Social marketing far beyond Facebook

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Tencent Science and Technology (Yu Lin) Beijing time August 26 news, according to foreign media reports, many times, people talk about social marketing will think of Facebook. Given that the social network has a huge user base, this perception is perfectly understandable. But the theory is likely to be wrong.

Early on, social activities were included in most of the online services, such as Google (microblogging) search (based on interactive links) and email. In recent years, Pinterest, Twitter and some content-sharing services, such as Sharethis and AddThis, have similar functions. Now, Facebook has launched its own collaborative advertising format, which allows advertisers to target any data on the Internet to Facebook users. Even Facebook itself admits that having a lot of valuable information outside of Facebook requires only effective filtering.

In fact, many people in marketing and social welfare believe that most social marketing may not exist on Facebook, but elsewhere in the wider internet, or that marketing is pushing information that is not rooted in Facebook. This week, the MediaPost website hosted a summit of social media professionals at Lake Tahoe in the United States, where representatives of many companies spoke freely about future trends in social marketing. The meeting was attended by the moderator, John Bohan, the founder of Socialtyze, the company's brand-marketing business on Facebook, the CEO of Farhad-Bohan (Fahad Khan), one public company, The company is mainly engaged in helping other companies to promote on Facebook, Steven Stein (Steven Stein), a social marketing analyst at 33Across, who is responsible for sales operations in the West and Midwest of the United States; Dirip-Venkatakari (Dilip Venkatachari, the CEO of the social media advertising platform, Compass Labs, and Jet Wharton, the director of the West Coast digital business for OMD advertising. The following is an interview section of the meeting:

Q: How does your company use social data to conduct marketing more effectively?

Kohan: 3-4 years ago, we focused on social listening (Social listening, as part of a consumer insight into the data source, integrating it into our day-to-day work). Over the past 2-3 years, social existence has dominated. The next stage will be social advertising, followed by business.

Stein: We use user data to create a brand map based not on 500 Facebook friends, but 10 friends who are very close to the brand.

Venkatakari: People can do a lot of things online right now, most of them are public. For the brand, the data is everything, that is, who do you want to contact? Are they the right customers? are their concerns related to your brand?

Wharton: Data growth is the focus of our business. By the increase in the number of employees, our data analysis business grew by 300% in the US last year. We have seen social data as part of the digital analysis.

Q: How do we filter these social data to find valuable information?

Wharton: There are a variety of data available on the Web to promote branding. Everyone is eager for valuable data. What they need to know is what the data means, especially the impact on the consumer's value orientation. They hope to find out from the consumer's speech. What is really missing from current branding is the ability to have data filtering staff, not data that can be analyzed.

Q: How do you collect and use data?

Venkatakari: It's mainly about attracting fans, but not just the number. For example, know what those who like rugby are concerned about. This is very helpful for brand awareness and affinity. Through social information and advertising, you can actually influence Google's search rankings.

Stein: Socializing on the web doesn't just mean Facebook. In particular, there are many avenues for communication and communication, such as instant messaging and Pinterest, for the millennial generation in the United States (young Americans born after 1982).

Kohan: Social data is often not used properly. Most of the valuable social data is contributed by Facebook users. Other user data on the Internet are anonymous, and Facebook gives Internet users identity authentication. We have moved from the age of group wisdom to the age of friends. Facebook is the only company that can convert user data into social advertising.

Q: Will Facebook launch an ad network like Google AdSense?

Venkatakari: Facebook already has the ability to build similar services.

Kohan: The future of Facebook advertising may be similar to the beacon services of the past, only when users and marketers are not ready. Social ads will become a major growth point in online advertising. Facebook may also have a social-unrelated advertising service that may use some data but will not be crawled directly from the social graph. New app-Installation ads, for example, are the first time Facebook has tried a social-networking ad, and it's been pretty good.

Venkatakari: When we try to change our marketing mindset, we find that Facebook's philosophy has been ahead of us for years. Now we can get enough information on Facebook for marketing. In the next few years, we will be able to better real-time forecast what the current consumer is thinking.

Q: Does social data solve the problem of content attribution?

Venkatakari: This is not just a matter of content attribution. We have recently been planning advertising campaigns for some large pet food brands. By analyzing social data, we finally find the most appropriate retailer, so that brand manufacturers can choose the best channel partners.

Kohan: Fundamentally, the marketing funnel model has not been adapted to the current era. The process of buying decisions by consumers becomes more complex.

Stein: Marketing has changed radically. In the first wave of the internet economy, we are still in direct marketing, and do not attach importance to the construction of brand awareness, which actually narrows our pattern.

Q: What are the most useful criteria for evaluating marketing results in social media? Is it a viral marketing or a popular topic (which is common on Facebook)?

Stein: Each marketer has its own specific goals.

Venkatakari: Another way is to adopt existing standards, such as brand awareness. If you can get this data from a social network, you can also propose a similar evaluation criterion.

Stein: Marketers need to prove themselves in the past marketing system can let advertisers profit from it, otherwise it is difficult to obtain customer trust.

Kohan: In the end, I might be able to define a standard that makes every company financially profitable.

Q: As a marketing company, how do you synthesize data from social media to better use it?

Wharton: This requires advertisers to work with us. We usually choose a specific partner, but at the moment we intend to transform and collaborate with other types of advertisers. The task of synthesizing data is challenging because the data we get comes from all aspects.