The evolution of social media marketing model: 5-Step effect

Sometimes, there may be empty flow or exposure but do not know how to transform, so there has been "network marketing ineffective", or "XX will replace OO as the most effective way of marketing" this biased understanding. One of the hardest to be stigmatized is social media marketing.

In fact, not these marketing practices or social media marketing (Easy encyclopedia: Social marketing) is not used, because many of the brick home is not clear about the relationship between the marketing tools and mutual assistance, so bring the customer incorrect conclusions. After talking about so many marketing strategies, little black I would like to use today in the past I have been operating in Taiwan in the actual case, to elaborate on these so-called network marketing tools, with Taiwan's relatively hot Facebook, how the combination of a successful network of social marketing system, today's article a bit long, Please be patient.

Step1. The start of strategic planning: Aissas

The beginning of the overall system planning, we still have to start from Aissas this consumer habit. Although some experts are still in the strategy of Aida (AIDMA), but we can not say that he is completely wrong, after all, some of the offline fast sales or consumer products, this strategy is very effective. But what we're going to talk about today is a marketing system, so let's start with Aissas (attention attention to acquires interest search/social Community action share sharing) consumer habits. So in this case we have a basic process like this:

Consumers may get our information through various channels, and then pay attention and interest to our brand or product, but that does not necessarily mean that he will make a deal at this time, and he may look through the search or ask a friend to see if your product is really what he expects, If that were true, the deal would eventually be completed, and in the age of the community, these customers would be shared in many places (green arrows). So this again caused a wave of attention and interest, this whole process down is called Aissas. This system has always been a personal marketing system to establish the basic criteria, of course, if you are doing e-commerce, the bottom of the store you can change to online shop, the focus depends on: where you want to harvest visitors as customers. In most of the time, we use marketing tools such as entity flyers, soft text operations, issue actions, or advertising banners to generate user attention and interest. Some brick house will think, through micro-blog import flow or easy to attract attention and interest, so SEO or SEM strategy is not effective, but this is not systematic thinking easily produced blind spot. According to the case of a small black man: Instant is Facebook's fan page can create big traffic, the final deal of the last step before the user behavior, good for direct traffic and search traffic. If you use Google Analytics to do web analytics, you can see this in the "convert" → "Multi-channel Program" → "Popular Conversion path" (if you have to set goals)

Does the user really see your ad or advertise and act on it? Data show that the vast majority of users through at least two steps above the thinking or behavior will be true to the order.

So in order to ensure that all users to the final harvest phase will not be a mess, in addition to the basic SEO operations, and I will be through the keyword ads (PPC) to avoid the loss of search users and for the development of new customers, which is also a comprehensive SEM strategy; and on the social platform, In addition to the normal fan-page business, and through Facebook ads as a means of developing new customers, how to do the actual harvest we discuss later. So under such a system, it is very difficult for us to lose the users who have the attention and interest to our brand or product. You might ask: What about email marketing? Of course, this is one of the marketing pathways, but not in this case, as to why it is not in the scope of the discussion.

In the overall system operation strategy, the first step is to determine our promotional channels, this will be due to each enterprise can be set aside the budget and the nature of the target group changes, and little black in this side can not from one. In the early days if the enterprise did not operate, you can try and track the results, then select the future focus on the budget. As to how to do the evaluation and strategy, this is the last step of the five steps, we put it back to talk about. But if you want to ask what channel or strategy is sure to do, I think I will answer you: SEO.

Note 1: The original strategy is Aisas, but in the age of the community, plus in recent years garbage and industry distribution information too much, people are too lazy to filter their own information, and therefore social (socialization) has gradually eroded search (search) The proportion of potential, so in the existing Aisas strategy added a " S ".

Step2. Build Media Platform

When we make a good strategy, the next step is to build the platform. And in this case, we have a total set of these platforms:

Because the industry is not related to product characteristics, in addition to the main station, we also specifically for individual products to do a special site, and these special sites, some are in the subnet domain or folder format attached to the main station, and some are based on brand segmentation and other applications to build the network domain. This strategy is often used in many brands with different target groups. Just like Sony has a lot of products, which also have their own brands, and Sony, in addition to the main station, depending on the console or mobile phones and other product lines are different and have their own independent website. Of course this is not necessary, if your product is not so much, or the group is actually the same time, this is unnecessary. In the construction of the blog, because we adopt the administrative strategy of the autonomy of the campus, each branch will develop its blog content according to its characteristics and focus on development. Because of the nature of the platform, the main content of its blog is to quickly update some of the campus messages and the posts written by the teachers at each branch. The aim is to allow the students in addition to the course of the school, there are some extensibility content can be supplemented. Of course some of the information in the student exclusive backstage also have, however, in order to consider the convenience of reading, and the convenience and freedom of typesetting, we have chosen a number of blogs in Taiwan, the more expanded the Yuppie guest state as a branch of the store to establish the BSP, if in China now to build words, I think Sina Weibo can be directly linked to the blog is a better choice, at the same time, in order to deepen the interaction with students, we also let teachers build personal blog to facilitate interaction with students.

The third part of social media, in addition to the landmark and fan page to do the whole, to enable students to correctly find a campus to check out, in addition to the characteristics of the potential users and needs, the development of different topics of the fan page, in order to create content through the way to share, so as to collect the product needs of potential customers. Even if not collected, but also to achieve the purpose of sharing. But given the fleeting issue of Facebook's content, we'll build the content on a non-Facebook platform for multiple benefits, so we still have a blog with the same name as the special fan page in the yuppie state, so that fans can see what we're sharing, no matter what pipeline they're in. This is why I said in China can directly use Sina Blog + Sina Weibo to operate, in such a dual set up, whether in the micro-bonnet search, or in Baidu Search, you can ensure that your message can be collected by potential users. In addition YouTube channel is specially designed to build, but because this plan is a bit too big, the current content produces mainly by the brand information content primarily.

The last piece, although not painted on the map, but the mobile device version of the site is also one of the key to build. If you want to use social media for diversion operations, the action version of the site is absolutely indispensable. This is also a place that many operators can easily overlook, ignoring the use of Sina Weibo is a large proportion of users through the action device to brush, although Sina Weibo itself with the ability to turn the site into an action version of the function, but you want users to see the "Naked" site? or through your own well-designed pages?

In this policy system, we only need to build the official website part of the action version of the site. Because it's like using a blogging platform, it has a version of the action version, so even through Facebook, there's no need to worry about mobile users. And in the establishment of the theme site strategy, we almost all use WordPress as a stand tool, through the installation of Plug-ins can be simple to achieve the action version of the site's output. If you have already set up a website and don't want to spend any more money on it, consider using Mobibizs or other services to make sure that every user from a variety of devices is clearly and correctly receiving the message you want to deliver.

Step3. Staffing and budgeting

A complete set of marketing process, in fact, to let a person to finish is not likely, unless you can find the body and copy, business, design and customer service in a talented staff, otherwise in such a platform, we have such a configuration:

In the overall system of marketing design concept, we still take the "content for the King" as the main starting point, in charge of generating the content of the human configuration we have arranged three. In addition, the campus blog is responsible for producing content, is by the network has a strong interest in the work-study, in a relatively easy way to write, only need the director of the campus to review it, the other several platforms are the placement of the Commissioner for routine maintenance and interaction, such configuration is also considered the different platform attributes and the overall human cost considerations for the configuration. Since social media is a very important platform for content, therefore, all the content of the starting from the social media as the first stop, the Commissioner to use its content for two times marketing, but the blog is a relatively relaxed platform, so do not need too professional manpower, just the basis of the writing ability is good (but this in the middle according to the needs of enterprises, have been trained).

And why do we need to create a fan page for hobbies besides branding and campus? This is a different strategy, the main strategy of the brand and the fan page of the branch is to maintain the emotion of the old learners. But we know that users generally do not like to see brand messages on their walls that are not part of their participation or interest, so it is rather detrimental to develop new customers through branding or campus fan pages (which is also a common problem for many operators of social media marketers, which we are paying attention to!). "You" should not run social media has been discussed so we use the type of interest (such as looking at xxxx to learn English) as our fan page of the naming strategy, to the language learning is interested in the collection of potential customers.

In addition to the additional marketing budget, only the focus on Facebook ads to recruit new fans and use keyword ads to develop new customers, in the past, in the history of the operation of the fan page, in addition to the initial recruitment of the first group of fans, because the discovery effect is not significant, So in the medium term, Facebook advertising is the only strategy for recruiting fans. But this part has to take a closer look at the features created by the fan page, in general, advertising on a fan-specific page with interest or theme is much more effective than a brand-name fan page, but no matter what the fan page is, the fans collected through Facebook ads are far more accurate than the lottery fans. And the cost will be much lower, so we do not need to make any prizes or activities budget.

In fact, this part of the current limited Sina Weibo platform is not yet launched similar to Facebook or Renren self-service advertising platform, so it is difficult as I operate in Taiwan as smooth as the time. The use of micro-activities and other offline advertising exposure to stimulate users to focus on micro-blog, Sina Weibo is a better strategy in the short term. But note: Our goal is to let users see our content, not just the number of fans. Sharing is a key word that social marketing is the easiest to bring you success. Sina Weibo is expected to launch its own self-service advertising platform in the second half of the year, then we will do more ink.

Step4. Inter-media online and offline passenger flow guide

Although the concept of O2O has recently been very red, but in the last year, we have been operating in practice, the overall operation is as follows:

In fact, this picture has explained the trend of the flow of people and information, we've already talked about our whole content. The starting point of the strategy in social media, through the diffusion and diversion of social media, the online people can be guided to the offline campus for harvesting by means of free physical activity. We only inspire his attention and interest, potential users can also through the search or social media, access to our more information, ultimately, we can through the line boarding to visit the way, on the line down the deal.

But one of the more specific priorities, it's our strategy to put more effort into maintaining our old customers (which is just right for the company's policies), so most of our activities are aimed at the fans or students as the main object, and so the fans or the students are more able to feel our intentions, To achieve the benefits of natural diffusion, because we know, the best marketing is the user's own experience, that is, Word-of-mouth marketing, which is the important center of Community marketing, so in the site content, in addition to the proliferation of content generation, but also focus on this one-oriented output. As a result, potential users, who have not been harvested immediately, have been driven by this information.

This is the process of an entire system, you will see the whole system between each other is interlocking, arbitrarily unplug one of them, your marketing has a great opportunity to Weishing. Because you've got people's attention and interest, but you can't actually harvest them, be aware that a single platform strategy is rather unwise. However, the only thing that has not yet been done in this picture is to hope that the students will be able to upgrade the course, but this part has not yet set up a statistical system, so there is no way to confirm whether or not to assist the promotion.

STEP5. Analysis, evaluation and improvement

As mentioned in the previous paragraph, any marketing goals will have to be analyzed. In general, the lower cost approach is to use Google tools to conduct traffic and user behavior analysis. can also use the Web site optimization tools for layout, but this part of the face is too wide, can be a single book content, on the small black can not in this side one by one explain how to carry out analysis and evaluation. But I can tell you that the whole system is set up to start with the goal.

To be honest, this system is not a short-term setup, the entire team to build up, really spent six months of the period, the branch from the original is not willing to cooperate (because in fact, there are really a lot of things), to the later very enthusiastic positive cooperation (sitting at the counter marketing team will help you bring people, As long as the help of some offline publicity and co-ordination is good, so the system is now in operation. The whole system we do not carry out any outsourcing, because to do a good job in community marketing, the company must allow employees to operate themselves, will be more effective. If you really want to do this through the community or through Facebook or blogs, do you realize that you have to do a lot of things?

The system for a variety of different industries there are different ways of elasticity, but this part of me can not be a one to do the discussion, but little black I designed this system, has been used in some areas, and the actual operation is effective. Just if you want to use, first of all, let the whole company's people thinking first change, agree not to pursue the number of the pursuit of income only, and agree that the Community marketing is not a person's business, so you read the whole system today to be able to complete the operation.