SNS营销价值和营销优势从何体现.doc

SNS marketing where reflect the value and marketing advantages? SNS Web site now has some marketing cases, like many well-known brands are also doing marketing activities SNS website, the main mode of marketing is to implant the product or brand media SNS user interaction, such as the establishment of the group product or brand, or the use of implants or do activities in marketing the game and so on. Regardless of how the changes in its marketing approach, in which the key is to get back up the essence of SNS. Because if the SNS itself is not unique marketing value, then, why the effect is extremely great importance to advertisers to advertise in the SNS up and do the marketing? If it is simply a way for the group, play games implantation, do event marketing, why not in the traditional forums, communities, games, blog, search engine, video and other places, because the media can help achieve these sites, if the SNSs Traffic has been great, if the flow into it, even if they can get some income, it also shows that no unique, because other traffic is also a great online media, so the flow does not choose the other SNSs advertisers The key reason. So, SNS in marketing, what is the core value of supporting it go, and go well, goes far? First, here Putting aside the marketing of specific, this can go to school, happy and other SNS sites to visit. SNS to be answered here is where the underlying core of marketing? Is the basis of its value comes from what areas? The main basis of three aspects: there are real people in the above; the relationship between real; these means of communication between the real and the generated content and behavioral data. In addition, SNS inclusive, it is for all inclusive products and applications, which it has a marketing advantage. First of all, real people on it, means that these people in the SNS that someones property, such as age, gender, hobbies, etc., which is the lowest level of SNS with the key value for enterprises, these identities can find it their own user groups and found that the basis of their characteristics. Compared to other traditional online media, enterprises believe that the true human values. Second, the relationship between these people, with real people, there must be some social relations, communication between people will have the behavior, for the enterprise, where not only communication between the individual and the individual place, it can be communication between business and personal sites, such as Apples built in the campus network Mac School, between the user became friends with Apple products, which for the business and establish communication between users a channel. Meanwhile, SNS site of the natural relationship between the social network also has a high marketing value, for example, now has to send popular SNS website features a virtual gift, if only a virtual gift itself, this is no big deal, the key is that these Virtual gifts given to the true relationship is used to friends and integrate into the social network among people, people use it to express mutual feelings, the emotional activities, to expand the value of the gift, for example, in the delivery virtual perfume, if with a brand of perfume, the brands image among the people directly embedded into the emotional event, the value of the brand image is greatly enhanced, the ads than TV or other media player can play a stronger effect, and SNS sites through a variety of promotions, direct users to the gifts, in large SNS, users can achieve a high participation level. There are real life-if only the relationship between the chain, which also has instant messaging is not it? So, what should SNS? Then, the third aspect, to show the unique value of the SNS, and that is it has a new type of transmission of information, for users, is a new way of communication, first it is different from the phone, instant messaging, e-mail communication, instant messaging is a text conversation between two people, no sound, but the perception of each other, or both parties need to be present at the same time, communication to complete, SNS communication and communication can be delayed, the two sides or parties may also be present ; SNS way through the sharing of information can be pushed to other friends, users do not communicate one on one to complete, you can snap one to many, but the recipient can also choose to respond or not respond. E-mail is even more formal, more appropriate, or other relatively formal business communication. When the user in the school network and became friends when Apple, Apples latest information on products or their retail outlets which offer care information can be pushed to users, and users are concerned about and like products, users, Users can also group by means of Apple University to communicate and express their point of concern. This site is not just SNS communication between users of space and place, it can be to build relationships between businesses and consumers the chain places. Telephone communication with end users to use, cost and low efficiency, may also be disturbing, corporate e-mail to communicate with users prone to the effects of spam, while the SNS may be the enterprises to establish their own channels of communication with the users of the best ways. We often say that people build a strong relationship between success chain is the core of QQ, and for enterprises, users and enterprises in the establishment of good relations between the chains, enterprises gain a competitive advantage is the key. The SNS is a corporate chain to establish good relations with the user the best one of the channels. For example, there is an apple in the college campus marketing group, adding more than 30 million users, the user can with Apples products became friends and other acts of the points, with points you can buy Apples virtual items have the opportunity to participate in sweepstakes, get the highest points of Apples products; users through retail stores and Apple or Apple products entity became friends, they can always get apples and apple products, the latest information on the store, a discount store such information on that entity Apple products, the latest upgrade information and more. This full use of the SNS network edge, between the user and enterprise products, the formation of a channel of communication, and when the user logs SNS site, easy to see the latest Apple products or retail news, marketing products for businesses concerned, this e-mail than to receive convenient and effective. Access from the retail stores and user browsing the page to see the light of a retail store in Beijing friend an area of nearly 2,000 people, results from the message view, many users expressed their willingness to go to the store to see. In this way, not just brand promotion, but also from the fact promote sales. In addition, the user can understand Apples video products provide features, you can have a group with other Apple products like Apple products or users to interact and exchange products, mutual feelings or answer questions about Apples problems, the user can also photo and log look and products related to Apples latest and so on. Through these marketing practices so that users and Apples products a good contact between the ties, but also the consumer Apple is aware of the best channels. For example, in groups, by users, can see that the overall users, like Apple products and Apple products have a ratio of the number of people, who they are and what are their different behavior and speech and so on. Traditional enterprises can make full use of SNS websites to communicate relationships and convenient way for the formation of business products and good communication between users of relations on this basis, introducing products that allow users to accept the product, and ultimately guide the user to purchase products. Finally, the SNS has a good frame mode, which can have a variety of products to meet the diverse needs of different individual users. This feature allows more systematic marketing, for example, the groups marketing, not just create a group, and can use various applications of SNS and interactive way, say, the brand became friends with the person, brand-name products can be used as virtual gifts, the brand can become part of the game, you can with the integral system linking the overall user can store online and offline activities, or combine, etc., to meet the different needs of users. At the same time, allow enterprises to maximize marketing effectiveness. So, here the advantages of marketing value of SNS has two aspects, the first relative to the non-social media, it has the advantage of the properties of social networks, for example, relative to the portal display ads and search engine accurate advertising, it has a social-oriented features, such as through friends, the spread between the social network to achieve the marketing value. The second point, in the camp of social media, such as instant messaging, such as QQ and MSN also has the characteristics of social media and marketing communication effects. So, SNS communication of information is different, it has delay characteristics, the information sent and received in different ways. At the same time because of the log, photos, and a variety of applications in the above, personal image is more plentiful, with more data attributes. These characteristics, so that SNS has a unique marketing value, and this marketing practice, including traditional businesses and is exploring the SNS platform, is still in its infancy, with exploration depth, the value of marketing on the SNS will dig deeper and broader. Over time, SNS platforms may be the future of enterprise, especially large enterprises to do business the most critical areas of marketing. Because it is not just running display ads, not just put accurate search engine advertising, it is dialogue and communication between enterprise sites and users, and who really won the hearts of users, who can really have a future. It can be said, SNS value of the development of marketing has just begun, this huge gold mine not far from being tapped. 字典“2011商务工具译者工具包关于 Google 翻译博客隐私权政策帮助SNS营销价值和营销优势从何体现？现在SNS网站都有一些营销的案例，像不少著名的品牌也在SNS网站上做营销活动，营销的方式主要是把产品或者品牌植入用户交互媒介中，比如建立产品或者品牌的群组，或者利用游戏植入或者做活动营销等等。 不管它的营销方式如何变化，其中的关键还是得回到的本质上来。因为如果SNS本身没有独特的营销价值，那么，为什么极其重视效果的广告商要在SNS上来投放广告和做营销？如果是仅仅是做群组，做游戏植入，做活动营销，那为什么不在传统的论坛、社区、游戏、博客、搜索引擎、视频等地方进行，因为这些网站媒体也能实现，如果说SNS的流量已经很大，如果按照流量转化来说，即使能够获得一定的收入，那它也显示不出独特之处，因为其他的网络媒体流量也很大，所以，流量也不是其他广告商选择SNS的最关键理由。那么，SNS在营销上有什么核心的价值会支撑它走下去，而且要走得好，走得远？首先，这里先不谈论具体的营销方式，这个可以去校内、开心等SNS网站去考察。这里要回答的是SNS营销的核心底层在哪里？就是它价值的基础来源于什么方面？主要的基础有三个方面：有真实的人在上面；真实人之间的关系；这些真实人之间的沟通方式和所产生的内容及行为数据。另外，还有SNS的包容性，它对于各个产品和应用的包容性，这也让它拥有了营销优势。首先，真实的人在上面，意味着这些人在SNS上面有人的属性，比如年龄，性别，爱好等等，这是SNS具有价值的最底层的关键，对于企业来说，这些标识可以让它找到自己的用户群体，发现他们的基础特征。相对于其他传统的网络媒体，企业更相信这些真实人的价值。其次是这些人与人之间的关系，有了真实的人，必然会有一些社会关系，人与人之间会产生沟通的行为，对于企业来说，这里不仅仅是个人与个人之间沟通的场所，也可以是企业和个人之间的沟通场所，比如苹果公司在校内网的建立的苹果学院，用户可以与苹果产品之间结为好友，这为企业和用户之间的沟通建立了一个渠道。同时，SNS网站天然的社会化关系网络也具有很高的营销价值，举个例子，现在的SNS网站普遍都有送虚拟礼物的功能，如果仅仅是虚拟礼物本身，这个没有什么大不了，关键是这些虚拟礼物被用来送给真实关系的朋友，融入人们的社会关系网络之中，人们用它来表达相互之间的情感，在情感活动中，礼物的价值就扩大了，比如说，在送虚拟的香水，如果带着有品牌的香水，这个品牌的印象直接嵌入到人们之间的情感活动中，这个品牌的价值印象就大大加强，这个比电视或者其他广告媒体上播放能起到更强的效果，而且SNS网站通过各种促销手段，引导用户去送礼，在大型的SNS，用户的参与程度可达到相当高的水平。如果仅仅有真人和真人之间的关系链，这不是即时通讯也拥有的吗？那么，还要SNS做什么？那么，第三个方面，就显示出SNS独特的价值了，那就是它拥有了新型的信息传递方式，对于用户来说，就是新型的沟通方式，首先它不同于电话，即时通讯，电子邮件等沟通方式，即时通讯是两个人之间的文字对话，没有声音，但是感知到对方的存在，双方或者多方都需要同时在场，沟通才能完成，SNS沟通则可以延时沟通，双方或者多方可不同时在场；SNS的信息可以通过分享方式推送给其他好友，用户沟通不用一对一来完成，可以一对多瞬间完成，而接受方也可选择回应或者不回应。电子邮件则显得更加正式，更加合适商务或者其他相对正式的沟通。当用户在校内网与苹果公司结为好友的时候，苹果公司关于产品的最新信息或者是自己关心的哪个零售店的优惠信息都可以推送给用户，而用户也是关心和喜欢产品的用户，用户也可以通过苹果学院的群组等方式来交流，表达自己的关心点。这样SNS网站不仅仅是用户与用户之间交流的空间和场所，也可以是企业和用户之间建立关系链的地方。企业跟用户用电话沟通，成本大，效率低，还可能扰民，企业用电子邮件与用户沟通容易产生垃圾邮件的效果，而SNS可能是企业建立自己与用户沟通渠道的最佳方式之一。我们常说，人与人建立了强关系链是QQ成功的核心，而对于企业来说，在用户与企业之间建立良好的关系链，也是企业获得竞争优势的关键所在。而SNS是企业与用户建立良好关系链的最佳渠道之一。举个例子，在校内有