"Case" difficult to "chat" brand how to tell a story?

Fewer people in social media care about who you say you are and more about who I think you are. Sometimes you find that you have been online, actively tweeting, letters to attract the attention of users, and often ineffective. But other microblogs didn't take much effort but the interaction worked well, and everyone talked about it. What exactly is the problem?

Often see someone talking about social media is "http://www.aliyun.com/zixun/aggregation/8258.html" > Content for the King, but also have marketing peers think how to pass a "virus" can be well-known brand.

And it seems to me whether the realization of the "content" of the spread and the brand itself is "good chat", whether there is a "chat" ability related to a direct relationship. Nike is a good example, from the previous marketing of Nike, Nike is a "chat" brand, in each campaign we can see that they are constantly digging Nike and the movement and the user lifestyle relevance, thus causing the user resonance constant discussion and imitation. But not every brand has a story to tell. How are the more difficult and lifestyle brands to communicate in social media?

After writing the operation of the Blue Wave after the article (link) I have been thinking of detergent this category is actually "difficult to talk" category, the dissemination of functional appeal, the brand image is not clear, very few people in the social media actively mentions a brand of washing powder. Throughout Weibo, the official microblogging of washing powder and laundry detergent is not a turning-around, it's about washing clothes, and few users are involved in interaction. What if your brand happens to be a "bad chat"?

Recently experimented with another soap brand-the "little Lucky" interactive micro-movie app, and looked at some of their previous tweets. Think perhaps for the "bad chat" brand some reference.

1. Create a unique image by creating new concepts

See their microblog I first one leng, tide of the official micro with a new word as its microblog nickname, called @tide small lucky feeling.

Washing powder This kind of self recognition is lower than the category want to establish a clear image in social media, the use of a new name is a more common way. But at the same time how to continue to interpret this new concept, so that users willing to accept the new image and with other similar brands, it is a very difficult thing to separate. The stains did some good trying.

2. Support for unique images through micro-films

Micro-film is a kind of comparative sensory transmission form, the current brands are also used more. But a lot of people feel more like a TVC extension or a platform to play TVC. The real ability to express brand concept can let people see not too much. In content creativity is not funny route is sensational route. And the "Small Lucky Feeling" series of micro-movies relatively down-to-earth, mainly through the meticulous portrayal of daily life in the laundry, cooking little things, set up a longing for simple, natural, through the smell can be associated with the "happiness" of "Small lucky Feeling" girl image. And this "Little Lucky Feeling" girl also formed a brand to establish a unique, figurative, recognizable image.

Recently they have an interactive micro-film on the basis of micro-film. Users can be authorized micro-film to understand some of the information, and upload an album Avatar, in the first person's way starring their "Little Lucky feeling." Interactive micro-film The most important experience is to give users a true sense of generation, causing everyone to "let happiness within the reach of the" theme of the resonance, thus triggering comments and sharing, to achieve the effect of viral transmission.

From a laundry fluid, digging out the smell as a unique selling point (the product with Lavender scent), the target crowd locked in the love of smell of girls, in the nickname to the page design and then to the content of the display form such as comprehensive lifestyle of such girls. A "bad chat" brand also has the ability to "chat" the elements.

3. Insist on a variety of ways to "storytelling"

Can the social media have stories to tell and a clear brand image to build brand awareness and even interact? Also not necessarily, because you must continue to be loved by the user constantly in the way of "a few times" in different forms of display, different content to give users stimulation. The stain is clever at this point, the third part of the interactive film is the first two micro-movies to change the order of the highlights and add new bridges and users of their own information to become a piece of innovative micro-film.

In the daily content of Weibo, @Tide small lucky feeling around this group of perceptual, love life of women also deliberately to create a "small" as the center of various topics. For example:

#小月光 # Girls Arabian theme: mainly include constellation, food, Meng Pet, maintenance of skin care and other topics
#小情怀 Girl Life quotes: mainly include friendship, family, love, and other emotional topics
#小时光 # Interesting picture theme: mainly to share sweet, romantic, interesting pictures
#小洗感 # Laundry Note: the dissemination of different materials, functions of clothing, household products cleaning coup

Around the freshness, nature, sensibility, pay attention to the details of life "little lucky" girls are prepared for the "positive energy" content continues to text, video, music, pictures and other forms into the life of netizens.

In combination with the target user's location mining itself can "chat" point, the point of packaging to reflect the unique brand image content, and then the content of the "small number of times" in the manner of the display in front of the target users, I learned from this case of the jig.

Today in micro-blogging see @ shunya Wu Weihua for the social era, how to make your spread into contagion summary also have the same. Virus virus Law for reference:

1, Vogue close to popular. Hot words, angry style, fresh enough to be good;
2, interesting funny funny. Ru to say, the truth to play;
3, reflected audience resonance. Put yourself in your shoes and think what I think.
4, useful content is useful. Good soup also has dry goods;
5. Story-telling can tell stories. No story does not spread.

We do in the social marketing brand place can follow this law to inspect, your brand "good chat"? Did you "Talk good"?

Welcome to talk to us.

Source: http://www.bouhe.com/affiliate-marketing/5195