Angry at the richest man Wang Jianlin, overwhelming the official microblog giant Durex... Why is Haier's new media so popular?
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Not long ago, an article titled " Haier , which is the best at new media , shared their 12 views on corporate new media" flooded my circle of friends . Haier, which has long regarded making headlines as easy as taking candy from a baby, has inadvertently become popular again. Haier is regarded by the outside world as the best at new media among enterprises, and it is not a false reputation. Angry at the richest man Wang Jianlin , overpowering the official microblog leader Durex , and breaking away from the parent company to start a business independently... Among all corporate new media operation teams, Haier New Media seems to be "out of place". At the same time, their mascot Haier Brothers was nicknamed "800,000 Blue V Coach". In an environment where most corporate new media are half-dead and dying, why can Haier New Media stand out from the crowd? Today, let’s take a look at Haier’s new media tactics. 1. Three iconic events that made Haier New Media extremely popular 1. Angry at the richest man Wang Jianlin This was back in 2016… At the opening ceremony of Wanda Academy, Boss Wang recounted the construction history of Wanda Plaza on Taiyuan Street in Shenyang. Since we are talking about Wanda’s past, it has nothing to do with Haier. Unexpectedly, while speaking, Boss Wang suddenly changed the subject and said, "I said at the summary meeting that year that our case is much greater than the case of Haier smashing refrigerators. Smashing more than 20 refrigerators only earned a few dollars, but we smashed more than 350 stores and lost more than 600 million yuan. And the compensation for this case is not more than 600 million yuan, but more than 1 billion yuan..." It's a blatant provocation! After all, he is the head coach of the 800,000 Blue V. How can he tolerate this? First of all, the fans have already risen up. @热力男孩: Haier doesn’t make huge profits, but Wanda does. @Unrelated to Langtian: Haier smashing the refrigerator is not about money, it’s about attitude! Immediately, Haier’s official Weibo responded: At this time, public opinion has turned to Haier, and nearly 1,000 brands have followed suit and stood up to support Haier. For example: Weather Forecast, Baidu, 360, NetEase, Lenovo, Wahahaha, Didi , Reader, AutoNavi Map, Meizu Technology, Smartisan Technology, Sanquan, Yierkang, Meituan , Xiaomi, Master Kong, Mengniu, Asus, etc. The appeal and cohesion of Haier's official Weibo account are evident, and the title of 800,000 blue V head coach is well deserved. 2. Luo Jin and Tang Yan announced their relationship, Haier grabbed the headlines In December last year, the male and female protagonists of the hit drama "The Princess Weiyoung" Luo Jin and Tang Yan announced their relationship. This is big news! Generally, when a celebrity announces their relationship, it is the best opportunity for major official Weibo accounts to compete to take advantage of the momentum. Of course, our 800,000 blue V head coach is no exception. The sentence "When are you getting married? Do you need a refrigerator, air conditioner, and washing machine?" once again led the entire network to a carnival on official Weibo. @HTC official Weibo: When are you getting married? Do you need a mobile phone that can take 150-degree panoramic selfies to take wedding group photos? @Meiyou : No matter when you get married, you have to use me to remember your little love. @Smartisan Technology: Do you need a mobile phone? Remember to come and have a look at t.tt. @China Airlines: When will you have your honeymoon? Remember to book your flight tickets in advance. @晨光粉团: When will the baby be born? Do I need to prepare stationery for the child? This successful example of leveraging marketing became the best leveraging marketing case of 2016. 3. Haier New Media becomes independent and establishes a new company In addition to constantly "making trouble", it also led major official accounts to make headlines. Haier, a company with a strong sense of individuality, has done something unexpected again. Haier's new media team was separated into an independent new company, which was responsible for its own profits and losses, and Haier no longer paid a penny in salary. After becoming independent, how does Haier’s new media team support itself? "During the operation of Haier New Media, we have accumulated some resources in the industry, and we also have experience in communication. I do business inside and outside the Haier Group. For example, Haier refrigerators and Haier washing machines can entrust us to do social communication. For example, star products such as Magic Mirror and Smart Oven, we are involved. At the same time, Meizu mobile phones and Dongfeng Motors also cooperate with us to advertise on our new media." said Shen Fangjun, Director of Haier New Media. At a time when most official microblogs have been reduced to corporate news and publicity platforms, Haier's new media team's determination to innovate and constantly challenge itself is worth learning from for every new media practitioner. In addition, in the corporate official microblog ranking list released by Sina Weibo in December last year, Haier's comprehensive index was as high as 824.4, surpassing Durex and becoming a new benchmark. The prosperity of anything must have its own rules, and Haier New Media is no exception. Haier New Media has been able to lead many well-known official Weibo accounts to the headlines many times and has become recognized as the most powerful new media team among corporate official Weibo accounts. What are the outstanding features of Haier New Media in terms of content, communication, and personality shaping? 2. What are the outstanding features of Haier New Media in terms of content and communication? 1. Continue to interact deeply with users It doesn’t matter if you are a big account with hundreds of thousands of fans, or a small account with only a few hundred fans and unknown. If you always maintain a condescending attitude and seldom interact with users, even if you do interact with users, the words you use are like Hello, how can I help you? and similar words. Users will only feel that your official Weibo account lacks warmth, so how can you attract more attention? It’s a blessing that no one has unfollowed me in large numbers. The Palace Museum Taobao is also a very distinctive official account. At that time, a fan suggested, why don’t you make refrigerator magnets? It is both full of historical sense and concise, with two big words posted on the refrigerator: Cold Palace! When talking about refrigerators, how can we miss Dahaier? So, a fan tried to @Haier’s official Weibo account and said, “You guys can work together to make a mini refrigerator that looks like a palace, with the name ‘Palace’ being the cold palace! It will be absolutely amazing.” An official Weibo account of a company as big as Haier receives countless @ comments every day. What was incredible to many netizens was that Haier actually responded and really considered it. For fans, this kind of warm and attitude-filled response will make them feel that Haier’s official Weibo is not a cold and heartless company, but a group of emotional people. In addition to passively responding to netizens' voices, Haier's official Weibo account also often creates various interesting topics to actively interact with fans. for example: Judging from the number of comments and likes, such interactive topics are very popular among fans. A cool official account slowly turned into a funny, interesting friend that fans could tease at will. It is no surprise that such official accounts can attract more and more fans. At the same time, the message area of the WeChat public account is often flooded with messages, becoming a paradise for fans to party. 2. Rich in content, not stiff Like many official WeChat accounts , Haier also posts some corporate news reports. In the impression of most of us, when a company releases a news report, it means that a certain leader has inspected the company, and the employees welcome him enthusiastically in a harmonious atmosphere. Haier has a distinct personality. Their news headlines usually look like this: "An Interview with Zhang Yi | Backpacking Thousands of Miles, Talking about the Integration of People and Singles" 《Interview with Zhang Yi | Is corporate culture just a joke?》 》 I Can't Wait to Tell You a Good News Zhang Yi is the editor of Haier New Media. Reporting from Zhang Yi’s perspective in the title is a reflection of one’s personality. Haier’s news reports are lively, interesting, or down-to-earth. In this respect, they are better than the official WeChat accounts of many other companies. In addition to regular news reports, Haier also uses life-related content to bring warmth to users. How much blessings have you accumulated? 》 Remind everyone, tomorrow is the Little New Year, don’t forget to eat dumplings. Don’t ignore the festive atmosphere of the New Year because of the “Diligence and Dedication” that keeps flashing in WeChat groups . A long-lasting workplace story Share the stories of Haier employees’ struggles. Perhaps their experiences can inspire you who are struggling in the workplace. I want to meet you for the first snow in Haier On the day this article was published, Haier headquarters experienced the first snowfall of 2017. Some beautiful pictures of snow scenes and some refreshing poems. Not only did it make users who saw the push notification feel refreshed, it also created another Haier article with over 100,000 views. The interesting, meaningful, unpretentious and humane content makes Haier's official WeChat account penetrate into the hearts of users like a real, flesh-and-blood person. 3. Create a new media matrix It is understood that Haier's new media team maintains more than 200 WeChat accounts and more than 160 Weibo accounts for the entire group. The current development trend of new media is to work as a team, create multiple accounts and form a matrix. Why do this? (1) WeChat public accounts have strict rules. If you are not careful, you may post sensitive content or do something that WeChat determines is an inducement to share. As a result, all the fans you have worked so hard to accumulate will be lost. Operating multiple accounts at the same time can minimize the losses caused by account closure (2) Each account has different division of labor and focus. Some focus on content, while others specialize in promotions, which allows the operator of each account to be more focused. (3) When there is a large-scale public relations or brand event, all accounts can be linked together to form a synergy, which will increase the communication effect exponentially. 4. Maximize IP and keep up with the Internet trend When many people hear Haier, the first thing that comes to their mind is the cartoon "Haier Brothers". The protagonist of this cartoon can be said to be deeply rooted in the hearts of the people. So what is the relationship between Haier Group and this cartoon? In fact, Haier Group is the investor of this cartoon. With such a super IP, Haier Group really needs to make good use of it. Maybe it can reshape a new generation of internet celebrity full of positive energy. Therefore, in 2014, Haier planned a "Haier Brothers" new image collection competition, inviting netizens to create and upload their own designs of the new image of Haier Brothers. As soon as the event started, netizens quickly got into the mood and various spoof designs emerged. The once cute and handsome Haier Brothers have been completely ruined by netizens. Such activities not only satisfy users' sense of participation and desire for interaction, but also maximize the communication and brand effects of the Haier Brothers IP. So, if you are still operating an official WeChat account, have you ever thought about creating an IP for your official WeChat account? 3. Eight inspirations from Haier’s new media success 1. Engage deeply with users. Try to reply to every message from users, and avoid being too cold. 2. Diversified content. In addition to publishing daily news reports, can corporate official WeChat accounts also expand to publish more life-related content that is easier to interact with users? 3. Create a personalized image. Every editor is a flesh-and-blood person. Don’t really treat your company’s official account as an official account. Instead, operate it as a personalized account so that users can feel its warmth. 4. Use the situation cleverly and don’t be pretentious. It is not shameful to take advantage of the situation, but it is shameful to take advantage of any situation. When taking advantage of the situation, official accounts of companies like Haier and Durex will fully consider the correlation between the emergency and the brand, as well as whether it will have a negative impact on the company. 5. Try to build a new media matrix. As mentioned earlier by Mantoujun, establishing a new media matrix for an enterprise has become a popular trend nowadays. Large accounts with tens of millions of followers, such as Shidian Reading and Visual Journal, have several or even dozens of large accounts with millions of followers. 6. Dare to respond and dare to speak up. Faced with the "provocation" from China's richest man Wang Jianlin, Haier's official Weibo account did not back down easily, but responded with reason and evidence, which not only slapped the other party in the face, but also further spread and enhanced its own brand awareness. 7. Be creative, don’t be closed off. Haier's new media team is daring and innovative. When most official accounts are still struggling with the number of readerships, they separated the team and established a new company, thus embarking on a new path that has never been taken before and may never be taken again. 8. Management should delegate power. The reason why Haier’s new media is so funny and interesting must be the result of no excessive interference from senior management. If your superiors tell you every day that you must do this and that and follow the procedures, how can you create good content that is down-to-earth and touches the hearts of users? Since you have hired the editor, you should fully trust him and give him the greatest room to perform. Many Haier fans said that Haier is the most unprofessional public account they have ever seen. You are a public account that sells refrigerators, but instead of selling products properly, you act cute, act coquettishly, and ask for hugs every day. Does Zhang Ruimin (the founder of Haier) know about this? However, it is this unique and distinctive style that makes Haier the most independent among many corporate official Weibo accounts. Perhaps, the management's willingness to delegate power and the editor's courage to take action are the essence of Haier's new media operations. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article is @大大萌. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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