The key to social marketing: the Power of mind

Abstract: Author: @ Yan Tao Sanshou has always felt that the social marketing of the industry is now a kind of flowering, the state of contention, there is no established play, because socialization is the socialization of people, and people are precisely the most complex and changeable, human socialization is complex

Author: @ Yan Tao San Shou

has always felt that the social marketing of the industry is now a blossoming, the state of the schools of contention, there is no established play, because socialization is the socialization of people, and people are precisely the most complex and changeable, the socialization of people is complex, mammies each have their own living style and characteristics, enterprises have so, then the enterprise social marketing is also so, Bits of text, for people to think!

Weekdays often encounter such problems, social marketing in the end what use, can bring to the enterprise what value, how to do will be the most effective. In fact, including myself also deeply understand that social marketing is a relatively far away from the money marketing way, it is not as simple as advertising as straightforward, it may be a picture, a piece of jokes, a user evaluation, or a warm reply. Seems so powerless and small. When people ask how to do social marketing, we always tell them how to do it step-by-step according to the rules that have been defined. I admit that the rules and methods are effective. But I know in my heart that they are by no means universal.

Today, I happened to read a passage from Mr. Rice Inamori's "Living Law," a little story that pitiful him to listen to Mr. Matsushita's speech. After reading, I suddenly found that for our social marketing practitioners is also a profound inspiration. Many companies seem to understand the importance of social marketing, but whether people really from the inside put it very important, it is worth thinking. The article talks about Matsushita's help to make a speech about the theory of reservoir management, that is, the river failed to build reservoirs will cause floods, and in recent days dry water will dry up. So the reservoir should be built to keep the amount of water in a certain range. Free from weather and environmental effects. Business is also the same, in the boom to prepare for the recession, business should stay rich. On hearing Mr. Matsushita say so, hundreds of of the site's entrepreneurs grumble. They know all these things, but they want to hear how to build a reservoir. So that later the question-answering stage someone to ask directly, how to do, if not to teach methods, only to speak of the importance of no use. On hearing the question, Mr. Matsushita smiled softly, and he did not know how to do it, but he was adamant: he had to build it, he had to. Later, Mr. Rice Inamori recalls: Mr. Matsushita must think so, although did not give the answer, but deeply affected him.

Read this story, I have a deep feeling. Social marketing is the future trend, the importance of self-evident. As Mr. Matsushita said in the story, you must think so. Take Weibo, so far we have seen successful cases and companies whose experiences and methods are not necessarily appropriate for all of our businesses, they have succeeded, they have made their mark, why many of our businesses have not been successful (I have always believed that there is no absolute success, it is defined for the enterprise itself). We have to ask ourselves, do we really attach importance to it, is it really regarded as a must do not anticipate things? The idea that we want to do and try to do well in social marketing is not going to be strong, we are responsible for the project staff are not sleepy also want to wake up.

Here are two things I think about. One was that when I was in charge of the microblog operation, the leader told me that the value you generated on Weibo would be at least as good as the salary the company paid you. At that time, I was a wonder how to generate orders for sales through micro-blogging, and how to quantify the other value of Weibo so that they could see my value. I've been trying that time, from micro-blog published content, time distribution, copy writing all aspects of the attempt, and finally I through the micro-blog coupons for the first time to achieve 300,000 sales, through the content of marketing first breakthrough 100,000, I found out how to use copywriting to increase sales transformation, what time period release conversion rate is the highest. In those days I was thinking about how to achieve that goal, so I had a breakthrough.

Recently, a friend of mine who ran a grassroots account sent me a gift, and I found he had a successful business transformation in the decline of many grassroots accounts. I asked him why he could do it. He didn't want it to be dead in the first place. However, we see many other grassroots accounts have died, and even a lot of corporate micro-blog is only a flash in the pan. Weibo has been chasing micro-letters without a curtain call. In fact, whether you are doing micro-blog or micro-letter, we did not do a good job, did not succeed, which is a big reason is that we do not really pay attention to the enterprise, not to use action to pay attention to practice. We often envy Nike, Procter and Gamble, Durex how good we do, except that they are big brands, and they really value, from the action of sustained attention. Then we small and medium-sized enterprises, we are in the brand money far less than them, is not we do not good? We have heard a lesson, read a few successful cases, our boss for a moment of enthusiasm to open dry, so what? An unsustainable heated water never boils. We often give examples of fast schoolbags, wild animals, Coca-Cola, we often think that they only sent a few content, told a small story, do is actually very simple. So do we ask ourselves if we can keep these simple things going? An old farmer who continues to work on Weibo can sell 100,000 eggs. Since you believe that social marketing is the future, and since you believe that you have to do it, we have already tasted it without finding an effective way. If someone ask me again, social marketing how to do, in fact, I do not have a set of the principles of the Sihai, but I want a firm answer, you have to do, always think about how to do, because you have to experience, to find ways to do.

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The author: Yan Tao Sina Weibo @ Yan Tao, micro-credit public account yantao-219, digital marketing and social marketing practitioners and explorers, a number of Web media columnist, marketing consultant/trainer, etc.

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