Author: @ liberal arts students
a certain sense, because the social network, consumers re-create themselves, the consumers true identity on the network, interaction and relationships. The consumer is becoming a consumer society, the fundamental change is to promote marketing from concept to implementation remodeling and recycling.
from a historical perspective, the theoretical framework of the marketing in the mass media, television media as the main indicator. In the past half a century, television has been dominated by the major role of the mass media, but also consumers spend the most time media. The advent of the Internet the time and attention of consumers gradually shift from the television screen to the computer screen. Wave of Web 2.0 and social networking, consumers undergone profound changes. This change is following the TV after a revolutionary change. This change affects not only the behavior of consumers, and more importantly, social networking has become part of the consumer to change the consumers themselves.
surface, consumers have always been living in a specific social environment, where consumers do not socialized? However, because of the social network, today’s consumers ever closer and the extent and additional consumers are linked together, because such links, social consumers significantly different from the previous characteristics.
sentence to describe the social consumer, I would say that they are “connected together consumers Linked Consumer. If you want a more complete description of them, I would like to invoke the four words: link (Linked) Tribe (Tribe), expression (Expressions) together and alone (Alone Together). (* See note)
the socialization consumers
social networking consumers linked together
different social reason why consumers the most fundamental reason is unprecedented because the social network links. This links the breadth and depth of the past can not be compared to any kind of media, caused an unprecedented impact on consumers. Link to change the identity of each person, each person in the social network because of the status of the link to reinvent himself.
microblogging, for example, the the microblogging after the rise in the country, there has been a lot of people are not known in the past suddenly become a super cattle.
Xue Manzi, in the absence of social networks before, Xue Manzi influence the appeal within a certain range. However, due to the emergence of microblogging, Xue Manzi actively into the manufacture of microblogging content to initiate and participate in a lot of activities to create a wide range of link relationships, re-shaped to some extent, Xue Manzi. Although he is the investment in people, but he is not a social network previously. Today, his social network links state and then completely different, he has influence with the previous completely different. brand marketing perspective, from different state because of links, each consumer for the meaning of the brand. A resident consumers and consumers in the link-edge position of the link to the center of potential value for the brand or potential threats are not the same.
link together consumers can more easily produce the Wisdom of Crowds also let each person’s wisdom has been extending. Consumers are linked together, making them effective collaboration on a common depth thinking, the accumulation of the wisdom of the crowd, such as the well-known Wikipedia. At the same time, the social network for everyone easier access to other people’s thinking, extend the wisdom of everyone. A certain sense, is to share the wisdom of others.
appearance, modern people become smarter than before to, Research shows, however, the human brain from 40,000 years ago to the present and not the nature of the change or evolution. The reason to feel smarter than before because human beings have more tools to share the knowledge and wisdom of the groups, the human brain can leave more space to deal with other things.
social networks allow consumers based on interests and hobbies, the formation of a new era of social tribes
show the cost of the social network, the interests of the consumers to reduce, at the same time reduced cost, geography will no longer impede consumers gathered in the same interests and hobbies together obstacles. consumers based on interests and hobbies, the formation of a new era of social tribes.
polemics of Fang and Han Fang fans and fans of Han on the formation of two completely different organizations this organization does not have those characteristics of “organization” is usually , but because of the interest in the online, hobbies, and values formation.
because of social networking, we also see a lot of similar scientific squirrel, Socialbeta emerging tribal organizations. They only loosely organized, but able to cross-regional organization of various activities. In fact, a lot of brand users also formed brand tribe, they are keen on their favorite brands, because even people maintain their own tribes, and other brand tribes controversy. These tribes are completely based on interests and hobbies, and the age, occupation, gender does not matter.
from the relationship between the brand and the consumer point of view, the brand allows consumers to become brand tribal members, rather than have the opposition target consumers and brand. When the consumer recognition of the brand to become the brand of tribal members, they were not just consumers of the brand, they will become the brand ambassador spontaneous maintain brand help the brand to other consumers, and even help the brand to comfort consumers are complaining. in some of the more extreme occasions, brand ambassadors and even the front line to defend the position of the brand directly!
tribal unique and strong brand values easier to attract consumers to their tribal members. Most brands will be like a person active in the social network, his demeanor more clearly express their own values. A clear values brand can easily be found in the social network. The same time, because the interests of consumers easier reflected in the social network, so the brand in the definition of the target consumer, need to be further from the Demographic Interest Graphic, and thus a more precise definition of the brand target consumers.
consumer social networking expression has formed a the consumers living space
development
social network and the rapidly growing popularity of smart handheld terminal excited expression of the will of the consumer, and lowering the threshold of expression. A variety of data, as well as a lot of people have experience to share their ideas through social networks, more and more people of the state. Eat before a lot of people will be taking pictures and feel free to share on the network, basically has become a moment of common behavior. rich expression consumers already formed consumers living space, which is the consumer’s part of real life, but the consumer’s living in this part of the socialization era no one or only a very fewer people know. this part of life but also constitute an important part of the consumer. Because social networks, a lot of people have this experience, once familiar friend there is another side that he had never known about his hobbies, values, ideologies position. If you do not know the the consumers living space, in fact, for the understanding and knowledge of the consumer is not comprehensive. 
consumers ‘
rich expression provides a good opportunity for brands to understand consumers’ thoughts. in the era dominated by the Mass Media, conducted through a questionnaire survey is the most important way to understand consumer. However, social networking, rich consumers expression, so that there can understand their attitude for the brand to consumers expression brand without asking, to show their inner preferences, values, reveals consumer interest graph (Interest Graphic) social graph (Social Graphic). Traditional consumer divide also stressed beyond demographic segmentation based on psychological and behavioral segmentation, however, due to the limitations of means. Understanding of consumer psychology and behavior, through a variety of mapping method to infer. In the social network, consumers have adequate to express their own behavior and attitudes, directly tells the brands, who I am, what I like do not like anything, when I leave to go to Japan or home to sleep at home.
Coca-Cola Global CMO Joseph Tripodi, an article published in the Harvard Business Review – Marketing Shifts From Impressions to the Expression. Its core is that Coca-Cola has been fully aware of the consumers have a lot of spontaneous expression about Coca-Cola, Coca-Cola’s marketing thinking also enhance the brand for the consumer the impression that transferred to encourage consumers to spontaneously express his understanding of the brand. in this process of change, the brand’s role is no longer a traditional director’s role, but the role of a moderator, coordinator, sponsor, through the integration of consumer expression, to encourage consumers to interpret for the brand understood. Procter & Gamble recently issued a mining consumer insights, innovative research programs how consumers express through its global innovation platform and look forward to the social network can be consumers of expression which quickly get consumers to brands feedback.
social network links to create a make people alone together in a weak environment
linked together social
consumers, but also a common phenomenon. Many people living in one, but he was by the smart terminal and friends elsewhere other topic; the other hand, consumers corner alone, but by the social network to keep in touch with people from all over the world; them but in fact are not together, they are alone, but together with others. MIT psychologist Sherry Turkle calls Alone Together (lonely together) state, reflect the state of the Internet to give people a unique. social network so that more people can be alone, working alone and living and do not need to face and social disconnect Contact loneliness, because the social network links to create a ubiquitous social background, matter where, as long as they wish, and the entire world can keep in touch.
lonely together state, in fact, is the social network to extend a person’s social circle and “weak relationship” status, is the Internet so shallow knowledge and communication becomes broken after the light exchange “status. Another angle to understand the social network so that each person produces more similar to the real interpersonal “nodding acquaintance” and provides a rich set of tools to people to maintain these “nodding acquaintance”. Sherry Turkle Ted speech raised a lot of concerns about – people because of technology, because the Internet is becoming unwilling to face-to-face dialogue and exchange. Perhaps one day, she said, people will need to learn to dialogue. Another angle to understand, now or in the future may have to get used to the shallow exchanges of state, learn to manage is to expand the circle of social contacts to open, and redefine needs and their own in-depth exchange of people.
increasingly unrealistic,from the relationship between the brand and the consumer point of view, “weak ties” and “light exchange” means the brand and consumers would like to build a loyal relationship perhaps only a handful of brands can be established and consumers loyalty between most of the brand is the most realistic look into consumers most often considered a brand. accustomed to the shallow AC “consumers, they may be more to expect from the brand’s” weak care, consumers expect the brand when they need to be able to get there in time, they do not interfere when it is not needed. The In fact, many good brands do microblogging changed the line under the impression propagation brings. He wishes to think I thought might deviate from the brand’s personality. Think about it, the fact, these brands is the face of the shallow exchange of facts “nodding acquaintance” between brands and consumers adjust their brand personality. They are more easily expressed humor, more active and interactive consumer attitude; them not only as a physical product for consumer spending, in fact, their brand communication social network content products, they also hope to its content products equally available to consumers pleasurable consumer experience.
Conclusion
to face social marketing today, just on an era when the face of modern business philosophy is very similar. In those days, in the face of consumer research and hear the views of their own brands and products completely contrary to their own imagination when consumers when the FGD, many brand managers will be surprised:
why consumers so see the problem?
why they want completely different?
such shocks tend to trigger their fears, fly this way?
At that time, the answers to such questions is obviously full of controversy, often even negative. Course time has been given the correct answers, those who respect the consumer is willing to understand consumers, and know how to use the effective way to communicate, to provide consumer satisfaction with products and services brand in the past days inside great development.
each new era in the history books, usually there will be a landmark event. In reality, the arrival of a new era, at least at that moment, are usually silenced. From a marketing perspective, the socialization of consumers is on the rise, their rise is reshaping marketing. New marketing concept and mode of operation, is brewing.
new marketing era is already gradually opened the curtain.
( * NOTES: Linked link “, the authors Parana, Brazil, “tribal Tribe “, of Gooding; Marketing Shifts from Impressions to Expressions of Joseph Tripodi , “ Alone Together ” of Sherry Turkle )
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this article from @ SocialBeta a> special of @ liberal arts students article first appeared in the world network operators. edit: @ Xiali Shally this article link: http://www.socialbeta.cn/articles/social -consumer-reshape-marketing-2012.html
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