I believe we all feel deeply that our social ways have changed a lot.

I believe we all feel deeply that our social ways have changed a lot. Social tools are essential, social information is the primary source of information, so social information is valuable.

A lot of people told me that when the microblogging public platform was open, they did it by making friends and marketing the company. What is the reason? You will find a very simple truth, in fact, the public platform is like the past mass text messages or MMS, mass SMS can do to what extent, the public platform can do to what extent.

The only difference is that the previous message you are not likely to send to everyone, but the public platform of information will be a large number of forwarding, forming two of times spread, the core lies in the circle of friends. The circle of Friends is really a marketing tool, the public platform relies on, because it is private social networking, sharing mechanism and Weibo is very different.

Friends Circle and Taobao is also not the same, the latter has a very mature drainage way, but the circle of friends did not, you have to one to communicate. Also has the advantage, is the friend circle the attrition rate is very low, only 3% to 5%. A customer has bought a bird's nest in your place and may be your client within a year. This situation in Taobao is almost impossible, because users will keep the parity, very few people will be perennial in a Taobao shop to buy things. 2013 through the circle of friends to do marketing, the initial monthly sales of only 350,000 yuan, the end of this number is still stuck in 3.5 million, but April 2014 a large number of people's water has exceeded the million-dollar level.

The function of the circle of Friends is to show and share, the bright spot is that it is more private, not friends to see each other, this is to do the basis of marketing, no Taobao parity. So its redundant information is very few, everyone in the original, not like micro-bo as full screen are turning the same thing. You have to grab some opinion leaders and share them with the circle of friends, and you may need to pay for them, but it works.

I share with you a data, I once in the circle of friends have sent a picture of marriage, friends in the circle of more than 9,000 good friends, of which 1300 people point praise, that is, 15% of the active degree. This does not include after looking very angry not to point to praise. This data is great, if you have 10,000 users, it is good to achieve nearly 2000 activity. The key these people know you, this is the most terrible. You from Taobao drainage customers do not know where to come from, do not know, there is no intersection. The circle of Friends is different, you can use this to do a lot of things.

In the theory of communication, there is a concept called strong relationship, middle relation and weak relation. The so-called strong relationship is the relationship between people is very close, there is a strong emotional factors, such as your loved ones, small and deep feelings of the students, your biggest feature is the mastery of the information is convergent, strong relationship can provide you with resources. Weak relationship is not close to each other, not too much emotional maintenance, the overlap between the areas are relatively few. This relationship is more about information transmission.

In fact, to do marketing to pay attention to the relationship, you will find that most of the transactions ultimately are in the relationship. It is the middle state of strong relationship and weak relationship, there are some overlapping, such as friends, alumni, organization and so on. A stranger selling something may misgivings you, but if I have a good relationship with you, you will trust him based on my relationship.

In the past the logic of the Internet is flow and transformation, any business model, whether it is electricity, games or advertising, the first priority is to find traffic. But to the mobile end, logic from WAP into the app, do the client's companies are up, do the relationship of the company also up. Because the social change of people, the channel becomes more and more fragmented, the person itself becomes the important link of the information transmission.

This leads to a change in the process of communication: it is based on trust, emotion and emotion. The so-called emotion is, I sympathize with you, or I have feelings for you, to help you forward. Or, I am very angry to see the news, forward it. But the important thing is that the news is not necessarily true, and from the time of the microblog you will find that the facts are spread widely because they are in line with people's emotions rather than facts. At this point, the role of media or social tools is highlighted.

But that does not mean ignoring traditional media. A lot of the media say that my subscribers are 30,000, and the influence may be more than a magazine, so you put ads in my place like they do in magazines, and they're cheaper than magazines. In fact, he was wrong. The two may indeed have similarities in the spread, but the credibility of the media will be much worse. Although a lot of people are on the internet scold "news broadcast", but if your company can last "news broadcast", and is a positive report, it is estimated that you could not wait to put the TV framed up. Therefore, enterprises should not ignore the strong traditional media to give you endorsement.

In addition, I remind you may ignore the media, is Baidu Library and encyclopedia. Everybody thinks this thing is very unreliable, but in fact the effect is very obvious. I have a friend is to do honey, he found Baidu Bar, Baidu know that there is always someone to ask how beauty, how to acne, how to lose weight these problems. He went to the following reply, and then upload a lot of similar "beauty of the eight methods" and other raiders, attach their own web site. He relies on this method to do honey sales, 10 months to achieve a monthly profit of 600,000 yuan. And some people through the QQ space to write articles, a year can earn a 2 million or 3 million yuan.

Dictation | From media marketing experts, Entrepreneurial State columnist Zong Ning text finishing | Lingwenting