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1、SNS营销 Social Network System Marketing,Where we come from,上海思环包装制品有限公司 CYCPACK Industries Shanghai Co., Ltd.,儿童书的印刷，订制,团队照片,SNS指哪些 ? What are Social Network System ?,Blogs 博客,Social Networks 社交媒体,Multimedia sharing 多媒体分享平台,Diggs 网站流量,RSS readers RSS阅读器,Microblogging 微博,SNS用途 What are new Web usages ?
2、,Consumers behave differently 不同的消费习惯,Follow them! 追踪They meet in different places 来自不同的地方 Social networks, blogs, forumsThey share content and spread the voice 分享不同的内容 Viral videos, blogs, TwitterThey influence 他们的影响力They comment 他们的评论They advertise themselves 他们的自我推广,Consumers communicate more 消费者
3、有了更多的沟通,Go where they are! 他们在哪？找出来People regroup on communities人们在交流中，组成不同的团Word-of-mouth is stronger口口相传变得更有能量People read blogs and consume more user generated content 人们阅读并生成博客内容People tend to take part in online conversations and are happy to communicate with brands 人们慢慢习惯在网上交流，很高兴能与这些品牌直面交流,Str
4、ong trends 明显的趋势,Follow again! 41% of users read blogs 41%的人阅读博客47% of the time people spend on the internet is spent looking at content and 33% spent communicating 47%时间花在寻找内容，33%时间花在沟通上91% of users are likely to buy on recommendation 91%的人会购买推荐产品330 million online video viewers 3.3亿在线视频观众Twitter i
5、s 1 million users and 3 million messages/day Twitter有100万用户和每天300万条信息LinkedIn is 19 million users linkedin有1900万用户MySpace is 110 million users myspace有110万有户 ,为什么要建立SNS系统 Why set up a Social Networks System ?,Conversations,and conversations ! Markets are conversations Markets are getting smarter, mo
6、re informed, more organized. People in networked markets have figured out that they get far better information and support from one another than from vendors. The networked market knows more than companies do about their own products. Companies that assume online markets are the same markets used to
7、 watch their ads on TV are kidding themselves. Companies that dont realize their markets are now networked person-to-person, getting smarter as a results and deeply joined in conversation are missing their best opportunity. Companies can now communicate with their markets directly.If they blow it, i
8、t could be their last chance. Companies that do not belong to a community of discourse will die. (http:/ or without you,the conversations will happen ! For a better control of your brand, you must participate in the conversationsOnce you trigger a conversation, you should not leave it,The ultimate e
9、ffect,Brand community ! Build a non-marketing community outreach to deliver a voice for your organizationUse the buzz powerReach people where they regroup,The other effects,Reach the right people ! Long tail effect Reach the small communities on the webConnect with people Reach the people where they
10、 areKeep brand positioning Keep brand awareness to relay offline marketing campaignsGenerate more trafficEnlarge the targeted segment,What are the expected results ?,Much more than before ! Leverage current marketing resultsGet better brand awarenessGet better brand managementGet better user stickin
11、essGet better quality productsGet more sales,A cost free strategy,Does not cost a $ ! No money investment is requiredNo external company needs to be engagedit will just cost the time you will be ready to invest !,Case Study : DELL,Showing that it works ! Team of community managers that interacts wit
12、h community on blogs, forums,Monitoring all mentions of Dell online (RSS, Searches) and tracking mention of positive , negative, neutralDell never censors critical blog comments and responds quickly to criticisms on their blog and on othersAll Dell employees are allowed to comment on blogs that disc
13、uss their company, but they must use give their name and identify themselves as Dell employeesSince 2006, when Dell launched its DirectDell blog and major online community initiative, online mentions of Dell have gone from more than 50% negative to only 20% negativeDells community initiative strongl
14、y supported by CEO Michael DellDell is routinely cited on blogs, white papers, at conferencesas an example of a company that understands and embraces the value of community,Risks of not having a defined strategy,You might lose control ! An exemple :People talk about you in a bad way You do not know
15、how to answer so you reply anonymous An influent blogger realizes this and buzz about it The buzz increases You lose control and decide to respond honestlytoo late You set up a bad image and now you have to deal with crisis managementResults : You lost the opportunity to express yourself easily from
16、 the first time and you lost lot of time and credibility in one shot.,What strategy ?,Some actions to undertake,to start with Go and meet users on the Internet Answer comments left by users on multiple blogs. Read what they say about your brand.Set up collaborative tools Make sure you offer tools to
17、 your customers to share with you about your products (blogs, forums, online surveys).Connect with your customers Be present on online social networks and create a profile for your brand.Replay offline campaigns on the Internet Post your last TV campaigns on YouTube, announce your coming event on Twitter, post feeds on Facebook, Blog about your brand.,
