中英双语｜调整社交媒体策略，适应后疫情世界
“CMO调查”（新冠疫情特别版）发现，社交媒体在疫情期间变得对营销至关重要。调查报告称，社交媒体的支出占营销预算从2020年2月的13.3％，在同年6月涨到了23.2％，增幅高达74％。同时报告预计传统广告的支出会减少。据估计，未来12个月传统广告渠道的支出将减少5.3％。
The Special Covid-19 Edition of The CMO Survey found that social media has become critical to marketing during the pandemic. The survey reported that social media spending has increased from 13.3% of marketing budgets in February 2020 to 23.2% in June 2020 — a 74% lift. Meanwhile, spending on traditional advertising is projected to decline, as CMOs estimate a 5.3% reduction in traditional advertising channels in the next 12 months.
调查显示，公司在社交媒体的投资看到了历史性的回报。公司报告也显示，社交媒体对整体业绩的贡献已经大幅上升，自2020年2月以来增长了24％。这是一个重要发现，因为尽管对社交媒体的投资在稳步增长，但是自2016年以来其影响力却一直相对平稳。
Companies are seeing a historic return on their social media investments, according to the survey. The self-reported contribution of social media to overall company performance has risen sharply, up 24% since February 2020. This is an important finding because, despite steadily rising investments social media, the impact of social media has remained relatively flat since 2016.
CMO们预计，2021年社交媒体投资将保持在营销预算23.4％的高位，同时，CMO对客户线上体验的投资也在不断增加：60.8％的CMO表示他们“已经将资源转移到构建面向客户的数字界面上”；56.2％的CMO计划“转变其进入市场的业务模式，重点关注数字机会”。显然，社交媒体将会继续在推动消费者使用数字产品方面发挥重要作用。
CMOs anticipate that social media investments will remain high at 23.4% of marketing budgets into 2021. Along with this, CMOs are increasingly investing in online customer experiences: 60.8% of CMOs indicated they have “shifted resources to building customer-facing digital interfaces” and 56.2% planning to “transform their go-to-market business models to focus on digital opportunities.” It is clear that social media will continue to play an important role in driving consumers toward digital offerings.
以下十条建议可以帮助营销领导者顺应增长趋势，为后疫情时代制定社交媒体营销策略：
How can marketing leaders build upon this growing trend and plan their social media marketing strategies for a post-pandemic future that is equally bright? Here are 10 key recommendations:
1、开展正式实验。特别版调查发现，疫情期间即兴营销的程度很高，平均得分为5.6（总分7分，1表示“完全不”，7表示“非常”）。尽管如此，调查结果还表明，在社交平台上进行的正式实验有所减少。仅有31％的营销人员表示他们为了解疫情期间开展的营销活动的影响进行了实验；29％的营销人员报告，他们将资源投入到了培养研究和实验能力中。
1. Run formal experiments. The Special Edition of the CMO Survey found a high level of marketing improvisation during the pandemic, with CMOs reporting an average 5.6 out of 7 (where 1 represents “not at all” and 7 represents “a great deal”). Despite this, survey results also document a decrease in formal experimentation on social platforms, with only 31% of marketers reporting that they conducted experiments to understand the impact of their marketing actions during the pandemic, and only 29% of marketers reporting that they invested resources into building research and experimentation capabilities.
这些统计数据表明，即便并未完全了解效果，营销人员也会经常实施新的即兴策略。2021年这一趋势要得到及时纠正：社交平台提供了测试新的品牌信息、广告和产品的绝佳机会——并且可以从目标消费者那里获得可评估的直接反馈。营销人员必须用这些工具进行学习。
These statistics indicate that marketers are implementing new, improvised strategies frequently, but without fully understanding their effects. They need to correct this trend in 2021: Social media platforms provide excellent opportunities to test new brand messaging, advertisements, and offerings — and to receive direct measurable feedback from target consumers. Marketers must use these tools to learn.
2、更新现有平台的渠道和功能。新媒体人应该随时了解现有平台上的新功能。例如，去年夏天推出的Instagram Reels提供了一个新渠道，可以传播风靡互联网的短视频。同样，今年早些时候发布的Facebook礼品卡或TikTok For Business也是如此。这些新工具提供了与消费者建立独特联系的机会，消费者会将他们在新功能上的发现与首先推出这些功能的品牌联系起来。强大的社交媒体营销策略将包括识别新功能和新渠道，并快速产出相关内容的过程。
2. Play with new channels and features on existing platforms. Social media strategists should always be aware of what’s new on existing platforms. For example, Instagram Reels, which launched this past summer, provides a new channel to deliver the short-form video style that has swept the internet. Facebook’s gift cards or TikTok For Business, which were also released earlier this year, are similar examples. These new tools provide an opportunity to build a unique connection with consumers, who will associate their discovery of these features with the brands that first use them. A strong social media marketing strategy will include a process for identifying new features and channels and quickly creating content for them.
3、将社交媒体策略整合到整体营销策略中。2019年8月的CMO调查报告显示社交媒体与营销策略的整合度不高（总分7分，得到4.2分，1分表示“完全没有整合”，7分表示“整合程度非常高”）。尽管比之前的调查结果略有改善，但是这个数字仍然太低，无法在社交媒体投资上获得足够回报——对于占营销预算接近四分之一的支出来说，这个数字太低了。
3. Integrate social media strategy into your overall marketing strategy. The August 2019 CMO Survey reported that social media is not well integrated with marketing strategies (scoring 4.2 on 7-point scale where 1 represents “not at all integrated” and 7 represents “very integrated”). Although a slight improvement from past surveys, this number is still too low to produce adequate returns on social media investments — and far too low for an expenditure that comprises nearly a quarter of marketing budgets.
随着社交媒体在后疫情时代的营销世界中占据中心位置，它需要与公司更广泛的营销策略进行无缝整合。社交媒体是当前重点，CMO应当确保其社交媒体策略与整体营销策略完全保持一致，以便最大程度地发挥协同效应产生的效益。
As social media takes center stage in a post-pandemic marketing world, it needs to integrate more seamlessly with the firm’s broader marketing strategy. Because social media is the current bright light, CMOs should ensure their social media strategy directly aligns with overall marketing strategy to maximize the benefits produced by these synergies.
4、投资顶级社交媒体人才。现在的社交媒体经理需要管理不低且高效的营销预算，并且身兼数职（广告文案、平面设计师、客户服务代表等）。因此，营销领导者需要仔细考虑这个关键职位的人选。最优秀的社交媒体经理可以带来积极影响，但经验不足或难以胜任的经理则可能会损害公司品牌。Glassdoor网站的数据显示，美国社交媒体经理的平均薪资为50500美元，严重低于他们通常担任职位的平均薪酬：广告文案撰稿平均为58500美元，营销经理平均为65500美元，广告经理平均为71000美元。想吸引该领域的顶尖人才，薪酬必须满足职位不断增加的价值。
4. Invest in top social media talent. Social media managers are now being asked to manage a costly and highly effective piece of the marketing budget and to take on a role that often requires wearing multiple hats (copywriter, graphic designer, customer service rep, etc.). So marketing leaders need to think carefully about who should fill this key position. While the best social media managers can have a positive impact, an inexperienced or unqualified one could be detrimental to a company’s brand. The national average salary for social media managers is $50,500, according to Glassdoor, which seriously lags the average compensation for the positions they often serve in: copywriters average $58,500, marketing managers average $65,500, and ad managers average $71,000. To get top talent in this area, compensation must meet the increasing value of the role.
5、灵活管理社交媒体。2020年展示了社交媒体格局的改变速度。认识到这一点，CMO将会把“大事发生时充当枢纽的能力”列为发现营销人才过程中最看重的技能。因此，在社交媒体管理方面，CMO必须确保人才、流程和代理合作伙伴准备好应对这些突然的变化，并从中受益。愿意在瞬息万变的环境中重新评估社交媒体策略的机构会将风险降到最低，并最大程度地增加与消费者建立联系的机会。
5. Ensure agile social media management. 2020 has shown just how quickly the social media landscape can change. Recognizing this, CMOs ranked the “ability to pivot as new priorities emerge” as the top skill they look for in marketing talent. So, when it comes to social media management, CMOs must ensure that talent, processes, and agency partners are prepared to respond to and capitalize on these sudden changes. Organizations willing to re-evaluate their social media strategies in a rapidly changing landscape will minimize risk and maximize the opportunity to connect with consumers.
6、利用有影响力和创造力之人的力量。分配给影响力人士的营销预算比例正在上升，从一年前的6.5％上升到了当前的7.5％，并有望在未来三年内增加到12.7％。随着在线流量的持续增长，确定合适的影响力人士以吸引目标客户，并确定增长细分市场，对于品牌至关重要。对于社交媒体经理来说，对影响力人士的培训和在建立关系上投资也很重要；影响力人士是与粉丝建立信任和真诚关系的纽带，后者最终可能会成为付费用户。安排个人或团队与影响力人士接触有助于更新产品信息，并获得他们对关注趋势的反馈，这将有助于建立互惠互利的伙伴关系。
6. Harness the power of influencers and creators. The allocation of marketing budgets towards influencers is on the rise, up to 7.5% from 6.5% a year ago and expected to rise to 12.7% in the next three years. As online traffic continues to increase, it will be critical for brands to identify the right influencers to attract target customers and identify growth segments. It will also be important for social media managers to invest in influencer training and relationship building; Influencers are a great way to build trust and authentic relationships with followers, who may end up being paying customers. Scheduling individual and group touch points with influencers to discuss product updates and gain feedback on trends they are observing will go a long way toward fostering a mutually beneficial partnership.
7、仔细考虑适合自己品牌的平台。CMO一直将品牌建设列为社交媒体的首要用途，因此，考虑所选平台对消费者产生的影响是非常重要的。在特别版调查中，消费者认为，“信任关系”对一个品牌而言最为重要（超过低价、产品质量，甚至创新等因素）。因此，始终要考虑社交平台的政策（特别是与隐私和仇恨言论有关的政策）可能破坏消费者的信任。
7. Carefully consider the right platform(s) for your brand. CMOs have consistently ranked brand building as their top use for social media, so it is important to consider how the platform you choose impacts consumers’ perception of your brand. In the special edition survey, consumers indicated that a “trusting relationship” is most important to them in a brand (beating out low price, product quality, and even innovation). So always consider how the policies of social media platforms (as they relate to privacy and hate speech, in particular) may undermine consumers’ trust.
8、减少社交媒体和电子商务平台间的摩擦。为了推动在线购物，社交媒体经理必须确保顺利将消费者从社交媒体转移到电子商务网站上。用户在这方面的糟糕体验可能会导致销售损失；反之则可以促进销售。因此，随着新型数字工具的开发，社交媒体团队必须坚持与开发团队保持合作，从而保证客户顺利完成从手机APP和社交网站到商务网站的转移。
8. Reduce friction between social media and e-commerce platforms. To make online shopping easy, social media managers must ensure a smooth process of funneling consumers from social media to their e-commerce site. A bad user experience in this area can lead to lost sales; a good one can boost them. So as new digital tools are developed, social media teams must insist upon frequent collaboration with development teams to ensure a smooth customer journey from mobile-APP and social sites to your company’s e-commerce site.
9、创意内容适应当下环境。对于品牌而言，重要的是要保持创意内容与当前新冠疫情事实相关。例如，消费者会忽略甚至不关心在大型室内的人群中描绘品牌的帖子，因为它与当下情况不符。另一方面，许多消费者厌倦了讨论病毒的内容。为了引起关注者的共鸣，社交媒体的内容必须保持平衡。这方面一个很好的例子是“时代啤酒就近旅游交换活动”（Stella Artois Staycation Swap）。这项活动匹配了计划前往彼此城市，却因疫情而取消行程的游客，他们可以到猫途鹰（TripAdvisor）网站上交换旅游日程，从而换取免费的就近度假行程。
9. Adapt your creative content to the times. It is important for brands to keep creative content relevant to the current Covid-19 reality, whatever that may be. For example, a social media post that portrays a brand at a large, indoor gathering of people could be ignored by consumers who perceive it as outdated — or worse, insensitive. On the other end of the spectrum, many consumers are fatigued from content that centers around the virus. To resonate with followers, social media content must a balance. A good example of this is the Stella Artois Staycation Swap, a contest that matches would-be travelers who had planned trips to each other’s cities that were cancelled due to Covid-19 to swap itineraries on TripAdvisor for an all-expenses-paid staycation instead.
10、选择合适的代理合作伙伴。2020年2月的CMO调查结果表明，现在有24.1％的公司社交媒体活动交给了外部代理商——比2014年的17.4％有所增加。随着代理合作伙伴在业务中变得越来越重要，选择、培训这些合作伙伴，并与之建立牢固的关系也就变得至关重要。
10. Take care to select and onboard the right agency partners. Results from the February 2020 CMO Survey indicate that 24.1% of companies’ social media activities are now performed by outside agencies — an increase from 17.4% in 2014. As agency partners become an increasingly important part of an increasingly important part of the business, selecting, training, and building a strong relationship with these partners is crucial.
新冠疫情增加了消费者的在线时间，社交媒体已经成为品牌与现有及潜在客户之间联系的越来越重要的部分。现在应该投资建立起综合而灵活的社交媒体管理功能，从而适应新形势。
As the Covid-19 pandemic pushes consumers to spend more time online, social media becomes an increasingly important part of the connection between brands and their customers — both existing ones and potentially new ones. Now is the time to invest in building an integrated and agile social media management function to adapt to the new landscape.
克里斯汀·摩尔曼是杜克大学富卡商学院工商管理教授。“CMO 调查”创始人兼总监，《营销杂志》（the Journal of Marketing）总编辑。
Christine Moorman is the T. Austin Finch, Sr. Professor of Business Administration, Fuqua School of Business, Duke University. She is founder and director of The CMO Survey and Editor in Chief of the Journal of Marketing.
托伦特·麦卡锡是德勤咨询公司高级顾问、杜克大学富卡商学院2020届 MBA毕业生。
Torren McCarthy is a Senior Consultant with Deloitte Consulting LLP and a 2020 MBA graduate from Duke University’s Fuqua School of Business.
