5 steps, 3 positionings: Do a good job in social marketing that is not inferior to Durex! (Attached with PPT download)

In the current market environment full of "magical realism", if a brand wants to gain popularity and be loved by everyone, it cannot rely solely on enthusiasm and self-satisfaction. You need a pair of wise eyes to see the "changes and constants" in the new media era; you need an external brain to upgrade your " marketing thinking"; you need a helping hand to develop a more effective "marketing plan".

On Thursday evening at 20:30, Qidian Academy specially invites Lenovo Group’s public relations manager and former Ogilvy public relations consultant @吴佳录 to be a guest on the free online lecture "Qidian Academy Open Class" column to teach you how to do public relations and social marketing in the new media era.

Guest introduction:

Wu Jialu: Public Relations Manager of Lenovo Group. A senior public relations and marketing expert, he is a professional award-winner in various advertising fields. He has 12 years of experience in media public relations and has worked for Sina.com, Journal of Computer Science of China, and Ogilvy.

The following is the main text of the sharing, which was compiled by @jerry from the notes group of the Everyone is a Product Manager team based on the content shared by the guests on the spot, and edited and modified:

Is your company product-oriented or marketing-oriented?

Due to fierce competition, marketing-oriented companies have also emerged in the Internet industry, a typical example of which is the entertainment industry. For example, Hollywood's production costs and publicity costs have reached a 1:1 ratio. In China, the movie "A Hundred Birds Paying Homage to the Phoenix" only grossed 1.54 million yuan in its first week of release, and the cumulative box office on the 7th was over 3 million yuan. After the incident in which the well-known producer Fang Li knelt down on a live broadcast, the movie's box office soared to nearly 70 million yuan (as of 2016/5/26). Therefore, in a marketing-oriented company, if there is a marketing method that can achieve great results with little effort, the company's growth and sales will increase very quickly.

Is the Durex method suitable for me?

Durex has created many classic gameplays and constructed many instant activities and concepts, such as "the company sets the stage and the consumers perform." These activities are low-cost and highly feasible, and are worthy of reference for other companies.

WeChat’s bonus period has passed. Should we still create a subscription account ?

This question can also be understood as, now that the social bonus period has passed, then which social platforms such as WeChat and Weibo are the strongest social media? Should our company continue to engage in social media? I personally feel that there are indeed too many WeChat public accounts . This is no longer a red ocean, but a blood ocean. However, I think it is not too late to do social marketing or WeChat public accounts now. Because the current content value is returning, there were no super social tools like WeChat and Weibo in the past, but now we have such platforms, and there is a lot of room for development, so everyone must not miss it.

We have invested manpower and money, so why is there no effect?

The reason for this problem is that you have not thought it through clearly. In other words, your positioning is not correct, not a problem with the content or social marketing itself. This is similar to you liking someone one-sidedly, but he/she doesn't like you back. Even if you shout at the top of your lungs, you won't get his/her liking for you, but instead he/she might even feel disgusted with you.

Regarding how to do social marketing well, let me first make a not very appropriate analogy: doing social marketing is like falling in love. It is a process in which both parties get to know each other, get along with each other, and gradually get to know each other more deeply.

I have been in the media and public relations circle for twelve or thirteen years. I have summarized the advanced social marketing into five steps: positioning, content, channel, evaluation, and improvement. These five steps are continuously repeated to accumulate your advantages: the ability to communicate and spread the word with people. This is different from the traditional communication model: the traditional communication model is one-way, based on media communication, not on people.

The first step is to do personalized positioning

Through personalized positioning, you can give the brand or company "personalized" characteristics on social media, whether it is the uncle-like Wu Xiubo or the young Lu Han. This determines all the content, tone and style of your company on social media. Positioning is a bit like gradually getting to know a person. For example, if people want to know me, they may first learn about my professional background, work experience, resources, topics for discussion, etc. The same is true for companies.

Therefore, in the first triangle on the upper left of the picture below, we need to understand the company’s yesterday, today and tomorrow, that is, yesterday’s history, today’s current situation and tomorrow’s vision. The red triangle looks at a person's appearance, world outlook, and areas of expertise.

The second triangle is the company’s value proposition, logo/slogan and products. The third triangle looks at the company's strategy, corporate culture and product experience from the perspective of the company and its entrepreneurs.

After sorting out these contents, we have a very focused and clear content positioning for other companies. The red triangle is about solving the problem of personalized positioning. In communication studies, it is called the brand triangle/golden triangle. It is very suitable for any corporate or brand positioning analysis. The three questions are to answer who you are, who you are for and why you were chosen.

Regarding the red triangle, let’s take Lenovo ThinkPad as an example.

• Who are you: After being acquired by Lenovo more than ten years ago (acquired in 2005), ThinkPad has been able to maintain a consistent product image and tone after more than 20 years of development. That is, ThinkPad's positioning is "Thinkpad is the leader and forerunner among PCs, notebooks, and business notebooks."
• Who are you for : Thinkpad is positioned for knowledge workers with a professional foundation, who can continue to improve, and who are ready for the new research era.
• Why choose me: Regardless of functions, thinking is the DNA of Thinkpad. Thinkpad never stops at thinking and is very suitable for knowledge workers.

After completing the first step, we need to prepare the content. Before talking about the second part, let’s first talk about the relationship between content and products. The relationship between content and product can be described as dry wood and raging fire.

First of all, in the table below, users have both the big self and the small self: the small self refers to the material aspect of eating, drinking and having fun, while the big self should be the spiritual aspect of pursuing fun and taste.

Correspondingly, our products must not only meet users' material needs of greed, anger, ignorance and stupidity, but also output dreams from the perspective of marketing and content to cater to users' spiritual enjoyment. However, understanding user needs does not mean being able to output content that users like to read. You must make the leap from understanding user needs to identifying user pain points. Generally speaking, a normal person will not pay attention to a company's social media, such as WeChat public accounts and Weibo, unless the company gives the user a benefit. There are two benefits to this: one is that it is interesting, and the other is that it is useful.

Therefore, after understanding this user pain point, let’s take a look at the communication methods.

Previous communication methods tended to emotionally persuade users to use my products and tell them how good my products are. However, current communication focuses on "I know what kind of product you need", that is, it focuses more on the communication level. The reason is that users' pursuit of spiritual level is far greater than their pursuit of practicality. This is why more and more social marketing cases now say things that are more intimate than your friends. They always chat with you first, talk about family matters, and never talk about what they are selling. For product managers, they have a more accurate grasp of what users need, and they have the most advantage and say in this area.

Step 2: Create good content

Content and products need to work together. In the lower left picture, it used to be peeled from the outside to the inside like an onion: first summarize the selling points of the product, then create usage scenarios for the product, and finally sublimate to the level of user emotional identification.

However, what we do to impress users is not to impress and persuade their brains from the outside, but what is more important is to persuade their hearts. Therefore, our communication should be the opposite, that is, inside out. First talk about taste. You must talk about content that suits the user class and requested tastes. Then talk about experience. This experience must be unique, have scenes, and stories. Finally, talk about the details of the product.

For example, a fitness app should first talk about "Why the more elite the class, the more they like fitness", then talk about "Just ten minutes of exercise a day can give you a mermaid line/waistline", and finally talk about "How fitness apps help you stay fit, what special features etc."

Furthermore, the content must match the different stages of the product.

In the picture below, during the product introduction period, the focus is on using content to increase product awareness, which requires deep exploration of needs and segmentation of product content. Take Melatonin as an example. At this stage, its advertisement should be “Melatonin can deepen sleep and improve gastrointestinal function”.

During the product growth stage, in order to improve the product’s reputation, product content should emphasize value enhancement, thereby enhancing user stickiness. For example, the advertisement of Melatonin at this stage should be something like "After taking Melatonin, you can sleep soundly/never wake up";

During the maturity stage of the product, user loyalty should be cultivated through content. For example, at this stage you can promote Melatonin by saying "I will not accept any gifts this year, and the only gift I will accept is Melatonin." The slogan that everyone may be most familiar with is "Only accept Naobaijin as gifts", because Naobaijin is a brand that has been around for more than ten years, and it may have been ten years since it launched the slogan "Only accept Naobaijin as gifts", but in fact, the slogans of the first two stages have also been launched. If you look through the marketing content of Melatonin, you will find that it has also been developed step by step in this way.

To create good content, we must also solve specific content problems, that is, " what to say, how to say it, and where good content comes from ." I have communicated with many friends who work in social circles before, and they also feel that they have nothing to say and that they don’t have any particularly good material.

In fact, I personally feel that in such a developed Internet environment, if you feel that you have nothing to say, then either your product is not good or you are too lazy in collecting content. Therefore, there is everything on the Internet, and you should not feel that you have nothing to say.

After solving the problem of “where does the content come from”, the next question is “the audience”. Just like you need to figure out who your partner is when you’re in a relationship, you also need to figure out who your audience is.

For startups , when they go looking for investors, they will definitely talk about topics that investors are interested in. What are investors interested in? The startup’s business model, profitability, user scale, etc.

When talking to the government, you need to talk about how many jobs the company has brought to the local area, how innovative the company's products are, how much tax the entire company has generated, and how much impact the company's tax revenue has had on the local economy. When talking to the media, you need to talk about the entrepreneurial story and process.

For industry insiders, it is necessary to analyze the current competitive situation, market share, etc.; for the public, it is necessary to discuss how the product can provide users with a perfect experience and what unique services it has.

Therefore, for different audiences, you need to talk about different content. Users don’t like to hear you express your ideas, but want to see how you express “I”, that is, the user himself.

Step 3: “How to say it”?

First of all, is the content about the heart or the body?

For example, the catering O2O brand "Rock Sweetheart Salad" invited 300 foreign models to wear Spartan costumes and transform into Spartan warriors. Each of these muscular warriors held a bottle of canned goods in his hand and showed his muscles on the street, but was later subdued by the urban management. This marketing case is somewhere between going for the heart and going for the body. Because the muscular man corresponds to the "healthy" concept of salad products, which is understandable to everyone, this case is more successful.

However, some hype may make some people feel disgusted and unacceptable, such as Sister Furong who became famous by not being afraid of ugliness or shame. So imagine if Sister Furong endorses a product or she launches a product herself, how many people will buy it? There are also loving couples like Fu Disheng and Ren Jing. There is nothing wrong with them themselves. Since they endorsed the product Fuyangjie, I don't think there is any other product that they can be asked to endorse.

During the introduction period of a product, there is often a path to take. One is a shortcut that is comfortable and becomes a big hit, and it will tempt you to choose it. I mentioned before that making products and building brands are both related and different: in many cases, the upper limit of making products is the bottom line of building brands . Therefore, we must stick to the original intention of making products and pursue excellence in the face of long-term temptations. We should not go for the physical part, but for the heart.

Secondly, UGC or PGC?

UGC mainly has two levels of organizational relationships: one is the users, that is, the content contributors; the other is the platform, that is, the operators and content reviewers.

The two have a mutually reinforcing relationship. For example, when I first started working on Lenovo’s official commercial account, my boss told me that the official account needed UGC, which showed that the concept of UGC was very important at that time. When I first started, there were neither comments nor fans. But after the number of fans increased, there were thousands of messages every day. I looked through them one by one and found that 90% of them were just nonsense. I couldn’t find what I needed at all. So UGC is not about passively waiting for users to generate content, but about setting the topic and leading everyone to play together like a lead dancer.

For example, Siemens dishwasher launched a dish-showing topic called “I don’t want to wash dishes”, and the prize was to give everyone a Siemens dishwasher.

In just 20 days, Ximen gave away 6 dishwashers, with total media exposure exceeding 100 million times, over 100,000 reposts on Weibo, over 50,000 comments, and nearly 80,000 media readings. During this process, Siemens received a lot of high-quality user content with pictures, which Siemens organized and displayed on platforms such as Weibo and WeChat. The whole event was very successful and the cost was not high. This type of UGC marketing campaign is very worthwhile.

PGC is a professional content production, and I now feel more and more that the advantages of PGC are more obvious than UGC. Because PGC is fundamentally a content creator, it screens the content to ensure its quality. If content is compared to commodities, UGC is the goods sold in shopping malls or street stalls, whose quality varies greatly. PGC is specialty stores and brand stores. Although it is not ruled out that brands or specialty stores may also have inferior goods, the quality of most goods is still guaranteed.

In addition, pyramid structured thinking is a good tool for organizing your thoughts when you have a large amount of content. For example, if you have a thousand Weibo posts that you want to organize into a social plan or WeChat, pyramid structured thinking is very useful. Pyramid structured thinking makes your content more organized and easier for users to understand.

Another thing is to follow hot spots. You must follow hot spots quickly because hot spots have a short validity period. You can introduce hot spots into areas that you are familiar with. For example, Liu Shenleilei is familiar with Jin Yong's novels, and Longines watches want to convey the elements of "romance" and "love", so Liu Shenleilei integrated the content of Jin Yong's novels into Longines watches' soft article "The best love in the world is written in Jin Yong's four stories". The reading volume of this soft article is very high, reaching more than 100,000, and the backend has several million.

Let’s look at how Mimi Meng promotes hot topics. The angle she chooses is very special and unique. For example, when Mimi Meng wrote "Charlotte's Troubles", she used the phrase "Why do men always want to have sex with their first love"? This kind of soft article is very exciting.

Finally, it’s about storytelling. Storytelling is very important because if your story is told well, all stakeholders will be happy. There are four parts to storytelling in business: technology, product, product realization, and product significance. Explaining these four parts clearly and thoroughly is the whole meaning of good marketing.

The following is the copywriting used by the Communist Army and the National Army when recruiting soldiers:

• Communist Army: Fellow villagers, you can get land if you join the Red Army
• National Army: Every family has able-bodied men, fighting against the Japanese, bringing honor to the family, protecting the country and the people

Most of your audience are poor and lower-middle peasants, or young and middle-aged people in rural areas. They have not received much education and cannot possibly understand the KMT's copywriting. They may feel nothing at all after reading it. As for the copywriting for the Communist Army, because it directly targets the users' hearts and pain points, it is conceivable that more people joined the Red Army or the Communist Army.

I was chatting with a student on "Zaixing" about the interaction of his public account, and we were discussing the titles of articles on the WeChat public account. He had an article titled "What is it like to meet 100 experts?", and I changed it to "When you can't afford to buy a house, the best investment is in yourself." Why is the latter one better? Because the audience of the latter is probably young and middle-aged people who have just started working, have not bought a house, and are very thirsty for knowledge, the pain points of the audience are written out in the title.

Next, I changed his "Top 10 Tips for Using Evernote" to "How I Achieved a Second Career with Elephant", mainly because many people want to develop a second career through their own accumulation.

The third example is how to manage time scientifically? 》changed to "How to correctly refuse boss's request for overtime? ”, because many people are troubled by overtime work, so this is the pain point that users really need.

Next, one of my students was very interested in clothing. He designed a piece of clothing and wanted to promote it on his Taobao store and WeChat business. His original copy was "The jeans are avant-garde and fashionable in design, made of good materials, comfortable to wear, OEM produced, 99 yuan including shipping." As you can imagine, this copy didn’t work very well. After modification, the previous copy was changed to "The same style as the intellectual internet celebrities , a brand new original trendy jeans design. From the world-renowned clothing design agency BIFT, the designer Joseph Deng. The design was inspired by university campus love, Blue Sky 2.0 fabric, three-dimensional cutting technology, produced in an international factory, priced at 1699, the first experience price is 699, and free shipping for the first 100 limited quantities." In addition, she also wrote a soft article titled "How a girl who doesn't like to dress up can become a goddess", which has been read over 100,000 times.

Next, after having good content, you need a good platform to spread it.

The principle of summary is " speak where the users are ". First, let’s look at the “POE Social Marketing Model”. Our social media platforms are divided into three categories: paid media, owned media, and earned media. We should focus more on our own media, because we didn’t have platforms like WeChat and Weibo before, so now that we have them, we should make good use of them.

In fact, it is not about asking everyone to flock to WeChat and Weibo, but to emphasize that "everything is media", including your circle of friends, WeChat groups , space, and even the car parked in front of your company can become media. Everything can be marketed and is media. Because the new media era is a fragmented media environment, your information must be distributed on multiple platforms in order to reach users more widely. For example, your video content can be distributed on multiple video websites such as Youku, Tencent Video, Bilibili, and Miaopai ; your pictures can be distributed on Meipai, Huaban, etc.; your pictures and texts should be available on platforms such as Toutiao, WeChat, and Weibo.

After operating on multiple platforms for a period of time, you can summarize which platform is more popular and has a higher readership, and then focus your resources and experience on this platform.

Next, you should make good use of your Moments and WeChat groups. This is not about sending advertisements, but about sharing your experiences in product design, product operations , and thoughts about products with your friends on Moments.

Finally, your product packaging is also media. More and more media are paying attention to the role of packaging. A classic example of Xiaohongshu is that the packaging of Xiaohongshu is very special. Even the smallest items will be packaged in a large box with the "Xiaohongshu" logo printed on it, and will be packaged in red. So I accidentally saw a discarded red box, and then I felt that many people were buying it, so I remembered this brand.

When we do public relations, we always choose dates. For example, we will definitely choose the middle of the week and avoid non-working days like Saturday and Sunday and working days like Monday and Friday. When posting on WeChat and Weibo, we will choose the so-called morning and evening rush hours. We think the communication effect will be better this way.

In fact, there is no absolute golden time for transmission . For example, during holidays, a large number of media and self-media stop updating, but the overall online voice at this time is much quieter than before. Although you may not go on Weibo, you may check WeChat or Moments and still get information. Therefore, if your company can choose a platform that everyone pays attention to and match it with holiday content, such as an article about vacation, it will be able to get good dissemination or become a hit. Chai Jing’s “Above the Dome” was released on Friday night, which is the worst time for dissemination. However, the article was widely circulated in the circle of friends within two days of the weekend. It was not until Monday that mainstream video sites and media followed up.

Step 4: Evaluate the results

Use data to evaluate the effect and speak with data, but data fraud exists and we need to find more scientific indicators to measure the effect. Therefore, effectiveness evaluation should be considered comprehensively in combination with product categories, communication strategies and goals. Compared with traditional media, the biggest advantage of social media is its ability to be digitized.

From the perspective of data, use data to create user profiles for consumers, perform gradient identification, etc. I find that more and more science students are entering the media industry, using their data expertise to help with communication. I have also seen many companies spend a lot of money to buy BI systems in order to make operations more intuitive and help the company make decisions. Although data is very important, it is still at a strategic level.

The intuition of an outstanding and excellent marketer is equally valuable. Because people like me with many years of experience are veterans who can see what's hidden behind the data. Therefore, data is important, but it cannot replace intuition (putting yourself in the other person’s shoes). You need to look at what is deep in the hearts of consumers.

For example, how many brands are needed in a category to gain a certain market share. For these strategic aspects, we should use an approach that combines data with the intuition of experienced people .

For example, when Taobao was analyzing swimsuit data , it found that people from Xinjiang bought the most. Are people from Xinjiang the ones who love swimming the most in the country? Our intuition told us that this was not the case, so Taobao conducted further research and found that the result obtained from data analysis was because there were basically no offline stores selling swimsuits in Xinjiang.

Next, let’s continue discussing WeChat and Weibo. Look at several key indicators: number of reads, reposts and likes, comments, follows, reposts and likes, and link clicks. These indicators reflect the typical psychology of users, that is, they want people to see, transfer and buy. Therefore, when you design KPIs, you must be clear about what goals you want to achieve. Getting people to see, share and buy are actually three goals. It cannot be achieved at the same time. For example, if I follow your Weibo, I will not repost it. Maybe I will repost it but I may not follow your Weibo. Clicking on a link is even more difficult. I may just leave and will not come back to like it. At the same time, these indicators meet different businesses and needs at different stages, corresponding to the three stages of hoping someone will know, hoping someone will experience, and hoping someone will place an order.

For example, Fangtianxia was a new entrant in the industry before, and it needed people to know about it so that it could solve the problem of getting people to see it; Didi was originally a new business model and needed more people to experience it; many vertical e-commerce companies hope that others will click on the link and place an order directly. Many data companies, such as Admaster, have Social Reach, which can measure the effectiveness of cross-platform social marketing. By purchasing this service directly, you can get a complete report.

Additionally, it’s important to note that every company has a different budget and means, so this isn’t a horizontal comparison, but a comparison with yourself.

At the same time, pay attention to accumulation, find out the patterns within a period of time, and find the KPI that suits you. The assessment cycle is generally half a year, and three to six months is a more reasonable cycle, which can see whether it helps product sales, etc.

Finally, the more specific you are when setting your own goals, the better. For example, if the goal is to increase followers, then you can be specific about increasing the number of followers by 1,000 per month, posting 10 Weibo posts a day to interact with fans, maintaining good interaction with fans, and striving to convert fans into your own fans, rather than selling a certain number of products on Weibo all day long.

Step 5: Continuous Improvement

Actual experience is the best teacher, and continuous review is a process of continuous learning and improvement.

Review is a methodology proposed by Mr. Liu Chuanzhi. Describe in one sentence " going over in your mind what you have done ".

It has two purposes:

• One is to spread the news on your social media. Strategically, calibrate your communication direction and line in time, tactically, solve communication problems in time, summarize communication methods, and continuously improve your level;
• The other is for people, we need to pool wisdom and improve professionalism.

The following diagram covers the four-step review method: reviewing the original goals, comparing them against the original goals, analyzing the keys to success or failure, and finally summarizing experiences and reflecting.

When it comes to social marketing, reviewing goals and objectives is most important. Because the communication environment is very changeable, the goals also need to be adjusted in a timely manner. If the communication goals are wrong, the greater the volume of voice, the greater the backlash.

Reviewing means that you constantly review your goals, check your goals, and correct or improve them in a timely manner. The other is soft culture. An open mind solves the problem of whether one can listen to opinions, frank expression solves the problem of whether one can express different viewpoints, seeking truth from facts solves the problem of whether one tells the truth, self-reflection solves the problem of oneself first, and brainstorming solves the problem of actively participating and contributing one's own value.

How to avoid falling into the pit? Personally, I think social media can help you or hurt you.

Here are some examples to illustrate this. It is normal to attack opponents or be attacked by opponents in the Internet environment. If an Internet product is not attacked by its competitors, it actually means that the product is not popular and is not important. Attacking opponents or being attacked by opponents is also a mainstream marketing method nowadays. For example, Shenzhou Private Car attacked Uber ’s advertisements. Uber’s advertisements were very successful in positioning Shenzhou Private Car as a safe private car brand.

Being attacked by opponents is not scary. What is scary is being criticized by the media, KOLs or the public.

For example, the Wei Zexi incident at Baidu caused Baidu's reputation, stock price, etc. to plummet sharply.

Regarding the practice of "letting investors support you", it means that if you encounter a crisis, letting investors and credible institutions clarify the facts for you is actually the best practice.

For example, when Yu Jiawen, the founder of Super Class Schedule, was accused of plagiarizing Course Grid, his investor Zhu Bo came out to support Yu Jiawen. Considering the situation at that time, Zhu Bo’s support was very important. At the beginning, when doing social marketing, it is like falling in love with others. You have to do it every day, be diligent, and keep updating every day. If you don’t want to update, you have to explain the reason to users and netizens and ask for leave.

Regarding "good intentions leading to bad results", Lianjia is a typical example. Lianjia has cooperated with a child early warning platform and announced that it would turn its stores into child protection stations. Although the starting point was good, it was still accused of using children to attract attention. On the one hand, Lianjia improved its own plan, and on the other hand, it clarified the reasons through social media, and gradually gained everyone's understanding and recognition.

Regarding the question of "telling lies", I think if your business requires lying, you'd better choose not to lie. For example, the Hammer mobile phone initially said it would make a high-end mobile phone priced at 5,000 yuan, then it sold mobile phones for more than 2,000 yuan, and later it made low-end mobile phones. Jack Ma said that he would rather starve to death than make games , but Alibaba still made mobile games. As long as you say something against your will, it will be dug out by netizens and criticized repeatedly.

Big companies have their own cases, and small companies have their own unique solutions.

The first one was the “bag flipping show” activity I did before at Lenovo for the high-end flagship phone K900. At that time, I found 50 KOLs, turned out their bags, took a photo and posted it on Weibo. Later, many big Vs and netizens came to complain about the contents of the bag, and deliberately made many complaints: for example, there were complaints about Durex condoms. It triggered a large number of comments and reposts, and even many big Vs participated in this activity.

The second case is the small company Beast Flower Shop. Amber, the founder of The Beast, only sells through Weibo. She does not have a Taobao store or a physical store. She simply relies on private messages and Alipay payments, uses storytelling marketing, and has no catalog references. The customer tells the boss lady his or her love story, and the boss lady combines the flowers according to the story to make a unique bouquet. The Beast will post the customers’ emotional stories anonymously on its official Weibo account, along with pictures of corresponding bouquets of flowers. Such Weibo posts always resonate with fans and are forwarded and circulated. The reputation of The Beast has been established through these stories, and they are occasionally forwarded by celebrities.

Let me share one of our customers’ stories with you.

"She is a few years older than me and already had a boyfriend who was about to get married when we met. I didn't even flirt with her verbally, but I still fell uncontrollably in love with her. Even though it wasn't possible, I still wanted to give it a try despite the pain. I heard that she had already renovated her house, and I proposed to her in a hurry. However, she was worried that her feelings would touch her life, so she had to say no." The Beast Flower Shop sent a bouquet of plump and innocent flowers, just like an innocent girl looking at a mature girl, expressing that even if you are willing, I will still fall in love with you like this. The Beast shares similar cases on Weibo. It doesn’t cost much, but it is very effective in attracting attention and fans.

Finally, today’s sharing is summarized into the following nine points:

1. Every company is unique. You can learn from others’ ideas, but you cannot copy others’ ways of doing things. In other words, “those who learn from me will live, those who imitate me will die.”
2. Mediocrity cannot make people remember, but vulgar content overdraws corporate brands
3. There are no bad ideas, only wrong ideas
4. Popularity is more important than reputation and loyalty
5. Brand is product, brand is experience, brand is taste
6. Data is important, but understanding the meaning behind the data is even more important
7. If you are not this kind of person, either become this kind of person or change your company.
8. Electronics may seem uninspired, but they can be effective
9. No strategy is perfect and must be tested through events

Here are some questions asked by our friends:

Q1: I would like to know more about crisis public relations cases. What factors should be considered when handling crisis public relations ?

Answer: Whether it is a large enterprise or a small startup, I think everyone should have a sense of crisis.

We all know that companies have done a lot of positive communication before, but once a crisis comes, all the previous efforts will be wasted. So I think there are many principles, such as the 5S principle in joint production. What I want to say here is that at least two points must be achieved: sincerity and transparency . Sincerity means truthfully reporting the company's situation, and transparency means communicating very transparently with the public.

For example, when Steve Jobs passed away, Pan Shiyi posted a Weibo post that said something like, "Steve Jobs is dead, Apple should release a cheap iPhone so that everyone can use it and remember Steve Jobs better." Afterwards, Pan Shiyi received tens of thousands of messages criticizing him, most of which criticized him for only caring about money and wanting to get some even after Steve Jobs died. What’s even worse is that one netizen made a “Pan” RMB note with Pan Shiyi’s portrait.

Pan Shiyi responded very sincerely and transparently. First, he made fun of himself on Weibo, saying that he had said it unintentionally. In addition, he replied, "I welcome you to do this for one dollar." He also asked his team to redesign the RMB, added his own avatar to it, and changed the People's Bank of China to "The People's Bank of China is Great." This series of replies made everyone feel that Pan Shiyi was capable of speaking and not just pretentious. Unlike Wang Shi, who said he would only donate 10 yuan during the Wenchuan earthquake, he was therefore called "Wang Shikuai" by netizens. Afterwards, Wang Shi did not respond at all, and all he posted on Weibo were pictures like apples that had no special meaning. This also shows that his mood was also affected by this incident.

Q2: I am working in a startup company and I am operating WeChat and Weibo from scratch. How can I acquire the first batch of valid users? 

Answer: Many entrepreneurs are thinking about how to open up the market and how to acquire the first batch of users. In fact, this goes back to the positioning issue I shared earlier.

The research work must be done very solidly to understand who your audience is and what your company is. Some companies invite audiences into glass houses to see how users use their products. Some companies are smarter and will talk to users in parks or on the streets. Tonight’s hotel specials, we didn’t realize before that users spent a lot of money on WeChat and Weibo, which didn’t have much effect. Later, after we understood the users, we acquired them in the community and then started to acquire users.

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This article was written by @笔记小组Jerry and was compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article!