大家好！“外企头条”栏目今天推出英国欧晰析企业管理咨询大中华区合伙人庄淳杰撰写的文章：
社交营销：从参与到购买
Go social : From engagement to sales
请看详细报道↓↓↓
每当提及社交媒体品牌推广时，客户对品牌的关注度一直是具有远见的营销人员念念不忘的术语。许多企业都会利用网红作为他们推广活动的一环以针对其目标受众。
Engagement has been the watchword of forward thinking marketers when it comes to promoting a brand through social media. Many businesses leverage the power of influencers as part of their campaigns to reach their target audiences.
根据营销机构Mediakix的数据，Instagram的单一的影响力已经价值10亿美元，一些拥有超过100万粉丝的关键意见领袖（KOL）的一个帖文价值更是高达15000美元。可见，品牌需要寻求方法衡量网红的效益与投资的回报。
But when, according to influencer marketing agency Mediakix, the influencer economy on Instagram alone is worth $1billion, with key opinion leaders (KOL) with more than a million followers commanding as much as $15,000 for a post, brands need to look for ways to measure the return on their investment in an influencer’s effectiveness.
企业要成功将社交媒体渠道作为真正的商业平台，就必须完善社交宣传以及让顾客愿意掏出钱包進行交易这两环节。
The way for businesses to the square this circle is to close the purchase loop and use social media channels as commerce platforms.
大行其道
Under the influence
社交行销有多种模式：“点击购物”将网红的帖子链接到品牌销售产品的网页；例如美国的shoplikeit和中国的小红书等专业的网红平台，当网红分享他们购买的产品时，他们的粉丝便可以通过平台直接购买其产品。像微博和微信这样的平台，也可以透过微网站连接到商业网站。
There are multiple models for this: “click to shop” links an influencer’s post to a brand microsite selling product; there are dedicated influencer platforms like shoplikeit in the US and Xiaohongshu in China, where people share their purchases and their followers can buy them directly through the platform; and brand microsites on platforms like WeChat can be umbilically linked with commerce sites.
更小巧灵活的新品牌是最早应用社交媒体的潜在商机的。在建立客户基础方面，小型企业透过社交媒体平台进行销售是惯例做法，因为品牌能以此接触到最多的人群。
New brands, who are smaller and more nimble have been the first to respond to the commercial possibilities of social media. In seeking to establish their customer base, for smaller businesses selling through social media platforms is common sense as it renders their brand accessible to the maximum number of people.
在2012年成立的内衣品牌“内外”是以数码为先的初创公司，利用了社交媒体渠道和网红接触受众。“内外”首五年只用电商营运，直到去年才成立第一家实体店。
Outdoor Voices established in 2012 is one example of a digital first startup in activewear using social media channels and influencers to find and gain access to their audience.
现已依赖实体店和电子商务的品牌对社交行销的反应没有那么灵敏。
Brands with an existing proposition selling through bricks and mortar and e-commerce, have been less swift to respond.
如想有效地运用社交渠道销售，现有品牌需要克服不同销售渠道冲突的恐惧，从企业上和运营上的束缚中走出来。
In order to effectively sell over social channels, existing brands need to overcome the fear of channel conflict and liberate themselves from organizational and operational constraints.
重要的是，他们需要创建一个简单，引人注目的方式，让消费者容易选择和购买。
Most importantly, they need to create a compelling, simplified offer that makes it easier for consumer to choose and purchase.
大展拳脚
Strike a pose
大型品牌正在证明他们能够成功转型，而中国市场亦正引领潮流，美国等其他市场则落后。中国90后的消费者中，高达七成消费者表示他们更愿意通过社交媒体购买产品。
Larger brands are demonstrating that they can successfully make this transition, and the Chinese market is leading the way while other markets like the US are lagging behind. Up to 70 per cent of Chinese Gen Z consumers (those born after 1995) say they prefer to buy products via social media.
时尚和美容品牌是这方面的先行者，它们的业务特别适合社交媒体。
Fashion and beauty brands are the pioneers, as categories which lend themselves particularly well to commerce through social media.
时尚品牌可以为网红试穿新装发帖付款，并让其粉丝可即时点击购物。例如，时尚网红晚晚学姐与不同的品牌合作，为其粉丝提供折扣等等， 吸引粉丝按下链接购买商品。
Fashion brands can pay influencers for outfit posts which their followers can immediately click through from to shop. Blogger and Instagrammer Manrepeller, for example, has partnered with brands , showcasing their products and pushing followers to links to buy.
这是一种有效的策略：当美宝莲在中国用视频分享应用程序美派，与着名的模特儿兼女星杨颖举行直播时，美宝莲仅在两个小时内就销售了超过万支口红。
It’s a strategy that works – when Maybelline hosted a live stream on Meipai, a popular video-sharing app in China, with famous model and actress Angela Baby, the brand sold over 10,000 lipsticks in only two hours.
了解你的客户群
Know your audience
考虑到这些平台掌握的时间和流量，社交业务是难以避免的。在消费者滑动手机时吸引其注意力，并且简化购买的步骤，对企业在这些平台上营销十分重要。
Social commerce is inevitable, given the amount of time and traffic these platforms command, and grabbing the attention of consumers while they’re scrolling and minimising the number of steps required to purchase will become critical to businesses marketing on these platforms.
我们认为问题的重点不在于品牌是否应该以这种方式参与：紧贴市场是必须的，但重点在于认清消费者是谁、怎样与他们接触、在哪里进行投资，同时牢记观众追随的人物。
The questions we consider to be key are not around whether brands ought to be engaging in this way – to stay relevant they absolutely should – but to ascertain who their consumers are, how to engage with them and where to invest, bearing in mind who their audience follows.
比方说，我们最近在中国进行的一项研究表明，直播是18-24岁年轻消费者中最受欢迎和最具影响力的营销方案，而在35至39岁的成年消费者中，置入性行销更为有效。
For example, our recent research in China showed that live-streaming is the most popular and influential marketing scheme among younger consumers aged between 18 to 24, while product placement is more effective among more mature consumers aged between 35 and 39.
既然企业认为社交平台是关键的考虑因素，并以创意的方式接触目标受众，我们运用社交平台进行销售将日益成为常态。
As businesses find answers to these key considerations, and then creative ways to reach their identified audiences, selling through social platforms in this way will increasingly become the norm.
获得回报
Reap the rewards
除了提高品牌知名度并吸引新消费者外，社交行销的好处是显而易见的。当网红的帖文有可量度的销售成果时，企业便能够评估其实质价值，从而得知他们的影响力以及营销效果等资料。
Aside from growing brand awareness and reaching new consumers, the advantage to brands is clear. When KOL posts have measurable sales outcomes, businesses are able to assess the true value of influencers, gaining transparency about their impact and marketing effectiveness on social channels.
量度市场营销价值从来不是精确的艺术，但使用社交平台作为业务手段，品牌终最将能够量化网红的利处，获得受众参与后的金钱回报。
Measuring the value of marketing has never been a precise art, but by engaging social commerce tools, brands will at last be able to quantify the benefits of using an influencer, reaping the rewards of an engaged audience in dollars and cents.
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编辑 / 刘辛未
来源 / 经济日报（记者陈颐、朱琳）
