Internet thinking--marketing: Fan Word-of-mouth Big Data thinking

Internet thinking after a year of discussion, produced a lot of keywords. I expound the internet thinking from 5 angles of essence, product, business model, marketing and management respectively. This is the key word in the marketing field.

Fans

The traditional economy does not pay attention to the fans, the transaction is a direct process. Enterprises tell customers, their products have what function, customers pay to buy products, the process is direct, naked, lack of emotional factors. And in the age of the Internet, the way businesses and users connect is suddenly exploding, not only do companies tell users what their products and services can do, they also "fall in Love" with users in a variety of ways, trying to build emotional experiences between themselves and their users, rather than simply "trading" them from the start, so that users can "love "A product, not just the purchase of a" product ", so the user became a fan of the enterprise. Once the user becomes a fan, it will take a long time to follow the enterprise and purchase its subsequent products and services.

Community

In the traditional economy, there is only the dialogue between the enterprise and the customer, there is little dialogue between the client and the customer, in the internet age, the conversation between the user and the user becomes more frequent around a product. The community is the user dialogue space that the enterprise builds around its own products and services. The value of the business community is to "captive" the current users and potential users in a virtual space in order to harvest the users in the future when new products are introduced. Once the community is a great success, but it is very difficult, most companies want to do, but not a few to succeed. The two core elements of a successful community are: content and interaction. There are many specific practices, to millet community as an example, in the content, the administrator will be the same theme of the post to merge, encourage replies, control new posts, as much as possible to enhance the active degree of each post; Create interesting controversial topics. In the interactive, through various ways to participate in the members of the award, holding the same city offline activities, the user rating or ranking to meet their vanity and so on.

Social networking

People are social animals, in Maslow's hierarchy of needs, social interaction is the third level of sense of belonging, which is second only to the needs of survival and security. But for thousands of of years, human social networking has been small and often not very high, due to limited communication technology. For example, in ancient times, and the family of thousands of miles away to pass a letter, May Shilai will take several months. With the Internet, the range and frequency of human social interaction, suddenly blowout, and the scope of social expansion of the unlimited, social frequency increased. Theoretically, you can communicate with anyone in the world on a real-time basis. This shift explains why social applications (SNS) have been emerging in the last few 10 years. At the same time, social application is also a very fast update iteration of the field, basically each generation of products can only lead two or three years, blogs, Renren, micro-blog, micro-letter .... Although the micro-letter is now in the sun, but certainly not the ultimate social product, there must be the next generation of social products. In the renewal of social products, social networks have been set up and broken down: There are strangers, networks of acquaintances, work networks and life networks. For businesses, it's about using social tools, injecting social elements into their products, and helping with marketing. Also pay attention to the next generation of social tools, when the next generation of social tools appear, early entry to occupy the opportunity.

Reputation

Word-of-mouth has always been important in business history, but it has become more important in the Internet age because of the unlimited flow of information channels. In ancient times, Lao Li in the field bought a bottle of wine, back home found difficult to drink or fake wine, can only think of bad luck, because he has no information dissemination channel, run to the field to return a bottle of wine cost is too high, and the other side is not necessarily admit. If changed to now, the situation has changed, if the old Lee in Taobao bought fake wine, he can give the other side of the evaluation, can be returned, can be in various forums to complain. The Internet is the information dissemination channel that everyone can use, the user has the right to speak from now on. In the Internet age, if your product reputation is good enough, users will actively for you to spread, Word-of-mouth itself into a powerful marketing tool. This is why, in the internet age, the status of products suddenly greatly improved, many product managers have become CEO.

Big Data Thinking

In the era of industrial civilization, measuring the size of an enterprise may be the number of employees, fixed assets, production, revenue and so on, and in the internet age, all these indicators are not important, measuring the size of an enterprise into the number of users, and users in the Internet enterprise precipitation is the user data. For some internet companies-for example, electric business enterprises, the most core assets is not money but user data, because, for these internet companies, not only sales to the user data, product development, strategy, etc. also need to be based on user data analysis. Many Internet enterprises operating process, is becoming the accumulation of user data and mining user data process, and mining user data in the future will become all enterprises to learn the new core competencies.

Social Marketing

The internet age because of micro-letters, micro-blog and many other social tools widely used, everyone has become the media, everyone through a variety of ways, and other people to form a community, such as micro-letter friends, watercress interest groups, so that everyone has the ability to spread. Traditional enterprise marketing usually only depends on the marketing staff of the enterprise, but in the internet age, the company's marketing staff unlimited expansion, the CEO, every employee, and every user can become the sales staff, because each employee and each user has a communication network behind, they can become the product dissemination of the network center point, In particular, some of the charismatic CEOs, who have become the most effective propagandist in the media, such as Kai-Fu Lee of the Innovation Workshop.

Gwowth Hacking

This is a newly emerging vocabulary in the last two years, the basic meaning is to use technology as the leading marketing, access to the growth of users, more commonly said is to let hackers to do marketing. Substituting hacking a lot of means, such as A/B testing (design A, b. Two different styles of Web pages, and then randomly pushed to the user, statistics in two styles of user registration rate and conversion rate, and then decide which style to use); For example, social applications when users register, By reading the user's address book, to further explore new users, viral marketing and so on. It can be expected that, in the internet age, traditional reliance on tactics of leaflets, strange visits, telemarketing and so on will become increasingly ineffective; Similarly, reliance on network marketing is increasingly inefficient for Internet products. Relying on technical means of substituting hacking in internet products, will become more and more important, proficient in this technology substituting hacker will also become a scarce talent.