American marketing is a good example

Social media is a thriving youth. A new generation of young people in the riots in London has used Twitter, BBM, and Huppin as a guide to display looting on Youtube. In a highly communicative and civilized society, the Cameron government actually proposed to shut down social networking sites in times of crisis. This shows that social media has profoundly changed the times we are experiencing. Our thinking and expression have been reshaped inexorably.

Instead of looking for the logical context, sports marketing is not “social” and vitality is not there. There is no lack of wisdom and courage in the domestic industry, but once sports marketing is “socialized”, it is still somewhat incompetent. Perhaps because of the maturity of the industry and the spread of the environment, there are always some cases of classic marketing in the US market that continue to shine, Mr. Feng swallowed, let us learn a good example.

The social media watched by U.S. industry watchers mainly refers to Facebook, Twitter, and Youtube. These can all be found on our local platforms. We may wish to first look at the vitality of real events on social platforms. What is Twitter's most "blowout" performance ever? It is not that the great earthquake in Japan or bin Laden that we were concerned about in the past six months has been killed. Ordinary people will not guess the answers to these questions. Actually it was the US-Japan finals of the Women's World Cup held on July 17. The dramatic tension in the game squeezed the hearts of every fan. Because of the series of breakthroughs by the Japanese team, a large number of Twitter users in Asia are extremely active. Of course, U.S. users have been using the microblogging to express their hearts. Obama actually sent 13 microblogs during the game. As a result, the finals allowed Twitter to generate 7,196 microblogs per second, setting a record high. The social platform allows the global integration and competition.

If the "blowouts" of the Women's World Cup are formed naturally, then those professional leagues that are in solidarity with the fans will need to be manned daily. The MLB (American Professional Baseball League) All-Star selection is a classic case. 32.5 million people participated in the voting, an increase of 36% compared to 2009. This is the history of professional sports in the United States. Twitter voting is easy and even portable, if fans vote for Martin, just enter "#Martin". On July 11th, the traditional "homegrown derby contest" staged, 23 celebrities were asked to follow the course of the game, which made the fans extremely excited. During the game, 4,996 microblogs were generated per second, creating Twitter's ranking for the past 5 years. Five's excellent performance.

MLB is hard enough in the Chinese market, but it is still difficult to catch up with the NBA's good harvest in China in the foreseeable future. If placed in the framework of global social media comparison, the NBA is also in a leading position and is one of the pioneers of the first "social". In the top 500 accounts of Twitter fans, OBA superstars occupy 10 seats and O'Neal is proud. Do not underestimate the clumsy O’Neill, he is very business minded and a big star on social media. The release of the retired news in June this year has also gone through a chic design, with a 15-second retired presentation video at tout. The com site has been clicked on 500,000 times, so this site has won 2 million US dollars in venture capital, and it is said that "big shark" is holding a stock in this well-growing website.

The "big shark" is famous but lacks a sense of fashion. In this regard, he must make Sean White, the number one fashion star in freestyle skiing. In the United States, White actually is the sports star with the highest Qscore (American market recognition level) and attracts young consumers more on social networking sites. Together with sponsors, he creates many classic cases. Recently, fans who received special passwords on White Weibo can get the latest sunglasses from White at the Okaley New York store. They are all happy.

Regardless of your fashion or old school, advancing with the times is an inevitable choice. Those professional sports outlets that have a history of more than 100 years have put on a “social” coat. The MLB Cleveland Indians teamed up with sponsors at home to set up a “social media box” that allows fans to safely play in the box during the game. Login to Facebook and Twitter to express ideas in a timely manner. The Cleveland Indians scored disastrously this season and actually lost 97 games. Club executives put down their positions and were very active on Twitter, hoping to retain fans' enthusiasm and purchasing power. At present, more than 200 fans have been waiting in line to enter the luxury box. The professional ice hockey New Jersey Devil team also built a similar "mission center" at home to hire fans to complete content updates on social networking sites. The Chicago Red Sox used Twitter to solicit feedback from the fans to change the tee time of a game. In order to let the city's ice hockey fans feel comfortable watching the Stanley Cup's second game of the Bruins, the tee time was adjusted from 19:30 to 13: 30. Nearly 5,000 fans expressed their opinions on Facebook's page. Nearly 700 Weibos expressed their support. The Red Sox also uses microblogging to give fans the opportunity to participate in the decision-making club to reserve gifts for the fans in the stands, and even voted for what music should be played on the stadium to please live fans if the game is raining.

Super Bowl is undoubtedly the first brand event in the United States. The most powerful US companies will invest heavily in the purchase of inter-advertisement advertisements. Therefore, the annual television broadcast will become an "advertising feast". In recent years, the price has climbed to $3 million every 30 seconds. While advertisers continue to increase their budgets for advertising, they also began to devote themselves fully to social media to embrace the audience and provide advertising on-demand and video sharing on Facebook and Twitter in advance. Therefore, the Super Bowl becomes the Social Bowl. One of the most talked about winners was the "Star Wars" version of the advertisement released by Volkswagen. It was said that on the day of the game, 12 million times of crazy videos were received on social networking sites.

The difficulty of copying these American successful cases to the Chinese market is not small, but the "social strategy" is no longer possible. The development of this other space has created endless possibilities. Please do not hesitate to go early. (text/**)