Why does social marketing not go far in China?

Now the rapid development of science and technology, a variety of new concepts and terms of the overwhelming, in the field of social media marketing, there are many people to sell the new concept of social marketing and the term as a magnificent cause, not only to their own dizzy, the entire industry also make "chicken feathers," make the audience "confused Therefore, as a social media marketing practitioners, what kind of discourse and accent to promote the concept of social marketing is very important, if mixed with too many terms and inexplicable concepts, the audience will of course be unintelligible.

Let's go back to the topic of the article and explore why social marketing is not acclimatized in China. The current social media marketers, most of whom have a "highbrow" feeling, often wonder why the very successful case of Facebook and Twitter in foreign countries is not working on Sina Weibo. To engage in, micro-bo marketing is left with the Navy's forwarding and topic hype. This cannot be explained simply by "Chinese characteristics" or "the Chinese are more cheap". Is there a deeper reason for this?

The localization of socialized marketing concept

When Yan Fu translated the Theory of Heaven, it was written in Classical Chinese, in order to make it understood by the people at that time. And now some of the social marketing practitioners (myself included) often like to be in conversation with some pidgin jargon or nouns. On the one hand, is to show that they are very special, master the latest ideas, so that people respect you, you can suddenly the other side kan dizzy. On the one hand, maybe he didn't figure it out and didn't come up with a popular expression. Or, he didn't want the other person to understand. When the other party is still in the nodded, confused the list signed. On the surface is the foreign marketing concept and case, actually do is "zombie powder" and "Navy forwarding" activities, hanging of the "foreign" skin, selling is dog meat. To be blunt, is to cheat.

Users are not fools, especially some business owners, they are familiar with the way of marketing. When you sell a foreign concept, you may not be able to touch it for a while, but from experience, he will not be persuaded unless it is a language and a way that he can accept, or a case that convinces him. Even if you had a momentary fling, you got the list. However, a few months down, a look at your marketing approach has not improved, the other side will give you up, he had to plunge into the "social marketing" enthusiasm, also with the Ashes. In this way, social marketing becomes a dead circle.

Therefore, for social media marketers, there is a responsibility and obligation to use the Chinese accepted way to talk about social marketing. When Lu Xun talked about foreign culture, he said to use "doctrine", to "critically inherit", the mechanical copy of the affirmation is not workable, must be a down-to-earth localization. As a social media practitioner, not only the leading party, should become a local commentator, only with China's national conditions, with the Chinese people understand the language to promote social marketing, can let the concept of social marketing deeply rooted.

Ii. the psychological characteristics of Chinese users

Chinese users are really very different from the West, whether from political culture, consumer psychology or business logic. That's why Facebook is popular in the United States, but Sina Weibo and QQ are popular in China. So, completely copying the marketing case on Facebook and Twitter is definitely not going to work.

Take the Light blog, it is very popular in the United States, because the United States advocating a personalized culture, most people like to express themselves in a personal way. And in China it is very difficult to popularize, China also has a number of very personalized people, but this population base is very small, not enough to support the light blog sites such as this. Most Chinese people's ability to create content is weak, and the way they are accustomed is to passively accept and swarm blindly. and beauty and Mushroom street, the reason for success, that is, to see the Chinese people to create content weak reason, with the way the picture, the content of the threshold to create the lowest. Sina Weibo is popular because it has a very low threshold for producing content. This truth, can also explain the recent comparison of the "Pop" on fire.

On the whole, the Chinese people are more traditional and conservative, he does not like to go to the front desk expression, accustomed to hiding in the background to see others perform, more like "passive." In this way, if you copy some foreign "UGC" approach, many users may not accept, will not be excited. On the other, such as "Every object", "Fang Body" with a little self-deprecating or spoof form, on Sina Weibo is very easy to popular. On the one hand, it is true that the threshold for creating content is relatively low. On the one hand, people do like to watch the lively, especially the excitement of others. In the Western way, "take the initiative", China's customary way is to "passively accept" and coldly stare.

Social media marketing practitioners, when doing social marketing strategy, do not simply copy foreign operations, we must fully consider the psychological characteristics of Chinese users. It is necessary to learn from the "operation" of social marketing in foreign countries, and to think more about the "way" of social marketing, especially for the marketing way of Chinese national conditions.

The "Wolf culture" of China's business environment

After only more than 30 years of reform and opening-up, China's commercial market is still the primary stage, full of play Jiangshan, occupy the territory of the wolf culture. This kind of wolf culture, wants is "the rush", wants is "immediate", wants is the marketing, but is not listens to the user the request, as well as interacts with the user. This kind of wolf culture, and social media marketing of the kind of "fan group Building" idea, is conflict and contradictory. It is this conflict, there will be many bosses said "one months to grow my fans 1 million" so the decision to pat the head. In the face of such a quick buck to the party, to do his business, in addition to selling and selling fans and looking for the Navy, certainly no other way. Many companies want to "open the ground" through social media, rather than maintain or build relationships with fans. Before putting the cart before the horse, the result can be thought.

Anti-view like foreign Starbucks, Ikea and other brands, basically have decades of history, there are fixed consumer groups and users, they do not need to "open the ground ground", only need to interact with users, or to inspire users to create content on the line. In addition, there is a strong "fan" culture abroad, some users can be loyal to a team or brand life. For example, many clubs in the Premier League have many family fans, and three generations will love a team. And in the Super fans, the team results a bad, they changed to see the NBA.

Of course, social media, as a new form of media, many people have a problem with its understanding. There are also a lot of people who think of social media as an ad, do it, and do nothing to build a fan group and interact with the user.

The loss of the wolf culture and the user fan culture is also a dilemma faced by social marketing. Now every guest and millet, the construction of "rice noodles" and "fan group", the purpose is to gradually cultivate China's fan culture, the user to use social networking network.

It's a good start.

Iv. the chaos of China's public opinion environment

China's public opinion environment has always been relatively chaotic, rarely rational voice, the common is irresponsible exaggeration and the noise of the swarm. Micro Bo just hot, the media is to promote the "micro-boundless" and "micro-blog Change everything." Micro-blogging activity slightly reduced, immediately there will be media claims that "micro-bo to the freezing point" or "large is dead." The media's views are unpredictable, sometimes completely to attract attention, and lack of credibility, responsibility and professionalism. The confusion of public opinion environment, also caused the user to the social marketing understanding confusion, misled a group of users.

The experience of history tells us that all foreign things, if copied mechanically, will stumble. At the beginning of Jinggangshan, Bo a gang of people is to apply the Soviet experience to counter encirclement and suppression, but ultimately lose to the end, and ultimately rely on Mao Zedong to understand the "local" "Old hat" to clean up the pieces.

Social media has just started in China, the localization of social marketing has just begun, must solve the above four problems, "a single spark can start a prairie fire."