Five tips to help CMO

The coming year will be a turning point for social platform marketing, and for many brands, free media coverage and content marketing have not received the desired results. Some people claim that our indicators and strategies must be mature enough, but it is difficult to ignore the constraints of social channel marketing.

Although the community is more and more serious about the "various channels in the realization of marketing performance problems" of the topic of relish, but this issue does not appear to be transmitted to the chief Marketing Officer ear. In the past, the mainstream marketing media in the growing social platform marketing investment awareness is still relatively backward, at present in a large number of data is still lagging behind, its own as a marketing channel is facing a lot of socialization challenges.

Since your company's chief marketing officer may not be able to get a good idea for a social investment decision guide, I would like to offer five suggestions so that the CMO can help them when they look at how to manage the budget and work of the 2015 social platform:

Recommendation I

Instead of trying to get people to focus on your brand through tweets and postings, you should give them a more meaningful way to talk about the brand you're pushing.

The free boost to brand content on Facebook is on the wane-not shrinking, but dying. The same goes for other social networks. There has been little interaction on Twitter, and despite the current Instagram brand interaction, it is only a matter of time before Instagram steps into other social networks.

By the end of 2015, the topic range will involve ' major brands gain 0 promotion ' through free social platforms. The practical strategy of the social platform that has been in effect since the beginning is to realize that people talk to each other, but not about the brand but about the actual products and services. The reason is that people trust each other far more than you and the brand you push.

Multiple approaches can be used to leverage Peer-to-peer network branding. As USAA has done on the product home page, incorporate trusted consumer reviews and comments into your website, incorporating them into the home page of potential customers considering the products and services you push.

Also, use trust relationships to build the links between your branded and potential customers, as Ameriprise uses its business networking "Find consultants" feature. Encouraging positive comments-not on Twitter, which is quickly lost in the void, but on the site of comments and reviews that people believe can help them make their buying decisions.

In the 2015, the major CMO (Chief Marketing officer) will have to realize that the key to the success of social platform marketing is not to publish content, but to enable people to talk to each other about the major brands of products and services.

Recommendation two

Instead of trying viral marketing, use social platforms to solve consumer problems.

Virus posts are widely watched because everyone likes the order of magnitude content, but there is little evidence that they can enhance brand value. In 2013, the company had the largest viral video of the brand, but did not prevent the retailer's continued decline in performance. 2014 was also so: the most viral brand marketing activity of the year was the Ellen Oscar selfie, although Yang Lion group chairman Maurice Levy claimed to have achieved $1 billion worth of Samsung Group, But Samsung's smartphone market share fell 25% from the 3rd quarter of 2013 to the 3rd quarter of 2014.

Viral marketing campaigns are often not created brands, but new brands such as HelloFlo and Wren, but even so, the chances of a "viral" spread are so slim (one out of 10,000) that a handful of successes hardly explain how viral marketing is smart.

Your marketing goal is not viral marketing; This marketing model doesn't even get brand interactivity. Your marketing goal should be to achieve significant business performance, which means changing consumer behavior and attitudes. Viral video often sacrifices brand influence to pursue entertainment value, which is the least desirable business model.

Don't try to go "funny lines", but focus on solving consumer problems. The 53 banks in the United States have not experienced the wave of Samsung, but their hiring activities have brought jobless borrowers back to work, branding through the kind of "Word-of-mouth" that can raise people's concerns.

USAA, in cooperation with the National Football League, has launched a "Salute service" campaign to raise the value of military personnel, raising more than 400,000 of dollars from the army's aid organizations, and creating a sizeable social platform for Word-of-mouth marketing value using live events.

Recommendation three

Stop representations of "content marketing first" speech. Start to focus on the customer experience of brand building.

First practice: In addition to the products that are in fact the brand of content marketing, specify a brand that you often make purchases for content marketing. Now list the brands you are loyal to – because their products or services consistently provide the ultimate experience. How can those levels of order be compared?

Two practice: List the brands you know have been successful in using content marketing over the past 20 years. Then, list the brands that didn't start out in advertising or content marketing but started out as Word-of-mouth marketing based on their product or service experience.

Now that you understand--I've used just two paragraphs to make it no longer necessary for you to consistently "content marketing first". Not content marketing is the first-but the customer experience first.

Why do marketers keep repeating boring and unrealistic rhetoric? Probably because content marketing seems easy to do (regardless of which brand, hire a "brand of media staff"), which is very familiar to them (after all, they have been building a variety of ads for decades), Marketers often focus on managing content marketing rather than product and service experiences. Yes, it may take a long time to change that.

Advertising and content marketing are important, but nothing is more effective than customer experience. All the time. In the transparent era of sporadic disintegration of the media, the influence of mass media has been weakening, and consumers ' control over communication channels has been increasing, not content marketing but customer experience has filled the top of the sales funnel.

When marketers are worried about the effectiveness of advertising and social interaction, they can no longer afford to ignore the consequences of the high impact product and service experience marketing model that other enterprises in the system generally adopt. Marketers are wise to have to be convergent and to ensure that brand experience marketing is crafted to be an end-to-end model-not just for buying behavior, but for follow-up-because that's what brand building is all about.

Recommendation Four

Stop being deceived and start asking for better information.

Who do you think will tell CMO the fact that social platform marketing is generally not achieving the desired results? A professional who is paid to build a social channel content marketing model? Trying to maximize the use of its media staff and media executives? A writer who relies on a book that celebrates free media values and opens its own career? The social platform industry creation model has made CMO irrelevant to its budget, which is why marketing leaders must look for real, pure, unbiased data and insights into social platform marketing.

There is a lot of bad data and analysis available, and even data from reliable sources can be distorted and distorted.

The time has come for marketers to comment more on their data and analysis. If marketing leaders make social platform marketing decisions based on incomplete, unreliable or distorted data, they cannot blame themselves for undesirable results.

Recommendation Five

Your social platform metrics are poor, so change them.

Goodhart's law has always been on the social platform: "A social or economic indicator, once it becomes an established goal to guide macro policy formulation, loses its original information value." ”

"Like", "" Push "and" share "played a temporary role in the early days of social networking, and major brands only earned these metrics by providing quality products and services, but everything changed when the secondary social interaction indicator became the target rather than the indicator of success.

The major brands began with competitions, sweepstakes and accompanying gifts in the form of fans to buy. Media executives began using attractive articles and "bait-like" images to engage in social interaction. The number of fans has soared and interaction has increased, but these strategies are not significant for major brands because they aim to create positive indicators of social platform marketing rather than valuable business performance. It is not surprising, then, that the vast majority of CMO have no quantitative concept of whether their social investments are effective (and actually ineffective).

If you have a social platform metrics record about "likes", "fans", "Push" and "spike" numbers, discard it and ask for better valuable information. These indicators are easy to manipulate, but they do not lead to a successful marketing business.

2015 marketing leaders need to focus on more important indicators: preference and purchase intention, increase in customer share, recommendations and other beneficial social behavior, as well as financial indicators such as buy again, click times and Gift redemption. These indicators are not as easy to manipulate as indicators like "likes" or "pushes", but most valuable marketing indicators are hardly readily available.

By the end of 2015, our conversation on social platforms would have changed a lot, not too much on brand, but in social products, social services and social welfare. If your company CMO adopt the above five recommendations, it can be the first to ensure that the company adjusts the marketing budget according to the strategy that is most likely to achieve important performance.

Of course, brands can also continue to carry out social lottery, make interesting videos, begging people "like" and "share", but these strategies will not bring results to the marketing department, by the end of 2015, this will be clearer.