7 social media marketing methods and effectiveness evaluation methods!

Main contents of this article:

What is Social Media Marketing

Features and Benefits

7 marketing methods

How to conduct effect evaluation

What is social media marketing?

Social Media Marketing is a way of using social networks, online communities, blogs, encyclopedias or other Internet collaborative platform media to conduct marketing, public relations and customer service maintenance and development.

In online marketing, social media mainly refers to a comprehensive site with a network nature, and their content is provided by users voluntarily rather than a direct employment relationship. This requires social thinking rather than traditional thinking patterns. General social media marketing tools include forums, Weibo, blogs, SNS communities, pictures and videos that are published and disseminated through self-media platforms or organizational media platforms.

Characteristics of social media marketing

1. Long cycle;

2. The amount of content disseminated is large and the forms are diverse;

3. Be in a marketing state and interact with consumers at all times, emphasizing content and interactive skills;

4. The marketing process needs to be monitored, analyzed, summarized and managed in real time;

5. Need to adjust marketing goals based on real-time feedback from the market and consumers

Advantages

1. Social media can accurately target customers

2. The interactive nature of social media can bring companies closer to users.

3. The big data characteristics of social media can help us conduct public opinion monitoring and market research at low cost.

7 forms of social marketing

one. Weibo Marketing

Case Analysis: "10 million new users in 7 days, what promotion methods did the Faceu App use to reach the top? 》

two. WeChat Marketing

three. H5 Application

Case Analysis: "Exclusive Interview with NetEase Entertainment | How did an H5 that was circulated 50 million times in 2 days come about? 》

Four. Space Marketing

five. Audio

6. Comics

7. Emoticons

What are the biggest benefits of social marketing?

1. Regarding the greatest benefits of social marketing, according to the survey, the first one is "increased exposure" (accounting for 92%), the second one is "increased traffic" (80%), and the third one is "developing loyal fans" (accounting for 72%).
2. Ranked fourth to ninth are: providing market insights, generating business opportunities, improving search rankings, increasing business partners, reducing marketing costs, and improving sales.

Effect evaluation method

There are two main ways to evaluate the effectiveness of social media communication: quantitative evaluation and qualitative evaluation .

Quantitative evaluation

The quantitative evaluation indicators mainly include the following:

1. Number of exposures:

Refers to general content data such as total publication volume, number of reads (number of clicks), number of reposts, and number of replies.

2. Total advertising volume:

By summarizing and calculating the total amount of essence and top content in each marketing campaign, we can convert it into the corresponding fees quoted by the communication website to obtain the added value of the activity.

3. Cost per click (CPC):

Calculate the average CPC value for each activity and compare it with the industry's normal average CPC value of 4 to 5 yuan to evaluate the effectiveness of the activity.

4. Conversion rate:

In each activity, by comparing the usage, attention, and participation data of users before and after, such as the number of registrants, number of participants, website PV/UV values, sales volume, etc. of online activities, you can get the conversion rate data.

5. Third-party data:

Before and after each activity, compare data such as Google Trends and Baidu Index, or entrust a third-party research company to investigate changes in brand or product awareness and reputation.

Qualitative Assessment

Qualitative evaluation methods are also mainly divided into two aspects: online public opinion analysis and influence analysis.

1. Analysis of online public opinion:

When implementing an activity, it is necessary to analyze online public opinion from the following perspectives:

1) Analyze the comment ratio of online public opinion: including the ratio of positive, negative and neutral comments of online public opinion, and evaluate the effect of public opinion guidance. Among them, the negative rate of search engine homepage is also within the scope of online public opinion analysis;

2) Analyze the follow-up evaluation ratio in social media communication channels such as Weibo, forums, blogs, and SNS;

3) Analyze netizens’ concerns (What products are they concerned about? What product features are they concerned about? Are they concerned about after-sales service? Which part of the service are they concerned about…): It is also necessary to analyze the evaluation content from three aspects: positive, negative, and neutral.

2. Influence Analysis:

1) Celebrity blogs/microblogs: whether there are any celebrity blogs/microblogs that spontaneously discuss or quote relevant content, whether there are any prominent recommendations in the blog channel, and whether there are highlights in the blog circle.

2) Media follow-up: Are there other illegal media following up on the topic and amplifying it for the second time? (Pay special attention to traditional media such as print/television/radio).

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