Micro-public welfare marketing into the 2.0 era

Liang New Media marketing People's public good marketing has always been a mature brand favored marketing strategy, not only reflects the corporate social responsibility, but also to enhance the brand reputation.　　But since new media, especially social media, have flourished, enterprise's public welfare marketing seems more and more difficult to carry out, because compared with the former public welfare activities, not only is the rate of return in decline, negative network of public opinion is also constantly thrown up, this let public welfare advertisers are depressed, do a good deed to fall in infamy, is not the end of public welfare marketing? In fact, the spread of the environment and the audience has undergone significant changes. In the traditional media era, the brand owner of a huge public welfare activities easily access to media attention, coupled with the necessary means of public relations, the dissemination of public information channels are basically unimpeded. The organizers and recipients of public welfare activities are two groups that have been actively applied and passively accepted, such as the decision of an enterprise to allocate funds to a poor rural primary school to rebuild a dilapidated teaching building, and given the asymmetry of information, it is difficult to know the details and stories of the aid process. Of course, the PR company will provide the media and audiences with a bunch of carefully prepared touching stories, but often because of too exquisite and lack of playing the moving force.　　But advertisers are clearly satisfied, because the whole process and results of the public welfare activities are fully controllable, without fear of negative speech disturbances. After the popularity of social media, the problem is complicated, it is difficult for you to know a public activity is who initiated, who is the disseminator. In particular, the role of the recipient of the most subversive, the original is the public interest organizers to find the right recipients, is now the recipient of their own or commissioned to go online, through blogs, forums, videos, micro-blog, SN s community and other social media tools to send first aid information. Information quickly spread, in the process, the recipient constantly updated the relevant information, participate in the spread of netizens have also taken part in the role of communicators and donors. If the public interest event has a good news value, the media will also be timely to join the spread of the camp, thereby creating a huge network of public welfare activities (recently more typical of the social public good case is the "pencil Change School" activity).　　In the face of such a fragmented crowd and information, advertisers, even if they are willing to help, also dare not rashly intervene, because the PR company told them that we can not control the user's mouth. In fact, the essence of these changes is that the public welfare activities have been from the "big public welfare" into the "micro-public welfare" era. In the Great public service era, only business owners, celebrities and charities are the mainstay of public welfare, and ordinary people can only serve as public interest onlookers. In the era of micro-public welfare, everyone can be a public welfare subject, at any time to launch a public service on the network, and even sometimes promoters, recipients can be the same person. Micro-public welfare is a kind of zero threshold, 0 the burden of the pursuit of creative public welfare, not only donations, everyone can choose the right way according to their ability to participate, such as "pencil Change School" activities, some choose to Exchange items, some donated personal belongings or time for love auction, and some constantly forwarded comments,The spirit of support, these are micro-public participation in the form. Micro-public spirit, advocated by the small force, bringing subtle changes, and ultimately to the two sides to bring the joy of mutual assistance.　　And the foundation of this kind of happy commonweal is in unceasing interaction, share, spread to produce and continue, can say is a typical Commonweal 2.0. I think, the arrival of the micro-public welfare era, in the enterprise to carry out the public good marketing to bring greater challenges, but also provide more opportunities for dissemination. Before the enterprise to do public service marketing, to shut up the door to try to brood. Now every day on the network there are countless real spontaneous public service needs, as long as good at discovering, mining and integration, is a very good public service activities. Enterprises in the intervention, completely can be occasion, so that netizens become public welfare activities organized, the main body of communication, advertisers only need to do the relevant funds, material assistance and organization and distribution services, and real-time feedback to netizens. The eyes of the masses are discerning, as long as the enterprise is sincere to do good deeds, we will be able to harvest a favorable reputation and brand reputation.