Tony: How to do marketing on social media

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This June 18, the Austrian biscuit celebrates its centenarians birthday marketing case won the Cannes Advertising festival PR class gold medal.

This is an Oreo 100-day content marketing campaign on Twitter, each day combining their cookies, concise and vivid design of different comics, and with the classic and hot topics echoed. Fans can share and sift through the best ideas. This has sparked the fans ' love and discussion.

Tony, president of China Interactive Marketing Group, is deeply impressed by this case. "Socialization marketing is a kind of marketing way which grasps the user's psychology and the demand, and communicates with the soft content." Tony in an interview with reporters on July 11, that many brand marketing content should surpass their own products. Similarly, he believes that domestic social media marketing also needs three characteristics: good content, seize the timeliness, seize the hot spots.

Group is a large advertising group WPP group, is the integration of the MAI, Shang, competition, communication and Yi Five media companies set up the parent company. Tony is responsible for the strategic growth and operation of China's digital media business.

"Mobile, multiple-screen, content-led will be the trend of marketing." "Tony Introduction, advertisers need to revolve around consumer rigid demand, in order to attract more eyeballs."

Don't rush to advertise on a micro-letter.

"21st century": How do brand marketers do marketing on social media?

Tony: A lot of people have a misunderstanding about microblogs and micro-letters, which is a very good social and communication platform, but all the pressure of public opinion is pushing them to cash in, advertisers are constantly thinking about how to advertise inside. I do not think that social media as a portal media to see, since it is social media, many ideas must be adjusted. In social media, content marketing is particularly critical, not hard advertising marketing. And good copy can reach the effect of transmission.

For example, the 100 anniversary of Oreo cookies at the Cannes Advertising Festival. In this event, Oreo every day on Twitter, there is a daily Twist, the original team search every day the hottest news points, translated into the cartoons related to Oreo cookies, get a big echo.

In social media, you need to find out what consumers are interested in. More crucial is whether in micro-bo or micro-letter, real-time to grasp, because no one will comment on the things you post yesterday, no one to thread the previous news, users will only focus on the current hottest news points.

After good interaction with the user, social media becomes the invisible channel for the brand, and then it needs to think more about how to get these people to reach the radiation effect, which is the key point of social media marketing, rather than how to advertise it accurately.

21st Century: Does it make sense to put precision into social media marketing?

Tony: No. Accurate delivery requires large data, and large data mining in social media is also important. Suppose that the L ' Oreal brand Li Bingbing and Fan Bingbing have endorsed, but through the social media data mining, found that Fan Bingbing's topic, and Li Bing, the proportion of the topic is 8:2, so my TV ads should be more vote Fan Bingbing.

We can take this data back to the information, integrated into the dissemination of other media, I value this point. This data mining is meaningful, not you digging it up and throwing ads into social media.

"21st century": What role can micro-trust play in brand business?

Tony: Micro-letter is a relatively closed circle of friends, brand and users can better communicate the platform. However, brands should not rush to plug banner and other hard ads. If someone is willing to pay attention to you, you need to plan your communication skills and consumer concerns. If you push hard ads every day, you'll soon be off the watch.

For example, people who look at Starbucks do not just like coffee, not necessarily the information that is associated with the star Ice Music. These people may be interested in "small time" or "Chinese partner", find out the interests of this group of people and leave these people to be aggregated and spread again.

The Super Star podcast (video sharing) program, which was broadcast during last year's Olympics, by Intel on the micro-letter to build the first domestic mobile phone voice broadcast program based on the Internet, around the Olympic Games, such as the Social Hot topic, launched, such as commentary and discussion, and users to achieve end-to-end voice interaction. Generally no tens other investment is unable to highlight in the Olympic market, but Intel for the ultra-trust in the micro-letter marketing model, in the Olympic marketing in the big market emergence.

Business is best not always want to do through the micro-trust platform to do sales, in fact, through this platform you can let users overlay the brand's goodwill and memory, which is the greatest value. Of course you can use this platform to promote to your online store to buy, but definitely not the only purpose. Micro-letter can be a derivative of CRM, but also a shortcut to build a brand. If it is a sales channel, this can be a good idea, but not all, must be clarified.

After all, is three aspects: good content, seize the timeliness, seize the hot spots.

How to allocate advertising budget

"21st century": the media is constantly changing, advertisers how to seize users?

Tony: The new media is really hard, the user's attention consumption in the time is still very short, soon new media appeared.

Advertisers themselves must seize the user's rigid demand on the Internet. The so-called rigid demand, the first is the communication demand, whether it is SMS, micro-letter, What ' Sapp or line, you are doing communication. My friends are on the micro-letter, I can not leave it.

By contrast, the microblogging media attribute is higher than the social properties, the size of more than tens of millions of fans is a media, but the media has been replaced high, I can get information on many news clients.

Secondly, search is also a rigid demand, people need to use to query all kinds of information.

The third is shopping demand. E-commerce has great marketing opportunities. A lot of product search Taobao is Baidu five times times, advertisers must realize that a group of people like to buy things in search of your products, Taobao should have a good layout, to pay attention to Taobao can give you a derivative of the opportunity.

The services that are derived from rigid demand can be identified by many consumers.

"21st century": How do you do marketing on Taobao?

Tony: Day cat Taobao is not only a sales platform, but also a communication platform. What we should think about is how to provide a user experience that is exactly the same as offline, how to advertise, how to drain more people.

We have a professional team that consists of colleagues who have many years of experience in Taobao and ebay marketing. Many people are searching for the same brand, advertising is also bidding to help customers optimize search, and we will help customers plan this year "double 11" how to do.

More importantly, we can do data mining, clear the customer flow in which way, which platform came in, and the data and sales of data and analysis, and then give customers the next wave of advertising recommendations.

"21st century": how can advertisers allocate budgets for such a variety of advertising models?

Tony: This is the biggest challenge facing all advertisers. I think most people are now exploring the process, also in combination with third-party monitoring companies try, they have flow source analysis technology.

When I was in Dell, I was responsible for the integration of online sales, the paper media ads, every newspaper has a different phone, so I know which phone is which media, this is the most original way to find out where my customers come from. To the last newspaper and the effect of the Internet than, always Baidu is the best search, so we stopped the newspaper ads. Sales of the first two weeks have been unchanged, and the third week the flow of natural search has gone. This means that many people are looking at the newspaper before they go to the search, not necessarily read and then call.

This example shows that the budget allocation can not only look at the final results, you must see the flow from where to divide. In pure digital advertising business, it is relatively easy to monitor the flow source, conversion rate, two clicks of the conversion rate, you can calculate a weight.

But I think the best model should be put together in the traditional advertising, some third-party testing companies already have this data model, we are working with them, we tell advertisers the best guidance advice. Many traditional advertising is to transfer user behavior to the line.

Mobile Marketing 2.0 Times

"21st century": What is the latest change in mobile marketing?

Tony: Mobile marketing has grown from 1.0 times to 2.0. 1.0 era is mainly the form of SMS, banner, 2.0 times, with the popularity of smart phones advertising form began to have a lot of new play, will make digital marketing more interesting. The development of mobile marketing is very good, the amount of annual growth is several times, but from the form of advertising is also in transition.

21st Century: What are the new models for mobile marketing in the 2.0 era, with the exception of micro-credit microblogging?

Tony: Now many advertisers are looking for more native, user-covered apps that tailor ads from these apps. For example, the United States and Mito are young girls playing, l ' oreal why can not advertise in it? Advertising in the ink weather, you should consider who will go to bed at night before the weather to check this part of the crowd, and the flight butler's users must be frequent flight, these people relatively high-end, this crowd should do what advertising? And these ads are not hard advertising, but more cleverly implanted.

"21st century": Is it just banner ads?

Tony: Can be banner, or have a fixed page, for example, I checked the Shanghai fly Beijing, Ctrip can be placed in this fixed page ads, content is the cheapest hotel in Beijing today, this is the high relevance of advertising, even if the banner, but also better than the random.

"21st century": How do you track the impact of new technologies on advertising?

Tony: We set up a digital lab last year to focus on technology-driven digital business solutions. We've got the latest technology available from CES, and every two weeks there's a digital Friday to introduce the latest technology to employees. Therefore, including lbs, AR, can touch and interact with transparent glass, holographic projection technology, we have these technologies landed to achieve customer demand.

But technology is one thing, such as Google Glass and NFC are new technologies, but landing is a problem. If I do something I just give to a few people to apply, that doesn't make sense. We have to use technologies that are truly pervasive, so advertisers ' technology marketing programs will be influential.