During the http://www.aliyun.com/zixun/aggregation/33721.html "Super Bowl" contest held earlier this year, the >2014 A series of baffling tweets appeared on Twitter's official account of JCPenney, a well-known department store chain. The tweets were choppy and messy. But this does not prevent them from rapidly spreading online and countless people forwarding, and many speculate that JCPenney's account could be hacked or the behaviour of its drunken employees run out of control.
It was not until about 1 hours later that JCPenney clarified that the tweets were their own and that they were testing a series of trait gloves. At the same time, the Asian auto Company, snack brand Doritos and Silver Bullet beer (Coors Light), and so on, are all clever way to join in the show, give JCPenney response. Although the move has been criticized by many, all the teams involved in the PR war have almost become big winners, especially given the high cost and fierce competition in advertising on sporting events such as the Super Bowl. In such activities, a 30-second commercial ad may cost as much as $4 million. After discovering the advantages of Twitter as an alternative to advertising channels, brands such as JCPenney spend a small amount of money to attract the attention of countless people. In fact, the move also made JCPenney the second-most-mentioned brand in social media during the Super Bowl contest, which was mentioned 120,334 times. Of course, Twitter still has a long way to go to become a platform with the same high value for television commercials. But in this year's World Cup and "Super Bowl" and other sports competitions, many big brands have begun to use this real-time marketing, making it one of the times. Now, more and more brands are starting to adjust their traditional marketing and advertising strategies. Because as people spend more time on social media sites like digital and mobile devices, Facebook, Twitter, and Instagram, companies have to choose between following the trend or watching the loss of competitive advantage. As we move increasingly towards a new era of "social marketing", companies need to pay special attention to the following: 1. Investing in social channels. If you haven't done so, make sure your company has Facebook, Twitter, Instagram, Google +, LinkedIn, and YouTube accounts, and invests in these forums to create a unique audience. If you have a problem with your resources, don't worry, because you don't have to do it all at once. Just choose a channel that best suits your brand and start building audiences on it. The key to attracting "fans" is to share important and valuable information with them, and that information should be relevant to them. 2. Take advantage of social channels. Once you've spent time building your core social networking channels, you need to start using these channels to promote brand awareness, and to launch specific company news and announcements. In my case, for the past few years, we have attracted millions of loyal and active "fans" in social media channels such as Facebook and Twitter, and have received surprisingly large rewards from them. For example, my team recently pushed creative video to the TV series "Game of Thrones". On the third Tishoyung day, we posted it on YouTube and then posted it on Facebook, TWitter, LinkedIn, Google +, Instagram and other social channels. By the end of the week, the video was almost the most popular segment of the time, with more than 500,000 people watching. This video is very popular and even has been recommended by Ad week, which they call "artwork". Time magazine also played a full video. We believe that if we do not have so many "fans" in our social media, we will not be able to achieve so much without their generous and generous results. 3. Treat every comment in social media as a golden opportunity. Another advantage of active interaction with "fans" in social media channels is that you get a steady, real-time feedback on your brand and products. The benefits you derive from these comments are incalculable. In fact, HootSuite many of the best selling products and services are the direct result of listening to "fans" and customer opinions in social media forums. At the same time, as with the performance of Kia, Doritos and Coors Light, which we saw in the Super Bowl, participating in these "social marketing" is a quick and efficient PR way. You never know when your public response will be shared indefinitely. 4. Promote the whole company to participate in "social marketing". Obviously, as a social media company CEO, everyone should be encouraged to receive technical training. Perhaps because HootSuite is just studying social media, I have the opportunity to experience the great benefits of social marketing. Over the past 5 years, we've always ensured that all new employees know how to use Facebook, Twitter, and LinkedIn. At the same time, we always emphasize that the rule of "eating your own dog food (that is, using your own products in-house)" is an essential guarantee of success. We even started a formal online training program to support these ideas and make sure everyone gets a diploma. As time goes on, we have come to realize that more and more business giants are beginning to use the company's cutting-edge staff to understand digital knowledge, including sales, community, customer support, and so on. In fact, our salespeople have started to communicate with big customers through social media and get high score in customer support. In short, we are finding tangible business through the use of social media throughout society. Of course, not only do we find the advantage of social marketing. Social technology is poised to unveil a vast area of potential commercial value of $900 billion trillion to $1.3 trillion trillion, McKinsey consultancy said in a report in 2012. And the value of this area of two-thirds will be achieved through social media that can improve communication and collaboration within and between businesses.
