The relationship between enterprises and consumers under Weibo marketing

This article from http://www.aliyun.com/zixun/aggregation/13666.html ">socialbeta content contributor, 曹宇 Network name Charlie, for many years engaged in E-commerce and related marketing work, Social media marketing loyal fans, Sina Weibo for @ 曹宇 Charlie, welcome to Exchange caoyu70#gmail.com.

Last week wrote a "micro-blog Marketing Several considerations," the blog, said about micro-blog marketing information, negative comments, interaction and other aspects should pay attention to things. After the hair, just remember, there is a very important aspect did not write, this aspect, is regarding the enterprise and the consumer to establish the new relations in the microblog the attention matter. Weibo marketing a major advantage is that enterprises can build a new relationship with consumers beyond the traditional business relationship, with this new relationship, Word-of-mouth can be formed, loyalty will be raised, but this is what kind of new relationship, may not have been clearly said.

In fact, a few months ago, I also wrote a blog, the topic is "social media marketing a few difficult problems", at that time, for this new relationship, I asked the question is: whether the enterprise as a business organization, it directly with its consumers to establish a kind of friendship (the establishment of the so-called friendship between some people before the speculation)? Are there contradictions between commercial and personal relationships? Can we solve this problem in social media? Therefore, I also put forward the enterprise "Enterprise EQ" concept. But in this blog, I just raised this question, at that time did not have a clearer way to solve the problem. Today, I would like to continue with some discussion on this issue.

Behavioral economics holds that modern people live in two worlds, namely, the world under social norms and the world under market norms. Social norms, is a series of principles of dealing with secular relations, in this relationship, people are friendly, humane, regardless of the benefits of gains and losses (at least on the surface). and market norms, is a series of principles to deal with economic relations, in this relationship, people are black and white, everything is measured by money, there is no gratitude, no friendship, only trading exchange. The crux of the matter is that these two norms are incompatible with each other, they do not seem to be confused. For example, you buy vegetables in the market, people pay attention to a penny of goods, pay attention to the money is clean, it is well-deserved, there is no emotional factors in it, that is, you will not be grateful after the purchase of vegetables, but not to leave for the five eggplant two cucumber to give each other a warm hug. Because, here is the market standard, is the strict market contract relation. But conversely, one of your friends for a long time to help you a busy, after, you NB took out 1000 yuan to him, you said, we are clean. What will happen? Another example, you and your girlfriend went to see a midnight movie, you immersed in that touching love story, when you parted, you kissed her affectionately, and then, you pull out 10 dollars to stuffed into her hand, gently said: This kiss 10 can it? When shall we meet next? You say, next time?

There is no doubt that when you use social norms to deal with problems that should be dealt with by market norms, you are likely to be institutionalized, and when you use market norms to deal with problems that should be dealt with by social norms, you may well be beaten badly. That is to say, many people know that there are quite a few things that can not be achieved by means of money (or other commercial means), such as the above mentioned friendship, love and no mention of affection.

Of course, this may not be the case in our magical country, the Fat Man. Our social norms have the decline of the mourning, and the market norms of the strength of the excessive, disorderly development, is invincible, seamless penetration of the situation into all corners of society, like a second-hand rose singing: "If all the people are selling, where do I run?" "The strength of the market norms to let the social norms wither, in fact, very cup, so have the power to rent, have a bag mistress, there are many other things to sigh."

Or the book to the story, back to the topic, enterprises and consumers in essence what is the relationship between? A: Business relations, trading relationships under market norms. The answer may be that many companies are beginning to wonder whether they can build a deeper emotional mix with consumers on Twitter, while smarter entrepreneurs or marketers may already be wondering if it would be possible to buy a social-standard friendship with a little money. After all, we are the Magic Kingdom.

My answer is no. Money can't buy a harmonious relationship. I am so adamant that I cannot, because I understand Weibo. Let's review the concept of Weibo. Weibo is a social media, to a large extent, it must be a public environment under the norms of society, otherwise, it is called social media? If I hadn't taken it for granted, Weibo in China, even played a role in the United States, is reshaping social norms with the power of the masses. Of course, I am not not worried, some micro-Bo platform, for the purpose of quick success, to micro-bo too market-based operation, for example, only desperately to pull the enterprise in, but did not tell the enterprise, here, what should be done in order to meet a social norms under the ecological balance of the needs If such a quick buck cannot be properly controlled, the microblogging platform will be swallowed up by disorderly market norms in the near future, and perhaps magically reappear. Another digression, stop.

Now we know that business and consumer, is the relationship between buying and selling. Weibo is a public environment under social norms. Is it possible for companies to establish a more harmonious relationship with consumers on Weibo, which is different from buying and selling? In fact, there is a problem of time and EQ. Or that vegetable market, you buy vegetables, the first time you buy, you are buying and selling relationships, you have more and more to buy, you start to be familiar with the people who sell vegetables, of course, when you are trading, you still market contract relationship, but between people, there may have been friendship exists, especially a EQ business person, may be relatively fast, in the trading relationship outside , and have developed a social relationship, do you believe it? That is, you may start talking about a few other things outside of your business, and then you will be familiar with the possibility of helping each other, and this help will be based on social norms, and you'll no longer care about the gains and losses. This is not contradictory with the above, you still can not take people's food, market norms, or market norms, but interpersonal, we have a human touch. This is our human beings, we live in two worlds, one to conform to social norms, one to conform to market norms. We naturally distinguish between the boundaries of the period.

It's a bit long, I'll try to be brief in the back. What I'm actually going to say is almost done. In micro-blogging marketing, if you want to build a new, more congenial relationship with your customers:

First of all, we need to understand the nature of micro Bo, here is the establishment of social relations, the site, which can provide enterprises with an opportunity for the first time, the real consumer and face-to-face communication, in the past, to find such a place, is very difficult;

Second, communication can make you and consumers familiar with, remember, the social norms of trust, is gradually established, fans may not be friends, communication and familiarity, can be friends. In particular, it should be noted that the communication content can not be limited to trading, trading, you still buy and sell relationships, you'd better find more consumers like the topic;

Third, to communicate well with consumers, you have to consciously constantly improve the enterprise EQ, the emotional quotient of people may be a talent, the emotional quotient of enterprises should be able to cultivate, EQ is a person's charm, but also a business charm. Emotional quotient is a human touch, is the ability to help each other, is not regardless of the benefits and gains of friendship, in the end, with everything in front of you, then, with your fans, you can rest assured that no fans will take your things, when they become friends, they are in this level, much higher than you know. Then, the word of mouth and loyalty will come naturally.

Just say that.