Welcome to my “Social media engagement strategy.”
The information society is an agricultural society, industrial society and then a big era. We are in such an exciting time to understand the development of information technology, especially the development of the Internet is particularly important. For example, today's popular SOLOMO formulation (Social, Local, Mobile), the author's understanding is: mobile Internet is a tool, is the way to obtain information; social media is human society, is the nature; Local is localized Business, service. So enterprises in such a time and space background, how will the use of social media, mobile Internet to serve their own business? This series of books will open a window for you.
As the author in the study of "online sociology" found: with the line (Offline) society and online (Online) social integration, the Internet virtual community governance, management of different community groups, community online behavior, Network of social psychology and other topics have to be in-depth pondering. The traditional sociological theory cannot be applied to the Internet, especially in the Internet ecosystem with Chinese characteristics. Enterprises in response to social media, mobile Internet booming, more is helpless, a loss, in fact, the essence of the problem or to understand the consumer. What Internet consumers are today's active Internet users? How are their use (heavy use, compromise, slightly used)? If we do not understand the consumer's media consumption changes, talk about what new media marketing, network communication is not Kaopu behavior.
As the author in the study of "online sociology" found: with the line (Offline) society and online (Online) social integration, the Internet virtual community governance, management of different community groups, community online behavior, Network of social psychology and other topics have to be in-depth pondering. The traditional sociological theory cannot be applied to the Internet, especially in the Internet ecosystem with Chinese characteristics. Enterprises in response to social media, mobile Internet booming, more is helpless, a loss, in fact, the essence of the problem or to understand the consumer. What Internet consumers are today's active Internet users? How are their use (heavy use, compromise, slightly used)? If we do not understand the consumer's media consumption changes, talk about what new media marketing, network communication is not Kaopu behavior.
Many corporate marketing thinking patterns are gaining a lot of attention, but the ultimate transformation and effects depend on the soft "trust". Digital marketing game rules are quietly changing: companies need to move from the advertising to the social network to provide services, in good faith to help users, build interest-based or product-based circle (community), access to the user's trust. Internet marketing from the previous marketing data sent SEM, CPS, affiliate marketing to seize the hearts and minds of Internet users war. Which is better, not arbitrarily. Different industries, different enterprises, different stages, new media marketing needs the different mix, luxury (burn) combination of the effect may not be the best, the best is the best. New media marketing such as playing the piano, pay attention to the sense of rhythm, you say is not it?
Now the new media marketing business website is to spend money to buy traffic, do keyword advertising, the search engine, the four portals and other users on the site to pull their own business website. But in China, the conversion rate of clicks (the percentage of people who click on the person who buys the product) is often very low, only about 1% to 2%. The method of changing orders with traffic has no obvious effect and is costly. I think the solution needs to be considered using social media. Spread from the exposure mode to the perspective of the impact of word of mouth marketing closer, which will greatly reduce the cost of marketing. New media era, each enterprise on the Internet should have their own post, the role of enterprises in this post is a service, a police role. All the activities in the inn are run by fans themselves. This will not only be able to bring the brand's loyal audience together but also to play a role in crisis public relations. If a competitor hires a water force to attack a brand, members of the brand post will spontaneously resist these attacks without having to spend very much on the negative information. At the same time, companies should leave the money to the most loyal users, and not to the latest to join the people, enterprises to form a loyal fan, to be able to resist the risk.
In general, companies are more utilitarian, expect the immediate effect, to be honest, social media marketing operations are not immediately effective. Evaluate the success of the project to assess the number of indicators: more people recommend, brand awareness becomes larger, more traffic, sales and so on. Not that the social media cannot bring sales orders, but this process is more complex, cannot determine the order is the community activities brought about, it is a comprehensive process. I give a bank social networking project to do the consultation, combined with the actual business to enhance the sales of this indicator on the decomposition of different social media growth stage, given a different sales assessment KPI, so as to meet the community growth trajectory The The advantage of having to worry about increasing sales is that once the user becomes a fan of a business, the residents of the brand community, then they will consume it later, and the business can also recommend other products to them. Want to explore in depth can be a "social media marketing investment and return," a book, you may be able to find a suitable enterprise evaluation system.
Mobile Internet will subvert the existing marketing mode of operation, the soul is the timeliness of information, location. We see that the advantage of mobile advertising is the high click-through rate and conversion rate. Traditional web banner ads have a click-through rate of between 0.02% and 0.05%, and Bango (the famous mobile analytics platform) now has an average click-through rate of 1% to 3% for mobile banner ads. The conversion rate after the click is 5 times the average of the non-mobile form. Mobile advertising shows the environment noise is small, to enhance the influence of advertising. But the challenge is that the phone's screen is too small, the location of the ad less, can not meet the needs of enterprises put. So what about mobile marketing? In the "magic of mobile marketing," a book may be able to find the answer.
This series of books are edited in a large number of overseas bestseller screened out, and ultimately chose the "social media marketing skills and strategies", "social media marketing investment and return" and "mobile marketing magic" to interpret the new environment marketing The development trend. They can be published with overseas writers, Chinese translators effort inseparable, in this expressed sincere thanks. I hope you enjoy the knowledge at the same time, do not forget to share in the social media with your experience, adult up to you, you will create value for the sharing.
in the field of search marketing a small celebrity, proficient in social media and search marketing. Lee is the social media director of Serengeti Communications, a network marketing consultancy in Washington, DC, whose main business is to develop social media strategies for other companies and to provide network marketing training. Lee opened a blog called "Search Marketing Gurus" (search marketing expert).
Lee also has an SEO strategy and a socialized marketing strategy for a Fortune 500 company with millions of dollars in entertainment for an Internet retail industry 500 companies. Since 1992, Lee has served as a database designer and programmer, with very skilled professional skills to maintain large-scale retail sites.
Lee has a dual degree in public relations and information technology, which gives her a good job of researching social media and search marketing client strategies. She regularly speaks and provides training on social media and SEO at the "Search Engine Strategy" and other industry conferences.
You can log in or contact Twitter on Twitter.
This book is dedicated
I would like to use this book to give you the father of heaven, David G. Evans. Today, his spirit is still constantly inspired me; the same time, this book is also dedicated to my mother Dolly E · Evans, she is always willing to accept and test new things, and even social networking sites Facebook and Microblogging Twitter, make me surprise every day. No father's encouragement and guidance, no mother to share, social love, no two give me unlimited love and support, I can not become today's me. Thank you, dad, you will always live in my heart; thank you, mother, my success is inseparable from you.
Thanks
First of all, I would like to thank editor Rick Cooper and technical editor Amanda Watlington for giving me the selfless help and encouragement. They let me finally decide to compile the knowledge and skills I want to share with the reader into this book. The birth of this book is both hard and long, I am in the process, from both of them who learned too many things. For anyone author, to get the support of the two editors is undoubtedly a blessing.
I would also like to express my sincere gratitude to all those who have been quietly encouraged, encouraged, directed, helped, supported and loved by me in my career. It is hard to do one by one out of their names, but here I am particularly grateful to some people, because, without them, this book cannot be presented in front of the reader.
Thanks to my boss, mentor, and friend of South Dawkins. You have been fully believing and strongly support me, for me to indicate the direction of progress. To tell the truth, your steady wisdom, always let me overjoyed. Thank you.
Thanks to my friend, mentor, excellent marketing master Mike Gray. If you do not share knowledge and trust, I will really get lost. In this industry, you are a rare wealth, but also involved in social media and search marketing, everyone should strive to find the source of wisdom. Thank you for taking me as a friend and guiding me all the way.
Thanks to my friend and colleague Beth Hart. From the Plurk website came out, we work together, how pleasant experience ah! Thank you, Beth, you always provide me with valuable reference, you are my best friend!
Thanks to Debra Mastell, Becky Ryan, and Simon Heseltine. You often encourage me, give me the courage to keep me advising on SEO and social media. No three of you, I may have been lost. Thank you for letting me find the right way forward.
Thanks to my good friend Rebecca Loeb. You have enough confidence in me and suggest that I write this book. You continue to encourage, let me benefit!
Thanks to the search engine strategy team: Marilyn Kraft, Jackie Oates, Stewart Quillley, Matthew Meyer, Dan Hoskins and Fred Ramsey. You always let me participate in the development and implementation of search engine strategy, and always encourage me to go all out. In all my friends, you are not loved ones (yes, Fred, or even you).
Thanks to Serengeti Communications for the team: Stacey Moron, John Lynch, Nathan Rinell and Kevin Olsen. You always endure my madness. And every one of you is my great honor and honor, I learned from you every day too many things!
Thanks to Danny Sullivan. Many years ago, you gave me a chance to break out of another company's SEO and let me be able to share my knowledge on the search engine strategy stage. Today, I still thank you for giving me that opportunity, and I will always thank you for giving me that opportunity.
Thanks to my friends Lauren, Jason, and Karen. You often endure my crazy schedule. Sometimes, you do not know what happened, but to listen to where I shouted, and always continue to give me support and courage. You keep me all the way and mind!
But also thanks to my sister Dani Scozza, sister-in-law Chris, nephew Anthony and niece Sarah has been with me. The past few years is a difficult journey for me, but your continued love and firm support is the greatest help for me in this world.
I would also like to thank Captain Jack and Luke ... that you have been with me for most of the time I wrote this book. Without this unequivocal support for my co-author, I can not write this book.
Preface
Today, social media has gained a wide range of recognition, not only through social media to interact with users, listen to customer advice and advice, maintain a closer, deeper relationship, and through the use of social media to further Build brand, but also more and more aware of the brand in the process of creating the importance of humanity, that is, with their customers to become friends, or let everyone like their own brand.
This book is designed to help all marketers, novices or experts to more deeply observe the field of social media marketing. Although there are a lot of people around the marketing staff or the company should do something and the book said, but in the end who is justified, who is unreasonable, no one to get accurate. This book can help you understand what is hype from beginning to end, which is not.
To understand the social media world contains all aspects, a lot of things we need to comprehend and grasp. First of all, the real social media world, not just social networking sites or microblogging is so simple, it is much larger than most marketers or CEOs or CMOs understand the social media world. Knowing what your audience and customers are interacting with on the social media platform (they may not be on the platform you want to think about, such as microblogging and social networking sites, etc.) is an important idea that you must master the success of marketing.
Social media is constantly changing, and today's Facebook is likely to be the future of Friendster and MySpace. The network community will be ebb and flow and come out of the stage, and some big red and purple. They depend to a large extent on the time they interact and participate in the community members. When the community members no longer find ways to share in the online community and eventually leave, those communities will experience a low tide, and some later lively up, and some from the slump. For this reason, your social media marketing strategy must be flexible, and you must constantly monitor and research your audience and customers in the social media platform on which active, in your company, brand, product Talk to the service.
In this book, we will focus on the following four topics.
(1) research
To fully study your audience and customers. Without doing this research, you do not know where to start marketing. Without such a study, you may waste a lot of valuable time and resources so that you want to achieve through the social media marketing strategy to achieve the goal, can not be achieved.
(2) strategy
Social media marketing is not just a list of items. As with any other form of traditional marketing or internet marketing, social media marketing requires a complete set of strategies. You have to develop a well thought out plan based on a clear goal to plan what you want to achieve and how to achieve your goals.
(3) participation
In the social media community participation and interaction, can not rely on your social media marketing team. Everyone in your company has an obligation to participate, whether it is your customer service representative in the hotline received the customer complaints, or completely nothing to do with the marketing (for example, your accounts receivable), the company needs every Personal participation as long as they have some social networking pages that clearly indicate that they belong to your company. Everyone in the company must be involved in the development and implementation of the company's social media marketing strategy to some extent. The key to ensuring that the right strategy is developed for everyone in the company is that understanding the different levels of participation will have a different impact on the success of your social media strategy.
(4) Quantitative measurement
When it comes to implementing a social media marketing strategy, one of the most common questions I hear is: "How do I know if my strategy works?" I would also like to ask the question: "How do you know what you are doing is not successful And when will you be able to know that you should stop and switch to other ways and ways? "To quantify the social media marketing strategy. Quantitative measurement of the form there is many, including the flow of the site, microblogging attention and so on. No two companies in the world will measure the same thing in the same way. For everyone, the criteria for success and failure are different.
Social media is my constant passion. I find that some companies know how to take full advantage of the power of the social media community and have done a great deal in this area to create a community of interactive environments and have a large number of community members who are ready to advertise for the company. I like to work with the company's marketing staff to help them understand how to interact and interact with the audience through the power of social media, and when I see or hear the so-called "social media consulting firm" to sell their business, feel that they. It is like playing the shelves, in the lie.
Lee also has an SEO strategy and a socialized marketing strategy for a Fortune 500 company with millions of dollars in entertainment for an Internet retail industry 500 companies. Since 1992, Lee has served as a database designer and programmer, with very skilled professional skills to maintain large-scale retail sites.
Lee has a dual degree in public relations and information technology, which gives her a good job of researching social media and search marketing client strategies. She regularly speaks and provides training on social media and SEO at the "Search Engine Strategy" and other industry conferences.
You can log in or contact Twitter on Twitter.
This book is dedicated
I would like to use this book to give you the father of heaven, David G. Evans. Today, his spirit is still constantly inspired me; the same time, this book is also dedicated to my mother Dolly E · Evans, she is always willing to accept and test new things, and even social networking sites Facebook and Microblogging Twitter, make me surprise every day. No father's encouragement and guidance, no mother to share, social love, no two give me unlimited love and support, I can not become today's me. Thank you, dad, you will always live in my heart; thank you, mother, my success is inseparable from you.
Thanks
First of all, I would like to thank editor Rick Cooper and technical editor Amanda Watlington for giving me the selfless help and encouragement. They let me finally decide to compile the knowledge and skills I want to share with the reader into this book. The birth of this book is both hard and long, I am in the process, from both of them who learned too many things. For anyone author, to get the support of the two editors is undoubtedly a blessing.
I would also like to express my sincere gratitude to all those who have been quietly encouraged, encouraged, directed, helped, supported and loved by me in my career. It is hard to do one by one out of their names, but here I am particularly grateful to some people, because, without them, this book cannot be presented in front of the reader.
Thanks to my boss, mentor, and friend of South Dawkins. You have been fully believing and strongly support me, for me to indicate the direction of progress. To tell the truth, your steady wisdom, always let me overjoyed. Thank you.
Thanks to my friend, mentor, excellent marketing master Mike Gray. If you do not share knowledge and trust, I will really get lost. In this industry, you are a rare wealth, but also involved in social media and search marketing, everyone should strive to find the source of wisdom. Thank you for taking me as a friend and guiding me all the way.
Thanks to my friend and colleague Beth Hart. From the Plurk website came out, we work together, how pleasant experience ah! Thank you, Beth, you always provide me with valuable reference, you are my best friend!
Thanks to Debra Mastell, Becky Ryan, and Simon Heseltine. You often encourage me, give me the courage to keep me advising on SEO and social media. No three of you, I may have been lost. Thank you for letting me find the right way forward.
Thanks to my good friend Rebecca Loeb. You have enough confidence in me and suggest that I write this book. You continue to encourage, let me benefit!
Thanks to the search engine strategy team: Marilyn Kraft, Jackie Oates, Stewart Quillley, Matthew Meyer, Dan Hoskins and Fred Ramsey. You always let me participate in the development and implementation of search engine strategy, and always encourage me to go all out. In all my friends, you are not loved ones (yes, Fred, or even you).
Thanks to Serengeti Communications for the team: Stacey Moron, John Lynch, Nathan Rinell and Kevin Olsen. You always endure my madness. And every one of you is my great honor and honor, I learned from you every day too many things!
Thanks to Danny Sullivan. Many years ago, you gave me a chance to break out of another company's SEO and let me be able to share my knowledge on the search engine strategy stage. Today, I still thank you for giving me that opportunity, and I will always thank you for giving me that opportunity.
Thanks to my friends Lauren, Jason, and Karen. You often endure my crazy schedule. Sometimes, you do not know what happened, but to listen to where I shouted, and always continue to give me support and courage. You keep me all the way and mind!
But also thanks to my sister Dani Scozza, sister-in-law Chris, nephew Anthony and niece Sarah has been with me. The past few years is a difficult journey for me, but your continued love and firm support is the greatest help for me in this world.
I would also like to thank Captain Jack and Luke ... that you have been with me for most of the time I wrote this book. Without this unequivocal support for my co-author, I can not write this book.
Preface
Today, social media has gained a wide range of recognition, not only through social media to interact with users, listen to customer advice and advice, maintain a closer, deeper relationship, and through the use of social media to further Build brand, but also more and more aware of the brand in the process of creating the importance of humanity, that is, with their customers to become friends, or let everyone like their own brand.
This book is designed to help all marketers, novices or experts to more deeply observe the field of social media marketing. Although there are a lot of people around the marketing staff or the company should do something and the book said, but in the end who is justified, who is unreasonable, no one to get accurate. This book can help you understand what is hype from beginning to end, which is not.
To understand the social media world contains all aspects, a lot of things we need to comprehend and grasp. First of all, the real social media world, not just social networking sites or microblogging is so simple, it is much larger than most marketers or CEOs or CMOs understand the social media world. Knowing what your audience and customers are interacting with on the social media platform (they may not be on the platform you want to think about, such as microblogging and social networking sites, etc.) is an important idea that you must master the success of marketing.
Social media is constantly changing, and today's Facebook is likely to be the future of Friendster and MySpace. The network community will be ebb and flow and come out of the stage, and some big red and purple. They depend to a large extent on the time they interact and participate in the community members. When the community members no longer find ways to share in the online community and eventually leave, those communities will experience a low tide, and some later lively up, and some from the slump. For this reason, your social media marketing strategy must be flexible, and you must constantly monitor and research your audience and customers in the social media platform on which active, in your company, brand, product Talk to the service.
In this book, we will focus on the following four topics.
(1) research
To fully study your audience and customers. Without doing this research, you do not know where to start marketing. Without such a study, you may waste a lot of valuable time and resources so that you want to achieve through the social media marketing strategy to achieve the goal, can not be achieved.
(2) strategy
Social media marketing is not just a list of items. As with any other form of traditional marketing or internet marketing, social media marketing requires a complete set of strategies. You have to develop a well thought out plan based on a clear goal to plan what you want to achieve and how to achieve your goals.
(3) participation
In the social media community participation and interaction, can not rely on your social media marketing team. Everyone in your company has an obligation to participate, whether it is your customer service representative in the hotline received the customer complaints, or completely nothing to do with the marketing (for example, your accounts receivable), the company needs every Personal participation as long as they have some social networking pages that clearly indicate that they belong to your company. Everyone in the company must be involved in the development and implementation of the company's social media marketing strategy to some extent. The key to ensuring that the right strategy is developed for everyone in the company is that understanding the different levels of participation will have a different impact on the success of your social media strategy.
(4) Quantitative measurement
When it comes to implementing a social media marketing strategy, one of the most common questions I hear is: "How do I know if my strategy works?" I would also like to ask the question: "How do you know what you are doing is not successful And when will you be able to know that you should stop and switch to other ways and ways? "To quantify the social media marketing strategy. Quantitative measurement of the form there is many, including the flow of the site, microblogging attention and so on. No two companies in the world will measure the same thing in the same way. For everyone, the criteria for success and failure are different.
Social media is my constant passion. I find that some companies know how to take full advantage of the power of the social media community and have done a great deal in this area to create a community of interactive environments and have a large number of community members who are ready to advertise for the company. I like to work with the company's marketing staff to help them understand how to interact and interact with the audience through the power of social media, and when I see or hear the so-called "social media consulting firm" to sell their business, feel that they. It is like playing the shelves, in the lie.
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