Hootsuite CEO 改變企業(yè)社交媒體使用方式的五大趨勢
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Duke University recently published a study on socialmedia that left many managers scratching theirheads. Social media spending at companies, thereport showed, currently represents 9% ofmarketing budgets, and that’s forecast to rise tonearly 25% within five years. But half of marketersinterviewed said they couldn’t show what impactsocial media had on their business – at all.
杜克大學(xué)最近發(fā)表的一份關(guān)于社交媒體的研究令許多企業(yè)管理者撓頭。該報(bào)告顯示，許多企業(yè)的社交媒體支出約占企業(yè)營銷預(yù)算的9%，預(yù)計(jì)未來五年內(nèi)，這個比例將激增到25%。但半數(shù)受訪的企業(yè)營銷人員表示，他們根本無法證實(shí)社交媒體對他們的企業(yè)究竟產(chǎn)生了哪些影響。
Critics were quick to call the surge in social media spending a case of throwing good moneyafter bad. From my perspective, however, these conflicting stats tell an entirely different story:that social media is evolving at breakneck speed and companies are struggling mightily to keepup. Businesses are reaching larger audiences and seeing increasing benefits, but the shiftingsocial media landscape makes getting consistent results – and measuring them – anenormous challenge.
很多批評人士認(rèn)為，企業(yè)一窩蜂地在社交媒體上燒錢不過是在填一個無底洞。不過我認(rèn)為，這些矛盾的數(shù)字卻說明了另一個問題：社交網(wǎng)絡(luò)正在以飛快的速度發(fā)展，同時(shí)企業(yè)也正不遺余力地跟上。雖然企業(yè)正在通過社交網(wǎng)絡(luò)接觸更多受眾，也正在看到日益增加的好處，但持續(xù)變遷的社交媒體圖景使得獲得持續(xù)的成果，以及衡量這些成果，成為一個巨大的挑戰(zhàn)。
In 2015, the pace of social media change is – if anything – poised to accelerate. But forbusinesses, there’s one important difference from the past. Hungry to monetize, the majornetworks are figuring out ways to make it simpler and more productive for companies toengage with customers. Meanwhile, tools are proliferating that make it easier to track theimpact of social media spending and even measure return on individual Tweets and posts.
2015年，社交媒體變革的步伐注定會進(jìn)一步加快，但對于企業(yè)來說，現(xiàn)在與以往存在一個重大差異：主流社交媒體為了生錢，正在想方設(shè)法使企業(yè)能更輕松、同時(shí)更富有成效地與消費(fèi)者進(jìn)行互動。同時(shí)，隨著各種工具的不斷涌現(xiàn)，追蹤社交媒體支出的成效，甚至衡量每一條微博的收益，也會變得更加簡單。
In short, 2015 is the year that the impact of social media on business gets easier to show andpossibly impossible to ignore. Here’s a look into the crystal ball at what the year ahead holdsfor businesses:
簡言之，2015年是企業(yè)利用社交媒體的成效更容易顯現(xiàn)，也更不容易被忽視的一年?，F(xiàn)在就讓我們透過“水晶球”，看看明年的社交網(wǎng)絡(luò)會給企業(yè)帶來什么。
Staying relevant on Facebook will cost companies more
在Facebook上搞營銷將花費(fèi)企業(yè)更多的錢
Your company’s Facebook Page has thousands of Likes, so that means thousands of peoplesee your updates each time you post, right? Nope. Historically, Facebook’s proprietaryalgorithm limited reach to just 16% of brands’ fans. But a report published by researchers atPR firm Ogilvy earlier this year showed that number has since declined to around 6% and mayfall further. “Increasingly, Facebook is saying that you should assume a day will come when theorganic reach is zero,” explained the paper’s author, Marshall Manson.
你們公司的Facebook主頁已經(jīng)有了幾千個粉絲，所以這意味著每次你更新內(nèi)容的時(shí)候，都會有幾千人看到，對不對?錯!在Facebook專用算法的限制下，每條營銷內(nèi)容大概只會接觸到一個品牌16%的粉絲。不過奧美公關(guān)公司的研究人員今年年初發(fā)表的一份報(bào)告顯示，目前這個數(shù)字已經(jīng)下降到6%左右，可能還會進(jìn)一步下跌。該報(bào)告的作者馬修o曼森認(rèn)為：“Facebook等于是說，可能有一天，營銷內(nèi)容的‘自然觸及人數(shù)’可能達(dá)到零。”
Why has this happened? First of all, there’s more potential content than ever flooding users’news streams, which means that less and less of it actually gets shown. At the same time,Facebook is encouraging companies to use its paid social ads, which reach a significantly largerpercentage of fans than organic posts. These so-called “native ads” look just like normalFacebook posts and show up directly in users’ news streams, not along the side of the page liketraditional banner ads.
那為什么會發(fā)生這種情況?首先，用戶的消息流中，涌入的內(nèi)容只會越來越多，也就意味著每條營銷內(nèi)容被看到的概率也會越來越低。與此同時(shí)，F(xiàn)acebook還在鼓勵企業(yè)使用它的付費(fèi)社交廣告，它所觸及到的用戶要比企業(yè)發(fā)布的普通內(nèi)容多得多。這些所謂的“原生廣告”就像普通的Facebook消息一樣，會直接顯示在用戶的消息流中，而不是像傳統(tǒng)的橫幅廣告一樣顯示在網(wǎng)頁邊緣。
What does this mean for businesses in 2015? Staying relevant on Facebook FB 1.90% willrequire doubling down on paid social ad spending. At the same time, we’ll also see companiesdiversify their social media efforts to include other social channels, including Twitter TWTR1.25% , Instagram and even China-based messaging service WeChat. This “platform-neutral”approach is both a hedge against further changes at Facebook and a smart way to reachdifferent demographics flocking to other networks.
這對2015年的企業(yè)意味著什么?這意味著，要想在Facebook上做好“微營銷”，企業(yè)可能要在付費(fèi)社交廣告上砸雙份的錢。與此同時(shí)，企業(yè)還會把雞蛋往其它的籃子里放幾個，比如Twitter、Instagram甚至是中國的微信等等。這種廣撒網(wǎng)的方法雖然對Facebook的未來發(fā)展不利，但對于企業(yè)來說不失為觸及不同人口群體的好辦法。
Finally, more tools to see if Tweets actually produce sales
如果“微營銷”真能促進(jìn)銷量，我們還會看到更多的工具
It’s easy enough to flash around vanity metrics showing your company has thousands ofTwitter and Facebook followers or gets tens of thousands of Likes on Instagram. But how doesthat all translate to sales and revenue? Until now, that question has largely been evaded, withspending justified on the basis of vague terms like “exposure” and “mindshare.”
在Twitter或Facebook上有幾千個數(shù)絲，或者在Instagram上收集幾萬個“贊”來秀一下虛榮心，的確不是很難的事。但它們?nèi)绾无D(zhuǎn)變成銷量和收入?一直到現(xiàn)在為止，這個問題很大程度上都被規(guī)避掉了，企業(yè)在社交媒體上砸了那么多錢，只是基于“曝光度”和“注意力份額”等空泛的術(shù)語。
That’s changing, fast. A new crop of tools are bringing the same rigor to the social media salesprocess as older-generation measurement tools brought to the online sales process. Forstarters, analytics software (like the uberVuTool that my company uses) can now pinpointwhich social networks drive the most clicks and traffic, bearing in mind what type of contentyou’re sending (text, images or video) and who your intended audience is. Applications canauto schedule messages to be delivered at optimal time of day and report back not just on howmany people viewed but on the relative clout and influence of those viewers.
但是這種情況也正在迅速改變。很多新工具正在涌現(xiàn)，它們給社交媒體營銷流程帶來的精確性，就猶如上一代衡量工具之于網(wǎng)絡(luò)銷售流程。首先，有一些分析工具已經(jīng)能夠指出哪家社交媒體最能吸引流量和點(diǎn)擊率(比如我們公司使用的uberVuTool)，并且會記住你正在發(fā)送哪類內(nèi)容(文字、圖片還是視頻)，以及你的目標(biāo)群體是誰。這些應(yīng)用可以自動規(guī)劃消息的發(fā)送時(shí)間，使它們在一天中最佳的時(shí)間發(fā)送出去。同時(shí)它們不僅可以報(bào)告有多少人閱讀了你發(fā)送的內(nèi)容，還可以反饋這些讀者的相對影響力。
Combine these tools with Google Analytics and social customer relationship managementsoftware like Nimble (for logging customer interactions over social media) and it’s possible todirectly track how all of these efforts translate to visits to company websites and, in turn, leadsfor salespeople and even purchases via ecommerce channels. Finally, we’re reaching a pointwhere specific Tweets and posts can be linked directly to sales and assigned a real monetaryvalue, not just an aspirational one.
將這些工具與GoogleAnalytics和Nimble等社交客戶關(guān)系管理軟件(它可以記錄客戶在社交媒體的互動情況)結(jié)合在一起，企業(yè)就有可能追蹤到，所有這些“微營銷”的內(nèi)容如何轉(zhuǎn)變?yōu)槠髽I(yè)網(wǎng)站的訪問量，甚至可以追蹤到有多少人聯(lián)系銷售人員，或者直接通過網(wǎng)購渠道購買。最后，我們就可以明白一條特定的微博可以產(chǎn)生多少實(shí)際的銷量，帶來多少真金白銀，而不是想當(dāng)然地猜測。
Social networks will dive deeper into ecommerce
社交網(wǎng)絡(luò)將與商業(yè)聯(lián)系得更緊密
In November, Snapchat announced the launch of Snapcash, becoming among the first majorsocial networks in North America to allow users to transfer money to one another inmessages. The service uses debit card information and appears to be, at least for the moment,free of charge. Once information is stored, it doesn’t have to be entered again – funds aretransferred from one bank account to another with a few taps and swipes.
今年11月，Snapchat公司推出了一款叫做Snapcash的產(chǎn)品，由此成為北美第一家允許用戶通過消息向其他用戶轉(zhuǎn)賬的主流社交網(wǎng)絡(luò)。該服務(wù)使用的是借記卡信息，而且至少目前為止還是免費(fèi)的。一旦它存儲了你的信息，你就無需再次輸入，只需要在手機(jī)上點(diǎn)點(diǎn)劃劃，就可以把錢輕松地從一個賬戶轉(zhuǎn)到另一個賬戶。
Expect other social networks to soon follow suit, as part of a larger race into mobile payments.In fact, hacks released in October show a hidden payment feature already buried deep insideFacebook’s popular Messenger app. If activated by the company, it could allow the app’s 500million users to send money to each other.
隨著移動支付大戰(zhàn)的升級，其他社交網(wǎng)絡(luò)可能很快也會如法炮制。事實(shí)上，今年10月的黑客事件顯示，F(xiàn)acebook已經(jīng)悄悄地在其備受歡迎的Messenger應(yīng)用程序上嵌入了一個隱藏的支付功能。如果該公司將其激活，該應(yīng)用的5億用戶就能互相轉(zhuǎn)賬了。
Peer-to-peer payments, however, are likely just the start. It’s not much of an intuitive leap tosee how this functionality could be opened up for payments to merchants, as well. This, in turn,paves the way for social networks to dive into the world of ecommerce. Retailers would be ableto send out offers for specific products in the form of Tweets or Facebook posts, for example,then consumers could buy with a tap or two. In fact, we’re already seeing exactly thisconvergence of social media and ecommerce in the “buy” buttons currently being beta-testedon Facebook and Twitter streams.
不過，這種點(diǎn)對點(diǎn)支付還只是一個開始。預(yù)測這種功能即將向商家付款開放，并不需要很大的直覺跳躍。這反過來將為社交媒體潛入電子商務(wù)世界鋪平道路。打個比方，零售商可以以推文或微博的方式發(fā)送特定產(chǎn)品的信息，而消費(fèi)者只需在手機(jī)上點(diǎn)一兩下就完成了整個網(wǎng)購流程。實(shí)際上這種社交媒體與電商的“合體”已經(jīng)發(fā)生了——目前Facebook和Twitter已經(jīng)開始對“購買”鍵進(jìn)行beta測試。
And there’s one other twist to this story. For merchants, receivinglow-cost or no-costpayments via social media is much more attractive than getting paid with credit cards, whichgenerally skim a 2-4% interchange fee off the top of every transaction. As social networksbecome associated more and more with financial transactions, we may well see Facebook andother platforms branch out to offer a cheaper, easier-to-use alternative to the traditionalcredit card system in the years ahead.
另外，對于商家來說，通過社交媒體接受低成本甚至零成本的轉(zhuǎn)賬，比接受信用卡支付更有誘惑力，因?yàn)樾庞每ㄖЦ睹抗P都要收取2%至4%的手續(xù)費(fèi)。隨著社交網(wǎng)絡(luò)開始參與越來越多的金融交易，用不了幾年，F(xiàn)acebook和其他社交平臺有可能會推出比傳統(tǒng)的信用卡體系更廉價(jià)易用的交易系統(tǒng)。
Customer service: Social media and phones work in tandem
客戶服務(wù)：社交媒體與手機(jī)齊上陣
Airlines, Internet, cable providers and many other industries have reported significant benefitsfrom handling customer service on social media. Consumer satisfaction goes up because theexperience is more personalized and responses are often much faster than communications viatraditional channels like 1-800 numbers or email. Because conversations are generally public,clients with legitimate gripes have a better shot at equitable treatment and companies thathandle problems well get instant recognition on social media.
航空、互聯(lián)網(wǎng)、有線電視以及許多其他行業(yè)都表示，把客戶服務(wù)搬上社交媒體后，給他們帶來了顯著的效益。消費(fèi)者的滿意度之所以會增加，是由于社交媒體的客服體驗(yàn)更加人性化，同時(shí)也比“800服務(wù)電話”或通過電子郵件聯(lián)系更加方便快捷。由于對話基本上都是公開的，因此有合理的理由發(fā)牢騷的顧客往往會獲得更好的待遇，同時(shí)企業(yè)如果處理得當(dāng)，也會很快在社交網(wǎng)絡(luò)上得到認(rèn)可。
But those same benefits can be liabilities. Lots of customer information is too sensitive todiscuss openly on social media. Complex problems can be hard to resolve in a series of 140-character Tweets. And, of course, not every company is eager to have its dirty laundry aired tothe world. New offerings, however, are bringing together the best elements of social customerservice and phone service, while reducing potential blowback.
但這些好處也可能成為負(fù)擔(dān)。很多客戶信息非常敏感，不能在社交媒體上公開討論。另外有些問題比較復(fù)雜，很難在140個單詞的微博里完全解決。當(dāng)然，也不是每家公司都想把不體面的事情公諸于世。不過，一些新的產(chǎn)品正在整合電話服務(wù)和社交媒體服務(wù)的長處，同時(shí)還能減少潛在的負(fù)面影響。
One new option you can expect to see in the year ahead is the riseof personalized Tweet-to-call links. Say a customer reaches out via Twitter with a tricky problem. This technology enablesa company to Tweet back with a custom link that works only for that particular customer.Clicking on the link leads to a special phone number that connects directly with a service rep,who can handle the issue. Once the conversation has ended, the phone number isdeactivated.
明年有可能出現(xiàn)的一個新功能，就是所謂的“推文回電”鏈接。比如一個顧客通過Twitter反映了一個棘手的問題，一家公司就可以發(fā)送一條單獨(dú)的鏈接。點(diǎn)開該鏈接，用戶會得到一個單獨(dú)的電話號碼，可以直接聯(lián)系到能夠解決問題的某一位服務(wù)代表。一旦通話結(jié)束，該號碼就會失效。
In this way, customers get the quick response times of social media coupled with the privacyand versatility of traditional phone service. And companies can offer discrete, on-demandphone service for those special problems that can’t be handled effectively via low-cost socialchannels.
通過這種辦法，用戶既能享受社交媒體帶來的快捷的響應(yīng)時(shí)間，又能享受到傳統(tǒng)電話服務(wù)的隱私與全面性。另外企業(yè)可以繼續(xù)提供獨(dú)立的電話服務(wù)，以解決那些通過低成本的社交渠道無法有效解決的特定問題。
The biggest social media innovations will come through the back door
最大的社交媒體創(chuàng)新或從“后門”而來
The cloud has changed the way software and technology – includingsocial media – enterscompanies. In the past, IT directors called the shots. Now, however, employees in alldepartments are actively seeking out the apps and services that let them do their jobs best.Freemium pricing, which allows access to basic versions of software at no cost, makes it easy totest-drive new products. And these cloud-based tools tend to be intuitive and easy to use,just like Facebook and other consumer-oriented apps (a trend known as the “consumerizationof IT”).
云計(jì)算改變了軟件和技術(shù)(包括社交媒體)進(jìn)入企業(yè)的方式。過去一切都是IT總監(jiān)說了算，但是現(xiàn)在，所有部門的員工都在積極尋找能讓他們的工作做得更好的應(yīng)用和服務(wù)。很多應(yīng)用使用的免費(fèi)增值模式使用戶可以免費(fèi)使用一些應(yīng)用或服務(wù)的基本版，也使用戶能更容易地試用新產(chǎn)品。這些云工具一般更加直觀也更易用，就像Facebook和其他消費(fèi)型應(yīng)用一樣(這種趨勢又被叫做IT的“消費(fèi)化”)。
All of this means that, while it’s near impossible to predict exactly which apps will take off inthe year ahead, the next great social media innovation may already be percolating through theranks of your company. Just as it was frontline employees who spurred the adoption of nowubiquitous time- and money-saving social tools like Yammer (for internal social networking),Dropbox (for file sharing) and Google Hangouts (for conference calling), so will the next, bestsocial media tools rise from the bottom up within companies.
所有這些趨勢意味著，雖然很難預(yù)測明年哪些應(yīng)用會真正大紅大紫，但是下一波重大的社交媒體創(chuàng)新，可能已經(jīng)在你的公司里悄然醞釀。正如現(xiàn)在已經(jīng)非常普及的效率社交應(yīng)用Yammer(用于內(nèi)部社交)、Dropbox(用于文件分享)和谷歌的Hangouts(用于電話會議)等應(yīng)用首先在一線員工中流行起來一樣，下一波更好的社交媒體工具也會從企業(yè)的底層先火起來。
Want a peek into the social media future at your business? Ask to borrow the laptop or phoneof the newbie straight out of college (or, better yet, the 19-year-old intern) and see which appsshe’s using.
想看看你的公司以后會用哪種社交媒體嗎?不妨找一個剛進(jìn)公司的新人(有19歲左右的實(shí)習(xí)生更好)，把她的筆記本電腦或手機(jī)借來，看看她正在使用哪些應(yīng)用。(財(cái)富中文網(wǎng))
