On social media marketing in China

Before corporate social media marketing, let's take a look at the concept of social media first. Social media is a foreign word, also known as social marketing, English as "Social media", referred to as SM. Social media is also different from the traditional mainstream form (newspaper, magazine, television, Radio, is a new type of media, mainly through the Internet technology to achieve information sharing, dissemination, through continuous interaction and refinement, to reach the depth or breadth of the concept of communication, the influence of traditional media often can not catch up, and cannot be achieved.

Common Social media performance:

(Picture: Social media performance abroad)

(Domestic social media performance)

For social media marketing, social media marketing is a foreign vocabulary, Social Media Marketing, referred to as SMM. Also mainly refers to the use of these media forms for the company brand, products or services, activities aimed at the network promotion behavior, to achieve the establishment of brand awareness, product sales of this process.

The history of social media development

We can generally see that foreign social media start often early, in fact, it is not difficult to understand, in terms of the Chinese Internet, the humble way, China's internet is almost a replica of the United States Internet. In time to lag far behind the American Internet. In the 2000, some of the domestic blog platform of the rise, the real symbol of the arrival of the domestic internet web2.0 era, there are traditional Web site manufacturing content to the user to create content, Web sites and netizens, network names and netizens exchange, more closely, the dissemination of information, whether from the depth or breadth of the great breakthroughs achieved. Social networking sites, encyclopedia, theme Sharing (text, pictures, video) corresponding development, the 09 Sina Weibo establishment, Tencent, Sohu has established a blog platform, social media pattern gradually clear up.

The application foreground of enterprise social media

Official release data from Eric From the size of the user can be seen from 07 131 million to 08 183 million, 09 2.76 to 10 3.46, the annual user growth, especially from the 09 to achieve a burst of growth, drift stone to Weibo media for the introduction of 09 years led to a large number of social media users in 09 rapid growth.

According to the survey data of the 27th Internet report in CNNIC2010 year, as of January 2011, the Chinese Netizen population has reached 4. 500 million scale, social media accounts for the domestic netizens accounted for Mabhida: 76.8%, and social media people will continue to exert, a large number of netizens will spend time and energy in social media, then for social media marketing is imminent.

The present situation of medium and small-sized Enterprises ' social media marketing

Small and medium-sized Enterprise social Media Marketing application is far from universal, in the network marketing as a whole of the proportion or teach less, according to the CNNIC27 Internet report data, we can see that the first three have e-mail marketing, E-commerce platform promotion, search engine keyword advertising accounted for a larger proportion, e-mail Marketing as the originator of network marketing to occupy the top of the network marketing, with its low-cost, high income characteristics occupy the upper hand; Alibaba E-commerce Platform as the representative of E-commerce System Network Marketing promotion occupy the second place, to Baidu as the representative search engine market, Baidu spent nearly 10 years of time re-education , training the domestic search engine marketing market, also not difficult to the problem.

However, the booming domestic social media and the proportion of domestic social media marketing, far inversely proportional, from the vertical perspective, the United States social media marketing is far more developed than the domestic social media, from the ancestors of the application, the domestic social media, social media marketing space, including the market is still very large , from the recent micro-bo pillars, can also be seen, the development of social media unlimited, targeted at social media marketing is also difficult to measure.

New platform of social media in China

As of April 2011, by Bshare Official statistics, in the blog type media form from content sharing we can see Occupy QQ blog platform occupy the first position, QQ position still difficult to shake, but believe, with the continuous development of micro-blogging business, Weibo, as a new form of media, is gradually changing the communication habits of netizens, which is expected to surpass the blog platform.

Microblogging platform class, Sina Weibo, the first advantage, operations, products, innovation, positioning, advertising promotion are very good, rocking the leading domestic microblogging platform.

SNS class platform, Renren occupies the first position.

Network Marketing Experience: in our Network marketing platform selection, we can choose to occupy the largest market share in their respective markets, the most share of the media.

Domestic social media development started late, but the rapid development, but social media marketing still has a big gap, domestic network marketing or stay in 1 mail marketing, 2 E-commerce platform marketing, 3 search engine marketing stage of primary network marketing, social media era has come, How to catch the word social media marketing tide, grasp the social media marketing tool, for my use, to help the majority of small and medium-sized enterprises to carry out social media marketing. Drift stone will be some domestic and foreign classic social media cases to share, to treat the enterprise network marketing practitioners, can get some feelings, experience, try to use these techniques.

Weibo marketing case sharing

Blog marketing below and share with you:

Stormhoek Wine Blog Marketing

Stormhoek Wine Company is a small business, not much money, and therefore did not put any advertising in the United Kingdom. Mal produced an idea that seemed impossible-using blogs. Six months after the birth of Stormhoek wine, Malta sent a bottle of medium-priced wines to the UK's hottest 150 bloggers.
As long as the blog meets the following two conditions can receive a bottle of free wine:
1. Legal drinking Age
2, living in the UK, Ireland or France, has been writing a blog for at least three months. The number of readers, can be less than 3, as long as the real blog to receive wine does not mean you have to write a blog obligation-you can write, or you can not write, you can speak good, also can speak ill.

Stormhoek Wine Company After the launch of the blog, received the popularity of bloggers, a large number of bloggers involved in this activity, the Internet itself has the spirit of sharing, a large number of blogs about Stormhoek wine made a positive response, not only that, each blogger will have their own fans, are exposed to information about Stormhoek wines, and they also play a role as communicators.

"The lag effect of Stormhoek's viral marketing through blogging is hard to gauge, but Stormhoek found that in less than a year, they doubled their wine sales, reaching" thousands of boxes ". Stormhoek's monthly sales have doubled since last summer, and the brand has been ordered by Sainsbury supermarkets and majestic wine companies. Conversations on the Internet have also detonated huge demand in the retail market, with retailers Asda and Threshers having an online conversation and now selling Stormhoek products.
Stormhoek's company website itself is a blog. 　　 Stormhoek on his company's blog and publishes a number of product information and latest campaign information on Stormhoek wines. For example, when Stormhoek last year decided to change the label on the bottle, the company sent the news to the blog, and the company also held a cocktail party through a blog. A series of activities aimed at American bloggers will be held next month when Stormhoek land in the United States, in the hope of arousing American consumption enthusiasm in this form.
Of course, there are some biting comments on the blog diary. ' The great thing about blogging is that we can see other people's evaluations and respond to them, ' says Marr. ' The company can communicate with their customers in a two-way way. ' "Stormhoek is not the only company to communicate with customers through blogs, and the beverage giant, the giants of Cadbury, has also encouraged its employees to blog in the company," he said. The reason why big companies dare not rush into the blogosphere is because bloggers are mean and tend to be more authoritative and prefer to target big companies as their first choice. ”

Wuliangye Wine Blog Marketing

Coincidentally, there is such a domestic enterprise, learning stormhoek Successful blog marketing case, also launched its own blog marketing. Wuliangye has a red wine, after the advantage of the development of blog marketing tension.

At the end of 2006, the domestic employment King Wuliangye Wine Co., Ltd. Joint domestic first Cross-media marketing Network (BOLAA net), the establishment of a theme page, launched on a national Cognac red wine Bo Friends, a wide range of product promotion activities, This is also the domestic traditional industry for the first time on the blog marketing experience, in the event statement, the activity has the website Bo friends to register, activities launched in just a few days to participate in the experience of the number of participants to break through more than 6,000 people, Eventually Wuliangye Wine Company in which selected from all over the country 500 well-known blog red wine Lovers participated in the event, respectively, sent its new products cognac red for blog tasting. In Bo friends after tasting wine in a blog to share Wuliangye dry red taste experience, a short period of time about the national cognac red praise such as tide, a large number of Bo friends to introduce, recommend other netizens to drink.

"According to Wuliangye wine industry company related responsible person Wang Introduction, the activity is Wuliangye national cognac through the Internet to pass the enterprise brand and product characteristics of an important attempt, hope through the way of blog experience to find open Network marketing breakthrough." With the flourishing of blogs in China in the 2006, some sharp-eyed businessmen have noticed the huge marketing business opportunities hidden in the blog, they no longer adhere to the traditional advertising of long-term heritage, but began to put new product information directly to the targeted end consumers in the middle, Among them, the consumption characteristics of the blog is very consistent with the audience positioning of wine products, therefore, Wuliangye Wine Company plans to use BOLAA Network Cross-platform Blog Channel Advantage, to the red wine lovers in the organization of a new product experience activities, that is, some consumers experience the actual taste of Wuliangye red, Blog to describe their own personal feelings and opinions, or around the wine culture to carry out a series of discussions, and further in the same properties of Bo friends in a wide range of dissemination, and gradually attract wine lovers to join Wuliangye Red wine Bo Friends League Circle, in order to achieve promotional products and cultivate a loyal user effect.

Jia Jie shi SNS marketing case:

"As a well-known brand in the field of toothpaste, crest with its ' a 7-plus ', ' moth-proofing ' and other products of the main push this year, and the domestic well-known SNS (Social receptacle Sites, that is, social networking site) Community platform-" Renren "jointly launched the" Rescue Friends cavity Crisis " For the theme of the online activities, the main content of the activity is to choose their own friends, and the delineation of what kind of friends belong to the type of oral cavity, for TA gifts corresponding crest gifts, successfully invited friends up to a certain number of people, you can get one to three different crest toothpaste. After the launch of the event, in the "Renren" on a wave of friends invited a wave of excitement. ”

SNS based on interpersonal relationships, through the ads implanted friends gift props to go, at the same time and under the line with the best Jie, this line + line of promotion has become popular, SNS to establish a friend circle, the general friend's recommendation can be accepted, believe that friends recommend, Will not be like the traditional advertising and advertising harassment, more as a way to play a game, this "smooth and silent" effective methods, quietly will product brand value quickly spread. Compared with the general form of advertising, net friends are easier to accept, do not produce resentment. The beauty of the second, with the help of real good Jie products temptation, more users will personally experience in which, in order to be able to receive rewards, automatic spontaneous transmission, resulting in two of the intensity of the spread will be very wide, the spread of the effect is very far-reaching.

SNS still can bring the real effect to the enterprise social media firsthand.

Through the above cases, we summarize some tips on microblog marketing:

Blog marketing must kill skills:

1 occasion, with the help of Third-party blog platform;

2 accurate positioning, looking for the target blog group;

32 times spread, with the help of the user communication channel to spread the influence more deeply;

4 gas field control, continue to increase the popularity of the blog, number, bonus amount, number of prizes, extended activity time.

Source: Drift Stone submission, original link.

Source: http://www.williamlong.info/archives/2666.html