Consumer Socialization: Reshaping MarketingIf you use a word to describe the community of consumers, I would say they are 'connected together consumers' Linked Consumer. If you want a more complete description of them, I would like to invoke the four key words: link (Linked), tribe (Tribe), expression (Expressions) and loneliness together (Alone Together). Text / guest author arts students from historical perspective, the theoretical framework is built on marketing to television media as the main indicator of the mass media. In the past half century, television has been dominated by major role of the mass media, but also the media consumers spend the most time. Internet has gradually consumers time and attention away from the computer screen to the TV screen. Web 2.0 and social networking wave, so that consumers undergone profound changes. This change is the second after another revolutionary change in television. This change only affects the consumer behavior and, more importantly, the social network has become a part of consumers, changing the consumers themselves. In a certain sense, because social networking, consumers reinvent themselves and formed the consumers in the network's identity, interaction and relationships. Consumers are becoming socialized to consumers, the fundamental changes are driving the marketing remodeling and reconstruction from concept to execution. On the surface, the consumer has always been living in a particular social environment, where there is no community of consumers? However, because of social networks, today's consumers an unprecedented degree of close and extensive links with other consumers, since such a link, socialization consumers obviously different from the previous feature. If you use a word to describe the community of consumers, I would say they are 'connected together consumers' Linked Consumer. If you want a more complete description of them, I would like to invoke the four key words: link (Linked), tribe (Tribe), expression (Expressions) and loneliness together (Alone Together). Nike Air Max 90 Hyperfuse (* See Note) link (Linked) socialization reason why consumers different, the most fundamental reason is because 2015 Latest Nike Shoes they are unprecedented social network links together. The breadth and depth of this relationship is ever kind of media can not be compared to consumers caused unprecedented influence. Links to change the identity of each person, and everyone because the link status and reinventing itself in the social web. In microblogging, for example, after the rise of microblogging in the country, a lot of previously unknown people suddenly become super cow in a field. For example Xue Manzi, in the absence of social networks before, Xue Manzi influence, appeal are within a Nike Air Max 90 HYP PRM certain range. However, due to the emergence of microblogging, due Xue Manzi actively involved in the content creation microblogging initiated and participated in many activities, creating a wide range of link relationships, to a certain extent, to reshape the Xue Manzi. Although he was the investor, but he is not a social network before that to him. Because today he is in a state of social networking links and was completely different, the influence he has also now had completely different. From the perspective of brand marketing, because different link states, each consumer brand meaning is different. Consumers living in the center of a link and a link to the edge position in the consumer, the potential value of the brand or the potential threat is not the same. Consumers may also be linked together more easily produce the wisdom of crowds, but also to everyone's wisdom has been extended. Consumers are linked together so that they can effectively collaborate together on one issue common depth thinking, the accumulation of the wisdom, such as well-known Wikipedia. At the same time, the social network for everyone easier access to other people's thinking, the formation of each person extended wisdom. From a certain sense, it is to share the wisdom of others. The appearance point of view, modern smarter than before, but scientific research shows that the human brain from 40,000 years ago up to now does not change the nature or evolution. The reason I feel people are smarter than before because human beings have more tools to share community knowledge and wisdom, the human brain can leave more space to work on other things. Consumers are linked together so that the explosive spread becomes possible. Social networks allow consumers to link together, so each consumer node on the origin of information could be released. Whether motor car events, Air Jordan 1 or cousin events, comes from an ordinary microblogging issued, and eventually caused an uproar. These events are unpredictable propagation. Therefore, in the social era, the time to listen to the voices of consumers, understand the people behind the sound and timely response is essential. Because the voice of the consumer at any time may become a tipping point after several explosive event. Link has become a part of consumers, in addition to Demographic, links era but also understand the consumer Social Graphic. Link age to study the consumer when the consumer links the relationship itself has become a very important research. Tribe (Tribe) because interest social networks, consumer preferences show cost reduction, also found that costs can be reduced, and that area will no longer be an obstacle to the same consumer interests and hobbies come together. Allow consumers based on interests and hobbies, the formation of the tribal society of a new era. Fang and Han in controversy when Han Fang's fans and fans on the formation of two completely different 'organization', the organization does not 'organization' that features the usual, but on the Internet because of interests, hobbies and values formation. Because social networking, we have also seen a number of similar scientific squirrel, Socialbeta such emerging tribal organization. They are only loosely organized, but it can effectively organize various activities across geographies. In fact, many brands of users formed a brand tribe, they are keen on their favorite brand, even for maintenance own tribe, and other brands tribes debate. The tribe is entirely based on interests and hobbies, and age, occupation, gender does not matter. From the relationship between brands and consumers, the brand allows consumers to become brand tribe members, rather than with the opposition and brands' target consumers. ' When consumers recognize the brand into the brand's tribesmen, they were not just consumer brands, they will become the brand ambassador, spontaneous maintain brand, to help resolve other consumer brand issues, and even help the brand to comfort are complaining consumers. In some more extreme cases, even at the forefront of brand ambassadors directly defend the brand position! Tribal those who have unique and strong brand values are more likely to attract consumers to become members of their tribe. Most brands will be like as a person active in social networks, and his demeanor is more clearly show their values. A clear brand values can easily be found in the social web. Also, because the interests of consumers interested in more easily reflect on the social network, so when you define the target consumer brands, need to be further from the Demographic Interest Graphic, and thus more accurate definition of the target consumer brand. Expression (Expressions) development of social networks and the rapid spread of smart handheld terminal greatly stimulated the expression of the will of consumers, reducing the threshold expression. A variety of data and a lot Nike Air Max Excellerate+2 of people have come to understand, to share their ideas through social networks, the state more and more people. Many people will take pictures before dinner and feel free to share on the network, basically it has become the common behavior of the moment. Expression rich consumer actually has formed a second living space of consumers, which is the part of consumers of real life, but the life of this part of the consumer society in the era of no no or only a few people know. This is part of life also constitutes an important part of consumers. Because social networking, many people have such an experience, once familiar friends there is another side that he had never known, or about his hobbies, values, ideological positions and so on. If consumers do not understand the second living space, in fact, knowledge and understanding for consumers is not comprehensive. Expression rich consumers for brands to understand the idea of consumers provides a good opportunity. In an era dominated Mass Media, conducted through a questionnaire survey is to understand the most important ways consumers. However, the social network rich consumers express, let alone the brand without asking consumers to understand their attitudes according to the expression of the brand, to show their inner preferences, values, reveal consumer interest in Atlas (Interest Graphic) of social graph (Social Nike Air Max 2013 II NSW Graphic). In addition to traditional consumer demographic segmentation division also emphasize the psychological and behavior-based segmentation, but because of the limitations of instruments. Understand consumer psychology and behavior, it can only be mapped to infer through various methods. In social networks, consumers have fully expressed their own behavior and attitudes, to tell brand, who I am, what I like and dislike, when I went to Japan on vacation or home to sleep at home. Coca-Cola global CMO JosephTripodi in the Harvard Business Review published an article --Marketing Shifts From Impressions to Expression. Its core is that Coca-Cola has been fully aware of the consumers have a lot of spontaneous expression on Coca-Cola, Coca-Cola's marketing thinking and therefore also for consumers to enhance the brand impression shift from voluntary to encourage consumers to express his understanding of the brand. In this transformation process, the role of the brand is no longer the traditional role of the director, but a host role, coordinators, sponsors, through the integration of the expression of consumers, encourage consumers to understand the interpretation of the brand. P \u0026 G recently through its global platform for innovation issue of how to tap the consumer insight and innovative research programs by expressing consumers expect from a timely expression among consumers, rapid access to consumer feedback for the brand through social networks. Lonely together (Alone Together) consumers were together social links while also the emergence of a common phenomenon. Many people living in one place, but he was friends with intelligent terminals and other topics elsewhere; on the other hand, the consumer one corner alone, but keep in touch through social networking with people from all over the world; they are together, but in fact there are not together, they are alone, but it is with someone else. This is MIT psychologist Sherry Turkle called Alone Together (alone together) of the state, reflecting the Internet gives people a unique state. Social network so that more people can be alone, alone, work and life, and not face contact and social disconnection and loneliness produced, because social network links created a ubiquitous social background, no matter where, if they wish, they can keep in touch with the whole world. Lonely together state, in fact, social networking is to extend the 'weak relationship' status, social circle who produced, is the Internet so that knowledge and exchange lighter, 'shallow exchange' status changed after broken. Another point of understanding, the social network that everyone generates more similar interpersonal reality of 'nodding acquaintance' and provides a wealth of tools to maintain these people 'nodding acquaintance.' Sherry Turkle made a big worry in Ted speech - people as science and technology, because the Internet is becoming reluctant to face dialogue and exchange. She said that maybe one day, people will need to learn the dialogue. Another perspective to understand, people have to get used now or in the future may communicate status light, learn to manage is to expand the circle of contacts open society, while redefining needs and their own in-depth exchanges of people. From the relationship between brands and consumers, the 'weak ties' and 'shallow exchange' means build brand loyalty and consumers want more and more realistic, perhaps only a handful of brands to establish and consumers loyalty, most of the brand is the most realistic look into most consumers consider the brand of a. Used to 'shallow exchange' consumers, they may expect Air Jordan 3 from the brand more 'weak Care', consumers expect the brand to appear when they are needed, when not needed not to disturb them. In fact, many in the microblogging do good brand, have a change in the line spread brings impression. It wishes to think it might feel a departure from the brand's personality. Think about it, in fact, between these brands is the face of the brand and the consumer, 'nodding acquaintance' of shallow AC fact, adjust their brand personality. They express in a more humorous, more active and interactive in the attitude of consumers; they not only as a physical product for consumer spending, in fact, their brand communication is a social network of content products, they also want their products to content Also available to consumers pleasant shopping experience. Conclusion Today the face of social marketing, when one era and just when the face of modern business philosophy is very similar. In those days, when in the face of consumer research, and hear when FGD consumer for their own brand and product view completely contrary to their own imagination, many brand managers are surprised: why consumers will So look at the issue? And why they want a completely different? This impact often trigger their fear fly it in such a way? At that moment, the answer to such questions is obviously full of controversy, and often negative. Of course, time has been given the correct answer, that respect for the consumer, the consumer is willing to understand and know how to communicate in an efficient manner and providing consumer satisfaction brand products and services in which the past has been a great day development of. In the history books, each new era usually have a landmark event. In reality, the arrival of a new era, at least in that moment happens, usually occurs silently. From a marketing perspective, the socialization of consumers is on the rise, their rise is reshaping marketing. The new marketing concept and mode of operation, is brewing. In fact, a new era of marketing has gradually opened the curtain. (* Note: 'Linked link', the author is Bala Brazil, 'Tribal Tribe', author Godin; 'Marketing Shifts from Impressions to Expressions', author JosephTripodi, 'Alone Together' Author Sherry Turkle)br />