Three new marketing strategies: e-commerce of influencers, social marketing, and brand entertainment!

I look older but my voice is younger, so please don’t think I’m 18 years old. I’m actually very old. Although I am old, I have the heart of a post-90s generation, so I like to see what young people are playing today. It can be quite inspiring for us in marketing and transformation today.

I started a little late just now because I was writing an article. The content of the article is very interesting, so I would like to share it with you first. In the past two days, everyone may know that Yu Quan endorsed an advertisement called "Unspeakable". That is to say, there is a product - Jiedaibao APP, which allows people to borrow money from each other through Jiedaibao APP. In this way, if you want to borrow money, you just need to post it, and when your acquaintances see it, they will borrow money from you, set the interest rate, and the platform will do third-party collection.

In this way, you can borrow money with confidence, and then lend the money to your friends who want to borrow from you. If the borrower fails to pay back the money, the platform will urge the repayment and send the record of breach of contract to relevant friends. This is a way of using collective credit to form an individual's credit guarantee.

This model is actually very subversive and interesting. Please pay attention to it if you have time. Let’s continue with the dry stuff we are going to talk about today.

The backend operations of “Internet celebrities” are no different from those of e-commerce companies

Let me first share with you the internet celebrity economy that everyone is concerned about, because there are many discussions about the internet celebrity economy at the Internet conference. During the past 618, Taobao conducted a statistics, and it seemed that five or six of the top ten women's clothing sellers were internet celebrity stores, rather than traditional stores, which attracted the attention of Taobao. Later, during the " Double Eleven " shopping festival, one out of every seven women's clothing items on Taobao was sold by an internet celebrity.

Many of the internet celebrities you will see today, including those on Weibo, have actually been operated in a group manner. That is, they take photos, show off, and interact with fans in front of the screen. They use this method to gain user traffic and attention. Today, because traffic is decentralized, it is difficult for Taobao stores to obtain special traffic if they do not buy traffic on Taobao. However, Internet celebrities can easily obtain traffic.

In fact, it is possible that multiple internet celebrities are signed by one company, which means that the company is responsible for logistics, supply chain, product selection, new product launches, customer service, etc. Its back-end operations are no different from those of an e-commerce company. But the front-end is scattered, and the traffic on the front-end is scattered because many internet celebrities have been signed.

In fact, internet celebrity companies are now also using big data to manage and explore internet celebrities. For example, when an internet celebrity company interviews an internet celebrity, they may first take a set of photos and portraits for them, and then post these photos on Weibo or Baidu Tieba to do big data analysis to see whether they are popular and welcomed by fans. Therefore, they use this method to decide whether to sign this internet celebrity.

It is said that there is a well-known internet celebrity trading company in Hangzhou. They signed an internet celebrity and said that it is difficult to manage. Why is it difficult to manage? The internet celebrity is a girl born in 1992 who has been an internet celebrity for 6 years and has 150 million RMB in her bank card. So it is very difficult to manage this.

But this is actually the current situation. Many internet celebrities actually make a lot of money. This is the trend. We should not be fooled by the fact that many internet celebrities are very young. In fact, once they have fans on their social media, they can directly monetize their fans.

There are generally four categories of products that internet celebrities are more suitable for selling: clothing, travel, beauty (cosmetics) and maternal and child products. These four categories are products that internet celebrities are more suitable for selling.

The main platform for internet celebrities now is Weibo. Weibo and the rising main platform Miaopai, Miaopai and Weibo, of course including Taobao, are the main platforms for internet celebrities now. The main ones should be Weibo and Miaopai.

On the contrary, platforms like WeChat are not conducive for internet celebrities to sell their products.

This is because the WeChat subscription platform is more suitable for long reading, while Weibo is more of a nine-picture, nine-grid format , and is an open platform, so it will be more spreadable and stronger. The same is true for Miaopai, because it is simpler, so it is more spreadable than Youku, especially those 10-second videos.

WeChat is a closed platform, so it is relatively difficult to gain new fans. Therefore, you will see that the main platforms for Internet celebrities are Weibo and Miaopai.

There is also a difference between the people on Weibo and WeChat. The so-called internet celebrities on WeChat are actually micro-businessmen. The people on WeChat are relatively mature, while those on Weibo are relatively young, such as students, etc. Therefore, people on Weibo are actually more trendy and younger. In a sense, they are more loyal to their favorite idols and people. There is a saying called "brainless fans". People on WeChat are more rational.

Internet celebrities will continue to be the targets of strong support from Weibo and Taobao next year.

WeChat community subscription accounts experienced a "cliff-like" decline

The day before yesterday, I happened to go to Pathfinder, a listed company that makes clothing and outdoor wear. Their chairman also wants to transform and integrate social networks. They invited me and several guests through Mr. Xu of Weiboyi to have an exchange about the community economy.

Xu Zhibin, the author of "Social Dividends", who has worked at Tencent for eight years, is now the vice president of Weibo.

Xu Zhibin talked about his observation based on data. After March of this year, the number of readings and forwardings of all subscription accounts on WeChat experienced a cliff-like drop. I have felt this myself. After March of this year, it became increasingly difficult for users to acquire WeChat community subscription accounts and so on.

In other words, it is becoming increasingly difficult to gain fans through WeChat subscription accounts.

It is precisely because of this community that it is becoming increasingly difficult to create new communities in the larger structure of WeChat communities. For brands, instead of spending a lot of effort on building their own communities at this stage, it is better to make good use of the existing communities, including those like Luoji Siwei.

There are three key words for making good use of communities and social groups. Xu Zhibin said at the time that there are three key words for brands to make good use of social groups. One is intensive, one is close, and the third is duration.

So what is dense? Intensive means, for example, if a brand like Pathfinder wants to better find its target users in the community, it must interact intensively with the community, whether it is advertising or event planning, that is to say, intensively interact with existing communities, so as to screen out users or fans in the community who match the tone of Pathfinder.

Because when a brand is doing user screening, it is very important that you screen out the target users, so the Pathfinder brand may have keywords, such as suitable for outdoor activities, travel, men, business, etc. There will be many keywords, so when you find a community that matches the keywords, such as women, business people, Internet people, etc., when you find these communities, you need to interact with them intensively.

In this way, you can filter out the people in each community who match your tone, and then Pathfinder may become the first choice of outdoor brands in the minds of consumers.

Being close means that the relationship with the fan community users is a gentleman's relationship. A gentleman's relationship means that you should not harass them excessively. In other words, when you need to communicate with them, you should communicate with them, but you should not give them excessive information, constantly push advertising and promotional information, which is not okay. Instead, you should keep your friendship as light as water.

The third keyword is duration. Duration means to allow users and your fans to spend as much time as possible on your platform. You need to design various fun activities and gameplay to operate it.

The more users talk about your brand and the more they participate in discussions, the more loyal they are to you.

About the transformation of brand marketing

I will still say three sentences: The first sentence is called brand entertainment. The second sentence is called market public relations or marketing public relations. The third sentence is called public relations productization. I will explain them one by one.

The first is the entertainment of brands. Everyone should understand that it is difficult to develop rapidly today by purchasing traffic on existing platforms, such as Taobao, because the cost of traffic is getting higher and higher. But you will find that users' attention is attracted by entertainment topics, which means that the cost of eyeballs or attention brought by entertainment topics will be very low. In other words, if your content is related to entertainment, your cost will be low. If you purchase ads forcefully, your traffic costs will be very high.

In fact, China has entered the era of entertainment brands today. For example, I am in the technology industry. Three years ago, in 2012, I was a big V in the technology industry. Kai-Fu Lee and Manzi Xue would often repost my articles. But now we can see that in the technology industry, people are less and less concerned about pure technology topics. If you look at the user loyalty and reading numbers of the entire technology industry, they are all declining. Why? Because everyone started paying attention to entertainment topics, users and practitioners in the technology industry also started paying attention to entertainment topics. For example, everyone was paying attention to "Nirvana in Fire".

As soon as "Langya Bang" was broadcast, someone wrote an article saying that after watching "Langya Bang", people realized that Mei Changsu was the best venture capitalist . This is very interesting. If you use Mei Changsu from Nirvana in Fire to talk about venture capital and entrepreneurship , people will be willing to watch it. But if you don't use entertainment topics, but talk boringly about entrepreneurship and investment in the technology industry, people will be unwilling to watch it and will not be happy to watch it. Today's brands need to utilize entertainment, make the brand entertaining, or use all entertainment elements to attract attention.

Including the various Spartan warriors and lingerie girls you see walking on the streets of Sanlitun for marketing, these are all proof of the trend of branding today being entertainment-oriented.

The second sentence is connected with the third sentence, which is about the public relations of marketing and the productization of public relations. Let me give you an example. Cogobuy is listed in Hong Kong. Cogobuy is a B2B e-commerce mall for IC components. It subverts the distribution of IC components and puts them online, which is similar to the concept of JD.com for IC components. More than two years ago, when I went to Shenzhen, Kang Jingwei, CEO of Cogobuy, chatted with me and asked me about marketing. Later, he hired me as their consultant. At that time, I said two things to Mr. Kang, which were the public relations of marketing and the productization of public relations.

I chatted with him in Shenzhen in July and August. A few months later, in November, Ketong held the "Hard Egg Smart Hardware Entrepreneurship Festival" in Beijing.

In other words, he turned the advertising he was going to spend money on into a Hard Egg Smart Hardware Entrepreneurship Festival, because everyone would be interested in smart hardware and naturally people would be attracted to it. Not only that, JD.com and 360 also paid for this festival, which means he spent less money or even no money to achieve his marketing goals.

Then a few months later, we saw Ketong establish the Hard Egg Community, a community for smart hardware entrepreneurs. It productized a festival into an online incubator or an online smart hardware community. When you become a product, you will connect with more users.

In 2014, when Ketong went public last year, I attended their IPO bell ringing ceremony. Hard Egg became an independent product of their group. It is said that Hard Egg will even be split off and listed separately in the future. If it weren't for Ketong Chip City's entry into the smart hardware startup industry, the concept of a B2B e-commerce mall for IC components would never have attracted the interest of the general public, such as any of you. Because of Hard Egg, everyone became interested in Ketong or this company. So this is why we are talking about why public relations should be productized. If you have a good product, it is the best public relations.

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