What does a Social Media Ad Agency look like? (guest post)值得关注,社会化媒体下的新型广告公司

What are the major challenges facing business in today’s social media world?

Evermotion Beijing’s Wayne Zhu names 3 big challenges, and offers his view of the way forward.

Translated by Camellia Yang, edited by Simon Young

Challenge #1: Media Fragmentation.

Fragmented information leads to us living in the age of distraction. It’s easy for customers’ attention to wander because they encounter a lot of information every day. Because of this, traditional targeted advertising doesn’t work any more. Attracting customers and building a recognisable brand is becoming a big issue for companies.

Challenge #2: The gradual decline of Traditional PR

People have more freedom of speech on social media websites, and the traditional one-way conversation led by companies isn’t accepted by customers any more.
Companies that can’t have a two-way and equal conversation with their customers, face crises in their online brand reputation. The good example is Siemens Sina Weibo Crisis.

Challenge #3: Customer Service Dysfunction.

If businesses can’t find their customers online, they have no way to hear what those customers are saying.
Companies should take advantage of business 2.0 – a transformation for business. Business 2.0 isn’t just a nice-to-have, it’s essential, because the traditional model isn’t working any more.
Business 2.0 starts and ends with the customer. It emphasizes the importance of stakeholder engagement and co-creation of value. Social media websites have been the key platform to achieve this goal. Therefore, it’s urgent for businesses to employ social media strategies across the whole company.

The future agency model

The boundary between ad agencies and public relations firms is blurring. The single-function service company can’t survive, because they lack social media interaction.

Therefore, the advertising/PR firm of the future integrates the features of both advertising and PR.

Why is it new? It has a different business model. Traditionally, companies promote their products from their own perspectives and ‘force’ customers to accept the information from them.

Now companies are realizing the importance of content marketing, creating interesting and useful content which in turn engages customers in conversation.

This new type of advertising agency has a different company structure in terms of staff recruitment, staff behaviors, problem-solving skills, and more. This kind of company can reap huge efficiency rewards by harnessing social media tools.

Everyone knows western companies lead the world in business development, while most Chinese companies trail behind. While China awaits business transformation, western companies have already experienced the invisible revolution transforming companies into the next level.

They’ve recognised the significant influence of customers rights, business transparency and collaboration with stakeholders. It’s inevitable for businesses to join the social business world, where companies have to explore new business models by integrating services together, and achieve success by reforming their old business strategies.

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That’s Wayne’s view from Beijing. What do you think? Is there a transformation going on in business, and are Western Companies really leading the way? Please leave a comment below.

感谢瑞意恒动的@帏恩贡献这篇博文。

 

面对社会化商业大潮的来袭,企业将会面临怎样的挑战?第一,广告碎片化的影响加剧。时间碎片化、人群碎片化、信息碎片化,用户的注意力正在不断地变得分散,消费者也变得更加个性化,在这样的网络环境中,企业如何去冲击用户视听,建立品牌认知,传统的投放方式是否变得越来越杯水车薪。第二,传统公关手段的失效。消费者的话语权变得愈发重要,企业的单向对话思维已经不再能满足听众的需要,不能做到有效、及时且平等的沟通,企业口碑便会面临危机,西门子冰箱就是一个很好的例子。第三,客户服务虚无缥缈。企业越来越难实时有效的发现用户,找不到用户在哪里,及时对投诉进行反馈就变得无从谈起。

 

这样一种大环境下,企业亟需从内部建立起社会化的商业思维,不局限于仅仅在市场公关侧面依赖社交媒体,而是需要企业由内而外的顺应和推动这次前所未有的商业变革。所以,企业要从传统形式向一种更高形式转型,即企业2.0。更加强调以用户为中心,用户参与共同创造独特价值、塑造公共价值,其载体便是社交媒体。由此,我们知晓如果要顺利过渡到企业2.0的运营架构,首先要把社交媒体的运用效率多元化和最大化。

 

由此,传统广告与公关的界限已经变得越来越模糊,单一属性的服务已经很难兼顾社会化商业多元化的互动沟通和各种正负面的动态关联需要。这样,一种全新的、具有整合性质的广告公司便孕育而生,我们称之为“社会化媒体下的新型广告公司”。

 

可以说,这类公司的出现是一种必然,他们既是广告公司,也是公关公司。而之所以称之为新,是因为他们与一般的广告和公关公司的运营模式又有很多不同:以往的公司更多的情况下是从品牌和厂商的角度去说话,自卖自夸;而新型的公司是在做内容和做对话,通过内容和对话让消费者感受到品牌和厂商的价值,从而使之产生好感。另外,和普通广告公司相比,新型公司考虑问题的出发点和角度也有很多不一样的地方,比如在人员构架上,解决问题的思路、方法、工具及其人员配备上,都会有很大不同。可以说,这类公司横跨广告和公关两级层面,在社交媒体上重新整合部署曝光策略,这样的效率远非普通公司所能比拟。

 

众所周之,西方的社会化商业的步伐已经走在了中国的前列,在我们尚未迎来这场商业变革全面到来之时,西方却已在经历着这种称被他们称之为“隐形的革命”的洗礼,它的三个重要影响是:消费者权利,真实性挖掘以及共创内容。可以说,社会化商业的大潮已经是不可逆的趋势,建立在社会化媒体下的新型广告公司必将走出一条属于自己的全新道路,引领企业在这场商业变革中取得更多的成功。

 

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