From "I'm Only living 1%," says social marketing.

Today micro-Broad V "Great Annie" Hair "Sorry, I Only live 1%" photos, on Weibo has been forwarded 380,000 times, point praise 310,000 times, comments 79,000 times. In the circle of friends also high speed, simple estimate, the circle of friends forwarding or comment rate as high as 5%, if everyone's circle of friends have 5% people forward this Weibo, its coverage can be imagined.

In this micro-blog, Annie in the form of comics tells the way to achieve their dreams, and finally launched their own app, hope netizens download. From her microblog at 15:07 today, this article has more than 60 million readings, and more than 300,000 of users have downloaded her app. Simple to a single app needs 3 yuan to promote the unit price, Chen Anni has been from this marketing to earn a 900,000 yuan cost. In addition to a variety of stealth marketing success, more fans, more readers, higher visibility, and even attract more opportunities for cooperation? Therefore, from a marketing point of view, this is a successful marketing program, and is a typical social marketing program.

Referring to the definition of other people in the industry, the so-called social marketing refers to the use of social media sharing function, in the six-D theory based on a marketing, with the characteristics of viral transmission. In fact, in addition to Annie's case, from a marketing point of view, "juvenile" is a kind of social marketing. And in the social marketing play wind water enterprises, such as Millet, Durex, Gado, Coca-Cola ... With cases such as Gado sorry body, Coca-Cola nickname bottle ... Needless to say, everyone experienced their own hot.

Against the great Anne of today, why Anne's "Sorry, I Only live 1%" will fire? I think there are several main reasons:

1, Micro Bo pointed to the theme of "Dream". This is a hot topic nowadays, almost an eternal topic. A few days ago, on the road to see the ads Huawei, the main is also "dream" this point, about the dream, we can not hear too much.

2, there are stories, everyone likes to listen to stories. Not every "dream" to say things can be crazy to turn up, to have stories, readers like to listen. As you can see from the comics, Little Annie has broken the curse of two or 1% in her own struggle, and now it is a good story to use the power of the network to realize the 3rd 1%. Tell their own story the most touching, speaking of their own efforts after finally succeeded more moving. Each person in the moving time is in fact for their own moved, if I also like you ...

3, the form of comics more readable. Images are more easily propagated than long, long texts. The image itself is intuitive and aesthetic, graphic expression is more suitable for netizens to read quickly, high-frequency switching characteristics.

4, the identity of the author is a special. And heat just quit the Yu Jiawen event, juvenile not eye, by the people of the attention, again hot. It has to be said that, from the recent events, the beginning of the story is gradually appearing in the public view. A successful story will inspire those who are in their early 20, like chicken blood, and the difficulties they encounter can easily win sympathy and help. All of the above, you can see that a good social marketing plan must be based on a good story, find a suitable tipping point, at the right time to detonate. To do this, the most important thing is to focus on the needs of the target group, especially their psychological needs, and plainly what they need, what they like.

It would be foolish to say that Chen Anni is only using a microblog to get today's spread effect. The microblog she sent last night was able to spread, thanks to her fans, who gave her the first broadcast. Second, the spread of content is good enough to impress people, so that content can be broadcast over and over, the advantages of the above has been analyzed. That is to say, the accumulation of the prophase is still not little, the true skill is not few, these are also the basic skills of the socialization marketing. In other words, a good social marketing in addition to understand the target audience's psychology, but also need to do a good job in the early accumulation, and based on their own accumulated to design marketing programs.

Friends Circle has individual evaluation said the conflict with the dream said the marketing plan, but with lei a word to answer "the wind came, pigs will fly up." "The reason for the rise of social marketing is the Internet and the development of mobile Internet, the internet is the trend." The profound change that the Internet brings to society is no less than two times Industrial revolution, has changed people's mode of production, way of life, work way, communication way completely. Whether people like the Internet or not, it will continue to profoundly change people's lives. Ancient times to us already is a legend, we already can not leave the Internet, that has no Internet time has not gone back. Embrace the characteristics of the times, embrace the trend, to stand higher, do better. Social marketing is the derivative of the Internet, the power is quite large, do business want to engage in marketing to spread the pro, make good use of it!