New media marketing is not as good as you think, it may even be extremely bad!
| Hello everyone, my name is Wang Daze, a typical post-90s. I recently received angel investment to start my own business . I have been engaged in work related to new media marketing for 3 years. The topic I want to share today is: "New media marketing is not as good as you think, or even extremely bad" In the public relations and advertising industries, everyone is in danger I am so proud of winning the award for the first time This picture was taken two years ago when I won the first communication award in my life. I was smiling very happily. I was still very young at that time, and I received the award less than a year after graduating from college. I thought the whole company would celebrate for me. But when the boss left the award ceremony, he posted a circle of friends. He said that although we won a very important award, it felt not as lively as the previous two years and seemed a bit cold. Many people at the forum in the afternoon were discussing transformation and rebirth, and it seemed that everyone was in danger. I felt very uncomfortable at the time. Why was it so deserted and everyone felt insecure after I won the award? But half a year later, when I discussed with more company owners and practitioners in the public relations industry, I found that I gradually understood what it felt like for everyone to be insecure. Fewer and fewer people are reading press releases, watching advertisements, and opening the door. Very traditional marketing models are gradually failing, so we can slowly understand why many practitioners who first started working in the public relations industry find it incredible. This is the best time again. New media marketing is on the rise Another era is opening up. I believe that 2014 was the year of the rise of new media marketing in China as a whole. Let me cite a few cases I have worked on before. Today media is so close to us. In the past, it was very difficult to be creative and required a large budget. Today it is very easy. All of us can have very good connections with consumers and brands. This is the best era. Unfortunately, the good times did not last long. We saw that many practitioners, after entering this market, believed that there was no threshold to marketing. As long as you have a public account and Weibo, you can do new media marketing. Is this really the case? I think there are four chaos in the current marketing circle. There are still many chaos in this circle , blindness, far-fetchedness, deception, exaggeration The first chaos of new media marketing - blindness The first chaos is blindness. Let me show you a few examples. These are three posters I saw when I was casually browsing my circle of friends while making courseware that day. We find that many companies are doing marketing content like this. Many people think that a poster can be made by photoshopping some pictures of a person posing. I don’t know any of these people, so what message can such a poster convey? The third one is Gionee’s poster. I can’t understand why this poster is called “Battle at the Forbidden City”. The second chaos of new media marketing - far-fetched The second one is messy and far-fetched. This is a recruitment app. Last year, it held an event called the Toilet Recruitment Festival. I didn’t quite understand at the time, how could I find a good job while using the toilet time? I find it very strange that they also made a set of countdown posters called "Don't pretend, be awesome." I don't quite understand what this text has to do with the Toilet Recruitment Festival. The third Gionee poster was made during the Chinese New Year this year. It shows a photo of going home taken with a mobile phone, and the caption is "Returning to my mother's home on the second day of the first lunar month." If I cover the Gionee logo, can you tell which brand the advertisement is? It's basically invisible. If I cover the super battery life below, will you think this poster has something to do with battery life? Why do I need to continue my journey when I return to my parents’ home? A lot of things the entire industry does are very far-fetched, and it seems like we are doing creativity just for the sake of creativity. The third chaos is deception. There is a lot of false data in this industry, and it is the least valuable. Sina Weibo fans are zombies, and 10,000 of them cost 30 yuan. High-quality reposts cost 0.06 yuan each. These data are the most meaningless. The fourth chaos of new media marketing - exaggeration The fourth chaos is exaggeration. This screenshot is from a pretty good account in the marketing industry, with 9853 views. The first post with the most likes has 5 comments. This is his screenshot. The following are screenshots of my own media . I selected two push notifications with similar reading volume to his. Mine has 9,826 readings and 155 likes on the first comment, while his only has 5. The reading volume is basically the same. Based on my experience in the industry, I can infer that his reading volume is about 1,000, and the rest can be brushed up. You can imagine how inflated this data is. How to restore order in such an impetuous atmosphere? UGC, PGC, OGC The atmosphere of the entire industry is really impetuous, so how should new media marketing be done? It's time to set things right. New media content marketing structure system New media marketing content is divided into three parts. The most core one, and the one with the lowest operating cost, is OGC, that is, brand-independent content generation. UGC, for example, many brands want to organize some activities for everyone to participate, take photos, record videos, etc., and finally the users will generate content independently. On the right is PGC. Today, we find that there are many institutions or self-media people in the industry who are very professional in content production. ☞ OGC, core: clear understanding of the brand 1. Ford EcoSport Case Mr. Yang Shitou, CEO of Zhilifang, once said that sometimes we go too fast and too far, but the brand has not reached that level yet. Whether it is brand marketing or new media content marketing, the first step is not to invite a celebrity to endorse the product, nor is it to discuss whether it is better to have a service account or a subscription account . The most important thing is to have a very clear understanding of the brand. Knowing yourself is the first step to good brand marketing. If you don’t face yourself, everything you do afterwards will be meaningless. So how do you analyze your own brand? Let me give you an example of a case I handled before. Ford EcoSport 1. Sort out all the problems you are currently encountering. Many people should have seen this car. It is very common on the streets. It is the Changan Ford EcoSport. It is the second in China's small SUV market, the first being Buick Encore. EcoSport was launched as early as 2013. What does his competition look like in 2016? All those marked in yellow are domestic independent brands, and those marked in blue are joint venture brands. It is obvious that domestic independent brands have completely defeated joint venture brands in this market. The first-place JAC Refine S3 had sales of 74,600 units in 2014 and 170,000 units in 2015. The EcoSport sold 92,000 units in 2014 and only 50,000 units in 2015. The market will be even more terrifying in 2016 because the dividends will be very large, so stronger competitors like Toyota and Mazda will begin to enter the market. As the person in charge of the Yibo brand, I think it is currently facing three difficulties. 1. Our brand is very aged at the product level. 2. The brand is very tired. Our slogan has always been "Enjoy adventure every day". This view has not changed until now, but the market is changing and we have not kept up with the pace of the times. 3. There is no change in word-of-mouth reputation. Our competitors have started to come up with better products to build their reputation, while we are still using the same old methods: fuel-efficient, good handling, high cost-effectiveness, etc. So how to solve it? 2. Find your own unique advantages Although we are an old brand, it seems that we are a bit declining. But we are the second SUV in China's B-class SUV market. We are old hands and have a better foundation than you. When you were first launched on the market, EcoSport already had 200,000 owners in China. Who are these 200,000 car owners? It has 200,000 loyal KOLs, and at the same time, it is the explosion point of 200,000 incremental markets. Strong and weak ties in the we-media era In the era of self-media, what do these 200,000 car owners mean? Let’s look at a picture. Red represents strong ties and blue represents weak ties. Let's make an idealized guess. Assuming that all 200,000 people are men and all are family breadwinners, and each person has ten family members, that would make 2 million family members. If each of the 200,000 people has 20 friends, that would make 4 million friends. This is a very ideal number. Today, everyone is doing their own media and new media. Are we making good use of all resources? What are the advantages of Yibo? It is the car owner’s resources. We have established many car clubs, and the resources of these clubs need to continue to be actively operated, but what we want to tap into is the incremental market. 1.0 is called the era of car owners. At that time, everyone drove a car, such as Jetta. 2.0 is called the group era. It is not only about driving, but also about participating in group activities. Every car owner has a strong sense of brand honor. The 3.0 era is very critical, it is the era of community . Whether you have bought EcoSport or not, we hope that everyone can join the big community, which connects you not by a car, but by a common brand spirit and values. For example, fans of Luoji Siwei can listen to it every day, but they may not necessarily buy his books; people who admire Lei Jun may not necessarily buy Xiaomi phones; I myself am a fan of Luo Yonghao, but I have never bought Hammer and Nut. The resonance of values is more important than material connections. 3. Recognize the real needs of target users instead of speculating. We have thought about the potential needs of countless consumers, but do consumers really have this need? Yibohui believes that most car owners are around 28 years old. This group of people are not married and do not want to get married, and it is even more unlikely that they will have children. They want to play for another two years while they are still young. Why buy Yibo? They think it’s really cool, sedans are really vulgar, and buying an SUV is cool. Is this really the case? Later, after we retrieved a large amount of EcoSport data, we found that those car owners were not that young. Most of them were married, led a simple life, and had children. Many people bought EcoSport to transport their children, and Ford is a big brand, so everyone felt reassured. What should we do when we find that our brand users are not what we brand owners want? The slogan “Enjoy adventure every day” needs to be adjusted. We found that self-driving tours are about visiting the suburbs, not traveling through Tibet; we found that challenging ourselves is about trying bungee jumping, not treasure hunting on a desert island; the joy of driving is about going out with the whole family, not indulging in the desert; the spirit of adventure is about having some excitement, not a heart-pounding frenzy. Therefore, the first step must be to have a clear understanding of the brand. If you don’t have a clear understanding of the brand, everything that follows will be wrong. What is the second step? The second step is to create content. We need to cultivate a sense of the Internet. What is a sense of the Internet? It's the sensitivity to everything on the Internet. Today, if I am in charge of brand marketing but I don’t understand the tastes of people who read Weibo and WeChat every day, how can we do a good job of brand marketing? What changes have occurred in online perception in 2016? 1. The Internet is becoming more entertaining. All the content we produce is being disseminated, and the entire Internet is becoming more entertaining. 2. The pace of communication is getting faster. We were working on a matter a few days ago, and the client said that the communication cycle of this matter would take four months. It’s so scary. In this era, can an event be popular for four months? It's really too difficult. 3. The cost of reading is more fragmented. Don’t let users watch a 40-minute film. It’s best to solve the problem in one minute. So what do you find to be very popular? What did many self-media start to do? I can tell you about a movie in one minute, and a horror movie in three minutes. 4. Audience needs are very utilitarian. 2. Ronglian Cloud Communications Case Let’s talk about the second case, Ronglian Cloud Communications, a mysterious customer. When the client talked to me about business, I was completely confused. They provide technical support to China's top Internet companies. They do traffic distribution, call centers, and SMS verification. They are basically completely 2B. They are very well-known in China's 2B field. Xiaomi, Ele.me, and other well-known companies are all using it. What problems do they face? First, it has no reputation in the consumer market, after all, it is a TO B company; second, the company has just received C round of financing, and has some people and money to do marketing and planning, but it cannot spend tens of millions on hard advertising like the local tycoons; third, there is no content, which is the most terrible thing. A good cook cannot cook without rice. How can a text message verification code carry out social communication? What's more, many people don't understand what this means. How to do it? Just one thing, I want to express that you are awesome in the entire new media field. 1. Trace the roots and find the core competitiveness. First, trace the roots. It doesn’t matter if you provide call services, SMS verification, or call center services, but you are serving well-known brands such as Xiaomi, JD.com, and Ele.me. So we came up with a strategy called leveraging power: you may not be famous, but your customers are famous. Our core strategy is called 2B2C. At the TO B level, we only produce top-notch, high-end content. TO C must downgrade, lower its profile, and create all kinds of content that is friendly and can attract attention. 2. A very interesting trilogy to detonate creative content. The first point is that you must not use a lot of very complicated copywriting for dissemination. This is how we do dissemination. 80% of Internet companies rely on the services of 20% of elite companies. So we define Ronglian as the 20% of enterprises that serve the 80% of enterprises. All the subsequent creative ideas are related to this keyword. Do you know what the most awesome brand symbolizes? When your brand can represent the category, you are the boss. When this idea was first proposed, most users of Weibo and WeChat did not know about Ronglian. We came up with a rather weird idea: 80% of users of literary and artistic communities are sexless otakus, 80% of startups fail due to bragging, 80% of APP users despise each other, 80% of Internet companies are using Ronglian Cloud, etc. We hope to point out some points and bring out Ronglian through the 80% strange phenomena in the eight posters. 3. Shoot a promotional video at a very low cost. The second step is to shoot a promotional video. The cost of this film was very low. All the actors and staff were our colleagues, and we shot the entire film ourselves. The customers liked this film very much. They did not play very expensive films at the roadshow, but played this one instead. This attempt was short, effective and quick. 4. The third part of co-organizing events is the secret weapon of 80% of the giants. Ronglian provides services to so many Internet companies. If it wants to cooperate with those service companies to carry out a promotion, it will be a relatively easy thing. All of Ronglian’s customers are among the top 20% of the best performing Internet companies today. 80% of the giants are using Ronglian. In order to show that 80% of the giants are using Ronglian, we made nine dynamic posters. For example, for Didi Taxi , Ronglian protects every Didi trip you take; for Vipshop, Ronglian assists you with every shopping order; for SF Express, Ronglian accelerates every SF Express journey you make. At that time, we came up with nine groups of creative ideas and put the nine pictures together in the hope that everyone would understand that the most commonly used applications in our lives are all supported by Ronglian. Through the above marketing methods, Ronglian Communications began to gain attention and recognition from the capital market and many companies on the C-end in the Internet circle. ☞ UGC, core: Think clearly about why users pay attention to a piece of content After talking about OGC, let’s talk about UGC. After the ALS Ice Bucket Challenge in 2014, everyone in the world wanted to do UGC. The Ice Bucket Challenge was an event that quickly made the Chinese Internet industry, Weibo marketing, and WeChat marketing all want to create a similar screen-sweeping event. 1. Why would users pay attention to a piece of content? Don’t let users participate according to your bullshit rules first. Let’s think about why users pay attention to a piece of content. 1. Emotional contagion: Some time ago, the news about Kris Wu having one-night stands was widely reported. I wrote a push at that time with the title "I'm not afraid of Fanfan's love of one-night stands, I just hate that he's not me in bed." The main content is that Wu Yifan's fans have double standards and only blame the girls who have had sex with him. I believe that one day Kris Wu calls his fans and asks them to go to the movies. The first type of people will say that Kris Wu is a cool guy and would never do such a thing. The second option is to dress up after hanging up the phone, put on your most expensive clothes and go to the appointment immediately. Most people probably would choose the second one. After the pictures and texts were pushed, our fans found it very interesting. They made comments in a line: Wu Yifan's sex partner is too ignorant. I have never betrayed Sun Honglei, Wang Kai, Huang Bo, James, Li Yifeng, Wu Xiubo, Lee Seungri, Zhang Yixing, Wang Daze... I'm wondering why users are willing to do this? This is a kind of emotional contagion. Because I feel the same way, I am willing to forward and share 2. Empathy. The one on the far left of the picture above is the activity done by Lao Luo, who is naturally proud. It’s a UGC activity, a thing of pride, and you can fill in the content in the middle by yourself. So I wrote this: I don’t smoke in public, but my friends like to smoke in public. When I was in college, I started picking up the cigarette butts they threw on the ground every day. At first, they didn’t let me pick them up, so I threw them very far away. Four years later, I started picking up cigarette butts on the street, and my friends would throw them into the trash can. I posted it on my Moments. I don’t smoke now, and this is a source of pride for me as a smoker. Why should I share Lao Luo’s activities? Why do I write about my pride as a smoker? Why do you show yourself as an artistic youth in your circle of friends? Why did some people particularly like this push of "I Only Want 1% of My Life" and share it on WeChat Moments just to prove that Annie and I are the same person, except that Annie is successful. At this time, "装强" is not a derogatory word, but a neutral word. It just conveys my values. Many times we share content with some emotion. Sometimes I am curious: what is the most expensive car in the world? Sometimes I am very greedy and want to win a lot of bonuses and prizes, sometimes I just want to resonate with others, and sometimes I just want to show off. Regardless of curiosity, greed, acquisition, showing off, resonance, or pretense, all content disseminated today must be centered on me. Selfishness is the essence of new media content in this era. This selfishness does not mean that you don’t care about others, but that you only find the connection points with yourself. Take myself as an example. I have shared Luo Yonghao’s speech video "The Struggle of an Idealist". Why do I tell you that I admire him? It’s not that I like this person, but I hope to prove some of my characteristics by telling everyone that I like Lao Luo and admire Lao Luo. I also possess some of Lao Luo’s values. Sharing World of Warcraft proves that this is my youth. I watch Wu Xiaobo's channel, I listen to "Luoji Siwei" and "Dong Wu Relativity", why am I willing to share it on WeChat Moments? I think what Professor Luo and Professor Wu Xiaobo said is what I want to say but cannot say. 2. When creating content, most people are just entertaining themselves. The most terrifying thing about all our UGC today is that it has no connection with users and is just entertaining ourselves. A milk brand launched an event on Father's Day to show off energetic fathers. What reason can you give me to show off my father? What is the motivation? As a brand owner, you believe that milk is suitable for the elderly and can help them strengthen their physical fitness, and you hope that children can buy it for their parents. Buying a box of milk is not a problem, but I can't find any reason for me to show off my father. What does it have to do with me? An H5 of a TO B brand was released. Except for a colleague who forwarded it to show it to his leader, no one paid attention to it because it had nothing to do with users. Many times we create content without understanding why users pay attention to it. Now selling things is not about telling users what you sell, but about helping users buy your things. Don't convince users to buy something, but give users a reason to buy your product. 3. Good UGC content should look like this: 1. Confirm that our brand has a very large brand influence in the mass market. If our brand itself feels that it has no fame, it will definitely die. 2. Have top reputation in the market segment. For example, KEEP is a very popular APP among fitness people. If you launch an event at this time, there will still be many people participating. 3. We require brands to have real loyal fans. UGC activities must have loyal fans participating in the first round before they can be spread. 4. Find the precise me and give users enough benefits. 5. Find some people who truly have mass market appeal to initiate the campaign, rather than someone we think is very popular. 6. Don’t be too self-indulgent and don’t fantasize about user needs that don’t exist at all. ☞ PGC, core: they are not only traffic entrances, but also content producers Finally, let’s talk about PGC. How to understand PGC today? They are far away, very expensive, and ordinary brands are unaffordable. I don’t know how to cooperate with them. They seem to be very close. They all have their own media and Weibo accounts. They are very mysterious. Why is PGC needed in the market? Wouldn’t it be great if we hired a group of post-90s people to work on WeChat? When doing these activities, wouldn’t it be nice to sometimes initiate some UGC activities on some nodes and let fan users participate? And why are the prices of PGC getting higher and higher? Because everything that all brands say is false, why should I believe ZTE when it says its phones are good? So today people don't believe in advertisements. PGC will be more valuable when you don’t trust the brand owner. Let me give you an example of a communication model between a girly celebrity and a brand owner. Hu Xinshu’s official account has more than 400,000 followers. Why are her WeChat push notifications so expensive? Lancome and Chanel are both frequent customers of Teacher Hu. Lancome said that their lipstick was useful, but no one believed it. Hu Xinshu didn't say lipstick is good, she said lipstick is very important because lipstick kisses two lips. Then she said that because it was important, we should use good ones, and everyone agreed. She also said that Lancome lipstick is very expensive, and everyone agreed. She finally said that although it was expensive, it was good, and everyone believed her. The awesome thing about PGC is its native content. You say east one moment and west the next. When you say east, it’s content, and when you say west, it’s advertising. In the end, I remember everything, but I can’t tell the difference. PGC employs a group of people who are very professional in content. They understand the consumer market much more deeply than the brand owners themselves, which is why PGC is expensive. PGC is both a content producer and a traffic portal. The average number of readers of my own public account is 10,000 per article, and the current quotation is 5,000 yuan. Directly on the headlines, no second one. At the same time, I do not accept direct submissions from brand owners. Brands often say that their articles are well written and they will use your account to post them. They simply use me as a traffic entrance. We are not just a traffic portal, but more importantly a content producer. Our views are definitely beyond the imagination of brand owners, and no one knows the attributes of our own fans better than we do. Why does Mr. Hu Xinshu rarely revise his manuscripts? Chanel trusts Hu Xinshu to handle its own content because no one knows her 400,000 fans better than Hu Xinshu. This is the value of PGC. |
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