How do enterprises use social platforms for marketing?

Wechat is the new favorite of social media, and Xiaomi has achieved great success by social marketing. Social marketing will be the mainstr

How do enterprises use social platforms for marketing?

Wechat is the new favorite of social media, and Xiaomi has achieved great success by social marketing. Social marketing will be the mainstream of marketing in the next few years. After 20 13, social platforms in China also entered the stage of differentiated development. So how do companies use social platforms for marketing? Below I have sorted out the marketing methods of enterprises using social platforms for your reference.

The marketing methods of enterprises using social platforms 0 1 Social marketing: social tools or social media.

MillwardBrown of Huatong Luo Ming and its qualitative research brand Firefly, through conducting user interviews, symposiums and collecting users' online behaviors in first, second and third tier cities, used qualitative research methods to deeply explore users' behaviors, attitudes and motivations on social platforms, and * * * released the report "Redefining Social Platforms in China on 20 14". It is found that Weibo and WeChat are the largest, most used and most influential platforms in China market. In this study, we deeply deconstruct the users, characteristics and values of these two platforms.

Social tools or social media

From the behavior of social platform users, it can be divided into two directions, namely, tool orientation and information orientation. Instrumentalization means that the core design of the platform is to make some behavior requirements online. Users often use purposeful social platforms, take the initiative to participate, and pay more attention to real-time, such as voice communication, contact and information search. Information-oriented means that users receive interesting information through social platforms and get satisfaction. Relatively speaking, openness is more important.

As far as the relationship between social platforms is concerned, it can also be divided into two directions, namely interpersonal relationship and interest network. Interpersonal relationship refers to the relationship chain formed by copying the real life circle on the network based on the real relationship. On this kind of social platform, we find that the individual of the user is clear, and the personal situation is basically familiar with the relationship chain on this platform, which is a typical strong relationship chain; Interest network is a social network established actively and divergently by users based on their own interests. Here, the user's identity mainly depends on interest, which is only a part of the real identity, even a virtual projection. In the relationship interaction, emphasizing harmony is a typical weak relationship.

Considering these two dimensions comprehensively, we can see that China's social platforms can basically be divided into two important directions: social tools and social media. The platform of tools makes certain behavioral demands online, highlighting initiative, purpose and real-time, with WeChat as the main representative; The media platform with interest content as the core is open, changeable and emotional, with Sina Weibo as the typical representative.

In other words, Weibo has social attributes and WeChat has personal attributes.

Future: there are differences and coexistence between the two.

Different relationship chains lead to different driving forces used by users. Wechat pays more attention to the chain of high intimacy, while Weibo pays more attention to the chain of low intimacy. The chain of high intimacy needs constant maintenance, so the user role on WeChat is "me in the eyes of others". On the other hand, in Weibo, because there are fewer chains of high intimacy, I have more freedom to explore myself and establish my new image.

Therefore, consumers generally have accounts on different platforms at the same time, and their functions are flat and scattered on different social platforms. The application of social tools and social media is independent and different.

Different links have their own strengths.

Social marketing is an inevitable product of the Internet age, and it also fits an increasingly obvious situation in today's market environment: the core of the value chain is increasingly shifting to end users. Therefore, social marketing needs to establish a comprehensive marketing strategy. Through the cooperation of different platforms and channels, synergy, resource sharing, efficiency improvement, cost reduction and long-term maintenance will definitely bring value to enterprises.

Relationship chain is the most important part of social platform. Only by making good use of users' social relationship chain can we give full play to the advantages of different social platform marketing. Using the existing relationship chain between users of different social platforms, information is injected at a certain point in the relationship chain and spread quickly through the relationship network. When effective topics or points of interest are put on social platforms, they will spread automatically like ripples in the water, detonating the audience's independent communication and forming a "point-to-point" or "point-to-piece" communication mode, which is a good operation mode of social marketing.

On the social media represented by Weibo, because of its open media attributes, free speech, enthusiastic release and rapid information dissemination, it is easy to form hot spots. Consumers are more likely to use this place as a platform for them to publish their experiences, receive relevant information and even express their dissatisfaction. Here, consumers feel their social influence, so they are more willing to use this place as a platform for open dialogue; For enterprises, the open design here makes the planning of cross-platform interaction more convenient, and open materials can also help enterprises monitor and gain insight into the overall market. Generally speaking, social media's support for social marketing is more effective at the front end.

In the social tools represented by WeChat, the relationship chain is relatively closed, and the expression and sharing are restricted, so it is difficult to form a hot spot, and it is even more difficult for enterprises to fully contact and exert their efforts with potential users here. Once the sales are completed and the contact with users is established, enterprises can more easily capture the real information of users here, customize users more conveniently and maintain timely and accurate relationships. So we say that social tools are more supportive in the back end of social marketing.

Internet has changed the way of creating value. With the continuous development of the Internet, the development and application space of social platforms such as Weibo WeChat will continue to expand. In the future, social platforms can help enterprises create convenience and personalized experience for users, enhance brand equity, create new marketing channels and improve sales conversion rate through geographic positioning, keyword search and matching of goods and services.

The method of enterprises using social platform marketing 02 the number advantage of users

Facebook is free for users, so there are no registration restrictions. According to TechCrunch, "85% of all schools covered by Facebook have Facebook files; Of all these students who join Facebook, 60% log on to Facebook every day, 85% log on at least once a week, and 93% log on at least once a month. " Such a large and stable user base has unlimited appeal to any enterprise. Such a huge user base means that as long as you have enough selling points on SNS, you can spread the word and become the focus of SNS.

Cultivation of potential purchasing power

Some people may question, who do you think is happy on campus and who is registered? Students! Luxury goods are out of reach for these children who are still supported by their parents. There is nothing wrong with this question. This phenomenon does exist, but no one can deny the purchasing power of children who are only 20 years old today, children who are five years later, children who are 10 years later, or even longer. By that time, perhaps happily, these SNS websites on campus have been replaced or eliminated, but the brand impression left in their hearts at the age of 20 is deeply rooted. According to a survey by the Guardian, the average age of Facebook users is on the rise. Then, it is not too late to start cultivating these potential purchasing power.

SNS has a good development momentum

None of us can refute this. The development of SNS website is also a reflection of personal needs in today's society. In the environment where work pressure and life pressure are superimposed, people need an emotional support to support themselves more than before, and SNS just meets these needs at the right time. In Kaixin.com and Renren.com, the greatest pleasure is undoubtedly to find old friends, make new friends, and change from friends on the Internet to friends in life. These are all manifestations of emotional needs.

Based on these points, I think the cooperation between enterprises and SNS is profitable. In fact, this business cooperation model has long existed in the United States and Facebook, and it is becoming a trend. It is understood that many retailers have begun to use social networking sites such as Facebook, Twitter and YouTube to promote their brands and interact with users. For example, Mothercare, a British maternal and child retailer, launched Gurgle, a social networking site, ASOS, a fashion company, and Marks &; Spencer said last month that the company's Facebook page has 80,000 fans, and the company has established pages on all major social networking sites.

On the other hand, as far as I know, the cooperation between domestic SNS websites and enterprises is mainly in the form of traditional advertisements. For example, the foreign cooperation mode is still blank, and another feature is to lead the "celebrity effect" of domestic SNS represented by artists and public figures.