With the development of mobile Internet and intelligent terminals, * * * has spawned a large number of social media, attracting a large number of users. Social media has become a part of daily life, and the way people maintain social relations has undergone important changes, which has led to important changes in social structure and social form. Social media marketing has become one of the important marketing choices for many brands. Reasonable social media marketing can not only gain more users, but also reduce marketing costs. As an important virtual social tool, social media has become an important tool in the process of people's socialization because of its powerful social function. With the continuous innovation of social media platforms, brands have great incremental space in social media marketing. Then, how to create content on different platforms, interact with users and create more value for consumers, and the thinking and response to these problems have given birth to the refined management of brand social media marketing. PART 1 strategic articles Brand social media marketing is diversified 1. How does the change of social media test the ability of brand marketing? Social media platforms are constantly changing. Its bottom layer is first of all a UGC platform, where consumers can contribute content and make brands have a relationship with social media. For the brand, whether it is concerned about CPM or ROI, the comprehensive ability of content, operation and delivery is very important. It is particularly important to note that the algorithm mechanism of platform traffic and the degree of commercialization of each platform are different, so the production of content needs to be closely combined with the differences of platforms. In the early days, Weibo's jokes were distributed, then the long articles and long videos of WeChat official accounts were distributed, and now Tik Tok's short videos, as well as the self-broadcast of content e-commerce, and the bottom layer was still self-media creation with creators as the core, combined with the ecology of super-investment KOL and KOC. For the brand team, the most important question to consider is whether it has the creative ability of different forms of content and whether it can realize the integration of closed-loop and product effects on one platform. 2. How does the differentiation of platforms affect the content layout of brand marketing? Brands that value social media marketing generally open accounts on multiple platforms. Weibo: It is generally used for topic promotion, and the brand's exposure is increased through topic diffusion. Bi Li Bi Li: Generally speaking, it is to promote products and deepen the awareness of brand rejuvenation. Zhihu: On the one hand, it is to promote products; on the other hand, it is to increase the connotation and exposure of brands. Xiaohongshu: Using KOL to produce original content to attract users to realize scene immersion. Tik Tok: Generally, it pays more attention to CVR (advertising conversion rate), such as guiding traffic in the live broadcast room or jumping out through links. 3. What expectations do users have for social media content? We found that social media is no longer limited to social functions, but gradually transformed into different styles of search tools. However, brand discovery is still dominated by social attributes through users' behaviors on social platforms. Therefore, brands will make different content matrices according to different groups of people, such as VLOG number, vertical category number, plot number, evaluation number and so on. Create diversified life scenes through content, so that users have a more sense of substitution. This sense of substitution makes brands and products have roots, which can be integrated into life and recognized by consumers. 4. What are the main types and functions of social media marketing channels? Social media marketing channels are divided into three categories: paid social media (PSM), brand-owned social media (OSM) and word-of-mouth social media (ESM). Paid social media: spend money to increase brand exposure. For example, search bidding and information flow advertising, or ask third parties to endorse their own image, such as KOL and KOC social media accounts and sponsorship. Own social media: the official display of brand image. The social media account officially operated by the brand produces, promotes and interacts with users, constantly increasing the brand's popularity and influence. Word of mouth social media: loyal fans use love to generate electricity and spread it for free. For example, the independent release of amateur fans or KOC social media accounts is very common in public opinion fermentation and virus spread. In fact, social media carries more and more functions, even including customer service. Many brands can also use it as a collection portal for private domain traffic, and use the positioning of social media in business to select content or platforms. 5. How to build a brand? The establishment of brand personality is to form a good first impression among users and let them think of our brand when they need it. Brand personality is a series of personalized characteristics connected with the brand, and then consumers are willing to explore, highlighting the differentiation of brand personality and fitting the mainstream values of the target population. Marketing copy must be rigorous, reject advertising language and use expressions that consumers are willing to accept. In this way, the brand can establish an image IP among users, so that consumers can see the "personality" behind the official account and feel the tension behind the brand. 6. How should brands understand and manage the customer matrix? Brands don't have to worry about how good or how few accounts are, but they have to be clear about what each account is used for, and then operate around their respective goals. The operation mode of matrix number can be multi-platform and multi-account, or single platform and multi-account. The account matrix is to establish contact between different accounts on different platforms, exchange the fan traffic of different accounts on different platforms under the same brand, and output enterprise and brand information according to different rules and contents of the platform, thus improving the number of fans and the commercial value of accounts as a whole. When the brand is in different stages, the order of magnitude of opening an account on the platform is different. The brand needs to operate well within a limited budget, and make clear the long-term goal and stage goal of the account in order to achieve the "effect" of product efficiency. If you put brands on different accounts, it is usually to plant grass or highlight the nature of the brand, which should match the goals of each account. The content is generally a matrix of multiple accounts from the aspects of adding powder, interaction, exposure or trading. The second part is the key step of social media operation. What are the correct steps of brand building social media marketing? The marine methodology of social media marketing points out that brands need to follow certain steps when managing social media marketing, including target positioning, content and direction & platform planning (channel), implementation (execution), analysis and improvement (analysis) and standardization. O-Objective target positioning is not only a strategic positioning, but also an account positioning. Whether doing brand building, brand promotion or upgrading GMV, we should anchor a more accurate consumer audience in platform selection or content planning. C- Content) and Direction & Should the platform planning (channel) be content first or channel first? According to the application classification of methodology, it can be subdivided into three types: content type, platform type and mixed type. By disassembling the application characteristics of different brands, we can create comparative advantages and meet the needs of brands. Content-oriented: there are specific people who want to reach out. This brand is very tonal, but the flexibility of the organization is not particularly high. It will have a set of content and then be launched on different platforms. Platform pre-type: the general audience is relatively wide, so it can support different contents of different platforms and reach specific people on each platform. Hybrid: it is more common in new consumer goods. Many new consumer goods have their own persistence and original intention, but they will also be challenged by GMV. Do more transformation on some platforms with closed-loop links, and pass on brand ideas and tell brand stories on other platforms. E-Execution for many brands, the urgent problem is to increase investment, and the great synergy of internal and external things greatly affects the final quality of the brand. Therefore, it is particularly important to choose a reasonable and reliable third-party management platform. A-analyzing and improving (analyzing) social media platform is a very important part of marketing. The most important thing is to gain insight and analysis through data, and constantly optimize the brand's content, strategy and strategic objectives. N—— Normalization When a brand makes multiple accounts, it creates multiple matrices on various platforms, so there will be many collaboration problems at this time. Collaboration includes but is not limited to social media teams, and even involves marketing teams, product teams, sales teams, and compliance legal teams. Externally, because the main content forms of various social media platforms are different, many brands will use different marketing agents to do social media content. For example, some agents focus on vibrato short videos, while others focus on WeChat graphics. External communication will be very time-consuming and labor-intensive. Standardized cooperation and standardized operation can help brands avoid some account security problems more efficiently. 8. How can brands make their accounts and content better on social media platforms? 1. Let the marketing agent do brand promotion in the early stage. In the process of improving internal strength, you can hand over some marketing work to the agent first. However, the brand itself must have a clear budget and clearly plan the effects and cycles achieved at different stages. 2. By collecting users' comments, brands can learn about competitors, what platforms they have made and how they have done it. 3. Research the underlying logic, flow algorithm and content characteristics of the platform. Whether the official traffic distribution is mainly graphic or video, how to make the cover picture of the official account, how to optimize the title, what hot spots to rub, what hot spots to predict behind, how to understand the keywords through notes, and how to bring lasting exposure to the brand. 4. Analyze the data center of the platform account, such as Xiaohongshu's small eyes. Seeing more means good exposure, and good exposure will bring interactive praise, comments and collections. 5. Observe the source of users. If the user comes from the homepage, the content quality can be judged by the traffic of graphic and video. 6. The attractiveness of the account content pays attention to the first 3 seconds of the golden video, and improves the user click rate as much as possible; Pay attention to the copy of oral language or plot number, and study how to improve the content conversion rate. 9. How to build brand core keywords? Establish brand core concepts and values related to brand concepts. Brand itself is a key word, and then by creating new user consumption scenarios, we can cultivate and guide users' new consumption habits. Related to brand product classification, keywords are created through product selling point, appearance, color, composition, etc., to grasp the user's mind. Related to regular content include name, product features, style, image, key groups, service differences and so on. For example, the brand name is the core element of the brand, which can often reflect the central content of the product concisely and make consumers have key associations. The ideal brand name should be easy to remember. The core of brand building related to hot content is to establish a solid relationship with target consumers. Through the keyword ranking formula, it can be seen that the higher the keyword bidding, the higher the ranking, but the "quality score" of the keyword. The quality score is influenced by many factors, such as click-through rate, relevance, delivery stability, ROI and so on, among which the core factors are relevance and click-through rate. 10. What do you think of this brand? How many departments have built official numbers on the platform? We have observed that different departments of a brand will open official accounts on the same platform at the same time. These official statements are different, but they are also related. For example, one team is responsible for general content, enhancing brand image and consumer cognition, and the other team is responsible for transforming content and improving ROI. According to the different planning objectives, it will be divided into different teams to operate the account, but when exporting, the brand positioning and product selling points should be unified. 1 1. What are the values between brand names? Taking a new brand as an example, co-branding can increase the brand's exposure and quickly implant it in consumers' minds. The logic of co-branding is to determine the scene in which brand users will use this product, and then what high-frequency products will appear in this scene, and then find the brands of such products to co-brand, thus creating a field for consumers to gain their minds. Of course, it also includes interactive creation with consumers, such as changing the patterns drawn by users to be printed on the outer packaging of joint-name products, so that consumers can participate in the whole product creation process, enhance users' interest and help them promote the brand. 12. Take Mi Xue Bing Cheng as an example, how to play the successful brand social media marketing? We have noticed that Michelle Ice City has mature and successful experience in social media marketing. The social media account of Mi Xue Bing Cheng adopts the operation mode of "layer by layer selection": 1. The third-level account (personal and store) Mi Xue Bing Cheng will first produce content from personal and store accounts. After this wave of content is finished, if there is good content, it will go to the regional level. 2. The secondary account (area) will organize, edit or remake the good content collected from individuals and shops, and then launch a wave. Content with good performance in the region will continue to go up and go to the account of the headquarters. 3. When the first-level account (headquarters) reaches the headquarters level, Mixue Ice City will refine the content that has been repeatedly verified, make new scripts and expand the best content of the brand. The reason why the expanded content has a high popularity rate is because it has been repeatedly verified in secondary and tertiary accounts, so it will achieve a relatively high delivery effect and success rate. Inside Michelle Ice City is a business school, which will teach shops and employees how to make scripts and shoot short videos. In this way, the success probability of the first round of testing is improved, and the following tests have better results. The success of this social media operation mode is based on the confidence and control of the content of Mi Xue Ice City. Generally speaking, brands can do many content delivery tests and observe the response effect of channels to these small tests. If the effect is good, increase the delivery; If the effect is not good, give up the channel. 13. How does digitalization empower brand social media operations? Digital empowerment content creates data reports published by social media, which can let brands see which content is more popular with users, including arrival rate, forwarding rate or interaction rate. At the same time, through digital tools, we can see what is the hot trend of similar products or competing products, where is the focus, and what keywords and contents are mainly used. This can continuously optimize the quality of iterative content. Using the digital empowerment operation of QR code function and offline activity brands, you can make different scenes in the background, and you can also summarize the concerns of WeChat official account fans and the fact of canceling subscriptions. When the brand is doing offline activities, different venues will cause differences in interactive data, which can be used to analyze and relaunch, so as to adjust the subsequent strategy. 14. What are the functions of social media management platform that can help brands operate social media? Take KAWO You Ke as an example. Securely manage multiple social media accounts. At present, all companies, big or small, do matrix accounts, but this increases the complexity of management. At this time, the brand will consider using third-party tools to quickly and safely integrate and manage matrix accounts. Among these third-party tools, KAWO has strict control over the data security of social media accounts, which can bring great help to brands. For example, social media content managed through this platform can be set to be approved by designated people before being published. Efficient processing of social media data KAWO provides dashboard data and lets the team return to the track of making ideas and ideas, which is the best content of brainstorming. Through various ways such as hashtag, marketing can return to the original intention of socialization and generate links with users. Instead of spending time doing some mechanical work, such as collecting data and summarizing them into tables, resetting beautification tables and so on. Competitive product analysis has some insight into the industry, tracking hot spots and creating topics. KAWO can help brands do better. Internal and external interaction and collaboration Many teams will put screenshots on WeChat when approving this social media, and everyone will draw a circle to modify it. When many people participate in this process, it is easy to miss comments or spend a lot of time integrating. On the KAWO platform, you can put all the comments together, and you can also let everyone know who commented when, so as not to miss it. Conclusion Social media plays an important role in consumers' discovery, research and sharing of brand and product information. The brand team's goal in using social media is to make their brand a topic. Brand image is the most intuitive impression that users get in touch with brands. The most important and effective way to enhance the brand is to enhance and shape the brand image. Therefore, brands should pay attention to the design and shaping of content in order to better spread values and ideas. In the era of the strong rise of social media, short video, H5, live broadcast and other more fragmented and visual brand content output methods will attract more users and get more traffic. The brand is committed to building an influential group. At the beginning, it is to establish influence in a specific expert circle, and then let users participate through different classifications. This unique ability endowed by society enables brands to reach a wider range, gain benefits from brand information they didn't know before, and influence new target consumer groups. Social media is a very powerful tool, which can connect brands with users in an attractive and relevant way and make brands have a real impact in this field. 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