社會化媒體營銷Engagebrand

社會化媒體營銷攝智品牌顧問2011年10月2CONTENT社會化媒體初探

概念、特征及形式

Twitter

Facebook

Youtube

Blogosphere社會化媒體營銷

含義及優(yōu)勢

策略及功能

現(xiàn)狀及用戶習(xí)慣

營銷技巧

經(jīng)典案例探微

凡客/長安福特

DELL/Pepsi

走秀網(wǎng)

視頻案例_______________________________Differentworld

&

Differentmarketing社會化媒體初探社會化媒體（social

media）是一種給予用戶極大參與空間的新型在線互勱媒體，博客、維基、播客、論壇、社交網(wǎng)絡(luò)、內(nèi)容社區(qū)是其具體的實例。社會化媒體改變以往媒體一對多的傳播方式為多對多的“對話”。在社會化媒體領(lǐng)域，有兩個關(guān)鍵詞：UGC（用戶創(chuàng)造內(nèi)容）和CGM（消費者產(chǎn)生的媒體）。網(wǎng)絡(luò)的社會化將逐漸地影響到每個人，每家公司，深入到世界的每個角落。社會化媒體初探交流對話社區(qū)化連通性公開參與特征社會化媒體初探2、Microblog：

Twitter3、Social

Network：Facebook?、LinkedIn?、MySpace?4、Media

Sharing

site：YouTube、Flickr、SlideShare5、Social?bookmarking?and?voting?site：Digg?、Reddit?、Delicious?6、Review?site?：Yelp7、Forums8、virtual?world?：Second?LifeSocial?media?comes?in?many?forms:

社會化媒體的不同形式：1、BlogFacebook是一種社會網(wǎng)絡(luò)，在這里每一個消費者都可以成為自己的公關(guān)經(jīng)理創(chuàng)造對話聆聽對話讓用戶擁有自己的對話通過Facebook的運用，與用戶交流讓網(wǎng)絡(luò)用戶表達對品牌的喜愛和評價Facebook可以做到：以下品牌正在使用Facebook進行品牌傳播：Twitter每秒鐘產(chǎn)生640條信息Twitter讓全世界看到所有交流內(nèi)容Twitter可以做到：一對一對話聆聽和解決消費者抱怨聆聽消費者建議分享價值信息以下品牌正在使用Twitter進行品牌傳播：150萬訂閱者每天20億條視頻被觀看Youtube

是世界上最受歡迎的視頻播放渠道互動病毒傳播：現(xiàn)場演示：行動召集以下品牌正在使用Youtube進行品牌傳播：博客博客提供有用的行業(yè)信息聆聽和傳遞你的見解閱讀和回應(yīng)以下品牌正在使用博客進行品牌傳播：社會化媒體營銷社會化媒體營銷就是利用社會化網(wǎng)絡(luò)，在線社區(qū)，博客，百科或者其他互聯(lián)網(wǎng)協(xié)作平臺媒體來進行營銷，銷售，公共關(guān)系和客戶服務(wù)維護開拓的一種方式。一般社會化媒體營銷工具包括論壇，微博，博客，SNS，F(xiàn)lickr和Video等。在網(wǎng)絡(luò)營銷中，社會化媒體主要是指一個具有網(wǎng)絡(luò)性質(zhì)的綜合站點，而它們的內(nèi)容都是由用戶自愿提供的，而不是直接的雇傭關(guān)系。社會化媒體營銷123

4社會化媒體營銷可以滿足企業(yè)不同的營銷策略社會化媒體營銷可以有效降低企業(yè)的營銷成本

賴祖亮@小木蟲社會化媒體營銷可以實現(xiàn)目標用戶的精準營銷

賴祖亮@小木蟲社會化媒體營銷是真正符合網(wǎng)絡(luò)用戶需求的營銷方式優(yōu)勢社會化媒體營銷策略共同創(chuàng)造

UGC

一用對話方式

參與營銷

二開放透明創(chuàng)新

三功能

社會化媒體營銷1.迅速提升品牌知名度2.推廣新產(chǎn)品和新服務(wù)3.低成本營銷4.為公關(guān)服務(wù)5.跟蹤和整合品牌傳播活勱6.客戶服務(wù)社會化媒體營銷SMM現(xiàn)狀及用戶習(xí)慣People

use

more

than

Facebook.In

Europe,

people

join

on

average

1.9social

networks.

In

USA

it’s

2.1;

Brazil

3.1and

India

3,9.在歐洲，每人擁有1.9個社會化媒體賬號；在美國，2.1個；在巴西，3.1個；在印度3.9Average

Facebook

session

lasts

37minutes,

Twitter

23

minutes.More

than

400

million

people

useFacebook

daily.Facebook平均登陸時間37分鐘，Twitter是23分鐘；超過4億人每天使用FacebookAwareness

of

Facebookis

close

to

100%More

than

1

billion

people(>70%

of

internet

population)use

social

networks.Facebook的知名度接近100%，超過10億人使用社會化媒體People

connectonline

with

their

offline

friends.People

love

to

connect

to

people.人們在線聯(lián)系朋友>50%

of

socialnetwork

usersare

connectedto

brands.超過50%的社會化網(wǎng)絡(luò)使用者提及各種品牌42%Had

a

conversationwith

a

brand

via

socialNetworks42%的使用者通過社會化網(wǎng)絡(luò)與品牌對話36%

posted

contentabout

a

brand

onsocial

networks.社會化網(wǎng)絡(luò)中36%的上傳內(nèi)容與品牌有關(guān)Positive

experiencesare

bigger

conversation

startersthan

negative

experiences.People

like

positive

stuff.談?wù)搩?nèi)容更多的是正面的經(jīng)歷人們都喜歡積極的東西38%

of

internet

usershas

a

smart

phone.They

are

more

intensiveusers

of

social

networksthan

people

without

asmartphone.38%的網(wǎng)絡(luò)使用者都有智能手機，他們比其他人更經(jīng)常使用社會化網(wǎng)絡(luò)On

average,

peopleinstall

25

apps

on

theirsmartphone,

but

onlyuse

12.

Most

used

appsare

social

network

apps.每個人在他們智能手機平均安裝25個程序，但是常用的12個，其中大部分都是社會化媒體類的程序98%

of

Europeans

are

aware

of

Social

Media.73%

of

Europeans

are

member

of

at

least

1social

netwerk.Awareness

and

usage

of

social

networks

is

high;

In

Europe,

98%

knowat

least

one

social

network

and

73%

are

member

of

at

least

one

network.Social

networkers

are

member

of

1.9

networks

on

average.Emerging

markets

like

China,

India

and

Brazil

have

a

higher

socialnetwork

penetration

than

(Western)

Europe.

Membership

penetration,average

number

of

networks

and

daily

usage

are

higher

in

thesecountries.In

Brazil,

86%

are

member

of

at

least

one

network.

Brazilian

socialnetworkers

are

member

of

3.1

networks

on

average

and

66%

log

in

ona

daily

basis.

Figures

for

India

are

comparable

or

even

higher.NorthAwareof

at

least

one

networkMember

of

at

least

one

networkAverage

number

of

networks

one

ismember

of98%73%

1,998%75%

1,599%79%

1,997%66%

1,899%77%

2,2SouthWestEastAwareness,

penetration,

社會化網(wǎng)絡(luò)在不同地區(qū)的知名度和滲透率average

number

of

networks75%44%*

3,486%34%1,898%88%

3,996%67%

1,597%86%

3,1Awareof

at

least

one

networkMember

of

at

least

one

networkAverage

number

of

networks

one

ismember

of98%73%

1,9Awareness,

penetration,

averagenumber

of

networks

95%

76%

2,1Emerging

markets

Brazil

andIndia

show

the

highestawareness

and

penetration

ofsocial

networks.*

The

44%

share

of

social

networkers

in

China

is

low

compared

to

other

countries.

This

might

be

due

to

the

fact

that

some

large

Chinese

networks

(eg

RenRen)

were

not

included

in

this

survey.新興市場巴西和印度的知名度和滲透率表現(xiàn)最高>600

millionpeople

usesocial

networksat

least

daily58%

ofFacebookuserslog-in

at

leastDaily

(>400M)63%76%60%67%82%61%58%N

Europe

=

5613

/

F

=

If

member

of

social

network(s)Daily

log

on

to

social

media社會化媒體的每日登陸情況Facebook

rules

the

social

media

space,

but

ishaving

a

hard

time

in

China

&

Japan.Facebook

rules,

at

least

in

Europe,

US

and

Australia.

No

other

networkreaches

the

96%

awareness

and

62%

usage

level

of

Facebook.

If

wetake

a

look

at

both

awareness

and

membership,

Twitter

and

MySpaceare

number

two

and

three

social

media

in

Europe.Given

the

fact

that

LinkedIn

is

a

professional

network,

it

is

worthpointing

out

that

this

network

ranks

fourth,

both

in

terms

of

awarenessand

membership.On

European

level,

Vkontakte

(a

Facebook

look-alike)

is

a

strongnetwork

in

Russia

and

Ukraine.

In

a

broader

perspective,

Qzone(China)

and

Orkut

(Brazil,

India)

are

network

sites

to

take

into

account.Facebook

has

lower

penetration

rates

in

China

and

Japan.Top

3

networksIn

Europe歐洲排名前3的社會化網(wǎng)絡(luò)People

love

people.So

brands,

behave

like

one.People

link

online

with

people

they

know

offline.

Social

networkingis

a

way

for

people

to

meet

up

with

others

on

the

net.

Checking

thestatus

of

others,

chatting

&

messaging

are

the

main

activities

onsocial

networks,

all

two-way

communication

streams.

Not

havingany

contact

is

the

main

reason

for

defriending.People

also

join

social

networks

to

get

information

about

(new)products

/

brands.

However,

they

do

not

like

traditional

marketingmessages.People

prefer

people

above

brands.

This

means

that

companiesand

brands

should

approach

their

use

of

social

media

differently.It’s

about

being

human

and

taking

personal

identity

above

aninstitutional

identity.0%25%50%75%100%Q

:

Why

does

person

network?...we

have

been

friends,

neighbours,classmates,

etc.

since

our

childhood...we

work(ed)

together...we

have

the

same

friends

offline...we

have

the

same

friends

online...we

originate

from

the

same

region

/location...(s)he

invited

me

to

belong

to

his/hersocial

network...we

have

the

same

hobbies...we

work

in

the

same

sector...we

share

the

same

education...we

share

the

same

kind

of

humor...we

have

the

same

political

ideas,ideologies,

etc....we

are/were

both

in

the

same

youthmovement...we

use

the

same

products

/

services...we

have

the

same

personal

style...we

love

the

same

brands...(s)he's

a

celebrity...(s)he's

an

opinion

leaderEurope

regionsEurope

Connectionsare

drivenby

close,

offline,personal

relationships.

Europe

West

North

East

SouthN

Europe

=

5613

/

F

=

If

member

of

social

network(s)

71%59%

46%

43%37%37%

34%

31%

27%

23%

17%

16%

12%

10%

9%8%7%

通過社會化媒體聯(lián)系朋友的原因Reasons

belong

to

yourconnect

with

other

people

on

social

mediaBesides

connecting

with

others,getting

information

about

(new)products

and

brands

is

drivingmembership

of

social

networks除了聯(lián)系他人以外，獲取新產(chǎn)品/品牌信息也是人們使用社會化媒體的重要驅(qū)動因素0%25%50%75%100%...tocome

in

contact

with

brands

/

companies...tostimulate

my

career...tofind

other

users

of

a

certain

brand

/

product...tofind

promotions

of

a

certain

brand

/

product...tobecome

a

famous

person...tobecome

an

opinion

leader...toget

to

know

things

about

(new)

products

/

brands

Besides

more

general

reasons,

getting

to

know

things

about

(new)

products

and

brands

is

an

important

driver

for

membership

People

get

member

of

professional

network

LinkedIn,

to

stimulate

their

career.

●

MySpace

●

Facebook

●

Linkedin

●

TwitterN

Europe

=

5613

/

F

=

If

member

of

social

network(s)網(wǎng)絡(luò)使用的驅(qū)動因素Drivers

for

network

membership

Q

:

People

become

a

member

of

social

networks

because

they

want

to

stay

in

touch

with

friends,

family,

etc.

and/or

because

they

like

to

play

games.

Besides

the

more

general

reasons,

what

else

has

driven

you

to

become

a

member

of

the

following

social

networks?

EuropeNorthBrand

followersAverage

no.

of

brands

followed51%12,254%

9,847%11,6

60%

17,3SouthEastAbout

half

of

the

socialnetwork

users

follow

abrand.

West

42%

9,4N

Europe

=

5613

/

F

=

If

member

of

social

network(s)

歐洲社會化媒體中品牌提及情況Following

brands

|

Europe19,657%20,260%

9,362%

7,9

70%

15,655%Brand

followersAverage

no.

of

brands

followed51%12,2

55%

8,3N

Europe

=

5613

/

F

=

If

member

of

social

network(s)Following

brands

|

Europe

in

perspective

Europe

has

the

lowest

share

of

brand

fans,

51%.

Compare

India:

70%

follows

a

brand.Defriending63%48%MaleFemale44%56%53%47%31%28%20%13%18%22%20%18%Smartphoneuser47%38%GenderAge

Age

15-24

25-34

35-54

55-99Smartphone

SmartphoneBrand

follower

profileOn

average2.01.795%31%73%71%93%16%41%30%DefriendingNetworks

Facebook

TwitterActions

Share

ConsultN

Europe

=

5613

/

F

=

members

of

social

networks

BrandfollowersNon

brand

followers

BrandfollowersNon

brand

followersMembershipBrand

followers

are

more

often

females,

somewhat

youngerand

they

are

more

active

on

social

networks品牌跟隨者的人口統(tǒng)計特征0%25%75%100%Media

/

entertainmentFashion

/

luxury

goodsFood

and

retailTravelSportCarsGood

causes

/

charityIndustryEurope

regions

50%EuropeMedia

and

entertainment

are

the

most

popular

industries

for

following

brands

Europe

West

North

East

SouthN

Europe

=

3064

/

F

=

members

of

social

networks,

following

at

least

one

brand

50%

45%43%

35%

28%

28%

26%13%談?wù)摰钠放祁I(lǐng)域Sectors

for

brand

followingQ

:

To

which

sectors

do

these

brands

belong

to?Average

consumer

follows

a

brand

to

get

a

directpersonal

benefit.Social

networkers

expect

some

sort

of

benefit

of

companies

on

socialnetworks.

People

are

mainly

focused

on

the

direct

benefit.

Companiesshould

in

first

instance

offer

product

information,

update

on

promotionsand

announce

events.There

is

still

a

huge

opportunity

for

companies

to

get

in

touch

with

theircustomers.

58%

has

never

experienced

any

action

by

a

company

/brand

on

social

network

sites....apositive

experience

with

a

product

/

serviceI’veposted

or

reacted

on...ajob

vacancy...anegative

experience

with

a

product

/

serviceI’veposted

or

reacted

rmation

I

posted

about

rmation

I

posted

about

products

and/orservices

in

general...afanpage

/

group

I’ve

created

for

aproduct/brand/rmation

I

posted

about

(advertising)rmation

I

posted

about

the

companyand/or

company

cultureEurope

regionsEurope

17%15%15%13%13%10%9%8%0%25%50%75%100%EuropeWest

North

East

SouthN

Europe

=

5613

/

F

=

If

member

of

social

network(s)42%

alreadyhada

conversationwith

abrandthroughsocialmedia.社會化媒體中的公司行為Company

actions

on

social

media

Q

:

What

kind

of

actions

did

you

already

experience?

Via

social

networks,

companies

have

already

contacted

me

directly

concerning...58%58%57%

53%

52%

49%

48%

47%

44%

44%

44%

43%

43%38%

37%

33%

31%20%...offer

product

information...offer

promotions...announce

events...share

ideas

and

provide

updates

on

future

products,

services,

etc....givefeedback...givethe

ability

to

order

/

purchase

products

/

services...surprise

consumers...offer

the

ability

to

take

part

in

game

/

competitions...startconversations

with

consumers...giveexclusive

content...invite

consumers

to

co-create

products

/

services...giveobjective

background

information

of

the

company

(facts

andfigures)...offer

the

possibility

to

directly

interact

with

people

behind

the

brand...bringentertainment...launch

(advertising)

campaigns...createbrand

groups

of

which

consumers

can

become

a

fan

on

socialnetwork

pages...bringstories

about

the

company

culture...createvirtual

characters

or

advertising

iconsQ

:

On

social

network

sites,

brands

should…0%25%50%75%100%

Europe

West

North

East

SouthN

Europe

=

5613

/

F

=

If

member

of

social

network(s)People

expect

various

actions

of

companies

on

social

networks.

Topthree

consists

of

offering

product

information,

promotions

andannouncing

events.

Europe

regions

消費者期待的公司行為Brand

expectations

Europe發(fā)布產(chǎn)品信息發(fā)布促銷信息發(fā)布活動Q

:

The

last

10

times

you

logged

into

your

social

networks,

how

often

did

you

undertake

each

of

the

followingactions?

(%

at

least

once)“Consulting

information

about

products,

brands

and/or

companies”“Reacting

on

comments

and

/

or

actions

of

others

related

to

products,

brands

and

/

or

companies”“Posting

information

about

products,

brands

and/or

companies”

West

66%

40%

41%28%75%

East

79%

56%

64%39%South

77%

63%

59%

48%Europe

73%

51%

53%36%United

States

76%

50%

49%

43%Brazil

86%

68%

76%

60%Australia

67%

43%

47%

43%83%83%China

44%

64%India

88%

75%

84%

66%

Japan

34%

42%29%30%West

North

29%

44%

20%NorthEastSouth■

social

networkers

who

consult■

social

networkers

who

react■

social

networkers

who

post36%

of

the

social

networkers

in

Europepost

information

on

products,

brands,

and/or

companies

N

Europe

=

5613

/

F

=

If

member

of

social

network(s)■

%

social

networkers分享和咨詢品牌/產(chǎn)品信息Sharing

and

consulting

brand

/

product

informationSocial

networkers

who

share

or

consult

informationabout

brands,

are

younger

and

they

are

member

ofmore

networks.Women

consult

more

often

about

products

andbrands

than

men.

N

Europe

=

4863

/

F

=

If

sharing

information

(reacting

and/or

posting)

N

Europe

=

2876

/

F

=

If

consulting

information

分享和咨詢者的人口統(tǒng)計特征Sharing

/

consulting

profilePeople

prefer

toshare

positive

brandexperiences

on

socialmedia人們更喜歡在社會化媒體中分享積極的品牌經(jīng)理0%25%50%75%100%...feedback

about

products

/

services

you

receivedfrom

a

company...gamesand

contests

related

to

the

products,brands

or

companies...thelaunch

of

a

new

product,

brand,

or

company...online

advertising

you

saw

or

heard

about...advertising

via

traditional

media

(e.g.tv,

radio,magazine,

etc.)

you

saw

or

heard

about

Social

networkers

prefer

to

share

positive

experiences.Europe

regions33%

says

their

sharing

behavior

increased

(a

lot)

since

last

year.

Europe

West

North

East

SouthN

Europe

=

4863

/

F

=

If

sharing

information61%

46%40%35%

31%

30%

26%21%Information

to

shareQ

:

What

exactly

do

you

share

then

about

products,

brands

and/or

companies?

Sharing

information

about...

Europe分享的信息

正面的經(jīng)歷...positive

experiences

you

had

負面的經(jīng)歷...negative

experiences

you

had

促銷信息...promotions

you

sawMost

trusted

source

are

peers.

Theirexperiences

are

key

driver

in

consumerdecision

making.Consumers

trust

each

other

most.

When

people

look

for

information

onproducts,

companies

or

brands,

they

tend

to

look

for

information

that

iscoming

from

experiences

other

persons

had.

This

experience

can

beboth

positive

(63%)

and

negative

(53%).Positive

brand

experiences

have

the

highest

impact

on

brandperception

and

buying

intention.0%25%75%100%about...advertising

via

traditional

media

(e.g.tv,radio,

magazine,

etc.)

others

saw

or

heardabout

Europe

regions50%EuropeWhat

to

consult

Q

:

What

exactly

do

you

consult

then

about

products,

brands

and/or

companies?

Consulting

information

about...62%

look

for

positive

experiences

others

hadwith

a

product,

brand

or

company

62%

53%

45%

45%

40%32%

28%25%

Europe

West

North

East

SouthN

Europe

=

2876

/

F

=

If

consulting

information咨詢的信息正面的經(jīng)歷

...positive

experiences

others

had負面的經(jīng)歷

...negative

experiences

others

had

...thelaunch

of

a

new

product,

brand,

or

company

...feedback

about

products/services

others

received

from

a

company

...promotions

others

saw

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to

the

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others

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launch

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a

new

product,

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companyEurope

regionsEurope54%32%32%

28%

26%

21%16%15%

Positive

experiences

are

reported

to

have

the

highest

impact

on

brand

opinion

Europe

West

North

East

SouthN

Europe

=

2876

/

F

=

If

consulting

in

general

網(wǎng)絡(luò)信息尋求對品牌感知的影響Impact

of

consulting

on

brand

perceptionQ

:

When

you

consult

information

about

products,

brands

and/or

companies,

does

this

information

have

an

impact

on

your

opinion

about

the

product

/

brand

/

company?

(top2%,

1-5)積極的經(jīng)歷產(chǎn)生影響Promotions

others

saw

負面的經(jīng)歷產(chǎn)生影響Negative

experiences

others

hadGames

and

contests

related

to

theproducts,

brands

or

companiesOnline

advertising

others

saw

orheard

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via

traditional

media(e.g.

tv,

radio,

magazine,

etc.)

otherssaw

or

heard

about0%25%50%75%100%Positive

experiences

are

alsoreported

to

have

the

highestimpact

on

buying

intention

Europe

regions

tv,

radio,

magazine,

etc.)

others

saw

or

heard

about

Online

advertising

others

saw

or

heard

aboutN

Europe

=

2876

/

F

=

If

consulting

in

general52%

32%

29%

25%

23%19%15%14%EuropeWestNorthEastSouth網(wǎng)絡(luò)信息尋求對購買意愿的影響Impact

of

consulting

on

buying

intentionQ

:

When

you

consult

information

about

products,

brands

and/or

companies,

does

this

information

have

animpact

on

your

intention

to