Thinking about social media marketing

07 began to pay attention to the Twitter report, 09 began to play rice, and then the meal was closed and began to play Sina Weibo, did not think today, "social media marketing" by the industry and customers to give so much attention. After we served some clients, practiced some projects, participated in some proposals, mixed up some activities, and experienced some experts, there was indeed some thinking, or initiative or passivity, about the field. These thoughts may not solve many problems, but it is worth writing down and spreading them if they can lead to deeper thinking.

The debate on the noun of "social media marketing"

It has been said that 90% of the world's disputes are nouns, some people added, the remaining 10% is also a noun of contention, not unreasonable. Social media marketing, from English social media marketing, has also been simplified or increased to "social marketing", and Taiwan translates as "community marketing". Some of the more earthy version of the statement directly into micro-blog marketing, micro-credit marketing god horse. At first we kinda rejected the channel platform name directly after the marketing, because it seems like what behind all can add marketing two words, really afraid of a day will appear telegraph pole marketing, horse roadside marketing. However, when many people in the industry say so, the brick tutor also said, customers will also endorse this statement, so Baidu keyword bidding ads, buy "micro-bo Marketing" marketing companies than to buy "social media marketing" a lot more.

The end of the use of nouns or for communication convenience, so we are in communication with the party is how convenient how to come, most of the time to spend some tongues to explain the social media marketing and network marketing, Word-of-mouth Marketing, new media marketing and other nouns have any similarities and differences. Although there are no major obstacles to communication, the name of the specification is still necessary, and a rigorous nomenclature is helpful in the development of this field.

Can you do it on a social media platform?

Referring to social media, the first to think of micro-bo, micro-letter and other social media platform, as the name suggests, many people will think that social media marketing is in the social media channels to do marketing communications. This understanding is not wrong, but the idea is not open, if the early can rely on independent social media platform to make a big impact, that as the platform's marketing dissemination of the value of the rapid excavation, the relative unit audience's attention is constantly diluted dispersed, So now the big impact on social media comes from the integration with offline and online channels, that is, offline or other channels on the line in the social media to generate communication and discussion. For example, in recent days on Weibo, the hot Coca-Cola personality Packaging event, the main task is to execute online, while the topic of communication and discussion is achieved online amplification, and before the micro-bo lit the "poly-Body" and "where the object" is also the earliest through the traditional media advertising to guide.

It can be assumed that a brand has a microblog ID, 10,000 fans, 1000 active fans (which is already a high level of activity?), and now the brand plans to create a new micro-credit public ID. If you rely on a microblog ID to push the micro-ID, the disadvantage is that the efficiency is low, the radiation surface is small, the audience is high repeatability, if the product packaging, ground activities of materials, print ads and other appropriate channels are labeled micro-letter two-dimensional code for promotion, integrated channel resources to use, do not do creative strategy level optimization, Promotion efficiency will also be significantly improved. This is only the most obvious example, the actual situation in the face of reality, in order to pursue the best results, the need to integrate more complex channels, coordination and more cumbersome implementation of both the requirements of both parties are very high.

How important is creativity?

Very important, is one of the most important core of social media communication. Here we extend the meaning of "creativity", including the ability of creative production of conventional content, the ability to capture and fit the hot topics, the ability to plan for interactive activities, and the ability to integrate and apply different channels of communication.

Everyone said "content is king", can not like the media or from the media, such as full-time content producers, can focus on a certain aspect or have unique resources and ability to create media content (the media product itself is content). For the general brand, the difficulty of doing content, coupled with corporate social media ID in order to maintain the active degree of daily content requirements more, so more creative to integrate content, so that the general content as much as possible to be interesting, relevant and valuable. As for the focus on social media to capture and fit, in addition to the creative, but also have a social media information dissemination of the law of profound understanding, and social media users, especially the use of the target group understanding of the habits.

Outside of the regular content, the need to do campaign to the idea of creativity has increased a level. Campaign also some people directly called "campaign", from the traditional advertising terminology, is to focus on a period of time for a specific purpose of the communication activities, with people often mentioned topic marketing, event marketing, etc. also have a certain intersection. To attract attention for a short period of time, in addition to the media solution (after the text will be mentioned), is the creative solution. Campaign play, the topic of the detonation, copywriting, visual presentation and many other plates are creative as the core-driven work.

What medium can be used as tipping point?

In the traditional brand communication is a "One-to-many", "point opposite" of the transmission mode, whether it is television, radio, plane, outdoor or network display ads, in a platform to advertise content, can be a lot of audience access to information. One of the characteristics of social media itself is to weaken the "point opposite" mode of transmission, "point to Point", "point to film" instead. This has caused a problem to marketers, in the case of their own account resources are not strong enough, how the content of mass dissemination. Because even a very high quality content, or the virus content with big idea, if the first level of propagation can not reach a critical value, can not detonate the audience's autonomous propagation.

Then the grassroots large appeared, and then there is a convenient transmission demand and large owners to reach the launch of the operation of several platforms. But with the larger moisture, price soaring, quality decline, Sina's restrictions, the real spread of the effect of more and more bad, many times just to facilitate the public relations advertising companies perfunctory customers, and even Taobao on the sale of fake unscrupulous business drainage. Then came the hand, because the content of high quality, accumulated a large number of real active fans, although the price of cooperation is rising, but a lot of money brands are willing to try, the fact that the response is really good. But the content style of the hand is not suitable for all the brand's tone, if let "gifted small panda" for founder finance to do a transmission will always feel strange, at the same time, the spread of the hands of the hand is not easy to replicate the scale.

Social media's own advertising platform of course can be considered, overseas Facebook and Twitter have done a more successful attempt. But this form encountered some problems in China, with Sina Weibo as an example, through the promotion of fan-run, most of the lack of creativity and design, forced to appear in the user's information flow, often harvested a lot of negative comments.

In addition to the microblogging platform or official or grassroots or soft or hard to wide launch, more efficient centralized detonation many of them appear in the offline marketing or celebrity celebrities participation, of course, this operation on both sides of the communication and mutual trust, resource integration capacity and implementation of the requirements are very high. For example, the "poly-Body" mentioned earlier, is a combination of offline advertising, celebrity, promotional activities and social media operations such as the formation of a series of operations.

Social Marketing 3 Deadly Sins

Finally, we can see that the field of 3 cases of crime, whether party A, party B or party C (party B's outsourcing), can be a corresponding is fortunate to avoid or helpless in the gun.

1. Brush comment Forwarding. Very common, the culprit of false prosperity. An activity of an enterprise, or a key promotional content, the official micro-issue after the transmission through the Big V, service companies or party A to find their own navy in the following brush forwarding and comment number, resulting in a lot of interaction illusion. Identification is very simple, in the forwarding or comments of the fans randomly selected a few, point to see what this person usually send some content, if most are promotional information, then, you understand.

2. The effect is only the number theory. This is actually the root cause of the first article. The scientific and effective evaluation of social marketing is a difficult problem in the whole industry, there is not a particularly good solution at present, it is best to set up the evaluation criteria according to specific project objectives. If policymakers only pursue the number of fans, the number of comments to achieve, rather than the Italian fans and interactive quality and other practical effects, then the front-line operators are most of the "policy, there are countermeasures."

3. Taibaodalan or hands-off. This article is for party a said. Some party A has the budget to have the demand, but does not want to look for the service company, all things have their own taibaodalan, the operation personnel tired, the effect is also miserable. Some people think that spending money, find a service company to wash their own, in fact, no one than party a more understand themselves, most excellent cases are both A and B joint efforts to achieve synergy.

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Author: @ August Everyone

Caption: κύριαsity

This article link: http://www.socialbeta.com/articles/social-media-marketing-viewpoint-2013.html