Rethinking social media-a double-edged sword-talking about corporate social responsibility and social media

Social media marketing has been a very hot topic, and now there is a new term, microblogging marketing. If you are looking for something like "How to help you do a better job of Weibo marketing ten rules" and so on, I recommend you do not read down. Because there is no mention of the "mantra" of the light that you want.

Today I'd like to share some ideas about corporate social contributions and social media. Corporate Social Responsibility (CSR), a large part of this is because it is a business-related part, but it is an unpopular part of social media. Hopefully, this article will bring up this topic, and you can learn how to talk about it and get some new insights on how to express your company's brand and products on social media.

What changed part1--Haagen-Dazs CSR activities on Twitter?

part2--CSR activities in social media affect consumer action?

part3--Why do I say social media is a double-edged sword?

part4--PostScript: What will corporate social responsibility change in social media applications?

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Häagen-dazs a "twitcause" activity on Twitter (through Twitter to find meaningful topics of interest to users). The event, named #helphoneybees#, contains #helphoneybees# in each tweet (microblog) of the first 500 people #helphoneybees the early hours of November 5 to the early hours of November 11, Haagen Dazs will donate to a study of a colony failure disorder (Colony Collapse disorder) at the University of California (Davis). These 500 users can send up to 1000 a day, seven days the largest 7,000 (the maximum can be 3.5 million U.S. dollars), which is to encourage users to return to participate in this activity every day.

(Reference: http://www.helpthehoneybees.com/) Through this activity, Haagen-Dazs finally got 643,748 #helphoneybee# micro-blog (Tweet). Haagen-Dazs not only won thousands of new fans, there is no doubt that the impression of Haagen-Dazs to add a lot of points. Why, because in the forwarding of those Weibo is not someone else, may be your friends around. and every micro-blog is actually able to become money, do meaningful things. And the 500 of them became volunteers, and they needed to do it, just like daily tweets like "I'm eating #helphoneybees." ”

They became real communicators.

(Some actual user feedback)

And why Haagen Dazs this activity will be popular. From my personal understanding, there are two reasons.

Reason one: This is not a "wolf in sheep's clothing" marketing campaign.

Because the raw materials in the process of making ice cream are dependent on natural honey, Haagen-Dazs is a corporate social responsibility (CSR) activity that has been doing for many years in the study of bees. Although this is a period of activity, but the project is still ongoing, "Everyone" (business how to understand what can be different) the understanding of this activity is not a "wolf in sheep's clothing" marketing activities, but a substantive, meaningful social responsibility activities. So the motives of the participants and the forwarding agents are very pure. Each of the participants, each of the forwarding agents, has indirectly established a relationship with the enterprise. Because they care about the same thing with the business (Helphoneybee), and through the social media this platform (Twitter) together in this seven days together to complete the task, forming a common experience of action. This empirical value will play an important role in future consumption actions (as mentioned later).

Reason two: CSR activity content and product have direct link.

Second, the activities of the rescue of bees and Haagen-Dazs products have a direct link, with relevance. The process of making ice cream, the extraction of honey is not a step. This activity is very interesting and very relevant to the participants, compared to the activities of some companies participating in collective tree planting or contributing to primary school in CSR. Such CSR activities, which are linked to the normal business operations of the enterprise, are well received in advanced countries and are reasonable.

So, back to the question I mentioned at the beginning of this paragraph, what has Haagen-Dazs changed in this event? First of all, from the digital point of view, through the period of sexual activity, with this #helphoneybee tweet (Weibo) by the 500 people sent nearly 640,000 times, Haagen-Dazs fans also rose thousands.

Maybe some people will ask why 500 people, rather than let everyone to send, this is not to achieve better results?

Specifically why, because I have no internal information I am also unknown. But one of the important factors that you need in order to reach the tipping point for an event is the Malcolm (Connector), as mentioned in the book Gladwell the tipping point of the Tipping. And these 500 are the people I think are the communicators of this event. I estimate that the coincidence of these 500 people should be Twitter's loyal users, every day to use and share events. So they will be as quick as they can to care about some of the latest activities on Twitter and share them with their friends around them. Second, they have eaten Haagen-Dazs ice cream and have a more or less understanding of the significance of the activity (which is my estimate). As a result, the 500 communicators sent 640,000 tweets within seven days (I don't know how many times these tweets were forwarded). Also these 500 humans are real the sender (Teller). Because they have eaten Haagen-Dazs, have a certain understanding of this activity, so in their lives will be directly or indirectly to disseminate this event.

Second, the soft change is that we have a deeper understanding of Haagen-Dazs, and will start to pay attention to their brand (pay attention to their account). One of the big reasons many users pay attention to the brand in social media (as you can see in the next data map) is to get the most out of the information. This is understandable. But, from the point of view of brand building, are such fans a big fan of yours? Loyal fans will care about your latest products, your related activities, they have a relationship with you (Connection), even if your competitors start discounting today, your loyal fans will not leave you, they will spread the knowledge of you in their lives, Build influence (e.g. some nouns: Starbucks control, fruit powder). Through this CSR activity, a positive interaction with the user in social media, Haagen-Dazs conveys a very positive brand message, a soft value that is difficult to measure in a systematic fashion, but I would agree.

Share a few data with you.

This is a social CRM chart that you may be more familiar with. According to social Media study research data, three of the most influential consumer action factors, determine whether consumers will buy your products, 98% is personal experience, 92% is the company's reputation and brand image, 88% is a friend or family recommendations. In addition, from Twitter's data analysis, we can find that 75% of users are more inclined to buy their Twitter-focused brands, and 67% of users are willing to recommend their brands to their friends. (There is also the 43% I mentioned above to pay attention to timely discounting information.) ）

(This map source @ data know the world)

Both sets of data tell us that social media is inextricably linked to consumer action. In social media, users share their lives, including buying experience. If users get a good user experience, users will be happy to share them with their friends in real-time social media such as Twitter, Sina Weibo, Facebook, and so on. The direct and indirect sharing experience in social media is an excellent way to spread the impression of the company and the brand. The result will be a positive impact on consumer buying action. I forwarded a tweet from @jennychen Chen Linling on September 20.

(@jennychen Chen Linling: Source of information: PSB and Burson PR in February 2010 conducted a CSR network survey of Americans over 18 years old, collected 1001 valid samples, and found that the participation and importance of CSR is different from industry, especially important to the food and consumer industries. ）

Back to my question, does CSR activity in social media affect consumer action?

Looking at this data carefully, I think this data can express the point I want to present. Corporate social responsibility has a very positive impact on consumers, but also indirectly affect the consumer's purchase action. As I said, "a direct and indirect sharing experience in social media is an excellent way to spread the impression of a company and a brand." The result will be a positive impact on consumer buying action. ”

"The value of branding on Twitter," I said in @socialbata's microblog on September 19. "Your promotion is not your sales but your customer's brand impressions and perceptions." "This principle is similar to the large advertising we see when we read newspapers and magazines." For example, you see a big car ad in the paper, you think the ad is creative and the car is great, but that doesn't mean you're going to buy it right now.

But what does it change?

Through this advertisement, you will remember this car, the brand will enter into your memory. When you talk to friends, you inadvertently mention, "I recently saw the advertisement of that car, I feel very nice." "Or you'll think of this ad when you choose to buy a car in the future."

People's memories are very interesting, you may not remember what this advertisement is, but your subconscious will remember that when you feel the brand and the impression of the brand has "intimacy", and this brand awareness will be very affected by your purchase action. So, how to implant positive information, to keep your customers ' mind on the good side, is to show you the task of showing your CSR activities in social media (burritos).

You know, your marketing on social media is a double-edged sword, because it's different from putting an ad on TV, and even if you hate that ad, you can complain about the people around you. But for example, on Weibo, if your corporate microblog is improperly used, the invasion of others, caused by everyone's dissatisfaction, or your choice of spokesperson although hot but many people do not like, or you too often through different micro-bo grassroots large advertising, these will have a negative impact on your brand. Perhaps in this time period, you put the marketing fee will get direct number on the "return", but from a long-term perspective, its negative effects, such as micro-blogging growth of the transmission force, will affect many people.

On September 14 on Sina Weibo, @ Jin Peng Far 1968 mentioned the large forwarding of the relevant micro-blog.

Inspired by his guidance, I also "sneaked into" a large forwarding of Weibo to find an example. I don't think there's any problem with the microblogging ads. But as a soft point of view, what is the role of the "discerning" microblogging user in the eyes of a company that pays money to forward tweets via forwarding? Are customers really attracted? Do customers not feel disgusted? Are customers going to love your brand? Over time, we will be common to ask, "how much!?" How much does it cost to send this tweet? ”

@ The wind of transit in an article compiled on Socialbeta, "Most companies are not ready to respond to the social media crisis," said a new study from altimeter, which showed that more than half of the 144 companies surveyed said they had no plans to respond to the social media crisis in a timely fashion. The study also analyzed 50 of the most influential social media crises in 2001 years, and some of the big companies ' social media strategists found that a 76% crisis could have been avoided with some preparation or better response. ”

From this data we can find that in many companies in social media marketing to taste the sweetness, but also some companies eat some unnecessary pain. Back to my earliest example of Haagen-Dazs CSR activity. Let's pretend, if one day you see the news that bees are dying in the newspaper, your first thought is, "I should cut down on honey and eat less ice cream." , the results will directly affect the interests of the company. Such negative news can happen at any time.

The potential crisis just now has changed the perception of Haagen Dazs through the social media platform through such a CSR campaign. Even if someone tells you now that the ice cream you're eating may already have hundreds of bees already dead, you'll feel much better, because every time you buy it, "Haagen-Dazs is helping bees, I need to support them." "Such a proactive psychological strategy, in the face of sudden negative news can play a very good preventive effect."

In this sense, I would like you to consider a long-term marketing perspective and brand building perspective, rather than microblogging marketing perspective to look at social media marketing. Micro Bo is an open platform for communication, we can see your good, nature can see your bad. As the saying goes, "Good things do not go out, bad things spread." "By showing your company's CSR activities in social media, it is both a good opportunity to promote positive information about the company (activities) and a crisis prevention activity."

part4-PostScript: What can corporate social responsibility change in social media applications?

I had a brief discussion on how to motivate users on Weibo with @puting, @ the Academy of Fun. One of the research institutes mentions the ipad as a bait to do the activities of the example. I want to say, don't send the same ipad to the thousands of people's appetite, the end of the majority of people do not have the return of Weibo. By implementing and expressing your corporate social responsibility activities in social media, send a positive message that users on Weibo will become your loyal fans and become your brand communicators. And what you need to do is to provide a platform that lets users feel meaningful and valuable.

I gave my first draft to some friends and got some feedback and new inspiration.

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@ The Research institute said, "I personally feel that the Chinese brand, from the corporate responsibility is really very far away ... They can make the original products do not pit Dad is not easy, of course, from the publicity or marketing point of view, this is a point can be cut. Tetra has done @ Earth water, you can also see. ”

@notoshaz said, "I think the current enterprise on the use of social platforms is not particularly adept, especially for CRM (cause-related campaign public marketing)." Easily self-defeating. Simple RT (retweet forwarding) sponsorship I think it's no different from RT (forwarding) to the ipod, though. The latter is innocently want to take money, the former is simply forwarding, do not understand the Enterprise CRM (public service marketing) behind the purpose of what. If the enterprise and the customer can have the real Consortium (Exchange), can let the consumer initiative dissemination such information, is the enterprise devotes to the CRM (Public welfare Marketing) the direction. For example, the body shop from beginning to end as a message to consumers: Our products are pure natural, and will not use animal experiments, and all packaging are recyclable materials. In this way the consumer's mind will have an associated impression: TBS products not only good for us, but also for the earth. The role of Word-of-mouth marketing is this.

I think that's the example of that bee. If the enterprise to do a similar fun in supermarkets out of automatic potato chip machine program, online to do a bee for ice cream ingredients of the chain of Flash, so that customers can personally understand the secret, for Haagen-Dazs dedicated to this project research has more recognition. In addition, I think a complete cause-related campaign (public service marketing) out of line activities, the traditional media advertising or the main part, to let the audience first see, first accepted, and then online activities is a supplement, can enable enterprises to test the effect, the key is: understanding, Interact, spread. ”

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I quite agree with their views. The data are, after all, the US data, and I have to admit that the interaction between CSR and consumers in China may not have reached that data at all. A large proportion of people's knowledge of CSR is still in a gray area. Consumers are more concerned about the possibility of price (whether it is affordable, there are no concessions), convenient (package does not package mail, how to pay, a few days arrival) and peace of mind (after-sales service, Word-of-mouth) and so on. Such a cycle, from the enterprise point of view, the motivation to do CSR (incentive) is also a lot less.

But I would like to say that customers are also constantly learning, absorbing more information, to establish a more reasonable value of judgment. It may be that we do not have the same level of awareness of corporate social responsibility, but this does not mean that companies need to ignore the opportunity to use social media as a platform to positively show your business.

You can take CSR activities as a starting point for branding and create positive and good interactions with customers to better understand your brand and CSR. Now Weibo on many celebrities Yishi also use their own influence and ability to do a micro-public good, why enterprises can not put their eyes on this to conceive it? Social media platform is a double-edged sword, you in the idea of what you can get today, at the same time, whether you can think about how I should guard against and in the first place, how to make the consumer better know you, respect you, support you?

and the value of sustainable growth brands is here.

Related Reference Links:

Case studies which prove social CRM by Rob Petersen http://barnraisersllc.com/?p=2896

We ' re saving Honey Bees this week to Twitcause by EP juliohttp://www.experienceproject.com/stories/follow-twitcause/770206

Global CRS Creative http://csr.businessvalue.com.cn/view/66/

Most companies are not ready to deal with the social media crisis by@ Transit wind http://www.socialbeta.cn/articles/not-ready-for-social-media-crisis.html

I've got some insights from these people's tweets and interactions (to be brief):

@puting @ 1968 of the Institute @ Jin Peng far from the @jennychen Chen Linling @ Transit Wind @notoshaz Cheng Xie.

Author: Fan Ryan
This article link: http://www.socialbeta.cn/articles/csr-and-socialmedia.html
Sina micro-disk Download: Http://t.cn/ad8TZh

This article is only a personal point of view, for reference only.