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Six years ago, SAP launched a representative community of--SDN communities in enterprise applications, and set up 35 people to operate the SDN community. Six years later, the community has attracted 1.6 million professional registrations (including users) in the field of Enterprise Informatization. And SDN is just one of many social media marketing channels established by SAP.

Dell was hit by Jeff Jarvis's Dell to Hell in the summer of 2005, which directly led to Dell's "Dell through Train" of the social communication platform under the direct leadership of Michael Dell from July 2006. Today, social media marketing has become part of Dell's new marketing model.

At the same time, in the past two years, in China's local social media marketing cases are also increasing, Lenovo Group may be the early involvement of social marketing enterprises. As a sponsor of the 2008 Beijing Olympic Games, Lenovo launched the "Olympic Star" social media marketing campaign, with the support of Austria and the United States, for 25 countries around the world, recruited 100 Olympic athletes and shared their feelings in the Olympic Games in the form of blogs. Readers can pass summer Games. Flickr, del.icio.us websites subscribe to these blogs. It became a bright spot in Lenovo's marketing of the Olympics.

In order to comprehensively analyze the development of social marketing of global enterprises, Wetpaint and Altimeter Group have analyzed the social media marketing input and participation of these enterprises in 2008 "Businessweek" for the top 100 of the global best brands. The report ranked 100 of the top 17 companies have become mavens of social media marketing, they were Starbucks, Dell, EBay, Google, Microsoft, Thomson Reuters, Nike, Amazon, SAP, Yahoo, Intel, BlackBerry, Eisenge, Pepsi, Disney, Toyota, Honda, the social media channel for these businesses (Social media channnel), which refers to corporate channels or corporate-built social media channels opened in Twitterr, Facebook and other social networks, has more than 7, and has already socialized Body as a major business and marketing strategy. Of course, at the same time, 36 companies in the global brand 100 have been evaluated as "wall-wallflowers", which have fewer than six social media channels and are new to social media marketing. In the middle there are also "butterflies" (butterflies), which use more than seven social channels, but are often not very well invested; Select Type "(selectives), using six types of social media channels, although a small number, but the level of investment is very deep.

With the hundred-strong brand companies participating in the Internet report, we can analyze the industry characteristics of the enterprises involved in social media marketing, and can deeply analyze the brand influence of the hundred enterprises participating in social media marketing, and whether there is a significant difference between the income and the profit and the enterprises with not deep participation.

"Businessweek" 2008 social media participation in global brand Hundred enterprises

Why choose social Media marketing?

Traditional corporate public relations, whether through the print media or through the network media, the choice is a kind of news channels, the basic news media to publish corporate and official articles mainly, the reporter's writing also basically represents the media or business owner's position. So an article no matter how much is reproduced on the network, its content is very similar. Most fundamentally, consumers have little real interest in the "flicker" that is manipulated by business owners, and the credibility of the news media is declining in "excess packaging" and a diminishing marginal return.

At the same time, from the Web2.0 to the development of social networks to create new opportunities for enterprise marketing innovation, social media as a personal spontaneous, more humane communication platform is gaining more and more enterprises, more and more enterprises will look to social media marketing. By engagementdb.com This website, marketers can easily find the social marketing benchmarking companies in the Wetpaint and Altimeter group reports, and understand the main social channels for these businesses (Social Channel) Construction and application. At the same time, social media marketers can also at any time through the social media search engine socialsearch.com at any time to understand the enterprise and competitors, industry benchmarking Enterprise social Media marketing effect.

The effects of social media marketing are being proven by companies that are taking the lead in social media marketing. According to a survey by Wetpaint and altimeter, the number of companies involved in social media has increased by 18% in the past 12 months, while those with the least involvement have fallen by 6% in the same period. See figure below for analysis.

In addition, the social media marketing analysis organization Sherpa through the research found that the social media marketing in helping enterprises improve brand reputation, attention, optimize search engine rankings, improve the site traffic has a significant effect. In the production of business opportunities, improve internal communication, promote online sales also have a certain effect.

These cases can give us no doubt that in the social network era, the traditional marketing communication tools of enterprises need to start to innovate. However, like any marketing innovation model, the social media marketing innovation model faces great difficulties for many enterprises. In particular, the ability to master social media marketing knowledge is scarce, which is the most difficult to accept the Sherpa survey enterprises. Other difficulties in Sherpa's survey of corporate feedback that have not yet adopted social media marketing include the difficulty of measuring ROI (in fact, social media marketing is easier to measure than traditional media marketing), and the budget is inadequate (the authors understand that these companies are not determined to adapt traditional media budgets to social media), Management's resistance (the openness and transparency of social media enterprises, the wide interaction with customers and the general public can indeed make some of the company's management unable to adapt), technical complexity (this issue is listed at the end, which shows that most businesses are not worried about the technical aspects of social media marketing, But leveraging social media technology can create a more advanced advantage.

How to develop and implement social media marketing strategy?

At last we are finally going to move on. Just as Wetpaint and Altimeter Group divides social marketing enterprises into four types according to the degree of participation: expert type, butterfly type, fine selection, wall pattern, different enterprises can adopt the social media strategy under different internal conditions and external environment is also changeable, There is no uniform pattern to follow. Social media marketing or Marketing 2.0 in foreign countries is already a specialized market discipline, in the domestic also rapid formation and development, which also shows that the social marketing is a law to follow. This is a brand new marketing model, must follow the marketing rules to facilitate the traditional marketing. On my personal understanding and learning, a simple summary of a few suggestions, more systematic and in-depth summary depends on our practice in summing up and groping.

In the implementation of social media marketing, the first thing to consider is whether the culture of the enterprise is open, employees treat enterprises to the broad whether it is autonomous spontaneous. Social media marketing means more direct contact with customers and even direct conversations. Many companies promoting social media marketing, the CEO and management of the blood flow of open, shared, high-quality service of blood, the enthusiasm of staff participation in the management of the excitation to maximize the release. such as the recently acquired by Amzon company Zappos Company, each employee will actively participate in the company's social channel, such enterprises seem to be born for socialization, corporate culture has been buried to the open seed of socialization.

Secondly, to make full use of social media, enterprises need to regard themselves as content publishers. Within the enterprise, every employee must become the creator of content, publishers, information and knowledge within the enterprise need to be shared, quickly disseminated, externally organized to establish social media channels (at least six social media channels), and make good use of blogs, microblogging, bookmark collection, wiki, quiz, video, Pictures and comments on these content and push and so on all information dissemination means. As a feature of the content publishers of the Web2.0 era, enterprise content has a large number of social content seeds (RSS or Atom feeds) released by teams and individuals that are available to readers for subscriptions. These content is subscribed, read the number of times can be used as a basis for corporate internal rewards. According to the "Business weekly" brand 100 of the social media marketing case study, all the "expert-type" enterprises (mavens), have established the internal content contributors to incentives and incentives.

Third, actively encourage user evaluation, feedback, allow negative evaluation and feedback exists. Social media provides a wealth of tools for user feedback, such as commenting directly on content, voting for or against content, collecting content into social bookmarking, and scoring content. The most popular way to comment is to comment on microblogging such as Twitter from abroad, domestic food, and muttering. In social media marketing, these user reviews are the most valuable social concerns (socialmention). Since it is a social evaluation, these evaluations are difficult to be controlled by the enterprise. In foreign countries, enterprises can through a specialized social concern search engine (socialmention.com), search to the daily social evaluation of the impact on the enterprise. The ratio of positive and negative evaluations is about 3:1, and if the ratio of positive evaluation to negative evaluation is over 4:1, it shows that the brand not only satisfies users, but also brings a sense of joy to most users.

Finally, the company needs full mobilization, actively participate in social media interaction. Many enterprises do not have the conditions to promote social marketing, a fundamental reason is that the internal management and staff of the social media lack of necessary knowledge. Influenced by traditional culture, this is very prominent in Chinese enterprises. This requires companies to actively encourage those social media marketing experts to encourage internal managers to actively participate in social media, to adapt to the trend of social media marketing. Of course, can also entrust social media consulting and agencies such as Ogilvy Digital Interactive marketing department to help companies design strategies, promote implementation, but this cost is too high.

The change of marketing mode and the emergence of new marketing rules are both an opportunity and a challenge for any enterprise, and the good person can indeed form an unpredictable marketing advantage in a short time. The marketing advantage established through social media marketing is a strong and sustainable marketing advantage, it is difficult for competitors to catch up with the pioneers in the short term. Therefore, the best marketing talent, the best companies, will not overlook this valuable opportunity. From now on, mastering the new rules and meeting the new challenges is a choice for enterprises that aspire to surpass in adversity. Social media marketing practitioners, followers, will soon usher in an exciting new era!