Talking about the social media marketing of mobile app

Social Media Marketing (Social Media marketing, referred to as SMM) is the use of social networks, microblogging, blogs, videos, forums, SNS and other Internet interactive platform media to carry out marketing work, public relations and customer service maintenance to open up a way, With the increasing number of mobile apps exploding, how to push your application to more users will be a huge challenge, but also a huge market and business opportunities. This article is not a case study and tutorial, just hope to be able to discuss the experience of mobile app in social media marketing from the basic level of social media marketing.

Social media patterns in China and opportunities for mobile internet

Chinese social media almost all can be found from abroad prototype, from YouTube to Youku, potatoes, from Twitter to Sina, Tencent Weibo, as well as a variety of consumer reviews, questions and answers encyclopedia, location Services, these media for ordinary users to provide a great interactive space.

(Photo via CIC)

China currently has about 840 million mobile subscribers, 302 million of mobile internet users, and the burgeoning and promising mobile web has become a coveted cake for companies. such as Sina Weibo, street, rice chat, and so on, or even happy, Youku also have launched their own mobile phone clients.

Mobile app and social media marketing

I remember reading an interesting joke on Weibo: take off your socks and smell it, it's called Diary. Take off the socks to ask a friend to come home to smell, that is called blog. Take off the socks hanging in front of the house to let passers-by smell, that is called Forum. Take off the socks hanging in the square please everyone smell, and then to smell other people's socks, it is called Weibo.

It's just a funny joke, but it's a good analogy, a good summary and an easy to understand. To extend the elements of social media marketing: the crowd (who smells this smelly sock?) Purpose (Why do I do this?) and strategy (how can you do that?) ), the media (at home, at home or in the square?) ）。

Compared with the hardware products, mobile app has no concrete form, and lacks the convenient and fast operation environment for PC Software, and the network environment is inferior to PC broadband. At the same time, users directly to experience mobile app cost is far higher than the PC products, which makes its marketing promotion conversion rate is far lower than the PC products, that is, from the desktop to the mobile end, or there are not across the ravine. However, pieceable the presence of such services can also significantly reduce the user's direct experience of mobile apps on the web side of the threshold.

Based on these, it is more difficult to sell "mobile app" on web-side social media than for product marketing based on PC Internet. So if mobile internet companies want to sell through social media and want to achieve marketing goals, they need to think more. However, ça, mobile app marketing Campaign, must follow its most basic principles.

One: Understand the user's behavior habits

The emergence of social network makes the information flat communication without obstacles, but also changes the user's behavior. Users no longer simply accept the direct marketing from the enterprise, but through the network of Self integration analysis of product content, assessment of affordability, and finally determine purchasing power.

(User purchase behavior change chart)

Combined with the illustration, the enterprise marketers want to influence the consumer's behavior through social media, which determines the next goal, crowd delineation, strategy and media input, follow-up evaluation and marketing summary.

Second: To sort out at least 5 features of the app product that make the user feel the most cool

Mobile app for mobile phone users to bring great changes in life and entertainment, not only to meet the user's basic needs of life, at the same time the psychological appeal is gradually being valued by many enterprises. But when the business owner invests in SMM, he often makes a contradictory question: he wants to praise his product all over the body and say it is complete; If so, you might as well go to the magazine to do better! Any event should have a light focus, SMM is no exception. SMM is not a panacea, not a master key, not a kaleidoscope.

Your background data should not deceive, to the analysis of your data to summarize user preferences and needs, do not speculate on the user's psychology and judge their needs. When you can come up with at least 5 user-tested product features, you have the "smelly sock" above, and the "smelly sock" that everyone else feels smells good. The next thing to do is to talk to people who have not been heard, this "smelly socks" good, where, everyone said.

Three: Talking to users like friends

As mentioned above, social media is a kind of dialogue, and any enterprise should clearly consider its product characteristics when it SMM. Think what kind of product characteristics is really in line with the user's life or psychological appeal, really arouse the user's resonance? Only when you talk to them about what they are interested in, want to know, and expect to have, will they talk to you.

You are a mobile phone office app software, your friends like skiing. If you want to sell your app to him, are you talking directly to him about your products can be mobile office, can send and receive mail, mobile phone video conferencing and other product features, or talk to him about how your app can make him ski, not only can be very beautiful to complete the work, but also to have fun?

If you choose the first kind, congratulations, you can be a telemarketing or insurance salesman. If you choose the second one, also congratulate you, you already know to grasp the demand and marketing.

Four: Open a dialogue in the right place

The above 3 points to determine what the other party's habits, I want to affect which habit link; Now is the question of where to talk.

Social media can be broken down into a lot of categories, and if you want to cover all of them, you don't know what you've got until the day you get tired. At present, the most commonly used mainly are: micro-blog, blogs, videos, forums, SNS. Each media has its own unique characteristics and charisma, the goals you expect to achieve and the people you want to influence determine what social media you choose.

At the table is not appropriate to talk about toilet related things, on the table is not suitable to say dinner things, in the KTV is not suitable to say work things. You have to find the right scene and the right time to do anything, such as:

Blog: Blogger is the opinion leader is a person, has a certain loyal fans. Like the village chief, the village chief talks about the villagers are quite convinced. Just believe that the words will have to see how the village chief said, the villagers choose to listen to the content.

Video: Network TV, with wonderful streaming media content to attract netizens attention. Like the stage of the drama, than reading books wonderful, can make you laugh to make you cry. Mostly look, I remember.

Forum: Public Square, and wangfujing pedestrian street, like many people but mostly do not know, rushes. Some passers-by said X's mobile phone app works, I believe. Because I don't know him, he needn't lie to me. Just now there are a lot of marketing companies pretending to be passers-by to the square, and some even organizing the Navy brothers, spread false information everywhere.

SNS: Colleague friend mostly, they say the credibility is higher. Because of the understanding, the RP value is higher than the other. Unless you want to harm the other.

Microblog: Chinese girl in dress, now slowly wearing the Tang costume. On micro Bo feel like shopping, have a sister Amoy companion (SNS relationship exists), can see the star (talent), everyone here also jiliguala the affairs of the family themselves (BBS).

Mobile app and traditional definable Internet are very different from product form, user habit, market environment and so on. Therefore, in the social media to carry out SMM, there must be many difficulties and uncertainties, but as long as clear objectives and adhere to it will reap a lot, but its benefit cycle is relatively long, brand, user habits and other subtle influence.

The current market lack of relevant success stories, and 99% SMM Company's actual combat experience is the traditional definable Internet products marketing, so don't let your noun fooled you.

Author: boscolu @ Sina Weibo, working in a mobile internet enterprise, is good at bbs/sns/video Marketing, the current focus on micro-blogging development and marketing research.

Source: http://www.mobile20.com.cn