Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 14 Follower Strategy: A Small Number of Followers Generates Maximum Value (2)
Almost all classic business cases start with those tiny or boundless exchanges.The relationship built by the sentence "Have a nice weekend" is more reliable than "What are you going to buy?"Taking Weibo as an example, if an enterprise can appear as an individual and accept direct comments from fans at any time, the information transmission path will become simple and reliable, without many filtering layers, the effect will be unimaginable.

When the relationship between enterprises and customers is no longer a simple business relationship, but is endowed with a richer human touch, the business will naturally evolve in a more gentle direction.Of course, not every company can easily control the bridges such as Weibo and WeChat.Once it fails, the image and reputation of the company will be directly lost, and these social media must be used with a professional and responsible attitude.

Still taking Weibo as an example: the content of "humanized" enterprise Weibo can be briefly summarized as follows: the release of corporate news, such as brand information or event promotion information; dynamic clips); on-site capture of unexpected events; equal sharing of knowledge, such as attractive knowledge related to the company's industry; appropriate jokes, cold jokes, etc.; industry hotspots and authoritative comments.

On September 2010, 9, Yuanzhou Decoration, a well-known domestic decoration company, published a Weibo on Sina Weibo entitled "Yuanzhou is looking for National Day, netizens grab sofas, and build the tallest building on Weibo".When Yuanzhou Decoration designed Weibo content, it simulated Weibo as a human tone, not rigid and serious, but only for personalized communication, "I like to crawl on you, like to touch every inch of your skin, like Lying in your arms, I can’t leave you for a moment, I love you—SOFA, sofa! Hehe, #元州找搜国日# is the time to snatch a sofa full-time!” Such language styles make netizens feel fresh interesting.As of October 28, 2010, the Weibo has been reposted 10 times, and a total of 7 people have commented on it, thus creating the myth of the tallest building in the history of Chinese home improvement Weibo.

The example of Yuanzhou Decoration allows us to see how a smart company establishes its own people-friendly and humanized corporate image through social media such as Weibo.We know that usually a consumer’s purchase motivation comes from his experience. After having a purchase motivation, whether to put it into action depends on how the consumer feels, and then forms his attitude, thus determining the occurrence of purchase behavior.Each decision-making process of the consumer constitutes his experience, thus repeatedly circulating the influence of these psychological factors on purchasing behavior.It is also the influence of psychological factors that make the decision-making process of consumers have the characteristics of complexity, situational and individuality.

But this does not mean that consumers are unpredictable. On the contrary, it is this seemingly complex but traceable consumer decision-making psychology that makes consumers' purchasing behavior easier to be guided by companies, especially in the world of mobile Internet. The direction of public opinion can easily be "manipulated".Therefore, only by fully grasping the psychology of consumer groups in the target market through a series of ways to get close to users can we take the initiative in mobile Internet marketing.When the fan base is solid, companies can achieve their marketing strategic goals as long as they attract fans at the right time.

5.4 Revolving around fans, fans will revolving around you
Regarding customer-oriented innovation and R&D, it has always been the darling of the management academic circle.They have all kinds of fancy titles: experiential innovation, crowdsourcing model, customer demand innovation, and so on.This management innovation method has only one core: all business activities of an enterprise must only be centered on consumers.That is to say, only if the company revolves around fans first, can fans revolve around you.

5.4.1 Customer needs are business opportunities

Customer-oriented managers tend to think that customer needs are business opportunities, and encourage the team to pay attention to every move of consumers in the daily marketing process, organize and analyze feedback information in a timely manner, improve marketing strategies, and strive for the largest market share.

Shi Yuzhu is the representative of "worshiping consumers as teachers", and he applied this idea to the development of online games.During the development process, I chatted with 2000 players, and each person spent at least 2 hours.Calculated in this way, he spent a total of more than 4000 hours communicating with target consumers.During more than 4000 hours of chatting, he experienced various moods of players in online games.Shi Yuzhu is well aware of all these complicated and even contradictory emotions.Therefore, he gave all emotions a chance to release in "Zhengtu", which is the most attractive part of "Zhengtu".

In addition, he found that most of the game upgrade process is very painful.In order to level up, players often have to keep one hand on the keyboard and one hand on the mouse all night, and keep doing this motion.Therefore, Shi Yuzhu changed the rules of the game in "Journey" and removed the process of fighting monsters.

In order to better serve players, Giant Network pioneered the "customer service appointment mode", players can ask customer service to find themselves.This is because "difficult to get through customer service calls" is a common problem in the online game industry.This attitude of thinking about players everywhere has made Giant Network widely praised. At the 2007 China Game Industry Annual Conference, Giant Network won 7 awards.

Many people think that Shi Yuzhu's repeated success, from melatonin to online games, relies on almost paranoid marketing methods.But experts believe that what supports Shi Yuzhu's success is his strong spirit of destructive innovation and his customer-oriented strategy that truly meets the needs of users.Shi Yuzhu said: "Now all the game companies are learning from us, as long as they follow the player and meet his requirements, don't care about the industry's comments, the only criterion is the player. What I consider in "Journey" is the player. Needs, not some industry rules."

5.4.2 Let users decide product grade

Shi Yuzhu's marketing ideas coincide with Ma Huateng's product ideas. Ma Huateng once said: "There are no shortcuts in researching user needs. Don't think that you can guess user habits for granted. One of the most common mistakes in product development is : The developer often cherishes and cares for the product he has created with the same care as a child, thinking it is his brainchild. A good product has a soul, and the beautiful design, technology, and operation can all reflect the concept behind it. Sometimes developers always think that the more powerful the better when designing a product, but a good product does not need a so-called particularly powerful design or anything, because people who think they are particularly powerful will deliberately create something that shows that they are powerful but users do not need, that is It's the end of the book."

Indeed, the product development of many companies does not consider the usage habits and acceptance of consumers, and blindly pursues the so-called taste, resulting in huge investment and dismal harvest.At the same time, many products that position themselves as low-end users abuse cartoon avatars and fancy page decorations without even thinking about it, thinking that this is what meets the needs of users.In fact, these are all manifestations of not respecting users and not being user-oriented.In the words of Ma Huateng: "There are objective differences in user groups, but there is no such thing as high-end or low-end. No matter what age or background, everyone likes clear, simple, natural, and easy-to-use designs and products. The most natural feeling and pursuit of beauty."

The key to marketing is fans, the key to fans is products, and the key to products is experience.Therefore, in the era of mobile Internet, no matter what products or services you want to promote, you must base yourself on consumers and your potential fans, and learn to listen and tap from their usage habits and potential needs.

Still taking Tencent as an example, QQ mailbox, which is very popular now, was not recognized by the market when it was first launched, because its settings are very difficult for users to use.Later, Tencent rebuilt it.In order to understand users' usage habits and needs, Tencent has formed a "10/100/1000 rule": Product managers must conduct 10 user surveys every month, follow 100 user blogs, and collect feedback on 1000 user experiences.Although this method may seem stupid, it is very effective.

Faced with the vastly different opinions returned by users, how to screen them?In specific operations, each product team has its own experience, style, and sensitivity to users.But from the perspective of user feedback, a good product team often has many years of experience, and is very sensitive to changes in user needs, and is very attentive when interacting with users.Therefore, the team that made the QQ mailbox later successfully created another important product of Tencent: WeChat.After entering the WeChat mobile application, the team members' previous experience in user experience will help them grasp the user needs of new products.

5.4.3 How Jobs Treated Fruit Fans

Human society is gradually moving towards the era of "experience economy".When many customers walk into an Apple store for the first time, the biggest feeling is that the environmental design of the Apple store is completely different from other IT electronic product stores.On the seemingly unpretentious table frame, the display and use of various products are just right.The shopping bag that customers carry when they walk out of the store after purchasing can also create a unique shopping experience.

Since the relationship between technological realization and demand has reached saturation, small-scale technological improvements have little to no stimulation to demand before the emergence of revolutionary technological change.At this time, "products resonate with customers" and "create an experience that makes customers unforgettable" have become the magic weapon for the first-mover companies in the new era to accumulate loyal fans.To this end, your company needs to do the following things that Jobs repeatedly emphasized to Apple employees:

1. Do not waste the user's time, for example: start the program very slowly; let the user choose from the drop-down box of more than 50 contents again and again... learn to cherish the user's time, reduce the distance of the user's mouse movement and the number of clicks , to reduce the number of times the user's eyeballs turn the full screen to search.

2. Don't take it for granted, don't bother and force users, and don't harass 1% of users for 99% of needs.

3. Don't think that the more things you provide to users, the better. On the contrary, more focus means no focus. Sometimes subtraction is required.

4. Actively try to contact your users, communicate with them, and understand their characteristics and behavior habits.

The only reason why a business can survive is because customers are willing to buy your products.This corresponds to the saying: "If you satisfy the customer, the customer will satisfy you; if you satisfy the customer's demand, the customer will naturally satisfy your demand." In this sense, super-class products are actually Products that can best meet customer needs and turn customers into fans.

5.5 Create a social platform to make the fan economy sustainable
5.5.1 Networking of social life

With the development of the mobile Internet towards a comprehensive community, information sharing among users in the online community is increasingly becoming an important link of information exchange in the online world.On some social networking platforms, behaviors such as "reposting" and "sharing" among friends have become the most enthusiastic way for Chinese netizens to transmit and share information.This trend is gradually changing everyone's lifestyle.

(End of this chapter)