The spread of the big data age

Despite the emergence of new media, we as the basic elements of public communication http://www.aliyun.com/zixun/aggregation/12862.html "> Basic principles is to adhere to the immutable, such as the true Principles, The overall principle can not be changed, so in a new media environment in the end what we should adhere to, what we should change, it is necessary for the experts here to seriously consider and study the subject.

Large Data Environment, we also have to be good at storytelling

Each of our brand's spread, each region brand's dissemination, must first make clear what you want to tell people. Your purpose is to be very clear, to allow the audience to trigger association. How can we do it effectively? How to impress others? I think we should be good at telling stories.

We look at the above is Liaoning Panjin, this enterprise produces very good organic rice, but it does not sell out, the cost is too high, 13 yuan per catty, to sell 18 dollars out, simply sell not go out. I went to the warehouse, the Granary was completely imported the most advanced refrigeration equipment, the rice has reached the roof, which was last October, immediately the field of a season of rice to be collected back. Then I went to see their neighbour's rice was tall and strong, and his land chlorosis still lodging. I said how can you tell me you are better than others, if I choose I would rather choose to be strong. He said that the fertilizer we have never fertilizer, I said you how to tell people you do not use fertilizer, they can not water to test. In the end he experimented with egrets, an egret, and egrets flying up a loud sound on the ground of his neighbour, and flew to rest in the paddy fields of his home. I told him that you didn't tell the story well. Here's a background. When I was in Dayawan, I saw egrets are very spiritual, even if there is water but the pollution of the place there is no egret, I said you if you tell the story of the Egret This is good for you this rice to sell.

I went to Sichuan Baoxing, Baoxing's forestry bureau said how do we do this place to travel? I said the first panda was found in Baoxing, and then I went to some of their local farmers ' homes. I saw the farmers their photos, they use mobile phone, is the mountain of the wild giant panda down, go to the farmhouse, the farmer gave him food to eat, to Rice, the giant panda ate away, I said such a state, you should tell such a story. By April 20 this year, Yaan had a big earthquake Baoxing was a disaster-stricken areas, we saw the report, we saw Baoxing Panda from the mountain down and run up the hill. I said there is such a good resource, there is such a good story resources, you do not go to tell the story, your region of the spread of your region is not very effective dissemination. So I say to be good at storytelling, and the story to be true, its content to be unique. The so-called content is unique, in fact, we in the brand communication when you insist on inserting this word, but also to impress others, it is good at telling stories.

Third, how do we use proper application and guide the third party public opinion. Look at this, I've intercepted two pictures, one on the right, Shenzhen mobile phone production line of the little girl, we know that the last test of the Apple handset is to test its photographic function, the Inspectors in the experiment of its photographic function, is the production line of the workers on the photo, the little girl two fingers grabbed the picture, shipped out, an Englishman bought , we know he bought after the open to see a picture is not a standard inside, he should be able to complain or not to buy, he saw this beautiful picture left, put online, immediately a large number of fans to the domestic. After the appearance of such a migrant sister, has a series of effects, this effect we see the first is the domestic marketing said, oh, we sell so expensive Apple phone is done in Shenzhen, and some fans say so, if I have such a mobile phone, I would rather spend a little more money to buy. Therefore, such a migrant sister will be in 2008 as the man of 2008 years, this is a case. At the same time, the 2009-year Time magazine interviewed these four migrant girls in Shenzhen, these four wage-earners used the most simple language to express their attitude towards life, how to look forward to what the future, they said that in China as long as we do my job, I think our life will be getting better. So the four not famous migrant girls in the Time magazine on its cover, one of the important comments here is that after the 2008 international financial crisis, China has not suffered significant losses and the economy continues to develop, which comes from tens of thousands of youth like these working girls, They have guaranteed China's economic development, so they are on the cover of the Time magazine. We can see that sometimes our communication does not necessarily mean that we have to talk about how I am, we are good at applying third party communication may have better results. We should be good at using the opinions of the third party, professional testimony, language expression to be wonderful, content to enrich.

The dissemination of large data should adhere to people-oriented

The impact of large data on brand communication and regional communication is "micro" platform and skillful communication. Last year I gave Millet Lei award in Beijing, he gave each person a cell phone, I said your mobile phone is "hunger marketing"? he said no. He said we were using big data, we used large data surveys before snapping, some fans and customer needs, we improved our products, and we placed orders according to the approximate requirements, so many mobile phones and so on.

I would like to illustrate that although there are large numbers of social media, we still have to stick to the spread. You have to see that there is a thing here. We look at what these MBA members will wear and measure. Measure the daily movement, adjust the consumption, etc., his health level, his pulse, heart speed, etc., and then put it online. Tell us, these fans, you look at your idol to achieve such a good body, he used fuel (fuel), the new word brought a new culture, many white-collar workers at work, they are exchanging their own experience, you today on the Internet have been scolded, walking to work today, cycling to work, You have a lot of exercise, you are in the work of intermittent activities, you go home to plug into the computer immediately can be reflected.

In the case of new media, we do not forget the dissemination of our most basic things, these are the most basic things we spread some of the real records, comprehensive records, but also adhere to people-oriented. If the network media represented by micro-blogging is the change of the way of reading and spreading, and the web2.0 way appears, it is a form of multimedia interaction.

If it is now the media we cite three platforms, it must be another people-oriented platform. In the past we say advocating people-oriented, now I have to people-oriented, now the spread of marketing, do you not put the main focus on consumers to the audience around? So the second point I want to make is that, no matter what, our communication is still to stick to the people-oriented principle. At the same time we have to integrate new media technology, the emergence of media technology in China to master it is not a very difficult thing to do, but how creative it on this platform to use enough, more effective, more influence, it is worth our serious study and thinking.