The refined operation of overseas social media: a key step in the transformation of the brand growth model
Under the long-term cycle, the brand growth model is changing with the trend.
Recently, news of a big brand and the unsustainable unicorn of the year has been leaked from time to time. The darling of yesterday's capital has become the "outcast" of today's capital in an instant, and the tone of enterprise development is also changing from "singing forward" to "promising" continued".
Many brands are beginning to realize that when the Internet traffic dividend is peaking and the cost of acquiring customers is high, refined operation is the key to sustainable brand growth, especially to survive the economic winter. For overseas brands, it is inevitable to accelerate the transformation to a refined operation model.
So, how do overseas brands realize the transformation to a refined operation model? The role of overseas social media in the growth of overseas brands is self-evident, and it is unavoidable that overseas social media should be deeply cultivated as a foothold for refined operations.
Pay attention to the number of fans, but also to the interaction
The early growth model of the Internet has created a mindset for many people. For example, overseas brands will pay special attention to the number of fans on overseas social media, which is undoubtedly traditional traffic thinking.
Of course, the number of fans is important, which is the basis of all growth, but it is obvious that the quality of fans is high and low, and the lack of active and sticky fans may always be just a number for a brand. Therefore, in the eyes of mature operators, the number of fans is not the only focus of operations. From the perspective of refined operations, the “interaction” indicator needs more attention from brands. The direct interaction between brands and audiences is also one of the great values brought by social media.
Interaction indicators can be subdivided into mood, sharing and comment indicators. These indicators not only reflect the operation level of the brand in overseas social media (often high-quality content is more likely to trigger the interaction of fans), but also can bring actual value to the brand growth.
Sharing and commenting in interactions is key. The sharing behavior of fans can bring free secondary and even repeated dissemination of brand content, which is exactly what brand owners want to see. At the same time, fans' comments and messages will bring more valuable information to the brand and provide the possibility for further customer conversion. The following picture is part of the comment area of a live broadcast on the e-commerce platform Wish:
Brands can use higher-quality content to trigger more sharing from fans, but to give full play to the value of “comments” and achieve the purpose of helping brand growth and user conversion, efficient and high-quality refined operations are needed.
The Comment Area - A Gold Mine for Brand Growth
Social media comments are a gold mine for brand marketing. Below are some of the comments under BMW's Facebook page post, where we can see what valuable feedback the brand has brought to the brand:
BMW is very good at using the social media comment area as a treasure. They also use comments to understand consumers' wishes and preferences, and conduct consumer preference surveys quickly and at low cost. Fans are also willing to respond, and the atmosphere is warm:
Through reviews, brands can easily obtain a large number of valuable real sales leads at a low cost, and at the same time provide brands with the opportunity to convert fans into actual buyers.
Negative reviews are just as valuable as positive reviews, but the comment area is a double-edged sword. If you can't respond in time or handle it improperly, it is likely to cause fans to be dissatisfied with the brand, which will lead to the loss of fans and prospective customers. Not only that, because the content of comments is publicly visible, it is generally believed that fan comments are more authentic and credible, and some negative comments will definitely affect other fans’ views of the brand, bringing different degrees of damage and loss to brand marketing. .
Therefore, for the refined operation of brands in overseas social media, whether it can deal with each comment from fans in a timely and effective manner has become a key and difficult point. However, refinement and high efficiency are inherently contradictory, especially for Overseas brands that operate multiple overseas social media platforms and homepages in multiple regions at the same time will face huge labor costs, as well as unavoidable omissions and delays by relying on simple manual processing. At this time, a tool that fully considers the needs of the refined operation of social media is very necessary.
Improving efficiency, reducing labor costs, and being convenient and easy to use are the basic requirements for a tool product. In this regard, the "comment" management function under the "interaction" module of Marketing Cloud provides a solution that fully meets the above requirements, empowering overseas brands The overseas social media "Comments" refined operation management.
Since one-click login to Marketing Cloud can centrally manage several accounts on multiple social media platforms, operators can centrally view and process comments under published posts at any time without the need for operators to switch accounts repeatedly. For the selected social account, you can view it according to "Incomplete" and "Completed", which is convenient for timely processing, and it is convenient to retrospect the processing status of comments. The comment content displayed at the bottom of this area can be filtered by type, contact label, interaction label, etc.:
The comment content interface is clear and concise, and provides practical functions such as emotional tendency judgment, multilingual translation, etc. The settings of buttons such as viewing dialogue, reply, like, mark as complete, tagging, and internal notes allow operators to target in various ways handles different content and types of comments. With the tag function, sales leads, after-sales issues, etc., can be timely understood and followed up by other departments:
The "Data Overview" function displays statistics on the comment response rate, received comments, sent responses, comment processing rate, processed comments, response time and other related data, which is convenient for summary reports and supervision and assessment:
One of the values of the comment area is to provide a better basis for private domain operation and management. For this reason, Marketing Cloud displays the information of users who have posted comments in the order of the number of comments, so that operators can adopt corresponding strategies for users with different activity levels:
The comment active time is the hourly distribution of comments received by the selected social account within the selected date range. Relevant data is displayed in the form of visual charts, helping operators to allocate relevant personnel and time more scientifically and rationally while grasping the characteristics of the active time of commenting users:
It can be seen that the comment management function provided by Marketing Cloud is completely based on the actual needs of operators, saving time and effectively avoiding various omissions and misunderstandings.
The "Interaction" module also provides a "private message" management function, which also helps brands quickly respond to and deal with fans' related issues, promote customer conversion, and achieve brand growth through refined operations:
Epilogue
Refinement operations involve all aspects of social media operations, from content planning, production, and publishing, to event drainage, interaction, transformation, and multi-departmental collaboration. Many overseas brands are already trying and exploring strategies and methods for refined operation, and have accumulated feasible experience suitable for their own brands. This is how Chinese brands go overseas. In the storms and tests, they are more mature and better!
All the data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. For more overseas social media data of brands, please log in to Marketing Cloud to view.
If you are interested in the functions such as "comments" and "private messages" of Marketing Cloud mentioned in the article, please leave your contact information, and we will arrange a special person to get in touch with you.