Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

What are the biggest differences between social media marketing in 2009 compared to 2019?
2009年和2019年相比,社交媒体营销最大的不同是什么?

Pete Lin

Managing Director, North Asia Region
/ We Are Social

2009年,我们都怀疑社交媒体是一种时尚。当然,中国和其它地方的平台都在蓬勃发展,并迅速获得用户,但大多数人,尤其是营销人员,将其视为年轻观众一时的迷恋。

他们未能意识到的是,分享和联系的欲望是人类体验中最强大的本能之一。社交媒体前所未有地满足了这种欲望。此外,它还让一夜成名变得每个人都能触手可及,从而扩大了它在数百万人生活中的重要性。

2019年刚刚结束,这是社交媒体力量主导的一年。在十年之内,它已成为我们新闻和信息的主要来源,以及通讯和金融交易(尤其是在中国)。现在很明显,社交媒体不是一种时尚,而是我们现在生活的一种新型社会的结构。

In 2009 we all suspected that social media was a fad. Sure, platforms in China and elsewhere were all thriving and rapidly gaining users, but most people, especially marketers, dismissed it as just a temporary fascination among young audiences.

What they failed to realize is that the desire to share and connect is one of the most powerful instincts of the human experience. Social media satiated this desire like never before in human history. Besides, it also put the realization of instant fame within the reach of everyone, thus amplifying its importance in the lives of millions of people.

2019 has just ended and it was a year dominated by the force of social media. Within a decade, it has become our primary source of news and information, along with communications and financial transactions (especially in China). It is now evident that social media was not a fad, but instead was the fabric of a new type of society which we now live in.

Tristan Qin

VP, Greater China Region Client Services
/ We Are Social

Nathan Baker

Group Account Director
/ We Are Social

从2009年起,很多著名的大品牌开始在Twitter的平台上进行活动。 以下是当年的一些回顾:

吃了整个Supreme Personal Pan来鼓励我做出第一条推文。
- 必胜客

准备去看大学生打篮球。有人跟我说我是桶专家。
-肯德基

这段期间也是品牌开始了解使用Twitter的风险的时候,经常有实习生被责怪做出无感的推文。
多年来,品牌在使用Twitter的过程中不断成长。在为了避免尴尬而进行风险评估的同时,也有些品牌评估为了表达幽默感而包容夸张/粗鲁/爆料的语调。

Netflix US 最近写出这张推文:“什么词在做各种正事时都能说?” Fast Company对于Netflix US的这条推文留下以下的留言:“我们已经抵达品牌Twitter的最高水准了。
这条推文收到的最热门的回复是来自于其它品牌的Twitter,由不同品牌的社交媒体经理跟对方戏谑。

2009 was when prominent brands started getting on Twitter. Here are some throwbacks from 2009:
Devouring a Supreme Personal Pan as motivation for my first tweet.
- Pizza Hut
Gonna watch a little college basketball. I'm told I'm kind of an expert on buckets.
- KFC

This was also when brands started learning about the risks of Twitter faux pas, where interns were often blamed for insensitive Tweets.

Brands have grown up on Twitter over the years. Risk assessments are made to avoid embarrassment while some embrace abrasiveness for humor’s sake. Fast Company wrote “we've officially hit peak Brand Twitter” in their recent article about Netflix US’s horny Tweet: “what’s something you can say during sex but also when you manage a brand Twitter account?”

The Tweet’s top replies were from other brands getting their own quips in. It was a circle jerk of brand social media manager banter.

Kai Pan

Group Account Director
/ We Are Social

2009年的社交媒体营销可以靠自然搜索曝光来获得廉价受众。10年后,每个人都可以在社交媒体上营销,平台本身也变成按计划收费,用户不再觉得整个体验足够新奇,值得分享。这是一个成熟市场,风险更高,对创作者和消费者的深入理解前所未有的重要。

Social media marketing in 2009 could rely on organic exposure for cheap reach. 10 years later, everyone is marketing on social media, the platforms themselves have become toll collectors as planned, and users no longer find the entire experience novel enough to share. It’s a mature market, the stakes are higher, and a sophisticated understanding of creator and consumer has never been more important.