[Case] ​​18 methods of social marketing of Durex!

How to judge whether something is really popular? Can you check whether your classmates who work in enterprises and institutions have transferred? Did your parents transfer? Have your classmates who are far away in your hometown transferred? If these normal people forwarded it, then it would really go viral on WeChat Moments. Therefore, when we do social marketing, we must avoid the problem of self-satisfaction.

Here are two counterexamples:

The first one is the "thin attitude" of vivo mobile phone. He connected many official Weibo accounts and hoped that everyone would make a series of creative posters with thinness as the theme. There are two points we need to see here: First, as a fan, I saw something superficial and I have no idea what it has to do with vivo; second, these official Weibo accounts themselves do not have much fan interaction, so I connected a series of cases made with posters. The only problem that can be solved is that when reporting to the boss, the boss will be very happy, but the actual communication effect is not ideal.

Let’s look at a positive case. This was done by Alipay when it was ten years old. There are two points we need to see here: first, WeChat has banned Alipay, regardless of sharing or transactions, but Alipay has successfully broken the WeChat blockade by taking screenshots through this app and sending them to Moments; second, why everyone is willing to share to Moments is because this matter is related to me! First of all, it records how much money I spend, and also gives an interesting packaging to the act of spending money. I will forward it because it is related to me.

To do social marketing well, you should focus on people, human nature, and everything related to people

Social marketing is not a panacea, nor is it just a microblog post. It is a systematic strategy and part of integrated marketing. Only by matching it with the brand's positioning, direction, core concepts, etc. can we achieve real social marketing effects.

So we often say that social marketing is a general manager project. The entire company must be mobilized, whether it is the communication end or the service end.

For example, let’s look at the case of KFC. During the Spring Festival of 2012, a netizen had a sudden idea and wanted a handsome guy to deliver food. Unexpectedly, KFC actually met this request, so I posted this matter on Weibo, which immediately attracted a lot of attention. Then many fans followed suit, and many of their requests were fulfilled. Assuming this is hype, when the Weibo editor came up with this idea, could he get the takeout stores and after-sales department to support me? It all came from the support of the entire company, and it was definitely not the credit of the Weibo editor alone.

Social marketing is based on human communication, while traditional communication is based on media communication. It is now necessary to establish relationships with consumers. A normal person will not follow a company’s official WeChat account or public account. In fact, if we are ordinary consumers, would you follow the official account of your work? I think it’s probably not. Therefore, if I want to establish a relationship with consumers on the public platform, we must meet the following four goals:

1. Gain knowledge: Consumers can learn knowledge from you, or the content can be interesting.

2. Get benefits: such as awards, free mobile phones, etc.;

3. Gaining power: Xiaomi fans can make their own suggestions on Xiaomi's design, UI, etc., and often get their suggestions met;

4. Obtain brand conversation topics: For example, advertisements for BMW and Mercedes-Benz are usually not for car owners, but for losers who cannot afford Mercedes-Benz and BMW. Only real car owners can feel superior.

Therefore, our social marketing is a subversion of traditional advertising, instant marketing, instant interaction, and most importantly, getting consumers involved.

Eighteen secrets to master social marketing

This is the gameplay I summarized from daily operations when I was at Bosheng Yunfeng. It may be helpful to everyone when operating the official WeChat account. Although the activity on Weibo has declined, it is difficult to find a platform suitable for event marketing except Weibo. The most important thing is that although I am talking about Weibo, many of the gameplay tactics are applicable. The Eighteen Weibo Tricks are like the Eighteen Bronze Men of Shaolin Temple. If you learn one or two of them, you may be able to make your Weibo post a hot topic.

Content Tips

The first step: Be the first to seize the news. Speed ​​is the only way to succeed.

When encountering a sudden event, you just need to react faster than Sina News. You don’t actually need to say much. You can just light a candle or say a short phrase and it can produce a particularly large forwarding effect. For example, when the Ya'an earthquake occurred in Sichuan, if you were the first one to post this Weibo, your Weibo post would definitely be widely retweeted.

The second move: Take advantage of hot spots and leverage their power

We all talk about leveraging trends, seizing current hot spots, associating them with our own brands, and creating content. Creating content here means that our content must be attractive rather than just for fun.

The first case is that when the movie "The Smurfs" was released, Durex did one thing: it changed the lyrics of the song "The Smurfs" that we all sang when we were young into lyrics related to its own brand, as shown below:

Since this post ruined our childhood, it resonated strongly with fans and eventually received over 7K reposts.

The second case, Durex famous rainy night shoe covers

Background: In June 2011, when the rain was heaviest in Beijing, there were reports of flooding everywhere. At this time, the editor came up with an idea, which was also very bold: could I put condoms on my shoes so that my shoes would not be dirty when I got home. At that time, I didn’t dare to use Durex’s official Weibo account to post it. I first posted it using a small account, and found that the effect was quite good, so I immediately reposted it using Durex’s official Weibo account.

As a result, one hour after it was released, it surpassed the news of the most serious flood of the day and firmly occupied the first place in the forwarding list. Half an hour later, the number of reposts exceeded 10,000, and on the third day it exceeded 90,000. This was the first time that Weibo ranked first in the number of reposts without the presence of celebrities or natural disasters or man-made tragedies.

There is also an interesting thing here. The editor's shoes (the shoes of the person taking the photo) were from Vancl, so he wanted to interact with Vancl, but I don't know what Vancl was thinking at the time. Maybe they felt that it was not easy to participate in this matter, so they did not admit it. So when this incident became popular, Vancl finally reacted, but by then the popularity had passed and it was too late.

In fact, we believe that what would be really effective is that Vancl should respond quickly, jointly launch a Durex + Vancl set the next day, and then go on Taobao's Juhuasuan group buying and use quick payment. Our cross-border marketing is the most effective, a marketing campaign that combines communication + products + multi-brand promotion.

The third trick: UGC content, borrowing arrows from a straw boat

UGC is to let users create content themselves, but how do we mobilize the enthusiasm of fans and let them provide us with content. For example, the picture on the left was made by a fan: he is a loyal fan of Durex, so he put TT on the body of Kung Fu Panda. The key is that our fans need to be crazy about the brand.

Of course, other accounts may not be so powerful, and the effect may be worse than the Discovery Channel on the right, but there is a trick here: Bear Grylls holds a blank piece of paper and asks users to photoshop what they want to say most. We choose the funniest ones and forward them, and as a result, we received hundreds of submissions. So, we have to think of ways to create such activities that make editors worry-free and fans happy.

The fourth trick: Weibo style is played by everyone

So how do we create our own brand of Weibo style? For example, the earliest "Fancl Style" was successful because it had a large amount of ground advertising and celebrity effects. Of course, in addition to the Fanke style, there is also the Chen Ou style, the Zhen Huan style, and so on. We can use some means to create our own brand's Weibo body and make it popular. For example, when we were working at L'Oréal, we created a "flowing year style": every celebrity can make up a story about his or her own year. In fact, everyone can create their own Weibo style.

The fifth trick: product placement

That is to say, you can create content that your fans like and enjoy without having to highlight your own products. Instead, you can find some clever ways to incorporate some of the functions and features of your products, which will naturally make your fans remember you. for example:

This may have triggered the personal feelings of many netizens, and it was eventually forwarded more than 1,000 times. In this way, fans can see interesting content and also use Baidu’s search function.

The Sixth Strategy: Use China for the West and the West for China

We can think about this gameplay. We can create a content that can be produced by foreigners. For example, we hire a few foreigners to do this, then implant our own products, and then release them on foreign platforms (Facebook, etc.) instead of Chinese platforms, and then take screenshots and upload them to domestic social media, it is likely to become popular.

The seventh trick: see through people’s hearts and see directly into their eyes

When we talk about advertising, we need to find consumer insights. In fact, everyone has a fragile, itchy spot deep in their heart. As long as you can find this point, you can cause interaction. For example, when you are playing DOTA2 and your girlfriend calls you, will you answer the phone or not? Therefore, this kind of gameplay that allows fans to empathize with the situation is often forwarded by netizens.

Interactive Tips

Our Weibo is not only about posting content ourselves, the key is to forward and interact.

The eighth move: Interacting with the official microblog with laughter, anger and scolding

First: It would be best if our official Weibo account could be made “humanized”, allowing this person to interact with other official Weibo accounts and enter the other party’s fan circle to expand its influence.

Second: Allow interaction between official accounts to create topics and attract public attention.

If the other party does not respond, we can use private messages to make them react and attract fans to watch together.

The ninth trick: Account matrix left and right competition

What if you interact with other official WeChat accounts and they ignore you? It's okay, we can play with ourselves. We use a group of sub-accounts to interact, create a sense of humanity, and create storylines to attract crowds. For example, the famous Luo Yonghao’s approach:

There is also Baidu's approach: (PS: Baidu is often referred to as the "Queen Mother" by Baidu's series of products)

Tip 10: Open up topics to engage people

When we create content on Weibo, we can make the end of the Weibo post a multiple-choice question or an open topic to attract everyone to actively participate in answering the questions, and even form a chat or interaction between fans.

Hookup Tips

Through interaction, similar to fishing enforcement, we want to hang people up and make them work for us.

Tip 11: Respond promptly to the big V

We should usually pay special attention to big Vs. As soon as they make a move, we should send out witty replies as quickly as possible. As long as we can hit the big V, who knows, the big V may be happy and repost his comments.

This Weibo post brought Durex more than 1,500 reposts. If you want to find a big V like Zuoyeben to repost a Weibo post, it would take at least 50,000 to 100,000 reposts. Therefore, we should pay more attention to the big Vs who are related to our account and can interact with us, and try every possible way to respond to them.

Twelfth move: Comment on celebrities and kill with a borrowed knife

Since celebrities have a lot of fans, they can seize hot stars, make positive and incisive comments on them, and @ their various fan groups, which often resonates with a lot of their loyal fans. Here are two examples:

This was when we were working on Buick’s official Weibo account. At that time, the entire brand tone of Buick was aggressive. So, we made a series with the theme of progress, using the spirit and attitude of progress to comment on current hot figures. Two of them were relatively successful:

1. The fight incident involving Paul Wong during I Am a Singer caused controversy, so our official Weibo account was used to support Paul Wong, saying how much he loves music and upholds the pure spirit of Beyond, and then @Paul Wong and his fan club. Maybe they were fighting at the time and saw someone supporting him, so they got excited and forwarded the Weibo post. After forwarding it, someone attacked him under his Weibo post, and then Paul Wong forwarded his counterattack, which was equivalent to forwarding our Weibo post twice, with a value of 100,000 yuan, and we didn't spend a single dollar!

2. This is the case of Chris Lee. That was when the Wenchuan earthquake happened. Li Yuchun had quit Weibo for several years. In order to raise funds for her hometown, she returned to Weibo. In conjunction with this hot topic, we comment on the positivity of Li Yuchun and her fans.

In the middle we also used a line from her lyrics: The world is so big, people are so boastful, but your persistence is no joke. In order to support her, we changed the lyrics. The original text was: My persistence is like a joke. Then we tagged her and her fan club. This comment triggered a lot of interaction among fans. Many fans cried and felt that they would never buy any car other than Buick in the future.

In fact, Buick’s official Weibo account usually does not repost messages. We have brought in a huge number of reposts through this method of commenting on celebrities, and it doesn’t cost any money.

Tip 13: Marry yourself by making wedding clothes for others

Because big Vs usually ignore us, we can take the initiative to create what they need for them. We can think about what they need most and create the content they want. Maybe they will forward it for you with just a flick of their hand. We used to operate the official Weibo account of Perfect World Pictures. At that time, Zhuang Yating published a new book, "How We Got to This Point", so we created a piece of content that used a series of pictures to compare how couples go from being in love to breaking up. Then we @Zhuang Yating and got Zhuang Yating's retweet. At that time, it brought a total of more than 300 reposts to Perfect Film and Television Company.

Exposure Tips

If our content is not good, what other ways can we use to promote our Weibo exposure? Here are some tips:

Tip 14: God's recovery and effect

This means that after we post some content, we can prepare a small account in advance. This small account has buried a clue in the content, which can be used to make a great complaint. This small account will forward this great complaint, and then push the small account's great reply, and then forward it a second time, triggering the great right.

Here is a case from Baidu, which says "The probability of men being struck by lightning is 6 times that of women." It doesn't seem to be anything special, but we found a small account and posted a wonderful reply: Isn't it because men like to swear? Have you thought of this joke? Because men like to swear, the probability of being struck by lightning is very high. Because of the amazing reply, a large number of fans and joke makers forwarded it for free, which brought a large number of secondary forwardings and ranked in the top three of the popular Weibo rankings that day.

Tip 15: Jump out of the circle and expand your territory

The starting point is that the number of fans of our account has reached a bottleneck. The number of fans has been fixed and it is difficult to increase. At this time, you have to find a way to cut into other people's circles, such as the two-dimensional circle, the circle of celebrity fans, the circle of Korean fans... Whatever content you make is related to them, you may be able to get close to their circle.

For example, in our Disney account, we found some foreign materials. These handsome men and beautiful women are Disney princesses and princes. This is equivalent to redesigning Disney's classic characters in a two-dimensional style. This thing touched the fans and they forwarded it one after another, because the content belongs to them and they love to watch it. It is equivalent to expanding the original cartoon and joyful Disney attitude to the two-dimensional circle, expanding the influence of the account.

The next case is that we took a lot of screenshots of TV dramas of celebrities, and tagged the celebrities’ crazy fans and fan groups, etc., because we could always hit a few of them, which could also bring very good forwarding effects.

Tip 16: External fermentation Weibo return

We can make use of external content platforms, such as Zhihu, Douban, and Tieba. First, we can ferment the content through these places, make it popular, and then move it back to Weibo; second, it can become your content source. You can use it to generate some content, and then refer to it in your content creation.

This is an example, also for Buick. I asked a question on Zhihu: How to drive a coupe to look cool? At that time, because we were promoting a Buick Excelle, we actually embedded content about Excelle and photos on these six pages. In the end, we received 47 very high-quality answers. Everyone created a lot of UGC around how to look cool driving a coupe, and it was all very funny. Then we transformed everyone's content into a complete Weibo post and posted it back on Weibo, which also triggered a very good forwarding effect.

Tip 17: Use tags to create topics

Keep up with popular topics and create some positive responsive content to expose our account. We create hot topics through these tags and we can also actively create hot spots ourselves. For example, when we were at Ganji.com, we launched a contest called “Show Your Boss Contest” because we had previously implanted content in a video reporting on our boss, telling the story of how Wang Dachui was fooled by his boss.

At this time, we held a contest to expose how your boss fooled you. Obviously, everyone should talk about how their boss fooled them. At that time, we offered prizes for forwarding the message, adding a topic tag, and writing down a sentence that your boss fooled you, and you would have a chance to win an iPhone 6. But in actual operation, we found something particularly interesting. Everyone was not here for the prizes, but really wanted to tell their stories from the bottom of their hearts about how their boss had deceived them. You see, in the end, there were more than 30,000 reposts and more than 10,000 comments. They were all real users and I really want to complain here. Finally, this topic has been read more than 30 million times and discussed 45,000 times.

Move 18: Combos

In fact, the 17 moves mentioned before can be combined, and the combined effect may be better.

The Discovery Channel interacted with YouYaoQi, and YouYaoQi posted a Weibo: I am Bell. Today we come to Wall Maria which is occupied by giants. I will teach you how to deal with giants and survive in this city. This Bell is of course the spokesperson for the Discovery Channel. There are three points here:

Combined with the hot topics, the hot topic at the time was Attack on Titan;

Interactions with the official WeChat account, and the interaction between the Discovery Channel and YouYaoQi;

I am a god reply. Combining Bear Grylls’ own characteristic of eating whatever he sees, I made a brilliant reply.

As for other combos, you will need to create them yourself in your future work.

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