Zuckerberg need to tell four things about all CMO.

Last month my syncapse team tried to dig deeper into http://www.aliyun.com/zixun/aggregation/1560.html ">facebook's data to understand the marketing practices that brand makers have done on their platforms. A few days later, through a survey of 300 top brand Facebook pages, we found that if marketers failed to improve their strategies, they would lose the social media market altogether.

Participation can be said to be the lifeblood of any community marketing, it represents the marketing platform of the relevance and effectiveness of the high and low. Our survey of Facebook pages for 300 top brands found a significant decline in the average participation rate from July 2010 to the present.

Many marketers blame Facebook for this, but what's really damaging is the boring content, voting and activities that marketers make themselves, and in the long run, these failed operations will certainly reduce user involvement.

And of course not all 300 sample brands are showing a drop in contact rate, like Deutsch, Renault, Love Hermès, Lloyd's, Chanel, and so on, these brand Facebook pages don't necessarily have the most fans, but their good content operations ensure good fan contact rates.

The localization of the page relatively good performance, global brand is based on the success of each region.

Big is not necessarily good, localization strategy performance will obviously better than the indiscriminate globalization strategy.

This is not surprising. Localized content is bound to be more popular. However, for the foreseeable implementation of the complexity and the pursuit of global management and brand unity of the mentality of many marketers to establish a regional marketing team while not local conditions to develop marketing strategies, blindly implement the global marcom (Marketing communication). Our study found that the brand-localized Facebook page performed better than the page with no localization strategy, as high as 36%, and I think the secret to success is accurate positioning, relevance of local content, the use of local media support and the perfect expression of marketing content to the target market. In the Web 1.0 era, all the facts were reversed. (I think the authors are implying that many marketers are obsolete.) ）

Don't alienate your fans, but don't be too noisy.

TB is not a good thing, many brands will annoy fans more than 10 20 times a week, but according to our survey data (see below), only every Saturday to seven times of contact is the most appropriate. Before you talk to a fan you must make sure that your content is meaningful and relevant to the brand, or shut up.

It's important to be clear that Facebook's fans are "straightforward" and don't expect too much.

Facebook fans are your brand's audience. This includes propensity to consume, exposure, frequency, marginal effects, and the money they spend on your brand.

Your CTO must be very clear about the value of Facebook fans, in other words, their value must be expressed in data rather than some adjectives, and let your team understand the power of the fans and cherish the value, keep track of changes in the value of the fans and changes in your brand value.

Summary

What should a good marketer do? Build a social marketing mechanism across your business--marketing is part of the business. The key is to understand the brand objectives, establish a marketing structure, with the right target, the right resources, responsibility and correct measurement methods for the right audience to marketing.

Don't outsource your community department, the brand's "voice" can not be given to others for a long time to do. Don't pretend you don't have a budget or a human resource--the amount of money a brand spends on the media each year is sure to be millions of dollars, and a small sum from it will allow you to maintain a good relationship with the people who are most likely to reach the target. Let your agents create original social content--the video and flash interactive experiences are the best. Just seeing Facebook as a promotional counter is a serious short-sighted.

Source: AdAge