Following the media Shenyan: The social marketing of electric business needs high creativity

News and Technology October 17, eworld e-commerce World and 2012http://www.aliyun.com/zixun/aggregation/7836.html "> China e-commerce Blue Book Core conference in Beijing, the current session of the Conference will "Through the mist-find the law-asked Blue sea" as the theme, invited the Baiyu industry elite in the mobile, socialized e-commerce operations and how the overall speed of the operation of the general issues such as the in-depth discussion. News technology as the exclusive Financial network (blog, Weibo) (blog, micro-bo) to the media will be the entire report. Shenyan, vice president of media business Development, delivered a keynote speech.

Shenyan, vice president of media business Development

Shenyan said that for the electrical business, to do a good job of social marketing needs creativity, and micro-blogging creativity than the network hard wide creative requirements. In addition, the enterprise it pushes some applications, these applications may not be directly related to its sales, but so that it can grasp these sales leads, so that it can win the trust of users.

The following is a transcript of Shenyan speech:

Shenyan: It is a great honor to report on the Chinese E-commerce Blue Book Conference that we are doing social marketing for our customers and some of the findings, because there are so many experts, I simply said.

First of all, we must mention the price war, participating in the price war of the several electric dealers, the flow of the day has a great growth. We look at the problem from another angle, the price war is called the verbal price war or the saliva price war. Although it was very lively in Weibo, constantly involved in a home appliance business, in the process and after the process, there are a lot of negative evaluation, forwarding or from the powder data can be seen, there is a point is overdrawn these electrical business enterprises in micro-bo accumulated above the goodwill and trust of these brands.

We see the continued commitment of the electrical quotient in Weibo, but your cumulative user trust, including what you call media influence, is very fast when it is destroyed, and it accumulates in little bit. We now see micro-blog or behind the micro-letter, it is in the end, what is the role of the electrical business? The first is trust. To serve your customers, or potential customers, through social media tools, by giving the customer a service experience beyond his expectation, in this process will produce a number of corporate search content, when the customer to evaluate, forward, share to friends, said I through micro-blog to ask a question, or through micro-letter just to try, I raised a question of what kind of problem, unexpectedly did not think to solve to me quickly, I thought the service is not bad. This time, actually trust its establishment is a bit bit, and this trust is what we believe that the electrical business can be in the social marketing of one of the most valuable assets.

Enterprises in the social marketing has a lot of different purposes, specifically to the electrical business, many of the electricity quotient of its confusion is that I can in the end what to get in the social media? Hope to have a lot of fans, hope to be able to drive a great deal of traffic, I hope that these flows to pay later, but also hope that the rankings of micro-blog, evaluation, and other aspects can let our enterprises crush competitors. But whether the enterprise has ever thought, with what purpose to assess what will get a result. Many times, we now see the popularity of the electricity quotient has more than 1 million fans, this time he thought I might gain popularity. Still others, his microblog will use some of the more out of the way to replace all the large heads and say what will happen in the next five days. In this, this is still an advertising thinking, it is more about how many people I can be used by me to Mass, tell him three days a promotion, or five days a promotion. Electric business enterprises should carefully locate what you want to achieve on the social marketing platform.

Second, which team is managing the official microblog? We have encountered a lot of customers are marketing department, or the marketing department plus outsourced PR companies to manage the official microblog, there are some is a matrix, not just a corporate microblog, is a category, or the brand at present, there are sales department, but also the brand department involved in the management of micro-blog content. But we see a situation where in fact, micro bo its media characteristics, you have a unified speaking caliber in this area is appropriate, but if the emphasis on micro-blogging interaction characteristics or micro-credit enterprise certification to increase the number of businesses, if continue to be managed by these departments, your corporate social assets have some problems.