Category Archives: SOCIAL MEDIA

New tech,web2,new media

看2014年的社交媒体市场—补发2013年底的旧文

2013年底应邀按新浪的新媒体从业人员的调查数据写些评论性文章,写完后没跟进,貌似文章也没发表出来。当时预测instagram在国内会有一大波增长,现在看来是蒙对了。把旧文章贴出来,但数据是别人的,没授权就不贴了,基本不影响本文。

市面上对关于新一年的趋势预言不少,也见仁见智,而我们可能更需要返身看看从业者自己的数据,这份行业调研报告从不同维度挖掘社会化营销领域的现状,得以从另一个角度探讨行业发展。

拼组织:

社会化营销在广告行业价值链中越来越重要,早就引起资本领域的关注,2013年社交媒体行业出现不少融资、合并重组案,整个营销行业会继续这种合纵连横的变化,以应对数字媒体生态圈的新挑战,各个公司的服务范围和属性也会类同 ,后续社会化营销的组织架构调整和变革也会发生。

而对甲方而言,社交媒体在大企业的影响力也会进一步加大,扩展到更多行业,我所在的传统金融保险甚至大量后觉的B2B品牌也在积极制定社交媒体战略,而且因为B2C品牌前2年有益的尝试,社交媒体管理体系、数据化挖掘等会成为客户关系管理的重要组成部分。

当然,说到底,这是一个拼人的行业。

拼人:社会化营销人能力多样化

一个跳转进这行业的朋友对未来的职业之路有疑惑,言说没有成就感。我们看看几个业内大咖们经历,开饭馆的成为社会化营销的奇葩,做软件的将手机市场搅得天翻地覆,连种橘子的老汉也能包装得令人啧啧称奇… … 再不抵,比如我原来是投资行业的木讷宅男,也抢进来一脚… 从这角度讲,这是没有行业限制门槛的。

很多工种在消失,是因为个体跨界能力强大了,跨界包括跨行业的经历、跨平台的能力、跨文化的能力等,比如,我文案写的好,也能拍出质感的图片和视频;我对数据变化又分析能力,同样能写好媒体策略… …社会化营销人要能保持对网络信息的辨识力和敏感度,有文字、图片和视频的表达功力,2014年就能用上。

社会化营销技能将会像10年前的web1.0的电邮一样,成为营销的基本技能,就看个体和团队的多样化能力了。

拼内容:

内容营销是个老词儿了,2014年必定仍然是社会化营销的重头,想创造长期持续、能体现品牌诚意和价值的内容,不容易;与其追求设计精良的单点爆发,莫若踏踏实实地爱你的品牌和产品,将你的感同身受通过社会化营销分享给你的家人、朋友和粉丝。在这里我将服务同样归在内容的范畴里。

拼视野:小众社交网络发展快速,平台细分呈现多样化

2013年微博微信之争甚嚣尘上,微信的去媒体化努力确实成功,微博仍然是主要营销平台,虽然这双微平台依然是占有主要地位,然而用户触点已经很难再用如此单一的媒体平台来准确把控。

2014年用户使用习惯、用户社交关系群体等分析将成帮助品牌找到用户触点的重要依据。对于社会化营销从业者来说,要关注新的传播手段和平台,在这里我斗胆提一句,在互联网用户需求细分的情况下,留意具有更专一功能、被广大品牌忽略的小众社交网络社区,提前进行布局,哪怕是个人的尝试,比如汽车类母婴类社区,比如兼具同步国内外社交平台、图片+短视频内容视觉营销、手机移动、LBS等等概念于一身的美图社区instagram,按照中国用户目前的增长速度,有可能在2014年上半年就在国内呈现一次爆发增长,娱乐、时尚等视觉类品牌可以考虑试水了。

不管是新平台还是新技术,不管是大数据还是sCRM的概念,社会化营销从业者应该一直围绕广大用户,在很多情况下社会化营销的道路是淌出的、玩出来的、服务出来的,软硬广告买来的只是昂贵的浅层印象。

进一步完善的营销链、多样化能力的从业者、多样化的平台、多样化的内容,这都是条件,希望有组织地向大量无组织的用户植入品牌和产品,并希望在一个去中心化的web2.0世界里,形成效应…… 这事其实挺难,路漫漫,唯上下求索。

不是我不明白,这世界变化快。2014年,冲在最前的社会化营销人收获最大。

Chinese students, come to ECSEL for free!中国学生免费美国社会性企业大会

In April 2010, the ECSEL 2010 Program will bring Chinese students to the United States for a weeklong program designed to assist aspiring social entrepreneurs on their path to building businesses that create positive change.
About the Clinton Global Initiative University

Building on the successful model of the Clinton Global Initiative, which brings together world leaders to take action on global challenges, President Clinton launched the Clinton Global Initiative University (CGI U) in 2007 to engage the next generation of leaders on college campuses around the world.

Each year, CGI U hosts a meeting for students, national youth organizations, and university officials to discuss solutions to pressing global issues. The third annual CGI U Meeting will be held at the University of Miami from April 16-18, 2010. At this meeting, nearly 1,500 attendees will come together to make a difference in CGI U’s five focus areas: Education, Environment & Climate Change, Peace, Poverty Alleviation, and Public Health.

CGI U is more than just an event. It is a growing community of young leaders who don’t just discuss the world’s challenges — they take real, concrete steps toward solving them. Throughout the year, and as a prerequisite of attending the CGI U meeting, students, youth directors, and university officials develop their own Commitments to Action: a specific plan of action that addresses a pressing challenge on their campus, in their community, or in a different part of the world.Commitments range from installing energy-efficient light bulbs to establishing campus bike share programs, from distributing life-saving water filtration kits to designing medical backpacks for nomadic doctors in Africa. Since the inaugural meeting, nearly 2,000 commitments have been made.

To learn more about CGI U, visit http://cgiu.clintonglobalinitiative.org/Page.aspx?pid=1871

What is Social Enterpise?

The field of Social Enterpise is about understanding how social and environmental problems can be solved through a business approach. In other words, it is about creating businesses whose product, service or business model has a powerful positive effect on our world.

There are a lot of different ways to solve a problem. Sometimes, it is best to form a charity organization. Other times, it is best to gather the power of the community. In others, the best solution is for the government to intervene.

However, sometimes the most effective solution to a problem is to create a business. Take the example of TOM’s Shoes. This is from the TOM’s Shoes website:

“In 2006 an American traveler, Blake Mycoskie, befriended children in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Blake returned to Argentina with a group of family, friends and staff later that year with 10,000 pairs of shoes made possible by caring TOMS customers.

Since our beginning, TOMS has given over 150,000* pairs of shoes to children in need through the One for One model. Because of your support, TOMS plans to give over 300,000 pairs of shoes to children in need around the world in 2009.”

TOM’s could have started as a simple charity, getting money from donors and using that money to buy shoes. But, by using a business model instead of a charity, TOM’s was able to give away many more shoes, and the model is self-sustaining.

The best way to understand social enterprise is to learn about examples of specific businesses. Visit the “Examples” link to the left to hear about other exemplary social enterprises.

中文版:
010年4月,ECSEL 2010将支持中国学生前往美国参与一个为期一周的项目,其初衷是协助有理想的社会创业者们实现能创造社会改变的商业创意。这个项目分为两部分:

首先,我们将在加州旧金山附近的太平洋大学全球社会创业中心(GCSE)参加一个2天的定制工作坊。该工作坊让学生有机会接触在美国,中国和世界各地产生过积极的社会环境影响的前沿企业和机构领导者。学生将从他们的经历中学习并讨论社会环境问题怎样可以在中国有效地应对。学生们将前往旧金山访问一些在清洁能源,发展问题等领域有影响力的机构和组织。

之后,我们将前往佛罗里达州迈阿密参加2010克林顿全球倡议大学会议(CGI-U)。由克林顿总统在任期结束后亲自创建的基金会发起了这个会议,汇集1500名来自美国及世界各地的学生探讨世界面临的重大挑战以及每个人可以如何创造改变。学生们将与来自美国及世界各地的优秀学生以及商界、政坛和社会领域的卓越人物进行交流。

Go to this website and find more http://ecsel2010.com/about

TED2010:”What the World needs now…”

So, what does the world need? Stimulus? Recovery? Sure, but TED is looking for the core values for human future, I believe I will see more sparkles from those brilliant speakers.   Now the same question to Chinese, I am not annoyed  about how to answer these simple and difficult questions, what I am worrying is : are there anyone or any group of people who would like to think in the TED’s way, a mankind way.

Let’s look at the following sessions and think about if we can find the proper person according to the list

Session 1: Insight

Looking beyond the crisis (Nobel Laureate Economist. Global Hedge Fund Manager. Historian. Futurist.)

Session 2: Courage

When the going got tough, who had what it took? (Entrepreneur. Contrarian Investor. Mountaineer. Humanitarian.)

Session 3: Discovery

Are there answers in nature? Who’s finding them? (Astronomer. Paleontologist. Geneticist. Nanotech Researcher. Explorer.)

Session 4: Provocation

This is a great team to be challenged on some fundamentals. (Corporate Critic. Libertarian. Hacker. Rap Artist.)

Session 5: Invention

Who is dreaming up the new ideas we need? (Smart-Grid Designer. Collaboration Catalyst. Concept Animator.)

Session 6: Imagination

Who can nourish our sense of wonder? (Theoretical mathematician. Sculptor. Landscape Artist. Musician.)

Session 7: Inspiration

Can a wish truly inspire change? (The TED Prize winners.)

Session 8: Reason

How do we think smarter — about the world, and about ourselves? (Media reformer. Statistician. Neuro-scientist. Philosopher.)

Session 9: Energy

Both metaphorically and literally. (Nuclear reactor designer. Radical Biofuels. Motivational Coach. Dance Troupe.)

Session 10: Laughter

There really is a funny side… And humor can catalyze understanding. (Comic author. TV host. Filmmaker. Stand-up. Singer-songwriter.)

Session 11: Simplicity

Is too much complexity a threat to our world? To our happiness? (Former Derivatives Trader. Legal System Reformer. User Interface Designer. Monk.)

Session 12: Wisdom

Step back, and the view looks different. (Anthropologist. Story Teller. Slum Dweller. Sage.)

We often (only) use these words in our composition in high schools, but not in our real life except your major is “classical philosophy” or you are a teacher.  All we need is about “money” “authority” … material things…