Enterprises pay more and more attention to social media, and many enterprises also have social media accounts on different platforms. According to the data of foreign social media consulting companies, companies with more than 1 000 employees have an average of 1 77 social media accounts, which is a huge number. How to effectively manage these accounts and make them play a synergistic role? How can social media operators belonging to different departments have their own flexibility on the basis of ensuring the strategic consistency of the company?
Compared with users all over the world, Internet users in China have a prominent feature, that is, social media has a greater influence on the purchase decision of consumers in China. They are more likely to buy products mentioned on social media.
If friends or acquaintances recommend products and services on social media, they are more likely to actually buy them. Through the fermentation of social media such as Weibo and Douban, a little-known minority movie, an unknown band and even a snack bar hidden in an alley in Beijing can attract the pursuit and attention of a large number of people.
China's huge online population is getting richer and richer, which has cultivated a group of consumers who regard social media as an important source of information for brand and product decision-making. Take Sina Weibo as an example. Consumers who like Sina Weibo are mostly high-income groups, with a monthly income of more than 8,000 yuan, and most of them live in first-tier cities.
In terms of content information sources, social media has actually approached the portal, and these social networking sites are of great significance to enterprises. The challenge they face is how to identify their users and establish consumer insight. According to McKinsey's analysis method, social media users are mainly divided into four categories: keen on socializing, actively changing hairstyles, reading quietly and expressing opinions.
Their use of social media has its own characteristics. For example, sociable people are the brand's best friends, and they are more willing to use group purchase discount coupons than other groups, while people who actively change their hairstyles are brand-friendly. They see social media as a way to promote themselves. They are willing to leave messages on the web pages of specific brand products. Quiet readers, as the name implies, spend a lot of time on social media (an average of 55 minutes a day), but most people just read.
They are neutral about brand advertisements on social media. Expressing opinions, they are busy uploading content instead of reading. More than 60% of the respondents in this category regard social media as an important channel to express their personal opinions. Once they have a bad experience with a product or brand, they will definitely publish it. If not handled properly, they will be the biggest enemy of social media brand users.
For these different types of users, adopting a unified social media marketing strategy is probably just a waste of time and money. It is necessary to master the different consumption patterns of social media and deploy appropriate strategies for each type. However, doing business in the age of social media? Is the market talking? Definitely the golden rule.
As a popular marketing method for business owners, the role of social media in promoting corporate brands is mainly reflected in five aspects:
First of all, social media has a wide influence. By the end of 20 1 1, the number of social media users in China has reached 300 million, and China has the largest and most active social media user group in the world, with the social media registration rate of residents in first, second and third tier cities as high as 95%. At the same time, people spend 1 1000 billion minutes on social media websites, accounting for 22% of all online time.
Different from the traditional advertising exposure, users who like to participate in and contribute content will actively pay attention to the brand through the promotion of social media. According to the estimation of Australian research company, if you add up the comments and posts on social networks, there will be about 500 billion exposures every year, which is a great exposure.
Secondly, social media helps to cultivate brand loyalty. At least half of Twitter and Facebook users believe that when they start to pay attention to a company's products on social media, they will be more and more willing to talk about, recommend or buy the company's products. With the help of social media, it is easier for brands to reach in-depth communication with users, and finally form a long-term relationship through creative content and interaction quality. Fans? Level user group.
Third, social media timely feedback and interaction to enhance the brand's user experience. Traditional media attract consumers too much and bombard consumers with too much information; Social networking sites let consumers decide which brands to pay attention to and which aspects of brands. It's called. The most profitable luxury industry? This feature of social network will become the basis and main way of enterprise communication in the future.
In addition, social media provides users with sharing function, which is easy to form word-of-mouth effect. Foreign research shows that more and more social media users in China hope? Make friends with you? . More than 89% people think that social media can enjoy more equality, which is the main reason why they like to share. According to the analysis of the report, 26% of social media users in China regularly initiate dialogues, create content and post their opinions online, expecting more participation.
The main ways for social media users to share brands are as follows: 7 1% users watch corporate brand advertisements on video sharing websites; 5 1% users download brand-related applications through mobile phones; 43% users become friends of the brand; 2 1% users even make and share videos about products and brands.
Finally, social media is an effective channel for brand crisis public relations. Although neither the public relations department nor the business owners want to talk about this issue, crisis public relations is a compulsory course for enterprises at the moment of transparent information, especially making full use of social media to establish a suitable brand crisis system, which can quickly and effectively reduce the negative impact of the crisis on corporate brands.
For many enterprises, the era of looking for business opportunities only by advertising and website ranking has passed. Now brands need to adapt to the new environment in the social era and contact consumers in social networks? Communication? . This change means that the relationship between enterprises and customers has evolved from the previous two-dimensional static relationship to the three-dimensional interactive relationship. Enterprises need to find social media that suits them and reach out to target consumers, so as to establish such a relationship. So, in the initial stage of entering social media, how do companies build brands?
1, locate clearly and find the target.
In the initial stage of entering social media, companies may open accounts and set up homepages on many social media, but this does not mean that these are suitable for corporate brands. After a period of time, enterprises should analyze and find social media suitable for their own brands and find their target customers there.
2. Establish brand style.
I believe that the same home page style can't attract consumers. Brands need to find a unique way to communicate with fans, whether it is anthropomorphic, funny, professional or sexy, which should be determined according to brand image and user characteristics.
3. Emphasize high-quality content
According to the characteristics of fans and brands, it is decided what content to send. High-quality content is often the most attractive to consumers, rather than relying on prize-winning activities or other means of purchase. Social media marketing, enterprises need to take this first step and stick to it according to the long-term strategy in order to get returns.
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