新媒体营销及危机公关(双语)

The marketing and crisis management

in the era of new media

新媒体是相较传统媒体（报刊、电视、广播等）而言，以数字信息技术为基础，以互动为特点、具有创新形态的媒体，它是一个非常宽泛的概念，其本质是一种信息传播方式的革新。Pc、手机、平板、网络电视等是新媒体的载体平台，而微博、微信、博客等则是新媒体的应用形式。

Compared to traditional media, new media (newspapers, television, radio, etc.) is based on the information technology. It is interactive and innovative. New media is a broad concept, which means a revolution of communication. The platform is consist of PC, mobile phone , tablet and network television. Besides, micro-blog , WeChat and blog are applied in the platform of new media.

新媒体传播快，影响广，对于企业的品牌管理活动提出了很大的挑战。新媒体的核心精神便是互动与创新，新媒体用户热爱社交互动，分享，免费，强调参与感，注重用户体验，根据兴趣、价值观等进行分众，意见领袖在新媒体信息传播中起到了关键作用，运用新媒体进行品牌管理或企业传播时，考虑到新媒体的用户特性尤为重要。

New media delivers messages fast and widely, which results in a big challenge for the corporate brand management. The interactivity and innovation is the core spirit of new media. The customers of new media love social activity online, sharing, free and participation . They care about User Experience and form different groups according to interests and values. The opinion leaders on the internet play a important role in the information communication. In a word, we should take into account the characteristics of new media users, when we conduct brand management or corporate communication.

新媒体已经成为整合营销的重要平台，例如在康爱一生便是一款全渠道销售的产品，充分运用数字化手段，实现了数字方式与传统方式完美结合的整合营销方案，手机APP、二维码扫描、微博、微信等新媒体齐上阵，为康爱一生产品进行宣传，取得了很好的效果。

New media has become a most popular social media marketing tool for integrated marketing. For example, “Kang Ai Yi Sheng” is a product to be sold in all channels, which makes full use of new media communication for integrated marketing. The publicity for Kang Ai Yi Sheng makes a good results by the use of mobile APP, two-dimensional code scanning, micro-blog, WeChat.

以微博为例，新浪微博月活跃用户已超1.2亿，平均每天活跃用户数量达到6140万。微博信息传播快，互动强，影响广，信息传播极易呈现爆发性增长，已经成为品牌管理的重要渠道之一。主要功能包括：产品推广、客户服务、资讯发布等，一个微博的运营离不开微博定位、内容策略、互动策略、活动策略等前期计划，在运营过程中如何将线上线下结合，把微博打造成企业的“官网”之一，都需要运营人员对运营目标的设置，对目标受众的理解，对企业资源的运用。利用微博进行品牌推广的策略主要有：日常运营、事件炒作、整合营销三个方面。

Taking Sina Weibo for example, the users of Sina Weibo has exceeded 120 million monthly active users, and the average number of daily active users has reached 61.4 million. Sina Weibo spreads fast, widely and interactively, which has become a important channel for brand management.The main function of the micro-blog includes: product promotion, customer service, information publishing. The operator should pay attention to the appropriate market location, the content, the interactivity and the activities. Therefore, the micro-blog become another official website for company, combining online and offline. All of these rely on the operator’s setting for the launch target, the understanding for the target users and the operation for the corporate resources. What’s more, the strategies for micro-blog marketing include: daily launch, Commercial hype and Integrated Marketing.

1、日常运营：根据用户类型及活跃时间，设置微博内容主题，进行日常的常规更新。

1. daily launch：According to the characteristic and active time of users, set the content topics of micro-blog and update news regularly.

2、事件营销：策划事件进行话题炒作，提高品牌/产品知名度。

2. Commercial hype: plan hot topic for hype to improve brand.

3、整合营销：作为产品推广的重要渠道之一。

3. Integrated Marketing: one of the channels for product promotion

正是由于新媒体的这些特点，导致新媒体时代的危机公关更有难度。传播危机管理已经发展转变，并面临更大挑战。企业一旦发生危机，首先要意识到这场危机的几个关键因素：政府、公众、媒体、员工、名人，从这四个方面多管齐下，应对危机，开辟新媒体战场，努力构造舆论闭环。

In a result, it is more hard to handle crisis pr in new media era. Traditional crisis management has changed a lot, becoming more challenging. Once the enterprise PR crisis occurs, we must realize that Government, public, media, employees and celebrity are four key elements in the crisis. We should control the public opinion in a limited field such as micor-blog instead of extending into all media.

1、政府：危机发生的第一时刻，评估政府层面带来的威胁，并立即展开公关。

1. government: when the crisis happens, we should value the threats from government and get into touch immediately.

2、公众&媒体：通过新媒体及传统媒体，第一时间发表声明，声明内容应该尽力缩小风险范围，表明态度，做出承诺。统一信息源头，减少负面报道，增加正面传播，发出企业的声音，掌握舆论的主导权。

2. public&media: Issue a statement with new media and traditional media as soon as possible. The content should be narrowed the scope of the event risks, show attitude and make promise. In additional, it is necessary to keep the opinion public in control by unifying information source, reducing the negative reports, increase positive communication and issued a corporate voice

案例：2012年麦当劳的3.15事件可谓利用微博进行危机公关的经典成功范例。麦当劳三里屯分店在2012年央视3.15晚会中被曝光食品安全问题。在信息公布后不到一个小时，麦当劳通过官方微博发布了简短的声明：第一，承认问题严重性；第二，确认三里屯分店的个别问题；第三，向消费者致歉；第四，做出改进承诺。在短短140字的致歉信中完美涵盖所有重要信息元素，表达清晰到位。之后几个月积极地开展了“参观养殖基地”等一系列活动，成功地“转危为安”。当年4月统计表明，麦当劳三里屯分店竟然奇迹般地没有受到危机影响，营业额还增长了4%。

CASE: 2012 McDonald's 3.15 events can be described as a classic example of getting through the crisis of food safety by the use of micro-blog successfully.

McDonald's Sanlitun store was exposure of food safety issues in a show of CCTV on March 15th, 2012. In less than an hour after the exposure, McDonald released a brief statement by the official micro-blog:

First, recognize the seriousness of the problem; Second, make sure that the Sanlitun shop was a individual problem; Third, apologized to consumers; Fourth, promise an improved commitment.

In just 140 words, a letter of apology covered all the important information perfectly. After months, the McDonald carried out a series of activities such as To Visit Breeding Base, and successfully turned the corner. Statistics show that, McDonald's Sanlitun store miraculously not affected by the crisis, the turnover has increased by 4% in April that year.

3、员工：凝聚人心，统一内部口径，号召全体员工有信心地共度难关。

3. Staff:Unite the staff, unify their voice and call on all staff with confidence to be through the difficult times.

4、名人：发挥名人意见领袖的作用，即名人背书（Celebrity Testimonials）。通过名人的影响力引导正面舆论。

4. celebrity: Act as an important part to public relations in crisis, what calls celebrity testimonials. These celebrities as opinion leaders can lead public opinion.

案例：2012年麦当劳315事件中，李开复在微博上用中肯的话语力挺麦当劳，成功引导了网民舆论。

CASE: In 2012 McDonald's 3.15 events, Li Kaifu, a celebrity on micro-blog, was in favor of McDonald, which conduct the public opinion on the internet.

当然，公关不是万能的，负面信息一旦造成品牌危机，减少负面信息对企业利益的损害是第一要务，这还需要依托企业本身的实力与各个部门的协作，之后能为转“危”为“安”，使得危机反而成为正面传播品牌形象的机会则具有很大的偶然性，是不可控的。

Although,pr is not all-powerful. Once the pr in crisis occurs, reducing negative information is the top priority, which also is depend on the strength of enterprise and work with other departments. It is too hard turn the crisis to a luck chance.