers, when nothing is the time to exercise their ability.

Hu Chen: You talk about doing any marketing, your assessment is to remove some false figures. We know that the industry generally uses KPIs as a benchmark, and is the internal assessment of Coca-Cola a sales data assessment or other data assessment?

Chenhui: Coca-Cola is a very large organization, my line boss this piece must be used to evaluate the virtual things, because the report is still to write. Higher-level bosses are sure to look at the sales figures, and the PR department will see how social media and traditional media exposure are. So on the whole, it depends on how much the whole activity has helped me, so the figures from different departments will have different points of view.

I've always thought that those of us who do digital marketing are never afraid of KPIs. Because the number of this thing can be done, see how you explain it. But the point is how to think. For example, some of the relevant circles have no one to talk about, if everyone talk about the streets, then it may be successful. What I want to tell you is that for the young people who are really in this business, it's important to figure out what you want.

Guo Zongxian: Coca-Cola case, you have some key words, such as big coffee, technical sense these words are artificial digging or a set of systems?

Chenhui: To listen to consumers. In fact, the brand is no longer owned by the brand owner, Coca-Cola has mentioned this view, your brand is given to consumers. For Coca-Cola globally, for example, the homepage of social media is created by fans first. Because the fans have a strong love for you, will do a lot of things for you. So the key word is that there's nothing great about being a social listener.

Many times we will find that many brands in the social media lit up, or to do some film implantation fire, after the end of people do not remember the brand. Because some things can not be combined with the brand, so it is not that today in social media we just crazy, very hot OK. The most precious thing about a brand is its intrinsic value, which must not be replaced. So we look for more than 100 words, and then we sift through them slowly. Social marketing is very human.

Hu Chen: Social media is a double-edged sword, will the labelling of the reaction?

Chenhui: No matter how good the brand will also some people do not like it, the whole world will not have one thing is absolutely perfect. Coca-Cola spent 8 months running a loyal fan. Coca-Cola has a very good brand of enthusiasts, we brought them to this platform. If something like that, a loyal fan will definitely jump out to protect us, this is like love, really love, he will love you, protect you. How can because other people say a word don't love you.

Every fan is a living person who wants to be treated emotionally. When a brand really can take out his heart with everyone serious communication, brand love will exist.

Guo Zongxian: Talking about social media, the biggest problem now is that in a large company, the single market may not necessarily understand that clearly. Other people are less clear, and more people mistakenly think of doing micro-blogging, micro-letter. In this perspective, how can you coordinate with other departments and convince other departments? Even your boss has to set the KPI on a bigger issue?

Chenhui: Coca-Cola for example, Coca-Cola case is led by the brand department, the social marketing department can not do this thing, but we are their best comrades, we belong to the direction of cooperation. A lot of company departments, we do not necessarily think that every company has its own functions, are very important, social media is not to say to replace others, but to a good combination.

For example, if I were to take the form of a report, without the budget I will do it manually, and then submit it to the relevant people, each enterprise's final goal is to make money, your ideas can help people to make money, get bonuses, we will certainly support you, so this is the workplace problem. KPI section, if asked me, my answer is a sentence, I do not know. Social media in the company is not the top of the range, there must be a big thing out after everyone began to divide, how much you split, I split how much, so I was delivered to the people. I didn't look at the numbers because I wanted something much bigger than the numbers. So I am not very familiar with KPI, you say this thing can use better communication way to solve. The prerequisite is that someone is willing to gamble with their careers and say that I'm going to do the case, and we want to encourage people like that.