What is Social Marketing

Social Marketing ：By gathering netizens，or marketing campaigns that are published on the social platform。Including：facebook marketing、Facebook marketing cases、community activity ideas、member interaction management、relying on community power to attract consumers、improve adhesion，strengthen brand awareness，create brand value。

Facebook is currently the largest social media，but does not represent all the communities，netizens will still be active in news sites、vertical sites、discussion forums、BBS and other places。In addition to the self-operated fan page，the brand can do a better job of community monitoring，and can more effectively mine insights, and can also discuss the community，explore business opportunities and make immediate reactions。

Has your brand missed a similar business opportunity？When someone is hot because of the hot weather，and the air is not broken，he asks on the Internet：「I want a new air-conditioning today，with a budget of 30,000」，You can know faster and react better than other brands？

If the brand can successfully grasp such a community message，it is definitely not just to sell a net air to the netizen，but to have the ability to create a 「consumer touch pointthat is completely different from other brands」。

We all search for brand-related information on Google，but Google does not represent the entire Internet，Just like Facebook is the largest social media in Taiwan，but it does not represent all the communities in Taiwan，Netizens will still be on news sites、vertical sites、discussion areas、BBS and other places are active（or diving = only see, but do not speak）。

Today's brands ，have their own fan pages，but when we care about how many fans：how many fans interact、even how many fans we add、we tend to ignore the most important things - community marketing What is the purpose？And how to test their effectiveness？

1. The establishment of brand goodwill：After watching for a period of time，the coverage rate of the post content and the number of praises are getting higher and higher。
   
2. Guide fans to the site：To see the conversion ratio of post or advertisement，website traffic growth rate and sales performance。
   
3. Convert fans to members：The assessment point will be the number of member registrations，as well as the member activity rate and survival rate。
   
4. For marketing activities：The interaction status（participation）of fans will be an important evaluation factor。
   

The brand usually hires a small editor to manage the daily posts，and also directly faces the customers，responding to the opinions and private messages of the netizens，but in addition to the above-mentioned「testable」community marketing value and daily work，behind those「It is more difficult to quantify the work of KPIs」Instead brands should be more active，such as：

• Master loyal fans：Establish relationships with them，ask them to participate in the event，provide advice and ideas。
  
• Understand potential customers：What are you thinking about in the minds of those who have not yet purchased、who are casting into the enemy？
  
• Listen to the fans' ideas：How to treat us？如How to participate in the marketing activities of the opponent？How should we react or counterattack?？
  
• Master where the fans are.：In addition to the fan page，Where are the netizens discussing brands?？Discuss what？
  
• Master current affairs：Are there any news events or issues related to the brand?？
  
• Design marketing activities：How to use creative to communicate fans？
  
• Instant community response：Comments and ideas from netizens，quick processing，rapid response and conversion into business opportunities。
  

These jobs，You are sure to hire a editor to do it.？

we all know，If you don’t advertise on Facebook，the reach and interaction rate of the post will be lower and lower，So in these years，more and more brands are starting to rely on community monitoring to master everything related to the brand in the community，In addition to the original editor，Will also add a community team（May be 1~3 people），Creative persons、Editor persons、Community analysts，To develop the framework and strategy of brand communication，not just to post the ads。

Mavis《Marketing from time to time》 a community analyst at the company，When collecting information，I found a discussion article mentioned：Tainan's PM2.5 is often in a state of super high standards，Also call as the purple burst，The netizen feels that the air pollution of the explosion will make the face particularly dirty.，So They want to buy a washing machine for deep cleaning.。


(Information from time to time Blog）

The netizen selected three brands for comparison.，think A brand is too expensive，and hesitate to evaluate the B brand and C brand，already determined to buy the B brand(Mavis' customers)，But found that the C brand is just doing promotions，When hesitating，have to ask the netizens for advice…

The second day after the topic was just connected to Po，Mavis is already talking to customers，And develop follow-up strategies，For example：

• For this netizen，provide him with test supplies，and then ask him to post a subsequent article。This kind of spontaneous amateur customer is likely to be more credible than the bloggers invited by the brand，and can improve the brand's goodwill。
  
• For the netizens who responded to this tweet, offer discounts。
  
• Start designing a limited time discount campaign for the C brand's promotional program。
  

Be able to find this right away，because used Oracle's community monitoring tool，Wash your face for a long time、Washing machine、Air pollution、Sensitive keywords for statement analysis，Automatically collect sources of public opinion from different platforms。

In fact，not only that，The order of thinking of consumers is Purple burst>>The face is dirty>>Need strong cleaning，this marketing entry point，在In the past, it has not been adopted by any face brand，If the purple burst is a long-term phenomenon in the south-central，Brands may be able to special product development for the purple burst，For example，launching an enhanced version of the brush head、Cooperation with facial cleanser brand，Or promote according to the level of purple burst data。

In the past，When planning marketing activities，We will only use some market reports or online searches，or based on customer complaints and questionnaires，or pretend to ask questions in the discussion area，And silently observe the feedback of others，But the disadvantage is that it is very slow、Very passive。Therefore，always，We all hope to be more efficient、More systematic listening to the voice of the market and helping marketing planning。

Now MarTech (Marketing Technology - Marketing technology) In technology Social Listening（Community monitoring），based on the set keyword，Automatically collect global（or specific language）community platforms，more effective mining of consumer insights to plan marketing activities。

Also use community monitoring，to assess marketing effectiveness，For Example：

Verify that the brand positioning in the consumer’s mind is consistent with the propagation axis
Is there a problem that needs to be adjusted in time?
Observing how much discussion volume this marketing promotion has caused in the market
Positive and negative comments on the collection of speech，understand the voice of consumers

For the brand owner，If you just ask a editor to write a post、management community，obviously not enough to do these things，We must do a good job of 「community monitoring」 to grasp the consumer dynamics，And hand over the communication strategy to the creative staff at the front end of the marketing，Only to react to ongoing community events。（It is also possible to compile a marketing budget and entrust it to an experienced vendor.。）If you listen carefully to the market's comments on the product(Selling well is the credit of marketing；if it is not selling well，the product is not well designed！)，Also used as a reference for subsequent product development or revision(Every perfect products；Only evolving products！)，Find potential business opportunities from community discussions。

Will be familiar with the context of the new concept Quickly generate ideas

Subversive Big idea can create great effects，But you need to invest a lot of 「time and money」to think about execution，running in community marketing，There will be a PO text every two days or even every day.，need faster creative thinking tools。

This formula「Have stories=Familiar + accident」，No need to start new ideas from beginning to end，Just master the familiar situation、Mind and mood，there will be a story，connecting to a concept a few light years away。