Millet thus created a new record of the domestic mobile phone brand social network pre-sale

Up to 800,000 people/sec. Earlier, about 15 million users have participated in the booking appointment, Millet created the domestic mobile phone brand social network pre-sale new records.

Millet first Choice last year QQ space, how much some unexpected, but the second cooperation is a overt, opponents sharpening preempt, but still failed to stop millet again detonated QQ space. In the first red meter in the last year, the number of QQ certification space vermicelli from 1 million to 10 million, after six months after the detonation, the QQ certification of Millet has nearly 27 million fans, but also the current enterprise QQ certification space in the largest fan community.

Half a year, two detonation, what is the secret of millet do not pass? Brother Chi tried to do some sorting.

First, from media channel to media product, enterprise socialization marketing and community operation to "heart".

"All industries are Media", "product is the medium", these two words in the fiery However, many enterprises began to enter the various fragmented social media channels, managers have to run from the media. That's a good thing, but many people mistakenly put the media as a simple distribution channel, but did not think "media must also be product"-cold type of advertising indoctrination, ego rhetoric is no longer effective, the media itself as a need to polish the product of patience, stimulate community participation is the key to get the word of mouth.

The cooperation between millet and QQ space is not simply to do pre-sale announcements, but to join the triggering factor of social interaction. Red Meter Note's starting set three links, that is, "preheat (guess price)-booking (sign-in, set z an)-snapped up", the three interlocking. Only set z an for example, users in the QQ space to release a said, to friends set 32 Z An, you can take three appointment opportunities. This kind of acquaintance circle marketing very "ground gas", ripple conduction effect is astonishing, finally have more than 100 million users to participate in point praise.

To do a good job of "media products" and there is no shortcut, the key is to see whether the enterprise operation "Heart", whether the product thinking, to attract users to participate actively. In the early days of the establishment of millet, Lei on Weibo has launched a "I am mobile control" activities, participating users can receive a copy of their own "cell Phone Chronicle", which contains a number of mobile phones, telephone number of the ocean and other information, which hit a lot of people in the heart of nostalgia complex, triggering a massive user initiative to share.

Second, the pursuit of flow transfer dividend, accurate matching target user groups, corporate social marketing and community management to "aim".

Millet last year in the QQ space sales myth, 90 seconds to sell 100,000 units, breaking a lot of people's eyeballs. Most people just see the results and do not realize that this is a community detonation that has been predicted in advance and precisely matched. QI Brother (micro-letter Liuqi-guancha) has been with Tencent executives to verify, QQ space and Tencent effect advertising platform wide-ranging from 5 aspects to assess the possibility of detonation:

One is based on the source of QQ album analysis of mobile phone brand activity, three consecutive years are basically Apple and Samsung led, until 2012, from the image of millet mobile phone to climb to the third level quickly, more active than other domestic mobile phone brands, the second is to find a large number of QQ users to discuss the topic of replacing the function machine, Hundreds of millions of users are on the eve of the change, the potential demand is strong; Three is a wide range of access to find users in the discussion of Millet mobile phones, brand recognition as "economic and practical iphone", once strengthened the understanding of middle-income users and three or four-line city users, will have a strong detonation force; Four is a wide point in micro-Bo and QQ space on a AB test, through small-scale launch test, found that Sina Weibo users have completed the smart machine, and QQ space users are in the edge of the change machine; five is millet dare to "price anchor" to activate the user purchase desire, At that time, the two sides agreed QQ space sales of millet mobile phone price, in the vicinity of the last day of activities, Millet gave 799 yuan screaming price.

At the same time, QQ space and wide-point access to 2 of cooperation in the target user group did a precise match. In addition to the first message to the rice noodles, the two sides will focus on the interest of millet potential users, the focus of the push, including the focus on it science and technology certification space enthusiasts, has been mentioned in the QQ zone of the group of Millet brands.

By the way why Millet will be 2 times to choose with QQ space cooperation, in addition to the Community's high degree of matching and high user activity, there is a millet on the flow of migration dividend has a keen sense of smell.

Specifically, the migration of user habits is bringing about a thriving social dividend. QQ space only to share the level for example, its monthly active users have reached 620 million, 2014 New Year's Day of the 24 hours, QQ space content published more than 1 billion times, on average 11,500 times per second. In addition, the most critical point is that companies will increasingly rely on word-of-mouth effects in social communication, and once you cannot exist in social Word-of-mouth, you cannot reach users effectively. To do this, companies are chasing social dividends, by sharing, signing in, and so on, to detonate the new way of community business.

However, to complete the constant detonation, in addition to the above mentioned precision matching capabilities, the ability to set up the scene has become critical.

For example, the new cooperation between millet and QQ space in the mobile society has two major innovations, one is sign in red envelopes, the second is information flow advertising (feeds ads). "Sign in red envelopes" is to encourage users to click on the QQ space app "Check-in" button, choose "Sign in a code slightly", issued a check-in, you can receive private messages from the QQ space, to obtain the Red Meter note reservation code, which is based on the mobile end of the user behavior of the scene to try; the so-called "information flow advertising ( Feeds advertising) "Mainly based on the analysis of user behavior and preferences, to recommend ads that may be of interest to users, into the social mobility of users in the context of the scene, making advertising useful information, not harassment. Feeds ads are standard on Facebook, and Millet is a brand that has experienced the model earlier in the country.

To sum up, in the "Mobile + social" new dividend era, the enterprise's social marketing and community management to "aim", layout can not be scattered without chapter, but to reach the precise touch and run a good target group.