社会化媒体营销Engagebrand.pptx

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1、社会化媒体营销摄智品牌顾问2011年10月2CONTENT社会化媒体初探概念、特征及形式TwitterFacebookYoutubeBlogosphere社会化媒体营销含义及优势策略及功能现状及用户习惯营销技巧经典案例探微凡客/长安福特DELL/Pepsi走秀网视频案例_Differentworld&Differentmarketing社会化媒体初探社会化媒体（social media）是一种给予用户极大参与空间的新型在线互劢媒体，博客、维基、播客、论坛、社交网络、内容社区是其具体的实例。社会化媒体改变以往媒体一对多的传播方式为多对多的“对话”。在社会化媒体领域，有两个关键词：UGC（用户创造

2、内容）和CGM（消费者产生的媒体）。网络的社会化将逐渐地影响到每个人，每家公司，深入到世界的每个角落。社会化媒体初探交流对话社区化连通性公开参与特征特征社会化媒体初探2、Microblog：Twitter3、Social Network：Facebook、LinkedIn、MySpace4、Media Sharing site：YouTube、Flickr、SlideShare5、Socialbookmarkingandvotingsite：Digg、Reddit、Delicious6、Reviewsite：Yelp7、Forums8、virtualworld：SecondLifeSocial

3、mediacomesinmanyforms:社会化媒体的不同形式：1、BlogFacebook是一种社会网络，在这里每一个消费者都可以成为自己的公关经理创造对话聆听对话让用户拥有自己的对话通过Facebook的运用，与用户交流让网络用户表达对品牌的喜爱和评价Facebook可以做到：以下品牌正在使用Facebook进行品牌传播：Twitter每秒钟产生640条信息Twitter让全世界看到所有交流内容Twitter可以做到：一对一对话聆听和解决消费者抱怨聆听消费者建议分享价值信息以下品牌正在使用Twitter进行品牌传播：150万订阅者每天20亿条视频被观看Youtube 是世界上最受欢迎的视

4、频播放渠道互动病毒传播：现场演示：行动召集以下品牌正在使用Youtube进行品牌传播：博客博客提供有用的行业信息聆听和传递你的见解阅读和回应以下品牌正在使用博客进行品牌传播：社会化媒体营销社会化媒体营销就是利用社会化网络，在线社区，博客，百科或者其他互联网协作平台媒体来进行营销，销售，公共关系和客户服务维护开拓的一种方式。一般社会化媒体营销工具包括论坛，微博，博客，SNS，Flickr和Video等。在网络营销中，社会化媒体主要是指一个具有网络性质的综合站点，而它们的内容都是由用户自愿提供的，而不是直接的雇佣关系。社会化媒体营销1234社会化媒体营销可以满足企业不同的营销策略社会化媒体营销可以

5、有效降低企业的营销成本赖祖亮小木虫社会化媒体营销可以实现目标用户的精准营销赖祖亮小木虫社会化媒体营销是真正符合网络用户需求的营销方式优势社会化媒体营销策略共同共同创创造造UGC一用用对话对话方式方式参与参与营销营销二开放开放透明透明创创新新三功能社会化媒体营销1.迅速提升品牌知名度2.推广新产品和新服务3.低成本营销4.为公关服务5.跟踪和整合品牌传播活劢6.客户服务社会化媒体营销SMM现现状及用状及用户习惯户习惯People use more than Facebook.In Europe,people join on average 1.9social networks.In USA it

6、s 2.1;Brazil 3.1and India 3,9.在欧洲，每人拥有1.9个社会化媒体账号；在美国，2.1个；在巴西，3.1个；在印度3.9Average Facebook session lasts 37minutes,Twitter 23 minutes.More than 400 million people useFacebook daily.Facebook平均登陆时间37分钟，Twitter是23分钟；超过4亿人每天使用FacebookAwareness of Facebookis close to 100%More than 1 billion people(70%of

7、internet population)use social networks.Facebook的知名度接近100%，超过10亿人使用社会化媒体People connectonline with their offline friends.People love to connect to people.人们在线联系朋友50%of socialnetwork usersare connectedto brands.超过50%的社会化网络使用者提及各种品牌42%Had a conversationwith a brand via socialNetworks42%的使用者通过社会化网络与品牌对话

8、36%posted contentabout a brand onsocial networks.社会化网络中36%的上传内容与品牌有关Positive experiencesare bigger conversation startersthan negative experiences.People like positive stuff.谈论内容更多的是正面的经历人们都喜欢积极的东西38%of internet usershas a smart phone.They are more intensiveusers of social networksthan people without

9、 asmartphone.38%的网络使用者都有智能手机，他们比其他人更经常使用社会化网络On average,peopleinstall 25 apps on theirsmartphone,but onlyuse 12.Most used appsare social network apps.每个人在他们智能手机平均安装25个程序，但是常用的12个，其中大部分都是社会化媒体类的程序98%of Europeans are aware of Social Media.73%of Europeans are member of at least 1social netwerk.Awarenes

10、s 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 pe

11、netration,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 n

12、etworkMember 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,社会化网络在不同地区的知名度和渗透率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 n

13、etworkAverage number of networks one ismember of98%73%1,9Awareness,penetration,averagenumber of networks95%76%2,1Emerging markets Brazil andIndia show the highestawareness and penetration ofsocial networks.*The 44%share of social networkers in China is low compared toother countries.This might be du

14、e to the fact that some largeChinese networks(eg RenRen)were not included in this survey.新兴市场巴西和印度的知名度和渗透率表现最高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

15、会化媒体的每日登陆情况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

16、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,Qzon

17、e(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欧洲排名前3的社会化网络People love people.So brands,behave like one.People link online with people they know offline.Social networkingis a way for people to meet

18、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

19、 not like traditional marketingmessages.People prefer people above brands.This means that companiesand brands should approach their use of social media differently.Its about being human and taking personal identity above aninstitutional identity.0%25%50%75%100%Q:Why does person network?.we have been

20、 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

21、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)hes a celebrity.(s)hes an opinion leaderEurope regionsEuropeConnectio

22、nsaredrivenby close,offline,personalrelationships.EuropeWestNorthEastSouthN 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%通过社会化媒体联系朋友的原因Reasons belong to yourconnect with other people on social mediaBesides connecting with others,getting information abou

23、t(new)products and brands is drivingmembership of social networks除了联系他人以外，获取新产品/品牌信息也是人们使用社会化媒体的重要驱动因素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.tobe

24、come an opinion leader.toget to know things about(new)products/brandsBesides more generalreasons,getting to knowthings about(new)productsand brands is an importantdriver for membershipPeople get member ofprofessional networkLinkedIn,to stimulate theircareer.MySpace Facebook Linkedin TwitterN Europe=

25、5613/F=If member of social network(s)网络使用的驱动因素Drivers for network membershipQ: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 th

26、e following social networks?EuropeNorthBrand followersAverage no.of brands followed51%12,254%9,847%11,660%17,3SouthEastAbout half of the socialnetwork users follow abrand.West42%9,4N Europe=5613/F=If member of social network(s)欧洲社会化媒体中品牌提及情况Following brands|Europe19,657%20,260%9,362%7,970%15,655%Bra

27、nd followersAverage no.of brands followed51%12,255%8,3N Europe=5613/F=If member of social network(s)Following brands|Europe in perspectiveEurope has the lowest share ofbrand fans,51%.CompareIndia:70%follows a brand.Defriending63%48%MaleFemale44%56%53%47%31%28%20%13%18%22%20%18%Smartphoneuser47%38%Ge

28、nderAgeAge15-2425-3435-5455-99SmartphoneSmartphoneBrand follower profileOn average2.01.795%31%73%71%93%16%41%30%DefriendingNetworksFacebookTwitterActionsShareConsultN Europe=5613/F=members of social networksBrandfollowersNon brandfollowersBrandfollowersNon brandfollowersMembershipBrand followers are

29、 more often females,somewhat youngerand they are more active on social networks品牌跟随者的人口统计特征0%25%75%100%Media/entertainmentFashion/luxury goodsFood and retailTravelSportCarsGood causes/charityIndustryEurope regions50%EuropeMedia andentertainment arethe most popularindustries forfollowing brandsEurope

30、WestNorthEastSouthN Europe=3064/F=members of social networks,following at least one brand50%45%43%35%28%28%26%13%谈论的品牌领域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 benef

31、it 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 actio

32、n by a company/brand on social network sites.apositive experience with a product/serviceIveposted or reacted on.ajob vacancy.anegative experience with a product/serviceIveposted or reacted on.information I posted about promotions.information I posted about products and/orservices in general.afanpage

33、/group Ive created for aproduct/brand/company.information I posted about(advertising)campaigns.information I posted about the companyand/or company cultureEurope regionsEurope17%15%15%13%13%10%9%8%0%25%50%75%100%EuropeWestNorthEastSouthN Europe=5613/F=If member of social network(s)42%alreadyhada con

34、versationwith abrandthroughsocialmedia.社会化媒体中的公司行为Company actions on social mediaQ: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 promot

35、ions.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-

36、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.bringst

37、ories about the company culture.createvirtual characters or advertising iconsQ:On social network sites,brands should0%25%50%75%100%EuropeWestNorthEastSouthN Europe=5613/F=If member of social network(s)People expect various actions of companies on social networks.Topthree consists of offering product

38、 information,promotions andannouncing events.Europe regions消费者期待的公司行为Brand expectationsEurope发布产品信息发布促销信息发布活动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 companie

39、s”“Reacting on comments and/or actions of others related to products,brands and/or companies”“Posting information about products,brands and/or companies”West66%40%41%28%75%East79%56%64%39%South77%63%59%48%Europe73%51%53%36%United States76%50%49%43%Brazil86%68%76%60%Australia67%43%47%43%83%83%China44

40、%64%India88%75%84%66%Japan34%42%29%30%WestNorth29%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 companiesN Europe=5613/F=If member of social network(s)%social ne

41、tworkers分享和咨询品牌/产品信息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

42、)N Europe=2876/F=If consulting information分享和咨询者的人口统计特征Sharing/consulting profilePeople prefer toshare positive brandexperiences on socialmedia人们更喜欢在社会化媒体中分享积极的品牌经理0%25%50%75%100%.feedback about products/services you receivedfrom a company.gamesand contests related to the products,brands or companie

43、s.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 aboutSocial networkers prefer to sharepositive experiences.Europe regions33%says their sharingbehavior increased(a lot)since last year

44、.EuropeWestNorthEastSouthN 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分享的信息正面的经历.positive experiences you had负面的经历.negative experiences you had促销信息.promotions

45、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 bebot

46、h 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 heardaboutEurope regions50%EuropeWhat to consultQ:What exactly do you consult then

47、about products,brands and/or companies?Consulting information about.62%look for positive experiences others hadwith a product,brand or company62%53%45%45%40%32%28%25%EuropeWestNorthEastSouthN Europe=2876/F=If consulting information咨询的信息正面的经历.positive experiences others had负面的经历.negative experiences

48、others had.thelaunch of a new product,brand,orcompany.feedback about products/services othersreceived from a company.promotions others saw.gamesand contests related to theproducts,brands or companies.online advertising others saw or heard0%25%50%75%100%Positive experiences others hadFeedback about p

49、roducts/servicesothers received from a companyThe launch of a new product,brand,or companyEurope regionsEurope54%32%32%28%26%21%16%15%Positive experiences arereported to have thehighest impact on brandopinionEuropeWestNorthEastSouthN Europe=2876 /F=If consulting in general网络信息寻求对品牌感知的影响Impact of con

50、sulting 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)积极的经历产生影响Promotions others saw负面的经历产生影响Negative experiences others hadGames and contests related to theprod