How social media blends with traditional media marketing

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

How does the social media marketing plan integrate with the traditional media marketing? Don't tell me that The advertiser is writing "Follow me on Twitter/facebook" even if the two are integrated. This article will delve into the links between social media marketing and traditional media marketing and how to make them complementary.

Integration

The issue of how to integrate all the new social media with traditional advertising and PR activities has plagued many people in the industry. As it turns out, in the 2010, social media became more and more hot, and marketers didn't just know how to use Twitter and Facebook, but also how to integrate Facebook and twiitter with advertising/Direct marketing and PR.

But I think most people may have asked a wrong question. A lot of times when you ask someone to tell you how to do something, the way to do it can be replicated again, and the next time you can do something similar with the way someone else tells you. But consumers are like viruses, viruses evolve and eventually become immune to antibiotics, so consumers will gradually become resistant to existing marketing patterns, including social media marketing.

So instead of asking the question above, ask: what is the pattern of integration between social media, digital media and old media? What we want to know is a frame of mind, not a concrete solution.

There is an old saying in China that "it is better to teach a fish than to teach it".

Social media Framework

The ad's Achilles heel is the truth. A 2007 Nielsen report showed that only 55% of Americans believed in advertising, but the report also showed consumers were most convinced of the views of other consumers, and 78% of respondents said they fully or partly trusted the recommendations of other consumers, which is the advantage of social media.

Still, the Achilles heel of social media is size (scale). Because each exposure in social media is only for one person, it often takes weeks, months or years to form an effective social media program of scale.

Therefore, thinking about the integration of social media and traditional media may be from the angle of yin and yang. Social media and advertising are not mutually exclusive. In fact, if all marketers use a complementary mindset to think about the two, they might get the best results.

In the complementary mode, social media can use advertising to solve the scale problem, so as to reach a more influential and effective marketing activities, while also through social media to bring the credibility of the wayward campaign.

Many marketers have started experimenting with this complementary approach. Pepsi, for example, gave up to advertise in the Super Bowl and put the cost into its own new project, which funded many projects, such as Tavasco's decision to fund social media experiments to improve the Mardi Gras brand. Marketers use advertising or PR campaigns to entice consumers to upload programs on designated sites, from Help to teaching children to read. Then people can start to vote on which program can be funded, which will achieve a long-term brand effect.

An integrated planning framework for social media/advertising

Here's a 6-point idea for reference:

1: What is the goal

You ' d to be a obvious one ... but you ' d be surprised how often arranges skip this step.

Another Tip:start with the business goal, not the communications goal.

This is an obvious problem, but it is also the easiest one to skip. Also note the point: Start with business objectives, not communication goals.

2: Who is the audience?

Ask deep enough. Instead of just taking out demographics such as the sex structure, what do they look like, what are they talking about, and how often do they communicate with your product?

3: Where is the audience?

It's also a more obvious question, but ask deep questions like where they live, and a little bit of understanding helps you with your analysis.

4: How to contact the audience?

Instead of just identifying channels of communication, be constantly looking for innovative ways to communicate: how best to connect with your audience?

5: How to expand the conversation?

Once you get the user's permission, what do you do next?

6: How to let users recommend me to others?

Recommendation is where the benefits are, so think about how to get users to recommend themselves to others. (Text/Tencent Technology)