社会åŒ-åª'ä½"è¥é"€è¿™ä¸ªæ¦‚念也就是最è¿'å‡ å¹´æ‰çƒç«èµ·æ¥.国å†...还没有æƒå¨çš„定义,大家都知é"social
media
marketing大ä½"çš„æ„æ€.è¦æ˜¯è®©ä½ 把概念å'Œå†...涵讲的到ä½,那是教授åšå¯¼çš„事æƒ...,æˆ'们还是è¦å®žç"¨ä¸ºä¸Š.国å¤-å·²ç»å‡ºäº†å¤šæœ¬æœ‰å...³social
media marketingæ-¹é¢çš„书ç±.爱好的朋å‹å¯ä»¥é€šè¿‡amzon.com进行è´ä¹°.(附录ä¸æœ‰æŽ¨è)
1,社会åŒ-åª'ä½"è¥é"€åŸºæœ¬å†...涵:
æ¥è‡ªç»´åŸºç™¾ç§':
wikipedia:"Social media marketing
also known as social influence marketing is the act of using social
influencers, social media platforms, online communities for
marketing, publication relations and customer service. Common
social media marketing tools include Twitter, blogs, LinkedIn,
Facebook and YouTube."
2,社会åŒ-åª'ä½"è¥é"€å¦‚何åš:
a) 社会åŒ-åª'ä½"è¥é"€åˆ†é‚£ä¸¤éƒ¨åˆ†?
许多数å-è¥é"€å...¬å¸å®¢æˆ·ç»ç†,å¼€æ‹"客户,教育客户,视乎社会åŒ-åª'ä½"è¥é"€åªæœ‰ä»-们å¯ä»¥æ¥å®Œæˆ.å...¶å®žä¸ç„¶.å"å...´é€šçš„看法:社会åŒ-åª'ä½"è¥é"€å¯ä»¥åˆ†ä¸º:高级的社会åŒ-åª'ä½"è¥é"€(å...¶ä¸çš„高级主è¦æŒ‡çš„是大范围的,ç-åˆ'çš„è¥é"€)å'ŒåŸºæœ¬çš„社会åŒ-åª'ä½"è¥é"€.
å...¶å®žæ•°å-è¥é"€å...¬å¸æ‰€æŽ¨å¹¿ä¸šåŠ¡éƒ¨åˆ†å...¶å®žæ˜¯å±žäºŽé«˜çº§çš„社会åŒ-åª'ä½"è¥é"€,è¿...速的,大é¢ç§¯çš„推广社会åŒ-åª'ä½"è¥é"€çš„活动.å...¶å®žç›®å‰è®¸å¤šä¼ä¸šåŸºæœ¬çš„社会åŒ-åª'ä½"è¥é"€è¿˜æ²¡æœ‰å®Œæˆ.所è°"的基本åŒ-社会åŒ-åª'ä½"è¥é"€çš„主è¦æ˜¯é‚£äº›å...¬å¸ç¤¾ä¼šåŒ-åª'ä½"ä¸çš„注册,å†...容ç‰æ-¹é¢.基本的社会åŒ-åª'ä½"è¥é"€æ˜¯åŸºç¡€,没有基本的社会åŒ-åª'ä½"è¥é"€å†...容作æ"¯æŒ,ä½ åšé«˜çº§çš„社会åŒ-åª'ä½"è¥é"€,有如空ä¸æ¥¼é˜,很有å¯èƒ½è®©ç"¨æˆ·æ'‡æ'†.
b), 社会åŒ-åª'ä½"è¥é"€æ˜¯å...¬å¸è‡ªå·±åšè¿˜æ˜¯å¤-åŒ...出去?
社会åŒ-åª'ä½"è¥é"€æ˜¯ä¸€ä¸ªé•¿æœŸçš„过程,ä¸æ˜¯ä¸€è¹´è€Œå°±çš„.ä½ åšä¸€æ¬¡ç¤¾ä¼šåŒ-åª'ä½"è¥é"€æ´»åŠ¨,弄个数æ®,看下效果就ç»"æŸ.ç›®å‰å›½å†...多家å°è¯•ç¤¾ä¼šåŒ-åª'ä½"è¥é"€çš„å...¬å¸,很å°'会有始有终的.一般æ"¶å°¾éƒ½æ˜¯å¾ˆéš¾çœ‹çš„.ç"¨æˆ·åŽæœŸä½"验æ¯"较糟糕.
基于社会åŒ-åª'ä½"è¥é"€æ˜¯ä¸€ä¸ªé•¿æœŸçš„è¥é"€è¿‡ç¨‹,æˆ'们认为å...¬å¸éœ€è¦è‡ªå·±é•¿æœŸæœ‰äººè´Ÿè´£è¿™ä¸€å-è¥é"€éƒ¨åˆ†.这个èŒä½å°±æ˜¯éœ€è¦ä¿æŒä¸é-´æ-的维护å...¬å¸çš„社会åŒ-åª'ä½"è¥é"€æ-¢æœ‰çš„æˆç»©,åŒæ-¶è¿˜éœ€è¦ä¸æ-¶çš„å‚与社会åŒ-åª'ä½"ä¸åŽ»,å'Œç"¨æˆ·è®¨è®ºè‡ªå·±å...¬å¸.处ç†ç¤¾ä¼šåŒ-åª'ä½"上负é¢,æˆ-è€...å馈消æ¯.基本的社会åŒ-åª'ä½"è¥é"€éœ€è¦å...¬å¸æ¥å‚与å'Œç»´æŠ¤.如果åˆæœŸå...¬å¸æ²¡æœ‰è¿™æ ·çš„人æ‰,å¯ä»¥è®©æ•°å-è¥é"€å...¬å¸å...ˆåœ¨ç›¸å...³çš„社会åŒ-åª'ä½"上进行åˆæœŸçš„ID注册.让å...¶å¸®å¿™åŸ¹è®ä¸‹å'˜å·¥,以åŽè‡ªå·±å‚与社会åŒ-åª'ä½"的讨论å'Œæ-¥å¸¸ç»´æŠ¤å·¥ä½œ.
é¢å¯¹ä¼ä¸šé«˜çº§çš„社会åŒ-åª'ä½"è¥é"€,æˆ'们还是需è¦å'Œç›¸å...³çš„æ•°å-è¥é"€å...¬å¸åˆä½œ.å› ä¸ºè¿™ä¸ªé‡Œé¢æ¶‰åŠåˆ°ç¤¾ä¼šåŒ-åª'ä½"çš„è´ä¹°,活动的ç-åˆ',æ•°æ®çš„分æžå'Œå¤„ç†ç‰æ-¹é¢å·¥ä½œ.
3,ä¸å°ä¼ä¸šå¦‚何åšåŸºæœ¬çš„社会åŒ-åª'ä½"è¥é"€.
这篇æ-‡ç« ,æˆ'å°†ä¸åŽ»è®¨è®ºé«˜çº§çš„社会åŒ-åª'ä½"è¥é"€éƒ¨åˆ†å†...容.æˆ'们就谈谈实战的基本社会åŒ-åª'ä½"è¥é"€éƒ¨åˆ†.如何å...ˆè®©å...¬å¸åœ¨ç¤¾ä¼šåŒ-åª'ä½"有一å¸ä¹‹åœ°.
å...¶å®žæˆ'们所说的基本的社会åŒ-åª'ä½"è¥é"€å...¶å®žå°±æ˜¯æˆ'们è¦å‡ºçŽ°å'Œå‚与å...¬å¸çš„客户å¯èƒ½å‡ºçŽ°çš„接触点(touch
point).ç"¨æˆ·éƒ½åŽ»å"ªä¸ªç¤¾ä¼šåŒ-åª'ä½",æˆ'们也è¦åˆ°è¿™äº›ç¤¾ä¼šåŒ-åª'ä½"ä¸åŽ».æ¯"如ç"¨æˆ·çŽ°åœ¨éƒ½ä¸Štwitter,那么æˆ'们å...¬å¸éœ€è¦åœ¨twitter上以æˆ'们å...¬å¸çš„åå-,产å"æ¥æ³¨å†Œ;ç"¨æˆ·åœ¨facebook,æˆ'们也需è¦å‚与å...¶ä¸;ç"¨æˆ·åœ¨ç™¾åº¦è´´å§é‡Œé¢è®¨è®ºæˆ'们的产å",æˆ'们需è¦æ³¨å†Œç™¾åº¦è´´å§.
鉴于到目å‰ä¸ºæ¢å¸¸è§çš„社会åŒ-åª'ä½",å‚ç...§ç¾Žå›½Ross
Dunn的细分办法.å"å...´é€šå°†ç¤¾ä¼šåŒ-åª'ä½"åˆ†ä¸ºä»¥ä¸‹å‡ ä¸ªéƒ¨åˆ†:
  1.Social Networking Sites /社会å...³ç³»ç½'络
  2. Video Sharing Sites/视é¢'分享ç½'络
  3. Photo Sharing/ç...§ç‰‡åˆ†äº«ç½'络
  4. Collaborative Directories /åˆä½œè¯æ¡ç½'络
  5.News Sharing Sites/æ-°çŸ¥å...±äº«ç½'络
  6. Content Voting Sites /å†...容推选åª'ä½"
  7, Business Networking Sites /商务å...³ç³»ç½'络
  8. Social (Collaborative) Bookmarking Sites/社会åŒ-书ç¾
  (备注:鉴于ä¸å›½è®¸å¤šç½'站还没有æˆåž‹,将主è¦ä»¥ç¾Žå›½çš„相å...³ä¸ºä¸»,åŒæ-¶å...³æ³¨å›½å†...的社会åŒ-åª'ä½"部分.)
1,社会å...³ç³»ç½'络代表是:Facebook Myspace 国å†...çš„xiaonei ,kaixin001ç‰ç½'ç«™.
å‚考案例Starbuck's MySpace
account.这些社会å...³ç³»ç½'络,人æ°"æ-º,并ä¸"都æ供相å...³ä»‹ç»,ä½ å¯ä»¥ä¸Šä¼ ç...§ç‰‡,æ-‡ç« ,å...¬å¸çš„社会åŒ-的书ç¾,æ-°é-»ç‰å†...容.å...·ä½"的技巧å'Œæ³¨æ„事项,以åŽæˆ'会分开讲解.(以下åŒ)
2.视é¢'分享ç½'络.代表的ç½'站有:youtube,metacafe.国å†...的代表的有56,youku,tudouç‰.
这个地æ-¹æˆ'们需è¦æ³¨å†Œå...¬å¸çš„ID,æˆ-è€...通过注册类似ç"¨æˆ·çš„账户,æ¥è¿›è¡Œè§†é¢'çš„è¥é"€æŽ¨å¹¿ä¼ æ'.国å†...代表的案例有:百度的更懂ä¸æ-‡çš„三部曲,è"想ç¬"记本ç"µè„'çš„Ideapad
s10,å°ç†Šç‰è§†é¢'ä¼ æ'.作为ä¸å°ä¼ä¸š,æˆ'们å¯ä»¥æŠŠå...¬å¸çš„介ç»video,æ-°äº§å"çš„video的视é¢'æ"¾åˆ°è§†é¢'ç½'站上.å...¶ä¸ä¸€ä¸ªå°è¯€çªå°±æ˜¯è¦å‡†ç¡®æŠŠæ¡ä½ çš„ç"¨æˆ·ä¼šç"¨ä»€ä¹ˆå...³é"®å-æ¥æ£€ç´¢è§†é¢',é‚£ä¹ˆä½ çš„tagå°±ç"¨ä¸Šç›¸å...³çš„å...³é"®å-.
æˆ'曾ç»ä¸ºæµ™æ±ŸæŸä¸ªæ±½è½¦é›¶éƒ¨ä»¶å...¬å¸,åšäº†è§†é¢'的推广.在准确的把æ¡å...¬å¸çš„定ä½,å'Œäº§å"创æ-°çš„å®£ä¼ åŸºç¡€ä¸Š.最åŽç‚¹å‡»çŽ‡å'Œè¥é"€è½¬åŒ-率令æˆ'们团队åƒæƒŠ.ä»...ä»...点击é‡å°±è¾¾åˆ°å‡ å万次的æ'æ"¾.
3.ç...§ç‰‡åˆ†äº«ç½'络.代表的ç½'站有:Flickr,国å†...çš„ç›®å‰è¿˜æ²¡æœ‰æœç´¢å¼•æ"Žæ"¶å½•æŒ‡æ•°æ¯"较高的ç...§ç‰‡ç½'ç«™.
å...¶ä¸è¦æ³¨æ„title
,keyword,æè¿°ç‰éƒ¨åˆ†çš„书写.ç"¨æˆ·åœ¨ç½'络上检索图片是å¦å¯ä»¥æ‰¾åˆ°ä½ 的图片?è¿™ä¸ªæ˜¯ä½ éœ€è¦åŠªåŠ›çš„æ-¹å'.之å‰æˆ'åšå®¢æ›¾ç»è½¬å'了一篇如何SEO图片的æ-‡ç« .大家å¯ä»¥çœ‹çœ‹.(
http://blog.sina.com.cn/s/blog_4e6c9fcb0100dzc6.html
).
4.åˆä½œè¯æ¡ç½'络代表的ç½'站有: Wikipedia, Open
Directory Project,国å†...的有百度百ç§'ç‰.
ä½ å¯ä»¥åˆ°ç™¾åº¦ç™¾ç§'里é¢çœ‹ä¸‹æœ‰ä½ å...¬å¸çš„介ç»æ²¡æœ‰,如果有,å†...容ä¸å®Œå-„,é‚£ä¹ˆä½ å°±éœ€è¦è¿›è¡Œè°ƒæ•´,ç¼-è¾'.如果没有,é‚£ä¹ˆä½ å¿...须按ç...§ç™¾åº¦ç™¾ç§'的规åˆ'æ¥ä¹¦å†™ä½ å...¬å¸çš„百ç§'.å...¶å®žä¸ªäººä¹Ÿæ˜¯å¯ä»¥åœ¨ç™¾åº¦ç™¾ç§'ä¸Šè¿›è¡Œæ·»åŠ çš„.å¦‚æžœä½ è¢«ç™¾åº¦ç™¾ç§'å¸æ"¶ä¸ºè¯æ¡,那么这æ¡è¯æ¡çš„å...³é"®å-在百度的检索ä¸çš„数值将很高,ç"¨æˆ·æ£€ç´¢çš„æ-¶å€™é å‰.å¦‚æžœä½ æ˜¯åšå¤-贸的ä¸å°ä¼ä¸š,é‚£ä¹ˆä½ å°±éœ€è¦ç"¨è‹±æ-‡æ¥ä¹¦å†™ç›¸å...³çš„è¯æ¡,到相åº"çš„ç½'站上去å'.
å‚考案例:百度百ç§'-è'™ç‰›http://baike.baidu.com/view/27266.htm
维基百ç§'â€"social media
marketing
http://en.wikipedia.org/wiki/Social_media_marketing
5.æ-°çŸ¥å...±äº«ç½'络代表ç½'站有: Technorati, Google
Reader,
Bloglines,这些都是å¯ä»¥ç"¨æ¥æŠ"å-最æ-°çš„一些åšå®¢,å†...容.国å†...的代表的有:æŠ"虾,鲜果ç‰.å...¶ä¸æœ‰å...³å¦‚何更è¿'一æ¥è¿›è¡Œç¤¾ä¼šåŒ-åª'ä½"è¥é"€,是相通的.把æ¡ç"¨æˆ·çš„动æ€,让ç"¨æˆ·äº†è§£ä½ ,å‚与到ç"¨æˆ·ä¸åŽ».
6.å†...容推选ç½'络代表的ç½'站有: Digg,
Reddit,国å†...的还没有优秀的ç½'ç«™.
这些ç½'站如何使ç"¨Ross Dunn说到:"To make these
sites work for you I recommend participating in each group for a
while in order to pick up on what articles do well and don't do
well in your selected industry. In addition, creating a respected
profile by bookmarking new and interesting content and posting
thoughtful comments on other people's bookmarks will go a long way
to improving your chances of success on these sites. Once you have
a respected profile you can ask other respected users to check out
your new content to see if they deem it worthy of a thumbs up.
Whatever you do, I do not recommend voting on your own content due
to the obvious bias and potential damage it could do to your
profile's reputation."
这类ç½'站也是需è¦æˆ'们积æžçš„å‚与å†...容推选ä¸æ¥,åŠ å...¥ä¸€äº›åœˆå,维护好å-æˆå'˜çš„å...³ç³».
7.商务å...³ç³»ç½'络代表的有:é¦-推linkedin,个人éžå¸¸å-œæ¬¢ä½¿ç"¨è¿™ä¸ªç½'ç«™;ä½ å¯ä»¥ç»"交å'Œç»´æŠ¤ä¸€äº›å'Œå...¬å¸ç›¸å...³çš„商务上的å...³ç³».个人也å¯ä»¥åˆ©ç"¨å...¶æ¥æ‰¾å·¥ä½œ.那么å...¬å¸å¯ä»¥åœ¨ç½'站建立自己的ID,完å-„profile,ä¿æŒå'Œæ‹›è˜è€...,åˆä½œçš„商务人å'˜è"ç³».
8.社会åŒ-书ç¾(social bookmarking)
Del.icio.us,StumbleUpon,ä¸å›½ä¹Ÿæœ‰éƒ¨åˆ†çš„ç½'ç«™,ä¸è¿‡ä¸æ˜¯å¾ˆæµè¡Œ.个人éžå¸¸å-œæ¬¢delicious,å...¬å¸å'Œä¸ªäºº,å¯ä»¥æŠŠä¼ä¸šçš„ç½'ç«™,å...¬å¸çš„æ-°é-»æŠ¥é"页é¢,ç"¨ç›¸å...³çš„å...³é"®è¯æ¥è¿›è¡Œæ ‡æ³¨,并ä¸"利ç"¨ç¤¾ä¼šåŒ-书ç¾æ¥æŽ¨å¹¿.将会有æ„想ä¸åˆ°çš„效果.
案例: http://mashable.com/利ç"¨deliciousæ¥æŽ¨å¹¿
以上是基本的社会åŒ-åª'ä½"è¥é"€ä¸æ¶‰åŠåˆ°éƒ¨åˆ†ç¤¾ä¼šåŒ-åª'ä½",å...¶å®žæˆ'们ä¸ç"¨å±€é™äºŽè¿™äº›ç½'站资æº.所有的社会åŒ-åª'ä½"都是æˆ'们需è¦æ³¨æ„,å‚与的.所以é¢å¯¹å„ç§æ-°å...´çš„社会åŒ-åª'ä½"æˆ'们需è¦ä¿æŒå¦ä¹ ,积æžå‚与.让所有的ç"¨æˆ·æŽ¥è§¦ç‚¹,都有æˆ'们的温æƒ...çš„å...³æ€€.何æ„æˆ'们的社会åŒ-åª'ä½"è¥é"€éƒ¨æˆåŠŸ.
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