"Durex" micro-bo actual combat

How do you manage social networks when people are unpredictable?

Users have long been smart, they no longer believe in cramming the hype, more willing to believe the social Network (SNS) on the mouth, Twitter friends around the recommendation. How do you make better use of social networks? This article is @1968 in the national day period of 50 of the social network to give the thinking and experience to share. Jinpengyuan, a social networking practitioner, is behind the Durex of Weibo, the official micro-blog of Coca-Cola.

1, most, no, is most of the social networking platform is the enterprise from the media this perjury to be a swindle. As a result, they forget the foundation of the social network, and hurry to use the media, it became a carnival of self-deception. Whatever it is, throw it on social networks without examining whether consumers are really interested in their leaders ' visit to South Africa.

2, Apple, seabed fishing, shun Fung, these three companies is what I think is really successful in social networking. They did not deliberately build the so-called micro-blog matrix, not to instigate the campaign. Apple for those who spit on the iphone 5 did not go to the same as the director of the victory of the public prosecution, the seabed fishing people forget the taste itself and heartily eulogize their services, Shun Fung Courier's wages is a mystery, but the brand has long been popular.

3, customers always want to blockbuster in the social network, but not every brand or product can be this way. Submarine fishing from the car to send out to the scene to the picnic to fold thousands of paper cranes to deduct the meal, the first is the service of innovation, and then they do not sell melons. Social networking is a platform for people to say who you are, not flatter yourself, so when you want to blockbuster, think about where your innovations are.

4, the virus is one of the cutting edge of social network transmission, yes, this is another misunderstanding. Unless the real virus originates from innovation and is different from others, and can call consumers or benefit or Marvel or brand enough to have a topic, such as the IP5 listed need to do their own virus it? In addition, subversion, subversion of the day-to-day people's awareness of your brand, those who transmit positive energy of the so-called virus video is completely brush out!

5, since the decision to enter the social network, do not expect to be praised every day to be worshipped. The greatest of jobs has been abused. If your competitor hires the Navy on a daily basis, you send a message that forwards and starts creating your negative. Your little mistake is caught and it can be spread out in a flash. So no fiber of the nerves or away from here, not to put the so-called 0 negative in the first place.

6, we often push the question to the customer that this is not what we want to do, customers want. Excuse me, did we really reach a consensus with our clients before that? Any matter involving both parties, true success is the efforts of both sides, the same, failure is also the responsibility of both sides. So, before you start, negotiate with your party to see what we're going to get from the social network, not contract.

7, in the bottom line principle of the standard of arbitrary, is the basic principle of social network. Any successful content marketing, most of which is close to hot spots or interaction with opinion leaders, if you want to smooth and safe to kill I will not believe that it may be fire. Do not come up to ask this and brand relationship, should ask our brand has been exposed how much, homogenization of the market you want to compete for consumers and your distance.

8. You will pay hundreds of thousands of for the master's 80-page PPT, will you pay 1 million for 10,000 active fans? Don't believe in what it takes to get a fan or how much money, but what is the purpose of getting these fans? Even if the brand is very famous in reality, you may not be more than a Guo Meimei, Eliminate the consumer and your business distance is to need countless times of communication and time, time is not money?

9, don't often say I want to be the second who who, when you think so you lose. Because the social network brand is also good enterprise or product is a real person, you have seen two identical people? not to expect 1 months later you become a classic case, who dares to promise you he is a liar. Road horse horsepower, day long see heart. In fact, the first to enter the social network to learn is to endure loneliness.

10, the social network is also a mirror, do not be afraid of being criticized, I know more customers are actually afraid of being seen by the big leaders. It is precisely because you and consumers face-to-face one-on-one communication, there will be a real sound. So see yourself as the key, if the criticism is from your loyal fans more real, this is one of the purposes of your fans. You can also see what your competitors are doing.

Since all know SNS is a good place to build Word-of-mouth, then how to make good use of?

11. What's the secret of this industry? No, sincere invincible, tiandaochouqin these 8 words enough. Every day before the network can do this industry is nonsense, no life how you and your consumer communication. I can talk about Guo from Oracle, I can also speak about Li Dai from Schrodinger, and I don't have any experience in writing 20 tweets back to 800 every day.

12, close your eyes to think of the success of traditional advertising cases can have a few? Traditional PR success stories can have a few? Various awards mostly entertain themselves. Social networking because it is timely reflection and a little hard to see the true and false platform, if each customer wants to become a case, then this platform must have been to eat Viagra! So more time to recognize the case is the need for thick thin hair, and the right and wrong!

13. If you can't change, don't obey. Obedience will cause you to lose more, but change is a prerequisite, or that sentence is not what you think is right, if you can not and your collaborators stand on a starting line to think you endure the bottom line is what. It's not hard to be a good businessman, it's hard to be a good social network disseminator, don't change your mind for boring jobs.

14. Social networking is more like a game of adventurers. Not at the edge of the dance is very difficult to do, the same will call each other a loss of patience. Do not cross over the bottom line, multi-means innovation is not only an IQ problem, but also experience problems. Media account celebrity account can use the topic of political gossip quickly superior, for the enterprise account must be patient to wait until the right opportunity, this time if 1 years we have to worry more.

15, regarding the consideration, does need, does not consider the party a nature cannot complete the appraisal. But what to do without a fair third party? At least I think the number of fans and the average interaction number is not the only two digital standard. or back to the original point, the enterprise into the social network of the first stage of what the purpose of the operation of 1-2 months after the implementation of a number of goals is reasonable, no practice to pat the head to write numbers is self-deception.

16, is the social network platform exists false, the false phenomenon from everybody uses the Internet to do the dissemination time to have already appeared. Cheating is so simple and low cost, how can you get used to it? If you gain hundreds of thousands of of your fans, you will have more than 100 interactions a day, and finally you'll find that this is a dead loop. You most want to get the real consumer communication because of the false and disappear.

17, Buddha said not to say a wrong. As for content, we all know that content marketing is right, but how do you write content that is absolutely correct? No, unless you say the sun is new every day. Otherwise, each content is full of suspicion, and then this content Walk audit channel, one person view, finally be modified beyond recognition, it may also have character?

18, I just want to say again I do not like English, kill time and save time, actually understand the consumer to enter the social network or to enter the Internet for the two purposes you should know how to operate. On weekdays with some hot and even boring topics to increase the viscosity of consumers, and then use interesting topics to guide your sales to tell consumers your purpose, all the prerequisite is that you must be knowledgeable and not boring.

19, if really for fans and forwarding and struggle, very simple money enough. Can and platform cooperation, can buy large forwarding, can buy opinion leader, you can send a prize transfer villa, but your consumers get back and you want the same, and your money is not endless it? And you need to return your investment. So want to understand what you want to do the most important, do not want to understand or wait and see do not rush into.

20, want to coax customers happy to complete the target value, too simple, to register 200 accounts, whenever the customer sent a micro-bo forwarding. Going to spend hundreds of bucks to buy tens of thousands of fans, OH. Is everyone happy? Of course, most people have not evolved to this level, the money is to the third party. How many enterprises so cheated, more than 90%, interesting, many people still enjoy!

21. Is there any use for social networking? I went to the Blue Harbor this afternoon and several companies were prompted to pay attention to their microblog, and I know that many businesses benefit from social networking. Does not demonize, does not pursue the digitization is this profession should make the benchmark, before the mature time those forum those master's no practice theory must not listen, does oneself most important. And you need to be clear about what you're doing.

22, transition packaging is the biggest natural enemy of social networks! Do you really believe that there are 10 million people in Angang's heroic model who listen to it? How many corporate microblogs can you focus on? Comparison is a natural enemy! Forget about the fans of your so-called competitors, you just have to compare who communicates more with the consumer. If you don't have a pragmatic heart number, you will always be challenging your bottom line.

23, there is no need to abuse and resist the KPI, if the attitude is only to resist unreasonable. But as a business, you have to be responsible for the client, right? I do not boycott KPIs, but I need to be average. Just like you're going to hit Texas. Can you guarantee that every time you win? I promise to help clients do 10 times the communication will be good at least. I am more committed to customer 20 posts will have a forwarding will be high, oh, maybe on average to 100 better.

24, in fact, this time all the foreign standards of the people should be sad, because in the social network this matter, we sincerely and the world at a level. The base of the foreign people is not so many, but countless experts began to use foreign examples. But I know that foreign cases to China can succeed very little. Knowing what your audience is thinking, does Obama campaign for your consumer care? They are more concerned about whether the holiday is coming to an end.

25. Does Wang Shi like to cheat? Does ren like to cheat? And they don't care about these little tricks on social networks. In fact, the purpose of the big cat is to test and see, Deng Xiaoping did not say to try. But the people who do things think I have to make a number, so ... In fact, it is more easy to tell us that the future, no long-term business is by false. So start with the truth!

26, 100,000 yuan You do a newspaper version of advertising you can guarantee how much effective communication, no one to guarantee that monitoring can only tell you how much to arrive. There is no way to guarantee the number of sales transformation. 100,000 yuan to the social network, 5 people a day to reply to 1000 and you related information, you can guarantee one months 150,000 times direct communication. Which is more accounting? So, in fact, most people do not want to understand the simplest thing.

27, the industry is very new, customers are not missing, so we are busy forgetting the basic education. Personnel is hindered, a mature practitioner should have: responsibility. Sensitivity. Driving force. Communication power. Sense of logic. Hard。 Learn to know. The most important thing is to know how to convert your personality into the common character of communication. Good hands may not be able to do Enterprise Micro-blog, star removed Halo like forward to zero.

28, less than three years or less of an industry, where there is no principle of what the law, all trying to sum up are liars. It is not subversive, a lot of principles and traditional promotion is no big difference, it is said that the pattern of change is bluffing. Technical background does not understand the consumer, public relations out of the adaptation, advertising career change to the network is not keen. It is important to kill a master to be a practitioner.

29, first into the social network of a group of enterprises, platform needs performance, began to grope, so some things you love me. Renren 400,000 fan account number, I tested two days to change a variety of topics, the interaction does not exceed two digits. What is the reason? Often hundreds of thousands of of the account is usually real active less than I this to malicious more than 10,000 zombie powder of personal account number, why?

30. Politics. Gossip。 Pornography。 Anger。 Bored. The magic weapon of active degree. The star eats a donkey meat to fire forwards tens of thousands of, the tuba transmits a dazzling rage thousands of. Ning Flirt to see the lively three streets. Change to the enterprise to try, political anger can not touch, pornography is too low-level, boring image, gossip is the prerogative of the media. So what is the way to increase the degree of activity?

Weibo let ordinary people get an unprecedented expression of opportunity, corporate PR is no longer the media on the "Yiyantang" 31, and I related, I can gain, I can talk. Most of the three reasons consumers go to interact with you. Not all brand Enterprise product services must enter the social network, you have to determine whether the consumer is here. There are words, said that consumers have the desire to interact, there is no words to say. Words must be connected to the atmosphere, some people taste, the interaction to reduce the patience to listen.

32, data mining analysis of a handful, there is no real technical barriers. However, the results of the subsequent study on the real brand building than in advance analysis. Your fan analysis is not to see their sex age area and the label is not 90, but to find their common life track, talk and listening habits, but also to monitor node key. Do not think that some success is only a blind cat killed a mouse.

33, consumers from the bottom of the heart is to hate to be marketed, they sometimes are the masses of the Times incredibly smart. You think about how much of your concern is friendship, politeness, interpersonal concerns? No trace of the marketing is the highest state, most enterprises microblogging forwarding good basically and products are not related. Do not say to do a prize-forwarding is not good, consumers still need to be rewarded, but to replace the form of new ideas.

34, the idea that everyone has, seen a lot of clouds in the fog to go to the proposal. I have seen some beautiful ppt. From a commercial point of view, I fully understand that, from the perspective of implementation effectiveness is really useless. The industry is trivial, and the number will have some effect. Some tips are completely uninteresting, but most people can't. Don't complain but you have a good solution before you complain.

35. The diversity of content leads to many problems of death cycle. Is your content tendentious obvious enough to attract a class of people and give up another class? Cannot guarantee the forwarding of content at the same number of levels, some content can lead to critical attacks. Any scratching of the itch may also be directly attacked by some virtuous kol. The most frightening thing is that interacting with you most often may not be your consumer.

36, tangled in why a talk about the direct sale of the issue of consumer interaction without a lot of customers, they jumped out to stand in an ordinary consumer perspective to think rather than in the war. You will find that some information is only meant to convey the message, not to ask for interaction. The same is true of the question of how good the forwarding is or how good the comment is. Numbers are really exciting, but there is no real effect to the dead.

37, do not attempt to create a term for a deep, so far marketing theory is to occupy the consumer's mind market competition. In social networks, poets, scientists and biologists have far fewer fans than sister Feng. The real estate tycoon does not play dumb and the star interaction also does not have any followers. As a brand to speak the most important words, as practitioners of their own practice is the key.

38, whether good sound or bad voice, better than no sound. A good voice is not that you make a vain attempt to create it entirely according to your thinking, and the bad voice may not really be the problem. Only paranoia can survive, and in other words, paranoia can be called a lot of crisis without solution. into a social situation, you are not a star and do not take the initiative and do not rush to pay the bill, the people around why to ignore you?

39, the correct cognition is very important. Instead of talking about social networking, start saying you read the new weekly. You look at the husk net. Look at Durex. You see... If it is me, I only see your brand and consumer communication hub is suitable for transmission in the social network, I also want to see what your consumers want to get from here, if this highlight brand can not meet or temporarily do not come in good, otherwise it is to add to their own plugging.

40. Is there any business that can tolerate the cost of spending millions of dollars and less than 10,000 fans a year? I think the answer is basically no. When we do not have standards, we can only use numbers to measure. And all the standards in China can be artificially falsified, to the final consideration becomes a pat on the head figure. My view on this issue is that there is no view, and I think that for a while it is still not.

41, try, fail, try again, may fail again. Who can guarantee a successful, but in most people's view we need to have a careful plan, need to have prior arrangements, need to have KPIs to tell us whether we succeed. I would rather do 10 kinds of programs for one purpose than to put the eggs in one basket. Many times we know that failure has to work hard to achieve indicators, how tired!

42. Speaking is the basic requirement of entering social networks. What is the words, the second force Basil's elaboration is very clear. 1, honest. 2, the logic is clear. 3, self-confidence. 4, have the desire of equal communication. 5, respect others. Honesty is not to brag, logic is clear is to know what you want to do, self-confidence is that you want to give everyone joy, equality is not pretending force, respect for others is to listen.

43. Before we talked about inspirational stories, we started talking about marketing miracles in social networks. A lot of people are puzzled by miracles, sometimes miracles happen to people who create miracles. You ask why it doesn't have a correct answer. So many people with a lot of fans who create tens of thousands of forwards. Do they know beforehand? The so-called miracle depends on the luck component in the social network.

44, a good social network promotion practitioners How to improve self-cultivation? 1, know where the hot spots are. 2, fully understand your customer service. 3, diligent interaction and keenly understand the consumer's G-spot. 4. Learn to think at least 2 hours a day. 5, the wall to see foreign websites. 6. Learn to read and match the characters. 7. Suppress anger and personality. 8, make friends more nonsense. 9, have to earn more money pursuit!

45, Bold point: integrated marketing Yes, there is no mistake. But social networking is not a platform for integrated marketing, but rather the forefront of consumer communication. Many campaigns now take social networking as a means of directing minisite and launching campaigns, and social networking is not the best platform. Gradually spread the social network and integrated marketing a little further apart, for integrated marketing to provide consumer observation.

46, forwarding is also art. Do not be afraid of forwarding, not the law, catch hot Doom dozen, flying, so that more in-depth effect. To find a large forwarding, must draw up good copy, most people do not have in-depth thinking, they will be forwarded to misunderstand, it seems that simple social network is actually a step by step alarming fine, including the trend of early inference comments!

47, the social network everyone can see in time, everyone can have a say in the content from their own cognition. The number you see is nothing more than a fan. Forward。 Comments。 And everyone is concerned about some good businesses. So all sorts of demands have gone beyond traditional advertising. But what is the truth? There are few people who really know. So the surface of the digital puzzle became the most need to understand the first thing.

48. There are a few points we might be able to illustrate when we question the social network's role in branding and products. 1. How many restaurants did you start to know on social networks? 2, do you have a social network to help you? 3. When you are dissatisfied with a brand and product social network is not the most convenient channel? 4. Are many brands that have previously started to decay because of social networking? There are also: the first business has never been so close to consumers today, at least a lot of managers are willing to personally and also see the last. The second is based on the real situation even if you only have 5,000 fans one months down the impact of the crowd is definitely more than a newspaper ads, the third consumer contact convenience although there will be negative but can call the enterprise as soon as possible to avoid becoming deaf.

49, all the above statements, all incorrect, that is Zhangxiaolong language. All of the above is from practice, each I can cite cases, most of which I can enumerate the cases that our team has executed. Most of this is about Weibo, but Weibo is not the whole of social networking. Watercress, micro-letter as well as everyone, post bar and so on in the future I will be long-winded elaboration, thank you for listening to my nonsense. Thank you.

50. Article 50th. This is my recent practice of the industry and their own some summary and thinking. Not entirely true, nor principled creed or truth. I expect more party A and practitioners to see that it is not easy to know the hardships of this industry and adhere to the principles. In fact, everyone who looks at these things knows the importance of social networks, we are just on the road, where there is success can be said, hang on to mean everything.