Baidu's senior operations manager teaches you how to do marketing!
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1. Internet Logic in the Mobile Era In the mobile era, users generally have four response mechanisms: 1. Short-term triggering of short scenes In fragmented time, users' attention is very unfocused, so in short scenarios, users have no ability to filter out invalid information and content. So what is effective information? For example, when two people stand side by side, one is wearing all black and the other is wearing a bright red top, this is an effective message. How to capture the user's attention in a short period of time and in a short scene is a more effective thing. 2. Craving for new things and new ways of playing Now, there are many ways to play that can be counted, which are not uncommon, including H5 and online interactive small games, which are very common. In such a situation, users will need fresh content with explosive points. 3. The degree of investment determines the communication energy The greater the user involvement, the higher the interest in spreading. One of the basic mechanisms in social networks is the trust mechanism. Just like falling in love, the more a person gives, the harder it is to give up the relationship. 4. Lack of information guidance and screening Today's information is very general and users cannot find the core value. Recognizable content can help users to filter, and such content will be popular with users. So, the question is, what kind of content can attract our users more and make them more willing to spread it? There are several points to consider: 1. Image building There is a characteristic of users' communication preferences, that is, when users spread information to their friends circle, they do not just want to post the picture or text, but their purpose is to show others what kind of person they are. 2. Interest-based circles Users can find relevant circles through this content/activity. It’s like everyone has their own label. This content allows users to find their own hobbies and establish emotional connections with people who share the same hobbies through it. 3. Altruism benefits the body For example, we often see news about an elderly person going missing or something else in our circle of friends. We may not know the authenticity of the information, but we will still forward it or help. This is the altruistic mentality. Each of us needs to help others, which is a demand that helps us achieve self-realization and self-satisfaction. 4. Free Yourself When feeling oppressed by life, users will release themselves through fragmented entertainment, competitions, shows, jokes, gossip, interests and other content. Human social genes are an eternal proposition. Everything including products, communication and content cannot be separated from social media. So when we are creating activities/content, we should be user-oriented. 2. The Ultimate Logic of Social Networking Take Pepsi H5 as an example, it meets the above requirements. This H5 can meet the needs of users in image building and is more personalized. It satisfies the circle of interest classification. If a user uploads a fresh and simple photo, it can attract users who like fresh and simple photos to like it. Release yourself by liking, competing for the number of likes, etc. So, what kind of content/activity can trigger marketing ? Only two points are needed: core trigger point + deep association. For example, if Teacher ALAN wrote a sentence "ALAN gave birth to a monkey after three months of pregnancy", then the first group of core audiences would be people who know Teacher ALAN, and the core trigger point would be prying into his privacy. The second group of users are those who are not very familiar with Mr. ALAN but may have heard of him. They are curious about what kind of person he is, whether he is a boy or a girl, etc. The third batch of users will be those who don’t know Teacher ALAN at all, and the core trigger point will be why humans give birth to monkeys. This topic allows users to associate and discuss, so that unknown things can become content for deep association. Therefore, when making a plan, you need to consider who the core users are, what the core values are, and whether it can trigger discussions among users. 3. Li’s Four-Dimensional Propagation Theorem Want to know what kind of content can make it big? If you grasp these four laws, you should be almost there! 1. The Law of Love Several rules that can help you succeed in love: 1. Know when to relax and work hard. For example, adopting an offensive and defensive approach during the pursuit process. 2. Love the house and love the dog. If we want to maintain a good relationship with the people around us, we must maintain a kind of synchronization. The more actions we take in line with others, the better they will like us. 3. Collaborative sense of security. How to make him/her feel safe is to understand him/her. Take the H5 of Shenzhou Special Car as an example. Proper balance between tension and relaxation: scenes change slowly to make users feel involved; love the house and the dog: the pictures are all things that are familiar to users; collaborative sense of security: understand users' needs for security. 2. The Law of Bad Friends Only good friends understand you best, so don’t pretend: 1. The content is not a textbook, but a form of communication. Keep a low profile and use down-to-earth content to attract more users. 2. To attack you is a manifestation of love. Don't treat users as gods or friends and communicate with them in a derogatory manner. 3. Don’t pretend to be cool, or you’ll get struck by lightning. Sometimes it looks very grand, but users don’t care. For example, this H5 about what a monk looks like is like telling users like a friend that there is a good summer camp here and they can come and join it. It is closer to users and does not sound condescending. 3. The Law of Pickup We all have the bad boy gene: 1. Show your charm instantly. 2. The chances of successfully chatting up someone together are much higher. 3. Interaction brings you closer. So there are two key points here: to enable interaction between us and users, and also for interaction between users, so that the message can be spread more widely. 4. The Law of the Self Each of us is a narcissist: 1. I am great. 2. I am different. 3. This is me. These four laws constitute the reasons for user dissemination, and we must also grasp some of the above points in what we do. 4. Awesome planning is sexy Many students often have no ideas when they start planning and don’t know where to start. Teacher ALAN imitated Liu Chuanzhi's Nine-Character Sutra to make the following summary, of course the content is different: 1. Build a team : find the core selling point, that is, the differentiated selling point. How is our planning different from others? We need to find out what the excitement is and what value we can provide to users. 2. Determine the strategy : determine the expression of selling points, how to express the core selling points, how to let users know what our recognition is; determine the core keywords, after having the core value, refine the core keywords, and repeatedly reflect them in the communication process; the core interactive method. 3. Lead a team : Open the product entrance. After all the previous preparations are made, open the interactive entrance, which is how to interact with users. There are many methods available, such as: 1. Set topics 2. Define topics 3. Continuous fermentation 4. Surprise activities. I hope these ideas can help you create your own products and marketing methods. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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