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揭秘:企业在Facebook上的营销收效甚微
 作者: Kit R. Roane    时间: 2011年04月12日    来源: 财富中文网
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粉丝!喜欢!追随者!社交网站Facebook曾被认为是企业营销人员的“圣杯”,但是后者搜寻“神秘圣杯”的旅程可能远未结束。
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    5年前,广告公司Interpublic集团(Interpublic Group)向Facebook投资了500万美元。现在,这笔投资有了近2.5亿美元的进项,至少名义上如此。问题在于,Interpublic的客户,或者其他在该网站上投钱做营销的公司,是否也抱持同样乐观的看法。

    2006年,作为Interpublic与Facebook交易的一部分,近1,000万美元的Interpublic客户广告费流入了Facebook的广告网络。尽管事实表明,对于早期投资者来说,Facebook股票极为成功,但营销人员发现,欲在该网站上与受众建立切实联系难如登天。

    世界广告主联合会(World Federation of Advertisers)于3月份发布的一项调研报告显示,尽管未来一年商家计划投资于社交媒体的资金超过以往,但不足四分之一的被访公司对其投资回报率感到满意。comScore公司对在线广告的分析显示,尽管在全部广告流量中,Facebook和 MySpace的份额只占近20%,但这二者的平均千人成本(CPM)亦只有56美分,比整个互联网广告成本低了近2美元。与此同时,Webtrends公司最近发布的一份报告显示,平均点击率已降至行业标准的一半左右。

    面对这一切,人们不免想探个究竟:对于许多公司而言,如果只将目标客户定位于使用谷歌(Google)搜索引擎的人群,是否投资回报率反而会更高?如果这些公司并非一天到晚做白日梦,幻想着上千名狂热的年轻粉丝,在Facebook帝国里争先恐后地在其公司页面上流连,那么或许答案是肯定的。不幸的是,粉丝们并非都那么狂热。

    睿域营销(Razorfish)最近进行的题为2011 Liminal的研究指出,消费者在处理与公司的关系时,看重几件事:他们希望得到些许信任,感到受重视,自己能够掌控局面,而且他们还希望整个沟通过程高效、连贯并且与自己生活密切相关。那么,当消费者想与某个品牌建立关系时,他们会选择去哪儿呢?

    睿域营销调研发现,尽管人们花大量时间(八分之一的在线时间)泡在Facebook等网站上,但当他们希望与某家公司建立联系时,他们并不用Facebook。调研显示,占压倒性多数的消费者喜欢直接访问公司官网,去找那些他们眼中的“业内人士”,或者直接接洽公司销售代表。

    与各家公司在Facebook上建立的页面相比,他们直接发送给消费者的电子邮件,会让后者感到更受重视。而且,睿域营销的调研还显示,在建立品牌知名度方面,“无论从重要性还是使用频率看,Twitter和Facebook甚至都未进前九。无语。”事实上,无论被访者属于25~34岁、35~44岁还是45岁以上年龄组,Facebook的排名均落后于平面广告、客户服务短消息以及电子邮件新闻信等方式。再次无语。

    当然,你不能将这一切都归咎于Facebook。作为社交网络手段,它表现极为出色:既能帮助组织埃及的群众示威游行,还能帮助山姆与苏保持联系,亦能让马德琳向全世界展示她的爱猫们,詹姆斯也能得以解释为何他会拿油炸虫子当午餐。

    维珍美国航空公司(Virgin America)、索尼公司(Sony)、盖璞公司(Gap)、红牛公司(Red Bull)以及花花公子公司(Playboy)等企业好像达成了营销目标。“不少商家使用Facebook 广告(Facebook Ads)、Facebook 页面(Facebook Pages)以及为营销活动设计的社交插件,取得了巨大的成功,这点确凿无疑。” Facebook发言人辛迪•史考特•里兹博格表示。她还指出,经Facebook直接链接到亚马逊(Amazon)的流量一直以来均呈增加之势;同时,还有大量迹象表明,未来几年,销售商及企业都计划继续向Facebook投资,在该网站上继续其营销努力。

    但是问题在于,在社交网络上公司与粉丝之间的关系极不稳定,在此情况下,如何巧妙地宣传自己,对于企业而言是件颇为微妙的事。消费者往往十分善变。他们虽然喜欢打折和促销,但接二连三的新闻消息却令其感到厌烦。《2011年精准目标及联合发帖》(2011 ExactTarget and CoTweet)报告的几位作者表示,“企业要在Facebook上维护各类关系,面临的挑战可谓艰巨。”他们的措辞实在委婉。

    超过半数的Facebook用户表示,在他们首次登录某个品牌页面,并且点击了“喜欢”之后,便很少再访问该页面了;还有55%的Facebook用户前一分钟“喜欢”某家公司,下一分钟便决定不再喜欢该公司了。“多半情况下,消费者不会直接向公司提供反馈意见,表示他们不想再看到该公司的帖子了。”该报告指出。“这就有点儿像远距离恋爱,你的爱人已经不爱你了,但却忘了告诉你。”

    而且,企业还可能成为自己的死敌。在健怡可乐(Diet Coke)那样的页面之外,也有很多公司页面毫无动静、孤独无依(甚至连有些Facebook投资者也没有认识到其中的价值)。而另外一些公司则发帖过于频繁,以致惹恼了用户。Facebook用户抱怨说,有些品牌页面乱糟糟的,不够优雅,或者自我重复。还有少数几家公司页面看起来杀气腾腾。“我们猜测,目前Twitter和Facebook未能对多数客户产生影响的一个原因是,诸品牌并未通过这两个网站向消费者提供其想要的体验。” 2011 Liminal研究报告的作者们指出。

    原因何在?许多公司一股脑儿地扎到Facebook等社交媒体站点上,之前都没想清楚他们为何该在这些网站上做广告,以及自己到底希望达成什么样的目标。相应地,他们在Facebook上的页面暗淡无光,粗制滥造,并且缺少像样的、贴切的自我介绍。

    诺拉•甘尼姆•巴恩斯教授是马萨诸塞大学达特茅斯营销研究中心(University of Massachusetts Dartmouth Center for Marketing Research)的负责人。他表示,公司官网更是万众瞩目的“爆破目标”。惠普公司(HP)的网站既时髦,又易于浏览,还辟有专门介绍新产品的网络日志,以及销售翻新设备的Twitter订阅源。 另一方面,却有网友指责Verizon隐藏自己的社交链接;而埃克森美孚公司(Exxon)则花了大量时间在无人之地撰写网络日志——巴恩斯介绍说,2010年,这家巨型跨国公司一开始根本无法将自己的网络日志与公司网站链接。

    “你不会拿着把改锥围着自己的房子打转,嘴里还嘟囔道:我到底该拿这玩艺儿修什么,对不对?”巴恩斯表示。“社交网络也不过是些工具。”因此,我们对Facebook的认识和评价才会不断改变,不断扩大。也许,一旦企业搞清楚如何使用Facebook,我们也会最终明白这个目前身价高达500亿美元的工具到底价值几何。

    译者:大海

    The advertising firm Interpublic Group invested $5 million in Facebook five years ago and now has roughly $250 million to show for it, at least on paper. The question is whether Interpublic's clients, or the rest of the companies throwing money at marketing efforts on the site, have the same rosy glow.

    About $10 million of Interpublic's (IPG) client advertising dollars was plugged into Facebook's advertising network as part of the 2006 deal. While Facebook's stock has proven to be a jackpot for early investors, marketers have found that reaching a new audience on the site has been a decidedly more challenging occupation.

    A World Federation of Advertisers' survey released in March notes that, while marketers plan on spending ever more money on social media in the next twelve months, less than a quarter are happy with the return on their investment. According to comScore's analysis of online advertising, while Facebook and MySpace accounted for about 20% of all advertising traffic, they also carried an average cost per thousand impressions of 56 cents, almost $2 less than the Internet at large. Meanwhile, a recent report by Webtrends shows the average click-through rate declining to about half the industry standard.

    It all makes one wonder if many companies might be better off just targeting customers searching Google (GOOG). And maybe they would, were these firms not daydreaming of being crowd-surfed across the Facebook empire by thousands of rapaciously eager young fans. Unfortunately, the fans aren't all that rapacious.

    Razorfish's recent 2011 Liminal study points out that consumers prize a few things when engaging with a company. They want a modicum of trust, a feeling of being valued, a sense of control, and they want the experience to be efficient, consistent and relevant to their lives. So, where do consumers choose to go when they want to "engage" with a brand?

    The Razorfish survey found that despite the gobs of time people spend on places like Facebook (1 out of every 8 minutes online), they don't use Facebook when they want to connect with a company. Overwhelmingly, consumers were inclined to go to company websites, seek out people they feel are "in the know," or talk to a company representative.

    Companies' emails made consumers feel more valued than companies' Facebook pages, and the study says that in terms of engaging with brands, "Twitter and Facebook didn't even make it into the top nine in terms of importance or frequency of use. Gasp." In fact, Facebook ranked lower than the print ad, customer service instant messaging and the email newsletter, whether the demographic surveyed was 25-34, 35-44, or 45-plus. Gasp again.

    Of course you can't blame it all on Facebook, which appears to work wonderfully in its natural state as a social networking device that can help organize mass protests in Egypt while also allowing Sam to keep track of Sue, Madeleine to show the world her cats, and James to explain why he's eating fried worms for lunch.

    And some companies, like Virgin America, Sony (SNE), Gap (GPS), Red Bull, and, err, Playboy, seem to hit the marketing mark. "We've definitely seen marketers have a lot of success using Facebook Ads, Facebook Pages and social plugins for marketing campaigns, says Cyndi Schott Reseburg, a Facebook spokesperson. She notes that Facebook referral traffic to Amazon (AMZN) has been increasing and that there is plenty of evidence that marketers and companies plan to keep spending on Facebook in the years to come.

    The problem is that insinuating yourself in that relationship can be delicate for a corporation. Consumers are a fickle bunch. They like discounts and promotions, but become annoyed with the constant messages informing them of what's new. When the authors of the 2011 ExactTarget and CoTweet report say "[c]ompanies have a considerable challenge when it comes to maintaining relationships on Facebook," they are putting it mildly.

    More than half of Facebook users say they seldom visit a brand's page once they tell the rest of the world it's a keeper, while 55% of Facebook users have "liked" a company one minute, then decided they don't the next. "[M]ore than half the time, the company receives no direct feedback about the consumer's desire to stop seeing their posts," says the report. "Kind of like a long-distance relationship where your beloved forgets to tell you they've moved on."

    Companies can be their own worst enemies. For every Diet Coke page there is another corporate presence sitting static and orphaned (even some Facebook investors apparently don't see the value). Others post so frequently that users become irritated. Facebook users also complain about brand pages that look cluttered, lack polish or are repetitive. A few corporate pages have seemed combative. "We suspect … that one reason Twitter and Facebook don't deliver for most customers right now is that brands aren't using them to provide the experience that people want," note the authors of the Liminal study.

    Why? Many companies jump onto social media sites like Facebook without looking at why they should be there or what they hope to accomplish. Their lackluster and ham-handed presence on Facebook is an extension of their lack of presentation closer to home.

    Company websites are "ground zero," says Professor Nora Ganim Barnes, who heads the University of Massachusetts Dartmouth Center for Marketing Research. HP (HPQ) has a snazzy, navigable website with blogs about new products and Twitter feeds that sell refurbished items. On the other hand, Verizon (VZN) has been accused of hiding its social links while Exxon (XOM), at first, spent a good deal of time blogging in the wilderness -- Barnes says that in 2010 the massive multi-national originally failed to link its own blog to its corporate website.

    "You wouldn't run around your house with a screwdriver and say what can I fix with this?" Barnes says. "These are tools too." This leads us to Facebook's fluid but ever-expanding valuation -- maybe if companies figure out how to use Facebook, we'll finally get an idea of how much that $50 billion tool is actually worth.

 




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@DuoDuopa:彼得原理,是美国学者劳伦斯彼得在对组织中人员晋升的相关现象研究后得出的一个结论:在各种组织中,由于习惯于对在某个等级上称职的人员进行晋升提拔,因而雇员总是趋向于晋升到其不称职的地位。    参加讨论>>
@Bruce的森林:正念,应该可以解释为专注当下的事情,而不去想过去这件事是怎么做的,这件事将来会怎样。一方面,这种理念可以帮助员工排除杂念,把注意力集中在工作本身,减少压力,提高创造力。另一方面,这不失为提高员工工作效率的好方法。可能后者是各大BOSS们更看重的吧。    参加讨论>>


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