Lot's of Social Media is Still So-So
許多社群媒體的運用還不成氣候
分享者/陳曉峰
原文網址：Link
仔細鑽研馬丁尼(Martini)在英國的重新上市，不難發現要讓社群媒體(social media)為企業品牌效力仍然是個大挑戰。
在譚蒂‧紐頓為馬丁尼拍的廣告中，他的主要訴求是「保持美麗」，因為他們發現許多年輕女性慢慢厭倦喝得爛醉之後，常發生的醜態。
所以對於馬丁尼的公關公司大肆宣揚其擔任馬丁尼重新上市的要角一文我感到趣味十足。確實，他們鎖定了一位綜合優雅、時尚以及沉著的女性─紐頓小姐，而報章雜誌也做了不少報導。目前為止，還不賴。
然而當我去看他們的線上行銷時，我認為對於社群的運用，他們也不過爾爾。
缺乏爆點：該文章提到拍攝期間的幕後花絮是如何風行網路。然而當我上YouTube去看幕後花絮時，點閱率卻只有4200人。它缺乏了一個能夠使這影片更富意義的驚喜點。
沒有更新線上資訊：當我在Google上搜尋"Martini Stay Beautiful"時，我卻被引到一個過期的網頁。對於身為該品牌訴求的這段文字，這是一件極度奇怪的事情。但是更糟的還在後頭…
線上死巷：過期的網頁指引我到一個Facebook的頁面，而我照做之後卻只得到這個結果：
唯一一個為「馬丁尼保持美麗」所設的社團是一個只有77個社員、由一群酒吧老闆所成立的頁面
整體而言這是非常糟糕的，而且對於這個品牌概念而言是非常羞恥的。除此之外，這還令我嚴重的懷疑該公關公司在同一份雜誌中所宣稱他們是最佳的社群媒介使用者的真實性。
結論是若你要試著使用社群媒體來宣傳你的品牌，你必須持續不斷地使用真正的資源以免犯下像馬丁尼一樣的錯誤。若是想要從中得到益處，你也必須要有爆點來產生口碑行銷的效果。
Digging into a case study on the re-launch of Martini in the UK highlighted the challenge of really making social media work for your brand.
I like Martini's press ads with movie star Thandie Newton. The brand idea has a good call to action, "Stay Beautiful", and is based on an interesting finding that some young women are tiring of the "ladette" culture (young women drinking too much, getting drunk and behaving badly).
So, I was interested to read an article by the brand's PR agency, Shine, trumpeting their role in the re-launch. They secured Ms. Newton, who I agree has 'the ideal balance of elegance, style and composure to embody the "Stay Beautiful" concept'. And its seems plenty of good press coverage was secured. So far, so good.
However, when I followed up the agency's claims of online amplification, I found the social media to be so-so.
Lack of buzz: the article talks of how 'behind-the-scenes footage from a Thandie Newton photo-shoot was seeded online". True, but when I found the footage on YouTube it had been seen by only 4,200 people. It just lacked the buzzability needed for a seed to grow into something meaningful.
Online presence not updated: When I googled "Martini Stay Beautiful" I ended up on a website that had expired. Which is very strange when this is the brand idea. But it gets worse...
Online dead-ends: the closed down website suggested I got to a Facebook page, which I did, only to get this result:
The only Facebook presence there was for Martini Stay Beautiful was a page with 77 friends put up by a pub chain.
All in all pretty poor. And a shame given such a great brand idea. And leaves me seriously doubting PR agencies' claims in the same magazine that they are best placed to lead social media efforts for brands.
In conclusion, if you are going to try and use social media for your brand you have to at least do this with some real resource and continuity, to prevent mistakes like Martini's. And to get any real benefit, you need something buzzable to generate word-of-mouse.
