How to conduct integrated marketing on social media?

Nowadays, there are many ways for brands to interact with consumers, especially when you realize that there are still many brands that have their own independent strategies for each promotion channel, such as email, websites and social media. I believe many marketers also have a headache about this. The crux of the matter is that the responses users get when interacting with brands must be consistent in multiple channels-if they get different responses on social platforms, official website and stores, people's goodwill towards brands will actually be reduced, thus limiting the development of brands. One of the solutions to maintain brand consistency is to build a unified brand story and only promote it in all channels. The best way to tell this story requires you to design a narrative story first, and then use the most appropriate channels to promote your story. How to tell a good story through integrated channels? It is not common to tell stories in a comprehensive way. The annual CMO survey shows that the integration between social media and marketing strategy has made little progress since 20 12, and it is still hovering between nothing and comprehensive integration. Nevertheless, this method still has some bright spots worth learning. For example, the marketing team in AO.com cooperates with their customer service team to ensure that they can help customers get a perfect delivery experience, and then promote it to attract more customers. What does this mean? AO.com attaches great importance to the user experience and is ready to provide help and support to customers. Similarly, KLM, a Dutch airline that has always been regarded as the leader of social networks, centralized social media on 20 10, and adopted a 24/7 coverage model to bring all social teams of the company's propaganda department and e-commerce department together to handle marketing, sales and service requests. This also ensures that the stories told by KLM on social media can be consistent with the stories told by customer service and support, public relations, content marketing, publicity activities, digitalization and other departments. This effective method is precisely because the brand focuses on customers and audiences. They know the audience very well, understand their needs, and can show the humanized side of their brand by telling stories of success and support. To do this, we need to do some planning work without integrating the team. Storytelling is the best way to contact your consumers in real time. There may be more people on social media than anywhere else. The following steps will ensure the consistency of brand image between traditional channels and social media channels. Determine the protagonist and villain of the story. If you haven't started this work, it will be your first task. Who is your client? Who are you going to tell? What you need to do is to identify these people and their pain points, because these pain points may hinder them from getting a good experience in your brand. From the perspective of traditional storytelling, your customers are the protagonists, and the challenges they encounter are the villains. Remember, the protagonist of the story must always be your customer, not your brand. After knowing who they are, next, you need to know how to catch their eyes, how to capture their needs, and how to help them improve their status quo. Social media is a key part of this equation, but it is not the only part. So where does the audience get the information? Social media platform will be the main channel-WeChat, Weibo or Tik Tok? Will they search on Catway Eagle or other online forums and completely avoid traditional social media? Outline the story and make a plan. In a convenient and simple way, such as on the wall or with a notebook or App, mark every part of the user's history and every contact point between the customer and your brand story, and find out how to keep the customer in touch with the brand. The story structure dominates five narrative arcs: exciting events, early stage of plot rising, turning point, late stage of plot falling and ending. Explained from the content strategy, the incentive event is the first time that the audience realizes their own needs. At this stage, the audience will study brands and interact with them to determine which brand can best meet their needs. The turning point is change, and they will make a purchase decision at this stage. At the end of the story, the audience will become your customers and learn about your business methods. The end is like the bottom of the funnel. Or it's a kind of support. At this stage, you can retain customers or realize up-selling and value-added sales through your stories. Every event may appear on a different platform, so we should consider the tone and way of interaction. Choosing your role for multi-channel story telling means that the story may be different for each user; So this is not because users see the same story, but because they get the same interactive tone, which pushes them to the next stage. Take KLM as an example. Their propaganda department and customer service team are located in a center. They communicate with the same people and tell the same stories. Faced with social media, local newspapers, CNN and colleagues, they will tell this story in different ways. Multi-channel and integrated storytelling should start from here. The important story waiting to be told is your focus and purpose, and the way to tell the story and the aspects you pay attention to will depend on your storytelling platform. From the perspective of knowing your audience to planning your story, the initial steps will help you decide where to tell this targeted brand story. Plan the ending, take a step back and make sure that the way you tell the story works at every point. Track, measure and gain insight, understand how your story is interpreted, and adjust it as you move forward. When you are ready, please go to parts 2, 3 and 4 until part 10. After all, a good story needs deepening and development at different levels. Internet celebrity Jebel reminds us that we can't market social media in isolation. He once put forward the three-step rule of social media strategy: design an appropriate social media strategy with unknowable strategic methods, check your current marketing strategy and add social media elements. Add new social media items if necessary. On this basis, we added the fourth step: write a brand story that can be spread in multiple channels, including your social media, to ensure the consistency of information and experience. Using storytelling skills in multi-channel strategy can not only make the customer experience consistent, but also help the brand to create a seamless, complete and ingenious process for customers. Social insight can track the way the story interacts with the audience, find out the gaps, find out the shortcomings-or find out what you did well and use it as the material of the story! Social insight is the key to keep the brand story moving forward! .