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汗纳迪姆
Aug 03, 2022
In Welcome to the Arts Forum
The marketing department is responsible for the editor of the new media. The first action after the publication of the official account article is often sent to the company group, and colleagues are asked to actively forward it. Sometimes it is necessary to send a red envelope to liven up the atmosphere. Of course, it's another matter whether you will post it or not. You can't force anything, right? However, there are still some companies that have "forwarding KPIs" , and even require employees to post a Moments/video account every day to promote their products and business trends... But as long as it doesn't spread spontaneously, the results are always bad. After all, in their own circle, everyone is not just a company employee. When the content is too bad and doesn't match your personality, and the relationship with the company is not that good, "coercion and inducement" will be counterproductive. Although the method is too simple and crude, the effect is not good. But it can be seen that business owners have gradually realized that in the era of "everyone is a self-media", ordinary employees are also "speakers". Therefore, internal communication and dissemination become more and more important. In addition to communicating company information through internal publications and emails, it is also necessary to let employees understand the future mission of the company, the company's long-term vision, product development concepts, etc. through various forms. At the same time, employees can timely feedback their opinions and ideas, and proactively make suggestions. Only through two-way listening and interaction can fully establish trust and resonate, and active communication will happen naturally. However, everyone has different experiences, personalities, and positions, and it is difficult to reach a consensus simultaneously. Therefore, they often find some "employee KOLs" to communicate the brand connotation internally and disseminate the corporate value proposition externally. He / they are also called "brand ambassador" (Internal Brand Ambassador). 01 The brand must first be spread internally When everyone is busy building customers' private domain traffic pools, don't ignore the communication power of employees. They are more connected to a brand than fans, members, customers, partners. In several workshops on brand strategy planning, I have found that ordinary employees of many companies do not know much about what the company does (or that is different from what the company boss thinks). So much so that when communicating with your family, friends, and even customer agents, you can't tell. Speaking of this, some people will say that communicating with customers is the work of the sales and marketing department, and has nothing to do with the R&D, human resources, and production departments. Actually not. Everyone’s meaningful company activities, recognitions telemarketing list and awards received on WeChat and Moments can make a good impression on others; when they talk about work at class reunions, chat with friends, and old colleagues Flying, more or less conveys the reputation of the company. Conversely, complaints about passing customers in elevators and hallways, grumbling about the company in restaurants with friends, and ranting on social media such as Zhihu and Weibo can all negatively affect a company’s reputation. You know, in social communication, bad reputation can spread as fast as good word of mouth . Therefore, it is a very important step to train internal staff and gain everyone's approval before spreading the product or brand concept to the outside world.
Every employee is a brand ambassador of the company
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汗纳迪姆

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