[China Glass Network] Undoubtedly, everything is online in the future! E-commerce channels will gradually become the standard of enterprises. So, in terms of this standard, is social marketing a standard? Everything is different! In 2010, social media – Weibo developed rapidly and became the standard for the portal. As a result, corporate social marketing has once again been pushed to the forefront. Bronze Powder, Gold Bronze Powder, Bronze Powder Suppliers Yiwu Ziqi Arts & Crafts Company , http://www.confettichina.com
In this era, the voices we can hear against corporate social marketing come from some “smart†companies who are used to evaluating marketing results with ROI and managing teams with KPIs. In terms of direct and visible “resultsâ€, social marketing is “failed†and the proportion of total sales channels is “very smallâ€. For the social marketing team management of enterprises, KPI is difficult to quantify, or even quantitative assessment is difficult to link with actual results. According to the above logic, the conclusion of "smart enterprise" must be: we do not need social marketing.
"Smart companies" will also have a look at social marketing. They spend a lot of real gold to buy image ads, but there are some big guys around them who rely on a personal blog or Weibo to say a few words. The words will let the people of the country know. For example, Wang Shi of Vanke, Ren Zhiqiang of Huayuan, Pan Shiyi of SOHO, and Niu Gensheng of Mengniu, not to mention Ma Yun and Li Kaifu, who are Internet people themselves. Last year, there was a 3Q war that everyone in the country knew. A man named Zhou Hongyi dared to call Tencent. He did not go to the Spring Festival Evening. With a few blog posts, Ma Huateng was so busy that the people all over the country knew him. This is also social marketing.
From this point of view, the social marketing of "smart enterprises" must be a problem, what are the problems? Let's count and analyze:
1, the use of lubricants as fuel - the use of social marketing as an advertising or pull means.
Fore See Results has just released a research report on social media marketing. Only 3% of online holiday shoppers in the UK (the US number is 5%) are mainly affected by social media and visit retail websites.
It must be known that social marketing, the result is indirect, the greater the value of the company, the more indirect. The purpose of social marketing is to build a brand or word of mouth, rather than selling directly.
Through social media, customers want to know the results and evaluation of products. The purpose of customers to social media is to communicate with other consumers and ask about real consumption experiences instead of advertising. What is more lacking in social media is advertising.
2, Guan Gong sang Qin Qiong tune - the performance of the true color, forget the main body of social marketing is the enterprise rather than the marketer personal.
Regardless of whether the operator of social marketing is the CEO or professional operator of the company, he often forgets that he is not an individual but a company in social marketing. You can be misunderstood as hypocritical—for example, Niu Gensheng apologizes to the public for Mengniu's melamine milk incident, but you can't perform in a natural way—for example, Wang Shi argued with netizens during the 512 Wenchuan earthquake.
A CEO who is a true-looking performer in social media, a brand manager who is a real-time performer in a social media, how can his (or her) company be accepted by customers? (Of course, except for specific industries.)
3, sing the songs that you love to listen to, let the audience play while - self-talk, do not care about the interests of corporate customers.
A core principle that social marketing needs to embody is customer-centric, which seems to be a vain idea! But don't forget, what do your customers want to hear? What are they looking forward to? What do they expect from you? Social marketing solves the customer's awareness needs. You have to take this demand as the core, and customers will buy it later. People's consciousness is very strange. I have never heard that "the heart of a lover is made of glass" - when customers hear the tunes they don't like, they will gradually abandon you. Therefore, singing a song that a customer loves to sing is more effective than singing a song that he likes. Of course, pretending that the two are harmonious is a job, and the two coincide with each other. It is your luck.
4, the grass platform sings big drama - will shoot the head but lack professional planning.
Don't think that Cai Wensheng, who is a lot of money, sent dozens of iPads. It was a planned event. Compared with these entrepreneurs who are good at social media performance, the social marketing agencies of enterprises often appear pale and weak. It's not that others are good at water, not others are able to mix, and others are seriously planning professionally. Cai Wensheng's iPad is given to the precise group - the webmaster, and many companies are more than a hairy forwarding and soliciting fan activities is just whoever closes their eyes and forwards the powder, this is called the difference.
Behind social marketing, it is professional planning, which is marketing in several steps or even dozens of steps.
5, the tiger plays a cat - in the face of crisis, busy or arrogant.
Social marketing and corporate 800 phones are very different. Mobile, China Unicom's 800 phone customer service encountered a complaint based on the previous skill is pushed, the second skill is dragging. This is going to be put on social media, so it’s a big problem!
In the 3Q war, Tencent had a failure. The senior executives burst into tears in public, and Zhou Hongyi, who appeared to be weak, won several plaudits. Although the industry said that the 3Q war can be compared to the rabbit eagle - the eagle is a bite, the rabbit is a life, but the outcome really needs Ma Huateng the emperor to go back and ponder.
The audience of social media has always been sympathetic to the weak without any reason, against the strong, never remember the right and wrong. Therefore, in the face of social media, tigers have always been a vulnerable group, and cats are a strong group, and they are not dressed up.
6, pick up the microphone and forget the words - nonsense or do not know what to say.
Remember, in social media, the marketer is also a great actor, to have a good posture - know what to say, have a good state - always insist on saying. However, marketers under the pressure of KPIs or spokespersons who are in urgent need of sales are often not a third-rate partner, but a singer-in-law, chattering, unsatisfactory, and unconstrained.
Don't forget that this is social marketing – marketing, always thinking about what customers want to hear, what customers expect to hear, what customers want to know, and what can impress customers. Regarding the customer as a lover, you will let the customer find the feeling of being a friend.
7, depending on the brand as a cloud - do not pay attention to social marketing.
Some people say that word of mouth, brand, are clouds! Because with the socialization, the trend of the brand is decentralized. Decentralized brand trends are not without brands, but brands are more important. Citing the slogan of Jiangsu Provincial Brand Association: “Everything is brand in the future!†Marketing in a socialized space, the brand has become grassroots, decentralized, and embodied as something like “Word of mouthâ€. However, no brand will not believe you, social marketing is not to pay attention to the brand, but to pay more attention to the brand.
8, look down on poor relatives, the result of offending rich relatives - can not correctly deal with the off-site relationship in the social marketing field.
After many setbacks, the early social marketing companies found that the online business that everyone is full of expectation is not fat, and the fat is not online. So social marketing personnel also began to use the customer segmentation rules to treat online customers, picking fat and picking thin, and being poor and loving. ——This is true in the B2C field, but the social marketing field will lose very badly.
We found that social marketing is like a play, a game, and the online participants are actually an unfulfilled actor (supporting role). His play is not heavy, but his audience needs to see how you can play a rivalry with him. The audience of this play is likely to be a rich man, he will watch the show before he will take out the check. The performance fee for the show is very low, just like the Spring Festival Gala, and the return of the show may be good.
Social marketing is a play. To play this play, you must have creative scriptwriters, great directors, professional, hardworking, responsible and star-studded actors. The company must star in the play, and must know who he is performing, and must know what his audience wants to see.