The 123 development Road of socialization

In China, the opening of social marketing prologue, almost by the enterprises settled in the "Sina Weibo" opened. That was about the beginning of the 2010. Today, social marketing has gone through more than 4 years of history. In these 4 years, with the rise and fall of various social media (tools of social marketing), the connotation of "socialized marketing" is also evolving. This article wants to talk to you. Up to now, social marketing has gone through and is going through three stages.

In particular: Each stage is a kind of progress, not to the previous phase of negation and overthrow. Each phase is intertwined. Perhaps some companies are directly to the "3.0 stage", but the "social marketing" of the "1.0 stage" is helpless.

Phase 1.0: Enterprise-assigned media properties

In the 2009, when Sina Weibo emerged, many companies felt that: "We finally have our own voice channels." The enterprise has its own media platform, which makes the foreign communication from the "third party discourse power Monopoly" to "the expression of self openness". The degree of freedom and flow rate of information has changed qualitatively. As a result, many enterprises are trying to fully use the social media such as Sina Weibo, the external dissemination of various positive information enterprises.

At this stage, social marketing focuses on the "media attributes" of the enterprise. As the book "Here Comes Everybody" says: All business are media business, because whatever else tightly does, all businesses rely on the M Anaging of information for nonblank audiences---employees and the World. (All of the company's business is media business, because whatever the company does, its business relies on information management of two audiences: the company's employees and the entire global community.) The "Media attributes" of the enterprise are stimulated, and they are becoming aware of the need to create a brand by storytelling. Social media, the way to tell the story is no longer just "text + map", micro-movies, short video ..., as long as the way can be thought of, can be fully demonstrated in the social media.

Excellent corporate cases at this stage include the official social media platform of Procter and Gamble, the social media platform of each child brand, Durex's microblog or micro-letter. (Today, Durex Swizing is a full media platform that covers text, audio, video and a strong interactivity, and is a rich media).

Phase 2.0: Interactive step to Community

When the social media leads to the information explosion, the "freshness of the degree" counts, many enterprises begin to realize that the core of social marketing is "social" (socialization). They began to pay attention to social listening (social listening), to the sound of social media, the monitoring of public opinion, or the use of social media platform guest clothing. They are increasingly focused on interacting with fans, giving social media to fans, creating social platforms for fans, and creating a "social relationship" with fans.

Businesses are beginning to realise that the greatest glamour of social media is not just the release of information. "Newland" is 0 distance, all-round contact with the user. Through interaction, a lot of dividends have been generated. For example, more effective insight into the target consumer group (insight is no longer the geographical and demographic characteristics of past traditional market surveys, but refined to specific behavioral, psychological characteristics). "Word of mouth" has become a way for many companies to pursue (though "word-of-mouth communication" is not the product of the social media age). Brand owners have found that fans who gather through social media can become the communications ambassadors of companies. Of course, can also become the enterprise's negative energy to detonate the source.

And fans build a "social relationship" that is different from the past, allowing fans to connect to each other and eventually form a community. This community, on the one hand, is merged with the brand idea of the enterprise, on the other hand, "branding", so that fans can spontaneously do things based on their own common interests in this community. Thunderclap's case is: Millet mobile phone.

3.0 Stages: Sales conversion, property value

The mobile Internet's big line, lets the enterprise feel, the social media has not only "the media" and "the community" the attribute, it may merge with the business, changes the traditional business model. For example, at present, micro-letter is the most portable Internet access.

Excellent "Social Marketing Campaign" (campaign), no longer is the creative people "wow", is no longer the industry's "award Ceremony", but: whether the effective arrival of the target consumer groups, so as to achieve sales conversion? What is its financial value? How to use mobile internet technology, integration of users and enterprises online and offline contact points, the formation of a full range of user experience? This requires the social marketing team to work closely with other business units.

It also puts a real problem that is hard to push in the past, once again on the desktop: is marketing (including social marketing) just isolated from specific business units, responsible for promoting the product? How does Enterprise realize integrated marketing?

In addition, although the "Big data" in the past few years to shout notoriously, but still rarely see the enterprise case, through the analysis of social media data, product development, effective SCRM (social customer relationship Management).

The

Emphasizes again: The above three stages, not replace each other, is a mastery. For example: If a brand of marketing ideas always let the public before the bright, but people just exclaim: "Creative is really good!" "No sales conversion has been implemented. Such marketing ideas are futile. For example: in micro-credit and other social media to operate a variety of promotional activities, to achieve a certain amount of sales. But did not gain long-term brand effect, did not obtain cohesive user. This is a matter of immediate interest (in fact, many startups are now taking this route).