Exploring the importance of building social marketing activities among people

Abstract: Reading: More and more brands will mention the use of social media marketing activities or create brand image, social marketing, social brand, such as the emergence of hot words will make it easy to have an illusion that this is a good thing to save money. Does it really translate

Introduction: More and more brands will mention the use of social media marketing activities or create brand image, "Social marketing", "social brand" and other hot words will make it easy to have an illusion-this is a good thing to save money. Is it really so that the translator does not dare to break, but indiscriminate, "do not forget beginner", to understand the audience psychological (community) and marketing base (platform) back to the origin of the same time look at the development trend is always a good thing.

Last week we released our first article on the "Social branding and future marketing" series, noting that "the most successful brands are not just predicting the future, they are defining the future in their own way." ”

Today we continue to publish the second installment of the series, exploring the importance of building social marketing campaigns among people you care about, rather than focusing on the specific technical qualities of each platform.

1. Motivation to drive social networks

Most people visit social networking sites to connect with others: to keep in touch with family and friends, to share things with colleagues, and even to meet people with common interests and needs.

As a result, most people end up with social media as a tool for social interaction for this purpose.

Of course, there are times when technology plays an important role in these relationships: for example, Instagram filters, or one-click sharing of all social platforms, are important components of our social networking experience.

But people are connected because these elements provide personal, social benefits, not because of the function itself.

Crucially, if the social benefits disappear-if the people we want to connect to do not exist, or if our social circles change-the platforms quickly lose their value.

We have seen too many examples of this--such as Second Life, MySpace and Friendster, domestic, such as rice and happy net, are due to their user's migration and decline, not defeated in the technical level.

2, a single service user base

Unfortunately, when users leave their existing large platforms-as they often do-marketers quickly fail.

Their previous investments, the large user base built on the platform, began to stop in real terms, as those users were "not able to translate" as usual (how many brands have successfully introduced the entire Second Life user base to Facebook without paying)? ）

Ultimately, marketers cannot rely on a particular platform to attract attention, but instead find a way to quickly adapt to all platforms to manage their social media activities.

3. From platform to community

The trick is not to treat social media as a media, but to focus on the motivations and behaviors that motivate people to make social moves.

The top brands of the future will take time to learn how to deliver value to the same people through different settings and content, rather than attracting attention on the hottest platform as it is now.

The brand will focus on nurturing the active community, who will always focus on the brand and interact with the brand as long as time and place allow.

Critically, brands will use new platforms to provide added value-not just as a new tool to harass people.

4, from the eye to pull the heartstrings

The secret of building a "migrating" community is to understand what people want, what people need, and then seize every opportunity to build an interactive relationship.

We need to figure out what has brought the community together, associating our marketing strategies with their interests, their share of things, and not just around the technical functions and platforms.

To sum up, we need to seize every opportunity to provide added value to the user's life-a topic that we will delve into in this social branding series.

Translator PostScript:

Think of the previous days to see @jamowoo's column "Forget Social Marketing", which refers to the emergence of social marketing agents of the industry outlook, translation of this article will be questioned this inevitable trend of social development will really affect the marketing and related industries how big? From the point of view of this article, this is an unprecedented approach to the consumer era, the need for the unprecedented careful speculation of consumer psychology and based on this marketing. How big a game is this?

Caption: Socialdirectstudio

Original link: wearesocial