Eight classic mistakes of enterprise socialization marketing

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No doubt, the future is all network! E-commerce channels will gradually become the standard of enterprises. So, in terms of standard, is social marketing standard? The public is different! In the 2010, social media-Weibo developed rapidly and became the standard for portals. This enterprise socialization marketing once again be pushed to the cusp.

In this era, the voices we hear against corporate socialization are all coming from "smart" companies, who are accustomed to evaluating marketing results with ROI and managing teams with KPIs. On the direct view of the "results", social marketing is absolutely "failure" in the overall sales channels accounted for is "negligible". And for the Enterprise socialization Marketing team management, KPI is difficult to quantify, or even if the quantitative assessment is difficult to link with the actual results. According to the above logic, the conclusion of the "smart enterprise" is that we do not need social marketing.

"Smart Enterprise" will also have on the social marketing envious, they spent a lot of real silver to buy image ads, but helplessly around some big guy with a personal blog or micro Bo inadvertently say a few words to let the people of the country. For example, Vanke Wang Shi, Hua Yuan Ren Zhiqiang, Soho Pan Shiyi, Mengniu Niu, let alone is the Internet person's Ma, Lee. Last year, a national people are aware of the 3Q war, a man named Zhou Dare to challenge Tencent, he did not on the Spring Festival evening, with a few Bowen made horse, so the whole country people know him. This is also social marketing.

From this, "smart enterprise" socialization marketing must be out of the question, what is the problem? Let's count the numbers and analyze:

1, the lubricant when the fuel--the social marketing as advertising or pull a single means.

Foresee results has just released a survey of social media marketing, only 3% of UK online holiday shoppers (the US figure is 5%), which is mainly influenced by social media to access top retail sites.

Notice that, social marketing, the result is indirect, the larger the enterprise involving more indirect. The aim of social marketing is to build a brand or word-of-mouth rather than sell it directly.

Through social media, what customers want to know is the product's use results and evaluation, and the purpose of the client's social media is to communicate with other consumers and ask about the real consumer experience, rather than to look at the ads. The most needed social media is advertising.

2, Guan Gong sang qin-color performance, forget that the main body of social marketing is the enterprise rather than the marketer individual.

Whether the manager of the socialized marketing is the boss or the professional operator, he often forgets that he is not an individual but an enterprise in social marketing. You can be mistaken for hypocrisy-for example, NIU on behalf of Mengniu to apologize to the public for the melamine milk event, but you must not perform in the same way-such as Wang Dan argued with netizens in the 512 Wenchuan earthquake.

How can a brand manager who plays the color of a character in social media, who is an affectation of social media and acting like a nerd, be accepted by his or her company? (except for certain industries, of course.) )

3, sing their favorite songs, let the audience play away-speak from the words, do not care about the interests of enterprise customers.

Social marketing needs to embody a core principle is customer-centric, which seems to be how illusory a concept! But, don't forget, what do your customers want to hear? What do they expect? What do they expect you to say? Social marketing solves the customer's awareness needs. You have to take that as a core and the customer will buy it later. People's consciousness is very strange, never heard of "the Heart of the lover is made of glass"-when customers hear the tune they don't like, they will gradually abandon you. So, singing customers love to sing songs than to sing their favorite songs to be effective, of course, pretending to be the two harmony that is work, they happen to match exactly that is your lucky.

4, troupes sing the drama-will shoot the head but lack of professional planning.

Do not think that others cai is more money Laocai a shot to send out dozens of ipads, it is a planning activities. Compared with these entrepreneurs who are good at social media performance, corporate social marketing organizations often appear pale and feeble. is not others water good, is not other people special can mix, is the other people earnestly carries on the professional planning. Cai wins the ipad is sent to the precise group-stationmaster, and many enterprises a number of forwarding and collection of fan activities is anyone close their eyes forward add powder on the line, this is called the difference.

Social marketing behind, is a professional planning, is divided into several paragraphs or even dozens of steps of marketing.

5, Tiger disguised as tabby cat-in the face of crisis or logic.

Social marketing is a lot different from corporate 800 phones. Mobile, Unicom's 800 telephone customer service encountered the first skill of complaint is push, the second skill is tow. It's going to be in the social media, that's a big problem!

3Q War, Tencent has a failure is female executives in public tears, and people seemingly weak Zhou several blog to win a cheer. Although the industry said that the 3Q war can be likened to the rabbit pedal Eagle-the eagle for a mouthful of food, rabbit is a life, but this end really need to go back to think.

Social media audiences have always been unprovoked sympathy for the weak, against the strong, never remember Ching the merits. Therefore, in the face of social media, tigers have always been vulnerable groups, the tabby cat is a strong group, disguised as not like.

6, pick up the microphone forget the word-nonsense or do not know what to say good.

Keep in mind that marketers are also a great actor in social media, have a good posture-know what to say, have a good state-always keep talking. However, in the KPI under the pressure of the marketer or the sales of the urgent need for the spokesperson, often not a three-stream supporting actor is a Xiang Xianglin, chatter, lied, qu not random.

Don't forget that this is social marketing-marketing, at any moment to think about what customers want to hear, what customers expect to hear, what customers want to know, what can impress customers. Depending on the customer as the lover, you will let the customer find the feeling of the bosom friend.

7, depending on the brand as a cloud-do not pay attention to social marketing.

Some people say Word-of-mouth, Brand Ah, are clouds! Because with socialization, the trend of the brand is to go central. To the central trend of the brand, not without the brand, but the brand more important. Quoting the slogan of Jiangsu Provincial Brand Association: "The Future is all brand!" In the socialization of the space marketing, the brand has become grassroots, to the center of the embodiment of "word-of-mouth" such things. However, no brand other people will not believe you, social marketing is not to people do not pay attention to the brand, but need to pay more attention to the brand.

8, look down on poor relatives, the result of offending rich relatives-can not correctly handle the social marketing field outside the relationship.

Early social marketing enterprises after many setbacks found that everyone is full of expectations of the online business is not fat, fat is not on the line. So the social marketing staff also began to use customer segmentation rules to treat online customers, Choosers, Xianpinaifu. This is absolutely true in the field of business, but the social marketing sector will lose badly.

We found that social marketing is like a play, a game, online participants are actually an outstanding actor (Supporting Role). His play is not heavy, but his audience needs to see how you can perform a rival play with him. The audience for the play is likely to be the rich guy who watches the play before he pulls out a cheque. The performance of the play is very low, like the Spring Festival Gala, and the return of the performance may be good.

Social marketing is a play, the play, must have a creative writer, a great director, Professional, hard-working, responsible and star temperament actor. The business must be in the play, and must know who he plays for and must know what his audience wants to see. (Wen/Ningjie network zhouning)