The influence of social media marketing view on network marketing

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Human beings are evolving and ideas are evolving. Marketing concept in the development of the Times has also been changing, both the United States and China have entered the social media marketing concept, from product marketing-brand marketing-to social media marketing changes, everyone has become a "separate" individual, These individuals in the formation of groups at the same time through the combination of various reasons linked together to form a different "community." This means:

The change of ① marketing idea has promoted the change of marketing behavior, and it is the key to change the good idea before the change is made.

② social Media marketing concept should focus on the "personal spirit" and "entrepreneurial spirit" linked together in an attempt to find out the emotional password can be linked, through this emotional password so that more consumers can form the enterprise "community";

③ social Media marketing should pay more attention to how to stimulate effectively, trigger users to participate in marketing activities, how to spread more wide;

④ social Media marketing in China is in fact the form of SNS community, viral marketing in an interesting form, more in the absence of leadership under the premise of the mass spread, everyone can reflect the value.

These changes directly lead to the enterprise behavior changes in the network, the operating rules do not seem to be the old, more of this marketing concept as the core of each of the dynamic changes in the transmission, at these points can be successful. China is entering the threshold of 400 million Internet users, 400 million of the wisdom of the Internet users is no longer a product marketing ERA to tell you the characteristics of the product can obtain the level of consumer trust, consumers keen, personalized expression, products rely on product selling point can not be enough to meet the traditional marketing practices are no longer so effective------ All enterprises are aware of the importance of leading the network market, from the traditional channels to the network channel changes, from offline marketing to online and offline marketing, these changes are enough to explain the era of dramatic changes in the concept. The network dominant discourse power, or the characteristic of self-expression, may become very important to the enterprise network Marketing, which impels the enterprise to change some ideas in the network marketing, that is, the network marketing change law under the social Media marketing view.

(a) The personification of enterprises and the entrepreneurial behavior of individuals

Enterprises in the network marketing time will still face with you to communicate? Perhaps you will find that the previous enterprises in the test water network marketing more focus on the identity of the brand name to communicate with you, today, you will accept this way of communication?

An important strategy in using social media is to "make your business or brand more like a person than a cold machine." "The enterprise is more like a person, the human communication is the condition which pulls the consumer distance, perhaps you will consider, the Enterprise brand appearance in front of the consumer image is what." Coca-Cola is more like a young man in a red shirt, they will "come, we are young!" Such a way to communicate with you, IKEA may be more like a thoughtful mother, will always be in your ear warm to remind you to buy things---Enterprises in considering the appearance of the form, first think about what kind of person you will appear!

The second is the individual entrepreneurial behavior, the individual entrepreneurial behavior means that enterprises in the communication with consumers, the best result is the assimilation of individuals and enterprises, so that individuals to enterprises to create a sense of mission process. This needs to find the business and consumer communication space, the best way is to allow individuals to participate in the interaction. Some enterprises in the process of considering the interaction, so that individuals in order to gain some personal value to participate, this process will set up a viral marketing communication "route." For example Burger King's a social media marketing case: The starting point is to delete 10 friends each, and you can get a free Burger King. More than 230000 of the "friends" were killed in less than a week. That means about 22000 of those involved are late for their free whoppers. The case is surprising, with many social, life-related blogs and websites reporting the event. The highlight of this activity is that the individual before killing "friends" will be the process of thinking, conveying the value of their own, but also enjoy each other in the game "kill" fun, in fact, this is the process of individual entrepreneurial behavior.

(b) Content-oriented and creative first

Enterprise in the social media marketing concept, network marketing changes have not changed or content. It may change the height of the content requirement and how it appears. No one to share the shoddy content, in particular, in today's SNS, the portal of micro-Bo reprint to pick the popular, good content will be more conducive to the spread of these functions, the spread of the convenient and dissemination of the form of space of choice (video or text, pictures or games, etc.), However, the content of the replication and dissemination of the starting point will eventually return to the content itself.

From this point of view, we find that content creation may not be how powerful content production is, but whether it can produce a sufficient creative point, which is described today, the grass-roots era of the network, a positive and child regulation of the promotion of their own brand has been unable to meet the characteristics of netizens, often appear in the way is to spoof, Or with the obvious characteristics of the Chinese netizens appeared. We see the "Jia" incident behind, in fact, the entire Network marketing team behind the operation, but also the World of Warcraft game is the most power of a network marketing. Behind the whole set of Chinese version of the Network marketing tutorials, from the momentum, starting point, to spread, and even continued to the line, with "Your mother called you back to recharge the dynamic zone" such a continuation of the way to appear.

The network marketing needs to take the creativity as the starting point, under the social Media marketing view, the creativity is as the content attracts the user the cut-in point, the creativity first, then is the whole marketing process active factor. Including today's successful marketing events, are creative as a starting point to form a fast-propagating content, users in the discussion, participation in these content sharing, manufacturing process like a connected virus chain at the first level of radiation to friends around, classmates, family, etc., which has become a lot of business network marketing must play---two level of importance of communication. The author understood that the first network marketing is to find a way to form a circular depth of the entry point. For example, the Jia event, the cut-in point is the network World "word", similar to the real life of the neighbors between the word, in the game atmosphere is quite funny atmosphere, also to meet the characteristics of the Internet users in the form.

Through the study of hot events can be a good analysis of the whole social marketing concept of how the network marketing operation. "People flirt every guest" can see the characteristics of users, Han's ads to go to sea, to all the people flirt, the big SNS of the size of the activity, is the spontaneous organization of netizens, which behind the operating mode on the content can be copied-that is, the picture of language expression mode that is the Hakka language, have the value of self-creation effect- Each participant can express oneself with picture and language, have the characteristic that meet the target netizen---language flirt, rich individuality, be like Han's uninhibited, the network catharsis way of 80 's. Is the social marketing view under the network marketing essential several basic points.

Netizens have seen a variety of marketing activities, so to our marketing staff to put forward higher requirements, even the need for greater creativity for the start. This is also the social media marketing concept of network marketing changes.

(iii) Subsequent extension and line-online combination

The use of social media marketing is the essence of "relationship" marketing. and the establishment of the relationship takes time and two-way. In the process of establishing relationship marketing, enterprises should pay more attention to the communication with consumers, in addition to the model of relationship replication can be established, the relationship between enterprises and consumers can also be established. Through these two points, almost can produce a follow-up extension of the effect.

At the same time, enterprises in the process of starting the network marketing program, often the operating experience is: Offline tips and attractions, online interaction and communication methods combined.

Under the social media marketing idea, the network marketing changes several questions:

Professional creative ability is the basic point, must have beyond the traditional mode of marketing concept, can always do every plan will have a bright spot?

The crowd I want to spread in which network group? What do they usually play? What kind of internet pop culture do you usually have? is the spread of the program for these groups "to power"?

Strategy line or offline combination? Can you produce a chain of two-level transmission? Where is the creative basis?

Which platform does the platform use? Topic or brand or other? How to control consumer opinion? How to detect the effect? Can you enhance the user stickiness?

Do the above, is truly social network media marketing.

Article source/China Marketing resources online journalist Chen Wenxiang