????5. 內(nèi)容是新型通貨，應(yīng)該創(chuàng)作值得流通的內(nèi)容。

????YouTube上每分鐘上傳的視頻長(zhǎng)達(dá)72小時(shí)，因此這個(gè)世界一點(diǎn)都不缺內(nèi)容。明白這一點(diǎn)之后，你就必須讓自己創(chuàng)作出的內(nèi)容有用、有趣、重要、值得分享。之所以有這樣的認(rèn)識(shí)，是因?yàn)槲覀儼l(fā)現(xiàn)，我們自己寫的微博和狀態(tài)更新所獲得的互動(dòng)效果，要遠(yuǎn)遠(yuǎn)好于廣告公司幫我們寫的內(nèi)容。我們還認(rèn)識(shí)到，在社交營(yíng)銷中，重復(fù)并不總是好事。當(dāng)我們推出大熱視頻“可口可樂(lè)快樂(lè)售貨機(jī)”并被大量轉(zhuǎn)發(fā)后，我們的第一反應(yīng)就是復(fù)制這段視頻，然而這些復(fù)制的視頻點(diǎn)擊率超低，讓我們大失所望。

????6. 我們可以是自己品牌的守護(hù)者、管理者和監(jiān)護(hù)者，卻不再是控制者。

????在品牌構(gòu)建過(guò)程中，我們應(yīng)該與粉絲打成一片，共同創(chuàng)造品牌形象。我曾估算過(guò)，有關(guān)可口可樂(lè)的在線內(nèi)容中，10-20%來(lái)自可口可樂(lè)公司，其他80%斗來(lái)自網(wǎng)友。我們要想辦法加入網(wǎng)上社區(qū)，與粉絲們共同構(gòu)建品牌。

????7. 每個(gè)人都是品牌傳播大使。

????根據(jù)最初受眾與最終受眾的原則，我們?cè)絹?lái)越深信，每個(gè)人都是我們的品牌傳播大使，而不僅僅是受眾。其中包括消費(fèi)者、員工、非盈利組織合作伙伴、媒體等等。所以我們的原則就變成了，我們創(chuàng)作和講述的內(nèi)容是那些我們希望被人津津樂(lè)道的故事。

????譯者：清遠(yuǎn)

????5. Content is the new currency. Create accordingly.

????With 72 hours of content uploaded every minute on YouTube (GOOG), the world is not suffering from lack of content. With this in mind, content creation has to be useful, interesting, important, share-worthy. We learned this in seeing the difference in interaction level between status updates and Tweets that we wrote vs. those that our agencies wrote. We also learned that replication isn't always a good thing in social marketing. When we had a hit viral video in Coca-Cola Happiness machine, our first instinct was to replicate the film. We did that and had a fraction of the views.

????6. We might be shepherds, stewards and guardians of our brands, but we no longer control them.

????At best, we get to participate and co-create with our fans. I'd estimate that 10-20% of the content and conversation on our brands comes from us. The other 80%+ comes from others. So we need to get invited in to these communities and co-create with our fans.

????7. Think of your constituents as storytellers.

????Taking the principle of Initial and Ultimate audiences, we're increasingly thinking about all of our constituents as storytellers, not just receivers of our content. This includes our consumers, employees, NGO partners, media, etc.. So our principle becomes that we create content and tell stories that we want to be retold.