What is engagement online? 什么是良好的线上互动?

Anika Nafis asks what is engagement?Anika asks:

I just had a question about social media I thought perhaps you could answer. Might be a silly question but what’s engagement?

I am asking this because I’m trying to find brands that use different platforms well. What’s interesting is that successful brands on Facebook e.g. Coke and Burberry don’t really “engage” as in contribute to ongoing conversations on the content they post. They simply post things and there seems to be some kind of motivation for people to comment. What makes these brands successful on Facebook? What motivates people to like or comment on their posts?

“What is engagement” … that is a huge question. We’re working on a grand unified theory for it, but for now, it seems to be about whatever gets your attention and resonates with your values and/or self-image.

You’ve come across the difference between established brands and upstart brands.

It tends to work like this: older product brands can act more like mainstream media because generally the product is good, and consumers are used to an indirect relationship with the product (ie they don’t often talk to their can of Coke unless they’re totally smashed).

Where these brands often succeed is giving people a platform to express themselves and/or connect with others. Coke’s “buy the world a Coke” app is a great example.

Service brands and/or startup brands often have to take a different approach, being high-touch and interactive. That’s because there’s more of an ongoing relationship with the service provider. And more importantly, bad stuff can and does happen, so some engagement can offset some of the bad stuff. For example, Air New Zealand, Telecom, Dell, etc.

Anika:

 So…. if brand X is successful and ahead of the rest and makes me feel (subconsciously of course because people never consciously claim brands make them feel things) important and impressive then all they have to do to engage is use the right symbolic imageries, music tone etc. to achieve engagement whether it be social media or a tv advertising?

So social media isn’t really a “superior” way of engagement, it’s just another marketing tool we can use?

Social media is superior when it comes to dialogue – direct dialogue with the brand, or dialogue between a brand’s fans. But yeah, it’s just part of the overall marketing mix.

HOWEVER … when you start with online and social, THEN work your way back to TV, print etc., those traditional media become very powerful. Measurable, even!

Thanks for your question Anika. And if anyone else wants to ask a question, please do! Contact us or leave a comment.

Anika Nafis asks what is engagement?

Anika 问我:“关于社会化媒体我一直有个困惑,我想你应该可以回答。这也许是个很傻的问题,但我还是想问,到底什么才是真正的线上互动呢?

我问这个问题的起因是,当我想找到品牌利用社会化媒体取得成功的案例研究时,我发现一个很有趣的现象,在Facebook上取得成功的企业像是可口可乐(Coke和巴宝莉(Burberry实际并没有和他们的粉丝在线上进行传统意义上的“交谈对话”,他们只是简单的上传内容随即获得粉丝的“Like”和评论。为什么这样的单方发布讯息可以取得成功?为什么人们喜欢这些品牌的讯息并且乐于评论?”

“什么是真正的线上互动?” … 这是一个大问题。行业内的每个人几乎都在研究这个问题,但是却没有得出统一的定论。我认为,目前为止良好的线上互动就是线上品牌可以获得人们的注意力,发布的内容可以引起粉丝的共鸣。

这里需要谈论一下知名品牌新贵品牌的不同。

知名企业在建立线上品牌时通常有这样一个趋势:因为企业之前的产品已经在主流市场上取得成功,消费者乐于在线上直接成为该企业的粉丝。

知名企业所要做的就是开放一个平台,让热爱自己的消费者在线上抒发对于该品牌的喜爱之情,同时与其他
“臭味相投者”分享他们的感想。可口可乐的“我想给全世界买一瓶可口可乐buy the world a Coke”手机应用就是很好的例子。 

就服务品牌或者是新贵品牌来说,他们的线上品牌更应该从个性特点方面注意客户或者顾客的要求,并且更注重与客户的交互。因为他们更需要建立客户的认知度和与消费者的长久关系。因为服务品牌的服务也许会达不到消费者的预期水平,而新贵品牌的产品也许也满足不了消费者的口味,所以线上的良好互动将弥补这些不足。新西兰航空公司Air New Zealand, 新西兰电讯公司Telecom 和戴尔Dell都是很好的案例。

Anika:“所以说,某品牌如果十分成功,并且让我感到‘暂时’的满意(消费者永远不会对某一产品感到长久满意),那他们接下来要做的就是使用正确的图像或者音乐与消费者互动,让消费者印象更加深刻,不管是在社会化媒体平台上还是在电视广告中。我可不可以理解为,社会化媒体其实并不是什么伟大事物,只是另一种市场营销手段而已?”

我认为社会化媒体在与客户进行交流对话时确实是一件伟大的发明,当然也是一种综合的市场营销手段。

但是,在新媒体时代使用社会化媒体进行市场营销时,也不要忘记传统的方式,像是电视广告和纸质广告,保持你的特色,旧媒体营销依旧有效。

您对于线上品牌的营销有什么看法呢?欢迎留下您的评论。

 

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