How to master Internet social marketing in a systematic and efficient way?

A successful topic marketing is both simple and complex, it is a combination of punches.

What is the CFID rule?

1. Content positioning

Media attributes are one of the basic elements of enterprise social networks . Users attracted through content have stronger stickiness than users attracted through activities, so companies need clear content positioning. Systematic content construction. Create sustained attention.

Content is very expensive nowadays. When we were creating our own short video self-media platform, we found that the platform was very weak in the face of excellent content. A lot of traffic was not carried by good content. Today's self-media is an era where content is king, so if you have good content, you don't have to worry about having no traffic.

2. Function entry

Brand WeChat is used to provide services to customers. WeChat’s platform positioning is “connecting everything”. As an enterprise WeChat , we need to take the user's perspective as the starting point and improve the functions of the WeChat platform. Make WeChat the most convenient function entrance.

3. Topic activities

As the cost of acquiring WeChat users becomes increasingly expensive. Creative and easily spreadable activities are an effective way for companies to acquire users. In the ever-changing social media , simple prize-giving activities are not advisable. Any activity without topic is just a hooliganism. All communications and activities must be topical, otherwise it would be a waste.

4. Data Application

The user interaction behavior data accumulated over a long period of time is a huge treasure. By building an effective database, analyzing and mining, companies can be guided to design more effective marketing activities and evaluations, ultimately achieving the goal of improving ROI.

For example:

ThinkPad has a subscription account and a service account. The first point in running a public account is to distinguish the positioning of subscription accounts and service accounts, and operate the accounts according to different purposes.

Secondly, the official account is a way for people to communicate with each other, so we created an image for the official account called Xiaohei. The content sent and interacted every day is Xiaohei's communication with users. Content is important, but users are different, and it is impossible for every piece of content to influence everyone.

The users of ThinkPad Xiaohei include pure ThinkPad technology fans and more fashionable users attracted by the new S series and other products. Therefore, the official account is positioned as artistic style every Monday, the most technological style every Wednesday, and fashion collection every Friday. Therefore, technology fans only need to read the official account every Wednesday. After testing, we found that this effect is much better than affecting everyone every day.

All the above conclusions are drawn based on data, so these conclusions are not valid without data basis.

How to apply the CFID rule to official accounts?

1. Content positioning

Although the combination of hot spots is criticized by many people, it still needs to be done because it is a low-cost brand and is the best place to output on Weibo and WeChat. However, hot spots should be combined with your own brand and fans' preferences, and cannot be combined blindly. For example, ThinkPad is a very masculine brand, so it will combine with hot topics such as Men's Day.

Chicken soup content is very effective and is increasingly criticized by everyone, but for toB users, such as those who manage the dissemination of something, chicken soup is very useful. Whether it is a facial mask or other things, sales especially require the company's marketing department and brand department to make chicken soup to influence others.

For example, the "chicken soup" in the picture above, although it looks bland, many channels and ThinkPad sales like it very much, because for so many years they only know that ThinkPad has various product configurations such as I7 and I5, but they don’t know why ThinkPad is black and how its name came from, so they love these brands of chicken soup even more.

How to write better social media posts?

A good copywriter should be half writer, half artist, and half psychologist.

First, the writing skills are strong and logical.

Second, strong aesthetic ability. Nowadays, many users like to watch pictures and short videos.

Third, have strategy and knowledge. You need to know what users want.

To be a good editor, you must spend a lot of time and effort on in-depth reading over a long period of time, and provide shallow reading for impetuous users. Be sure to catch the user's attention at the most critical moment. Don't be too picky about words, because time is more important than that.

Take a look at some comparison pictures to get a feel for it:

In fact, it is very simple to become a literary editor. Vision is a hammer and words are just a nail. You need to use the hammer of visual image to implant the nail of words into the hearts of users.

It is also very important to write article titles . There are many articles about clickbait titles now, but remember not to use clickbait titles blindly. Many 2C WeChat accounts can use clickbait titles, but if it is 2B2 B2C , and dealers are involved, don’t be too clickbait about the title, because this is a very embarrassing thing for dealers. At this time, you have to speak the truth.

2. Function entry

If a WeChat public account has 300,000 followers, there will inevitably be many users raising a variety of questions, but the number of problems that a customer service staff can solve is limited, so automatic replies can be used to help solve users' problems.

3. Topic activities

Operational activities are very important, and it is a very important thing that everyone has to do every day. Here are some examples:

Case 1

The purpose of this H5 activity is to promote users to forward it in their circle of friends . As shown in the picture above, there are a total of twenty parts, all of which are the selling points of this product. This product is very difficult to sell and is much more expensive than the Apple computer released at the same time. How to sell it? When you forward this H5 to your circle of friends and ask your friends to help you collect the parts, there are twenty parts in total, each representing ten yuan, so your good friend must spend ten yuan to collect the full amount. If he collects twenty parts, we will give him a coupon worth five hundred yuan. Therefore, this activity satisfied our need for valuable coupons and also promoted relationships within our circle of friends.

Case 2

At that time, we wanted to sell an umbrella, and the cartoons above are true stories that happened to the editor of our company. “Ten years ago, he and his classmates went to an Internet cafe to play games . While he was playing, he didn’t notice his father waiting for him at the door. When he came out and saw his father, he felt very annoyed at the time. On the way home, he didn’t notice that his father’s umbrella was tilted towards him. Ten years later, he understood that his father waited for him at the door of the Internet cafe for two hours because he didn’t want him to lose face in front of his classmates.” We were very moved after listening to it, so we made it into a cartoon as a promotion point for this umbrella. The name of the activity was “Let your father live a decent life, starting with a good umbrella”. In the end, the limited edition of 50 umbrellas were sold out immediately after publication, and were sold at several times the premium. Because this story is touching enough

, is touching enough and is sufficiently consistent with the product itself. Therefore, when organizing an event, you must start from your own perspective. It is important to think about whether the articles disseminated by the event can impress yourself. If they can impress yourself, more people will be impressed.

4. Data Application

The WeChat platform has a great function called tagging. Try to tag as many users as possible, and you will get to know your users better and better. If you are in a large enterprise with large sales volume, you can actually turn your product into one of the media for marketing .

For example, all ThinkPad computers now have a QR code as shown in the picture above. This is the ID card of each computer and is bound to the computer. Just scan the QR code and customer service will serve you. At the same time, you can also learn about various activities. This is also a good thing for enterprises.

How to do marketing at low cost

For start-ups and brands, based on the CFID operating rules, they should be good at creating topic marketing.

A successful topic marketing is both simple and complex, it is a combination of punches. Advertising strategy insight: you need to understand what consumers want, and when launching a wave of advertisements, you need to ensure that every effect is achieved. With PR-oriented media selection, if the boss attends an event today, his face can be seen at all portal posts tomorrow. Socialized operation methods and various kinds of hype. Operational data analysis requires the use of Internet product economic thinking to adjust your communications based on different changes and interests of users.

Finally, integrating the above can be considered a successful topic marketing, and it is a topic marketing that achieves great results with low cost.

If you are not a veteran in the promotion industry, it is recommended to focus on WeChat, because WeChat’s monthly active users are a great platform. If it is a startup company, take WeChat as a core, ensure effective output of communication through search engines , ensure its position, and use ecological media and the latest technological innovations to explore the stories of founders and tap into seed users .

Case: Artists greeted the New Year with the “rabbit gesture” backstage at the Spring Festival Gala

In the Year of the Rabbit, Ji Lianhai and Dong Qing led everyone in making the "rabbit hand gesture" at the Spring Festival Gala. It later became popular on the Internet. Everyone was using the "rabbit hand gesture" to greet the New Year. This was a new way of greeting the New Year. Basically all Chinese TV stations, including several American TV stations, reported on this event.

In fact, it was an advertisement for Taobao . At that time, Taobao was promoting the "kid culture" and the meaning of this gesture was "kid, happy new year." The advertising effect at that time was, first, it was shown on the Spring Festival Gala, and second, it became the theme of Taobao's year-end promotion that year: "Dear, Happy New Year". Buyers and sellers used this gesture to greet each other, forming a very important manifestation of Taobao's "dear culture".

When the news media exposed this incident, except for CCTV which said it was a national activity initiated by a certain online shopping mall, all other websites said it was initiated by Taobao or Alibaba . If calculated based on the cost of exposure by TV stations, this would be a sky-high price, but in fact the entire communication cost was very little.

5 tips for event marketing

1. While big numbers are important, word-of-mouth is even more important. We should be good at utilizing user word of mouth and make it part of the communication materials. “Operational helicopters” are great, but it’s often more critical to interview several users and get them to tell you what they really think.

2. It is important to set a powerful and sharp keyword . Keywords for Internet communication should not exceed seven words. There are three types of keywords:

Product keywords: Xiaomi mobile phone,

Topic keywords: Escape from Beijing, Shanghai and Guangzhou in 4 hours

Function keywords: Which computer is the best?

3. If you want to get more publicity, traditional media is important. We must learn to use traditional media as endorsement and as a basis for characterizing this matter.

4. If you want a topic to be popular, you must be good at criticizing yourself. No topic is one-sided. Many people are afraid that a topic will have a lot of moral and political comments. The more you fear, the less popular it will be.

5. The prerequisite for playing controversial games is to have a systematic and complete crisis warning preparation.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @操作鹤手 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map