Amplified marketing misunderstanding in micro-letters: Big node and big account

Still back to the "micro-letter magnified marketing misunderstanding: Big node and big account" in this article, the opening story must give a lot of people misleading. In fact, since the introduction of micro-credit and micro-blogging, countless cases and marketing companies in the market have hinted at the industry:

Micro-trust Friends Circle has effect, micro bo has effect, we can sell goods, do marketing.

But this is not the case, so we discuss "Indosasa point, Big Account" may be luxury. The reality is, many "people" in the continuous advertising, at the same time, has long been countless people kicked out of friends list, or be blocked off.

It's better to raise a chestnut than a big one.

A VC partner has done one thing a few days ago. He sent a message in his circle of friends recommending a brand wallet. As a result, several friends called him: Is your account stolen? After a few days of dinner, he and his friends talk about this matter, everyone happy half dead.

Two days ago, there was a very strict complaint sent to my QQ, is a number of micro-blog content to make: A user listened to a few "sister" account soon after, found that these accounts after the most issued is spam ads content.

Yes, the user has been annoyed by the content of the ads appearing on Weibo, the micro-credit circle, and the same content. This annoyance is reflected in many ways. As in the case of the partner, the friends asked if the "account was stolen" banter. Or complain, like the chestnuts above. Or, friends will shield you from the circle of Friends, delete/Rahe (ask, how many people you have blocked the circle of friends?) ）。

The threshold of information release is reduced to 140 words, a picture of such a degree, will inevitably bring about the proliferation of meaningless information. The premise of information overload is that the relationship chain is overloaded, and in the "overload crisis: The first factor that affects the life and death of social networks," we already know that the chain of relationships is constantly being penetrated by interests and businesses in a variety of situations. Some accounts are trying to be your "best friends".

An overload is to give up, in the end, the user reached the total waiver before the exercise of "expelling" this right. will be meaningless account, and information, from their own timeline, from their eyes out. Whether it is pull black/delete, or as did not see. This leaves the social network with n-line life.

"Trust dispel" phenomenon will be about many public account follow-up development, will also affect many rely on public accounts to put advertising articles business results. For example, we note that some of the so-called millions or hundreds of thousands of of subscribers to the grassroots micro-letter public accounts open rate, from the beginning of the 30% down to 10%, and then down to 3%, in the micro-Bo large also early in this situation, some so-called large-fat content forwarding interaction only a few dozens of times, for spam content, Users are accustomed to not seeing it.

The marketing effect of enterprise is more and more tested. Recently, some enterprises often use the "profit impulse" to do activities, such as scanning micro-letter will have some concessions or lottery, discounts and other opportunities, but how effective? When revising the social dividend, Rainbow Bus provides a very typical case to see:

March 8, Rainbow Bus through the micro-letter public account sent a group of articles 4, including 3 public welfare and a micro-group of red envelopes in the activity: "Share the article, you can add micro-letter into the mass red envelopes." Cost not much, sent 1000 yuan, pulled more than 1000 people into the group. On the surface, a user gets to spend a dollar, and the Red Envelopes (benefits) bring a good result.

What's interesting is follow-up:

Into the group needs to audit, you must add a personal account, for this an employee to deal with the whole day, to now, the staff of the circle of friends are these account sharing activities information, or direct demand point praise, not praise on the delete. Because of this, the employee's personal account has almost become a garbage number, the operator also noticed that the activities of the money white. The people who come only pay attention to the petty, but do not tube the enterprise to do activity marketing essence is what.

You see, what's the difference between these activities and the forward lottery on Weibo? In the end all are meaningless "brush Award Party" in flood. "Brush Award Party" does not exist, anxious to be made large, to make the effect of the enterprise, with the lure of this more than a recruit, the birth of countless only for the "Brush Award" and the existence of the account. These brush-winning parties sometimes drive away real users--the real user is unable to associate with a fake account and will automatically leave.

The elimination of trust, not only will they from the list of Friends, trust to exorcise out, but also let the enterprise will be the real value of their users away. And the latter is often the "big node" we aspire to.

Another kind of trust is banished, it is simply that people are still talking about you, hot talk about you, but has been from the past support and attention, turned into ridicule and ridicule. A typical example is the recent encounter of a wearable equipment start-up team. Another is a mobile phone brand, before is a synonym for good quality, today we joked that can only smash walnuts, how many people are because of iron powder hope to buy the discussion?

You see, from this point of view, such as on how, in the personal micro-letter selling goods, advertising, it is impossible to make you "income million", will never be selling goods, marketing tools.

As a reference, continue to see the rainbow Bus activity data comparison:

March 8, 9th, red envelope activity data dropped. But then, at the same time issued a public service article "Don't let the chair to kill you (thanks to see, animation very vivid)" unexpectedly reached the peak in number 12th. A total of 933 people subscribe to a small account, this article has generated 3,365 share, and 37,443 reading.

Quality content and service are still, and will continue to be kingly.

So, here's the problem:

Why do people earn money by selling things on micro-letters? The second is the relationship between the electrical business and social how to explain?

The latter is simple, we mentioned, even if do not do anything, user natural sharing can also have a certain transformation, this is the social network Natural Trust mechanism decided.

The former is slightly complicated and needs to be divided into two angles:

First, the first advantage. Whether it is micro-broad or micro-letter large, the first wave of people will always gather more attention, in the absence of information harassment, worms all over the morning, the early bird must be extremely cheerful. Wait until the arrival of flocks of birds, the environment has changed, play should not stay in just harassing friends, please large simple PR article so simple.

The second is the scene. In society, people pay more attention to the information from friends, but also set aside some space to accommodate fun, useful information. Therefore, when there is no overload, the commodity information, marketing information does not appear abrupt, once into the marketing of the place, the trust drive must be followed. But the scene will solve the problem.

For example, we can see that in some of the information products provided by electric business enterprises, people are focused on between buying and selling, "Everyone is so busy, or just tell me what you are selling how much money." In this kind of typical scene, the user only hates to the commodity information not too much.

In this regard, the beautiful, Mushroom street is a good example: they will share the shopping of young women, together in a product to provide, everyone, they have high valuations.

This is a good reference for those who want to sell in micro-letters and microblogs, that is, how will the users who are interested in my goods come together from all circles and I am dedicated to providing them with services? For example, to observe the sale of salted duck and sell mask several accounts, their "friends" come, is through their own constantly write articles (or please other account to turn their own article), open their own micro-letter, will be to the salted duck or mask the need for people to converge. This creates a scene in a sense. By this step, it is not harassment, but useful information. Instead, the account is upgraded to a valuable "big node".

We often say that the right information, in the right place, in the right way to the right person. The effect is not good, often the wrong way. So how do you create your own scene?

In this conversation, we find that the core is still: real users, in a natural state, to share their favorite, stunning content/release in their active social network, resulting in other friends natural interactive discussions or other reactions. Behind this, we will disassemble it as information, chain of relationships, interaction, or, "sharing, diffusion, and Transformation" (the new understanding has been updated in the social dividend revision).

PS:

This article and the "micro-letter magnified marketing misunderstanding: Big node and big account", "Overload crisis: Impact on the social network life and death of the first elements," and other articles are grouped together, the latter can be in the public account: Shejiaohongli query history article see.