How To Carry Out Social Media Marketing For Garment Enterprises

today, Social media marketing It is a must for enterprises to carry out marketing, rather than two The project of "icing on the cake" three years ago has become the consensus of most market people. Consensus is consensus. At the operational level, many enterprises and many market people still feel confused and don't know where to start. Now, let's briefly sort out what enterprises must know about social media marketing.

First of all, we must have a deep understanding of the social media with great influence in the current market.

Some domestic enterprises and social marketing fans mistook microblogging as the whole of social media marketing, but it is not. New social media, such as QQ Space, Renren, Douban, Meilishuo, Mushroom Sister, Petal, Sugarcane, have come in a stream, which provides a prerequisite platform for enterprises to realize social network marketing and also lays a solid foundation. In these commonly used social media, it also provides open marketing services for third-party advertisers. The social ads it provides will pay more attention to accuracy, interaction and accurate background management, which can be said to have great potential. At present, enterprises with accounts on Sina and Tencent platforms basically want to have another platform to push more information, but they should pay more attention to Tencent Weibo from now on, because perhaps Tencent can bring them more.

Secondly, we must be clear about the purpose of social media marketing and corresponding investment.

Because social media marketing, no matter how powerful it is, is just a tool, not an end. Understanding the various benefits that social media marketing may bring to enterprises may help enterprises clarify their thinking. Social media marketing may bring the following three benefits to enterprises:

　　 marketing management Promotion: It can quickly establish and maintain a positive corporate online image, more accurately promote its own products and services, and at the same time, the effect of social media marketing is easier to track and consider. For example, Orange Crystal Hotel combines the popular characteristics of constellation topics on microblog to show the love and sex characteristics of 12 constellation men with a series of video clips of "love and passion". As soon as it was broadcast, it set off a wave of ratings on Weibo, earning enough popularity. What about the effect of this social media marketing campaign? Occupancy increased by 100%! Chen Zhong, Marketing Director of Orange Crystal Hotel, will also share the inside story of their creativity and planning of the marketing campaign in the open class of "Social Media Marketing" in the School of Marketing.

Sales: It can help enterprises harvest sales leads in a cost-effective way, which is not only applicable to B2C enterprises, but also to B2B enterprises. For example, Volvo, the world's largest construction machinery supplier, focused on the influence of the final operator in equipment procurement, contacted the microblog platform and launched the activity of "Volvo's talent for war".

Third, there should be an appropriate social media marketing strategy and executable and effective tactics.

　　 Clothing enterprises It is necessary to determine whether social media marketing is carried out by a self-organized team or outsourced to a professional social media marketing company according to its own situation. If it is your own team, how to set up specific posts, how to listen to and understand the voice of consumers, how to create more attractive content, how to manage consumer expectations, resolve crises, how to conduct social customer relationship management, how to make consumers become free publicity ambassadors, A series of issues such as improving the return on investment of social media marketing should be considered. If it is outsourcing, how to effectively communicate with suppliers and how to closely cooperate with supplier teams are challenges that must be addressed. Nike's social media marketing during the Olympic Games, especially Liu Xiang's quick response to social media after his fall and withdrawal from the game, is the result of the full cooperation of Nike's battle preparation team represented by the advertising company Weco (W+K).