Social media marketing: sell fans, sell data, sell culture
Titanium Media Note:In recent years, social media marketing has attracted the attention of many marketers as one of the ways in which companies "switch users". But can brands that do marketing on SNS networks big and small really turn fans into paying users? Maybe the reality isn't as good as you think...
The following is FR market research company after a long period of research results, play on social media, the best strategy to sell fans, the best policy is to sell culture, and the middle-of-the-line strategy to sell data! The original article was published on the Venturebeat website and compiled by Titanium Media:
Tino/Titanium Media Compilation: Social media marketing is increasingly recognized by all kinds of enterprises, and is even considered one of the ways of enterprise "user conversion", which has attracted the attention of many marketers. But is that really the case?
The dominant player in social media is Facebook, which has 1.25 billion users worldwide, but can brands that market it really turn their fans into paying users? Nate Elliot, vice president and analyst at Forrester Research, said,Any marketer who believes in converting brand fans to paid users on Facebook is absolutely wrong.
When companies talk about social media marketing, "conversion rate" is estimated to be the most mentioned word. In March last year, for example, Martin-Wilbourn Partners, a marketing communications agency, posted an article on its official blog entitled "Through social transformation, brands look for their own human touch", which stated:
"Modern marketers will use social media to increase customer engagement. ... Many companies want to make themselves more personal and make their own voices heard.... This expression of personality depends on the overall marketing strategy of the company.... Social media can help brands grow, start now to try to improve the conversion rate..."
In fact, there has long been evidence that some highly engaged customers, while they regularly post reviews in branded content, do not convert organically to paid users. According to Forrester's research, on average, only 1 per cent of visitors to the world's top 50 brands like, share or comment on less than one in ten brand content, says Elliot.
This level of participation is too low, not to worry about the so-called conversion rate. "If you have 3 million followers, you might get thousands of likes and hundreds of comments," Elliot said. Unless you're a social media marketer, with just a few hundred comments from 3 million followers, who's going to talk about conversion rates? "
One of the main reasons for such low engagement is that Facebook's algorithms don't actually show up to their fans. In October 2013, Forrester released a report entitled "Why Marketers Fail on Facebook", which showed that only 16% of fans could see content posted on Facebook by each brand.
The reality is even worse. The 16% mentioned above is actually Facebook's 2012 data. According to a recent analysis by Social@Ogilvy, a digital agency, the proportion of users who post content on brand pages that can be reached organically has fallen sharply, from just 2 per cent in February. That said, posts with 500,000 likes can only be seen by 2% of fans.
In fact, according to Ogilvy, a Facebook source informally said the proportion of users reached organically could be closer to 0 for the foreseeable future. In fact, only a small number of brands' organic content can reach fans, and the number of fans who can actually participate is even smaller. And it's the same with Twitter, YouTube, Pinterest, Google Plus, and LinkedIn.
But with one exception, it's Instagram. Instagram has 4.2 percent fan engagement, a relatively high number. So why is this happening? In Elliott's words, it's because Instagram is relatively "chaotic." First, there's not much marketing content from brands on Instagram; first, they don't use Facebook-like algorithms to show their fans filtered content; and finally, users on Instagram are younger than Facebook, and they seem to be more receptible to marketing content from brands.
Elliott argues that Facebook is still using Web 1.0-style display ads, and that the target user is not clearly targeted, so it doesn't work for marketers at all. "Facebook is just a social media platform, a place to buy ads," he said. "
A recent study by SocialFlow, a social media optimization platform, came to the same conclusion as Forrester's------ social media participation was very low. They found that 99 percent of organic social content posted through their systems was not user-involved.
But Jim Anderson, chief executive of SocialFlow, says the social network is huge, even if it's only 1 per cent user engagement. John Andrews, chief marketing officer at social media agency Ignite Social Media, says 1 per cent participation can be described as "insignificant", but while the participation rate is small, that doesn't mean it's an un important channel.
Andrews said."If that 1 per cent ratio is replicated and expanded, it is likely to impress 100m people, and for brands it could well build a sustainable impact." He added, "The number of users doesn't matter, the key is that they're involved." "
Ignite has a client, Olay, a well-known make-up brand. Andrews said magnolia oil brands had a relatively high participation rate of nearly 4 per cent. According to him, Magnolia Oil has achieved this because they have recruited a community manager to help increase user engagement.
Social media based on "user transformation" is entirely achievable, but it doesn't happen to the vast majority of brands."It's very difficult to switch users on social media, and it's not easy to scale," says Andrews. "
Forrester suggests adding social tools to the site to encourage user engagement. Marketers can add social tools such as brand communities, blogs, and consumer ratings and reviews to brand sites to encourage user engagement by taking advantage of the interactions. Ogilvy suggests that companies can also use paid media marketing, such as on Facebook, which increases the amount of branded content forwarded:
Mitch Joel is president of Twitst Image Digital Marketing Agency, a Canadian-based company. The fundamental problem, he says, is that the vast majority of brands and their advertising agencies see social media as an advertising channel.
In fact, Twitst Image anticipated a digital marketing revolution a few years ago. In 2010, Joel published a blog post entitled "The End of Social Media Conversion Rates", in which he noted that social media does not lead to higher user conversion rates for brands. Coupled with the worse content from brands, users are less likely to get involved. But he suggests brands try new ways, such as offering a video tutorial on YouTube to visually introduce their products, and giving pictures on Instagram.
In social media marketing, extreme sports cameras GoPro and Red Bull are doing well, providing consumers with a lot of imaginative content.
The vast majority of brands struggle to think about how to sell their products. But smart brands don't do that, for example,If you make an ad for a beach blanket, you can actually tell people that you already have a beach blanket, as opposed to teaching people to "buy a blanket" directly through social media, then people will be interested in learning about it and will probably keep talking about it.
As Joel says, what really smart brands think about is how to be part of the culture. (This article first debuted titanium media)
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