To do communication is to help users show off!

In the past few years, I have been executing an average of 40 cases per day in the new media field and planning about 100 projects every month. We have seen and experienced many failed cases. Here we would like to share our experience in new media promotion and the problems that need to be avoided.

First of all, why do we need new media marketing? In other words, why advertise? Advertising itself is actually for the purpose of saving money. Because if we don’t do advertising and marketing, we can only hire countless salesmen to knock on doors and promote these products. Another advantage of advertising is that it can convey information in a more standardized manner than a salesperson. So why did new media marketing come into being? Why is it so hot? Similarly, new media marketing is cheaper and more cost-effective. This point must be understood. New media marketing is adopted because it is cheap. If it violates the rules, it is better not to use it. This is the first premise .

New media marketing and social marketing are actually two different concepts, but many people confuse them.

What is new media? For traditional newspapers and television media, companies like Tencent and Sina are called new media, but within these companies, they also have a new media department. New media is actually a very broad concept, and we usually refer to Weibo and WeChat.

Social communication is actually something that has been around for a long time. When people tell each other a joke, it is a manifestation of social communication. It’s just that due to the emergence of social media and new media, the effectiveness of social communication has doubled and become cheaper, so everyone started using social communication. Therefore, new media marketing and social communication are two completely different concepts, it’s just that the media happen to be the same . We will talk about it from two separate perspectives. Before talking about specific marketing operations, we must also talk about the most important point - the characteristics of young people.

Sina Weibo 's lowest point was in early 2014, with daily active users of more than 9 million. But according to the most recent data released, the daily active users have exceeded 100 million, especially those born after 1990, who account for more than 90%. It can be said that it is now completely dominated by young people. When I was working on my own project, I chatted and did research with fans and found out that the oldest person was born in 1994.

What are the characteristics of young people? I summarize the two most important things: first, there are enough possibilities, and second, there is a lack of self-awareness. The first one is easy to understand, because when they are young, of course there are many possibilities. Young people always think that as long as they are given a chance, they can achieve what they want, so at the same time, they have no self-awareness. Young people can be divided into two types, one is called Diaosi and the other is called Zhonger ; Diaosi are a group of people who think they have no hope, and Zhonger are a group of people who have no self-awareness. Most of the young people who start their own businesses are this group of middle school students who think they will become the next Steve Jobs or the next Jack Ma. They don't care about the present, but about future possibilities. Usually these middle school young men and women have incomes that are within the loser group, but their mentality is not that of a loser, so they cannot be disseminated together with the real loser audiences. There is still a big difference between them.

Another characteristic of young people is that they form "small circles", which are becoming more and more differentiated and segmented. How many of you have heard of “xianchong”? It means someone who is very fulfilled in real life, which is equivalent to the antonym of "chunikari otaku". There is a paragraph that says:

– Are you a cash cow?

- I am.

– You are definitely not.

– Why?

– Xianchong doesn’t know the word Xianchong.

Have you heard of "Shield Winter" and "Shield Iron"? Shield-Winter refers to the CP between Captain America and the Winter Soldier, and Shield-Iron refers to the CP between Captain America and Iron Man. The two groups would fight each other fiercely, with basically thousands of insults under each Weibo post. They would even discuss the issue of who is the top and who is the bottom for most of the day, using a whole set of language systems to differentiate themselves. Why? They want to raise the threshold for your contact and make it increasingly difficult for you to integrate into their circle. The dialogue system between people has become completely different, and this is a very realistic problem.

Why do we frequently talk about “social phobia” nowadays? In fact, socializing was difficult in the past, and people needed to constantly compromise to feel safe. For example, you live in a small city, you may have a rebellious personality, your parents have a mediocre reputation in the local area, and most people around you are prejudiced against you. At this time, you find that it is easy to find a group of people like you on the Internet, and the cost of communication is very low. So when you enter the real society again and socialize with people around you, you will find that they are very different from you, and the language system for communicating with them is particularly "tiring", so you become more and more afraid of socializing, and your circle becomes more and more divided. This is also a major characteristic of young people.

From the perspective of Maslow's needs, most of the basic needs of young people have been met at birth. So what else can a young person achieve? Academic performance, family, appearance, special skills... When you think about it this way, there are actually quite few dimensions. At this time, they need to constantly express other things about themselves to satisfy their needs for self-realization, that is, aesthetic needs. They are dividing into countless circles through different aesthetics and preferences.

Look back at what everyone is posting on their Moments?

It boils down to three main points:

First, they show off their IQ , superior income, superior life and some connections. In essence, they have such results because of their superior IQ.

Second, showing off your body , face, selfies, or fitness-related stuff, such as running results;

Third, show off your children’s superiority .

What is the nature of these three? They are all genetically superior . Why sun it? You expose yourself to the sun because it is difficult. Why is it difficult? Because it is determined by genes, it is difficult to change.

There is a book called "The Selfish Gene", which mentions a very interesting point - why do men subconsciously choose more women? Because men need to spread their genes quickly, and women will subconsciously choose outstanding men. This is also a physiological reaction, which is determined by genes.

There is a particularly famous summary in our circle, and those who do marketing must pay attention to it: a sense of superiority is as important to human beings as eating, breathing, and sleeping. People cannot survive without a sense of superiority. This is the constant pursuit of human genetic nature, because only by being superior can one survive.

Some people may ask, what should people do when they cannot find more superiority in themselves? The answer is: some people gain a sense of superiority by looking down on others and judging others as failures. For example, most people more or less hope that something happens to Jack Ma. This is part of human nature. Another situation is projecting a sense of superiority onto another group of people. For example, Li Yuchun, many fans project their own sense of superiority onto her, and use her superiority to prove their own aesthetic superiority. Her hard work represents my hard work. In short, people will pursue a sense of self-superiority in various ways, which is a very important point.

Based on the above, in fact, 99% of the conflicts in reality come from the fact that you have delayed other people's narcissism (pursuit of superiority) . You can think carefully about whether this is the case.

For example, a few days ago, "The Tragedy of Vaccines" was forwarded crazily. Later, an article popped up saying that the views in the article were not scientific and the word "tragedy" was used incorrectly, so those who agreed with and forwarded it were those with low education and illiterate. This will delay the narcissism of those who have forwarded the article before, and they will be very angry when they see it. To give another example, "other people's children" do not actually hinder your interests and have nothing to do with you, but their existence proves that you are not superior enough, so you hate them. So try not to interfere with other people's narcissism, even if it means interfering with other people's interests.

Second, if you find a friend is narcissistic, don't expect to repair your friendship. Don't waste your time and energy, it's basically impossible. The most important keyword in marketing is "narcissism". A person goes on social media with only one purpose - to create a self that he will fall in love with . To this end, he will amplify the labels he wants and cover up the labels he doesn't want. This is the only purpose. We see some people making fun of themselves or making fun of themselves, but the things they make fun of must be things they don’t care about, and they think this shortcoming is very cute. Because if you really care about something, you will never make fun of it.

The three words "superiority" are what I value most when doing social marketing. In my opinion, every person and every netizen is extremely narcissistic and even selfish. I also derived a series of gameplay based on this point of view. Whether you are creating content or products, I think it is very important to be able to satisfy people's needs for a sense of superiority. The above are my thoughts on human nature. Next, let me talk about communication.

Whether it is product development or communication, the ultimate question is: what do fans get when they express their love for you?

Take logical thinking as an example. If I am surrounded by people in their twenties or thirties, I will forward Luoji Siwei to prove that I love knowledge and I have a sense of superiority. But in high-level circles, logical thinking has the opposite effect. For example, someone said that he likes Li Yuchun. Does he really like Li Yuchun? not necessarily. He was just expressing that I like this neutral, independent character and thought. What I want to say is that when people express that they like something, it usually doesn’t mean that they like the thing itself, but that they like the label that comes with it to be attached to themselves. This is the key that distinguishes him from the people around him, and it is the most important thing. So what you have to think about is, when fans express their love for you, can you provide your fans with something that can distinguish them from the people around them and establish their sense of superiority?

On the other hand, when fans spread the word that they like you, you must not make subjective judgments and think about why they like you. If you talk to your fans directly, you will find that the facts may not be what you think. This is especially important for CEOs and project leaders. Like me, if I have nothing to do, I will even spend 10 hours reading netizens' comments. To give an interesting example, after Chen He got into trouble, he was scolded. I did some analysis and found that the vast majority of people who scold him have never been in love. They think love is like that, not like this, so they scold Chen He, otherwise they have no way to show their sense of superiority. Once one person likes this thing, it must mean that there is a second person who likes it too, and can amplify the sound that he likes.

In terms of approach, I have summarized three axes:

First, we must have a deep understanding of how narcissistic netizens are and how strong their pursuit of superiority is.

Second, communicate and amplify the evidence that these people love you . Never brag about yourself, no one will believe it. Just like when you order takeout, every company that makes takeout claims that their food is safe, healthy, delicious and nutritious, but precisely because they all say so, you can’t trust any of them. What is the core communication point? Or is it evidence that someone loves you? For example, when Huang Taiji first started, his promotional point was the long queues of people buying pancakes, which was evidence of the love for his family.

After all, the role of marketing is more to let consumers take a look and try it. As for whether they can stay, it depends on the product itself. Keeping an unsuitable one is not a good thing, but a bad thing. You should keep those who love you . And these evidences of love for you will easily attract people who may love you to give it a try. For a group, generally 10% of people like it, 10% hate it, and 80% don't care. These 80% of people are the key group for marketing. They play games not because the games are fun, but because they are bored; they watch TV shows not because the shows are good, but because they have nothing to do and need to kill time. Because they saw that many people liked it, they reduced the cost of his choice.

However, it is difficult to forge and amplify evidence of love. Where do we get this evidence of love?

Third, those who work in new media must “examine themselves three times a day”: Have you helped your users to show off? Is the user showing off? Or are you just pretending? This is a question you must think about every day. A lot of things are just for self-entertainment. Of course, it is undeniable that self-entertainment is useful. It determines your position in the industry, and your employees and people around you also feel excited. This is very important. But when you are doing communication, it is more important that the content you create shows off for your users. Think about it carefully: in the eyes of users, if you have obtained several rounds of financing and ranked first in the world, what does it have to do with me? Users won’t feel anything. But when they express what they like, what they get is what users really want.

If we define " social communication" as follows: with operations as the core, create a reason for communication so that the audience, because of the combination of the brand and themselves, will actively spread the word through social relationships (rather than through media communication).

Social communication takes many forms. For example, jokes are more in line with logical communication, which is a skill; but in essence, users are willing to actively spread your message, which is a characteristic; from the perspective of socialization, new media, and young people, communication means you keep chatting, find reasons why users like you, and spend energy to amplify the evidence of love. These things are far more useful than contacting the media.

For example, the business case I participated in, "Recite "Yueyang Tower Inscription" and Go to the Tower for Free", has very simple rules. It creates a set of gameplay that allows everyone to participate. If I were a top student, I could show off about it. If I were a poor student and couldn't recite it, I could also make fun of myself for being a poor student. Many people like to use this to make fun of or express their own labels. This actually has little to do with whether or not it is free to go up to the building. It is just a form of self-expression.

When it comes to new media communication, the key is to make good use of some new media techniques. Whether it's advertising or new media, essentially what you want is not to become an overnight success, the probability of this is too low. It is impossible to expect every case to be successful. It is already difficult to waste less money. I have also talked about the " three and a half retweets theory" in my TED Talk before : the first is popularity, the second is empathy, the third is a mark, and the third and a half retweets are a lottery. The reasons why a person forwards certain content, in the final analysis, come down to "worse than me", "same as me", "useful to me", and the core is "me" . You must fully believe in the narcissism of netizens. They only care about themselves. "What do I get by expressing you" is the only thing they care about.

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