The internet always brings a lot of unexpected

The internet always brings a lot of unexpected, hot topic is a wave of peat another, this year, the most interesting is the "chopsticks brothers" film Propaganda song "Small Apple" MV, fire to let people if they have not heard the point of embarrassment, there is a "Shell employees undercover seabed Fishing Diary" article, in the Internet, Mobile phone micro-letter is crazy biography, the latter does not have a lot of entertainment elements like the former, what is the secret?

In fact, this undercover diary article is not the latest written, but an old text, two years ago has been spread on the internet, with the "seabed fishing undercover" and so on as the title, but not widely known.

In the industrial and commercial sector, which is dominated by reason, this old article is a particularly interesting thing to break out of the fire.

Involved in the catering industry two famous enterprises: Marquis, seabed fishing, sensitive "undercover" reality version of the plot, thoroughly detonated this article, "The West Shell employees undercover fishing million word diary" article.

Our point of course is not to talk about this article, but to look at what's behind it that inspires us.

Social marketing is about learning to tell stories.

"West Shell employees Undercover bottom fishing Word diary" This article, why before submerged in the information of the ocean, but now through the cell phone micro-letter fermentation, gradually hot, and finally the whole internet crazy pass it?

First from the point of view of the dissemination, the content of the article is the same, and did not make any editorial changes, but the title changes are relatively large.

"The seabed to get undercover" is like complaining, hair feeling, on the internet can see similar feelings too much, limited explosive power, and "the West Shell employees undercover fishing million word diary" is like telling stories, two of commercial competitors between the undercover dog blood story, and unexpectedly has "million word" diary, let a person produce a peep desire.

Nowadays, under the tide of the Internet, all enterprises and individuals want to use the power of social marketing. The traditional mode of marketing communication is driven by a certain subject, custom wants to disseminate information, and then communicated to the target audience, at the same time consumption of money with a variety of promotional means, and ultimately achieve the goal. and social marketing, may be guided by a certain subject, creating hot topics, but also may be the theme is very interesting, by the user active excavation, in short, the result is to be able to naturally become viral content, triggering the attention of everyone, so that users spontaneously spread, become a marketing force for everyone to participate.

When it comes to social marketing, many people subconsciously think that it is how to use Weibo, micro-letter, community, blog, video, games, encyclopedia and other tools for marketing, in fact, the core of your subject matter, and the most crucial thing is that you will not tell stories, a can let everyone want to share or participate in the debate story! Of course, the category of the story can be diverse, entertainment, fun, fun also line, emotion, philosophy also line, hot spots, events can also, inside, the secret is no problem.

From "speech" to the real version of the "Undercover" story, with the social marketing conditions and labels, triggering the user spontaneous transmission.

The protagonist of the story needs to be noticed.

In the end of the Brazilian football World Cup time, in addition to the star players, the domestic most prosperous is the CCTV host Liu Yixi, why? The netizens need some interesting things to adjust when they watch the football game. Liu Yixi is one of the host of live broadcast, young beautiful beauty host is the focus, and netizens found that she wear which team uniforms which team will lose, this is fun, live when everyone is concerned about the girl who wear the team to predict who wins and so on the lace, Netizens also affectionately call her "Squid Liu", plus CCTV's power, micro-blogging and her personal "tie", burst red.

Can be seen, social marketing has a story, but also to see who is the protagonist, is not the star is not important, important is a person to pay attention to the protagonist, bring the topic of the protagonist.

Back to the point, about to the bottom of the undercover can be more than an article, there is an online on the seabed Fishing undercover diary, the title is very attractive, called "seabed Fishing" undercover diary, why not red? The protagonist is one of the main influencing factors. The protagonist of this diary is pan, a 24-Year-old girl who is a postgraduate student at the Guanghua School of Management, Peking University.

That in the "West Shell employees undercover underwater fishing diary," the protagonist is not even the name does not know the little people? If you think carefully, you will find that the protagonist appears to be the staff of the West Bay, but it is not, but the Marquis employees represented by the Jia Guorong and his boss, or the protagonist is Marquis and the seabed fishing. People are concerned about why Marquis send their employees to the bottom of the sea undercover, and find out what secrets and so on, everyone will take this kind of thought to see this article, although these questions did not give the answer.

Contrast, the same article, in the "seabed fishing", the protagonist is a not what is worth seeing people, is a feel ashamed to tell others, to the last part of the article in the last show he came from Marquis, unlike the former so very straightforward to tell you, suddenly catch eye.

Let's take a look at the attention of the two protagonists.

First look at Marquis, West Naked face village recently but no two scenery, by the parties as "on the tip of China," the big winners of business opportunities, very much attention.

"China 2 on the tip of the tongue" after the premiere of the West Bay, announced the introduction of the second episode of "Telepathic" in the Heritage Hundred Years Manual hollow noodle production Technology, in the country 66 stores are now hanging now eat, and with Zhang signed a 6 million-dollar underwriting agreement and buy out the next 3 years Grandpa home production of all handmade hollow noodles. And in 2012, Marquis tasted sweetness, marquis borrow force "on the tip of the tongue of China", signed yellow old man yellow steamed, causing a sensation, let Marquis brand overnight leap Red, the national chain in two years from 38 stores rapidly expand to 66, 2013, the annual sales of the West Bay to 1.6 billion yuan.

On the contrary, after a period of hot holding of the seabed, caught in the integrity and food security troubles----by "undercover" brought trouble: 2011 reporter "Undercover" seabed fishing qingdao Shop, broke "meatballs and meat not weighing; the chopsticks fall to the ground will be picked up and continue to use , bone soup and beverages are all made by the system, not boiled "and so on. The bottom of the sea and the fire, but the negative. In addition, the seabed fishing is also exploded overseas expansion of the acclimatized, founder Zhang Yong forced to admit too subjective and anxious.

So, when you see the "West Shell employees Undercover Bottom fishing diary" Such a theme, two have a "story" of the protagonist, can not let everyone to pay attention and curiosity?

The story has the material to lift the "reading" heat

To detonate social marketing, subject matter, protagonist is important, but the story has material more important, this is the source power.

Everyone by the theme, the protagonist's attraction, after a look, inside but empty, who also to spontaneous transmission?

In the "West Shell employees undercover underwater Fishing diary", contains a lot of information, for everyone is a reference, and more interesting is that the forwarding of articles when we will be attached to some of their views, most of which they think is worth to the seabed to learn from the place, and even in the text of a paragraph for interpretation, Of course, there are also scold Marquis send staff to undercover such unethical practices.

Experience seabed fishing, from an employee's point of view, to see how the seabed works and what it feels. Marquis's "Staff" is still very level, from how the seabed to move staff began to cut, involved in the management of a number of aspects, the disclosure of the seabed fishing practices, so that everyone caused a lot of resonance, so that the reflection of their own enterprises do not in place.

Good things touch the desire to share with friends. And the characteristics of mobile phone micro-letter, so many people with the help of this article on their own circle of friends to show their own ideas, views, and then, the website and other media of course not to be outdone.

The "Secrets" and practices revealed in the diary, interested can go to a detailed look at the contents of the diary (another attached to the text, is the full version, many people are looking forward to the compact version), we call these dry goods, dry goods are indispensable, and can not produce resonance in the social marketing more important. What makes people resonate? We'll just pick a few interesting snippets for your reference:

What surprises me most is that after a long period of intense work, employees can still be happy, even with a smile on their face. Seabed fishing employees do well because of the intention to do, not tired, because of passion for work. The reason why the intention, the reason for passion, is because they were moved.

"Moving employees" should be the basic requirements for all managers. One manager moved 10 customers a day and moved 5 employees a day, because the five employees who were moved were definitely more than 10 customers.

The word "dividend" is definitely more attractive than "bonus". Because many units give ordinary employees bonuses, and only their bottom of the seabed to the ordinary employees dividends; the vast majority of companies only give shareholders dividends, and only their bottom to the average employee dividends.

The secret of seabed fishing is actually very simple, is that they provide the treatment can make many ordinary employees change the fate, and leadership really care about employees, and staff.

Around the nature of the business

Do not know is intentional or unintentional, "the West Shell employees Undercover fishing word diary" to the socialization of marketing-style, so that the seabed fishing to set up the restaurant model of the good image, not long ago because of "undercover" injury, but now because of "undercover" benefit, the world is difficult to material. And marquis, also harvested brand awareness of the benefits of expansion, if nothing out of the "seabed fishing and Marquis Undercover Battle", are free to both sides in the marketing of the fruits of joy.

A social marketing, we also have to see the essence of business, social marketing must revolve around the nature of the business. Seabed fishing is to do is hot pot, low threshold, the product is easy to homogenization, service innovation is the commanding heights of competition, "The Secret of success is to carry out the quality service to implement", from the bottom of the founder Zhang Yong's summary, we can not understand the business model of seabed fishing in the relatively small changes in product innovation, the "bottom of the fishing service" to implement, Let customer satisfaction, then behind is to let staff satisfaction. This formed the characteristics of the seabed fishing business management system, each new opening a branch, seabed fishing to the business Management model copy to the branch.

Marquis do is Northwest cuisine, dishes and cooks are the commanding heights of competition, "product innovation and Management innovation", this is the chairman of the Jia Guorong has been stressed, and the quality and innovation of vegetables, in addition to the interior, but also the external strength, marquis two consecutive hands with the help of "China on the tip of the tongue", not difficult to understand.

Marquis sent people into the seabed to investigate and understand the operation details of the submarine fishing, from the diary can be seen Jia Guorong personally call to ask progress, should be very important, he should be in the management can learn to the seabed fishing good practice, Marquis from 2012 38 stores rapidly expand to now 66 stores, may play some role in promoting.

Encounter a competitor undercover this kind of thing, in the business war may easily meet, put their own things to do is the most critical, this will let you stand on the ground, like the seabed fishing, "undercover" storm will disappear. We have seen that the "undercover" battle between the seabed and the Marquis has come to an ending, but more will be coming, and of course they may not be writing undercover diaries.

Text/chinese entrepreneur micro-letter