社交网络营销策划引发的营销失败 

新媒体、自媒体、网站建设中的网络营销等新鲜事物已经不再新鲜，越来越多的企业开始涉足互联网网络营销范畴。目前，几乎一半以上的医药营销策划公司都在进入网络营销策划领域，大家都在介绍自己在网络营销策划方案的成功案例，却很少提及失败案例。其实，医药网络营销策划的失败几率要远远高于线下营销策划，医药企业要特别警惕社交网络营销策划容易引发的营销失败。

New media, the media, Internet marketing, such as new things is no longer fresh, more and more companies began to dabble in Internet marketing. At present, almost half of the pharmaceutical marketing planning company in the field of into the network marketing planning, everyone was introduced himself success in network marketing planning scheme, but seldom mention failure case. In fact, the medical network marketing planning failure probability is far higher than offline marketing planning, pharmaceutical enterprise be especially alert to social network marketing planning marketing can easily bring about failure.

在这一点上，就连深谙此道的营销老手也会偶有“马失前蹄”的记录。紧急避孕用品，蝙蝠侠！

At this point, even understand this marketing veteran will occasionally "up". Emergency contraception, batman!

在近期发起的一项网上营销活动中，杜蕾斯(Durex)请Facebook用户来投票，决定哪座城市应享有“紧急避孕套”送货服务这项服务是为了让那些手头没有避孕用品的恋人能够通过智能手机应用程序或笔记本，享受到快速送货服务。得票最多的是巴特曼市(Batman，英文拼写与“蝙蝠侠”相同)。

In the recently launched an online marketing activities, Durex (Durex) please vote, Facebook users decide which city should enjoy the "emergency" condom delivery service this service is to let those who don't have the lover to contraceptives can through smartphone applications or notebook, enjoy the fast delivery service. With the most votes is Batman city (Batman, English spelling is the same as "Batman").

巴特曼是土耳其东南部一个省份的首府，这里盛产石油，居住着保守的穆斯林居民。社交媒体专家认为，这场投票的结果几乎毫无疑问是被网络流氓所主导。Facebook投票活动页面显示，巴特曼的得票数为1577票，超过了巴黎和伦敦。为期两个月的推广活动于4月份结束，之后，该页面一直访客寥寥。

Batman is the capital of a province in southeastern Turkey, here is rich in oil, inhabited by conservative Muslim residents. Social media experts say there is little doubt with the result of the vote is dominated by network rascal. Facebook voting page displays, batman votes to 1577 votes, over Paris and London. A two-month campaign ended in April, after the page has been few visitors.

尽管如此，还会有诸多企业对于社交网络营销颇为痴迷，原因很简单，社交网络营销已经不可逆转地走上了市场营销的前台。早在四年前，就有业内人士提出了医药保健品营销策划服务要从线下走到线上来，要从纯粹的广告走到营销互动上来，要从纯粹的网络技术应用走到网络营销策略的应用上来，如今看来这想法是正确的，那些在营销策划过程中不注重OTO（online to offline）营销策划模式的医药保健品机构，很快便退出了历史舞台。

Even so, there will be many enterprises for social network marketing is obsession, the reason is very simple, social network marketing has irrevocably took to the marketing of the front desk. As early as four years ago, has in the industry put forward the medical and health products marketing planning services to walk from line to line up, to walk from pure advertising to interactive marketing, is to go from a pure network technology application to the application of network marketing strategy, now this idea is right, who does not pay attention to in the process of marketing planning OTO (online to offline) marketing model of medicine and health care institutions, soon withdrew from the historical stage.

近年来，企业投放到网络上的营销费用比例持续增长，据营销策划公司统计数据显示，网络营销费用占比在20%左右，有的公司已经突破30%，更有一些纯粹网络营销公司，网络营销费用投放比例更是高得惊人。

In recent years, the enterprise into the marketing expenses proportion on the network continues to grow, according to figures from the marketing planning company, the network marketing costs accounted for about 20%, some companies have above 30%, there are some more pure network marketing company, the network marketing costs on the scale is surprisingly high.

笔者是社交网络的常客，以微博为例，每天都有企业在做各种各样的社交网络营销推广活动，然而，由于其营销创意策划不周密、营销执行不到位、营销跟进不及时等原因，绝大部分企业的努力打了水漂，还有一部分企业甚至获得了很多不好的评价。

The author is a frequent visitor to social networking, microblogging, for example, a company every day in practice all kinds of social network marketing promotion activity, however, due to their creative marketing planning is not careful, marketing implementation does not reach the designated position, follow up wait for a reason, not in time efforts gone most of the enterprises, and part of the enterprise and even get a lot of bad evaluation.

比如那种直直白白地做广告的，就是未经过大脑而做的社交网络营销，不但不会起到效果，还招来一通不好的回复和评论。

Advertising, such as the straight freely is social network marketing, not through the brain and do not have effect, also bring a bad response and comments.

当然，也有用心做社交网络营销的，不但品牌打造成功，而且还积累了大量粉丝，受到好评一片。

Of course, there are serious social network marketing, branding success not only, but also accumulated a large number of fans, has been well received.

比如，超能天然皂粉最近正在新浪微博上发起的#辣妈SHOW#活动，就得到了很多网友的响应，并积极参与到活动中来。其实超能天然皂粉还定期推出一些吸引眼球的微博互动活动，比如LADY空间、LADY心、超能超有趣、TEA TIME等活动，都得到了网友们的积极响应。

Ultra natural soap powder, for example, recently is initiated on the weibo # hot mama SHOW# activity, get a lot of netizens response, and actively participate in activities. Actually chaoneng natural soap powder also has introduced some eye-catching weibo interactive activities, such as space LADY, LADY heart, super powers is super interesting, TEA TIME, got the positive response of the netizens.

对于医药行业的社交网络营销来说，业界知名营销策划机构——胜道策划公司认为，随着越来越多大品牌的加入，一方面社交网络营销的红利事实上正在下降，另一方面用户的口味也变得越来越挑剔，越来越难以满足，需要企业运用更加创新的手法才能在社交网络营销大战中制胜。

For the pharmaceutical industry's social network marketing, a renowned marketing planning agencies -- - planning company think, with more and how the brand to join, on the one hand, the bonuses of the social network marketing is actually falling, on the other hand, the user's tastes are becoming more and more captious also, more and more difficult to meet, enterprises apply more innovation is needed to win in a social network marketing war.