Six psychological rules of social marketing

By using social media platforms, electric dealers can provide trusted, available, participatory social media tools to help them discover, select and share related products and help them deliver high-value online experiences. In the end, the brand will form a fixed image consistent with the brand expectation in the target user's heart.

Of course, social media can also help brand relocation and even "Bleach", "Sister Furong" is a good example. In addition, can also through the social media precision marketing, thus aimed at different target users to establish a unified and diverse brand image. For example, Procter and Gamble products from the low-end to high-end coverage of various groups, can use different products Weibo account, for different target consumers to promote.

The psychological basis of social marketing is simple enough to take advantage of people's need for interpersonal interaction in a virtual community. In the anonymous and fragmented network society, the social media based on the acquaintance system is an important platform for people to rebuild their trust, consumers tend to demand opinions and suggestions from acquaintances, so it is helpful to build brand by applying the six rules of social psychology.

Rule one: the principle of conformity. In order to avoid the uncertainty in shopping, people often refer to other people's shopping experience. When something sells well or dominates the market, people instinctively treat it as a correct and effective choice-a force that cannot be ignored.

Market application: ① a brand with the best-selling, market leader, fastest growing, etc. by virtue of the sales list. For example, using social media to publish a recent bestseller list allows buyers to browse the best-selling, most viewed, favorite, and most commented data, indicating which items are the wisest to buy. ② can share the consumer's lively buying experience on social platforms to gain the identity of other users. ③ through various means to encourage consumers in the social platform for the quality of products or services to the credibility of the evaluation, pay attention to avoid the bad reviews and as far as possible through the clever way to let consumers willing to promote the various advantages of the product. ④ the use of technical means, through the social referral system, to the similar consumer groups to explore and recommend the products they may prefer.

Rule two: The principle of influence people always have a natural tendency to believe in experts or authority, and their evaluation allows consumers to omit thinking time in their choice.

Market application: ① uses celebrities or pundits to recommend products in social media. ② launched a trial campaign for celebrities and encouraged them to release them in social media.

Rule three: Scarcity principle people often think that scarcity is of greater value out of fear of possible loss.

Market applications: ① Limited experience in social media, limited access, limited availability, limited availability, limited edition, etc. based on the scarcity of promotional activities. ② launched a promotional program for social media only.

Rule four: The principle of liking people are always more agreeable to people with the same hobbies, the so-called dog.

Market application: ① make full use of the shopper's social circle for product recommendations, such as microblogging groups and QQ groups.

② uses social media platforms to focus on, share, and disseminate information that some target consumers like, such as alcohol dealers who regularly publish news or popular science knowledge about drinking health. ③ often interacts with active fans to gain their goodwill, which makes it easier to establish a product's brand image.

Rule five: Consistency principle in the face of uncertainty, people tend to choose the product that is consistent with their perceptions and past behavior.

Market application: ① regular free trial, online free experience.

② is designed to promote brand-related games on social platforms. ③ pay attention to keep consumers all kinds of shopping information, and provide good service so that consumers form a path dependence and habits.

Rule six: The principle of reciprocity people will feel sorry for their benefits, such as when they feel obligated to buy a product after tasting it for free.

Market application: ① often in the festival and consumer interaction, giving free trial to consumers, product promotion magazine. ② often interacts with consumers to pla their tweets and solve the problems they ask. ③ can make use of social media platform to shape brand through psychosocial level.

The six kinds of socialization rules provide a good framework for the electric dealer directly. Instead of simply using tools, it is based on this framework, with appropriate tools and a broader marketing strategy that can inject new energy into the electricity business.

Source: Baidu Hundred