Can you spend one dollar in channel fees as if it were eight dollars? Let's look at the Six Meridians Divine Sword

• What changes have taken place in the way communication is carried out in the era of mass media?
• What is the difference between the communication models of Weibo and WeChat ?
• How should we respond to changing trends?
• What marketing tactics are there in the US election?
• What are the tricks to trigger social communication?

Today I will share with you the changes I have seen and what kind of environment we are in now. The sharing is mainly divided into three parts:

• Changes in the structure of the Internet;
• Changes in communication methods;
• The Six Meridians Divine Sword that detonates social communication.

1. The first keyword: Mass media era

The first concept I want to introduce to you is the "mass media era". The current state of the Internet that everyone is familiar with is that social media accounts for a large proportion. But if we go back ten years, the Internet at that time was more of a portal website, dominated by vertical websites.

What kind of era is this mass media era? Social networks are becoming different from what we knew before. In the past, people thought they were more about sharing things around them and what happened to their friends, but now there is more and more news content on social networks, and social networks have become a very important platform for obtaining news.

According to a survey by Tencent, social media has become the second most important source of information and news for netizens, surpassing traditional portals. I think this is a landmark moment.

2. The second keyword: Change in communication mode

The so-called communication model refers to how many people directly absorb a piece of information after it is released. As time goes by, we abandon the previous products one by one and choose the later products. What is the reason behind this? These products themselves have different sizes of dissemination models. Starting from the Quotations from Chairman Mao, it should be a dissemination model at the billion level, and what one person says should be repeated verbatim by people all over the country. Later, in the era of news broadcast, it may be disseminated to tens of millions of people.

In the era of portal websites, the number of readers of an article may be more in the millions. Nowadays, people may rarely visit portal websites, but instead visit Weibo and WeChat more often.

There is also a difference in communication mode between Weibo and WeChat:

☞The communication mode of Weibo is that most of the information is posted by big Vs;

☞When it comes to WeChat Moments , every time someone sends a message in Moments, it may be spread to hundreds of people.

The changes between products are actually due to a change in the communication model behind them. In other words, Internet users are increasingly choosing tools with smaller dissemination patterns. Such an environment has brought huge difficulties to those of us who are engaged in communication, branding and marketing.

3. The third keyword: Internet structure reconstruction

Looking back at the Internet structure ten years ago, what was more important or supported the Internet structure were the hyperlinks between web pages. Some websites are important because they have more links and more web pages pointing to them.

In today's era, in the Internet structure, what is more important is no longer the structure between web pages, no longer the links between web pages, but the links between people.

This is why we see so many self-media emerging and their influence growing. The reason why Internet celebrities ’ influence is growing and occupying more traffic on the entire Internet is because of this trend: interpersonal relationships will become an important clue in building the structure of the Internet. When such a structural change occurs, we will discuss two questions: ➀Who is more important? ➁Where does the traffic come from?

If I asked everyone ten years ago, what does the Internet look like? The Internet is made up of websites and links between them. There is a very complex algorithm that calculates which website is more important, but it is all based on how many web pages point to this website. Now, we believe that the structure has changed, with the big V in a core position and more of his friends watching him. When answering the questions of who is more important and where the traffic comes from, the answer will be these big Vs.

4. The fourth keyword: acquaintance social network

Why is WeChat so popular? A very important point: compared to other platforms, WeChat is a social network for acquaintances.

How to understand the social network of acquaintances? Let's make a comparison:

First of all, in terms of the way of establishing new connections, an acquaintance social network means that if two people want to establish a new connection, they must meet face to face and scan your WeChat ID to establish a connection. On stranger social networks, such as Weibo, if I know a celebrity, I can directly search his name and follow him. We can then see where he goes and what amazing things he has done. This is the most significant difference.

In addition to this, there are also differences in the limit on the number of connections that can be established. There are connection restrictions in WeChat, but not in Weibo. There is such a difference in information dissemination: in a social network among acquaintances, when a message I send out in my circle of friends is liked by the host, you will not be able to see the “like”. Because you only added my WeChat and not the host’s WeChat, the information is restrained in the social network of acquaintances.

On the contrary, in a network of strangers, as long as interaction occurs, the influence will expand and radiate. This is the difference between the two networks. Because of these differences in rules, the difficulty of communication on the two networks is different. Previously, Weibo marketing could achieve a large number of views, but on WeChat, such effects could not be achieved. One of the core reasons is that it becomes more difficult to spread information in social networks among acquaintances.

In the network composed of traditional web pages, we see that the spread of content, the spread of attention, and the restrictions on connections have become looser, so the speed of spread is faster. In the environment represented by WeChat, after a lot of practice, we have done some analysis from the perspective of big data and obtained the following more significant characteristics:

First, there is a clear community structure

The community structure means that each of us has our own small circle, and everyone sees the same thing in his or her own small circle. Everyone likes to see people who think like themselves, and likes to hear what people similar to themselves say. WeChat provides you with such an environment, where the people in your small circle have similar backgrounds and jobs to you. But there is also a problem with this. When information spreads, it is difficult to jump from one circle to another.

Second, network homogeneity

Homogenization means that the number of friends of each person becomes similar, the speed of spread becomes slower, and the spread becomes more difficult. There is a piece of news that once it is wrapped up in this circle, it is difficult to jump to another circle. From our marketing perspective, he may have to detonate these two circles one by one to achieve better results.

For example, Yao Chen, a big V with a large number of fans on Weibo, has nearly 80 million, but for ordinary people like us, the number may be in the hundreds, which is a difference of 100,000 times. In WeChat, the differences between nodes will become more homogeneous.

For example, Yao Chen has a maximum of 5,000 friends on WeChat, while the average number of friends for each of us is 128, which is 40 times the difference. In a homogeneous network like WeChat, there are no big Vs. In the past, when you were doing marketing on Weibo, you could find one or two big Vs to help you forward your posts, and then you might have achieved your page views and KPI. However, it is more difficult on WeChat.

Third, the spread is slow and transmission is more difficult.

We all know that many new explosive news are mostly transmitted through Weibo rather than first breaking out on WeChat. In social networks among acquaintances, the speed of spread is slow.

So how do we respond to changing trends?

This issue can be viewed from the perspective of Darwin's theory of evolution. Treat every disseminated page and every work as a species, and treat all users on the Internet, their behavioral habits, and their network structures as nature. We need to discuss how nature selects each species and what characteristics it prefers. If a species meets the screening criteria of nature, it can achieve great development, which means that the spread of this work will become large.

In the traditional Internet, we believe that there are dedicated editors and a group of people who are paid to filter out valuable things from massive amounts of data and content. Nowadays, we see more screening based on sharing in social networks.

This is in another environment - the social network of acquaintances. What is the content like? "I hope you will get married in the future for love", "It was tragic. More than 30 vehicles rear-ended each other on the Shanghai-Nanjing Expressway. The scene was like a garage. Two people were killed." These contents are all seen on our server and are some of the more popular ones.

Think about it, if I put the above red and professional title on my own WeChat public account , probably not many people would be willing to forward it. On the contrary, if I put these contents in the official account, it may be more spreadable. If anyone here has in-depth experience in operating public accounts, you can see that these titles are, in a sense, more in line with the public's psychology.

Here is a propagation model:

In the beginning, when you deliver content on social networks, you directly deliver the content to social network groups through initial delivery. Some of the users click on the content pool and enter the user browsing stage. Some of the users who browsed the content chose to share it. After sharing, where do we see the content return to? Return to the content pool for dissemination. We add all the people who browsed here and that’s our total number of views.

We put the initial delivery together, this is the total delivery amount, what is the total delivery amount? It’s about money, it’s about how much media resources we need when we make an ad. Between the two, we compare the total number of views with the total number of deliveries. On the Tuzhan platform, we see that the top 20% of works can achieve an 8-fold amplification effect.

In other words, we believe that: under the condition that the price of channel resources is constant, by continuously optimizing the dissemination of content and optimizing your own content according to such a model, you will be able to spend one dollar of channel fee as if it were eight dollars.

Friends who are engaged in WeChat ecosystem communication should be able to realize that there is a difference in the opening rate from the social network content pool to the user browsing, and this opening rate is related to the title and thumbnail of the page.

Users browse, then share, and the sharing ratio in between is related to the entire content and its spreadability. When two things are multiplied together, it becomes what we call the coefficient of added value. In other words, if one dollar is thrown in, how many dollars will it become? That's the number.

This is when you operate public accounts and engage in social marketing on a daily basis. You can improve your communication performance using very low-cost and simple means.

Take Donald for example, he is now the popular candidate for the US president. In his speech, I saw a lot of routines, but these routines are surprisingly consistent with the routines we marketers use and the routines we use to make H5.

1. Shaoshang Sword: Easy to understand

"First move, Shao Shang Sword"

The sword moves with great force, with a momentum that is earth-shattering and full of storms. Shao Shang Sword is easy to understand. What does it mean?

Human nature always likes things that are simpler and easier to understand. If I tell you at the beginning that I will be speaking for 45 minutes, with very complex content, very in-depth models, and many specific examples, you might have gone to the bathroom and never come back. So I'm going to tell you a joke before I come up:

Human nature itself likes straightforward information and simple content. From the perspective of attention, we are currently living in an era of content overload, and people’s attention is limited. When people choose what content to watch, they will of course give priority to content that can save more attention.

2. Shaochong Sword: Visualization and Labeling

"Second move, Shao Chong Sword"

The key is to be light and quick. Shao Chong's sword refers to the visualization and labeling. The content you talk about, the points you spread, and the way you express them should be as vivid and specific as possible, and should have a label that is familiar to the public. For example, what is my label? Born in the 70s, very direct and typical, everyone can remember it immediately.

There should be a specific label to represent each concept, and it is best if the label is figurative and pictorial. Take Xiao Tang as an example. In his speech, Xiao Tang labeled several other competitors. He gave his competitors nicknames like children fighting. This may be something we did in junior high school or elementary school, but he moved it to such a formal and serious platform as the US presidential election. Why?

Because the marketing effect is good. He accused his rival Ted of lying, calling Hillary a big liar. This model will be highly contagious, will resonate more with people on social networks, and will be more acceptable to the general public.

3. Shangyang Sword: Using Fear

"Third move, Shangyang Sword"

It's about taking advantage of fear. Fear psychology means: being able to stimulate people's stress response and stimulate their underlying emotions. When your underlying emotions are aroused, you will find that you have given up logical reasoning and quickly accepted the information conveyed to you by the marketer as if you were hypnotized.

Student Xiao Tang said in his speech: A large number of minority groups harbor deep hatred towards Americans. They justify murders, beheadings, and other horrific incidents of nonbelievers and believe there will be more "World Trade Center incidents" in the future. This was the expression used by Tang Xiao during his presidential campaign, and it achieved very good marketing results because he aroused Americans' fear of this ethnic group.

4. Guanchong Sword: Group Emotions

"The fourth move, Guanchong Sword"

When making H5 or doing marketing, you can capture the more distinctive psychology among several groups of people and then create marketing points in it.

When you are making H5, you need to know which group you are targeting and have a deep enough understanding of this group. Student Xiao Tang said this in this move: The illegal immigrants from Mexico are rapists. They bring a lot of drugs and a lot of crimes. This passage has been criticized by many people, but it has achieved its marketing effect. What is its marketing effect? It aroused the antagonism between ordinary American people and the group of illegal immigrants, and took advantage of the group sentiment of the American people.

5. Zhongchong Sword: Social Value

"Fifth move, middle strike sword"

Social currency is the element that attracts other people's attention, and this social currency can determine how people in your circle of friends view you. Some scarce and high-quality resources can attract everyone's attention and help you establish a very good personal image. Just as "Luoji Siwei" is established as a content provider that is bold, informative and interesting, all those who follow "Luoji Siwei" are people who love knowledge and seek truth.

6. Shao Ze Jian: Funny and humorous

"Sixth move, Shaoze Sword"

Using humor can release social pressure, ease serious atmospheres, and spread joy, making everyone feel that sharing it is meaningful. It's not just about marketing. If you make your speech interesting and humorous, it may be more popular and have a higher spreadability.

This is the end of my speech. I hope that everyone can learn one or two moves from the Six Meridians Divine Sword that you have seen before, so that they can achieve better results in their future social communications and improve the results of their communication. Thank you everyone!