Brand Should Really Invest In Social Interaction.

No doubt it also affects the daily customer communication ("we need more fans").

A recent study of the chief marketing officer (CMO) confirms the growing popularity of social networking research shows that CMO expects to increase the proportion of social marketing budgets from the current level of 7.1% to 10.1% in one year, to 17.5% in five years.

But why do you want to do this? Is it because the attraction of this new channel is irresistible? Or is the investment more to improve the practice? In order to make the brand truly socialized, social connections can be established between people, but just joining social media is not enough to make you sociable.

We recently invested in a study called Project Butterfly to better understand the factors that really make people sociable.

The research shows that if a brand is more like a person than a company thinks and acts, it will gain huge advantages.

Social skills require action, not just technology.

Communicative people know who they are around, and their role in their respective small groups.

When we discuss social skills, we are not talking about social celebrities, those who flatter dignitaries, matchmakers or those who appear on social occasions.

Truly communicative -- what we call "Sociable Butterflies" -- has a strong appeal.

They can unite people closely and establish excellent interaction between people, so as to gather people around themselves.

Social networking people are always sharp and clear about who they are around.

Almost immediately, they gave value or role to everyone in the small group.

They were then directed to communicate with each other to maximize their expected impact and potential energy.

Now let's talk about it.

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How many brands are really aware of people in their own circles (who buy their products) or in the community? Although it looks very outdated, many brands still define their audience according to the demographic structure, such as "21 to 44 year old women".

You can't describe this when you describe a friend.

Who is that person? What do you really know about him? We need to understand the audience just like we know a person.

This is especially true in social media: since there are already fans, do you know who they are? What kind of fans do you need? What role do they play in your social group? What is the value in the community?

Many brand managers are particularly worried about negative reviews from the community, but are very excited about positive reviews.

But in either case, they often do not really understand the role or background of the commentator in this community.

What kind of role does this person play in the community? What value can it bring to you and how will it affect you?

Ford Motor Co (Ford)'s The Ford Story has evolved into a new project called "Ford social" (Ford Social), and continues to encourage people to share their stories and ideas with Ford Motor Co and the whole community. (The)

This is not only the embodiment of customer first, but also enables Ford to truly understand its fans.

Ford knows not only what cars they have bought, but also what they mean to them, and what they have learned from them.

Being sociable means not only knowing how many fans you have, but also knowing who they are and what role they will play in your social circle.

Sociable people are interesting and interested in others.

Think of the person in your social circle who you like to get along with.

He is very interesting, right? He always has interesting things to share, and inspires good communication in groups.

This is not surprising.

We find that most "social daring" are very curious about many topics, and can naturally add interesting things to almost any topic.

But what's important is that they are not only showing off what they know, but also are really interested in you.

They are excellent listeners, but they are not just listening.

Instead, they ask questions from time to time and play an active role in communicating with friends.

They want to know you.

Because they are active listeners, able to constantly adapt to conversation, add new information and establish deeper emotional ties with friends.

In the final analysis, it is feedback and interaction between people.

Look at the brand again.

Are they interesting or, more importantly, are they interested in the audience?

We have talked a lot about establishing dialogues, but it doesn't just mean that you are saying one sentence or one sentence. It means that you add value to dialogue in a sense.

Interesting people will give you something that you can think, practice, see or share.

As a brand, what value do you bring to your community? What do they see that makes them interested in your brand?

Tori Tory and Burch Bull did very well in the "fun" one.

Red Bull provides fans with exclusive content that customers care about rather than products themselves.

Tori Bozzie will share her own experience and influence and establish a more personal relationship with those who buy or aspire to buy the brand clothing.

It's probably not difficult to be fun, which is also the first priority for marketers, but it takes a lot of energy to maintain interest in others.

Not many brands can really go deep into and pay attention to what their fans are talking about.

Usually the following conversations involve product complaints or questions.

It's all about trading, and brands often focus on clues about themselves.

Brands should have the opportunity to be more interested in their friends.

The "Bullseye Gives" project in Taghit (Target) is an example of this interest.

They handed over the disposal rights of 3 million dollars to the community and solicited ten charitable organizations that should receive the largest proportion of donations.

Taghit has listened to the recommendations of the community and has allocated the allocation of charitable donations according to the voting shares.

PopChips is another brand example of success.

When they know who is hungry, they will ask their office locations and bring several bags of free potato chips to encourage users to participate.

This is the embodiment of "interest".

"Interest" can also be a trivial matter.

One of the best practices of social media today is to issue questions on your Facebook information wall.

How many brands will focus on fans' response and response? Expedia recently released a question: "what's your favorite travel souvenir?" received more than 200 comments, but Expedia did not respond to any of them.

If they show interest in your favorite souvenirs? Imagine what it is like to go straight to the meeting in real world when someone asks questions.

Brands have the opportunity to really communicate, show interest and deepen their understanding of others in the process.

Yes, it takes time and energy.

But isn't that what this brings to you in your friendship?

The brand has the opportunity to exceed the return on investment that has gained fans, capabilities or processes.

Social media is not just a channel, it is an appeal.

And the horn of brand change: go more like a person to think and act, focus on emotion rather than promotion, be really sociable, not just active in social networks.