What should be paid attention to when traditional brand enters network

1. Belittle or disregard the trend of social media marketing

Web2.0 has been criticized by some people as a boring concept of speculation, and some people will look at the same suspicion of social media marketing.

And then it's really a visible trend, and the essence of marketing is to communicate with consumers, which means they need to be communicated to the information they want to hear. And the premise of communication is contact.

If consumers are watching TV, we're going to be on TV, and if consumers are waiting for the bus, we're going to be at the bus stop, and again, since consumers are using social media and spending more and more time on it, we need to use social media as a place to contact them.

Someone asked a fanatical climber why he wanted to climb the mountain, and he thought about it, because the mountain was there.

If you're not starting to pay attention to social media marketing, be careful, because, your customers, they're all there.

2. Demand immediate return

Many brands are looking forward to starting a public homepage, Weibo account, or planning a marketing campaign.

Ask some questions such as "How much browsing can I bring to my website", "How many sales can I bring", or will send out something like "account opening is two days, how many people have not paid attention to us?", "Why so few people forward" question.

Social media has its own characteristics, here and consumer communication must follow its characteristics to design strategies.

Instead of spending as an expense, it should be an investment--releasing a high quality microblog does not necessarily bring in a lot of new fans and forwards immediately, but if there is no continuous release of high-quality micro-blog, on Weibo, is never able to build the influence of the brand, but also can not continue to communicate with users.

Social media is by no means a cramming place, and to be effective, it is necessary to burn incense more often.

3. No content Strategy

Build a microblog? Too easy, turn the constellation Horoscope, send a few cold jokes, and then some pocket English, Qi live.

The core of social media is human nature, and all the actions against this iron will eventually lead to the bitterness of failure.

The personification of the brand, think about what it is personality, want to make what kind of users, want to give users what kind of impression, it needs in all marketing activities to assume what kind of tasks and roles.

When all this is clear, you can design content strategies and plan.

Clothes are a person's hand play. The social media account is the brand's hand play, planning good content strategy, so as to design a reasonable role, environment, plot, in order to make a vivid and colorful deduction brand.

4. Excessive reliance on incentive mechanisms

The ipad has become a standard prize for social media marketing campaigns. Whether the brand itself is selling cars or soda, the prizes are all ipad.

It's like a movie theater, where the user eats popcorn and drinks, whether it's love movies or action movies. But it's not just popcorn and drinks, but the movie itself that draws users from home to the cinema.

Forwarding can be a maximum award, invite users can get the award, this incentive mechanism is designed to express heartfelt thanks to those who actively participate in our brand activities, and the core of the interaction is to establish intimate communication, rather than to become a cheap and thin business relationship like gangs--you go and send money to Lao Tzu.

Yes, users like prizes, but the purpose of the activity is to make users like our brands and products, if only for the prizes, even if they are actively involved. It is also difficult to transfer the goodwill to the brand.

No matter how good the popcorn is, the mood of the person watching the rotten film is not appeased, even if the popcorn is free.

5. Do not believe you can be friends while selling things

Between the brand and the consumer, can you be a friend?

The answer is yes, but there must be a prerequisite. CRM is actually a unilateral formulation, "Customer relationship Management", staring at the consumer purse, relying on data to record and mining, the customer as a pure source of profit, it is a bit too snobbish suspicion. Of course, this is also a must have, after all, in the social media era, to establish personal contact with consumers is a very expensive thing. And the existing CRM system and standardization of the mode of operation can indeed play a lot of role.

But social media has made a big difference, before you want to know whether users are satisfied with the product, you need to visit or user research, worse to see sales change. Now, as long as the social media on the public opinion monitoring, naturally will be the first time to know a user the most real reaction. All this has become more rapid and convenient.

If your eyes only stare at the wallet of the consumer, there will only be a business relationship between you. Unless you pay attention to the consumer, otherwise, good friend relationship is not you want to buy can buy.

6. No first time to respond to users

A notable feature of social media information is the high level of fragmentation. Everyone may be the source of information, and every time a powerful message can erupt. All this is done in a short period of time.

Not open message function user anger value may be 80%, but open message function but do not reply user message, the user's rage value will be equal to even greater than 100%, thus losing their trust and goodwill.

Social media distributed users decide that services must also achieve distributed results. If a user is on Weibo, how quickly can you respond to it?

For brands that communicate on social media, users need you as if they need a parachute, and if you don't, they don't need you anytime soon.

7. Superstition of the gap in the 45° angle

Looking up at a 45 degree angle is indeed a feature of China's microblog. However, whether the brand and the user in the communication, can cross this gap, will also be the key to effective communication.

Social media account is actually the embodiment of brand personality, a person want to have a good network of social circle, do need to make more influential people, but does not mean to pay attention to and flattering those who are not related to their own brand celebrities. Similarly, to be a circle of opinion leaders really need others to value their opinions, but this does not mean that they must look up to themselves.

Brand to do is to communicate, the purpose of communication is to understand the user, but also in order to let users understand the brand, equality and sincere dialogue, really useful information, prompt and timely response, not only applicable to the actual interpersonal, the same applies to online communication.

Being looked up is not necessarily the best choice, after all, longing is the distance to understand the most distant feeling ah.