Micro-Public CEO Wang Zhen: marketing to get through the mobile social chain is the key

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Lead: In the age of mobile internet, "small" may be a big opportunity. Through the analysis of large data on social networks, find all the target customers, find the most influential among them, and let him be our advocate.

Dictation | Micro-public CEO Wang Zhen Word finishing | Ying Xin

In the age of mobile internet, "small" may be a big opportunity.

The data show that modern people have to watch a cell phone every 6 minutes, which is like the average number of breaths per minute, the cell phone has become the sixth senses. This reminds us that we must focus our vision and exerting force point on the mobile phone. So, the single mobile internet is far from enough, more importantly, the rapid rise of social networks, the two collided with everyone in the world to connect the mobile phone, the opportunity is very big.

From the marketing point of view, the previous enterprise mainly for mass marketing, the portal era and television transmission way almost less. At that time you can say that the media is valuable. After that has Baidu, marketing into the focus of the times, reflecting the value of information, Baidu Precision marketing to do very much.

And now in a social network era, all the things on the Internet are beginning to return to reality, fully reflecting the value of people. Marketing has since entered the precise reach of the consumer of the micro-public era, no longer like the need to pass through intermediary media and channels.

This is what we refer to the people-oriented social network, which is the most important part of our real-world relationship to the Internet, all the relationships on the platform after the establishment of information into a kind of real communication, so that today's business to do a certain product of the real word of mouth can reach consumers through the relationship network

More than 10 years ago, traditional entrepreneurs have some portentous, think a small shop and screen, how can subvert our powerful factory, factory? The result is a great opportunity for outsiders to subvert the experts, and that opportunity will no longer exist. For today's entrepreneurs, be sure not to enter a completely unfamiliar field. Choose the direction you are immersed in for many years in an industry, or you are obsessed with a very persistent field. Like Millet mobile phone founder Lei, in the millet before the venture has been in the software, mobile Internet has accumulated rich experience in order to quickly win the software hardware and mobile internet to build a mobile trump card.

From the millet model you can also see that today the real revolution in this era is the transformation of the marketing model. When the media appeared, countless people cheered, our time has come! I think everyone can spread the news all over the world, in fact, when everyone is the media, not everyone has the function of the media, on the contrary is the original media also lost the original function, all the media are hung up.

In addition, today's creative also serious surplus, want to rely on the idea of winning has been very difficult, while online and offline marketing channels for our emerging brand opportunities have been very few.

So what kind of model is left to us today? The pyramid model of Millet. Through the analysis of big data on social networks, find all the target customers, then find the most influential people in it, and let him be our advocate. And then use the social network of the advocates to carry it through the whole process. For micro-media-led fans of the economic era, the excavation of fan representatives and the establishment of mutually beneficial relations, so that users actively participate in the product iteration, so that users and products have viscous, the relationship between consumers become communicators.

It's like viral marketing that many people have heard about. Its mathematical model is the epidemic model. The first step is to find all the susceptible people, find the most active people, let this people first infected with the virus, in the shortest possible time to infect the most people. But each layer of the virus has its own attenuation, so how can these initial infections become the same as the original one? It is crucial to have a cross infection and to expand the relationship network through real social activity offline.

This is why millet every time a new product is a viral marketing-like effect.

Today, the biggest opportunity for entrepreneurs is that we can cross Ali and Baidu's network access blockade, directly connected to all consumers. Let the brand through consumer mobile phone transmission is our only channel. In the past, we can play CCTV ads, or ask an opinion leader, ask an expert to promote the brand. And now the only channel is the social network, the most important transmission is through the word of mouth and friends, so how to get through the real social relationship is the top priority.