From the media transformation "sell sweet potato" fan logic

Bang uncle, network Reds, 92 American boys, self-deprecating "seven or eight line artists can not do to become a net red", but there are a group of female fans. From the university began to "rely on the face" in Renren, Weibo and other social circles, he has a unique insight into social psychology, psychological psychology.

To die, to be a leader of opinion, to withstand being sprayed, to be interesting, to "the emotional capital of value-added users" ... He has his own network of red literacy. From the initial face to the hand, and then to the take-away O2O, Uncle Bang to complete a from the media to the restaurant entrepreneur turned, in the face of the business world, how he pleases investors?

A few days ago, Uncle Boom made a speech at the Mad Man's Salon of the power network of billion, telling his own circle powder logic and business logic. The following is the full text of his speech:

From the media transformation "sell sweet potato" fan logic

Just now Wu always speak a special cock, because he has a concept of community, why do you think he can do a parent-child tour to do? Because he uses the personal emotional connection, the mother is doing this thing, can soothe this family, this is the community people connect with the person to do very good one thing.

What I'm talking about today is about the community, like me, a start-up from the media, a whole new dimension, all from the individual. I do it from the media, because with so many fans, just think of the community, make it into the economy, want to start a business. I think Internet entrepreneurship is the coolest.

I've done a lot of things before, also opened a shop to sell clothes, of course, I have fans, I opened the shop when there are a hundred thousand of of fans, then I will open shop than ordinary people sell clothes sell well, I also reselling the Korean mask, is the micro-business, certainly more than the average person to sell well. When I expand the scale, into another stage, such as Taobao, to follow the "through Train" or something, look at that I am very disgusting, do not want to do.

Micro-business is also, let me build a group, and then interact in it I do not feel interesting. The reason I don't do it is because it's low. Wu Zong (refers to the former speaker, the Big V Shop founder Wu Fanghua) is also a micro-business, but I feel very good, because it uses the meaning of the community, so can forgive him for the moment.

I think now the significance of the electric business is kidnapped, can only do Taobao, on top of selling goods, this is not! E-commerce covers all the things we do, no matter what the consumer-to-consumer. Because the PPT hasn't been debugged yet, I've been talking nonsense.

Well, what I want to talk about today is the concept of community and how to play the community.

The first is the tone and force. This is the common goal and platform of a community. For example, a person who is flesh and blood, a recognition of him, a different feeling from others, is a different type for a product, but it must be able to make a clear feeling. Your style should be particularly clear, whether you do from the media or to make a product, style must be clear, if you are no different from others, then do not do.

Force lattice that is, you have to create a kind of forced atmosphere, everyone to install, otherwise it is not, as I said above, must take out a little gas field.

I simply say to myself, Internet reds, look different from others, own a point of two yuan breath, such a bunch of people are particularly affected by 90, 95 after the welcome, my microblog has 1.04 million fans, I feel very good, because I just graduated from college, I did not study hard, I high school in 31, Test our Senior high School Chinese English two champion, is to find a learning method. Not a genius, not a pretending force, just want to relax myself. is very helpful to my learning ability, also explain why I am now entrepreneurial will be relatively smooth, my thinking is a very big development, the university when I feel that there is no need to go to class, (teacher) said all is wrong, are some very traditional, old things, some of the lifeless mode of thinking.

Are there any children under the table (aunts and uncles) as old as me? When I was in high school, I often played with some students who were inferior, because they would play, clubbing, but I would help them with English and Chinese. At the end of the college entrance examination, they are particularly high, thank me, they give me money I did not want.

In such an era, when you find your own tone and force, you will find that the Internet has now been the media deconstruction, everyone can be the media, everyone can send a lot of content, output your content, to represent your values, you can speak anywhere, Whenever you publish your opinion in micro-blogging or wherever you are, you are the media and you can transmit it to a lot of people who want to express themselves.

For example, when running micro-blog, you will learn to create topics, you need to send the content of people feel interactive, if you send a common eat a Sha County snack, who will care about you? You have to come up with something or a point of view. For example, I would give 90, after 95, some girls suggested that their pain point, their girlfriends, and then tell them how the sisters can not be torn, I said this kind of thing for them is very meaningful, this is my microblog on the content. Again such as product (refers to sweet potato) out, I immediately imitate a star, take product photos, with products. Weibo has been turned 30,000 times. Others will think you are imitating that star.

How to create a topic on Weibo, the first, sense (meaning, feeling) interlinked, the same tone of people, the style of people, product, if they understand, then he will be very interested in your portrait and brand image, at this time you made a partition of the crowd, has been a circle of powder to the screening process, Second, he'll want to know more about what you're exporting. Outside of sense, for example, I send something, some people will comment, but he may not be my fan, then he may have such a concept, will be curious, why you have so many fans, are talking about you. He will have learns of this psychological hint, will think you are a leader temperament. This is also a key to powder absorption. He may not understand your tone, but he will pay attention to you after seeing your attention.

For example, I send a photo of their own products, I will make their own mirror hair, we have a very good packaging design, I will also be on the social media platform, fans will say "Wow your packaging is so beautiful, I really want to eat", and said "you this package I want to eat, but I can't eat" This is the positive sound. Some people say, "What rubbish you are, packaging concept, it is false hype." Remember that shaping and forcing are key to your lap and don't care about any positive or negative comment.

I think people are like this, when you accept the same positive and negative comments as much, you will be like a maglev train in a hurry forward, if you only accept the positive, less negative or only sprayed, it must not be. Just sprayed that means your product really sucks. Only positive comments more than negative comments, but only 10, it must not be. With the balance of positive and negative two comments, there will be more and more attention to your fans because the heat of discussion is getting higher.

Just talked about how to circle powder, how to create a tune, to create a force lattice to light other people's eyeballs, this is your first step, the first step to attract users, should create their own tone and clear style and identification. When you circle a fan you need to control a lot of states, you have to have a leadership temperament, which is very relevant to the content of your output. The content you send every day, whether on the public platform or on Twitter, must represent your core values.

Sell sweet potato, I will find a pain point, lose weight slim body. But to find a more subversive concept. Because sweet potatoes are more sweet, I think it is related to weight loss. I will try to prove it, and find some nutritionists to endorse it. The 100 grams of sweet potatoes under the weight of calories is rice one-fourth. That is to say, sweet potatoes can be trampled on the concept of slimming, slimming words on behalf of my values, I want to motivate girls to thin, you eat my sweet potatoes can be thinner, on the one hand is more novel, is a topic, the second is that he does have this effect. There are indeed half a month lost 6 kg, the total than you eat those Thai Java weight loss pills well, eat kidney burst, which is representative of my values, spiritual core.

Then you create the tune, the continuous output content, representing your core values continue to output the right things, on the one hand your fans can be separated out, on the other hand can circle more fans, this through your values your incentive screening process, but also enhance the user stickiness process.

For example, the negative example on Weibo, Chenhe divorce, good man Zeng. In life to their own marketing time is also packaged into a good man's image, although he sometimes play cheap ah, but the whole image is healthy, and he and his wife's marriage as a point to attract fans, retain fans. As a result, he and Zhang Zixian in a disorderly, derailed divorce, then others will find him in the divorce before he and his wife this marriage to do his marketing materials. He must be dead now, and his popularity will surely plummet.

I turn to say that your tone and force can be changed sometimes, sometimes sell Meng sometimes sharp spit groove, sometimes the soul of chicken soup. I sometimes encourage girls to lose weight, say very warm words, but sometimes I would say, "so fat is not reduced, some people are dying of fat is you", that means. Your motivation is the same, but your language can be changed or improved, but your values are not afraid of the black powder, or powder to passers-by.

The first part is about the tone and force of the grid. As you maintain the good and steady output of values and content, you can continue to the circle of powder and sieve powder, you can screen the right person. This is to do the first step of the market segments, the first to distinguish the crowd, and then circle people, subdivision and circle of people in fact is at the same time.

Now the mobile internet era has given us the opportunity to find people who are like-minded in groups. This is the heart of the community, and whatever product you make, they're talking about you. They can't eat sweet potatoes all day and forget about you. They buy sweet potatoes and discuss your product for the purpose of being you. In other words, fans can be closely involved in your activities, equal to your brand portrait + clear social goals. The clear social purpose is like "the Micro Quotient Mother group", it can commission, is relies on the money to make the connection.

After you have this brand image + social purpose of the model out, fans can be closely involved. For example, my book, is micro-blog on several startups to find me, made a "Late Night", the book's Sologan is "let you in the dead of time back to the beginning of their own", in fact, I feel very disgusting. The book's pre-sale and the close involvement of the fans have a very strong connection, for this title I went to Hong Kong to take a group of films, the theme is the quiet night of the handsome, and then made postcards to the lottery as a benefit distribution to fans. As a result, they can get postcards by lottery, which is a social goal. The core figure is me, so the fans are closely involved. I send a "forward postcard", which can be forwarded tens of thousands of times on Weibo. My book in the pre-sale when the second place, Jingdong and Amazon are the top three, in fact, there is no substance in the book, anyway, is the power of the fans.

Next, we'll talk about offline activities. Offline activities to run three or four games, each to three hundred or four hundred people, and some not my fans, is a person, there are high school students. He may not be a fan of mine, may see my things, say that I feel interesting, buy my book, slowly pay attention to my microblog. It's a community connection, and people are a very good concept of a community.

My sweet potato to make the first beta, to some seed users, the beginning of a very small range, but later people pull. The people who pull over, he wants to eat, but can't eat. These people are not really my fans, they are all through the seed users and local fans I sent out. The point I want to express is the transfer of value chain, people with talent can bring value chain transfer. This is the meaning of the passers-by, the community economy to the leader as the core to expand the circle, it's more value in the value chain transmission.

You have to do this kind of connection, so that people can drive people, let people and people recommend each other. Because trust between people and people is very good to establish, recommendation and trust is the most important point to create a connection. To find the pain point of the population to establish a connection, this is two times spread, this is the recommendation and trust. This is the more and more important one. It is important to connect people, so the first group of people is particularly important. It is the key to organize users well. How do you organize users? There are some ways.

The organization user actually is starts from the cultivation ordinary powder. Let them be pleasing and let their feelings be satisfied. Let them feel the recognition, satisfied. I bought your things, I bought a bouquet of flowers, I feel as beautiful as this bouquet of flowers. Make him think he buys you something, he buys you a dick. How do you choose to organize your users? Like looking for a mother. He must be looking for the same character to talk about the mother, it is impossible to find the kind of mother who does not love children. He must be looking for a mother who is very much in love. He must be looking for a mother who wants a family very much and longs for a child. First of all to have the same character, the second is that he has to share desire. Maybe some personality is like this, he is not too fond of communication, and organization users must know the right people and have to share desire.

Regardless of the adjustment force or the rational action, all of which it is a psychological identity of consumption. Community economy It is actually a kind of psychological identity consumption. A group of people get together, identify with each other, and his emotional needs are met. As I said, he buys your stuff and feels comfortable. In fact, in the internet age, emotional demand is just needed. Because you can create a connection to your community through emotion. Fans can come out in the middle, whether it is psychological identity or interest stimulation, to believe that the ability of the fans to become present.

Apart from my local take-away sweet potato O2O this point, for fans and can not distribute the range, I can develop what kind of things? I can sell sweet potatoes. The sweet potato dry this year is very Newha, but I want to wrap it, I wrap it beautifully. I can get some of the lower cost of the sweet potato dry, but delicious. Or I can have resources to supply some sweet potatoes, I wrap it up beautifully and tell it a little story. But I sell it to fans. So I can sell on Weibo and sell a lot. Because I've had similar experience before, make a derivative like this, for example, I have 1 million fans, say less tens of thousands of people will buy. This ability to become a little bit from this very microscopic point of view, I can sell a tens of thousands of-pack, this money is not very good earned. So, I go to talk about financing I am not anxious, I am here, I advertising fee I also accept, and then I want to do some of this peripheral ah, money ah, is very easy. So, your fans go in, your value chain comes out, and your fans are in your personal, your content. Your product represents your tone, as long as your people are right, your brand is right, then your ability to become present is beyond doubt.

The industrial age produces specific functions, and the internet age produces interest and emotion.

Do you see the millet mobile phone, his function is what is particularly remarkable? Actually not, but he can compete with Huawei, I think he has this emotional attribute, will run fans. For example, the iphone, because his interface is comfortable and beautiful, and looks better than other phones. I use Samsung with a bad mood, look also uncomfortable, not enough flavor, so simple a truth. Another point is the aesthetic, the aesthetic must be better. How can you do it if you don't have a good packing? Ugly packaging can only be sold to cock silk. In case of cost control, the packing must be beautiful.

So in the Internet age both emotional experience and functional experience you win. A functional experience is a necessary natural attribute. Products you must be better. In the product good Foundation, must pay attention to the emotion and the esthetic sense, this thing does not pay attention to words, in now this play is not possible. In addition to the emotional attributes, and just said the aesthetic outside, is fun. "All industries are entertainment". That means you have to do everything very interesting, very interesting. Because you do interesting, it will attract people's attention, then there are fans, then talk about what mode to do. It should be fun to do first and attract attention.

For example, my own sweet potato, there is a slogan is "Sell to good-looking person", this is a very cheap words. At that time I sent the rule, only good-looking people can buy my sweet potatoes, the original reading volume was broken 100,000. Only after the attention of everyone will buy your product. My sentence is actually to create a despise chain, you ugly do not buy my sweet potatoes. My customers can only be good-looking people. But everyone thinks they look good. Who thinks they're ugly, right? Another is, I ran to Sichuan to dig sweet potatoes, where the sweet potatoes really delicious, I made myself into a peasant, took a peasant photo. This thing comes out and is very eye-catching, you will feel fun, then there is contrast. Through this thing to bring people into the attention. He's not very tuned, and you want to draw him over. This is the first step.

The second step is to tell the story. I can say my sweet potato is I miss the taste of sweet potatoes when I was a child. The story is everybody can make up at any time, because tells a story is most popular, do not feel is the boring thing. In fact, storytelling is an emotional time to use a very large demand. So say this thing from emotion to taste to aesthetic, you can do good marketing. Then we say your feelings are virtual, is a variable, then your ration is your product, your technology. I dare say that my sweet potatoes are very delicious, my baking technology is good, I have been repeatedly tested by myself, repeatedly tried to get. If it's not good, fans will scold you. So we say "texture", which is the feeling of product quality, experience, product quality is very important.

The most important thing is that feelings are imaginary, is a variable, but your constant is your product, your product must be better, I dare to say that my sweet potato special delicious, is my future how to test, how to bake, are I repeatedly tested out, or you will be Black Death, everyone will scold you.

So I said texture experience, fans of your product quality is a feeling, is the product experience, the product is very important. Even if you do a physical store, do a shelf to sell goods, products or better. Product is the first, the product is ready to talk about what feelings.

Community economic play is, in the premise of ensuring product experience, optimize the image and story inside, value-added users of emotional capital. The concept of emotional capital is the concept of the fan economy, your idol has done, in the community, to the fan community as a marketing tool, constantly value-added fans of the idol of love, increase the emotional capital of fans, playing community and product is a truth, is constantly stimulating users, increase content, increase the emotional capital of fans, This is more and more like you, this is a very simple truth.

In addition to doing a good job, pay attention to those feelings, those aesthetic, those interesting, do the user spread, some people feel that my product is very good, do not spread, without any marketing means, I think that is completely wrong. Immersed in work, do not equal to do the product is behind closed doors, immersed in doing things on behalf of a person's attitude, behind closed doors is a person simply disregard and other feelings, since that a product by a lot of user needs, in fact, it is easy to start a business failure.

I have a business failure more than 10 times friend, is very miserable, always so behind closed doors, always speak from the words. There are many blind spots in the eye, has been ignoring a lot of emotional needs, always cut, always make a lot of tepid products.

When you build your brand, your product, and your community, you have a lot of profitable ways to explore by creating a closed loop with links to people. As just said, maybe just find a point, but you can do a lot of things and have more angles.

When you have a fan circle, in this closed loop, there are a lot of ways to make a profit here. You can price a fan's products particularly low, like the Huang Taigi of the pancake is not too expensive, more reasonable, like millet mobile phones, pricing particularly low, with two strikes ability, is the positioning attack, itself you do is the user, do is a fan. Customized to meet the needs of the market spirit of products, just what I said to meet the needs of the spirit of the market.

The last is small do not big, many enterprises say is to transition, do not know how to do, there are people who want to start a business, I think is to do a charismatic individual, do not want to come forward.

I had a friend before, she did is bread, really did not mean, because the bread too much, bread a lot of bad, she asked me what to do. I mean, you can always wrap yourself up, you can do your own point, itself she can use a parent-child shop, itself she is a mother, every day to prepare breakfast for children. I said you can do this kind of content marketing, just say you are a caring mother, through the preparation of breakfast for the children, planning a number of different for children to eat a variety of breakfast, to maintain their own mother circle, you can make them as your fans, in such a circle to buy bread, so out!

You have to have a flesh-and-blood character, a vivid, distinctive feature, to pick your features, around the resources, seize the characteristics of people around you, in such a society, you have to do personal differentiated products, do not like other people's products, your attitude and opinion is your productivity, attitude and opinion is the charm of personality, is the tone, is the force. This is meaningful for your product.

Now this society is the age of personality, is a small era, is a "I" era, we do not need to change any of our characteristics, just want to enlarge their excellent characteristics, so that all the resources to you, your short board and the lack of others to supplement, I can find in the traditional industry particularly experienced people to help me.

So, in this era, you just have to do a good job of your personality center, a lot of resources will be closer to you, this is also very wonderful things, if you have excellent characteristics, it is necessary to constantly enlarge. For me, that's what it is.

User's question: Hello, I am a do from the media, because I am a teacher, I hope to take you say this entertainment to school, bring to every child, and I am also a mother, when I think to be a media person, want to make all things public, I am a little afraid. I want to make sure that all my things (especially I as a teacher) can not be out of bounds, can not have a special deviant place, because I do not know when my image will be the public way to send out, you as a public figure, how do you deal with it?

Uncle Bang: Well, for example, you want to criticize a student for doing a bad job, take him out scold, spray him, you as a spray role, it will be very interesting, but if you feel so afraid to be people back to say you, then you do not step on some moral bottom line, you just do some flesh kung fu, you just make the language a little more fancy , make it interesting. I just like this example, because you as a teacher to teach students, students do not good words, you must spray, like spray some things to spray a student, this is very interesting. But must be playful, others will not say you, said you do not behave ah these, is not. Because now is a full name entertainment era, people like to see this, very understandable. Of course, you can also take the warmth of the route, but the warmth of the route is not too much meaning, many people passed, not much meaning. You can only do spicy teacher.

User questions: Hello, you have just shared a lot as the Internet reds such ...

Uncle Boom: I'm an entrepreneur now (laughs)

User questions: OK, your fans from less to more, the quality of the overflight is what?

Uncle Boom: There's a process. I started out as a self-portrait in social media, very superficial, because of subculture's influence, they become Yan control, so they like to be online self-portraits, I started to send some photos on Renren, all kinds of self-portraits. Now it seems to be very scary, at that time because by various social media to hold why "school Grass" "Ten school Grass" Ah these, my first batch of fans are like this. Later, when the fans to tens of thousands of to 100,000 of the time will not move, you continue to content, start exposing photos, exposure video. You're going to keep outputting content, like I am now.

User questions: Do you have a team or are you a friend of your continuous output?

Uncle Boom: It was me at first, now there may be some more cock, started all their own, every day with their own mobile phone to shoot Non-stop, I took the film is disgusting, p's eyes are blind, is to this hair, not hair who cares about you ah, no one cock you. The continuous output conforms to your values of the content, I send photos, send a variety of photos, found that the photos can not retain people, I began to send a variety of jokes. I began to make friends with that kind of jokes, send some words, send some motivational language, they will think you not only good-looking, you will write things ha, so, has been to diffuse your personal characteristics, is this. It must be when you dig your own personal qualities into infinity, your content becomes more and more abundant, and after you become more and more flesh and blood, your fans will become more and more. In the process, you can improve your tone and force, of course, you can also subvert. For example, I now want to play a farmer, it will be interesting, and attract a bunch of people, you play.

User questions: You now say this personality, is a lot of young people like to create the personality of the whole, or simple is yourself?

Uncle Bang: It's a way of comparing your personality, there are a lot of variables in the middle. I think I am not myself now, think I output something is a deviation from my favorite things, these are a mixture. But there must be a very clear point, like my point is: I created a community for myself, is a male friend of the community, to give girls some straight hit the heart of things. Recommendation and Trust are the key to connecting people, and when your content is done thoroughly, your things are very interesting and they will like you.

Question: Your users have been very accurate, positioning is also accurate. But I have a problem, the first time you choose a product, all into the sweet potato, pull down the tone, how to improve back?

Uncle Bang: Reduce the dimension attack, Rise dimension to install force. I will be very light in the beginning, quickly run the pattern, quickly stir hot, then take the money, then can do more deep things. I and Ma Jia Jia's pattern is the same, is subversive, for example from the male God to cock silk of a subversion, I if now to do a very heavy thing reasonable? Unreasonable.