One article will help you learn Ogilvy's social marketing strategy framework!

Integrated social solutions. The marketing of the future will be cross-border and integrated, and it will be an overall strategy. This is why strategy will become more and more important in the future, because the future is a world of integration.

A Remarkable experience. There is a popular view abroad: all marketing should be Uber-like and take into account the concept of sharing economy, which emphasizes the screaming user experience. This user experience may have been just an added value and dispensable in the past. But in the future, user experience may become a channel of communication like advertising and public relations, and become a new form of marketing in the future.

Segmentation and population market segmentation. Whether it is community , social marketing, or any other form of marketing, the future will be more precise, vertical, and segmented, so the application of big data will also be taken into consideration.

Technology. The development of science and technology and the emergence of new technologies will always be a major driving force for the progress of this industry.

Social business solutions. Socialization can help business and bring commercial value to companies and brands.

The AIDMA model (left side of the above picture) was quite popular in the 1980s and 1990s because the Internet was just emerging at that time. It envisions that people's behaviors on the Internet are attention, interest, desire, memory, and purchase. By the time of web2.0, around 1997 and 1998, the AIDMA model was no longer applicable, so the AISAS model (right side of the above picture) emerged, which added a word-of-mouth component. But today, all these models are no longer applicable because we have entered the web3.0 era.

In the Web3.0 era, users will not go through every step of the process from attention, interest, search... as imagined. They may enter at any step, or come out at any step. Some may come out after going through two or three steps, while others may come out after just one step. It's not like we imagined that all links are blocked.

In the past, the ways to participate were simple, such as reading an article or watching a video, but now there are many ways. Why? First, various media platforms are emerging; second, various technologies are emerging. The ways of participation are constantly enriched, and the corresponding consumer behaviors are also different. This means that these behaviors must also be taken into consideration when setting KPIs.

O2O , AR , QR... these technologies are constantly changing our lives. For example, a client who worked on UnionPay big data came to talk to me and said that they had a lot of big data on hand, and he could judge a user's profile based on this data, such as the user's consumption level, purchasing preferences, etc. Therefore, they cooperate with department stores and use big data, such as LBS technology, when organizing activities. These guide changes in social media marketing strategies.

What kind of shock does H5 bring to this industry? When there was no H5, another language was needed to develop mobile apps. H5 is cross-platform and only needs to use one set of languages ​​to serve both PC and mobile platforms. Therefore, it is also a particularly big driving force in the mobile Internet era. It is also because of the advent of mobile Internet that H5 is also playing an important role.

DSP/DMP/RTB technology, these are several technical terms or new technologies used in social media purchasing/marketing strategies. What do they mean? In the era of web1.0, everyone was willing to place advertisements on the portal’s focus images, text links, homepages, pop-up boxes and other particularly high-quality resources, and all advertisers were scrambling for these resources. Now with the development of big data technology, advertisements from all over the website can be thrown into this pool, and through the application of big data, they can be delivered to users more accurately.

What are the benefits of this delivery technology? First, it is very accurate; second, it is very effective in pushing advertisements to potential customers. Third, it greatly reduces the marketing costs of brand owners, which is a bit similar to how large companies do CRM. The longer the time, the more data is accumulated, which allows the system to be more optimized, and its unit price becomes lower and lower.

I wonder if you have ever heard of "growth hacking"? In the last century, when the Internet was just emerging, it first used some so-called spam methods for marketing. Its philosophy, as I understand it, was to help advertisers or brand owners increase the number of users at all costs and by all means. What does CMT mean? Chief Technology Marketing Officer, the future marketer, must not only understand marketing, but also the market.

Social marketing will bring various business opportunities to enterprises, such as listening to the voice of consumers, obtaining user data through listening, and then guiding social marketing. There is also social media marketing, obtaining user data, conducting in-depth one-on-one communication based on the data, converting potential customers into direct customers, and maintaining old customers. Social care means customer service, for example, one-on-one conversations can be conducted on WeChat . Social shopping, such as marketing in the circle of friends and WeChat business. Conversation Impact, Social CRM, in addition to front-end support strategies, must also continuously optimize marketing results during execution and monitor execution data.

The picture above is the framework we developed ourselves. What we need to do forever is to listen on social media. On social media, such as Weibo, WeChat and other platforms, use some detection tools to put some keywords into the framework for monitoring, and convert the monitored data into reports, formulate social media marketing strategies, and then optimize the detected marketing effects and continuously optimize.

Social media marketing strategies are divided into the tone of the content, the tone of communication, and the content structure. For example, is your content in a fresh tone or a cute tone?

The middle part, SEO & Content seeding, refers to the implantation of content or interaction on third-party platforms, such as other people’s blogs, BBS, etc., where people directly disguise themselves as users. Brand Assets refers to self-media , such as our own WeChat platform, Weibo account, etc. KOL has an amplifying effect, amplifying our marketing results through the social influence of opinion leaders.

Start from four levels:

1. Culture Trend. For example, if we study the consumption habits, culture, and topics of interest of the post-90s generation, where do we get these data from? There are some free platforms where you can get free reports, and there are also paid ones that allow you to do one-on-one interviews and so on.

2. Insight. For example, what kind of platforms a certain group of people like, what their media behavior habits are, what they are doing, and how often. For example, data shows that the peak time for mothers to go online is between 10 and 11 p.m. What are they doing? They use their mobile phones for two things: one is shopping; the other is asking questions on Zhihu and maternal and child KOL platforms. What is the value behind these data? Why do mothers concentrate on surfing the Internet during this time period? Because most children fall asleep during this time. Mothers begin to consider what kind of supplies to buy for their children and go to some platforms to ask other experienced mothers for advice on childcare issues they encounter during the day.

This information, in turn, can guide the development of marketing strategies. When placing media, including the time when creative ideas are launched and the time when consumers are communicated with, can they all be concentrated during the peak Internet access hours of mothers? And they definitely do not use PCs to access the Internet, but definitely lie in bed and use their mobile phones to access the Internet. So when launching the campaign, should we consider more the marketing methods on mobile phones? In terms of content, mothers like experts, so we can organize some expert Q&A activities or activities such as mothers’ mutual aid groups. What she likes, what kind of content she pays attention to, and what platform she is on, all of these can in turn guide marketing strategies, thereby optimizing marketing results, making it more effective, and giving users a better experience.

3. Brand level. Generally speaking, we look at the overall SOV of the brand on the entire Internet. For example, if there are 10,000 people talking about infant formula powder on the entire Internet, we will analyze how many of these 10,000 people are talking about Nestlé and how many are talking about Mead Johnson. By comparing the voice of our competitors with our own, we will know where the gap between us and our competitors is and how big the gap is. This will guide us to better set KPIs and what goals we ultimately want to achieve.

Focusing on some keywords, or hot topics that everyone is concerned about, such as infant formula, people may ask why the taste of this infant formula is so strange? In fact, it is because other elements, such as iron, are added to the milk powder, so the taste is not familiar. Make a "spider chart" around these to find out what the hot topics are that everyone is concerned about, and produce a report every month. This monthly report can guide the content strategy for the next month, which keywords to optimize around, which keywords to embed in the content, and what to communicate with them and what to say in the content.

This cannot be done by a machine; it must be done by a person, and the requirements for the person doing it are very high; the person must be someone with a very sharp vision. Once when we were serving a shampoo brand client, we saw a person who kept talking about hair. We thought he was our target audience, but when we clicked on him, we found out that the reason why this person kept talking about hair was because he was a bald man, so he kept emphasizing this issue. In fact, for some things, machines can only help us collect and simply organize the data. The real analysis still depends on people. Chinese is profound and the meaning of a word is different in different contexts. Therefore, the requirements for analysts are very high.

4. Competitors. We analyzed what our competitors did on social media in the past year and found out what we could learn from them to guide our design. In addition, we can make a radar chart to evaluate competitors from different dimensions and breadths, so that we can clearly know the gap between us and our competitors, and what we can learn from.

Why do I talk so much about this part? This is because this is the most core and most critical link in the formulation of the entire social media marketing strategy. Although it is the first step to be done, the time it takes may be 60 to 70 percent of the entire workload of the social media strategy. Only with a lot of learning and research on the front end can we come up with different results, which can guide our next strategy and the tactics derived from the next strategy.

This diagram is a very effective tool used by Ogilvy for content strategy, called pyramid. It contains a pyramid. As mentioned before, we have to consider the user experience. How to provide users with a screaming experience is also a very important link, especially when formulating content strategies for clients. We have to take it into consideration.

The first is consumer insight (Social Insight). On this basis, we then consider whether the content has a story (Social Story), whether it is easy to spread, and whether it can give users a subsequent screaming experience (Social Experience). For example, after reading these articles, he will forward them. After reading these articles, he will be willing to participate in an event. You have to think clearly about his entire thinking before and after that. This is something you need to consider when making content strategies. Social Action, what he will do, every step must be guaranteed to be very smooth, making him feel very comfortable.

Web 1.0 is an era of portal aggregation and text link connection; web 2.0 becomes an era of word-of-mouth connection; web 3.0 is an era of connection of social relationships between people, in which offline physical social relationships between people are completely moved online. Whether it is Internet marketing or social media marketing, the future will revolve around the word "connection". Whether it is BAT or other Internet companies, everyone is talking about "connection", although from different perspectives. Whether it is new technology, business behavior, or marketing behavior, it all revolves around the word "connection".

We all know about the internet celebrity economy and how to cooperate with KOLs and opinion leaders, but how should we cooperate? This was our model at the time. To put it bluntly, in one sentence, we spoke human words to humans and ghost words to ghosts. We had different ways of communicating with different people. For example, when dealing with celebrities, it is very direct, just bid for money; when dealing with internet celebrities, we usually invite them to try our new products, or chat with them about feelings, as they have their own ideas and are relatively influential figures in a certain field; with consumers, we take pictures of trial packages and ask them to endorse you; with grassroots KOLs, there will be some activities on the Internet, such as awarding them virtual medals of honor, or reposting their comments on Weibo, or giving them some kind of title, giving them this virtual sense of honor and asking them to endorse us and say good things about us.

From two dimensions. First, what did we do? When you promote a video, you will talk about the number of video views, the number of video forwardings, what was done, and what behaviors were involved. This is the behavior of considering KPI. Second, what goals do we want to achieve? When communicating with customers, we may find that the customer has lost focus on the original intention of doing something. For example, you create a WeChat account because everyone around you is doing it. Therefore, goals are very important. We have big goals, such as increasing sales, improving word of mouth, and enhancing brand awareness and reputation. This is the big level. Then we break down the goals and continuously refine them to develop more precise KPIs, which are KPIs worth considering.