6 strategies for effectively attracting and maintaining fans (17 cases)

The author of this article @ Taiwan cattle, both on the previous [view]2012 social Media marketing success Law for our Socialbeta brought a good article, this article summed up 6 kinds of attract users and fans to maintain the relationship of the strategy, reasonable. Especially for us to bring some cases of Taiwan, very enlightening, I believe that read must have a harvest.

Through socialized marketing, enterprises can inject vivid character and vitality into their brand. In particular, even without the staggering cost of television advertising to do firepower support, enterprises can still in the ordinary time, using official Bo or face book, directly with consumers to do brand "value" of communication and transmission, and continuously build and accumulate fans in the mind of the unique brand image (image) and loyalty.

Fan group management content is king Everyone has been familiar with, but also know that the content must be made to the fans are "useful or interesting", so as to increase the fans of the brand stickiness (stickiness) and interaction. But the fan group operation must have a clear and unique strategy (strategy), because "the policy decision (content) direction"! On the contrary, the policy is unclear or there is no strategy, your fan group content is easy to match the competition, the small part of the day most of the work may be busy on the internet to find jokes and interesting map, of course, for such content, fans are not easy to produce any special fu (feeling), Not to mention the long-term communication and interaction with the brand.

The author from the collection of social marketing success cases, try to reverse the analysis of their strategy use, and summed up for 6 different types of fan group long-term business strategy, not shallow, hope to be a reference for like-minded people.

There were experts in the cloud: it is impossible for an enterprise to win fans and maintain it once in social media, and it is a "long time" process to make use of social media, and to win fans is a long-term thing, social media is not a marketing conduit, but a tool of "managing and maintaining User relationship". ...

But, as in Taiwan's popular slogan: "Everything is not absolute!" "The artful variety of social marketing is sometimes surprising. If your product quality or expertise is best, coupled with the ability to make a creative, and fully express your advantages of the film, let people see as a result (seeing is believing), social marketing virus spread of the explosive effect, often stunning.

①will it Blend?

In November 2006, the new CEO of Blendtec suddenly had an epiphany, wanted to make a film to show the strength of their production of juice machine, and since the male lead, take the current red ipad as a victim, the film is immediately put on YouTube for everyone to watch. Netizens were horrified by this nonsense film content, have in the social media to peer on the company's share, the results to August 2010 four years, the unreasonable CEO of 120 films, the light in the United States sales (home sales) on the growth of 7 times times, And he sells the most expensive of all the peers.

②"Ah ~ Aunt you? "Hundred Years a present the painted sister

Does "There is no ugly woman, only lazy woman"? Last September, there was a crazy video on cross-strait social media, is from Liaoning, height 156 weight 100 kg, eyes small nose collapse of the painting Picher Sunni show superb skills, makeup before and after the contrast let people look stunned, more Taiwanese playboy after watching the film on YouTube, shocked in the Comments column message: " Later "put" the beauty must require remover first, otherwise, home may be scared to death. 」... After the film aired, heard that there are more than 30,000 fans eager to ask her for make-up, super high popularity also let her network cosmetics shop turnover soared.

③"we make the World Stop"hd HERO2

The film, which was broadcast on YouTube at the end of October 2011, has accumulated nearly 12 million viewers. The film lasted 5 minutes and 12 seconds, so in the framing, almost uphill into the sea, desert snow, mountains wonders (Tianmen Mountain) all-encompassing, so that inundated users fully see this product superior function, and regardless of the film soundtrack, Delivery Mirror, framing, editing, can be said to achieve world-class production level. Although it did not collect its sales data, but after the film aired, it in outdoor life professional photography of the first brand status, there is no doubt.

(idea)i ' m best this type of fan group operation is actually very relaxed, after reading their convincing film, the fans are probably all ready to pay, join the fan group is actually just want to determine the price, how to buy, buy in that, after the after-sales service have those just, A small series of fan groups as long as the detailed answers to their questions, probably do not need to emphasize what the fan "brand communication" process.

The purpose of the Thought leader (thought Leader) is to solve the problem of your target customers and prove that your brand and organization are smart or powerful enough to deal with. In short, the fan group Business strategy is to be a "thought leader" in the industry, is to establish "the best for customers to solve the problem" brand image.

①", have you lost your mind today? 」

Japanese medicine makeup lost heart Crazy fan Group: Founded in September 2009 at the end of the Japanese drug makeup lost Heart Crazy Club, Taiwan is currently the only systematic sorting of Japanese drug makeup Information Network distribution center. Moderator Vera to Japan's pharmaceutical products familiar with the regular share of Japan's new listing, Taiwan also can not buy the drug makeup, so that fans enjoy with the Japanese sister zero difference in the information (Vera also on average every 3 months to Japan a trip to the field to grasp the latest trend of new drug makeup), and therefore greatly by netizens fans welcome, The number of fans grew fast, has reached 240,000 people, and two consecutive sessions of Taiwan's "digital Times" held by the top 10 fans.

Because has become a netizen in the mind of Japanese medicine makeup thought leader,vera In addition to the Facebook fan group can directly recommend shopping outside, 2010 years and published a new book, will tentacles from the virtual network extended to the physical bookstore, thoroughly established the "Japanese Medicine makeup Talent" Leadership brand image. (The above content is from "Digital Times" 201)

②"from Hell to Heaven to discover and use your uniqueness.

The root room of Hokkaido in Japan is originally a region with low tourism visibility, coupled with the prosperity of the public amusement park has been increasingly discarded, the local accommodation of the decline in the operation, even a few years ago, the owner of the home to raise funds to set up publicity sites, but also ineffective, tourists are still empty, the younger generation of children, have complained repeatedly, To seek life in the metropolis.

But a local landlord suddenly found that the root room is the world rare birds of the bird habitat, is known as an expert to "bird-watching", oneself and have many local rare birds of the photos, after marketing experts advice and guidance, set up a corporate face book, all the photos are po up. Then it really caused the virus effect, attracting a lot of foreign visitors, with expensive telescope photographic equipment, to spend millions of dollars and more than the yen travel, traveled all the time to a glimpse of the root room. Root room The local residential business, of course, followed by death and rejuvenation.

Even more pleasing to the older generation: in the metropolis of the young generation of unstable work, and have returned to their hometown, joys knee, and every day excitedly spontaneous learning English, because the contacts are some foreigners tourists. Can imagine is: local temples gabbro of the older generation, can't help but raise their hands to the sky, eyes full of tears in unison shouted: Thank God, thank not to spend the social marketing, thank @socialbeta enthusiastic help us to the vast number of Chinese netizens do a free publicity.

③"2011 Taiwan's most sensational social marketing success story

Open South University " Go to college with your sister. "fan group: years ago due to the policy mistakes of the Taiwan Education Authority, as a result of the 2008 school year, Taiwan has a total of 171 tertiary institutions, of which there are 109 private universities, but in contrast, Taiwan's fertility rate has fallen steadily in recent years, with more than 300,000 applicants 18 years ago (when there were only 29 universities), but 2011 only The remaining 160,000 people have to attend school, many are not very famous private, every year for the lack of recruitment and the brain, more experts predict: In another 10 years, perhaps at least half of the private generals will be declared closed.

Private South University is also suffering from this situation, the 2010 scheduled enrollment of 2000 people, the result only recruited 1400 freshmen, the school staff in the heart of an uncertain future clouds. The academic Office has no countermeasures, if the TV ads too hurt the purse, and a short 30 seconds film, it is difficult to let the target audience fully understand the characteristics of the school. After several entanglements, finally decided "dead horse when live horse medicine", to a year 2 million NT Price, please tide network technology on behalf of the management Fan group, try just red social media marketing effect how.

Tide net technology whole company altogether 4 people, for this reason set up "follow the elder sister to go to university together" the fan group and personally fencing production content, locked communication object is the senior high school students, the operation is from the angle of students, the opening of the South Big curriculum, teachers, teaching materials, as well as the school around the food and clothing to live in the music, rich and interesting community life and other information, Write an article after another report (early even one day to shoot a film), affixed to the Facebook fan group, to shape the opening of the university is the most private universities, the most worthy of leader brand impression.

Finally wait until 2011 Judgment Day (Trial days) University entrance examination season came, open South University or is scheduled to recruit 2000 people, but the result let the school teachers to fall below the glasses is, unexpectedly have more than 8,000 people to apply for, the last 6,000 people were rejected outside the door. In the case of a new year's registration fee of NT $100,000, South University this time because of the success of the fan group and more than last year recruit 600 students, equal to more than a year of 60 million yuan, but his spending is only to the tide net technology of 2 million yuan a year, income and expenditure ratio as high as 30 times times. (This paragraph is from Taiwan this week 771)

Many brands have encountered with competitors of the product is high, difficult to highlight the dilemma. For example, such as apparel, beverages, automobiles and other industries, the market has been brand-clustered, excessive saturation, how to skillfully shape the brand in the eyes of consumers unique market positioning (Position) and image (image), to tick the heart of the target consumer groups, in the competitive brand to win, Lifestyle is usually used to make effective market "psychological partition" (segmentation).

①"Starbucks Coffee

Starbucks sells more expensive coffee, but it succeeds in creating a young, cosmopolitan, stylish, self-confident professional Gucci image and Lifestyle (video), and its global corporate fan base is now approaching 30 million fans, each with "as if every day wearing Gucci fashion, Be busy working or socializing "feel good about yourself". So the strategy for managing Starbucks fans is simply to provide relevant information from all aspects of food and clothing (tourism): Let these Gucci fans learn how to make themselves more like a gucci── and keep them constantly. Feel good about themselves ", they will always be Starbucks fans.

The role of (idea) marketing and the heart of consumers is really very mysterious: when the brand in the eyes of target consumers to establish a solid brand status and image, competitors spend a lot of advertising costs, it is difficult to change the consumer has deep-rooted awareness of the heart. The author saw the video of Starbucks, why do I have to take a smart phone in one hand, with a Starbucks cup, in order to show that you are a Gucci clan fu? Is it not possible to change the chef's iced tea? Words just finished, these Gucci clan all put the hand of the Starbucks Cup hit over, "Hello!" You don't know what taste is! "Are you still playing" The iced tea we drank together in those years? You are naïve! 」...。

②"the man who loves his family the most reliable"vw Passat

In 2011, the launch of the new Car (video), the focus of the advertising campaign is: to attract "pay attention to and advocating fun and interesting family life and parent-child relationship" of the lifestyle (ie: target to lock love home good father). The film has been close to 50 million since the February 2011 PO on YouTube. In the film, The Little Black Knight, who is in distress and funny, has become the object of crazy imitation of many family children. Just think, if buy passat new car will send your family children a set of exquisite black warrior costume props, every once in a while, the children will be invited to participate in the "Small Black Samurai fan Group" Party event held all over the country., believe that "love home good father" after listening to the scene after hearing the big change, had to immediately "reluctantly give up resistance", not " A broken tail to survive ", on the spot to pay; otherwise, as a modern society, the new" 25th filial piety "of this group of" dutiful Son ", daughter, your son will give you a good day after home? Also yearning for what happy and sweet family life relationship between parents.

③", there's a happy farm in my house, yes"trisuit cookies.

Modern office workers live in the urban jungle, sometimes in the heart can not help but yearn for natural and fresh pastoral life, enjoy their own vegetable harvest life fun, but feel unreachable. Triscuit is the brand that sells whole wheat biscuit snack as the main business, it has a glimpse of the latent desire of the modern city populace to advocate natural lifestyle, and then developed a set of interesting "the Home Vegetables community website"home Farming, with its brand image unifies, Only on the line not very long has attracted tens of thousands of people home in the house of farmers, led the hints farming (Duko) of the metropolis trend!

Triscuit the easily grown Basil (basil) and Dill seeds for free in specially packaged cookie boxes so consumers can buy them in the American supermarket pathway. The focus of the site itself is to tell users what they can grow. Wherever in the United States, as long as the location of the ZIP code, home farming will automatically analyze the region's humidity and sunshine and other information, and the user "can grow Alive" variety are listed. Many fans live in the city, the biggest trouble is in the dark small apartment, how to grow vegetables? HF Of course also think of this, users can choose to grow indoors, outdoor planting, pu size, planting in the garden or flowerpot, and so on, all together analysis, so that fans can be reassured at home as a farmer, but also in the HF fan group page, with the United States all over the country to exchange vegetables experience.

Good brand community management is usually long-term, into the consumer's life pulse. Home farming to encourage the real-world brand-building activities to stimulate virtual interaction in the community and create the stickiness of the fans to the brand. This is a typical shape lifestyle and cleverly use circuitous sideswipe style soft marketing success stories. (This section is based on the Taiwan inside Facebook Community Marketing)

④"Youth is dare to show not afraid of embarrassing"vooray costumes

Competition for the brand clothing of young ethnic groups is fierce, so many brands think of spending heavily on the popular Idol stars as spokesmen, in their own shop to hang the giant star poster to attract fans. Vooray tired of this, it does not invite stars, but it catches the general young love Show, The pursuit of stimulation, youthful unrestrained, love together with the psychological characteristics of joy, made a video, lively and lively and funny nonsense content, it is easy to let the community media to watch the young people of the film resonate, Into the unique lifestyle it has created and become a loyal fan of Vooray costumes.

"User output Content" (user-generated content) is a lot of brands to host the use of fan activities, but the difference is: a lot of brands of fan group operation is directly to UGC as a business strategy. Operators try to attract "have the same hobby or interest" together, by their free on your fan page, to publish their experience, work, to enrich the content of the fan group and strengthen the fans of the centripetal force. Operators are very relaxed, only responsible for the fanned wind ignition and regularly organize a few entities fan party activities.

①all Thing Jeep's moderator was originally a Jeep fan, from their own basement began to start a business. Jeep Peripheral Goods "online buyers, the size of the self-employed small enterprises, all of them are in the car's surrounding parts (view its current fan page, may be too good business, now seems to have a beautiful physical store and hire employees, sales of goods up to thousands of varieties), and his fan page the biggest selling point and Fu, is" Fans are uploading, competing photos.

Many of the photos are fans of their own cars, and even face, full of muddy interesting photos, this is the general people can not understand the world and lifestyle, gallop between the forest, like to challenge the bad environment, for Jeep fans, this is their life's greatest pleasure. This gathering has the same lifestyle and interactive enthusiastic fan page, became all Thing Jeep's best showmanship tool. This Fu and marketing effect is not the general corporate website/fan group can only "puff", self-publicity can be compared.

②paint along NYC is a painting workshop in New York, USA, which teaches people painting. Its fan-page strategy applies: Use students as advertising stars.

At the end of each course, the student's work will be boarded up on the fan page, each photo is accompanied by a class time and painting theme, students can be on the fan page, see their own class focus on painting and photos, of course, will also want to post to students themselves on Facebook friends (many are local ), show off or tease yourself. In this way, the students as the star and fans of the protagonist on the page, the spread of the effect of multiplication (browse number and response rate), of course, the students ' friends and relatives finally can not afford this "provocation" role, one unconsciously into the workshop.

The ③icook recipes sharing website was founded in November 2011, and their business concept is to encourage people to "share recipes and happy moments" in their fans ' groups.

The establishment of less than a few months to have more than 40,000 fans, attracted a lot of family "boiled women, boiled husband" in the above published recipes and physical pictures. Because Icook itself does not sell goods, the source of profit should be the official online kitchen manufacturers to put ads or to fans to pass the new product recommended kitchen utensils, not regularly organized corporate-sponsored fan entity party activities, or publishing fans contribute to the recipe essence of the book.

The largest group of Facebook corporate fans in the United States is the "regional" coffee shop. Sina Weibo in the existing 130,000 official Bo, "Food and beverage category" is also accounted for the largest (about 50,000), it is estimated that many of these should belong to the owner of the "Physical store" (Brick-and-mortar store) stores.

Based on the local physical storefront, how to make good use of the operation of the fan group to enlist the support and attention of the local residents, in addition to the use of preferential promotional activities, the strategy should be applied to the local residents in the "daily life" will be concerned about and care about things (such as: Traffic/Public security/health/children Cultural leisure, etc.) as a breakthrough point, and the combination of local public welfare activities to attract the attention of local residents and gain goodwill, so as to enhance the brand preference, bring into the sales machine (lead).

①jules Thin Crust is founded in 2005 in Pennsylvania, the Organic Pizza store, with 28 unique flavors and organic crispy pancake skin, fans of the number of fans so far less than 2500 people, but achieved a sense of humor and "local community life First" business philosophy.

Jules Pizzeria actively participates in local community affairs, such as fundraising for local research on children's allergy food sources, and is enthusiastic about sponsoring the annual cycling work day and providing a storefront for the music performance stage for young people in the community. Of course, the text reports of these activities, photos, videos, will become Jules fan page rich content, but also become local fans are willing to browse and actively share the theme, because: everyone will be curious to see, there is no one they know the primary school students, first love lover, neighbors or local friends in it.

②whole Foods Harsh is headquartered in Texas, the United States has 270 stores in the organic food retail chain. In order to consolidate the source, a number of more than 200 branches have their own fan group, a big hit "regional differentiation" strategy.

The fan pages of each branch are cut into the main axis, focusing on "digital content in the ground", such as special information for each branch, regular or unscheduled promotions or events. In addition, through organising community activities such as second-hand flea market, charity Bazaar, and children's painting classrooms to achieve the business strategy and purpose of "mingle with local community residents", these themes and contents, as well as their fan pages, can tightly capture the fu of local fans.

(idea) Modern chain supermarket access competition, shops everywhere; On the other hand, because of the improvement of modern living standards and lifestyle changes, many families and single nobles like to keep pets as companions, but the health care of pets has always been the owner of the money and headaches. It is suggested that the supermarket store operators can "Xiao to the cause of righteousness" for their pet food suppliers, regularly in the shop or the front square of the shop jointly held "Pet Health Free Clinic" public activities. Feed the owner if take a pet and join the supermarket fan group, can be on the spot to give the supermarket pet food discount coupons, to this strategy, in addition to upgrading the public good image of the supermarket, the local residents to win goodwill, but also to stimulate the popularity of fan group and drive sales opportunities.

"people don ' t want to being sold, tightly want to be helped". In the same way, the key to social marketing is: "the trick to doing the this are to position it as helping arranges, instead of selling them. are not making a sales pitch (sale booth); You are sharing your values (share your value).

But "everything is not absolute" to this type of corporate brand: "likes are vanity, sales are sanity (according to the number of praise is only good-looking, sales is the actual), this is their fan group Business strategy best portrayal. Their operating characteristics are "mobile sales", where the work is in the car and may not even have time to run the official website. The content message of the fan group is mainly "selling them something". In fact, in order to "meet the real demand of the sales target", this kind of fan group business strategy, or in line with "they (refers to fans) want to be helped" law.

①kogi Korean barbecue fast-food car: Kogi in Los Angeles, a thriving Korean-style fast-food car, because the use of micro-blogging Twitter marketing, the popularity index soared, is seen as a bad time to attract customers, the restaurant industry has been emulated.

Kogi the use of micro-blogging practices are: Ask customers to join their fans, Kogi will be posting a message on Twitter the previous night, informing local fans of the route of tomorrow's Kogi fast-food cart and the location and time of the spot sales, perhaps with a brief introduction of a new taste product recently introduced, or value combination package of the preferential message, so that customers who need to have a meal can have a clear grasp of information beforehand.

But in order not to make the fans feel too commercial, Kogi also thought of an idea to win customers ' favor and boost their fans ' incentives by moving around Los Angeles every day, and it volunteered to post photos and contact messages for their stray pets on the body and on official blogs. If the current number of cats and dogs in Japan as an example, the total number of more than 20 million nationwide, if 5% of the pet lost rate in a year, the whole of Japan a year, nearly 1 million pets forget the way home. So Kogi This recruit enthusiastic care customer "favorite" practice, really "popular", many pet consumers have automatically joined fans, but also to Kogi bring many potential business opportunities.

② du Fu is busy in Hangzhou. At the beginning of the March (2012), the two sides of the media reported a "use of micro-Bo business," The news, a Hangzhou brother Shang to expand their business, Sina opened the "Hangzhou taxi appointment" Weibo, which announced the scope of business and the way to the car. Now has accumulated a group of hardcore fans, the daily average of three or four appointments, monthly income can be maintained tens of millions of yuan.

In the era of high oil prices, and a lot of competition, empty cars on the road aimlessly wandering, looking for people who do not know where the guests, simply feel the heart in the bleeding. Shang currently has not a lot of fans, but every time it is possible to add a customer and complete an order revenue.

(idea) know how to use Weibo to establish a channel to communicate with customers, but how to open their own popularity on Weibo, so that more potential customers to know you, and even let your text content to make customers more willing to receive it?

Taiwan currently has a lot of cars are equipped with "traffic recorder", many car owners in the car, inadvertently will be photographed on the road some of the accident, some see will be made stunt unceasingly (video). If the cabbie was on his way to a business, he would have taken a similar film from a CarLog device, it is recommended that the clip be placed on the Youku station for people to watch circulation, but also from the personal micro-blog issued to fans, so that fans from your tweets to obtain entertainment results; they will be willing to actively help you forward, so there will be more potential customers know you , they have "hit" the need, will naturally think of you first.

Conclusion

① Enterprise or brand How to refer to the above 6 kinds of strategies and examples, to formulate their own unique and attractive to fans of the business strategy? It is recommended to first refer to the 1th approach in the article ""[View]2012 social Media marketing Success ": Really analyze the" product characteristics "," Value proposition "," competition situation ", the target consumer group's various life and heart characteristics, In order to correctly choose their own fan group is the most suitable and most competitive operation strategy. For example: There are at least 3 strategies available for optical entity stores (Starbucks, Paint along NYC and Jules Thin crust), so there is no fixed framework limit for the use of branding strategies across industries.

The importance of ②bring Your company Onto videos: Video has become the most popular content marketing method in the United States (nearly 87% of us PS and agencies leveraged for videos Content marketing programs), because in addition to vivid content than text/pictures more attractive to see and impress, the film is better at your "brand personality" complete expression and highlight (video can really "highlight" Your company ' s personality). So there are already foreign experts say: the content is King has become obsolete, the future should be the video Content is king. Therefore, the Enterprise Management Fan group, should not ignore the input of the necessary resources in the film video creation play, usually this can trigger the most viral transmission chain effect.

③ social media is another feature of traditional media: it can allow mistakes to be made again, not to be "wrong". Social media because of "low cost of entry" and "low marketing costs", the film can be directly placed on YouTube or Youku, no spending, no length restrictions, no need to worry about the row cue table, not to pay the TV station expensive broadcast fees and Advertising agency commission. So once found that the strategy error or film demand weakness, the target consumer group to see "no sense", no fu, the enterprise can still be a radical revision of the strategy, not like the traditional media era, has been a big injury to the purse and vitality, can only be negative, annoyed.

(note) The related videos mentioned in this article are included in the author Youku station social Marketing album, to facilitate a continuous watch.

This article link: http://www.socialbeta.cn/articles/how-to-engage-fans-with-social-media.html Author: @ Taiwan Cattle