Discover the communication value of electrical quotient

First look at two sets of data, the first data from the "China e-commerce report", 8.1 trillion yuan, this is 2012 China's electricity quotient scale, year-on-year growth of 31.7%, is China's GDP growth rate of 4 times times. The second figure is that China has more than 271 million online shoppers, close to the total population of the United States. Data show that in the first half of this year, China's e-commerce volume growth rate of 24.3%, this increase will continue to expand in the second half, because most of the holiday concentrated in the second half, and at present many of the electric platform and manufacturers are brewing double 11 national network to buy carnival, these data can fully explain China's E-commerce , and the scale is expanding unceasingly, along with the mobile electricity merchant, the Big Data analysis, the Socila CRM development will further detonate the electricity merchant market further.

When we talk about the effectiveness of the electricity quotient evaluation, the first thought is the sales target, sales leads, purchase conversion rate and other factors, no doubt the ultimate goal of the electrical business is sales, so many enterprises through advertising, activities, group buying, promotion and other means to accomplish their goals. Besides the sales target, is there any other value that can be excavated?

Let's take a look at a case, royal mud Square. Many people know that the royal Mud Square is a brand growing up on the Ali system platform, 2007 Royal Mud Square only 1 million sales, but in 2010 years it grew rapidly to 40 million, last year has entered the billion club, careful observation will find that the royal Mud Square to complete the sales, but also through the integration of trial, group buying, activities , public relations, Word-of-mouth maintenance and other means of a good electric platform as a communication platform, ultimately not only achieved the royal Mud Square blowout sales doubled, but also make the royal mud square quickly grow into a well-known brand.

Look at a case of car electric dealer, we are very familiar with the case, "Mercedes-Benz Smart 89-minute sales of 300 cars" Legend of this day's sales than many Mercedes-Benz Smart4s store one months of sales, but careful analysis is not difficult to find, smart through the first concept of the building, Hot sales results to disseminate smart information, in the Beijing-east, NetEase and other media high-frequency information revealed, and finally reached 3 billion information exposure, maximize the spread of smart first information, and in the minds of the general public to establish a smart sales impression.

There is also a magical case, we all know well, millet from the birth has not set up any entity stores, but 2012 years of sales have reached 12.65 billion yuan, with the official micro-blog Millet, "2 years, inadvertently become China's 4th-largest electric dealer website." In fact, the use of electric business platform to grow up a lot of brands, such as the famous Van products, as well as Dream Bazaar, seven princess, Huang Taigi and so on. Shanghai has a relatively famous electric business enterprise, called Hungry God, is actually a cool skin and meat folder Hi shop, but its operators will be the traditional Chinese food flow, standardization management and realize the electronic business, in the hungry God to realize the electronic business, the hungry God is gradually known by many people, perhaps the future one day, The brand is a fast-food brand like McDonald's and Ken's. From the success of these cases, we are not difficult to find that these brands are actually in the use of electric platform for the dissemination of value, in the sale of their products at the same time, through various modes of communication, so that their corporate brand rapid growth, and accumulated a large number of brand assets.

It should be understood here that the electricity quotient is not only a sales platform, but also a communication platform. Why did they succeed? Let's analyze the communication environment of the electric dealer, perhaps we can find some answers from it.

Data from the China e-Commerce Research Center shows that Gome, Suning, Beijing-East, Cat Mall and other electric platform gathered a large number of registered users, such as the day Cat shopping mall 400 million registered users, this magnitude equivalent to the United States and Japan's total population. As you know, the registered users of the electric dealer's website are more valuable than the registered users of other websites, because they not only leave the telephone, name, address also left the most private part of the "bank card number", they have paid enough trust to this electric platform, and the loyalty is very high. At the same time, the registered users of the Electronic business platform left their own consumption habits and consumer demand, enterprises can be based on these clues to the classification of the dissemination of the real accurate transmission. In addition, the user of the electric business website is active, it is the faithful executor of the Word-of-mouth, their behavior has left precious decision reference for the enterprise in fact. In short, these registered users of the electric business platform create a great opportunity for accurate matching of large data.

Electric business Platform is a platform for netizens to share, users in the Electronic business platform to understand the reputation of the product, but also more willing to share the product in the electric platform of the comments, this is mainly three reasons, one reason is that the user comments on the product and their own rights and interests, they are more willing to make their own evaluation to affect the purchase decision of others The second reason is the incentive mechanism of the electric quotient platform, they encourage users to comment, such as Beijing East reviews can earn points, points can be exchanged for the purchase value of the shopping voucher; third, enterprises and sellers in order to enhance their brand and product reputation, will also be in various ways to encourage consumers to give praise. We have also done a survey to verify this phenomenon, Samsung S4 listed in the Jingdong Mall on the product of the total number of comments up to 23,501 times, in the days of the Cat mall is up to 31,981 times. Therefore, it is not difficult to draw a conclusion users are more willing to share word-of-mouth on the platform, enterprises also value the user's comments, if further excavation, it will be found that real users will have a lot of hardcore fans, these hardcore fans of the product understanding is amazing, if their comments are sorted, and amplification in fact more have the communication power, because they are standing in the consumer's perspective in the spread of brand and product positive reputation.

In addition to some of the points mentioned above, advertisers and marketing agents can also use the electric business platform to organize a variety of activities, such as product starter, buy pre-sale, free trial, and so on, you can also set up brand area, the common way of sales and corporate brand and product information integration, so as to realize the dissemination value of the electricity quotient. From the above said all can be seen, at present many electric business platform has been in the people-oriented in-depth excavation. For example, some companies will invite Taobao talent to do buyer show, show long hair waist photos, publicity its brand, praise its reputation; again, for example, Jingdong customers will be diligent reply to the comments of netizens, and occasionally sell a Meng, shocked all the small partners, such as selling routers of the alien customer service, Sales of the camera's literary and artistic customer service by the vast number of netizens, in entertainment and ridicule at the same time also maximize the dissemination of product-related information.

Of course, the above mentioned are the electric business platform has a wide range of dissemination value, in fact, the enterprise's electrical business also encountered many difficulties. I have summed up, there are mainly three aspects. First, the understanding of the electric business one-sided, blind pursuit of sales targets, leaving a lot of sales figures, and not on the corporate brand and products to produce follow-up value. Second, the lack of integration capacity, and some enterprises operating the platform is a wave of people, marketing is another wave of people, which led to the electrical business platform and marketing gap, but also led to the media integration is insufficient, wasted a lot of communication opportunities. Third, the data analysis strategy is missing, many of our enterprises faced with complex and diverse mass of electricity data can not, and no energy, in fact, this wasted a lot of valuable resources.

Facing the opportunity and predicament, Zhongguo put forward the three-dimensional strategy based on the communication of electric quotient. The communication strategy based on electric quotient platform is a three-dimensional strategy of positioning, integration and evaluation. orientation determines direction, integrates decision effect, evaluates insight value. Let's look at three things together.

Positioning is the guiding principle of action on the way of communication, content and platform selection after a clear goal. The goal of the communication is scientific decision-making process, based on the product attributes, audience characteristics and time cycle and other comprehensive factors. After the goal is clear, is to choose the right platform, the different platform gathers the different user, has the different service, chooses the most suitable product platform to make the dissemination effect better. Then the specific communication strategies, interactive forms and steps are established, which are the foundation for achieving the goals.

Integration is the rational deployment of all available resources to ensure that the goals are met. The dissemination of promotional activities through the use of the Electronic Business website must not be isolated, not only to make full use of the various media for the drainage of activities, but also to make full use of the data obtained by the Electronic Business website. For example, before the sale of the need to design a good interactive form of content, the use of social media and other resources to fully the whole campaign to let more people understand. In the sale of the user data will be fully mining, accurate analysis, through a reasonable strategy and channel integration to achieve precision marketing. After the sale stage, not only the use of CRM services for sales transformation, but also to the good word-of-mouth material for the whole network promotion. This will allow the dissemination of the maximum effect, in order to ensure that the sales target, but also make full use of all resources, so that the brand's transmission costs into brand equity.

The traditional evaluation is the clue, the target, the conversion rate and so on. We put forward the target is to extend the goal of sales, the use of Electronic business platform to achieve word-of-mouth accumulation and effect assessment, so as to achieve continuous transmission, optimization of transmission and effective communication methods. Zhongguo summed up the "three-force evaluation" criteria, that is, from the impact, mutual motivation, conversion of three aspects of the transmission effect of the impact of the evaluation, enterprises can according to their marketing objectives, from these three aspects of the formulation of specific evaluation indicators and corresponding weights. Influence can analyze the radiation crowd, track the change of brand value, understand the audience cognition; The mutual motivation can track the user's brand, analyze the propagation path, analyze the user's behavior habits for one time activities and propagate the contribution decision; The transformation is the assessment of the sales target; So, as you can see, The use of scientific assessment criteria can also provide experience for the next spread, or adjust the communication strategy at any time according to the situation.

In 2013, Zhongguo successfully operated Dongfeng Citroen Day Cat flagship store case, that is, the use of three-dimensional communication as a code of conduct cases, from the goal of the formulation to the platform of choice, and the period of communication strategy planning, to the integration of resources and use, and later monitoring and tracking, are under the guidance of three-dimensional communication system. At the same time, with a wealth of interactive methods, such as creating free trial activities to obtain a large number of experience users, through the award-winning question-and-answer form to encourage users to participate in evaluation and the formation of praise, but also using the official event of the New World Ka Focus on media attention, but also using the electric business Platform Day Cat Car festival to upgrade the conversion rate, and finally achieved a brilliant effect.

In Dongfeng Citroen's Day Cat flagship store project, not only successfully helped the brand in the electric business platform completes "sells the car" this difficult task, also simultaneously obtains the sales clue, guides the user to the shop, obtains the user cognition degree 30% the promotion, as well as more than 500 million times social crowd coverage. Obviously, this is a case based on the perfect combination of marketing and communication, and it also conveys the Enlightenment to the industry on how to excavate the value of the electric quotient.