The problem of brand play in social media age

Before Facebook, all brands were keen to do their marketing by traditional means, racking their brains to create ideas, advertising in mass media, attracting more people to know, then building goodwill, buying, and finally maintaining loyal users.

When consumers ' media habits change and spend more time http://www.aliyun.com/zixun/aggregation/1560.html ">facebook and other social media, every brand boss feels" Threats from social media "

A few days ago read the "Matcham Mandy" article "The brand new logic of the era of national endorsement" http://blog.sina.com.cn/s/blog_626d13e10101gbog.html, the text of the view is quite agreed, so the recent thought of things recorded.

Several months did not work, every day to do one thing, exercise to lose weight, see a person, fitness trainer, suddenly feel a little far away from the world. Idle time, there are more time to brush Micro bo, look at the micro-letter, in a variety of websites wandering, see a variety of brands Chi Chi efforts. See some practice will be angry, hear some play will be anxious. But the world is like this, anxious not to come, always have a process of understanding, fortunately I idle, more effort to think.

those years, brand marketing through the Detour

Before Facebook, all brands were keen to do their marketing by traditional means, racking their brains to create ideas, advertising in mass media, attracting more people to know, then building goodwill, buying, and finally maintaining loyal users.

When consumers ' media habits change and spend more time in social media such as Facebook, every brand head feels the "threat from social media," a feeling like Jay Chou Emil them when he first became famous, and doesn't know how to deal with it, But feel that the times have inevitably been the same as others.

The only thing brands can do is to register their accounts in various social media, do public homepage, mini-site, recruit operators, say is to establish communication channels or spread positions, anyway, do not set six or seven social media account, are embarrassed to greet people.

What do brands do with these social media? Add powder is the first thing, the simplest is to add attention + forwarding + lottery. The second dish is their best "I Say you listen" type of one-way transmission, such as telling the brand story or something. But it soon found that the fans were not buying it. Brand bosses are starting to ask for "interaction," and social media operators are starting to get digital indicators of "praise", "comment" and "forward". Then people began to study what is most interactive in social media, everyone began to rummage around to find jokes, what constellation Gossip Gender Society, what has the topic of what, today you hair tomorrow. The game dried up in less than half a year.

I think this kind of "flattering" approach is not the right way to build communication, but it makes the brand cheaper and less characteristic.

At this time, there are several terrible typical cases, Durex and BMW. They let the people of the press to enjoy the dissemination of cases so that the brand found a lifeline: the original social media is to "play creative" Ah! Then, brands are brought into another whirlpool, viral videos, micro-movies, instant ideas, and the companies that make them are making a lot of money. However, you have not noticed that, a year down, you can remember the video and creative not more than 5, can share with people less than 5. A lot of so-called ideas are helping the brand.

I think the idea of putting brand marketing in the hope of creativity is speculation and will eventually fail. Any continuous transmission behavior, can not be mixed with contingency elements, because the contingency element is not controllable.

Two years ago, people apparently spent more time on the phone screen, and the phone itself was a social tool. This is the second season of the brand social campaign: occupy the phone screen. The official app was soon proved to be unreliable, when the micro-letter came, each brand of the official micro-letter account can be with fans "one-on-one", "exclusive", "accurate" to spread, we rush into the micro-letter. Soon, users feel that this is no different from junk text messages, Tencent also feels that this makes micro-mail more annoying, so there are only two brands that continue to operate on micro-letters: particularly useful and particularly out of the way.

and a two-dimensional code. My mother, why do you have to paste a black plaster on everything? Is it flavor? Does anyone really sweep? Is "out of the phone scan" is the brand and consumers to establish a way of communication? My only understanding of the two-dimensional code is that if the consumer is interested in your spread, this is a shortcut to learn more. The premise of this thing is that you have done good enough! Unfortunately, a large number of brands in the spread is to appear high-end flavor, abruptly affixed a plaster up, just.

We are discovering the problem: consumers and brands have a different perspective on the role of brand names. The brand wants to be able to interact with loyal customers (accurately brainwashing) to attract more potential customers. And consumers believe that the brand account is a contact and have a response to the window, as well as tools. Therefore, Sina Weibo became a complaint channel, where complaints and more @ Several Big V, received feedback will be much faster. Similarly, micro-credit accounts do well, are those who can quickly feedback "where there are stores nearby", "provide Raiders", "Road conditions" tool-type applications.

Did you find that consumers care about whether they have feedback on their actions, and not what you did when he didn't find you?

This is the bitter unrequited love, but also the social media brand communication status.

Is social media useful? Nonsense! Consumers spend the most time there, with the most relaxed mood, you say useful no! Can only say, the brand did not find the path.

brand in social media communication mode

I often want to think about the problem, go back to the essence, and think about what it is all about. For the brand, the ultimate goal is to sell goods profit. Through social media, we want to reach more potential customers, build goodwill and buy, and hope to help the brand to get more customers through their efforts.

Analyze the problem with the two statements in the Mandy article: New brand logic and universal endorsement.

The new branding logic cited in the article is this: Previously, brands operated in the direction of "knowing –> purchase –> loyalty", spending a lot of money to get more people to know and then buying them to become loyal users. And the new logic is that, in social media, everyone is a spokesperson, brand communication in accordance with the "loyal consumers –> spread visibility –> more consumers" direction.

This is a very good model. I'm trying to make this thing a little more distracting:

I've added two dimensions: "Spending" and "consumer information acceptance intensity."

"Spending" is about the amount of money that a brand needs to spend on this thing. In the traditional way, the brand needs to do a lot of communication in the mass media to get enough visibility, and then in every step of "transformation" may have to pay, while maintaining loyal customers to spend more experience and relatively little money.

"Consumer information to receive intensity" is said at this stage consumers to brand information of the depth of impression, it is clear that the mass media can reach a deep degree is very limited, the stronger the strength. But we also need to know that the number of people who get strong information is less.

So, here's the breakdown of the "brand in social media transmission":

In addition to the cost and intensity, I am in the information dissemination of the cutting head to mark the spread of different consumer information, there are "praise perfect," "good", "and so" and "rotten shit!" Several grades. What we can see is:

information will be transmitted by the consumer "endorsement".

This is a two-tier, one is a will put their experience on the brand information dissemination, a friend to accept the message is "A said xxx good" or "A said xxx very bad". The second is that the impression of B and C on a determines the effectiveness of the information, B and C accept the information of a, but they pass out the information is not fidelity, but to join their own processing and experience. If b thinks a is unreliable, then B is likely to say that the thing a says is rubbish.

brand image is constantly applied in the spread.

Brand image because of constantly being different people endorsement and produced a different smear effect, X said you are what, than you think you are more meaningful.

The intensity of information dissemination in

social media has not been significantly attenuated.

It's interesting. Conversely, high levels of information are being spread. For the brand, a lot of the later spread is free.

The driving force of

communication depends on the brand and the product itself, and the transmission decision right is in the consumer.

Say simple, only "super" and "Super Rotten" things, consumers will actively spread. This is why a large number of brands in social media to do the prize-forwarding is quite weak reason, the consumer forwarding time is not because they are willing, but have to do the helpless, at the same time, such a lack of driving information, the probability of continued transmission is also very low. Similarly, consumers will only spread the things that are worth spreading, Durex, countless people will forward Durex's jokes, but no one will send a new one, saying that just used Durex really good.

There are a lot of things that can be analyzed in this picture.

What is the conclusion?

The core of

is "the driving force of communication".

The core of the brand is positioning, positioning must find their own in the social media transmission drive, this drive is not a joke not jokes, but the real product itself to bring things, so that consumers have something to say. It is important to let consumers be moved and to say "I do".

is more effective in product and charm attributes.

Only good products will be mentioned, so be careful to do the product, do not do all those useless. You know, the water can carry a boat, not the heart of the product is not dead, but by the insult. "Charm attribute" is a good communication material, my previous article devoted to the charm attribute (http://www.panghufei.com/?p=10351). Charm attributes make the product unique and not replaced.

brand image is no longer what you say, but what you are in someone else's mouth.

This does not need to explain, the above picture is clearer. In social times, word of mouth is more important than anything.

Focus on what consumers think, not what they do.

With the award-winning forwarding, they did, but in the heart is criticisms, such a high number of interactive is meaningless? A new generation of consumers are very poisonous, but they will not begrudge their praise, so, do something they think, they will help you say.

takes every feedback of consumers seriously.

We have said that consumers are concerned about whether they have sent a message or not, so if they say something, as a normal person to chat, their experience will be better, if you encounter a good topic, turn out to let everyone see, this is the best way. Do not perfunctory, not to find a what do not understand the outsourcing to do social media communication.

forget to brainwash.

Brands must completely change that brainwashing, don't even think about it. Consumers have their own brains, they do not feel you right now, so the brand has no chance to stand on the stage brainwashing, it will only be laughed at.

pay attention to the attitude of communication.

A pug-like joke on social media. The eight constellations only make themselves less entertainment to send a variety of activities information will only let people think you silly, no matter on the prize-forwarding brand will not get more expectations, encounter anything with the official reply to the brand will only urge people to give up their own. Consumers want to be able to communicate with you on an equal footing, then think of themselves as a person, speaking, not arrogant, have a good personality.

is more effective than originality.

As mentioned earlier, creative contingency is too strong, and "intentions" is not. It's much more valuable to keep your mind up than betting on making a viral video.

Come here.

Compose http://www.panghufei.com/?p=10975 by Fat Fei