The best social Marketing

Abstract: Author: @JamoWoo If before reading this article, has not read "forgets the social Marketing (on)", recommends you to look first, again reads (next), will be more interesting, more sentiment. From the first night, spinning around in different venues, to the back

Author: @JamoWoo

If you read this article before, have not read the "Forget Social Marketing (ON)", recommend you go to see First, then read (next), will be more interesting, more sentiment.

From the first days began to be disoriented in different venues, to the return flight on the keyboard between the computer opened and closed, social marketing is what the answer in their own uncertain and not confident thinking fragments looming. This kind of tentacles can and again to find out the feelings of unreachable is like the spread of the virus, at this time, there is no suspense outside the 41.5 degrees of fire, the car is air conditioning wind not extinguished a month more anxious.

The best social Marketing

The Cannes Advertising Festival, which has been adding an annual category of awards for several years, has not yet set up social lions, however, all other categories are eligible for the title of the social lion, excluding the aircraft's design category:

The first is to create brand influence in social media is an important standard to judge a good idea now. First, see only the previous year shortlisted works to run for the creative effectiveness lions, all cases of 85% use social media as the advertising media, this number in the first round of the selection of the case to increase to 92%, social media in the role of integration activities self-evident. Look again in previous years mainly rely on media relations to obtain a large number of reports to win the PR lions, the gold case is almost all social media as the main channel of communication, by earning a lot of network eyeballs and Word-of-mouth to drive media coverage.

Second, in the social marketing activities used in the form of brand content is not limited. The legendary advertising campaign has become difficult to define, like the highest level of all-round artists in different fields. Intel likened its own product to a hot heart, having to change a set of skins every day to capture a love. God writers make all netizens participate in filming become possible, star actor's professional performance to ensure that the box office, the Beauty inside won the film category, interactive class and entertainment content category of the full award. Dove please come to the FBI portrait sketch artist to draw a beautiful error of the bridge section without repetition, that makes thousands of women in tears meditation video clips for a whole field of titanium lions, of which five of the independent operation of the sketch is also won the plane category of gold and Outdoor class Bronze award. The final appearance is a group of stupid dead cartoon people, accompanied by the cheerful soundtrack over and over the life of the release of the advertising festival 60 years of the strongest Ray, five full award 18 gold three silver copper all over the major categories.

Case: "The Beauty Inside Fantasy Heart Brigade"

"Dove Real Beauty Sketches" "Stupid's Death law"

Social lions must be the best lions, male and female and breed, as long as a roar of the world. In terms of employing words, the best social marketing case is the best advertising case.

Away from the creative people from the main night, into the Guru-level collision of the Hall of Wisdom. Also hosting the Cannes Film Festival venues, seven days a total of 108 different themes of the sharing meeting, to see the theme and hosting is really able to pick out a lot of social marketing-related, careful to look at but can not find a picture of the social marketing of the topic interpretation.

Twitter play the integration card, talk about TV programs and mobile phone micro-blog of the two-screen interaction, the chief scientist to move out of the theoretical model to support the new set of advertising products, technical seconds to kill Sina and experience no slot point, television and advertisers can only spend money to wait for ratings and brand exposure soared. YouTube and Tumblr play the content card, the former applies new bottled old wine original advertising concept called on advertisers to break 30 seconds of narrative limitations to tell a complete story, the latter well-meaning to persuade advertisers ready high-quality content and then choose the cooperation account instead of seizing the manger every day alone to poop. Facebook and LinkedIn play the big picture, discussing how social media can change the lifestyle of users and the corporate marketing environment, and how brands respond to the challenge of shifting from brand-led to consumer-led, which is the most widely discussed topic in all of the two points.

Social media weigh in on their position in the current marketing landscape, and are well aware that they are not destroying the overall situation but breaking individual limits. If the value of social marketing is dissociated from the overall evaluation system of marketing, success may also be defined as failure. Based on the accurate dialogue of the user data, the new and old media are more effective than each other, the communication blueprint of the brand content as the core, etc., the marketing view from the social media is in line with the expectation of the whole industry, they bring the traditional marketing idea not subversion, but sublimation.

Any marketing speculation triggered by social media needs to be considered on the fundamentals of brand and consumer relations. In terms of employing words, the best social marketing perspective is the best brand strategy.

Social media has changed the nature of marketing, so social marketing is marketing. Any marketing means can be socialized, TV or print ads plus a well number of topics, the website allows to connect the consumer's social account, physical store check-in share to receive discounts, after-sales service through the letters complete ... so socialization is not a marketing method, but a marketing concept.

Line pen to this point, suddenly enlightened. A year ago in the Huangpu River to greet the "Cannes blowing Wind," write the above sentiment, look back at the rough but reasonable. What social marketing is, the answer is already in my heart.

Socialization is the marketing idea

Do not continue to write a little bit of depth of content, it does not seem to have grown up this year. Tragedy is to deal with the project at the end of the week to pay attention to the well-being of the family index, the book to the use of hate less, can only be twisted to browse the foreign data extracted from the old brain, to dismantle the socialized marketing concept.

Social media Let information receivers have the right to create information, the original brand-controlled media world began to appear in the crowd of consumers cry, CMO facing the Tianya West Shrine so distant country still can careless, When these good bad ugly emerges into later reprint and microblogs become shocking for their leisure time, social media is considered a great way to build a relationship between the brand and the consumer, and overdoing it, the industry even emerges that social media will one day be the only means of establishing a connection between the brand and the consumer.

Millet mobile phone to do the Chinese market share the third is not based on social media sales model, but brand-sharing marketing concept. It is well known that the soul of the smartphone is the operating system, the millet hardware supplier negotiations have not yet started, the MIUI forum has already started once a week shine according to the inner Beta user Feedback Optimization Update release, this lets the consumer participate in the product design process marketing platform to create the millet mobile phone socialization identity, Lei's team paid a special reward to the first 1000 seed users of Miui's beta. As for the "millet for a Fever" brand slogan, remember the beginning of the release of micro-Bo on every road marketing talent bad comments such as the tide, consumers are invited to participate in corporate decision-making who still care about an empty talk, even if "millet really delicious" Also as successful (I still can't understand the millions of people who ask for a PPT just to export a slogan customer). Add that, micro Bo sell mobile phone marketing miracle is only the promotion of the necessary PR news, when the case of worship study is very silly very naïve.

Brand sharing is the core of the social marketing idea, and the enterprise can share the product development right with the consumers. Like Miui and NIKEiD, it is possible to share the packaging design rights, like Coca-Cola nickname bottles, to share the pricing power of goods, like those that forward prices. The way consumers submit content, it can be clockwork picture microblogging, can send e-mail, but also the most original way to mail photos to the enterprise mailbox. Therefore, social media in this process is not indispensable, but can be a platform to greatly improve efficiency and the carrying process of the positive word-of-mouth generated.

What is important is that brand sharing should be designed to provide a value-added experience for consumers, not to go to social networks and to return to their business performance through the active involvement of consumers in value exchange.

A candy brand in India is so popular that it's often out of stock, backward logistics management system so that enterprises can not know in time which is a grocery store and limbo, so the social account of the fans to shoot and upload empty shelves, timely replenishment of the company to enable consumers to enjoy timely, did not expect to even shop goods channels can be socialized.

specifically to the spread of advertising, social media to bring the concept of the update has five points:

The story is far more than the slogan. No mother-in-law tattooing of the plot is not loyalty, slogan is just a memory symbol, driving goodwill and behavior is the story behind the symbol. In the era of traditional media, the shortcut to build a brand was repeated to the attentive people on the other end of the television broadcast, with one or two good stories stopping at the top of the building's pantry. Social media disrupted content and the media one by one corresponding order, the story can be instantaneous burst can be revisited, more and better stories to change the consumer's precious time.

All media can become social media. TV reality show with Weibo topic, the ratings with the forwarding rise, the audience's attention in the double screen between the frequent switch remains in the social living room. Recently heard a radio food program in the summer recommend the link, directly broadcast the voice of the audience sent the micro-letter sounds are also fresh. IBM's advertising is the facility, the outdoor advertising into a shelter, shelter from the rain people here to meet friends, in contrast, those brand road performance never refreshing micro-broad screen is not called social media. The value of social media is not replaced, but integrated.

Continuous communication focuses on dialogue. In fact, the brand is very early to have a continuous communication weapons, but the search engine with traffic to do ROI stereotypes can not mention the desire of Brand Director, the latter on the social account to create a brand personality ability is at first sight. The focus of the campaign pattern is the legendary big idea, often after the analysis of the audience for a part of the consumer point of interest to tell the story, and often open mode under the brand face is different types of audience issued different needs, at this time the response to the personality of the effect of the dialogue is far more than the difference between the deliberate differences in communication.

The brand is completely transparent. Consumer plus social media equals brand paparazzi, marketing every aspect of good and bad will be magnified. Brand restore for people to face praise and criticism must have a common heart, Mengniu and Yili again unbearable all understand Open Factory workshop, Domino's Pizza spend heavily buy time square electronic screen rolling broadcast real-time network Word-of-mouth, to spur the whole marketing system to improve quality. Once high brand can put down the star shelf, even on the face of acne will face the lens show a smile.

Output social positive energy. Social media bring people together, run dictators, take down corrupt officials, send free lunches to mountain classrooms, and get trafficked babies home. "The positive revenue from future businesses comes from positive energy," because consumers don't just have a better product, they want and are using social networks to connect with each other to create a better world.

Saying things, integrating, continuing, transparent, doing good, these fine qualities of the old brand Butler are becoming the basic qualities of marketers in the new era. Social media changes in the marketing environment does not require the brand to become God, but to be a good person; ideas are more important than skills, and if you spend time in the street looking for real consumers to talk to, you will be willing to pay for the social listening service, and so on, to do well in the social media era of marketing, we have to return to the essence, Starting from the heart.

Deep Throat

Do not think crooked, here refers to those who go to the throat to swallow down dare not say to the customer. Look at the above grumble and brainwashing adhere to here are true customers, only you can clean up now in the chaotic state of social marketing ecological circle.

The spat and understanding of social marketing has been elaborated, and the Ten Commandments to be shared are aimed at enhancing the operational nature of personal opinion, which is purely a matter of experience and the revision and complement of fellow human beings.

1, do not think that social marketing is the marketing department of Social media managers and social marketing agents live. The social marketing idea will become the marketing person's instinct in the future, and no longer the stereotype of service personnel; Many customers expect creative agents to take 30 seconds to do a good job of the plane manuscript, counting on digital agents to the interactive web site toss some new technology, think of micro-blog topic will expect only jokes and chicken soup microblogging operations. All media can become social media, all content can become social content, the benefits of ups and downs and Johnson back milk mother is two delicious chestnuts.

2, social marketing do not insist exclusive association. Customers often have to compete with goods and brand products are related to the issue of social issues? Finally, the perfect answer is not to mention the consumer's any interest, but not as much as the budget to make patches. Traditional consumer insight to find the relationship between brand and consumer to improve the information charm of one-way communication, social insight to find the consumer relationship between the brand or product to activate the network discussion. The award-winning mother's praise can be transplanted to any maternal brand, isn't it?

3, advertising campaign forwarding may not be word-of-mouth. Some customers on the new product marketing requirements is to create word-of-mouth, carefully designed to send the public opinion monitoring system in a repetitive machinery of micro-blog text in the explosion table. Normal people know that the quality of the product recommendation must be product users or at least a very good understanding of product performance consumers can do, we must distinguish between activity recommendations and product recommendations, and have contacted the domestic customer unexpectedly not one in the evaluation system used to net promoter Score (NET recommended value, Customer loyalty analysis indicators, analysis and evaluation of customer Word-of-mouth impact on the growth of enterprises. And I was very surprised.

4, social media brand reputation is not equal to all word-of-mouth. Brand reputation can be easily traced back to the dynasty Wu Song dozen Tigers, so the recommendation of products to friends does not necessarily have to clockwork Weibo. The role of public opinion monitoring is to listen to consumer demand is not and competition products, reputation number, otherwise very easy to get mad to give each tweet forwarded number in 20 such absurd request.

5, the social media dialogue is not all dialogue. Marketing department every day to study consumers may not see the real consumer a few times, with the Lao Luo as the representative of the social Wang emerged, the marketing department was aware of the importance of one-to-one communication. Look away from micro-bo and micro-letter, retail counters, telephone customer service, or even an outdoor advertising is the brand and consumer dialogue positions, differentiated treatment of consumers is the result of micro Bo wipe the buttocks.

6, the correct view of social media users. Sina Portal coverage is almost a homepage banner coverage, Sina Weibo coverage is not equal to a micro-blog coverage; Similarly, the number of micro-credit to exceed the number of users can only explain the ideal state of the brand content exposure to the extreme value of the former more than the latter. The media value of social networks is laughable with the idea of viewing TV commercials by ratings, unless each of your tweets is published by Han Hanqi. Even if only one consumer in the micro-Borrie want to talk to the brand, we should not give up his.

7, the correct view of the media and community. Vertical social networks like Tiger-bashing sports and time networks are almost equal to interest-oriented communities, and the tastes of mop and broadband mountain are much wider, and micro-blogs and micro-letters are essentially human beings. Brand-making content needs to cater to the community rather than the media, clear objects of common interest to create content, and then promote to any object-infested media.

8. Don't separate the briefings. Have met the United States and its name is more powerful customers, the project briefing to the traditional creative, media, digital creativity, media, micro-blogging operations, public relations agents at the same time to work, the result in addition to the slogan barely keep meaning consistent, brand content of various forms and fragmented, although each have efforts to create the topic, but mutual interference caused attention to lose focus. Campaign mode also need to surround the same story, the content of the media to follow up.

9, the commercial value of the fans is greater than the dissemination value. The research report repeated that most of the fans who actively focus on social accounts are brand existing customers, plus a small number of people who consider diving, and only empty gloves white wolf without the consumption of the activities of the lottery powder. Consumers focus on brand accounts not expecting good morning goodnight, they are ready to receive product information and discounts, and even look forward to, so day-to-day operations should focus on sales transformation.

10, who will work with the marketing department to lead the brand communication. Socialization is the marketing idea, the future marketing is social marketing, should not be filmed by television advertising agents, but by the most social marketing concept agents to lead the brand spread. The understanding and understanding of brand consumer relationship should not be decided by a questionnaire or a few seminars, but by the behavior and content data left by consumers in different media. Say, integrate, continue, transparent, do good, who can at these five points and customers maintain FM consistent, who can dominate.

The dark War has begun, the benefit is always smart and sensible customers. Traditional creative agents are good at storytelling skills in a burst of interactive technology supremacy after the trend of return to become the largest competitive advantage, traditional media agents to complement the digital media after the effort to seek and various content production master cooperation, stride to the real one-stop-shop full package service forward, PR companies are recruiting to compete for the core business of digital marketing and social marketing agents. Digital marketing agents to do, strengthen the ability to tell stories, cultivate a full media vision, the most important is the aggregation of user data, because the integrated digital marketing agencies to maintain large-scale operation of the only relying on data; Creative digital marketing agents are essentially the same as traditional creative agents, Just won the mini creative whole case (traditional + number) of the two is a model.

For the so-called social marketing service organizations, Platform Hing is proud of the platform failure is misty wind and rain, as the product of the Times to create heroes, they will go. is not sold, is talking, there is no movement of at least have a price, the rest is still in a handful of groping. Old Kim's team has been a number of important customers leading agency, social marketing concept to the teeth, Like a creative hot shop 2.0 appearance; Junior will continue to deeply cultivate the relationship between the brand and consumers, use the social media to promote the online customer's retail experience, fully tap the business value of the fans, expand the special services at the same time also do not forget to attract all-round creative talent, think of the intimate two people will also have an organic confrontation in the future is

Take off the clothes deep Throat, the beginning of the expected climax or not at the end, regardless of the combination, social marketing please forget it.

July 31, 2013 Night in Shanghai home

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Author: @jamowoo Advertising national Strategy director

Caption: The Scream,edvard Munch