On the way of socialized marketing of fresh electricity dealers from delicious 77

Wei Jiadong/Wen "digital marketing Campaign" author

Social marketing is no longer new, many companies have been playing in the process of socialization, such as Coca-Cola from nickname bottles to lyrics bottles through social media to embrace the consumer group. However, in the field of electrical business, we are seeing many kinds of price killing, from double one to 618, and then to 818, these electric companies create festivals, the social hot spot is always the electric dealer's "offensive" marketing occupy, is not that the electricity quotient can not be a little sentiment-type marketing?

Talk about feelings will let us think of hammer cell phone Luo, the recent old Royo war King freely news is many people concern, the old Luo's frank and the sentiment also many people appreciates, these appraisal far is above the product, the sentiment this thing can touch the human heart. Just as last year's inspirational spread of Orange, many people bought more than just oranges, but also a spirit.

Recently, East Elder brother paid attention to a fresh electric dealer named Delicious 77, attention to delicious 77 is due to the news that this is the first time since the Amazon entered China in 2004, fresh electricity business is the nearest to our lives a vertical electric business, it solves the most important needs of the people-"eat", This demand has also created its social marketing characteristics, is the need for user experience.

@ Delicious 77 The official microblog top of the picture is designed to be made with fruit "love! "And the fruit is also the main category of its website," Love "is also the spirit of its website delivery, delicious 77 to provide users with daily life needs of food, reflect its genuine, pure fresh, sincere, from some users of the sun can also be seen in this aspect of the efforts of enterprises, said they are ready to replace the new slogan" Innocent, Fresh sincerity ", this slogan wants to express the annotation is also to the user's commitment.

After being invested by Amazon, recently delicious 77 also launched a "micro-letter invite friends, pay attention to the delicious 77 win Award" activities, in its official microblog, micro-letter launched, its prizes are delicious 77 fruit package, Amazon Kindle, activities with the help of micro-trust friends to promote the strong relationship.

Participate in the activities of the user can be 17 Yuan special purchase car 1 kg, after the success of the shopping will return to the account of 17 Yuan coupons, to provide users with the next use, this is the activity said "0 yuan purchase", in general Electric dealers in the social marketing of most of the sales products set, which is understandable, but to set the ingenious, Avoid user aversion.

When I browsed this website, for its "77 recipes" channel is very interested, from the content set will be combined with the current hot dishes, cold drinks and other production to present, the following mainly equipped with a variety of materials used, of course, are delicious 77 on the sale of products, such a practice some electric dealers have already had, But 77 recipes do is still very attentively, this is also the social elements of the content of the electric quotient embodiment, each recipe has to share the button, easy to share to the social media to go, this is the electric quotient socialization important performance.

From the delicious 77, we refine the raw electricity business to do the key point of social marketing:

1, the brand from the media platform positioning and user fit: Regardless of micro-bo, micro-letter, its official account with the target user's tune, such as in the fresh field, than the low price to let users focus on the quality of the site and the user's communication will start from this aspect, enterprises from the media platform design, functions and other interactive experience to be considered from this point, The brand's goodwill will be higher;

2, the brand's own products and content design considering the long tail effect: Electric dealers are not blindly selling products, electric business platform to the community to learn, to add social attributes, which is why those mature electric dealers do a comment on the channel, the Community channel, the user bought the product left, the next time the arrival is also because of the attraction of promotional ads, The electrical business's customer relationship management is not good enough, for example, delicious 77 of the "77 recipes" is a good way, from the content of their products, integration in the content of social sharing button, the overall demand for the long tail of all kinds of traffic gathered together, this is what we do not have to consider the small skills;

3, pay attention to the infectivity of Word-of-mouth: This point is a lot of enterprises are concerned about, everyone wants to make a social virus spread, let their own enterprise a cannon and red, this is really can not ask for things, but pay attention to Word-of-mouth is much easier, when you have word-of-mouth mechanism, its emphasis on user experience, the right opportunity plus power source, Word-of-mouth detonation is also conceivable! such as delicious 77 to attract friends through the micro-letter activities, play is not complicated, if you can further plough optimization, the user's positive word-of-mouth to the strong relationship, so the positive promotion of a brand is beneficial, and even this kind of transmission from the micro-letter, micro-Bo end to the transmission line, When we had a good shopping experience on a site like delicious 77, we are willing to share in some parties to friends, fresh electricity business users to white-collar-oriented, but also a part of the housewife, this group of groups more closely, and will be through the line or other channels spread, the power can not be underestimated! Then, if a brand can attach importance to this, you can successfully manipulate the "contagious"!

Many years ago, with friends to discuss the popularity of electricity, will be to buy vegetables to buy fruit, will be completed through the electrical business, now to delicious 77 of such fresh electricity dealers are practicing our dream, fresh electricity business is not easy to do, to do not only need quality assurance, supply chain advantages, but also need users to continuously enlarge brand reputation, "fresh sincerity" the word is good, This is a delicious new good faith assurance, we are looking forward to!

Wei Jiadong/Wen ("Digital marketing Campaign" author, social marketing practitioner, Jinrui award judges, micro-credit public number: weijiadong2013 or search "Wei Jiadong", Welcome to Sohu News Client, today's headline client subscribe to "Wei Jiadong" from the media. )

Reproduced please signed, this article only represents a personal point of view for everyone to learn.