Today, when social marketing is booming, we can see social marketing benchmark brands such as Vancl, Durex and Nike
but there are also many companies that cannot adapt. What is social marketing? With the continuous evolution of social media, this question itself seems difficult to answer. Any available social means is the nutrition of social marketing.
(1) Repositioning customer relationships
Yangzhong Interactive believes that traditional commodity marketing is a one-way marketing. The company provides one-stop services of products, publicity, and sales. Building a brand through quality and service is what customers need to do. The most important thing is to measure and make purchase decisions. The emergence of social marketing has given consumers a new right to participate in the establishment of the brand, thus giving rise to a new concept called brand sharing. As early as when Xiaomi's first mobile phone was still undergoing hardware supplier negotiations, its forums had already begun to release optimized and updated operating platforms based on feedback from different internal beta users. Then we saw Xiaomi go from a brand new brand to the forefront of the national mobile phone market share. . The consumers themselves have become part of the brand myth, and it has captured a group of extremely loyal customers.
Social media has a huge online customer base. It integrates brand marketing into social interaction through customer interactions. It exerts influence through online word-of-mouth and fans. The survey shows that % of consumers believe that online reviews are like personal recommendations from relatives and friends. % of consumption Consumers will have more confidence in a brand because of positive online reviews. % of consumers believe that positive reviews will encourage them to make purchases at local businesses. The data shows that consumers who accept fan group information purchase Starbucks at a higher rate than consumers who do not accept fan group information. The amount spent by fans is times the average amount spent by ordinary netizens. There are also massive amounts of data that constantly remind brands of the ubiquitous influence of social media.
(2) Three-dimensional marketing
Just like brand sharing, consumers have become a link in brand marketing through new social media (such as Weibo, WeChat, etc.). In addition to the direct contact with the customers themselves, it also includes various related social roles. The entire structure of brand marketing thus becomes complex and three-dimensional. Marketing and publicity target not only customers but also a larger group of potential consumers. Yangzhong Interactive found that while brands have gained wider communication channels, they also need to consider two issues: how to create value for more audiences and how to influence new audiences.
Yangzhong Interactive believes that the first problem is the main reason why many brands cannot adapt to social media. As far as traditional marketing is concerned, what brands need to create is targeted value for customers such as quality, service, etc. In the era of social media, just like the readers who are reading this, the article itself may not necessarily be tailor-made for you, but does it make you feel that it is worth reading and worth sharing with your friends? Once this value relationship is established between the company and its customers, A win-win relationship was established.
The second question is related to the efficiency of marketing. In fact, it is the choice of influence. In the new media community, who is more influential on potential customers? Opinion leaders with a large number of fans or companions in daily life? Through a survey, Yangzhong Interactive found that the power of peers is far greater than that of opinion leaders who appear to be more influential. According to research, in the trust ranking, % of people trust the recommendations of peers the most. It can be seen that social media is by no means a promotional medium that simply seeks to forward and share, but a communication method that achieves extensive word-of-mouth marketing.
(3) Personification of the brand
Yangzhong Interactive found that companies that are successful on social media basically have social accounts with very complete personification. Taking Durex's Weibo as an example, its informal self-titles and topic sources that fit current affairs basically have the same elements as personal Weibo. Its creativity and affinity are perfect.
This anthropomorphic need of social media is a manifestation of the need for influence. As mentioned above, people in social networks trust their peers more. Enterprises create a companion of the audience in the virtual community through flesh-and-blood Weibo, which will undoubtedly shorten the distance with customers. Businesses themselves can exert their influence better in social media than publishing as an authority.
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