Brands like Harley Davidson built strong communities long before social media even existed. (Image credit: AFP/Getty Images via @daylife)
This article tells us the way to build an effective social marketing strategy.
At the beginning of the article, it tells us one of the most important strategies is to building awareness to customers in 20th century. But nowadays it can benefit competitors somewhat . So the marketing promotion function has changed.
There are 4 main steps companies have to do.
- Clarifying the mission
- Identifying Analogues
- Focusing on structure
- Create a community (not an audience)
Apple considers to attract customers by using their concept of the smart phones. They clarifying their mission as design. The apple products have unique looking and system compared to other brands. Personally I strongly agree that the company should identify the barriers like the competitors. The team should figure out how to win the market share among the large number of competitors, such as Sumsang , HTC ,blackberry and so on. As for the apple community, they are huge and professional. One of the reasons why can Apple be one of the most successful brands in the world, the internal structure of company contributes a lot.
So we can see the importance of the brand positioning and value propositions in this article.
http://www.forbes.com/sites/gregsatell/2013/10/06/how-to-build-an-effective-social-marketing-strategy/#faa8f7