Wu Xiaobo: 18 Rules for We-Media Marketing

On November 1, Daxiang Media invited Teacher Wu to hold an open class in Zhengzhou to share practical experience on "self-media and community economy". Although Xiaoba was unable to attend the event in person, when he opened his Moments the next morning, he found that his screen was flooded with the transcript of the live speech. After a careful look, Xiaoba discovered that the useful information provided by Teacher Wu was closely related to every participant among the 1.1 million readers in the channel, so Xiaoba also wanted to share it with everyone.

1. There is no benchmarking experience in the world, everything is based on independent innovation

We-media is a Chinese concept. If you go to the United States or Japan now, you will find that they are basically still in the blog era. Self-media is a new phenomenon formed by Chinese media and China's business ecology.

2. Familiar environment and social sharing determine the creative characteristics of self-media

In the past one or two years, the capabilities of vertical portals have gradually declined, and people have begun to embed the way of information exchange and dissemination into social links. The difference between WeChat, blogs and Weibo lies in the difference between the closed public opinion environment and the extroverted square civilization. When people are in an environment with acquaintances, they should pay more attention to their appearance and speech, and avoid expressing themselves in a dramatic way. Your identity and values ​​will be revealed in the process of reading and sharing, thus making serious writing possible.

3. Content is the core of everything

For writers, running your own media can bring you closer to your readers, and good content, under the new media industry, will go further than you think. In the WeChat era, the effect of the spread of some valuable things in a certain circle is unimaginable. Information rolls among different communities in a nonlinear manner. At this time, good content itself becomes a product with spreadability. ——Good content is the only channel for dissemination, which is the first operating principle of self-media.

4. A community without shared values ​​is a mob.

The second more important operating principle of self-media is to make sure that the people in your community have clear identities and share the same values, otherwise they will just be a mob. The values ​​of Wu Xiaobo Channel are: 1. Recognize the beauty of business; 2. Advocate self-struggle; 3. Be willing to contribute and share; 4. Reject Diaosi culture.

5. A new direction for self-media targeting the new middle class: The law that “he who wins the Diaosi wins the world” may not be correct in the self-media ecology.

Diaosi is actually a form of self-degradation, which is an excuse for giving up on oneself. Society should move forward, it should make your life rich, your material life abundant, and you should be responsible to your family through your own efforts. So, we reject losers and target the new middle class.

6. Seeking help and sharing are two important elements of the Internet community.

Whether you are doing your own media or integrated media, as long as you believe that what you are doing is beneficial to society and meaningful, you can ask for help from the world, and there will definitely be someone willing to help you. The second is sharing. Everything we do is to allow friends who share common values ​​to share together.

7. Valuable self-media must explore e-commerce models.

Any media or commercial organization that does not have a positive business model is playing rogue, so experiments must be conducted. The profit logic of old media is advertising logic, while the greater value of self-media lies in the exploration of different e-commerce models. 2016 is the year of e-commerce for self-media. Self-media with different attributes will give birth to different e-commerce models. All self-media are facing the experiment of e-commerce.

8. Self-media innovation is never the result of premeditation.

The interesting thing about self-media is that you would never have imagined what you are going to do today, so basically what we are doing now is not the result of premeditation, but the result of continuous innovation and experimentation.

9. In the field of self-media, there are two abilities that will be magnified in the future: specialization and personalization.

The first is professional ability, that is, the professional ability formed in a particularly small field. The second is personality ability. In the future self-media, people are more important than all institutions, which leads to a particularly interesting phenomenon in Internet marketing . The first is called brand atavism, and the second is called communication atavism - the brand is related to individuals, and communication is carried out through word of mouth.

10. There will be no mass brands and mass communications in the self-media ecosystem.

In the future Internet environment, we will reject mass brands, mass communications and mass marketing . In the future, the world will be divided into circles. Everyone lives in different circles. There are some god-like figures in each circle, but if he runs to the main street, he is just an ordinary passerby.

11. Circle-based self-organization is the basis of community activity.

Self-media must be built on a circle. You don’t need to serve everyone. It must be socialized. All social networking must not be completed online - it will be difficult in the future to complete all sales through the Internet or through online methods. In the future, what is produced by socialization and personalization must be accomplished through O2O , which is an experience.

12. Product attributes are greater than media attributes.

Media people believe very much in the attributes of media, but the Internet teaches us another concept: product attributes. In the future, many e-commerce sales will be based on a product rather than on so-called media production.

13. From things to people is market economy, from people to things is community economy.

From state control of the planned economy, to the commodity economy's recognition of capital ethics, to the emergence of the market economy when there is overcapacity, to today's community economy that has emerged with the Internet. We have experienced the production line revolution and the counter revolution, and are now experiencing a reversal of the communication logic between objects and people - the market economy is a process from objects to people, and the community economy is a process from people to objects.

14. Community economy = connection + values ​​+ content.

We run our own media and only connect things that are related to our values. The future of self-media will actually do three things: first, we must complete the connection, second, we must enable the connected people to form relatively unified values, and third, we must produce or provide the best products. After being connected in this way, all channel dealers disappear - if you are just a channel in the future community economy, you will be eliminated sooner or later because you do not create any value.

15. It is difficult to transform self-media from the old media model, they are almost all new invaders.

Like all reforms, it is difficult for vested interest groups to achieve self-revolution. Amidst hesitation and vacillation, new forces come in with a lighter hand and subvert all old orders.

16. Future-oriented media organizations will have three important elements: based on professionalism, integrated into social life, and integrated with multiple media.

The first is based on professionalism, and all-round media will disappear; the second is integration into social media. To see whether an article or an idea is liked by people, you just need to see how many times it appears in my circle of friends, because all dissemination must enter the social circle; the third is the integration of multimedia. When professional social networking and multimedia appear at the same time, it is the dilemma we face today and a strange and fresh space-time state in the future.

17. "Cellular" is the matrix model of self-media competition.

In the future, all organizations will be flattened, and all profit-making institutions will be mainly small and medium-sized. Each enterprise in the large platform is a beehive with a queen bee in it. Each beehive must be able to develop independently and not affect the entire large beehive organization when it falls. When it is large enough, it will naturally become a beehive platform. Converged media is a honeycomb matrix organizational model.

18. Trial and error is the only dangerous path to success.

The characteristics of the Internet are small steps, iterations, trial and error, and fast running. Don’t expect to reach the top in one step. Continuous iteration, fast running, trial and error are the basic characteristics of the Internet.

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This article is reprinted by @吴晓波, and is compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article!