Lanxiang suddenly burst red behind

The big national confrontation and the soil of the drop slag of the technical school ad to form a humorous gap, the tipping point, the excavator's spoof is Born, and finally let the Blue Xiang joke fire all over the Internet.

In fact, Lanxiang Technical school that typical of the township enterprises advertising itself without any communication power, however, Lanxiang always as one of the protagonist in the Chinese and American hacker attacks in the news, resulting in a large increase in exposure, the mystique is also more strong, the national confrontation and the Earth slag of the technical school advertising to form a humorous gap, the critical point, Excavator's spoof joke turned out, finally let the Blue Xiang joke fire all over the Internet.

But let Lanxiang headmaster not happy for a few days is, across the province, marital scandals, involving multiple identity cards, school management issues such as a series of negative information on the faces, the instant, Blue Xiang in the crisis of public opinion. This is the spread of the internet age, everyone, every social small molecule has 15 minutes of fame opportunity, a moment of tidal waves, after the cusp, found that the clothes may have been stripped out.

I believe that Lanxiang, the headmaster of his own red, naively think his "excavator which strong" advertising is how successful. He did not know that he was pushed forward by a broadcast drama in the internet age, so that he did not understand why those negative opinions suddenly ran out all at once.

The spread pattern of the internet era has completely changed, in the past, the media, radio and television in the era of the king, communication is a triangular model, the media at the top of the triangle, the source of information is generally media, from the media layout, radio, screen to the mass space transmission, and is one-way transmission After the advent of the Internet, the flow of information has changed completely, in particular, the emergence and popularization of social media, so that the entire communication model has undergone a fundamental change, spread into a three-dimensional network of communication patterns, everyone has become a media molecule, the media is only a large network of molecules, the flow of information theoretically speaking, Can be sent from any molecule and quickly to the whole network, provided that the information is sufficiently diffuse.

The change of communication pattern radically changes the transmission path, the traditional media is no longer at the top of the triangular model, but falls in the mesh stereo model, and becomes a large molecule in the stereoscopic communication network. In fact, due to the development of social media and the mature expansion of the network model, traditional media play a far less important role in the traditional media era. The flow of information is not initiated from these macromolecules at all, or even through these macromolecules, and can be completely network-wide. This is a fundamental theoretical model of the dramatic changes in the media landscape.

Enterprise two pole weight: guns and Pen

Corporate brand communication is an important basic skill for enterprises in the Internet age, especially for the enterprises facing the mass users, brand communication is one of the core competitiveness. If the lack of skill in this link, it will make the entire company's competitiveness is downwind. The Internet age, wine is also afraid of the alley deep, light has good products, there is no communication ability, the company will not be big.

Brand communication is divided into three dimensions, products, emotions, values, throughout today's big internet companies, are in this three-dimensional transmission has some unique places. Known as Invincible in the world's Alibaba public Relations team, in the brand communication is good at the feelings and values of the shaping and dissemination, good at speech Ma Yun is the spread of Ali values of the number one PR. Values are part of the ideology, the bigger the company, the more important the values, the same as both internal and external. The state is more so. This is also Ma Yun once proudly boast, Ali's PR-telescope can not find the opponent's emboldened. The company's brand communications department, in fact, can be regarded as the company's propaganda department, is one of the company's brain departments and the commander's right-hand. Mao Zedong often said that the gun and pen, at the company level can be understood to become products and brands, both hard, the company will be strong.

The three dimensions of brand communication are product spread, emotion spread and value dissemination. Product dissemination only around the product, basic products such as unique features, highlights, hardware speed, how fast interface, and then extend the trend of industry trends such as products, such as commonly used to buy, second kill, create a hot and hungry feeling, to create a product trend.

Emotional transmission is a higher-order spread dimension. Let users and products have emotional contact, users use products, with emotional input, means that the replacement of products will be more difficult, that is, the so-called threshold. For example, now commonly used vermicelli marketing, millet rice noodles, music as fans, as well as "I speak for myself" of the inspirational marketing, with a very rampant youth marketing. Fan marketing allows users to have a strong sense of participation and autonomy, so that the product has emotional elements, users consciously or even unconsciously for the product endorsement. Fan marketing is the strongest emotional spread, and has a strong word-of-mouth transmission effect, but need to invest more manpower and resources to operate and maintain, the company's philosophy and leadership of the participation of the people is also very important. The fan marketing usually joins in the inspirational marketing, the youth marketing, the popular event marketing and so on various marketing means, strengthens the emotion dissemination intensity.

The highest level of value dissemination of the brand, the success of the value of the dissemination of the brand spirit of enterprise ingrained in the user, and often can promote the enterprise to become industry leaders. The spread of values needs to be contagious and inflammatory, and Alimayun knows its way. Ma and Ali's values in the industry are often recited and cited, become Ali brand communication in the most bright spot.

The three dimensions of brand are not tied, but have a certain logical progressive relationship. The product is the foundation, the sentiment and the value is the mountainside and the mountain peak. Without good products, emotions and values become source. But only products, stay in the product dissemination level, brand identification will only stay at the product level, to become a favorite and respected brand, the spread of emotion and values are indispensable.

The way of communication channel

As you can see in the previous model diagram, the information channel is very accessible in the age of explosion. Theoretically, a message from any individual can reach any network node in a short time. This is what millet claims to do business from the media a fundamental basis. Indeed, today, enterprises through the construction of the media, can also be spread to do a full network coverage, if the enterprise know how to do. Since the concept of the media is also very vague, is not the enterprise to do a website, open a forum, built two micro-blog, micro-letter account can be said to do since the media?

Not at all, from the propagation model, any small node can reach any point of transmission network, but the information has a strong attenuation, and then the good content without the channel node information amplification and redistribution, it is easy to decay down. In the actual operation, now the spread, are required through a lot of large nodes, such as traditional media, stars, from the media at the same time to release information, and fully mobilize the bar point, that is, fans and individual communication initiative, synchronous exerting force, in order to be the ultimate transmission, fully consider the attenuation of information dissemination and decay cycle Larger nodes and bar points that need to be overwritten need more.

As enterprises, in the construction of media channels of communication, especially in the mass communication, need to consider the establishment of the propagation node matrix, that is, media (biased to traditional media), social media (micro-BO, micro-letter, etc.), from the media (some influential individuals, stars, well-known commentators, etc.), forums (including know, stick, know), These four types of media need to be interspersed and echoed each other. Strong brand communication enterprises, can find the shadow of the spread matrix, some companies longer than social media communication, some longer than traditional media transmission, and some relatively strong, formed the overall resultant force.

For how to disseminate information through the traditional media and the enterprise's own social media to carry out brand communication, it is not much to say, this is the basic skills. How to form a strong public opinion field in the media, forums and social media, it depends on whether the enterprise can find the following five types of people:

1, to find a number of seed users, the establishment of emotional contact, so that their natural voice for you, this group of users need to be active in all types of social media, micro-bo, micro-letter, forum, Bar, speak enthusiastically, can lead a group of people. Find this batch of seed users, it is not exaggerated to say, is the basis for product success, for start-ups, is the lifeblood of life and death. If your first batch of seed users can not stay, can not sustain, the vitality of the product imaginable. Find this group of users, but also need to maintain their hearts, so that they become iron powder. Iron powder, even if the product has a certain defect, they still treat you as first love, emotional threshold is the biggest threshold.

2, to find a few star users, the star here is not a single point of entertainment stars, there are many social public knowledge, or opinion leaders, let them love your products, nothing in your micro-bo, micro-letter paste products photos, show off the function of products, spread your ideas and values;

3, find a group of folk commentators, so that they can often on the internet for your voice, and have a certain ability to write and debate. There are a lot of media people, industry people in their spare time operating from the media, their comments can also often play a better role in disseminating.

4, to find a group of loyal journalist users, timely response to their product needs, so that journalists become your fans, reporters behind the media platform, the dissemination of a certain advantage, their information through the media this macromolecular transmission, the radiation surface larger, attenuation time is long, easy to form a larger range of proliferation;

5, find your employees love your products, which many enterprises often ignore, in fact, employees are the front-line product experience, is the most understanding of the business people, but also important to the dissemination of small molecules. Some employees in the outside, encounter a stranger can talk about some, met acquaintances, said, in fact, that someone's products better. If employees do not love the company's products, this product must not go far.

The technique of communication

The communication goal and the channel are clear, the technique is very important, especially in the internet age network transmission.

1, topic Marketing, this problem is very large, the way many ways to guide. In the Internet age, attention is scarce resources, who can grab the attention of users, the spread of success. The most effective way to attract attention is to talk. As soon as the television super TV comes out, it starts to fire on the traditional TV with the name of subversion, opens up the topic discussion of the traditional television, and also sets off the curse war with the traditional TV manufacturers, and successfully launches the Super TV. Of course, Super TV is a very good product, if there is no such basis, then more topics are in vain. Topic guidance needs more strong planning ability, this point many enterprises seem to have a lot of planning, but have no ability, good planning market few.

2, event marketing, social hot events, popular TV dramas, or hot jokes, the product implanted in social media, forum bar, from the media can be widely disseminated. Some network marketing companies specializing in the use of network easy to ferment the ugly tendency and nationalist sentiment planning to prepare marketing events, this marketing is often double-edged sword, the company, product information is spread out, but the brand often give people special low hurrying, in fact, the long-term spread of the brand and disadvantage.

3, star Marketing, it seems needless to say too much, but will not use much, silly use is a lot of. The most silly is that, the star with a product, the feature of the product features exultant to describe it again. How to find a star, to the star design the most fit words, the greatest degree of access to the user's resonance, the dissemination of the company's values, this is a high technical content of the work.

More successful, for example, every guest, please Han to do the endorsement, the design of the object and Han cold image is very good, "love the Network, Love Freedom, love late, Love night Big Row, love racing, also love 29 pieces of T-shirt, I am not a standard-bearer, not who endorsement, I am Han, I only represent myself. I'm like you, I'm a guest. "Aroused the emotional resonance of the mass group, which is the consumer group of every guest." Where the object of the network as the most popular network language, to the brand to give a great upgrade, the classic brand communication case.

4, executive marketing, such as CEO, this o that O, everyone represents the company's image, but also represents the quality of the image of the product. Executives often need to express their views on products, industries and corporate values, and attract the attention and dissemination of various media. Some executives are also willing to sacrifice themselves, directly into the entertainment circle, as an entertainment star to marketing. Executive marketing in the Internet industry is very wide, Ma Yun, Zhou, Lei are both expert, and the methods are not the same, executive marketing not only bring the company image and brand awareness of the promotion, but also to entrepreneurs to become the industry leader plus a lot.

5, the inspirational marketing, everyone loves cock silk reverse story, often read each scenery infinite entrepreneur how to from the bitter force cock silk, the head cantilever vertebra bone marrow, has struggled to the industry big guy, all let the masses of cock silk upsurge of heart. Internet company executives especially love the inspirational marketing, to their own bidding, a kind of industry leaders feel the satisfaction, over time, they think they are the industry leader. There are also some Internet entrepreneurs, every day in the media talk about entrepreneurship, methodology, talk about values, talk about the struggle history of silk, over time, not only output products, but also the output of their own values, soft power is formed. This marketing benchmark, or Alimayun.

6, ritual marketing, the word is the concept of music, called ritual sense. This marketing method comes from Apple, Apple's every press conference is done in the same way as a religious sermon, with Apple's unique sense of technology and ritual, and jobs has made apple a religious product, and the world's massive fruit-powder love of Apple products can be called a religious obsession. Jobs was also a god-sealed apple.

Ritual marketing, or the music and millet at home to do the most close to Apple. Jia Yue Pavilion and Lei are also Apple's fans, in their respective product launches, like jobs in the T-shirt jeans, and even the voice and action are to pay tribute to jobs, the ceremony and the Apple conference is very similar. In fact, ritual marketing is not only a very scientific and technical conference so simple, it needs to do a lot of suspense and hype, such as product spy photos, mystery big coffee trial, and even a big fight. Ritual religious marketing is generally expensive, not ordinary start-up companies can play, and only large companies have enough financial and material manpower to carry out such religious evangelism marketing.

Marketing Communications There is no obvious dividing line, often several mixed together, one or two of the hook can not hit the opponent, lasting long-lasting combination of boxing is powerful.