社会化媒体品牌建设外文翻译

PAGE毕业设计(论文)外文文献翻译译文一：建立一个品牌必须做对的一件事译文二：如何建立一个有效的社会化媒体品牌PAGE3THEONETHINGYOUMUSTGETRIGHTWHENBUILDINGABRANDPatrickBarwiseandSeanMeehanYes,newmediagiveuspowerfultoolsandspeed—butthat’snotenough.Asusual,marketersareturninghypeintohyperventilation.Thistime,it’saboutthesupposedendofmarketingasweknowit,thankstotheriseofsocialmediaandtheshiftofpowertoconsumers.Butit’swrongtothinkwe’reenteringaworldinwhichtraditionalmarketingactivities,andbrandsthemselves,willbecomeirrelevant.Infact,theoppositeistrue.Socialmediamakeitmoreurgentthaneverthatcompaniesgetthebasicsright,developingandreliablydeliveringonacompellingbrandpromise.Ithasalwaysbeenriskyforcompaniestodisappointcustomers,atleastoverthelongterm.Buttodaythescaleandspeedofsocialmediacanmakefallingshortinstantlypainful.Considertheinternet-fueledbacklashagainstKryptonite’sexpensivebuteasilypickedlockandDell’sflammablelaptops.Bythesametoken,companiesthatconsistentlydeliverwhattheypromisebenefitmightilywhensocialmediaamplifytheirreputation.Theobviousdangerisfailingtokeeppacewithsocialmediadevelopments.Butanequal,lessobviousdangerisgettingdistractedbythemandlosingsightofthefundamentals.We’velongworkedonmarketingstrategywithcompaniesacrossindustries;overthepast15yearswe’vefocusedonnewmedia,andrecentlyonsocialmediamarketing.Andwe’vebeendirectlyinvolvedinsuccessfulnew-mediastart-ups,includingonespecializingincustomeradvisorypanelsandonlinebrandcommunities.Ourconclusion?Thecompaniesthatwillsucceedinthisenvironmentareexploitingthemanyopportunitiespresentedbysocialmediawhilekeepinganunwaveringeyeontheirbrandpromise,andtheyarejudiciouslyrevisingthemarketingplaybookratherthantryingtorewriteit.LeveragesocialmediaMostcompanieshavecottonedontosocialmediaastoolsforengagementandcollaboration.MarketersatleadingcompanieshavecreatedlivelyexchangeswithandamongcustomersonsitessuchasOPENForum(AmericanExpress),B(Procter&Gamble),myPlanNet(Cisco),andFiestaMovement(Ford),tappingintoparticipants’expertiseandcreativelyforproductdevelopment.Ofcourse,socialmediacanalsoboostbrandawareness,trial,andultimatelysales,especiallywhenacampaigngoesviral.Moreimportantformostcompanies,however,isthatthroughsocialmediatheycangainrich,unmediatedcustomerinsights,fasterthaneverbefore.Thisrepresentsaprofoundshift.Historically,marketresearchwasproduct-ratherthancustomercentric:Marketersaskedquestionsaboutattitudesandbehaviorsrelevanttotheirbrands.Morerecentlywehaveseentheriseofethnographicresearchtohelpthemunderstandhowbothabrandanditswiderproductcategoryfitintopeople’slives.Socialnetworkstakethisastepfurtherbyprovidingpowerfulnewwaystoexploreconsumer’slivesandopinions.Procter&Gamblewasanearlyadopterofsocialmedia;nowallitsbusinesshavesitesaimedatspecificmarketsandcommunities.Itsfemininecaregroup,appreciatingtheneedtolistentoratherthantalkatcustomers,madesurethatBeinggirlwaslessaboutitsproductsthanaboutthetribulationsof11-to-14-year-old—embarrassingmoments,hygieneconcerns,boytrouble.Thesite’smainvaluetoP&Gisnotthatitdrivesproductsalesbutthatitilluminatesthetargetconsumers’world.Similarly,AmexusesOPENForumtoleanaboutsmall-businessowners,andCiscousesmyPlanNettobetterunderstandthenewgenerationofdevelopers.Thesesitesworkbecauseparticipantsareengagedwiththebrands,findtheplatformsauthentic,andtrustoneanother.Thecompaniescreateactivecommunitiesbycedingsomecontrol—inourexperienceoftenthehardestadjustmentformarketers.P&Grecentlyencounteredfirsthandthedarksideofsocialmedia—thespeedwiththeycanspreaddamagingmessages.AfterthecompanyintroduceDryMaxtechnologyintoitsPampersproducelinelastyear,promisingextraprotectionandalessbulkydiaper,RonsanaShah,anangrycustomerwhosechildhaddevelopeddiaperrash,createdaFacebookpagededicatedtoputtingpressureonthefirmtowithdrawtheproduct.Otherreportsofrashesandblistersfollowed,andbyMay7,000parentshadjoinedShah’scampaign.Confidentinitsproduct’sperformance,P&Gstoodfirm.Itslongexperienceinthecategoryhadtaughtitthatsomeproportionofbabieswillalwayssufferfromrashes,andthefrequencyofsuchproblemshadn’tchangedaftertheintroductionofDryMax.Aidedbyitswell-establishedsocialmedianetwork,PampersVillage,anditsPampersFacebookpage,thecompanymadeitscasesympatheticallybutclearly.Itrespondedtoallcomplaints,offeredadvicetoparents,andexplainedwhytheproducewouldn’tbewithdrawn.InSeptembertheU.S.FarfromcurbingP&G’senthusiasmforsocialmedia,thisincidenthelpedthecompanyhoneitsapproach.Itplanstousegreaterprelaunchengagementthroughthesechannelsinfuturetoclarifyexpectationsandenableanevenfasterandmoreeffectiveresponsetoanyunexpectedbacklash.Toyota,too,deftlyusedsocialmediaaspartofitscrisismanagementduringthesudden-accelerationrecall.ItsetupateamtomonitorandrespondwithfactstorumorsonFacebookandelsewhere,andcreatedaTwitterpresenceforCOOJimLentz.TheteamidentifiedonlinefansandsoughtpermissiontodistributetheirstatementsthroughToyotachannels.Drawingonthecompany’sbrandreputation—thereservoirofgoodwillearnedoverdecadesofdeliveringonitspromiseofquality,reliability,anddurability—itusedsocialandothernewmediaeffectivelytoneutralizemuchofthehostility.ByMarch2010,whentherecallwasinfullswing,Toyotasaleswererebounding,withCamryandCorollatoppingthelistofallpassenger-carsales.EnhancetheplaybookAlthoughanycompany’sdecisionaboutwhetherandhowtouseanewtoolissituation-specific,allcompaniesshouldincorporatesocialmediaintotheirmarketingplaybooks.Butwhat’sthebestapproach?Ouranalysisofthestrategiesandperformanceofadiverserangeofcompaniessuggeststhatgreatbrandssharefourfundamentalqualities:Theyofferandcommunicateaclear,relevantcustomerpromise.Theybuildtrustbydeliveringonthatpromise.Theydrivethemarketbycontinuallyimprovingthepromise.Theyseekfurtheradvantagebyinnovatingbeyondthefamiliar.Thesebasicsdon’tsoundlikerockerscience,butwe’vebeensurprisedbynowmanycompaniesstillfailtogetthemright.Socialmediacanbeusedtoreinforceallfour,evenastheymakethemmoreurgent.LookatVirginAtlanticAirwayshasusedsocialmediatobuttressthebrandingbasics.

建立一个品牌必须做对的一件事PatrickBarwiseandSeanMeehan是的，新媒体给了我们强大的工具和速度，但这对于建设品牌来说，仍然还是不够的。像往常一样，市场营销人员总是过度转向了以炒作为主要手段的营销。由于社会化媒体的兴起和向消费者转移的权力，这一次，是关于我们熟知的所谓传统营销的结束。如果认为我们正在进入的新世界中，传统的营销活动和品牌本身都将变得毫无意义，那就大错特错了。事实上，正好相反。社会化媒体使得企业比以往更加迫切地需要获得基本权利、开发和承诺建立一个引人注目的品牌。至少在长期看来，使客户失望一直是公司的风险。但今天社会化媒体的规模和速度能够减少失败的代价。考虑到互联网上所推动的对Kryptonite牌保险锁的昂贵价格的反抗所带来的反馈，Kryptonite牌保险锁仍然容易携带和存放戴尔牌的极其易燃的笔记本电脑。同样的道理，当社会化媒体扩大自己的声誉时，公司始终如一地从他们的承诺中获取巨大的利益。对公司而言，最明显的危险是无法跟上社会化媒体的发展。但同样的，一个不太明显的危险正因为对一些基本因素的忽视而正被分散注意力。我们长期从事于各行业公司的营销战略策划。在过去的15年中，我们一直专注于新兴媒体，这在最近则表现在社会化媒体营销上。我们已经直接参与建设多家成功的专注于新媒体的新兴公司，其中包括一个专业的客户咨询面板和一个品牌网络社区。我们的结论是什么呢？这些企业们将在这样的环境中取得成功，利用社会化媒体所提供的诸多机遇的同时也始终坚定不移地保持自己的品牌承诺，并且他们也会谨慎仔细地修改营销战略而非试图全盘改写。充分利用社会化媒体大多数公司都倾向于把社会化媒体作为一种参与和协作的工具。领先公司的营销人员们已经在网站上和客户们建立了活跃有效的交流，比如美国运通公司的开放论坛、宝洁公司的B、思科公司的myPlanNet、福特公司的“嘉年华运动”，他们的共同点是都挖掘了参与者的专业知识和创造性的产品开发。当然，社会化媒体也可以提高品牌知名度、有利尝试和最终销售成果，尤其是在一个活动被广泛传播的时候。然而，对大多数公司而言，更重要的是通过社会化媒体可以比以往任何时候更加迅速地获得丰富的、直接的客户信息和客户关注。这是一场前所未有的深刻变局。从历史上来看，市场调研往往更多以产品为中心而非以客户为中心：市场工作者们过去常常询问对他们品牌的行为的看法和态度。而最近我们已经看到民族差异性研究的兴起已经在帮助他们理解如何让同一个品牌在两个地方以更广阔的产品类别融入到人们的生活中去。社会化媒体正更进一步地通过强大的新方式来探索消费者们的生活和意见。宝洁公司是社会化媒体较早的使用者之一，现在其所有的业务都已针对不同的特殊市场和社区建立网络站点。其针对女性护理的项目团队，往往更多通过倾听而非灌输来获取女性客户的真正需求，来确保其网络站点产品Beinggirl展现的商品细节远远少于11岁到14岁的尴尬时刻、卫生问题、因男生而起的烦恼。这家网络站点对宝洁公司的主要价值并不仅仅在于它促进了宝洁产品的销售，还照亮了去往目标消费者世界的通道。美国运通公司通过开放论坛来了解小型商业拥有者，而思科公司则利用myPlanNet来更好地理解新一代的目标用户。这些网络站点之所以能够持续成功地运作，是因为其中的参与者都通过官方提供的平台参与了品牌建设并且彼此信任。这些公司们通过放弃一部分权力来创造活跃的社区——在我们的传统经验来看，这往往让营销人员难以调整。然而最近，社会化媒体的负面作用也让宝洁公司首当其冲——破坏性的信息通过社会化媒体的传播异常迅速。去年，在宝洁公司将DryMax技术引进帮宝适的产品生产中后，曾向客户承诺将展现给他们一个有更多额外保护和体积更小的产品。RonsanaShah，一个愤怒的消费者，同时也是一位在使用帮宝适尿布后得了疹子的小孩的母亲，自发创建了一个Facebook页面以致力于对宝洁公司施压迫使其回收所有的相关产品。更多地关于婴孩使用帮宝适尿布而引发皮疹和水泡的报道随之而来，到了去年5月份，已经有超过7000位父母加入了Shah的维权运动。宝洁公司始终立场坚定，对于其产品的质量非常自信。在这一领域的长期经验显示，非常小的比例的婴儿确实会可能患有皮疹，而这非常小的比例的问题并不能改变DryMax技术的引进使用。宝洁公司得益于其完善的社会化媒体网络，包括“帮宝适村”和帮宝适在Facebook上的主页，将这次事件导向对其的同情并且条理清晰。宝洁公司回应了所有的投诉，并提供建议给那些父母，还解释了为什么相关产品不会被撤回。9月份的时候，美国消费者产品安全委员会发布报告，称其没有发现DryMax技术与婴孩发疹之间的联系。此番事件让宝洁公司对社会化媒体的热情更加高涨，这次事件帮助公司完善了营销渠道。它计划利用通过这些渠道为更广泛的品牌传播做更多的准备，从而在未来更好地阐述公司的期望以及对意想不到的反应的更快、更有效的回应。同样，在突然加速的客户反馈中，丰田公司将社会化媒体的巧妙运用作为危机管理的组成部分。丰田公司建立了一个专有团队在Facebook的公司主页上和其它地方来监控和用事实响应关于公司的不利谣言，除此之外丰田公司的首席运营官JimLentz也在Facebook上建立了个人主页。这个团队还识别找到丰田公司的在线粉丝并经许他们的认可，以通过丰田公司的所有渠道传达他们的对公司的描述。在利用公司信誉的基础上，即几十年来因为实现自己关于质量、可靠性、耐用性承诺所积累的友好信誉，通过社会化媒体和其它新兴媒体有效地消除大部分的敌意。到了2010年的3月，当大规模的客户反馈全面展开时，丰田汽车的销量也开始反弹，丰田旗下凯美瑞和花冠这两个品牌高居乘用车的销售榜首。增强营销战略尽管任何公司关于是否以及如何使用一个新工具情况各有特殊。所有的公司都应该将社会化媒体纳入他们的营销战略体系中。但是最好的方法是什么？我们对不同种类的公司的策略和绩效的分析表明，伟大的品牌总是时刻散发着四种气质：它们向客户提供和传达一个清晰的与客户关系密切的承诺；它们通过实现这一承诺来建立重要的信任；它们通过对承诺的不断改善来推动市场的发展；它们不断地超越以获取更大的优势。这些基本要点听起来并不像什么高深的火箭科学，但我们仍然在惊讶直到现在还有很多的公司仍然没有用正确的方法去看待和运用社会化媒体。即便社会化媒体将会使得他们焦头烂额，但是却一定能加强以上的四个要点。看看维珍航空大西洋公司是如何利用社会化媒体支持品牌的基础建设吧。

CREATINGANEFFECTIVESOCIALMEDIABRANDAllenandLaniVoivodIntention.Purpose.Passion.Theseattributesareattheheartofanyeffectivebrand:Theintentionyouhavetoserveotherswithyouruniquebusiness;thepurposeforwhichyoutakeanyaction;andthepassionyoudemonstrate.Themostsuccessfulbusinessesonsocialmediachannelsusethosecharacteristicstocreateanemotionalconnectionwiththeiraudience.Andthatleadstohonest-to-goodnessresults—increasedrevenue,reducedcosts,leadgenerationandcustomersatisfaction.SendingaCohesiveMessageWhenyouthinkaboutreachingouttonewcustomers,consistencyiskey.YouwantcustomerstohavethesamebrandexperienceregardlessofwhethertheyinteractwithyouonFacebook,Twitter,Linkedin,Google+,orYouTube.Thatalignmentshouldalsoextendtoyourwebsiteandothercustomerinteractions.Here'showtoensurebrandalignmentacrossallchannels:Performasocialmediaaudit:Examinetheimages,logosandtoneofyourcontent.Doesitlookandfeellikeithasacommonemotionalthread?Isallyourbusinessprofileinformationcompleteanduptodate?Isitmobile-friendlyforallsmartphones?Chooseyourbrandchampion(s):Someonehastopostallyoursocialcontent.Havethempostbynamesoyouraudiencegetstoknowthem.Thesepostersshouldhavegreatsoftskills—empathy,generosityandaninclusiveattitude.Getfocused:Askyourselfwhatyouwanttoachievesixto12monthsfromnowandmakeamarketingplan.Tryoutdifferentoptionstofindwhatworksbest,andkeepyourselfandyourteamengagedandcommitted.PaulBoynton,CEOofTheMooreCenterinManchesterandauthorofBeginWithYes,hasgrownhisFacebookPagebythethousands.He'spostingphotostwiceadaywithdescriptions.Whenyourbrandisalignedwithyourintention,purpose,andpassion,theresultsareremarkable.LooktotheNHDivisionofEconomicDevelopmentforproofThedivisionrebrandedunderthe"NoBull"logoandsloganin2009,andintwoyears,itswebsitetraffichastripled,outreachcostsaredown,ithaswonawardsanddevelopedthelargesteconomicdevelopmentpresenceonFacebookinthenation.CreatingBrandPenetrationAcohesiveandconsistentbrandpresenceonyoursocialchannels,withasetofgoals,allowsyoutostartworkingyourchannels.Keepthesetipsinmindforgettingthewordout:Createandcuratenewandrelevantcontent:Youdon'thavetoproduceeverythingyourself.Youcanalsobethe"filter"wheregoodcontentisshared,liked,retweeted,andcommentedupon,withyouasthetrustedsource—allkeyaspectstogettingyourbrandouttheremoreoften.Respondsoon,andwithasmile:Respondpromptlyandbefriendly,evenwhenthefeedbackisnegative.Thispracticallyguaranteesyou'lltakethehighroad,andgeneratespositivewordofmouth.CheckoutTheCommonMan'sTwitteraccount,@TheCManNH.EricaMurphy,theirdirectorofcommunicationsandcommunityrelations,excelsatpositivityandresponsiveness.Cross-pollinate:Letyouraudiencedecidewheretheywanttoconnectwithyou.Highlightyoursocialchannelsinyourothermarketingmaterials.Asasignofthetimes,TVshowsandcommercialsthesedaysarestartingtosendpeopletoFacebookpagesinsteadofwebsites,andflashTwitterhashtagstocontinuetheconversation.Takeyourshowontheroad:Commentonotherpeople'sblogsandFacebookpages.Replytootherpeople'stweets,createvideoresponsestoYouTubepostings.Thesearethevirtualequivalentsofgoingtoanetworkingevent.Advertiseasneeded:Targetadstoyouridealaudience,andsincesocialadvertisingtendstobedarnedcheapanditsimpacteasytotest,it'sagooddeal.MeasuringYourSuccessFormanyyears,socialmediaescapedthedemandsofmeasurementroutinelyappliedtoallothermarketingfields.Buttoolsareevolvingtohelpyouquantifyyoursocialmediasuccess.Herearethetopfive:GoogleAnalytics:Tracktrafficfromsocialchannels,andusemulti-channelfunnelsthatshowallthechannelsyourcustomersusedinthemonthbeforeagivensalesorleadgenerationconversion.It'sfree,withasouped-upenterpriseversionavailableatcostforbigbusinesses.FacebookInsights:Thisappgivesyouatonofinformationaboutthosewholikeyourbusiness.KarmenGifford,executivedirectoroftheLakesRegionChamberofCommerce,usesittorefineherpostingstrategy,andnowregularlyseesgainsinFacebook"likes"afterchamberevents.Gradingtools:Theseservicesattempttogradeyoursocialperformance,basedontheservice'sideaideasofwhat'simportant.Awordtothewise:Trackthemovertimetoseetrends,asthosearemuchmoreuseful.Hubspot'sGraders,Klout,andKredarethreenotabletoolstocheckout.SocialMediaDashboard:Withadashboard,youcansecurelymanagemultiplesocialnetworksandalsodelegatesocialactivitytoteammembers.HootSuiteisthenumberoneappforthis,handsdown.Fornewcontent,it'salwaysbesttohand-postontheplatformitself.ASocialCRM:Ifyouhavethebudget,acustomerrelationshipmanagementsystem(CRM)includingsocialmediaprofilescanbetremendouslypowerful.Withjustafewofthesetoolsinplace,you'llsoonknowwhat'sworkingandwhatisn't.Bytrackingyourprogressovertimeandexploringnewterritory,yourbusinesscangrowitssocialmediabrand.

如何建立一个有效的社会化媒体品牌AllenandLaniVoivod意图、目的、激情。这些属性是任何有效品牌的核心：意图在于为他人提供你独特的业务；目的在于你采取的任何行动；激情在于你的表现。最成功的企业们在社会化媒体渠道使用这些特性来与他们的客户建立情感联系。这带来了真正实在的结果：增加收入、降低成本、销路拓展和客户满意度的提升。传达一个富有凝聚力的消息当你想招揽新客户，相容性是关键。不管他们是否曾与你在Facebook、Twitter、Linkedin、Google+或者YouTube上互动，你都希望客户拥有与你一样的品牌