The second step in the advertising campaign: social media monitoring

In social media, interaction is the trump card, and building relationships with consumers through online communities is one way to achieve this goal. In theory, this is a simple system: http://www.aliyun.com/zixun/aggregation/38848.html "> Marketers build a social media platform, monitor online conversations and chats about their brands, and discover potential customers And always focus on the transition.

But in reality, this simple system is a complex, time-consuming process, few enterprises have the resources to deal with this process. Social media monitoring requires real-time response, and if that is not the case, the information immediately loses its freshness and the opportunity is fleeting. Many companies are obsessed with the effects of social media below standard levels, only because there is not enough manpower (most companies admit they can also benefit from some expert advice).

As we discussed last week, social networks and services will have the opportunity to provide brand information to users based on their location, but marketers must ensure that they do not pay for the brand experience. Since social media monitoring has its own challenges, it is too thin and unreliable to attract local customers. In addition, the management of the media and the maintenance of brand customers is also very important.

A Canadian company has taken on the task of corporate social media monitoring and added some more elusive factors: the era of social media leadership. Praized launched the beta Needium last summer and has quietly run the test market. The result is a social media monitoring product that can replace digital marketers or client brand managers and media buyers. This monitoring system avoids the challenge of social media monitoring itself and benefits directly from the results.

Caroline Desmarais, Praized's media sales director, explained that Needium would monitor the needs of social networking users and answer them in the name of local businesses. "Consumers are always looking for advice in their online communities, and we know that Word-of-mouth is very valuable in social media and spreads very quickly and spreads." "she said. "[We] link consumers to the businesses that want to cover them and play a role as a bridge." ”

Needium uses in-house technology to automatically scan and filter social networking sites, looking for interactive information from two levels: one for local users, and the other for information about service needs. Take a restaurant in Montreal as a case in which to look at how it was handled: Needium's technology filtered into a post that said: "Go to Montreal for the weekend, never been there before, what sights can I see?" What are some things you can't miss? What's the place to drink? "Once the user's needs are identified, a community manager will take over the post and serve as the spokesperson for the restaurant immediately via the restaurant's own Twitter account to introduce his restaurant and offer a variety of suggestions."

Such responses are carefully planned, both effective and intrusive. For example, "If you want to find a place to eat, you can think about us, we're in old Montreal." You can try our poutine or Montreal bacon. ”。 If the user has a response, the Community manager will communicate further with the user, but avoid forcing sales and bragging about specials or coupons. This, Desmarais says, is a meaningful interaction that produces a positive dialogue that results in a geographically based transformation.

At present, the company based in Montreal monitors the cities of Canada, as well as San Francisco, Los Angeles, Boston, Phoenix, Atlanta, Washington, Austin, and more cities will be included in the monitoring. In addition to working directly with advertisers, it also needium as a white flag for social media monitoring, offering solutions to marketing organizations. Marketers who work directly with praized need to pay a monthly fee to get the following services: Activity management, reporting based on the dialogue metrics, such as opportunities, responses, positive conversations (receiving responses from consumers, expressing interest in the company's business or planning a visit), And the total number of times the business has been mentioned in social networking sites.

In terms of leveraging social media, whether from local businesses or consumer participation, I dare say needium represents a new generation of location-based social media marketing. Social media has become an ideal way to identify consumer needs, whether indirect or direct. By separating consumer demand from one solution to the other, you can guarantee lasting competitiveness through social media solutions, but it's not that complicated.

(Original: April 28, 2011, compiled: Zeng Cui)