Social marketing Please forget the idea, first to communicate with consumers!

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In early 21st century, the president of the American Association for Business Marketing was also one of the authors of "positioning" Al Riss wrote a book titled "PR First, the second book, in the book, the author believes that most of today's product publicity will focus on advertising creativity, the philosophy of advertising creativity seems to be focused only on the art form, regardless of the effect. The authors went on to emphasize that public relations as a link to third parties (mostly media) will allow you to tell your story and gain credibility if it is to effectively demand consumer confidence in the product rather than creativity.

Therefore, public relations should be preceded by advertising, and the task of advertising is to duplicate the impression that public relations create in the minds of potential customers, that is to say, public relations shape a brand, while advertising maintains a brand.

When Al Riss wrote this book, social media was still in the womb, and when the social media era really came, we suddenly found that the history of traditional advertising has been replicated here.

The repetition of social marketing

When social media was just emerging, almost everyone did not know what to do with marketing based on social media, so the experience of traditional advertising was replicated-continue to do the creative, just change the media. When Durex as the industry's first high-profile case was widely disseminated, the idea of Wang this concept reached its peak, so all the social marketing enterprises began to take the lead poster creative, filming micro-movies, do brand implantation.

This can give some examples, such as the creative picture of the waves-creative, but I see after just praise a word will be the mouse pulley to decline, such as the six God of toilet waters of the micro-film-fun endless, although it can harvest awards, But I did not look like after watching a good movie that has the feeling of full to say, such as the genius of small panda in the joke brand implant-very funny, but these brands in addition to the industry, other people really will notice it? There are, of course, the most difficult to measure the award-winning forwarding--they usually have a good rating, But how much can a truly effective fan be?

Sometimes we see a lot of "artwork" on Weibo, but fans don't buy the artwork and they don't even bother to comment. Social marketing seems to be repeating the mistakes of America's advertising industry in the second half of the last century--only to be creative and reckless. Fortunately, the transformation of social marketing has not been like the U.S. advertising industry to experience a long half a century of waiting, many enterprises in the process of exploration found another way-communication.

In the 2012, the Earth people did not be able to prevent the invasion of the seabed, although some people have the seabed fishing the staggering dozens of-page management system affixed to the knowledge, but still no other enterprises can learn to fish. You can't learn anything from the bottom of the sea. You can't learn it. Based on service and communication, this kind of service and communication is based on sincerity and respect, which is over the ages rather than 1:30.

If the service and communication of seabed fishing to the traditional marketing industry in a lesson, in social media, the same enterprises have made a benchmark-style exploration.

Three squirrels--submarine fishing on the line

Some time in 2013, Weibo was swept by a "squirrel-like Wind", and its makers were three squirrels, the NUT food brand. July 3, Jinshan CEO Fu on Weibo posted a long micro-blog analysis of three squirrel services, from packaging, greetings, the ultimate experience and other aspects of praise three squirrels products and services exceeded expectations.

The microblog was eventually forwarded 8,000 times and received acclaim from many people in the industry. How could a bag of simple nuts get so much praise? This also stems from its service and communication. "Three Squirrel" series of products and packaging have sold Meng cartoon squirrel image, shop customer service name is called "Mouse So-and-so", the buyer called "Master"-this will be a moment to push customers to a very high position. In the parcel to the customer, three squirrels placed a shell bag, wet wipes, sealing folder and other items, do a good job in every detail, and its pocket greeting also warm people, such as the shell bag on the tip is: "Master, I was a mouse pouch, eat when you remember to put the shell into the bag oh." ”

In micro-blog, three squirrel official micro-bo not many original microblogging, but will be more energy in the communication with netizens. Three squirrels occasionally forward a @ his microblog on Weibo and interact with customers, in addition, its biggest job is to actively communicate with customers, once you mention three squirrels on Weibo, it will soon come to talk to you, of course, before the words will add a "master ... ”

In order to communicate well with customers, it is said that the founder of A Prairie fire also personally prepared a tens of thousands of words "Squirrel customer service Cheats", learning these "cheats" customer service are 85 and after, chapter Liaoyuan said that their management style for these young people is "trust and authorization"-this and seabed fishing service concept coincides.

Three squirrels in the 2013 double a full day to sell 2.2 million bags of food, creating 35.62 million of the daily sales of cat net food distributor of the first sales of the throne. Like seabed fishing, the success of three squirrels is hard to replicate, and its success also depends on the corporate culture based on quality service and communication.

In the social media to carry out the intention, effective communication, as in the traditional advertising industry in the first strategy, with effective communication to build brand in the hearts of the audience sincere, enthusiastic image, and then use the idea to plump this brand image, this is actually the right way of social marketing.

Can effective communication heal the crisis?

Effective communication is an extremely important part of social marketing, and this strategy in solving the public relations crisis will also reflect the best. In 2012, for example, when Luo to Siemens, Siemens did not have a person and Luo effective ("effective" word is the key) communication, until finally Luo in front of the Siemens building "hammer hit the fridge" behavior art. In the process, Siemens did not have the opportunity to redeem, Luo repeatedly on Weibo or privately told Siemens what to do, if there is a person who can communicate effectively with Luo and listen to Luo, then the outcome may not be so tragic. Siemens is high up, a "I can not be a multinational company you a consumer at the mercy of the" appearance, and ultimately, the tragedy is inevitably happening.

The latest brand to try to heal the crisis with effective communication is Mengniu-yes, the Mengniu who has had many major security problems. For Mengniu such a brand, it is now the most critical problem is to solve the trust crisis, if consumers do not trust your products, then you even do more advertising, do any good ideas can not impress him. If there is no social media, perhaps Mengniu and the consumer's communication mechanism is limited to invite consumers to visit the factory, but social media-the birth of the communication media to the emergence of mengniu have more opportunities.

Mengniu in 2013 set up a "your question, my responsibility" website, and subsequently opened the Mengniu Micro-customer service micro-blog and micro-letter customer service public platform. Any consumer consumer who raises a question about mengniu or milk on three platforms will receive a reply. As of December, Mengniu Web site, micro-blog and micro-letter three platform accumulated received more than 20,000, interactive frequency of about 40,000 times. This is probably nothing compared to a traditional ad that can radiate dozens of millions of people, but you have to understand that almost every communication here is accurate, one-to-one, and valuable, and it's completely different from the traditional ads that have a large amount of radiation but are really concerned about less- The value of an effective communication is definitely greater than 100 invalid spreads.

Either from the name or from the module, Mengniu's "Your question, my responsibility" platform is like the Chinese version of McDonald's "Our food, your questions", which is perhaps the way Mengniu has learned to open up, admit and communicate with McDonald's-but it also adds social media to the foundation. (see "Social times, please return the brand to the consumer")

"Mengniu Milk safe?" Perhaps each of the history of Mengniu have to know about this question, for this can not be used words clear but is the real concern of consumers, of course, can not use the word "safe" to answer, only in the context of effective communication with consumers, To solve the consumer's doubts in order to win the trust of consumers.

Can effective communication smooth the corporate crisis? As long as such communication can continue, then the brand image of the change is inevitable, of course, this process is the process of water Cheng, and this all must be done in the heart of the real product premise.

The social marketing situation of the 2013 has changed, when it comes to the social marketing of the benchmark, perhaps Durex, BMW will blurt out, and now when we talk about social marketing, the discussion is likely to be Huang Taigi (except, of course, it pulls black dissidents wrong behavior), three squirrels. In the past we were more interested in communication, and now we are increasingly discovering the importance of communication.

In some ways, in the field of social marketing, communication first, creative second is the traditional advertising in the field of public relations first, the continuation of the second concept of advertising. To communicate with consumers, it is in shaping the brand image of the most important move, perhaps such communication is time-consuming and laborious, but as long as the perennial so adhere to the brand image of consumers will be greatly changed.