How do traditional industries operate new media?

In marketing promotion, I personally think there is one principle that is very important, that is, regardless of whether to build a perfect account system, promotion should be regarded as a game, especially the practice process of this perfect account can Make it a fun job for a promotion specialist to do, not a job that has to be done. In this way, promoters can respond with a relaxed attitude, which will naturally lead to twice the result with half the effort.

On this basis, the perfect account system can be initially established.

The so-called perfect account system is to register an account in various online promotion channels. For example, in Weibo, choose Tencent and Sina to register a user name each, and in the forum, choose Tianya and Maopu to register an account each. , video sites cover Youku, Ku6, etc... The core is that every promotion channel must have a firepower support point. Once an attack is launched, it can form a situation of comprehensive oppression across all network channels.

It seems that this has nothing to do with conventional promotion tutorials. What many Internet marketing companies recommend is to register a large number of vest accounts, post a large number of posts, and post massively in major promotion channels on the Internet to form a network. Marketing is overwhelming. This 50-cent trend of forum postings has also spread to Weibo. We can often see well-known Internet marketers in the media boasting in interviews about how many accounts their company has established on Sina and Tencent Weibo, and Many accounts have become popular on Weibo and WeChat by following each other and posting jokes, with coverage ranging from tens to hundreds of millions, thus occupying the Weibo and WeChat communication markets.

This type of promotion model has a strong form of expression on Weibo, namely Duanzi Weibo. It can be said that many powerful marketing and promotion teams that claim to have extensive coverage of social network communication channels mostly rely on jokes to achieve so-called coverage. So, is the joke account system so magical?

Why did Haidilao jokes only become popular for a few days? Take Haidilao, which has gained popularity through jokes on Weibo, as an example. As a hotpot chain enterprise known for its service, Haidilao's good service is well-known and highly praised by netizens. However, Haidilao's overall popularity is not high. As various Weibo jokes about "Humans cannot stop Haidilao" went viral, most of the patterns of "Haidilao" were: One day I was eating hot pot in a certain Haidilao, and during the dinner I accidentally said..., in When I checked out…. The content is mainly about making a certain wish while eating and having it come true when paying the bill. As a result, Haidilao became a household name overnight. While Haidilao's popularity is rising day by day, various Weibo jokes about "Human beings cannot stop Haidilao" have aroused resentment. Some celebrities bluntly said that Haidilao's excessive marketing will inevitably have a negative impact. Various voices questioning Haidilao came out, causing Haidilao's previous good image to plummet.

Compared to those popular Weibo jokes that are mainly attracted by various jokes, module updates like Haidilaoti are not actually full of jokes, but are a bit biased. On the once popular mortal objects. But a year later, netizens became less convinced. The most serious thing is that the over-marketed Haidilao has become the focus of the media. Instead, the problems of its own products have been exposed, thereby amplifying its own problems due to the viral spread of Haidilao. Coupled with the fact that netizens are a little neurotic due to Haidilaoti and aesthetic fatigue, what is the result? Haidilao's jokes can only end up losing the rice...

This is not the realm of Weibo marketing that I am pursuing, although the key to the failure of Haidilao's popular trend is that its own product strength is not enough We cannot afford to have an exaggerated reputation, but more importantly, Haidilao’s Weibo marketing is an empty shell piled up with money and 50-cent party. In fact, there are very few netizens who are really willing to write their own Haidilaoti. Most of them are just public relations jokes posted by various vest Weibo and trumpet Weibo. In other words, it was not Weibo that really started the Haidilaoti craze, but the online media. In the world of Haidilaoti, Weibo just acts as a front-end puppet and does not exert real interactive influence.

The requirements for a perfect account system that I give to the specialists in the promotion department are completely different.

Taking Weibo marketing as an example, I just asked them to register the same account with the same name on Sina and Tencent Weibo, and asked them to post at least 5 Weibo posts every day, and the Weibo content was based on their experience as a promotion specialist. They mainly promote their experience or experience, and register with real information. The purpose is to record their own growth process and share it with all netizens who are interested in online marketing.

Of course, this is just the beginning of a perfect account system.

The overall picture of a perfect account system should be as follows, that is, one that takes social network communication as a node and connects all online marketing and promotion channels such as video publishing, blog opinions, forum promotion, encyclopedia maintenance, Q&A guidance, and news characterization. into an organic whole. The biggest advantage of doing this is not to bet on Weibo, WeChat or even any other communication channel, but to make every promotion channel a flashpoint for marketing effectiveness.

On the one hand, the promotion of a long-term series may be difficult to have an impact initially, but as long as it breaks out in subsequent promotions, people can pay attention to it and review the earlier content. Have expectations for future content, so that a small amount can add up to a large amount and gradually form a strong influence.

On the other hand, the outbreak of any promotion channel can affect the whole body, making the content on all promotion channels attract the attention of netizens, forming a golden chain of promotion. This is far more certain than putting eggs in one basket.

Third, promotion specialists should not just focus on Weibo, but should realize that online marketing is not just a way of Weibo, and should be more proficient in mastering all online marketing promotion methods. .

Fourth, this kind of continuous promotion can more effectively provide better coverage to netizens with different Internet browsing preferences, which can effectively break through the communication that can only cover Weibo users. bottleneck.

Fifth, the information volume problem of social media such as Weibo and WeChat has been solved. Old communication channels such as forums, blogs, and encyclopedias can do a good job in extending the popularity of Weibo.

Sixth, once influence is formed through several such creative and interesting communications, then all the perfect accounts on the chain will grow through this 1+1>2 method and will converge. Having certain long-term followers and forming their own influence is more powerful than simple Weibo fans.

Seventh and most critical point, through this perfect account training plan covering all channels, any kind of promotion in the future, no matter what form, whether it is video, text, picture, or even hard advertisement, All can be integrated into the perfect account, used in other channels, and aggregated through social networks such as Weibo and WeChat to form a true six-degree communication. This method of developing a total of no more than 20 accounts is far more effective than registering thousands of vests on various channels.