The hard truth of social marketing: Do you have your own relationship map?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

This week the Internet industry has three things very hot, one is the price of millet released only 799 yuan of red rice mobile phone; the second is Taobao and Sina Micro-Bo made a marriage after the first step, the third is the Ali department to ban Micro-letter.

About the red Rice mobile phone, we are most concerned about the "how to make money" problem, the answer to this question is "E-commerce + social Marketing + Internet supply chain management."

Social marketing is through micro-blog, QQ space, micro-letter and other media, rather than through the traditional media, Baidu, Sina and other media.

Traditional media, portals, search engines solve the problem of information flow, that is, to tell users about products, manufacturers, channels, payment methods and other information, users through the information to complete the purchase. Search engine is the best information flow solution, the user through the search box, active, one-stop solution to the above problems.

Microblogging, QQ space, micro-letter, social network is different, in addition to information flow problems, can provide a clear user in different terminals, different applications, between users and users, between users and manufacturers "relationship map." Through this "relationship map", manufacturers can do three things: one is to market for users, the other is to provide services for users, and three is to carry out long-term tracking.

Through cloud computing, large data mining, the "relationship map" is not a fuzzy relationship, but a quantitative parameters, graphs, manufacturers can carry out various business decisions based on these parameters.

A newspaper (or a website, or search engine) is difficult to describe, track, manage the relationship between its readers, authors, advertisers, and Weibo, QQ space, micro-trust, and social networks provide this possibility.

For example, the millet mobile phone, it has dozens of micro-blog accounts, more than 10 micro-letter public accounts and the number of QQ Space home page, Renren homepage, operating team dozens of people. In addition, Millet also has a MIUI forum. Their task first is to serve the marketing, followed by consumer behavior, comb the relationship between consumers, and again to collect consumer demand, guide product development, estimate product sales.

The above socialized marketing service can achieve at least two purposes, one is for millet electric business Platform diversion, the second is through consumer demand, capacity forecast Guide Supply chain, realize internet supply side management.

As computing terminals prosper, the boundaries between PC Internet, mobile internet, and home internet will disappear. The future Internet has at least two features, one is the multi terminal Internet, and the other is human-centered. And now the PC Internet, mobile Internet, home Internet is a single terminal internet, equipment-centric.

At that time, the "entrance" mentality will lapse. Whether through a single device, or an application, or an application platform can not really understand the consumer, accurate portrait of the user, and can not draw a variety of "relationship map." Social marketing is people-centric, regardless of the application you use, through which terminals into the Internet, manufacturers are concerned about your behavior and relationships throughout the Internet.

How to achieve all this? Account opening is a kind of, but this is only the simplest one. More implementation methods are based on cloud computing to gain user behavior and to excavate relationships through large data.

Millet's socialization marketing aims to create a "people-centered" relationship map.

Taobao and Weibo account to get through, but also to break the application between the terminal boundary. Account access is the first step, the next step is the data exchange between the two sides, using cloud computing, large data mining depicts the "people-centered" map.

Ali blocked micro-letter also related to this, if their own relationship map, or a significant part of the relationship map from another giant Tencent, Alibaba's security?

Internet media after nearly 20 years of development has been three stages, one is the portal era, the second is the search engine era, the third is the age of social media. Every jump to the media industry to understand the structure and restructuring, but also to the marketing of understanding and restructuring, and then, is the entire business logic deconstruction and reconstruction.

It all happened so fast that it challenged players ' resilience. The most important question now is whether or not you have a "relationship map" of your own.