Why did he create a social marketing event that was praised by Zhao Wei and Liu Ye with only 1,000 yuan?

What elements should a marketing event have that will trigger nationwide forwarding? What does a marketing case that is liked by celebrities such as Zhao Wei and Liu Ye look like? To do social marketing well, which 9 user pain points should you understand?

Good communication must include these 4 points

User insights are still the most fundamental basis for all marketing models and social communication. So when we want to do such communication, we need to see if we can achieve the following points:

1. It is related to me

What is the relationship between this matter and me? What is the relationship between this matter I am involved in and me? It is very important to me.

2. Novelty and excitement

For example, is this thing pornographic, violent, or strange? What kind of visual stimulation does this thing bring to you?

3. Benefit inducement

This is the simplest one. Give out red envelopes, discounts, subsidies, rewards, etc.

4. Social dividend

This is worth a lot of our careful study. In other words, what has this matter that I participated in brought me? For example, I participated in an Uber event, which proved that I am a creative person who likes to experience new things. For example, I forwarded a Weibo post about sponsoring out-of-school children, which proved that I am a caring and philanthropic person. Social dividend refers to what kind of dividend you get when you participate in this activity and join this activity. Every action of yours brings you a dividend. How this dividend can highlight your own personal characteristics and how it is worthy of you to show off and share. This is called social dividend.

This activity cost 1,000 yuan, but attracted Zhao Wei...

A communication event involving the whole nation should be planned and launched like this: 

01 Douban celebrities first initiated

Let me give you an example of social dividends. This is a case we handled a few years ago. It is a TV series starring Wen Zhang called "Little Daddy". We created a topic for it on Weibo, called the Show-off Dad Contest. At that time, it was also combined with a hot topic. The show-off wealth competition was initially for the rich. Many people were showing off, for example, by putting an star anise on their finger and saying, "I have a diamond ring as big as a pigeon egg." There was such an activity at that time. So following that activity, we did a show-off father event, about the father’s father. At the beginning, we were promoting this activity on Douban, because as everyone knows, there are many literary and artistic young people on Douban, and they are very enthusiastic about participating in and uploading this kind of content. So we found a Douban celebrity and launched an event called the Show-off Dad Contest.

Users are called upon to upload photos of their fathers when they were young and very handsome to this activity. At that time, Douban received more than 1,200 photos. Why were people willing to upload photos of their fathers? The main reason was that we grasped the point that users wanted to show off. Who doesn’t want to tell others that their father is handsome? Through this activity, we were the first to accumulate the first batch of content on Douban. When we did this activity on Weibo later, we collected and posted a large amount of content from Douban, and then disseminated it on Weibo for the second time.

02 The joke teller forwarded the video to attract Liu Ye to participate 

So how do you play on Weibo? First, we used our official Weibo account to launch such an activity, calling on everyone to upload handsome photos of their fathers when they were young. At that time, we found a very cost-effective communication channel. This joke teller is called @B哥. Because he has a good relationship with our colleagues, he is easier to get in touch with. During that period, Liu Ye was a bit like Deng Chao today, acting like a lunatic all day long, snatching other people's sofas everywhere. When Liu Ye first started using Weibo, he also followed a lot of comedians. He often interacts with a comedian named Brother B. So we guess that if Brother B announced such an event, there is a 50% chance that Liu Ye would come and participate on his own initiative.

The final result is that we made the right bet. Liu Ye also participated in our "Show Off Dad" contest. Of course, the content we asked this joke teller to post is not official content. It is a piece of content in which the joke teller participates in a show-off father contest in his personal capacity and uploads a photo of his father when he was young. So Liu Ye probably thought that this was a folk activity and he didn't know that it was a commercial activity, so he jumped on it immediately and posted his own photos.

03 Liu Ye participated, triggering a large number of celebrities to forward

Because he is quite funny, he posted a handsome photo of himself pretending to be his son and daughter. We all know that Liu Ye is a big V. He has a lot of fans and many celebrity friends. So through Brother B, and then to Liu Ye, Liu Ye became a big communication node. In addition to forwarding the article itself, a large number of celebrities also participated in it, including Zhao Wei. We didn't invite her or say hello to her. She must have thought that Liu Ye was participating in a folk event, such as the A4 paper waist-showing event. So she joined in on the fun and posted photos of her father when he was young.

We will analyze this matter later. What is Zhao Wei’s purpose in showing her father’s photo? Because her father is quite handsome, the purpose behind her showing her father's photos is actually to tell everyone that I have not had plastic surgery, my father is just this handsome. We only spent 1,000 yuan on this show-off dad contest, which was the price that the joke teller named Brother B reposted it for. Since we are friends, he gave us a friendly price. It was widely disseminated throughout the entire network, and during that period, it remained in the top ten of Weibo's topic rankings for a week. At that time, the topics at the top of the list were all particularly big social topics. Such a topic can play a role like an A4 paper and achieve participation from all the people. But it only cost 1,000 yuan, and I think it is still worth learning from.

Every time we forward something, we are labeling ourselves

Every time we forward something, whether it is on Weibo or in Moments, we are labeling ourselves. What labels will we use? I did some simple classification.

1. Empathy

For example, you might forward a WeChat title saying this little girl is so pitiful, let’s help her together.

2. Improve the format

For example, the title of this WeChat post might be about the top ten most beautiful places in the world, and I must go there this year. When you forward this kind of title, you are actually just saying it casually to make your friends think that one of the places mentioned is a place you must visit and that you can afford to go abroad.

3. I know you don’t know

This may be because someone posted an article on WeChat called 12 Changes in Social Marketing in 2016. You may forward this article to prove that I know about the changes in new media . You may not know, but this is what I know.

4. My Values

A while ago, there was a very popular Weibo post about a hairdresser in New York who went to the streets to cut hair for homeless people. This kind of thing conveys a kind of value, a very universal value. When you forward it, you are actually telling others that you have similar and identical values.

5. Game strategy

This type of article is a summary, which is more about our daily life. For example, ten ways to cook scrambled eggs with tomatoes and the ten best restaurants in Hangzhou, these are the things you will forward, and they will help you to plan your life.

To do social marketing well, you must master the 9 user pain points

The Bible says that humans are born with original sin and that humans have seven deadly sins. When we do communications, especially when we work on the Internet, users have pain points. I have listed them all and I’m calling them My Nine Pains. Every pain point in it can be used by us to become the driving force for our communication needs.

These nine pains include: loneliness, lust, greed, laziness, jealousy, showing off, blind obedience, curiosity, and kindness.

Why do we often receive a lot of messages in our WeChat group from people saying sorry, please vote for my son, my son is participating in that event, please vote for my son. Why? He just wants his son or his child to show off and become the first in the competition. It is such a simple motivation. Even though it has been played for several years, there are still a large number of people who are fooled like this.

Today I will focus on the first five pains.

1. Kindness

People are inherently kind. Even the most vicious and evil person has a kind angel in his heart. Therefore, copywriting full of positive energy will definitely be the most resonant.

For example, the song "Sorry, I Only Live 1% of My Life" which was popular on WeChat Moments at the end of the previous year.

The whole article only tells one thing, how I, the great Annie , grew from obscurity to become a leader among the post-90s entrepreneurs through hardships.

The fact that a girl chooses to start her own business is eye-catching in itself, and coupled with her arduous entrepreneurial journey, it easily arouses the sympathy of most people. Many people born in the 1990s even regard her as a great role model. Therefore, it is no wonder that this article has become popular on WeChat Moments.

For enterprises, similar marketing can also be done. For example, write a tortuous story behind the birth of your own brand. Or, when you encounter heartwarming holidays such as Father's Day and Mother's Day, you can go with the flow and make a thoughtful plan to gain brand exposure with the least possible cost.

2. Jealousy

I believe many people have experienced this situation where someone, or someone’s child, participated in some kind of activity and was asked to vote. This is what captures the pain point of jealousy in human nature.

Since I have participated in this competition, I will not allow myself to fall behind and I will canvass more votes for myself. During the canvassing process, participants will consciously or unconsciously help your brand go viral.

The cost of such an event is really low. You only need to set up relatively attractive prizes for the top few vote-getters to gain great exposure for your brand.

Therefore, companies can plan more such voting activities according to their own brand tone, which will definitely achieve or even exceed their expected results.

3. Show off

The most classic one is the belly button touching competition with the back of the hand that became very popular in the circle of friends not long ago. The instigator may not be a certain company, but this is a good marketing opportunity that the company can seize.

Girls all love to show off their good figures. This is the pain point of showing off in human nature, and no one can escape it. Everyone wants to be recognized and praised by others.

In addition to leveraging the trend, companies can also proactively launch similar activities, such as asking people to post their most handsome photos of their fathers. As long as a company can provide its audience with a stage where they can fully display their talents, there will be countless performers on this stage.

4. Greed

Speaking of this, I think of the ever-popular mobile phone bargaining campaign. The general form of the activity is as follows. Give you an event link, for example, a Meizu mobile phone for 999 yuan. You need to forward it to your circle of friends or even various WeChat groups, and ask your friends to help you bargain. After the price is reduced to 0 yuan, the phone will be given to you for free. Who wouldn’t want to get a phone for free? The event planner planned such an event by taking advantage of people's greed. Although most people know that this is a scam, they still happily forward it and ask for price cuts, indirectly helping the operators spread the message virally.

As a business, if you want to promote your products extensively in the circle of friends, you can try to do more activities like bargaining, which are effortless and pleasing.

5. Blind obedience

The recently popular WeChat group lectures are a good example. People in the workplace are often eager to take some courses to take their work to the next level. However, most people are confused about what courses to study and what courses are effective. If you see that several people in your circle of friends have shared the same link, most of them may click on it and find it interesting. Out of the herd mentality, they will also try to listen to such a course to see if it can benefit them. This kind of viral spread is also a great way to gain massive brand exposure at zero cost.

No matter what kind of pain point it is, it is inseparable from dealing with "people". If you grasp "people", you will grasp the source of communication. Only by directly hitting the user's pain points can you know what the user wants. Knowing what the user wants, you can get a lot of brand exposure and even order conversions at a limited cost.

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This article was written by @漫頭商学院 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!