Is your social company qualified?

Although the trend of digital marketing and social marketing is already obvious, finding an excellent digital agency is a headache for companies. The report of the Forrest research company shows that most of the interactive marketing executives don't expect the traditional advertising companies, but they also question whether the interactive marketing organization can be a good leader. Corcoran even described the situation as "the purgatory of the agency", where companies wanted to replace each other, but no one was prepared to take control.

Marketingvox to foreign agencies and a number of marketing executives to visit, for the enterprise to find a matching digital partners to provide suggestions, summed up should be to digital agency raised 10 big questions. (Content from Socialbeta | Social marketing People's knowledge sharing and career growth platform)

I tried to answer it.

1. How much budget do you think should be put into digital marketing?

First of all to clear the purpose of communication, for the brand sound volume or for sales promotion, and digital marketing in the overall communication is the leading role or auxiliary role. In today's bad media, it's hard to say that a single campaign spread below 500,000 is basically difficult. If the annual maintenance based on two or even more platforms, the annual creative fee of less than 2 million is difficult to achieve the desired effect.

2, besides your own, which cases or works are you most appreciate?

Several times the spread of Nike, it is very good to social interpretation of the plane ads to the highest level in the country; Abbott did before what the United States is the choice of the media outlet is great; NB and Jonathan the video is based on social network communication has gained great communication power; The World Cup series of mobile Taobao # I'm here # I can see it very hard.

3, how do you master the constantly updated digital marketing tools?

First, keep an eye on the audience, understand what they are interested in and what they can be interesting to communicate with; second, deepen the basic skills of marketing and communication, all the past means of communication are not outdated, those classic things we may never go beyond; third, to understand the latest foreign performance techniques, Instead of just imitating the new technology, it's about how to spread it more sexually;

4. What are your creative initiatives in social media?

First, insight into a lot of audience 22 in the brush Weibo ready to sleep, so the night Chat interactive column; second, in order to encourage those who often interact with the brand, do the most fans of this fixed column; Third, people always go to the place where the hot spots, and create a hot occasion of the way to spread; Forth, from the circle perspective Create a circle-layer media Library to propagate synergies; V, for each transmission of a clear impression positioning, so that the audience clearly remember the theme of each communication.

5. What is your creative philosophy? How will you explain the brand in the Digital marketing field?

It is only fun that works. Only sharp, deep. (Fun is not grandstanding, not self-destructive brands). On social networks, brands are no longer who they say they are, but who you are, and brands need to have a clear feature that the audience is willing to trust agents to spread, and according to the public opinion to improve products and brands, as far as possible to help the brand to find how to call the product itself has socialization factors

6. Do you think a small team can create a large-scale digital marketing campaign? If it works, how?

Naturally, the transparency of resources has deprived the advantage of large-scale companies in this respect. Therefore, first, must have the core strategy leader and the creative leader; second, find the communication project best team of collaboration; third, and customer close cooperation to reduce communication costs; four, at any time to monitor creative effects at any time adjust. A 5-6-person team can complete a budget on a 3.005 billion-scale marketing campaign.

7. How do you raise your focus through social media channels compared to paid media? How do you save your budget for your customers?

The first emphasis is that the social network is not really a small investment in large output, but good ideas can indeed trigger a small investment in large output. The core of the focus is to publicize what the audience is interested in, what will naturally spread, and whether your creativity conforms to their everyday soicial language style and can be integrated into their lives.

The premise of saving budget for customers is to save communication cost. Social is the need to set the communication tone and creative theme after the rapid response to the spread. Early communication is the consensus of both sides and how to judge the outcome. Put more money into the creative rather than channel, good fun with the image of corporate logo can also stimulate the natural forwarding of the audience, those low damage to the corporate brand from the black spread even if it is to enter the hot topic is ineffective or even harmful.

8. What social media is best for a particular company, product, or activity?

Weibo. Wechat. Watercress。 Mo. Public comments. Great aunt. Down the kitchen. Everyone. Know. LinkedIn。 Shrimp。 Do not say microblogging is not active, micro-letter too closed loop, said social useless. There are audiences in the platform is where we should spread. If it is a regional customer, the local forum is more suitable, if it is a law firm, know that is a good choice. Well, if it's for the blink, maybe this app is good. Remember, the audience is where you are going.

9. How do you enhance the consumer experience?

This is in fact in the social on everyone to use the forwarding award to complete. have been pulling O2O but effective few. What I can think of is that the offline experience goes back online and the online information tells you where the line is going. This is previously overlooked and requires deep thinking and practice.

10. How do you evaluate the final effect?

Although ROI must be one of the factors that weigh marketing results, it should not be a threshold for limiting creativity, especially for those marketing tools that can achieve business goals, even if it is difficult to quantify. Look at this is the most correct answer I think.

Some big companies because of the strict KPI, we have not been working with them, this effect is frankly difficult to assess. I can find the latitude may be Baidu index? During the dissemination of the audience initiative to mention? Brand exposure? If a good idea is being forwarded or copied by many people, it can be evaluated according to the media value.