Enterprise Marketing value analysis of micro-communication platform

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today to participate in the company's weekly meeting, Mister put forward: The company's meager interaction is not strong enough to make a meager use of the problem. Being in a professional habit makes me want to comb the marketing value of a "micro-communication platform" for an enterprise (especially an e-commerce enterprise).　　 Because one thing is to plan the right way to make use of it only when it is clear that she has all the value that she has achieved for her goal.

The "micro-communication platform" I am talking about here refers to: Meager, electric business blog (Taobao Lake), Electric Business BBS (forum, gangs) and other social networks. With a one-to-one direct communication as the main form, a highly interactive new communication platform emphasizing full communication, extensive sharing, instant interaction (participation, manufacturing sharing) and free communication is emphasized. Because of these unique platform attributes, compared with the traditional communication platform, the fundamental difference of the "micro-communication platform" is that the content of the communication is guided by the trend distribution characteristics of the participants ' interests, rather than by some journalists, directors, planners, staff and other related staff.

From the specific attributes of "micro-communication platform", the intersection of her and enterprise marketing target system is set up, which is the function and value of this kind of platform for a specific enterprise in the specific marketing stage.

From the perspective of the general characteristics of marketing objectives among enterprises, we can analyze the micro-communication platform as having the specific attributes mentioned above, which should have the following functions and value for enterprise marketing:

Tools and platforms for market research. Since the content of the communication is based on the trend distribution of participants ' interests, emphasizing communication and communication, this is one of the best platforms for enterprises to understand the real interest of consumers.

Second, improve the level of consumer experience platform. Here we can easily give the consumer goods (service) itself can not provide the cognitive, emotional and even behavioral experience, so as to improve or enhance the consumer's entire consumer experience process.

Third, and consumers to maintain communication, the platform to maintain emotional. When activities on such platforms are completely independent of day-to-day sales, she forms a platform for communicating with consumers and creating opportunities for communication between consumers, as communication keeps and strengthens the feelings of both.

Cultivate potential customers. A potential customer may not be able to trade with an enterprise for some reason, but a business can build a link across a product (a broad sharing effect) with a potential customer, because the potential customers find their interest here and get emotional or cognitive satisfaction.

Improve the audience's cognition to the enterprise, at the same time enlarge the popularity of the enterprise, enhance the reputation and influence of the enterprise, and widely share and manufacture the news points.

Based on the above "micro-communication platform" for enterprise marketing work value analysis, in the use of these platforms have the following methods for reference:

Market research: 1, around some social, entertainment, sports, literature and other focus or sense of the topic design for the audience to discuss the column, so that the audience free to express their views and share, discuss, the enterprise again as a column to host the identity of the audience from the point of view of the summary, analysis, find new problems, so as to guide the direction of discussion, Keep the heat of the discussion and refine their needs, personalities, values, lifestyles, and individual basic features from the audience's discussions. 2, from the ongoing promotional activities, vertical or horizontal design some of their related topics, guide customers to discuss, to obtain the various customer characteristics around the demand, while monitoring the effectiveness of promotional activities; For example: few people involved in the discussion are the early warning of the attraction of promotional topics.

The design of communication forms: Because the propaganda of "micro-communication platform" is one-to-one, therefore, if you want to use this kind of platform for the dissemination of activities, on the one hand, to consider with some "name" Resources and "roaring" resources to form their own word-of-mouth dissemination of "catalyst", on the other hand, through a variety of behavioral stimulation, motivate the audience to forward actively, The power to release the word of mouth will fry itself hot. However, two points need to be emphasized, "micro-communication platform" after all, with the interest of the audience as the guide, therefore, even if it is a promotional campaign for the propaganda work, it can not be on the traditional platform for the content of the machine copied to the platform, it must be "interested" and "interactive" transformation just do, because, Even if there is a variety of advantageous resources, if the form of communication itself to the audience's lack of interest (interest Guide) or lack of interaction, it is also not successful, but it can be more embarrassing to the enterprise, in addition, to the audience to try to carry out the "unconscious" of the cognitive, emotional and behavioral stimulation, the business objectives into the experience activities, Fully mobilize the audience's subjective initiative. For example: Everyone wins the lucky opportunity together, helps the friend to win the lucky, the prize participation and so on, in short your form must be lets the audience feel they if participates will have the suction to let them have the attraction to them the thing or obtains one to win such thing the opportunity. Remember that "attraction" is the key to formal design, and enterprises need to be fully demonstrated at this point.

The design of the communication content: since the "micro-propagation platform" has such a number of attributes different from the traditional platform, enterprises may wish to consider in this platform so that the audience more to feel your other side, such as human nature, intimacy, vitality, humor, care, respect and so on all in line with corporate brand value and beyond the product itself, but also to fully mobilize the audience emotion, Cognitive, behavioral and other aspects of the experience module to cater to the audience's interest first. As far as possible to avoid always as a commitment to publicity tasks (always revolve around the product) of the common platform, so that the audience to produce aesthetic fatigue, waste of enterprise communication resources.

So it's not hard to understand that the content and form of Amazon's various micro-communication platforms are special. In fact, this is the enterprise has complete control over the soft communication platform, at the same time, enterprises can also be in this kind of platform activities as news events in the traditional media platform into various forms of communication, to create a richer and more vivid image of the enterprise, and the traditional platform can naturally take the lead work, Let the micro-platform automatically share the traditional platform of the audience resources.

Management of micro-platforms. Because of "micro-communication platform" of the five marketing value, so decided that this platform is the enterprise three departments of the common marketing tool, at the same time to the three departments responsible for the market research departments, brand communications department and Marketing Center. Its main responsibilities include: Information release (including design), platform content daily maintenance and peace desk function management.

Work with the Marketing Research department to provide the data and information they need according to the requirements of the market Research department, and cooperate with them to complete the information gathering work.

Work with the brand communications department and Marketing Center: according to the requirements of these two departments to design the theme of the Web page and complete the information release, while responsible for communicating with the technical department to meet the functional requirements of the theme pages.

The marketing center focuses on the use of micro-platform by "Promoting the level of consumption experience", while the brand Communication center focuses on the application of the micro platform, which mainly focuses on the management of customer relationships, the development of relationships with potential customers and the promotion of brand awareness.