In the product operation industry, how can we form a "viral" communication effect and improve the conversion rate?

Thank you for inviting me. This question is rich in gold, but most people's answers are not rich in gold. Why, almost every brand wants to "viral marketing", wants to spend the least promotion to get the greatest spread, but can succeed.

As an old marketing driver, planning marketing activities is a must-have skill! However, how to make the planning form a viral communication effect requires a certain methodology. Sharing some experiences may inspire the small partners engaged in marketing activity planning:

How to form a virus outbreak?

In the marketing bestseller "The tipping point", the author Malcolm Gladwell mentioned that there are three rules for viral transmission after detonation:

1. Single character rule

2. Law of adhesion coefficient

3. Environmental rights law.

Let me explain briefly:

Law of personality: The personality characters refer to the real super communicators in the six-dimensional space of social networks. They can spread information quickly.

These people have many advantages, such as wide connections, such as experts, experts in a certain field, others trust him and have authority; Or a super salesman, who has superb persuasion skills and can make others believe.

For example, a few years ago, Luo Yonghao released the latest hammer mobile phone, but his press conference unexpectedly gained the popularity of "Iflytek Input Method". After the press conference, Iflytek's input method was very popular and became the top three input methods. Luo Yonghao is the "personality" here. He is a super communicator.

Law of adhesion factor: This refers to the information or the event itself. You must be viral, and your information or events should be easy to remember and impressive. Only in this way can it be easy to spread from transmission to broadcast, and spread while broadcasting, forming a real viral spread.

A blind man wrote a sign on the road "I am blind and I need help" to beg. But the effect is not very good. A copywriter took the sign and changed it to "Today is a beautiful day, but I can't see it". As a result, after many people read it, their sympathy broke out and they got a lot of money. This is a written soft text attached to a certain point.

Law of environmental rights: it means that people are the product of the environment. When you are in a certain environment, you will find that you will also act beyond your usual expectations. Especially in the Internet age, individuals are particularly vulnerable to collective influence.

I recommend another marketing book, Mob, which has a core point: people are rational as individuals, but once they are integrated into a certain group, their personality will be submerged, group thinking will occupy a dominant position, and group thinking will also show the characteristics of rejecting dissidents, extremes, emotionality and low IQ.

Therefore, if we can grasp the hot spots of the public and the emotions of the audience, it will be particularly easy to spread.

Final summary:

How to form a virus effect and detonate the spread?

First, create the most suitable communication environment.

Second, write the information that is most suitable for communication.

Third, throw it to the most suitable person.

Then, he will help you promote it and throw it into the crowd, and it will explode with a bang! Then, using the inherent communication of the information itself, it collides with the audience's heart and broadcasts automatically and spontaneously.