Personalized consumption is docking with social media marketing

July 21 afternoon, participated in the Alibaba Group Research Center held the "How to meet the mass of personalized consumption times" seminar, attending the meeting are from the network business enterprises, Internet consulting organizations and the media professionals, including Analysys International, "China Business newspaper", "IT manager of the world", "Internet Weekly", CNNIC, IDC, Eric Consulting, a total of more than 10 people. I also share some ideas. Just now I have made a statement to illustrate my point.

Personalized consumption era is coming, this kind of consumption performance for product diversification, peculiar, non-standard, with a unified advertising recommendation model has lagged behind. Many of the crown owners Taobao, the situation, timely introduction of social media marketing model, began to obtain some experience. I introduced 2 cases:

The first case is "collectors", it is a Taobao 2 crown shop, specialized retail purple pot, is a high price products, and collectors of their own, but the shopkeeper has accumulated 30,000 customers. His marketing approach: one is to use the blog to record the sales process of interesting stories, stimulate the customer's collection and purchase interest; second, the use of micro-Bo to pay attention to the topic of purple pot, on the micro-blog to adhere to the interaction, to tell consumers to collect pots and play pot knowledge; Three is to build their own brand, in his pot has two brands, One is the name of the producer of the Purple teapot, and the other is the brand of "the Collectors". In this case, niche products in particular need social media marketing, on Weibo easy to find the same enthusiasts, marketing costs are very low, but not so easy to operate. In terms of interaction, small businesses do more carefully than big companies, but small businesses need systematic training before they can use social marketing.

The second case is "membrane law family", but also Taobao shop, 5 crown, specifically to do mask products, although only 35 kinds of products, but has completed 200,000 business, not a bad comment. Their social media marketing approach is: After the new products come out, find old customers try and improve, pay great attention to customer experience, customer service pursuit of 100% praise, pay attention to each customer feedback, the more to their own bad comments customers more to communicate; After the microblog, the company sent 7 employees to form a microblog team, Each day at least 5 to return to the beauty of skin care sharing, explore those who like the mask of users, forming a community.

Personally, I think: personalized consumption with customers dispersed, demand performance dispersed, information dispersed characteristics, but the Internet Blog feature features, Community Professional forum functions, dialogue group functions, micro-Blog search function, all to find such a decentralized information created conditions. Interactive tools in social media marketing further enhance the ability to capture and build customers from potential customers to accurate customers, from precision customers to loyal customers. Taobao has corporate culture and customer awareness of the shopkeeper, the first awareness, and put forward fine mode of operation, so that they first taste the social media marketing to adapt to personalized consumption of the success of the sweetness. (Wen/fingers soft sand)

Pleasant dialogue is the personality of Enterprise Weibo

A family of membrane law: small enterprises have a big microblog

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