How to create value in SNS

Sina Weibo is littered with soft ads for consumer goods. Sell cakes, ah, a variety of group buying nets and apparel website of the latest developments. Companies are groping how to do these promotions in SNS. With SNS to create a new brand, the most successful when the fruit juice under the Yue Live, with the small game of happy net, instantly swept the north and south.

In foreign countries, the establishment of SNS in the consumer brand, is every enterprise must pay attention to the subject. As companies gather large numbers of Facebook fans, Twitter followers, and YouTube viewers, they should ask themselves this question: what are we doing in these social media?

In fact, to create some popular words on SNS is not a business value to the enterprise, the real value is social benefits. How to evaluate social benefits?

A US research firm called the speed of light surveyed more than 60 companies through field data collection, and assessed consumer brand preferences, support ratings and mass consciousness to see how much of the social media really brought value to the company.

What is really useful? We have found the most effective way to comb the research data, these new rules of the game, in fact, can also bring the Chinese consumer goods enterprises Enlightenment.

Advocates are better than followers

Dunkin ' Donuts, a world-renowned coffee and bakery brand, has a 80% fewer followers on Facebook and Twitter than Starbucks. Is it finished? According to the study of the speed of light, Dunkin ' Donuts's fans are 35% more likely to recommend the brand than Starbucks. When Starbucks aggressively promoted its own superiority, Dunkin ' donuts adopted an advocate-driven approach to deal with it.

The brand's interaction and relationship marketing director David has two principles for online promotion: fun and cheap. The company's promotional campaign is to put real people into the network of celebrities and then endorsement of their products. For example, they had a quick race among consumers to submit photos of their ice-cold coffee in the winter and winners ' prizes were in-store discounts. 140 competition Photos submitted, posted and status updates, eventually brought the brand 3.9 million product promotion. Dunkin ' Donuts this year's "Make the next donut" online game attracts more than 290,000 different visits and becomes an annual event. These innovative forms of activity are enough to explain why people who have heard of Dunkin ' donuts good news are 50% more than they have heard of Starbucks. "The trick is to get fans involved in this fun little event," David said.

The situation is important.

What do people who drink beer talk about? Research shows that what they're talking about is certainly not what beer makers assume. Who cares if the beer was added three hops in the super cold bottle? Product and packaging innovation does not create relevance in the consumer's daily consumption, "Joachimsthaler said. What is important is "binding" or "social context" in consumption.

Budweiser's parent company Busch the original network video website Bud.tv was very optimistic, but quietly closed last year. Also, the Budweiser beer ad on the Weather Channel iphone app didn't help the party people choose the brand. Later, the idea that Budweiser used the academy's color tag "fan jar" to stick to the user was good, but unfortunately it eventually miscarried as the university feared that the beer cans might encourage underage drinking. Still, who wouldn't share the experience of their beer being confiscated?

Not every brand needs socialization

The positioning of mass-market brands is a function priority, such as Gillette, which is unlikely to gain much advantage in terms of social benefits. The brand has a high degree of loyalty: 96% of the respondents praised Gillette's excellent quality and reliability in the study of speed of light. So what is there to say? This could be a good thing for Gillette. "People's online discussions may eventually evolve into a discussion about deficiencies such as prices and alternatives and brands," said Marcus, a head of light research. However, in a series of YouTube cartoons that are thought to be humorous about how to remove body hair, Gillette has failed to withstand the temptation of social tools. "When there are no bushes, the trees look taller." The punch line confirms the idea that sociability is not suitable for everyone.

Social tools are just means.

Ai Ke (Axe, cosmetics brand) knows how to look for impulsive young men's points of interest, from the release of "censorship" sexy women's ads to cyber pranks that show the value of CollegeHumor (a humorous website). But "very few people would say that AI did give me help on a date," Jackmistro wrote coldly. Studies of the speed of light research found that AI's proficiency in social media gaming did not give users a meaningful discussion, or the strong maintenance that users showed when comparing to a brand like Clinique. Because, Ai Ke's audience know, it is only a parody.

The Clinique approach is more illuminating than it is. For example, releasing a tutorial on how to use cosmetics on YouTube has brought a high social benefit to Clinique. "Education and empowerment are part of our entire process," says Emily, Global digital vice president of Clinique. To that end, the company picks 20 "insiders" each year, a consumer who publishes straightforward, unedited product displays and criticisms. Such a result is self-evident. "Clinique has shifted from looking for a core opinion leader to a propagandist who has turned ordinary people into their brands," Jackmistro said. ”

Gimmicks will marginalize trust

Last year, Wendys (a famous American fast food restaurant) launched the "You know when to be true" activity, through commercial advertising films, online games and competitions to show how their never frozen meat pie is based on consumer orders to cook. Burger King created a "huge sacrifice", allowing his fans to undo 10 friends on Facebook to get 1 free burgers, a series of hit on the internet that dates back to the 2003 Burger King's Chicken-subservient chicken. Such a network interactive game can be turned over salted fish.

Now, Burger King fans are loose, and consumers are more reliant on Wendys products based on research on the speed of light. "We are the King of products," said Dunny, senior vice president of Wendys Communications. Wendys's social tools are developed by Kaplan Thaler, all tied to their promotional activities. Kaplan Thaler, director of digital management Millers, said ice hockey was a frozen meat loaf in an online ice hockey game, encouraging bacon enthusiasts to try out a new smoked Apple burger, which attracted about 250,000 food enthusiasts. "By listening to expert advice, we have achieved value-added benefits without spending a penny," he said. ”

The report on the speed of light survey shows that twice times more people are willing to pay wendys than Burger King. Burger King's activities are planned by advertising stars and interactive companies, but those tactics are more socially beneficial to the agency than Burger King itself. "Burger King's game may be interesting, but it's not enough to tempt me to buy his burger," Jackmistro said.