企業(yè)微博分析英國出版商應(yīng)用twitter作為一種營銷工具[外文翻譯]

1、<p><b>　　畢業(yè)論文外文翻譯</b></p><p><b>　　譯文</b></p><p>　　標題：企業(yè)微博：分析英國出版商應(yīng)用Twitter作為一種營銷工具</p><p>　　資料來源：施普林格科學+商業(yè)媒體 作者：安妮</p><p&g

2、t;　　快速增長和流行的微博平臺twitter是一種最新的互聯(lián)網(wǎng)現(xiàn)象，它為一般企業(yè)和出版商做營銷對話和消費者導向的方式開辟了新的機會。這項調(diào)查分析了英國出版商使用twitter的具體目的，找出對出版商影響，使用方式和內(nèi)容的微博。結(jié)果表明，一個出版商的規(guī)模主要影響的是它使用twitter，而不影響其使用方式和信息內(nèi)容。</p><p>　　過去5年，社會媒體的應(yīng)用已迅速上升到一個很突出的地位，今天數(shù)百萬人使用社會媒

3、體如twitter。對于企業(yè)來說，這既可以是福音也可以說是詛咒：一方面，社會媒體聚集了史上最大的觀眾群和使他們?nèi)菀捉咏?；另一方面，平衡控制信息和品牌形象已從企業(yè)到消費者?，F(xiàn)在人們能夠公開交換對于企業(yè)產(chǎn)品、服務(wù)和品牌的信息、經(jīng)驗和意見，這種交流不論企業(yè)是否參與都在發(fā)生的。在這種新環(huán)境下，消費者的通訊手段不在被控制，原則上他們原有的營銷手法必須要做改變。</p><p>　　社會媒體營銷已經(jīng)如下新的原則的內(nèi)容是：“參

4、與就是營銷”。 這種營銷模式不再是推出消息，而是積極參與社會媒體如在twitter匯集內(nèi)容，收聽社區(qū)，進行對話和建立關(guān)系。通過使用社會媒體營銷，公司可以實現(xiàn)許多目標，包括增大瀏覽量，增加品牌知名度，提高搜索引擎排名，增加銷售和建立領(lǐng)導思維。此外，社會媒體營銷可用于故障排除，解決問題，客戶服務(wù)，市場研究，并作為一個口碑平臺。這些機會以及威脅減少所引起的影響正是企業(yè)需要社會媒體營銷至關(guān)重要的業(yè)務(wù)，包括出版社也關(guān)注。</p>&

5、lt;p>　　這項調(diào)查分析的是在web2.0時代，出版部門是否接受了新的營銷工具，并側(cè)重一下問題：英國出版商是否使用twitter作為一種營銷工具？如果是，那么他們使用它，如何操作微博？</p><p><b>　　定義以及功能</b></p><p>　　twitter可以分配到一類的社會媒體一類，這被界定為在線工具，允許在線溝通，參與和協(xié)作。按照技術(shù)分社會媒

6、體包括，博客，微博，社會網(wǎng)絡(luò)，媒體共享網(wǎng)站，論壇和虛擬世界</p><p>　　twitter通常稱為微博，它有發(fā)達的社會網(wǎng)絡(luò)功能，在2006推出。因此，twitter不僅創(chuàng)造了新的網(wǎng)絡(luò)傳播技術(shù)圍繞利益以及最重要的網(wǎng)絡(luò)傳播技術(shù)，也同時存在的離線社會網(wǎng)絡(luò)。</p><p>　　基本上，twitter用戶可以通過發(fā)微博共享信息和關(guān)注其他用戶的微博，其他用戶。微博信息限制在140個字符，張貼在網(wǎng)

7、頁上微博內(nèi)容可以直接或間接通過手機短信或通過第三方互聯(lián)網(wǎng)和移動應(yīng)用發(fā)布到網(wǎng)頁上；這些信息往往伴隨著一定的元數(shù)據(jù)，包括日期，時間和來源的原創(chuàng)帖子（如網(wǎng)絡(luò)，短信或第三方應(yīng)用）；正常的微博，只允許有限的互動和個人談話，但為了適應(yīng)和增加用戶的需求和選擇，twitter已將特定類型的微博和信息（例如回復(fù)和轉(zhuǎn)發(fā)）納入作為官方的特點。除了微博就只有只有很少的信息，是指所有者帳戶。</p><p>　　總之，twitter直接在

8、網(wǎng)站做到簡單的微博的機制，同時，一體化的第三方應(yīng)用覆蓋的限制，允許不同的接入方式，交互和內(nèi)容分享</p><p><b>　　一般應(yīng)用</b></p><p>　　twitter在2009年上半年開始流行，目前擁有超過14000000注冊用戶。今天，它在最受歡迎的微博網(wǎng)站中排名第三，也是世界瀏覽量最大的社交網(wǎng)站，這是兩個是facebook和聚友網(wǎng)。</p>

9、<p>　　然而，在仔細檢查這些數(shù)據(jù)發(fā)現(xiàn)一個缺陷：跳出率，這是分析數(shù)據(jù)的百分比得來的，訪問twitter網(wǎng)站，由于只有一個單一的頁面視圖，定居在一個相對較高的數(shù)值約為37%，2010年在twitter的流失率也是非常高的，只有40%的用戶持續(xù)關(guān)注超過一個月。此外，專家相信80%微博訪問者產(chǎn)生的只有10%的粉絲（微博粉絲為微博的追隨者）。當然，受歡迎的個人，組織和公司所發(fā)布的信息有更好的機會被注意，但仍然是令人難以滿意，這對

10、于利用twitter作為社會媒體營銷工具的營銷人員是一種挑戰(zhàn)。</p><p>　　twitter在商業(yè)上的應(yīng)用</p><p><b>　　應(yīng)用</b></p><p>　　因為它的主要用戶關(guān)注和商戶關(guān)注值twitter主要是作為一種通信工具銷售。然而，在市場調(diào)查方面，“數(shù)據(jù)庫微博，包含評論，意見和意見的聽眾，搜索引擎，礦山的微博模式也是重要

11、的。除此之外，twitter作為參與通信的工具可以刺激對網(wǎng)絡(luò)，團隊，公司和市場的討論。它的會話方向還為企業(yè)和客戶提供了一個機會進行雙向?qū)υ?，因為支持相互交流信息，對雙方都是有利。</p><p>　　因此，twitter作為一種營銷工具尤其適合于以下四個目的：（一）市場研究和反饋；（二）宣傳，品牌和聲譽管理；（三）業(yè)務(wù)網(wǎng)絡(luò)；（四）客戶服務(wù)和客戶關(guān)系管理。</p><p>　　Twitter

12、和出版行業(yè)</p><p>　　記住twitter推出的時間不超過5年前，那么出版社才開始對微博營銷可能性的探索也是不足為奇的。最初，出版行業(yè)中不同的角色，如出版商，作者，開發(fā)商，零售商，書店，圖書館，圖書評論和媒體使用twitter，交流信息和經(jīng)驗，在他們的行業(yè)中越來越多的與其他角色進行行業(yè)的互動。因twitter吸引了用戶的社會，其最大的力量在于其崩潰的新聞周期實時打破傳統(tǒng)媒體的障礙的能力。對于出版商來說，這

13、個是獨一無二的機會與現(xiàn)有和潛在客戶介紹自身產(chǎn)品?，F(xiàn)在兩者可以直接溝通，有興趣的讀者可以參加促銷活動，張貼評論鏈接和采訪，并以非傳統(tǒng)的方式提醒作者注意誰正在審查。</p><p>　　總之，twitter提供了一個新的，前所未有的訪問方式和來自出版世界的各方面；但也有疑點。隨著越來越多的出版商開始在twitter上微博營銷，產(chǎn)生的問題是在花費這么多時間和精力之后能否獲得足夠的好處。小出版商面臨的問題是他們的微博很可

14、能容易被忽視，在twitter的環(huán)境中。此外，它是假定的業(yè)務(wù)指導推特101，twitter是廣告方式賺錢的業(yè)務(wù)，想用它說服客戶。這可能會阻止許多出版商進行twitter微博營銷，值得懷疑的是是否這些出版商目前使用的企業(yè)版微博來面對這種變化。</p><p><b>　　方法</b></p><p>　　正如介紹中的一樣，這項調(diào)查研究的現(xiàn)狀，英國貿(mào)易出版商使用twitt

15、er，側(cè)重于下列問題的研究：英國出版商是否使用twitter作為一種營銷工具？如果是，那么他們使用它，如何操作微博？</p><p>　　基于這樣的假設(shè)的出版社的大小是決定性的因素對于一般使用，使用方式和微博的內(nèi)容，下面是對問題進行了分析：</p><p>　　1. 規(guī)模大小的因素對是否使用twitter有無影響？</p><p>　　2. 規(guī)模大小對微博營銷的模式

16、是否有影響？</p><p>　　3. 規(guī)模的大小對微博發(fā)布的內(nèi)容是否有影響</p><p>　　唯一的研究方法來充分回答這些問題是通過內(nèi)容分析；記錄分析目的，定量，標準化方法的選擇。由于附屬研究問題，考驗的發(fā)生不僅是針對對單一規(guī)模級別的出版社的微博內(nèi)容。因此，有必要進行分析與不同的書籍。</p><p>　　內(nèi)容分析包括所有英國出版商，成員的出版商協(xié)會和/或獨立出

17、版商協(xié)會在時間的測量；194個出版商（5家大型，18家小型，171家中型）完全符合相關(guān)標準。對內(nèi)容分析水平的個人出版單位數(shù)調(diào)查是在約50的數(shù)量。對內(nèi)容分析水平的個人微博一些單位調(diào)查是在400和500之間，所以微博張貼在六月2010共10推特使用出版商（2大型，3小型，5中型）進行了分析。</p><p><b>　　結(jié)論</b></p><p>　　本文通過調(diào)查，首先

18、，找出英國出版商是否使用twitter作為一種營銷工具，其次，他們研究如何使出版商使用twitter和他們的微博。</p><p>　　結(jié)果表明，盡管twitter的優(yōu)點其普及性，交互性和簡單，只有42%的受訪英國出版商進行登記的twitter。這不是一個壞的登記率，但仍有少數(shù)沒有通過。如twitter是免費的，其他原因可能直接成本低，必須負責大量出版商，忽略微博服務(wù)的營銷策略。一個可能的解釋是，它的成本方面的時

19、間和人員花費較多；其他缺點是負面消息，增長緩慢的粉絲或壽命短的微博，減少效率的一個企業(yè)客戶，特別是在引進階段。這些缺點，以及twitter的年輕，采用率42%組內(nèi)的出版審查可能已被認為是相對較高，但關(guān)于這個通過比較在其他業(yè)務(wù)部門可以提供更多的信息。</p><p>　　可以預(yù)見的是出版社目前對于twitter的營銷到目前為止還處于探索階段。出版商將因此了解twitter，有助于了解twitter是否是一個有效的營

20、銷工具，其功效是如何能夠最好的加以衡量，是否適合于某些類型的出版商，而不是其他方面和他們twitter粉絲的意見和需求。研究這些方面將提供更多的有價值的情報，從調(diào)查結(jié)果和建議可以推斷實際問題，出版商能夠調(diào)整和改善他們的twitter，從而更有效地針對他們的粉絲。</p><p><b>　　外文文獻原文</b></p><p>　　Title：Corporate Tw

21、eeting: Analysing the Use of Twitter as a Marketing Tool by UK Trade Publishers</p><p>　　Material Source: Springer Science+Business Media Author: anne</p><p>　　Abstract The rapid growth a

22、nd popularity of the microblogging service Twitter has been one of the most recent phenomena of the Internet, which opens up opportunities for businesses in general and publishers in particular to do marketing in a dialo

23、gue- and consumer-oriented way. This survey analysed UK trade publishers’ use of Twitter with the specific objective of finding out what influence a publisher’s size has on its Twitter adoption, patterns of use and the c

24、ontent of its Tweets. Overall, t</p><p>　　Introduction </p><p>　　Social media have rocketed to prominence in the last 5 years and today millions of people engage in social media such as Twitter.

25、 For businesses this can be both a blessing and a curse: on the one hand, social media have aggregated the largest audiences in the history of media and made them easily accessible; on the other hand, the balance of cont

26、rol over information and brand images has shifted from companies to consumers. Now people are publicly exchanging information, experiences and opinions</p><p>　　Social media marketing already follows a new p

27、rinciple which reads: ‘‘Participa- tion is marketing’’ . Here marketers no longer push out messages, but actively participate in social media such as Twitter by bringing together content, listening to communities, enabli

28、ng collaboration, engaging in dialogue and establishing relation- ships . By using social media marketing, companies can achieve numerous objectives, including ‘‘increased traffic, increased brand awareness, improved sea

29、rch engine ran</p><p>　　This survey analysed whether the publishing sector has embraced the new marketing tools that have evolved from Web 2.0, focusing on the following questions: Do UK trade publishers use

30、 Twitter as a marketing tool? If yes, how do they use it and what do they tweet about?</p><p><b>　　Twitter</b></p><p>　　Definition and Functionality</p><p>　　Twitter can

31、 be assigned to the category of social media, which can be defined as online tools that allow online communication, participation and collaboration. Technologies that can be grouped under the umbrella term ‘social media’

32、 include, among others, blogs, microblogs, social networks, media-sharing sites, forums and virtual worlds</p><p>　　Twitter is usually referred to as a microblog, but has also developed social networking fea

33、tures since it was launched in 2006 . Therefore, Twitter not only creates new networks around interests and—most importantly—expertise, but also represents existent offline social networks.</p><p>　　Basicall

34、y, Twitter enables users to share information by posting Tweets (tweeting) and subscribing to the Tweets of other users (following). Tweets are messages limited to 140 characters which are posted on Twitter either direct

35、ly on the webpage or indirectly from a mobile phone via SMS or through third-party Internet and mobile applications; they are accompanied by certain metadata, including date, time and the source of the original posting (

36、e.g. the Web, SMS or third-party applications). Norm</p><p>　　Altogether, Twitter achieves simplicity by hosting no content other than Tweets directly on the website; simultaneously, the integration of third

37、-party applications overrides restrictions and allows for diverse forms of access, interaction and content sharing。</p><p>　　General Use</p><p>　　Twitter became popular very quickly in the first

38、 half of 2009 and now has more than 14 million registered users . Today, it is the most popular microblogging site worldwide and also ranks third among the most frequented social networking sites where it was outranked o

39、nly by Facebook and MySpace.</p><p>　　However, on a closer examination these statistics have flaws: The bounce rate, that is the percentage of visits to the Twitter website that consist of a single page view

40、, has settled at a relatively high rate of about 37% in 2010, and Twitter’s churn rate is remarkably high, too, with ‘‘only 40% of users remainmore than one month’’. In addition, ‘‘experts believe that 80% of tweets are

41、generated by only 10% of users, and that the median number of tweet readers per tweet is 1 (most Tweeters tweet</p><p>　　Using Twitter for Business</p><p>　　Application Spectrum</p><p

42、>　　Because of its main assets—user attention and audience size—businesses value Twitter mainly as a communication instrument for marketing. However, in terms of market research, ‘‘the database of tweets that contains

43、the comments, observations, and opinions of the audience, and the search engine that mines those tweets for </p><p>　　patterns’’ are important, too. Apart from this, Twitter as a participatory communication

44、instrument can stimulate discussion within networks, teams, companies and markets . Its conversational orientation also provides corporations and customers with an opportunity to engage in a two-way dialogue, thereby sup

45、porting mutual information exchange, which can be beneficial for both parties.</p><p>　　Consequently, Twitter as a marketing instrument lends itself particularly to the following four purposes: (a) market re

46、search and feedback generation, (b) publicity, branding and reputation management, (c) business networking, and (d) customer service and customer relationship management.</p><p>　　Twitter and the Publishing

47、Industry</p><p>　　Bearing in mind that Twitter was launched no longer than 5 years ago, it is not surprising that publishing has just begun to explore its possibilities . Initially, different players in the

48、publishing sector, such as publishers, authors, developers, retailers, booksellers, libraries, book reviewers and the media, used Twitter to exchange information and experiences within their professions and, increasingly

49、, to interact with other players in the industry. But since Twitter has attracted users fro</p><p>　　Altogether, ‘‘Twitter affords a new and unprecedented level of access to and from all sides of the publish

50、ing world’’; but there is scepticism, too. As more and more publishers become engaged in Twitter, the question is whether the benefits are worth the expenditure of time and effort. Small publishers anyway face the proble

51、m that their Tweets are likely to remain unnoticed within Twitter’s noise. In addition, it is assumed that with the business guide ‘Twitter 101’, Twitter is ‘‘paving the way </p><p>　　Methodology</p>

52、<p>　　As highlighted in the introduction, this survey examined the current state of UK trade publishers’ Twitter use, focussing on the following research questions: Do UK trade publishers use Twitter as a marketing

53、tool and, if yes, how do they use it and what do they tweet about?</p><p>　　Based on the assumption that the size of a publisher is the decisive factor as to general use, patterns of use and content of Tweet

54、s, the following subsidiary questions were analysed:</p><p>　　1. Does the factor size have an influence on whether Twitter is used or not?</p><p>　　2. Does the factor size have an influence on t

55、he patterns of use?</p><p>　　3. Does the factor size have an influence on the content of Tweets?</p><p>　　The only research method adequate to answer these questions is the content analysis; bea

56、ring in mind the analytic aim, a quantitative, standardized approach was chosen. Due to the subsidiary research questions, examinations had to take place not only on the level of individual publishers but also on the lev

57、el of individual Tweets. Therefore, it was necessary to carry out two analyses with different code books.</p><p>　　The population of both content analyses consisted of all UK trade publishers that were membe

58、rs of the Publishers Association (PA) and/or the Independent Publishers Guild (IPG) at the time of surveying; 194 publishers (5 large, 18 medium-sized, 171 small) fulfilled the relevant criteria. For the content analysis

59、 on the level of individual publishers the number of units to be surveyed was set at about 50. For the content analysis on the level of individual Tweets the number of units to be surveyed</p><p>　　Conclusio

60、n</p><p>　　The aims of this survey were, first, to find out whether UK trade publishers use Twitter as a marketing tool, and, second—if they do so—to examine how publishers use Twitter and what they tweet ab

61、out.</p><p>　　The results show that, despite Twitter’s advantages such as its popularity, interactivity and simplicity, only 42% of the surveyed UK trade publishers were registered on Twitter. This is not a

62、bad adoption rate, but still the minority. As Twitter is free of charge, other reasons than direct costs must be responsible for the large number of publishers neglecting the microblogging service in their marketing stra

63、tegies. One possible explanation is that it costs in terms of time and staff; other dow</p><p>　　Publishing has just begun to explore Twitter’s possibilities and currently there is no end foreseeable. To pub

64、lishers it would, accordingly, be helpful to know whether Twitter is indeed an effective marketing tool, how its effectiveness can best be measured, whether it lends itself to certain types of publishers rather than to o