The social marketing of the altar is not what you want to play

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Wen/grace

Social marketing has been blown to the altar in recent years, one after another miraculous case for everyone to jump, so, a bunch of micro-marketing agencies and experts.

There are basically three states:

Formalism thought that opening a micro-blog to open a micro-letter is all right (as much as the sky in the vast stars),

Make a yell of fire and then no sound (experience blood lessons)

Strong down to become a classic case for everyone to relish (such as who, who, and WHO)

Nonsense not to say, some humble opinion, summed up a bit, social marketing, you have the following what kind of characteristics?

Can you tell a story?

People's herd mentality led to the existence of high step down this phenomenon, Huang Taigi pancake fruit sold tens of millions of market capitalisation, the moment overwhelming is the founder's admiration, Huang Taigi Internet thinking do product marketing analysis. This has become a typical case of social marketing, so some people think of the Meat folder steamed bun, the Chinese traditional food is so packaged so sell, is not also successful. The answer is NO! Huang Taigi only one, founder Hering also only one.

A wide range of knowledge and miscellaneous laid Hering can be popular with fans of the foundation, imagine a boring person how can arouse the attention of a large number of fans;

Internet, advertising experience, is his in the traditional fast-food industry competition in the super fuel, advertising thinking packaged with brand connotation of products, at this time the product is far beyond the full belly of the pancake fruit range. Internet experience, so that he knows a variety of internet promotion channels, coupled with the industry's own network resources, so as to create the Internet in the traditional industry entrepreneurial star;

However, this alone is not enough to push Huang Taigi up to tens of millions of of valuations, and in my opinion, the most powerful part of Hering is storytelling. Recently, he frequently attended some internet and other industry conferences to share Huang Taigi marketing experience, others are to do PR. I have not contacted Hering himself, only read some of his speeches, this is a good speaker, the story of the pancake fruit is very fascinating.

And to push Huang Taigi to such a high level of help, it is Hering inflammatory very strong storytelling ability. Content to resonate, the audience is excited to send micro-bo Hair micro-letter show, hey, I listen to Huang Taigi founder of the live speech, the dead, quickly to envy me! The people who didn't come to the scene wondered, what was so interesting about? So when the speech shorthand text issued, it will cause a inhuman onlookers and forwarding. So social marketing started.

Back to its roots, if it's a boring speech, would you be interested? The products sold by the Huang Taigi store are pancakes, and the products sold by its founder Hering are actually his charisma, life experience and expressive ability.

So, ask yourself, will you tell a story? Can you tell a story you like? When chatting with a friend, are you a focal point or a listener? When you face hundreds of viewers on stage and on the podium, will your legs be soft?

A big social circle?

said the high profile of the khz Cheong, we say the low-key carving ye.

At the beginning of the year in the obliging, and live with a friend of the inn to talk about Beijing, friends casually said: Beijing Ah, I went to carve ye their home to eat beef brisket. Frankly, I didn't know that. The beef brisket is a restaurant, only vaguely has the impression that is in a micro-letter group has seen the name, but also thought that the carving ye often entertain friends to his home to eat, and his specialty is beef brisket it.

Later, only to know that the original carving beef brisket is a restaurant, carving ye is a cow. And then, a lot of the experience of carving the beef brisket out, before I probably understand the internet thinking restaurant fire up the process.

See the focus of the discussion from the carving ye beef brisket is the internet thinking to do the restaurant, to carve ye beef brisket is only the internet thinking to do the marketing, then appear some such as, the price is not high ah, there is so delicious and so on the argument. The brightest is a burst of blood with the dish head, people in the first paragraph on the point: carving ye in the restaurant when the absolute is not a poor cock silk, someone else is a development of a good E-commerce company, wandering in the arts and entertainment circle in various circles of the older literary and artistic middle-aged uncle, is a travel countries feel life less exciting to do something refreshing Gaofu.

5 million buy an exclusive formula, up to six months of the seal test practice user experience burned 10 million, although said in Beijing, thousand son 8 million is just a set of house prices, but there are a few cock silk entrepreneurs dare to burn money so.

Again, the size of the star during the visit, micro-blog on a variety of drying orders. If not in the literary circle to play the wind, which has the face and the way to invite so many pyramid beneath star to patronize a new restaurant?

Entrepreneurship is like gambling, is losing is to win who can not accurately predict, the most is the size of the winning surface and the proportion of the distribution of the entrepreneur's own comprehensive conditions to make a prediction. In any game there is a player in the plug-in, some people from the beginning of the birth of a full of clockwork plug open, some people through the grasp of several opportunities to successfully get the plug-in Exchange code, since the double experience doubled the good fortune Express.

Have the courage to spend money?

There is also a case of relish, the roseonly of selling roses to thousands of dollars and living with social networks to make a luxury flower brand. The brand's packaging and marketing are commendable. Others play is tall, the first founder of the circle of friends there are no lack of entrepreneurs, such as small stars of resources, from the outset dare to throw money, everyone knows the star effect is strong.

Fine count recently burst out some hot spots, Faye Wong divorced, Yang married, Wang and Yundi group buy elder girlfriend ... Which is not micro-bo lit up, Weibo user base there, the star's personal influence is there, people send a hello good morning, like thousands of forwarding.

The star effect is effective in any social media age, and curiosity always endures and humanity. Now is not like the past, the star to talk about a love also have to cover up for fear that they are not single fans do not like, we all tasted the powerful joint public show love sweetness, Weibo to the public directly to accept the private life of celebrities pipeline. Roseonly very accurate positioning to the star couple, clever implanted ads, compared to those big brands at every turn, hundreds of millions of endorsements cost, and hundreds of millions of cost, a hundred thousand of Can let the star holding the flower photo show a love clockwork Micro Bo, this business cost-effective real high.

But not every entrepreneur is rushing the money. General Angel Round of investment in 35 million yuan, put aside other costs, 1 million or 2 million on marketing has been a lot of investment. Not afraid of the Black said, if the company gave me 200,000 budget to do micro-blog marketing, at that time, I will probably choose to spread to the widest possible coverage of the various micro-broad number of fans. Of course, can not completely from my point of view subjectively judge this thing, after all, the other people than I do not know how many levels, saw more money than I see more. The reader of this article is the grassroots entrepreneurial team, so more or less should have something in common.

Always feel that this is based on the product has a strong confidence, the product margin is high enough, the founder of the courage of large enough to make a marketing decision. Marketing's work is not very well quantified, especially in small teams, spending seems to be an easy thing, in fact, the long tail pressure is greater, the demand for the effect of the selection channel planning copywriting and activities, each is the life gate, in this every boss wants to be able to do four to promote the status quo, Marketing is not really as tall as I imagined.

Have patience and decision-making power?

The finale is the recently talked about Millet marketing, micro bo do promotion, micro-letter to the service, the forum to do precipitation. Millet spent two years to accumulate fans, early a large part of the marketing power from Lei himself, Li Vanchang Pro rate Team Bubble Forum. The so-called platform a minute next ten years of work, the user is not so good netting, also not so good to serve, once the quantitative change in place to change the journey, the user became fans, spectators are shocked.

Compared to the above several cases, millet marketing rhythm is more reference, the premise is responsible for marketing the person in the team must have enough power,leader to such a "slow" rhythm to give enough patience. In this fast-paced development of the environment, we are all longing for a night to make a pot full of red scoop, especially watching a cannon and red case on the side of blasting, can withstand the people really need a strong fixed force.

Speculative gambling is also one of the weaknesses of human nature, life everywhere in gambling, and sometimes too optimistic is not good, because the bet win that is not necessarily their own.

Individual very appreciate millet intensive marketing, media channels are increasingly rich, a large number of PR manuscript overwhelming, since the report data, experience sharing, positive and negative phase, categories ... When the barriers to technology are getting lower, more and more creative category, good products will talk about the free lunch era is also gradually further away, we all have good wine fragrance, the story of who said well, who paved the way wide, the PR do praise, whose religious teachings more rigorous ... No matter how the industry or can only change, human nature will not change, the existence of laws has its significance.

Bianhouyu

Read an article before, said Taiwan, to the effect that Taiwanese are good at making the industry into a culture. Prudential Goods Bookstore is a very good case. And in our environment, everyone wants to take a leave, a company's life cycle of 3-5 years, the people are fast into the environment, can be hard to do the brand is rare.

All people have no sense of security, women on the feelings of marriage is not safe, the businessman is in the pocket of money to business insecurity, officials on their status is insecure, this with us has been changing at any time to change the policy, I wait for the p person will not talk about this topic.

What I see is superficial, the release of the story, occasionally there will be through private communication to get information, not much. Therefore, all of the above viewpoints are more subjective judgments, as a marketing post practitioners, marketing activities of all walks of life will be habitual concern,

Today's marketing, has not been the kind of holding media resources, inquiries to the prices and then the ads in accordance with the pace of the various channels. Now the market to the body and bases, the first to familiarize themselves with the various channels of user attributes and preferences, then burner jingjing from a variety of channels to choose the most suitable, and then for different platforms to personalize the creative, details to the various channels copy style, release time are fastidious. In the limited budget of the market team, how to filter the distribution channels, how to plan and operate the creative, how to respond quickly to the social network response to the next plan, each is a test.

In short, the data analysis based on industry experience, human nature and psychological analysis based on life experience, the competitor's analysis based on the industry contacts and insights. Nothing is a dry stare to think about can come to a conclusion, do it, do it and understand.

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