Marketing on Facebook

What kind of business opportunities does the interactive marketing model of Facebook bring to the business? Zhou Qi/Wen when he found that some of his friends, often called Old fashioned, began to use Facebook, Zhu Mingsheng began to pay attention to what business value the US's second-largest social networking site (SNS) could create for the business. "I've always wanted to make a point on SNS, after all, so much traffic on Facebook, even if I had a small fraction of it." "Zhu Mingsheng has been the chief information officer for the last five years in China's third-largest hotel group Jinling Hotel Company Limited, and Facebook and other SNS sites have been the focus of his recent two years." Zhu Mingsheng has wanted to build a special page of Jinling Hotel on Facebook, so that the Jinling Hotel customers automatically get all kinds of information from the Jinling hotel by becoming fans of the special page, and then the matter was dismissed because of his resignation.　　But Zhu Mingsheng soon noted that the Westin Hotel industry, which had also set up a page on Facebook, although it was a basic information about the hotel, and was mostly an in-house customer, was seen by Zhu Mingsheng as the start of a marketing campaign by companies in the Asia-Pacific region using social networking sites such as Facebook. As the world's second-largest social networking site, Facebook, which now has 250 million users, has never stopped exploring its business applications. The new advertising program, released at the end of 2007, is known as one of the highlights of its founder Mark Zackborg business saga.　　The new advertising program has shown advertisers a new network marketing concept--interactive marketing--and a large number of companies such as Apple, RIM and Coca-Cola are benefiting from this new marketing idea. June 24, Facebook began testing a feature designed to allow users to publicly share personal status updates so that people outside their friends can understand their own dynamics. When the user answers the Facebook page, "What are you thinking?" Question, you will be asked who you want to see your message. If the user chooses "everyone," the third party or the Facebook sales team will use tools and methods to analyze the answers to see what products and services the user is interested in.　　If this feature is eventually put into use, there will undoubtedly be more user information being presented to advertisers and marketers. Interactive marketing model in Apple's latest release of the IPHOTO09 has a new button, users with iPhoto09 processing photos, only need to click on the lower right side of the screen with the F blue button, you can put the selected photos directly on their Facebook page, The new feature is favored by many Apple fans. In fact, Facebook has become an important marketing position for Apple. Apple has set up its own group on Facebook to release the latest product and service updates to its Facebook fan base, such asApple's iphone-3g set up a collection of about 590,000 iphone fans. More and more Apple fans are constantly creating new circles on Facebook, through which they share their experience, sharing the work they make using Apple products, and expressing a fondness for a new product.　　This makes it easy for Apple to get the message through Facebook to millions of of Apple's fans, and it further helps Apple communicate its brand influence through Facebook's exchange of information and sharing.　　The global popularity of social networking sites such as Facebook has led some companies to change their organizational structure, setting up specialized digital marketing or network marketing departments to manage their marketing practices and brand image on such sites. "Many consumers share information on Facebook regularly, making it a platform to spend time and share information," said Mack Donnilly, head of global interactive marketing at Coca-Cola. "Coca-Cola has tasted the sweetness of marketing on Facebook. Following Facebook's advertising process, it takes a simple three steps to build a Coca-Cola brand advertising page on Facebook, and consumers get together and share feedback about Coca-Cola by becoming their fans. Each time you put photos, videos and updates on the branding page, the fans will soon be able to express their views and their discussions with friends will be fed back to the Web page.　　It's like having a huge group that provides market information for Coca-Cola. Now, the Coca-Cola brand on Facebook has gathered 349万来 fans from around the world, who are posting information, sharing interesting photos, and making all kinds of funny videos. On the July 8, 2009 visit to the Coca-Cola special page, fans saw the first question in the discussion area of a man named Sean who asked about cola bottles with bottles or plastic bottles or cans, and asked fans to explain why. Then 25 fans in the back gave a reply, most people chose a glass bottle, for different reasons, such as environmental protection, taste better, glass bottles to use more cool.　　Fans have gained the satisfaction of participating in brand building in this way, and there is no doubt that this information will provide a reference for Coca-Cola's decision makers in choosing new packaging. Compared with the original online advertising, advertisers through Facebook is a new model, companies must first understand what Facebook fans are thinking, it is possible to do effective marketing activities here. To that end, the Coca-Cola Company created a new way out of its own page, inviting two of Coca-Cola's hardcore to build a Coca-Cola fan Page last year, which fans believe is the best form of community spirit. The fan Web Management team leverages Facebook's various features to keepThe attraction of net friends pushes their favorite content to eye-catching positions, and they share their experiences with Coca-Cola through status updates. In the first few weeks, the number of fans on the web grew rapidly, becoming the biggest web page on Facebook. "And we learn about ideas we never thought of."　　Anthony said. The failure of the case is also sobering, global retail giant Wal-Mart is not in this new marketing model to achieve the desired effect. In reality, Wal-Mart has been taking the cheap route, although people do not reject the Wal-Mart shopping, but the corporate policy and the impact on the surrounding business is always a lot of criticism. When Wal-Mart created its Facebook page, it certainly provided a place for the questioning, making it clear that the criticisms that could be avoided in traditional marketing were not the same in social networks.　　McDonald's has a similar experience, and its job-recruiting web site soon posted a negative rating on Facebook, and it quickly closed down the page in frustration.　　Some analysts believe that Facebook provides businesses with a direct access to targeted consumers, such as face-to-face communication and marketing channels, allowing customers and businesses to influence each other, forcing businesses to develop products that customers really need. According to foreign media released at the end of June, Facebook over the past year, the number of its network advertising system customers increased by more than twice times, more and more small and medium-sized enterprises began to use Facebook to launch marketing activities. Tim Kendall, head of marketing for revenue-generating products at Facebook, says the ads are mainly for users who want to go to hair salons, hire wedding photographers and buy other products, and advertisers can Tim Kendall ads based on the information in their files.　　This confirms the market potential of Facebook's advertising system based on the interactive marketing model. Precision Marketing now, with more than 250 million users around the world, Facebook is increasingly becoming a staging place for many brands, where they publish information, organize events, use videos, reviews, and other ways to promote communication between the brand and customers, or between customers and customers, to gain more market information. Facebook's spokesman said that Facebook's use of consumer psychology and demographic statistics can help the brand make accurate market positioning with the protection of user privacy, and that by analyzing the updated information and tracking the users, advertisers can change prices and budgets at any time when they publish ads.　　To adjust the advertising strategy. Any activity on Facebook, such as sharing information with friends, playing a variety of games and tests, or even linking his blog to a synchronized update on Facebook, has become an effective way for Facebook to collect user information. Facebook usually asks the customer whether to release the game results after the user has finished a game and tois disclosed to game developers, which gives third-party operators a way to collect and obtain effective information about their users.　　In addition, the Facebook Lighthouse Program, and the stores or services that Facebook provides to other companies, make it possible for users to get information. Through these channels and ways, Facebook can provide accurate user information to support its precision marketing to customers using its platform for online marketing. For example, when a customer wants to post an ad page on Facebook, it provides a precision marketing tool to guide the customer through the selection, and what kind of user the ad will be delivered to.　　Facebook helps customers locate their clients on Facebook through a range of indicators such as region, age, gender, interest, and emotional status, and the system will eventually give a clear indication of how many customers there are on Facebook. For small-business customers, Facebook has undoubtedly provided a precise and simple marketing channel and cost-controllable. Under Facebook's guidance, customers can create their own ads with just three simple steps. And when the customer decides to release the ad, they can then choose the cost of using the ad every day, such as how much they would like to pay for each click, or set a cap on every day's advertising spending.　　The slogan for Facebook Ads is to find your exact customer base and contact your real-world customer base. Using Conversations on social networking sites to monitor brand value or to uncover potential customers is not new and has been widely used in many forums in the past, but Facebook's status updates and powerful data analysis systems allow advertisers to see more data value. Real-life networks are an important reason advertisers are willing to choose Facebook over other social networking sites. With the current most SNS sites pay attention to the development of online communication circle is different, Facebook is more about helping people move offline relationships online for maintenance, where people register with their real names and have the same identities as they do in reality, making them more user-viscous and more active.　　Simple online relationship development, a lot of see handsome girl say hello to no below, and this development of virtual online relationship SNS compared to Facebook provides more specific user behavior data for analysis, the resulting information also has higher commercial and marketing value. Facebook's friend referral function, more than the average online advertising can affect the user's direct purchase behavior. When a user wants to buy a product online, Facebook sends the purchase information to its Facebook friends who agree or disagree with the purchase. Compared with traditional TV or online video advertising, consumers often believe in words from friends. This marketing model based on Word-of-mouth marketing theory is recognizedTo more directly affect the consumer's buying behavior. The marketing opportunities of Chinese enterprises, although they have entered China for two years, Facebook has also grown rapidly in China, but it has had little effect in marketing applications. At present, the hottest thing in Facebook's Chinese pages or circles is some social activities, as well as some special pages for fans to be established by Hong Kong and Taiwan Entertainment stars. Jay Chou on the top of the page has gathered more than 340,000 fans, Jay Chou won the news was updated on June 30, 9 days later, the news received more than 8,000 responses, of which more than 7,000 people think this is very good, and more than 1000 fans commented. The fans ' comments not only congratulated Jay Chou, but also posted pictures, published videos and even filmed tidbits to exchange information about Jay Chou, pushing high popularity.　　A female fan named Chen Yuyun (Yvonne Chan) even released a YouTube video featuring a piece of the piano that she played with Jay Chou. But companies have been lukewarm in this emerging marketing position.　　Many companies in the early days of Facebook into China to create their own page or circle to do the promotion, but has been unpopular, usually only a few or dozens of fans followed, and the message board or the discussion area is mostly blank. Zhu Mingsheng that the popularity of Chinese companies on Facebook mainly depends on two reasons, one is that domestic customers are accustomed to diving instead of speaking, was invited by friends do not know what to do, may not be online for a long time. On the other hand, companies have not learned how to play the interactive marketing and Word-of-mouth marketing advantages of Facebook websites.　　Also a member of the Westin Hotel, its Canadian hotels are much more popular on Facebook, and several of the Westin hotels abroad have used Facebook's Circle homepage to publish a number of such as Long live guest party information, have received strong response from fans, many fans on the page to sign up. An analysis of existing Chinese corporate ads on Facebook, mostly in the form of traditional online advertising pages, has led Facebook's people into its own web pages, which have not been the forte of Facebook's interactive marketing.　　Zhu Mingsheng that, such as hotels such as non-daily consumption enterprises how to use the community to do marketing needs research and discussion. For those looking to create business value on Facebook, such as Zhu Mingsheng, Facebook may be in the middle of a transitional period, easily corroborated by the data, with data showing that Facebook's fastest-growing users are now 35 years old. Zhu Mingsheng is part of the group, and he has more and more friends who are moving their real social circles to Facebook to maintain. This was seen by him as a manifestation of Facebook's further growth in Chinese business value. "Whether a community is successful or not depends on an analysis of customer preferences., I think Facebook is still in its infancy to become a marketing platform for Chinese companies. "Now that more and more Chinese companies have entered Facebook, although no outstanding success stories have been found, many companies have halted or slowed their investment because of a lack of popular sentiment," but this is a chance for some prescient companies. ”