The rising method of influencing marketing

Abstract: The author: @puting in the first two articles (① concept ② misunderstanding), we talked about what is the real impact and impact of marketing, but also talked about the impact of the marketing process of some misunderstandings, this article on how to carry out the correct and effective

The author of this article: @puting

In the first two articles (① concept ② misunderstanding), we talked about what is the real influence and influence of marketing, also talked about in the marketing process of the impact of some misunderstandings, this article on how to correctly and effectively affect marketing to talk about my views.

Before you start marketing, the following two points must be engraved in mind, otherwise don't start.

① Marketing cannot touch

The impact of marketing is not a one-time, but a long-term lasting process, but also a need to do their best to the process, the need to notional through their sincere to impress the impact of a process, will not touch and on, once the beginning, it needs a long-term plan, to play a protracted war plan;

② influence Marketing is not "buy" influence, let them to say good word;

Those who influence can not be bought by money material, this is not like bidding rankings, who bid for a better person to say, the impact of their own values and preferences, corporate brand must first find the right impact, with good products and services to capture them, so before the beginning, You have to look at your products and services and what are the deficiencies, what needs to be done to optimize, otherwise, how many good words can not save the crappy products and services. On the contrary, you must accept their objective and neutral evaluation.

Well, we started to do the marketing of the influence, and I divided it into the following steps:

The first step is to set goals

There are many things you can do with the influence, such as promoting a new product, established in a certain area of authority, improve customer loyalty and so on, which requires a clear goal in advance, in accordance with the objectives of the subsequent operation will be much easier, and the more clearly targeted, the impact of the selection and contact is more confident, The marketing of influencing persons has some purposes:

① enhance brand exposure and brand awareness
② Build Authority and trust
③ Bring Sales
④ Improve customer loyalty

The second step is to find the right person to influence

Different brands, different products to find the impact of a big difference, and the domestic many so-called large and find the Reds, looking for a few people, once these large and red become a large number of marketing companies or brands of public resources, just blindly from the number of fans to define words, It is difficult to bring real results to corporate brands, corporate brands must be based on their own characteristics and characteristics to find the right impact, the following principles must be grasped:

① dependencies

This is the most basic principle, the impact of the audience and your brand to match the relevant, for example, you are selling Puer, you have to love Puer to find the impact of the people, to find the leader of the circle, if only from the number of fans to see, immediately find Chen Yao such a micro-Bo queen to send you a micro-blog, may not be able to bring you much benefit, Chen Yao Although there are many fans, but may not affect his fans do anything, not to mention Chen Yao is not relying on Puer famous.

② Audience Size

After the dependencies have been determined, to consider is a question of the size of the audience, or to sell Puer, for example, you need to find this person is not just a fan so simple, otherwise, he can only be a Puer consumer, he must be in the Puer of this circle has some fame, after the correlation is determined, The number of his fans plays a key role, because his fans more, to a certain extent, he can affect the more audiences, if Chen Yao likes to drink Puer, we also recognize her in Puer aspects of some research, then, she is very attractive to sell Puer merchants.

③ influence

The impact here is the ability to influence the actions of others, not just the size of the audience. This requires the candidate to influence his audience through some of their positions to do some action, the impact of their own positions include blogs, micro-blog and in some small community small forum accounts, the impact of their content generated by their own, affecting their audience to do some action.

And the size of the influence, it depends on the authority and trust of the influence in the fan circle, the authority refers to whether an influential person has enough enthusiasm and high quality content output in a very small area, and the degree of trust is the degree of intimacy with the fans. The more he is willing to share his opinion in this circle, selfless to use his professional ability to help others, he is the higher the trust, the higher the combination of the two, the more can affect others to make some action.

Here are three basic principles, so let's talk about finding a suitable person to influence:

① search candidates on different platforms with specific keywords

According to your goal, set some keywords, on different social platforms to find these people, for example, you are selling coffee, you can use the relevant platform to search for the appropriate keywords to find these influential candidates.

Platforms include (not limited to):
-Weibo
-Watercress
-Blog (can search via Baidu or Google blog)
-Forum (some forum devoted to coffee)

With many vertical social networks now appearing, relatively speaking, looking for someone in a haystack would be more convenient, such as if you want to affect the people go abroad, you go to the poor network to find the impact of the right, the domestic tour can go to the leech, and if you want to find some people who love science, to the shell net is right, If you look for financial stocks, to the impact of the snowball net on the right, if you want to find some Taobao, to beautiful said Mushroom street on the right, you have to find social media influence, go to Socialbeta right.

Be sure to find the right person on the right platform. For the business value of the vertical community, look at my previous article: [Opinion] Corporate branding don't stare at Twitter: The value of shallow Saliki social networks

Keywords include:
-"Best" coffee
-Name of COFFEE brand
-Brand name of competitor
-The name of your own shop
-"Best recommended" coffee
-"Looking for a xxx taste" coffee
The more specific the keywords that describe the characteristics of your own coffee, the better the relevance of finding the candidate for the impact.

Abroad, there are some similar klout tools, can quickly find some candidates, the domestic tool is not many.

② Screening and Finishing

According to the above steps, the candidates are sorted into lists, according to different platform different keywords, the next job is to do the screening work. It is possible to choose a number of influences based on the goals you have set before.

For example, your next job is to expand in the watercress market, then should focus on the watercress platform candidates.

You should also investigate the candidate and look carefully at his performance on the web. Look at his previous blogs, tweets, or other Internet accounts to see if he has a passion and unique perspective in this field, see how he communicates with his fans, how his fans look at him, and through careful observation, To find these candidates, those are real experts in this field, which is the real consumer, which is only occasionally mentioned in this field, with a number of indicators, such as relevance, the number of fans, content output, etc. to make a final list collation, followed by different strategies to contact those affected.

These classifications include:

-Stars (large, Reds)

A large number of fans, but not necessarily affect others to make the actual action;

-Bloggers in a small area (or vertical trumpet, professional Bloger)

This is relative to the grassroots size, in terms of the number of fans, they do not have the dazzling figures, but from their content and opinion, they are a group of a specific field is a real person of some insight, they are sent to the content, is entirely out of their own interests and hobbies and personal insights, such as some can cook , like photography, like travel, or even for a brand strong identity of the Super fans, with the development of social media, this kind of people will be more and more, they are a group of living show the impact of personality;

-Brand Advocates

These people are your real fans, they like your products and services very much, whether online or offline, they will try to be like others recommend your products and services, the obligation for your products and services as instructors, as a gold customer service role, online and willing to help other users.

-Ordinary consumers with complaints

Here I would like to specifically propose that a class of people are your products or services of the real consumers, they may not recommend your product, but once they have some unpleasant use of your product or service, they will post it through Weibo, micro-letters, or some other comment forums that I've turned into "negative influences." , they can affect others not to buy or not to use your products or services.

This kind of group must be treated in a special way, timely find their complaints for help and complaints, for them to solve practical problems, so that the impact of such "negative impact" to a minimum degree, otherwise, they through the social media platform, will soon be able to unite the same people they encounter, to the corporate brand caused irreparable situation.

-Employees and bosses

In social media, everyone is a person of influence, corporate branding don't forget that there is a group of people who are dealing with consumers in the first line, and they are using their expertise to solve the user's problems, and most of them really do it by blogging, and blogs are making decisions for more consumers. For example, some consultants in consulting companies, they can affect many customers by blogging, to bring benefits to the business.

We also see a lot of Taobao shopkeepers, such as some selling cosmetics, she opened Taobao store before, on the blog because of writing some makeup experience and gathered a large number of fans, so that she opened the shop on Taobao on the basis, if you are a shop owner Taobao, can completely through their own hobbies to affect others to buy your things, Examples of this are like bamboo, and in this area there are research on the @ Trail time, makeup talent @ spicy and so on.

Third step, contact and establish relationships with affected persons

I have been stressing that the impact is not on the money to buy, but to rely on their own quality products and services to capture, so, in order to contact those affected before, must fully understand them, through different ways to contact them.

① to fully understand the influence of the subjects

As an influential person in the subject area of social media, also contact will be subject to a variety of products or forum meetings to help me promote, most of whom contact with me is a routine, letters will often write: "Hello, we have a in XX place a social marketing activities, You as the industry well-known XXX, please help us forward on the microblog ", or" Hello, we recently launched a XXX social marketing tool, please help us to recommend, the annex is the introduction of information. ”

As soon as I saw this information, I knew it was their wide net. Can catch a is a, but, why should I recommend your activity ah, why should I recommend your product Ah, you have to give me a good reason, never talked to me, and I do, I think, this is not only I will be disgusted, It is the other people so presumptuous to find you will be very disgusted.

So, for different influences, to contact, must give a good reason, before contacting, can on some platform on-line pay attention to him, comments he writes the article, lets him notice you, then in and he exchanges some contact way, like the mail, the telephone and so on, if can meet on-line to chat is the best, This can pave the way for the contact behind the work.

② sincerity to stay, for the sake of influence, improve the unique value (not money)

In the contact, it is best to have a corresponding level of people out of contact better, if you just arrange an ordinary employee or even an intern, the probability of success is much smaller, on the contrary, if it is the boss of a business, or the management of the contact words, this will make the impact of people feel that they are respected, The probability of success is much greater.

Whether by email or by phone, be sincere and tell him what value exchange you can offer them, and this value exchange is definitely not money, and one of the most important influences is the identity of the positive energy in the fans ' minds. The value you provide must be intended for the influence and the fans to sustain the value of a better relationship, or to increase the value of the authority of the influential person.

The sooner the ③, the better it is to connect with the affected.

Many times, the enterprise brand to do activities to promote the time to think of to find an influence to help them do some promotion, in fact, it is necessary to carry out the contact work of the affected people as soon as possible, and they establish feelings, in the critical moment can be used for the enterprise, otherwise, the rush to find the impact of those who are looking for a number of large, is not really a person of influence.

Except early, also need to greet them from time to time, often pay attention to them, on the microblog blog comment on them, holidays to greet them, there are new products also invited them to give priority to trial, but also can often ask them some questions, these can increase and affect the relationship.

④ creates an opportunity and platform for communication between the affected people

Among the influential, is also a group of like-minded people, as a corporate brand, and the impact of the establishment of a relationship, but also should create a mutual exchange and learning opportunities, through the online community or offline club form. Online such as millet community, so that enthusiasts can have a place to exchange and learn, so that ordinary consumers can be here to get timely help to form a stronger stickiness, which is the core value of its community;

And for many mother and infant brands, some of the city's active moms ' gatherings are good examples of how corporate brands add value to those affected by these behaviors, and they are also willing to participate in some marketing of the business, giving them advice, recommending their products, etc.

Case ①

affect ordinary consumers through community talent

Objective：

Get creative recipes for some ingredients to increase sales of agricultural products

Means：

Through Weibo to find 3-5 of the master cooking, and their relationship, through their fans like their recommendations, to achieve the purpose of sales;

Case brief:

I helped a friend with a consulting job before, we were selling agricultural products, we found a recipe community in the micro-blog a number of cooking experts, pay attention to them, comment on their cooking, slowly familiar with, we propose to provide them with some of the finest ingredients, do not ask them to do anything in return, Just hope that they can through these ingredients, developed a number of new practices for other members of the community to learn;

Final effect:

After receiving our ingredients, the master cooks all spend their mind to use these ingredients to make different recipes, and the details of these dishes are shown back and forth, for our ingredients do a lot of evaluation, so that led to a lot of people in the forum to my friend's website to buy these ingredients, and achieved good sales.

More importantly, we have established a good relationship with the group of cooking experts, every time we have new ingredients, they are willing to recommend us and give us a lot of good advice, and the recipes they've developed serve as a textbook for other buyers on the site.

In this case, the person we are going out to contact is my friend, who, as a founder, communicates with those who influence, and in itself lets these people feel respected and accepted. And as the people who do the dishes, we provide some good ingredients for their icing on the cake, so that their value maximum play, more to get fans like.

Case ②: Cisco social Networking Ambassador Project.

Target：

Provide customers with more professional and timely customer service

Means：

By nurturing and tapping in-house employees, they can release their expertise through social networks and use professional content to influence ordinary consumers.

Case brief:

Cisco provides social media training to all employees in the company, as well as further training and communication for colleagues who want to be ambassadors. Cisco currently has more than 300 ambassadors who are active in Weibo, Cisco's Chinese-language technology community, Cisco technology talent Show and the Cisco Channel on Youku video

Effect：

With the ambassador, Cisco's organic voice on Weibo has increased significantly. By the end of April 2012, about 85% of Cisco's conversations were not official, but users were spontaneous. And the positive sound is on the rise.

Step fourth, evaluate the optimization and make timely adjustments

I admit that the impact assessment of the affected person is one of the more difficult things, different industries and different brands in the marketing for different purposes, the effectiveness of the evaluation methods will be obvious differences, but another big premise is existing, the impact of the impact and other assessments, must be based on the goal to set some evaluation indicators, And can not blindly assess from the number, in this process, gain insights, and influence of the relationship between the establishment, through the influence of the audience in the minds of the credibility and authority can not be fully reflected by the number.

In this process, we must start from small projects, to do more to try, in the attempt to sum up experience, timely adjustments.

The impact of marketing will be more and more enterprises brand attention, however, the Enterprise brand must pay attention to its own construction, and strive to provide good products and services, do not ignore every ordinary consumers, with sincerity to impress every consumer, and for the impact of increasing their own value, rather than blindly to obtain, To exchange money with them, this is the way to get the influence of the pro-Lai, they grow up also willing to help you grow up.

Well, next I will introduce some of the impact of domestic and foreign marketing tool products, for example Klout, see how they define an influence, see how the business is used by those who influence, if you are interested in the topic of influencing marketing, please leave a message, or @puting communicate with me, Looking forward to communicate with you to discuss!

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The author of this article: @puting

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