论文部分内容阅读
营销者说决不能忽视一个具有社交话题的原创创意所能带来的四两拨千斤的强大力量。一个创意,如果在社交世界中没有引起反响,那需要不断的媒体铺垫,传播的压力增加。反之,如果这个创意是有自我传播效益、是可以引发消费者有所动作的,效果就事半功倍了。在过去一年,我们在不同方向都有一些新的尝试:·将社交(Social)与数字营销结合地更紧密。过去的模式是,先有数字策略,再构思社交创意和执行。在2013年,我们尝试了在发展创意时就考虑创意的社交点是什么,例如我们为蒙牛未来星所做的案例,一开始就同时发想社交的创意,并紧密结合产品特性,1天内就引发了几千万人在线讨论。
Marketers can not afford to ignore the power of a big four-and-a-half effort created by the original ideas of a social conversation. If a creative idea does not cause any repercussions in the social world, it requires constant media pawning and increased pressure of communication. On the contrary, if this idea is self-dissemination of benefits, it can trigger consumers to act, the effect a multiplier. In the past year, we have some new attempts in different directions: · Social and digital marketing closer together. In the past, the first model was a digital strategy that recreated social ideas and execution. In 2013, we tried to find out what creative social networking points were when we developed our ideas. For example, we did a case study of Mengniu Future Star. From the very beginning, we also came up with social ideas and closely integrated the features of our products. Within one day Triggered tens of millions of people online discussion.