A brief talk on the new mode of the combination of emotional marketing and social media marketing

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What is love in the world?

Everything begins with the word "love".

Although through the ages, mountains and seas, changed ... Will always have only under the brow, but on the heart of the feelings.

Who can really do to swing the sleeves, do not take a cloud?!

If minds, is also happy not to know Wei Jin.

Who have you been in love with?

Gaofu or tech guy?

A childhood sweetheart or a twilight look back?

Or is it too much to love?

Even in the choice, but,

Have you ever been in love with a consumer?

Do you know how to make consumers fall in love with you?

Love is because of love

--A new model of the combination of emotional marketing and social media marketing

The marketing guru who is said to be most likely to fall in love with consumers is the snake in the Garden of Eden. Because it accomplished the impossible task of selling contraband-Apple to Eve, which had no consumer demand.

In the age of lack of information, our ability to find information is particularly strong, reading clouds to see the weather, according to the trail of animals to find food, detect the enemy's smell to avoid danger ... In today's information explosion, we learned how to quickly pick out the most useful information and block out a lot of useless information.

So what makes business owners frustrated is that most of the hype about the product is automatically shielded by smart consumers. The information of the product is even more difficult to make the consumer actively search for and read the brand information. But there are exceptions!—— he even became the "faith" of the global people, the magic of "Apple", of course, it is not the apple in the Garden of Eden, not the one to hit Newton's head, but the "fruit powder" fan to the obsession, in order to the latest listing of the iphone 4s, exhaust all kinds of queuing skills, In the same battle as China's Spring Festival-"Apple". In the eyes of the dead former Apple CEO Steve Jobs, the world will enter an emotional economic age. In the new economic era, it is essential to have an emotional resonance with consumers and to create memorable experiences. Apple advocates the Macintosh spirit, and its core is a value that encourages innovation and risk-taking. Mr. Jobs succeeded in turning the brand into a symbol: innovation, not bondage, and a maverick temperament. Precisely match the values of the target consumer groups, so that users think the product is their own personal style of endorsement. It means "I'm in my place" or "sour and Sweet is Me".

If you feel that Apple and you are not in the same industry, there is no comparability. So, I'd like to share a story about a pair of shoes----

Blake Mycoskie, a talented American designer. On a trip to Argentina, he found that the local children needed to walk miles to find clean water or go to school without shoes to protect their feet, and decided to do something for the locals. He was inspired by the traditional Argentine cloth shoes, creating a toms, though unprepossessing, dressed in an unusually comfortable cloth shoes.

But it's more than that:

Toms launched a campaign to give third-world children a free pair of shoes for every pair of shoes they sell.

To this end, they wrote on the Web site: "Why is the donation of shoes?" Because people don't understand that in most developing countries, children have no shoes to wear. Whether playing, doing housework or wandering around, these children are faced with all kinds of dangers. The children had to walk a few miles to find food, water, shelter and medical facilities. A pair of shoes can be more convenient for their activities, but also more to protect their basic life. ...... Most of the time, children can't go to school, just because there isn't a pair of shoes to match their uniforms. If they don't have shoes, they can't go to school. Without education, they may be out of poverty for life. ”

This love-filled text quickly produces ripples in social media. Toms's shoes quickly became a big hit and people were buying. and in order to maximize their contribution, TOMS advocates consumers, if they buy a pair of TOMS shoes, ask them to upload photos on Facebook immediately.

This kind of arouse people's heart "The Big Love" the "one for a" emotion marketing way obtains the consumer's widespread support and the approval in the foreign country. Since the founding of the brand in 2006, People's Love has made Toms company donate more than 1 million pairs of shoes to children in 23 countries. This is how amazing a number is enough to warm everyone's heart. It also means that the brand has sold more than 1 million pairs of cloth shoes during this period. Toms's sales are also expensive in terms of 48~68 dollars per pair, and Toms has created a brand equity by establishing a noble purpose.

This story has a strong marketing core tool-emotional marketing and social media marketing perfect combination of strong power for corporate brands.

Toms borrowed the brand story, will give love the brand story over and over again to talk to everyone to listen to. Many successful brands begin with their moving stories. The use of stories to guide consumers and brands to talk about love, consumers from the emotional, identify with its values, the brand to generate emotional loyalty, emotional marketing in the brand communication to fully play its effectiveness. Just like a bride, say "Yes, I do" to your loved ones.

The brand story is suitable for many industry's marketing value transmission, it not only can make the brand full, but also can add the added value for the product, lets your consumer be willing to pay the high price. Consumers buy more than a pair of shoes, but also want to get outside the consumption of emotional experience and related associations, this association will make consumers and brands resonate and identity. So many successful brands are made up of countless touching stories. Just as Toms, whether in 6 years of time, or moving the world's Love Journey, has produced a lot of classics and legends, this is its deep in the brand marrow, unique, so that followers fascinated by the charm. If your marketing doesn't add value to your brand, marketing loses its meaning. Traditional marketing, buy gifts and other means can not establish long-term effective brand emotional transmission of brand advantage.

In the name of Love, the story lets the consumer be attracted by you, social media marketing, but lets you become the absolute heartthrob

If you have a good story, congratulate yourself on a good start. The next thing you need to do is what I and my team have been working on-maximizing the use of social media marketing as a tool!

Now, you might want to know what social media marketing is:

Social media is a foreign word, also known as social marketing, English as "Social media", For short, SM. Social media is also different from newspapers, magazines, these traditional mainstream forms, such as television and radio, are a new type of media, mainly through the Internet technology to achieve information sharing, dissemination, through continuous interaction and refinement, to reach the depth or breadth of the concept of communication, the influence of traditional media is often unable to catch up and can not be reached.

Social Media Marketing is the use of social networks, online communities, blogs, Wikipedia or other Internet collaboration platform and media to promote the company's brand, products, services, activities targeted at the network, to achieve brand awareness, product sales, public relations processing, customer Service maintenance and open up a series of processes. General social Media Marketing has a few tools can be considered as "a necessary weapon": forum, microblogging, blogs, SNS community, pictures and video sharing. Here, I'll just use some real and effective official data and you'll exclaim about their "power":

China Internet Network Information Center (CNNIC) January 16, 2012 released the 29th China Internet Development Statistics Report, as at the end of December 2011, the scale of Chinese netizens exceeded 500 million, internet penetration rate increased by 4%, to 38.3%.

As we can see, compared with 2010, net-purchase users grew by 33.44 million, the growth rate reached 20.8%, online payments and online banking usage increased to 32.5% and 32.4%. In addition, group purchase became the second fastest growth in the network services, the user's annual growth rate of up to 244.8%, The user size reaches 64.65 million and the usage rate is increased to 12.6%.

At present, in the form of blog media from the content share, QQ blog platform occupies the first position, QQ status is still difficult to shake, but believe that, with the continuous development of micro-blogging business, micro-blog as a new form of media gradually changing the communication habits of netizens, is expected to surpass the blog platform.

Microblogging platform for the development of the last year is very eye-catching, as at the end of December 2011, China's micro-blog users reached 250 million, compared to the end of the year increased by 296%, the user's use rate of 48.7%. Weibo has grown in a year to become an important Internet application for nearly half of China's netizens. In May 2012, it was found that only the past six months, Sina Weibo users grew to 324 million, Tencent Weibo users soared to 425 million. Of the nearly 700 million netizens in China, about 500 million are microblog users (some netizens also own Sina and Tencent Weibo), more than 100 million are active users and the number is growing.

What does it mean for a company with such a large scale of Weibo users?

Where the consumer appears, the marketing communication activities of the enterprise should appear. There is no doubt that Weibo is changing and even subverting the traditional marketing model.

Weibo before the emergence of high-quality media resources are basically television stations, radio, newspapers, magazines, portals, such as a firm monopoly, corporate marketing activities, basically only through the media platform to spread.

However, the emergence of micro-blogs with natural media temperament has shown a huge shock wave to the traditional media. Weibo to its live broadcast, text + pictures + video + audio way, so that information transmission more timely, rapid, peremptory became a lot of netizens (now the concept of Internet users is basically equivalent to citizens, consumers) to obtain information of the first position.

This shows that, in terms of the media nature, micro-Bo is the enterprise for many years, the coveted propaganda position. This position is basically owned by the enterprise itself, can be effectively controlled, almost 0 of the cost of its own media.

When you have 1000 audiences, you are the equivalent of an enterprise's own internal publication;

When you have 10,000 audience, you are equivalent to have a group of internal publications;

When you have 100,000 audiences, you are the equivalent of a county-level radio station;

When you have 1 million audiences, you are equivalent to a nationally influential Metropolis newspaper;

When you have 10 million audience, you are equivalent to a provincial TV;

When you have 100 million audiences, you are CCTV ...

Why don't you focus on Chen Yao's Sina Weibo, which has more than 22 million fans. That battle and influence, has long been "Guofu" that "avalanche" of the three-legged cat kung-fu instantly arrived thousands of miles away.

Once the company's microblogging information is very "valuable", it is likely to be automatically broadcast by a large number of fans, like nuclear fission spread, spread. Birds of a feather flock together. Fans may well be the potential fans or consumers of the business. So, in Enterprise Weibo, every fan, may become a small radio station, the information of the enterprise released continuously, until eventually decay. And, through the label of the fans, microblogging content, participation topics, gender, occupation, age, geography, attention to specific accounts and other information, can accurately and effectively lock the target group of enterprises. Whether it is new product listing, market research, research and development research, or advertising testing, can use micro-blog, access to accurate feedback information. These, in the traditional mode of operation, both time-consuming, laborious, expensive, but also may cause a lot of errors. That's why TOMS shoes have so much success and influence in a short time. Traditional mode, the old customer help pull new customers, although also give certain incentives, the actual operation is not very easy, and Weibo is a forwarding, may achieve this long-cherished wish. The viral nature of Weibo is not matched by traditional media.

At the same time, the current micro-BO development path is more diverse, each door according to their own advantages, for Weibo to give different functions and characteristics, its outstanding performance is the microblogging social network function and social media function focus. At present, the development of micro-blogging profit model is good, the micro-blog placed a larger profit expectations of the website has begun to try a variety of profit model. Sina Weibo, the first advantage, operations, products, innovation, positioning, advertising promotion are very good, rocking the leading domestic microblogging platform.

From the above, Weibo when all enterprises should be the use of Low-cost publicity platform. Unless, you hit the bottom of your heart is determined to be with Weibo.

Only micro-bo "power is so deep", not to mention when we put all the social media marketing tools in accordance with the needs of enterprises together, for the promotion of products and brand promotion will be the driving force for victory!

The advantages of social media marketing can be summed up to four points:

1. Higher ROI

In the social media, resources, funds, qualifications are no longer critical, every enterprise is standing on the same starting line, we compete is the creativity, skills and the level of control of the relationship. Who can quickly find their own supporters (fans) in 700 million of netizens, and can maintain the stickiness and goodwill of these fans, who can launch these "from the media" consciously help promote their information.

2, more accurate target user marketing

In the era of traditional television, radio and paper media, the precision of advertising marketing activities is basically impossible to achieve. The social networking platform's fans get together because they share a common interest, so it's easier to find their target audience in social media to achieve precision marketing.

Dell, for example, has designed the Dell piggy Bank application in the "social e-business" model, and the "Dell Piggy Bank" delivers the latest information on Dell's brand and products in real time through a rich, interesting "virtual mission" that drives social networking users to share and interact. Each time a user makes a "virtual task", they can increase the amount of gold coins in the piggy bank, and users will be able to make full use of their social network friends, invite their friends to support themselves, to accumulate virtual currency, in exchange for genuine coupons to buy a Dell notebook.

"Dell Piggy Bank" application priority selected in the Tencent Social marketing platform, in the QQ space, Tencent microblogging platform promotion period, the application to increase the speed of 481 users per hour, 200 days, a total of Dell attracted 2.28 million consumers.

3, more intuitive effect of advertising dissemination

Advertising input-output ratio (ROI) is the most important thing for every advertiser, in the social media marketing platform, advertisers can through their own ads broadcast/comments are intuitive to see their own advertising effect, can also be calculated through the background of data analysis of their own input-output ratio, timely adjustment of advertising strategies. It can even be paid in proportion to the actual effect of advertising, which is certainly a very good link for advertisers.

4, more efficient sales conversion rate

The use of social media marketing platform, people connected together through the network, fans of their long-term attention to the brand loyalty and reputation will be increased day by day. Advertising is also through a real "people" in the spread, access to advertising information to the exclusion of advertising is greatly reduced, it is easier to translate ads into real sales performance. For example, the "Dell Piggy Bank", just mentioned, has grown from 0 to 600,000 listeners in its six-month promotional period, and the sales to Dell have reached millions of yuan.

In fact, in the final analysis, all this is because of love, so love, like a great love: if you want to let her/him fall in love with you, you have to start from the feeling, and strive to impress each other, and show your charm to win the other party's goodwill (this is emotional marketing); Find Your kindred spirits (this is the power of social media marketing) to collide sparks, generate love and loyalty. Although the development of social media in China started late, but the rapid development, social media marketing facing a very big development space. Since the era of social media has come, as the enterprise will soon grasp the social media marketing tool for my use; and I and my team's goal is to help the vast number of enterprises to carry out social media marketing, in the fierce competition in the market to open up a blue sea!

In this emotional, loyal to all the Economic times, I wish your brand and consumers love the "One Network Love Deep"!