This formula teaches you how to create popular screen-sweeping cases!

On the Internet, we should regard advertising content as products. Products need to be operated, maintained, updated, and iterated to be viable. Only then will they allow users to see brand ads on social media, spark discussions, influence user perceptions, and achieve product marketing goals.

I extracted the core of marketing from communication and advertising, and summarized iterative marketing methods in brand practices serving IT, real estate, social networking, e-commerce, fast-moving consumer goods, film and television entertainment, Internet products, etc. Through iterative marketing methodology, I successfully transformed "The Rise of Phoenixes" from a social media platform into a phenomenal online drama in 2015, and made the catchphrase of Wanda Chairman Wang Jianlin: "small goals, itinerary" into the hot word of 2016, and established Wang Jianlin's IP influence and other widely circulated success cases.

During a chat with colleagues in the same industry, I learned that some companies in the industry used commercial espionage to inquire about our team's personnel structure and daily marketing methods. In fact, we did not have any magical operations, but we did not have the inertia of traditional industry routines and spent a lot of energy to seek effective marketing methods in social media. Today, I will iterate the marketing methodology and publish it truthfully to the public to stimulate discussion, make some contributions to the industry, and provide a method of effective socialization. If everyone continues to do social media marketing according to traditional ideas, they can only get by by brushing water, which will cause economic losses to customers and eventually send a sunrise new industry to the guillotine, and practitioners will also be eliminated.

The Internet is a media platform with data capabilities. We use Internet products to iterate and update our thinking, and conduct marketing based on user feedback. Only in this way can it be best disseminated on diversified and fragmented mobile platforms. Different from the past, when content is directly placed on the media, CCTV will conduct a third-party placement effect survey, and Focus Media will give you a placement report and be done with it. You have no idea about the advertising effect during the placement period. After traditional advertising is placed, you basically have to wait 3-6 months before it will be reflected in sales. On digital social media, we can monitor advertisements in real time, narrowing the monitoring of communication paths from months and weeks to days and minutes. Iterative Marketing Relativity is a dynamic way of thinking that constantly uses creativity to optimize communication content and uses big data to gain insight into user feedback. Let’s take a closer look at Iterative Marketing Relativity.

Content Targeting

The content positioning of social media should be viewed from a combination of internal and external perspectives. Internally, the brand’s social assets should be considered. For example, Haier has Haier Animation, and it is a household name in the field of home appliances. What are the taboos for brands? Condom brands must never mention pregnancy, and car brands must comply with traffic regulations, for example, they cannot directly promote drunk driving advertisements. From an external perspective, we need to analyze the current environment, categories, and competitors, the brand’s potential position on social media, and users’ perception of the brand’s social voice. In China's media environment, family planning products cannot be advertised in traditional media and can only build a brand public relations image through charity activities. Before 2009, most of the discussion about the Durex brand on social media came from print posters and TVC advertisements produced by Durex in foreign countries.

Seed User

Seed users can use their influence to actively share with more fans in the same circle, which is conducive to cultivating the first batch of users who set the tone of the content. They are most interested in your content on social media and are in-depth users of your content products. The original fans in online novels are the seed users of a certain IP. They have a deeper understanding of the original work, the author, and the behind-the-scenes than people outside the circle. They also gather together because they like the same novel and discuss related content such as the plot and character trends.

What are the characteristics of seed users?

• We need to analyze the work and rest schedules of these people, their income levels, and what unique label characteristics they have in terms of gender, sexual orientation, age, region, and education level.
• Where do they like to hang out and what circles are they active in?
• Which social accounts do you follow and what is the community culture like?
• Which apps do you often use and which one do you spend the longest time on?
• Where are the offline gathering points?
• What types of activities do you like to participate in?
• What are their interests? What kind of hobbies bring people together? What are the jargons in the circle? For example, on Zhihu, there are often jargons such as "thank you for the invitation", "the above", and "clever".
• What do they hate and like?
• What are the common values? Is it the diversity or singularity of values ​​that the community advocates?
• Or are they the values ​​expressed by some KOLs?

Matching Media

Social media is different from the universal applicability of traditional media. When any advertisement is posted on traditional media, the audience will not get real-time feedback. Social media relies on interactions such as attention, forwarding, and comments to spread content. The content you post must be liked by KOL fans to maximize the possibility of dissemination. How to choose media that matches the content is the key to dissemination, which we will introduce in detail in the media chapter.

Content positioning ⇌ Seed users* Matching media relationships

Tags, Stories

Content positioning ⇌ Seed users* Matching media

UGC Operation

Iterative Marketing Relativity

After we have discussed the concepts of content positioning, seed users, and matching media, let's look at the dynamic relationship between them. The relationship between content positioning and seed users, and the relationship between seed users combined with matching media and content. In the iterative marketing theory of relativity, let's analyze their relationship one by one.

The relationship between content positioning and seed users

After positioning the content, we combined it with internet memes from the past six months or cultural consensus to create stories and labels. This is to make the content lighter and more interesting. The simpler the content, the more contagious it is. The role of labels is to filter out complex content and select the simplest and most resonant content. People are more willing to accept information that matches or coincides with their previous knowledge and experience. When it comes to new knowledge, they will instinctively choose to block or reject it. They will choose the most familiar content to feel more secure. When you go to an unfamiliar place, you will look around and your sense of smell and hearing will be more sensitive. This is the gene left over from human evolution in the dangerous nature. Similarly, in online communities, places with the same real environment as the seed users can make them feel more secure. Many people from county towns with low education levels are afraid to speak when they first come into contact with the Zhihu community, and are unable to participate in answering various elegant questions. So they simply browse and then close Zhihu. However, they feel safer in communities such as Zuiyou and Tianya that seem messy to people from first-tier cities, because some county towns in China have a dirty and messy living environment.

Seed users multiplied by the relationship between matching media and content

The seed users will immediately give you feedback on the first batch of content you publish through interactions on social media (sharing, commenting, liking). You must base your decision on the feedback from seed users. The medium is KOL, who will amplify the emotions of the published content, and may express feelings such as likes and complaints, or even new content that you didn't expect. You should storytell and label the emotions of seed users, and use them as a guide to adjust the second batch of content. Based on the personality of the social media account and the labels of the seed users, you should create new, useful and interesting content for new seed users to interact with. Through long-term interactions with seed users, a unique community culture will be formed as the number of community fans accumulates. In the process of long-term brand maintenance of seed users and brand content, a long-term UGC operation mechanism must be established. For example, the Xiaomi Forum is the UGC interactive platform for the Xiaomi brand. They create buzz for new product launches, provide first-hand information for product after-sales, and provide grayscale testing for product testing.

What is Matching Medium?

Traditional media is a popular media platform that is suitable for anyone who speaks a common native language. Social media brings together people with common circles and the same interests and hobbies. Different social media platforms have completely different business models and product operation logics. Weibo and WeChat are both social media. Weibo is more of an information platform for instant messaging, publishing new things anytime and anywhere, while WeChat is an instant communication tool for acquaintances and general acquaintances. In terms of community structure, Weibo and WeChat divide big Vs into KOLs in different fields, and everyone follows the same KOL based on their interests and hobbies. The content you publish must match the KOL’s daily content, including the form of the content, which should also match one to one. For a blogger like @琪殿 who mainly writes pure text content about literary youth, if you ask her to post video content, the interactive effect will be greatly reduced.

Related reading:

1. APP promotion activities: How to plan a screen-sweeping event?

2. Planning and promotion: 3 essential qualities for a popular copywriting!

3. Marketing promotion review: Behind the screen-sweeping test games of NetEase, Snowball and others!

4. Marketing promotion: the end of the era of mass screen swiping!

5. New trends in screen-sweeping marketing promotion in 2019!

6. Marketing promotion: Why didn’t “A Bucket” go viral?

Author: Qian Qian Qian Long

Author: Creative Manual