移动社交媒体营销的五大原则


移动社交媒体营销在2016年下半年已成为全球互联网营销一个无可争议的热点, CDRS境外社交媒体优化团队以多年为全球500强企业服务的经验,提供本土化、互动性强的社交媒体营销服务,想要了解更多可以随时与我们联系,期待为您服务。

 

置身在一个互联网高速发展的社会阶段中,人们早已经被各种各样的互联网产品所包围,衣服可以在网上买,美食可以在网上点,住所可以在网上订,就连出门都可以提前在网上预约车辆,如今人们已经难以舍弃互联网高速发展给大家生活中带来的各种便利,而人们的时间和精力都是有限的,在线上的投入的多了,自然而然在线下就关注的少了,因此各行各业也都越来越重视社交媒体营销了。
伴随着移动端的不断发展,美国一份2016社交媒体营销趋势调查显示,移动营销正逐渐成为社交媒体营销的重头,据美国零售联盟和Forrester 研究机构调查发现今年有92%的零售商参与了社交媒体营销,而其中65%的零售商称他们花在移动营销的费用更多了,特别是在智能手机上。

 

社交媒体营销-博客文章

 

那么移动社交在商业化的发展中都有哪些独特的优势呢?
首先,移动社交媒体拥有庞大的用户基础,而根据移动社交媒体所收集的用户兴趣、行为习惯及地理位置等信息,有利于企业更加精准的挖掘到高质量潜在客户,从而获得良好的转化效果;
其次,移动社交媒体在影响用户的消费行为等方面具有天然的优势,通过移动社交媒体用户的关系网络,不仅有利于提高企业线上的品牌宣传力与影响力,还可能为线下实体企业带来发展机遇;

 

社交媒体营销-博客文章

 

虽然移动社交媒体营销的潜力非常大,但是企业在利用社会化媒体来营销时也要注意改变企业原有的思维定势。以前,企业是集中力量对消费者进行单向宣传,而现在企业不仅要注重对消费者的宣传,还要注重了解消费者对自己产品的反馈,做好与消费者之间的沟通,否则辛辛苦苦竖立的品牌形象可能会瞬间倒塌。

既然社交媒体营销是如此锋利的一把双刃剑,那企业在运用的过程中要注意哪些事项呢?

第一,移动社交媒体营销并不是一个独立的可以支撑起企业品牌塑造的渠道,它的不易控性决定了只能是一个借助和辅助的手段。

第二,企业在设计社交营销活动时,理念、内容和传播都必须是具有创造性,更重要的是, 还必须保证移动设备的高兼容性和用户的低参与门槛。

例如ScanDigital(一家网络照片扫描和视频数字化服务机构)想建立fans群,驱动用户通过Facebook来与其进行互动,他们做了一个简单的小游戏,就是每天发送两张有细微不同的照片。让用户指出其中的不同,而赢者会得到价值25美元的ScanDigital礼品卡。简单的游戏,却赢得巨大的关注度和用户粘性。

第三,品牌诉求越聚焦越强大。树立一个高尚的目的来建立品牌资产,表达品牌诉求,传播的效果才越好。

例如TOMS有一个活动,就是每卖出一双鞋子,就给第三世界的孩子提供一双免费的鞋。而为了最大化自己的贡献,TOMS倡议消费者,如果他们买了双 TOMS的鞋,请他们立即在FACEBOOK上传照片。如此,不仅在消费者中建立了良好的品牌形象,还通过消费者进一步宣传了品牌。

第四,内容为本、创意为先。粗制滥造的内容根本无人去分享,只有真实有互动的、适合移动设备快速阅读的内容才能获得更加广泛的传播。

第五,运用社交媒体营销建立的有效果系的后续延伸以及线上线下的结合。

 

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