Precision and Interaction: SNS website Marketing two tools

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The previous article "SNS website does not retain the brand advertisement two defects" mentioned, SNS platform core concept is to build interpersonal relationships between users, so its media characteristics and portal site has a great difference, to the central and information fragmentation, the focus of the user's attention can not be as traditional form of hard to put the environment as centralized, The SNS website wants to retain the brand advertisement to have some natural flaw. However, it is not said that SNS website is the minefield of brand marketing, the precise and interactive marketing method of SNS website, it is the new marketing tool in the era of network marketing.

The network advertisement from the simple text, the picture, develops to the rich media, the video, has enriched many in the manifestation form. But the marketing idea still takes the brand advertisement as the representative the push type and the search engine for the representative search marketing mainly. SNS platform's appearance, causes the marketing to have the interactive element, the social network marketing officially emerges the surface.　　One is from the user information based on precision marketing, the other is in-station interaction, two ways to complement each other. SNS website Precision completely based on the authenticity of the website users, as the real relationship network extension of SNS website members of the true degree of information and other forms of Internet application is relatively high, at the same time we can also be based on user information and friends circle to judge a user's true degree. In the advertisers ' view, the most attractive point of SNS site is a large number of customers real detailed and accurate information. As a SNS website, you can know the basic user attribute of each user very thoroughly from the registration information, analyze from the user's usage behavior to draw interest, experience, preference, friend Circle, shopping record, this has made the accumulation of the data for the high precision marketing activity. With these user demographics and behavioral information available, the site can easily convert the service into an ad network, and Facebook has released a tool for advertisers to use to advertise in the language and location of their users.

Another level of precision is the user's circle of friends, both from sociological and statistical data, and several research institutes have shown that the circle of friends tends to be "consistent in behavior". The chances of a user's friend clicking on the same ad are higher than other users. Friends have a congenial interest, which clearly makes sense. If our friends buy some kind of product, we are more likely to buy the same product than usual. Therefore, targeted from the needs of the selection of a personal pulse circle for precision marketing, the conversion rate of prospective customers will certainly be much higher. SNS website Accurate marketing, may let us more intimate. Google-like content analysis technology, can effectively improve the advertising arrival rate and click conversion rate, this will undoubtedly have countless businesses expressed interest.

In-station interaction is another content-rich marketing tool, especially for SNS sites. Topic back to the acquisition of personal business information, now we are in the information ocean, it seems, as long as there is a need, we can access information and entertainment and almost everything. In fact, there is a lot of information needed to filter, remove meaningless, irrelevant content, help us find the need or desire for information. And often, in the face of a huge amount of information at a loss, people tend to two choices, one is search, one is to listen to the views of the credible. This is why Wikipedia is enduring because of several hot spots on the internet, such as search engines and a variety of question and answer platforms. Now, the credibility of the camp has a new partner, that is the SNS site convergence acquaintances. Most people get information from their friends. They are the source of our trust.

The user dynamic that the friend outputs to each other is the most important part of the station interaction. Through a "user's behavior-a dynamic display of the user's friend Circle-the user's friend's following behavior-displayed in the circle of your friend's friends", spread out in this form and gradually increase its influence.

Enterprises can choose to be assigned to cover their own user groups SNS network, in the network position to expand and consolidate user groups. Among them, the most important thing is, for enterprises, the user's arbitrary initiative, all need to give some form of reward or reward. On the one hand, the brand fans as the core users and enterprises to establish a friend relationship, and then through SNS website users actively share information between friends. This mode of operation of knowledge-based products is particularly applicable to enterprises, on the other hand, users participate in enterprise activities, through the above mentioned user dynamic push propaganda. Typical examples are airlines such as JetBlue on Facebook, which can offer discounts on fares to 1000 of users who first responded.

The trusted network is actually SNS biggest potential commercial value, because of the function of the mutual trust mechanism, the user and the friend Circle's a series of consumer behavior can connect through SNS website, each other as the influence. Home purchase, car purchase, mutual assistance travel, party eating, etc., are users of SNS this online tool, operating offline life of the future, and not just for users to manage the "network Address Book." And the enterprise will also from the accurate interactive marketing, with the user establishes the closer relations, obtains the better return.