“CMO調(diào)查”（新冠疫情特別版）發(fā)現(xiàn)，社交媒體在疫情期間變得對(duì)營(yíng)銷至關(guān)重要。調(diào)查報(bào)告稱，社交媒體的支出占營(yíng)銷預(yù)算從2020年2月的13.3％，在同年6月漲到了23.2％，增幅高達(dá)74％。同時(shí)報(bào)告預(yù)計(jì)傳統(tǒng)廣告的支出會(huì)減少。據(jù)估計(jì)，未來(lái)12個(gè)月傳統(tǒng)廣告渠道的支出將減少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.

調(diào)查顯示，公司在社交媒體的投資看到了歷史性的回報(bào)。公司報(bào)告也顯示，社交媒體對(duì)整體業(yè)績(jī)的貢獻(xiàn)已經(jīng)大幅上升，自2020年2月以來(lái)增長(zhǎng)了24％。這是一個(gè)重要發(fā)現(xiàn)，因?yàn)楸M管對(duì)社交媒體的投資在穩(wěn)步增長(zhǎng)，但是自2016年以來(lái)其影響力卻一直相對(duì)平穩(wěn)。

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們預(yù)計(jì)，2021年社交媒體投資將保持在營(yíng)銷預(yù)算23.4％的高位，同時(shí)，CMO對(duì)客戶線上體驗(yàn)的投資也在不斷增加：60.8％的CMO表示他們“已經(jīng)將資源轉(zhuǎn)移到構(gòu)建面向客戶的數(shù)字界面上”；56.2％的CMO計(jì)劃“轉(zhuǎn)變其進(jìn)入市場(chǎng)的業(yè)務(wù)模式，重點(diǎn)關(guān)注數(shù)字機(jī)會(huì)”。顯然，社交媒體將會(huì)繼續(xù)在推動(dòng)消費(fèi)者使用數(shù)字產(chǎn)品方面發(fā)揮重要作用。

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.

以下十條建議可以幫助營(yíng)銷領(lǐng)導(dǎo)者順應(yīng)增長(zhǎng)趨勢(shì)，為后疫情時(shí)代制定社交媒體營(yíng)銷策略：

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、開(kāi)展正式實(shí)驗(yàn)。特別版調(diào)查發(fā)現(xiàn)，疫情期間即興營(yíng)銷的程度很高，平均得分為5.6（總分7分，1表示“完全不”，7表示“非?！保?。盡管如此，調(diào)查結(jié)果還表明，在社交平臺(tái)上進(jìn)行的正式實(shí)驗(yàn)有所減少。僅有31％的營(yíng)銷人員表示他們?yōu)榱私庖咔槠陂g開(kāi)展的營(yíng)銷活動(dòng)的影響進(jìn)行了實(shí)驗(yàn)；29％的營(yíng)銷人員報(bào)告，他們將資源投入到了培養(yǎng)研究和實(shí)驗(yàn)?zāi)芰χ小?/p>

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.

這些統(tǒng)計(jì)數(shù)據(jù)表明，即便并未完全了解效果，營(yíng)銷人員也會(huì)經(jīng)常實(shí)施新的即興策略。2021年這一趨勢(shì)要得到及時(shí)糾正：社交平臺(tái)提供了測(cè)試新的品牌信息、廣告和產(chǎn)品的絕佳機(jī)會(huì)——并且可以從目標(biāo)消費(fèi)者那里獲得可評(píng)估的直接反饋。營(yíng)銷人員必須用這些工具進(jìn)行學(xué)習(xí)。

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、更新現(xiàn)有平臺(tái)的渠道和功能。新媒體人應(yīng)該隨時(shí)了解現(xiàn)有平臺(tái)上的新功能。例如，去年夏天推出的Instagram Reels提供了一個(gè)新渠道，可以傳播風(fēng)靡互聯(lián)網(wǎng)的短視頻。同樣，今年早些時(shí)候發(fā)布的Facebook禮品卡或TikTok For Business也是如此。這些新工具提供了與消費(fèi)者建立獨(dú)特聯(lián)系的機(jī)會(huì)，消費(fèi)者會(huì)將他們?cè)谛鹿δ苌系陌l(fā)現(xiàn)與首先推出這些功能的品牌聯(lián)系起來(lái)。強(qiáng)大的社交媒體營(yíng)銷策略將包括識(shí)別新功能和新渠道，并快速產(chǎn)出相關(guān)內(nèi)容的過(guò)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、將社交媒體策略整合到整體營(yíng)銷策略中。2019年8月的CMO調(diào)查報(bào)告顯示社交媒體與營(yíng)銷策略的整合度不高（總分7分，得到4.2分，1分表示“完全沒(méi)有整合”，7分表示“整合程度非常高”）。盡管比之前的調(diào)查結(jié)果略有改善，但是這個(gè)數(shù)字仍然太低，無(wú)法在社交媒體投資上獲得足夠回報(bào)——對(duì)于占營(yíng)銷預(yù)算接近四分之一的支出來(lái)說(shuō)，這個(gè)數(shù)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.

隨著社交媒體在后疫情時(shí)代的營(yíng)銷世界中占據(jù)中心位置，它需要與公司更廣泛的營(yíng)銷策略進(jìn)行無(wú)縫整合。社交媒體是當(dāng)前重點(diǎn)，CMO應(yīng)當(dāng)確保其社交媒體策略與整體營(yíng)銷策略完全保持一致，以便最大程度地發(fā)揮協(xié)同效應(yīng)產(chǎn)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、投資頂級(jí)社交媒體人才。現(xiàn)在的社交媒體經(jīng)理需要管理不低且高效的營(yíng)銷預(yù)算，并且身兼數(shù)職（廣告文案、平面設(shè)計(jì)師、客戶服務(wù)代表等）。因此，營(yíng)銷領(lǐng)導(dǎo)者需要仔細(xì)考慮這個(gè)關(guān)鍵職位的人選。最優(yōu)秀的社交媒體經(jīng)理可以帶來(lái)積極影響，但經(jīng)驗(yàn)不足或難以勝任的經(jīng)理則可能會(huì)損害公司品牌。Glassdoor網(wǎng)站的數(shù)據(jù)顯示，美國(guó)社交媒體經(jīng)理的平均薪資為50500美元，嚴(yán)重低于他們通常擔(dān)任職位的平均薪酬：廣告文案撰稿平均為58500美元，營(yíng)銷經(jīng)理平均為65500美元，廣告經(jīng)理平均為71000美元。想吸引該領(lǐng)域的頂尖人才，薪酬必須滿足職位不斷增加的價(jià)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、靈活管理社交媒體。2020年展示了社交媒體格局的改變速度。認(rèn)識(shí)到這一點(diǎn)，CMO將會(huì)把“大事發(fā)生時(shí)充當(dāng)樞紐的能力”列為發(fā)現(xiàn)營(yíng)銷人才過(guò)程中最看重的技能。因此，在社交媒體管理方面，CMO必須確保人才、流程和代理合作伙伴準(zhǔn)備好應(yīng)對(duì)這些突然的變化，并從中受益。愿意在瞬息萬(wàn)變的環(huán)境中重新評(píng)估社交媒體策略的機(jī)構(gòu)會(huì)將風(fēng)險(xiǎn)降到最低，并最大程度地增加與消費(fèi)者建立聯(lián)系的機(jī)會(huì)。

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、利用有影響力和創(chuàng)造力之人的力量。分配給影響力人士的營(yíng)銷預(yù)算比例正在上升，從一年前的6.5％上升到了當(dāng)前的7.5％，并有望在未來(lái)三年內(nèi)增加到12.7％。隨著在線流量的持續(xù)增長(zhǎng)，確定合適的影響力人士以吸引目標(biāo)客戶，并確定增長(zhǎng)細(xì)分市場(chǎng)，對(duì)于品牌至關(guān)重要。對(duì)于社交媒體經(jīng)理來(lái)說(shuō)，對(duì)影響力人士的培訓(xùn)和在建立關(guān)系上投資也很重要；影響力人士是與粉絲建立信任和真誠(chéng)關(guān)系的紐帶，后者最終可能會(huì)成為付費(fèi)用戶。安排個(gè)人或團(tuán)隊(duì)與影響力人士接觸有助于更新產(chǎn)品信息，并獲得他們對(duì)關(guān)注趨勢(shì)的反饋，這將有助于建立互惠互利的伙伴關(guān)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、仔細(xì)考慮適合自己品牌的平臺(tái)。CMO一直將品牌建設(shè)列為社交媒體的首要用途，因此，考慮所選平臺(tái)對(duì)消費(fèi)者產(chǎn)生的影響是非常重要的。在特別版調(diào)查中，消費(fèi)者認(rèn)為，“信任關(guān)系”對(duì)一個(gè)品牌而言最為重要（超過(guò)低價(jià)、產(chǎn)品質(zhì)量，甚至創(chuàng)新等因素）。因此，始終要考慮社交平臺(tái)的政策（特別是與隱私和仇恨言論有關(guān)的政策）可能破壞消費(fèi)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、減少社交媒體和電子商務(wù)平臺(tái)間的摩擦。為了推動(dòng)在線購(gòu)物，社交媒體經(jīng)理必須確保順利將消費(fèi)者從社交媒體轉(zhuǎn)移到電子商務(wù)網(wǎng)站上。用戶在這方面的糟糕體驗(yàn)可能會(huì)導(dǎo)致銷售損失；反之則可以促進(jìn)銷售。因此，隨著新型數(shù)字工具的開(kāi)發(fā)，社交媒體團(tuán)隊(duì)必須堅(jiān)持與開(kāi)發(fā)團(tuán)隊(duì)保持合作，從而保證客戶順利完成從手機(jī)APP和社交網(wǎng)站到商務(wù)網(wǎng)站的轉(zhuǎn)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、創(chuàng)意內(nèi)容適應(yīng)當(dāng)下環(huán)境。對(duì)于品牌而言，重要的是要保持創(chuàng)意內(nèi)容與當(dāng)前新冠疫情事實(shí)相關(guān)。例如，消費(fèi)者會(huì)忽略甚至不關(guān)心在大型室內(nèi)的人群中描繪品牌的帖子，因?yàn)樗c當(dāng)下情況不符。另一方面，許多消費(fèi)者厭倦了討論病毒的內(nèi)容。為了引起關(guān)注者的共鳴，社交媒體的內(nèi)容必須保持平衡。這方面一個(gè)很好的例子是“時(shí)代啤酒就近旅游交換活動(dòng)”（Stella Artois Staycation Swap）。這項(xiàng)活動(dòng)匹配了計(jì)劃前往彼此城市，卻因疫情而取消行程的游客，他們可以到貓途鷹（TripAdvisor）網(wǎng)站上交換旅游日程，從而換取免費(fèi)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、選擇合適的代理合作伙伴。2020年2月的CMO調(diào)查結(jié)果表明，現(xiàn)在有24.1％的公司社交媒體活動(dòng)交給了外部代理商——比2014年的17.4％有所增加。隨著代理合作伙伴在業(yè)務(wù)中變得越來(lái)越重要，選擇、培訓(xùn)這些合作伙伴，并與之建立牢固的關(guān)系也就變得至關(guān)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.

新冠疫情增加了消費(fèi)者的在線時(shí)間，社交媒體已經(jīng)成為品牌與現(xiàn)有及潛在客戶之間聯(lián)系的越來(lái)越重要的部分?，F(xiàn)在應(yīng)該投資建立起綜合而靈活的社交媒體管理功能，從而適應(yīng)新形勢(shì)。

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·摩爾曼是杜克大學(xué)富卡商學(xué)院工商管理教授?！癈MO?調(diào)查”創(chuàng)始人兼總監(jiān)，《營(yíng)銷雜志》（the Journal of Marketing）總編輯。

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.

托倫特·麥卡錫是德勤咨詢公司高級(jí)顧問(wèn)、杜克大學(xué)富卡商學(xué)院2020屆?MBA畢業(yè)生。

Torren McCarthy?is a Senior Consultant with Deloitte Consulting LLP and a 2020 MBA graduate from Duke University’s Fuqua School of Business.