Constructing social media marketing ecological Circle

Social media at home and abroad have grown rapidly, and by October 2012 Facebook's users have counted 1 billion, and Twitter users have counted 500 million. The domestic social networking market in 2011 was more than 4 billion yuan (4.38 billion), and in 2012 the user spent more time on social media than the portal. Now almost every article, every ad, every video has encouraged users to share and comment, we have entered a whole social era, social media has become one of the most important media channels.

In the context of the rapid development of social media, users are constantly changing. User access and access to information channels and ways, users and businesses to generate interaction and purchase behavior channels and ways, users to generate exchanges and sharing experience channels and ways are all in the occurrence of comprehensive and profound changes, the user has been simple and homogeneous material demand for the development of personalized needs, is no longer a simple price-sensitive, But to be sensitive to value, the user becomes more active and rational.

Social media marketing has developed into an indispensable part of enterprise marketing. With the in-depth development of social media, the interaction between netizens, consumers become more and more difficult to trust by manufacturers, channel operators, traditional media built vertical information channels, they are more willing to believe that from friends or strangers word of mouth level of information channels, users of the brand, products, The service experience information mainly through the social media sharing and dissemination, originally relies on the consumer to produce the one-way relations maintenance method already to be unable to adapt the user own Desire Awakening new relations system. Consumers have migrated to social media, the spread of the path in the generalization, media contacts in the decentralized, consumer behavior is changing, if the company's marketing does not change, will eventually lose the competitive opportunity.

The core feature of social media is that the user produces content and the media is formed by these contents. The marketing of social media is facing many obstacles at present.

The user is stationed in social media that is closely related to their lives, making friends, entertaining and sharing. How do users access business-related information through social media? Users in the social media can be exposed to business-related advertising information or users to share information, if the user is interested in some information, they will participate in the interactive sharing with the enterprise, if the user produces the purchase demand to the enterprise's product, will search the official website of the enterprise by searching. We can see users from getting information to participating in interaction to actively looking for official information, often resulting in a large number of user churn. How can we construct a seamless socialized marketing system from front-end marketing to information flow management, to backend services, and then to public opinion feedback, to reduce the loss of users?

Here, we propose to construct a three-dimensional social media biosphere, which contains three main circles, namely, corporate website, own media matrix, and contact media. Enterprise-related users live in these three main circles. As the core source of enterprise information, the website group is the center of the ecological circle, the users who are stationed here are the most valuable users; the own media matrix, which is composed of micro-blog, micro-trust and app, is the most active circle layer in the ecosystem, and the contact media dispersed on various social platforms extend the whole ecosystem to the whole medium platform.

How to build social media biosphere? First is the official website group socialization. Can do the existing official website socialization transformation, can also directly build the social official website group. So that information can be quickly shared through the official website, users can directly in the official website group with enterprises and users in-depth interaction, but also to encourage users to participate in the website group interaction and create content. Second, its own media official website, so that its own media can carry the enterprise's brand, products, services and other information, so that users in the interactive sharing of natural access to corporate information. Third, contact media channels, through the contact media to do subdivision, integration and continuous maintenance, so that all kinds of contact media to become active media channels to disseminate information.

How can social media biosphere achieve self circulation? Its core in interactive marketing. Interaction is to communicate directly with your target audience in social media to gain the target audience's focus on your marketing information, and through active and effective interaction with your target audience, you can turn negative opinions into positive opinions and influence consumer buying behavior. Enterprises need to set up appropriate interactive marketing mechanism according to their marketing objectives, and continuously realize the interaction with users.

Through the social media ecology Circle Marketing, can bring three big benefits for the enterprise: the word of mouth precipitates, the user relations maintains, the user classification aggregation and the transformation. The construction of social media ecological circle, through continuous interactive marketing activities, continuous production and brand, product and service-related positive information and form a positive share, thereby precipitating the good reputation of the enterprise. At the same time, through the establishment of a perfect ecological circle, enterprises and users can achieve direct communication, and continuously maintain the loyalty of the user relationship. Through the sustainable operation of the ecological circle, you can constantly convert users from the general to buy users, promote enterprise sales.

In order to make the social media ecological circle constantly improve. There needs to be a dynamic tuning strategy, which includes the loop part: Listening, evaluating, and optimizing. "Listening" is about what your company, your product, your competitors and your industry are talking about or focusing on in social media. The evaluation and analysis of the listening results can judge the current operational status of the biosphere, which can provide the basis for further marketing.